Social Marketing: Fitting the Pieces Together

HELLO!

MARKETING STRATEGY SOCIAL MEDIA STRATEGY

FACEBOOK [IS] NOT VERY APPLICABLETO US. IT’S MORE OF A PERSONALSOCIAL NETWORK AND WHEN YOUGET INTO BUSINESS MESSAGES IT’SALMOST TOO INVASIVE. … THERE’S ALINE YOU HAVE TO DRAW[REGARDING] WHAT SOCIAL MEDIAACTUALLY MAKES SENSE AND HOWYOU USE IT IN A PROFESSIONALBUSINESS ENVIRONMENT.

WHICH SOCIAL MEDIA TOOL IS MOST USED BY THE INC. 500?

TOOLS USED BY INC. 500 - 201080%70%60%50%40%30%20%10%0% Facebook Twitter Blogging Online video Message/bulletin Podcasting MySpace Foursquare Do not use boards SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH

WHICH SOCIAL MEDIATOOL IS CONSIDERED MOST EFFECTIVE BY THE INC. 500?

SUCCESS RATES REPORTED BY INC. 500 - 2010100%90%80%70%60%50%40%30%20%10% 0% Online video Message/bulletin Blogging Facebook Twitter Podcasting boards SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH

TAKEAWAYS SOCIAL MEDIA IS USED BY 82% OF THE INC. 500 SUCCESS RATES ARE HIGH NO ONE TOOL WORKS FOR EVERYONE WHAT’S RIGHT FOR SOMEONE ELSE MAY NOT BE RIGHT FOR YOU

OTHER TOOLS WEWOULD DISCUSS IFWE HAD MORE TIME

 FACEBOOK (IN MORE DETAIL) LOCATION-BASED SOCIAL MEDIA PODCASTING PHOTO SHARING CONSUMER OPINION AND ABOUT 1,000 OTHERS

100+ MILLION FOCUSED MEMBERS AUDIENCE 80% USE SOCIAL MEDIAONE NEW MEMBER FOR RECRUITING… EVERY SECOND AND 95% OF THOSE USE LINKEDIN

BLOGGING

FOCUSED YOUR OWN COMMUNITY ―PRINTING PRESS‖ READ BY >50% SUBSTANTIVEOF INTERNET USERS CONTENT

EXCELLENT CONTENT HIGHLYCUSTOMER SERVICE PERISHABLE/SHORT TOOL SHELF LIFETECH-SAVVY/LOYAL/ 140-CHAR LIMIT POSES ACTIVE USER BASE COMM CHALLENGES

EXCELLENT STEEP LEARNING CURVE/ BRANDING TOOL TECH THRESHOLD CONTENT MAYSIGNIFICANT POSITIVE NOT ALWAYSIMPACT ON SEO/SEM BE FAVORABLE

BLENDTEC PROBLEM: GREAT PRODUCTS + WEAK BRANDING = WEAK SALES R&D TEAM HAD A PRACTICE OF BLENDING UP WOODEN BOARDS TO TEST PRODUCT TOUGHNESS WILL IT BLEND LAUNCHED 2006 INITIAL COST: ~$100 IN SUPPLIESTHE RESULTS: 700% INCREASE IN SALES 200,000+ YOUTUBE SUBSCRIBERS MEDIA: TODAY SHOW, TONIGHT SHOW, HISTORY CHANNEL, WALL STREET JOURNAL

BLENDTEC – KEYS TO SUCCESS GREAT PRODUCT AUTHENTICITY: HOST IS APPROACHABLE, NOT OVERLY POLISHED MEMORABLE AND FUN GOT THE CUSTOMER INVOLVED (SUGGESTED ―BLENDS‖) INTEXTUALITY: BLENDS INCLUDE BRANDS PEOPLE LOVE (IPHONE, NIKE, RUBIK’S CUBE)

MESSAGE/DISCUSSION BOARDS

EXCELLENT FOR FACILITATE SELF-SERVICECUSTOMER SERVICE MODERATED, EASIER TO USE, NOT AS PUBLIC MAINTAIN

MESSAGE/DISCUSSION BOARDS

NICHENETWORKS

COMMUNITIES FOCUSED YOUR BRANDAROUND A VERY SPECIFIC DOMINATES INTEREST/INDUSTRYGREAT LISTENING TOOL THE ―NEXT BIG THING‖?

STRATEGY DEVELOPMENT TRAINING IMPLEMENTATION

SOCIAL MEDIA TOOLS AND STRATEGIESSOCIAL MEDIA IS JUST ONE PIECE OF THEMARKETING PUZZLETHERE’S A STRONG BUSINESS CASE FOR SOCIALMEDIA—BUT WHAT WORKS FOR SOMEONE ELSEMAY NOT WORK FOR YOUKNOW YOUR GOALS, AUDIENCE AND WHAT YOUHAVE IN THE WAY OF RESOURCES BEFORE DECIDINGWHICH TOOLS TO USE

THANKS! ASHERAGENCY.COM FACEBOOK.COM/ASHERAGENCY TWITTER.COM/ASHERAGENCY

4. CONVINCEANDCONVERT.COM7. FLICKR/P8140008/MTNEER_MAN8. FLICKR/MATTHEW MCVICKAR/ARROW AND TARGET9. FLICKR/ALAN WOLF/AUDIENCE VISION 202010. FLICKR/COUNTING CHANGE FOR BREAKFAST/JUSTIN RASMUSSEN12. CHRISANDJASONSHOW.COM/CHRIS_DUEL_S_BLOG.HTML28. BUSINESSESGROW.COM

Social Marketing: Fitting the Pieces Together

by Anthony Juliano on Jun 30, 2011

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Social Marketing: Fitting the Pieces Together — Presentation Transcript