Social Marketing: Fitting the Pieces Together

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Asher Agency's presentation the June 30, 2011 …

Asher Agency's presentation the June 30, 2011
Whitley County Economic Development Corporation
(EDC) Summer Series: Strategic Leveraging for Your Business

More in: Technology , Business
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Transcript

  • 1. HELLO!
  • 2. MARKETING STRATEGY SOCIAL MEDIA STRATEGY
  • 3. 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.
  • 4. WHICH SOCIAL MEDIA TOOL IS MOST USED BY THE INC. 500?
  • 5. 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
  • 6. WHICH SOCIAL MEDIATOOL IS CONSIDERED MOST EFFECTIVE BY THE INC. 500?
  • 7. 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
  • 8. 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
  • 9. OTHER TOOLS WEWOULD DISCUSS IFWE HAD MORE TIME
  • 10.  FACEBOOK (IN MORE DETAIL) LOCATION-BASED SOCIAL MEDIA PODCASTING PHOTO SHARING CONSUMER OPINION AND ABOUT 1,000 OTHERS
  • 11. 100+ MILLION FOCUSED MEMBERS AUDIENCE 80% USE SOCIAL MEDIAONE NEW MEMBER FOR RECRUITING… EVERY SECOND AND 95% OF THOSE USE LINKEDIN
  • 12. BLOGGING
  • 13. FOCUSED YOUR OWN COMMUNITY ―PRINTING PRESS‖ READ BY >50% SUBSTANTIVEOF INTERNET USERS CONTENT
  • 14. EXCELLENT CONTENT HIGHLYCUSTOMER SERVICE PERISHABLE/SHORT TOOL SHELF LIFETECH-SAVVY/LOYAL/ 140-CHAR LIMIT POSES ACTIVE USER BASE COMM CHALLENGES
  • 15. EXCELLENT STEEP LEARNING CURVE/ BRANDING TOOL TECH THRESHOLD CONTENT MAYSIGNIFICANT POSITIVE NOT ALWAYSIMPACT ON SEO/SEM BE FAVORABLE
  • 16. 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
  • 17. 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)
  • 18. MESSAGE/DISCUSSION BOARDS
  • 19. EXCELLENT FOR FACILITATE SELF-SERVICECUSTOMER SERVICE MODERATED, EASIER TO USE, NOT AS PUBLIC MAINTAIN
  • 20. MESSAGE/DISCUSSION BOARDS
  • 21. NICHENETWORKS
  • 22. COMMUNITIES FOCUSED YOUR BRANDAROUND A VERY SPECIFIC DOMINATES INTEREST/INDUSTRYGREAT LISTENING TOOL THE ―NEXT BIG THING‖?
  • 23. STRATEGY DEVELOPMENT TRAINING IMPLEMENTATION
  • 24. 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
  • 25. THANKS! ASHERAGENCY.COM FACEBOOK.COM/ASHERAGENCY TWITTER.COM/ASHERAGENCY
  • 26. 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