Social Media in Your Marketing Plan<br />Northeast Chapter<br />Anthony Juliano<br />April 15, 2010<br />
Hi!<br />
A few definitions<br />
What is Social Networking? Social Media? Web 2.0?<br />Interactive<br />Dialogue<br />User-generated<br />Web 2.0<br />Soc...
What is Social Networking?<br />“Social networking is people having conversations online”<br />Social networking is your s...
Social Networking - Pros<br />Keeps your name in front of prospects/ customers<br />Increases traffic to your website<br /...
Social Networking - Cons<br />Demands time and attention<br />Takes time to build a presence<br />Risk of “overselling”<br...
THIS IS A TEST<br />
If              were<br />a country, it would be larger than…<br />U.S.<br />Japan<br />Mexico<br />All of the above<br />...
If              were<br />a country, it would be larger than…<br />D.	All of the above<br />
Largest countries in the world<br />1. People's Republic of China - 1.3 billion<br />2. India - 1.3 billion<br />Facebook ...
Social media is for real<br />and it’s changing communication—and your business<br />
THREE HARD TRUTHS<br />
Social media isn’t a magic bullet<br />
It’s easy to get distracted<br />
Advertising is easier*<br />*But less effective in the long run<br />
This isn’t about advertising<br />Advertisers interrupt when they don’t have permission to speak<br />Social media gives y...
Promotion<br />Advertising<br />Public relations<br />One-to-one/events<br />Direct sales<br />Word of mouth/referral<br /...
How Social Media is Changing Your Business<br />
Customers can easily communicate with each other…<br />
…and you can listen in<br />
Word of mouth travels much faster than ever before<br />
There are an infinite number of messages competing for your audience’s attention<br />
What’s the most interesting topic in the world to you?<br />
You.<br />
Web 2.0 is revolutionizing our expectations<br />
“Interruption” advertising is becoming less effective<br />
“You can buy attention (advertising).<br />You can beg for attention from the media (public relations).<br />You can bug p...
The Big 4<br />
Facebook<br />Best for: <br />Building relationships with a group of “fans”<br />Pitfalls: <br />Hard to engage audience u...
Should YOUR business be on Facebook?<br />Yes, if you can deliver…<br /><ul><li>Unique, engaging content
Information and education, not advertising
An experience that makes fans want to connect with each other</li></ul>REMEMBER: on Facebook, you don’t have customers, yo...
If you have fans, you may need a Facebook page<br />If you just have customers, you may not<br />If you have to choose, be...
Twitter<br />Best for: <br />Listening to customers<br />Short-shelf-life information<br />Pitfalls: <br />Labor intensive...
YouTube<br />Best for: <br />Demonstration<br />User generated content<br />Pitfalls: <br />User generated content will no...
LinkedIn<br />Best for: <br />Professional services providers<br />Career advancement <br />Pitfalls: <br />Harder to make...
LinkedIn for Professional DevelopmentJune 14, 6 - 9 pm or<br />July 28, 1 - 4 pm<br />Just $69!<br />
Think beyondthe Big 4<br />
Other Social Media Sites/Tools<br />MySpace<br />Google Buzz<br />Niche<br />Location-based sites<br />Photo/video/music s...
Discussion groups
Intranets
Wikis
RSS Feeds
Social news sites
Virtual worlds/ Social gaming
Chat</li></li></ul><li>
Seven Keys to Social Media Success<br />
1. Make social media a priority—or don’t do it at all<br />
2. Be AUTHENTIC<br />
3. Give to get<br />
4. Carve out a niche<br />
5. Be prepared and willing to adapt as social media changes<br />
6. Don’t try to do everything<br />
7. Have a strategy<br />
Marketing strategy<br />Social media strategy<br />LinkedIn strategy<br />
Getting Started<br />
Getting started<br />Decide whether social media is right for you<br />Are you willing to put in the time?<br />Does it in...
Getting started<br />Stake your claim<br />
Getting started<br />If you’re new to social media, don’t jump in right away—watch and learn<br />
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Transcript of "Social media in your marketing plan"

  1. 1. Social Media in Your Marketing Plan<br />Northeast Chapter<br />Anthony Juliano<br />April 15, 2010<br />
  2. 2. Hi!<br />
  3. 3. A few definitions<br />
  4. 4. What is Social Networking? Social Media? Web 2.0?<br />Interactive<br />Dialogue<br />User-generated<br />Web 2.0<br />Social Media<br />LinkedIn<br />MySpace<br />Facebook<br />Blogs<br />Microblogs<br />Photo/vid<br />sharing<br />Social<br />Ntwrkg<br />
  5. 5.
  6. 6. What is Social Networking?<br />“Social networking is people having conversations online”<br />Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects<br />Social networking is a glass against the wall<br />Social networking gives you permission to speak<br />Social networking is your online resume<br />
  7. 7. Social Networking - Pros<br />Keeps your name in front of prospects/ customers<br />Increases traffic to your website<br />Helps you build relationships<br />Allows you to actively promote services/products for sale<br />Makes you “more human” <br />Gives you insight into customers’/ prospects’/friends’ lives<br />
  8. 8. Social Networking - Cons<br />Demands time and attention<br />Takes time to build a presence<br />Risk of “overselling”<br />Blends the personal and the professional<br />Must be carefully integrated with your larger marketing strategy<br />May give your competitors insight into your business<br />
  9. 9. THIS IS A TEST<br />
  10. 10. If were<br />a country, it would be larger than…<br />U.S.<br />Japan<br />Mexico<br />All of the above<br />I’m sorry, but could you repeat the question? I was just updating my status.<br />
  11. 11. If were<br />a country, it would be larger than…<br />D. All of the above<br />
  12. 12. Largest countries in the world<br />1. People's Republic of China - 1.3 billion<br />2. India - 1.3 billion<br />Facebook - >400 million reg. members<br />3. United States - 307 million<br />Russia - 143 million<br />Japan - 128 million<br />Mexico - 108 million<br />
  13. 13. Social media is for real<br />and it’s changing communication—and your business<br />
  14. 14. THREE HARD TRUTHS<br />
  15. 15. Social media isn’t a magic bullet<br />
  16. 16. It’s easy to get distracted<br />
  17. 17. Advertising is easier*<br />*But less effective in the long run<br />
  18. 18. This isn’t about advertising<br />Advertisers interrupt when they don’t have permission to speak<br />Social media gives you permission to speak<br />
  19. 19. Promotion<br />Advertising<br />Public relations<br />One-to-one/events<br />Direct sales<br />Word of mouth/referral<br />Guess which one is least expensive?<br />Guess which one can be most influenced by social media?<br />Most likely to be effective<br />Most dependent<br />on relationships<br />
  20. 20. How Social Media is Changing Your Business<br />
  21. 21. Customers can easily communicate with each other…<br />
  22. 22. …and you can listen in<br />
  23. 23. Word of mouth travels much faster than ever before<br />
  24. 24.
  25. 25. There are an infinite number of messages competing for your audience’s attention<br />
  26. 26. What’s the most interesting topic in the world to you?<br />
  27. 27. You.<br />
  28. 28. Web 2.0 is revolutionizing our expectations<br />
  29. 29. “Interruption” advertising is becoming less effective<br />
  30. 30. “You can buy attention (advertising).<br />You can beg for attention from the media (public relations).<br />You can bug people one at a time to get attention (sales).<br />Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.”<br />- David Meerman Scott<br />
  31. 31. The Big 4<br />
  32. 32. Facebook<br />Best for: <br />Building relationships with a group of “fans”<br />Pitfalls: <br />Hard to engage audience unless they’re truly fans<br />When “fan” group is very large, it’s hard to manage relationships with individuals<br />Used more for personal networking<br />
  33. 33. Should YOUR business be on Facebook?<br />Yes, if you can deliver…<br /><ul><li>Unique, engaging content
  34. 34. Information and education, not advertising
  35. 35. An experience that makes fans want to connect with each other</li></ul>REMEMBER: on Facebook, you don’t have customers, you have…<br />
  36. 36.
  37. 37. If you have fans, you may need a Facebook page<br />If you just have customers, you may not<br />If you have to choose, better to have customers and no Facebook page than have a Facebook page and no customers<br />
  38. 38. Twitter<br />Best for: <br />Listening to customers<br />Short-shelf-life information<br />Pitfalls: <br />Labor intensive<br />Tweets are here today, gone tomorrow<br />
  39. 39. YouTube<br />Best for: <br />Demonstration<br />User generated content<br />Pitfalls: <br />User generated content will not always be favorable<br />
  40. 40. LinkedIn<br />Best for: <br />Professional services providers<br />Career advancement <br />Pitfalls: <br />Harder to make an emotional connection<br />
  41. 41. LinkedIn for Professional DevelopmentJune 14, 6 - 9 pm or<br />July 28, 1 - 4 pm<br />Just $69!<br />
  42. 42. Think beyondthe Big 4<br />
  43. 43. Other Social Media Sites/Tools<br />MySpace<br />Google Buzz<br />Niche<br />Location-based sites<br />Photo/video/music sharing<br />Blogs<br />Consumer opinion<br /><ul><li>Peer-to-peer selling
  44. 44. Discussion groups
  45. 45. Intranets
  46. 46. Wikis
  47. 47. RSS Feeds
  48. 48. Social news sites
  49. 49. Virtual worlds/ Social gaming
  50. 50. Chat</li></li></ul><li>
  51. 51. Seven Keys to Social Media Success<br />
  52. 52. 1. Make social media a priority—or don’t do it at all<br />
  53. 53. 2. Be AUTHENTIC<br />
  54. 54. 3. Give to get<br />
  55. 55. 4. Carve out a niche<br />
  56. 56. 5. Be prepared and willing to adapt as social media changes<br />
  57. 57. 6. Don’t try to do everything<br />
  58. 58. 7. Have a strategy<br />
  59. 59. Marketing strategy<br />Social media strategy<br />LinkedIn strategy<br />
  60. 60. Getting Started<br />
  61. 61. Getting started<br />Decide whether social media is right for you<br />Are you willing to put in the time?<br />Does it interest you?<br />Do you want more business?<br />Can you handle more business?<br />
  62. 62. Getting started<br />Stake your claim<br />
  63. 63. Getting started<br />If you’re new to social media, don’t jump in right away—watch and learn<br />
  64. 64. Getting started<br />Decide what niche you’ll focus on, which tools you’ll use, and how much time you’ll devote to social media for business<br />
  65. 65. Getting started<br />Decide whether you’ll do it yourself or partner with a consultant/vendor<br />
  66. 66. Getting started<br />Establish personal/organizational policies and protocols<br />
  67. 67. Getting started<br />Decide how you’ll measure ROI<br />
  68. 68. What’s your goal?<br />More web traffic?<br />Increased inquiries/sales?<br />Media coverage?<br />Improved ratings on opinion sites?<br />Fewer support calls/more self service?<br />It should NOT be number of fans/friends/followers<br />
  69. 69. How to get started<br />
  70. 70. Questions?<br />
  71. 71. Thanks!<br />ajjuliano@gmail.com<br />(260) 615.3426<br /> If you enjoyed this presentation, please recommend me on<br />

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