0
Create Momentum in
your Marketing with
 Social Networking
                   Angela Rutzick       October 6, 2009
       p...
Some Social Networking
    Tools
!   Blogs
!   Online Communities
!   Forums / Discussion Boards
!   Content Aggregators
!...
It’s Here to Stay
! Eight in ten Americans are now online
  " Yet, only 5-10% of marketing budgets are allocated to
    so...
Consumers
— the New Marketer
! Web 2.0 tools have upgraded their voice power
! Consumers are now Prosumers
 (producer + co...
The New Marketer
 —Technopologist?

!Technologist, sociologist and psychologist

!Usage behavior — watch and observe
What Will it Do for Me?
! Keep current with new trends
! Meet other like-minded individuals
! Expand opportunities / incre...
And my Business…
! Engage customers
! Improve customer understanding of products
  & services
! Increase customer satisfac...
Facebook
  — Not Just for Kids

! Quickly becoming a powerful business tool
! Geared to using your profile page as a home
...
My Space
! Generally younger audience without deep
  pockets
! Environment is one where you primarily visit
  page of othe...
YouTube
! Upload and share video clips and across the
  Internet through websites, mobile devices,
  blogs, and email
Linked In
! Business site representing over
  150 industries
! Find jobs / Recruit staff
! Research competitors
! Make bus...
Twitter
! Fastest growing social networking site
! Users send and receive tweets
! Follow and be followed
Blogs
! Search engines love blogs
! Link a blog to your website
! Respond to other blogs
! Write commentaries
! Hire a “gh...
Search Blogs on
 Specific Topics
! technorati.com
! http://Blogsearch.google.com
! www.icerocket.com
LinkedIn
!   Reconnect/Re-engage
!   Strengthen relationships
!   Find jobs and recruit employees
!   Find resources for y...
Create your Profile
! Decide what will be public information
! Complete your background
LinkedIn Blog
Upload applications to give more power to your page.
Always read the rules and be ready to
adhere to them before signing up.
Creating a Business Page
! Pick a business category
! Add information – similar to profile build
! Publish page
! Be sure ...
Creating a
Business Page
Market an event
on your “brand”
page.


Upload
presentations
and/or PDF files.


Upload videos
and photos
Event Marketing
— Drive Demand
! Direct mail as a starting point
! Boost registration though social media
! Create a speci...
Members wanted
more from the current
website.
A meeting
    planner
    creates a
    community
    within a
    website.
    Industry Wiki
/   Forum
    E-Learning
   ...
Blog gives members a voice
in upcoming conference.

LinkedIn helps find
appropriate Speakers


Post sample presentations o...
Post - Event Activities
! Invite attendees to join a group — create a
  community
! Add a link to Flickr or other photo ap...
Results

! Increase in registration
! Execution: save money
! Collect hundreds of customer references
! Follow up – increa...
Blogs help take Brand
Awareness to Advocacy
!   Collaborate with customers on product
    development, service enhancement...
Solicit opinions Learn about your audience
            Establish price points
Traditional Approach: Focus Group
New Approach: Social Media
Poll consumers online using free analytic tools and surveys.
By creating an online community
with “mommy blogs”, the mothers
connected to discuss options for
eyewear protection for th...
Online Focus Groups
                             Better understanding of price points
                             Insight...
Keeping track of alumni and documenting their progress and
successes after leaving the program helped this non-profit
gene...
Widgets and Applications
               Factors contributing to failure: No clear
               way to invite friends, or...
Be Prepared…
! Take the good with the bad
! Be prepared to handle responses
! Never ignore an unfavorable comment
Why will they come?
! Provide incentives — both tangible and intangible
  " Tangible — money, free samples, coupons
  " In...
Recruit & Engage
Employees
! Carefully select employees to write blogs
  "Social networking skills
  "Shares company visio...
From Push Marketing to
Conversational Marketing
!   Persuade don’t sell
!   Be part of the conversation
!   Facilitate
!  ...
What’s the Word
! You can’t completely control what’s being said
  but you can participate
! Find out who is “talking” abo...
How do I measure success?
 !   Number of referrals
 !   Site traffic / visitors
 !   Audience participating - quality of c...
Tips for Success
! Always use customer focused messages
! Take into consideration your overall marketing
  plan.
! Integra...
Be Digital Savvy
! Align yourself with
   "technology
   "the right talent
   "a company’s whose culture is progressive
! ...
Challenging Times Bring
Opportunities
Prepare Now…
! Develop new tools
! Time to reevaluate your Business
! Learn new skil...
Never Under Estimate
its Power




A campaign is short-term. A relationship with a
customer is meant to be long-term.
Sscc2
Sscc2
Sscc2
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Transcript of "Sscc2"

  1. 1. Create Momentum in your Marketing with Social Networking Angela Rutzick October 6, 2009 prepared for the South Shore Chamber of Commerce www.a-type.com
  2. 2. Some Social Networking Tools ! Blogs ! Online Communities ! Forums / Discussion Boards ! Content Aggregators ! Social Bookmarking
  3. 3. It’s Here to Stay ! Eight in ten Americans are now online " Yet, only 5-10% of marketing budgets are allocated to social media " Social network users represent 67% of all internet users ! The fastest growing digitally mature industries include: " Technology, financial services, travel subscription media & retail
  4. 4. Consumers — the New Marketer ! Web 2.0 tools have upgraded their voice power ! Consumers are now Prosumers (producer + consumer)
  5. 5. The New Marketer —Technopologist? !Technologist, sociologist and psychologist !Usage behavior — watch and observe
  6. 6. What Will it Do for Me? ! Keep current with new trends ! Meet other like-minded individuals ! Expand opportunities / increase visibility ! Exchange ideas / find answers ! Establish yourself as an expert in your field ! Boost referral marketing efforts ! Free publicity, testimonials and reviews
  7. 7. And my Business… ! Engage customers ! Improve customer understanding of products & services ! Increase customer satisfaction ! Bring referrals and recommendations ! Attract new employees ! Strengthen and enlarge your network of vendors and partners ! Create evangelists
  8. 8. Facebook — Not Just for Kids ! Quickly becoming a powerful business tool ! Geared to using your profile page as a home page for information being brought to you ! Facebook is usually an older audience with more income
  9. 9. My Space ! Generally younger audience without deep pockets ! Environment is one where you primarily visit page of others as opposed to having info brought to you
  10. 10. YouTube ! Upload and share video clips and across the Internet through websites, mobile devices, blogs, and email
  11. 11. Linked In ! Business site representing over 150 industries ! Find jobs / Recruit staff ! Research competitors ! Make business connections
  12. 12. Twitter ! Fastest growing social networking site ! Users send and receive tweets ! Follow and be followed
  13. 13. Blogs ! Search engines love blogs ! Link a blog to your website ! Respond to other blogs ! Write commentaries ! Hire a “ghost blogger”
  14. 14. Search Blogs on Specific Topics ! technorati.com ! http://Blogsearch.google.com ! www.icerocket.com
  15. 15. LinkedIn ! Reconnect/Re-engage ! Strengthen relationships ! Find jobs and recruit employees ! Find resources for your customers & business ! Gather information ! Give and receive recommendations ! Get introduced to prospects ! Upload presentations and other documents
  16. 16. Create your Profile ! Decide what will be public information ! Complete your background
  17. 17. LinkedIn Blog
  18. 18. Upload applications to give more power to your page.
  19. 19. Always read the rules and be ready to adhere to them before signing up.
  20. 20. Creating a Business Page ! Pick a business category ! Add information – similar to profile build ! Publish page ! Be sure to become a fan of your own page ! Invite others to become fans ! Write a ‘what’s happening note’ ! Add applications (you can allow Twitter and LinkedIn to receive updates) ! Post upcoming events / announcements
  21. 21. Creating a Business Page
  22. 22. Market an event on your “brand” page. Upload presentations and/or PDF files. Upload videos and photos
  23. 23. Event Marketing — Drive Demand ! Direct mail as a starting point ! Boost registration though social media ! Create a special page on which you can put the details and collect RSVPs ! Special introductory offer (use a code so you can track where responses are coming from)
  24. 24. Members wanted more from the current website.
  25. 25. A meeting planner creates a community within a website. Industry Wiki / Forum E-Learning Surveys/Studies Bookstore Video RSS Feed Webinars Job Bank
  26. 26. Blog gives members a voice in upcoming conference. LinkedIn helps find appropriate Speakers Post sample presentations of prospective speakers via YouTube RSS feed is added to let members know as new information is received Twitter helps keep members updated while on the go
  27. 27. Post - Event Activities ! Invite attendees to join a group — create a community ! Add a link to Flickr or other photo application where attendees can upload photos ! Rally people around a cause
  28. 28. Results ! Increase in registration ! Execution: save money ! Collect hundreds of customer references ! Follow up – increase in leads, lowers cost per lead
  29. 29. Blogs help take Brand Awareness to Advocacy ! Collaborate with customers on product development, service enhancement and promotion ! Learn more about customer lifestyles.
  30. 30. Solicit opinions Learn about your audience Establish price points
  31. 31. Traditional Approach: Focus Group New Approach: Social Media Poll consumers online using free analytic tools and surveys.
  32. 32. By creating an online community with “mommy blogs”, the mothers connected to discuss options for eyewear protection for their children…. but they also found common ground discussing their home life and child rearing problems. Learn more about customer lifestyles. Collaborate with customers on product development, service enhancement and promotion
  33. 33. Online Focus Groups Better understanding of price points Insight for future products Customers trust each other’s opinions Interaction with the customer about their products led the company to start developing prototypes for lighting fixtures.
  34. 34. Keeping track of alumni and documenting their progress and successes after leaving the program helped this non-profit generate funding for future programs.
  35. 35. Widgets and Applications Factors contributing to failure: No clear way to invite friends, or view globes that friends created. Instructions were too Successful long. No response from Sony’s agency. viral marketing increase Office Max sales
  36. 36. Be Prepared… ! Take the good with the bad ! Be prepared to handle responses ! Never ignore an unfavorable comment
  37. 37. Why will they come? ! Provide incentives — both tangible and intangible " Tangible — money, free samples, coupons " Intangible — play on consumers’ emotions ! Create community ! Peer recognition
  38. 38. Recruit & Engage Employees ! Carefully select employees to write blogs "Social networking skills "Shares company vision "Knowledgeable about services and products
  39. 39. From Push Marketing to Conversational Marketing ! Persuade don’t sell ! Be part of the conversation ! Facilitate ! Listen and respond to customers
  40. 40. What’s the Word ! You can’t completely control what’s being said but you can participate ! Find out who is “talking” about you Google Search Google Alerts ! Get notified www.trackle.com www.yacktrack.com ! www.yelp.com
  41. 41. How do I measure success? ! Number of referrals ! Site traffic / visitors ! Audience participating - quality of conversations ! Blog comments ! Content sharing (ie., email forwards) ! Follows, friends & fans ! Profile views ! Wall posts
  42. 42. Tips for Success ! Always use customer focused messages ! Take into consideration your overall marketing plan. ! Integrate traditional and online marketing to ensure consistency across all media ! Simplify your efforts. Focus on the big picture. ! Reference: The New Rules of Marketing and PR by David Meerman Scott
  43. 43. Be Digital Savvy ! Align yourself with "technology "the right talent "a company’s whose culture is progressive ! Create partnerships with agencies, media companies and social media “technopologists”
  44. 44. Challenging Times Bring Opportunities Prepare Now… ! Develop new tools ! Time to reevaluate your Business ! Learn new skills to deliver more services to your customers/clients ! Build a great team
  45. 45. Never Under Estimate its Power A campaign is short-term. A relationship with a customer is meant to be long-term.
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