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The Why Of Social Networking
 

The Why Of Social Networking

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    The Why Of Social Networking The Why Of Social Networking Presentation Transcript

    • The “WHY” of Social Marketing Presented by Global Marketing Solutions August 11, 2009
    •  
    • What IS Social Marketing? (and what is social networking?)
      • A  social network service  focuses on building  online communities  of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are  web based  and provide a variety of ways for users to interact, such as  e-mail and  instant messaging  services.
      • Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people.
      • 2009 Wikipedia.com
    • What IS Social Marketing?
      • Social marketing seeks to capitalize on the growing trend of social networking and apply its principals to a business orientation
      • Social marketing allows for conversations to take place between businesses and consumers
    • What IS Social Marketing?
      • Networking
      • “ I had pizza for lunch!”
      • Here is Princess on her first birthday!
      • Tell me what you think of these shoes I just bought.
      • Marketing
      • Mention TWITTER and receive $2 off your pizza order!
      • Upload your vacation photos and you could win a trip!
      • Tell us about your most recent purchase of flip flops from Endless.com
    • Social Marketing IS:
      • Word of mouth/word of keyboard
      • Conversation (LISTEN twice as much as you talk)
      • A powerful resource for any company doing business today
    • Okay, but WHY?
      • Consider this recent research:
      • Word of mouth is the most trusted and influential form of communication. Forrester Research—94% of consumers trust word of mouth and 84% of business buyers say WOM has the greatest influence on them.
    • Okay, but WHY?
      • The latest Nielsen Global Online Consumer survey polled 25,000+ online consumers. Here are forms of advertising they trust:
      • Recommendations from people known 90%
      • Consumer opinions posted online 70%
      • Brand websites 70%
      • Magazines 59%
      • Email signed up for 54%
    • Okay, but WHY?
      • Who is using Social Networking:
      • 75% of online adults 18-24 have a profile
      • 57% of online adults 25-34 have a profile
      • 30% of online adults 35-44 have a profile
      • 19% of online adults 45-54 have a profile
      • 10% of online adults 55-64 have a profile
      • 7% of online adults 65+ have a profile
      • Pew Internet research 2009
    • Okay, but WHY?
      • Points to Ponder if you’re not convinced:
      • How do you know what people are saying about you?
      • What’s going on in your marketplace?
      • Do you have an authentic voice?
      • Do you have credibility?
      • Are you giving up an advantage?
      • Are you becoming a dinosaur?
    • Okay, but WHY?
      • Need more convincing? Consider:
      • Cost efficient
      • Growing audience
      • Two-way communication
      • Personal touch
      • Differentiate
      • Improve search results
      • New channel for customer service
    • Okay, okay, but NOW what?
      • Set goals
      • Set budget
      • Set policy
      • Decide the how
      • Get your toes wet
    • Okay, okay, but NOW what?
      • Setting Goals—examples
        • Increase website traffic and increase sales
        • Learn about our customers
        • Mitigate negative commentary
        • Manage a crisis
        • Reward loyal customers
        • Share our corporate culture
        • Create a new service channel
    • Okay, okay but NOW what?
        • Set budget
          • Social is not free
          • Decide what you are willing to spend
            • Remember, internal resources have costs
            • How important is design versus execution
            • Plan based on seasonality
            • Measure what you can
    • Okay, okay but NOW what?
      • Set policy
        • Who is empowered to socialize?
        • What is the company policy on how to address complaints?
        • What is your strategy for negative commentary?
    • Okay, okay but NOW what?
      • Decide the how
        • Internal vs. Outsourcing or both
        • How will this blend with other responsibilities?
        • Who has the required skill set?
        • What channels make most sense for my business?
    • Okay, okay, but NOW what?
      • Get your toes wet
        • Create an email address for all social
        • Set up accounts for social channels
        • Learn the lingo and the culture
        • Populate with content
        • Become a fan, follower, friend, etc. and others will reciprocate
    • Real Life Things that Work
      • Links
        • It would be great if the link were actually here…
      • Special Offers (discounts, coupons, free item in return for following)
        • Two Free Nights - that's a sweet deal! When you book a 7-night stay, pay for only 5 nights. http://www.gulfshoresplantation.com/specials
    • Real Life Things that Work
      • Photos/videos
        • Post a great photo and
        • watch the comments
        • come in!
    • Real Life Things that Work
      • Contests and Blogs Bring Eyeballs
        • Contests drive traffic and "joining in“
        • Write interesting things and people will read!
    • Real Life Things that Work
      • The biggest thing that works? LISTEN and respond…
    • Real Life Things that Work
      • LISTEN and respond…
    • Real Life Things that Work
      • LISTEN and respond…
      • Feeling overwhelmed? Some resources offering help:
      • Mashable.com—Great articles, how-tos, new products and tools, the experts on social
      • MediaPost.com—great newsletters by topic, social and all other online channels
      • BloggerThemes.net—design templates for your Blogger account
      • Tweetdeck.com—a tool for managing Twitter and Facebook accounts
    • You CAN do it!
      • Ask for help
      • Stay on message
      • LISTEN
      • Measure what you can
    • Go socialize!
      • Get started and have fun!
      • Thank you for your attention
      • Check www.GMStheBEST.biz for this presentation