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Social Media Presentation
 

Social Media Presentation

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  • Social media is a
  • This is the same for all marketing but the
  • These are categorized based on their main function through most will overlap into other, or all, categories.

Social Media Presentation Social Media Presentation Presentation Transcript

  • Training Day: SCORE 390
    Social Media and theNew Face of Marketing
  • Social Media are online tools, sites and destinations of the new Web 2.0 internet environment that include:
    What is social media?
    That facilitate:
    • Conversation
    • Engagement
    • Participation
    • High and immediate feedback
    • Publishing
    Tools…
    • Facebook
    • Twitter
    • LinkedIn
    • YouTube
    • Digg
    • WordPress
  • 93% of Americas believe companies should have a social media presence. – Cone Marketing
    91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group
    87% trust a friend’s recommendation over a critic’s review – Marketing Sherpa
    1 WOM conversation has the impact of 200 TV ads – Buzz Agent
    Social media by the numbers
  • 90% + of online users begin their purchasing process in search engines.
    83% have watched video clips
    73%of active users have read a blog
    57% have joined a social network
    55% have uploaded photos
    Source: April 2008 17,000 respondents from 29 countries, defining active users as those using the internet at least every other day.-Universal McCann’s Comparative Study on Social Media Trends
    Numbers Continued-Active Online users
  • It’s free (except for time to learn/create/maintain).
    It levels the media playing field for the “little guys”
    Allows a business to have a direct “conversation” with their customers.
    Allows direct and immediate feedback from customers
    See opportunities to better serve your customers (Dell)
    No barriers to entry (other than knowledge and acceptance).
    Allows immediate connects with minimal transaction costs with thousands or millions of people.
    Improve search engine optimization (SEO).
    the benefits for business of social media
  • Create a buzz
    Measure sales conversions through analytics.
    Facebook and Google analytics.
    Analytics can tell you how many people visited you site and where they came from and how long they stayed.
    Measure customer feedback and response, i.e. the “like” button
    You can see how many fans you have, how often they visit you and what they respond to.
    Highly Scalable
    You can do one speech (YouTube), one how-to (blog), one article (blog or wall post) or Q&A (twitter and Facebook) and transmit it to millions for free.
    Benefits Cont.
  • Social media empowers your customers—whether you like it or not.
    Through reviews
    Through WOM
    Through blogs
    Through status updates
    Status update example: “Thanks American Airlines for losing my bags and making me wait for ten hours in the terminal.”
    United Airlines Breaks Guitars:
    http://www.youtube.com/watch?v=5YGc4zOqozo
    The new Customer Power
  • The strategy for successful social marketing is about:
    Identifying
    your ideal customer,
    Recognizing
    their need
    Communicating
    how you, or your product, satisfies that need.
    Integral to creating a great experience.
    Think of your SM presence as a product in itself and integrate it into your sales process.
    Overall Strategy
  • Think about social media marketing less as a commercial and more as a conversation you would have at a networking event.
    When at a networking event everyone knows why you are there but everyone hates the uninteresting guy that just wants to talk about his own business.
    Apply the 80/20 rule and be of value to your audience:
    80% provides independent value to the customer
    20% self-promotion that is still valuable
    SMM-a conversation, not a commercial
  • MUST have a quality website as a home base for your customers.
    Provides an outlet to gain more information about your company and brand.
    Mission
    Product design, appearance, cost
    Points of differentiation
    Location
    Provide an important venue for a call to action like:
    Sales
    Events
    New product launch
    The website can serve as the point of convergence for your social media marketing efforts.
    Website-the new storefront
  • Indirect Marketing:
    Marketing that is not primarily intended to solicit an immediate purchase.
    Brand building
    Creating a following via content
    Direct marketing:
    Solicits an immediate purchase
    Promotional offers
    Use both. Social media is long-term, indirect marketing to build a following, then direct marketing to generate sales.
    Direct vs. indirect marketing
  • Online marketing: Using social media
    Blogs
    Facebook, Twitter
    YouTube videos
    Industry groups and forums
    Offline: Traditional techniques
    Face-to-face networking—e.g. Rotary, LinkAnnapolis
    Seminars and workshops—how-to seminars at West Marine
    Print advertising
    Face-to-face sales
    Networking events
    Use bothintegrated into your sales process.
    Online vs. offline
  • Pull Marketing:
    generated by consumers who actively seek out or ask for information about products and services
    Push Marketing:
    generated by businesses that push messages and information out to customers with the intent of generating interest in the customer.
    Best to use both.
    Pull vs. Push Marketing
  • In the new age of customer-focused marketing the four C’s are:
    Content
    Context
    Connection
    Community
    The new Four C’s of marketing
    The Referral Engine, John Jantsch
  • Content
    Educates or provides utility to the customer.
    Focus not on selling but on providing valuable content to your customer.
    Context
    Make information relevant to your customer.
    Create something of value that will allow you to “touch” your customers on a daily or weekly basis.
    Four C’s continued
  • Connection
    Solve simple problems that your customers may have in a way they can understand and get behind.
    Use both online and offline techniques
    Community
    Communities once defined by geography, now defined by ideas and interests.
    Create a community around your business
    Make your customers proud to be your customers
    Four C’s continued
  • By providing great content and building a following for your business you:
    Increase your online exposure for the purpose of SEO.
    The more content you have on the web the more likely your business will pop up for key word searches.
    Keep you and your business in front of the customer,
    i.e. increase touch points. So when you have promotions, events, new products or press releases you can publicize them for “free”.
    Establish you or your business as the industry leader or expert
    Be the must-have for your product or service.
    Increase your communication with customers.
    Find out what they like and, more importantly, what they don’t like.
    The idea behind social Media
  • Social Media process
  • Ideal Customer Life cycle
    The Referral Engine, John Jantsch
  • Each step in the process should lead the customer to the next step in your sales process with a call to action.
    Example: You get a print ad for a pizza place in your mailbox with an offer. At the bottom of the ad it says, “like us on Facebook at facebook.com/joepizza to keep up to date on great deals.”
    Life Cycle continued
  • First impression of your company
    Need clear brand message conveying your point of differentiation. Findingyour “purple” is more important than ever.
    you are not just competing geographically, you are competing world-wide.
    Creating a following and community:
    Facebook ads
    Daily Candy: Daily updates on new products.
    Posting on someone else’s blog, linking back to your media (Facebook, your blog, etc.)
    Know
  • Once the customer knows your company they will need a venue to:
    like it,
    follow it and
    refer others to it.
    Does your website, Facebook page, YouTube videos and other social media send the same message?
    Is that message seamlessly communicated throughout your brand, including your physical store and business cards?
    Like
  • The customer needs to trust your company
    Third party reviews online: both good and bad.
    Comments on your Facebook page or Google.
    Provide useful content beyond self-promotion.
    Make sure brand message is focused and consistent.
    With the content you provide, follow the 80/20 rule.
    Trust
  • Give your customer the opportunity to “try” or experience your product.
    This could be:
    Trial offers that lower the risk or cost of trying your product.
    A YouTube video that gives your customer the experience of your product. Example: YouTube out-of-the-box reviews of the new iPhone.
    Great photos on your website or FB page that demonstrate the value of your product.
    A seminar or workshop that showcases your skills and shows that you are the industry expert.
    Webinars
    YouTube, How-to videos
    Blogs
    Try
  • The whole point of all this is to actually convert to sales, not to have a huge following on twitter.
    Provide a clear path for your customers to access your product
    Link your Facebook page to your website where customers can purchase your product.
    Your “social face” should have your brand name in it so people can find your website or store.
    Use the following you have built up to promote your product
    But remember the 80/20 rule.
    Buy
  • Once the customer knows, likes, trusts, tries and actually buys your product the hardest part is done.
    You now need to keep up with that customer and make them a champion for your company.
    Ask them to write a review.
    If they are not already, bring them into your social network.
    Send them personal Facebook messages thanking them for your business or send periodic public wall posts thanking your customers.
    Urge them to refer other friends to your Facebook page or website.
    Offer discounts for those who refer other people.
    Example: Dropbox.com
    Repeat
  • Inventory your assets:
    What do you do better than anyone else and what assets do you have that your customers would find valuable?
    Research:
    Find out what media people who care about your product are using.
    Blogs
    Facebook, Twitter, YouTube, LinkedIn
    Web searches and reviews, yelp
    Talk to customers or potential customers to better understand them.
    Segment your market:
    Demographic
    Behavioral
    With the new social web you can segment customers based on what media they use and how they interact with your business and product and others.
    Identify and target your ideal customer:
    Who would find your greatest assets the most valuable and how will you reach them?
    Developing your strategy
  • Once you are ready to jump in to SMM here is a checklist of ways to start:
    Create a website for your business.
    Intuit’s website service or hire a freelancer
    Start a business blog:
    www.wordpress.org
    Start commenting on blogs related to your business:
    www.blogsearch.google.com
    Start a twitter profile:
    www.Twitter.com
    Start a Facebook profile:
    www.Facebook.com
    Start a Facebook page:
    www.Facebook.com/pages
    11 ways to jump into social media
  • Start a Facebook group.
    Start a LinkedIn profile:
    www.Linkedin.com
    Start a LinkedIn group:
    www.Learn.linkedin.com/groups
    Start a YouTube channel:
    www.youtube.com/create_account?next=%2fchannels
    Get your business online for reviews
    www.Yelp.com
    www.foursquare.com
    11 ways cont.
  • Create a process map of how you plan on acquiring, keeping and converting fans to happy customers.
    Include costs of money and time and conversion rates for each step in the process.
    Track your performance with Analytics
    Map out your process
  • Staple yourself to an order
    Once you have your ideal customer identified and your SMM strategy “staple” yourself to an order to better understand how your customer experiences your company.
    You can do this yourself or have a friend do it and look over their shoulder.
    How easy is it for your customer to find your company?
    What messages and images do they see first?
    How easy is it to purchase your product or contact you for more information?
    What content are they hit with the most and what message does that content send?
  • Case example
    Candles Off Main
    Sells candles through brick-and-mortar and online sales.
  • Top Hit on “Candles, Annapolis” Google search
  • Easy To use Website
  • Easy to become a part of the network
  • Creative wall post to start a conversation
  • http://www.youtube.com/candlesoffmain
    Youtube Channel With Candle Reviews
  • Top hit on Google (search: “candles, Annapolis)
    Top 20 Facebook fan pages in Inc. Magazine
    Nearly 3,000 Facebook fans.
    Uses most SM tools effectively.
    Reports some 80% of sales comes from social media and web efforts.
    Results
  • The Referral Engine
    John Jantsch
    30-Minute Social Media Marketing: Step-by-step Techniques to Spread the Word About Your Business
    Susan Gunelius
    Rescources