Social Media Presentation-SCORE390


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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-SCORE390

    1. 1. Training Day: SCORE 390<br />Social Media and theNew Face of Marketing<br />
    2. 2. Social Media are online tools, sites and destinations of the new Web 2.0 internet environment that include:<br />What is social media?<br />That facilitate:<br /><ul><li>Conversation
    3. 3. Engagement
    4. 4. Participation
    5. 5. High and immediate feedback
    6. 6. Publishing</li></ul>Tools…<br /><ul><li>Facebook
    7. 7. Twitter
    8. 8. LinkedIn
    9. 9. YouTube
    10. 10. Digg
    11. 11. WordPress</li></li></ul><li>93% of Americas believe companies should have a social media presence. – Cone Marketing<br />91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group<br />87% trust a friend’s recommendation over a critic’s review – Marketing Sherpa<br />1 WOM conversation has the impact of 200 TV ads – Buzz Agent<br />Social media by the numbers<br />
    12. 12. 90% + of online users begin their purchasing process in search engines.<br />83% have watched video clips<br />73%of active users have read a blog<br />57% have joined a social network<br />55% have uploaded photos<br />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<br />Numbers Continued-Active Online users<br />
    13. 13. It’s free (except for time to learn/create/maintain).<br />It levels the media playing field for the “little guys”<br />Allows a business to have a direct “conversation” with their customers.<br />Allows direct and immediate feedback from customers<br />See opportunities to better serve your customers (Dell)<br />No barriers to entry (other than knowledge and acceptance).<br />Allows immediate connects with minimal transaction costs with thousands or millions of people.<br />Improve search engine optimization (SEO).<br />the benefits for business of social media<br />
    14. 14. Create a buzz <br />Measure sales conversions through analytics.<br />Facebook and Google analytics.<br />Analytics can tell you how many people visited you site and where they came from and how long they stayed.<br />Measure customer feedback and response, i.e. the “like” button<br />You can see how many fans you have, how often they visit you and what they respond to.<br />Highly Scalable<br />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.<br />Benefits Cont.<br />
    15. 15. Social media empowers your customers—whether you like it or not.<br />Through reviews<br />Through WOM<br />Through blogs<br />Through status updates<br />Status update example: “Thanks American Airlines for losing my bags and making me wait for ten hours in the terminal.”<br />United Airlines Breaks Guitars:<br /><br />The new Customer Power<br />
    16. 16. The strategy for successful social marketing is about:<br />Identifying<br />your ideal customer, <br />Recognizing <br />their need <br />Communicating<br />how you, or your product, satisfies that need.<br />Integral to creating a great experience.<br />Think of your SM presence as a product in itself and integrate it into your sales process. <br />Overall Strategy<br />
    17. 17. Think about social media marketing less as a commercial and more as a conversation you would have at a networking event.<br />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.<br />Apply the 80/20 rule and be of value to your audience:<br />80% provides independent value to the customer<br />20% self-promotion that is still valuable<br />SMM-a conversation, not a commercial<br />
    18. 18. MUST have a quality website as a home base for your customers.<br />Provides an outlet to gain more information about your company and brand.<br />Mission<br />Product design, appearance, cost<br />Points of differentiation <br />Location <br />Provide an important venue for a call to action like:<br />Sales<br />Events <br />New product launch<br />The website can serve as the point of convergence for your social media marketing efforts.<br />Website-the new storefront <br />
    19. 19. Indirect Marketing:<br />Marketing that is not primarily intended to solicit an immediate purchase.<br />Brand building<br />Creating a following via content<br />Direct marketing: <br />Solicits an immediate purchase<br />Promotional offers<br />Use both. Social media is long-term, indirect marketing to build a following, then direct marketing to generate sales.<br />Direct vs. indirect marketing<br />
    20. 20. Online marketing: Using social media <br />Blogs <br />Facebook, Twitter<br />YouTube videos<br />Industry groups and forums<br />Offline: Traditional techniques<br />Face-to-face networking—e.g. Rotary, LinkAnnapolis<br />Seminars and workshops—how-to seminars at West Marine<br />Print advertising <br />Face-to-face sales<br />Networking events<br />Use bothintegrated into your sales process.<br />Online vs. offline<br />
    21. 21. Pull Marketing: <br />generated by consumers who actively seek out or ask for information about products and services<br />Push Marketing: <br />generated by businesses that push messages and information out to customers with the intent of generating interest in the customer.<br />Best to use both.<br />Pull vs. Push Marketing <br />
    22. 22. In the new age of customer-focused marketing the four C’s are:<br />Content<br />Context<br />Connection<br />Community<br />The new Four C’s of marketing <br />The Referral Engine, John Jantsch<br />
    23. 23. Content<br />Educates or provides utility to the customer.<br />Focus not on selling but on providing valuable content to your customer.<br />Context<br />Make information relevant to your customer.<br />Create something of value that will allow you to “touch” your customers on a daily or weekly basis.<br />Four C’s continued<br />
    24. 24. Connection<br />Solve simple problems that your customers may have in a way they can understand and get behind.<br />Use both online and offline techniques <br />Community<br />Communities once defined by geography, now defined by ideas and interests.<br />Create a community around your business <br />Make your customers proud to be your customers<br />Four C’s continued<br />
    25. 25. By providing great content and building a following for your business you:<br />Increase your online exposure for the purpose of SEO. <br />The more content you have on the web the more likely your business will pop up for key word searches.<br />Keep you and your business in front of the customer, <br />i.e. increase touch points. So when you have promotions, events, new products or press releases you can publicize them for “free”.<br />Establish you or your business as the industry leader or expert<br />Be the must-have for your product or service.<br />Increase your communication with customers. <br />Find out what they like and, more importantly, what they don’t like.<br />The idea behind social Media<br />
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    27. 27. Social Media process<br />
    28. 28. Ideal Customer Life cycle<br />The Referral Engine, John Jantsch<br />
    29. 29. Each step in the process should lead the customer to the next step in your sales process with a call to action. <br />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 to keep up to date on great deals.”<br />Life Cycle continued<br />
    30. 30. First impression of your company<br />Need clear brand message conveying your point of differentiation. Findingyour “purple” is more important than ever. <br />you are not just competing geographically, you are competing world-wide.<br />Creating a following and community:<br />Facebook ads<br />Daily Candy: Daily updates on new products.<br />Posting on someone else’s blog, linking back to your media (Facebook, your blog, etc.)<br />Know<br />
    31. 31. Once the customer knows your company they will need a venue to:<br />like it,<br />follow it and <br />refer others to it.<br />Does your website, Facebook page, YouTube videos and other social media send the same message? <br />Is that message seamlessly communicated throughout your brand, including your physical store and business cards?<br />Like<br />
    32. 32. The customer needs to trust your company<br />Third party reviews online: both good and bad.<br />Comments on your Facebook page or Google.<br />Provide useful content beyond self-promotion.<br />Make sure brand message is focused and consistent.<br />With the content you provide, follow the 80/20 rule.<br />Trust<br />
    33. 33. Give your customer the opportunity to “try” or experience your product.<br />This could be:<br />Trial offers that lower the risk or cost of trying your product.<br />A YouTube video that gives your customer the experience of your product. Example: YouTube out-of-the-box reviews of the new iPhone.<br />Great photos on your website or FB page that demonstrate the value of your product.<br />A seminar or workshop that showcases your skills and shows that you are the industry expert.<br />Webinars <br />YouTube, How-to videos<br />Blogs <br />Try<br />
    34. 34. The whole point of all this is to actually convert to sales, not to have a huge following on twitter.<br />Provide a clear path for your customers to access your product<br />Link your Facebook page to your website where customers can purchase your product.<br />Your “social face” should have your brand name in it so people can find your website or store.<br />Use the following you have built up to promote your product<br />But remember the 80/20 rule.<br />Buy<br />
    35. 35. Once the customer knows, likes, trusts, tries and actually buys your product the hardest part is done. <br />You now need to keep up with that customer and make them a champion for your company.<br />Ask them to write a review.<br />If they are not already, bring them into your social network.<br />Send them personal Facebook messages thanking them for your business or send periodic public wall posts thanking your customers.<br />Urge them to refer other friends to your Facebook page or website.<br />Offer discounts for those who refer other people.<br />Example: <br />Repeat<br />
    36. 36. Inventory your assets:<br />What do you do better than anyone else and what assets do you have that your customers would find valuable?<br />Research: <br />Find out what media people who care about your product are using.<br />Blogs<br />Facebook, Twitter, YouTube, LinkedIn<br />Web searches and reviews, yelp <br />Talk to customers or potential customers to better understand them.<br />Segment your market:<br />Demographic<br />Behavioral <br />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.<br />Identify and target your ideal customer:<br />Who would find your greatest assets the most valuable and how will you reach them?<br />Developing your strategy<br />
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    38. 38. Once you are ready to jump in to SMM here is a checklist of ways to start:<br />Create a website for your business.<br />Intuit’s website service or hire a freelancer<br />Start a business blog: <br /><br />Start commenting on blogs related to your business:<br /><br />Start a twitter profile: <br /><br />Start a Facebook profile:<br /><br />Start a Facebook page:<br /><br />11 ways to jump into social media<br />
    39. 39. Start a Facebook group.<br />Start a LinkedIn profile:<br /><br />Start a LinkedIn group:<br /><br />Start a YouTube channel:<br /><br />Get your business online for reviews<br /><br /><br />11 ways cont.<br />
    40. 40. Create a process map of how you plan on acquiring, keeping and converting fans to happy customers.<br />Include costs of money and time and conversion rates for each step in the process.<br />Track your performance with Analytics<br />Map out your process<br />
    41. 41. Staple yourself to an order<br />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.<br />You can do this yourself or have a friend do it and look over their shoulder.<br />How easy is it for your customer to find your company?<br />What messages and images do they see first?<br />How easy is it to purchase your product or contact you for more information?<br />What content are they hit with the most and what message does that content send?<br />
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    50. 50. Case example<br />Candles Off Main<br />Sells candles through brick-and-mortar and online sales.<br />
    51. 51. Top Hit on “Candles, Annapolis” Google search<br />
    52. 52. Easy To use Website<br />
    53. 53. Easy to become a part of the network<br />
    54. 54. Creative wall post to start a conversation<br />
    55. 55.<br />Youtube Channel With Candle Reviews<br />
    56. 56. Top hit on Google (search: “candles, Annapolis)<br />Top 20 Facebook fan pages in Inc. Magazine<br />Nearly 3,000 Facebook fans.<br />Uses most SM tools effectively.<br />Reports some 80% of sales comes from social media and web efforts.<br />Results<br />
    57. 57. The Referral Engine<br />John Jantsch<br />30-Minute Social Media Marketing: Step-by-step Techniques to Spread the Word About Your Business<br />Susan Gunelius<br />Rescources<br />