Marketing to the Social Web

Marketing to the Social Web: How Digital Customer Communities Build your business Presenter: Larry Weber Chairman, W2 Group, Inc Moderator: Mike Lewis @bostonmike VP of Marketing, Awareness, Inc.

Got Questions? Use the chat function in WebEx Join the conversation on twitter Submit questions using the hash tag: #awarenessinc Tech issues? please contact WebEx customer service

Today’s Agenda What is the Social Web? The Marketer’s New Job 7 Steps to Building Digital Customer Communities Q&A 3

The Landscape What is the Social Web? 4

The Social Web • An online place where people with a common interest can gather to share thoughts, comments and opinions • A new world of unpaid media created by individuals or enterprises on the web 5

Users control the message Blog Conversation PodCast Video Collaboration 6

Changing Role of Marketers It’s not about talking atcustomers and prospects 7

Changing Role of Marketers It’s about creating and engaging withcommunities 8

Leveraging Social Media in Marketing Brand Building Lead Generation Research and Development Product or Service Launch Customer Retention Partner and Channel Communications Thought Leadership Internal Communications Media Relations Crisis Management 9

New Rules of Engagement Old Marketing New Marketing One-way communication Brand is dialogue Brand recall is holy grail Customers determine brand value Group customers by demographics Group customers by behavior Content controlled by marketers Enterprise + user-generated content Virality driven by flash Virality based on content Michelin Guide: expert reviews Amazon: user reviews Publishers control channels Publishers build relationships Top-down strategy Bottom-up strategy Information hierarchy Information on demand Emphasis on cost – CPM Invest for growth – Measurable ROI 10

Seven Steps to Build Digital Communities 11

Step 1: Observe the Conversations Blogs and Communities 12

Step 2: Recruit Community Members Digital Media Marketing Digital Media Relations Create branded online community Engage in and influence conversations experiences and invite others to come to them • Value-added content • New insights • Engaging dialogues 13

Step 3: Evaluate Online Conduit Strategies Blogs and Reputation Social Networks E-Communities News Sites Aggregators 14

Step 4: Engage Communities in Conversation Take it to the Consumer: Address needs and inspire viral perpetuation Digital Media Marketing XML, Embed Code, Viral distribution 15

Step 4: Engage Communities in Conversations Take it to the Influencers: Build content that facilitates a conversation Digital Media Relations discussion 16

Step 5: Measure the Community’s Involvement Qualitative Measurement Quantitative Measurement Share of conversation Downloads/Installs Brand perception Membership Engagement Real market share Tone of digital dialogue Sales Relationships Site Ranking 17

Step 6: Promote Your Community to the World 18

Step 7: Improve the Community’s Benefits The Lesson of Friendster 2003 2006 19

Companies Who Get It 20

Coming Soon from Awareness Webinar: Who Should Attend: Marketing Agencies & Social Media: Advertising agencies who are interested in What marketers expect from their providing social media agencies to clients Featuring Emily Riley, Sr. Analyst, Forrester Research Clients of agencies April 29 – 11AM ET who need to know what to ask and Register at www.awarenessnetworks.com expect of their agencies 21

Q&A 22

http://www.awarenessnetworks.com	743
http://msoma.wordpress.com	184
http://blog.socialepisodes.com	173
http://hospdigitalmarketing.blogspot.com	127
http://www.slideshare.net	121
http://www.socialmediatoday.com	107
http://leadership-sdigitalw.blogspot.com	75
http://www.bizgene.com	72
http://thecustomercollective.com	71
http://www.israelblechman.com	67
http://smallbizbee.com	66
http://socialmediatoday.com	66
http://diocean.tistory.com	39
http://www.digitalmarketinglab.it	39
http://newsaleseconomy.com	21
http://www.ergonomia.ca	20
http://goodold.se	17
http://jujo00obo2o234ungd3t8qjfcjrs3o6k-a-sites-opensocial.googleusercontent.com	16
http://bloxfox.com	15
http://www.thecustomercollective.com	14
http://www.marketinginnovatie.org	12
http://gerentedemercadeodehoy.blogspot.com	12
http://racetalkblog.com	12
http://www.adtelligence.de	7
http://markcomb2we.blogspot.com	5
http://ideasdeblog.blogspot.com	5
http://ricardonespolicoutinho.blogspot.com	5
http://www.socialmedia.biz	5
http://www.olafmolenaar.com	5
http://www.glsonline.co.kr	5
http://socialmedianow.wordpress.com	4
http://myventurepad.com	4
http://myinfonet	3
http://translate.googleusercontent.com	3
http://nightlife.dev2.apperceptive.com	3
http://aureliel3fle.wordpress.com	3
http://www.iweb34.com	3
http://leadership-sdigitalw.blogspot.fr	3
http://current	2
http://hospdigitalmarketing.blogspot.fr	2
http://socialconsultants.posterous.com	2
http://socialseafish.blogspot.com	2
http://www.iamshiv.com	2
http://feeds.feedburner.com	2
http://movetheneedle.blogspot.com	2
http://webcache.googleusercontent.com	1
http://www.ikki.nl	1
http://lamevafe.blogspot.com	1
http://agovic.blogspot.fr	1
https://jujo00obo2o234ungd3t8qjfcjrs3o6k-a-sites-opensocial.googleusercontent.com	1
http://www.lmodules.com	1

Marketing to the Social Web

by Mike Lewis on Apr 09, 2009

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Marketing to the Social Web — Presentation Transcript