Social Media Strategies for Small to Medium Businesses

SOCIAL MEDIA STRATEGIES Dayn Wilberding, Grady Britton FORGE MARKETING SUMMIT 2010

CONTENTS UNDER PRESSURE Social Influence Marketing Boring statistics Guide to Social Strategy Steal these campaigns

THING 1 RE: SOCIAL MEDIA Social Media Expert I’m not.

100,00 0 friends THING 1 RE: SOCIAL MEDIA overni ght! Social Media Expert I’m not.

THING 2 RE: SOCIAL MEDIA It’s OK to feel overwhelmed. I am.

USERS Life cycle of social networks TIME

I can has?

Social Media Technologies that make creating and sharing content possible Social Influence Understanding the influence we have on Marketing each other in Social Media & techniques for utilizing it for business goals

early cultural identity WWI&II cultural identity ® mid-century identity information age identity

BRAND BRAND BRAND BRAND BRAND

BRAND BRAND BRAND BRAND BRAND BRAND

Social Influence Marketing WTF?

Social Influence Marketing WHAT’S THAT FOR?

WEB 1.0

WEB 2-ish

WEB 3.14159

Social Influence Marketing

Social Influence Marketing INFLUENCER

Social Influence Marketing INFLUENCER INFLUENCER INFLUENCER

Boring statistics HOW BIG IS SOCIAL?

BY THE NUMBERS Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social 51% networks Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social read blogs 49%51% networks Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social read blogs 49%51% 3/4 networks participate in social media in some way Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 77 commercial on PERCENT YouTube Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 51% post 77 commercial on PERCENT YouTube original content Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 51% post 77 commercial on out of 100content original consumers, PERCENT YouTube posted product reviews 73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 SOCIAL MEDIA IS MAINSTREAM Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Don’t social users hate marketing?

Don’t social users hate marketing? Razorfish - FEED 2008, 2009

Don’t social users hate marketing? 76% welcome brand advertising Razorfish - FEED 2008, 2009

Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand Razorfish - FEED 2008, 2009

Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand 65% have had their mind changed about a brand Razorfish - FEED 2008, 2009

Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand 65% have had their mind changed about a brand 97% say that influenced a purchase decision Razorfish - FEED 2008, 2009

GUIDE TO SOCIAL STRATEGY LURK : PLAN : PARTICIPATE : MEASURE

GUIDE TO SOCIAL STRATEGY LURK 1 Find the conversations Determine your social audience Evaluate messaging options

LURK:// Find the conversations

LURK:// Find the conversations Twitter Search BlogScope Facebook Search Social Mention Google Blog Search Omgili Trendrr Facebook Lexicon

LURK:// Determine your social audience ? Quantcast.com Forrester Social Technographics Tool

LURK:// Determine your social audience time behavior

LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom

LURK:// Evaluate messaging options

LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events

GUIDE TO SOCIAL STRATEGY PLAN 2 Develop SIM voice Editorial schedule Find a champion Forget your expiration dates Have rules, will social Define goals

PLAN:// Develop a SIM voice In the social world, trust comes in the form of accessibility and openness. Be a friend. Participate. That will be the bulk of your message.

PLAN:// Develop a SIM voice Influencers look for deeper engagement.

PLAN:// Find a champion Personal interaction trumps stale brand messaging

PLAN:// Have rules, will social Set rules, but trust people. Have a personality, please.

PLAN:// Define goals Awareness, share of voice Retweets, shares, reach Sentiment, qualitative Sales, coupon redemption

PLAN:// Editorial Calendar

PLAN:// Editorial Calendar Mon Tue Wed Thur Fri ✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on ✓ 4 tweets ✓ bookmark 1 story ✓ bookmark 3 story ✓ 4 tweets YouTube ✓ bookmark 3 stories ✓ share 2 stories on ✓ share 1 video on ✓ share 2 stories on ✓ 10 tweets for Follow ✓ share 2 stories on Facebook Facebook Facebook Friday Facebook ✓ share 2 videos on

PLAN:// Forget your expiration dates SIM is not a toe-dip science. SIM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you.

GUIDE TO SOCIAL STRATEGY PARTICIPATE 3 Profiles Add value & Answer questions Respect the community Syndication tools Tie into everything

PARTICIPATE:// Profiles

PARTICIPATE:// Respect the existing community ≠ ≠ followers fans connections

PARTICIPATE:// Syndication tools BRAND del.icio.us . . .

PARTICIPATE:// Tie into everything

GUIDE TO SOCIAL STRATEGY MEASURE 4 Measurement tools Which metrics to watch

MEASURE:// Measurement tools

MEASURE:// Which metrics to watch 2009 traffic, pageviews, number of followers & fans reach, share of voice, sentiment 2010 sales leads, conversion, ave order value

MEASURE:// Which metrics to watch PURPOSE METRICS deals & specials posts, click-throughs, redemptions customer service conversations, answers, sentiment awareness, leadership fans, followers, retweets, shares

LOCAL SUPERSTARS OF SOCIAL (Steal these campaigns)

750 1500 followers followers

750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?

750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-)

750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.

750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here. @dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!

750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here. @dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business! @DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;)

1100 followers

1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them

1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that

1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that

1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW

1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW 27 followers storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day

BestOfBurgerville.com

Eclectic Products ShoeGoo June 2008

Where are the skateboarders loitering online?

Brad Paisley Video Contest

The Idea: SKATE VIDEO CONTEST

Micro Site Visitors Shoe Goo Micro Site ShoeGooSkate.com

Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Shoe Goo YouTube contest ShoeGooSkate.com

Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Videos also posted Facebook Friends to Facebook Page Shoe Goo YouTube contest Shoe Goo Facebook Page

Twitter Followers Twitter Mentions Shoe Goo and Skate topics on Twitter Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Videos also posted Facebook Friends to Facebook Page Shoe Goo YouTube contest Shoe Goo Facebook Page

Twitter Followers Future expansion areas of the Micro Site Twitter Mentions Shoe Goo and Skate topics on Twitter Test your goo. (Where to skate) Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Videos also posted Facebook Friends to Facebook Page Shoe Goo YouTube contest Shoe Goo Facebook Page

116 fans 318 followers 5,619 pageviews 5,725 views

Because Grady Britton <3’s U Schedule your Twitter tweets

If you approach every channel with the intent to add value through participation, you can’t go wrong. People will push your brand and products for you.

If you approach every channel with the intent to add value through participation, you can’t go wrong. People will push your brand and products for you. Decide to attack a project socially, develop a SIM plan, and stick to it. Bite it off in manageable chunks.

Thank you. delicious.com / daynw / FORGE GradyBritton.com For my card, txt: DAYN to 50500 GradyBritton dayn

Social Media Strategies for Small to Medium Businesses

by Dayn Wilberding on Feb 04, 2010

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Social Media Strategies for Small to Medium Businesses — Presentation Transcript

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