eCommerce Summit Atlanta iContact Presentation

Online Marketing & Social Media: Chuck Hester, APR Communications Director iContact Corporation

Chuck Hester, APR

LinkedIn Power User with Over 9000 First Level Connections

30 Years Experience in Marketing and Public Relations

Author of “Linking in to Pay It Forward”

Host of LinkedIn Live Raleigh

Communications Director iContact Corporation

Social Media: An Overview

Facebook – 200 million users

LinkedIn – 40 million users

Twitter– 8 million users

YouTube – January, 2009 most popular video had 112,000,000 views!

Blogs – 133,000,000 indexed by Technorati

900,000 blog posts every 24 hours

“ Twit: British slang for an insignificant, foolish or annoying person…” Sydney Morning Herald – March 9, 2009

Digital “Word of Mouth” If You Received Bad Service… In a single day, how many people could you tell about your experience? How many people could you share this experience with online?

Social Media Ground Rules: Be Transparent!

Social Media Ground Rules: Be Part of the Conversation

Social Media Ground Rules DON’T SEND OUT ONE WAY MESSAGES

Social Media Ground Rules: Be Part of the Conversation "We are allowing open conversation in branded areas, and we are encouraging dialogue good, bad or ugly," says Bonin Bough, director of global social media for PepsiCo. "Marketers are moving from impressions to building connections and from campaigns to conversations."

Social Media Ground Rules: Be Part of the Community

Social Media Ground Rules: Connect to the Connectors

Social Media Ground Rules: Adapt

Social Media Ground Rules: Real People, Not Symbols! THIS:

Social Media Ground Rules: Real People, Not Symbols! NOT THIS:

Case in Point: Pepsico and Tropicana

http://video.blogher.com/video/Trop50s2e2FINAL-mov

Email Marketing Software for Small/Medium Sized businesses, associations and non-profits

Founded in 2003

175 employees

50,000 customers

Effectively uses Social Media and Online Marketing to drive site traffic and gain – and retain - customers

Case in Point:

iContact Culture promoted through iNews Video – internal monthly newsletter that is put on Google Video

UStream Channel used for Karaoke Fridays

Videos of company events/activities used in recruitement of future team members

Company user groups on LinkedIn, Facebook

Twitter accounts used for customer service

Customer Service iContact Users Group On LinkedIn.com “ Customer Service is the New Marketing…”

RED HERRING – March, 2008 Amazon Adds Facebook to Wish List Online retailer Amazon.com on Thursday debuted two Facebook applications, Amazon Giver and Amazon Grapevine, that facilitate gift-giving by circulating Facebook users' wish lists and other information on Amazon activity among friends. The applications also make purchasing Amazon's products from Facebook easier, further blurring the line between social networking based on recreation and communities centered on commercial pursuits such as shopping. Using an opt-in mechanism in Amazon Giver, Facebook users can make their Amazon shopping wish lists available to their friends on Facebook. Friends can combine the wish list data with information gleaned from the likes and interests their friends list on their Facebook profiles. Amazon Grapevine allows users who opt-in to the program to broadcast their Amazon activity such as when they add to their wish lists, write reviews, or tag products, via news feed updates.

Starbuck Followers on Twitter = 196,000 Each Follower has 500 Followers = 98,000,000 10% of that Number Retweet Information = 9,800,000 The Power of a Crowd: Doing the Math

Takeaways #1: Social Media is not rocket science

Takeaways #2: The most seasoned “social media expert” has been at it for less than SIX YEARS!

Takeaways #3: Listen, Don’t Broadcast

Takeaways #4: Live by the Tools, Die by the Tools

Takeaways #5: Wade into the Shallow End, Don’t Dive into the Deep End

Takeaways #6: Even Old Guys Can Figure out Social Media Marketing!

Contact Information www.icontact.com/media www.chuckhester.com www.linkedin.com/in/chuckhester Twitter: @chuckhester Email: [email_address] or [email_address]