SOCIAL MEDIA MARKETING
     Customer Powered Marketing
ABOUT THE PRESENTER
• Joey     Shepp, Green MBA
    Principal at Earthsite, Web Strategy
•
    for Sustainable Brands

   ...
ROADMAP
                  • Fast Pace, Buckle Up
1. Trends

                  • Presentation Available Online
2. Concepts
...
TODAY,
WHO CONTROLS
  A BRAND?
BEFORE
Brand Managers
AFTER
Customers
POWER SHIFT
SOCIAL MEDIA IS THE FUTURE
      OF MARKETING
WHAT IS SOCIAL MEDIA?

• Social   Networking
• Online Video

• Blogging

• Ratings/Reviews

• Sharing   Content
ONLINE MARKETING

                      Social Media
    Website                            Online Advertising


         ...
INTERACTIVE MARKETING GROWTH
FACEBOOK GROWTH
Facebook has grown from
100 million to 200 million
users in less than 8 months.


If it were a country, it...
10.0


                                 7.5


                                 5.0
The number of visitors to
the site in M...
SOCIAL MEDIA IS A
DISRUPTIVE TECHNOLOGY
  Old School     New School
     B2C             C2C
   Top Down       Bottom Up
 ...
AN OPEN WORLD

Open        Open        Open      Open
Culture   Government   Software   Brands
SOCIAL MEDIA
   Case Studies
iPhone
          CNN
          Starbucks
          Apple




TOP SOCIAL BRANDS 2009
ZAPPOS CEO ON TWITTER


•CEO, Tony, talks about his
 company, but also shares his
 personality.
• Massive following
• Earl...
CEO’S ON TWITTER
CHEVY VIDEO
CONTEST
What happened?
Chevy launches a YouTube campaign to submit user
generated videos promoting the Chevy T...
MC DONALDS
CHANGES SLOGAN
Sign of the Times
Fitting with the “self expression” era of the
web, McDonalds changes it’s slog...
HOW DO I MAKE MY
 BUSINESS OPEN?
THINKING OPEN
BENEFITS OF BEING OPEN
• Allowyour customers to do
 your marketing for you

• Gaininnovation from your
 customer feedback
...
HOW BRANDS SHOULD
             PREPARE
    Don't Hesitate
•

    Prepare For Transparency
•

    Connect with Advocates
•
...
MEASURING SOCIAL MEDIA
NEW
METHODS
Social Media requires a new
way of thinking about
marketing, and moreover a
new way of thinking about
manageme...
UNDERSTAND
               SOCIAL CURRENCY
    Like a bank account, add social
•
    capital, withdraw social capital.
    ...
NEW MEASUREMENTS

B2C                       C2C
 Advertisement    Conversation

  Paid Per View    Free / Viral

   Page V...
TIPS FOR DOING SOCIAL
          MARKETING RIGHT
• Social   Media Marketing is worth more
• Don't    pay for social marketi...
KEY MEASUREMENTS

• Focus           on Social Actions: Use traditional media to drive target
 users online to do something...
SOCIAL MEDIA MARKETING
        BASICS
SKILLS OF SOCIAL MEDIA
1. Strategy
2. Moderation
3. Blogging and Writing Skills
4. Creative and Production
5. Technical De...
RESOURCES NEEDED

Phase/Budget      Corporate            Small Biz         Do it yourself

                               ...
BRAND MONITORING

• Google Analytics

• Google Alerts

• Tweet   Beep
!



It’s like a user profile,
but for your business
Create a Facebook Page for
your business and start
collecting Fans. Po...
!



  Social Networking for
  Professionals
Have your employees build full
Profiles on LinkedIn, which in turn
will build ...
People Powered
 Customer Support
Start a customer support
community. Add some of your
employees to the community.
Respond ...
HOW TO TWITTER
    How to Guide
WHAT IS TWITTER?

• Microblogging

• Real Time

• Public

• Always   On
BASIC TWITTER USE

• Presence   information
• Responses    to others (@user)
• Sharing   Links (tiny URL)
• Retweeting   (...
BEST PRACTICES

• Get   your user account NOW

• Tweet   consistently, 1-6 per day

• Provide   value to your community

•...
RECOMMENDED
          TWITTER APPS

    PC            Mac         iPhone    Blackberry


                  Tweetie
Tweet D...
GO FURTHER
   Resources
JOIN OUR
MAILING LIST
   ....and get.....
SOCIAL MEDIA MARKETING
     CHEAT SHEET
FOLLOW US ON

   @earthsite
   @joeyshepp
   @openbrands
Social Media Marketing
Social Media Marketing
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Social Media Marketing

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An overview of Social Media Marketing including major trends, concepts, case studies, and a how to guide.

Published in: Business, Technology

Social Media Marketing

  1. 1. SOCIAL MEDIA MARKETING Customer Powered Marketing
  2. 2. ABOUT THE PRESENTER • Joey Shepp, Green MBA Principal at Earthsite, Web Strategy • for Sustainable Brands Internet Marketing Director for • Green Festival Founder of Green Maven, The Green • Search Engine, and Open Brands, Radical Transparency in Brand Conversations
  3. 3. ROADMAP • Fast Pace, Buckle Up 1. Trends • Presentation Available Online 2. Concepts • Save Questions for End 3. Case Studies • Join our Email List 4. How To
  4. 4. TODAY, WHO CONTROLS A BRAND?
  5. 5. BEFORE Brand Managers
  6. 6. AFTER Customers
  7. 7. POWER SHIFT
  8. 8. SOCIAL MEDIA IS THE FUTURE OF MARKETING
  9. 9. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
  10. 10. ONLINE MARKETING Social Media Website Online Advertising Conversations Brand Referrals Content Search Ads Sharing Registrations Display Ads Ratings Social Connections Affiliates Reviews Contact Social Networks
  11. 11. INTERACTIVE MARKETING GROWTH
  12. 12. FACEBOOK GROWTH Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.
  13. 13. 10.0 7.5 5.0 The number of visitors to the site in March more than 2.5 doubled to 9.3 million, up from 4.3 million in February. 0 February
09 March
09 TWITTER GROWTH
  14. 14. SOCIAL MEDIA IS A DISRUPTIVE TECHNOLOGY Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to Many Many to Many Privacy Transparency Advertisement Conversation
  15. 15. AN OPEN WORLD Open Open Open Open Culture Government Software Brands
  16. 16. SOCIAL MEDIA Case Studies
  17. 17. iPhone CNN Starbucks Apple TOP SOCIAL BRANDS 2009
  18. 18. ZAPPOS CEO ON TWITTER •CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. • Jumped on the new “I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way technology early. of doing that.” -Tony, CEO of Zappos
  19. 19. CEO’S ON TWITTER
  20. 20. CHEVY VIDEO CONTEST What happened? Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. Backlash Activists seize the opportunity to voice their feelings about the Chevy Tahoe. GM Fast Lane Blog “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”
  21. 21. MC DONALDS CHANGES SLOGAN Sign of the Times Fitting with the “self expression” era of the web, McDonalds changes it’s slogan to a more personal line. “We love to see you smile” To “i’m lovin’ it”
  22. 22. HOW DO I MAKE MY BUSINESS OPEN?
  23. 23. THINKING OPEN
  24. 24. BENEFITS OF BEING OPEN • Allowyour customers to do your marketing for you • Gaininnovation from your customer feedback • Quicker response time to customer concerns • Build loyal customers
  25. 25. HOW BRANDS SHOULD PREPARE Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise • Systems Shatter your Brand Website •
  26. 26. MEASURING SOCIAL MEDIA
  27. 27. NEW METHODS Social Media requires a new way of thinking about marketing, and moreover a new way of thinking about management.
  28. 28. UNDERSTAND SOCIAL CURRENCY Like a bank account, add social • capital, withdraw social capital. Generate valuable content, • share valuable content Become known as an expert in • your field Ask questions, answer questions, • respond to customers! Be noteworthy, stand out •
  29. 29. NEW MEASUREMENTS B2C C2C Advertisement Conversation Paid Per View Free / Viral Page View Social Action One Time Accumulates
  30. 30. TIPS FOR DOING SOCIAL MARKETING RIGHT • Social Media Marketing is worth more • Don't pay for social marketing. • Give out samples • Give a place to talk about your product online publicly Ask questions to stimulate conversations • By Augustine Fou, ClickZ, Apr 9, 2009
  31. 31. KEY MEASUREMENTS • Focus on Social Actions: Use traditional media to drive target users online to do something -- take a social action -- not just arrive on a site. • Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -- rate, comment, share, recommend, etc.. • Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time -- e.g. users rate and share tips about restaurants -- Yelp.com. This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009
  32. 32. SOCIAL MEDIA MARKETING BASICS
  33. 33. SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Development 6. Targeted Advertising 7. Search Engine Optimization 8. Analytics and Monitoring
  34. 34. RESOURCES NEEDED Phase/Budget Corporate Small Biz Do it yourself Workshops and 1. Strategy Hire Consultant Read Blogs Webinars Marketing Role 2. Setup Hire Agency Self-Setup Self-Teaches Hire Dedicated Marketing Role 30 minutes 3. Maintenance Social Media part time on Social per day Manager Media
  35. 35. BRAND MONITORING • Google Analytics • Google Alerts • Tweet Beep
  36. 36. ! It’s like a user profile, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.
  37. 37. ! Social Networking for Professionals Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
  38. 38. People Powered Customer Support Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are.
  39. 39. HOW TO TWITTER How to Guide
  40. 40. WHAT IS TWITTER? • Microblogging • Real Time • Public • Always On
  41. 41. BASIC TWITTER USE • Presence information • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages
  42. 42. BEST PRACTICES • Get your user account NOW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘signal’ by using #hashtags
  43. 43. RECOMMENDED TWITTER APPS PC Mac iPhone Blackberry Tweetie Tweet Deck or Twhirl Tweetie Twitterberry or Twhirl or Tweet Deck
  44. 44. GO FURTHER Resources
  45. 45. JOIN OUR MAILING LIST ....and get.....
  46. 46. SOCIAL MEDIA MARKETING CHEAT SHEET
  47. 47. FOLLOW US ON @earthsite @joeyshepp @openbrands
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