Social media for World Chambers Congress June 2011


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Presentation on Social Media for the 7th World Chambers Congress in Mexico, June 2011. Covers: why social media, social media and small business, examples o

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Social media for World Chambers Congress June 2011

  1. 1. Social Media: Expanding Chamber Reach Ekaterina Walter Intel Social Media Strategist @Ekaterina1
  2. 2. AGENDA  Why Social Media  Social Media and Your Customers  Social Media and Your Peers  Case Studies and Tips2 @Ekaterina INTEL CONFIDENTIAL
  3. 3. 3 @Ekaterina INTEL CONFIDENTIAL
  4. 4. “Social Media isn’t a fad, it’s the fundamental shift in the way we communicate” Erik Qualman author of Socialnomics4
  5. 5. Motivations…5 @Ekaterina INTEL CONFIDENTIAL
  6. 6. Consumer Expectations Companies/Brands Should: listen to what I have to say show that they care connect with me where I am respond in a timely manner6 @Ekaterina INTEL CONFIDENTIAL
  7. 7. Social Media – the Platform for Connection7 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  8. 8. Are Your Die-Hard Fans Part of Your Community? Die Hard Intel Fan - Damien Bayless8 @Ekaterina INTEL CONFIDENTIAL
  9. 9. My Personal Story9 @Ekaterina INTEL CONFIDENTIAL
  10. 10. 10 @Ekaterina INTEL CONFIDENTIAL
  11. 11. Years to Reach 50M Users:11 @Ekaterina INTEL CONFIDENTIAL
  12. 12. 12 @Ekaterina INTEL CONFIDENTIAL
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  19. 19. 40% of Fortune 100 Companies Show Website Traffic Decreasing Source: Adgregate and Webtrends19 @Ekaterina INTEL CONFIDENTIAL
  20. 20. Your Customers and Social Media20
  21. 21. 21 @Ekaterina INTEL CONFIDENTIAL
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  26. 26. Social Marketing‟s Benefits Rival Email for SMB26 @Ekaterina INTEL CONFIDENTIAL
  27. 27. Ramon DeLeon Operating Partner Domino‟s Pizza Chicago27 @Ekaterina INTEL CONFIDENTIAL
  28. 28. 28 @Ekaterina INTEL CONFIDENTIAL
  29. 29. Quotes from Ramon  “I got on Facebook because I wanted to sell my pizzas to college students back in 2005”  “One of my customers posted a video of them getting/eating my pizza. It was viewed 1500 times in the first 2hrs. You can‟t pay for stuff like that!”  “I saw a pregnant lady tweeting about being hungry. By the time she got to her hotel, I had pizza waiting for her. She had a party and ordered pizza for everyone”  “I learn about my potential customers through Twitter, start conversations with them, they become my customers”  “The most valuable piece of real estate is your Facebook wall, because people share it with others”  “I share a lot of product photos. If you weren‟t hungry earlier, you are hungry now!”29 @Ekaterina INTEL CONFIDENTIAL
  30. 30. Quotes from Ramon (cont.)  “I get out and meet people and get to know them, I do fundraisers at schools, I mentor students, I connect with artists on MySpace, I pay attention to sport events in town”  “I have my own hashtag #RamonWOW, anyone can tweet me and get pizza delivery in record time (12 mins)”  “I send „thank you‟ videos to my customers”  “I promote my customers in my print menus – my Foursquare mayors always get a shoutout”  “My products have hashtags – if you want to see product review, just search for them on Twitter”  “Be inspired and you‟ll be in demand” Ramon‟s video: @Ekaterina INTEL CONFIDENTIAL
  31. 31. Learning From Your Peers31
  32. 32. Otago Chamber of Commerce, New Zealand Social Pioneers John Chrystie Paul Allen Chief Executive Business Resources32 @Ekaterina INTEL CONFIDENTIAL
  33. 33. 33 @Ekaterina INTEL CONFIDENTIAL
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  35. 35. Promoting Your Social Presence  Printed newsletters  Business training programs  Word of mouth  Email  Website35 @Ekaterina INTEL CONFIDENTIAL
  36. 36. Benefits of Social Media  Increased attendance at events and training  Real-time communication  Quick dissemination of information  Trend spotting on topics of community discussions/concerns  Building relationships with local businesses (current and potential members)  Lead generation (finding new members)  Knowledge-sharing with other chambers36 @Ekaterina INTEL CONFIDENTIAL
  37. 37. Adding Value to Your Customers “ Over the past 18 months we have run various workshops on using social media for business and for community groups. Businesses in attendance: local government, small and medium enterprises, sole traders, not-for-profit and community organizations. Many of the participants have since connected with the Chamber via Twitter and Facebook. More importantly, these businesses are growing their presence online with potential and current clients. “ - Paul Allen37 @Ekaterina INTEL CONFIDENTIAL
  38. 38. Salem Chamber of Commerce, USA Social Pioneer Kyle J. Sexton38 @Ekaterina INTEL CONFIDENTIAL
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  42. 42. Case Studies and Tips42
  43. 43. Listen!43 @Ekaterina INTEL CONFIDENTIAL
  44. 44. Use Twitter for Sales and Support $6.5M in revenue in „10 Changed products and processes in response to social brand chatter – find out about problems with products 6 weeks earlier than in the past44 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  45. 45. Foster Relationships with Bloggers and Influencers45 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  46. 46. Use YouTube to Drive Sales46 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  47. 47. Create a Self-Sustaining Community TurboTax created a customer service wiki that allowed TurboTax users to answer questions and provide tips to others Results: 40% of user questions were answered by other customers at a higher rate of accuracy than the traditional call center47 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  48. 48. Integrate Social Networks into Your Website48 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  49. 49. Consider the Move to Facebook Commerce On the first day of launch the sales quadrupled49 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  50. 50. Consider the Power of Facebook Integration, a shopping site for outdoor gear, saw a doubling in revenue generated from Facebook within 2 weeks of adding the Like button American Eagle saw users referred by Facebook spend 57% more than average on the site Every time Facebook user posted on newsfeed that they bought a ticket, friends spent an additional $5.30. Every Facebook link generated $2.52 in sales50 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  51. 51. Take Advantage of Location-Based Services For opening weekend of Men’s Store in NYC, Coach gave away free cologne ($85 value) to the first 200 customers who checked into the store on Foursquare. 10% of traffic to the store that weekend came with Foursquare check ins.51 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  52. 52. Blog!52 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  53. 53. Integrate Traditional and Social53 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  54. 54. Tap into the Power of User-Generated Content54 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  55. 55. Make Every Single Piece of Content Sharable55 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  56. 56. Generate Leads56 @Ekaterina INTEL CONFIDENTIAL
  57. 57. Drive Organic Traffic and Leads with SEO  Make sure you have consistent social presence  Blog! Address pain-points, provide value  Use the right keyword strategy (no industry jargon, customer speak)  Study where traffic comes from57 @Ekaterina INTEL CONFIDENTIAL
  58. 58. Use Social Media to Drive Participation in Offline Events58 @Ekaterina @ekaterina INTEL CONFIDENTIAL
  59. 59. Things to Remember about Social Media  Just like relationship-building it takes time and effort  Set the right expectations with customers on response time  You get what you give… provide value and help  Continually learn to stay relevant  Don‟t be afraid to experiment  If you are not sure where to start, start small59 @Ekaterina INTEL CONFIDENTIAL
  60. 60. Your business relies on word of mouth (WOM), social media is not a nice-to-have anymore, it’s a must-have!60
  61. 61. Thank You! Ekaterina Walter Twitter: @Ekaterina61