Social media for World Chambers Congress June 2011

Social Media: Expanding Chamber Reach Ekaterina Walter Intel Social Media Strategist @Ekaterina1

AGENDA  Why Social Media  Social Media and Your Customers  Social Media and Your Peers  Case Studies and Tips2 @Ekaterina INTEL CONFIDENTIAL

3 @Ekaterina INTEL CONFIDENTIAL

“Social Media isn’t a fad, it’s the fundamental shift in the way we communicate” Erik Qualman author of Socialnomics4

Motivations…5 @Ekaterina INTEL CONFIDENTIAL

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

Social Media – the Platform for Connection7 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Are Your Die-Hard Fans Part of Your Community? Die Hard Intel Fan - Damien Bayless8 @Ekaterina INTEL CONFIDENTIAL

My Personal Story9 @Ekaterina INTEL CONFIDENTIAL

Years to Reach 50M Users:11 @Ekaterina INTEL CONFIDENTIAL

40% of Fortune 100 Companies Show Website Traffic Decreasing Source: Adgregate and Webtrends19 @Ekaterina INTEL CONFIDENTIAL

Your Customers and Social Media20

Social Marketing‟s Benefits Rival Email for SMB26 @Ekaterina INTEL CONFIDENTIAL

Ramon DeLeon Operating Partner Domino‟s Pizza Chicago27 @Ekaterina INTEL CONFIDENTIAL

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

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: http://bit.ly/i1JQXv30 @Ekaterina INTEL CONFIDENTIAL

Learning From Your Peers31

Otago Chamber of Commerce, New Zealand Social Pioneers John Chrystie Paul Allen Chief Executive Business Resources32 @Ekaterina INTEL CONFIDENTIAL

Promoting Your Social Presence  Printed newsletters  Business training programs  Word of mouth  Email  Website35 @Ekaterina INTEL CONFIDENTIAL

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

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

Salem Chamber of Commerce, USA Social Pioneer Kyle J. Sexton38 @Ekaterina INTEL CONFIDENTIAL

Case Studies and Tips42

Listen!43 @Ekaterina INTEL CONFIDENTIAL

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

Foster Relationships with Bloggers and Influencers45 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Use YouTube to Drive Sales46 @Ekaterina @ekaterina INTEL CONFIDENTIAL

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

Integrate Social Networks into Your Website48 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Consider the Move to Facebook Commerce On the first day of launch the sales quadrupled49 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Consider the Power of Facebook Integration Giantnerd.com, 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

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

Blog!52 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Integrate Traditional and Social53 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Tap into the Power of User-Generated Content54 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Make Every Single Piece of Content Sharable55 @Ekaterina @ekaterina INTEL CONFIDENTIAL

Generate Leads56 @Ekaterina INTEL CONFIDENTIAL

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

Use Social Media to Drive Participation in Offline Events58 @Ekaterina @ekaterina INTEL CONFIDENTIAL

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

Your business relies on word of mouth (WOM), social media is not a nice-to-have anymore, it’s a must-have!60

Thank You! Ekaterina Walter ekaterina.walter@intel.com http://www.ekaterinawalter.com Twitter: @Ekaterina61

http://paulusthebrit.wordpress.com	26
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http://www.linkedin.com	2
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Social media for World Chambers Congress June 2011

by Ekaterina Walter on Jun 07, 2011

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Social media for World Chambers Congress June 2011 — Presentation Transcript