The
Digital
Paradox:
A case for and against a
social media marketing
strategy.
Presented by: Eli Martinez, Founder Inwood ...
DISCOVERY
 “Just the facts
 ma’am.”
           - Joe Friday
Social media usage by small business
           owners doubles, increasing from 12%
                    to 24% in 2010!

 ...
But wait. There’s more…
25% of small business owners
    polled feel social media has
  “fallen short of expectations.”




*“The State of Small B...
• 50% feel it’s used up more time
                                             than expected



                          ...
“Why should I
bother spending
the time or money
marketing my
business online?”
          - anonymous
social media marketing =

LEVERAGE
Extend your BRAND’S
 reach. Broadcast your
 message globally, 24/7.
Touch more people, more
         often.
Build a COMMUNITY.
Get closer to customers &
     empower brand
ENTHUSIASTS. Unleash
  the power of W.O.M.
Become a Thought
LEADER. Educate, raise
  awareness & build
 TRUST. Social proof
  influences buying
      decisions.
“Great. So how do I
 make social media
   work for my
    practice?”
PROVEN
        vs.



Tool…         Strategy.
“Social media isn’t a strategy, it’s one of the
communication tools available. It’s a great
and potentially personal tool,...
Do...                                                                                 Don’t...
• Send customers to other  ...
a shift is happening

1. ‘social media strategies’ are now customer-centric business strategies

2. ‘marketing’ is now abo...
GUARANTEE
    “Hey, didn’t you
      say something
         about using
    social media as a
              tool?”

      ...
6 social media “tools”
                                          …and ways to use them

1. Raise awareness - spread the wo...
6 social media “tools”
                                  …and ways to use them (cont)


4. Uncover attitudes - learn from ...
D.I.Y.           (do it yourself)
“OK for fixing the kitchen sink.
NOT okay for your online
marketing strategy.”

- Eli Ma...
SAVE
   Marketing
 Departments
   “Not just for big business
                   anymore.”

         - 21st Century Chiropr...
PROVEN
 Yup…
  we are your TOTAL digital
  marketing solution.
Our MISSION:
to provide YOU
with big agency
solutions &
results without
the big agency
price tag….
“Take ACTION now!
     Fill out the
  appointment form
    and book your
consult before it’s too
        late.”

         ...
The
 End
The Digital Paradox: A Case for and Against a Social Media Marketing Strategy
The Digital Paradox: A Case for and Against a Social Media Marketing Strategy
The Digital Paradox: A Case for and Against a Social Media Marketing Strategy
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The Digital Paradox: A Case for and Against a Social Media Marketing Strategy

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A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".

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The Digital Paradox: A Case for and Against a Social Media Marketing Strategy

  1. 1. The Digital Paradox: A case for and against a social media marketing strategy. Presented by: Eli Martinez, Founder Inwood Hill
  2. 2. DISCOVERY “Just the facts ma’am.” - Joe Friday
  3. 3. Social media usage by small business owners doubles, increasing from 12% to 24% in 2010! •75% have a company page on a social networking site •69% post status updates or articles of interest on social media sites •57% build a network through a site such as LinkedIn •54% monitor feedback about the business •39% maintain a blog •26% tweet about areas of expertise •16% use Twitter as a service channel RESULTS *“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.
  4. 4. But wait. There’s more…
  5. 5. 25% of small business owners polled feel social media has “fallen short of expectations.” *“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.
  6. 6. • 50% feel it’s used up more time than expected •19% believe social media has lost them money •17% feel social media has allowed people to criticize their business *“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.
  7. 7. “Why should I bother spending the time or money marketing my business online?” - anonymous
  8. 8. social media marketing = LEVERAGE
  9. 9. Extend your BRAND’S reach. Broadcast your message globally, 24/7. Touch more people, more often.
  10. 10. Build a COMMUNITY. Get closer to customers & empower brand ENTHUSIASTS. Unleash the power of W.O.M.
  11. 11. Become a Thought LEADER. Educate, raise awareness & build TRUST. Social proof influences buying decisions.
  12. 12. “Great. So how do I make social media work for my practice?”
  13. 13. PROVEN vs. Tool… Strategy.
  14. 14. “Social media isn’t a strategy, it’s one of the communication tools available. It’s a great and potentially personal tool, but don’t stop there. “ “Think customer-centrically instead – for the entire experience…” - Tara Hunt Author of “The Whuffie Factor: Using the Power of Social Networks to Build Your Business”
  15. 15. Do... Don’t... • Send customers to other • Make cutbacks in marketing, websites (be a resource) customer service or support staff when budgets tighten • Right by your customers all the time (service first) • Not appreciate what your customers are saying about • Know that you’re competing you (good or bad) for their attention with everyone else (clear messages) • Make understanding the benefits of your services or • Work with competitors products complicated toward better customer experiences (collaboration) • Measure the number of “friends” or visitors to your • Measure referrals from website as success (social friends as success (leads) media is about being social) “Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.
  16. 16. a shift is happening 1. ‘social media strategies’ are now customer-centric business strategies 2. ‘marketing’ is now about fostering customer happiness 3. ‘influencers’ are being replaced by brand enthusiasts 4. ‘campaigns’ are now learning cycles 5. ‘trust’ is now about creating something deeper “Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.
  17. 17. GUARANTEE “Hey, didn’t you say something about using social media as a tool?” - Tim
  18. 18. 6 social media “tools” …and ways to use them 1. Raise awareness - spread the word, “post/share/re-tweet”, keywords, SEO, blogging, tweeting, publishing articles, press releases & white papers 2. Spark interest - focus on design, social branding, customization, post videos and share photos, “follow/become a fan/like”, status updates 3. Deepen understanding - good copy/content, collecting feedback, analytics, having conversations/engaging prospects & customers, “Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.
  19. 19. 6 social media “tools” …and ways to use them (cont) 4. Uncover attitudes - learn from customer reviews, online surveys, ratings, “diggs”, tracking keywords, opinion polls, responding to let people know you’re listening, collaboration 5. Promote the purchase - make it simple and fun to discover, share and sign up for care, create multiple channels, share decisions on social networks, “Fan Page”, post and share photos, “Flickr” 6. Encourage repurchase - tell a friend referral programs, tracking communication preferences, deep web and brand monitoring, feedback loops, rewards program for brand enthusiasts and their network “JEE-WHIZ!” “Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.
  20. 20. D.I.Y. (do it yourself) “OK for fixing the kitchen sink. NOT okay for your online marketing strategy.” - Eli Martinez
  21. 21. SAVE Marketing Departments “Not just for big business anymore.” - 21st Century Chiropractor
  22. 22. PROVEN Yup… we are your TOTAL digital marketing solution.
  23. 23. Our MISSION: to provide YOU with big agency solutions & results without the big agency price tag….
  24. 24. “Take ACTION now! Fill out the appointment form and book your consult before it’s too late.” - Uncle Sam
  25. 25. The End
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