Blending social media with traditional marketing


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Slide deck from Filtrbox & S2's webinar on blending social media with traditional marketing.

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Blending social media with traditional marketing

  1. 1. Social Media Strategies for Business Blending Social Media With Traditional Marketing Sponsored by
  2. 2. Upcoming Webinars: October 8th @ 5pm GMT/1 PM ET/ 10am PT: Part I: “Social Media and B2B – Leveraging Wikipedia, Wikis” w/David King from Gutenberg PR October 22nd @ 4pm GMT/1 PM ET/ 10am PT: Part II: “Social Media and B2B – Micro blogging“ w/David King From Gutenberg PR ©2009
  3. 3. Speaker Bios Jeremy Toeman is an expert in digital media and consumer technology, spending 10+ years designing Ari Newman is a passionate entrepreneur who and marketing award-winning consumer electronics excels in creating value in ideas and technology and and Web services. He’s currently partner at Stage thrives on the challenges and opportunities that Two Consulting, a strategic marketing and media define early stage companies. He is President and relations firm. In addition to running Stage Two, Founder of Filtrbox, a real-time social media Jeremy conceived several new Web ventures in monitoring service that helps companies listen to 2009, including Legacy Locker, the safe and secure and engage in online conversations.  In the year since way to pass your logins to your family and loved launch, Filtrbox has grown to over 10,000 users and ones; and TriviaonTwitter, a fun new way for brands hundreds of customers. Previously Ari was Founder to connect with Twitter users by giving away real and Principal of Newman Venture Advisors, VP of prizes to users tweeting answers to ongoing trivia Product Management at CreekPath Systems and questions. Director of Operations at Volera. Ari’s expertise includes SaaS, consumer internet, enterprise Prior to Stage Two, Jeremy worked at Sling Media as application software, IP networks, enterprise VP Product Management, where he was responsible storage, and social media marketing. for guiding development of Slingbox, and architected the company’s social media strategy.  Sling Media He lives in Boulder, CO with his wife and two was acquired by EchoStar in 2007.  Previously, he children, where his happiest moments are when his cofounded Mediabolic, a convergence technology 5 year old daughter agrees to watch cycling races company acquired by Macrovision. with him..
  4. 4. Presentation Outline • The evolution of marketing • Traditional marketing vs. Social media marketing • Looking ahead - blending social and traditional marketing • How do we get there? • Listen, Engage, Monitor, Lead • Tools of the trade • Not everyone needs a Facebook page • Opt in via Twitter: is Twitter the new direct mail? • Other good Twitter uses • Best practices • Case studies ©2009
  5. 5. The Evolution of Marketing ©2009
  6. 6. Traditional Marketing vs. Social Marketing Traditional Marketing Social Marketing • Companies control the message • Word of Mouth (WOM) • Specific audience w/specific target • Real-time (two way) communication message • Flexibility and growth • One way conversation: company to • Adapt and change mid-campaign consumer • More distribution channels • Tools of the trade: focus groups, direct • Building community mail, advertising, etc. • SEO/SEM • Tools of the trade: Facebook, Twitter, • Database marketing Digg, Stumble Upon, etc. • Spam • Build a networks of influencers • Ability to establish real trust • Listen, learn, engage ©2009
  7. 7. Looking Ahead – Blending Social and Traditional Marketing Traditional Marketing Social Media Marketing ©2009
  8. 8. How Do We Get There?
  9. 9. Listen, Engage, Measure, Lead 4 Key steps in utilizing social media: • Listen • Engage • Measure • Lead
  10. 10. Listen • Discovery comes first – use listening tools to see when, where and what people are talking about • Observe how customers are reacting, where the conversation is going • Assess how relevant/credible the source and conversation really is • Passive: watch the flow of mentions over time (skim the treetops) • Active: follow links, read comment threads, check out followers, etc. (peel the onion) • Watch trends, activity, and volume ©2009 || © 2009 E source
  11. 11. Engage • Initiate conversation/discussion • Golden Rule #1: Be Timely • Golden Rule #2: Be Genuine • Golden Rule #3: Be Helpful • Golden Rule #4: Be Truthful • Golden Rule #5: Be Consistent • How? - Answer questions, provide useful links, publish tips, dispel rumors, offer opinion, respond to complaints ©2009
  12. 12. Measure • Are you making an impact? • Implement measurable ROI • Make sure results are real-time and cover the spectrum of the media world: from micro blogs to network TV • Start simple, then widen the net • Essential items to track: company name, key mgmt., product name, key competitors, industry terms • Analyze activity, sentiment, mentions, and influencers ©2009 || © 2009 E source
  13. 13. Lead • Build the foundations • Focus on your customer’s needs and implement change • Actively participate and initiate discussions • Connect with influencers • Blend online with offline – e.g. organize a MeetUp or Tweetup • Build community and brand loyalty ©2009 || © 2009 E source
  14. 14. Tools of the Trade • - real-time social media monitoring and alerts, http:// • Google Alerts - text alerts, • RSS Feeds • Co-Tweet,; Seesmic Desktop,; and TweetDeck - desktop Twitter app, • Google Analytics, • Getsatisfaction, and Uservoice https:// • Plugins: Share This, Sociable, Add This, Feedflare, Digg, StumbleUpon,, etc. • Insert Shiny New Object Here… ©2009
  15. 15. Not Everyone Needs a Facebook Page When Social Media Isn’t Right: • Your product has a limited audience • You don’t have the resources or support to succeed • Need high volume ©2009
  16. 16. Opt in Via Twitter: Is it the New Direct Mail? • People choose to consume your content • People can opt-out at anytime • 100% guaranteed opt-out • Amazing platform for distribution of information, content, and more about your product(s)/brand(s) ©2009
  17. 17. Other good Twitter uses • Customer service – find your unhappy customers and help them before they become ex-customers • Product planning – learn from your users/potential users about what new features/enhancements they want • Solicit use – great platform to find potential beta testers • Competitive research – watch, listen, and even engage! ©2009
  18. 18. Best Practices • Full transparency and authenticity – always • Don't spend on fluff or hype • Get risky without risking anything • Engage engage engage • Stay nimble – platforms are changing far too rapidly • Relationships aren't Rolodexes • Understand that we aren't in Kansas anymore, and we ain't goin' back! ©2009
  19. 19. Case Studies • Bug Labs – launched the company at a dinner • Pogoplug – award-winning, great sales; all communication via blog, community, and Twitter • Boxee – defying all the rules ©2009
  20. 20. Questions? Speaker Contact Info: Jeremy Toeman, Founder, Stage Two Consulting @jtoeman or @S2, Ari Newman, Founder and President, Filtrbox, Inc. @arinewman or @filtrbox, ©2009