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  • 1. The Social Media Puzzle Puzzle Piece 1 The Overview Puzzle Piece 2 What Are The Tools & How To Use Them Puzzle Piece 3 B2B/ B2C - The Approach and the Differences Puzzle Piece 4 Social Marketing SWOT – Are You Ready? Puzzle Piece 5 Measurement Puzzle Piece 6 The Seven Deadly Sins & The 5 Second Challenge Presenter: Holly Grenvicz Chief Strategist, Werkshop Marketing holly@werkshopmarketing.com 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 2. PUZZLE PIECE 1: The Overview Putting Together the Social Marketing Puzzle The use of Social Media as a marketing tool is more than just an addition to the marketing toolbox; it is a cultural change. We are creating business in a way that never existed before. Social Marketing has become the conduit for content. Businesses can now deliver messages, develop and monitor opinions, offer customer support, communicate promotions and drive sales activity - completely virtually. There are many things to consider when determining how to use Social Media in a marketing mix. So where do you start? What is it? Let’s start with how Social Media was born. Since the beginning of time, people have been “marketing” to one another. Social behavior dictates that when we like or dislike something, we tell others. In its simplest form, this “sharing” without the intentional goal of selling defines Word- of-Mouth Marketing. This “customer evangelism” is the most pure and least expensive kind of marketing available. The challenge is that as a marketer, it is nearly impossible to “buy” customer evangelists. They have to be developed over time. Enter: Social Media Marketing After decades of marketing using traditional channels and holding our breath while we hope that a group of customer evangelists emerge on their own, Social Marketing is generating brand loyalists in droves. By creating discussions online, building an online reputation and keeping our “friends and fans” up-to-date literally minute-by-minute, Social Media is changing everything. It is inexpensive compared to traditional tools, intangible, yet easily tracked to ROI. Finally, marketers can track response and progress. Not so fast! The great thing about social marketing is that we can do much to create our own destiny. The bad thing about social marketing is that there are so many options and tools available, with so much functionality, that it can be overwhelming. The best users of social tools think it through first. The contents of this presentation will challenge, and teach you how to do that. 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 3. PUZZLE PIECE 2: The Tools What Are The Tools & How To Use Them This is by no means a complete list but rather the tools that you should be familiar with to begin! Primary Social Media Tools include: Tool Description Examples Social Networks Social Networking Tools enable businesses to open new channels of communication with Facebook consumers and business prospects. As more and more people adopt social media into MySpace their everyday routines, it is becoming a critical contact point between businesses and potential and existing clients. Should all businesses be using social media tactics? No. LinkedIn Strategy is what it’s all about. Ning Email / Newsletters: Email and Newsletter has expanded to offer extensive connectivity with the advent of Emma (Werkshop is Mobile technology, enabling businesses to broadcast their messages and consumers to an Emma Agency) retrieve and read emails virtually anywhere. Mail Chimp Wikis: Wikis are web based applications enabling users to develop, edit and to distribute their Wikipedia knowledge on the topic of their choice. Companies are beginning to leverage the power of Wikis to lower training costs, product development and to retain various types of procedural business information. Blogs: Blogs are the most effective, easiest and most popular Social Media Tool to develop; Wordpress communication and conversation, and to create an environment of trust between your Blogger business’s and current and potential clients and customers. Micro Blogging: Followers and followed develop online communities and networks based on interests and Twitter previous friendship and associations. Find the Micro bloggers interested in your business and services and begin the conversation and soon, providing you are offering a meaningful message you will soon have a following you can leverage and engage.The immediacy and portability of micro blogging using online applications in conjunction with mobile devises is possibly one of the most powerful Social Media tools. Audio / Podcasts: Without a doubt Podcasts enable your business message to be heard, it is not text, it is www.feedforall.com not a photograph, it is a personal recording of your business message which you can record on your computer / upload to your server and enable those interested to download and listen to on their computers. Humans have used verbal communication since the dawn of time to spread ideas and to influence others. What could be better than verbal communication for your business? Video: Video is hard to match for providing an engaging experience, it is visual, it is audio and YouTube hopefully it is unique and creative. Video has come to the forefront of Social Media, the Vimeo popularity of You Tube is proof of this. Video enables you to visually communicate with your target audience in your blog, shared on You Tube and wherever you audience wants to view your video on their IPods or mobile phones, offering you unlimited opportunities to connect and enthrall your audience Location-based Location-based social networking (or “lo-so” to the cool kids) is hot right now and dubbed Foursquare as the next big thing. These apps use GPS technology to broadcast a person’s location Gowalla and offer many opportunities for both entertainment as well as marketing. This is a huge market and is not going away any time soon. Loopt Brightkite Google Latitude (Yelp & Facebook are dabbling) 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 4. Secondary Tools include: Tool Description Examples Photo Sharing: Photo Sharing due to its popularity could be classified as a primary Social Media tool Flickr however, although they say “A picture is worth a thousand words” I classified Photo Sharing as a secondary tool Photo Sharing offers less interactivity than for example, Blogging, Video or Social Networks. Live Casting: Live Casting is both Internet Radio and TV. Create your own online Radio or TV show on Justin.tv the topic of your choosing. Creativity, controversy and informative broadcasts on the BlogTalk Internet have the ability to develop a large following for you and your business. Virtual Worlds: One principle of Social Media and Social Networking is a business should active in the Second Life same space as the consumer. With the popularity of virtual worlds (Linden Labs Estimated Second Life Population 7.5 Million) computer generated virtual world have the potential to connect with consumers and product users. Gaming: Online Gaming has developed numerous global communities where gamers compete and interact in games. In many ways Gaming is a virtual world with the competitive edge. Social Book Marks / Social Book marking sites in conjunction with Aggregating sites such as offer different Digg, Delicious and Aggregators: methods to accumulate information for easy retrieval and later use. From book marking a Reddit web site, to following news topics which are important to your business, to automatic RSS Technocrati, feeds of information from numerous web spaces Social Book marking and Aggregation Netvibes and Google tools will assist you to keep abreast of what’s happening online and share and access this Reader information with ease. These tools often offer an insight to trends and the opinions of the general public on an endless variety to topics, services and products. Rich Site Summary (RSS): Managing and keeping up to date with the web content that is important to you is not Google Reader always easy when content is delivered by numerous sources.RSS enables the subscription of content from Blogs, news sites and a variety of web sites which update their content regularly and have the content delivered to your RSS reader or integrated into web pages. RSS is also a valuable Social Media Tool to enable your company to broadcast updated content to web site visitors and subscribers. Communication: Communication tools are not new to Social Media, instant chat from MSN, Yahoo and Skype AOL have been around for years. However, new Social Media Tools are constantly Ichat developed which assist with communication and collaboration business to business and business to consumer. A couple of my preferred Social Media Communication GoToMeeting Skype enables users to have video calls, conference calls all free when computer to computer and access any land line or mobile phone for extremely competitive rates. Go To Meetings is becoming an increasingly effective and popular Social Media Tool for providing Webinars, sales presentation and empowering business to collaborate online reducing travel costs significantly. How to Use the Tools Understanding how to use the tools and their functionality is the first step to utilizing them to their fullest potential. Below are some helpful links to get you started (and dig deeper) four major Social Networking sites. Twitter - Find a comprehensive twitter guide at www.twitter.mashable.com Facebook - Get started with these guides www.butterscotch.com/tutorial/How-To-Sign-Up-For-A- Facebook-Profile, www.facebook.com/help, http://blog.facebook.com/ LinkedIn - http://learn.linkedin.com Foursquare - www.foursquareguide.com, http://blog.foursquare.com 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 5. PUZZLE PIECE 3: B2B/ B2C The Approach and the Differences The most effective tools for both B2B and B2C companies (in order of effectiveness): B2B B2C LinkedIn Facebook Blog Blog Twitter Twitter Facebook LinkedIn B2B Social Media Winners: B2C Social Media Winners: • Amex Open • Coke • HSBC • Pepsi: The Pepsi Refresh Project • Microsoft Advertising • Dell: Dell Community and Second Life • Archer Exchange • Jeep: Jeep Community Home Base • Cree • HP: 31 Days of the Dragon B2B Lessons From B2C Social Media Marketing Strategies (socialmediab2b.com) Lesson 1: Leverage traditional media to support social media marketing activities (vitaminwater | Facebook) Lesson 2: Anything can be interesting when you focus away from the product and toward how customers use it. (King Arthur Flour - Bakers’ Banter) Lesson 3: Bridging online and offline communications generates successful engagement (Molson) 5 Reasons B2B Product Marketers Should Increase Social Media Spending (Hubspot) 1. Reduced Cost of Entry to New Markets 2. Clearer ROI Reporting 3. Real-Time Budget Adjustments 4. Supports Other Inbound Marketing Efforts 5. Long Tail Content Supports Long Sales Cycles 7 Reasons Social Media Is A No-Brainer For Passionate B2C Brands (toprankblog.com) 1. Take your communications directly to consumer 2. Avoid a negative groundswell 3. Own your presence in popular platforms 4. Truly understand your demographic 5. Social media / SEO intersection 6. Real-time market research 7. It’s nearly 2010 – consumers expect it B2C Engagement Is Beneficial: In a recent Razorfish study, 40.1% of consumers reported friending a brand on Facebook or MySpace. Once a connection was established, the resulting activity was profoundly beneficial to the awareness and potential revenue of the brand. Out of those customers 62.09% report always or usually recommend the brand to others while 60.35% reported purchasing a product or service from the brand. Business.com studied where companies are focusing their attention and resources: Facebook - B2B: 77% / B2C: 83% Twitter - B2B: 73% / B2C: 45% LinkedIn - B2B: 56% / B2C: 27% YouTube - B2B: 43% / B2C: 30% MySpace - B2B: 14% / B2C: 23% 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 6. PUZZLE PIECE 4: Social Marketing SWOT Are you Ready? To determine the strengths, weaknesses, opportunities and threats your business faces with regards to the implementation and deployment of a Social Media program the following questions are a starting point to what should be asked about your company’s SWOT: 1. Is your company and its employees, familiar with the Social Media tools available and understand how to use the tools to the company’s advantage. 2. Do you currently have employees / business owners who use Social Media for personal use and understand Internet Social Media interactions? • Is there currently any business use of Social Media? • How steep will your learning curve be? 3. Does your company have the creative people required to develop meaningful high quality content and communication on a regular basis? • Are copy writers and public relations experts required? 4. Does your business understand the keywords customers and prospects use to find your Social Media content? 5. Does your business have strong change management skills? • Will external change management consultants be required? • Are staff and management adaptable and prepared to accept change? 6. Do you have a happy satisfied work force that your company feels comfortable allowing employee / customer interaction using Social Media tools? • Are you confident a positive message will be broadcast by company representatives? 7. Does your company have a disgruntled work force which could cause detrimental company messages being broadcast to consumers via Social Media? • What can be done to alleviate this issue? 8. Does the company feel comfortable with empowering company employees to interact with customers using Social Media? 9. How do you perceive you customers and potential customer’s familiarity and comfort zone with new technology? 10. Are your customers currently using and adapting to the various Social Media Tools and Networks available? • Which networks, which tools? 11. Are you customers using Social Media for personal or business reasons? 12. How do you currently communicate with your customers? • How will this communication change with Social Media? 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 7. • How will you manage the change? • How will the effectiveness of both current and changed communication methods be measured? 13. Is it necessary to educate your customers on your product and services? • How do you currently educate your customers? • Is the information your customers require easy to understand and obtain? • Do your customers have easy access to company representatives who possess the knowledge required? 14. Have you identified and evaluated the efforts if any of your competitor’s Social Media presence? • What Social Networks are you competitors active in? • What Social Media Tools are your competitors using? • What is the consumers reaction to competitors Social Media initiatives? This by no means a comprehensive list of questions which need to be answered to complete a SWOT for your business’s Social Media program however, it is an indication of the types of questions you should be considering about your business’s capability to thrive in a Social Media environment. Credit: Pete Hollier and to www.seowizardry.ca The Social Marketing Plan 1. Set overall marketing goals 2. Define audiences or segments 3. Evaluate content 4. Determine messages and channels – then match to tools 5. Assess the staff or technology available to create and maintain a campaign 6. Nail down a timeline for creation and maintenance. Social Media is a living and ever- changing being so consistency is key! 7. Start implementation 8. Participate in on-going maintenance 9. Measure success and monitor reputation 10. Learn, tweak if necessary and continue 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 8. PUZZLE PIECE 5: Measurement Measuring Impact of Social Media Activities Social media measurement is one of those topics about which everyone has an opinion, but nobody agrees on the solution. The question about how to measure the return on investment (ROI) for social media participation comes up in every workshop I deliver, as definitive, statistic-based metrics seem to be the primary way communicators feel they can secure approval and budget for these programs from their management teams. If you’re waiting for someone to provide that magic bean, then put away your watering can. It ain’t gonna happen. That’s one of the reasons why I tend to think that social media (by which I mean actual conversations and relationship building exercises, not widgets and Facebook (Facebook) fliers) is more aligned with the goals of a PR program than it is with marketing. In the absence of any accepted metrics, businesses still need to be able to determine whether or not a social media program is moving the needle, moving product or otherwise making an impact. This largely depends on the company’s social media objectives. Because these dramatically differ based on the organization, it’s impossible to agree upon standards. That doesn’t mean we can’t measure ROI at the company level, though. With that in mind, here are a few ways to consider measuring social media ROI for your business: Qualitative First, determine what you want to measure, whether it’s corporate reputation, conversations or customer relationships. These objectives require a more qualitative measurement approach, so let’s start by asking some questions. For example, if the objective is measure ROI for conversations, we start by benchmarking ourselves with questions like: - Are we currently part of conversations about our product/industry? - How are we currently talked about versus our competitors? - Then to measure success, we ask whether we were able to: - Build better relationships with our key audiences? - Participate in conversations where we hadn’t previously had a voice? - Move from a running monologue to a meaningful dialogue with customers? There are companies that offer services to assist with this kind of measurement, which requires a great deal of human analysis on top of the automated results to appropriately assess the tonality and brand positioning across various social media platforms. Quantitative If the goal is to measure traffic, sales or SEO ranking, we can take a more quantitative approach. There are some free tools that can help with this type of measurement, including: AideRSS allows you to enter a feed URL and returns statistics about its posts, including which are the most popular based on how many times they are shared on a variety of social networking sites (Google (Google), Digg (Digg), Del.icio.us). Google Analytics and Feedburner are essential, free tools to help analyze your company’s blog traffic, subscriber count, keyword optimization and additional trends. Xinu is a handy website where you can type in a URL and receive a load of useful statistics ranging from search engine optimization (SEO) to social bookmarking and more. In addition, you might look at how many people join your social network (or become your connection) in a given period of time, how much activity there is in your forum or what the click-through rate is to your product pages from any of these platforms that result in direct sales. The key takeaway, regardless of how your company chooses to measure engagement, is that you have a success metric in mind before you begin. Without some sort of benchmark, it’s impossible to determine your ROI. 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 9. [Aaron Uhrmacher is a social media consultant. In addition to his posts on Mashable, he blogs at DISRUPTology.] PUZZLE PIECE 6: The Seven Deadly Sins and the 5 Second Challenge Seven Deadly Sins There are a million ways for businesses to use social media well, and only a handful of ways to do it horribly wrong. So why do companies keep falling into the same traps? The answer is easy: human nature. And as we all know, humans are constantly beset by malicious temptations. So as a public service, I've decided to break down the Seven Deadly Sins that make social media go sour. 1. Lust: Loving your customers is great, but take it slow. In the ribald days of 2006, a business would sign up on MySpace and then start “friending” everyone with a pulse. These days, lusting after fans like that will get you labeled as desperate — or even as a spammer. So keep it in your pants and truly get to know the first people who connect with your brand. In return, they might just love you for life. 2. Gluttony: Don’t bite off more than you can chew. Once companies decide to take a seat at the social media table, they often dig in with gusto. The downside: They want to be everywhere at once, spreading themselves across the Web instead of being strategic and focused. You don’t need accounts on all social networks — just the right ones. 3. Greed: It’s hard to shake hands while you’re reaching for someone’s wallet. We’d all like to make money through social media, and if your business is strong, it’ll happen. But if all you do on your Twitter feed or Facebook page is spout off sales messages, no one’s going to stick around. Be yourself. Be helpful. Be a good listener. Then the money will come to you. 4. Sloth: Always avoid the temptation to “set it and forget it.” Starting a blog or creating 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 10. a presence on a social network? That’s easy. Keeping it alive and growing? That takes commitment, adaptability and good-old effort. You would never open a storefront, then close shop two weeks later because of low turnout. Go for the long term, and plan accordingly. 5. Wrath: There are a lot of people out there itching for a punch in the nose, but you’re not the one to give it to them. Once you’re active online, you’re bound to get a few critics. Some will offer valuable feedback. Some will shout obscenities. You won’t have a hard time telling the difference, so focus on the ones who deserve a response. And no matter what, never lash out. Your scathing “private” e-mail will probably end up on 100 blogs before breakfast, and the Internet has a long (if not infinite) memory. 6. Envy: Don’t be dissuaded by other people “doing it better than you.” Someone will always have more followers, more blog comments, more write-ups in Wired. Focus on who you are and what your business has to offer, not on what the other guy is doing. And when you must steal an idea (because hey, it happens), find a way to make it so much bigger and better, no one can even recognize the original. 7. Pride: Stay humble, rock star. Successful social media really is easier than you’d think. If you plan ahead, pace yourself and listen more than you talk, you’ll strike a chord with existing customers and potential fans alike. It will open new opportunities and enhance your brand in ways you never imagined. But don’t let it go to your head. There’s always more work to do. The Five-second Challenge Here's how it works: Next time you're about to post a Facebook status, Twitter update or blog comment, pause for five seconds. At worst, it might help you think of a better way to phrase things. At best, it might stop you from writing something that could have unintended consequences — like identity theft, hurt feelings, embarrassment or burglary. A few things you might ask yourself in that five seconds: • Why am I writing this? • Am I giving away private info about myself or my family? • Would I ever say this to a stranger on the street? • Am I revealing my travel plans or otherwise showing when I'm not home? • Am I just bragging to impress people? • How will I feel if my boss sees this? • What about a client? • This will live on the Web forever. Am I cool with that? • Am I adding to the sum of human knowledge? • Does anyone really give a crap? OK, so I doubt you'll have time to tackle all that. But you get the idea. I've tried my best to do this since that talk with Alan months ago. And you know what? I've probably deleted a fourth of the updates I've started to write. Oh, I doubt they would have done any damage. But they also wouldn't have had any benefit to anyone whatsoever. So take the Five-Second Challenge and let me know how it goes. 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com
  • 11. The goal isn't to make you paranoid or to suck all the fun out of social media. But if it makes you a little more cautious and insightful, then I'd say it's five seconds well spent. Credit: The Social Path by David Griner 2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101 615.279.1502 I www.werkshopmarketing.com