Marketing with Social Media


                 Hal Lublin, CSM
             President of BuzzBuilderz
   CMO of the Social...
GAME
TIME!!!
What Social Media IS
What Social Media is NOT
Traditional Marketing Is About
         Broadcasting
Why Has Marketing Changed?

Too Much Noise!!!
Why Has Marketing Changed?

Too Much Noise!!!   David Shenk, in his
                    book Data Smog, states
           ...
Why Has Marketing Changed?

Too Much Noise!!!
Why Has Marketing Changed?

Too Much Noise!!!   In less than 30 years
                    that number had
                ...
We Feel Bombarded!!!
Customers don’t
  want their lives
interrupted by your
    message!!!
Social Media is different because you:
Social Media is different because you:


   ENGAGE consumers
Social Media is different because you:


   ENGAGE consumers

   LISTEN to consumers so you can understand what they
   wa...
Social Media is different because you:


   ENGAGE consumers

   LISTEN to consumers so you can understand what they
   wa...
Social Media is different because you:


   ENGAGE consumers

   LISTEN to consumers so you can understand what they
   wa...
Here’s The Difference
    “I spend time           “People I’ve
 and money reaching      never met choose
   out to strange...
The Traditional (Push) Marketing
            Funnel
Permission-Based Marketing Pyramid
The Social Media Sales Cycle
Steps of Social Media Interaction

           Communication

             Interaction


            Engagement


         ...
As Your Build Your Online Presence, Influence is
                    Amplified



                   Facebook    Linkedin ...
...And You Become Found Online
...Which Makes Reputation
  Management Important!
Reputation Management
Before you engage, you have to...
Before you engage, you have to...




       LISTEN
Use Google Alerts to Create a
     Listening Station
Use An RSS Reader to Create a
      Listening Station
Use Twitter Search to Create a
     Listening Station
Social Media Tools
Different Tools For Different
          Strategies
           Blogging
Different Tools For Different
          Strategies
Different Tools For Different
          Strategies
Different Tools For Different
          Strategies
Different Tools For Different
          Strategies
Different Tools For Different
          Strategies
Different Tools For Different
          Strategies
But What’s The ROI?!




        ?
Measurement
Return on Influence
5 Steps to Creating a Successful
Social Media Marketing Strategy

         1. Have Goals
5 Steps to Creating a Successful
Social Media Marketing Strategy
  2. Understand Your Company and Your Product
5 Steps to Creating a Successful
Social Media Marketing Strategy
          3. Integration Is Key
5 Steps to Creating a Successful
Social Media Marketing Strategy
4. Offer Value Without Asking For Something In Return
5 Steps to Creating a Successful
    Social Media Marketing Strategy
5. Find Opportunities to Take Online Relationships
  ...
Quick Tips


Be CONSISTENT

Be GENUINE

Be CREATIVE

Get INVOLVED

Mind your MANNERS
QUESTIONS




   ?
Miva Merchant Users Conference 2010 Social Media Workshop
Miva Merchant Users Conference 2010 Social Media Workshop
Miva Merchant Users Conference 2010 Social Media Workshop
Miva Merchant Users Conference 2010 Social Media Workshop
Miva Merchant Users Conference 2010 Social Media Workshop
Miva Merchant Users Conference 2010 Social Media Workshop
Miva Merchant Users Conference 2010 Social Media Workshop
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Miva Merchant Users Conference 2010 Social Media Workshop

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My Social Media Marketing presentation from the 2010 MIVA Merchant Conference in San Diego, CA.

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  • A collection of websites that allow people to create & share content, engage in conversations and stay connected to one another.
    A set of powerful tools businesses can use to engage new clients, keep existing clients, earn trust and establish exper A collection of websites that allow people to create & share content, engage in conversations and stay connected to one another.
    A set of powerful tools businesses can use to engage new clients, keep existing clients, earn trust and establish expertise
  • A Fad
    A Magic Bullet
    A Sales Tool
    One Size Fits All
  • Billboards, Television Ads, Email Blasts
    Web 1.0 Marketing is comprised of:
    Static websites supported by print advertising
    SEM Campaigns
    Pay Per Click Advertising
    It may include buying “Exclusive” Internet Leads or Email Campaigns

















  • What happens in Vegas goes on Facebook and Youtube and Twitter. Online is permanent. I could stream this live to the internet right now from my phone.


  • Use google alerts to monitor mentions of your company, competitors, key words and phrases related to your industry/service/product
  • Use google alerts to monitor mentions of your company, competitors, key words and phrases related to your industry/service/product
  • Use google alerts to monitor mentions of your company, competitors, key words and phrases related to your industry/service/product

  • Can act as a home-base or a place where it’s OK to capture/convert
    Bridge between Traditional & New Media
    Encouraging Comments/Feedback creates a sense of ownership and community for the reader
    Don’t just put out content; have a personality!
  • SOCIAL network - people don’t want advertisements or sales pitches
    Business Pages & Groups allow you to connect with communities or give communities a home
    Excellent relationship management tool



  • Twitter
    Micro-Blog - posts are 140 characters or less
    Great for initiating conversations and relationships
    Number of Followers is NOT as important as QUALITY
    People share pictures, links, news and opinion
    Can give a human face to a company
  • Twitter
    Micro-Blog - posts are 140 characters or less
    Great for initiating conversations and relationships
    Number of Followers is NOT as important as QUALITY
    People share pictures, links, news and opinion
    Can give a human face to a company
  • Twitter
    Micro-Blog - posts are 140 characters or less
    Great for initiating conversations and relationships
    Number of Followers is NOT as important as QUALITY
    People share pictures, links, news and opinion
    Can give a human face to a company
  • LinkedIn
    Formal, Business-Oriented Network
    Your Online Resumé
    Recommendations provide references and build reputation
    Can be used as a hiring/vetting tool
    Interaction through groups and “Answers”
  • LinkedIn
    Formal, Business-Oriented Network
    Your Online Resumé
    Recommendations provide references and build reputation
    Can be used as a hiring/vetting tool
    Interaction through groups and “Answers”
  • LinkedIn
    Formal, Business-Oriented Network
    Your Online Resumé
    Recommendations provide references and build reputation
    Can be used as a hiring/vetting tool
    Interaction through groups and “Answers”


  • Everybody wants to know the ROI of Social Media. We may not look at the dollars we bring in because social media isn’t a sales tool, but there are things we CAN measure. Clickthroughs on shared links. Views, Subscribers/Hits on a blog, linking information that tells us where people are getting to us from. But in a business setting, how about look at customer satisfaction? Cost reduction on the marketing side?

    Let’s look at it another way. What’s your return on ignoring?
  • These steps not only lead to people who would buy your product, but people who will evangelize your product to others. The best sales tool you have is the satisfied customer.

    When people feel ownership is your company, they want to participate in the successes and come to your aid when you’re attacked.
  • Have a Goal. WHY do you want to use social media? To deepen your relationship with your audience? Extend customer service? Crowdsource? Create stronger channels for customer feedback? The decision is yours, and you can’t really figure out what to measure until you know what you’re trying to achieve.
  • Honestly assess where you are. What do you do well? What are problem areas? Social media allows you to share your “awesome” with everyone, but it can also expose weaknesses.
  • Social Media doesn’t exist on an island. Your current marketing needs to inform your social media efforts, and in turn your social media efforts will influence your traditional marketing.

  • Tweet-ups. Social media club. If you don’t see a group, start one.


  • Miva Merchant Users Conference 2010 Social Media Workshop

    1. 1. Marketing with Social Media Hal Lublin, CSM President of BuzzBuilderz CMO of the Social Media Marketing Institute Co-Director of Programming, Social Media Club L.A.
    2. 2. GAME TIME!!!
    3. 3. What Social Media IS
    4. 4. What Social Media is NOT
    5. 5. Traditional Marketing Is About Broadcasting
    6. 6. Why Has Marketing Changed? Too Much Noise!!!
    7. 7. Why Has Marketing Changed? Too Much Noise!!! David Shenk, in his book Data Smog, states that the average American encountered 560 daily advertising messages in 1971
    8. 8. Why Has Marketing Changed? Too Much Noise!!!
    9. 9. Why Has Marketing Changed? Too Much Noise!!! In less than 30 years that number had increased to over 3,000 per day.
    10. 10. We Feel Bombarded!!!
    11. 11. Customers don’t want their lives interrupted by your message!!!
    12. 12. Social Media is different because you:
    13. 13. Social Media is different because you: ENGAGE consumers
    14. 14. Social Media is different because you: ENGAGE consumers LISTEN to consumers so you can understand what they want and need
    15. 15. Social Media is different because you: ENGAGE consumers LISTEN to consumers so you can understand what they want and need Become a valued member of the COMMUNITY
    16. 16. Social Media is different because you: ENGAGE consumers LISTEN to consumers so you can understand what they want and need Become a valued member of the COMMUNITY Establish expertise and EARN trust
    17. 17. Here’s The Difference “I spend time “People I’ve and money reaching never met choose out to strangers me to do hoping they’ll choose business!” me”
    18. 18. The Traditional (Push) Marketing Funnel
    19. 19. Permission-Based Marketing Pyramid
    20. 20. The Social Media Sales Cycle
    21. 21. Steps of Social Media Interaction Communication Interaction Engagement Influence
    22. 22. As Your Build Your Online Presence, Influence is Amplified Facebook Linkedin Influence Strong Influence Twitter Major Influence
    23. 23. ...And You Become Found Online
    24. 24. ...Which Makes Reputation Management Important!
    25. 25. Reputation Management
    26. 26. Before you engage, you have to...
    27. 27. Before you engage, you have to... LISTEN
    28. 28. Use Google Alerts to Create a Listening Station
    29. 29. Use An RSS Reader to Create a Listening Station
    30. 30. Use Twitter Search to Create a Listening Station
    31. 31. Social Media Tools
    32. 32. Different Tools For Different Strategies Blogging
    33. 33. Different Tools For Different Strategies
    34. 34. Different Tools For Different Strategies
    35. 35. Different Tools For Different Strategies
    36. 36. Different Tools For Different Strategies
    37. 37. Different Tools For Different Strategies
    38. 38. Different Tools For Different Strategies
    39. 39. But What’s The ROI?! ?
    40. 40. Measurement
    41. 41. Return on Influence
    42. 42. 5 Steps to Creating a Successful Social Media Marketing Strategy 1. Have Goals
    43. 43. 5 Steps to Creating a Successful Social Media Marketing Strategy 2. Understand Your Company and Your Product
    44. 44. 5 Steps to Creating a Successful Social Media Marketing Strategy 3. Integration Is Key
    45. 45. 5 Steps to Creating a Successful Social Media Marketing Strategy 4. Offer Value Without Asking For Something In Return
    46. 46. 5 Steps to Creating a Successful Social Media Marketing Strategy 5. Find Opportunities to Take Online Relationships Offline
    47. 47. Quick Tips Be CONSISTENT Be GENUINE Be CREATIVE Get INVOLVED Mind your MANNERS
    48. 48. QUESTIONS ?

    ×