Power of Social Marketing 2.0
…Make it Work for Your Business
© 2009

Greetings!
I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing
As a Marketing Strategist, I combine 30 years of rich experiences with
businesses and nonprofits to develop the potential of companies and
institutions. Marketing is evolving and expanding. It requires an integration
of traditional advertising, online marketing, social media and networking to
develop competitive advantage.
I challenge owners and senior executives to clarify their goals and translate
them into a consistent Brand. Then our team develops an Integrated
Marketing Strategy that leverages social media and online marketing.
Please join me on a journey to discover the Power of Social Marketing2.0 …
Make it Work for Your Business .
Connect with me:
ira@optimizedstrategies.com Blog http://www.attractingtalenthub.com
LinkedIn http://www.linkedin.com/in/optimizedstrategies
540-563-2249 (office)
Twitter http://twitter.com/ira9201
540-875-8510 (cell)
Facebook http://profile.to/irakaufman

Invite you
25 min Journey
Opening the doorway to
New online networking tool
4Ps of Social Media –
Propagation, Power, Planning
and Participation
Challenging you to take action
Building Your Marketing 2.0
Strategy
Followup Programs in NOVA

Social Media Revolution …
ways that businesses interact
How are you using Social Media to
build your business ?
What are your challenges?

McKinsey & Co Report
• By 2010, traditional TV advertising will be one-third as
effective as it was in 1990. It assumes:
• 15% decrease in buying power driving by cost-per-thousand
rate increases
/
• 23 % decline in ads viewed due to switching off
• 37% decrease in message impact due to saturation
• Prime-time TV ad spending has increased over last decade by
about 40%, as viewers have dropped almost 50%. Paying more
for less translates into a much higher cost-per-viewer-reached.
http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power

Old 4Ps Marketing 1.0
Value Creator Customer
4Ps

What is Web 2.0 ?
set of tools that allow people to build
social and business connections,share
information and collaborate on projects
online
includes blogs, video, wikis, social-networking
sites and other online communities, and virtual
worlds
Wall Street Journal December 15 2008

Marketing 2.0
User
Value Builder
- Company
- Employer Job Seeker
Product (WEB2.0 Brand)
- Partner
Place (online, offline)
Price ($, time, ease)
5Ps
Promotion (Integrated Marketing)
Publisher
Participation (Conversations)
Thought Leaders

#1 P … Propagation
Social media is new phenomenon for business
88% used to market their business
72% have used it for a few mo. or less
Demographic spending 10+hrs weekly
30-39 yrs- 45%
20-29 yrs- 40%
50-59 yrs- 39%
Benefit to business
81% - generated greater exposure
78% - increased search engine rankings
62% - gained new partnerships
50%- generated qualified leads

What do these companies
have in common?
Miller Brewing Co
Absolut Vodka
NASA
American Express
National Geographic
Bank of America
Oscar Mayer
Best Buy
Peace Corps
Big Rock Brewery
Pizza Hut
Carnival Cruise Lines
Rubbermaid
Charles Schwab
SEC
Dell
Southwest Airlines
H&R Block
Starbucks
Harley-Davidson
Taco Bell
Ikea
The Home Depot
JC Penney
The Wall Street Journal
Jet Blue
TJ Maxx
Kaiser Permanente
US Dept State
KFC
Victoria's Secret
Kodak
Volvo
Mayo Clinic
Wal-Mart
McKinsey & Company

Actively using Social Media
Increase sales
Build brand loyalty
Recuit passive jobseekers
Research target markets
Introduce products
Transform company culture
Raise new sources of funds
Gain new partnerships
Increase attendance at events

Will It Blend !
6.6 MM views/wk, +500% sales
/

Motrin Message Backfires !
261,000 views 2 days removed

The Power Has Shifted
Any Time - Any Place - Any Way
Web2.0 Trends Updated 12/07 Jo,SanKuKT

#2 P … POWER
People play at Social Media with
vanity Facebook accounts, and tacit
LinkedIn accts and doing social
Tweets..
Few access its Power
How you access this Power?

Change your Mindset
Marketing 1.0 to Marketing 2.0
“Social Trend in which people use
technologies to get“” things that they need
from each other, rather from corporations”

Essence of the Future of Marketing
• It all starts with respect.
• Listening is marketing.
• Participation is marketing.
• Media is marketing.
• Conversations are marketing.
• Comments are marketing.
The Social Media Manifesto

Marketing Rules are Changing
It was It’s now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Interrupt client- direct immediate action Engage, build relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks, product

Challenge #1 Read Groundswell

Access the Big Five
Facebook
LinkedIn
Twitter
YouTube
WordPress-Blogs

Power of
• More than 140 million active users, 4th most-trafficked website in the world
• 42 Million US users
• Over 55,000 regional, work-related, collegiate, and high school networks
• More than 50% users are outside of college
• #1 site for people ages 18-25 (17MM); 25-34 (11MM); 35-54 (7MM)
• Fastest growing demographic is 35-54 yrs; growing at 276% last 6 mo
• 50% of users return daily.
• Facebook for Business Group rich source of information. 25,000+ members.
Statistics gathered directly from Facebook

Professional
Resource
• Launched in May 2003
• 38+ million experienced professionals from around the
world
• Represents 170 industries
• 10+ Million unique visitors per month
• Grew almost 380% from 2007
Data from LinkedIn

Goes Mainstream
Businesses are finding ways to tweet
7 million members 1387% growth last year
35-49 yrs 42% of members
• Doctors update patients about office hours
• Zappos, shoe retailer updates 14,000 followers
• COMCAST use it for customer services
• Real estate agents are selling Houses
• HCA uses for recruiting nurses
Journal October 27, 2008

Power of YouTube
“play for real”
TOP 3
Girlfriend- music video 118.2 MM
Evolution of Music 113.1
What’s the Altitude 72
Nielsen Rating – week ending April 5- 2009
1. American Idol FOX 24.4 million
2. Dancing With the Stars ABC 20.5
3. NCIS CBS 17.2

WordPress…Blogs
Transforms Websites
Businesses are adopting WEB2.0
• Search engine optimization friendly
• Interactive
• Content managed
• Builds relationships
• Real time metrics

Marketing 2.0
Lessons Gained
1. It’s not about a cheaper product or your idea;
It’s about creating engaging conversations.
It’s not about better coffee – it’s about the place (TWT)
It’s not about the hog, it’s about a lifestyle (Blog,YT, FB) )
2. Adjust from storytelling to putting on an online party (FB)
Talk Like Your Audience
Converse Don’t Shout
Talk to people first, before trying to sell anything
3. Create consistent great content, address questions directly
Whole Foods Twitter followers (405,000); Trader Joes (5,935)

Integrated Social
Marketing 2.0 Campaign
that made a difference

Powerful Social Media Strategy
Obama has 403% more subscribers
Obama has 380% more
than McCain & 905% more
supporters than McCain
Obama: 2,379,102 supporters Viewers than McCain
McCain: 620,359 supporters • “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 240 times more
followers than McCain
Obama has 380% more
Obama:
supporters than McCain
@barackobama has 112,474 followers
Obama: Friends: 833,161
McCain:
McCain: Friends: 217,811
@JohnMcCain 4,603 followers
www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

Pundits Share Lessons
Understand what social media is … real power lies in
the people
Recognize Social Media has changed the way
People gather
Process information
Then make decisions
Conclusion - consumers who visit these websites are
more likely to take action with the information that
they find – to vote, to make purchases, to interact

#3 P… Planning

Does Your Company Need
Social Media?
• Do you want to be considered a leader in your
industry?
Does your target market use the internet to access
information, evaluate products or search for a business?
Are you satisfied with the results of your marketing
efforts?
Are you thinking of re-inventing your business model
in consideration of the new economic realities?
Challenge #2 Develop a Marketing 2.0 Strategy

Building Integrated
Marketing 2.0 Strategy
Integrated Marketing 2.0 Strategy
•
• Leverages traditional, online and social media with business development to generate
results.
• Analyzes your product/service; determines the relative power of each medium; and then
integrates them to optimize your results.
• Objectives
• Listening (research)- gain valuable input from partners
• Talking (promotion)- spread the message
• Energizing (sales)- engage enthusiastic partners to help “sell“/ “inform”
• Supporting- enable partners to support each other
• Embracing (collaboration)- interact with partners to develop better model

#4 P … Participation
Gain agreement among owners and senior management to new ways of
thinking
Assemble Integrated Marketing 2.0 Teams blending experience of media
Develop Integrated Marketing 2.0 Strategy conversations to develop:
WEB2.0 Brand- with your current and potential users
Employer Brand- with your job seekers and potential employees
Thought Leadership- with individuals of importance (access to
networks, information or expertise)
Make time to consistently participate in SM
Track and evaluate the results and adjust the strategy
Challenge #3 Use SM to augment your current
marketing efforts

Competitive Edge
The next three years will see a refinement of Integrated
Marketing 2.0 Strategies.
Businesses that engage these strategies will increase in
their value and realize a powerful competitive edge.
You are about to change how your company relates to its
customers
Challenge #4 If you think and operate with new
models, you will realize new results!
Challenge #5 Join NOVA Social Media Connect