The best Social Media Marketing plans include both Direct and Indirect Marketing. The primary focus should always be indirect marketing. Indirect Marketing: is any form of marketing that is not primarily intended to solicit an immediate purchase. SM is an effective long term indirect marketing that can support short term direct sales. Indirect Marketing examples: Brand Building, awareness and recognition, relationship building (word of mouth marketing) business building.
In 2011, 63.7% of US internet users will use social networks. Key trends include the slowing growth rate in usage, the rising sophistication of the social networking audience, the dominance of the youth market, the battle between email and social networks, and the increase in mobile social usage.
Social Media doesn’t work by itself. It needs to exist in the marketing mix.Pull vs. Push Marketing: “Pull” Consumers seek out, or ask for information about products, services, and brands.“Push” Businesses send messages and information to consumers. Traditional marketing such as advertising is an example.
Dell: They sent letters asking bloggers to take down posts.United Airlines: The Musician David Carroll was forced to check his $3,500 Taylor guitar. When he got to his destination the guitar was severely damage. After 9 months of phone calls with the company, Carroll was told that United Airlines was not going to take care of the damage. After this he recordered a song and uploaded to YouTube.
What is Social Media SM are the “online publishing” and communications tools, sites and destinations of Web 2.0 that are rooted in conversations, engagement, and participation. Social Media Marketing SMM is any form of “direct” or “indirect” marketing that is used to build awareness, recognition, recall, and action for brand, business, product, or person using the Social Web (Blogs, micro blogs, social networks, bookmarking, and content sharing)
How SMM can help my business Relationship Building Brand Building Publicity Promotion Market research
US Social Network Usage:2011 Demographic and Behavioral Trends The youth market—those under age 35—still dominates usage, activity and engagement; older age groups may be less engaged. The battle between email and social networks for users’ time and attention is gaining momentum. With the rise in smartphone usage, consumers will increasingly turn to their mobile devices as a jumping-off point for social activities.
Where does SMM fit into the Marketing Mix 1. Audit your product and see if all the 4 P’s are doing their part correctly. Physical Environment 2. Add SM into the marketing mix using “Pull Marketing”. Social Web consumers “pull” information to them, which leads to sales, brand building, and word of mouth buzz. Process & People
Case of Studies Right Wrong Story: “22 Confessions of a Former Dell Sales Manager” Mistake: Trying to Control Conversation Story: “Using Twitter profile for customer service” Action: Instead of hiding questions and problems. Story: “United Breaks Guitars” You Tube Videos Mistake: Not responding to negativity and pay for damages Response: “Frank Eliason became the best customer service manager in the US. Comecast’s Twitter Man BoombergBusinessweek
How to use social media effectively in crisis Own front page in Google. People will go straight to Google to check the company’s information. Check your SEO beforehand Press Release. Make sure to send newswires to your community representatives as soon as possible, so people can have the right information quickly. Spread the information among employees. They could face questions of their own followers. Do not delete comments. People check their comments, and if you delete them is like trying to silence their opinions. Do not stop the conversation. Let it flow When to say nothing. If it’s incorrect information answer nicely and quickly. There’s cases where is better no to engage with someone that wants trouble. Focus on comments genuinely related to crisis.
To get Resources Booklet Please “Post” a comment about this seminar in www.facebook.com/getsocialstayconnected Blogging Applications and Tools Web Hosts Word Press Themes Blogger Templates Movable Type and Type Pad Templates Free Images Micro blogging Tools Twitter Backgrounds Twitter Apps URL Shortness Social Networking Sites Podcast and Online Talk Show Sites Online Forum Building Tools Freelancer Sites Blogging Help Sites Micro blogging Help Sites Social Networking Help Sites Search Engine Optimization Help Sites Local Search Sites and Directories Social Icons, Buttons, and Badges Social Bookmarking Sites Image and Video Sharing Sites Sources: SM Authors Eric Butow, Rebecca Bollwit & Susan Gunelius