It's SOCIAL Business - Not just marketing
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It's SOCIAL Business - Not just marketing

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Social media marketing is bigger discussion than just marketing - it's a business discussion. This is presentation I did for the Maine Business Technology Expo in Portland, ME - 5/12/10 ...

Social media marketing is bigger discussion than just marketing - it's a business discussion. This is presentation I did for the Maine Business Technology Expo in Portland, ME - 5/12/10

Thanks to @chrisbrogan @briansolis @equalman @gapingvoid @charleneli @jowyang @julien (and others I'm sure I'm leaving off) for making me so smart. ;)

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It's SOCIAL Business - Not just marketing It's SOCIAL Business - Not just marketing Presentation Transcript

  • #BOLDBIZ @Lynnelle
  • Using Social Media to Market Your Business… or Hugh MacLeod www.gapingvoidgallery.com
  • Then View slide
  • Now View slide
  • Community
    • Engagement
    • Relationship
    • Trust
    • Value
    • Loyalty
  • “ You can’t just say it. You have to get the people to say it to each other.” James Farley, CMO Ford
      • Social Networks
      • Blogs
      • Micro-Blogs
      • RSS Feeds
      • Podcast – Vcast
      • Video Sharing
      • Bookmarking
      • Presentation and Article sharing
      • Photo Sharing
      • Mobile
      • Location-based
    Social
  • There’s a system
    • It’s Still Marketing
    Social Media Marketing
  • What
    • Business Objectives
    • Increase Profits
    • Increase Sales
    • Reduce Expenses
    • Marketing Strategies
    • Increase client repeat purchase
    • Open Canadian market
    • Reduce advertising spend
  • Community
    • Engagement
    • Relationship
    • Trust
    • Value
    • Loyalty
  • Action Plan #1
    • Monitor existing conversations for visibility and information
    • Listen – Listen – Listen & Respond as appropriate
      • Join & post on discussion forums
      • Comment on blogs & leave reviews
      • Establish presence on social networking, bookmarking & content sites
    Faster but limited results Requires fewer resources
  • Action Plan #2
    • Create & nurture community for the long-term relationship
      • Everything in Action Plan #1 plus:
      • Create and distribute content
        •  Blog  Video  Podcast  Articles  Newsletter  Presentations
      • Proactively participate on social network sites / forums
        •  Polls  Events  Photos  Fan pages
    • Results lower in near-term but higher in long-term
    • Requires more resources and long-term commitment
  • Resource Allocation
    • Content Creation – 50%
    • Listening / Responding 30%
    • Promotion 10%
    • Measuring / Strategy 10%
    • Content Creation – 15%
    • Listening / Responding 70%
    • Promotion 10%
    • Measuring / Strategy 5%
    Action Plan #1 Action Plan #2
  • Best Practices
    • Emphasize engagement, not campaigns.
    • Social media is part of everyone’s job.
    • You don’t have to do it all, but you have to do something.
    • True engagement is FULL engagement.
  • ROI
    • $50k social media investment  $400k media exposure (Burger King)
    • Ford allocates 25% of marketing to social media
    • Komen Race for a Cure – Atlanta tweet to encourage support resulted in 11,000 web visitors in 24 hours
    • Participants in Ebay communities spend 54% more, on average
    • $15k social media investment  Web traffic +300%, Sales +20% (web host provider, Moonfruit)
    • 5 million Facebook fans, $500 million contributions, 92% of which were less than $100. (Barrack Obama for President campaign)
  • Integrated Campaigns
    • Special Offers
    • Take Orders
    • Buzz Marketing
    • Customer Care
    • Online participation Offline
  • No-Brainer Tips
    • Your website, posts, comments & reviews with links
    • Include “find us” links
      • email signature,
      • client communications,
      • on website
      • traditional media and
      • marketing collateral
    • Include “share” links on all content
    • Make it EASY for people to spread the word
  • Experiment Experiment Experiment
    • Location-based Services (LBS)
    • Mobile
  • Social Adoption copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com http://mixtmedia.wordpress.com/2008/11/12/social-media-adoption-curve/ Created by Maxine Teller; 11/6/2008
  • Then
  • Now
  • Then
  • Then - Silos
  • Now
  • Now - Matrix
  • Hugh MacLeod www.gapingvoidgallery.com
  • Thank you
    • Lynnelle Wilson BVC, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking
    • Other Projects by BVC, Inc. BOLDBusiness.TV – highlighting people NOT doing business as usual
      • OneDayTripper.com (coming July 1, 2010) – Chronicling day trips of good food and fun times. At least we hope the food is good – we KNOW we’re fun.
    • Bold Vision Consulting, Inc. Twitter: @Lynnelle & @BOLDBusiness
    • 819 Broadway; B2 Facebook : www.Facebook.com/Lynnelle
    • South Portland, ME 04106 LinkedIn: www.linkedin.com/in/LynnelleWilson
    • 207-221-3492 – land Find this presentation at www.slideshare.net/Lynnelle 207-838-3893 – mobile
    • Lbianco - Skype