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

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

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

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