It's SOCIAL Business - Not just marketing

#BOLDBIZ @Lynnelle

Using Social Media to Market Your Business… or Hugh MacLeod www.gapingvoidgallery.com

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

Then - Silos

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

It's SOCIAL Business - Not just marketing

by Lynnelle Wilson on May 12, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 7

Statistics

It’s SOCIAL Business - Not just marketing — Presentation Transcript