The New Rules of Engagement
presents
 Who has accounts?
 Which media?
 Use for personal?
 Use for work?
 What’s on your mind?
 Who
 What
 Why
 How
 Your beliefs and social media can coexist.
 Think about how you can employ new ideas.
 Reflect on how it fits your bus...
 It’s about linking people and groups with
common interests to each other by delivering
and exchanging content through ne...
 Inform
 Educate
 Connect
 Exchange
 Communicate
 Sell
 Indoctrinate
 Reinforce
 Relationships are the social and economic
currency of our day
 Relationship marketing vs. product marketing
 Quality o...
People want to know other people’s business
◦ 12 in 2000; more than 200 today
◦ From celebrities to everyday people
◦ Not ...
If you can’t communicate, you’re dead in the
water:
◦ Communication inspires, leads, educates and
connects
◦ It’s importan...
From personalization to efficiency and back
again
◦ Used to buy from the corner store
◦ The Wal-Mart era
◦ Organic and dir...
 Print
 Radio
 TV
 Web
 Direct
 Social Media
Bottom Line: Everyone has different preferences
 1994: 10,000 Web sites
 2009: 239 million Web sites
 A few years ago, a few million Facebook users
 Today: 250 millio...
 Crowdsourcing
 Customer loyalty
 Stop interrupting
 Profile
 Contacts
 Recommendations
 Introductions
 Groups
 Events
 Questions
 Nearly 50 million users
 Individuals
 Companies (more recently)
 Job seekers
 Recruiters
 http://www.linkedin.com
 Creating a company profile
 Weather Channel Interactive
 Do be transparent
 Don’t get personal
 Do answer LinkedIn questions
 Do pose LinkedIn questions
 Do recommend others...
 Groups
 Pages
 Advertising
 LinkedIn App
 Blog Notes
 Causes
 Surpassed MySpace in 2008 with 132 million
users
 Now 250 million users
 Companies
 Causes
 Facebook
 Facebook Ads
 Adobe
◦ Maker of Photoshop
◦ Real or fake?
 Facebook users voted
 13,000 added to page
 10% played game
 6% shared g...
 Do join groups
 Do join causes
 Do link your blog and tweets to Facebook
 Do become friends with customers and
suppli...
 Texting tool
◦ 140 characters
◦ Can include links
 Tweets
 Twitter apps
 Growing a 1300% annual rate
 40% retention rate
 10% of users generate 90% of content
 Twitter
 K-Mart Sponsored Tweet
 Don’t follow everybody
 Don’t accept every follower
 Do treat Twitter like a party
◦ Don’t just hang out with your fri...
 See for yourself
 The secret San Francisco sushi spot
 Yelp traffic is doubling every six months
 Other review sites have flattened
 Wordpress
 Blogspot
 Typepad
 Blogger
 Moveable Type
 Most allow you to use your own URL
 Example: marketingspoonf...
 On July 31, 2006: 50 million blogs
 By 2008: 128 million
 Today: Nearly 200 million
 400 million people globally read...
 Positions you as a thought leader
 Provides a point of contact
 Invites dialogue with stakeholders
 Enhances transpar...
 Hurricane Cancun and the power of timeliness
 The importance of being an authority
 Do pick relevant key words for headlines,
tags, topics and copy
 Don’t be alarmed if you don’t have 100
visitors the fi...
 We can learn from church, school, community
organizations
 Can be e-mail driven or as an attached pdf
 Include offers
...
 Different people like to communicate in
different ways
◦ Facebook surpassed 1 billion messages per day
◦ 3,000 messages ...
 The New Rules of Marketing & PR
◦ David Meerman Scott
 Mashable.com
 AllFacebook.com
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Marketing 2.0

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This introduction to social media for small businesses gives you a an idea of how these relatively new tools might fit into your marketing agenda. When you're finished viewing the presentation, please contact us if you would like to sign up for our next seminar.

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Marketing 2.0

  1. 1. The New Rules of Engagement presents
  2. 2.  Who has accounts?  Which media?  Use for personal?  Use for work?  What’s on your mind?
  3. 3.  Who  What  Why  How
  4. 4.  Your beliefs and social media can coexist.  Think about how you can employ new ideas.  Reflect on how it fits your business vision.  Don’t be afraid to experiment. It’s OK.  Enjoy yourself!  Take at least one idea away and get started.
  5. 5.  It’s about linking people and groups with common interests to each other by delivering and exchanging content through new, emerging and scalable technologies.  It’s about many talking to many, not one talking to many.  It’s about democratizing information dissemination, i.e. everyone can be an expert.
  6. 6.  Inform  Educate  Connect  Exchange  Communicate  Sell  Indoctrinate  Reinforce
  7. 7.  Relationships are the social and economic currency of our day  Relationship marketing vs. product marketing  Quality of relationship is as important as price and quality in buyer-suppler interaction longevity
  8. 8. People want to know other people’s business ◦ 12 in 2000; more than 200 today ◦ From celebrities to everyday people ◦ Not you? Doesn’t matter. They want to know about you.
  9. 9. If you can’t communicate, you’re dead in the water: ◦ Communication inspires, leads, educates and connects ◦ It’s important internally, with customers and with suppliers
  10. 10. From personalization to efficiency and back again ◦ Used to buy from the corner store ◦ The Wal-Mart era ◦ Organic and direct-from-producer foods
  11. 11.  Print  Radio  TV  Web  Direct  Social Media Bottom Line: Everyone has different preferences
  12. 12.  1994: 10,000 Web sites  2009: 239 million Web sites  A few years ago, a few million Facebook users  Today: 250 million Facebook users
  13. 13.  Crowdsourcing  Customer loyalty  Stop interrupting
  14. 14.  Profile  Contacts  Recommendations  Introductions  Groups  Events  Questions
  15. 15.  Nearly 50 million users  Individuals  Companies (more recently)  Job seekers  Recruiters
  16. 16.  http://www.linkedin.com  Creating a company profile
  17. 17.  Weather Channel Interactive
  18. 18.  Do be transparent  Don’t get personal  Do answer LinkedIn questions  Do pose LinkedIn questions  Do recommend others  Don’t recommend everyone
  19. 19.  Groups  Pages  Advertising  LinkedIn App  Blog Notes  Causes
  20. 20.  Surpassed MySpace in 2008 with 132 million users  Now 250 million users  Companies  Causes
  21. 21.  Facebook  Facebook Ads
  22. 22.  Adobe ◦ Maker of Photoshop ◦ Real or fake?  Facebook users voted  13,000 added to page  10% played game  6% shared game  6% purchased product
  23. 23.  Do join groups  Do join causes  Do link your blog and tweets to Facebook  Do become friends with customers and suppliers  Don’t go overboard on politics and issues  Don’t be afraid to be interesting
  24. 24.  Texting tool ◦ 140 characters ◦ Can include links  Tweets  Twitter apps
  25. 25.  Growing a 1300% annual rate  40% retention rate  10% of users generate 90% of content
  26. 26.  Twitter
  27. 27.  K-Mart Sponsored Tweet
  28. 28.  Don’t follow everybody  Don’t accept every follower  Do treat Twitter like a party ◦ Don’t just hang out with your friends ◦ Get introduced to their friends  Do consider getting TweetDeck  Don’t forget to have fun  Don’t be afraid to stand out  Do be relevant
  29. 29.  See for yourself
  30. 30.  The secret San Francisco sushi spot  Yelp traffic is doubling every six months  Other review sites have flattened
  31. 31.  Wordpress  Blogspot  Typepad  Blogger  Moveable Type  Most allow you to use your own URL  Example: marketingspoonful.com
  32. 32.  On July 31, 2006: 50 million blogs  By 2008: 128 million  Today: Nearly 200 million  400 million people globally read blogs  Two blogs created each second  18 posts per second
  33. 33.  Positions you as a thought leader  Provides a point of contact  Invites dialogue with stakeholders  Enhances transparency 1. Monitor conversations 2. Participate in conversations 3. Shape conversations
  34. 34.  Hurricane Cancun and the power of timeliness  The importance of being an authority
  35. 35.  Do pick relevant key words for headlines, tags, topics and copy  Don’t be alarmed if you don’t have 100 visitors the first day  Do update your blog at least twice a week  Do link your blog to Twitter and facebook  Don’t be afraid to incorporate pics and video  Comment on other blogs
  36. 36.  We can learn from church, school, community organizations  Can be e-mail driven or as an attached pdf  Include offers  Include surveys  Constantly give users reasons to visit site  Don’t SPAM people
  37. 37.  Different people like to communicate in different ways ◦ Facebook surpassed 1 billion messages per day ◦ 3,000 messages per day; 10 are remembered  Media are more powerful when used together ◦ Message must be heard 10 times to spur action
  38. 38.  The New Rules of Marketing & PR ◦ David Meerman Scott  Mashable.com  AllFacebook.com

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