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  • 1. Marketing 2.0
    presents
    The New Rules of Engagement
  • 2. Who has accounts?
    Which media?
    Use for personal?
    Use for work?
    What’s on your mind?
    Warm Up
  • 3. Who
    What
    Why
    How
    Road map for our discussion
  • 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.
    Rules of the road
  • 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.
    What is social media all about?
  • 6. Inform
    Educate
    Connect
    Exchange
    Communicate
    Sell
    Indoctrinate
    Reinforce
    What is the purpose of social media?
  • 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
    Sociological Trends: Relationships
  • 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.
    Sociological Trends: Reality TV
  • 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
    Sociological Trends: Communication
  • 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
    Sociological Trends: Authenticity
  • 11. Print
    Radio
    TV
    Web
    Direct
    Social Media
    Bottom Line: Everyone has different preferences
    Media Trends
  • 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
    Will it last?
  • 13. Crowdsourcing
    Customer loyalty
    Stop interrupting
    Why should I do it?
  • 14. Profile
    Contacts
    Recommendations
    Introductions
    Groups
    Events
    Questions
    LinkedIn
  • 15. Nearly 50 million users
    Individuals
    Companies (more recently)
    Job seekers
    Recruiters
    Who is using social media? LinkedIn
  • 16. http://www.linkedin.com
    Creating a company profile
    How to create an account
  • 17. Weather Channel Interactive
    LinkedIn Case Study
  • 18. Do be transparent
    Don’t get personal
    Do answer LinkedIn questions
    Do pose LinkedIn questions
    Do recommend others
    Don’t recommend everyone
    Dos and Don’ts
  • 19. Groups
    Pages
    Advertising
    LinkedIn App
    Blog Notes
    Causes
    Facebook
  • 20. Surpassed MySpace in 2008 with 132 million users
    Now 250 million users
    Companies
    Causes
    Who is using social media? Facebook
  • 21. Facebook
    Facebook Ads
    How to create an account
  • 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
    Facebook Case Study
  • 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
    Dos and Don’ts
  • 24. Texting tool
    140 characters
    Can include links
    Tweets
    Twitter apps
    Twitter
  • 25. Who is using social media? Twitter
    • Growing a 1300% annual rate
    • 26. 40% retention rate
    • 27. 10% of users generate 90% of content
  • Twitter
    How to create an account
  • 28. K-Mart Sponsored Tweet
    Twitter Case Study
  • 29. 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
    Dos and Don’ts
  • 30. See for yourself
    Yelp
  • 31. The secret San Francisco sushi spot
    Yelp traffic is doubling every six months
    Other review sites have flattened
    Yelp Case Study
  • 32. Wordpress
    Blogspot
    Typepad
    Blogger
    Moveable Type
    Most allow you to use your own URL
    Example: marketingspoonful.com
    Blogs
  • 33. 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
    Who is using social media? Blogs
  • 34. Positions you as a thought leader
    Provides a point of contact
    Invites dialogue with stakeholders
    Enhances transparency
    Monitor conversations
    Participate in conversations
    Shape conversations
    Blog benefits
  • 35. Hurricane Cancun and the power of timeliness
    The importance of being an authority
    Blog Case Study
  • 36. 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
    Dos and Don’ts
  • 37. 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
    E-newsletters
  • 38. 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
    Things to remember
  • 39. The New Rules of Marketing & PR
    David Meerman Scott
    Mashable.com
    AllFacebook.com
    For further reading