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Social Media the "Right Way"

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Social Media Marketing presentation to IT World Canada audience at www.visability.ca May 27, 2010

Social Media Marketing presentation to IT World Canada audience at www.visability.ca May 27, 2010

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Social Media the "Right Way"   Social Media the "Right Way" Presentation Transcript

  • Doing Social Media “The Right Way” Michelle Corsano May 27, 2010
  • AGENDA 1. Pulse 2. Benefits 3. Success 4. Story
  • 65% of Marketers have either just started or have been using social media for only a few months. April, 2010, SocialMediaExaminer.com
  • Social Media Budgets Grow
  • 56% of Marketers are using social media for 6 hours or more each week, while 1 in 3 invest 11 or more hours each week. April, 2010, SocialMediaExaminer.com
  • 1 in 3 Marketers indicated measuring results and identifying the best practices were their top questions when marketing with social media. April, 2010, SocialMediaExaminer.com
  • Social Media Objectives 1. Website Traffic 2. Lead Generation 3. Sales Revenue 4. Search Rankings 5. Brand
  • Doing What? 1. CEO’s on Facebook 2. Strategic!!! 3. Brand management 4. Internal communications 5. Recruiting
  • Where? 1. Facebook for B2B & B2C 2. YouTube for B2B & B2C 3. B2B more on Twitter 4. B2B more on LinkedIn
  • 1. Gaining the all-important eyeball 2. Improving traffic 3. Building new partnerships 4. Generating qualified leads 5. Close business April, 2010, SocialMediaExaminer.com
  • New research found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Source - Wetpaint & Altimeter Group
  • Leads for Less $$ • Social media, blogs & search are more cost effective for demand generation • Spending on lead generation is 60% less among companies that devote at least ½ of their budget to social media
  • Blog - $0 Podcast - $0 and $2000 Video - $0 and $10,000 - $15,000 Wiki - about $6500 a year Community - $0 (Ning) up to $100,000 The greater cost is staff and Content Creation to fill up the social media / new media channels.
  • Major corporations are using social media to stay in touch with their vocal customers.
  • Lessons to be Learned Success factors in social media “Your brand isn’t what you say; it’s what people say it is.” David Carlick Co-founder, Doubleclick
  • 460,000,000 users (that’s how many million??!!) 14,500,000 10 million “fans” sign up to commercial “brand pages” every day.
  • Top 10 Brands on Facebook (# Fans)
  • Facebook Tactics 1. Surveys 2. Friend customers 3. Profile customers 4. Applications 5. Drive traffic 6. CPC ads
  • Starbucks has 7.2 million fans on their Facebook Fan page.
  • Starbucks card can be managed inside Facebook.
  • P&G /Pantene sells direct to consumers inside Facebook.
  • Molson has 360,000 fans on their Facebook fan page (grew from 30,000)
  • TD Canada Trust has 20,000 fans on their Facebook page
  • 108,000,000 users (26 Million from USA) #4 Top Twitter Countries (Follows USA, UK and Brazil) 73% of Twitter users joined in first five months of 2009
  • Top 20 Brands on Twitter (share of voice)
  • Twitter Tactics 1. Monitor for PR 2. Create in-person Events 3. Drive Traffic
  • Twitter A tool embraced by the early adopter, Twitter can benefit from: thought leadership, connection to the influencers, additional message reach, access to mobile communicators, real-time communication, but more importantly, the opportunity to build relationships through conversations. Who it’s good for? Media companies, social media savvy brands, those who may already have a blogging strategy, those with frequent updates. High communication individuals may prefer this tool. Jeremiah Owyang
  • Dell can directly track $6.5 million in sales from using Twitter.
  • GOAL: Develop Customer Service-Centric Brand, Improve Customer Experience TACTICS: Twitter HELPED TO: Deliver Swift Customer Service, Sell Last Minute Flight Deals, Engage Customers
  • Top Reasons for Failure • Lack EXECUTIVE sponsorship • Lack STRATEGY • Lack RESOURCES to manage
  • Yes, CEOs should Facebook and Twitter (March, 2009) • Dismissed as time-wasting distraction • Afraid of security breaches and data privacy risks • Most CEO’s are cut off from employees & customers • Control oriented 2009 WAS the Corporate Web 2.0 tipping point
  • “Successful social media marketing is 80% strategy and 20% technology.” Jeremiah Owyang • Common impediments to success – Siloed organizations – Lack of understanding – Budget – Resources – Measurement – Executive buy-in
  • Strategy is in the Qs What is the goal? Who and Where are our customers? What will speak to our audience? What resources do we have? What about the competition?
  • Supply Chain Management Software 2010 Social Media Marketing Award In 2007, the CEO put forward a challenge to Marketing to learn and take advantage of social media
  • Supply Chain Experts: Learn, Laugh, Share and Connect Campaign Goals 1. Foster Awareness of solution and customers 2. Double Website Traffic 3. Double Lead Volume TACTICS: Blog, Community, Video Series, LinkedIn and Twitter
  • 21st Century Supply Chain Blog Execution • Slow start in 2004 • Optimized for search engines • 21 internal authors (employees) • Domain experts • Post once per day • Auto syndicate content to Community and Twitter
  • Supply Chain Expert Community Execution • Forrester Groundswell • Researched audience • Built Social Media Strategy • 1st Mover Advantage • Launched July, 2009 • 2,500 Members • 75% of members are prospects) • News aggregator widget
  • Supply Chain Expert Community Laugh • Comedy Series • Online videos by Second City • Suitemates series of videos satirizes enterprise software companies (Exec is jailed for dishonest practices) • Making Supply Chain FUN
  • Supply Chain Experts: Learn, Laugh, Share and Connect Results (2008-2009) 1. 5.3 X increase traffic to blog/community 2. 2.7 X increase traffic to kinaxis.com 3. 3.2 X increase in conversions (leads) 4. Double Digit Revenue Growth Y-O-Y, during recession!!!
  • Key Learnings • Executive Sponsorship • Research Audience • Build Strategy • Content Strategy • Recruit Help (Resources) • Optimize for Search (SEO) • Be Patient!!!
  • Thank You!!! Michelle Corsano Michelle@BurstMarketing.ca