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Social Media - Take Your Marketing Strategy to the Next Level
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Social Media - Take Your Marketing Strategy to the Next Level


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An overview of Social Media from the why, to the what, to... What's next?

An overview of Social Media from the why, to the what, to... What's next?

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  • Have great website, great content… -- what do we do with it? How do you reach your target audience. We’re going to talk about SM and how SM can help you leverage your business online.
  • Wow Effect!! - FB is now 400 million - more than pop of US -- third largest country… -- older people signing upHave seen from last Exec brief to now some really big changes in the way SM has affected the web… essentially taking it to a new level from Social Media and Website to the Social Web
  • Where are the people at… where can they be reached???Radio – Companies would sponsor radio shows or radio programsTelevision – Companies sponsored television programs, then commercialsWeb Site – The invention of the internet opened a whole new world… people started spending more and more time on internet….Social media – There are over 400 million people on Facebook alone… Go where the people are at…
  • Dale CarnegieMarketing focused on building relationships.About sharing valuable information – 90/10Not about going out there and sell, sell, sell… but about providing value to your target audience… they’ll see you as a leader and you’ll build that trustWhat are the benefits of SM?
  • One by one corporations removed the personal level of relating to customersTransitive trust – building trust via word of mouth.Insurgence of word of mouth advertising.
  • Millions are expressing opinions, Find out what they’re saying, Get involved, Happy customers are the best sales team
  • Improve products and services, Get feedback (Good & Bad), Get ideas you may not have thought about, Customers feel they’re heardSuggestion box.- Hopefully now u are thinking about how u can use sm for your company?
  • Engage Potential CustomersSee what competition is doing right and wrong, Engage undecided/dissatisfied customersNot only gained a customer, but an advocate for their companyMike has over 5000 followers--------------Now that we’ve talked about benefits… let’s talk about what types of sm are out there
  • Chamber Networking EventMake sure you and your employees are on there – builds transparency.Shows off expertise and builds credibilityBetter hire quality – by using LinkedIn, new hires perform better on the job and have higher retention rates.
  • Like a cocktail party – Limited to 140 -- communicate and stay connected through the exchange of quick, frequent answers to one simple question: What’s happening? Common uses-- share links, photos, video -- follow hot topics Ask network about job referrals -- Real-time accounts for newsworthy events, crisis, natural disasterWhen an earthquake happens in Haiti, where do you hear about it first?
  • Build relationships – facebook termsTalk about stereotype – 350mil ----- some estimate over ½ billion by aug 2010Permissions – not open to everyone – or open to everyoneGroups are meant to foster group discussion around a particular topic area while Pages allow entities such as public figures and organizations to broadcast information to their fans. Only the authorized representative of the entity can run a Page.
  • Through apps and custom pages – find good pageBuild Relationships & Reputation Management –useful info, Idea Generation / Product Improvement, Competitor Research, Targeted Marketing, Drive TrafficFacebook gives the company personalityReview STATS of ROOM
  • Pizza King and Queen based on how many new friends have become fans
  • Quality content; 5.5 million fans -- the content is varied, fun, and interesting. Their updates share videos, blog posts about all aspects of coffee — and not just on the official company blog — including how to grow coffee beans, articles about Starbucks and Starbucks employeesConfident in their own product --- and shows that they trust their customersWhat you say and how you say it matters
  • Idea Generation – landing page… customization – sets them apart
  • Teamed up – to test their personalized web experienceIntegrate into websiteWord-of-mouthMore personalization
  • Youtube #2 search engineProduct demos, service overviewsInstructional videosBe seen as a leader in your industry (expert)Drives traffic
  • GameCompetitionEarn BadgesMayor
  • TrustShows off expertise of blogger – helps build reputation of your companyLink to other articles on blogs of peers – cannot be expert in everything “We” is better than “me”A blog is basically a journal that is available on the web. The activity of updating a blog is “blogging” and someone who keeps a blog is a “bloggerWhat unique need are you meeting?You have the expertise… the key is finding a way to get it out there…--- Content – Can use ghost-writer
  • Content – By tying it all together, you hit the major audiences in the social media world… it’s just the same content.examples
  • 2004
  • Lake Arrowhead competes with bigger-budget attractions with the help of social media.The lake grew year-over-year bookings despite losing its advertising budget.
  • The best time to get someone to buy something is when they are in need, and they know they are in need, and they are asking for help.
  • What is it that sets u apart that gives people that connection.Increased brand awarenessReputation ManagementImproved Search Engine RankingsIncreased Relevant Visitor TrafficImproved Sales for a Particular Product or ServiceWhat type of presence do you need?Company brandingMonitor/ListenCreate goalsPresence
  • Choose username; facebook, linkedIn, twitter; Google Maps?
  • What do your customers want to hear?Acceptable behavior in sm
  • Encourage feedback
  • You don’t want to be following more than twice as many people who are following you.I try to follow people who can provide value to me that I can pass down to my followers… Internet is ForeverQuality vs. quantity
  • For the average social media marketing campaign – 3 months to see results
  • June 10 – 9Strategy – How do I use Social Media to effectively represent my brand?Implementation – How do I effectively set up and customize my profiles?Content – How do I figure out what to post?Tools – What Tools can I use to help make it easier?Maintenance - What’s the best way to keep maintaining my strategy?
  • Transcript

    • 1. Social Media:
      Inbound Marketing
      Take your marketing to the next level
      Michelle Hillaert
      Social Media Consultant
    • 2. Insert video via @equalman,
      Social Media Revolution 2 (Refresh)
    • 3. Why use Social Media?
      Web Site
      The Natural Progression of Marketing
      through Media
      Social Media
    • 4. What IS Social Media?
      Win friends & Influence people.
      Sound Familiar?
    • 5. Benefits - Building Relationships
      Personal level
      Trust – Prefer to do business with someone you know.
    • 6. Benefits - Reputation Management
      Jakarta Post / J. Adiguna
    • 7. Benefits – Idea Generation
    • 8. Benefits – Competitor Research
    • 9. Networking through
      Direct Connections
      Company profile vs.
      Great tool for HR
      Job Listings
      Recommendations – business and personal
    • 10. Listening and participating in conversations
      Referrals to valuable info
      Twitter lists
    • 11. User Profiles
      Built around Organization or Cause
      Privacy Settings
      Photo by Hedrok
    • 12. FacebookPage
      Users “Like” your page
      Grow virally
      Advertise events
      Targeted marketing
    • 13.
    • 14.
    • 15.
    • 16. FacebookOpenGraph
      Welcome to the
      “Social Web”
    • 17.
    • 18. Gary VaynerchuckWine Library TV
    • 19. Making Social Media
      A Game!
    • 20. Blogging
      Share your Expertise!
      Build your reputation
      Social Media Optimization
      Give personality to your company
      Build community through reciprocal Linking
    • 21. The Social Media Cycle
    • 22. Mommy Blogger–
      Starts writing,
      sharing ‘mom advice.’
      Respected speaker, writer… represents large brands like Kenmore, Glade, Wal-Mart, etc.
      Blogging makes a Difference!
    • 23. Lake Arrowhead
      “What are we going to do?”
      Business lacking
      No money for advertising
      Turn to social media
      Experience Social Media Success!
    • 24. Tying It All Together
      “Search engines, Twitter, Foursquare, status updates… help Marketers listen (and respond) to consumers
      at their point of need.”
      Six Pixels of Separation
    • 25. GettingStarted
      What’s YOUR story?
      Create goals
      What kind of presence do you need?
    • 26. CreateAccountsand Set Up Profiles
      You are your own brand.
      1. Secure your username
      2. Set up accounts
      3. Profile branding
    • 27. ProfileBranding
    • 28. Create Your Customized Strategy
      What do your customers want?
      • Content list - 90/10 Rule
      • 29. Social Media Person/Team
      Define tactics
      • Social Media Policy
    • Be Active
      Continue to grow as an information leader.
      Keep profile updated & creative
      Keep status updated
      Have patience and be consistent
      Getting the word out
    • 30. Common Mistakes in Social Media
      Try to avoid these mistakes:
      Forgetting 90/10 Rule
      Be careful what you post
      Following a ton of people
      Beware of automation
    • 31. Social Media – Ongoing
      “It’s a process, not an event... Events are easier to manage, pay for and get excited about.
      Processes build results
      for the long haul.”
      Seth Godin
      December 10, 2009
    • 32. Next Steps
    • 33. Pinnacle in Social Media
      Twitter: @pinnacleindiana