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?

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

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