10 Steps to Successful Marketing via the Social Media Pat Kitano MediaTransparent .com TransparentRealEstate .com Image: http://blog.wired.com/photos/uncategorized/2007/12/14/tupperware.jpg

Remember Subliminal Advertising?

Advertising is Suspect

Consumers are Rethinking Advertising “ What worked in 1958” “ May be considered crass in 2008”

Remember Word-of-Mouth? “ Now this concept is called Viral Marketing ”

Word-of-Mouth is Genuine

10 Steps to Successful Marketing via the Social Media

1. Capture your own Product Reviews Review Sites are Popular

Put Reviews On-Site, Dell does On-Site Product Reviews Reinforce Corporate Credibility

2. Listen to your Product Reviewers They are your Customers!

3. Do Away with Focus Groups Leverage Online Customer Feedback Expensive and Limited in Scope

Instead, Create a Facebook Group Visa did it “ Ahem, what could be more boring than a credit card network?”

4. Reward Customer Participation $100 worth of free Facebook ads “ I’ll check out Visa’s social network for $100”

Now you’ve got their Attention Explain why your Customer needs your Product

Your Customers will give feedback “ As expected, the $100 giveaway was the primary motivation”

5. Improve the Product Provide Customer Solutions

Gauge Market Reaction In Japan, manufacturers test retail gazillion product variations and pare down to the bestsellers Online market testing is more efficient

6. Evaluate. Is it working? Social Media as Product Development Platform “ Good participation” “ So-so reviews”

Leverage the Results Activate the Group!

First 6 Steps = Market Intelligence 2.0

Market Intelligence 2.0 Summary Capture your Own Product Reviews Listen to your Reviewers Create Customer Groups Reward Customer Participation Improve Product and Service Evaluate Strategy and Go-to-Market

Capture your Own Product Reviews

Listen to your Reviewers

Create Customer Groups

Reward Customer Participation

Improve Product and Service

Evaluate Strategy and Go-to-Market

Next 4 Steps = Go to Market

7. Institute Instant Customer Service Zappos’ Multi-Channel 24/7 Customer Support “ Kudos to Zappos for demonstrating how to use Twitter effectively”

You can even complain to the CEO And he will respond

8. Create a Proud Online Culture Develop a Club everybody wants to join

Give Away Perks, Make ‘em Happy Make Membership a Privilege

9. Let your Customers Market your Company for you

Even Dictionaries Viral Market!

10. Broadcast to your “Club” Use Twitter feeds for real time updates to your customers

Make your Company Transparent Social Media gives you and your employees a real face

Go-to-Market Summary Institute Instant Customer Service Create a Proud Online Culture Let your Customers Market for you Broadcast to your “Club”

Institute Instant Customer Service

Create a Proud Online Culture

Let your Customers Market for you

Broadcast to your “Club”

Domus Media Builds Social Media Systems Pat Kitano pkitano (at) gmail.com, (415) 320-2844