Business Strategies For Social Media


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An introduction to social media for business owners that shows how a comprehensive strategy involves four separate types of online communication. Includes the concept that social media advertising is like "dad in the basement"--still struggling to find its place in the conversation.

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Business Strategies For Social Media

  2. 2. The Social Media landscape is cluttered and confusing. How are you supposed to remember the milk when you can’t remember CONTENTS: Social Media Definitions Social Media Use Statistics Business Strategies
  3. 3. The term “Social Media” is replacing “Web 2.0” because it emphasizes the human aspect of this technology. Social Media websites allow people to connect with each other around common interests or shared experiences. Sharing photos or video: Sharing what you’re doing or thinking: Sharing musical tastes: Deepening offline relationships:
  4. 4. Traditional Media: Social Media: Passive audience Active audience One-to-many communication Many-to-many communication One-way communication Conversation Role of Advertising: Role of Advertising: Advertising is like “the uninvited guest” who brings Advertising is like “Dad in the basement.” Consumers a bottle of wine to a party. Consumers tolerate the are creating the entertainment themselves, so they inconvenience and annoyance of commercials question the value of advertising. Commercials are because they sponsor the entertainment. The more intrusive because they come between users and advertising-supported business model is well- their friends. And because users are actively engaging established and only recently have consumers tried with social media, they are not a passive, captive to fight it with technologies like Tivo. audience for ads.
  5. 5. Social media users can be a skeptical audience for marketing, but companies need to communicate with their customers, wherever they are spending their time. With a large segment of the population using social media, the ROI (Risk of Ignoring) is huge: 35% of internet users 18 or older have a profile on a social network. In February 2009, social network usage exceeded web-based e-mail usage for the first time. 70% of consumers use social media websites to get information about a company, brand, or product. And 49% made a purchase decision based on that information. DIY!
  6. 6. For a lot of companies, social media is an experiment. There is a lack of consensus on which marketing approaches are most effective. Out of 1,000 social media marketing campaigns, 450 companies used 19 different types of tools to try and reach their customers. 267 169 49 90 258 ONLINE VIDEO SOCIAL NETWORKS WIDGETS TWITTER BLOGS
  7. 7. Social media is not just another marketing channel: The goal should not be just to put ads on MySpace. Companies should aim to use these tools as part of a strategy that can engage customers and make them brand advocates. Just as fans go home from a rock concert and tell their friends about the band, these tools can propel a company’s message into a topic of everyday conversation between consumers. A comprehensive Social Media marketing strategy provides speed, access, and broad reach in four types of conversations: Brand Message to Customer Communication within the Organization Customer Response to Brand Communication between Customers
  8. 8. Tropicana used social media to quickly adjust their marketing strategy 1 when their new packaging fell flat with consumers. 1 2 Brand Message to Customer Response to Brand Customer (outcry about new package) (package redesign) 4 Communication between Customers 3 Brand Message to Customer (return to old package)
  9. 9. Brand Message to Customer Social Media tools allow companies to deliver more targeted advertisements and promotions and have more persistent relationships with their customers. Zappos CEO Tony Hsieh uses Twitter to give a real sense of personality to an online retail store. Papa John’s uses Facebook to deliver coupons to its fans. Snuggie posted their cheesy infomercial on YouTube, where customers made parody videos. They sold 4 million blankets with sleeves. DIY!
  10. 10. Customer Response to Brand Transparency on message boards, blogs, and Twitter means that providing good customer service is good marketing. After a cable guy fell asleep on a customer’s couch, Comcast turned to Twitter to show its renewed dedication to customer service. Starbucks is introducing a gluten-free cake because customers voted for it. DIY!
  11. 11. DIY! Word-of-mouth is the most trusted way for consumers to learn about new products. By monitoring what customers are saying, companies can adjust marketing campaigns or discover new opportunities. A Motrin commercial offended its target audience and the company quickly changed the campaign. Hiking gear manufacturers like Communication Tarptent read forums to monitor how their new designs hold up. between Customers
  12. 12. Communication within the Organization Using Social Media tools within the organization can keep everyone updated without overwhelming employees with email. Sharing information quickly means that companies like Tropicana can respond to their business environment faster. Best Buy gave all employees email after one wrote on their social network about giving his personal email address to customers. The CIA created a top secret wiki to help them manage information from the war on terror. DIY!
  13. 13. Thank You! Russ Nelson
  14. 14. Works Cited Slide 1 Slide 2 Slide 3 Slide 4 Slide 5 Slide 6 data source: Slide 7 Slide 8 Slide 13