Word of Mouth Marketing
This presentation WILL change your ENTIRE life

Social Media
Should I CARE?
HOW do I do it?
Does it MATTER?

Ryan La Rosa
Public Relations, Word of Mouth Marketing Manager
Facebook
Twitter
LinkedIn
RyanLaRosa.com
SWOM

Agenda
1 Defining the practice
2 Why does it work?
3 Prove it
4 Best Practices
5 Popular examples
6 Q&A

Social Media
is just one egg in the Word of Mouth omelette
Evangelist Marketing
Referral Programs
Grassroots Marketing
Conversation Creation Influencer Marketing
Product Seeding
Community Marketing
Cause Marketing
Buzz Marketing
Social Media
Brand Blogging

What is Social Media?
Using online resources to:
Facilitate sharing
Listen
Create conversation
Empower

Social Media & PR
Both work to establish relationships
PR established third part credibility
Social media eliminates third party,
creates peer-to-peer interaction
Two-way communication

Why Social Media?
It is trustworthy, it allows people to claim a stake in
the campaign/brand, and allows you to listen &
understand your audience.

The Proof is in the Pudding
78% say consumer recommendations
most credible form of advertising
Social media users 3X more likely to trust
peers over advertising or PR
65% of people trust friends, 27% trust
experts for product recommendations
120 million social media profiles -
each person averaging 2-3 networks

Popular Examples

Blogging
133,000,000 Blogs indexed since 2002
346,000,000 people read blogs globally
77% of active internet users read blogs

Voice

Authenticity

Engagement

Facebook
More than 175 million active users
Leading demographics are 35-44, 45-54
Average user has 120 “friends”
More than 3 billion minutes spent on Facebook each day
More than 850 photos uploaded each month
More than 7 million videos uploaded each month
More than 2 million events created each month

Join the Conversation

Foster Community

Be a Resource

Build a Movement

Draws average of 5 billion U.S. online video
views per month
75% U.S. internet audience views online video
Average viewer watches 235 minutes of
video per month
51% of users go to YouTube weekly or more
52% of users share videos with
friends/colleagues often

Give it Potential

Build a Channel

Create Conversation

Twitter
70% of users joined in 2008
Dominated by 35-44 demographic
Estimated 5-10 thousand new accounts
opened each day
Traffic grown over 600% in past 12 months

Listen & Respond

Promotions & Insight

Impact

Over 38 million LinkedIn members worldwide
Resource to connect professionally - business
connections, networking, new business
Highly educated user
Dominated by 35-44, 45-54, 55-64 demographics
Tap into companies connections,
ask questions, answer questions

Professional Use

Personal Use

Additional Networks...

Best Practices
Listen, Listen, Listen!
Let go of your message
Authenticity is key
Only occupy the space where
you feel most comfortable
Remember it’s about people,
not technology

Questions?
Ryan La Rosa, Public Relations,
Word of Mouth Marketing Manager
RyanL@parkAndCo.com
602.957.7323
Facebook
Twitter
LinkedIn
RyanLaRosa.com
SWOM