Making sense of it all for YOUR business.Business Applications of Social Marketing.Sally WitzkyAll slides © 2009 Traction Group LLC. All rights reserved.

Why are youhere?Why did you come today?To learn?To network?To converse?To socialize?Other?

Social networking…Works the same wayProvides opportunity to learn, network, converse, socialize onlineIn essence, build relationships and stay in touch when you can’t be there in person all the time (leverage)But has deeper applications

What is social marketing?Social vs. CommercialIt’s more about our target audience and their wants & needs and less about what our business has to sellSocial vs. Traditional Interactive, engaging and ongoing connectivityRelationship building, more like CRMOnline activity dominates

Social Marketing uses…Social MediaContent generated BY USERAppears on websites, blogs, social platformsSocial NetworkingCommon bond, community, engagementSocial Networking Platforms or SitesLinkedIn, Facebook, MySpace, YouTubeCreate the “space” for content & community & connection to happen

The big four…Facebook: Size & impactLinkedIn: Highest demosTwitter: Fastest growingYouTube: Video haven

Why you should embrace social marketing.Doesn’t make sense for everyone, but certainly mostPersonal and business brandsFor business owner – large or small, employee and job seekerEven more critical for job seeker

Proof positive.From a small business perspective, I am my own testimony.And so are my clients.Just ask those attending the Social Media Club of Richmond

Random stats…54% of Fortune 100 companies are choosing Twitter as social network platform of choiceOf top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment

Engagement = increased financial performanceSource: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint & Altimeter. http://engagementdb.com July 2009Revenue Growth (last 12 mos.)Gross Margin Growth (last 12 mos.)Net Margin Growth (last 12 mos.)MavensMavensMavensButterfliesButterfliesSelectivesSelectivesButterfliesSelectivesWallflowersWallflowersWallflowers

Twitter?(growing the fastest of all sn’s)What’s this thing called

Twitter and social media growthFrom Forrester Research…In last year, young people almost universally used social media. Only 3 percent of 18- to 24-year-olds do not use social tools online.What is driving growth? Use among those 35 to 54 jumped 60 percent in last year. Half of online adults in U.S. interact on social networks and more than three-fourths used social media in the last month. The number of adults who joined social networks last year grew almost 50 % from the year before. Today, only 18 percent of online adults do not use social tools, down from 25 percent last year. TWITTERALONEhttp://bits.blogs.nytimes.com/2009/08/26/why-adults-have-fueled-twitters-growth/

Twitter basics.Micro-blog @ 140 charactersA real-time, short messaging serviceWorks over multiple networks / devicesAround the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends

Very similar to…LinkedIn: “What are you working on now?”Facebook:“What’s on your mind?”Only that’s all it is…nothing more.Or is that all there is???

OrganicBlueprints.comTwitterpage. @fastcoach

Twitter 101 terms.Handle, i.e. @sallywitzkyTweet (140-character message)Retweet (tweeting others’ message)@reply (reply, not private)Direct Message or DM (private)Bio (important – target audience)URL (to send ppl for more info)Hashtag (#RVA, #SMCRVA)

Sweet tweets.

Hootsuite tweet statsCopy test. Know results.

Twitter 101 managers.Tweetdeck (most popular)Hootsuite (multi-accounts, tracking)CoTweet (esp. for larger companies)Seesmic Desktop (fun)PeopleBrowsr (more advanced)Twitterberry (Blackberry)Tweetie & TwitterFon (iPhone)Digsby (IM, eMail + social networks)

Digsby all-in-one

What do I tweet?Not your meals or where you are unless tres coolWhat relevant content is on your blog or on your website?Challenge yourself to engagewith others vs. always talk about youFind a style that works for you

@HomeInsteadRVAtweets…Relevant articles, tips & point of viewRTs (retweets) othersEvents / activitiesCommunity partnershipsFocused on RVA / localGoal: build local brand awareness & consideration to generate opportunities and targeted leads

What’s the use? Many reasons to tweet…To learn, fastTo converse, quickly (kind of like working a room only at warp speed)To help others by promoting themTo build awareness, considerationTo drive traffic to blog, site, articlesTo show appreciation; thank publicallyTo ENGAGE with target audienceTo provide customer service

Art of ENGAGEMENT.There is both an art and science to conversation:Listening (requires patience)Learning (keeps ‘ole ego in check)Sharing (what value do I bring?)Promoting (how can I help others)Twitter only one small puzzle piece

Twitter is where to get…Your news, local and globalTo know people better in shorter time To connect before youknow peopleCreates deeper conversations when you both meet; no intros neededStrange at first; much appreciated thoughCreates ability to know and connect with people you wouldn’t otherwise

Tweeting barefoot…Carrie Wilkerson@barefoot_exec or http://twitter.com/barefoot_exec67,000 followers (her peeps)She’s tweeted over 25,000 times She knows many of them personallyVery loyal brand following who buy

Twitter…Doesn’t replace in-person connections; makes them richerKeeps your name in the minds of others; and their names in yoursGet to know each other over time…that’s the basis of any advertising/marketing campaign

Ping.fm = your friendSome tips:Send update here and link to multiple accountsCreate Ping.fm groups to send the update where you want it to landAdvanced users can use SocialOomph together with Ping.fm for automating SOME (only some) of your updates

Send update here and link to multiple accounts

Create Ping.fm groups to send the update where you want it to land

Advanced users can use SocialOomph together with Ping.fm for automating SOME (only some) of your updates

Social marketing…Comparison with traditional advertising or marketing campaign

A great ad campaign…Advertising campaigns measured w/ reach, frequency and GRPsinclude direct mail, email, banner adsKeys to success are…Relevancy, consistency and emotional tie…whether to make one laugh or crycreates memorability and desire for product or service

Social marketing works the same way.ReachAre you reaching your target audience and advocates?How many followers or fans do you have?FrequencyHow often do you tweet?RelevancyWhat is your content?RU providing value?ConsistencyCan y0u be counted on to always provide good content?

But the difference is…There’s no media cost(that doesn’t mean it is free)You must consistently create contentThere’s the ability to converseOne person or more at a time, quicklyCritical piece remains: Search Engine OptimizationGoogle “senior home care richmondva”

Social networking is not “holy only.” Part 1.Use as part of marketing strategyWith other online effortsPaid media (Google AdWords…)Online business directoriesGoogle / Bing recommendationsBlogs (have at least one; write in blocks)Websites, particularly e-commerceEvents (online or off)Public Relations (the social friendly kind)Video and podcasts

Social networking is not “holy only.” Part 2.Use as part of marketing strategyWith other offline effortsCommunity or industry sponsorshipsEvents and / or trade showsEmail and phone CallsEspecially to current customersDirect mail Advertising, trade or general

LinkedIn?(most upscale demos of all sn’s)What’s this thing called

LinkedIn can be…A provider of SEO valueStatic or active; you decide. Active = frequent updatesChange your status (include links); comment on others’ status updatesAdd books to your Amazon read list or a presentation to your SlideShare accountAsk or answer question

Are you using LinkedIn?Add connections or introduce othersJoin and be active in groupsUse LinkedIn profile to begin to create your multi-media VisualCV resume / online profile at http://visualcv.com/yourname

Lauren Solomon’s LSImage.com LinkedIn Page

Guy Kawasaki’s VisualCVSocial profile or resume

Facebook?(the largest and mother of all sn’s)What’s this thing called

Facebook’sstaggering stats.General GrowthMore than 250 million active users More than 120 million users log on to Facebook at least once each day More than two-thirds of Facebook users are outside of college The fastest growing demographic is those 35 years old and olderUser engagementAverage user has 120 friends on the site More than 5 billion minutes are spent on Facebook each day (worldwide) More than 30 million users update their statuses at least once each day More than 8 million users become fans of Pages each day

Facebook’sstaggering stats.ApplicationsMore than 1 billion photos uploaded to the site each monthMore than 10 million videos uploaded each month More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week More than 2.5 million events created each month More than 45 million active user groups exist on the site MobileThere are more than 30 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users. There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products

Tips for using Facebookfor business…Keep your personal profile privateUse Fan page for businessIntegrate blog posts, Twitter updates into your FB streamDraw people back to content on your blog or websitePromote others w/ relevancy

Integrated marketing example:Home Instead Senior Care of Richmond VirginiaJust launched!

Home Instead Senior Careof Richmond, VirginiaPhoto Shoot!Two Twitter Background PagesTorsten Steinfatt @HomeInsteadRVATeresa Steinfatt @TeresaSteinfattTwo LinkedIn accountsFacebook Fan PageLocal BlogLocal Website (plus corporate)

Two Twitter accounts.

Local blog @homeinsteadrva.com

Blog post content – Local eventhttp://homeinsteadrva.com

Facebook Fan page

Websites - local & rebranded home office

Plus ancillary services…FriendFeedStumbleUponDiggTumblerDeliciousNetworkedBlogsHootsuiteGoogle AnalyticsTwellowTechnoratiTwitPicYouTubeBlogCatalogPing.fmSlideShareAnd more…(x 2)

PeoplePond.com/sallywitzkySEO value, online “social” biz card(recommend paid version for better SEO)

Blog fully integrated;Wordpress recommendedBlogging tipsBest to integrateWordpress blog within your websiteWrite content that is relevant and makes sense to customers and prospectsOK to include offers and announcementsInclude the key words for SEO valueBlog often, up to 3 times per week if possibleMake it social, i.e. add Twitter feed, follow-me buttons, badges…

Best to integrateWordpress blog within your website

Write content that is relevant and makes sense to customers and prospects

OK to include offers and announcements

Include the key words for SEO value

Blog often, up to 3 times per week if possible

Make it social, i.e. add Twitter feed, follow-me buttons, badges…

Parting thoughts.Focus on building your online brand with a strategic approach, then decide on which social networks are right for youYou wouldn’t launch an ad or PR campaign without at least some semblance of a plan!

Parting thoughts.Social networking and social media aresimply social marketing, as opposed to traditional advertising, PR and direct response marketingThe core elements of traditional don’t go away; simply shift

Parting thoughts.A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion The way in which a business overlays the marketing tactics to meet goals won’t change; What tactics or tools and frequency one uses will change; higher engagement tools and staff required to implement

Questions?Thank you.What’s on your mind?

Where to find me?Google Sally WitzkyTwitter.com/sallywitzkyTwitter.com/tractiongroupPeoplePond.com/sallywitzkyFind me on peoplepond and find me everywheresally@tractiongroup.com 804.402.0804TractionGroup.com