Harness The Power Of Social Marketing

Harness the Power of Social Marketing Shailesh Ghimire Director, Interactive Marketing Air Marketing (airmarketing.com/blog)

Our goal today
Integrating Social Media and Sales
Setting goals
Assesing return on effort
Overview of how consumers are using social media
Social technologies tour
Case studies

What is Social Media
Connections/communication forum
Consumer to consumer
Consumer to brand/company
Connections and relationships developed in a new medium
Blogs, social networks, photo/video sharing etc.
Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one

Blogs White Label Social Networks Wiki’s eMails Social Networks

Integration

Social Media Integration
Assess needs and capabilities
People, technology
Define objectives and goals
Awareness, conversion
Develop and execute strategy
Measure results

Defining Objectives
Listen
Who is talking and what are they talking about
Speak
Join the conversation through:
Blogs, social networks, video/photo sharing, wiki’s etc.
Connect
Encourage target audience to join your conversation
Viral videos, interactive contests etc.
Invigorate
Converting existing customers into fans

Examples of Objectives
Integration into Sales:
Lead generation
Data collection
Sales support
After sales support
R&D (Real time focus group)
Drive SEO

What it takes to succeed
Commitment and perseverance
Sufficient resources

Consumers

How are consumers using social media
Post articles on blogs
Post comments, reviews, votes etc.
Read others opinions, thoughts
Watch user generated videos
Share bookmarks, news stories

What Consumers Do Online Source: Forrester Research

Social Media Penetration

Technologies Tour

Social Technologies
Blogs, Podcasts and vLogs
Social Networks/Virtual Worlds
Social Bookmarking Tools (Digg, StumbleUpon)
Collaboration Tools (Wikis, Google Docs)
Video / Photo Sharing
Micro blogging: Twitter (text), Seesmic (video)

Evaluating the Technology
Does it facilitate and improve greater and more varied communication
Ease of use
Allows interaction without your intervention
Sustainable user generated content creation

Case Studies

Case Studies
Full Social Engagement: H&R Block
Blogosphere: Stormhoek Winery (in South Africa)
Social Networking / Online Community Engagement: Adventa’s Ideablob.com

H&R Block’s Social Media Blitz
Comprehensive use of all formats:
Twitter: reputation management and customer out reach
MySpace/Facebook: platform for brand evangelist to discuss products
YouTube Video contest: “Me and my super cool tax refund”
Second Life: Created island and answered real life tax questions
Web Community : tax questions

The Result
A 171% lift in Internet ad awareness among the target audience
Overall brand awareness lift of 52%
H&R Block devoted about 0.5%* of its total marketing budget to the effort
Source: Ad Age Digital

Stormhoek
Winery in South Africa
UK, France and Ireland as its major export market
Deployed primarily a blogging strategy
Hired UK Blogger/Cartoonist Hugh Macleod
10,000 visitors a day with approximately 2000 subscribers to his RSS feed

Why the blogging worked
Hugh blogged aggressively:
“ Geek Dinners” – off beat cartoons and wine
Sent 100 wine samples to bloggers in its target market
Asked them to write about it if they wanted
Dropped hints on his blog about the brand
Result of blogger outreach:
75% of the bloggers who received free wine wrote posts about the brand
The Result:
In two years the winery went from selling 40,000 cases/year to 40,000 case/week *
*Source: MarketingWeb.Com (SA's Online Marketing Magazine)

Adventa’s Ideablob
Adventa is a credit card provider to small businesses
Primarly a social networking / community development strategy
Launched Ideablob.Com last September, where:
Entrepreneurs and small business owners submit new ideas
User community votes on the best idea
$10,000 grand prize offered to winning business idea

A Win Win Proposition
Participants motivated by:
$10 K prize money
Exposure to their idea
Feedback and support from others like them
Advanta benefits:
Support its target market grow their business
Creation of raving fans
Insight into customers (real time focus group)

Results
30,000 visitors per month on website (Compete – May 2008)
Exposure on traditional media outlets:
Businessweek
Fox Business News
Entrepreneuar Magazine

Summary

What is Social Media
Integrating Social Media and Sales
Understanding capabilities and setting goals
Overview of how consumers are using social media
Social technologies tour
Case studies

AIR 2.0
AIR Blogging
AirMarketing.Com/Blog
AIR Social Network
AirMarketing.Ning.com
Facebook and Flickr

Next: Developing an Effective Social Media Strategy

The Social You
Understand how your customers are interacting with Social Media
Do your customers have blogs?
Do they read reviews from others?
How much do they participate in social networks
Which ones do they use?
Determine your abilities (in house or acquired)
Evaluate your commitment
Devise a unique strategy to meet clear marketing and sales objectives

Questions Shailesh Ghimire (480) 748-2694 [email_address] AirMarketing.Com/Blog

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Harness The Power Of Social Marketing

by Shailesh Ghimire on Sep 16, 2008

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Harness The Power Of Social Marketing — Presentation Transcript