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Social Media presentation to SCORE (Phoenix, AZ) - July 15, 2009

Social Media presentation to SCORE (Phoenix, AZ) - July 15, 2009

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    Socialize Your Business Socialize Your Business Presentation Transcript

    • Socialize Your Business Presentation to SCORE on July 15, 2009 Shailesh Ghimire (Twitter.com/Shailesh) www.airmarketing.com
    • • Part 1: Harnessing the Power of Social Media • Part 2: Developing an Effective Social Media Strategy • Part 3: Engagement & ROI www.airmarketing.com
    • Part One • Review Social Media and understand how to: – set goals – assess return on effort • Overview of how consumers are using social media • Social technologies tour • Case studies www.airmarketing.com
    • 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 www.airmarketing.com
    • Blogs Social Networks White Label Social Networks eMails Wiki’s www.airmarketing.com
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    • How to use Social Media www.airmarketing.com
    • Social Media Integration • Assess needs and capabilities – People, technology • Define objectives and goals – Awareness, conversion • Develop and execute strategy • Measure results www.airmarketing.com
    • 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 www.airmarketing.com
    • Examples of Objectives • Integration into Sales: – Lead generation – Data collection – Sales support – After sales support • R&D (Real time focus group) • Drive SEO www.airmarketing.com
    • What it takes to succeed • Commitment and perseverance • Sufficient resources www.airmarketing.com
    • Consumers www.airmarketing.com
    • 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 www.airmarketing.com
    • What Consumers Do Online Source: Forrester Research www.airmarketing.com
    • It's Reached a Tipping Point • 60% of Americans interact with companies on a social media website • One in four interact more than once per week • 93% of Americans believe a company should have a presence in social media • 85% believe a company should also interact with its consumers via social media Boston consulting firm Cone, Boston Globe, September 25, 2008 www.airmarketing.com
    • Technologies Tour www.airmarketing.com
    • 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) www.airmarketing.com
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    • 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 www.airmarketing.com
    • Case Studies www.airmarketing.com
    • Case Studies • Full Social Engagement: Wiggly Wigglers • Blogosphere: Stormhoek Winery (in South Africa) www.airmarketing.com
    • Wiggly Wigglers • Sells compost worm kits in the UK, started in 1995 • Based in a town with less than 70 people • Target audience: farmers • Less than 25,000 farmers in the UK • Deployed podcasts, blog posts and social networking Sources: http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html www.airmarketing.com
    • Worm Success • Now a multi-million dollar company • Growing robustly at 10% per year • Growth attributed to a combination of Podcasts, Blog posts and social networking • Now even has a developed a thriving catalog business www.airmarketing.com
    • 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 www.airmarketing.com
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    • 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) www.airmarketing.com
    • Conclusion www.airmarketing.com
    • 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 www.airmarketing.com
    • End of Part 1 www.airmarketing.com
    • Part 2: Developing an Effective Social Media Strategy www.airmarketing.com
    • Success Hinges On • Social Media Mantra: – Honesty, Authenticity, Transparency and Passion – Being more human and less corporate www.airmarketing.com
    • Remember What "Social" Means • Positioning for avenues of connection: – Post teaser links, articles, videos to drive traffic to your web-hub (blog or website) – Need to network and develop meaningful connections • Don't be like an Amway salesman at a neighborhood party www.airmarketing.com
    • Pre-requisites to success • Exceptional product/service • Transparency – Willing to be open • Accessiblity – Respond to every social interaction in a timely fashion www.airmarketing.com
    • The Three Keys to Success • Passion – About your company and industry • Passion – From your customers • Passion – About the new medium www.airmarketing.com
    • Where are we today? Play >> www.airmarketing.com
    • Non Profits Lead the Way • In 2008, 89% used at least one form of social media (75% in 2007) • Focus on social networking and video blogging – 79% use each of them • 90% said their blog was very useful • More than 80% said social media is at least "somewhat important" to their future strategy. • 45% said it was "very important" Society for New Communications Research www.airmarketing.com
    • Our Goal This Hour • Developing a strategy: – Where are your customers – Classify your customers – Define objectives/goals – Develop the right strategy – Count the cost • Case studies – 31 Days of the Dragon – Wiggly worm – FedEx www.airmarketing.com
    • The Audience • Discover: – Where are they on social networks – What are they doing • Observing, spreading, commenting, creating, enhancing – Information seekers vs. Engagement seekers • Using: – Online surveys – Social Footprint (using eMail database) www.airmarketing.com
    • Classify Customers •Read blogs, comments, reviews •Watch videos, download etc. •Somewhat inactive •Share via bookmarks, links •Join Social Networks •Tag content •Leave comments, reviews •Rate services/products •Participate in forums •Write blogs, create videos •Write Wiki pages •Moderate forums •Manage groups www.airmarketing.com
    • Goals / Objectives • Thought leader (be an expert) • Develop awareness • Generate leads • Put human face on company • Market research • Influence the Influencers • Support customers • Enchanced SEO • Drive revenue www.airmarketing.com
    • Audiece + Goals  Strategy • Example 1 – Audience = Primarily commenting – Goal = Generate Leads – Strategy = Engage via blogs, feedback options on product pages and create avenues for data capture • Example 2 – Audience = Primarily observing – Goal = Thought leader – Strategy = Develop content rich blog, supply ample photos and videos, weekly podcasts www.airmarketing.com
    • Case Study 1 31 Days of the Dragon www.airmarketing.com
    • 31 Days of the Dragon • Flagship HDX Dragon notebook wasn't selling as expected • Sales were flat over the first 9 months • HP turned to bloggers • Selected 31 bloggers • Provided them with one laptop each • Week long contest started every day www.airmarketing.com
    • Strategy Breakdown • Audience = Commenters – Technology enthusiasts • Goal = Increase awareness and sales, influence the influencers • Strategy = Engage target via blogs and gain trust of bloggers (influencers) www.airmarketing.com
    • The Dragon Delivers • Sales of the HDX Dragon increased by 84% • Overall 10% increase in PC sales • 14% increase in traffic to hpshopping.com • Tracked over 380,000 backlinks • 48 million collective views from 31 blogs and surrounding buzz Source: http://moblogsmoproblems.blogspot.com/2008/09/blogger-campaign-case-study-hps-31-days.html www.airmarketing.com
    • Case Study 2 Wiggly Wigglers www.airmarketing.com
    • Wiggly Wigglers • Sells compost worm kits in the UK, started in 1995 • Based in a town with less than 70 people • Target audience: farmers • Less than 25,000 farmers in the UK • Deployed podcasts, blog posts and social networking Sources: http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html www.airmarketing.com
    • Strategy Breakdown • Audience = Observers – Gardening enthusiasts and farmers • Goal = Increase awareness and generate sales • Strategy = Engage via podcasts and interactions in social networks www.airmarketing.com
    • Worm Success • Now a multi-million dollar company • Growing robustly at 10% per year • Growth attributed to a combination of Podcasts, Blog posts and social networking • Now even has a developed a thriving catalog business www.airmarketing.com
    • Key: Passion and Expertise • Blogger said: – She has a strong voice. It’s genuine and personable. – She is passionate about what she writes. – She informs and educates her customers. – She offers applicable tips. – She keeps in touch. – She encourages product trials with discounts and give-aways. – She welcomes new friends. Source: http://www.nextfiftyyears.com/2008/04/wiggly_wigglers_gardening_thro.html www.airmarketing.com
    • Case Study 3 Enhancing Facebook www.airmarketing.com
    • FedEx Ehances Facebook • Facebook eMail does not allow you to send attchments • FedEx created an application that would enable this • FedEx is known for: – Reliable, fast, overnight deliveries Source: http://blog.buddymedia.com/blog/?p=58 www.airmarketing.com
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    • Strategy Breakdown • Audience = Spreading and Commenting – Young social networkers • Goal = Increase brand awareness, solve problem • Strategy = Engaged via social network application www.airmarketing.com
    • Brand Awarness Success • 100,000 installs in less than 48 hours • Over 50% of those users returning more than 10 times since their initial install • 3,092 monthly active users • The audience is global • Slight weighting towards female users (53%). • 74% of the audience is in the coveted 19-34 age demographic. www.airmarketing.com
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    • Fedex Takeaway • Thought beyond company presence • Leveraged their offline persona to solve an online problem • Created virtual usage • Which has a high probablity of creating real usage www.airmarketing.com
    • Your Strategy • Audience = ________________ • Goals = ___________________ • Strategy = ________________ • Passion index = ____________ www.airmarketing.com
    • Execution www.airmarketing.com
    • Time and Resources www.airmarketing.com
    • Success Hinges On • Social Media Mantra: – Honesty, Authenticity, Transparency and a Passion about the topic – Being more human and less corporate • Can't fake it! • Need to find the right strategy for target audience to meet the objectives set forth www.airmarketing.com
    • End of Part 2 www.airmarketing.com
    • Part 3: Engagement & ROI Shailesh Ghimire Director of Interactive Marketing sghimire@airmarketing.com airmarketing.com/blog www.airmarketing.com
    • By Now You Should Have… • A basic understanding of Social Media – Interactive Online Marketing • A basis for developing a strategic plan – GMOOT is not a plan • An appreciation of the commitment required www.airmarketing.com
    • Final Phase • Mastering engagement • Refining strategy • Understanding ROI www.airmarketing.com
    • Engagement • Characteristics: – Personal and authentic – "How to Win Friends and Influence Others" – Timely and relevant – Prepared for the long haul www.airmarketing.com
    • Walmart • Tried setting up their own social network www.airmarketing.com
    • Walmart • A "customer" blog • Facebook www.airmarketing.com
    • But Finally Got it Right… • Buyers' blog www.airmarketing.com
    • Lessons from Walmart • GMOOT doesn't work – May need to try a few different options • Do not assume anything • Leverage your current strength www.airmarketing.com
    • Refining Your Strategy • Audience + Goals  Strategy – Audience = Primarily commenting – Goal = Generate leads – Strategy = Engage via blogs, feedback options - on product pages and create avenues for data capture • Post-engagement: – Customer reaction/expectations – Review frequency and level of interaction – Analyze your content (review analytics and search traffic) www.airmarketing.com
    • ROI Question • What Social Media can do for you: – Expand the audience for your message – Excite fans, customers – Enable connections with new audience – Gather insights, opinions – Listen more effectively and create dialog www.airmarketing.com
    • Setting Expectations • Biggest impact: – Reputation management – Brand building – Public and customer relationships • Substantially improves: – Search Engine Optimization (SEO) – Lead generation www.airmarketing.com
    • Potter's Case • Universal Orlando Resort – Wizarding World of Harry Potter – Big rollout needed • Traditional approach: – 30-second TV spots – Billboards across the country – Self-congratulatory PR release begging the media for attention www.airmarketing.com
    • Tried a Different Approach • Told just seven people about the launch • Top fans at the top Harry Potter fan sites (mugglenet.com) – Rowling herself had a role in who was selected • Invited to special webcast at midnight – Presentation directly from the top creators/designers www.airmarketing.com
    • Tried a Different Approach • Had a website ready for bloggers to link to with detailed information • Next day announced it on the opt-in eNewsletter www.airmarketing.com
    • Then They Sat and Watched • The seven brought the fan base alive: – Blogs lit up – Fan forums – Social networks came alive – eMails were forwarded • Traditional media picked up the excitement • From seven  350 million people www.airmarketing.com
    • Potter's ROI • Hard cost: – Reach the first seven – Communicate to opt-in database • Return: – Free TV & radio coverage – Direct site traffic – SEO www.airmarketing.com
    • Now Your ROI www.airmarketing.com
    • Key Points • Determine conversion – Sales leads – eCommerce – Awareness • Measure engagement – 1200 friends – 500 followers – 3 blog posts/week , 5 comments • Determine ROI www.airmarketing.com
    • Final Word on ROI • Two camps: – Just do it – Doesn't work • Truth is somewhere in the middle • There is ROI www.airmarketing.com
    • Closing Thoughts You can't ignore this anymore! www.airmarketing.com
    • Its 2009 and Almost 2010 • You’ll need to have a social media presence • Develop and execute an effective strategy • Ideally, social media will be integrated within your overall marketing www.airmarketing.com
    • Marketing www.airmarketing.com
    • Getting Started • Focus on relationships and not campaigns • Already use social media successfully themselves • Commit resources to learning and training • Have learned from their mistakes • Respect and are humbled by the medium www.airmarketing.com
    • Homework • If you don't use Twitter – open a Twitter account • Find some followers – Don't forget to follow me: Twitter.com/Shailesh • Engage and learn • Entire slideshow is now on Slideshare.Net – http://www.slideshare.net/sghimire www.airmarketing.com
    • Questions? Shailesh Ghimire (480) 748-2694 sghimire@airmarketing.com airmarketing.com/blog Twitter.com/Shailesh www.airmarketing.com