SOCIAL MEDIA MARKETING
   PREPARED FOR BADGER NAMA - 11/18/2009




               SECTION 1: INTRODUCTION
INTRODUCTION
 PRESENTATION OBJECTIVES




       SECTION 1: INTRODUCTION
SECTION 1: INTRODUCTION
BRIEF COMPANY BACKGROUND
•   Graphic design group located in Brookfield

•   Opened in June 2006 by Jeff Coon, Brian Brink...
CLIENTS INCLUDE
•   American Heart Association                •   Milwaukee County Historical Society

•   Baker Cheese, I...
AGENDA - IN THE SPIRIT OF SOCIAL MEDIA
•   Social media overview                    •   Top social media tools

•   How ar...
WHAT IS SOCIAL MEDIA?


        SECTION 2: SOCIAL MEDIA OVERVIEW
DEFINITION OF SOCIAL MEDIA

•   User (meaning anyone) generated content (audio, video, text,
    graphics and images)

•  ...
3 TYPES OF SOCIAL MEDIA:

•   Publish: Twitter, YouTube, Flickr, Yelp, Google Groups,
    Wikipedia, Blogs

•   Share: Dig...
PUBLISH




SECTION 2: SOCIAL MEDIA OVERVIEW
SHARE




SECTION 2: SOCIAL MEDIA OVERVIEW
NETWORK




SECTION 2: SOCIAL MEDIA OVERVIEW
THE TECHNOLOGY AND BRANDS DRIVING
                       SOCIAL MEDIA USE
200



150




                                 ...
MOST FREQUENTLY NAMED SOCIAL MEDIA BRANDS

110



83



55      103
                                                      ...
WHY SHOULD WE CARE?

•   Social media is changing how we market

•   Conversations are taking place (with or without you)
...
OUTBOUND MARKETING
•   Includes telemarketing, trade shows,           •   People don't need marketing -
    direct mail, e...
INBOUND MARKETING

•   Includes SEO/SEM, blogging,                    •   No limits to time or space
    social media, RSS...
PEOPLE ARE TALKING

•   People are already talking. Join the conversation

•   If you’re not talking, someone else will be...
THERE’S POWER IN NUMBERS

•   Twitter - 7 million unique monthly visitors. At this rate, it’ll have
    nearly 100 million...
SECTION 2: SOCIAL MEDIA OVERVIEW
US CONSUMERS WEEKLY TIME SPENT ON
                               SOCIAL NETWORKS
40%



30%



20%
                       ...
MORE CONSUMERS PASS ALONG WHAT THEY FIND ON
        SOCIAL MEDIA SITES TO FRIENDS
50%



38%



25%
               45%
   ...
SOCIAL MEDIA’S IMPACT ON PURCHASING BEHAVIOR

70%




53%




35%         70%                   68%
                      ...
SOCIAL MEDIA INTERACTION IMPROVES CONSUMER
              OPINIONS OF COMPANIES AND BRANDS

70%


53%

                    ...
HOW ARE COMPANIES USING
     SOCIAL MEDIA


         SECTION 3: HOW ARE COMPANIES USING SM.
HOW ARE COMPANIES USING SOCIAL MEDIA

•   Influence brand reputation and              •   Recruitment/Employee Support -
 ...
Influence brand reputation
& increase brand awareness

State Farm Insurance
Better Teen Driving




                      ...
Customer service
and support

Print Magazine
Address change




                   SECTION 3: HOW ARE COMPANIES USING SM.
Product sales

BlendTec
Will it Blend?




                 SECTION 3: HOW ARE COMPANIES USING SM.
Recruitment and
employee support

Best Buy
Blue Shirt Nation




                    SECTION 3: HOW ARE COMPANIES USING SM.
Generate sales leads

HubSpot
Marketing Resources




                       SECTION 3: HOW ARE COMPANIES USING SM.
Increase search engine
rankings

MailerMailer
Email Marketing Metrics Report




                                 SECTION ...
Product development

Del Monte Foods
Snausages Breakfast Bites




                            SECTION 3: HOW ARE COMPANIE...
SURVEY RESULTS


    SECTION 4: SURVEY RESULTS
1. WHICH SOCIAL MEDIA TOOLS, IF ANY, ARE YOU
    CURRENTLY USING FOR YOUR COMPANY.
                    22.5% - Twitter
   ...
2. WHICH SOCIAL MEDIA TOOLS, IF ANY, ARE YOU
       CURRENTLY USING PERSONALLY.
                    37.5% - Facebook
     ...
3. HOW ARE YOUR CUSTOMERS CURRENTLY FINDING OUT
        ABOUT YOUR PRODUCTS OR SERVICES?
                      21.1% - Pri...
4. WHAT OBSTACLES, IF ANY, HAVE YOU FACED IN
   IMPLEMENTING A SOCIAL MEDIA STRATEGY?

                    23.9% - Lack of...
5. OF THE SOCIAL MEDIA TOOLS LISTED BELOW, SELECT
    THE 2 YOU'D MOST LIKE TO LEARN MORE ABOUT.

                       3...
QUESTIONS & CONCERNS


       SECTION 5: QUESTIONS & CONCERNS
WHAT IS THE FUTURE OF TWITTER, FACEBOOK, SM TOOLS?

•   Tools will come and go - it’s not about       •   It’ll only becom...
HOW TO MEASURE ROI, SALES, LEADS

•   Starts by clearly defining your goals      •   Develop custom landing pages
    and ...
QUALITATIVE

• Are we participating in conversations we weren't before?
• Did we move from a monologue to a dialogue with ...
QUANTITATIVE

• Have web statistics increased?
• Have sales and/or leads increased?
  (what determines a lead - be specifi...
METRICS USED TO EVALUATE
     EFFECTIVENESS OF SOCIAL MEDIA
Visits or page views                                   83%


 ...
WE'VE WORKED HARD TO CREATE A BRAND AND WON'T
  HAVE CONTROL OVER WHAT PEOPLE ARE SAYING.

•   Set policies and rules of e...
OUR CUSTOMERS AREN'T USING SOCIAL MEDIA.
•   Are you sure? Have you profiled your                 •   Reach out to those y...
HOW DO WE REACH OUR CUSTOMERS?

•   Spend plenty of time listening              •   Become a trusted and valuable
        ...
OUR COMPANY IS BUILT ON PERSONAL RELATIONSHIPS.
SOCIAL MEDIA IS TOO IMPERSONAL FOR OUR AUDIENCE.

•   The backbone of soci...
HOW TO SEPARATE PERSONAL & PROFESSIONAL LIFE

•   There are settings that allow               •   Set up a private communi...
OUR PRODUCT OR SERVICE DOESN'T
                  LEND ITSELF TO SOCIAL MEDIA.

•   Whether you're B2B or B2C, or selling  ...
SOCIAL MEDIA USE CONSISTENT ACROSS TARGET
          CUSTOMER TYPE OR MARKETING CHANNEL

80%



60%
                       ...
HOW TO WORK WITH LEGAL DEPT. AND I.T.

•   Have a member of each department         •   Clearly explain (with numbers) the...
HOW TO INCORPORATE SOCIAL MEDIA WITH
           “TRADITIONAL“ FORMS OF COMMUNICATION

•   Identify where and how social me...
HOW TO SELL SOCIAL MEDIA TO YOUR BOSS/COMPANY

•   Show case studies from competition             •   Educate management -...
HOW TO MANAGE TIME/RESOURCES

•   Start small and be very focused             •   Evaluate existing content - trade
      ...
* 10 MINUTE BREAK *


       10 MINUTE BREAK
SOCIAL MEDIA TOOLS


      SECTION 6: SOCIAL MEDIA TOOLS
What is it?
Twitter is a free social networking and
micro-blogging service that enables its
users to send and read message...
SECTION 6: SOCIAL MEDIA TOOLS
Who uses it?

• Estimated Monthly Traffic:              • 44% are 18-34 year olds
  27 Million U.S.
                      ...
How companies are using it                      • Help individual employees act as
                                       ...
Monsanto
Monsanto is an agricultural
company using innovation to
help farmers produce more
while conserving more.
(Twitter...
AgChat
A weekly conversation for
folks involved in the business
of growing food, fuel, feed
and fiber on Tues., 8-10pm ET
...
SECTION 6: SOCIAL MEDIA TOOLS
SECTION 6: SOCIAL MEDIA TOOLS
What is it?
Facebook is a social networking service
that lets you connect with friends, co-
workers, and others who share ...
SECTION 6: SOCIAL MEDIA TOOLS
Who uses it?                                  • Fastest growing segment:
                                                 ...
How companies are using it

• Get found by people who are              • Create a community around
  searching for your pr...
Advocates for Agriculture
Advocates for Agriculture
works with producers and
shares the importance of
telling the story of...
SECTION 6: SOCIAL MEDIA TOOLS
South Dakota Farm Families
We are farmers, ranchers and
other members of rural
communities across South
Dakota who believe...
AGCOcorp
AGCO is the largest pure play,
full-line equipment
manufacture focused
exclusively on agriculture.
Our brands are...
SECTION 6: SOCIAL MEDIA TOOLS
Bader Bros. Inc.
Bader Bros. Inc. has been
serving area farmers since
1934, in Reese. With locations
also in Birch Run, Sa...
What is it?
LinkedIn is the world’s largest professional
network with over 43 million members
representing 150 industries ...
SECTION 6: SOCIAL MEDIA TOOLS
Who uses it?

• Executives from all Fortune 500              • 49% are business decision makers
  companies are represente...
How companies are using it                    • Discover inside connections
                                              ...
SECTION 6: SOCIAL MEDIA TOOLS
SECTION 6: SOCIAL MEDIA TOOLS
SECTION 6: SOCIAL MEDIA TOOLS
SECTION 6: SOCIAL MEDIA TOOLS
What is it?
YouTube is a video sharing website on
which users can upload and share videos.
Most of the content on YouTube ...
SECTION 6: SOCIAL MEDIA TOOLS
Who uses it?

• 79.7M people per month                     • 39% went to college
• 50/50 Split - Male to Females          ...
How companies are using it

• YouTube is Number 2 Search Engine         • Interact and engage with community
  behind Goog...
Jeffrey Eager
Michigan Crop Farmer ,
Pioneer Hibred Int. Sales rep

http://www.youtube.com/eagerjeffrey




              ...
Gilmer Dairy Farm
Will Gilmer is a third-
generation dairyman who
owns and operates Gilmer
Dairy Farm in partnership
with ...
The Real Farm Girl
We farm about 3000 acres
and have about 800 head of
cattle including 450 milk
cows. I would love to off...
THE BASICS OF A SOCIAL
   MEDIA STRATEGY


        SECTION 7: SOCIAL MEDIA STRATEGY BASICS
LISTEN
Using appropriate online tools monitor blogs, communities, twitter
                      posts, news feeds, etc.


...
PROFILE
Take the time to develop detailed customer profiles.




                    SECTION 7: SOCIAL MEDIA STRATEGY BASI...
SET GOALS
Set very specific goals and how you’re going to measure results.




                          SECTION 7: SOCIAL...
DEVELOP STRATEGY
 Develop strategy based on the POST method -
   People, Objectives, Strategy, Technology




            ...
CHOOSE TECHNOLOGY
 Create accounts, set up profiles, join communities




                    SECTION 7: SOCIAL MEDIA STRA...
MONITOR RESULTS
Constantly review your site analytics and the metrics you
         defined in your social media strategy

...
ADJUST
Have a plan for growth and redirection. Remain flexible.




                      SECTION 7: SOCIAL MEDIA STRATEGY...
LISTENING & MONITORING TOOLS
•   Google Alerts   •   Technorati                    •   TweetBeep

•   HootSuite       •   ...
SECTION 8: LISTENING & MONITORING TOOLS
SECTION 8: LISTENING & MONITORING TOOLS
SECTION 8: LISTENING & MONITORING TOOLS
SECTION 8: LISTENING & MONITORING TOOLS
SECTION 8: LISTENING & MONITORING TOOLS
SECTION 8: LISTENING & MONITORING TOOLS
Google Alerts
www.google.com/alerts




                        SECTION 8: LISTENING & MONITORING TOOLS
SECTION 8: LISTENING & MONITORING TOOLS
ANALYTIC TOOLS

•   Google Analytics            •   Blog Stats

•   Facebook Fans               •   Websitegrader.com

•  ...
SECTION 9: ANALYTIC TOOLS
SECTION 9: ANALYTIC TOOLS
SECTION 9: ANALYTIC TOOLS
BREAK-OUT SESSION


      SECTION 10: BREAK-OUT SESSION
BREAK-OUT SESSION QUESTIONS
•   Where do you seek out information when making a purchasing decision?

•   What media types...
QUESTIONS & ANSWERS
   THANK YOU FOR YOUR TIME TODAY




            SECTION 11: QUESTIONS AND ANSWERS
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Nama Social Media Final

  1. 1. SOCIAL MEDIA MARKETING PREPARED FOR BADGER NAMA - 11/18/2009 SECTION 1: INTRODUCTION
  2. 2. INTRODUCTION PRESENTATION OBJECTIVES SECTION 1: INTRODUCTION
  3. 3. SECTION 1: INTRODUCTION
  4. 4. BRIEF COMPANY BACKGROUND • Graphic design group located in Brookfield • Opened in June 2006 by Jeff Coon, Brian Brinkman and Steve James • Specialize in print design, web site design/programming and social media integration • Work with internal Marketing Depts., Agencies, PR Firms SECTION 1: INTRODUCTION
  5. 5. CLIENTS INCLUDE • American Heart Association • Milwaukee County Historical Society • Baker Cheese, Inc. • MeadWestvaco • R&R Insurance • MPC Financial Services • Catholic Knights Insurance • Primera Technology, Inc. • Wisconsin Association of • Great American Train Company Independent Colleges & Universities SECTION 1: INTRODUCTION
  6. 6. AGENDA - IN THE SPIRIT OF SOCIAL MEDIA • Social media overview • Top social media tools • How are companies using SM • Basics of a social media plan • Survey results • Listening & analytic tools • Questions/concerns with SM • Break-out session (if time allows) • 10 Minute Break • Questions & Answers SECTION 1: INTRODUCTION
  7. 7. WHAT IS SOCIAL MEDIA? SECTION 2: SOCIAL MEDIA OVERVIEW
  8. 8. DEFINITION OF SOCIAL MEDIA • User (meaning anyone) generated content (audio, video, text, graphics and images) • We look at social media as all your online marketing efforts that promote your brand, engage with your audience and drive traffic to your web site • Transforms monologues into dialogues - readers into publishers SECTION 2: SOCIAL MEDIA OVERVIEW
  9. 9. 3 TYPES OF SOCIAL MEDIA: • Publish: Twitter, YouTube, Flickr, Yelp, Google Groups, Wikipedia, Blogs • Share: Digg, del.icio.us, StumbleUpon, Reddit, Newsvine.com • Network: Facebook, LinkedIn, MySpace, Friendster, Bebo SECTION 2: SOCIAL MEDIA OVERVIEW
  10. 10. PUBLISH SECTION 2: SOCIAL MEDIA OVERVIEW
  11. 11. SHARE SECTION 2: SOCIAL MEDIA OVERVIEW
  12. 12. NETWORK SECTION 2: SOCIAL MEDIA OVERVIEW
  13. 13. THE TECHNOLOGY AND BRANDS DRIVING SOCIAL MEDIA USE 200 150 Frequency of Citation 100 181 Source: Content Connections, Social Media Study, February 2008 Methodology: Fielded Dec. 10, 2007 -Jan. 31, 2008, N=238 50 62 41 37 28 0 Blogs E-mail Podcasts Wikis Social Networking SECTION 2: SOCIAL MEDIA OVERVIEW
  14. 14. MOST FREQUENTLY NAMED SOCIAL MEDIA BRANDS 110 83 55 103 Source: Content Connections, Social Media Study, February 2008 Methodology: Fielded Dec. 10, 2007 -Jan. 31, 28 60 2008, N=238 50 40 32 0 Facebook Twitter MySpace YouTube LinkedIn SECTION 2: SOCIAL MEDIA OVERVIEW
  15. 15. WHY SHOULD WE CARE? • Social media is changing how we market • Conversations are taking place (with or without you) • There’s power in numbers • SEO Benefits SECTION 2: SOCIAL MEDIA OVERVIEW
  16. 16. OUTBOUND MARKETING • Includes telemarketing, trade shows, • People don't need marketing - direct mail, email blasts, print ads, Google, Yahoo! Answers, Twitter, TV/Radio ads YouTube, Cnet, customer reviews • Interruptive marketing - it’s • We shouldn't abandon traditional becoming less effective as marketing - just measure technology allows us to block it effectiveness and eliminate what’s not working • TiVo, Satellite Radio, iPods, Caller ID, Spam Filters, "Do not call" registry SECTION 2: SOCIAL MEDIA OVERVIEW
  17. 17. INBOUND MARKETING • Includes SEO/SEM, blogging, • No limits to time or space social media, RSS, free tools/trials, viral videos • Content can be bookmarked, indexed by google, easily shared • Permission based marketing - people are finding you at a time that’s right for them SECTION 2: SOCIAL MEDIA OVERVIEW
  18. 18. PEOPLE ARE TALKING • People are already talking. Join the conversation • If you’re not talking, someone else will be (bank teller/myspace example) • Motrin Mom's - example of those not listening • Consumers control your brand - help guide them SECTION 2: SOCIAL MEDIA OVERVIEW
  19. 19. THERE’S POWER IN NUMBERS • Twitter - 7 million unique monthly visitors. At this rate, it’ll have nearly 100 million visitors the same time next year • Facebook - 87.3 million unique visitors in June • YouTube will serve 75 billion video streams to 375 million unique visitors in 2009 SECTION 2: SOCIAL MEDIA OVERVIEW
  20. 20. SECTION 2: SOCIAL MEDIA OVERVIEW
  21. 21. US CONSUMERS WEEKLY TIME SPENT ON SOCIAL NETWORKS 40% 30% 20% 34.9% Source: Razorfish, Consumer Experience Report, 2008 Methodology: Survey of U.S.consumers 25.0% fielded June 2008, N=1,066 10% 20.8% 9.6% 9.8% 0% Less than 1 hr 1 - 3 hrs 4 - 6 hrs 7 - 9 hrs More than 9 hrs SECTION 2: SOCIAL MEDIA OVERVIEW
  22. 22. MORE CONSUMERS PASS ALONG WHAT THEY FIND ON SOCIAL MEDIA SITES TO FRIENDS 50% 38% 25% 45% Source: DEI Worldwide/OTX, The Impact of 36% Social Media on Purchasing Behavior Methodology: Survey fieldedAugust 2008, N=500 13% 23% 0% Social media websites Company/News sites Others SECTION 2: SOCIAL MEDIA OVERVIEW
  23. 23. SOCIAL MEDIA’S IMPACT ON PURCHASING BEHAVIOR 70% 53% 35% 70% 68% 57% Source: DEI Worldwide/OTX, The Impact of Social Media on Purchasing Behavior 49% Methodology: Survey fieldedAugust 2008, 44% N=500 18% 0% Social media websites Company websites Online news Review sites Wikis SECTION 2: SOCIAL MEDIA OVERVIEW
  24. 24. SOCIAL MEDIA INTERACTION IMPROVES CONSUMER OPINIONS OF COMPANIES AND BRANDS 70% 53% Men Women Total 35% 60% 63% Source: Cone, Business in Social Media 56% 57% 51% 52% Study, 2008 Methodology: Fielded September 11 -12, 2008, N=1,092 18% 0% Feel stronger connection with brand Feel better served by companies SECTION 2: SOCIAL MEDIA OVERVIEW
  25. 25. HOW ARE COMPANIES USING SOCIAL MEDIA SECTION 3: HOW ARE COMPANIES USING SM.
  26. 26. HOW ARE COMPANIES USING SOCIAL MEDIA • Influence brand reputation and • Recruitment/Employee Support - increase brand awareness - Best Buy’s Blue Shirt Nation State Farm Teen Driving Program • Generate Leads - HubSpot • Customer Service/Support - • Increase Search Engine Ranking - Print Magazine Nationwide iPhone Application Mailer Mailer • Product Sales - BlendTec • Product Development - Snausages Breakfast Bites SECTION 3: HOW ARE COMPANIES USING SM.
  27. 27. Influence brand reputation & increase brand awareness State Farm Insurance Better Teen Driving SECTION 3: HOW ARE COMPANIES USING SM.
  28. 28. Customer service and support Print Magazine Address change SECTION 3: HOW ARE COMPANIES USING SM.
  29. 29. Product sales BlendTec Will it Blend? SECTION 3: HOW ARE COMPANIES USING SM.
  30. 30. Recruitment and employee support Best Buy Blue Shirt Nation SECTION 3: HOW ARE COMPANIES USING SM.
  31. 31. Generate sales leads HubSpot Marketing Resources SECTION 3: HOW ARE COMPANIES USING SM.
  32. 32. Increase search engine rankings MailerMailer Email Marketing Metrics Report SECTION 3: HOW ARE COMPANIES USING SM.
  33. 33. Product development Del Monte Foods Snausages Breakfast Bites SECTION 3: HOW ARE COMPANIES USING SM.
  34. 34. SURVEY RESULTS SECTION 4: SURVEY RESULTS
  35. 35. 1. WHICH SOCIAL MEDIA TOOLS, IF ANY, ARE YOU CURRENTLY USING FOR YOUR COMPANY. 22.5% - Twitter 22.5% - Facebook 16.9% - Not currently using social media 16.9% - LinkedIn 9.8% - YouTube 4.2% - Wordpress 2.8% - Flickr 2.8% - Blogger 0.0% - Slideshare SECTION 4: SURVEY RESULTS
  36. 36. 2. WHICH SOCIAL MEDIA TOOLS, IF ANY, ARE YOU CURRENTLY USING PERSONALLY. 37.5% - Facebook 23.8% - LinkedIn 17.0% - Twitter 11.3% - YouTube 4.5% - Not currently using social media 2.2% - Blogger 1.1% - Flickr 0.0% - Slideshare 0.0% - Wordpress SECTION 4: SURVEY RESULTS
  37. 37. 3. HOW ARE YOUR CUSTOMERS CURRENTLY FINDING OUT ABOUT YOUR PRODUCTS OR SERVICES? 21.1% - Print Advertising 20.4% - Trade Publications 13.3% - Online Advertising 11.9% - E-marketing 11.9% - Social Media 9.8% - Radio 4.9% - Other 4.2% - Television 2.1% - Outdoor Advertising SECTION 4: SURVEY RESULTS
  38. 38. 4. WHAT OBSTACLES, IF ANY, HAVE YOU FACED IN IMPLEMENTING A SOCIAL MEDIA STRATEGY? 23.9% - Lack of time and resources 21.3% - Lack of understanding 13.6% - Lack of solid ROI 11.9% - Concerns from management 10.2% - Our customers aren't using it 8.5% - Don't see the value in it 7.6% - Security risk SECTION 4: SURVEY RESULTS
  39. 39. 5. OF THE SOCIAL MEDIA TOOLS LISTED BELOW, SELECT THE 2 YOU'D MOST LIKE TO LEARN MORE ABOUT. 33.3% - Twitter 21.7% - Facebook 10.2% - Wordpress 8.9% - YouTube 7.6% - LinkedIn 7.6% - Flickr 5.1% - Slideshare 3.8% - Blogger SECTION 4: SURVEY RESULTS
  40. 40. QUESTIONS & CONCERNS SECTION 5: QUESTIONS & CONCERNS
  41. 41. WHAT IS THE FUTURE OF TWITTER, FACEBOOK, SM TOOLS? • Tools will come and go - it’s not about • It’ll only become more difficult to the tools. Should always be about the reach customers via outbound people (which isn’t a new concept) marketing - ie: TiVo, iPods, Caller ID • People will always seek out • Technology and mobile devices will information - showing up in search continue to evolve, make staying results is very important “connected” the norm • Technology is not an obstacle for • Already the mobile and online world’s upcoming generations are blending SECTION 5: QUESTIONS & CONCERNS
  42. 42. HOW TO MEASURE ROI, SALES, LEADS • Starts by clearly defining your goals • Develop custom landing pages and objectives • Set-up site analytics • What qualifies as a lead? When are they “sales ready”? How are you • Google Analytics tracking conversions? Google URL Builder URL Shorteners • Know where you started - benchmark Social Monitoring Tools and analyze current stats SECTION 5: QUESTIONS & CONCERNS
  43. 43. QUALITATIVE • Are we participating in conversations we weren't before? • Did we move from a monologue to a dialogue with customers? • Do we have better insight on our customers view of our brand? • Do we better understand our customers needs? SECTION 5: QUESTIONS & CONCERNS
  44. 44. QUANTITATIVE • Have web statistics increased? • Have sales and/or leads increased? (what determines a lead - be specific) • Has our google ranking increased? • Have customer support calls decreased? SECTION 5: QUESTIONS & CONCERNS
  45. 45. METRICS USED TO EVALUATE EFFECTIVENESS OF SOCIAL MEDIA Visits or page views 83% Search rankings 61% Leads generated 51% Post or comments 51% Email subscribers 47% Inbound links 41% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Media mentions 41% Methodology: Fielded December 4-10, 2008, N=1886 RSS subscribers 27% Online revenue 23% 0% 18% 36% 54% 72% 90% SECTION 5: QUESTIONS & CONCERNS
  46. 46. WE'VE WORKED HARD TO CREATE A BRAND AND WON'T HAVE CONTROL OVER WHAT PEOPLE ARE SAYING. • Set policies and rules of engagement • Have an action plan to deal with (same corporate communication negative publicity. Not every policies as email, internet, etc.) conversation about your company in the "real world" is positive • It's OK to lose control (social media is supposed to be real, truthful and • Good companies have nothing to transparent - not marketing speak) hide. Company brands should be a culture not a just a tagline (Navy • Think of this like a networking event - Example - 16 Bloggers, 24 hours) you don’t script those conversations SECTION 5: QUESTIONS & CONCERNS
  47. 47. OUR CUSTOMERS AREN'T USING SOCIAL MEDIA. • Are you sure? Have you profiled your • Reach out to those you can and let them entire audience? They don't have to be on spread the word - they have offline Facebook. Find out where they hang out contacts that you can reach thru their and go to them. evangelism. • Social media isn't right for everyone • Social media is cost effective. Doesn't and every company but you may be take a large financial investment to at missing out on a small but influential least listen. group of customers. • Even if your current customers aren't using social media, you're future customers are. Develop an on-going relationship now. SECTION 5: QUESTIONS & CONCERNS
  48. 48. HOW DO WE REACH OUR CUSTOMERS? • Spend plenty of time listening • Become a trusted and valuable resource and let them find you • Go where they are. They may not be on the obvious sites • Provide content that solves a problem they have • Word of mouth still spreads offline - think about how to reach other • Join their community influencers (ie: local press, manufacturers web sites, weather, • Ask questions without being “salesy” stocks, etc.) SECTION 5: QUESTIONS & CONCERNS
  49. 49. OUR COMPANY IS BUILT ON PERSONAL RELATIONSHIPS. SOCIAL MEDIA IS TOO IMPERSONAL FOR OUR AUDIENCE. • The backbone of social media • Social media allows for true 1 to 1 is building and maintaining communication (Print Magazine) relationships • Relationships are built on trust. • Social media allows for greater Social media encourages companies outreach, expanded customer service to be truthful and transparent and increased customer attention SECTION 5: QUESTIONS & CONCERNS
  50. 50. HOW TO SEPARATE PERSONAL & PROFESSIONAL LIFE • There are settings that allow • Set up a private community or Wiki - information to be completely private ie: Ning, intranet, password protect or only shown to a select group • It’s OK to be more casual in social • Facebook - Organize “friends” in lists media environment - that’s what Twitter - “Protect my tweets” allows for the personal connection • Set up separate accounts for business • We share personal information with and personal use our clients all the time SECTION 5: QUESTIONS & CONCERNS
  51. 51. OUR PRODUCT OR SERVICE DOESN'T LEND ITSELF TO SOCIAL MEDIA. • Whether you're B2B or B2C, or selling • Profile your audience, set objectives a product or a service, your and strategies and find the customers are people and people appropriate technology to engage in are online conversation with them • Nearly every person looks for • Customer Service? Brand Awareness? information online during a typical Product Sales? Find what fits with buying cycle. Find out where and your company and your customers reach out to them. that ARE online. SECTION 5: QUESTIONS & CONCERNS
  52. 52. SOCIAL MEDIA USE CONSISTENT ACROSS TARGET CUSTOMER TYPE OR MARKETING CHANNEL 80% 60% Yes, using social media No, not using social media 40% 78% 78% 77% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1,886 20% 22% 22% 23% 0% Consumers (B2C) Sm/Med businesses (B2B) Large businesses (B2B) SECTION 5: QUESTIONS & CONCERNS
  53. 53. HOW TO WORK WITH LEGAL DEPT. AND I.T. • Have a member of each department • Clearly explain (with numbers) the on your social media team goals of your program • Develop social media and • Only allow access to key members of communication policies that everyone departments - ie: Marketing, HR, IT, agrees on Sales, etc. • Discuss common concerns and how to • Only allow access during lunch hours work through those - security, productivity, profitability • Host blogs and web sites off-site SECTION 5: QUESTIONS & CONCERNS
  54. 54. HOW TO INCORPORATE SOCIAL MEDIA WITH “TRADITIONAL“ FORMS OF COMMUNICATION • Identify where and how social media • Cross promote online and offline can fill a gap in offline marketing elements - ie: a direct mail piece that drives user to web site (unique URL • Give your audience multiple ways to for tracking purposes) get the same information - audio podcast, video, PDF SECTION 5: QUESTIONS & CONCERNS
  55. 55. HOW TO SELL SOCIAL MEDIA TO YOUR BOSS/COMPANY • Show case studies from competition • Educate management - relate it to or related companies things they’re familiar with • Show potential reach, tracking • Create efficiencies/cost savings capabilities, ROI (Brian Halligan) • How do you get approval on print ads, • Cost comparison with offline effort trade pubs, billboards? Is it about (ie: direct mail vs. email/tweet) impressions? • Start small. Show small successes SECTION 5: QUESTIONS & CONCERNS
  56. 56. HOW TO MANAGE TIME/RESOURCES • Start small and be very focused • Evaluate existing content - trade reports, presentations, speaking • Set realistic parameters and stick engagements, seminars to them - ie: 20 minutes a day • Set up google alerts for industry- • Think beyond marketing department related topic ideas for content generation - ie: sales, HR, management, president • Evaluate current marketing efforts. Eliminate lowest ROI and reallocate • Create publishing outline/templates resources SECTION 5: QUESTIONS & CONCERNS
  57. 57. * 10 MINUTE BREAK * 10 MINUTE BREAK
  58. 58. SOCIAL MEDIA TOOLS SECTION 6: SOCIAL MEDIA TOOLS
  59. 59. What is it? Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as "tweets". Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as "followers". SECTION 6: SOCIAL MEDIA TOOLS
  60. 60. SECTION 6: SOCIAL MEDIA TOOLS
  61. 61. Who uses it? • Estimated Monthly Traffic: • 44% are 18-34 year olds 27 Million U.S. • 28% are 35-49 year olds • 53% Female • 17% are 50+ • 43% Attended College • 75% Caucasian • 52% have HHI from $60K+ SECTION 6: SOCIAL MEDIA TOOLS
  62. 62. How companies are using it • Help individual employees act as liaisons to the public • Develop, monitor and promote your brand • Promote other content you’ve created, including webinars, blog • Interact with your customer base posts or podcasts • Track what people are saying about • Develop direct relationships with your company and brand bloggers and journalists for potential • Create buzz around upcoming events PR placement SECTION 6: SOCIAL MEDIA TOOLS
  63. 63. Monsanto Monsanto is an agricultural company using innovation to help farmers produce more while conserving more. (Twittering done by Kathleen, Social Media Specialist) http://twitter.com/monsantoco SECTION 6: SOCIAL MEDIA TOOLS
  64. 64. AgChat A weekly conversation for folks involved in the business of growing food, fuel, feed and fiber on Tues., 8-10pm ET (created and moderated by @mpaynknoper) http://twitter.com/agchat/ SECTION 6: SOCIAL MEDIA TOOLS
  65. 65. SECTION 6: SOCIAL MEDIA TOOLS
  66. 66. SECTION 6: SOCIAL MEDIA TOOLS
  67. 67. What is it? Facebook is a social networking service that lets you connect with friends, co- workers, and others who share similar interests. Many use it as a way to stay in touch after finishing school, or as a way to share their life publicly. SECTION 6: SOCIAL MEDIA TOOLS
  68. 68. SECTION 6: SOCIAL MEDIA TOOLS
  69. 69. Who uses it? • Fastest growing segment: Women over 55, up 175.3% • Reaches 100M users monthly (U.S.) in the last 120 days • 45.3M active U.S. users (last 30 days) • The 55+ demo is not far behind with a 194.3% growth rate • Females: 55% • The 25-34 year population on • 45% of Facebook’s U.S. audience is Facebook is doubling every 6 months now 26 years old or older SECTION 6: SOCIAL MEDIA TOOLS
  70. 70. How companies are using it • Get found by people who are • Create a community around searching for your products your business or services • Promote other content you create, • Connect and engage with current including webinars, blog articles, or and potential customers other resources SECTION 6: SOCIAL MEDIA TOOLS
  71. 71. Advocates for Agriculture Advocates for Agriculture works with producers and shares the importance of telling the story of production agriculture to our consumers. Troy and Stacy Hadrick are cow calf producers from South Dakota. www.advocatesforag.com http://www.facebook.com/AdvocatesForAg SECTION 6: SOCIAL MEDIA TOOLS
  72. 72. SECTION 6: SOCIAL MEDIA TOOLS
  73. 73. South Dakota Farm Families We are farmers, ranchers and other members of rural communities across South Dakota who believe in growing agriculture, the number one industry in our state. This page is maintained by Ag United For South Dakota. http://www.facebook.com/pages/South- Dakota-Farm-Families/73454219643 SECTION 6: SOCIAL MEDIA TOOLS
  74. 74. AGCOcorp AGCO is the largest pure play, full-line equipment manufacture focused exclusively on agriculture. Our brands are sold in more than 140 countries through one of the largest distribution networks in the industry. http://www.facebook.com/AGCOcorp SECTION 6: SOCIAL MEDIA TOOLS
  75. 75. SECTION 6: SOCIAL MEDIA TOOLS
  76. 76. Bader Bros. Inc. Bader Bros. Inc. has been serving area farmers since 1934, in Reese. With locations also in Birch Run, Saginaw, and Hillman the authorized John Deere dealer (except Hillman) serves Tuscola,Saginaw, Bay, Genesee and Alpena counties! http://www.facebook.com/pages/Reese-MI/ BADER-BROS-INC/161359051907? v=app_2347471856#/pages/Reese-MI/ BADER-BROS-INC/161359051907?v=wall SECTION 6: SOCIAL MEDIA TOOLS
  77. 77. What is it? LinkedIn is the world’s largest professional network with over 43 million members representing 150 industries around the world. LinkedIn connects you to your contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals. SECTION 6: SOCIAL MEDIA TOOLS
  78. 78. SECTION 6: SOCIAL MEDIA TOOLS
  79. 79. Who uses it? • Executives from all Fortune 500 • 49% are business decision makers companies are represented • 95% are college educated • Average Age: 43 • 7.8% are C-Level Executives • Household Income: $108,000 • 16% are Senior Management • 54% Male SECTION 6: SOCIAL MEDIA TOOLS
  80. 80. How companies are using it • Discover inside connections that can help land jobs • Find and be introduced to potential clients • Post job listings • Collaborate on projects, gather data, • Demonstrating Expertise share files and solve problems through Q&A • Gain new insights from discussions • Increase corporate site SEO SECTION 6: SOCIAL MEDIA TOOLS
  81. 81. SECTION 6: SOCIAL MEDIA TOOLS
  82. 82. SECTION 6: SOCIAL MEDIA TOOLS
  83. 83. SECTION 6: SOCIAL MEDIA TOOLS
  84. 84. SECTION 6: SOCIAL MEDIA TOOLS
  85. 85. What is it? YouTube is a video sharing website on which users can upload and share videos. Most of the content on YouTube has been uploaded by individuals, although media corporations and other organizations offer some of their material via the site, as part of the YouTube partnership program. SECTION 6: SOCIAL MEDIA TOOLS
  86. 86. SECTION 6: SOCIAL MEDIA TOOLS
  87. 87. Who uses it? • 79.7M people per month • 39% went to college • 50/50 Split - Male to Females • 60% of visits come from “Regulars” • 43% of audience are 35 yrs. + • 15% of visits come from “Passers-By” • 54% have HHI of $60K + SECTION 6: SOCIAL MEDIA TOOLS
  88. 88. How companies are using it • YouTube is Number 2 Search Engine • Interact and engage with community behind Google - large search volume but less competition • Produce and distribute videos with a small budget but large exposure • Google Results: 755,000 for "corn producers" • Incorporate video into site without YouTube Results: causing bandwidth issues 1,020 for "corn producers" SECTION 6: SOCIAL MEDIA TOOLS
  89. 89. Jeffrey Eager Michigan Crop Farmer , Pioneer Hibred Int. Sales rep http://www.youtube.com/eagerjeffrey SECTION 6: SOCIAL MEDIA TOOLS
  90. 90. Gilmer Dairy Farm Will Gilmer is a third- generation dairyman who owns and operates Gilmer Dairy Farm in partnership with his father, David in Lamar County, Alabama Post a series of video updates called "The MooTube Minute" as well as various other videos from around the farm. http://www.youtube.com/gilmerdairy SECTION 6: SOCIAL MEDIA TOOLS
  91. 91. The Real Farm Girl We farm about 3000 acres and have about 800 head of cattle including 450 milk cows. I would love to offer any education to anyone who wants to learn about life on a farm. We genuinely care for our animals and try and have fun throughout the day. http://www.youtube.com/therealfarmgirl SECTION 6: SOCIAL MEDIA TOOLS
  92. 92. THE BASICS OF A SOCIAL MEDIA STRATEGY SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  93. 93. LISTEN Using appropriate online tools monitor blogs, communities, twitter posts, news feeds, etc. SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  94. 94. PROFILE Take the time to develop detailed customer profiles. SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  95. 95. SET GOALS Set very specific goals and how you’re going to measure results. SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  96. 96. DEVELOP STRATEGY Develop strategy based on the POST method - People, Objectives, Strategy, Technology SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  97. 97. CHOOSE TECHNOLOGY Create accounts, set up profiles, join communities SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  98. 98. MONITOR RESULTS Constantly review your site analytics and the metrics you defined in your social media strategy SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  99. 99. ADJUST Have a plan for growth and redirection. Remain flexible. SECTION 7: SOCIAL MEDIA STRATEGY BASICS
  100. 100. LISTENING & MONITORING TOOLS • Google Alerts • Technorati • TweetBeep • HootSuite • Social Mention • Twubs • TweetDeck • Trendrr • TweetChat • Twitterific • Lexicon • Radian6 • Sideline • Twendz • ScoutLabs • Monitter • Twitter Search • TechrigySM2 SECTION 8: LISTENING & MONITORING TOOLS
  101. 101. SECTION 8: LISTENING & MONITORING TOOLS
  102. 102. SECTION 8: LISTENING & MONITORING TOOLS
  103. 103. SECTION 8: LISTENING & MONITORING TOOLS
  104. 104. SECTION 8: LISTENING & MONITORING TOOLS
  105. 105. SECTION 8: LISTENING & MONITORING TOOLS
  106. 106. SECTION 8: LISTENING & MONITORING TOOLS
  107. 107. Google Alerts www.google.com/alerts SECTION 8: LISTENING & MONITORING TOOLS
  108. 108. SECTION 8: LISTENING & MONITORING TOOLS
  109. 109. ANALYTIC TOOLS • Google Analytics • Blog Stats • Facebook Fans • Websitegrader.com • Facebook Insights • Twittergrader.com • Twitter followers • Alexa.com • Twitter Lists • Quantcast.com SECTION 9: ANALYTIC TOOLS
  110. 110. SECTION 9: ANALYTIC TOOLS
  111. 111. SECTION 9: ANALYTIC TOOLS
  112. 112. SECTION 9: ANALYTIC TOOLS
  113. 113. BREAK-OUT SESSION SECTION 10: BREAK-OUT SESSION
  114. 114. BREAK-OUT SESSION QUESTIONS • Where do you seek out information when making a purchasing decision? • What media types do you prefer and why? • When developing a social media strategy, what lessons can be taken from the offline groups/networks you currently belong to? • What are the benefits of blogging? • What are some keywords that describe your market/industry? Are consumers searching for those same terms? SECTION 10: BREAK-OUT SESSION
  115. 115. QUESTIONS & ANSWERS THANK YOU FOR YOUR TIME TODAY SECTION 11: QUESTIONS AND ANSWERS
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