What the *tweet* is social media?

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    People, process AND technology. Technology is the bright, shiny object du jour.

    This !@#$ is for real…

    Are you meeting them in their medium? If you’re not talking, you’re loving relevancy.

    Done every year for the past 3 years…

    There is REAL VALUE in being involved in social media!

    Segue into case history section…

    Tremendous value in blogging…

    P&G is crowdsourcing 50% of their products now…

    http://www.dmnews.com/Pontiac-May-Ignite-Trend-to-Google-Offline-Ads/article/90210/http://www.youtube.com/watch?v=fwTQKZ-j6Fk

    3 Favorites

    What the *tweet* is social media? - Presentation Transcript

    1. What the *Tweet* is Social Media?…and what can it do for my business..TODAY!?
      Kewaunee County Economic Development – 9.29.09
    2. Dana VanDen Heuvel
      Dana is the founder of The MarketingSavant Group and a widely recognized specialist in emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association “TechnoMarketing” training series and the author of the AMA’s Marketech ’08 Guide To Marketing Technology and the recent e-book, Social Networking: MySpace, YourSpace and TheirSpace.
    3. If you don’t like change,
      you’re going to like
      irrelevance even less.
      General Eric Shineski,
      Retired Chief of Staff, U.S. Army
    4. SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO.
      http://www.wikipedia.org
      Social Media: Defined!
    5. More Simply Put:
      “Social Media is people having conversations online.”
    6. How people use decentralized, people-based networks to get the things they need from each other.
      WHAT IS SOCIAL MEDIA?
      BOTTOM LINE:
      Social media isn’t just a list of destinations.
      It’s a new standard of expectations.
    7. From Monologue to Dialogue
      The old communication model was a monologue.
      We’ve entering (or, area already in) the market dialogue, or market conversation!
    8. How Well Do You Know Your Customer?
      “I’ve changed, and you haven’t.”
      “We don’t even hang out in the same places anymore.”
      “We don’t talk any more.”
      From Microsoft’s “Bring Back The Love” ad campaignhttp://bit.ly/thebreakup
    9. *
      Who Participates in Social Media?
    10. Your Customers Have Done it All
      Source: Universal McCann Social Media Tracker Wave 3
    11. Social marketing research
    12. Best usage
    13. Marketing spending trends
    14. Social Media is About ROI!
      The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)
    15. It’s Time to Stop Shouting
      • Only 18% of TV ad campaigns generate positive ROI
      • 90% of people who can skip ads do
      • 76% of consumers don’t believe that companies tell the truth in advertisements
      • 100% - The increase needed in advertising spend to add 1-2% in sales
      • 96% of Millennials have joined an online social network
    16. How do YOU participate online?
    17. ;-)
    18. 10 Questions For You
      Do you read blogs? Which ones?
      Do you have a personal blog? What's it about?
      Do you participate in at least one social network? Which one?
      Have you ever uploaded a video online? What did you use to do it?
      What's your favorite search engine. Why?
      Have you ever used an online classified service like craigslist?
      Besides making phone calls—how else do you use your mobile phone?
      Have you ever registered a domain name?
      Do you use social bookmarks or tagging?
      Do you use a feed reader of some sort? Which one? Why?
    19. “The Toolkit”
    20. The conversations are powered by…
      • Blogs
      • Widgets
      • Micro Blogs
      • Online Chat
      • RSS
      • Social Networks
      • Social Bookmarks
      • Message Boards
      • Podcasts
      • Video Sharing Sites
      • Photo Sharing Sites
      • Virtual Worlds
      • Wikis
      • Local Search
      (…just to name a few)
    21. Top 10 Tactics and Tools
    22. Immerse yourself in the conversations.
      (any or all of the above are a good place to start!)
    23. The Social Media Restaurant
      Caminito Argentinean Steakhouse is a single-location restaurant in Northampton, Mass
      Using a website, local ads, blogging, video, Twitter, MySpace and other digital tools to drive business
    24. Caminito’s World…
    25. Learn to Converse (Blog)
      Foundation of content/consistency/ connection
      Metaphor for Social Media & networking
      Transferable skills to video & social nets…
      Transferrable benefits to SEO, SEM & TLM
    26. Evolution of a Multiple Blog Strategy
    27. Micro Blogging (Twitter)
      Monitor conversations
      Use for promotions
      Live ‘twittering’ from events
      Source for breaking info
      For the hyper-involved
    28. Customer Community
      Small business focused credit card company is changing the business financing discussion through ideas
      • Created ideablob.com to stir the conversation about what it stands for
      • Positioning itself as the most helpful credit card company to small business
      • Involved in other small business related causes to help developing countries
      • Online resources for small business owners just getting started
    29. What Community Does for You!
      Reducing Sales and Marketing Expenses
      Creating Brand Loyalty
      Developing New Products
      Peer Based Customer Support
      Creating Social Networks
      Creating Evangelists
    30. Community ROI
      Decreased cost of customer retention
      Higher purchase amounts by community vs. non-community (30%)
      Higher frequency of purchase by community
      Lower cost of customer service (repeat customer familiarity)
      Increased customer satisfaction
      Decreased cost of acquisition (advocacy driven)
      Lower cost of product development (using feedback loop)
    31. Harness the Power of Social Networks
      Connect with your customers in their network.
      Facebook, LinkedIn, MySpace, etc…
      Build applications for them in their networks.
      Assign someone in your organization as the ‘community manager’.
      If you build it, they won’t come – put together a sound seeding strategy
    32. Create a Page!
      Start a Cause
      Enlist Supporters
      Recruit new hires
      Feedback from fans
      Add MEDIA! (photos, video, etc.)
      Facebook
    33. LinkedIn
      Create a group & discussion
      Connect with peers
      Connect with customers
      Ask questions
      Answer questions
    34. Collaborative Idea Generation
      • Leverage the wisdom of crowds/customers to improve the company
      • Submit, vote, watch, see what gets put into action
      • Integrate into other TLM activities
      • Dell
      • Oracle
      • Starbucks
    35. Social Bookmarking & SMO
      Thought leadership through links
      SEO Links (bookmarks travel)
      Brand exposure
      Socialize your content
      Virally enable your site
      Can be active or passive
    36. Podcasts & Vodcasts
      More human & emotional than blogging
      Be found on Google
      Low investment
      Easy distribution
      Differentiator
      Share more than text
    37. Share Things
      Like Photos…
      …and Videos
    38. It’s All About “Getting Found”
      Search provides a strong, highly measurable ROI for marketing dollars spent.
      Search garners click-through rates that exceed all other forms of online advertising.
      Search offers marketers the potential for immediate sales online, as well as for online and offline sales at a later time.
      Search can even enhance brands.
      Over 80% of consumers and businesspeople engage in on a regular basis
    39. Search is Integrated…so Integrate It!
      (almost) Everything digital/web based can contribute to search
      Integrate search components into ALL of your marketing (PURLS, “Google This”
    40. Blog
      YouTube
      MySpace
      ebay Store
      Integrated Social Media Strategy Goodwill Repositioning
    41. A Few Good Stats
      http://dcgoodwillfashions.blogspot.com/
      Over 11,500 unique visitors to the virtual fashion show 9/12 launch
      Over 42,000 page views
      16% of fashion show visitors have been converted into online Goodwill shoppers
      Fashion Show Visitors from 31 countries and 48 states plus DC
      48% of fashion show visitors are from the DC, MD, VA region (the area we serve)
      Blog is averaging between 600 & 700 visitors a week
      5.6% of blog visitors are being converted into online Goodwill shoppers
      Blog visitors from 77 countries and all 50 states
      Brick & mortar stores during the two weeks following the launch of the fashion show:
      Customer count               + 6.6%
      Rack sales (clothing)       + 16.5%
      Total sales                        + 8.275% 
    42. So, Now What?
    43. Balance Risk & Reward
    44. Social Media Strategy in 8 Parts
      Part 1: Learn to Listen
      Part 2: Join the Conversation
      Part 3: Start a Blog (or… Be the Media)
      Part 4: Tap into Your Community
      Part 5: Crowdsource Your Next Big Idea
      Part 6: Harness the Power of Social Networks
      Part 7: Share Photos and Videos Online
      Part 8: Measure Your Success Online
    45. Learn to Listen
      Where are your customers online/offline?
      Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums, Twitter, etc…/Events
      Monitor these conversations:
      Find your brand using Google Alerts, Keotag.com, Boardreader.com and Technorati.com
      Use a central tool to track the different conversations happening around your company. Most online conversations are RSS enabled, barring a few Yahoo! groups that don’t support RSS. Use a RSS reader (e.g. Bloglines.com) to gather all these conversations into a central repository and create a folder that you check on a daily basis.
      For Example: Best-in-class organizations pursue social media listening as a daily discipline and have a response strategy to engage in the conversation if necessary.
    46. Join the Conversation
      Be transparent. Be open and honest in all communication.
      Be ethical. Live by the WOMMA Practical Ethics Toolkit
      Be relevant. Share information and perspectives that are valuable to the online community
      Personalize and be personable.
      Address negative discussion head-on.
      Court evangelists & advocates.
      Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand.
    47. Be the Media (or, Start a Blog)
      Feature a link to the blog on your company home page.
      Employ a team of bloggers.
      Provide guidelines to bloggers.
      Share company news and thought leadership.
      Post a combination of written word, photos and video.
      Link generously to other digital influencers.
      Allow moderated comments to foster a two-way conversation.
    48. Tap Into Your Community
      Community members can be worth 30% more
      Tap the power of your customer base
      Increase long-term lifetime value
      Involve them in something meaningful
      Know what customers really want to buy
    49. Crowdsource Your Next Big Idea
      Define an idea management process.
      Design and develop the online community.
      Promote the community with your customers.
      Invite them to contribute.
      Post questions to spur their thinking.
      Celebrate great ideas.
    50. A Crowdsourced Business
      Seventh Generation, a leading green consumer products company, used a crowdsourcing approach to design an eco-friendly diaper bag as part of its Wee Generation campaign. Mommies, children and leading environmental experts collaborated to design a state-of-the-art, limited edition bag, which Seventh Generation now sells.
    51. Harness the Power of Social Networks
      Connect with your customers in their network.
      Facebook, LinkedIn, MySpace, etc…
      Build applications for them in their networks.
      Assign someone in your organization as the ‘community manager’.
      If you build it, they won’t come – put together a sound seeding strategy
    52. Share Photos and Videos Online
      Create a brand channel on YouTube.
      Upload your company’s videos to your YouTube channel
      Adds to your search results
      • Promote your company’s YouTube channel or specific videos on your Web site, emails, newsletters.
      Engage your audience by encouraging them to add comments, rate videos, share video.
      Update your content frequently to keep it fresh. This is critical to keep people coming back.
    53. Measure Your Success Online
      The value of social media presence can be calculated by simple methods:
      ReachHow many people are influenced by our social & digital media efforts?
      AcquisitionHow much of their attention have we acquired through connections, website visits, and time spent engaging with us?
      ConversionHow many have we ‘converted’ toward the ultimate goal (subscription, sales, leads, registrations, evangelists, etc.)?
      RetentionAre we reducing customer churn, lowering our overall cost to serve, increasing the purchase value/volume/frequency, and growing the lifetime value of our customer base?
    54. RACR (Reach, Acquisition, Conversion, Retention)
    55. “Every brand needs to be relevant and part of a community. They need to open a dialogue with their consumers, but they also need to be prepared for what could be negative feedback and I don’t think all marketers are ready for that.”
      - Bob Ivins, EVP, comScore
    56. Top ten obstacles to new media
      Inadequate resources (time and/or money)
      Disconnected employees
      Resistance to change
      Desire to control communication/fear of unknown
      Not convinced of benefits
      Perceived lack of IT capabilities
      Resistant culture
      Senior management won’t allow it
      Legal/governance/regulation issues
      Would require too much training
    57. New Media Homework!
      • Find blogs in your area of interest
      • Seek out podcasts for marketers (or whatever you fancy) in iTunes or Podcast Alley
      • Sign up for a free RSS reader (Bloglines, Google Reader) and consume feeds
      • Join LinkedIn
      • Anyone not visited YouTube yet? Look for your favorite things there too
    58. New Media Extra Credit
      • Become a regular commenter on blogs that interest you
      • Join Facebook & ask a question on LinkedIn
      • Start a blog of your own on a topic of your choice
      • Create a podcast
      • Switch over some of your newsletter subscriptions to RSS feeds
      • Get a Flickr account to share photos
    59. Q & A
      Need help after the presentation? Email dana@marketingsavant.com

    + e1evation, llce1evation, llc, 1 month ago

    custom

    402 views, 3 favs, 2 embeds more stats

    Presentation to Kewaunee County Power Breakfast gro more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 402
      • 381 on SlideShare
      • 21 from embeds
    • Comments 0
    • Favorites 3
    • Downloads 47
    Most viewed embeds
    • 19 views on http://e1evation.com
    • 2 views on http://emorascoseniorseminar.wikispaces.com

    more

    All embeds
    • 19 views on http://e1evation.com
    • 2 views on http://emorascoseniorseminar.wikispaces.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories