Social Media Simplified - Green Bay SCORE Chapter - 3.2.11

Social Media Simplified! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771

About Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Associations Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMAs TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nations first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Danas blog at www.marketingsavant.com. The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business- to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

On Today’s Agenda • Is social media really a big deal? (Why should you care about social media?) • Yes, it’s a really big deal • Social media helps your customers buy your stuff • How to use social media to get them to buy more of your stuff • Getting serious and thinking strategically • Now what? • ** Free Stuff ** www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Starter Kit Free Download www.marketingsavant.com/gbscore www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Why Should You Care About Social Media? www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media is the #1 Activity on the Internet! via: WWW.VIRTU-ASSIST.COM www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Gen Y now outnumbers Baby Boomers…. 96% of them have joined a social network! via: WWW.VIRTU-ASSIST.COM www.marketingsavant.comThe MarketingSavant Group 888.989.7771

If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.comThe MarketingSavant Group 888.989.7771

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008 85% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD GO FURTHER THAN JUST HAVING A PRESENCE ON SOCIAL SITES & SHOULD ALSO INTERACT WITH ITS CUSTOMERS. Cone, Business in Social Media Study, September 2008 www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Source: What the F**k is Social Media www.marketingsavant.com http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-laterThe MarketingSavant Group 888.989.7771

Where Buyers Go First www.marketingsavant.comThe MarketingSavant Group Source: Rain Today 888.989.7771

Most Common Social Media Tactics (B2B) www.marketingsavant.comThe MarketingSavant Group Source: MarketingSherpa 888.989.7771

Already Embrace It Still Need Convincing Just Jumped 37% of marketers still do not include on Board social media as part of their marketing. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Start Simple!

www.marketingsavant.comThe MarketingSavant Group 888.989.7771

6 C’s of Social Media 1) Content 2) Commerce 3) Community 4) Context 5) Customization 6) Conversation Via: Joseph Jaffe from his book, Join the Conversation (October 2007, Wiley) www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media + Path to Purchase But…what should we do next? Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

It’s 2011 and… …it’s time you got an online, social personality… www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Listen Up! “There’s a real cost to ignoring the conversation.” Paul Worthington, Fast Company Magazine “We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete. In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they wont. And a brand that generates little or no conversation will be killed by one that does.” www.marketingsavant.comThe MarketingSavant Group 888.989.7771

You Have to Start Somewhere… www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Network Socially “The most effective social networking is all about building relationships, engaging with others, and developing solid word- of-mouth marketing.” GET OUT THERE! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

First, A Bit About Profiles • Your profile, on any network, is not a resume • Your profile maps to your goals – Network, job hunt, sell, attract, influence • Thou shalt have a complete profile – 40x more likely to succeed when complete • Public profiles are productive profiles – “But what about those creepy Internet people?” www.marketingsavant.comThe MarketingSavant Group 888.989.7771

6 Steps to LinkedIn Success 1. Complete your profile! 2. Join groups & discussion 3. Connect with professionals 4. Connect with customers 5. Ask/answer questions 6. Approach prospects www.marketingsavant.comThe MarketingSavant Group 888.989.7771

10 Reasons to be Active on Social Networks 1) Meet your peers. Facebook is not just for 6) Develop your personal brand. You can reveal as college kids anymore. much or as little about yourself as you wish, 2) Find business contacts. Not only are your allowing you to personalize your brand. friends on Facebook, so are your prospects, 7) Target your niche. Users volunteer vast amounts of your customers, and, of course, your information about themselves that you can readily competitors. You need to be on too. access. These kinds of demographics, psychographics, and technographics would 3) Instant gate opener. You can easily begin a previously have cost fortunes to access. Author, dialog with highly successful—even John Battelle, calls Facebook a “database of famous—people who were previously intentions.” otherwise unreachable. 8) Get rapid top Google placement. Create a Page for 4) Build relationships. By engaging in your business and ‘‘push” information to your conversations with your prospects and “fans.” customers, you can better adapt your 9) Place targeted ads. With Facebook Social Ads, you marketing and business services to meet can test out extremely targeted advertising for their needs. minimal cost. 5) Raise visibility. By consistently showing up, 10) No cost marketing. Aside from paid ads, Facebook posting relevant information, and being a is totally free to use and with regular activity you’ll thought leader, you can increase visibility end up with more traffic, more subscribers, and and credibility as an expert in your area. more paying clients. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Create Conversations NOT Campaigns www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Create PAGES NOT PROFILES Facebook Says: • Facebook profiles are meant to represent a single individual. Organizations of any type are not permitted to maintain an account under the name of their organization. We have created Facebook Pages to allow organizations to have a presence on Facebook. These Pages are distinct presences, separate from user profiles, and optimized for an organization’s needs to communicate, distribute information/content, engage their fans, and capture new audiences virally through their fan’s recommendations to their friends. Facebook Pages are designed to be a media rich, valuable presence for any artist, business or brand. • If you create a profile for your business, your account may be disabled for violating our Terms of Use. If you have questions about how to best leverage your Facebook Page, please check out our Insider’s Guide or FAQ. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Integrate, Integrate, Integrate www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Marketing Ideas for Facebook: • Contact your current customer database and suggest they become a Fan on your Facebook page. • Include something about your daily/weekly business activities on your page…take a picture, get a quote, shoot a video…whatever… Then you can tag them—this will be shared on their profiles! • Import your Twitter feed and external blog-this keeps your Fan page updated with fresh content without you having to constantly update it. • Offer a subscription box to capture emails, donations, downloads, whatever helps you get to your conversion goals! • Include customer loyalty perks for sharing your Fan page! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

THE ROI OF FACEBOOK Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular Houston-based café chain. Prior to the study, DG did not have a Facebook presence. The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the companys Facebook fans: • Made 36 percent more visits to DGs stores each month. • Spent 45 percent more of their eating-out dollars at DG. • Spent 33 percent more at DGs stores. • Had 14 percent higher emotional attachment to the DG brand. • Had 41 percent greater psychological loyalty toward DG. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Celebrate Your Fans Do something special for fan & follower milestones www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Share Things Like Photos… …and Videos www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Everything Else… www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Isn’t Just a Set of Tools…  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) www.marketingsavant.comThe MarketingSavant Group 888.989.7771

PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media is not about being everywhere—all the time! Just adding profiles to countless websites and social networks is not social media marketing. Social Media Marketing should be strategic and targeted directly to get you the best ROI (Return on Investment). Social Media requires more than setting up an account-it requires interaction and participation to generate results. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Link Greater Green Bay www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Starter Kit Free Download www.marketingsavant.com/gbscore www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Simplified! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771

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Social Media Simplified - Green Bay SCORE Chapter - 3.2.11

by Dana VanDen Heuvel

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