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Using Social Media to Connect With
     Your Customers Online                 The MarketingSavant Group
                  ...
About
      Dana VanDen Heuvel
                                             Dana VanDen Heuvel is an award-winning marketi...
After-Event Slides & Resources

      • The slides and resource links are available
        electronically after the event...
What Will We Talk About?

      • Fundamentals
             – Social Media: What Is It?
             – Social Media Strate...
What is Social Media?




                             www.marketingsavant.com
The MarketingSavant Group               888...
Social Media: Defined!

            SOCIAL MEDIA IS AN UMBRELLA TERM
            THAT DEFINES THE VARIOUS ACTIVITIES
     ...
•    WHAT IS SOCIAL MEDIA?



    • How people use
      decentralized, people-
      based networks to get
      the thin...
Why Should You Care?




                            www.marketingsavant.com
The MarketingSavant Group              888.98...
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY
SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.
Cone, Business in Social Media Study, ...
If You’re Online…You’re In Social
      Media




   Source: Universal McCann Social Media Tracker Wave 3   www.marketings...
Social Media is About ROI!
      • The relationship is apparent and significant: socially engaged companies
        are in...
But…It Can
Be…“Complicated”
It Can Also Be
                            Distracting…
                            • Why you must have a
                ...
www.marketingsavant.com
The MarketingSavant Group              888.989.7771
Social Media Is Just a Set of Tools…
                             Blogs
                             Widgets
           ...
Evaluate the Social Tools




                                    www.marketingsavant.com
The MarketingSavant Group       ...
Your Website


                            • Your “home
                              base”
                            • ...
Everything should have
                            at least two homes (if
                            not more)
          ...
Get Blogging (Transparency)
      •    You “almost need a blog”
      •    Dynamic vs. static content
      •    Audiences...
Why Blogs?

      • Those who use blogs and social networking
        sites as an outlet for civic engagement are far
    ...
Even if you have great
                            website, consider a blog site.
                            Remember, co...
Tap Into Your Community

      • Community members
        can be worth 30% more
      • Tap the power of your
        cus...
Facebook

      •    Events
      •    Fan Pages
      •    Groups
      •    Personal Pages of Fans
      •    Paid Adver...
www.marketingsavant.com
The MarketingSavant Group              888.989.7771
Facebook Ads


      • Quick Targeting
             – Age
             – Education
             – Location
             – ...
Facebook Causes
• Start a Cause
• Raise $$
• Show Fundraising
  Momentum
• In order to accept
  donations through Causes,
...
Microblogging (Twitter)

      • Easy, free access to distribution of your marketing
        tools
      • Requires little...
Microblogging




                            Links: 26 Charities and Non-Profits on Twitter

                            ...
Driving Conversations

      • American Cancer Society
      • “More Birthdays”




                                  www....
Social Media Listening

      • What are people saying about your
        organization?
      • Your competitors?
      • ...
Listen to the Conversation
      • Be transparent. Be open and
        honest in all communication.
      • Be ethical. Li...
Free



                            Scratch the Surface




                                                  www.marketin...
Comcast provides support via Twitter




                                             www.marketingsavant.com
The Marketin...
Using Video

      Easy, free way for people to really “get involved”
        from afar.
      Services to try: vimeo, vid...
Share Things

      Like Photos…          …and Videos




                                          www.marketingsavant.co...
Podcasts & Vodcasts

   • More human &
     emotional than
     blogging
   • Be found on Google
   • Low investment
   • ...
Where are all the pretty pictures?

      • Don’t forget to represent your events, your
        believers, your workers wi...
Social Media Overkill?




                               www.marketingsavant.com
The MarketingSavant Group               ...
Feature: Friendfeed

      •    Consolidate
      •    Simplify
      •    Track
      •    Comment




                  ...
Case Studies




                            www.marketingsavant.com
The MarketingSavant Group              888.989.7771
Case Studies




       2:10p                www.marketingsavant.com
The MarketingSavant Group              888.989.7771
Brooklyn Museum/ Integration

      • Feature: The Brooklyn Museum


                      TV and
                       R...
Toolkit
                                                       Blog
                                                     ...
Martell Home Builders

      3 Lessons:
      1) Be Transparent
      2) Holistic Strategy
      3) Human Relationships


...
Toolkit
                                                         Blog
                                                   ...
Integrated Social Media Strategy
      Goodwill Repositioning

                      Blog




                     YouTube...
A Few Good Stats
   •    Over 11,500 unique visitors to the virtual fashion show 9/12 launch
   •    Over 42,000 page view...
Goodwill of Greater Washington

      3 Lessons:
      1) Incorporate Into Marketing Strategy
      2) Regional Execution
...
Social & Thought Leadership Toolkit
                                                         Blog
                       ...
Social Media & Thought Leadership Marketing

   • Goal/Result: Become the
     premier business bank in NE WI
   • Thought...
Nicolet National Bank

      4 Lessons:
      1) Leverage Transparency & Thought Leadership
      2) Unfiltered Conversati...
Comcast Cares…Because This Guy Didn’t…

                                                                     www.marketing...
Toolkit
                                                          Twitter
                                               ...
Comcast Cares

      3 Lessons:
      1) Listen Intently, React Immediately
      2) Educate The Team (Internally)
      3...
Toolkit
                                                     Blogs (10 of them)
                                         ...
Social Media Marketer
      Indium Corporation
   • 25% reduction in
     marketing spend
   • Major account wins
   • Ent...
Thought Leadership Marketer
      Indium Corporation
 “[Being a Thought Leader] is
 being considered the best, most
 autho...
Indium

      3 Lessons:
      1) Focus on Specific Content
      2) Start Small With Commitment
      3) Create Dialog Wh...
Social Media Marketer:
      Adams Magnetic
   • Goal: Separate themselves as
     thought leaders in the
     industrial ...
The Social Media Restaurant

                            • Caminito Argentinean
                              Steakhouse i...
Caminito’s World…




                            www.marketingsavant.com
The MarketingSavant Group              888.989.7...
Preparing Your Social
     Media Plan




       2:10p                 www.marketingsavant.com
The MarketingSavant Group  ...
Balance Risk &
Reward




                            www.marketingsavant.com
The MarketingSavant Group              888.9...
www.marketingsavant.com
The MarketingSavant Group              888.989.7771
Claim Your Name!
      • Go to namechk.com
      • Type in your district
        “handle” or
        “shortname”
      • R...
Learn to Converse (Blog)

      • Foundation of
        content/consistency/
        connection
      • Metaphor for Socia...
It’s Also About “Getting Found”
     • Blogs enhance search findability
     • Search provides a strong, highly
       mea...
Share, Link and Guide
  • What will your audience find
    useful?
  • Share competitors info – it
    drives them nuts, a...
Harness the Power of
      Social Networks
  • Connect with your supporters
    in their network.
        – Facebook, Link...
Local Coffee Shops Run
      on Facebook




                               www.marketingsavant.com
The MarketingSavant Gr...
Facebook Ads –
      Hyper-targeting
                            “Local” Facebook Ads




                                ...
LinkedIn
• Create a group &
  discussion
• Connect with
  professionals
• Connect with
  customers
• Ask questions
• Appro...
Customer Community
   •    Small business focused credit card
        company is changing the business
        financing d...
Tap Into Your Community
• Community members can be worth
  30% more
• Tap the power of your support base
• Increase long-t...
Crowdsource Your Next Big Idea
• Define an idea management
  process.
• Design and develop the online
  community.
• Promo...
Podcasts & Vodcasts
  • More human & emotional
    than blogging
  • Be found on Google
  • Low investment
  • Easy distri...
Driving Sales With Twitter




                                   www.marketingsavant.com
The MarketingSavant Group       ...
Become HUGE With Twitter




                                 www.marketingsavant.com
The MarketingSavant Group           ...
Tech Support Via Twitter




                                 www.marketingsavant.com
The MarketingSavant Group           ...
Share Photos and Videos Online
  •    Create a brand channel on YouTube.
  •    Interviews, screencasts, customer
       v...
Social Media Is Just a Set of Tools…
                •    Blogs
                •    Widgets
                •    Micro Bl...
Toolkit
                                                         Blog
                                                   ...
Goodwill of Greater Washington

      3 Lessons:
      1) Incorporate Into Marketing Strategy
      2) Regional Execution
...
A Few Good Stats
 http://dcgoodwillfashions.blogspot.com/
        • Over 11,500 unique visitors to the virtual fashion sho...
Alzheimer Society/ Twitter

      • Feature: Use of Twitter for Awareness.
             A Million Tweets to Remember Campa...
Brooklyn Museum/ Integration

      • Feature: The Brooklyn Museum


                      TV and
                       R...
Define the Plan

      •    Outline Organization Objectives
      •    Define The Audience
      •    Choose Social Channe...
Understand Your Organization




                            Social Media is a NOT a universal answer!
                   ...
Take Lessons from Leading Brands
      •    Deputize people throughout the organization
      •    Understand each channel...
For Tomorrow

      • Draft your social media policy
      • Identify your internal constituents:
             – Identify ...
After-Event Slides & Resources

      • The slides and resource links are available
        electronically after the event...
Using Social Media to Connect With
     Your Customers Online                 The MarketingSavant Group
                  ...
Using Social Media to Connect With Your Customers Online
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Using Social Media to Connect With Your Customers Online

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A Social Media Marketing Seminar for Door County, WI Business Owners.

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Transcript of "Using Social Media to Connect With Your Customers Online"

  1. 1. Using Social Media to Connect With Your Customers Online The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Marketing Seminars for Door County Business Owners www.marketingsavant.com The MarketingSavant Group 888.989.7771
  2. 2. About Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's 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 nation's 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 Dana's 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.com The MarketingSavant Group 888.989.7771
  3. 3. After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/dced www.marketingsavant.com The MarketingSavant Group 888.989.7771
  4. 4. What Will We Talk About? • Fundamentals – Social Media: What Is It? – Social Media Strategies & Channels for Sales & Marketing – What To Do Next… – What’s Possible? (Discussion) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  5. 5. What is Social Media? www.marketingsavant.com The MarketingSavant Group 888.989.7771
  6. 6. Social Media: Defined! 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 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  7. 7. • WHAT IS SOCIAL MEDIA? • How people use decentralized, people- based networks to get the things they need from each other. • BOTTOM LINE: • Social media isn’t just a list of destinations. • It’s a new standard of expectations. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  8. 8. Why Should You Care? www.marketingsavant.com The MarketingSavant Group 888.989.7771
  9. 9. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008 BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY. Forrester, The Growth Of Social Technology Adoption, 2008 BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS. Nielsen, Global Faces & Networked Places, 2009 BECAUSE TIME SPENT ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING FOR ~10% OF ALL INTERNET TIME. Nielsen, Global Faces & Networked Places, 2009 BECAUSE YOU’RE HERE AND NOT SOMEWHERE ELSE. BECAUSE YOU HAVE GUT FEELING THAT TELLS YOU SOCIAL MEDIA IS THE PLACE YOU NEED TO BE TODAY. Door County Business Owners, February, 2010
  10. 10. If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  11. 11. 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) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  12. 12. But…It Can Be…“Complicated”
  13. 13. It Can Also Be Distracting… • Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts www.marketingsavant.com The MarketingSavant Group 888.989.7771
  14. 14. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  15. 15. Social Media Is 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.com The MarketingSavant Group 888.989.7771
  16. 16. Evaluate the Social Tools www.marketingsavant.com The MarketingSavant Group 888.989.7771
  17. 17. Your Website • Your “home base” • Sets the tone, authority and mission – needs to be “perfect” www.marketingsavant.com The MarketingSavant Group 888.989.7771
  18. 18. Everything should have at least two homes (if not more) • The first, where it originated, the second the overall home, which is your website/blog • Network tools should connect believers and tell the world where to find your information www.marketingsavant.com The MarketingSavant Group 888.989.7771
  19. 19. Get Blogging (Transparency) • You “almost need a blog” • Dynamic vs. static content • Audiences ‘connect’ with blogs • Metaphor for: – Transparent communication – Authenticity – Responsibility – Reputation • “Connectable platform” (Wordpress, Typepad) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  20. 20. Why Blogs? • Those who use blogs and social networking sites as an outlet for civic engagement are far more active in traditional realms of political and nonpolitical participation than are other internet users. In addition, they are even more active than those who do not use the internet at all. (PEW Internet – 9/09) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  21. 21. Even if you have great website, consider a blog site. Remember, content and conversation are paramount. The best organizations connect customers to their website, blog and to other relevant social media sites where your audience hangs out. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  22. 22. 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 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  23. 23. Facebook • Events • Fan Pages • Groups • Personal Pages of Fans • Paid Advertisements www.marketingsavant.com The MarketingSavant Group 888.989.7771
  24. 24. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  25. 25. Facebook Ads • Quick Targeting – Age – Education – Location – Gender… • Start/Pause/Stop • CPC Basis • Export Reports www.marketingsavant.com The MarketingSavant Group 888.989.7771
  26. 26. Facebook Causes • Start a Cause • Raise $$ • Show Fundraising Momentum • In order to accept donations through Causes, a nonprofit must be a 501(c)3 that is also registered with GuideStar • Payments through Network for Good www.marketingsavant.com The MarketingSavant Group 888.989.7771
  27. 27. Microblogging (Twitter) • Easy, free access to distribution of your marketing tools • Requires little “buy-in” from believers or potential believers • Another way for your tribe to share your message • Search allows you to connect with your tribe • Easy to cross-reference more “in-depth” tools • To try: Twitter, FriendFeed, Seesmic www.marketingsavant.com The MarketingSavant Group 888.989.7771
  28. 28. Microblogging Links: 26 Charities and Non-Profits on Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  29. 29. Driving Conversations • American Cancer Society • “More Birthdays” www.marketingsavant.com The MarketingSavant Group 888.989.7771
  30. 30. Social Media Listening • What are people saying about your organization? • Your competitors? • Your tribe? • Your peers? • Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts www.marketingsavant.com The MarketingSavant Group 888.989.7771
  31. 31. Listen to 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. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  32. 32. Free Scratch the Surface www.marketingsavant.com The MarketingSavant Group 888.989.7771
  33. 33. Comcast provides support via Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  34. 34. Using Video Easy, free way for people to really “get involved” from afar. Services to try: vimeo, viddler, 12second.tv, ustream.com, and mogulus. Stream from your computer or invest in a small flip camera. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  35. 35. Share Things Like Photos… …and Videos www.marketingsavant.com The MarketingSavant Group 888.989.7771
  36. 36. Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.com The MarketingSavant Group 888.989.7771
  37. 37. Where are all the pretty pictures? • Don’t forget to represent your events, your believers, your workers with pictures. • This is way more important than most people realize. • Stock is stupid. I want to see your FACE. • To Try: Flickr, Photobucket, Picasa, Facebook, Twitpic www.marketingsavant.com The MarketingSavant Group 888.989.7771
  38. 38. Social Media Overkill? www.marketingsavant.com The MarketingSavant Group 888.989.7771
  39. 39. Feature: Friendfeed • Consolidate • Simplify • Track • Comment www.marketingsavant.com The MarketingSavant Group 888.989.7771
  40. 40. Case Studies www.marketingsavant.com The MarketingSavant Group 888.989.7771
  41. 41. Case Studies 2:10p www.marketingsavant.com The MarketingSavant Group 888.989.7771
  42. 42. Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising American Marketing Association www.marketingsavant.com The MarketingSavant Group Social Media: Marketing and 888.989.7771
  43. 43. Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos* Martell Home Builders uses social media to connect with home buyers www.marketingsavant.com The MarketingSavant Group 888.989.7771
  44. 44. Martell Home Builders 3 Lessons: 1) Be Transparent 2) Holistic Strategy 3) Human Relationships www.marketingsavant.com The MarketingSavant Group 888.989.7771
  45. 45. Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page Goodwill uses social media to increase sales of its high-end merchandise www.marketingsavant.com The MarketingSavant Group 888.989.7771
  46. 46. Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store www.marketingsavant.com The MarketingSavant Group 888.989.7771
  47. 47. A Few Good Stats • 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% www.marketingsavant.com The MarketingSavant Group 888.989.7771
  48. 48. Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop www.marketingsavant.com The MarketingSavant Group 888.989.7771
  49. 49. Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey VOC community center Nicolet uses a blog and social media to educate and connect with their tribe www.marketingsavant.com The MarketingSavant Group 888.989.7771
  50. 50. Social Media & Thought Leadership Marketing • Goal/Result: Become the premier business bank in NE WI • Thought leadership POV: Banks should be transparent & here to help businesses grow • Business Pulse universally regarded as the “business barometer” for the N.E.W economy • Measures media mentions, speaking opportunities, customer acquisition & retention, moving into “customer voice” & crowdsourcing space www.marketingsavant.com The MarketingSavant Group 888.989.7771
  51. 51. Nicolet National Bank 4 Lessons: 1) Leverage Transparency & Thought Leadership 2) Unfiltered Conversation 3) Content Matters 4) Education = Trust www.marketingsavant.com The MarketingSavant Group 888.989.7771
  52. 52. Comcast Cares…Because This Guy Didn’t… www.marketingsavant.com The MarketingSavant Group 888.989.7771
  53. 53. Toolkit Twitter Blogs Social Media Listening Customer Service YouTube Videos Comcast uses social media to take care of it’s most vocal customers www.marketingsavant.com The MarketingSavant Group 888.989.7771
  54. 54. Comcast Cares 3 Lessons: 1) Listen Intently, React Immediately 2) Educate The Team (Internally) 3) Social Media Success + PR = Momentum www.marketingsavant.com The MarketingSavant Group 888.989.7771
  55. 55. Toolkit Blogs (10 of them) Video RSS feeds LinkedIn Twitter Flickr Indium employs social media to generate leads for electronic assembly components www.marketingsavant.com The MarketingSavant Group 888.989.7771
  56. 56. Social Media Marketer Indium Corporation • 25% reduction in marketing spend • Major account wins • Entire organization involved in the ‘community’ www.marketingsavant.com The MarketingSavant Group 888.989.7771
  57. 57. Thought Leadership Marketer Indium Corporation “[Being a Thought Leader] is being considered the best, most authoritative, trusted source. It means being the “go to” people. It means being given the first look, being invited into a development project and asked for advice. It means being the organization that others MUST HAVE involved with a project. And it all leads to increased sales, profits, and image or it simply didn’t matter..” Rick Short, Indium www.marketingsavant.com The MarketingSavant Group 888.989.7771
  58. 58. Indium 3 Lessons: 1) Focus on Specific Content 2) Start Small With Commitment 3) Create Dialog Where None Exists www.marketingsavant.com The MarketingSavant Group 888.989.7771
  59. 59. Social Media Marketer: Adams Magnetic • Goal: Separate themselves as thought leaders in the industrial magnets market to drive new direct business • First to hold the “market conversation” • Building the community around industrial magnets through blogging, conference appearances and thought leadership articles • New leads attributed to TLM activities • Bested their competitors in growing website traffic www.marketingsavant.com The MarketingSavant Group 888.989.7771
  60. 60. 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 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  61. 61. Caminito’s World… www.marketingsavant.com The MarketingSavant Group 888.989.7771
  62. 62. Preparing Your Social Media Plan 2:10p www.marketingsavant.com The MarketingSavant Group 888.989.7771
  63. 63. Balance Risk & Reward www.marketingsavant.com The MarketingSavant Group 888.989.7771
  64. 64. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  65. 65. Claim Your Name! • Go to namechk.com • Type in your district “handle” or “shortname” • Reserve your name on important sites www.marketingsavant.com The MarketingSavant Group 888.989.7771
  66. 66. 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 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  67. 67. It’s Also About “Getting Found” • Blogs enhance search findability • 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 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  68. 68. Share, Link and Guide • What will your audience find useful? • Share competitors info – it drives them nuts, and gets them to link to you! • Easy, time-conscious way to stay relevant without creating original content www.marketingsavant.com The MarketingSavant Group 888.989.7771
  69. 69. Harness the Power of Social Networks • Connect with your supporters in their network. – Facebook, LinkedIn, MySpace, etc… • Build applications for them in their networks. • Assign someone in your company as the ‘community manager’. • If you build it, they won’t come – put together a sound seeding strategy www.marketingsavant.com The MarketingSavant Group 888.989.7771
  70. 70. Local Coffee Shops Run on Facebook www.marketingsavant.com The MarketingSavant Group 888.989.7771
  71. 71. Facebook Ads – Hyper-targeting “Local” Facebook Ads www.marketingsavant.com The MarketingSavant Group 888.989.7771
  72. 72. LinkedIn • Create a group & discussion • Connect with professionals • Connect with customers • Ask questions • Approach prospects www.marketingsavant.com The MarketingSavant Group 888.989.7771
  73. 73. 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 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  74. 74. Tap Into Your Community • Community members can be worth 30% more • Tap the power of your support base • Increase long-term lifetime value of parents & community members • Involve them in something meaningful • Know what your supporters really want to talk about www.marketingsavant.com The MarketingSavant Group 888.989.7771
  75. 75. 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. • Use: LinkedIn, Facebook, Ning, Blogs, etc… www.marketingsavant.com The MarketingSavant Group 888.989.7771
  76. 76. Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.com The MarketingSavant Group 888.989.7771
  77. 77. Driving Sales With Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  78. 78. Become HUGE With Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  79. 79. Tech Support Via Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  80. 80. Share Photos and Videos Online • Create a brand channel on YouTube. • Interviews, screencasts, customer videos, installation photos, etc… • 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. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  81. 81. Social Media Is 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.com The MarketingSavant Group 888.989.7771
  82. 82. Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page Goodwill uses social media to increase sales of its high-end merchandise www.marketingsavant.com The MarketingSavant Group 888.989.7771
  83. 83. Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop www.marketingsavant.com The MarketingSavant Group 888.989.7771
  84. 84. 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% www.marketingsavant.com The MarketingSavant Group 888.989.7771
  85. 85. Alzheimer Society/ Twitter • Feature: Use of Twitter for Awareness. A Million Tweets to Remember Campaign www.marketingsavant.com The MarketingSavant Group 888.989.7771
  86. 86. Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising www.marketingsavant.com The MarketingSavant Group 888.989.7771
  87. 87. Define the Plan • Outline Organization Objectives • Define The Audience • Choose Social Channels • Integrate Into Current Program • Tie Into Metrics • Implement the Plan www.marketingsavant.com The MarketingSavant Group 888.989.7771
  88. 88. Understand Your Organization Social Media is a NOT a universal answer! www.marketingsavant.com The MarketingSavant Group 888.989.7771
  89. 89. Take Lessons from Leading Brands • Deputize people throughout the organization • Understand each channel’s unique engagement • Find champions • Centralize coordination • Be in it for the long haul • Pick channels carefully • Fish where the fish are • Support engagement as an extension of company culture • Encourage employees to use social media to get work done • Make social media part of the job • Modularize and Synchronize across channels (activity streams) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  90. 90. For Tomorrow • Draft your social media policy • Identify your internal constituents: – Identify one opportunity based on listening and address it. • Implement One Idea – Choose one social channel and implement one idea. Integrate it into your current communications program and measure it. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  91. 91. After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/dced www.marketingsavant.com The MarketingSavant Group 888.989.7771
  92. 92. Using Social Media to Connect With Your Customers Online The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Marketing Seminars for Door County Business Owners www.marketingsavant.com The MarketingSavant Group 888.989.7771
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