The Power of Social Media in a Marketing CampaignBill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz

“We can't open this up to our employees, it will pull them away from work.""What about legal implications? The FDA regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable.""We lose control of our brand."Sound Familiar?

Quick, that's a corporate executive talking about what? Blogging? Twitter? Facebook? LinkedIn?Sound Familiar?

Wrong.Sound Familiar?

The year is 1997 and that's a conversation about email.A Trip Through Time

We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed. Other Parallels

Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment.Other ParallelsOther Parallels

Email is a fad and a disruptive element that new college grads want.Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication.Other ParallelsOther Parallels

Teach a Man To Fish…Sales – Give a man a fish

Teach a Man To Fish…Marketing – Teach a man to fish

Teach a Man To Fish…Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case of beer and free weekend.

What is a Social Network?An online meeting place for consumers and influencers to create, share and interact with content.

What is a Social Network?CitySearch WikihowWikipediaCraigs ListNewsvineYahoo! AnswersDiggYouTubeFacebookMySpaceLinkedInAmazonTechnoratiFlickr

CitySearch

Wikihow

Wikipedia

Craigs List

Newsvine

Yahoo! Answers

Digg

YouTube

Facebook

MySpace

LinkedIn

Amazon

Technorati

Flickr

Why Social Networks Matter47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available;45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products;22% said they would read or write a product review on a blog. --BrandWeek

Using Social Media in Your Marketing Plan

Set Clear GoalsThere are three kinds of people in the world: those who can count, and those who can’t

Set Clear GoalsCan’t measure “more buzz”Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%Take baseline metrics before campaign startsSEO metrics, social media metricsBreak metrics down into quantifiable goalsMentions in blogs, social networks, links to the site…You can quantify metrics

Determine the HookSet goals before determining the “hook”Questionnaire to determine need – what gets the participants excited?Examples: free sample, white paper, video, online calculator/application, stunt

Determine Distribution PlanEarn your way into distributionAvoid using the word “free”Look for specialized networks or “celebrity” bloggers that don’t often get pitchedRate the value of each participant and determine the pitch

Determine Distribution PlanThink in terms of most efficient coverageExamples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networksGreat Content + Great Distribution=Great Word of Mouth

Case Study: Shizuka New YorkLocated in midtown ManhattanCosmetology & skin care with “Eastern holistic knowledge”Featured in international media, including Marie Claire, Shape, Vogue, and Harpers Bazaar

Shizuka New YorkFollowing Word of Mouth program:Mention on Jay LenoMention on CNNHome page of CNN.comE! “The Soup”The Hollywood ReporterFeatured on the Today Show

We Set Clear GoalsBranding and awarenessIncreased site trafficNew clients

Used that Compelling HookHighlighting “Bird Poop Facials”

Determined the Best Distribution PlanSEO Press ReleaseBlogger OutreachVideoSocial Networks

SEO Press Release

Blogger OutreachIdentify bloggers in key categories:Already talkingSkin carePop cultureNews of the weird

Blogger OutreachRead the blog!Clearly identify who you areTailor your messageProvide only relevant contentAsk yourself again before you hit “send”

VideoSpoof interview producedUploaded to YouTubeEmbedded in press releaseSent to bloggers

VideoThe YouTube Geisha Facial video – 20,000+ views

Web ResultsIce Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700

SummaryCreate a great hook, you can’t fake itFunnyUsefulOutrageousTabooFind the right mix of complementary channelsMeasure results

Get Social TodayAttendance and enthusiasm are half the gameDedicate time to making this workBring wineSeek first to understand, then to be understoodThe conversation is going on right now, the only decision is if you will be involved

Questions & CommentsBill Balderazbbalderaz@webbedmarketing.comwww.webbedmarketing.comTwitter: @bbalderaz