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Introduction to Social Media: Using Social Media in your Marketing Plan
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Introduction to Social Media: Using Social Media in your Marketing Plan


Bill Balderaz presents at SCORE: Using Social Media in your Marketing Plan.

Bill Balderaz presents at SCORE: Using Social Media in your Marketing Plan.

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  • 1. Using Social Media in Your Marketing Plan
  • 2.
  • 3. “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?
  • 4. Quick, that's a corporate executive talking about what?
    Sound Familiar?
  • 5. Wrong.
    Sound Familiar?
  • 6. The year is 1997 and that's a conversation about email.
    A Trip Through Time
  • 7. 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
  • 8. 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 Parallels
    Other Parallels
  • 9. 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 Parallels
    Other Parallels
  • 10. What is a Social Network?
    An online meeting place for consumers and influencers
    to create,
    share and
    interact with
  • 11. What is a Social Network?
  • Why Social Networks Matter
    47% 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.
  • 25. Facebook
    • Facebook is a social media tool that connects people with friends and others who work, study and live around them.
    • Facebook is made up of many networks, each based around a company, region, or school. Join the networks that reflect your real-life communities to learn more about the people who work, live, or study around you.
  • Facebook and Chamber Goals
    • Listen! Your competitors, vendors, customers and prospects are talking about you, right now.
    • 26. Build a presence
    • 27. Enhance search engine ranking
    • 28. Communicate (but not to sell!)
    • 29. Start connecting with friends, classmates, neighbors, clients, relatives…
  • Facebook – Action Items
    • All Chamber employees should have a personal page. (In addition, the Chamber should have a Business Page.)
    • 30. Signing up is free with valid email address.
    • 31. Make page personal, but keep business feel.
    • 32. Connect and network
    • 33. Link to deep pages or special widgets on Chamber website.
  • Twitter
    • Twitter is a community of friends and strangers from around the world sending updates about moments in their lives in 140 characters or less.
    • You can connect with your customers, follow your competitors and find out what others are saying about you. Bloggers can use it as a mini-blogging tool to promote full posts.
  • How Can I Use Twitter?
    • To listen! Consumers and the media are talking about you in real time, openly and honestly
    • 34. To learn about the competition
    • 35. To communicate (but not to sell)
    • 36. Build your profile and start connecting
  • Action Items for Twitter
    • Go to www.twitter.com
    • 37. Pick a username (something relevant to you), create a short bio, choose your location, add a link to the Chamber website
    • 38. Choose who to follow such as your target audience, competition and customers
    www.twellow.com- twitter directory (6,278 small business owners registered)
    Use others you know (Chamber employees) to find followers
    • Add links and keywords to your profile
  • 39. LinkedIn Action Items
    • If you do NOT have a profile, you need to sign up and create one.
    • 40. LinkedIn is free to join. With a basic account:
    Build a professional network of unlimited size
    Find and reconnect with colleagues and classmates
    Request and provide recommendations
    Request up to 5 Introductions at a time
    Search for and view profiles of other LinkedIn users
    • If you do have a profile, you need to optimize it.
    Optimize keywords
    Optimize Links
    Review WM LinkedIn Guide
    • Once Columbus Chamber group created on LinkedIn, join and invite all employees & friends to join
  • YouTube
    • YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience.
    • 41. YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email.
    • Video is one of the fastest growing social media tools
    • 42. YouTube shows over 100 million videos each day
    • 43. In the US, 13.5 billion videos are watched online each month
    • 44. In October 2008, 77% of the total U.S. Internet audience viewed online videos.
  • Videos
    • Create more videos and promote the videos on YouTube Channel
    Working on more ways to get more exposure with new and existing videos
    Ideas for testimonials, etc.
    Link to these from other social networks (Twitter, LinkedIn, Facebook)
  • 45. Set Clear Goals
    There are three kinds of people in the world: those who can count, and those who can’t
  • 46. Set Clear Goals
    Can’t measure “more buzz”
    Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%
    Take baseline metrics before campaign starts
    SEO metrics, social media metrics
    Break metrics down into quantifiable goals
    Mentions in blogs, social networks, links to the site…
    You can quantify metrics
  • 47. Determine the Hook
    Set goals before determining the “hook”
    Questionnaire to determine need – what gets the participants excited?
    Examples: free sample, white paper, video, online calculator/application, stunt
  • 48. Determine Distribution Plan
    Earn your way into distribution
    Avoid using the word “free”
    Look for specialized networks or “celebrity” bloggers that don’t often get pitched
    Rate the value of each participant and determine the pitch
  • 49. Determine Distribution Plan
    Think in terms of most efficient coverage
    Examples: 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 networks
    Great Content + Great Distribution=Great Word of Mouth
  • 50. Case Study: Shizuka New York
    Located in midtown Manhattan
    Cosmetology & skin care with “Eastern holistic knowledge”
    Featured in international media, including Marie Claire, Shape, Vogue, and Harpers Bazaar
  • 51. Shizuka New York
    Following Word of Mouth program:
    Mention on Jay Leno
    Mention on CNN
    Home page of CNN.com
    E! “The Soup”
    The Hollywood Reporter
    Featured on the Today Show
  • 52. We Set Clear Goals
    Branding and awareness
    Increased site traffic
    New clients
  • 53. Used that Compelling Hook
    Highlighting “Bird Poop Facials”
  • 54. Determined the Best Distribution Plan
    SEO Press Release
    Blogger Outreach
    Social Networks
  • 55. SEO Press Release
  • 56. Blogger Outreach
    Identify bloggers in key categories:
    Already talking
    Skin care
    Pop culture
    News of the weird
  • 57. Blogger Outreach
    Read the blog!
    Clearly identify who you are
    Tailor your message
    Provide only relevant content
    Ask yourself again before you hit “send”
  • 58. Video
    Spoof interview produced
    Uploaded to YouTube
    Embedded in press release
    Sent to bloggers
  • 59. Video
    The YouTube Geisha Facial video – 20,000+ views
  • 60. Web Results
    Ice Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700
  • 61. Summary
    Create a great hook, you can’t fake it
    Find the right mix of complementary channels
    Measure results
  • 62. Get Social Today
    Attendance and enthusiasm are half the game
    Dedicate time to making this work
    Bring wine
    Seek first to understand, then to be understood
    The conversation is going on right now, the only decision is if you will be involved
  • 63. Questions & Comments
    Bill Balderaz
    Twitter: @bbalderaz