Social Media Is Your Business - OPASTCO Summer Convention 2010

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Rick Yuzzi, Vice President of Marketing at ZCorum, and Dr. Tom Seymour, a member of the SRT Communications Board of Directors, presented “Social Media is Your Business” at the 2010 OPASTCO Summer Convention.

This slide deck offers an introduction to social media marketing and practical examples that independent ISPs can follow to incorporate social media into their existing marketing plans.

An eBook that accompanies this presentation is also available at http://blog.zcorum.com/2010/06/ebook-show-your-face/.

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  • Tom ------------------- Speaker Notes: -------------------
  • Social Media Is Your Business - OPASTCO Summer Convention 2010

    1. 2. <ul><li>Managed Broadband Solutions </li></ul><ul><ul><li>Alpharetta, Georgia </li></ul></ul><ul><ul><li>Serve independent ISPs </li></ul></ul><ul><ul><li>Network Management </li></ul></ul><ul><ul><li>Branded Internet Services </li></ul></ul><ul><ul><li>24/7 End User Support </li></ul></ul><ul><ul><ul><li>Data </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Voice </li></ul></ul></ul>About Us
    2. 3. <ul><li>Connecting Our Communities </li></ul><ul><ul><li>Minot, North Dakota </li></ul></ul><ul><ul><li>Largest co-op in the state: </li></ul></ul><ul><ul><ul><li>200+ employees </li></ul></ul></ul><ul><ul><ul><li>48,000+ customers </li></ul></ul></ul><ul><ul><li>Network: </li></ul></ul><ul><ul><ul><li>Copper </li></ul></ul></ul><ul><ul><ul><li>Fiber optic </li></ul></ul></ul><ul><ul><ul><li>Wireless </li></ul></ul></ul><ul><ul><ul><li>12-member Board of Directors (Newman-Eng) </li></ul></ul></ul><ul><ul><ul><li>2007 Legislative Blog </li></ul></ul></ul><ul><ul><ul><li>2009 Legislative Twitter </li></ul></ul></ul>About Us
    3. 4. Agenda <ul><li>What is it? </li></ul><ul><li>How does social media affect telcos? </li></ul><ul><li>Will it help you get - and keep - customers? </li></ul><ul><li>What goes into a social media strategy? </li></ul><ul><li>Who else is doing it? </li></ul>
    4. 5. What is social media?
    5. 6. What is Social Media? <ul><li>Social media describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. </li></ul>
    6. 7. Understand the Groundswell <ul><li>“ A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” </li></ul>
    7. 8. Social Media = Cocktail Party <ul><li>People-centric </li></ul><ul><li>No time or space constraints </li></ul><ul><li>Engage in public & private conversations </li></ul><ul><li>Share content </li></ul><ul><ul><li>Profiles: 48% of Americans over age 11 have them </li></ul></ul><ul><ul><li>Experiences </li></ul></ul>
    8. 9. Social Media Adoption <ul><li>How long did it take to reach 50 million users? </li></ul><ul><ul><li>Telephone: 74 years </li></ul></ul><ul><ul><li>Radio: 38 years </li></ul></ul><ul><ul><li>Personal Computer: 16 years </li></ul></ul><ul><ul><li>Internet: 2 Years </li></ul></ul><ul><ul><li>Blog: 1 year </li></ul></ul>
    9. 10. Everybody’s New at This
    10. 11. Usage Among Small Businesses
    11. 12. What’s in it for my business?
    12. 13. How does social media affect telcos?
    13. 14. Outbound Marketing is Broken
    14. 15. Inbound Marketing Strategies
    15. 16. Resources
    16. 17. Resources <ul><li>Crowdsourcing </li></ul><ul><ul><li>The act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call </li></ul></ul>
    17. 18. Do consumers use social media? <ul><li>57% join   social networks </li></ul><ul><li>39% subscribe to   RSS feeds </li></ul><ul><li>83% have viewed a   video online </li></ul><ul><li>73% read a blog </li></ul>
    18. 19. Social Technographics
    19. 20. Expected Sources of Leads
    20. 21. What is social media marketing?
    21. 22. Social Media Marketing is NOT... <ul><li>... a silver bullet </li></ul><ul><li>... about selling </li></ul><ul><li>... free </li></ul><ul><li>... to be out-sourced </li></ul>
    22. 23. Social Media Marketing IS... <ul><li>... integrated with overall marketing strategy </li></ul><ul><li>... based on content and conversation </li></ul><ul><li>... focused on providing service </li></ul><ul><li>... intended to build relationships & encourage sharing </li></ul>
    23. 24. Growth Through Social Media
    24. 25. Customer Acquisition by Channel
    25. 26. Blogs <ul><li>Easy to update </li></ul><ul><li>Indexed quickly by search engines </li></ul><ul><li>Attract inbound links </li></ul><ul><li>Build email & RSS subscribers </li></ul><ul><li>Resources: </li></ul><ul><li>Blogger.com </li></ul><ul><li>Wordpress.com </li></ul><ul><li>Wordpress.org </li></ul>
    26. 27. YouTube <ul><li>Video demos </li></ul><ul><li>Vlogs </li></ul><ul><li>Interviews </li></ul><ul><li>News </li></ul><ul><li>Brand Messages </li></ul><ul><li>Share and comment on videos </li></ul><ul><li>Resources: </li></ul><ul><li>TheFlip.com </li></ul><ul><li>Screencast.com </li></ul><ul><li>www.Google.com/support/youtube/ </li></ul>
    27. 28. Facebook <ul><li>Start conversations </li></ul><ul><li>Generate feedback </li></ul><ul><li>Status updates </li></ul><ul><li>Photos </li></ul><ul><li>Videos </li></ul><ul><li>Links </li></ul><ul><li>Resources: </li></ul><ul><li>Facebook.com/ advertising </li></ul>
    28. 29. Twitter <ul><li>140-character Microblog </li></ul><ul><li>Tweet specials & updates </li></ul><ul><li>Customer service </li></ul><ul><li>Resources: </li></ul><ul><li>Twitter.com/Twitter101 </li></ul><ul><li>Tweetdeck </li></ul><ul><li>Hootsuite.com </li></ul><ul><li>WeFollow.com </li></ul>
    29. 30. Who’s using social media?
    30. 31. ShenTel on LinkedIn
    31. 32. San Bruno Cable TV on YouTube
    32. 33. Comcast on Twitter
    33. 34. How did they do it?
    34. 35. Social Media Marketing Strategies <ul><li>Components </li></ul><ul><ul><li>Purpose & Goals </li></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><li>Measure </li></ul></ul>
    35. 36. Purpose & Goals <ul><li>Increase awareness </li></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><li>Attract customers </li></ul><ul><li>Increase customer satisfaction </li></ul><ul><li>Build community </li></ul><ul><li>SMART Goals </li></ul><ul><ul><li>Specific </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Attainable </li></ul></ul><ul><ul><li>Realistic </li></ul></ul><ul><ul><li>Timely </li></ul></ul>
    36. 37. Listen
    37. 38. Engage <ul><li>Set Social Media Policy </li></ul><ul><li>Select channels </li></ul><ul><li>Define time & responsibilities </li></ul><ul><li>Get Found </li></ul><ul><ul><li>Optimize </li></ul></ul><ul><ul><li>Publish </li></ul></ul><ul><ul><li>Promote </li></ul></ul>
    38. 39. Influence <ul><li>Nurture Connections </li></ul><ul><li>Conversations </li></ul><ul><li>Convert </li></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul><ul><li>Offers </li></ul></ul>
    39. 40. Measure <ul><li>Test </li></ul><ul><li>Measure </li></ul><ul><li>Analyze </li></ul><ul><li>Repeat </li></ul><ul><li>Tools </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>YouTube Insights </li></ul></ul><ul><ul><li>Facebook Insights </li></ul></ul><ul><ul><li>bit.ly </li></ul></ul>
    40. 41. Show Your “Face” in Social Media: Case Studies
    41. 42. Brantley Telephone Company <ul><li>Rural south Georgia ILEC </li></ul><ul><li>Goals: </li></ul><ul><ul><li>Reinforce relationships </li></ul></ul><ul><ul><li>Drive web traffic </li></ul></ul>
    42. 43. Brantley Telephone Company
    43. 44. SRT Communications
    44. 45. Why Facebook Matters
    45. 46. Marketing @ Facebook <ul><li>Million+ Fans </li></ul><ul><ul><li>Coca-Cola </li></ul></ul><ul><ul><li>Starbucks </li></ul></ul><ul><ul><li>Disney </li></ul></ul><ul><ul><li>Victoria's Secret </li></ul></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Vitaminwater </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Chick-fil-A </li></ul></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>T.G.I. Friday’s </li></ul></ul>
    46. 47. Facebook Demographics
    47. 48. Facebook Page
    48. 49. YouTube Channel
    49. 50. Five Themes <ul><li>Know Your Environment </li></ul><ul><li>Understand the Groundswell </li></ul><ul><li>Consider Crowdsourcing </li></ul><ul><li>People Know Best </li></ul><ul><li>Listen, Learn, Lead </li></ul>
    50. 51. What’s Next? <ul><li>Of the marketers surveyed for the 2010 Social Media Marketing Report: </li></ul><ul><ul><li>80% plan to increase use of Facebook </li></ul></ul><ul><ul><li>81% plan to increase use of blogs </li></ul></ul><ul><ul><li>73% plan to increase use of YouTube </li></ul></ul><ul><ul><li>71% plan to increase use of Twitter </li></ul></ul>
    51. 52. Five Things for Tomorrow <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>Twitter </li></ul>
    52. 53. We welcome your questions. Download the eBook: http://blog.zcorum.com/2010/06/ebook-show-your-face/
    53. 54. Contact Us <ul><li>Tom Seymour </li></ul><ul><ul><li>Board of Directors </li></ul></ul><ul><ul><li>SRT Communications </li></ul></ul><ul><ul><li>(701) 858-3307 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>twitter.com/SenTomSeymour </li></ul></ul><ul><ul><li>youtube.com/SRTGuys </li></ul></ul><ul><li>Rick Yuzzi </li></ul><ul><ul><li>VP - Marketing </li></ul></ul><ul><ul><li>ZCorum </li></ul></ul><ul><ul><li>(678) 507-5000 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>twitter.com/RickYuzzi </li></ul></ul><ul><ul><li>twitter.com/ZCorum </li></ul></ul><ul><ul><li>youtube.com/ZCorum </li></ul></ul><ul><ul><li>facebook.ZCorum.com </li></ul></ul><ul><ul><li>blog.ZCorum.com </li></ul></ul>

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