How the web has changed and how to make it into a competitive advantage

1. Web 2.0 Marketing,
Social Media and Public Relations
www.LeiliMcKinley.com

2. Web 2.0
Marketing
How The Internet Has Changed & How To
Make It a Marketing Competitive Advantage

3. Internet web 1.0
When the internet was young the
formula for success was easier.
Design & build a good website
User friendly; inviting, informative
Valuable to target market, useful & fun
Current & timely and refreshed often
+ Identify key words
for meta-tags,
ensuring content is
linked well for search
Customer
=
engines
using site

4. Internet web 2.0
Today, the older formula doesn’t work by
itself.
The best designed website today may
still not get good customers to use it
The question is
why is the standard
formula not
working ?
# of Visitors:
000 03

5. The Changing Internet

6. The Internet and its effect on web
growth
“The rate of the web's growth has been and continues to
be exponential… the Web had a doubling period of under
3 -6 months.” Matthew Gray, MIT (Massachusetts Institute of Technology)

7. Web 2.0 is Built On The Power Of The
TRIBE
• Tribal Marketing - we are in the midst of the „ re-tribing ‟ of
America. It‟s a phenomenon spawned and fed by many forces
at once:
• People need:
 To belong
 Sense of identity
 Community
• We‟re no longer contained by geographical boundaries
because of universal connectivity, 24/7.
• We hunger to belong to some group or institution that reflects
true expression of self, not one imposed by convention
• We‟re willing to embrace the worlds of aesthetics and feelings
as legitimate areas of serious discourse and economic value.
• We now recognize that successful brands reside in the
amygdala, within the brain‟s frontal lobe, the place of emotion,
visual memory, and pleasure; therefore we recognizing
purchase behavior is not rational.

8. Social Media Is The New Tribal Center
Through the internet, via tools such as; Facebook,
My Space, LinkedIn, and private blog sites… the
tribes communicate
 “The Mob Mentality” – Create trust or die
 Word of mouth – I will believe

9. What is Social Media Marketing?
• Uses “Word of Mouth” in a whole new way
• Scope - Giving people a reason to talk about your
products and services, and making it easier for that
conversation to take place.
Look, there is gotta be a better way to
get their attention

10. The Basic Elements
• Educating people about your products and services
• Identifying people most likely to share their opinions
• Providing tools that make it easier to share information
• Studying how, where, & when opinions are being
shared
• Listening and responding to supporters,
detractors, and neutrals

11. How To Make It Work For You
Word of mouth marketing isn‟t about creating word of
mouth -- it‟s learning how to make it work within a
marketing objective.

12. Word of Mouth Can Be Encouraged &
Facilitated To Develop Relationships.
Companies can work hard to make people
happier, they can listen to consumers, they can
make it easier for them to tell their friends, and they
can make certain that influential individuals know
about the good qualities of a product or service.

13. Types of Social Media Marketing
• Buzz Marketing: Using high-profile entertainment or news to
get people to talk about your brand.
• Viral Marketing: Creating entertaining or informative
messages that are designed to be passed along in an
exponential fashion, often electronically or by email.
• Community Marketing: Forming or supporting niche
communities that are likely to share interests about the brand
(such as user groups, fan clubs, and discussion forums);
providing tools, content, and information to support those
communities.
• Grassroots Marketing: Organizing and motivating
volunteers to engage in personal or local outreach.
• Evangelist Marketing: Cultivating evangelists, advocates,
or volunteers who are encouraged to take a leadership role in
actively spreading the word on your behalf.
• Product Seeding: Placing the right product into the right
hands at the right time, providing information or samples to
influential individuals.

14. Types of Social Media Marketing cont.
• Influencer Marketing: Identifying key communities
and opinion leaders who are likely to talk about
products and have the ability to influence the
opinions of others.
• Cause Marketing: Supporting social causes to earn
respect and support from people who feel strongly
about the cause.
• Conversation Creation: Interesting or fun
advertising, emails, catch phrases, entertainment, or
promotions designed to start word of mouth activity.
• Brand Blogging: Creating blogs and participating in
the blogosphere, in the spirit of open, transparent
communications; sharing information of value that
the blog community may talk about.
• Referral Programs: Creating tools that enable
satisfied customers to refer their friends.

15. Word of mouth beats paid
marketing
• 82% of the Fortune 500 are already using Social
Media Marketing.
• So are 47% of Chief Marketing Officers according to
recent studies.
• Has a larger impact on SEO/SEM than old keyword
strategies.
• Some Social Media sites get MORE daily traffic than
Google!!!!

16. What Types Of Activities Are They
Using Social Media Marketers For?
Marketers launch campaigns designed to encourage
or accelerate WOM in existing or new communities.
Practices that amplify word of mouth activity
include:
• Creating communities
• Developing tools that enable people to share their
opinions
• Motivating advocates and evangelists to actively
promote a product
• Giving advocates information that they can share
• Using advertising or publicity designed to create buzz or
start a conversation
• Identifying and reaching out to influential individuals and
communities
• Researching and tracking online conversations

17. Social Media Strategies

18. Social Media Strategies I
Encouraging communications
Developing tools to make telling a friend
easier
Creating forums and feedback tools
Working with social networks

19. Social Media Strategies II
Giving people something to talk about
Information that can be shared or forwarded
Advertising, stunts, and other publicity that
encourages conversation
Building WOM-worthy elements into products

20. Social Media Strategies III
Creating communities and connecting
people
Creating user groups and fan clubs
Supporting independent groups that form
around your product
Hosting discussions and message boards
about your products
Enabling grassroots organization such as
local meetings and other real-world
participation

21. Social Media Strategies IV
Working with influential communities
Finding people who are likely to
respond to your message
Identifying people who are able to
influence your target customers
Informing these individuals about what
you do and encouraging them to spread
the word
Create good-faith efforts to support
issues and causes that are important to
these individuals

22. Social Media Strategies V
Creating evangelist or advocate programs
Providing recognition and tools to active
advocates
Recruiting new advocates, teaching
them about the benefits of your products, and
encouraging them to talk about them

23. Social Media Strategies VI
Engaging in transparent conversation
Encouraging two-way conversations with
interested parties
Creating blogs and other tools to share
information
Participating openly on online blogs and
discussions

24. Social Media Strategies VII
Co-creation and information sharing
Involving consumers in marketing and
creative (feedback on creative campaigns,
allowing them to create commercials, etc.)
Letting customers “behind the curtain” to have
first access to information and content

25. How to launch your own Social
Media Campaign
• Pick one of the strategies
• Develop a dialogue
• Promote it

26. What we do
• Develop an optimized Social Media campaign
employing several strategies linked together.
• Create the content tools– blog, email, video, ect.
• Move your brand to number one in your
category and target referral traffic.
• Increase website traffic using these techniques.
• Generate more offline referrals for online clients

27. You can‟t wait if you want to
dominate!
• Must start laying foundation
now.
• Categories are highly
competitive.
• Last one entering the market
loses the competitive
advantage.

28. To begin your
Web 2.0 Marketing,
Social Media and Public Relations
Visit
www.LeiliMcKinley.com