Social Media Marketing vs. Traditional Marketing


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Ever wondered how social media marketing is different from traditional marketing? Here's the presentation that will straighten out your question marks.

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Social Media Marketing vs. Traditional Marketing

  1. 1. Social Media Marketing
Not Your Grandmotherʼs Marketing#How Social Media Marketing 
Differs from Traditional Marketing" Anna Sandgren" Herringbone   August 2012""
  2. 2. [soh-shuhl mee-dee-uh]"social media noun pl but singular or pl in constr ""Definition of SOCIAL MEDIA#: forms of electronic communication (as Web sites for socialnetworking and microblogging) through which users createonline communities to share information, ideas, personalmessages, and other content (as videos) ""First Known Use of SOCIAL MEDIA#2004" *www.merriam-­‐    8/24/12   Herringbone   2   2  
  3. 3. So, whatʼs the difference?#Social media marketing Traditional marketing isis designed to reach an designed to reach anaudience ONLINE." audience OFFLINE."" "Some examples are:" Some examples are:"•  Blogs" •  Newspaper ads"•  Facebook" •  Brochures"•  Twitter" •  Trade show booths"•  LinkedIn" •  TV, radio"8/24/12   Herringbone   3   3  
  4. 4. Is social media for you?#Most definitely, if you:"•  Want to create an online community for your brand and products rather than a hard sell."•  Donʼt have a lot of time on your hand."•  Have a tight budget. "•  Want to create buzz and awareness for your brand and/or products."•  Want to get the attention of customers around the clock."8/24/12   Herringbone   4   4  
  5. 5. Is social media for free?#  Rumors has it that it is, but itʼs not. 
Many social media services and tools are free,such as Facebook, but you need someone tospend their time and effort. ""And as we all know.. Time is money! "8/24/12   Herringbone   5   5  
  6. 6.  Although social media isnʼt for free, compared totraditional marketing, it is  relatively cheap. "Superbowl ad 2012"$3.5 million for a 30 second spot"8/24/12   Herringbone   6   6  
  7. 7. It has been estimated that the average cost ofproducing a 30-second national TV commercial isnearly $350,000, where a large part is the cost ofairing it." $350,000" Create your own video with your smartphone/flip camera for barely any cost at all. Make it go viral!" 8/24/12   Herringbone   7   7  
  8. 8. Another example of how social media marketing can be a cheaper alternative to traditional marketing…"   A typical print ad in a national Facebook ad " magazine can cost you $ is up to you and what works " $40,000+" for your budget"8/24/12   Herringbone   8   8  
  9. 9. Measuring social media results#Measuring social media ROI can be tough,since ROI is pure dollars and cents."Each business or campaign should have itsown social media objectives to measure. "E.g. it could be:"  •  Followers " "" •  Opt-ins " ""•  Tweets, retweets etc." •  Newsletter sign-ups"•  Mentions" •  Purchases"    8/24/12   Herringbone   9   9  
  10. 10. Virality#Social media provides channels
for content, e.g. YouTube videos,
that have the potential to go viral
and spread across the web in a 
way that traditional marketing canʼt. ""To inform new users about you, you can build andhighlight your social proof. "8/24/12   Herringbone   10   10  
  11. 11. Hold your horses now! 
Social proof… what is that?#  Itʼs the positive influence created when someonefinds out that others are doing something. Itʼs alsoknown as informational social influence.# -Aileen Lee, Kleiner Perkins Caufield & Byers " " Friends inviting friends (friend-to-friend marketing) to
 play through Facebook and other social networks helped
 Zynga grow from 3 million to 41 million average daily
 users in just one year, from 2008 to 2009.      8/24/12   Herringbone   11   11  
  12. 12. See quick results with social media#With traditional marketing it often takes time beforeyou see your finished creation. ""E.g. from the moment you write copy for acompany or product brochure it takes a whilebefore your customer holds it her hand. "8/24/12   Herringbone   12   12  
  13. 13. With social media you can develop content and beseen by thousands of visitors within a few hours…or immediately."               1,000+ people have watched Jelly Bellyʼs YouTube video
 showing the winner of a cupcake design contest. "  8/24/12   Herringbone   13   13  
  14. 14. Use social media to improve 
customer relationships#Customers often speak their minds about brandsand products in social media. Make sure to bethere to correct negative comments. 
  A Yelp review of a San Francisco restaurant: "      Response from the 
restaurant:"8/24/12   Herringbone   14   14  
  15. 15. And donʼt forget to reach out to customers andfans that mention and praise you. "    8/24/12   Herringbone   15   15  
  16. 16. There are so many social mediachannels, do I have to be on all of them?#  No, you donʼt!""Relax! Find the channels that works best for you,your business and your target audience to buildyour reputation, interact with your fans, and bringin leads."8/24/12   Herringbone   16   16  
  17. 17. What if I donʼt have the time to 
be on Facebook all day long?#Donʼt worry!"
Set aside a certain amount of time each day oreach week. There are tools to help you monitoryour social media all in one spot and become moreefficient. ""If itʼs too overwhelming thereʼs help to get.Consider hiring someone with expertise in socialmedia. "8/24/12   Herringbone   17   17  
  18. 18. So now I donʼt have to do any 
traditional marketing at all?#  Social media might save you time and money, but donʼt ignoretraditional marketing. In order to succeed you should find a healthybalance of both. Even if youʼre doing business online exclusively,traditional marketing has its benefits: ""•  A good way to interact with the local community and regional residents."•  Successful client and business relationship building."•  Product sampling and taste-testing."•  Participate in speaker engagements at events and conferences."•  Finding audiences that arenʼt always online. "  8/24/12   Herringbone   18   18  
  19. 19. Conclusion
"Compared to traditional marketing, social mediamarketing is a smart and often more affordableway to quickly find and interact with customers andfans of your brand and/or products online. "8/24/12   Herringbone   19   19  
  20. 20. Want to know how you can make yourbusiness successful with social media?#Contact us today to find out how we can make your brand social."" @herringbonefm +1 (415) 3 BONE UP Weʼd love to hear from you!" Herringbone   +1 (415) 326 6387 company/herringbone +46 (8) 519 704 92 (PST)