Integrating Social Media into Your
     Existing Marketing Plan

          Joel Warady
               Principal
          ...
s
               ages ru new
             g
       y En ers thd that wasy
    ad
War Custommajor floots worn, tbhe
        ...
It’s Tough Out There!
It’s Tough Out There!
New Marketing & Communicating
          Demands
     More Than New Ideas
It’s Tough Out There!
  New Marketing & Communicating
            Demands
       More Than New Ideas

It Demands a Reinven...
“Human Beings are
Powered by Emotion, Not
            ♥
by Reason”
“Human Beings are
Powered by Emotion, Not
            ♥
by Reason”

How does this change
the way you market
your brand, yo...
“Trademarks are owned by
  companies who create
         them.”
“Trademarks are owned by
   companies who create
          them.”


“Lovemarks are owned by the
   people who love them.”
...
“The essential difference between
   emotion and reason is that
  emotion leads to action, while
 reason leads to conclusi...
What is Social Networking?

                      People Talking to People...

 Who Talk to More People....

             ...
What Social Networks are out there?
Why do People Join
            Networking Sites?
•   78% to meet people
•   47% to be entertained
•   38% to learn somethi...
Meet-Ups and Tweet-Ups Have Been
Happening Since the Beginning of Time




Only the Technology Has Changed!
Create A Social Strategy
   • Blogging
   • Facebook
     – Business Fan Page
     – Facebook Ads
   • YouTube
     – Comp...
Blog Strategy
• Company Centric Blog
   – Provides new content on a regular basis to your customers &
     prospects
   – ...
Blog Strategy
• Blogger Outreach
    – Identify key influencers in the blogosphere
    – Create a tryvertising program resu...
Mary’s Gone Crackers
Mary’s Gone Crackers
Blogs and Your Brand
• 81% of online searchers read blogs
   – 53% read them weekly
   – 70% of the 53% pass the informati...
Facebook Strategy
• Why Facebook?
  – 175 million people have a profile
  – The new utility platform
• Connect with your cu...
Facebook Strategy
• An individual profile must be created first
• Business Page will connect to the individual page
• Both p...
YouTube Strategy
• YouTube has become the gold standard for
  spreading online videos
• Create a branded company channel w...
YouTube Strategy
• Bigelow Tea CEO
  – Walks the streets of New York
  – Talking to people who drink tea
• Upload to YouTu...
22
The Technology Exists
Consumer Generated Media
• CGM
  – Diet Coke / Mentos
  – 7.4 million views on
    You-Tube
  – Sales of Mentos up
    14....
Consumer Generated Media
• Who’s Involved?
  –   Frito-Lay
  –   MasterCard
  –   Nissan
  –   American Express
• Get Peop...
Twitter Strategy
• Create Twitter profiles for the spokespeople
  from your company
• You must be real!
   – Tweets most ef...
Linked-In Strategy
• Linked-In is the premier social network for
  professionals
• Company usages:
  – Find qualified emplo...
28
29
Do You Squidoo?
Why Squidoo
Why Squidoo




              32
Ning
•   Target Audience:
     – Age 15-45 for both males and females
•   History
     – Launched in October 2005
      – ...
How Does NING Work?




                      34
Viral Brand Awareness
• You Don’t Own Your Brand
  – They own your brand
• Who are they???
  –   Customers
  –   Users
  –...
Viral Brand Awareness
• WOM Agents have their most successful
  interaction when in store or in meetings
   –   In Store
 ...
The Way We Connect is Changing
The Way We Connect is Changing
Allow Customers to See Inside




                        39
Brand Journalism
• Create a transparent company
  – Your customers and your critics are going to talk about
    you whethe...
they
                                ss
                               gue
                             I
                ...
How will this Benefit Your
          Company?
• You can appear to be transparent to your customers:
   – Allowing your cust...
Why Use Social Networking?
• It is ALREADY happening
     • Many companies are currently benefitting and profiting from
    ...
Thank you!

           Questions:
        joel@joelwarady.com


You can also find me also on Facebook,
     LinkedIn, Twitt...
Integrating Social Media into Your Marketing Plan
Integrating Social Media into Your Marketing Plan
Integrating Social Media into Your Marketing Plan
Integrating Social Media into Your Marketing Plan
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  • Integrating Social Media into Your Marketing Plan

    1. 1. Integrating Social Media into Your Existing Marketing Plan Joel Warady Principal Joel Warady Group March 12, 2009
    2. 2. s ages ru new g y En ers thd that wasy ad War Custommajor floots worn, tbhe an s ith an obvioud by the pf Chicago w cate pite yo e Des ng, indi l Warad on tim i e d com boy, Jo elivere er d pap s were r e pap
    3. 3. It’s Tough Out There!
    4. 4. It’s Tough Out There! New Marketing & Communicating Demands More Than New Ideas
    5. 5. It’s Tough Out There! New Marketing & Communicating Demands More Than New Ideas It Demands a Reinvention of the Entire Organization
    6. 6. “Human Beings are Powered by Emotion, Not ♥ by Reason”
    7. 7. “Human Beings are Powered by Emotion, Not ♥ by Reason” How does this change the way you market your brand, your product, your service?
    8. 8. “Trademarks are owned by companies who create them.”
    9. 9. “Trademarks are owned by companies who create them.” “Lovemarks are owned by the people who love them.” —Lovemarks: The Future Beyond Brands, Kevin Roberts
    10. 10. “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.”— Donald Calne, neurologist
    11. 11. What is Social Networking? People Talking to People... Who Talk to More People.... Who Talk to Other People... Who Meet People through the other People with whom They Talk
    12. 12. What Social Networks are out there?
    13. 13. Why do People Join Networking Sites? • 78% to meet people • 47% to be entertained • 38% to learn something • 23% to influence others • Consumer brand owners use the following: – Branded microsites – Customer reviews – Peer to Peer trading – Community created products
    14. 14. Meet-Ups and Tweet-Ups Have Been Happening Since the Beginning of Time Only the Technology Has Changed!
    15. 15. Create A Social Strategy • Blogging • Facebook – Business Fan Page – Facebook Ads • YouTube – Company Channel • Twitter • Linked In
    16. 16. Blog Strategy • Company Centric Blog – Provides new content on a regular basis to your customers & prospects – Creates an interactive, live personality to the company, not just a static corporate feel – Enables the content to be picked up by blog feeds and consumers; it heightens awareness of the company – Easily incorporated into other platforms – Effective company centric blogs need to provide transparency to the company, insider info, and involve consumers in the decision-making process • Employee Blogging – Provide employees the opportunity to blog about the company – Allows for a dialogue between the “company” and the “public”. – Creates a personality for the company that is not CEO driven
    17. 17. Blog Strategy • Blogger Outreach – Identify key influencers in the blogosphere – Create a tryvertising program resulting in unbiased reviews – Systematically reach out to these bloggers and measure the conversations and online chatter – Continue the dialogue • Promote the blog in as many places as you can – All printed material – All packaging (if you sell a packaged product) – Trade Shows – All correspondence
    18. 18. Mary’s Gone Crackers
    19. 19. Mary’s Gone Crackers
    20. 20. Blogs and Your Brand • 81% of online searchers read blogs – 53% read them weekly – 70% of the 53% pass the information on to others • Should you write your own Blog – Okay if you are transparent – Absolutely not acceptable if through subterfuge – Wal-Marting Across America
    21. 21. Facebook Strategy • Why Facebook? – 175 million people have a profile – The new utility platform • Connect with your customers and contacts where they live • Engage the Influencers • Live Feed
    22. 22. Facebook Strategy • An individual profile must be created first • Business Page will connect to the individual page • Both profiles should represent what you want customers and clients to view • Build community through discussion and exclusive offers • Facebook should be a highly dynamic and “fun” part of the company’s strategy
    23. 23. YouTube Strategy • YouTube has become the gold standard for spreading online videos • Create a branded company channel which will house all content created by the managing account • Keep them short... :30-3:00 minutes • Video must be compelling or will not be passed along • Use videos on all other social networks to give an actual personality to a company
    24. 24. YouTube Strategy • Bigelow Tea CEO – Walks the streets of New York – Talking to people who drink tea • Upload to YouTube – Picked up by bloggers – Picked up by trade publications • Encourages people to try Bigelow • Allows customer feedback
    25. 25. 22
    26. 26. The Technology Exists
    27. 27. Consumer Generated Media • CGM – Diet Coke / Mentos – 7.4 million views on You-Tube – Sales of Mentos up 14.5% in 2006 • Coke’s reaction – Cease & Desist
    28. 28. Consumer Generated Media • Who’s Involved? – Frito-Lay – MasterCard – Nissan – American Express • Get People Engaged – Create videos – Upload for approval – Post online to enable viral marketing
    29. 29. Twitter Strategy • Create Twitter profiles for the spokespeople from your company • You must be real! – Tweets most effective if both professional and personal....no selling! – Comment on others twitter feeds • Follow and allow following from anyone interested in what you have to say • Another way to be transparent to your consumers
    30. 30. Linked-In Strategy • Linked-In is the premier social network for professionals • Company usages: – Find qualified employees – Link with influencers in the industry, such as reporters, speakers, investors – Find qualified and well-suited vendors through endorsements
    31. 31. 28
    32. 32. 29
    33. 33. Do You Squidoo?
    34. 34. Why Squidoo
    35. 35. Why Squidoo 32
    36. 36. Ning • Target Audience: – Age 15-45 for both males and females • History – Launched in October 2005 – Offered several simple based websites • It’s unique feature – Anyone can make a full copy of the types of social networks that are popular today and customize them for a particular topic or need, catering to specific audiences. • What is it? – Tool to create a fully functional and customized social network in minutes without being a developer. – Themes and templates can be changed without using any kind of coding, only clicking and dragging.
    37. 37. How Does NING Work? 34
    38. 38. Viral Brand Awareness • You Don’t Own Your Brand – They own your brand • Who are they??? – Customers – Users – Lovers – Haters – Competitors – The People of Earth
    39. 39. Viral Brand Awareness • WOM Agents have their most successful interaction when in store or in meetings – In Store – Work – Social Gatherings – Restaurants / Bars – School – Travel (Keller Fay Group - Boston Sept. 2006) • When approaching strangers, agents should identify their affiliation
    40. 40. The Way We Connect is Changing
    41. 41. The Way We Connect is Changing
    42. 42. Allow Customers to See Inside 39
    43. 43. Brand Journalism • Create a transparent company – Your customers and your critics are going to talk about you whether you want them to or not. – You can’t control the message! • But you can enable the dialogue… • IBM has over 125 Blogs • Ford Motor Company – www.fordboldmoves.com – 856,000 unique visitors in 1 month – Average visitor stay is 8 minutes • HUGE Opportunity for Branding!!!
    44. 44. they ss gue I ve. ght. i er l thou g lon we o is n d than site bol s Thi less ere w
    45. 45. How will this Benefit Your Company? • You can appear to be transparent to your customers: – Allowing your customer to be involved with your company (e.g. immediate customer input) will build brand loyalty and a sense of “they are listening to me” – Interactivity and constant updating will keep customers coming back to find out what’s new and what the company is offering
    46. 46. Why Use Social Networking? • It is ALREADY happening • Many companies are currently benefitting and profiting from utilizing some or all of the social networking resources available • Social networking sites gets you directly involved with the customer’s life and lifestyle • By using social networking sites people who have never heard about your company are getting an inside look about what your company has to offer and what other people think about it too • Connect with your customers where they live....
    47. 47. Thank you! Questions: joel@joelwarady.com You can also find me also on Facebook, LinkedIn, Twitter and Flickr

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