SCVA September 18, 2008


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Metropolitan Group's Tanya Zumach's presentation on Interactive Media and Social Networking to the Salem Convention and Visitors Association Marketing Exchange Luncheon.

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  • How many have websites? How many of you are in charge of online marketing? How many have Online stores? An Email list that you keep active? A search engine strategy? How many have personal social networking pages, like Facebook or LinkedIn? How many have ventured into social networking for your business?
  • SCVA September 18, 2008

    1. 1. Online Return on Investment: Making Interactive Media and Social Networking Work for You Tanya Zumach, Senior Director, Metropolitan Group SCVA Marketing Exchange Luncheon September 18, 2008
    2. 2. Facebook Twitter Flickr MySpace Blog RSS digg Podcasts LinkedIn Chat Second Life
    3. 3. Credit:
    4. 4. Old New
    5. 5. Corporate Grassroots
    6. 6. 78% Trust the recommendations of other consumers Neilsen “Trust in Advertising” Report, October 2007
    7. 7. Producer Consumer
    8. 8. Social Media Wave 3 Universal McCann Social Media Trend Survey, March 2008
    9. 9. Expert Collective
    10. 11. Control Transparency
    11. 13. Types of Social Media <ul><li>Communicate (blogs, podcasts, video, photo) </li></ul><ul><li>Connect (social networks, texting, instant messaging, mircoblogs) </li></ul><ul><li>Collaborate (Wikis, consumer-generated media, ratings, social news) </li></ul><ul><li>Collect (tagging, social bookmarking, search) </li></ul><ul><li>Customize (RSS, widgets, virtual worlds) </li></ul>
    12. 14. The Basic Idea <ul><li>Groups based on affinities and expertise </li></ul><ul><li>Profiles serve as identities, share info about you </li></ul><ul><li>Connections build the networks – friends, family, co-workers, vendors, partners </li></ul><ul><li>Sharing via opinions, information, interests, stories, photos, videos </li></ul>
    13. 17. A Case Study
    14. 19. “ We’re just two regular guys who love grilling and football on Sunday afternoons, eating until we can’t get off the couch and of course, the taste of great bacon. And it’s our dream to make everything taste like bacon.”
    15. 20. 2,073 members 142 photos 107 messages 138 wall posts
    16. 21. 1217 friends 148 comments
    17. 22. 123 videos 16,752 views (highest)
    18. 23. 1,773 photos
    19. 24. 439,000 links Top 3 results 344,000 images
    20. 25. “ Other than the Internet, this is the best invention since the beginning of the Industrial Revolution. Bacon Salt is the real deal.” “ When you put Bacon Salt on mashed potatoes, they try to eat themselves.” “ Epoch shattering invention.” “ My savior has arrived... And its name is BACON SALT”
    21. 26. Bacon Salt: Why it Works <ul><li>Simple, unique product with universal appeal </li></ul><ul><li>Authentic brand </li></ul><ul><li>Great Web site </li></ul><ul><li>Stories , stories, stories </li></ul><ul><li>Invites participation </li></ul><ul><li>Taps into pre-existing affinity </li></ul><ul><li>It’s fun </li></ul>
    22. 27. Where to Start?
    23. 28. Your Brand <ul><li>Your values </li></ul><ul><li>The value you provide </li></ul><ul><li>Your voice </li></ul><ul><li>What you stand for, what you mean </li></ul><ul><li>The experience of your organization </li></ul><ul><li>More than a logo and slogan </li></ul><ul><ul><li>Essence/statement </li></ul></ul><ul><ul><li>Core messages </li></ul></ul>
    24. 29. Your Web Site <ul><li>What you do – quickly </li></ul><ul><li>Updated content </li></ul><ul><li>Contact Info </li></ul><ul><li>Shop online – securely </li></ul><ul><li>Stories , Impact </li></ul><ul><li>Photos, photo essays </li></ul><ul><li>Interactivity, feedback </li></ul><ul><li>Memorable, easy URL </li></ul><ul><li>Distinct brand experience </li></ul>
    25. 30. Email <ul><li>Still the best ROI </li></ul><ul><li>60% use email every day* </li></ul><ul><li>Invite, tell stories and engage </li></ul>* Pew Internet & American Life Project, 2008
    26. 31. Search <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Search Engine Marketing (SEM) </li></ul><ul><li>Next best ROI after email </li></ul><ul><li>49% use search every day* </li></ul><ul><li>65-75% of all activity online starts with search </li></ul>* Pew Internet & American Life Project, 2008
    27. 33. Ask Yourself <ul><li>What’s your USP? </li></ul><ul><li>Is your brand something people can relate to? </li></ul><ul><li>Why would people want to talk about you? </li></ul><ul><li>Where are your mavens? </li></ul><ul><li>Are they already doing something? Saying something? </li></ul>
    28. 34. Listen <ul><li>Monitor your brand </li></ul><ul><ul><li>Google News Alerts </li></ul></ul><ul><ul><li>Technorati (Blogs) </li></ul></ul><ul><ul><li>News Feeds (RSS) </li></ul></ul><ul><li>Join the conversation </li></ul><ul><ul><li>Appropriately </li></ul></ul><ul><ul><li>Carefully </li></ul></ul><ul><ul><li>Transparently </li></ul></ul>
    29. 35. Participate <ul><li>Set up your own profiles, see how they work </li></ul><ul><ul><li>LinkedIn for business </li></ul></ul><ul><ul><li>Facebook for personal </li></ul></ul><ul><li>Use maps, reviews and directories </li></ul><ul><li>Create a Flickr set </li></ul><ul><li>Comment on a blog </li></ul>
    30. 37. Invite <ul><li>Open the door </li></ul><ul><ul><li>Feedback form on your site </li></ul></ul><ul><ul><li>Create profiles </li></ul></ul><ul><ul><li>Links on Web site and in email </li></ul></ul><ul><li>Invite your customers to join and talk about you </li></ul>
    31. 38. Takeaways <ul><li>Things are changing – grassroots, consumer, collective, transparency </li></ul><ul><li>The basics are still most important – Web site, email, search </li></ul><ul><li>Social media strategies need a brand, stories, authenticity, and affinity </li></ul><ul><li>Listen first, join, participate, then invite </li></ul>
    32. 39. Citations and Resources <ul><li>Linked In: </li></ul><ul><li>Facebook: </li></ul><ul><li>Flickr: </li></ul><ul><li>Twitter: </li></ul><ul><li>Bacon Salt: </li></ul><ul><li>Google Maps Local Business Center: </li></ul><ul><li>Small Business Search Marketing: </li></ul><ul><li>Social Media Tracker: </li></ul><ul><li>Pew Internet & American Life Project: </li></ul>