Syracuse Chamber of Commerce - Why Social Media?

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  • User – generated content – Word of mouth34% of bloggers post opinions about products & brands74% customers trust peer recommendation Only 14% trust advertisements
  • User – generated content – Word of mouth34% of bloggers post opinions about products & brands74% customers trust peer recommendation Only 14% trust advertisements
  • Brand your business identity through Social Media.Build Community to increase loyalty.Target Audience (youth, moms, B2B, etc.).Target Location (by country, by state, by city).Target Tool (application, widget, blog, video, article).
  • Many tools – one consistent message-Nothing should stop you from taking 20% of your marketing budget for experimenting-Think long term, think now-See what others are doing
  • Syracuse Chamber of Commerce - Why Social Media?

    1. 1. Why Social Media?<br />
    2. 2. A video release in 2009 by @equalman<br />From the book “Socialnomics” <br />Social Media Revolution<br />
    3. 3. 100 million Facebook users in less than 9 months<br />2 billion iPod touch & iPhone Applications users in 7 months<br />80% of companies are using LinkedIn as their primary<br /> source to find employees<br />YouTube is the 2nd largest search engine in the world - 100 million videos viewed per day<br />100 million Google Earth searches per month<br />200 million blogs – 53% updated daily<br />Social Media Revolution<br />
    4. 4. A quick look at Alliance Relocation Services <br />Review of Social Media as a relationship building tool<br />How it works for B2C AND B2B with simple instructions<br />Case Studies<br />Risks/Policies<br />Right Here, Right Now<br />
    5. 5. Kathy Walsh <br />President <br />Jim Walsh <br />CEO, CRP, GMS<br />At Alliance Exceeding Customer Expectations Is Standard<br /> CRATING/UNCRATING ASSEMBLY/DISASSEMBLY DISCONNECT/CONNECT <br />
    6. 6. Relationships<br /><ul><li>What people say about a company matters.
    7. 7. Seeing opportunities to generate quality leads
    8. 8. You can become the thought leader in your industry.
    9. 9. All about connections and trust.
    10. 10. Helps build critical contacts for business opportunities (warm leads) </li></ul>B2B companies can showcase their expertise to the world!<br />It is not what you know, but who you know<br />that differentiates you from the rest….<br />And also who knows what ABOUT you!<br />
    11. 11. A survey by White Horsesays that 86 percent of B2B firms are using social media for B2B online marketing. <br />However, they still aren't engaging in social media conversations as often as B2C companies. <br />B2B<br />B2C<br />-32% use often<br />-Majority Find SM Irrelevant<br />-Organizations are customers <br />-Influencers are committees, executives and managers <br />-Complex products <br />-Fewer buyers, larger volumes  <br />-52% use daily<br />-12% Find SM Irrelevant<br />-Individuals are customers <br />-Influencers are friends, families <br />-Simple products <br />-Many buyers, smaller volumes<br />B2B marketing tends to be relationship-driven, and social media can be a natural facilitator for that approach<br />
    12. 12. The Social Media Process/Strategy<br />Target<br />Platform<br />Engage<br />Measure<br />Brand<br />Build Community<br /> to<br />Increase loyalty.<br />Target Audience<br />Target Location<br />Target Tool<br />Social Network<br />Blog<br />Micro-blogging<br />Google Earth<br />Mobile<br />Measure tangible results<br />React to <br />what you see<br />
    13. 13. S.M.A.R.T.<br />Specific Measurable Achievable Relevant Time-Based <br />This Time Tested Project Management Acronym Certainly Applies to Social Media <br />
    14. 14. Specific Measurable Achievable Relevant Time-Based <br />Specific<br />Objective should have specific outcomes. <br />Launching a corporate blog or discussion group is not specific. <br />Generating 100 sales leads or increasing your quality score for customer satisfaction by 5% is specific.<br />
    15. 15. Specific Measurable Achievable Relevant Time-Based <br />Measureable<br />Need a reliable system to track & record progress toward the objectives. <br />Increased “engagement” may not be as meaningful as measurements like connections established with clients or comments made on your products and services.<br />
    16. 16. Specific Measurable Achievable Relevant Time-Based <br />Achievable<br />The objective should be attainable given current resources and time frame (many hands make short work).<br />Leveraging an existing community to generate 300 leads in 3 months is probably more achievable than building a robust<br />customer community in the same time frame.<br />
    17. 17. Specific Measurable Achievable Relevant Time-Based <br />Relevant<br />The objective should be relevant to overall company objectives. <br />Becoming a well known blogger may help build brand awareness, but may not help improve customer service issues.<br />
    18. 18. Specific Measurable Achievable Relevant Time-Based <br />Time-based<br />The objective should have a specific start and end date. <br />A hard end date with specific mid-campaign milestones will force marketers to adjust and optimize to meet goals.<br />
    19. 19. Case Study: Wegmans<br /><ul><li>37,000 Employees
    20. 20. $4.8 billion in sales from 72 Stores
    21. 21. Fortune Magazine 100 Best Companies to Work for
    22. 22. Forbes Magazine America’s Largest Private Companies (#80)
    23. 23. Currently using Twitter, Blogger, Facebook, Flickr, You tube, StumbleUpon, digg
    24. 24. Within 3 months of launch – 100,000 Facebook Fans, Partner with 5 Industry Leading blogs, 10/10 positive search results for “Wegmans” in major search engines
    25. 25. Why Social Media?
    26. 26. Accelerate the conversation
    27. 27. History of technological adoption
    28. 28. Drive Traffic & Aid Expansion
    29. 29. Partner with Niche Community</li></ul>Twitter: @Wegmans<br />Following: 2527 & Followers: 7231 (as of 6/2)<br />A Team of people watch and use the account<br />www.wegmans.com has a live scrolling “Live on Twitter” feed<br />*Dun & Bradstreet Comprehensive Report, 2009<br />
    30. 30. 3 locations: Rochester, Syracuse, NYC<br />Limited Social Media Plan<br />Facebook page: 40,725 Fans<br />Facebook announced new store in Troy, NY 2010<br />Website is main focus – News, Events, Pictures, Ordering, Gift Shop, Locations<br />Case Study: Dinosaur BBQ<br />
    31. 31. Case Study: Alliance!<br />Creating a Widget<br />YouTube Vlog Posts Every Monday<br />LinkedIn/Facebook Pages being updated<br />Twitter: @RelocationAlly<br />Followers: 6045 <br />Following: 6171<br />Listed 39<br />Blog:<br /> Unique visitors    Number of visits<br /> January                266                                     917<br /> Feb                      341                                    1421<br /> March                  398                                    2563<br /> April                    463                                   5656       <br /> May                     608                                    6125<br />
    32. 32. Case Study: Alliance!<br />
    33. 33. Case Study: Alliance!<br />
    34. 34. …When? Right here… Right NOW!<br />It is not too late to join the conversation!<br />Tools<br />Key<br />When<br />Give value<br />Join the conversation<br />Build community<br />NOW<br />
    35. 35. Domino’s Pizza<br />“When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen, they decided to post it online. In a few days, thanks to the power of social media, they ended up with felony charges, more than a million disgusted views, and a major company facing a public relations crisis.” – NY Times 4/09<br />1million+ views on You Tube<br />5 of 12 results on a Google search for “Domino’s”<br />Thousands of discussions on Twitter<br />“In Social Media ‘If you think it’s not going to spread, that’s when it gets bigger,” – Scott Hoffman <br />Social Media Risks/Policies<br />
    36. 36. Have a strong Crisis Management Plan in place!<br />Dedicate specific people/positions to social media<br />Develop a Social Media Policy/Training session for employees<br />http://socialmediagovernance.com/policies.php<br />(Samples by industry)<br />Social Media Risks/Policies<br />
    37. 37. Target your audience<br />Start a blog (Wordpress.com)<br />Define your platform (Twitter, Facebook, LinkedIn, YouTube)<br />Assign duties and responsibilities<br />Create Social Media Marketing Plan/Timeline<br />Set Social Media Policy Internally<br />Start to interact and engage<br />Wrap Up: How to Get Started <br />
    38. 38. Right Here…<br />Right Now. <br />

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