Social Network Marketing

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Social Network Marketing. What is it? Why should I care?

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Social Network Marketing

  1. 1. Social Network Marketing What is it? Why should I care?
  2. 2. Sandy Ketcham The Word Pro www.thewordpro.com
  3. 3. Some Statistics <ul><li>There are over 200,000,000 active Facebook users </li></ul><ul><li>1,000,000,000 tweets go out every month </li></ul><ul><li>Gen Ys now outnumber baby boomers; 96% of them have joined a social network </li></ul>
  4. 4. Social Networking Focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others… — Wikipedia
  5. 5. Social Network Marketing
  6. 6. It’s all about… <ul><li>Using social influencers, social media platforms and online communities for marketing, public relations and customer service (Wikipedia) </li></ul><ul><li>Finding ways for “fans” of a brand or company to promote it themselves (Wikipedia) </li></ul><ul><li>Allowing customers to interact with companies </li></ul>
  7. 7. “… It’s about brands having conversations” – Lloyd Simmons
  8. 8. Traditional Marketing
  9. 9. Social Network Marketing
  10. 10. Not Traditional Marketing… <ul><li>Social Networks are considered “grassroots” networks </li></ul><ul><li>Direct marketing is considered astroturfing and WILL ruin your reputation on these sites </li></ul><ul><li>Take the time to understand the needs and wants of your customers and to engage with them before you try to sell to them </li></ul>
  11. 11. Social Media “On-Ramps” <ul><li>Blogs </li></ul><ul><li>Business Linking Sites </li></ul><ul><li>Social Sites </li></ul><ul><li>Video Blogs </li></ul><ul><li>MicroBlogs </li></ul><ul><li>On-Line Classified Ads </li></ul><ul><li>On-Line Rating Sites </li></ul>
  12. 12. The Blog <ul><li>A Website or Webpage </li></ul><ul><li>Posts are presented in reverse chronological order </li></ul><ul><li>As easy to use as email </li></ul><ul><li>Informational blogs are the most successful </li></ul><ul><li>Can be on any subject </li></ul><ul><li>Using the right keywords and tags, blogs are often ranked higher than Websites </li></ul>
  13. 13. Why Blog? <ul><li>133 Million Blogs have been indexed since 2002. </li></ul><ul><li>346 Million people READ blogs (ComScore 2008) </li></ul><ul><li>Used to advertise your main website or to keep interested parties up to date on your company, your product, your industry, your interests, or anything else </li></ul>
  14. 14. Business Linking Sites <ul><li>Business Introductions </li></ul><ul><li>Find an employee, Find a job </li></ul><ul><li>Ask/answer questions </li></ul><ul><li>Collaborate with other professionals </li></ul><ul><li>Groups formed around Co., Industry, School, etc. </li></ul>
  15. 15. <ul><li>45 Million active members </li></ul><ul><li>500 of Fortune 500 Companies have a presence on Linked In; most at Director Level and Above </li></ul><ul><li>Representatives from 170 industries in 200 countries </li></ul><ul><li>Average income of LinkedIn member - $100K </li></ul>
  16. 16. “ Social” Sites <ul><li>There are hundreds of thousands of social sites </li></ul><ul><li>Some are big, some small, some private, some public </li></ul><ul><li>What are your interests? There are sites for you </li></ul><ul><li>All you have to do is look </li></ul>Traffikd.com/social-media-websites gives over 400 SN sites!
  17. 17. <ul><li>Started as “personal” social site </li></ul><ul><li>Now allows Companies to be entities via “Pages” </li></ul><ul><li>Banner Ads are targeted to users’ interests </li></ul><ul><li>200,000,000 active users; 100,000,000 log on every day </li></ul>
  18. 18. Business Uses <ul><li>A “word of mouth” advertising strategy </li></ul><ul><li>A Market Research Tool </li></ul><ul><li>A Customer Service Tool </li></ul><ul><li>“ Fan” Specials – Coupons or special offers (makes fans feel special) </li></ul><ul><li>Monitor your brand – what are people saying? Answer positive and negative comments. </li></ul>
  19. 19. Video Blogging <ul><li>1 Billion YouTube videos are viewed each day! </li></ul><ul><li>90% of the 50 top advertisers have run ads on YouTube </li></ul><ul><li>Once you have a video, post it to multiple sites </li></ul>
  20. 20. Using VideoBlogging <ul><li>Tell your story </li></ul><ul><li>Explain the benefits of your product </li></ul><ul><li>Show people how to use the product </li></ul><ul><li>Demonstrate how your product is superior to others </li></ul><ul><li>Entertain your customers </li></ul><ul><li>Engage your customers </li></ul>
  21. 21. The one no one “gets” Done right, it’s one of the most powerful tools available
  22. 22. Microblog <ul><li>Short posts (140 characters) </li></ul><ul><li>People “follow” and are “followed” by others </li></ul><ul><li>Companies can be an entity on Twitter </li></ul><ul><li>Politicians, celebrities and journalists use it extensively </li></ul><ul><li>Many apps being written every day to make it more useful </li></ul>
  23. 23. Business Uses of Microblogs <ul><li>Monitor what is being said about your company, your brand, or you </li></ul><ul><li>Respond to positive and negative comments </li></ul><ul><li>Find customers for your products or services (When they tweet a problem, tweet back w/an answer) </li></ul><ul><li>Announce an event </li></ul><ul><li>Publish Specials </li></ul><ul><li>Send links to blogs, websites or interesting articles </li></ul>
  24. 24. Twitter Apps <ul><li>Twitpic –Lets you tweet photos </li></ul><ul><li>Tweetdeck – a browser that shows tweets for keywords you select (e.g. your town) </li></ul><ul><li>Digsby – Centralizes email, IM and social network sites into one desktop program </li></ul><ul><li>Twitterfeed – Automatically tweets posts posted on a user’s blog </li></ul><ul><li>Twitterholic – Ranks the most popular twitter users </li></ul>
  25. 25. All Things Social <ul><li>On-Line Rating sites (e.g. Yelp) Allows people to share experiences they have with local businesses – good and bad. Are you monitoring your business? </li></ul><ul><li>On-Line Classifieds (e.g. Craigslist) </li></ul><ul><ul><li>50 Billion Page Views per month </li></ul></ul><ul><ul><li>20 Million people use Craigslist </li></ul></ul><ul><ul><li>Your Competition is probably already there… </li></ul></ul><ul><li> </li></ul>
  26. 26. Choose your “on ramp” <ul><li>What is your objective? </li></ul><ul><li>Who are you targeting? </li></ul><ul><li>What do you want them to know? </li></ul><ul><li>What do you want them to do? </li></ul><ul><li>Join the sites that make sense for you and use them in ways that will help you meet your goals </li></ul>
  27. 27. Streamliners <ul><li>Use an “aggregator” to send your posts to multiple sites (e.g. ping.fm) </li></ul><ul><li>Use applications that send news feeds to your computer (e.g. RSS Feeds) </li></ul><ul><li>Hire a Virtual Assistant to keep your Social Networking sites up to date </li></ul>
  28. 28. The New Paradigm <ul><li>Join </li></ul><ul><ul><li>Carefully craft your profile and other information; this is your chance to tell your story </li></ul></ul><ul><li>Monitor </li></ul><ul><ul><li>Look at how others are using the sites, how are they behaving? How are they being received? </li></ul></ul><ul><ul><li>Follow leaders; check out competitors; watch some videos </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Once you understand how the sites work, participate. Ask and answer questions, post useful information </li></ul></ul><ul><ul><li>Provide feedback to people you want to engage </li></ul></ul>
  29. 29. Are you ready to join the conversation?
  30. 30. Sandy Ketcham The Word Pro www.thewordpro.com (815) 556-5505 Twitter.com/thewordpro Linkedin.com/sandyketcham

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