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What’s Old Is New Again

           Building Corner Grocery Store
     Relationships With Social Media Marketing


               Have It YOUR WAY

 Toby Bloomberg
  October 24, 2008



© 2008 Bloomberg Marketing
The power of social media isn't in
the 'rock stars' it's in the entirety of
the people. We all form our own
connections - 1-to-1.
               Lucretia M. Pruitt GeekMommy
What You Wanted

 Strategy; how companies are mixing new media w/
 traditional PR, and what’s moved to mainstream.

 State of and future direction of micro-blogging
 (Twitter, et al).

 How to determine a “value” for social media in order
 to charge appropriately and quantify results.
Is it possible that the new consumer driven social networks -
    consumers connect through concepts, ideas,
    values and icons, created and related to other
    people through electronic interchanges filled
    with pictures, words, music and the like, not by
    marketers and manufacturers and the
    communication experts – will be the new 21st
    century brand?
                                            Don E. Schultz,
                                            Northwestern
                                            University
Strategy – Online Supports Offline
A Road Trip To Visit Blog Friends
                               A Sponsored Road Trip
                               To Visit Blog Friends




Online Supports Offline Supports Online
From Thrift To Vintage:
     Goodwill of Greater Washington
     Uses Social Media To Reposition
                Blog




MySpace


 YouTube


   ebay Store


                       Online Supports Offline Supports Online
Donna Tocci, Director Web/New Media - Ingersoll Rand



Micro Blogging / Twitter
Green Peas:
Twitter Community Lends Support




                                                 Widget




                    .
         $3500 collected in the first 15-hours
Controversy in Twitterville
Why Micro Blog?
       Status alert
       Source of business news
       Fast responses to quick questions
       Tap experts on a variety of topics
       Relationship building
       Keeping in touch with stakeholders
       Less time than other social media initiatives e.g.. blog
       posts, podcasts, vlogs
       Web page holds history
       Promote events, blog posts,
       Fun
Strategy
Define The Risks

      6.    Is it worth the additional time?
      7.    Do you have the people resources needed?
      8.    Can you afford the additional operational
            (software, hosting) expenses?
      9.    What happens if your competitor is less risk
            adverse than you and steps into the space first?
      10.   How do you safeguard against getting quot;blown-
            up?quot;

Strategy
Social Media Marketing:
 New Value Proposition

    The New Questions:
       o   What is the value of the perceived “halo” effect
           about your company/brand from the
           “influencer?”

       o   What is the value of longevity of social media
           in any type of medium (text, audio, video)?




Strategy
Social Media Marketing:
New Value Proposition
 The New Questions:
    o   What is the value of a mention on a traditional media
        blog that includes a link back to your
        site/blog/podcast/video?

    o   What is the value of a post/podcast,video that is linked
        and includes extended commentary by “influencers” in
        your space?
    o   What is the value of the community that the
        “influencer” brings to you through links and extended
        commentary?

Strategy
Define The Risks
     1.   How do you ensure the brand is not comprised through
          comments?
     2.   How do you measure ROI? How do you know if you
          succeed?
     3.   How do you ensure the brand is not compromised
          through the company's bloggers' posts
     4.   Will we need to promote the blog/social media
          programs and how will they impact our current
          marketing strategy?
     5.   What do we do if IT does not have time to be involved?


Stragtegy
Enterprise Social Media Strategy
     1.    Supports business objectives
     2.    Integrates into master corporate
           marketing/communication plan
     3.    Developed for your target audience
     4.    Defines “success” goals
     5.    Sustainable - takes into consideration resources
           (time, people, money)
     6.    Supported by a “champion”
     7.    Crosses silos
     8.    Internal and external guidelines
     9.    Includes listening to the conversation
     10.   Includes participating in the conversation
Strategy
What You Wanted
 Internal perspective of social media for companies.

 New, innovative ways the technology is being used to
 bring employees together, build groups/teams on the
 fly and create unique communities within the larger
 corporate community.

 How companies are dealing with employees who use
 social media outside of the corporate reach,
 especially when they are saying things detrimental to
 the corporate reputation.
Zappos


           On Twitter, people can tell whether you are actually
           passionate about connecting with other Twitterers,
           whether they are your customers or employees.
                                                Tony Hsieh, ceo Zappos



                         Tweets                Tweets
                         About                 From
                         Zappos                Zappos




Internal
Blogger/Social Media Relations:
The Kindness of Strangers

             A good pitch because…
                Prior relationship
                Personal
                Targeted to my community
                Reason to post
                Value added
                Contact information

Blogger Relations
Social Media Benefits
 Pulls Away the corporate     Experiential marketing
 curtain                      Viral marketing
 Reveals the people who are   Builds community among
 your company                 people with like interests
 Encourages relationship      Value added
      Humanizes Your Company
 building                     content/information
 Creates opportunities for    Less disruptive marketing
 conversations                messaging
 Builds trust                 Information not able to
                              distribute any other way
 Customer touch point/s
 Brand building
A Low Risk Entrée
     Whisper Campaign
1.    Subscribe to news readers/aggregators e.g.,
      Bloglines, Google, Yahoo
2.    Listen to the conversations
3.    Identify, subscribe & read blogs
4.    Watch a few consumer generated videos
5.    Listen to a few podcasts
6.    Participate by commenting
7.    Create a ‘throw away blog”
8.    Create A Twitter account
9.    Join a community
10.   Develop A Social Media Strategy
Business as
             usual …
The question is not, “Should we
blog?

The question is, “Do we want to
                                  NOT.
talk to People differently from
how we did in the past?”
hugh gapingvoid
Toss Of A Pink Boa



From Diva Marketing To You!
      www.divamarketingblog.com
       toby@bloombergmarketing.com

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Social Media Marketing: Have It Your Way

  • 1. What’s Old Is New Again Building Corner Grocery Store Relationships With Social Media Marketing Have It YOUR WAY Toby Bloomberg October 24, 2008 © 2008 Bloomberg Marketing
  • 2. The power of social media isn't in the 'rock stars' it's in the entirety of the people. We all form our own connections - 1-to-1. Lucretia M. Pruitt GeekMommy
  • 3. What You Wanted Strategy; how companies are mixing new media w/ traditional PR, and what’s moved to mainstream. State of and future direction of micro-blogging (Twitter, et al). How to determine a “value” for social media in order to charge appropriately and quantify results.
  • 4. Is it possible that the new consumer driven social networks - consumers connect through concepts, ideas, values and icons, created and related to other people through electronic interchanges filled with pictures, words, music and the like, not by marketers and manufacturers and the communication experts – will be the new 21st century brand? Don E. Schultz, Northwestern University
  • 5. Strategy – Online Supports Offline
  • 6. A Road Trip To Visit Blog Friends A Sponsored Road Trip To Visit Blog Friends Online Supports Offline Supports Online
  • 7. From Thrift To Vintage: Goodwill of Greater Washington Uses Social Media To Reposition Blog MySpace YouTube ebay Store Online Supports Offline Supports Online
  • 8. Donna Tocci, Director Web/New Media - Ingersoll Rand Micro Blogging / Twitter
  • 9. Green Peas: Twitter Community Lends Support Widget . $3500 collected in the first 15-hours
  • 11. Why Micro Blog? Status alert Source of business news Fast responses to quick questions Tap experts on a variety of topics Relationship building Keeping in touch with stakeholders Less time than other social media initiatives e.g.. blog posts, podcasts, vlogs Web page holds history Promote events, blog posts, Fun Strategy
  • 12. Define The Risks 6. Is it worth the additional time? 7. Do you have the people resources needed? 8. Can you afford the additional operational (software, hosting) expenses? 9. What happens if your competitor is less risk adverse than you and steps into the space first? 10. How do you safeguard against getting quot;blown- up?quot; Strategy
  • 13. Social Media Marketing: New Value Proposition The New Questions: o What is the value of the perceived “halo” effect about your company/brand from the “influencer?” o What is the value of longevity of social media in any type of medium (text, audio, video)? Strategy
  • 14. Social Media Marketing: New Value Proposition The New Questions: o What is the value of a mention on a traditional media blog that includes a link back to your site/blog/podcast/video? o What is the value of a post/podcast,video that is linked and includes extended commentary by “influencers” in your space? o What is the value of the community that the “influencer” brings to you through links and extended commentary? Strategy
  • 15. Define The Risks 1. How do you ensure the brand is not comprised through comments? 2. How do you measure ROI? How do you know if you succeed? 3. How do you ensure the brand is not compromised through the company's bloggers' posts 4. Will we need to promote the blog/social media programs and how will they impact our current marketing strategy? 5. What do we do if IT does not have time to be involved? Stragtegy
  • 16. Enterprise Social Media Strategy 1. Supports business objectives 2. Integrates into master corporate marketing/communication plan 3. Developed for your target audience 4. Defines “success” goals 5. Sustainable - takes into consideration resources (time, people, money) 6. Supported by a “champion” 7. Crosses silos 8. Internal and external guidelines 9. Includes listening to the conversation 10. Includes participating in the conversation Strategy
  • 17. What You Wanted Internal perspective of social media for companies. New, innovative ways the technology is being used to bring employees together, build groups/teams on the fly and create unique communities within the larger corporate community. How companies are dealing with employees who use social media outside of the corporate reach, especially when they are saying things detrimental to the corporate reputation.
  • 18. Zappos On Twitter, people can tell whether you are actually passionate about connecting with other Twitterers, whether they are your customers or employees. Tony Hsieh, ceo Zappos Tweets Tweets About From Zappos Zappos Internal
  • 19. Blogger/Social Media Relations: The Kindness of Strangers A good pitch because… Prior relationship Personal Targeted to my community Reason to post Value added Contact information Blogger Relations
  • 20. Social Media Benefits Pulls Away the corporate Experiential marketing curtain Viral marketing Reveals the people who are Builds community among your company people with like interests Encourages relationship Value added Humanizes Your Company building content/information Creates opportunities for Less disruptive marketing conversations messaging Builds trust Information not able to distribute any other way Customer touch point/s Brand building
  • 21. A Low Risk Entrée Whisper Campaign 1. Subscribe to news readers/aggregators e.g., Bloglines, Google, Yahoo 2. Listen to the conversations 3. Identify, subscribe & read blogs 4. Watch a few consumer generated videos 5. Listen to a few podcasts 6. Participate by commenting 7. Create a ‘throw away blog” 8. Create A Twitter account 9. Join a community 10. Develop A Social Media Strategy
  • 22. Business as usual … The question is not, “Should we blog? The question is, “Do we want to NOT. talk to People differently from how we did in the past?” hugh gapingvoid
  • 23. Toss Of A Pink Boa From Diva Marketing To You! www.divamarketingblog.com toby@bloombergmarketing.com