Presentation to PRSA Entreprener SIG - developed on questions asked. The backstory is I had developed a presentation for PRSA but scrapped it based on the questions the members asked pre event. PPT Links: http://geekmommy.net/- GeekMommy, http://www.jnjbtw.com/ - JNJ BTW http://www.iambossy.com/ - i am bossy http://www.dcgoodwill.org/ - Goodwill of Greater Washington http://frozenpeafund.com/ - Frozen Pea Fund http://redcouch.typepad.com/ - Shel Israel http://www.problogger.net/ - Darren Rowse http://www.gapingvoid.com/ - gapingvoid http://twitter.zappos.com/ - Zappos/Twitter http://twitter.com/DonnaTocci - Donna Tocci

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

10. Controversy in Twitterville

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