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Getting Started in Low-Cost, No-Cost Social Media Marketing by Wade Kwon


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Getting Started in Low-Cost, No-Cost Social Media Marketing
by Wade Kwon
March 27, 2009

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Getting Started in Low-Cost, No-Cost Social Media Marketing by Wade Kwon

  1. 2. Getting started in low-cost, no-cost social media marketing Wade Kwon News Pirate
  2. 3. Conversation starters <ul><li>Who's on Facebook? </li></ul><ul><li>Who's texting more than emailing? </li></ul><ul><li>What's the name of that Chinese restaurant down the street? </li></ul>
  3. 4. Conversation killers <ul><li>Who wants to buy this watch? </li></ul><ul><li>I bet I could tune up your car for less than $50. </li></ul><ul><li>Do you like this shirt? Let me tell you how to get one just like it. </li></ul>
  4. 5. Social media = fun <ul><li>You don't log on saying, &quot;Gee, I wonder what someone can sell me today ...” </li></ul><ul><li>I log on to find out: </li></ul><ul><ul><li>What's going on with my friends </li></ul></ul><ul><ul><li>Funny pictures they've uploaded </li></ul></ul><ul><ul><li>What's going on in the &quot;world&quot; = Birmingham, pop culture, politics, friends' workday </li></ul></ul>
  5. 6. Do you even need social media?
  6. 7. Important questions <ul><li>What is our marketing goal? </li></ul><ul><li>What is our motive? </li></ul><ul><ul><li>To join the conversation, or to control it? </li></ul></ul><ul><li>Do we have resources to use social media? </li></ul><ul><ul><li>low cost </li></ul></ul><ul><ul><li>but time investment </li></ul></ul><ul><ul><li>no one tells you about the &quot;puppy investment” </li></ul></ul>
  7. 8. Important questions <ul><li>How will we test our message? </li></ul><ul><ul><li>Experiment? </li></ul></ul><ul><ul><li>Are we willing to fail publicly? </li></ul></ul><ul><li>How will we measure results? </li></ul>
  8. 9. By the numbers <ul><li>150 million on Facebook </li></ul><ul><ul><li>bigger than Russia = 9th largest country </li></ul></ul><ul><li>112 million blogs tracked by Technorati </li></ul><ul><ul><li>Bigger than Mexico = 11th largest country </li></ul></ul><ul><ul><li>Audience = about 5 times as much </li></ul></ul>
  9. 10. By the numbers <ul><li>35 million on LinkedIn </li></ul><ul><ul><li>California = biggest state </li></ul></ul><ul><li>7 million on Twitter </li></ul><ul><ul><li>Virginia </li></ul></ul>
  10. 11. Blogs What are they?
  11. 12. Let’s take a quick tour.
  12. 13. Pros <ul><li>You can host it, full control. </li></ul><ul><ul><li>Hosting elsewhere - no traffic bump, no integration. </li></ul></ul><ul><li>You can tout your expertise, your friendliness, your goods. </li></ul><ul><li>Google loves blogs. </li></ul><ul><ul><li>Ex.: Lipstick Birmingham </li></ul></ul>
  13. 14. Cons <ul><li>Maintenance - have regular content. </li></ul><ul><li>Maintenance - pay close attention to your readers. </li></ul><ul><ul><li>Birmingham News breaking news </li></ul></ul><ul><li>You have to drive traffic. </li></ul><ul><li>Time intensive. </li></ul>
  14. 15. First steps <ul><li>Game plan </li></ul><ul><ul><li>who's blogging, what topics, how much time, who's the reader. </li></ul></ul><ul><li>Blog interactively. </li></ul><ul><ul><li>You're not selling product. You're building conversation. </li></ul></ul><ul><li>Be patient. </li></ul><ul><ul><li>It takes months to be &quot;noticed&quot; by Google. </li></ul></ul>
  15. 16. LinkedIn What is it?
  16. 17. Let’s take a quick tour.
  17. 18. Pros <ul><li>Very professional. No fooling around here. </li></ul><ul><li>Richer demographics: </li></ul><ul><ul><li>Nearly 60% of users = $93,000+ incomes </li></ul></ul><ul><ul><li>Poll: 28% executives = $104,000 avg. inc. </li></ul></ul><ul><ul><li>Poll: 30% consultants = $93,000 avg. inc. </li></ul></ul>
  18. 19. Cons <ul><li>People see it as specific tool. </li></ul><ul><ul><li>Not for sharing personal stuff. </li></ul></ul><ul><li>Severe limitations in customization. </li></ul><ul><ul><li>Facebook: build apps, create fan pages. </li></ul></ul><ul><ul><li>Blogs: do just about anything. </li></ul></ul><ul><ul><li>LinkedIn: recommend people, ask questions, create/join groups. </li></ul></ul>
  19. 20. First steps <ul><li>Beef up your personal profile. </li></ul><ul><li>Network with others related to you: </li></ul><ul><ul><li>by profession </li></ul></ul><ul><ul><li>by geography </li></ul></ul><ul><li>Trumpet what you need: </li></ul><ul><ul><li>new engineer, new vendor, advice on sales pitch. </li></ul></ul>
  20. 21. Facebook What is it?
  21. 22. Let’s take a quick tour.
  22. 23. Pros <ul><li>The game in town. </li></ul><ul><ul><li>150 million users. </li></ul></ul><ul><li>Can instantly build audience among friends. </li></ul><ul><li>Flexible: can engage in several ways. </li></ul><ul><ul><li>Pages. Groups. Apps. Targeted ads. </li></ul></ul>
  23. 24. Cons <ul><li>You're still playing by Facebook's rules. </li></ul><ul><ul><li>Re-designs. Pages. </li></ul></ul><ul><li>New design = lost in the shuffle? </li></ul><ul><li>Time intensive. </li></ul><ul><li>Has any business turned it into clear engagement and success? </li></ul><ul><ul><li>Even Facebook still figuring it all out. </li></ul></ul>
  24. 25. First steps <ul><li>Ask your customers. </li></ul><ul><ul><li>Are they on Facebook? </li></ul></ul><ul><ul><li>How do they use it? </li></ul></ul><ul><ul><li>What do they like to see? Dislike? </li></ul></ul><ul><li>Adopt a Cause. </li></ul><ul><li>Think like Facebook. </li></ul>
  25. 26. Twitter What is it?
  26. 27. A demonstration.
  27. 28. Let’s take a quick tour.
  28. 29. Pros <ul><li>Buzz tool of the moment. </li></ul><ul><li>Easy to start using, integrate with Web site, computers, phones. </li></ul><ul><li>Very personal one-to-one and one-to-many conversations. </li></ul>
  29. 30. Cons <ul><li>Few users. </li></ul><ul><li>&quot;I don't get it&quot; factor. </li></ul><ul><li>Backlash / negative buzz. </li></ul>
  30. 31. First steps <ul><li>Tim's rule: Try it on your own. </li></ul><ul><li>Follow, reTweet, chat, reveal. </li></ul><ul><li>Be bold. </li></ul><ul><ul><li>Stand out if you want to make a splash. It's still the Wild West. </li></ul></ul>
  31. 32. Before we wrap up …
  32. 33. Learn to blog (from me) April 11, 18 Homewood Library
  33. 34. In conclusion <ul><li>Do you need social media for marketing? </li></ul><ul><li>What is your goal? </li></ul><ul><li>Which tools are best for you and your customers? </li></ul>
  34. 35. Thank you!