Social Networking Sswbn

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Social Networking Sswbn

  1. 1. SOCIAL NETWORKING OVERVIEW South Shore Women’s Business Network Presented by: Angela Rutzick, Principal May 6, 2010
  2. 2. Social Networking Tools  Social Networking  Blogs  Communities  Forums / Discussion Board  Content Aggregators
  3. 3. Social Networking  Social network users represent 67% of all internet users  Offers the most personal, trusted and direct points of access to consumers  Provides consumers with options in searching for value, products and services and finding exactly what they need and want with minimum effort.  Social Networking is here to stay
  4. 4. Some Facts …  Eight in ten Americans are now online  Yet, only 5-10% of marketing budgets are allocated to digital media  The fastest growing digitally mature industries include:  Technology, financial services, travel subscription media & retail
  5. 5. Consumers — the New Marketers  Web 2.0 tools have upgraded their voice power  Consumers are now Prosumers (producer + consumer)
  6. 6. The New Marketer —Technopologist?  Technologist, sociologist and psychologist  Usage behavior - watch and observe
  7. 7. MySpace  Who is your audience  Generally younger audience without deep pockets  Environment is one where you primarily visit page of others as opposed to having info brought to you
  8. 8. You Tube  Upload and share video clips and across the Internet through websites, mobile devices, blogs, and email
  9. 9. Facebook  Geared to using your profile page as a home page for information being brought to you  Facebook is usually an older audience with more income
  10. 10. PROFILE CENTRIC PERSONAL PAGE
  11. 11. Boost Your Brand  Create a group that provides value  Avoid commercialness or you may be shut down  Don’t spam even if your message is real or relevant  Event Marketing Creates a special page on which you can put the details and even collects RSVPs
  12. 12. Tweet Tweet Twitter  Limit to 140 characters  Similar to text messaging  Fastest growing, least retention
  13. 13. Widgets and Applications  Most underused feature  Sony Snow Globe  Office Max Elf Me
  14. 14. Blogs  Provide commentary or news on a particular subject or function as more personal online diaries  9000 million blogs  40,000 new ones pop up each day
  15. 15. USE A BLOG TO GENERATE BUZZ
  16. 16. COMMUNITIES Industry Wiki Forum E-Learning Surveys/Studies Bookstore Video RSS Feed
  17. 17. Brand Awareness to Advocacy Collaborate with customers on product development, service enhancement and promotion Learn more about customer lifestyles.
  18. 18. Mommy Blogs
  19. 19. Forums Enhance Product Development
  20. 20. Customer Interaction  Better understanding of price points  Insight for future products  Customers trust each other’s opinions
  21. 21. Expand visibility  Free publicity  Free samples encourage feedback  Free testimonials and reviews
  22. 22. The Good with the Bad  Be prepared to handle responses  Never ignore an unfavorable comment
  23. 23. From Push Marketing to Conversational Marketing  Persuade don’t sell  Be part of the conversation  Facilitate  Listen and respond to customers
  24. 24. Why should they come?  Provide incentives - both tangible and intangible  Tangible - play on consumers’ emotions  Intangible - money, free samples, coupons  Create community  Peer recognition
  25. 25. How do I keep them there?  Hire a Community Manager  Provide ongoing interaction & content  Create a wiki to increase traffic to your site  Appoint a Facilitator  Keeps conversations going  Highlights important information  Maintains order  Ensures customer is heard and responded to
  26. 26. Recruit employees  Carefully select employees to write blogs  Social networking skills  Shares company vision  Knowledgeable about services and products
  27. 27. Engage Employees  Define the customer experience  Share culture and feel of organization  Case Study: Dove - Consumer Nation
  28. 28. What will it do for my business?  Engage customers  Expand visibility and enhance a brand  Improve customer understanding of products & services  Facilitate sharing of knowledge  Increase customer satisfaction  Bring referrals and recommendations  Attract new employees  Strengthen and enlarge your network of vendors and partners  Create evangelists
  29. 29. What are the requirements?  Meet a business objective  Support a product or service  Provide cross-referrals  Give and receive recommendations  Offer value with content  Integrate with other marketing activities  Social bookmarking
  30. 30. Today’s New Creative  It’s about the message - not the product  Simple, punchy and in a story form  Resonates with the consumer and provides instant gratification  Timing / call for action  forward the message to others
  31. 31. Be Digital Savvy  Align yourself with  technology  the right talent  a company’s whose culture is progressive  Create parterships with Agencies, media companies and marketers
  32. 32. What is measurable?  Number of referrals  Site traffic / visitors  Audience participating  Blog comments  Content sharing (ie., email forwards)  Follows, friends & fans  Profile views  Wall posts
  33. 33. What are the Advantages?  Builds better customer/company relationships  Builds sense of community  Increases opportunities  Lowers recruiting costs  Attracts conversations / exchange ideas / find answers  Lets others know what you are working on and the successes you are having  Links to articles and recent posts  Links (in moderation) to your own blogs and articles  Help others get business referrals (collaborate just don’t collect)
  34. 34. Tips  Take into consideration overall marketing plan  Select target and develop relevant messaging & content  Utilize social networks  Have patience  Plan before jumping in

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