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Social Media Is Not Internet Marketing


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Social Media is an obnoxiously hot topic. We have all listened, watched, and read about this ‘gotta have it’ new Internet trend and how it is revolutionizing the way in which businesses reach their target markets.

Determined not to be left behind (many of us still traumatized from slow Internet adoption in the 90’s), business professionals are eager to learn how Internet tools such Facebook, Twitter, blogs, YouTube, etc. can be leveraged to drive business value and elevate brand awareness. However, as the topic of Social Media is so broad, the majority of marketing professionals are approaching Social Media as another component of their Internet Marketing strategy. What we don’t get is that Social Media is NOT Internet Marketing.

This is a ‘true confessions’ session where I - an ‘old school’ Internet marketer - shares my own struggles with this realization, the social media mistakes I've made (and contributed to), and how we can learn from those experiences to build relevant, value-added social dialogues to engage our prospects and customers.

This presentation covers:

- The Social Media Gold Rush
- Why there isn’t a pot of gold at the end of the rush
- My top five Social Media Blunders
- How to find your authentic Voice and how it evolves into Strategy

Published in: Business, Technology
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Social Media Is Not Internet Marketing

  1. 1. Social Media Is Not Internet Marketing A True Confessions Story
  2. 2. What We’re Going To Cover <ul><li>Our Agenda </li></ul><ul><li>Introduction </li></ul><ul><li>Exploring The Social Media Gold Rush </li></ul><ul><li>Learn From My Mistakes </li></ul><ul><li>Being Socially Responsible </li></ul><ul><li>Questions </li></ul>
  3. 3. Why Are We Here? (Honestly) <ul><li>Leverage Social Media To Drive Growth </li></ul><ul><li>Capture the attention of interested, relevant Internet traffic </li></ul><ul><ul><li>Direct eCommerce </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><li>Create dialog with relevant content and visitor value </li></ul><ul><li>Capitalize on the opportunity to move our marketing from 'push' to 'pull' </li></ul>
  4. 4. Why Are We Listening To This Guy? <ul><li>A Little About Me </li></ul><ul><li>Senior Director, Marketing at Lumension </li></ul><ul><li>Over 12 Years in Internet Strategy and Web Marketing </li></ul><ul><ul><li>eCommerce </li></ul></ul><ul><ul><li>SEO/SEM </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Advertising/Lead Generation </li></ul></ul><ul><li>Broad Professional Background: Sales, Marketing, and IT Experience </li></ul><ul><li>Co-author of an Internet Business Method Patent </li></ul>
  5. 5. Social Media Gold Rush (Continuing on…for those of you still in the room)
  6. 6. Social Media in a Single Slide Leveraging social, Internet-based tools to share information, content, and messages Flickr - the waving cat
  7. 7. Social Media Motivations Connecting Sharing Discussing
  8. 8. Just One Growth Example
  9. 9. Gold Rush! US - Public Domain There’s money in them thar Tweets!
  10. 10. Why Companies Are Joining In
  11. 11. Companies SM Strategies
  12. 12. The Business Case Flickr - tao_zhyn
  13. 13. The Results S. P. Enterprises, Inc.
  14. 14. Social Media Noise
  15. 15. Wild Social Media Growth
  16. 16. The Social Media Puzzle
  17. 17. Individual Pieces Do Not Fit
  18. 18. Who Is Satisfied?
  19. 19. Learning From My Mistakes Top Five Social Media Mistakes
  20. 20. 1. Thought I Was Smarter Than The Community <ul><li>SEO and Wikipedia </li></ul><ul><li>Comment Marketing </li></ul><ul><li>Social Networking </li></ul>Flickr - gamerscoreblog
  21. 21. 2. Didn't Have Confidence In my Own Voice <ul><li>Adopted a persona that wasn't authentic </li></ul><ul><li>Not sustainable </li></ul><ul><li>No real value </li></ul>Creative Commons
  22. 22. 3. My Knowledge and Experience Is Good Enough <ul><li>Wasn't opening up to the aggressive learning social media required </li></ul><ul><li>Ego first </li></ul><ul><li>Treated SM as another marketing tactic </li></ul>Creative Commons Right Said Fred
  23. 23. 4. Social Media Hyper-Enthusiasm <ul><li>Believe everyone was as pumped about social media as I was </li></ul><ul><li>Ignored my audience </li></ul><ul><li>Marketing 101 – the right message for the right audience </li></ul>Flickr - theparadigmshifter
  24. 24. 5. Didn’t Differentiate Between A Fad And A Trend <ul><li>Social Media tools </li></ul><ul><li>Did not invest in tailoring message </li></ul><ul><li>Fell into the ‘you can’t do that on the Internet’ trap </li></ul>Creative Commons
  25. 25. So What Do We Do? Removing ‘Marketing’ From Social Media
  26. 26. Don’t Focus On Tools <ul><li>Be Authentic </li></ul><ul><ul><li>Create content and tone that match your brand </li></ul></ul><ul><li>Be Relevant </li></ul><ul><ul><li>Actively engage your audience </li></ul></ul><ul><ul><li>Offline or online find ways to create dialog </li></ul></ul><ul><li>Be Consistent </li></ul><ul><ul><li>Marketing messaging and Social Media must be aligned </li></ul></ul><ul><li>Be Creative </li></ul><ul><ul><li>Find ways to bring unique, differentiated value to your target audiences </li></ul></ul>
  27. 27. Reaching Your Audience <ul><li>B2C vs. B2B </li></ul><ul><ul><li>Motivations </li></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><li>Limitations </li></ul></ul><ul><li>Reaching viral nirvana </li></ul><ul><ul><li>Drive others to share </li></ul></ul><ul><ul><ul><li>Humor </li></ul></ul></ul><ul><ul><ul><li>Unique </li></ul></ul></ul><ul><ul><ul><li>Controversial </li></ul></ul></ul><ul><ul><ul><li>Exclusive </li></ul></ul></ul><ul><li>Continually return value! </li></ul>
  28. 28. They’re Here, Now What? <ul><li>Be purposeful and honest </li></ul><ul><ul><li>Drive new visitors to clear, specific, limited, and value-added actions </li></ul></ul><ul><li>Conversion: the MOST important strategic component supporting Social Media </li></ul><ul><li>You have new traffic, you now have to motivate them to take action </li></ul><ul><ul><li>Do not expect new visitors to find their way on your website </li></ul></ul><ul><ul><li>Your competition is only a few, quick clicks away </li></ul></ul>
  29. 29. Measuring <ul><li>Social Media is a continual investment </li></ul><ul><ul><li>You must continue to engage your audience </li></ul></ul><ul><li>Measurement of success </li></ul><ul><ul><li>Website analytics! </li></ul></ul><ul><ul><li>‘Analysis’ over ‘reports’ </li></ul></ul><ul><ul><li>Third party tools </li></ul></ul><ul><ul><li>Don’t forget about your competitors </li></ul></ul><ul><li>Quality time </li></ul><ul><ul><li>Social Media needs your attention and affection </li></ul></ul><ul><ul><li>Stay universally current (industry, company, etc.) </li></ul></ul>
  30. 30. How Do We Get There? Shaping Your Personal Brand
  31. 31. Be Your Own PR Firm <ul><li>Building a ‘Social’ Brand </li></ul><ul><ul><li>Industry knowledge </li></ul></ul><ul><ul><li>Unique experiences and concepts </li></ul></ul><ul><ul><li>Be ‘known’ for something </li></ul></ul><ul><ul><li>Establish a ‘reason to return’ </li></ul></ul><ul><li>Return Value </li></ul><ul><ul><li>Invest in dialog </li></ul></ul><ul><ul><li>Answering questions </li></ul></ul><ul><ul><li>Replying to other blogs </li></ul></ul><ul><ul><li>Creating distributable content </li></ul></ul><ul><ul><li>Create valuable personal/professional connections </li></ul></ul>
  32. 32. Promoting Your Brand <ul><li>Connect </li></ul><ul><ul><li>Professional networks </li></ul></ul><ul><ul><ul><li>e.g. LinkedIn, Plaxo </li></ul></ul></ul><ul><ul><li>Personal networks </li></ul></ul><ul><ul><ul><li>e.g. Facebook, mySpace </li></ul></ul></ul><ul><li>Discuss </li></ul><ul><ul><li>Answer </li></ul></ul><ul><ul><ul><li>e.g. Yahoo!, LinkedIn </li></ul></ul></ul><ul><ul><li>Personal blog </li></ul></ul><ul><ul><ul><li>e.g. Wordpress, Blogger </li></ul></ul></ul><ul><ul><li>Micro-blogging </li></ul></ul><ul><ul><ul><li>e.g. Twitter, Jaiku </li></ul></ul></ul><ul><li>Share </li></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><ul><li>e.g. YouTube, Vimeo </li></ul></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><ul><li>e.g. Flickr, Photobucket </li></ul></ul></ul><ul><ul><li>Original works </li></ul></ul><ul><ul><ul><li>e.g. Slideshare </li></ul></ul></ul>
  33. 33. Take Away | LinkedIn <ul><li>Share your unique experience and voice </li></ul><ul><ul><li>Enable Apps </li></ul></ul><ul><ul><li>Update your status </li></ul></ul><ul><ul><li>Share your interests </li></ul></ul><ul><li>Share your corporate message </li></ul><ul><ul><li>Update corporate profile </li></ul></ul><ul><ul><li>Encourage others to do so </li></ul></ul><ul><li>Engage your peers </li></ul><ul><ul><li>Join relevant groups </li></ul></ul><ul><ul><li>Contribute to that community </li></ul></ul><ul><li>Join the dialog </li></ul><ul><ul><li>Use your unique experience to answer question </li></ul></ul><ul><ul><li>Ask questions that seek a real answer </li></ul></ul>
  34. 34. Let’s Discuss (Hopefully someone is still here to read this slide)