Social Media Chamber Presentation 2011


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This is a presentation I did for the Reston Chamber of Commerce. It is an overview of Social Media Marketing tools 2011

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  • The viewtron screens
  • Child of My Dreams was the first product of Willow Tree Media.Inc and the plan was to create several of these types of website to sell to larger organizations. At least till the bottom fell out.
  • Any time you connect with your consumer and they connect back with you, I define that as social media. I will cover some of the tools in depth and then touch on others. But it is important to look at a social media plan with all these options in mind. And more importantly, when you do plan you should cross promote your message on the platforms you choose.
  • Spend the most time here. In negotiations with skype
  • Facebook ranks ahead of google. You know how it works. You set up a facebook business page and people become fans and put you on their profile for their friends to see and find you through searches, so there is a viral element to it which helps with SEO. Examples of events and explanations of applications.
  • Facebook pimping and video
  • Facebook pimping
  • Video profile
  • charliesheen Charlie Sheen RT @ ConanOBrien It's official: @ charliesheen is following me on Twitter, so I win. Charlie, I'm sending over a van to collect the goddesses.
  • Must define the audience with whom you want a relationship with and offer information they will find valuable Be authentic, be transparent, get inside reader’s minds, solicit feedback, don’t be offensive or take risks unless that fits your business model, have fun. Social network postings need to be 80 percent about valuable information and only 20 percent about self-promotion like your deals and achievements,     Blog posts for updates onFacebook, a profile on LinkedIn, and an account on Twitter. Incorporate video as well as photos (youtube and flickr)     Frequent updates tell search engines that the site is authoritative, resulting in higher search-engine rankings. Using popular search keywords in blog posts also can bolster results. And if you can do that while providing valuable information that others will link to, even better. That’s because a high number of inbound links is yet another factor that propels search engine optimization.   "When your name comes up repeatedly in search results, there’s power in that,” Another strategy—promoting your blog headlines on Twitter, along with a link to the post—can save time and also bring a substantial boost to blog traffic.
  • 62% of their readers are over 40 72% were male 66% had a family income over $60,000 39% had households size of 3 or more 78% were college graduates The top 3 categories for online purchases were for plane tickets, computers and consumer electronics. 82% do not have their own blog 67% read 5 or more blogs each day.
  • Integrate the video/facebook/twitter feeds into website
  • Vimeo is a video site for artist. Its great for visual messages, flip ran a promotion where you can use flip footage for your profile pict on facebook. Very engaging and more likely to be clicked. You can target your video. Set-up a channel like a facebook page. User created content. Laughing baby with paper and gerber. Has to be interesting. Hard to go viral. Equipment and software is inexpensive and can do professional work.
  • ile users still have not signed up for any text alerts, there was a small rise in interest since a similar poll in 2009: 28% were at least somewhat interested in the alerts, up 2 percentage points, and 8% were extremely or very interested, up 3 percentage points. For under-35s, interest was significantly higher. Those who wanted the alerts were most interested in coupons and promotions from grocery stores and restaurants. Respondents who had signed up for text alerts said it made them more likely to visit the company’s website (34%), visit the store (33%) and purchase the product being promoted, either in online (28%) or in the store (27%).
  • Raffles (e.g. “Every person who checks in gets a chance to win an iPod.”) Specials for the user who checks in most often. This is a staple of Foursquare promos for a lot of venues (e.g. “Top user/mayor gets the first drink free every time he/she comes in.”) First check in specials (e.g. “Get 30% off your order when you check in for the first time.”) Digital punch cards (e.g. “Check in 5 times, get a free coffee.”) Don’t leave fake reviews or tips. They’re easy to spot, and you’ll lose all on- and off-line credibility immediately when people catch on. Don’t throw up poorly designed ads. “A badly designed banner ad performs so much worse than … a good one,” Altman says. “It’s an insane difference.” Don’t forget to monitor activity. Carroll points out, “Chances are if someone has a gripe or praise with their check-in, it’s a real-time thing: The patron is probably still there … so the business has a chance to make the experience even better.” And in a year it won’t look exactly like it does today. Be prepared to adapt your methods when features change, Be aware, though, that your ROI may not be directly measurable, and aside from increased sales, you’re working for brand exposure and increased awareness of your business
  • Groupon customers spend an average of 60 percent above the value of the Groupon They’re socially active, both online and off. 50% go out twice a week or more Habitual users of Facebook, Twitter, blogs, and other social media tools They love Groupon… According to a recent subscriber survey: 66% read Groupon write-ups every day 66% use Groupon primarily as a guide to explore their city
  • goes out to the social networks you specify, grabs the relevant articles and messages, for easier digestion and action. Typically, monitoring has a stronger real-time implication than measurement, as one of the purposes is to track keywords as they appear, with the goal of quick reaction. How it works: Typically, monitoring is performed on a keywords basis. Relevant keywords include your brand name, product name, etc. Based on your keywords, your monitoring system of choice goes out to the social networks you specify, grabs the relevant articles and messages, and hopefully arranges them for easier digestion and action.
  • Social Media Chamber Presentation 2011

    1. 2. GRCC Interactive Marketing Workshop Social Media Optimization   How to Connect with Your Clients Online Using Compelling Content, Innovative Design, Search Engine & Social Media optimization: A Workshop in Four Parts Part 1: Social Media Optimization: ‘ Tweeting, Liking and Linking ’
    2. 3. Cindy Simons Bennett Willow Tree Media Interactive Marketing WillowTreeMedia WillowTreeInc Linkedin/ Cindy Simons Bennett
    3. 4. Viewtron 1980 – 1988 Quantum (AOL) 1989 Website /Child of My Dreams
    4. 6. Create an understanding of Social Media Marketing: the variety of tools available, the value to your business and how and why to implement a plan within your own organization. The Goal Of This Workshop
    5. 7. <ul><li>Heard it called social NOTworking </li></ul>What is Social Networking?
    6. 8. <ul><li>Wikipedia defines it as: </li></ul><ul><li>A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user generated content . </li></ul><ul><li>I define it by saying “It isn't about pushing a product -- it's about two-way conversations” </li></ul><ul><li>And it encompasses more than just </li></ul><ul><li>Facebook & Twitter. </li></ul>What is Social Media Marketing?
    7. 9. <ul><li>73% of businesses will increase the use of Social Media Marketing in 2011. </li></ul><ul><li>75% of all Americans use a social network. </li></ul><ul><li>25% of all online time is spent on social networks. </li></ul><ul><li>Visits to networking websites increased 53% from last year. </li></ul><ul><li>A teenagers sent or received over </li></ul><ul><li>35,000 text messages: 1 message </li></ul><ul><li>every 15 mins-24 hours a day </li></ul><ul><li>365 days a year. </li></ul>Social Media Marketing 2011
    8. 10. <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Linkedin </li></ul><ul><li>Location Based Marketing </li></ul><ul><li>Blogs </li></ul><ul><li>YouTube/Vemeo </li></ul><ul><li>Groupon </li></ul><ul><li>Mobile </li></ul><ul><li>Your Website </li></ul>Social Media Tools More than just a tweet and a like
    9. 12. Facebook Demographics
    10. 13. Facebook Stats & Demographics <ul><ul><li>Demographics: 46% Male & 54% Female </li></ul></ul><ul><ul><li>Education: </li></ul></ul><ul><ul><ul><li>College = 28% </li></ul></ul></ul><ul><ul><ul><li>Graduates = 22% </li></ul></ul></ul><ul><ul><ul><li>High School = 21% </li></ul></ul></ul><ul><ul><ul><li>Other = 29% </li></ul></ul></ul><ul><li>70% of the US (149M) login daily, 500M Users </li></ul><ul><li>70% of small businesses on FB, up 50% in 1 year </li></ul><ul><ul><li>41% login everyday </li></ul></ul><ul><ul><li>30% use mobile </li></ul></ul><ul><ul><li>40% follow a brand </li></ul></ul><ul><ul><li>51% of followers will purchase from that brand </li></ul></ul>
    11. 14. Facebook Applications <ul><li>Facebook Deals </li></ul><ul><li>Facebook Places </li></ul><ul><li>Create Incentives and “events” </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Check-ins </li></ul><ul><li>Games </li></ul><ul><li>Ecommerce </li></ul><ul><li>Contests & Voting </li></ul><ul><li>Sponsor Apps </li></ul><ul><li>Advertising </li></ul>
    12. 19. Twitter Demographics
    13. 20. Twitter Stats & Demographics <ul><ul><li>Demographics: 48% Male & 52% Female </li></ul></ul><ul><ul><li>Education: </li></ul></ul><ul><ul><ul><li>College = 28% </li></ul></ul></ul><ul><ul><ul><li>Graduates = 22% </li></ul></ul></ul><ul><ul><ul><li>High School = 7% </li></ul></ul></ul><ul><ul><ul><li>Other = 17% </li></ul></ul></ul><ul><li>106M Users, 2 hours & 12 min per day in US </li></ul><ul><li>60% are out of the country. </li></ul><ul><ul><li>66.93% of iphone users are in US </li></ul></ul><ul><ul><li>52% update their status everyday </li></ul></ul><ul><ul><li>37% use mobile </li></ul></ul><ul><ul><li>25% follow a brand </li></ul></ul><ul><ul><li>67% of followers will purchase from that brand </li></ul></ul>
    14. 21. Twitter Stats <ul><li>Users with over 1800 followers tweet 10x a day </li></ul><ul><ul><li>High abandonment rate = difficult to use </li></ul></ul><ul><ul><li>Funnel followers to your website or email list </li></ul></ul><ul><ul><li>Way to connect with customers, good & bad </li></ul></ul><ul><ul><li>Branding & marketing your products & brand loyalty </li></ul></ul><ul><ul><li>Can get accurate & timely customer feedback </li></ul></ul><ul><ul><li>Post News </li></ul></ul><ul><ul><li>Can go viral more easily with retweets </li></ul></ul><ul><ul><li>Spying on competition , opportunities </li></ul></ul><ul><ul><li>Increase search engine visibility </li></ul></ul>
    15. 25. LinkedIn Demographics <ul><li>Average Age: 41 </li></ul><ul><li>Household Income: $109,703 </li></ul><ul><li>Male: 64% </li></ul><ul><li>College Grad/Post Grad: 80.1% </li></ul><ul><li>Executives from all Fortune 500 companies </li></ul><ul><li>Business Decision Maker: 49% </li></ul><ul><li>24% Have a Portfolio Value of $250k </li></ul><ul><li>Launched 7 years ago has now 66,266,528 members </li></ul><ul><li>36.5M people visit LinkedIn every month </li></ul><ul><li>60% are out of the country. </li></ul>
    16. 26. LinkedIn Stats <ul><li>Best if B2B consulting, services or products </li></ul><ul><li>1 or 2x a week, answer questions, groups & updates </li></ul><ul><li>Create a company profile </li></ul><ul><li>New customers with online recommendations </li></ul><ul><li>Keep in touch with people who work(ed) with you </li></ul><ul><li>Build an industry network online and off </li></ul><ul><li>Get answers to tough questions & win new business by answering questions </li></ul><ul><li>Raise funding </li></ul>
    17. 31. Business Blogs
    18. 32. Business Blog Demographics <ul><li>70% are white </li></ul><ul><li>Average of 37.6 years old </li></ul><ul><li>At least 2 years of college </li></ul><ul><li>An annual income above $ 55,800 </li></ul><ul><li>77% of internet users say they read blogs </li></ul><ul><li>11% read blogs every day </li></ul><ul><li>33,000,000 blogs indexed </li></ul><ul><li>900,000 number of blog posts in a 24 hrs period </li></ul><ul><li>59% of bloggers who have been blogging for at least 2 years </li></ul><ul><li>. </li></ul>
    19. 33. Business Blogs <ul><li>Readership of blogs projected to be 145.3M ( 60% on internet users in 2012) </li></ul><ul><li>Advertising on US blogs will reach $746 M in 2012 </li></ul><ul><li>Displays a business’s personality & voice </li></ul><ul><li>Helps connect & interact with the </li></ul><ul><ul><li>readers </li></ul></ul><ul><li>Helps with Search Engine </li></ul><ul><li>Optimization </li></ul><ul><li>. </li></ul>
    20. 34. Your Website
    21. 35. Your Website <ul><li>Your home base where you can stay in contact with your customers </li></ul><ul><li>Everything begins with a website </li></ul><ul><li>Essential part of any online strategy </li></ul><ul><li>Must keep it relevant and fresh and engaging </li></ul><ul><li>Waste of program to move traffic </li></ul><ul><ul><li>to your website unless you give </li></ul></ul><ul><ul><li>your customer reasons to interact </li></ul></ul><ul><ul><li>with and a call to action </li></ul></ul>
    22. 36. Your Website
    23. 37. Youtube & Vimeo
    24. 38. YouTube & Vimeo <ul><li>YouTube accounts for 86% of video watching. Hulu 7% </li></ul><ul><li>Reaches 47% of the ages 25 to 54 demographic in a month </li></ul><ul><li>75% of all internet users view video each month </li></ul><ul><li>Video can help you with Search Engine Optimization </li></ul>
    25. 39. Location Based Marketing
    26. 40. Location Based Demographics <ul><li>Early Adapters & Trend Setters </li></ul><ul><li>Age under 35 </li></ul><ul><li>Respondents who had signed up for text alerts said it made them more likely to visit the company’s website (34%), visit the store (33%) and purchase the product being promoted, either in online (28%) or in the store (27%). </li></ul><ul><li>. </li></ul>
    27. 41. Location Based Marketing (ex: foursquare, Gowalla) <ul><li>Allows users to share, meet up, & recommend places based on their physical coordinates </li></ul><ul><li>Can help drive traffic to brick & mortor </li></ul><ul><li>Must be specific with your goals </li></ul><ul><li>Track everything </li></ul><ul><li>Adapt to changes applications </li></ul><ul><li>Avoid pitfalls </li></ul><ul><li>. </li></ul>
    28. 42. Group Buying Discounts
    29. 43. Group Buying Demographics <ul><li>68% are age 18 – 34, 18% are 35-44 </li></ul><ul><li>49% single, 33% married </li></ul><ul><li>29% make $100 +, 19% $70-$99, 20% $50k -$69 </li></ul><ul><li>77% Female </li></ul><ul><li>23% Male </li></ul><ul><li>Spend an average of above the value </li></ul><ul><li>They’re socially active , both online and off. </li></ul><ul><li>50% go out twice a week or more </li></ul><ul><li>Habitual users of Facebook,Twitter, blogs, etc </li></ul>
    30. 44. Group Buying Discounts <ul><li>There are pluses and minuses (ex: GROUPON, BuyWithMe) </li></ul><ul><li>Pluses: </li></ul><ul><ul><li>Bargains sought in this economy </li></ul></ul><ul><ul><li>Introduce a new product </li></ul></ul><ul><ul><li>Quick cash </li></ul></ul><ul><ul><li>New customers </li></ul></ul><ul><li>Minuses: </li></ul><ul><ul><li>Not profitable </li></ul></ul><ul><ul><li>Loss of revenue </li></ul></ul><ul><ul><li>Better once they are in the store </li></ul></ul><ul><li>. </li></ul>
    31. 45. Mobile Marketing
    32. 46. Mobile Marketing Demographics <ul><li>18-34 year olds , have accepted this marketing medium </li></ul><ul><li>Older demographics continue to slowly adapt </li></ul><ul><li>Hispanics have their mobile phones with them more and are one of the leaders in participating in coupon deals. </li></ul>
    33. 47. Mobile Marketing <ul><li>It is an emerging trend in 2011 </li></ul><ul><li>2009 $40 billion worth of offline coupons industry-wide we redeemed. </li></ul><ul><li>Forecast that in 2011, over $2 billion will be redeemed via mobil alone. </li></ul><ul><li>Must be simple </li></ul><ul><li>Must be time sensitive </li></ul><ul><li>Must be every changing </li></ul><ul><li>. </li></ul>
    34. 48. Social Media & Your Business <ul><li>Define your Audience </li></ul><ul><li>Identify staff member or team. In-house or outsource? </li></ul><ul><li>Create a strategy ; tactics and tools </li></ul><ul><li>Establish a mechanism for listening </li></ul><ul><li>Quick Response Team </li></ul><ul><li>Define the Rules of Engagement with you Customers </li></ul><ul><li>Measurement </li></ul><ul><li>. </li></ul>
    35. 49. Social Media & Your Business Social Media Manager <ul><li>Marketer first , social media marketer second </li></ul><ul><li>Good writing skills </li></ul><ul><li>Understands content drives social media </li></ul><ul><li>Embraces the “social ” aspect of social media </li></ul><ul><li>Wants to learn all the ins & outs of social media tools </li></ul><ul><li>Must move quickly </li></ul><ul><li>Not a diva </li></ul><ul><li>Think strategically </li></ul><ul><li>BONUS: Comes with a social media audience </li></ul>
    36. 50. Social Media & Your Business: Measurement <ul><li>84% of those using social media do not measure ROI! </li></ul><ul><li>Analyze the metrics by monitoring on a keyword monitoring system. </li></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Increase of users on your website or blog </li></ul></ul><ul><ul><li>Number of Opt-ins </li></ul></ul><ul><ul><li>Use to see which tweets and updates got the most clicks </li></ul></ul><ul><ul><li>Referral sources in your Google analytics </li></ul></ul><ul><ul><li>How many visitors made a purchase or signed-up for your newsletter </li></ul></ul><ul><ul><li>Facebook Insights </li></ul></ul><ul><ul><li>Use Hootsuite for your campaigns </li></ul></ul><ul><ul><li> </li></ul></ul>
    37. 51. The Future Of Social Media Marketing <ul><li>Unique Communities Built Around a Personal Interest </li></ul><ul><li>Convergence of Static Websites & Social Platforms </li></ul><ul><li>Rise in Popularity of Location Based Promotions </li></ul><ul><li>Email will Integrate with Social Media </li></ul><ul><li>Information Sharing Through Social Media Will Expand </li></ul><ul><li>Social Media Measurement will Continue to Challenge Marketers </li></ul>
    38. 52. .