Darcy Bevelacqua , Senior Partner
Office: 607 796-2445
Cell: 917 520-0261
GOODMAN & COMPANY | INTRODUCTION | OFFICE DEPOT | 01.21.05
Why is social networking important to marketers?
Weak Economy with more limited funds
Consumers expect personalization
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What is social media ?
Social media is primarily
internet mobile based tools
for sharing and discussing
information. It is word of
consisting of words,
pictures, video and audio
that enable us to share our
world with our friends, family
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Why are social networks important?
ocial networks out-perform other key categories in ALL key metrics
Social Networks Current Events Multi-Category Ent. Sports Weather
Source: Nielsen Online Netview, August 2008
How did we get here?
Web 1.0 Web 3.0
The Hypertext Web The Semantic Web
The Social Web
One way – information Two way interactions Interactions with the web
Words and pictures Words and video Based on knowledge
Of the individual. The web
Becomes a virtual assistant.
The key to social networking is building
of the interaction
is what creates
Get the User to Your
Engage the User in a
To build relationships you need to drive multiple positive interactions
How is social networking different?
•The model is built on trust, the reputation of the
company/person , not the message, becomes the brand
•Marketing becomes the center point for engagement of the
•Messages are not to be pushed at the customer about products
•Marketing uses the media tools that are available to engage the
customer, with transparency at the core to create shared
•The customer and the company/person are engaged in the
co-creation of value and become collaborators.
•Customers have the tools to configure and /or customize their
personal experience with the company.
•Customers and the company encourage each other and mutually
define the future directions.
Authenticity and trust is what matters – more than even the “consistency” of the message
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What are the key Social Media tools today?
Blogs –user generated content where entries are made
in a journal style and displayed in reverse chronological
Forums- are places where a group of people come to
Contribute their ideas. Discussion groups and support
Groups. Example: Ittoolbox.com
Wikis –enables users to add, subtract, edit and change
Content. All about collaborative authoring. Needs work flow.
Video Sharing-video clips that engage people. You need to
Invite them to see the videos. Examples: YouTube.com,
Social Networking: tools that enable you to connect to multiple
people for information. The ability to create your own content, or
Respond to others. Examples: linkedin.com. Facebook.com
Why Social Networking Media?
The four top social networks uses for marketing purposes are
Twitter, blogs, LinkedIn and Facebook, a study has found. The
research from Michael Stelzner, organizer of the Social Media
Success Summit 2009, also shows nearly 90% of marketers are
promoting their business using some type of social media and 72%
have just started marketing via social media within the past few
months. MediaBuyerPlanner (4/15)
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What are the major Social networking sites we will review today?
Viewed as “professional” site
Used by some firms as “intranet”
100% of Fortune 500 Firms represented
Offers job search capability
The “original” social networking tool
Fun vs. Work
More Users – 70MM+
What we do when we’re not working
Used for broadcasting messages .Micro blogger.
140 Characters. Fastest growing.10MM +
Interaction, information and frequency
Used to promote brands, events, etc.
How to get started:
transferred to sales
via a Country leader
and contact info.
•Leads are several
weeks old by they
time they get to a
• Marketing does
not track how many
leads are converted