eCommerce Summit Atlanta iContact Presentation

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From the eCommerce Summit in Atlanta June 3-4, 2009. Chuck Hester with iContact presented a valuable session on the importance of using social marketing to promote your business and engage your customers. To find out more about eCommerce Merchants please visit http://www.ecmta.org

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eCommerce Summit Atlanta iContact Presentation

  1. 1. Online Marketing & Social Media: Chuck Hester, APR Communications Director iContact Corporation
  2. 3. Chuck Hester, APR <ul><ul><li>LinkedIn Power User with Over 9000 First Level Connections </li></ul></ul><ul><ul><li>30 Years Experience in Marketing and Public Relations </li></ul></ul><ul><ul><li>Author of “Linking in to Pay It Forward” </li></ul></ul><ul><ul><li>Host of LinkedIn Live Raleigh </li></ul></ul>Communications Director iContact Corporation
  3. 4. Social Media: An Overview <ul><li>Facebook – 200 million users </li></ul><ul><li>LinkedIn – 40 million users </li></ul><ul><li>Twitter– 8 million users </li></ul><ul><li>YouTube – January, 2009 most popular video had 112,000,000 views! </li></ul><ul><li>Blogs – 133,000,000 indexed by Technorati </li></ul><ul><li>900,000 blog posts every 24 hours </li></ul>
  4. 5. “ Twit: British slang for an insignificant, foolish or annoying person…” Sydney Morning Herald – March 9, 2009
  5. 7. Digital “Word of Mouth” If You Received Bad Service… In a single day, how many people could you tell about your experience? How many people could you share this experience with online?
  6. 8. Social Media Ground Rules: Be Transparent!
  7. 9. Social Media Ground Rules: Be Part of the Conversation
  8. 10. Social Media Ground Rules DON’T SEND OUT ONE WAY MESSAGES
  9. 11. Social Media Ground Rules: Be Part of the Conversation &quot;We are allowing open conversation in branded areas, and we are encouraging dialogue good, bad or ugly,&quot; says Bonin Bough, director of global social media for PepsiCo. &quot;Marketers are moving from impressions to building connections and from campaigns to conversations.&quot;
  10. 12. Social Media Ground Rules: Be Part of the Community
  11. 13. Social Media Ground Rules: Be Part of the Community
  12. 14. Social Media Ground Rules: Connect to the Connectors
  13. 15. Social Media Ground Rules: Adapt
  14. 16. Social Media Ground Rules: Real People, Not Symbols! THIS:
  15. 17. Social Media Ground Rules: Real People, Not Symbols! NOT THIS:
  16. 19. Case in Point: Pepsico and Tropicana
  17. 20. http://video.blogher.com/video/Trop50s2e2FINAL-mov
  18. 21. <ul><li>Email Marketing Software for Small/Medium Sized businesses, associations and non-profits </li></ul><ul><li>Founded in 2003 </li></ul><ul><li>175 employees </li></ul><ul><li>50,000 customers </li></ul><ul><li>Effectively uses Social Media and Online Marketing to drive site traffic and gain – and retain - customers </li></ul>
  19. 22. Case in Point: <ul><li>iContact Culture promoted through iNews Video – internal monthly newsletter that is put on Google Video </li></ul><ul><li>UStream Channel used for Karaoke Fridays </li></ul><ul><li>Videos of company events/activities used in recruitement of future team members </li></ul><ul><li>Company user groups on LinkedIn, Facebook </li></ul><ul><li>Twitter accounts used for customer service </li></ul>
  20. 25. Customer Service iContact Users Group On LinkedIn.com “ Customer Service is the New Marketing…”
  21. 26. RED HERRING – March, 2008 Amazon Adds Facebook to Wish List Online retailer Amazon.com on Thursday debuted two Facebook applications, Amazon Giver and Amazon Grapevine, that facilitate gift-giving by circulating Facebook users' wish lists and other information on Amazon activity among friends. The applications also make purchasing Amazon's products from Facebook easier, further blurring the line between social networking based on recreation and communities centered on commercial pursuits such as shopping. Using an opt-in mechanism in Amazon Giver, Facebook users can make their Amazon shopping wish lists available to their friends on Facebook. Friends can combine the wish list data with information gleaned from the likes and interests their friends list on their Facebook profiles. Amazon Grapevine allows users who opt-in to the program to broadcast their Amazon activity such as when they add to their wish lists, write reviews, or tag products, via news feed updates.
  22. 28. Starbuck Followers on Twitter = 196,000 Each Follower has 500 Followers = 98,000,000 10% of that Number Retweet Information = 9,800,000 The Power of a Crowd: Doing the Math
  23. 34. Takeaways #1: Social Media is not rocket science
  24. 35. Takeaways #2: The most seasoned “social media expert” has been at it for less than SIX YEARS!
  25. 36. Takeaways #3: Listen, Don’t Broadcast
  26. 37. Takeaways #4: Live by the Tools, Die by the Tools
  27. 38. Takeaways #5: Wade into the Shallow End, Don’t Dive into the Deep End
  28. 39. Takeaways #6: Even Old Guys Can Figure out Social Media Marketing!
  29. 41. Contact Information www.icontact.com/media www.chuckhester.com www.linkedin.com/in/chuckhester Twitter: @chuckhester Email: [email_address] or [email_address]

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