Social Media Marketing

1. SOCIAL MEDIA MARKETING Customer Powered Marketing

2. ABOUT THE PRESENTER • Joey Shepp, Green MBA Principal at Earthsite, Web Strategy • for Sustainable Brands Internet Marketing Director for • Green Festival Founder of Green Maven, The Green • Search Engine, and Open Brands, Radical Transparency in Brand Conversations

3. ROADMAP • Fast Pace, Buckle Up 1. Trends • Presentation Available Online 2. Concepts • Save Questions for End 3. Case Studies • Join our Email List 4. How To

4. TODAY, WHO CONTROLS A BRAND?

5. BEFORE Brand Managers

6. AFTER Customers

7. POWER SHIFT

8. SOCIAL MEDIA IS THE FUTURE OF MARKETING

9. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content

10. ONLINE MARKETING Social Media Website Online Advertising Conversations Brand Referrals Content Search Ads Sharing Registrations Display Ads Ratings Social Connections Afﬁliates Reviews Contact Social Networks

11. INTERACTIVE MARKETING GROWTH

12. FACEBOOK GROWTH Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.

13. 10.0 7.5 5.0 The number of visitors to the site in March more than 2.5 doubled to 9.3 million, up from 4.3 million in February. 0 February 09 March 09 TWITTER GROWTH

14. SOCIAL MEDIA IS A DISRUPTIVE TECHNOLOGY Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to Many Many to Many Privacy Transparency Advertisement Conversation

15. AN OPEN WORLD Open Open Open Open Culture Government Software Brands

16. SOCIAL MEDIA Case Studies

17. iPhone CNN Starbucks Apple TOP SOCIAL BRANDS 2009

18. ZAPPOS CEO ON TWITTER •CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. • Jumped on the new “I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way technology early. of doing that.” -Tony, CEO of Zappos

19. CEO’S ON TWITTER

20. CHEVY VIDEO CONTEST What happened? Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. Backlash Activists seize the opportunity to voice their feelings about the Chevy Tahoe. GM Fast Lane Blog “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”

21. MC DONALDS CHANGES SLOGAN Sign of the Times Fitting with the “self expression” era of the web, McDonalds changes it’s slogan to a more personal line. “We love to see you smile” To “i’m lovin’ it”

23. HOW DO I MAKE MY BUSINESS OPEN?

24. THINKING OPEN

25. BENEFITS OF BEING OPEN • Allowyour customers to do your marketing for you • Gaininnovation from your customer feedback • Quicker response time to customer concerns • Build loyal customers

26. HOW BRANDS SHOULD PREPARE Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise • Systems Shatter your Brand Website •

27. MEASURING SOCIAL MEDIA

28. NEW METHODS Social Media requires a new way of thinking about marketing, and moreover a new way of thinking about management.

29. UNDERSTAND SOCIAL CURRENCY Like a bank account, add social • capital, withdraw social capital. Generate valuable content, • share valuable content Become known as an expert in • your ﬁeld Ask questions, answer questions, • respond to customers! Be noteworthy, stand out •

30. NEW MEASUREMENTS B2C C2C Advertisement Conversation Paid Per View Free / Viral Page View Social Action One Time Accumulates

31. TIPS FOR DOING SOCIAL MARKETING RIGHT • Social Media Marketing is worth more • Don't pay for social marketing. • Give out samples • Give a place to talk about your product online publicly Ask questions to stimulate conversations • By Augustine Fou, ClickZ, Apr 9, 2009

32. KEY MEASUREMENTS • Focus on Social Actions: Use traditional media to drive target users online to do something -- take a social action -- not just arrive on a site. • Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -- rate, comment, share, recommend, etc.. • Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time -- e.g. users rate and share tips about restaurants -- Yelp.com. This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009

33. SOCIAL MEDIA MARKETING BASICS

34. SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Development 6. Targeted Advertising 7. Search Engine Optimization 8. Analytics and Monitoring

35. RESOURCES NEEDED Phase/Budget Corporate Small Biz Do it yourself Workshops and 1. Strategy Hire Consultant Read Blogs Webinars Marketing Role 2. Setup Hire Agency Self-Setup Self-Teaches Hire Dedicated Marketing Role 30 minutes 3. Maintenance Social Media part time on Social per day Manager Media

36. BRAND MONITORING • Google Analytics • Google Alerts • Tweet Beep

37. ! It’s like a user proﬁle, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.

38. ! Social Networking for Professionals Have your employees build full Proﬁles on LinkedIn, which in turn will build a powerful proﬁle for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.

39. People Powered Customer Support Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are.

40. HOW TO TWITTER How to Guide

41. WHAT IS TWITTER? • Microblogging • Real Time • Public • Always On

42. BASIC TWITTER USE • Presence information • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages

43. BEST PRACTICES • Get your user account NOW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘signal’ by using #hashtags

44. RECOMMENDED TWITTER APPS PC Mac iPhone Blackberry Tweetie Tweet Deck or Twhirl Tweetie Twitterberry or Twhirl or Tweet Deck

45. GO FURTHER Resources

46. JOIN OUR MAILING LIST ....and get.....

47. SOCIAL MEDIA MARKETING CHEAT SHEET

48. FOLLOW US ON @earthsite @joeyshepp @openbrands

Social Media Marketing

Social Media Marketing

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