Social Media Marketing

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Slides from my presentation, in partnership with Constant Contact. Portland, ME at the Eastland Park Hotel. 11-19-09

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Social Media Marketing

  1. 1. Marketing with Social Media (psst! It’s Still Marketing) November19, 2009 www.BoldVisionConsulting.com
  2. 2. Marketing …process that identifies, anticipates and satisfies client requirements profitably’ --The Chartered Institute of Marketing
  3. 3. 3 Rules of Marketing 1.  Commit to the Process 2.  Focus on the REAL Client need 3.  Benchmark, Measure, Adjust
  4. 4. 7 Steps to Cover First 1.  Determine what “need” your service/product REALLY solves. 2.  Define your most narrow target market. 3.  Identify your primary objective / goal. 4.  Create a realistic budget. 5.  Determine the best media (or combination of media) to reach your market? 6.  Define benchmarks against which results will be measured 7.  Establish a monthly-by-month implementation timetable
  5. 5. The Plan…
  6. 6. Social Media – Part of a Whole Radio
Adver+sing
 PR
 Print
Adver+sing
 SEO
 Video
/
Podcasts
 LinkedIn
 Website Facebook
 Twi3er
 BLOG Email
 Comprehensive
 Ar+cles
 Marke'ng
Strategy
 Direct
Mail

  7. 7. Who is online?
  8. 8. Web 2.0 = Social Media •  Web
2.0
 •  Social
Media
 blog.aysoon.com •  New
Media
 •  Social
Technologies
 •  InBound
Marke'ng
 •  Marke'ng
2.0

  9. 9. Social Media •  Social Networks •  Blogs •  Micro-Blogs •  RSS Feeds •  Podcast – Vcast •  Video Sharing •  Bookmarking •  Presentation and Article sharing •  Photo Sharing •  Wikis
  10. 10. What is Social Media? COMMUNICATION
  11. 11. Social Media Marketing It’s Still Marketing The basics still apply.
  12. 12. Social Media Marketing •  Public Relations •  Promotion •  Awareness •  Sales •  Reputation Management •  SEO
  13. 13. Marketing with Social Media •  Your Market   Demographics; Who and Where they are   Psychographics; What they think   Technographics

‐
What
online
tools
they
use
and

 
 
 
 
 
 
 
How
they
use
them

  14. 14. Social Technographics hAp://www.forrester.com/Groundswell/profile_tool.html

  15. 15. Social Technographics
  16. 16. People Trust People They like, know and trust: •  90% trust recommendations from people they know, •  70% trust opinions posted online NIELSEN Wire- July 7, 2009 NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
  17. 17. BLOGs BLOG = "web log” BLOG = Website Content is a series of frequent posts, or entries, arranged in reverse chronological order so the most recent entry is always on top of the site. Technorati.com BlogSearch.Google.com Google.com Google Reader Yahoo Reader Newsgator Follow the BOLD Business Blog - http://www.BoldVisionBlog.com Blogging platforms: •  Blogger (blogger.com)– Part of the Google family. •  WordPress (wordpress.com) – Professional web developers are building entire websites on the WordPress platform.
  18. 18. Blogging Stats – Convinced? Blogging grew 68% in 2008 •  346 million people worldwide read blogs •  77% of active web users read blogs •  184 million people say they’ve started a blog The average blogger in the US: •  51% male •  Aged 35+ (58%) •  Aged 18-34 (42%) •  College educated, 74% Source: http://www.scribd.com/doc/11481779/Social-Media-2008-Statistics
  19. 19. Social Media Marketing – The Big 3 hAp://www.linkedin.com/in/lynnellewilson
 hAp://'nyurl.com/Lynnelle‐on‐Facebook
 hAp://www.TwiAer.com/Lynnelle

 and

hAp://www.TwiAer.com/BOLDBusiness

  20. 20. How People Share Information
  21. 21. Twitter •  Most Popular Among Working Adults •  35 – 49 Largest Age Group – 42% of site’s traffic Users as of Feb. 2008 Users as of Feb. 2009 475,000 7,038,000 • 32.1 Million Unique Visitors in April, 2009 • 740,000 Unique Visitors Access via mobile app/month
  22. 22. Facebook •  Extension of your brand •  Building a community –  Clients – Prospects - Employees •  Events •  Content Sharing •  Links
  23. 23. LinkedIn A database to find or to be found by someone. •  Profile •  Background: Outline & Summary •  Recommendations •  Companies •  Jobs •  Groups •  Q/A
  24. 24. Facebook / LinkedIn •  Build Community •  Real-time Search •  Crowdsourcing •  Facebook LinkedIn / Connect •  Tagging •  Vanity URLs •  Ads •  Analytics
  25. 25. Cross-Media Marketing Acuvue •  Short Term Objective –  Reach & engage target audience through relevant and cost-effective media… •  Long Term Objective –  Build a database of Acuvue users to foster dialogue & loyalty Wink & Blink Campaign copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com
  26. 26. Wink Campaign – Customer Journey copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com
  27. 27. 7 Steps to Cover First 1.  Determine what “need” your service/product REALLY solves. 2.  Define your most narrow target market. 3.  Identify your primary objective / goal. 4.  Create a realistic budget. 5.  Determine the best media (or combination of media) to reach your market? 6.  Define benchmarks against which results will be measured 7.  Establish a monthly-by-month implementation timetable
  28. 28. 3 Rules of Marketing 1.  Commit to the Process 2.  Focus on the REAL Client need 3.  Benchmark, Measure, Adjust
  29. 29. How Can You Get Started? 1.  Define your objective. 2.  Join and be present – Search for conversations of interest 3.  Listen – Read and become familiar with the community language & personality 4.  Engage – Respond to questions / comments 5.  Participate – Ask questions, Initiate discussions Know your Objective – Be Strategic – Manage Your Time
  30. 30. Social Media – It’s another toolbox Radio
Adver+sing
 Print
Adver+sing
 SEO
 Forums
 LinkedIn
 Website Facebook
 Twi3er
 BLOG Email
 Comprehensive
 Ar+cles
 Marke'ng
Strategy
 Direct
Mail

  31. 31. Social Media •  Web 2.0 = Social Media = Marketing Tools = Business •  Be Authentic •  Be Present •  Be Consistent •  Be Patient Be BOLD www.BoldVisionConsulting.com

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