Social Marketing


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Presentation on Social Marketing from the 2009 Helzberg Entrepreneurial Mentorship Program Conference

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  • Start with a definition. People think about SM in lots of ways, here’s our definition at Barkley.
  • Where do these conversations happen? All over the place. The array of social media platforms is bewildering. From social networks to blog platforms to video conversation platforms.
  • At Barkley, we define the social media ecosystem in three categories:
  • Korean BBQ trucks in LA 48,000 followers on Twitter Mostly tweet their locations Involve their fans in contests, e.g. recent crowd-sourced T-Shirt design contest Lines around the block
  • Canadian home builder. Uses blog, Twitter, Facebook and YouTube to communicate a different experience (Not the horror stories). Sell direct to consumer. 16 houses in 1007. 40 in 2008. “ I spend a lot of time online, but it’s really paying off.”
  • Small UK organic farming and composting company Podcast. Cinema. Blog. Expanded from serving small community of 100 people to a global audience. Thousands of listeners to their podcast – over 50 5 star ratings on iTunes Dell 2008 Global Small Business Excellence Award
  • We’ve been trained as marketers to think of people as their “demographics” -- their age, HH income, etc. But in the social media space, people are less defined by their demographics and more defined by their activities and attitude: This figure is from Groundswell and it defines the different behaviors people exhibit in social media.
  • Determine frequency, who’s responsible, reporting format.
  • Small, modern art gallery in Toronto. Decided to create blog to let people know about No magic bullet – people like to get info in several different ways. Uses traditional methods – signage, postcards, mailing list PLUS Email newsletter, blog, Facebook, Twitter, LinkedIn. “ Try to reach people the way they want to be reached.”
  • And of course, as you would expect, Zappos uses Twitter (and social media in general) as a forum for customer service. They have a dedicated Twitter account to handle service issues. Uncover service opportunities Initiate response Amplify praise, reinforce service reputation And it works.
  • Dell IdeaStorm – 10,000 ideas, 200 implemented, sales results? Implemented in 6 wks, btw. Launched in 2007 August of 2008, Dell launched 9 new laptops “designed” by ideastorm community
  • Be careful how you choose to measure. In many cases, true ROI is going to be impossible to gauge.
  • Social Marketing

    1. 1. HEMP Conference Social Marketing
    2. 2. What Is Social Marketing? 2
    3. 3. Conversations that build relationships between companies and stakeholders. 3
    4. 4. 4
    5. 5. Blogs Message Boards Microblogs CONTENT & CONVERSATION Photos Mass MEDIA SOCIAL Niche Videos SHARING NETWORKS Podcasts Corporate 5
    6. 6. Is Social Media Right for My Business? 6
    7. 7. Citibank/Roper Survey • Three-quarters of the small business owners have not found sites such as Facebook, Twitter and LinkedIn helpful for expanding business • 86% have not used social networking sites for information or advice • 10% said they have sought business advice and information on expert blogs Source: Social Media Optimization, 10/09 7
    8. 8. 8
    9. 9. 9
    10. 10. 10
    11. 11. Will it Work for You? • Are you prepared to invest the time? • Will you listen and engage in conversation? • Are you comfortable with transparency and authenticity? • Can you commit for the long term? 11
    12. 12. Barkley Social Media Principles 12
    13. 13. #1: Them Not Us The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first. 13
    14. 14. 14
    15. 15. #2: Be Where The Consumers Are Know where your target consumers congregate and converse. Contribute to those communities and conversations. 15
    16. 16. 16
    17. 17. Groundswell 17
    18. 18. #3: Show Signs of Life Integrate and promote social content throughout your digital presence. Think beyond the badge. 18
    19. 19. 19
    20. 20. #4: Action Trumps Eyeballs Aim for engagement, not just traffic. Design for action and interaction. Think hearts and minds, not just eyeballs. 20
    21. 21. 21
    22. 22. 4 Step Social Media Strategy 22
    24. 24. Step 1: Listen & Learn • Discover: Find conversations currently taking place about your company and category • Quantitative analysis • Qualitative analysis 24
    25. 25. Listening tools 25
    26. 26. Step 2: Plan • Social media policy • Monitoring plan • Response plan • Engagement plan 26
    27. 27. 27
    28. 28. Monitoring Plan 28
    29. 29. Response Plan *Source: Forrester Research, Groundswell, 2008 29
    30. 30. Engagement Plan Business SM SM Strategy Description Function Strategy Research Listening Ongoing monitoring of consumers’ conversations with each other Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, or outbound communications to your customers Sales Energizing Making it possible for your enthusiastic customers to help sell each other Service Supporting Company-provided support of enabling your customers to support each other Development Embracing Helping your customers work with you and/or each other to come up with ideas to improve your products and services *Source: Forrester Research, Groundswell, 2008 30
    31. 31. Talking 31
    32. 32. 32
    33. 33. Energizing 33
    34. 34. Lee Fit Ambassadors • Identified 28 bloggers to approach based on 3 criteria: • Content: Was the blogger writing about fashion for everyday women? • Engagement: How do her readers respond? Did she acquire multiple comments each time she posted? • Influence: Did she have solid site traffic? What was their Technorati Authority and Rank? 34
    35. 35. Response 1. Momma’s Review “What an amazing opportunity, I 2. appreciate A Mommy Story the offer - and accept!” 3. Intricate Art 4. Posh Glam 5. Cool Moms Rule 6. Your Style Star “WOW! you aren't kidding - what an 7. awesome thing! I defintely want to be a All American Mommy 8. Domestic Chicky part of this.” 9. Karla’s Krazy Life 10. Workout Mommy 11. Mommy Goggles 12. Mom’s Favorite Stuff 13. Savvy Housewife “Sounds like fun, and I am interested in taking part. What a great way to help other women get 14. Mamanista a firsthand point of view on some specific jeans 15. Therapeutic Reviews and Giveaways - and finding a good pair is the bane of every 16. The Domestic Diva woman's existence (particularly the mommy 17. Blissfully Domestic www.blissfullydomestic.comwith the muffin top to contend with. *laugh*).” 18. Mommin’ it Up 19. Motherhood Uncensored 20. Sarcastic Mom 35
    36. 36. Output Product give aways to readers 36
    37. 37. Encourage disclosure “In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge [] we encourage the bloggers we work with to fully disclose that the products they are reviewing and/or giving away were provided to them at no charge by XXXXX.” 37
    38. 38. Supporting 38
    39. 39. 39
    40. 40. Embracing 40
    41. 41. 41
    42. 42. Step 4: Evaluation “We are after hearts and minds instead of eyeballs.” Thomas Hoehn Kodak 42
    43. 43. Mark Logan @mlogan on Twitter 43
    44. 44. Thank You