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Marketing 2.0


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Marketing 2.0

  1. 1. Marketing 2.0<br />presents<br />The New Rules of Engagement<br />
  2. 2. Who has accounts?<br />Which media?<br />Use for personal?<br />Use for work?<br />What’s on your mind?<br />Warm Up<br />
  3. 3. Who<br />What<br />Why<br />How<br />Road map for our discussion<br />
  4. 4. Your beliefs and social media can coexist.<br />Think about how you can employ new ideas.<br />Reflect on how it fits your business vision.<br />Don’t be afraid to experiment. It’s OK.<br />Enjoy yourself!<br />Take at least one idea away and get started.<br />Rules of the road<br />
  5. 5. It’s about linking people and groups with common interests to each other by delivering and exchanging content through new, emerging and scalable technologies.<br />It’s about many talking to many, not one talking to many.<br />It’s about democratizing information dissemination, i.e. everyone can be an expert.<br />What is social media all about?<br />
  6. 6. Inform<br />Educate<br />Connect<br />Exchange<br />Communicate<br />Sell<br />Indoctrinate<br />Reinforce<br />What is the purpose of social media?<br />
  7. 7. Relationships are the social and economic currency of our day<br />Relationship marketing vs. product marketing<br />Quality of relationship is as important as price and quality in buyer-suppler interaction longevity<br />Sociological Trends: Relationships<br />
  8. 8. People want to know other people’s business<br />12 in 2000; more than 200 today<br />From celebrities to everyday people<br />Not you? Doesn’t matter. They want to know about you.<br />Sociological Trends: Reality TV<br />
  9. 9. If you can’t communicate, you’re dead in the water:<br />Communication inspires, leads, educates and connects<br />It’s important internally, with customers and with suppliers<br />Sociological Trends: Communication<br />
  10. 10. From personalization to efficiency and back again<br />Used to buy from the corner store<br />The Wal-Mart era<br />Organic and direct-from-producer foods<br />Sociological Trends: Authenticity<br />
  11. 11. Print<br />Radio<br />TV<br />Web<br />Direct<br />Social Media<br />Bottom Line: Everyone has different preferences<br />Media Trends<br />
  12. 12. 1994: 10,000 Web sites<br />2009: 239 million Web sites<br />A few years ago, a few million Facebook users<br />Today: 250 million Facebook users<br />Will it last?<br />
  13. 13. Crowdsourcing<br />Customer loyalty<br />Stop interrupting<br />Why should I do it?<br />
  14. 14. Profile<br />Contacts<br />Recommendations<br />Introductions<br />Groups<br />Events<br />Questions<br />LinkedIn<br />
  15. 15. Nearly 50 million users<br />Individuals<br />Companies (more recently)<br />Job seekers<br />Recruiters<br />Who is using social media? LinkedIn<br />
  16. 16.<br />Creating a company profile<br />How to create an account<br />
  17. 17. Weather Channel Interactive<br />LinkedIn Case Study<br />
  18. 18. Do be transparent<br />Don’t get personal<br />Do answer LinkedIn questions<br />Do pose LinkedIn questions<br />Do recommend others<br />Don’t recommend everyone<br />Dos and Don’ts<br />
  19. 19. Groups<br />Pages<br />Advertising<br />LinkedIn App<br />Blog Notes<br />Causes<br />Facebook<br />
  20. 20. Surpassed MySpace in 2008 with 132 million users<br />Now 250 million users<br />Companies<br />Causes<br />Who is using social media? Facebook<br />
  21. 21. Facebook<br />Facebook Ads<br />How to create an account<br />
  22. 22. Adobe<br />Maker of Photoshop<br />Real or fake?<br />Facebook users voted<br />13,000 added to page<br />10% played game<br />6% shared game<br />6% purchased product<br />Facebook Case Study<br />
  23. 23. Do join groups<br />Do join causes<br />Do link your blog and tweets to Facebook<br />Do become friends with customers and suppliers<br />Don’t go overboard on politics and issues<br />Don’t be afraid to be interesting<br />Dos and Don’ts<br />
  24. 24. Texting tool<br />140 characters<br />Can include links<br />Tweets<br />Twitter apps<br />Twitter<br />
  25. 25. Who is using social media? Twitter<br /><ul><li>Growing a 1300% annual rate
  26. 26. 40% retention rate
  27. 27. 10% of users generate 90% of content</li></li></ul><li>Twitter<br />How to create an account<br />
  28. 28. K-Mart Sponsored Tweet<br />Twitter Case Study<br />
  29. 29. Don’t follow everybody<br />Don’t accept every follower<br />Do treat Twitter like a party<br />Don’t just hang out with your friends<br />Get introduced to their friends<br />Do consider getting TweetDeck<br />Don’t forget to have fun<br />Don’t be afraid to stand out<br />Do be relevant<br />Dos and Don’ts<br />
  30. 30. See for yourself<br />Yelp<br />
  31. 31. The secret San Francisco sushi spot<br />Yelp traffic is doubling every six months<br />Other review sites have flattened<br />Yelp Case Study<br />
  32. 32. Wordpress<br />Blogspot<br />Typepad<br />Blogger<br />Moveable Type<br />Most allow you to use your own URL<br />Example:<br />Blogs<br />
  33. 33. On July 31, 2006: 50 million blogs<br />By 2008: 128 million<br />Today: Nearly 200 million<br />400 million people globally read blogs<br />Two blogs created each second<br />18 posts per second<br />Who is using social media? Blogs<br />
  34. 34. Positions you as a thought leader<br />Provides a point of contact<br />Invites dialogue with stakeholders<br />Enhances transparency<br />Monitor conversations<br />Participate in conversations<br />Shape conversations<br />Blog benefits<br />
  35. 35. Hurricane Cancun and the power of timeliness<br />The importance of being an authority<br />Blog Case Study<br />
  36. 36. Do pick relevant key words for headlines, tags, topics and copy<br />Don’t be alarmed if you don’t have 100 visitors the first day<br />Do update your blog at least twice a week<br />Do link your blog to Twitter and facebook<br />Don’t be afraid to incorporate pics and video<br />Comment on other blogs<br />Dos and Don’ts<br />
  37. 37. We can learn from church, school, community organizations<br />Can be e-mail driven or as an attached pdf<br />Include offers<br />Include surveys<br />Constantly give users reasons to visit site<br />Don’t SPAM people<br />E-newsletters<br />
  38. 38. Different people like to communicate in different ways<br />Facebook surpassed 1 billion messages per day<br />3,000 messages per day; 10 are remembered<br />Media are more powerful when used together<br />Message must be heard 10 times to spur action<br />Things to remember<br />
  39. 39. The New Rules of Marketing & PR<br />David Meerman Scott<br /><br /><br />For further reading<br />