Social Media: Myths & Realities of Web 2.0

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This is a presentation conducted at the Systems Engineering Social Media Lunch & Learn on 6/24/09. Agenda covered the following:
• Define social media and its role within the marketing mix
• Web marketing and the different contexts of search and
social
• How people get socially connected and the social media
landscape
• Explore the Five Reasons for Engagement
• Review examples and case studies
• How do you start a social media campaign?
• Once you’re out there, how do you manage your online
reputation?
• What’s the ROI?

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Social Media: Myths & Realities of Web 2.0

  1. 1. Lunch & Learn Complimentary Seminar Social Media: Myths and Realities of Web 2.0 June 24, 2009 – 11:30 AM - 1:30 PM
  2. 2. SOCIAL MEDIA Myths and Realities of Web 2.0 Monica Wright
  3. 3. About VONT+HMG • Full-service Web Marketing, including: Web Marketing Strategy Web Design Search Engine Optimization (SEO) Paid Search Advertising (PPC) Social Media Link Building Banner & Email Marketing • Maine-based with national and international clients • HMG Search Marketing and VONT Web Marketing merged in 2009 Experience • 13 years of marketing / branding experience; strong focus on social, SEO and web analytics • Online career began with launching B2B sites in 1999 • Online product development, community and audience building at MaineToday.com, increased traffic from 4 million to 10 million page views per month in 5 years • Now SEO & Social Marketing for VONT+HMG, contributing author & blogger to searchenginejournal.com and other industry sites
  4. 4. Today’s Agenda • Define social media and its role within the marketing mix • Web marketing and the different contexts of search and social • How people get socially connected and the social media landscape • Explore the Five Reasons for Engagement • Review examples and case studies • How do you start a social media campaign? • Once you’re out there, how do you manage your online reputation? • What’s the ROI? Social Media Is Not New… Prodigy Launched In 1990 Live to the Public in August 1991
  5. 5. Social Media Is Not New … Forums in the late 90’s Internet Relay Chat > ICQ > Purchase by AOL to become AIM Social Media Is Not New… Justin Hall, “The Founding Father of Personal Blogging”: Justin’s Links From The Underground, 1994 1996 2009
  6. 6. Social Media Is Not New … You’ve Got Mail, 1998 Napster Went Live June 1999 Social Media Is Not New… Friendster 2002-03 MySpace 2004-07
  7. 7. Now, it’s … well … Social Media Chaos
  8. 8. Possible Future of Social? What Is Social Media Today?
  9. 9. What Is Social Media Today? What Is Social Media Today?
  10. 10. What Is Social Media Today? The Traditional Marketing Funnel Source: Forester Research
  11. 11. The Social Marketing Funnel Source: Forester Research A Quick Step Back: Web Marketing & Strategy Social Marketing is another channel that fits in your overall Web Marketing Strategy • Website: content, design, navigation, actions desired • Blogs • Email Marketing • Reputation Management • Banner & Text Advertising • Search Marketing • Link Building • Community Building • Affiliate Marketing • Analysis Integration is key, but more on that later …
  12. 12. Web Marketing: The Relationship Between Search and Social Marketing • SEARCH: • Searcher has a question, conducts a search using a specific query on a search engine. • The results are keyword matching web pages and ads. • SOCIAL: • Interactions and activity between like-minded people. • Recommendations, opinions, news, media are shared. • It’s about sharing content. Web Marketing: The Relationship Between Search and Social Marketing
  13. 13. How People Get Socially Connected Networking & Profiles Music & Podcasting Blogging, Microblogging & News Bookmarking Photos and Video : Other Stuff Shopping/Reviews
  14. 14. A LOOK AT Linked In, Facebook and Twitter LinkedIn Professional networking: Build a network of colleagues, clients, vendors, etc. •Give/receive recommendations •Join or create groups – ask/respond to questions, participate in discussions •Develop a Company profile •Post job openings •Ask/Answer Questions •Stay top-of-mind: your activities get included in network updates •Monitor Company presence in social media, etc. •Feature your blog posts
  15. 15. Facebook Personal & Business Pages • Broadcast and connect only with your “Friends” & “Fans” •Develop a Company page •“Fans” will see your updates on their home pages •Start discussions, post events, etc. •Feature your blog posts, tweets, etc. •Create groups for your interest areas •New added features include video, walls where fans can post comments, photos Twitter Microblogging: 140 characters to say, post, announce, ask anything •Broadcasts information directly online. Anyone can see it. • Searchable •www.search.twitter.com •Follow people / organizations of interest – professionally, personally •Develop a following of people interested in your posts •TweetDeck or Seesmic Desktop •#Hashtags
  16. 16. What Are The Reasons For Engagement? Here are 5: 1. Name/Brand awareness and connection; Leadership positioning in your industry. Do something about the DISCUSSIONS about your brand. What Are The Reasons For Engagement? Here are 5: 2. Enhance relationships with current customers. Visibly provide support and customer service. Potentially decrease call center costs. Fosters customer retention.
  17. 17. What Are The Reasons For Engagement? Here are 5: 3. Share and receive information quickly, easily. Test new ideas, products, offers … and gather feedback. Instant focus group. “Crowdsourcing”. What Are The Reasons For Engagement? Here are 5: 4. Start and build relationships with prospects. Build a circle of influence . Establish contact with people previously out of reach.
  18. 18. What Are The Reasons For Engagement? Here are 5: 5. Drive traffic organically . Social media sites are blending with traditional sites in search results. People spend more time interacting with each other and share and distribute what they find online. The Key To Social Media Is Content SOCIAL CONTENT > WEB CONTENT > IMPROVING SEARCH TRAFFIC > ONLINE $ALES Fun, Transparent Conversations Brands add Entertainment (Games, (Customer Service) VALUE Facebook Apps) When they are socially connected Useful Tools (Widgets, Shortcuts to Desktop Useful Apps) Information (Mobile)
  19. 19. What Does It Look Like? Companies that are experimenting with social media in different ways. A few links: http://www.beingpeterkim.com/2008/09/ive-been-thinki.html http://mashable.com/2008/07/23/corporate-social-media/ BlendTec Jeep Jobs In ME Portland Press Herald Dell JetBlue Brewer, Maine Beadin’ Path, Freeport FujiFilm Virgin Portland Magazine Portland Downtown District Nike Wharton School Tri-Maine.com Maine Home + Design Zappos Xerox National Fisherman Maine Women’s Fund Dairy Queen WWE WCSH Dragon Fire Martial Arts Intel Chevrolet Wind Energy Maine Maine Indigent Defense Delta Best Buy SkiMaine Center … New York Times MTV McDonald’s American Express Arvada, Colorado Comcast What Does It Look Like for LAW FIRMS?
  20. 20. CASE STUDY: SalesForce The world leader in SaaS solutions Over 1M users worldwide The Situation: • January – April 2006 experienced significant outages • Customers fight back on the blogosphere launching sites like Gripeforce.com (Google it..) The Resolution: • Created http://www.trust.salesforce.com • “Success is built on trust, and trust is built on TRANSPARENCY.” • Salesforce Idea Exchange – increased speed of innovation. • 2 new releases in 2006 > 4 new releases in 2007. All customer-driven. • Created the “Service Cloud” – now integrated with Twitter, Facebook. CASE STUDY: Coombs Family Farms • Leading Organic Maple Syrup Brand • Working with retailers to create recipes in order to increase sales The Situation: • Build brand awareness with the LOHAS (Lifestyle of Health and Sustainability) consumer segment. Heavy Web users. The Resolution: • Increase product reviews, blog postings, recipes • Viral videos: How to tap a maple tree
  21. 21. CASE STUDY: Coombs Family Farms The Results: • Increased third party distribution of video (embedded code offered by YouTube). Video had been live for a year already. • Video views grew by 33% in one month • Improved rankings for “how to tap a maple” – currently four Coombs listings on Page 1 search results • Increased Total Site Traffic 97% YTY • Increased Referral Traffic 190% YTY Total Site Traffic How Do You Start?
  22. 22. The Only Rules Are: STRATEGY INTEGRATION COMMITMENT Strategy • Identify the specific audience you’re trying to reach - behaviors, preferences for content, sharing, media types, etc. • Set specific goals and objectives that can be measured. • This not a direct sales pitch. Instead it’s directly influencing what users / customers are looking for. • Work out a strategy for reaching those goals with the intended audience.
  23. 23. Integration • Figure out which mix of tactics will support and execute the game plan . • Make it EASY for people to share your content. It doesn’t always have to go back to your website. Social media is powered by the act of giving. The best thing you can give someone is the ability to give to others. • Put proper measurement tools in place and identify what actions and goals to analyze. Commitment • Content strategy? Get one. If what you do doesn’t work, find something else that does. • Once you stop, it’s harder to go back and gain traction.
  24. 24. How It Works Together Social Media Is Part of Your Web Marketing Strategy STRATEGY > INTEGRATION > COMMITMENT Reputation Management: WHO IS TALKING ABOUT YOU? How to manage your reputation: • Do not be defensive: Acknowledge, understand and try to resolve the concern or negative feedback. How you handle it can almost be as powerful as the solution. • Have a well-executed plan in place: Don’t wait for the negative postings to accumulate. Be as proactive with happy customers as you would be with negative feedback. Show your appreciation. • Be objective: If you need to get a good grasp on the outside perception of your business, hire help to identify where the trouble is.
  25. 25. Reputation Management: WHO IS TALKING ABOUT YOU? It doesn’t need to cost thousands of dollars in tools. But you do need to pay attention, that alone can go a long way to building your brand and business. Reputation Management: WHO IS TALKING ABOUT YOU? FREE TOOLS PAID TOOLS • Monitter • BlogPulse •Trakur • Moreover • Google Alerts • BrandsEye • MonitorThis • Buzzlogic • Google Blog Search • TweetBeep • Radian6 • Yahoo News RSS Feed • BackTweets • Buzzstream • BackType Blog • TweetVolume • Vocus / PR Web Comments Monitoring • TwitterMeter • Hubspot • Who’s Talkin • Scoutlabs • Raven Tools
  26. 26. What’s the ROI? The ROI is less defined as Return on Investment and more about the RETURN ON INFLUENCE Analyze the hard facts first, and decide what you want to measure. • Site Traffic (ultimately conversions) • Reviews & Ratings (what people are saying about you) • Growing Audience (social networks) • Overcoming Competition (visibility) What’s the ROI? Many companies have a value for a customer
  27. 27. WHAT’S THE ROI Where Are Your Online Customers Coming From? What’s the ROI? Where Are Your Online Customers Coming From?
  28. 28. What’s the ROI? Where Are Your Online Customers Coming From? Social Media Tactics Will Evolve, But It’s Still Marketing • Social Media is about influence … NOT control. • Influence the influencers by giving something that can be shared. It’s ok for your content to be shared. • Follow a Plan Strategy > Integration > Commitment • Measure results • Don’t give up!
  29. 29. Thank you Monica Wright VONT Performance Web Marketing mwright@vontweb.com Twitter: @monicawright

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