Social Network Marketing, Be in to be In!


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  • Bullet 1-WATRD example - bullet 2- Graco Blog Heart to Heart blog - Viral – british sensation singer WATRD example for awareness/credibility and authority Zappos example for creating community- Zappos is a perfect example of a company that thinks holistically and has demonstrated over the past two years the power of a true social mentality. Since June 2007, when Zappos joined Twitter, they have pushed their employees to embrace new media technologies and become active on those platforms. It is not a coincidence that Zappos has turned its link acquisition into overdrive since doing so.
  • 2010 Pepsi's decision to choose social media over Super Bowl ads
  • Social Network Marketing, Be in to be In!

    1. 1. Be in to be IN! The buzz of Social Media Marketing
    2. 2. The Wapatoos <ul><li>Team of experienced and uniquely skilled business owners </li></ul><ul><ul><li>Marketing & Communication Executives </li></ul></ul><ul><ul><li>Web Architects, Developers & Designers </li></ul></ul><ul><ul><li>Software & Technology Engineers </li></ul></ul><ul><ul><li>Interactive Marketing & Media Consultants </li></ul></ul><ul><ul><li>Writers, Editors, Bloggers & more </li></ul></ul><ul><li>Wapatoome did not become Social Media experts overnight – the evolution began in 2006 ! </li></ul>
    3. 3. What’s Social Media Networking? <ul><li>Communication forum </li></ul><ul><li>Discover, Research, Read & Share </li></ul><ul><li>Monologues into Dialogues </li></ul><ul><li>Readers into Publishers </li></ul>
    4. 4. <ul><li>Wikipedia 2009 </li></ul><ul><ul><li>684,000,000 – visitors </li></ul></ul><ul><ul><li>75,000 - active contributors </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>200,000,000 – active users </li></ul></ul><ul><ul><li>100,000,000 - log on at least once each day </li></ul></ul><ul><li>YouTube (March 2008) </li></ul><ul><ul><li>70,000,000 – total videos </li></ul></ul><ul><ul><li>200,000 – total video publishers </li></ul></ul><ul><li>Blogosphere </li></ul><ul><ul><li>346,000,000 – globally reading blogs (comScore March 2008) </li></ul></ul><ul><ul><li>77% - active Internet users who read blogs </li></ul></ul>The Stats and Sites.
    5. 5. What Does It Do? <ul><li>Increases awareness and credibility </li></ul><ul><ul><li>establishes you as an authority </li></ul></ul><ul><li>Receive valuable public opinion &/or feedback </li></ul><ul><li>Creates a community of unified spirits & expands your reach </li></ul><ul><ul><li>Viral (Susan Boyle and ‘Britain's Got Talent’ with YouTube video - 100M hits in 2 weeks) </li></ul></ul><ul><ul><li>Evangelists </li></ul></ul><ul><li>Maintains & solidifies loyalty </li></ul>
    6. 6. Are You Paying Attention? <ul><li>93% of American’s expect companies to have social media presence </li></ul><ul><li>Nearly 20% of social consumers use social networks as their “core navigation” tool (less on Microsoft or Yahoo) </li></ul><ul><li>Facebook beats out Yahoo </li></ul><ul><ul><li>134M unique visitors vs 132M </li></ul></ul><ul><ul><li>7 hours vs 2.5 hours per month </li></ul></ul>
    7. 7. Is It Really Necessary? <ul><li>Social media outreach, can be much more influential on consumer behavior than ads or other promotional devices </li></ul><ul><ul><li>67% Likely to pass this information on </li></ul></ul><ul><ul><li>63% Likely to share their opinions </li></ul></ul><ul><ul><li>62% Value information more than ads </li></ul></ul><ul><ul><li>57% Likely to take action </li></ul></ul>
    8. 8. Facebook Study Harvard Business School <ul><li>Dessert Gallery (DG), Houston based bakery and café chain, social network study experiment over a 3 month period to measure the effect on customer behavior </li></ul><ul><ul><li>Emailed 13,000 customers from mailing list for store evaluations, information on shopping behavior </li></ul></ul><ul><ul><li>Launched the fan page and invite to mailing list </li></ul></ul><ul><ul><li>Implemented updates several times a week- pictures of goodies, news about contests & promotions, links to favorable reviews & introductions to DG employees </li></ul></ul>
    9. 9. The Results? <ul><li>DG store visits increased per month after people became fans </li></ul><ul><li>Fans generated more word of mouth than nonfans </li></ul><ul><li>Fans visited DG store 20% more than nonfans </li></ul><ul><li>Fans gave store highest share of overall dining out dollars </li></ul><ul><li>Fans most like to recommend DG to friends </li></ul><ul><li>DG fans had greater emotional attachment of 3.4 out of 4 than other nonfans of only 3 </li></ul><ul><li>Fans most likely say they chose DG over other establishments </li></ul><ul><li>* Only 5% of total mailing list became fans </li></ul>
    10. 10. The Change Is Here! <ul><li>Budgets for social media expected to rise 34% annually btw 2009 – 2014 </li></ul><ul><ul><li>60% for internal staff & 20% for outside agencies, consultants and service providers </li></ul></ul><ul><li>Synergy for Success </li></ul><ul><ul><li>In house champion </li></ul></ul><ul><ul><li>External specific talent & resources only when needed </li></ul></ul>
    11. 11. Do It Right Or Not At All! <ul><li>Be where your customers are & listen more, talk less </li></ul><ul><li>Look for conversations on related topics, contribute to add value </li></ul><ul><li>Be genuine - social media participants expect real people, real responses </li></ul><ul><li>Share expertise, not marketing offers </li></ul><ul><li>Inactivity, unsupported or lack of response can turn away or offend your audience </li></ul>
    12. 12. <ul><li>Consumers will give opinions, </li></ul><ul><li>offer suggestions, ask for help & share their experiences with everyone they know. </li></ul><ul><li>Shouldn’t you be there to create the experience worth sharing? </li></ul>
    13. 13. <ul><li>Using the power & outreach of social media tools from Twitter, </li></ul><ul><li>Facebook, blogging and more… </li></ul><ul><li>Goals </li></ul><ul><ul><li>12 months </li></ul></ul><ul><ul><li>12 charities, 1 every month </li></ul></ul><ul><ul><li>$12,000 per charity </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Twitter- 3,600 followers @12for12k </li></ul></ul><ul><ul><li>Blog- 3,000 subscribers </li></ul></ul><ul><ul><li>Facebook - 700 fans </li></ul></ul><ul><ul><li>A 12-hour Tweet-a-Thon raised $15,500 for Share Our Strength </li></ul></ul><ul><ul><li>Traffic at increased 4000% during Tweet-a-Thon </li></ul></ul><ul><ul><li>A Twitter avatar “frame” helped bring in 3,600 followers </li></ul></ul><ul><ul><li>Raised $91,275 for charities in 2009—all with volunteers </li></ul></ul>
    14. 14. WARTD - WEARETHEREALDEAL <ul><li>Blog of body image activists creating a forum </li></ul><ul><li>with discussions between dieters & fat </li></ul><ul><li>acceptance activists </li></ul><ul><li>Results: </li></ul><ul><li>Wordpress #1 Growing Blog day of launch </li></ul><ul><ul><li>50K uniques due to viral marketing by contributors </li></ul></ul><ul><li>250-500K visitors monthly </li></ul><ul><li>Host touted a leader after 6 months live </li></ul><ul><li>Featured on,, </li></ul><ul><li> and </li></ul><ul><li>Sponsored by Dove Self Esteem Fund </li></ul>
    15. 15. Sweet Tomatoes Souplantation <ul><li>Monthly promotions create the buzz and fun for all! </li></ul><ul><li>Show your Pucker Face – April, lemon focus, the promotion brought in a 400% increase in Facebook fans and pics of lemon-inspired facial contortions </li></ul><ul><li>Guess How Many Strawberries – May strawberry month, customers were asked to guess the number of strawberries in a jar or basket (4X) which generating more than 700 fan comments each time </li></ul><ul><li>Where’s Sweetie? – September, Sweetie saw the Mona Lisa, Machu Picchu, Venice, and the Galapagos Islands, as well as hiked Mexico City’s Pyramid of the Sun, water skiied, rode a roller coaster, snorkeled and swam with giant turtles – all documented on Facebook. </li></ul><ul><li>Facebook – 30,000 fans </li></ul><ul><li>Twitter – 8,500 followers </li></ul>
    16. 16. IBM <ul><li>IBM took a decentralized social media approach of openly </li></ul><ul><li>engaging the large & diverse culture of employees to collaborate </li></ul><ul><li>with each other, clients, partners and friends fostering creative, </li></ul><ul><li>powerful idea-sharing without IBM regulating employee social </li></ul><ul><li>media activity </li></ul><ul><li>employee-created guidelines </li></ul><ul><li>2006 - employees, friends, family and clients collectively discussed more than 50 research projects within the company </li></ul><ul><li>200K - LinkedIn </li></ul><ul><li>100K - internal blogs </li></ul><ul><li>Crowd-sourcing identified 10 best incubator businesses, which IBM funded with $100 million </li></ul><ul><li>$100 billion in total revenue with a 44.1% gross profit margin in 2008 </li></ul>
    17. 17. Wapa What? <ul><li>Are You A Wapatoo? </li></ul><ul><ul><li>An individual with an inquisitive disposition who displays an extraordinary ability to attract, is open and expressive in speech, commands authority and influence, is intelligent and resourceful, self-reliant with a thirst for social interaction and attention. </li></ul></ul><ul><li>Are you Wapatooing? </li></ul><ul><ul><li>The act of communicating and engaging in conversations, expressing opinions, stating facts and relating stories for the purpose of creating a growing community that is unified, aware, informed and committed to sharing and inviting others to participate for further enlightenment. </li></ul></ul>