The document discusses strategies for using social media and networking tools to market to millennials. It provides details on setting up blogs, podcasts, videos, forums and other tools to engage customers online and promote the company. Examples are given of specific tools like Twitter, Facebook and video sites that can be used along with tips on search engine optimization, tracking visitors, and creating online communities.

1. ✔ PMT
Website ✔ Millennials
functionality: ✔ Social Networking
Social Media
✔ Books
✔ Tools for:
Brian McManus ✔ Webinars, Blogging
✔ Podcasting RSS
✔ Search Engine
✔ Optimization

2. In the interest of “Web 2.0”
The slides shown here are
available online at:
http://www.slideshare.net/pmtidaho
You can contact me at:
bmcmanus@pmt.coop

3. PMT-Project Mutual Telephone
● Idaho Based Rural ILEC with 12,000+
members
● <70 employees.
● Company since 1916
● Website since 1997
● Redesign in 2002
● Redesign in 2006
● Social networking tools since 2007

4. Your websites audience
Who visits your site?
Where does this traffic come from?
● Current Customers
● Potential Customers
● Organic traffic from an ad, bill insert, etc.
● Search Engine Traffic

5. Millennials
What is a millennial?

6. Characteristics of a Millennial
●Reliability is valued less.
●A high value is placed in emerging technologies
●Monetary and REAL value is placed in to virtual
products.
●Device Hungry & Device Savvy.
●Silent Generation: Texts replace phone calls,
visits are replaced with email.
●Social Networking.
●Bandwidth Hungry.
●Not scared of Technology.
●Z's are Movie Crazed.

7. Marketing to Millennials
● Have a product they want, and a product they
can customize and make their own.
● Soft Phone Service (IM/SIP Mobility)
● Disk Backup Service (Web Vault, Online
Drive)
● www.linopoly.com/webvault.php
● Online Gaming, Hosted Game Servers
● Chat rooms, social networking
● PalTalk

8. A dream, A vision.
Keep your values, and traditions. Marketing to
this group doesn't mean your company changes.
It only changes how you interact.
The vision- become an internet immersed
company, market to their buyer persona. Speak
in their “dialect” and “language.”
Create bandwidth hungry tools that helps them
want more bandwidth!

9. What is your website?
 A community portal for your customers
 Local content is not just for your cable network
 An incredible and inexpensive Marketing and
PR platform

10. Planning your site, and choosing
tools.
When planning your sites social networking and
social media strategy you need to know:
What browsers your visitors use.
What display resolution your visitors use.
What bandwidth.
What technologies: Javascript, Flash, etc.
Marketing goals that you may have on your
website.

11. You can't evaluate something you
don't know.
Tracking your visitors:
Webalizer
AWStats
Omniture
Google Analytics
www.google.com/analytics

12. Our First Step: Making a plan
Product Development group of four in
charge of:
Marketing Plan
Marketing Segments/Business Plan
Agriculture
Small Business
Millennials (Me)

13. Market Segment Business Plan
Example
● My business plan for “Teenagers and
Millennials” was about 14 pages
● Contains pricing but if you email me I will send
you an appropriate copy:
● bmcmanus@pmt.coop

14. Needs analysis
How does social media fit in to your larger
marketing, PR, customer service and media
relations strategy?
Which strategies fit?

15. What is social media?
Social media is best understood as a group of
new kinds of online media, which share most or
all of the following characteristics:
● Participation
● Openness
● Conversation
● Community
● Collaboration
● Connectedness

16. What is social networking?
A social network service focuses on building
online communities of people who share interests
and activities, or who are interested in exploring
the interests and activities of others.
Most social network services are web based and
provide a variety of ways for users to interact,
such as e-mail and instant messaging services.

17. Social Media & Marketing Tools
There is dozens of tools. Start with one, and then
Pick two or three more that will fit your audience.
Use an “a la carte” approach.
● Blog
● Social Media Tags & RSS Feeds
● Microblog
● Podcast
● Video & Video based product tutorials and walk-
throughs
● Viral Marketing & Viral Buzz
● User community forums
● Webinars
● Wiki
● Subscription based Newsletters

18. Leverage existing Social
Networks
Don't recreate the wheel when you don't have to.
We didn't.. Mash-up the appropriate social
networks and applications.
●MySpace
●Facebook
●Squidoo
●Twitter
●BlogSpot
Marketing in a Virtual World:
●Lively by Google
●Second Life

19. Blogging
●Start internally-I started blogging on our intranet
to keep employees informed.
●The benefits of blogging.
● Search Engine Traffic
● Keeping customers informed
● Press releases
● Product Tutorials
●Who in your company blogs?
●Which software?
● PMT uses wordpress
● Blogger.com, Wordpress.com, Drupal,
●

20. Do you allow your employees to send e-mail?
How about letting them blog?

21. Social Media Tags, RSS Feeds
Tag your content. Feed them to “news
distribution release services”
● Technorati
● Digg
● Reddit
● Feedburner
RSS Feeds are important.
Firefox- Live Bookmarks

22. Micro blogging
● Twitter.com
● txtwire.com
● A way to get a quick word out.
● Users can subscribe and receive your quick
announcements on their IM clients, or as Texts
on their cellphones
● We integrate our blog to our twitter. New blog
posts “tweet.”
PMT's:
http://www.twitter.com/pmt

23. Podcasting
● What is podcasting?
● Tools for podcasting
● Audio recording device
● Good microphone
● XML Feed so people can subscribe to podcast
automatically download it
● Feedburner, Itunes
● Involve an IT geek!

24. Example Podcast Marketing Plan
(handout)
Also available at:
http://www.pmt.org/podcastexample.doc

25. Using Video
● You don't need $80,000 to have a huge impact
● Example: Blend Tech - Google for “Will it
blend?”
● You'll find a Utah blender company that got
six million downloads in less than 10 days.
Oh, and 10,000 comments in the same
period of time. All by spending a few
hundred bucks, recording a one-minute
video, and uploading that to YouTube.
● Create tutorials, hype marketing use cases for
your products, or a monthly vlog and post it to
video sites.

26. Live Streaming Video
ustream.tv
Stream live content to your website and record for
later use as well.
● Parades
● Community Events
● Games
● Video blog

27. Viral Marketing & Viral Buzz
Web marketing piece to increase brand
awareness that is creative, funny, and engages
the user to invite there friends to look at there
scores or content they created.

28. User community forums
●Local discussion
●Classifieds
●Easy to implement. Software is readily available-
● PHPBB
● Vbulletin
● Simple Machines Forum

29. Drumming up a user-base
Get people excited, reading and interacting with
your blogs, social profiles, and sites.
● Comment on other blogs linking back to yours.
● Friend-add other users on Twitter, MySpace
they'll add you back.

30. Webinars
Use live, or “on-demand” webinars in sales with
small businesses and enterprise customers..
For example: Demonstrate PBX systems, your
new cable tv, internet classes, your computer
repair services.
Live - Hosted live with live participants
On-Demand- Previously hosted webinar recorded
so anyone can watch it at any time

31. Wiki
A wiki is a page or collection of Web pages
designed to enable anyone who accesses it to
contribute or modify content, using a simplified
markup language.
If applicable create your own online wiki. Great
for internal documentation as well as online
product training.

32. Subscription based newsletters
Perhaps one of the easiest of these to implement.
Inexpensive---NO POSTAGE! No printing!
Allow customers to opt-in online, maybe even opt-
in as they subscribe for service.
Monthly mailings and newsletters.
Ideas: Use your current paper newsletter. Include
technical tips, product of the month, scholarships
and contest winners.

33. Other Value Adds to make your
site useful
Product walk-throughs, and Product tutorials
using Flash software.
Demonstrate the web interface to your unified
messaging software.
●Camtasia

34. Search Engine Optimization
Algorithmically optimizing your site to show up
higher in search engine results.
● Include H1, H2, H3 header tags.
● Key words in URL for example:
www.pmt.org/computer_repair_twin_falls.html
● Key words in body
● “Landing Pages”

35. SEO Tools
http://www.tufat.com/category18.htm
Three toolkits, $5/piece
● Check Google PageRankings
● Keyword Density Analyzer
● Headings Check
● Link popularity comparison tool

36. Books & Papers I recommend
We've definitely had some guidance---
The NEW RULES of MARKETING and PR
-David Meerman Scott ISBN: 978-0-470-11345-5
Guerrilla Marketing on the Internet
-Jay Conrad Levinson ISBN: 978-1-599-18194-3
Social Media and Social Networking Starting
Points
-Chris Brogan -
http://www.box.net/shared/ig1lqkzk0g

37. Go out and DO!
Go out and DO!
Do the simple things first that you'll follow through
with that make your site valuable.
Don't do something if you don't commit to it.
STALE content gives the impression you didn't
try hard enough, and it disappoints when
someone expected more then two year old
content when they click the link.