Tactics and Tools for social media marketing. MarketingSavant Version, Dana VanDen Heuvel, author. Todd Lohenry, presenter

1. Marketech‘09Marketing Technology & Social Media The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com

2. If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army

4. ;-)

6. What are you doing with social media & marketing technology today?

7. What do you expect to be able to DO with social media?

9. Media evolution: The Long View

10. Social Media Mining, Buzz Monitoring, Customer Listening The marketing mix has moved from a “monologue” model to one of dialogue and conversation. Marketers can listen to the customer by tuning into their frequency in newsgroups, blogs, podcasts, and social media sites.

12. 90% of people who can skip ads do

13. 76% of consumers don’t believe that companies tell the truth in advertisements

14. 100% - The increase needed in advertising spend to add 1-2% in sales

16. Social Media is About ROI! The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

17. Community ROI Decreased cost of customer retention Higher purchase amounts by community vs. non-community (30%) Higher frequency of purchase by community Lower cost of customer service (repeat customer familiarity) Increased customer satisfaction Decreased cost of acquisition (advocacy driven) Lower cost of product development (using feedback loop)

18. Monitoring Social Buzz: Marketers are known for talking, not listening. By monitoring the online conversation happening in blogs, forums, social networks and other social media channels, businesses can bring the voices of their customers directly into their marketing departments. People are talking through blogs and social networks. These discussions influence consumer attitudes and behaviors. Marketers must be in touch with the buzz about their business. Consumers want to talk to consumers. They don’t trust marketers; they trust each other.

19. Twitter, Microblogging& The Statusphere Microblogging allows the subscriber to broadcast short messages to other subscribers of the service. The appeal of microblogging is its immediacy and portability.

21. Promotion.

23. Blogging A contraction of the term Weblog. A Web site, usually maintained by an individual, with regular entries of commentary, description of events. May contain text, graphics, video or music.

24. Establish authority. Converse with customer base. Search-related benefits. Instant feedback, reciprocity and commitment. Easy syndication with RSS. Why Marketers Blog:

25. Companies that blog get 55% more visitors to their website Companies that blog 97% have more inbound links Companies that blog have 434% more indexed pages HubSpot Just the facts…

26. Creating an Effective Blog: Create an authentic blog personality. Let your real voice shine through. Comment on other blogs to leave a footprint back to your own. Keep it simple. Don’t get caught up in the length of your posts. Make them interesting and valuable. Allow comments. Comments create the viral effect by allowing readers to interact with you. Ask for action. Provide unique content that makes your blog a destination for the user.

27. Facebook A social networking Web site. As of Jan. 4, 2009, Facebook had more than 42 million users in the U.S. alone. 200 million active users and more than 100 million of those log on to Facebook at least once each day. Two-thirds of Facebook users are outside of college age. About 30 million active users currently access Facebook through their mobile devices. Source: Facebook

28. Best Practices for Marketing in Facebook: Assign a specific person to create and manage your organization’s Facebook page. Promote your Facebook Page outside of Facebook to attract more fans. Post new information, photos and videos regularly to keep it fresh. Consistent activity and active sharing are critical. Promote events. Conduct polls. Create a marketing strategy for Facebook so you attract fans.

29. LinkedIn LinkedIn is a business-oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. 39 million registered users spanning 170 industries, as of May 2009. The largest business networking community online.

30. Include a photo. Pictures aid recall when you’ve met face-to-face. People with pictures are more likely to be contacted. Use your customized LinkedIn URL as a signature when you leave comments in business or industry-specific blogs. Optimize labels. Add your Web site, blog and other relevant URLs to your profile. Make or obtain recommendations regarding your business peers, vendors, associates and others with whom you do business. Join groups related to your industry and participate in the discussions . Tips for using LinkedIn:

31. Social Networking Environments Use of social networks grew 25% from June 2007 to June 2008. An increase from 0.46 to 0.58 billion. myspace.com is a social networking market leader with 72% of market share. Facebook.com has 16.91% of market share. MyYear.com has 1.54% of market share. Tagged has 1.08%. Bebo has 1.05% of market share. Source: comScore)

32. Video Sharing YouTube gets the majority of attention in the online video space. Much more to video that drives its efficacy for marketers. Viral video is another way to reach an ever fragmenting group of consumers. More than a 100-fold increase in the number of videos viewed on YouTube since the end of 2005. Videos are powerful tangible artifacts that show up in Google’s blended search results.

33. Make sure video has a relevant message. Avoid the typical marketing or sales pitch video to build trust and credibility. Put the video on the video sharing site as well as your own website or blog. Make the video easily “shareable” –easily emailed or posted to different social media sites. Create a viral launch. Place the video on blogs, the media and your network at launch. Tips for using Video Sharing:

34. Email 91 percent of U.S. Internet users have gone online and sent or read email. 56 percent do this as part of a typical day. Source: Pew Internet and American Life Project, March 2007

35. Include: a call to action, easy-to-find contact information, links to your company’s Twitter account and Facebook page. Make it easy to subscribe. Don’t waste the subject line. Use attention-getting headlines. Use a direct and professional tone, like you’d use in a face-to-face meeting. Clearly state the purpose and value to subscribers. Keep messages short and sweet. Respect the audience’s time. Do not send messages too frequently. Offer something unique to the email audience. Tips for Building an Email Marketing Campaign:

36. Automated email (autoresponders) A computer program that automatically answers email sent to it. Often used as email marketing tools to immediately provide information to prospective customers and follow up with them at preset intervals. The most basic reason to use an automated e-mail is to follow up with customers who have taken the time to reach out to you.

37. Write to emphasize benefits, not features. Answer “what’s in it for me?” Keep messages short and sweet. Keep the beginning and end very strong and on-point. Do not use a variety of fonts, images and pictures. Keep it clean and simple. Include a signature line containing all your contact information. Tips for Using Auto Responders:

38. Social Media Optimization Optimizing a site to be easily linked to, more visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs. A set of methods for generating publicity through social media, online communities and community Web sites. The merging of traditional media, search engine marketing and social media marketing.

39. Look at the target audience: What type of relationship do you want to build with them? Where do they currently get their information? How do they engage with that information and each other? What are they are ready for? Getting Started with SMO:

40. Increase your linkability. Make tagging and bookmarking easy for readers. Make your content portable and syndicate it. Encourage mashups and content co-creation. Be a useful resource. Participate. Join the conversation Know how to SMO for your audience. Know where your tribe is. Create great content . Increasing Your SMO:

42. Widgets and Gadgets Small applications used to meet computer users’ specific needs by providing quick access to Internet sites: desktop utilities, such as to-do lists, calendars, clocks, weather, games, entertainment. tools, such as system resource monitors or application launchers. Typically, a tiny window on the user’s desktop or Web page. Also referred to as gadgets, badges, capsules, gizmos, minis, modules, plug-ins or snippets. Source: MarketingSherpa

46. Internet Protocol Television (IPTV).

47. Internet Protocol Television (IPTV).

48. Mobile Marketing.

49. Virtual Worlds, Second Life, Avatars.

50. Podcasting .