Thank you to Avila Country Club for inviting SMITH Advertising and Marni Blythe to address the Avila Professionals Alliance. This presentation includes both theory and practical knowledge on how to incorporate social media into your overall marketing plans.

1. The New Shape of Marketing

3. 4 The SMITH team has honed its planning and creative skills on blue-chip and Fortune 500 brands, including Agency experience

4. People were a little different in the day of mass marketing. How it used to work

5. The novelty of the media experience was compelling. Radio was a marvel – in its day. Television was astounding. How it used to work

7. Until it stopped working. How it used to work

8. Why It Changed

11. Power shifted rapidly from the marketer to the consumer. Why it changed

12. Today ’s Marketing for Success

18. The New Tools Background

21. Breaking it down

22. WARNING: SOCIAL MEDIA ISN’T GOING AWAY Don’t be an ostrich

23. SOURCE: COMSCORE, FEBRUARY 2011. 9 out of 10 Internet users visited a social networking site each month in 2010. Wow!

29. Building The Framework

30. Getting started

33. The first things you need to know “ With social media, companies are no longer in control of the relationship. Instead, customers (and their highly influential virtual networks) are now driving the conversation, which can trump a company’s marketing, sales and service efforts with unprecedented immediacy and reach.” – IBM IBM Institute for Business Value: From social media to Social CRM. What customers want.

34. The first things you need to know So what do you do?

37. The first things you need to know Social media is ultimately about interacting with others with an expectation of getting something in return. Even if that “something” is intangible, such as a feeling of connectedness or affection, participants are actively, purposefully seeking value.” – IBM IBM Institute for Business Value: From social media to Social CRM. What customers want.

38. The first things you need to know How can you best serve your customers? Give first… then you will receive!

39. “ When asked what they do when they interact with businesses or brands via social media, consumers list “getting discounts or coupons” and “purchasing products and services” as the top two activities, respectively. They rank “reading reviews and product rankings” third, which is also often part of the purchasing process as customers research product information before deciding to transact.” IBM Institute for Business Value: From social media to Social CRM. What customers want. W.I.I.F.M

41. Duplin County

43. SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM Social CRM

44. Implementation

45. .

51. SOURCE: COMSCORE, AUGUST 2010 10.8 Billion searches are conducted every month on Google. Keywords and search

52. 78% of Internet users conduct product research online. SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010 Keywords and search

56. Keyword research

57. Keyword research

58. Keyword research

60. How can I use social media to enhance my sales?

61. Social media influences sales

62. Consumer reviews are significantly trusted – nearly 12x more than descriptions that come from manufacturers and marketers. SOURCE: eMARKETER, FEBRUARY 2010 Consumer reviews

67. LinkedIn Let’s jump on LinkedIn and show you around for a few minutes.

69. Q & A