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Social marketing ldca
This document discusses social media and new marketing strategies that are effective for small and medium businesses. It provides examples of how various companies have used social media including a case study of a ice rink that gained 70,000 guests in two months by using strategies like posting guest photos and staff photos. Another case study looks at an aquarium that gained over 72,000 Facebook fans through activities like sweepstakes and surveys. The document recommends that all businesses create a strategic marketing plan that utilizes various social media channels and other new marketing approaches to engage customers and distribute their message to their target markets.
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Social marketing ldca
- 1. A Resource Guideand Case Study for Small and Medium Businesses LDCA Luncheon February 7, 2013 Don Baldwin Alyssa Morishita Creative Commons Licenses by Donald Baldwin, Trademarks owned by Companies
- 2. Social Marketing Plusesand Minuses Social Marketing Channels New Media Half Price Deals Case Study: Lloyd Center Ice Rink Case Study: Portland Aquarium Case Study: Rose Garden
- 3. Social Marketing PreeminentMethod Social Marketing overcomes Traditional Promotion One to Many v. One to One Human Mind Filters out Messages v. Interest Expensive (especially TV) v. Inexpensive Fractured Channels v. Direct Channel TV and Newspapers examples Engages Consumers Base Relationship to build sales
- 4. Takes Time Companies reallyneed to understand the new medium Coping with Negative Comments Consumer interest can be fickle: MySpace Marketers need to be flexible in a rapidly changing environment
- 6. 1 Billion ActiveUsers 9/12 54% of total US residents More than 50% Mobile Features: Privacy Settings News Feed Messaging Games/Apps ‘Like’ Advertising
- 7. Microblog, Older users Hashtags:#LDCA @username RT: Retweet Usage Pointless babble – 40% Conversational – 38% Pass-along value – 9% Self-promotion – 6% Spam – 4% News – 4%
- 8. Graphic Blog, FemaleUser Base Ages 35 – 44 Fastest Growing Social Media Site Users pin pictures to ‘boards’ New users invited Famous for recipes, crafts and DIY Interact with Followers
- 9. Photo and SocialCommunity 1M users in Dec. 2010 5M Apr. 2011 10M Sep. 2011 30M Apr. 2012 Facebook bought site for $1B, Apr. 2012
- 10. Targeted Audience/Demographic Better Servicefrom Feedback Measure Demographics and Penetration Age How did they hear about events? Radio, TV Newspaper Commercials Zip Code
- 11. Adwords by Google SponsoredAds on Facebook and Twitter E-Mail Blasts Services to Manage Posts Hootsuite Tweet Deck Social Engage
- 12. Groupon, Living Social 500competitors Advantages: Self-supporting Advertising Wide audience impact Trackable Disadvantages: When too many sell… Cannibalization of Sales Customer Churn
- 13. Social Marketer andNew Media Groupons Adwords Email marketing Facebook Page and Twitter Hootsuite Direct Mail via USPS Web Sales
- 20. 70,000 Guests inthe First Two Months Building relationship with guests: Posting guest photos Staff Photos with special needs guest Guest Reviews Interactive Posts Positive Reaction to Guest Concerns Feed the Animals
- 23. 72,606 Facebook Fans Buildingrelationships with guests: Facebook Sweepstakes Interactive posts Survey Monkey Check ins Positive Reaction to Guest Concerns
- 26.
- 27. Social and NewMarketing work for all businesses Create a Marketing Plan…Strategize! Get Involved in your marketing Use every means possible to distribute your message Know your customers (Identify Target Market) Go where your customers live