Social Media - Drive Revenue. Impact the Bottom Line. Learn the evolution of marketing, questions to ask before starting, why adding social media to your marketing mix benefits the business and why measuring and tracking results is critical to success.
2. What we’ll cover…
• The Evolution of Marketing
• Questions to Ask Before
Starting
• Benefits of Plugging into
Social Media
• Track and Measure
3. Organization
1st
Evolution
One-Directional Messaging
• Messages created, packaged &
pushed
• Audiences accepted or didn’t
• If issues – comment cards, letters,
or customer service representative
• Marketing firm hired to do research
if organizations wanted to know
how customers felt
4. Organization
2nd
Evolution
Two-Directional
Messaging –Web 2.0
• Online experience becomes
more collaborative, user-
friendly & interactive
• Birth of blogs, social networking
sites, applications that allowed
customers to leave comments
digitally via websites, contact us
forms, etc.
5. Organization
3rd
Evolution
Lateral-Engagement
• New dimension to engagement &
influence
• Advent of true peer-to-peer
networks
• Shared content at will
• Immediate & real-time feedback
• Word-of-Mouth now limitless
• No geographic boundaries
• Multiplied velocity & reach
• Now World-of-Mouth
6. SOCIAL MEDIA
How does it affect your business?
What do you do with it?
What action or response are you seeking?
Do you have a strategy and goals?
• Social Marketing: not an isolated silo, it’s a
channel
• Determine how Social Marketing fits into your
overall Business Strategy
• Understand Strategy, Tactics, Goals and Targets
7. Top Five Business Functions
• Sales
• Customer Service
• Human Resources
• Public Relations
• Business
Intelligence
8. Sales
$
Acquire new customers through extended reach
and influence
Social Media – Videos, You Tube, Blogs can enhance
relevance and depth. Branded Facebook pages can be
leveraged to promote discussions, publish videos and
articles, schedule events, launch contests, distribute
special offers. Twitter – 20% off discount code with a
link to an eSite or printable coupon
9. • Constant real-time feedback from customers
• Respond to customers in real-time
• Faster resolution times
• Bottom-line you want happier customers
• More importantly, you want raving fans to
proclaim your greatness
Customer Service & Support
11. Public Relations
• Monitor online mentions of company
• Greater reach and spread of information
• PR to media, customers, post on website,
push out via groups, Twitter, Facebook, Blog,
LinkedIn & other social channels
• Increase trust & mindshare
12. Business Intelligence
• What are customers saying about you?
• About your competitors?
• How many and where?
• Utilize to garner leads/sales
• Perceptions = Reality
• With search ability – research
is cheaper, faster and richer
than ever before
13. Track & Measure
• What do you want to measure?
• What are your KPI’s?
• How is success defined?
• What is the impact on your
program or campaign?
• Track & measure results
• Adjust as necessary
17. • Decide what channel or approach is
best for your company
• Develop consistency of tone,
messaging, content & imagery
• Pick & choose your sandboxes
• Know WHY you do it
Drink the Kool-Aid – Yes or No?
18. Deborah Daily
Buckaroo Marketing | New Media
DLDaily@gobuckaroo.com ~ www.gobuckaroo.com
317.845.0830 or 877.344.0290
7987 Wolford Court, Suite 200 ~ Fishers, IN 46038
Editor's Notes
SALES: Acquire new customers through reach & influence
Social Media – Videos, You Tube, Blogs can enhance relevance and depth. Branded Facebook pages can be leveraged to promote discussions, publish videos and articles, schedule events, launch contests, distribute special offers. Twitter – 20% off discount code with a link to an eSite or printable coupon
Recruit talent – “relevancy” – “tech savvy”
“OUT” (High spend newspaper ads/resumes)
“IN” (Hire through trusted networks peers colleagues, and friends)
Online research provides valuable insights
Identify if there’s a fit with prospective new hires and your corporate culture
Monitor online mentions of company
Greater reach and spread of information
PR to media, customers, post on website, push out via groups, Twitter, Facebook, Blog, LinkedIn
Increase trust & mindshare
Foster alignment of values between company and would-be customers which equals a higher degree of positive sentiment & even loyalty
TP-Story…Programs – last year and a half…didn’t know conversion – leads to quotes to sales. Don’t know it? Then how do you know it works and if you should do it?
So how did Oreo put their own twist on the lights-out scenario so quickly? Turns out they had a 15-person social media team at the ready to respond to whatever happened online in response to the Super Bowl — whether it was a mind-blowing play or half the lights shutting off. So not only did they have a regular commercial run during the first quarter, they also had copywriters, a strategist, and artists ready to react to any situation in 10 minutes or less.
“The new world order of communications today incorporates the whole of the way people are interacting with brands right now,” Sarah Hofstetter, president of digital marketing agency 360i, which handled game-day tweeting for Oreo, said in an interview with Wired. “Once the blackout happened, no one was distracted — there was nothing going on. The combination of speed and cultural relevance propelled it the forefront.”
