This document summarizes a presentation about using social media for interactive marketing and business purposes. It discusses how social media allows real-time participation and two-way conversations, rather than one-way "in-your-face selling." It provides examples of popular social media tools like Facebook, LinkedIn, Twitter, YouTube and their business uses. The presentation emphasizes that social media is about joining ongoing conversations, not controlling messages, and encourages businesses to find their target audiences and engage with their communities online.

1. Getting ConnectedSocial Media: the new breed of Interactive Marketing Tools Presented by Peter Straube Champlain College Division of BusinessVermont Convention Bureau Annual Meeting November 4th, 2009

2. Participate online in real-time: Post your comments to Twitter Today’s hashtag: #vcbvtor : the Vermont Convention Bureau Facebook page (become a fan!)

3. “The only reason to have an eventis to change the world.”

5. The Web has become the best way to make connections with busy lives

6. The shift is on!

8. People are playing at different levels

9. Social media is still evolving— and will continue to do so (WhoSpace?)

12. and consider this… “Public relations” has been “media relations” for the past 50 years, but not anymore… The “marketing department” has become the “findability department”… and what impacts findability the most is now content. Fresh content (and text) rules the Web

13. Two words to remember: CONTENT RULES! …so if you don’t have something of value to add to the conversation, don’t waste your (and their) time.

14. 3 Basic uses of Social Media: Socializing / Entertainment example: Facebook Professional Networking example: LinkedIn Sharing Information example: Twitter Which one(s) are you trying to accomplish?

15. Social Media for Business: Just one tool in your marketing “toolbox”- new communication channels- it’s about integrating with existing initiatives Always need to start with two questions: - who is our target audience? - What is our goal? Can be used to drive awareness, community feedback and engagement (that’s Web 2.0!)

16. Your role in all of this: People don’t care about your ads—they care what their friends and colleagues think Old-fashioned “word of mouth”: - good: 1 person tells 2 or 3 others - bad: 1 person tells 8 “Word of Internet”: 1 person tells thousands We buy from people we know and like (and trust) You need to position yourself as a “trusted advisor” Need to participate, but also listen

17. Connecting the dots: How can social networking tools be applied effectively for your business (or not)? Where is my target audience hanging out? What is the conversation they’re having? How can I facilitate the conversation? What can I “bring to the party”?

18. Social Media for business Potential Benefits: - build public awareness (but can be positive and negative)- spread a message- gather feedback- build relationships - allows you to target an audience in new ways

19. A few business applications: Finding Employees Collecting Customer Feedback Announce or remind of new products, services or special events Maintain a 2-way dialogue with customers Spreading good ideas – blogs and Twitter Connecting attendees/participants before, during and after an event

20. Let’s talk--how could you use: Facebook Twitter LinkedIn YouTube Trip Advisor Blogs iPhone-type Apps Other social media?

21. Some general Do’s and Don’ts: DO think “conversation”, not “campaign” DO join the conversation and add value DO respond quickly (short attention span) DO encourage people to friend/fan you on Facebook or follow you on Twitter DO identify “power tweeters”/influencers/ connectors – they distribute your message

22. …and now for some “Don’ts” Don’t try to sell stuff (destroys credibility) Don’t be a spammer Don’t try to control the conversation—let it go! Don’t forget to have fun!

23. See ya online… and don’t forget: “The only reason to Tweet is to change the world!” Contact me: straube@champlain.edu 865.6438