1. SOCIAL NETWORKING
OVERVIEW
South Shore Women’s Business Network
Presented by:
Angela Rutzick, Principal
May 6, 2010
2. Social Networking Tools
Social Networking
Blogs
Communities
Forums / Discussion Board
Content Aggregators
3. Social Networking
Social network users represent 67%
of all internet users
Offers the most personal, trusted and
direct points of access to consumers
Provides consumers with options in
searching for value, products and
services and finding exactly what they
need and want with minimum effort.
Social Networking is here to stay
4. Some Facts …
Eight in ten Americans are now online
Yet, only 5-10% of marketing budgets are
allocated to digital media
The fastest growing digitally mature
industries include:
Technology, financial services, travel
subscription media & retail
5. Consumers — the New Marketers
Web 2.0 tools have
upgraded their voice
power
Consumers are now
Prosumers
(producer + consumer)
6. The New Marketer —Technopologist?
Technologist,
sociologist and
psychologist
Usage behavior -
watch and
observe
7. MySpace
Who is your audience
Generally younger audience without
deep pockets
Environment is one where you
primarily visit page of others as
opposed to having info brought to you
8. You Tube
Upload and share video clips and
across the Internet through websites,
mobile devices, blogs, and email
9. Facebook
Geared to using your profile page as a
home page for information being brought
to you
Facebook is usually an older audience
with more income
11. Boost Your Brand
Create a group that provides value
Avoid commercialness or you may be shut down
Don’t spam even if your message is real or relevant
Event Marketing
Creates a special page on which you can put
the details and even collects RSVPs
12. Tweet Tweet Twitter
Limit to 140 characters
Similar to text messaging
Fastest growing, least retention
14. Blogs
Provide commentary or news on a
particular subject or function as more
personal online diaries
9000 million blogs
40,000 new ones pop up each day
25. The Good with the Bad
Be prepared to handle responses
Never ignore an unfavorable comment
26. From Push Marketing to
Conversational Marketing
Persuade don’t sell
Be part of the conversation
Facilitate
Listen and respond to customers
27. Why should they come?
Provide incentives - both tangible and
intangible
Tangible - play on consumers’ emotions
Intangible - money, free samples, coupons
Create community
Peer recognition
28. How do I keep them there?
Hire a Community Manager
Provide ongoing interaction & content
Create a wiki to increase traffic to your site
Appoint a Facilitator
Keeps conversations going
Highlights important information
Maintains order
Ensures customer is heard and responded to
29. Recruit employees
Carefully select employees to write blogs
Social networking skills
Shares company vision
Knowledgeable about services and products
30. Engage Employees
Define the customer experience
Share culture and feel of organization
Case Study: Dove - Consumer Nation
31. What will it do for my business?
Engage customers
Expand visibility and enhance a brand
Improve customer understanding of products &
services
Facilitate sharing of knowledge
Increase customer satisfaction
Bring referrals and recommendations
Attract new employees
Strengthen and enlarge your network of vendors
and partners
Create evangelists
32. What are the requirements?
Meet a business objective
Support a product or service
Provide cross-referrals
Give and receive recommendations
Offer value with content
Integrate with other marketing activities
Social bookmarking
33. Today’s New Creative
It’s about the message - not the
product
Simple, punchy and in a story form
Resonates with the consumer and
provides instant gratification
Timing / call for action
forward the message to others
34. Be Digital Savvy
Align yourself with
technology
the right talent
a company’s whose culture is
progressive
Create parterships with
Agencies, media companies and
marketers
35. What is measurable?
Number of referrals
Site traffic / visitors
Audience participating
Blog comments
Content sharing (ie., email forwards)
Follows, friends & fans
Profile views
Wall posts
36. What are the Advantages?
Builds better customer/company relationships
Builds sense of community
Increases opportunities
Lowers recruiting costs
Attracts conversations / exchange ideas / find
answers
Lets others know what you are working on and
the successes you are having
Links to articles and recent posts
Links (in moderation) to your own blogs and
articles
Help others get business referrals (collaborate
just don’t collect)
37. Tips
Take into
consideration overall
marketing plan
Select target and
develop relevant
messaging & content
Utilize social networks
Have patience
Plan before jumping in