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Marketing 2.0 And Social Media


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This presentation was put together by a team of practicing marketing executives, not professional presenters and consultants. It attempts to present a practical viewpoint of social media and its connection with Marketing 2.0.

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Marketing 2.0 And Social Media

  1. 1. Marketing 2.0 & Social Media For Your Business
  2. 2. I Have Questions! <ul><li>How many of you are with a company of less then 10? 10 to 100? Over 100? </li></ul><ul><li>How many of you actively read a blog? </li></ul><ul><li>How many of you maintain your own personal or company blog? </li></ul><ul><li>How many of you have a profile on LinkedIn, MySpace or Facebook? </li></ul><ul><li>How many feel that social networking, blogging or social media marketing can be a valuable part of your marketing strategy? </li></ul>
  3. 3. Who are you? Pioneer/Innovator Early adopter Early majority Late majority Straggler
  4. 4. The Timeline <ul><li>1840s – Telephone invented </li></ul><ul><li>1870s – Commercially available with leased point-to-point service </li></ul><ul><li>Early 1900s – Telephones with exchanges and networks as we know them today </li></ul><ul><li>Mid 1990s to 2001 – First Internet boom </li></ul><ul><li>2003 – WordPress blogging software </li></ul><ul><li>2004 – Facebook (300 million members) </li></ul><ul><li>2005 – YouTube (5 billion video views per month) </li></ul>
  5. 5. Marketing & Web 2.0
  6. 6. Marketing Transformation <ul><li>Marketing 1.0 </li></ul><ul><li>One-way outbound messaging </li></ul><ul><li>Interrupts or distracts from content </li></ul><ul><li>TV/radio commercials </li></ul><ul><li>Print ads </li></ul><ul><li>Direct (junk mail) </li></ul><ul><li>Trade shows </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>Two-way messaging </li></ul><ul><li>Communities formed </li></ul><ul><li>Opinions are shaped </li></ul><ul><li>Publish content </li></ul><ul><li>Form communities </li></ul><ul><li>Collaborate/influence others </li></ul><ul><li>Word of mouth </li></ul>
  7. 7. Web Transformation <ul><li>Web 1.0 (read only) </li></ul><ul><li>Offers information </li></ul><ul><li>Static/read only </li></ul><ul><li>Submit requests for additional information </li></ul><ul><li>eCommerce – purchase products or services </li></ul><ul><li>Web 2.0 (read/write) </li></ul><ul><li>Add content (write) </li></ul><ul><li>Subscribe to content </li></ul><ul><li>Share content with others </li></ul><ul><li>Rate content </li></ul><ul><li>Form communities </li></ul><ul><li>Collaborate </li></ul><ul><li>Influence others </li></ul>
  8. 8. Social Media Defined
  9. 9. Social Media & Social Media Marketing <ul><li>Social media : Online media published or shared by individuals and organizations, in an environment that encourages participation and that promotes discussion and re-use </li></ul><ul><li>Social media marketing : The act of using social networks, online communities, blogs, wikis or any other social media to stimulate sales and brand awareness as well as enhance customer service </li></ul>
  10. 10. <ul><li>3 out of 4 American’s use social technology (Source: Forrester, The Growth of Social Technology Adoption, 2008) </li></ul><ul><li>Visiting social sites is now the fourth most popular online activity, outranking personal email (Source: Nielsen, Global Faces and Networked Places, 2009) </li></ul><ul><li>93% of social media participants believe companies should have a presence in social media and should interact with customers (Source: Cone, Business in Social Media Study, 2008) </li></ul>Social Media Facts
  11. 12. Social Media Tools Snapshot
  12. 13. Top Users & Profiles
  13. 14. Social Media Goals <ul><li>Build your community (loyalty) </li></ul><ul><li>Distribute thought leadership </li></ul><ul><li>Build your brand </li></ul><ul><li>Build your awareness </li></ul><ul><li>Become known as an expert </li></ul><ul><li>Get to know prospects </li></ul>
  14. 15. Social Media For Your Business
  15. 16. Benefits of Using Social Media
  16. 17. Types of Social Media for Small Business
  17. 18. Social Media & Your Business <ul><li>Helps to increase your search engine relevance </li></ul><ul><li>It’s an easy and natural way to get your name out there </li></ul><ul><li>Lets you share your knowledge in your area of expertise </li></ul><ul><li>Helps expand your contact base and your business referral network </li></ul><ul><li>Allows you and your business to be accessible </li></ul><ul><li>Can act as a customer relation tool for your service and products </li></ul><ul><li>You can engage in-two way communication with customers </li></ul>
  18. 19. For Companies with Products <ul><li>Focus on sharing your products: </li></ul><ul><ul><ul><li>Offer samples to bloggers </li></ul></ul></ul><ul><ul><ul><li>Take advantage of any PR opportunities </li></ul></ul></ul><ul><li>Offer yourself up to be interviewed on blogs and podcasts </li></ul><ul><li>Blog or tweet about your new creations or the process of creating your product </li></ul><ul><li>Use Twitter to let people know about new products, giveaways, partnerships or sponsorships, product placement, discounts or coupons </li></ul>
  19. 20. For Service Professionals <ul><li>Focus on getting your profile, experience, and knowledge out there: </li></ul><ul><ul><ul><li>Share your resume and experience online (LinkedIn) </li></ul></ul></ul><ul><ul><ul><li>Write in a blog and publish those articles ( and </li></ul></ul></ul><ul><ul><ul><li>Share your knowledge in videos and podcasts </li></ul></ul></ul><ul><ul><ul><li>Create a “lens” on Squidoo </li></ul></ul></ul><ul><ul><ul><li>Share your bookmarks and favorite Web sites (Digg,, Kirtsy, StumbleUpon) </li></ul></ul></ul><ul><li>Use testimonials whenever possible (again, LinkedIn is great for this) </li></ul><ul><li>Use Twitter to let your customers know about new blog posts, services, or discounts </li></ul>
  20. 21. Social Media Recommendations <ul><li>Have a strategy to create and deliver your content </li></ul><ul><li>Not ready? At least create accounts to reserve your name </li></ul><ul><li>Realize that it’s the consumers who are in control and not you </li></ul><ul><li>Only assign this responsibility to yourself or someone you designate who has a passion for helping others online </li></ul><ul><li>Abide by networking and social etiquette rules </li></ul><ul><li>Always provide value in the form of relevant content and follow up </li></ul><ul><li>Measure/track results </li></ul><ul><li>This is only one component of your marketing plan; don’t neglect the others </li></ul>
  21. 22. Marketing Audit Checklist <ul><li>Brand service or trademark </li></ul><ul><li>Intellectual property </li></ul><ul><li>Contact database </li></ul><ul><li>Email addresses and cell phones </li></ul><ul><li>Public relations </li></ul><ul><li>Customer testimonials </li></ul><ul><li>Newspapers, billboards and yellow pages </li></ul><ul><li>Consistent and easy to understand messages (BMW) </li></ul><ul><li>Emphasize the benefit over the product or service </li></ul><ul><li>Call to action </li></ul><ul><li>Unique toll free or web address response option </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>Social marketing </li></ul>