social media for world chambers congress june 2011

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Social Media: Expanding Chamber Reach

Ekaterina Walter

Intel Social Media Strategist

@Ekaterina

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AGENDA

Why Social Media

Social Media and Your Customers

Social Media and Your Peers

Case Studies and Tips

@Ekaterina

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“Social Media isn’t a

fad, it’s the

fundamental shift in

the way we

communicate”

Erik Qualmanauthor of Socialnomics

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Motivations…

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Consumer Expectations

Companies/Brands Should:

listen to what I have to say

show that they care

connect with me where I am

respond in a timely manner

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Social Media – the Platform for Connection

@ekaterina@Ekaterina

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Are Your Die-Hard Fans Part of Your Community?

Die Hard Intel Fan - Damien Bayless

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My Personal Story

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Years to Reach 50M Users:

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40% of Fortune 100 Companies Show Website Traffic Decreasing

Source: Adgregate and Webtrends

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Your Customers and Social Media

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Social Marketing‟s Benefits Rival Email for SMB

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Ramon DeLeonOperating PartnerDomino‟s Pizza Chicago

@Ekaterina

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Quotes from Ramon

“I got on Facebook because I wanted to sell my pizzas to college students back in 2005”

“One of my customers posted a video of them getting/eating my pizza. It was viewed 1500 times in the first 2hrs. You can‟t pay for stuff like that!”

“I saw a pregnant lady tweeting about being hungry. By the time she got to her hotel, I had pizza waiting for her. She had a party and ordered pizza for everyone”

“I learn about my potential customers through Twitter, start conversations with them, they become my customers”

“The most valuable piece of real estate is your Facebook wall, because people share it with others”

“I share a lot of product photos. If you weren‟t hungry earlier, you are hungry now!”

@Ekaterina

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Quotes from Ramon (cont.)

“I get out and meet people and get to know them, I do fundraisers at schools, I mentor students, I connect with artists on MySpace, I pay attention to sport events in town”

“I have my own hashtag #RamonWOW, anyone can tweet me and get pizza delivery in record time (12 mins)”

“I send „thank you‟ videos to my customers”

“I promote my customers in my print menus – my Foursquare mayors always get a shoutout”

“My products have hashtags – if you want to see product review, just searchfor them on Twitter”

“Be inspired and you‟ll be in demand”

Ramon‟s video: http://bit.ly/i1JQXv

@Ekaterina

Learning From Your Peers

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Otago Chamber of Commerce, New Zealand

Social Pioneers

Paul Allen

Business Resources John Chrystie

Chief Executive

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Promoting Your Social Presence

Printed newsletters

Business training programs

Word of mouth

Email

Website

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Benefits of Social Media

Increased attendance at events and training

Real-time communication

Quick dissemination of information

Trend spotting on topics of community discussions/concerns

Building relationships with local businesses (current and potential members)

Lead generation (finding new members)

Knowledge-sharing with other chambers

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“ Over the past 18 months we have run various workshops on using social media for business and for community groups. Businesses in attendance: local government, small and medium enterprises, sole traders, not-for-profit and community organizations. Many of the participants have since connected with the Chamber via Twitter and Facebook. More importantly, these businesses are growing their presence online with potential and current clients. “

- Paul Allen

Adding Value to Your Customers

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Salem Chamber of Commerce, USA

Social Pioneer

Kyle J. Sexton

@Ekaterina

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Case Studies and Tips

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Listen!

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Use Twitter for Sales and Support

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$6.5M in revenue in „10

Changed products and processes in response to social brand chatter –find out about problems with products 6 weeks earlier than in the past

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Foster Relationships with Bloggers and Influencers

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Use YouTube to Drive Sales

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Create a Self-Sustaining Community

TurboTax created a customer service wiki that allowed TurboTax users to answer questions and provide tips to others

Results: 40% of user questions were answered by other customers at a higher rate of accuracy than the traditional call center

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Integrate Social Networks into Your Website

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Consider the Move to Facebook Commerce

On the first day of launch the sales quadrupled

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Consider the Power of Facebook Integration

Giantnerd.com, a shopping site for outdoor gear, saw a doubling in revenue generated

from Facebook within 2 weeks of adding the Like button

American Eagle saw users referred by Facebook spend 57%

more than average on the site

Every time Facebook user posted on newsfeed that they bought a ticket, friends spent an additional $5.30. Every Facebook

link generated $2.52 in sales

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Take Advantage of Location-Based Services

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For opening weekend of Men’s Store in NYC, Coach gave away free cologne ($85 value) to the first 200 customers who checked into the store on Foursquare. 10% of traffic to the store that weekend came with Foursquare check ins.

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Blog!

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Integrate Traditional and Social

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Tap into the Power of User-Generated Content

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Make Every Single Piece of Content Sharable

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Generate Leads

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Drive Organic Traffic and Leads with SEO

Make sure you have consistent social presence

Blog! Address pain-points, provide value

Use the right keyword strategy

(no industry jargon, customer speak)

Study where traffic comes from

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Use Social Media to Drive Participation in Offline Events

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Things to Remember about Social Media

Just like relationship-building it takes time and effort

Set the right expectations with customers on response time

You get what you give… provide value and help

Continually learn to stay relevant

Don‟t be afraid to experiment

If you are not sure where to start, start small

@Ekaterina

Your business relies on

word of mouth (WOM),

social media is not a

nice-to-have anymore,

it’s a must-have!

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Thank You!

Ekaterina Walterekaterina.walter@intel.com

http://www.ekaterinawalter.com

Twitter: @Ekaterina

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