© 2007 etc…group, Inc. Confidential/Proprietary 1

presented by

Mike Cichon

Digital Marketing Practice Director

November 17, 2009

Social Marketing for Small Business

Developing the Ideal Marketing Plan

© 2007 etc…group, Inc. Confidential/Proprietary 2

Snapshot: Advertising and PR spending

3 -- Radio Advertising Bureau. 4 -- BIA Advisory Services

2 -- Newspaper Association of America1 -- IAB / PwC

Internet advertising (Q1’09)1

Online ads on news-owned sites (Q1’09)2

PR spending (Q1’09)

Radio advertising (1Q’09)3

Television advertising (2009)4

News print Ad Spending (Q2’09)2

Email marketing (CAGR ’09 -’14)5

5%

13%

10%

24%

20%

30%

11%

5-- Forrester Research, June ‘09

© 2007 etc…group, Inc. Confidential/Proprietary 3

Social media impact on Email

Social media platforms utilize email

Connections made cross interaction channels

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Snapshot: On-line social participation Facebook: 65.7m monthly visits (200m+ users) Twitter: 4.5m monthly visits Blogs: 346m readers (77% of active Web users) Social Networks: 35-49 age group up +11.3 million (2008)* Mobile: Social network access up 156% (19% overall)* Video: Audience growth up 339% (since 2003)* Search: Up 50% (since 2003)*

* – Neilsen On-Line

© 2007 etc…group, Inc. Confidential/Proprietary 5

Forrester weighs in on business buyers

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Getting found on the Web

Associate expertise, authenticity and transparency with your

brand

Website

Web-PR

Forums Social Bookmarking

Blog / Micro-Blog

Wikis / Directories

Other Social Media

Social Networks

© 2007 etc…group, Inc. Confidential/Proprietary 7

Digital marketing opportunity map

High

High

Low

LowResources Required

Bu

sin

ess

Im

pa

ct eBook

Placed ads

Mobile ads

Off-page SEO

Web PR

Video / podcast

Programmatic email

Maintain business / social

directories Paid search

Web programs

On-page SEO

Manage Twitter presenceMonitor and respond to blog /

comment mentions

Improve Blog

© 2007 etc…group, Inc. Confidential/Proprietary 8

Digital marketing self assessment

Are my messages and products interesting to my target audience?

How does my web traffic / trends compare to the competition?’

Is my website an effective vehicle for demand generation?

What is being said on-line about my company, competition and market?

What are my most promisingdigital marketing “outposts?”

© 2007 etc…group, Inc. Confidential/Proprietary 9

Creating great content …

Great content should be- Simple and easily understood

- Controversial or note worthy

- Trust worthy and believable

- Multi-dimensional

- Emotionally appealing

- Wrapped in a story

Why Some Ideas Survive and Others Die

By Chip Heath and Dan Heath

Random House, 2007

… the type people will want to share

© 2007 etc…group, Inc. Confidential/Proprietary 10

The Classic Sales Funnel

Awareness /

Demand Generation

Deals

Opportunities

Prospects

Leads

Inquiries

Early

Stage

Mid

Stage

Late Stage

Mar

com

Foc

us

New Product in a New or Re-segmented Market

BrandingTesting / Validation Awareness /

Demand Generation

Paid Advertising

© 2007 etc…group, Inc. Confidential/Proprietary 11

Social media vs PR /paid advertising

Early

Stage

Mid

Stage

Late Stage

Mar

com

Foc

us

Paid Advertising

Social Marketing

BrandingTesting / Validation Awareness /

Demand Generation

New Product in a New or Re-segmented Market

© 2007 etc…group, Inc. Confidential/Proprietary 12

Starting “small” with social media

Incorporate social into your daily routine- Listen and respond

- Share links to great content

- Encourage key staff to do the same

Bookmark on the Web Subscribe to Feeds

Share on Twitter

© 2007 etc…group, Inc. Confidential/Proprietary 13

BlogWebsite

Thank You!

(Content)

Thank You!

(Event)

• Articles

• Links

• News

Favorites

Going “big” with social media

To augment market monitoring, branding and demand generation

© 2007 etc…group, Inc. Confidential/Proprietary 14

Avoid the social media “black hole”

Know what you want to measure- Web traffic and click streams

- Twitter follows, retweets, favorable mentions

- Facebook fans and interactions

- Blog subscriptions and 3rd party blog mentions

- Lead volume and quality (median score)

- Inbound leads, queries

Establish a corporate social media policy Don’t just generate leads, nurture leads

© 2007 etc…group, Inc. Confidential/Proprietary 15

mike@etcgroupinc.com

Thank You!