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Social Media: Expanding Chamber Reach
Ekaterina Walter
Intel Social Media Strategist
@Ekaterina
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INTEL CONFIDENTIAL2
AGENDA
Why Social Media
Social Media and Your Customers
Social Media and Your Peers
Case Studies and Tips
@Ekaterina
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INTEL CONFIDENTIAL3@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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INTEL CONFIDENTIAL5
Motivations…
@Ekaterina
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INTEL CONFIDENTIAL6
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
@Ekaterina
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INTEL CONFIDENTIAL7
Social Media – the Platform for Connection
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL8
Are Your Die-Hard Fans Part of Your Community?
Die Hard Intel Fan - Damien Bayless
@Ekaterina
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INTEL CONFIDENTIAL9
My Personal Story
@Ekaterina
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INTEL CONFIDENTIAL10@Ekaterina
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INTEL CONFIDENTIAL11
Years to Reach 50M Users:
@Ekaterina
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INTEL CONFIDENTIAL12@Ekaterina
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INTEL CONFIDENTIAL13@Ekaterina
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INTEL CONFIDENTIAL14@Ekaterina
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INTEL CONFIDENTIAL15@Ekaterina
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INTEL CONFIDENTIAL16@Ekaterina
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INTEL CONFIDENTIAL17@Ekaterina
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INTEL CONFIDENTIAL18@Ekaterina
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INTEL CONFIDENTIAL19
40% of Fortune 100 Companies Show Website Traffic Decreasing
Source: Adgregate and Webtrends
@Ekaterina
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Your Customers and Social Media
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INTEL CONFIDENTIAL21@Ekaterina
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INTEL CONFIDENTIAL22@Ekaterina
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INTEL CONFIDENTIAL23@Ekaterina
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INTEL CONFIDENTIAL24@Ekaterina
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INTEL CONFIDENTIAL25@Ekaterina
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INTEL CONFIDENTIAL26
Social Marketing‟s Benefits Rival Email for SMB
@Ekaterina
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INTEL CONFIDENTIAL27
Ramon DeLeonOperating PartnerDomino‟s Pizza Chicago
@Ekaterina
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INTEL CONFIDENTIAL28@Ekaterina
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INTEL CONFIDENTIAL29
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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INTEL CONFIDENTIAL30
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
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Learning From Your Peers
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INTEL CONFIDENTIAL32
Otago Chamber of Commerce, New Zealand
Social Pioneers
Paul Allen
Business Resources John Chrystie
Chief Executive
@Ekaterina
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INTEL CONFIDENTIAL33@Ekaterina
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INTEL CONFIDENTIAL34@Ekaterina
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INTEL CONFIDENTIAL35
Promoting Your Social Presence
Printed newsletters
Business training programs
Word of mouth
Website
@Ekaterina
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INTEL CONFIDENTIAL36
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
@Ekaterina
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INTEL CONFIDENTIAL37
“ 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
@Ekaterina
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INTEL CONFIDENTIAL38
Salem Chamber of Commerce, USA
Social Pioneer
Kyle J. Sexton
@Ekaterina
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INTEL CONFIDENTIAL39@Ekaterina
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INTEL CONFIDENTIAL40@Ekaterina
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INTEL CONFIDENTIAL41@Ekaterina
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Case Studies and Tips
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INTEL CONFIDENTIAL44
Use Twitter for Sales and Support
@ekaterina
$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
@Ekaterina
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INTEL CONFIDENTIAL45
Foster Relationships with Bloggers and Influencers
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL46
Use YouTube to Drive Sales
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL47
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
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL48
Integrate Social Networks into Your Website
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL49
Consider the Move to Facebook Commerce
On the first day of launch the sales quadrupled
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL50
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
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL51
Take Advantage of Location-Based Services
@ekaterina
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.
@Ekaterina
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INTEL CONFIDENTIAL52
Blog!
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL53
Integrate Traditional and Social
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL54
Tap into the Power of User-Generated Content
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL55
Make Every Single Piece of Content Sharable
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL56
Generate Leads
@Ekaterina
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INTEL CONFIDENTIAL57
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
@Ekaterina
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INTEL CONFIDENTIAL58
Use Social Media to Drive Participation in Offline Events
@ekaterina@Ekaterina
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INTEL CONFIDENTIAL59
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
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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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