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