social marketing: fitting the pieces together
DESCRIPTION
Asher Agency's presentation the June 30, 2011 Whitley County Economic Development Corporation (EDC) Summer Series: Strategic Leveraging for Your BusinessTRANSCRIPT
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HELLO!
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MARKETING STRATEGY
SOCIAL MEDIA
STRATEGY
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FACEBOOK [IS] NOT VERY APPLICABLE
TO US. IT’S MORE OF A PERSONAL
SOCIAL NETWORK AND WHEN YOU
GET INTO BUSINESS MESSAGES IT’S
ALMOST TOO INVASIVE. … THERE’S A
LINE YOU HAVE TO DRAW
[REGARDING] WHAT SOCIAL MEDIA
ACTUALLY MAKES SENSE AND HOW
YOU USE IT IN A PROFESSIONAL
BUSINESS ENVIRONMENT.
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WHICH SOCIAL MEDIA TOOL
IS MOST USED BY
THE INC. 500?
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TOOLS USED BY INC. 500 - 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Twitter Blogging Online video Message/bulletin boards
Podcasting MySpace Foursquare Do not use
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
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WHICH SOCIAL MEDIA
TOOL IS CONSIDERED
MOST EFFECTIVE
BY THE INC. 500?
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online video Message/bulletin boards
Blogging Facebook Twitter Podcasting
SUCCESS RATES REPORTED
BY INC. 500 - 2010
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
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TAKEAWAYS
SOCIAL MEDIA IS USED BY 82% OF
THE INC. 500
SUCCESS RATES ARE HIGH
NO ONE TOOL WORKS FOR EVERYONE
WHAT’S RIGHT FOR SOMEONE ELSE MAY
NOT BE RIGHT FOR YOU
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OTHER TOOLS WE
WOULD DISCUSS IF
WE HAD MORE TIME
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FACEBOOK (IN MORE DETAIL)
LOCATION-BASED SOCIAL MEDIA
PODCASTING
PHOTO SHARING
CONSUMER OPINION
AND ABOUT 1,000 OTHERS
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80% USE SOCIAL MEDIA
FOR RECRUITING…
AND 95% OF THOSE
USE LINKEDIN
FOCUSED
AUDIENCE
ONE NEW MEMBER
EVERY SECOND
100+ MILLION
MEMBERS
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BLOGGING
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SUBSTANTIVE
CONTENT
YOUR OWN
―PRINTING PRESS‖
READ BY >50%
OF INTERNET USERS
FOCUSED
COMMUNITY
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140-CHAR LIMIT POSES
COMM CHALLENGES
CONTENT HIGHLY
PERISHABLE/SHORT
SHELF LIFE
TECH-SAVVY/LOYAL/
ACTIVE USER BASE
EXCELLENT
CUSTOMER SERVICE
TOOL
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CONTENT MAY
NOT ALWAYS
BE FAVORABLE
STEEP LEARNING CURVE/
TECH THRESHOLD
SIGNIFICANT POSITIVE
IMPACT ON SEO/SEM
EXCELLENT
BRANDING TOOL
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BLENDTEC
PROBLEM: GREAT PRODUCTS + WEAK BRANDING
= WEAK SALES
R&D TEAM HAD A PRACTICE OF BLENDING UP WOODEN
BOARDS TO TEST PRODUCT TOUGHNESS
WILL IT BLEND LAUNCHED 2006
INITIAL COST: ~$100 IN SUPPLIES
THE RESULTS:
700% INCREASE IN SALES
200,000+ YOUTUBE SUBSCRIBERS
MEDIA: TODAY SHOW, TONIGHT SHOW, HISTORY CHANNEL,
WALL STREET JOURNAL
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BLENDTEC – KEYS TO SUCCESS
GREAT PRODUCT
AUTHENTICITY: HOST IS APPROACHABLE,
NOT OVERLY POLISHED
MEMORABLE AND FUN
GOT THE CUSTOMER INVOLVED (SUGGESTED ―BLENDS‖)
INTEXTUALITY: BLENDS INCLUDE BRANDS PEOPLE LOVE
(IPHONE, NIKE, RUBIK’S CUBE)
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MESSAGE/
DISCUSSION BOARDS
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EASIER TO USE,
MAINTAIN
FACILITATE SELF-SERVICE
MODERATED,
NOT AS PUBLIC
EXCELLENT FOR
CUSTOMER SERVICE
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MESSAGE/
DISCUSSION BOARDS
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NICHE
NETWORKS
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THE ―NEXT BIG THING‖?
YOUR BRAND
DOMINATES
GREAT LISTENING TOOL
COMMUNITIES FOCUSED
AROUND A VERY SPECIFIC
INTEREST/INDUSTRY
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STRATEGY DEVELOPMENT
TRAINING
IMPLEMENTATION
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SOCIAL MEDIA TOOLS AND STRATEGIES
SOCIAL MEDIA IS JUST ONE PIECE OF THE MARKETING PUZZLE
THERE’S A STRONG BUSINESS CASE FOR SOCIAL MEDIA—BUT WHAT WORKS FOR SOMEONE ELSE MAY NOT WORK FOR YOU
KNOW YOUR GOALS, AUDIENCE AND WHAT YOU HAVE IN THE WAY OF RESOURCES BEFORE DECIDING WHICH TOOLS TO USE
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THANKS!ASHERAGENCY.COM
FACEBOOK.COM/ASHERAGENCY
TWITTER.COM/ASHERAGENCY
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4. CONVINCEANDCONVERT.COM
7. FLICKR/P8140008/MTNEER_MAN
8. FLICKR/MATTHEW MCVICKAR/ARROW AND TARGET
9. FLICKR/ALAN WOLF/AUDIENCE VISION 2020
10. FLICKR/COUNTING CHANGE FOR BREAKFAST/JUSTIN RASMUSSEN
12. CHRISANDJASONSHOW.COM/CHRIS_DUEL_S_BLOG.HTML
28. BUSINESSESGROW.COM