social media: the old game has new rules
DESCRIPTION
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix. This presentation version includes more detailed text for those unable to attend presentation in person.TRANSCRIPT
- 1. Social Media The Old Marketing Game Has New Rules An Easy Guide To Making The Game Work For Your BusinessHeather Lytle President HVM Solutions, Inc.
2. What Is Social Media? At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Translation PleaseSocial Media is simply people connecting and sharing information.It is the space where your customers and clients share experiences,create influence and make buying decisions.http://en.wikipedia.org/wiki/Social_media 3. The Old Rules Under the old rules: Your customers found you through the yellow pages Your business competed locally You had set hours of operation Word of mouth was spread by current customers Measurable Results meant tracking sales Your marketing budget went to radio, TV, newspapers Your network was limited to people you met in person You faxed press releases to media outlets You were in control of your messaging 4. The New Rules Playing by the new rules means: Your customers Google you, research you, read reviews about you,research your competitionbefore ever initiating contact with you Even if you are a local business, you are competing globally Your customers have access to your business (and your competitors) 24/7 Word of mouth can be spread anytime, anywhere, by anyoneboth thegood and the bad. 5. The New Rules Measurable results means tracking sales, influence, page rankings, traffic, customer experiences Customers DVR television shows to fast forward through commercials, they listen to iPods to avoid commercials, newspapers are read online Your network is influenced by connections all over the world. You may not even know their name, just their social media handle Your customers expect transparency and engagementButYou are still in control of your messaging 6. The Game The Old Rules taught us the 4 Ps of Marketing.The new rules have 5Ps. Of these, the most important is PRESENCEOld Rules New Rules PRESENCE 7. Using Social Media ToDevelop Your PRESENCE Social Media simply changes your interaction with customers and clients from static one- way communication (THINK: Sales Calls, Direct Mail, Advertising, Email Marketing) to Dynamic EngagingConversations 8. How? By Creating a PRESENCE Where Your Customers Are 9. Feeling Overwhelmed?Think Of It This Way What would your reaction be if you found out your business left hundreds of potential sales on the table? Or worse, handed them to the competition?Every minute of every day, Millennials to Boomers are having conversations about your industry, your products, possibly even your brand. Do you know what they are saying, or how to find them? 10. Your Presence De-Mystified Three Rules Of Social Media 1-Listen 2-Engage 3-Participate 11. ListenConversations are happening, are you listening? Example:Marie is a Business Consultant. She actively reads blogs, reads commentson news articles, is a member of related forums and has created alerts tonotify her when Twitter users are discussing topics related to her business.The Result:Unlike her competition, Maria knows what her potential clients are talkingabout, what their needs are, what their concerns are, and has an activepotential customer base to spread her expertise. 12. EngageYour customers are looking for information, are you giving it to them? Example:Tom is a restaurant owner. Through the use of social media strategies hehas developed a community who looks to him for information. Heregularly blogs about cool trends in the industry and tweets aboutrestaurant specials. He also regularly asks customers for feedback of whatthey would like to see on special, and recognizes members of thecommunity who share.Result:By engaging with his community Tom has become the go to person forhot topics, great deals and expertise. His customers spread the wordabout his engagement, increasing the size of his community and the scopeof his influence (and customers) 13. Participate The conversations are happening with or without you.When you join in, you have control of how they go. Example:Lisa is a sales manager for a retail store. While listening, she discovers acustomer had a negative experience and has taken to Twitter to share thenegative experience with the Twitterverse.Result:Lisa actively participates in the conversation by reaching out to thecustomer to explore the experience. The Twitterverse sees Lisasparticipation, her desire to understand the situation and make it better forthe customer. Rather than losing one customer, she gains thousands ofothers who see her actively participate to make it right. 14. I Get It, Now What? 1-Develop a strategy (Listen) What Social Media Outlets Make Sense For Your Business? (niche sites,broad scope sites?) Who Owns Social Media for your business? (one person who is the voicefor your organization, divide into categories for service, sales?) What are the blogs, forums, publications you need to following for yourbusiness (local, national?) What are your goals? (sales, traffic, leads, networking?) 15. I Get It, Now What? 2- Develop valuable content (engage) What information do you have that your customers/clients need to have? (advice, specials, industry trends) What is the best way to share this information? (blogging, commenting, e- news, Twitter) How does the information you hold differentiate from your competition? (and, how do you convey this?) How do you involve the members of your community/network? (actively seek responses, opinions, feedback) 16. I Get It, Now What? 3- Join the conversation (participate) Monitor your brand, your product, your service to be able to address the good and the bad (third party applications, Google alerts) Jump into conversations where you are the expert, leave potential customers wanting more (monitoring social media networks) Initiate conversations when you want feedback, market research, seek customer opinions (new products/services launch, new promotions, new websites) 17. Pitfalls To Avoid Thinking that developing your presence is free (time=money) Using social media as static advertising (social media is not a free billboard or newspaper advertisement) Having the If We Build It They Will Come attitude (you must continually work at your presence to be noticed) Not following through on the commitment (social media is a commitment. Your clients and customers will notice if you are not active) Making it all about you! (yes, you want to increase sales, but increasing sales is all about your customersthey are the focus and your secret sauce to being successful 18. Remember This Social Media is not a fad. There has been a fundamental shift in the way your clients and customers communicate. They expect you to communicate the way they do. Social Media is building relationships. One way communication is not effective. People buy from companies they know and trust. Social Media requires a strategyand that strategy will evolve as new technology emerges. Be prepared. 19. Take Part in our Conversation: hvmsolutions.com [email protected] Thank You!Good Luck!