social media tools for businesses
TRANSCRIPT
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Social Media Tools for BusinessPresented by:Justin [email protected]://justinrlevy.com@justinlevy
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2 © Copyright 2009, New Marketing Labs, LLC.
Why You’re Here…
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3 © Copyright 2009, New Marketing Labs, LLC.
What You Could Be Doing...
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4 © Copyright 2009, New Marketing Labs, LLC.
Instead We…
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Forced You to Drink…
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Thoroughly Confused and Dazed…
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Testing
7 © Copyright 2009, New Marketing Labs, LLC.
Social Media is not a trend.
It represents a fundamental change in the way companies reach their audiences.
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Social Media Allows Us…
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Created by Brian Solis and JESS3
Used to visualize and map the shifting landscape of social networks and micro communities
Provides a visual representation of the expansiveness of the Social Web and the conversations that define it.
www.theconversationprism.com
The Conversation Prism
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10 © Copyright 2009, New Marketing Labs, LLC.
Socialized media is empowering us
…to not only consume content, but also create it
Brian SolisPR 2.0 | Future-Works
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Social Listening
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12 © Copyright 2009, New Marketing Labs, LLC.
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13 © Copyright 2009, New Marketing Labs, LLC.
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14 © Copyright 2009, New Marketing Labs, LLC.
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15 © Copyright 2009, New Marketing Labs, LLC.
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16 © Copyright 2009, New Marketing Labs, LLC.
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17 © Copyright 2009, New Marketing Labs, LLC.
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Flickr
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19 © Copyright 2009, New Marketing Labs, LLC.
Flickr
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20 © Copyright 2009, New Marketing Labs, LLC.
YouTube
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21 © Copyright 2009, New Marketing Labs, LLC.
YouTube
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22 © Copyright 2009, New Marketing Labs, LLC.
Listen. Engage. Measure.
Seems simple doesn’t it?
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23 © Copyright 2009, New Marketing Labs, LLC.
Why Social Media Campaigns Fail
» No StrategyDon’t let unpaid interns run your social media campaign
» Poor ListeningDon’t tell customers what they want, ask them
» Unreliable ContentSpeak to the needs of the target audience, and produce content regularly
» Lack of MetricsWithout qualitative results, you cannot measure success, and tweak your strategy accordingly
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24 © Copyright 2009, New Marketing Labs, LLC.
Social Media Strategy
» Define your target audience, and get an in-depth understanding of their problems and questions
» Become a trusted source of information for your target audience
» Build an online presence with relevant content
» Make it easy to transition the client from learning from you to buying from you
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You don’t need a million customers…
…you need the right 10,000
Chris BroganPresident | New Marketing Labs
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26 © Copyright 2009, New Marketing Labs, LLC.
NML Case Study: Citrix Online
Strategy» Launch workshifting.com as a group blog about remote working» Create Twitter and Facebook presences for product lines and train product teams on how to
utilize best practices to properly engage» Develop and implement listening posts to enable product teams, customer service, and
technical support to respond to customer issues in real-time.
Objectives» Develop a group blog to reach out to prospects/customers without trying to sell them.» Establish social presences for all 7 product lines.» Enable product teams to customer issues faster.
Results» Workshifting.com ranks in the top 90,000 blogs worldwide only 6 months after the May 2009
launch.» Coining of the term “workshifting” which is now regularly used on blogs, Twitter, and Facebook
to mean working from anywhere but an office environment.» All 7 product lines become able to respond immediately to issues through listening and having a
social presence.
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27 © Copyright 2009, New Marketing Labs, LLC.
NML Case Study: Sony
Objectives» Establish relationships with influential consumer elections decision makers within Social Media
Community» Generate authentic reviews of new Sony Electronics digital products
Strategy» Research most influential decision makers within U.S .households» Developed DigiDad program, connecting with top Daddy Bloggers to evaluate new Sony gear
for their community.» Ensure program meets WOMMA guidelines – with transparency & no pay for play coverage» Leverage interesting marketing community engagement with mainstream media for greater
awareness
Results» Over 14,000 results in 2 weeks for Sony’s “DigiDads” in Google search results.» National Coverage of the program with Mainstream Media including The New York Times,
AdAge, and Marketplace Public Radio» Accolades from Marketing community for innovation in Community Building and the
development of Experiential Engagements
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Any Questions…
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29 © Copyright 2009, New Marketing Labs, LLC.
http://newmarketinglabs.com
Justin [email protected]
http://justinrlevy.com781.821.6750 • @justinlevy • justinlevy • in/justinlevy