syracuse chamber of commerce - why social media?
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Why Social Media?
A video release in 2009 by @equalman From the book “Socialnomics”
Social Media Revolution
100 million Facebook users in less than 9 months
2 billion iPod touch & iPhone Applications users in 7 months
80% of companies are using LinkedIn as their primarysource to find employees
YouTube is the 2nd largest search engine in the world - 100 million videos viewed per day
100 million Google Earth searches per month
200 million blogs – 53% updated daily
Social Media Revolution
A quick look at Alliance Relocation Services
Review of Social Media as a relationship building tool
How it works for B2C AND B2B with simple instructions
Case Studies
Risks/Policies
Right Here, Right Now
Kathy Walsh
President
Jim Walsh CEO, CRP, GMS
At Alliance Exceeding Customer Expectations Is Standard
CRATING/UNCRATING ASSEMBLY/DISASSEMBLY DISCONNECT/CONNECT
• All about connections and trust.
• Helps build critical contacts for business opportunities (warm leads)
•What people say about a company matters.
B2B companies can showcase their expertise to the world!
It is not what you know, but who you knowthat differentiates you from the rest….And also who knows what ABOUT you!
Relationships
• Seeing opportunities to generate quality leads
• You can become the thought leader in your industry.
A survey by White Horse says that 86 percent of B2B firms are using social media for B2B online marketing.
However, they still aren't engaging in social media conversations as often as B2C companies.
B2B marketing tends to be relationship-driven, and social media can be a natural facilitator for that approach
B2B B2C
-52% use daily-12% Find SM Irrelevant
-Individuals are customers -Influencers are friends, families
-Simple products -Many buyers, smaller volumes
-32% use often-Majority Find SM Irrelevant
-Organizations are customers -Influencers are committees, executives and managers
-Complex products -Fewer buyers, larger volumes
The Social Media Process/Strategy
Target Platform Engage Measure
Brand
Build Community
toIncrease loyalty.
Measure tangible results
React to what you
see
Target Audience
Target Location
Target Tool
Social Network
Blog
Micro-blogging
Google Earth
Mobile
S.M.A.R.T.Specific Measurable Achievable Relevant Time-Based
This Time Tested Project Management Acronym Certainly Applies to Social Media
SpecificObjective should have specific outcomes.
Launching a corporate blog or discussion group is not specific.
Generating 100 sales leads or increasing your quality score for customer satisfaction by 5% is specific.
Specific Measurable Achievable Relevant Time-Based
MeasureableNeed a reliable system to track & record progress toward the objectives.
Increased “engagement” may not be as meaningful as measurements like connections established with clients or comments made on your products and services.
Specific Measurable Achievable Relevant Time-Based
AchievableThe objective should be attainable given current resources and time frame (many hands make short work).
Leveraging an existing community to generate 300 leads in 3 months is probably more achievable than building a robustcustomer community in the same time frame.
Specific Measurable Achievable Relevant Time-Based
RelevantThe objective should be relevant to overall company objectives.
Becoming a well known blogger may help build brand awareness, but may not help improve customer service issues.
Specific Measurable Achievable Relevant Time-Based
Time-basedThe objective should have a specific start and end date.
A hard end date with specific mid-campaign milestones will force marketers to adjust and optimize to meet goals.
Specific Measurable Achievable Relevant Time-Based
Case Study: Wegmans•37,000 Employees•$4.8 billion in sales from 72 Stores•Fortune Magazine 100 Best Companies to Work for•Forbes Magazine America’s Largest Private Companies (#80)
•Currently using Twitter, Blogger, Facebook, Flickr, You tube, StumbleUpon, digg
•Within 3 months of launch – 100,000 Facebook Fans, Partner with 5 Industry Leading blogs, 10/10 positive search results for “Wegmans” in major search engines
•Why Social Media?• Accelerate the conversation• History of technological adoption• Drive Traffic & Aid Expansion• Partner with Niche Community
Twitter: @WegmansFollowing: 2527 & Followers: 7231 (as of 6/2)A Team of people watch and use the account
www.wegmans.com has a live scrolling “Live on Twitter” feed
*Dun & Bradstreet Comprehensive Report, 2009
3 locations: Rochester, Syracuse, NYC
Limited Social Media Plan Facebook page: 40,725 Fans
Facebook announced new store in Troy, NY 2010
Website is main focus – News, Events, Pictures, Ordering, Gift Shop, Locations
Case Study: Dinosaur BBQ
Creating a Widget YouTube Vlog Posts Every Monday LinkedIn/Facebook Pages being updated
Twitter: @RelocationAllyFollowers: 6045 Following: 6171
Listed 39
Blog:Unique visitors Number of visits
January 266 917Feb 341 1421March 398 2563April 463 5656 May 608 6125
Case Study: Alliance!
Case Study: Alliance!
Case Study: Alliance!
…When? Right here… Right NOW!
It is not too late to join the conversation!
Give value
Join the conversation
Build community
Give value
Join the conversation
Build community
ToolsTools KeyKey WhenWhen
NOW
Domino’s Pizza
“When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen, they decided to post it online. In a few days, thanks to the power of social media, they ended up with felony charges, more than a million disgusted views, and a major company facing a public relations crisis.” – NY Times 4/09
1million+ views on You Tube
5 of 12 results on a Google search for “Domino’s”
Thousands of discussions on Twitter
“In Social Media ‘If you think it’s not going to spread, that’s when it gets bigger,” – Scott Hoffman
Social Media Risks/Policies
Have a strong Crisis Management Plan in place!
Dedicate specific people/positions to social media
Develop a Social Media Policy/Training session for employees http://socialmediagovernance.com/policies.php
(Samples by industry)
Social Media Risks/Policies
Target your audience
Start a blog (Wordpress.com)
Define your platform (Twitter, Facebook, LinkedIn, YouTube)
Assign duties and responsibilities
Create Social Media Marketing Plan/Timeline
Set Social Media Policy Internally
Start to interact and engage
Wrap Up: How to Get Started
Right Here…Right Now.