it's social business - not just marketing
DESCRIPTION
Social media marketing is bigger discussion than just marketing - it's a business discussion. This is presentation I did for the Maine Business Technology Expo in Portland, ME - 5/12/10 Thanks to @chrisbrogan @briansolis @equalman @gapingvoid @charleneli @jowyang @julien (and others I'm sure I'm leaving off) for making me so smart. ;)TRANSCRIPT
#BOLDBIZ
@Lynnelle
Using Social Media to Market Your Business… or
Hugh MacLeodwww.gapingvoidgallery.com
Then
Now
Community
• Engagement
• Relationship
• Trust
• Value
• Loyalty
“You can’t just say it. You have to get the people to say it to each
other.” James Farley, CMO Ford
Social• Social Networks
• Blogs
• Micro-Blogs
• RSS Feeds
• Podcast – Vcast
• Video Sharing
• Bookmarking
• Presentation and Article sharing
• Photo Sharing
• Mobile
• Location-based
There’s a system
Social Media Marketing
It’s Still Marketing
What
Business Objectives• Increase Profits
• Increase Sales
• Reduce Expenses
Marketing Strategies• Increase client repeat purchase
• Open Canadian market
• Reduce advertising spend
Community
• Engagement
• Relationship
• Trust
• Value
• Loyalty
Action Plan #1
Monitor existing conversations for visibility and information
Listen – Listen – Listen & Respond as appropriate
1.Join & post on discussion forums
2.Comment on blogs & leave reviews
3.Establish presence on social networking, bookmarking & content sites
Faster but limited resultsRequires fewer resources
Action Plan #2
Create & nurture community for the long-term relationship
Everything in Action Plan #1 plus:
1. Create and distribute content Blog Video Podcast Articles Newsletter Presentations
– Proactively participate on social network sites / forums Polls Events Photos Fan pages
Results lower in near-term but higher in long-term
Requires more resources and long-term commitment
Resource Allocation
• Content Creation – 50%
• Listening / Responding 30%
• Promotion 10%
• Measuring / Strategy 10%
• Content Creation – 15%
• Listening / Responding 70%
• Promotion 10%
• Measuring / Strategy 5%
Action Plan #1 Action Plan #2
Best Practices
• Emphasize engagement, not campaigns.
• Social media is part of everyone’s job.
• You don’t have to do it all, but you have to do something.
• True engagement is FULL engagement.
ROI
• $50k social media investment $400k media exposure (Burger King)
• Ford allocates 25% of marketing to social media
• Komen Race for a Cure – Atlanta tweet to encourage support resulted in 11,000 web visitors in 24 hours
• Participants in Ebay communities spend 54% more, on average
• $15k social media investment Web traffic +300%, Sales +20% (web host provider, Moonfruit)
• 5 million Facebook fans, $500 million contributions, 92% of which were less than $100. (Barrack Obama for President campaign)
Integrated Campaigns
• Special Offers
• Take Orders
• Buzz Marketing
• Customer Care
• Online participation Offline
No-Brainer Tips
• Your website, posts, comments & reviews with links
• Include “find us” links – email signature,
– client communications,
– on website
– traditional media and
– marketing collateral
– Include “share” links on all content
Make it EASY for people to spread the word
Experiment Experiment Experiment
•Location-based Services (LBS)
•Mobile
Social Adoption
copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com
http://mixtmedia.wordpress.com/2008/11/12/social-media-adoption-curve/
Created by Maxine Teller; 11/6/2008
Then
Now
Then
Then - Silos
Now
Now - Matrix
Hugh MacLeodwww.gapingvoidgallery.com
Thank you
Lynnelle WilsonBVC, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking
Other Projects by BVC, Inc.BOLDBusiness.TV – highlighting people NOT doing business as usual
OneDayTripper.com (coming July 1, 2010) – Chronicling day trips of good food and fun times. At least we hope the food is good – we KNOW we’re fun.
Bold Vision Consulting, Inc. Twitter: @Lynnelle & @BOLDBusiness819 Broadway; B2 Facebook: www.Facebook.com/Lynnelle South Portland, ME 04106 LinkedIn: www.linkedin.com/in/LynnelleWilson 207-221-3492 – land Find this presentation at www.slideshare.net/Lynnelle 207-838-3893 – mobile Lbianco - Skype