social media as the new marketing medium slide share

Business Growth Alliance Presents

Social Media

THE NEW MARKETING

MEDIUM:March 17

March 17 thth, 2010, 2010

Tuning into the

Tuning into the

CONVERSATION

CONVERSATION

Powered by SmallWerks

Social Media Statistics

• Gen Y has outnumbered Baby Boomers. 96% are using social media 16+ hrs/week.

• Customers care more about how social media ranks products/services over Google.

• 3 out of 4 Americans use social media and spend more time there than on email.

• 93% of social media users believe that a company should have a presence in social media.


What is Social Media?

Social Media Marketing: A way of doing business, not a campaign.

DEFINED: Interactive media using online tools to connect people. Inbound Marketing: Two-way communication for attractional & authentic

marketing.

TIP: Review how your business has had one-directional marketing.Assess where getting feedback from clients can improve yourcurrent marketing efforts and product development.


Reach & Credibility

GIVEN: People trust people. CHANGE: 78% of all consumers, now trust other people, even strangers, and their peer recommendations over traditional advertising.

SHIFT: Your clients & their opinions have become your best marketing.

Small efforts now have huge gains. Build buzz. Support sales.

Corporate Gains


Social Media Engagement

Social Media is viral credibility, all about engagement. TIP: Listen to consumers. Watch your business name online. More people will get exposed to you, refer you business, and give you organic credibility to yet a larger mass of people.

Best practice is to facilitate opportunities to have consumers interact with your brand.

Corporation < --- > Consumer


ACTION TIP: Engage

Take this first action step to engage with your clients today:

• Organize an event where consumers can engage with your brand and other consumers.

• Facilitate the discussion with “how to” product

discussions, best practices, and open forums.

• Create an open two-way channel to discuss your brand as an online focus group.


TOOLS: Briefly Defined

Twitter: Short 140-character messages known as “tweets”.Purpose: To connect actively over pertinent topics/trends.

Develops a company personality online. Facebook: Profile & fan page network of pictures, posts &

videos.Purpose: To create an online community around the sharing

of company events, reviews, notables and highlights.

LinkedIn: Social network for businesses and professionals.Purpose: To position and gain credibility as an expert.

Build your network for referral sales/connections.


TOOLS: Briefly Defined

Twitter: 3 million “tweets” a day. 1,382% growth rate: Jan – Feb 2009

Facebook: Over 1.5 million pieces of content are

shared daily.

LinkedIn: 80% of companies are using LinkedIn as their primary employee search method.


HOW TO: Twitter

TWITTER.COM

Free. 30 min initial setup.“Tweet” at least once a day.

TIP: Make it simple. Link your posts from your blog & Facebook Fan Page to your Twitter. 1 post = 3 places.

TIP: Don’t post sales pitches.Build relationships. Respond. Powered by SmallWerks

TIP: Customize your background

with your logo and contact info.

Twitter.com/KogiBBQ


Case Study: Twestival OC


Promotion: Online only. Mostly Twitter and some Facebook. Budget: $250 for venue/sponsor. Short-notice promotion only. 2009 Response: 300 people. $3,000 was raised for charity.

2010: March 25th – watch online. http://orangecounty.twestival.com/

http://orangecounty.twestival.com/

HOW TO: Facebook

FACEBOOK.COM

Free. 60 min setup.Post at least once a week.

TIP: Have the admin use a personal profile page first. Only create a business fan page, not a profile.

TIP: Claim your vanity URL after 25 fans.


Facebook.com/pages/create.php

Ex: Facebook.com/SmallWerksInc

Facebook Event Example


Promotion for today’s presentation on Facebook events.

GOAL: Promote & inform.

TIP:Invite. RSVP. Give info.Share photos & links.

HOW: Click the “Events” tabon your Fan Page.

COST: Free. Approx. 10 min.

HOW TO: Facebook

TESTIMONIAL:

Thank you for thinking of us. Please include us in your presentation.

Since we have been actively using FaceBook, our fans have increased 30%, our fan interactions have skyrocketed. I use the tools that are built into FaceBook to guide the links I post. We have a high percentage of female fans, so I posted a link about a wedding in an Apple Store. Also a link about the world’s oldest married couple.

Hector Montoya, Director of Business DevelopmentLatitude Network Consulting LLC Powered by SmallWerks

Case Study: Latitude Network Consulting LLC


IT Support & Consulting Co.

GOAL: Reinvent their marketing image.

ISSUE: Current marketing materialsdidn’t match the corporate personality.

Too costly (time, efforts, etc.) to redo all their pieces and social media allowed them to gain referral and repeat business more efficiently. New Accounts Since January: 6

Case Study: UCBootcamp


Certified Trainer, Shauna Zoul

Promotion: Facebook Fan Page

Just posted Fan Page 10 days ago. Fans: 185 (approx. 19/day) Bootcamp Attendance: Up 75%! Potential New Clients: 3 Facebook.com/UCBootcamp

Case Study: Old California Lantern Company


Historical & Custom Lantern Company

GOAL: To better reach their target market and promote new designs.

ISSUE: Limitation on how to reachhistoric home owners.

RESULTS: Now they’re posting events,galleries, showcasing new products and getting customer reviews all online. New Fans Since February: 300

HOW TO: LinkedIn

LINKEDIN.COM

Free. 60+ min setup.Respond & connect weekly.

TIP: Complete your bio.Create a company profile.Get & give recommendations.

TIP: Start a group. Answer expert questions.


LinkedIn Event Example


ConnectOC’s LinkedIn EventListing

GOAL: Promote & invite.

TIP:Use LinkedIn Events to inviteyour best clients to events they might be interested in.

TIP: Post best events. Ex: This presentation.

COST: Free. Approx. 30 min.

Case Study: ConnectOC


Promotion: Online only. Facebook, Twitter and LinkedIn

Duration: 3-4 weeks Budget: None. No fliers or paid ads. Result: 400 RSVPs. 500 arrived. $3,000 was raised for charity.

Active online response for all co-founders & sponsors.

Facebook.com/ConnectOC

Case Study: Dane Sanders


Dane Sanders Photographers, AskDane.com, FastTrack Photographer & Escalate Live Conference

Famous Photographer/Author.

Gained great recognition fromin-person and online social relationship efforts.

Promoting his book launch andconference sales all through social media.

Twitter Followers: 6,200Facebook Fans: 1,344

TIPS: Social MediaIntegrate your content on all your platforms but

remember these rules:Do

Develop a social media content plan. Make it a priority.

Watch what your customers are saying online. Respond to all complaints and request feedback and interaction.

Do give proper credits online. It’s better to work with other companies than to only discuss your business.

Don’t

Push only your content online about special offers or sales. Pitch 25% of the time, connect/give back the rest.

Leave your clients out of the mix or ignore them. Example: Toyota’s PR nightmare.

Forget that it’s about fostering positive relationships and not just about sales.

Please check out expert blogs for more tips.Mashable.com : Blog.Hubspot.com


http://www.Mashable.com/

Links & ReferencesWatch these social media accounts and use their techniques for your business.

Dane Sanders:

http://www.Facebook.com/FollowDane

http://www.Twitter.com/DaneSanders

http://www.Twitter.com/EscalateLive

ConnectOC:

http://www.Facebook.com/ConnectOC

TwestivalOC:

http://www.Twitter.com/TwestivalOC

UCBootcamp:

http://www.Facebook.com/UCBootcamp


Old California Lantern Company:

http://www.Facebook.com Search “Old California Lantern

Company”

Latitude Network Consulting LLC:

http://www.Facebook.com Search “Latitude Network

Consulting”

Mashable Social Media Article:

http://mashable.com/2009/10/28/small-business-marketing/

Thank You.

Please feel free to ask any questions.You’re welcome to contact me anytime.

Courtney ThurmanSmallWerks, Inc.

Phone: (714) 712.0462Email: [email protected] Page: Facebook.com/SmallWerksIncTwitter: Twitter.com/SmallWerksLinkedIn: LinkedIn.com/in/CourtneyThurman


social media as the new marketing medium slide share

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