social media marketing · 2016. 1. 11. · social media success five must-haves 4. content...
TRANSCRIPT
Social Media Marketing
Terry Retter
[email protected] http://ChefWannabee.com http://YourSmartKitchen.com
Background
• Online retail – 2006
Your Smart Kitchen
• Futurist/Thought Leader – 1994
PwC – Center for Technology Innovation
• Technology Executive DHL, Grubb & Ellis, Hughes Aircraft, McDonnell Douglas, Petrolane
• Small Business Owner – 1980 -1985
5/31/2011 2
YouTube
Myspace
Groupon
Yelp
LivingSocial
Foursquare
Jan 11
Social Networking Sites Top 15
Digg
Del.icio.us
Wikipedia
Flickr
Newsvine
StumbleUpon
Technorati
MySpace
Yahoo!Answers
Ma.gnolia
Yahoo!360
Squidoo
Wikihow
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Aug 06
Yahoo.360
Spaces.live
MySpace
Orkut
hi5
Friendster
Fotolog
LiveJournal
Bebo
Xanga
Multiply
Piczo
Last.fm
Jul 08
LinkedIn YouTube
Ning
Google +
Tagged
Orkut
Hi 5
MyYearBook
Meet Up
Badoo
Bebo
MyLife
Friendster
Aug 11
5/31/2011 3
Social Media Participation ??
5/31/2011 4
Internet Users
5/31/2011 5
5/31/2011 6
5/31/2011 7
5/31/2011 8
5/31/2011 9
But What to Link
• Define your business and your customer
– Unique value proposition
– Define your customer • Avatars
• Identify profitable key words
– Traffic versus conversion
– Measure for results
5/31/2011 10
Customer Avatar - Dorothy • Married with children who are now married and out on their own
• Husband is considering retirement and has more time on his hands than he did for most of their married life
• Dorothy is retired from administrative position which started after the kids went to college and has started cooking as a new hobby
• Household income is a bit over $1000K and they have a pretty good nest egg both of which provides them with discretionary income
• Dorothy likes to cook and has her favorites but is looking to stretch out for new things not just for her and her husband but to share with her daughter and family
• While much of the cooking tended toward the basics when the kids were in high school, Dorothy had ventured out for a wide range of styles and wants to make sure her grand kids get the taste for the many varied foods of the world
• Dorothy likes to entertain with mostly small gatherings of friends for dinner – not more than 8 most of the time but will do family and friend groups of up to 20 for holidays
• She has the basic cookware she has used for years but is looking to both replace some of the core pieces plus add some of the new items that have been recently released to the market - adding quality to her kitchen.
5/31/2011 11
5/31/2011 12
5/31/2011 13
5/31/2011 14
5/31/2011 15
5/31/2011 16
5/31/2011 17
5/31/2011 18
5/31/2011 19
5/31/2011 20
5/31/2011 21
5/31/2011 22
5/31/2011 23
5/31/2011 24
5/31/2011 25
• YouTube's demographic is broad: 18-54 years old
• YouTube mobile gets over 100 million views a day
• The YouTube player is embedded across tens of millions of websites
5/31/2011 26
5/31/2011 27
5/31/2011 28
5/31/2011 29
5/31/2011 30
5/31/2011 31
5/31/2011 32
Blogging and B2C and B2B Leads
5/31/2011 33
# Blog Articles By Leads Generated
5/31/2011 34
5/31/2011 35
Social Media is for B2B and B2C
5/31/2011 36
5/31/2011 37
5/31/2011 38
Average Cost Per Lead Inbound vs. Outbound
5/31/2011 39
Blog Post Frequency vs. Customer Acquisition
5/31/2011 40
Customer Acquisition by Channel by Industry
5/31/2011 41
Social Media Success Five Must-haves
1. Brand monitoring. In today’s 24/7 news cycle, you must constantly check what’s being said about your firm, products and brands. To this end, you must have a crisis-management plan in place, ready to roll out if the need arises.
2. Social media guidelines. Ensure everyone in your organization understands what he or she can and can’t do as a representative of your firm with a set of social media guidelines. Post your social media guidelines before you start your program.
3. Commitment. With social media, you must show up regularly and participate. Social media interaction requires real people representing your firm with a human voice. It must be integrated into an employee’s job, not something that gets done when the person has time. To this end, it’s a good idea to have a social media contingency plan.
5/31/2011 42
Social Media Success Five Must-haves
4. Content strategy. Because social media feed on fresh content, it’s critical to have a continuous supply of information that goes beyond promotion. To accomplish this, use an editorial calendar to ensure you have a constant flow of content.
5. Marketing support. Like any other business initiative, you must let prospects, customers and the public know about your social media presence. Use existing communications to market your social media. This includes your website, e-mail newsletters, offline communications such as fliers and direct mail, in-store signage and one-to-one customer interaction such as bills and customer-service notices.
5/31/2011 43
4 Steps to Social Media Success
5/31/2011 44
Advantages of Social Media
5/31/2011 45
Trust Offer your
products and services
Perceived as an expert
Outstanding visibility
Familiarity
Increases referrals
New relationships
Demand higher prices
Market exposure
Social Network Funnel
5/31/2011 46
5/31/2011 48
% Respondents indicating Channel was Critical or Important 2009 vs. 2011
5/31/2011 49
Blog
Blog
Blog
YSK
Claybaker
Pressure
Cooker
Stainless Steel
Cast Iron
Non Stick
Cutlery Other
Facebook Pages
Ysk Blog
Cookwareatysk Blog
Chefwannabee Blog
Squidooo
Hub Pages
Articles
Articles
Articles
Articles
Articles
5/31/2011 50
YouTube
5/31/2011 51