social media webinar by stephen nold
DESCRIPTION
TRANSCRIPT
HSMAI Webinar Social Media Fundamentals
Monday, October 26, 200910:00 AM Pacific, 12:00 PM Central, 1:00 PM Eastern
Duration: Approximately 45 minute presentation + 15 minutes for Q&A
by
Stephen Nold President
Advon Technologies
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power• Tangible Success Examples
Double Down• Myths and Hype on Social Media• The Impact on the Hospitality Industry
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Social MediaAn umbrella term
Media tools designed for social interaction, created using highly accessible and scalable publishing techniques
Transforms one to many broadcasts into many to many conversations
Changes people from content consumers into content producers
Is a shiny new toy
It is zillions of conversations that people are having…online…24/7…right
now!
A single solution
The message or content
A media
Inbound marketing
Really that new anymore
Social Media is NOT
Three Parts
Content/Conversation Media/Tools Communities
I
HSMAI
think is listen- Great!
But, are Yes -
they
ing?
Comprehensive Marketing Mix
Traditional Marketing + New Media Marketing
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Sir Martin Sorrell
• WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009
• WPP PLC, world's largest communications company
• Profit for the first half of 2009 plunge by almost 50%
• “We describe the recession as L-shaped, which implies that it will never go back to where it was before...I doubt free-to-air television or, in particular, newspapers and magazines, will ever be the same again.”
What Would You Do If?…most people started using social media?
3 out of 4 Americans use social technologyForrester: Growth of Social Technology, 2008
2/3 of the Global Internet population visits social networksNielson: Global Faces and Networked Places, 2009
…Social Media was used more than email?Social Media is the #1 activity on the WebHuffington Post: Social Networking Sites Overtake Porn As Internet's #1 Search, 10/2008
…events and hospitality professionals were already seeing success with Social Media?
What IF?…Social Media was creating a great
marketing shift?
…becoming the most successful way to promote your business?
…dramatically changing the way hospitality professionals get business?
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
LinkedIn Groups• Finance Club
39,590 Financial services members
• e-LEGAL11,192 Legal services members
• Society for Marketing Professional Services1,513 Professional Services members
• Media Professionals Worldwide54,949 Media members
Secret Sauce
Social MediaSauce
XXX Fire Hot XXX
1. Have a plan2. Find your customers3. Ask others what has worked4. Participate in a community5. Offer relevant and interesting content6. Build relationships7. Leverage the tools
7 Steps To Start
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Success Stories
National Association of Broadcasters: 1,500 Registrations – top performing strategy First-time attendees
Dell Computers: 1 million followers on twitter $3 million in revenue
MTO Summit: 8% of audience Twitter Recruitment
Walt Disney: 65,000 Happy Birthdays Twitter Recruitment
Digital Thought: 20% of revenue LinkedIn Recruitment of Suppliers and Attendees
• Valuable• Transforming• Can be monetized• Hype and myths• Still trying to figure it out …in the Wild,
Wild West stage…today…but not tomorrow• No perfect answer
What You Need to Know About Social Media