social media 2010: competitive advantage and survival

Social Media 2010

Competitive Advantage

and Survival

©2010

Ira Kaufman President

Patsy Stewart Director Social Media

Amy Tuggle Brand Designer

www.entwineinc.com

About the PresentersIra Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-

profits to guide them to leverage the power of social media for marketing, recruitment and organizational

development. Ira collaborates with a team of experts to design interactive environments to by integrating

traditional advertising, online marketing, public relations and social media. His strong values and

sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in

Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive

programs.

Patsy Stewart, Director Social Media, Patsy is responsible for designing and implementing

social media strategies as part of an Integrated Media Marketing plan. She specializes in working with

clients to generate conversations that create relationships. Patsy is well known throughout Virginia as a

speaker, trainer and thought leader in Social Media. She manages a recruitment team that was

recognized as one of the top 50 recruiters nationally using Twitter/social media. She authored the

ebook, "How to Grow Your Digital Footprint".

www.entwineinc.com

Amy Tuggle Brand Developer, Amy combines a sharp eye for design with her extensive

knowledge of social media and current web innovations to create a strong brand presence throughout

the project. She is a talented media professional with extensive branding, web, motion graphics and

social media experience. As multimedia lead and creative director her consulting portfolio includes

marketing for Holland America Line, Blue Cross Blue Shield and Microsoft. Amy integrates these

experiences with her knowledge of optimal web and social media practices to provide a captivating look

to the clients marketing strategy.

Changes in the Marketplace

… Customer’s Mindset

• Globalization… Interdependence

• Control of media; consumer is publisher

• Conversations generate exposure, sales

• Transparency –open source

• Collaboration rules

• People use technologies to get things that they need from each other, rather from corporations

Social Media Revolution

Old 4Ps Marketing 1.0

4Ps

Value Creator Customer

Marketing 2.0

5Ps

Value Builder

- Company

- Employer

- Partner

User

Product (WEB2.0 Brand)

Price ($, time, ease)

Promotion (Integrated Marketing)

Job Seeker

Thought Leaders

Participation (Conversations)

Place (online, offline)

Publisher

Marketing Rules are Changing

It was It’s now

Pushing message to client Pulling client to the message

One way message Interactive conversation

Business generated content User generated content

Interrupt client- direct immediate action Engage, build relationship

Attention economy Attraction economy

Hard to measure results Real time metrics

Coveting information Sharing information

Charging for entry – block entry Giving free ebooks, product

Is Social Media A Hype?

• 80% Adult Internet Users have used Social Media

• 72% been using Social Media < 90 days

• Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yr(39%)• Social Media Industry Report 2009 by Michael Stelzner

• Total US minutes devoted to social media surged 210% (> 2008)

• 80% female Internet users are a fan of a product or brand on a social network

• 60% of Ad Agencies support clients with social media

• 76% small business not found social media useful in generating business. (Citi Survey)

• Facebook 300 million users

• Twitter 52 million users

• LinkedIn 48 million users

Social Media Provides Value

• Kellogg COO - we are tripling social media spending over the past three years and experiencing "great returns on this investment.”

• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.”

• McDonald’s “Our head of Social Media is the customer”

• Lenovo “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “

•

1,700 Small Businesses

on Using Social Media

What Are The Results?

• Generated Exposure 81%

• Increased my Website Traffic 61%

• Increased Search Engine Rankings 52%

• Generated Qualified Leads 48%

• Reduced Marketing Expenses 45%

• Helped Me Close New Business 35%

*Source is Social Media Industry Report 2009 by Michael Stelzner

Social Media Live Update

• http://www.personalizemedia.com/garys-

social-media-count/

Your Challenges

What are your questions about

social media?

How can social media help you to

meet your 2010 marketing goals?

©2010

Strategy… not an Option

“Instead of researching the best ways

to engage, many businesses create

accounts across multiple social

networks and publish content without

a plan or purpose. However,

businesses that conduct research will

find a rewarding array of options and

opportunities.”

Brian Solis, Mashable, 1/11/10

Powerful Social Media Strategy

Obama has 380% more

supporters than McCain

Obama: 2,379,102 supporters

McCain: 620,359 supporters

Obama has 380% more

supporters than McCain

Obama: Friends: 833,161

McCain: Friends: 217,811

Obama has 403% more subscribers

than McCain & 905% more

Viewers than McCain

• “Race” Speech 3.8 MM YouTube

• 4 MM Cable-3 channels

Obama has 240 times more

followers than McCain

Obama: @barackobama has 112,474 followers

McCain: @JohnMcCain 4,603 followers

http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

Lessons from

Obama Team

©2010

1. Give new media a seat at the strategy table

2. New digital tools are useless without a blueprint

3. Campaign requires consistency in messaging

4. Map digital landscape/conversations of targets

5. Include a call to offline action

6. Be ready to give up control to your communities

http://intangibles.typepad.com/theintangibles/2008/11/lessons-.html

Integrated Media Marketing

Strategy

Five Steps

• BASELINE (Assessment)

• WHAT (Branding)

• WHO (Strategic Positioning)

• HOW (Marketing Mix)

• ROI (Evaluation, Metrics)

360 Degree Approach

Branding

• Develop Value Proposition

• Finding your Sweet Spot

• Determine Voice and

Personality (logo, tagline)

Marketing Mix

• Develop Powerful Call to

Action

• Choose Tactics

• Design Integrated Blueprint

traditionaladvertising

online marketing

social media

social public relations

Integrated Media Marketing

Synergize … Build on each other

BUZZ

Track – Evaluate- ROI

• Webstats- Google Analytics

– Demographics

– Site activity and analysis

• Track results/call to action

– Tracking URLS

• Evaluate

– Benchmark-competition vs

projections vs goals

If you think and operate with

new models, you will realize

new results

• The next three years businesses will

Integrate Marketing Strategies to realize a

powerful competitive edge

• You are about to change how your company

relates to its customers

Integrated Media Marketing

Best Practices

• Change your mindset; think collaborative and transparent

• Monitor competition’s digital footprint

• Design a strategy reflecting customer touchpoints

• Review your corporate legal framework

• Integrate and synergize your media

• Develop social media employee policy

• Design a proactive crisis strategy

• Incorporate links as metrics

• Evaluate RGVsm (Resources Generating Value)

• Regularly re-access; make improvements

Strategy

• Knowing who your ideal customer is• Knowing how that person interacts

online currently• Know what your goal is with social

media, you can evaluate your ROI & update strategy

Think Collaborative & Transparent

Community & Interaction Scottevest

Always start with your legal team to review your corporate non-compete and IP policies. They can help with trademark and domain questions that often arise. You want this team involved early to help inspirenon-compete and IP policies. They can help with trademark and domain questions that often arise. You want this team involved early to help inspire marketing programs that follow FTC guidelines and your own policies.

Review your corporate legal framework

Recognize opportunities & touchpoints

Develop a social media employee policy

www.twitter.zappos.com

If in crisis: Don’t ignore it. Don’t hide. Instead, acknowledge, listen.Develop a proactive crisis management strategy

Evaluate your social media ROI

Regularly access & make improvements

• You may start off with only 1 or 2 social media sites

• Do not grow faster than you can maintain • As you become more involved with your

community you may recognize a new need• Build from your brand

Social media is

a means to generate conversations

Stop thinking campaigns

Start thinking conversations

Translate conversations into Results

What is Social Media?

Your Digital Footprint…

What is a Digital Footprint

• Traces left by someone’s activity in a digital environment

• Passive – “Data collected about an action without any client activation” (e.g., IP information collected by a web server)

• Active – “Created when personal data is released deliberately by the user for the purpose of sharing information about oneself”

http://en.wikipedia.org/wiki/Digital_footprint. 20 Aug 2009.

Assess your digital footprint

Google your name

or company name.

Print out the first

two pages of results

and save them for

later.

10 Steps to Create a Powerful Digital Footprint

Create local listings and profiles

Claim Your Google Listing

http://maps.google.com/

Google Search is Getting More Social

Just Released

• Go beyond status messages

• Share updates, photos,

videos

• Start conversations

• Available for mobile

Prepare social networking profiles

Consistency

• Avatar or photo

• Keywords

• 140 characters

• 100 words

• novel

Who’s on LinkedIn?

• 60 million Professionals

• Avg income $109k

• Avg age 37 - 52

• Executives from all Fortune

500 companies are LinkedIn

members.

• Entrepreneurs – 31%

• Executives – 18%

• Decision Makers – 42%*From LinkedIn.com Advertising

Why Should You Be On Linkedin?

• Laser Marketing and Warm Market Sales

• Be Found = More Sales and Exposure

• A huge time-saver, aggregating information

• Hire A+ employees or land your dream job

• 3 Degrees Separation (Kevin Bacon)

3 Degrees Separation (Kevin Bacon)

How Do I Get Started?

• SEO Your Profile

• Set preferences

• Invite your friends and colleagues

• Join groups with your prospects

• Invite people from your Niche

• Build Relationships through

Communication

LinkedIn… Professional Connections

• Complete profile

• Add connections 100+

• Get recommendations

• Join and create groups 50

• Ask and Answer questions

• Add applications

• Add Events

Should I Be Marketing on

Facebook?

Yes

Facebook is the #1 social destination

More than 400 million active users

2nd most trafficked website

The fastest growing demographic is those 35

years old and older

Average user spends 55 minutes/day on FB

More than 1.5 million local businesses have pages

on Facebook

More than 20 million users become fans of Pages

each day

The Nielsen Company found that the average time

users spend using Facebook per month grew

nearly 10%, topping seven hours.

What are they looking for?

• Getting news or product updates (67%)

• Having access to promotions (64%)

• Viewing or downloading videos/music (41%)

• Submitting opinions (36%)

• Connecting with other consumers (33%)

If your business has prospects on Facebook and they would find any of the above interesting, you should build a business fan page.

SOURCE: Pace University study, 12/08

Fan Page vs Group

Fan Page GroupIndexed by search engines Not indexed

Not linked to you personally Connected to Administrators

Can message ALL fans (list) Message up to 5000 (inbox)

Have access to applications No applications

Promote with Ads / fans Promote with ADs

Visible through URL Only visible to FB members

Metrics through insights No means to measure

Vanity URL Ugly URL

Promote Website (widgets) No widget

What is Twitter?

Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. … From Wikipedia

Why Twitter?

• Twitter has 40 million users who spent 300

million minutes on the site in April 2009, 3712

% more time than in April 2008

• Twitter users spend 66% more dollars on the

Internet than non-twitter users

• Largest age group on Twitter is 35-49

• Twitter members are sending out 50 million

tweets per day, an average of 600 tweets per

second

Look and Listen

• Monitor twitter for a few days

• Add your first few tweets

• Don’t sell

• Engage in conversations

• Use http://search.twitter.com

• Download twitter desk client (Seesmic,

Tweetdeck, Twirl)

Social Video

• Use video for blogs and

websites, facebook, twitter

• Create a YouTube channel

• Syndicate Your Videos

• Use videos for events,

special services, customer

service, how-to

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www.entwineinc.com

info@entwineinc.com