social media marketing: have it your way

Toby BloombergOctober 24, 2008

© 2008 Bloomberg Marketing

What’s Old Is New Again

Building Corner Grocery Store Relationships With Social Media Marketing

Have It YOUR WAY

The power of social media isn't in the 'rock stars' it's in the entirety of the people. We all form our own connections - 1-to-1.

Lucretia M. Pruitt GeekMommy

What You Wanted

Strategy; how companies are mixing new media w/ traditional PR, and what’s moved to mainstream.

State of and future direction of micro-blogging (Twitter, et al).

How to determine a “value” for social media in order to charge appropriately and quantify results.

Is it possible that the new consumer driven social networks -consumers connect through concepts, ideas, values and icons, created and related to other people through electronic interchanges filled with pictures, words, music and the like, not by marketers and manufacturers and the communication experts – will be the new 21st century brand?

Don E. Schultz, Northwestern University

Strategy – Online Supports Offline

A Road Trip To Visit Blog Friends

A Sponsored Road Trip To Visit Blog Friends

Online Supports Offline Supports Online

From Thrift To Vintage:Goodwill of Greater WashingtonUses Social Media To Reposition

Blog

YouTube

MySpace

ebay Store

Online Supports Offline Supports Online

Donna Tocci, Director Web/New Media - Ingersoll Rand

Micro Blogging / Twitter

Green Peas: Twitter Community Lends Support

.$3500 collected in the first 15-hours

Widget

Controversy in Twitterville

Why Micro Blog?

Status alertSource of business newsFast responses to quick questionsTap experts on a variety of topicsRelationship buildingKeeping in touch with stakeholdersLess time than other social media initiatives e.g.. blog posts, podcasts, vlogsWeb page holds historyPromote events, blog posts, Fun

Strategy

Define The Risks

6. Is it worth the additional time?

7. Do you have the people resources needed?

8. Can you afford the additional operational (software, hosting) expenses?

9. What happens if your competitor is less risk adverse than you and steps into the space first?

10. How do you safeguard against getting "blown-up?"

Strategy

Social Media Marketing: New Value Proposition

The New Questions:o What is the value of the perceived “halo” effect

about your company/brand from the “influencer?”

o What is the value of longevity of social mediain any type of medium (text, audio, video)?

Strategy

Social Media Marketing: New Value Proposition

The New Questions:o What is the value of a mention on a traditional media

blog that includes a link back to your site/blog/podcast/video?

o What is the value of a post/podcast,video that is linked and includes extended commentary by “influencers” in your space?

o What is the value of the community that the “influencer” brings to you through links and extended commentary?

Strategy

Define The Risks

1. How do you ensure the brand is not comprised through comments?

2. How do you measure ROI? How do you know if you succeed?

3. How do you ensure the brand is not compromised through the company's bloggers' posts

4. Will we need to promote the blog/social media programs and how will they impact our current marketing strategy?

5. What do we do if IT does not have time to be involved?

Stragtegy

Enterprise Social Media Strategy1. Supports business objectives2. Integrates into master corporate

marketing/communication plan3. Developed for your target audience4. Defines “success” goals5. Sustainable - takes into consideration resources

(time, people, money) 6. Supported by a “champion”7. Crosses silos8. Internal and external guidelines9. Includes listening to the conversation10. Includes participating in the conversation

Strategy

What You WantedInternal perspective of social media for companies.

New, innovative ways the technology is being used to bring employees together, build groups/teams on the fly and create unique communities within the larger corporate community.

How companies are dealing with employees who use social media outside of the corporate reach, especially when they are saying things detrimental to the corporate reputation.

Zappos

On Twitter, people can tell whether you are actuallypassionate about connecting with other Twitterers, whether they are your customers or employees.

Tony Hsieh, ceo Zappos

TweetsAbout Zappos

TweetsFromZappos

Internal

Blogger/Social Media Relations: The Kindness of Strangers

A good pitch because…

Prior relationship

Personal

Targeted to my community

Reason to post

Value added

Contact information

Blogger Relations

Social Media BenefitsPulls Away the corporate curtainReveals the people who are your companyEncourages relationship buildingCreates opportunities for conversationsBuilds trustCustomer touch point/sBrand building

Experiential marketing Viral marketingBuilds community among people with like interestsValue added content/informationLess disruptive marketing messaging Information not able to distribute any other way

Humanizes Your Company

A Low Risk Entrée

1. Subscribe to news readers/aggregators e.g., Bloglines, Google, Yahoo

2. Listen to the conversations

3. Identify, subscribe & read blogs

4. Watch a few consumer generated videos

5. Listen to a few podcasts

6. Participate by commenting

7. Create a ‘throw away blog”

8. Create A Twitter account

9. Join a community

10. Develop A Social Media Strategy

Whisper Campaign

Business as usual …

NOT.The question is not, “Should we blog?

The question is, “Do we want to talk to People differently from how we did in the past?”hugh gapingvoid

Toss Of A Pink Boa

From Diva Marketing To You!www.divamarketingblog.comtoby@bloombergmarketing.com