Transcript
Page 1: Social Media Marketing vs. Traditional Marketing

Herringbone  

Social Media MarketingNot Your Grandmotherʼs Marketing#

How Social Media Marketing Differs from Traditional Marketing" " "

Anna Sandgren"August 2012"

linkedin.com/in/annasandgren"

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[soh-shuhl mee-dee-uh]"

social media noun pl but singular or pl in constr ""Definition of SOCIAL MEDIA#: forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos) ""First Known Use of SOCIAL MEDIA#2004"

*www.merriam-­‐webster.com  

 

 

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So, whatʼs the difference?#

Social media marketing is designed to reach an audience ONLINE.""Some examples are:"•  Blogs"•  Facebook"•  Twitter"•  LinkedIn"

Traditional marketing is designed to reach an audience OFFLINE.""Some examples are:"•  Newspaper ads"•  Brochures"•  Trade show booths"•  TV, radio"

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Is social media for you?#

Most definitely, if you:"•  Want to create an online community for your

brand and products rather than a hard sell."•  Donʼt have a lot of time on your hand."•  Have a tight budget. "•  Want to create buzz and awareness for your

brand and/or products."•  Want to get the attention of customers around

the clock."

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Is social media for free?#

 Rumors has it that it is, but itʼs not. Many social media services and tools are free, such as Facebook, but you need someone to spend their time and effort. ""And as we all know.. Time is money! "

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Although social media isnʼt for free, compared to traditional marketing, it is relatively cheap. "

Superbowl ad 2012"$3.5 million for a 30 second spot"

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It has been estimated that the average cost of producing a 30-second national TV commercial is nearly $350,000, where a large part is the cost of airing it."

$350,000" Create your own video with your smartphone/flip camera for barely any cost at all. Make it go viral!"

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Facebook ad "$ is up to you and what works "for your budget"

A typical print ad in a national magazine can cost you $40,000+"

Another example of how social media marketing can be a cheaper alternative to traditional marketing…"  

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Measuring social media results#

•  Followers " ""•  Tweets, retweets etc."•  Mentions"

 

Measuring social media ROI can be tough, since ROI is pure dollars and cents."Each business or campaign should have its own social media objectives to measure. "E.g. it could be:"  

•  Opt-ins " ""•  Newsletter sign-ups"•  Purchases"  

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Virality#

Social media provides channelsfor content, e.g. YouTube videos,that have the potential to go viral and spread across the web in a way that traditional marketing canʼt. ""To inform new users about you, you can build and highlight your social proof. "

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Hold your horses now! Social proof… what is that?#  Itʼs the positive influence created when someone finds out that others are doing something. Itʼs also known as informational social influence.#

-Aileen Lee, Kleiner Perkins Caufield & Byers""

Friends inviting friends (friend-to-friend marketing) to play through Facebook and other social networks helped

Zynga grow from 3 million to 41 million average daily users in just one year, from 2008 to 2009.  

   

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See quick results with social media#

With traditional marketing it often takes time before you see your finished creation. ""E.g. from the moment you write copy for a company or product brochure it takes a while before your customer holds it her hand. "

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With social media you can develop content and be seen by thousands of visitors within a few hours… or immediately."              

1,000+ people have watched Jelly Bellyʼs YouTube video showing the winner of a cupcake design contest."

               

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Use social media to improve customer relationships#

Customers often speak their minds about brands and products in social media. Make sure to be there to correct negative comments.  A Yelp review of a San Francisco restaurant: "      Response from the restaurant:"

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And donʼt forget to reach out to customers and fans that mention and praise you. "    

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There are so many social media channels, do I have to be on all of them?#

 No, you donʼt!""Relax! Find the channels that works best for you, your business and your target audience to build your reputation, interact with your fans, and bring in leads."

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What if I donʼt have the time to be on Facebook all day long?#

Donʼt worry!"Set aside a certain amount of time each day or each week. There are tools to help you monitor your social media all in one spot and become more efficient. ""If itʼs too overwhelming thereʼs help to get. Consider hiring someone with expertise in social media. "

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So now I donʼt have to do any traditional marketing at all?#  Social media might save you time and money, but donʼt ignore traditional marketing. In order to succeed you should find a healthy balance of both. Even if youʼre doing business online exclusively, traditional marketing has its benefits: ""•  A good way to interact with the local community and regional

residents."•  Successful client and business relationship building."•  Product sampling and taste-testing."•  Participate in speaker engagements at events and conferences."•  Finding audiences that arenʼt always online. "  

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Conclusion "Compared to traditional marketing, social media marketing is a smart and often more affordable way to quickly find and interact with customers and fans of your brand and/or products online. "

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Want to know how you can make your business successful with social media?#

www.herringbone.fm

[email protected]

+1 (415) 3 BONE UP +1 (415) 326 6387 +46 (8) 519 704 92 (PST)

company/herringbone

herringbone.fm

@herringbonefm

Contact us today to find out how we can make your brand social.""  

Weʼd love to hear from you!"  


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