food consultants group presentation june 17 2010
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"Using Social Media to Grow Your Business" - a presentation to the Food Consultants Group in Lakewood, CA, on June 17, 2010TRANSCRIPT
Using Social Media to Grow Your Business
Michael Terpin, CEOSocialRadius
Food Consultants Group, Lakewood, CAJune 17, 2010
Your customers are
constantly Communicating
You need to join the Conversation
Wherever it may be…
24 of the 25 largest newspapers are experiencing record declines in circulation
There are over 200 MILLION Blogs
34% of bloggers post opinions about product and brands
78% of consumers trust these peer recommendations
Marketing and PR has changed:
What does this mean for your brand?
What is Social Media Marketing?Blogger Outreach
Engage and influence thought leaders, journalists & enthusiasts.
Thought LeadershipCreate and distribute your unique message.
Social Network Community BuildingLeverage highly interactive social networks to engage current and prospective constituents.
Multimedia EngagementIncorporate photos, audio and video to all of the above.
© Cartoonbank.com
Editorial Blogs
Thought Leaders & Enthusiasts
Personal Diaries
Blogosphere Influencer Pyramid
Editorial Blogs
Editorial blogs behave more like traditional media than the rest of the blogosphere (top-down hierarchy, editors and reporters, ad sales)
Most traditional media expect to be scooped by blogs, so news can be “tiered” to the vehicle.
Two tiers of editorial bloggers: traditional media with a blog (NY Times blog), independent blogs (Mashable)
Let editorial bloggers publish first, even if you give access first to thought leaders.
Thought Leaders
Thought leaders goal in the blogosphere is to increase their own influence and authority.
Help them extend their authority with early, deep access to information. They’ll reward you with free market research.
Get to know the thought leaders in your own industry.
Comment, contact and link to them.Offer to guest blog.
Consider “joining the club” by creating your own thought leadership platform.
The software platform is free, but you must commit to updates at least once a week.
Thought Leadership: Safe First Steps Create small simple blog with limited focus. Showcase your expertise, passion, POV. Create cross-linking campaign to raise authority. Cross-promote your blog in other media. Repurpose your posts into social networks. Engage your readership. Be consistent.
Enthusiasts
Enthusiasts are not experts; they’re fans. Their goal is a larger audience and authority.
Examples of prominent enthusiast categories: fashion, beauty, food, travel, motherhood.
Thought leaders want information and access; enthusiasts want “stuff”...
Enthusiasts love to write reviews.Create a deeper engagement.
Be aware of new FTC guidelines, but don’t be afraid of them.
The First Amendment still allows free speech.
About Those New FTC Guidelines…
New FTC guidelines are just that, guidelines.This is not a new anti-blog law or regulation; it merely
updates truth in advertising to encompass social media.
Virtually all enforcement will be against companies paying for paid endorsement.
Companies that pay for endorsement must disclose.Providing product for an unbiased review does not
constitute a paid endorsement.Best practice for both companies and bloggers is always to
disclose any samples, freebies, etc.These guidelines pertain to all Internet media, not just
blogs.
Personal diaries
The Great Unwashed are NOT completely unwatched.
Must be monitored, not as easy to fully engage.
Not just blog posts, but comments and social reviews, can have significant effect on search engines and social rankings.
Important to determine legitimacy: are they authentic or plants?
Twitter’s new integration into search amplifies the effect of a viral “firestorm”…
Personal diaries
The Great Unwashed are NOT completely unwatched.
Must be monitored, not as easy to fully engage.
Not just blog posts, but comments and social reviews, can have significant effect on search engines and social rankings.
Important to determine legitimacy: are they authentic or plants?
Twitter’s new integration into search amplifies the effect of a viral “firestorm”…
The Many Flavors of Social CommunityBlogs (content begets community)Forums (still important in some communities)Microblogs: Twitter, Jaiku, YammerSocial Networks: Facebook, LinkedIn, MySpaceSocial News & Reference: Digg, StumbleUpon, WikipediaSocial Bookmarking: Delicious, MyBlogLogSocial Reviews: Yelp
Facebook: What is it Good For?• Largest social network in United States with growing global presence (400 million+)• Highly engaged participants (more traffic than Google)• Facebook has little impact on search engines.• Fan pages have no limit on friends.• Events, Causes, Groups can be powerful marketing tools.• Most companies do not need an “app”
Facebook: Safe First Steps One profile or two? It’s up to you. Use your personal newsfeed with purpose. Fan page should be engaging. Fans are the new email list: use but don’t abuse. Automate your RSS, but not your tweets. Repost and monitor location-based data. Be courteous in groups. Broadly promote your events.
Twitter: Is it for me?• Twitter is the new black.• 200 million followers in less than four years.• Most rapid way of building visibility with new audiences.• Give before you get.• Highly trackable through short URLs.• Can have massive impact on search.• Less conversion & engagement than Facebook.
Twitter: Safe First Steps Register your name and company. Tweet a minimum of 20x a week. Schedule your tweets. Follow and engage people in your industry. Automate your RSS, but not your tweets. Repost and monitor location-based data. Be courteous in groups. Broadly promote your events.
Don’t Forget LinkedIn• LinkedIn dominates B2B conversation.• 70 million members.• Most recruiters now have LinkedIn as their primary resource.• LinkedIn Answers helps you build credibility in your core community.• Every industry has vibrant groups.• Can have massive impact on search.• Less conversion & engagement than Facebook.
Award-Winning Social Media Marketing and Communications Agency
We are an…
Our
clie
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Case Study: Bombay Sapphire – Blogger Brand Excitement“Spirit of Exploration” adventure blog was created to coincide with integrated marketing campaign, including extensive print ads and contests.
Invited bloggers to participate in contest, defining their personal “Spirit of Exploration” and to cover and compete for an exotic trip to Skybar in Thailand.
Within one month of launch, more than 100 bloggers participated, more than 10,000 wrote about the brand and competition - and the competition blog had over 1 million unique visits.
Case Study: ‘Yes We Can’ Create a Viral Sensation•Recorded January 30-31, 2008•Released February 1-2•1 million views in 72 hours •47 million views within three weeks•Tiered outreach to bloggers and NO traditional media outreach created a media frenzy•Six articles in New York Times•CNN/Larry King•CNBC, Inside Edition, E, ET•Today Show•This Week with George Stephanopoulos•Campaign won Emmy, Global Media Award, Cannes Golden Lion and Webby awards.
Case Study: David Lynch Foundation – Social Approach in Action
DLF.TV wanted to engage fans of music and meditation, and education thought leaders, for their new site launch and live concert. We proposed a 360 degree synergistic campaign … the results speak for themselves:
More than 1,200 traditional news stories.More than 5,000 blogger stories.250,000 views on live stream from pre-show online media conference1.2 MILLION hits, a massive growth in Google resultsTwitter grew from 100 to more than 20,000 followers in one month
Case Study: RampRate – Creating a Lasting ImpactWhite paper on Online Gaming and Net Neutrality “leaked” to editorial bloggers and thought leaders on a Sunday.
By Wednesday, 50 blogs picked it up, resulting in 300 posts within two weeks. Within one month, 3 of top 10 results on Google referred to RampRate and this paper. Within six months, 6 of top 10 posts on Google referred to RampRate.
Today: 9 of top 10 Google results refer to RampRate.
Michael Terpin, Founder and CEODirect: 310-980-4676 [email protected]
Twitter: @michaelterpinwww.socialradius.com
Las Vegas: 2176 Pueblo Circle, Las Vegas, NV 89169 Los Angeles: 1434 6th St., Suite 5, Santa Monica, CA 90401San Francisco: 100 Pine St., 10th Floor, San Francisco, CA 94111