rochester business journal / best of the web awards - now what? what’s next in social media?

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Rochester Business JournalBest of the Web Awards

Now What? What’s Next in Social Media?

February 25, 2010

The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]

www.marketingsavant.com888.989.7771The MarketingSavant Group


About Dana VanDen Heuvel

Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technologyand the MySpace, YourSpace, TheirSpace Guide to Social Network Marketingand the creator of the AMA's TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nation's first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Dana is also an adjunct professor of marketing at St. Norbert College and teaches courses on social networks and social media marketing.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy.

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Why Should You Care About Social Media?



Social Media is the #1 Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM



96% of them have

joined a social network!

By 2010 Gen Y will outnumber Baby Boomers….

via: WWW.VIRTU-ASSIST.COM


93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.

85% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD GO FURTHER THAN

JUST HAVING A PRESENCE ON SOCIAL SITES & SHOULD ALSO INTERACT WITH

ITS CUSTOMERS.

Cone, Business in Social Media Study, September 2008

Cone, Business in Social Media Study, September 2008



If You’re Online…You’re In Social Media

Source: Universal McCann Social Media Tracker Wave 3


Social Media is About ROI!

• The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

Beware the Site-Less Web

But…It Can Be…“Complicated”

Source: Brian Solis – The Social Media Prism


It Can Also Be Distracting…• Why you must have a

strategy in place

• Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts



Connecting Content with Consumers

Source: Ogilvy


Your Turn

But…what should we do next?

Question the Answers

Source: Ogilvy



Listen Up!

“There’s a real cost to ignoring the conversation.”

“We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete.

In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they won't. And a brand that generates little or no conversation will be killed by one that does.”

Paul Worthington, Fast Company Magazine



Claim Your Name!

• Go to namechk.com

• Type in your district “handle” or “shortname”

• Reserve your name on important sites



It’s 2010 and…

…it’s time you got an online, social personality…



Even if you have great website, consider a blog site. Remember, content and conversation are paramount.

The best organizations connect customers to their website, blog and to other relevant social media sites where your audience hangs out.


Martell Home Builders uses social media to connect with home buyers

ToolkitBlogFacebook fan pageYouTube VideosTwitter streamSmugMug photos*



How to Start with Facebook:

• Create your user account

• Create a business page to generate Fans

• Create a group: First Time Home Buyers, etc.

• Advertise on Facebook (easily target your leads)

• Use status updates to stay in front of your network

• Be professional-remember that your clients and peers are reading these posts!

• Don’t fake it-no one will appreciate it.

• Show your personality—not your Sales Pitch—don’t blatantly advertise to your network—it will just seem like SPAM!



Marketing Ideas for Facebook:

• Contact your current customer database and suggest they become a Fan on your Facebook page.

• Include something about your daily/weekly business activities on your page…take a picture, get a quote, shoot a video…whatever… Then you can tag them—this will be shared on their profiles!

• Import your Twitter feed and external blog-this keeps your Fan page updated with fresh content without you having to constantly update it.

• Offer a subscription box to capture emails, donations, downloads, whatever helps you get to your conversion goals!

• Include customer loyalty perks for sharing your Fan page!


Goodwill uses social media to increase sales of its high-end merchandise

ToolkitBlogFacebook fan pageYouTube VideosTwitter streameBay sales page


Nicolet uses a blog and social media to educate and connect with their tribe

Social & Thought Leadership ToolkitBlogTwitter (rates)RSS feedsPodcastsBusiness Pulse SurveyVOC community center


Indium employs social media to generate leads for electronic assembly components

ToolkitBlogs (10 of them)VideoRSS feedsLinkedInTwitterFlickr


• Overall reduction in marketing spend

• Major account wins

• Entire organization involvedin the ‘community’

Social Media MarketerIndium Corporation


The Importance of Blogging:

•Use your blog to show your expertise

•Use your blog to promote your business/events

•Use your blog to promote yourself

•Use your blog to improve SEO

•Use your blog to generate referrals

Where can you blog:

Wordpress, Blogger, MovableType, TypePad



• American Cancer Society

• “More Birthdays”

Driving Conversations with Social Media



Comcast provides support via Twitter



Driving Sales With Twitter



How to Start with Twitter:

• Create your user account

• Create a custom background-stand out from the crowd

• Follow others-this helps build your network

• Include your tweets on your blog or website

• Add a Twitter button to your social profiles

• Use status updates to stay in front of your network

• Search—you can see what is trending and participate in conversations


Social Media is not about being everywhere—all the time! Just adding profiles to countless websites and social networks is not social media marketing.

Social Media Marketing should be strategic and targeted directly to get you the best ROI

(Return on Investment).

Social Media requires more than setting up an account-it requires interaction and participation to generate results.

What’s Stopping You?



Top 10 Social Media Barriers

1. Lack of internal resources/time

2. Lack of knowledge/expertise

3. Not convinced about the value/ROI

4. Lack of clear guidelines/policies

5. Lack of awareness of social media within company

6. Lack of budget

7. Social media not appropriate for company/brand

8. Fear negative reaction from customers

9. Lack of global reach/scale

10. Lack of appropriate agency partner

Source: PR Week



Take Lessons from Leading Brands

• Deputize people throughout the organization• Understand each channel’s unique engagement• Find champions• Centralize coordination• Be in it for the long haul• Pick channels carefully• Fish where the fish are• Support engagement as an extension of company culture• Encourage employees to use social media to get work done• Make social media part of the job• Modularize and Synchronize across channels (activity

streams)Source: Altimeter Group


Thank You!


Rochester Business JournalBest of the Web Awards

Now What? What’s Next in Social Media?

February 25, 2010

The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]