slideshow proof1

There are no longer six degrees of separation.With today’s social media tools, individuals and companies are connected in ways we couldn’t have imagined a mere decade ago. Today’s challenge for businesses big and small lies not in connecting, but rather in managing the cliques: the individuals and enterprises that help a company grow and survive. What an opportunity!

2

66

PROOF - AFTER MIDNIGHT DESIGN

OVERVIEWA. Social Media Gets Local

1. Twitter: The Individual Successes

2. Facebook: The Numbers

3. Foursquare: The Business Solution

B. The Business Gap

1. Large Companies Embrace Social Media

1. Midsized Companies Blocking Social Media Tools

C. DORO C-SUITE Social Marketing: Closing the Gap

3


4

Follow Me, Please.


March 1, 2010: The Houston Chronicle reports that J.R. Cohen is leaving his position as General Manager of Coffee Groundz, a midtown Houston coffee shop. Why is this news? As the article refers to them, “social media junkies” will remember that Cohen reportedly took the first Twitter To-Go order on October 2008.

5

The company reportedly boosted sales over 200% due to Cohen’s relationship with Twitter followers. Coffee Groundz went on to host successful tweetups, tech meetings and events for local artists. Cohen’s used consistently as example of how to use social media to advance small business goals.


RECENT UPDATES: April 15, 2010: Twitter hosted Chirp, the Twitter Developer’s Conference in San Francisco, CA. The long overdue conference began with the company touting its successes. The audience, hundreds of self-described geeks and gadget folk, has been waiting for Twitter to grow up. Fast Company’s Dan Nosowitz starts off his Crib Sheet with a well-known fact, “It’s been said that Twitter launched as an incomplete product…” and goes on to list the areas in which the company addressed its immaturity. With over 100,000 applications developed for the service, its own slow maturation process hasn’t hindered its effect. The information is so timely, the Library of Congress has decided to archive all tweets dating back to 2006. The impact of the service on the transfer of information is staggering.

6


Stats ‘n FactsYet and still, even with all the gaps, there are bragging rights: Twitter is the second-most popular search engine, with 19 million per month.180 million unique visitors per month300,000 new users a day105,779,710 total users

7


doro fact: twitterThe impact on small businesses is staggering, with cross-country and cross-continent connections happening daily.

8

DORO FACT: DORO hired a St. Louis photographer for an NFL Player Camp, a Pittsburgh Videographer for the NFL Season Opener, a Miami photographer for Super Bowl Week and a Dallas graphic artist for a client project all via Twitter referrals.


FACEBOOK:Going Local

9


facebook: going localApril 12, 2010: Facebook’s Product Marketing Department sent letters to some small businesses. Accompanying the letter to one Carlsbad, CA company was a $25 coupon for a Facebook Ad and a bright window decal which the letter explained would help drive online connections by 20%.

10


Facebook: Stats ‘n FactsWith a reported 80% of Facebook’s active users also accessing the application via a mobile device, the text concept is brilliant. Small businesses can connect with clients while they’re out looking. More than 400 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 500 billion minutes per month on FacebookStatistics, Facebook.com Press Room

11


doro fact: facebook

12

DORO FACT: DORO Marketing provided PR services for a new children’s play called “Show ‘n Tell.” A central character is a student in a wheelchair. A Facebook User posts: “heading to VisArts in Rockville with kid. Arts show for disabled children on Sunday.”DORO searches Facebook for VisArts. Full fan (like) page appears with registration information, instructions and complete event listings. We contact the location, schedule time to meet during the show, and donate four (4) tickets for a family. VisArts adds “Show ‘n Tell” Poster at sign in desk to connect with new audience.


FOURSQUARESocial Media: Anywhere You Are

13


FourSquare Reaches 1 Million UsersApril 2010: The location-based social media tool Foursquare focused on business marketing at its inception. As it inches closer to 1 million users, but a fraction of Twitter and Facebook numbers, it is the hot company, entertaining buy offers from AT&T Yahoo!—or so says the rumor mill. Even with increasing competition from the sleeker newbie Gowalla, it remains the preferred tool, expanding from its initial 100 cities in major metropolitan areas to any city, anywhere. The company has among its content providers MTV, the New York Times and most recently, the Wall Street Journal, rendering it highly attractive to the mobile executive. But now Foursquare reaches out to business owners with a data rich tool: a customized dashboard.

14


FourSquare: Measurable and ManageableA New York Times article shows how the company recently stepped up its business marketing. Rather than paraphrase its succinct explanation: “With the new tool, businesses will be able to see a range of real-time data about Foursquare usage, including who has ‘checked in’ to the place via Foursquare, when they arrived, the male-to-female customer ratio and which times of day are more active for certain customers. Business owners will also be able to offer instant promotions to try to engage new customers and keep current ones. “If a restaurant can see one of its loyal customers has dropped off the map and is no longer checking in, the owner could offer them incentives to come back,” said Mr. Walker.There will also be a Staff page available to each business that will allow employees to interact directly with customers using social networks.”

15


FourSquare: new business tool

16

The Foursquare solution provides answers to business owners concerns: it’s measurable and manageable, with the staff page controlling the procrastination factor. Left is an example of the report received by one of the 30 test companies.


doro fact: foursquareDORO FACT: DORO provided PR and marketing services for the Duke Ellington School of the Arts Concert Series. The first concert was a national gospel artist who’s based in the DC area. DORO wanted to know the best locations for poster and postcard drop offs. We consulted Foursquare data to match against the mailing list we’d accumulated for the school. The data helped us determine some locations, although we found that a limited number of current patrons were Foursquare users.

17


THE USER GAPBig Business v. Small and Midsized Businesses— Who’s More Social?

18


The User Gap: The CaseBased on recent research, there’s a significant gap in how larger, established companies have adopted social media into their overall marketing plans, and small to medium-sized businesses have yet to take hold of the technology. One of the more notable shifts was Pepsi’s move away from NFL Super Bowl television ads to a full social media campaign.

19


The User Gap: big businessLarge Companies: The Inc. 500

20

For the past three years, the Center for Marketing Research at the University of Dartmouth has studied the social media usage of Inc. 500 companies. Each year Professor Nora Barnes and Eric Mattson, CEO of Financial Insite, surveyed the list with over 140 companies responding. The study’sco-author Eric Mattson says, “Inc. 500 companies are focused on doing anything they can to grow faster and social media is an innovative tool that may give them an edge over their competition.”2006: 56% of Inc. 500 companies used social media. 2009: 91% of Inc. 500 companies used social media with 77% considering it somewhat or very important.


The User Gap: Small to Midsized BusinessSmall to MidSized Companies

21

Robert Half Technology commissioned a study in 2009 to gauge the use of social media tools, specifically Facebook, Twitter, and LinkedIn. The research team surveyed 1,400 chief information officers in companies with over 100 employees. Based on their data, the majority of U.S. workplaces block access to social-networking sites like Facebook and Twitter. 54% block social networks “completely” 19% only permit it “for business purposes”Most are concerned about the potential for procrastination and lost productivity.


The User Gap: Why the difference?Why the gap? The same variables to blame for any business issue: Resources! To craft and implement a campaign requires time, people and money.

22


CLIQUES: DORO’s Social MediaMarketing Solutions for the C-Suite

23

DORO can manage and maintain strong social media presence for the C-SUITE: CEOs of Small and Midsized Businesses, Consultants and Contractors. DORO facilitates the process for the growing number of members of the C-Suite who want and need to delve into the social media realm but have neither time nor staff ready to participate.


Cliques: The ProcessReview Current Strategy: a social media strategy neither supplants nor substitutes for a full marketing plan. It is a part of the full plan necessary to meet your market. Locate Customers: In addition to offline research, DORO will use social media tools to identify current customers and hidden niche markets. Craft Campaign: DORO builds a three to six-month campaign based on the collected information. After the inaugural campaign, we review to see which elements work best and which can be retooled. Build Credibility: Launching the campaign in the market requires first and foremost believability. The social media audience is savvy and will quickly discard canned content with no brand authenticity.Encourage Collaboration: Two-three small businesses that provide complementary services can connect to produce ad campaigns that are more cost-effective. The C-Suite Services answer the time, money and people questions forthe small to midsized business.

24


doro factCase Study July 2009: JPC & Co. hosted “Meet the PGA Tour Pros” an event bringing together professionals in town for Tiger Woods’ AT&T National held at Congressional Country Club met with local professionals and guests. DORO’s client InStyle Caterers provided food for the affair. Absent a drinks sponsor, DORO connected with Tarara Winery via social media referral. Tarara agreed to provide wine for the event and a new partnership was developed. The collaboration led to two other InStyle Caterers events that were marketed via direct mail, DC Luxxery Magazine and Facebook.

25


CLIQUES: The OpportunityA Comcast and DORO collaboration would bring together the full range of marketing opportunities for the C-Suite. Integrated and Linked Campaigns. Here’s an example of where the connection could work: If DORO identifies links between specific product and service advertisements produced for Comcast Spotlight and C-Suite businesses, the social media team could then integrate ad mentions into ongoing web/mobile campaigns.

26


CLIQUES: The Opportunity (continued)In the same NY Times article on Foursquare referenced earlier, the author cites this scenario:Another test customer, P.C.C. Natural Markets, a Seattle-based organic foods company, saw a large number of new Foursquare users coming to its stores over the weekend and used the analytics tool to figure out where they were coming from.“By using the Foursquare dashboard, we figured out that they were coming for a new organic doughnut that had been advertised on TV,” said Ricardo Rabago, social media specialist for the company.”Both the doughnut company and the market could capitalize on the information in a number of ways, including targeted incentives, online feedback tools and expanded campaigns. Combining such direct, current data from the social media tools with Spot Cable’s ability to reach a narrowly targeted audience—and DORO’s crafted message—helps clients stretch ad dollars.

27


The Opportunity: B-to-B CampaignsB-to-B Social Media Network Exclusively for Spotlight Advertisers. Many business owners or C-Suite contractors are hesitant to seek collaborators in full view due to competition or general concern for privacy of a particular product or service launch. Yet they may need quick access to credible businesses. A password-protected dashboard could create a Spotlight Community that allows peer networking and joint advertising opportunities. Owners could review current ads, share resources for ad development and coordinate projects—including cause marketing. The level of security that the Comcast brand provides would foster more open communication than would full blasts via Twitter or Facebook. LinkedIN allows users to incorporate SlideShare (which now supports video) into their profile pages. This is a close fit but still only serves a selected group of users who don’t necessarily increase and/or turnover at the same rate as the television watching audience.

28


Next Steps

29

DORO looks forward to a discussion with your team regarding the suggestions in this presentation. We would like to begin review in order to implement a campaign that would kickoff with the start of the NFL season.


thank you!We appreciate your time and consideration. Should you have any questions—and we always appreciate feedback—please contact us:

DORO Marketing ServicesMia M. Jackson, President4938 Hampden Lane #188Bethesda, MD 20814P : 301-530-2406F : [email protected]

PROOF - AFTER MIDNIGHT DESIGNPROOF - AFTER MIDNIGHT DESIGN

slideshow proof1

Documents

popular search engine

content providers mtv

dallas graphic artist

online feedback tools

spot cables ability

wall street journal

postcard drop offs

super bowl week