A Resource Guide and Case Study for Small and Medium Businesses

LDCA Luncheon February 7, 2013

Don BaldwinDon Baldwin

Alyssa Morishita

Creative Commons Licenses by Donald Baldwin, Trademarks owned by Companies

� Social Marketing Pluses and Minuses

� Social Marketing Channels� Social Marketing Channels

� New Media

� Half Price Deals

� Case Study: Lloyd Center Ice Rink

� Case Study: Portland Aquarium

Case Study: Rose Garden� Case Study: Rose Garden

� Social Marketing Preeminent Method

� Social Marketing overcomes Traditional � Social Marketing overcomes Traditional Promotion

� One to Many v. One to One

� Human Mind Filters out Messages v. Interest

� Expensive (especially TV) v. Inexpensive

� Fractured Channels v. Direct ChannelFractured Channels v. Direct Channel� TV and Newspapers examples

� Engages Consumers

� Base Relationship to build sales

� Takes Time

� Companies really need to understand the � Companies really need to understand the new medium

� Coping with Negative Comments

� Consumer interest can be fickle: MySpace

� Marketers need to be flexible in a rapidly changing environmentchanging environment

� 1 Billion Active Users 9/12

� 54% of total US residents� 54% of total US residents

� More than 50% Mobile

� Features:

� Privacy Settings

� News Feed

� Messaging� Messaging

� Games/Apps

� ‘Like’

� Advertising

� Microblog, Older users

� Hashtags: #LDCA� Hashtags: #LDCA

� @username

� RT: Retweet

� Usage� Pointless babble – 40%

� Conversational – 38%

Pass-along value – 9%� Pass-along value – 9%

� Self-promotion – 6%

� Spam – 4%

� News – 4%

� Graphic Blog, Female User Base

� Ages 35 – 44� Ages 35 – 44

� Fastest Growing Social Media Site

� Users pin pictures to ‘boards’

� New users invited

� Famous for recipes, crafts and DIY

Interact with Followers� Interact with Followers

� Photo and Social Community

� 1M users in Dec. 2010� 1M users in Dec. 2010

� 5M Apr. 2011

� 10M Sep. 2011

� 30M Apr. 2012

� Facebook bought site for $1B, Apr. 2012

� Targeted Audience/Demographic

� Better Service from Feedback� Better Service from Feedback

� Measure Demographics and Penetration

� Age

� How did they hear about events?� Radio, TV

� Newspaper

� Commercials

� Zip Code

� Adwords by Google

� Sponsored Ads on Facebook and Twitter� Sponsored Ads on Facebook and Twitter

� E-Mail Blasts

� Services to Manage Posts

� Hootsuite

� Tweet Deck

� Social Engage� Social Engage

� Groupon, Living Social

� 500 competitors� 500 competitors

� Advantages:

� Self-supporting Advertising

� Wide audience impact

� Trackable

� Disadvantages:� Disadvantages:

� When too many sell…

� Cannibalization of Sales

� Customer Churn

� Social Marketer and New Media

� Groupons� Groupons

� Adwords

� Email marketing

� Facebook Page and Twitter

� Hootsuite

� Direct Mail via USPSDirect Mail via USPS

� Web Sales

� 70,000 Guests in the First Two Months

� Building relationship with guests:� Building relationship with guests:

� Posting guest photos

� Staff Photos with special needs guest

� Guest Reviews

� Interactive Posts

� Positive Reaction to Guest Concerns� Positive Reaction to Guest Concerns

� Feed the Animals

� 72,606 Facebook Fans

� Building relationships with guests:� Building relationships with guests:

� Facebook Sweepstakes

� Interactive posts

� Survey Monkey

� Check ins

� Positive Reaction to Guest Concerns� Positive Reaction to Guest Concerns

� Hotels

� Banks� Banks

� Apartments

� Retirement Homes

� Developers

� Social and New Marketing work for all businessesbusinesses

� Create a Marketing Plan…Strategize!

� Get Involved in your marketing

� Use every means possible to distribute your message

� Know your customers (Identify Target Market)� Know your customers (Identify Target Market)

� Go where your customers live