social media 2010: competitive advantage and survival
Post on 12-Sep-2014
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The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.TRANSCRIPT
Social Media 2010
Competitive Advantage
and Survival
©2010
Ira Kaufman President
Patsy Stewart Director Social Media
Amy Tuggle Brand Designer
www.entwineinc.com
About the PresentersIra Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-
profits to guide them to leverage the power of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design interactive environments to by integrating
traditional advertising, online marketing, public relations and social media. His strong values and
sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in
Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive
programs.
Patsy Stewart, Director Social Media, Patsy is responsible for designing and implementing
social media strategies as part of an Integrated Media Marketing plan. She specializes in working with
clients to generate conversations that create relationships. Patsy is well known throughout Virginia as a
speaker, trainer and thought leader in Social Media. She manages a recruitment team that was
recognized as one of the top 50 recruiters nationally using Twitter/social media. She authored the
ebook, "How to Grow Your Digital Footprint".
www.entwineinc.com
Amy Tuggle Brand Developer, Amy combines a sharp eye for design with her extensive
knowledge of social media and current web innovations to create a strong brand presence throughout
the project. She is a talented media professional with extensive branding, web, motion graphics and
social media experience. As multimedia lead and creative director her consulting portfolio includes
marketing for Holland America Line, Blue Cross Blue Shield and Microsoft. Amy integrates these
experiences with her knowledge of optimal web and social media practices to provide a captivating look
to the clients marketing strategy.
Changes in the Marketplace
… Customer’s Mindset
• Globalization… Interdependence
• Control of media; consumer is publisher
• Conversations generate exposure, sales
• Transparency –open source
• Collaboration rules
• People use technologies to get things that they need from each other, rather from corporations
Social Media Revolution
Old 4Ps Marketing 1.0
4Ps
Value Creator Customer
Marketing 2.0
5Ps
Value Builder
- Company
- Employer
- Partner
User
Product (WEB2.0 Brand)
Price ($, time, ease)
Promotion (Integrated Marketing)
Job Seeker
Thought Leaders
Participation (Conversations)
Place (online, offline)
Publisher
Marketing Rules are Changing
It was It’s now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Interrupt client- direct immediate action Engage, build relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks, product
Is Social Media A Hype?
• 80% Adult Internet Users have used Social Media
• 72% been using Social Media < 90 days
• Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yr(39%)• Social Media Industry Report 2009 by Michael Stelzner
• Total US minutes devoted to social media surged 210% (> 2008)
• 80% female Internet users are a fan of a product or brand on a social network
• 60% of Ad Agencies support clients with social media
• 76% small business not found social media useful in generating business. (Citi Survey)
• Facebook 300 million users
• Twitter 52 million users
• LinkedIn 48 million users
Social Media Provides Value
• Kellogg COO - we are tripling social media spending over the past three years and experiencing "great returns on this investment.”
• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.”
• McDonald’s “Our head of Social Media is the customer”
• Lenovo “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “
•
1,700 Small Businesses
on Using Social Media
What Are The Results?
• Generated Exposure 81%
• Increased my Website Traffic 61%
• Increased Search Engine Rankings 52%
• Generated Qualified Leads 48%
• Reduced Marketing Expenses 45%
• Helped Me Close New Business 35%
*Source is Social Media Industry Report 2009 by Michael Stelzner
Social Media Live Update
• http://www.personalizemedia.com/garys-
social-media-count/
Your Challenges
What are your questions about
social media?
How can social media help you to
meet your 2010 marketing goals?
©2010
Strategy… not an Option
“Instead of researching the best ways
to engage, many businesses create
accounts across multiple social
networks and publish content without
a plan or purpose. However,
businesses that conduct research will
find a rewarding array of options and
opportunities.”
Brian Solis, Mashable, 1/11/10
Powerful Social Media Strategy
Obama has 380% more
supporters than McCain
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more
supporters than McCain
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama has 403% more subscribers
than McCain & 905% more
Viewers than McCain
• “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 240 times more
followers than McCain
Obama: @barackobama has 112,474 followers
McCain: @JohnMcCain 4,603 followers
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
Lessons from
Obama Team
©2010
1. Give new media a seat at the strategy table
2. New digital tools are useless without a blueprint
3. Campaign requires consistency in messaging
4. Map digital landscape/conversations of targets
5. Include a call to offline action
6. Be ready to give up control to your communities
http://intangibles.typepad.com/theintangibles/2008/11/lessons-.html
Integrated Media Marketing
Strategy
Five Steps
• BASELINE (Assessment)
• WHAT (Branding)
• WHO (Strategic Positioning)
• HOW (Marketing Mix)
• ROI (Evaluation, Metrics)
360 Degree Approach
Branding
• Develop Value Proposition
• Finding your Sweet Spot
• Determine Voice and
Personality (logo, tagline)
Marketing Mix
• Develop Powerful Call to
Action
• Choose Tactics
• Design Integrated Blueprint
traditionaladvertising
online marketing
social media
social public relations
Integrated Media Marketing
Synergize … Build on each other
BUZZ
Track – Evaluate- ROI
• Webstats- Google Analytics
– Demographics
– Site activity and analysis
• Track results/call to action
– Tracking URLS
• Evaluate
– Benchmark-competition vs
projections vs goals
If you think and operate with
new models, you will realize
new results
• The next three years businesses will
Integrate Marketing Strategies to realize a
powerful competitive edge
• You are about to change how your company
relates to its customers
Integrated Media Marketing
Best Practices
• Change your mindset; think collaborative and transparent
• Monitor competition’s digital footprint
• Design a strategy reflecting customer touchpoints
• Review your corporate legal framework
• Integrate and synergize your media
• Develop social media employee policy
• Design a proactive crisis strategy
• Incorporate links as metrics
• Evaluate RGVsm (Resources Generating Value)
• Regularly re-access; make improvements
Strategy
• Knowing who your ideal customer is• Knowing how that person interacts
online currently• Know what your goal is with social
media, you can evaluate your ROI & update strategy
Think Collaborative & Transparent
Community & Interaction Scottevest
Always start with your legal team to review your corporate non-compete and IP policies. They can help with trademark and domain questions that often arise. You want this team involved early to help inspirenon-compete and IP policies. They can help with trademark and domain questions that often arise. You want this team involved early to help inspire marketing programs that follow FTC guidelines and your own policies.
Review your corporate legal framework
Recognize opportunities & touchpoints
Develop a social media employee policy
www.twitter.zappos.com
If in crisis: Don’t ignore it. Don’t hide. Instead, acknowledge, listen.Develop a proactive crisis management strategy
Evaluate your social media ROI
Regularly access & make improvements
• You may start off with only 1 or 2 social media sites
• Do not grow faster than you can maintain • As you become more involved with your
community you may recognize a new need• Build from your brand
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Translate conversations into Results
What is Social Media?
Your Digital Footprint…
What is a Digital Footprint
• Traces left by someone’s activity in a digital environment
• Passive – “Data collected about an action without any client activation” (e.g., IP information collected by a web server)
• Active – “Created when personal data is released deliberately by the user for the purpose of sharing information about oneself”
http://en.wikipedia.org/wiki/Digital_footprint. 20 Aug 2009.
Assess your digital footprint
Google your name
or company name.
Print out the first
two pages of results
and save them for
later.
10 Steps to Create a Powerful Digital Footprint
Create local listings and profiles
Google Search is Getting More Social
Just Released
• Go beyond status messages
• Share updates, photos,
videos
• Start conversations
• Available for mobile
Prepare social networking profiles
Consistency
• Avatar or photo
• Keywords
• 140 characters
• 100 words
• novel
Who’s on LinkedIn?
• 60 million Professionals
• Avg income $109k
• Avg age 37 - 52
• Executives from all Fortune
500 companies are LinkedIn
members.
• Entrepreneurs – 31%
• Executives – 18%
• Decision Makers – 42%*From LinkedIn.com Advertising
Why Should You Be On Linkedin?
• Laser Marketing and Warm Market Sales
• Be Found = More Sales and Exposure
• A huge time-saver, aggregating information
• Hire A+ employees or land your dream job
• 3 Degrees Separation (Kevin Bacon)
3 Degrees Separation (Kevin Bacon)
How Do I Get Started?
• SEO Your Profile
• Set preferences
• Invite your friends and colleagues
• Join groups with your prospects
• Invite people from your Niche
• Build Relationships through
Communication
LinkedIn… Professional Connections
• Complete profile
• Add connections 100+
• Get recommendations
• Join and create groups 50
• Ask and Answer questions
• Add applications
• Add Events
Should I Be Marketing on
Facebook?
Yes
Facebook is the #1 social destination
More than 400 million active users
2nd most trafficked website
The fastest growing demographic is those 35
years old and older
Average user spends 55 minutes/day on FB
More than 1.5 million local businesses have pages
on Facebook
More than 20 million users become fans of Pages
each day
The Nielsen Company found that the average time
users spend using Facebook per month grew
nearly 10%, topping seven hours.
What are they looking for?
• Getting news or product updates (67%)
• Having access to promotions (64%)
• Viewing or downloading videos/music (41%)
• Submitting opinions (36%)
• Connecting with other consumers (33%)
If your business has prospects on Facebook and they would find any of the above interesting, you should build a business fan page.
SOURCE: Pace University study, 12/08
Fan Page vs Group
Fan Page GroupIndexed by search engines Not indexed
Not linked to you personally Connected to Administrators
Can message ALL fans (list) Message up to 5000 (inbox)
Have access to applications No applications
Promote with Ads / fans Promote with ADs
Visible through URL Only visible to FB members
Metrics through insights No means to measure
Vanity URL Ugly URL
Promote Website (widgets) No widget
What is Twitter?
Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. … From Wikipedia
Why Twitter?
• Twitter has 40 million users who spent 300
million minutes on the site in April 2009, 3712
% more time than in April 2008
• Twitter users spend 66% more dollars on the
Internet than non-twitter users
• Largest age group on Twitter is 35-49
• Twitter members are sending out 50 million
tweets per day, an average of 600 tweets per
second
Look and Listen
• Monitor twitter for a few days
• Add your first few tweets
• Don’t sell
• Engage in conversations
• Use http://search.twitter.com
• Download twitter desk client (Seesmic,
Tweetdeck, Twirl)
Social Video
• Use video for blogs and
websites, facebook, twitter
• Create a YouTube channel
• Syndicate Your Videos
• Use videos for events,
special services, customer
service, how-to