social media marketing vs. traditional marketing

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Ever wondered how social media marketing is different from traditional marketing? Here's the presentation that will straighten out your question marks.


  • 1. Social Media MarketingNot Your Grandmothers Marketing#How Social Media Marketing Differs from Traditional Marketing" Anna Sandgren"Herringbone August 2012""

2. [soh-shuhl mee-dee-uh]"social media noun pl but singular or pl in constr ""Denition of SOCIAL MEDIA#: forms of electronic communication (as Web sites for socialnetworking and microblogging) through which users createonline communities to share information, ideas, personalmessages, and other content (as videos) ""First Known Use of SOCIAL MEDIA#2004" * 8/24/12 Herringbone 2 2 3. So, whats the difference?#Social media marketingTraditional marketing isis designed to reach an designed to reach anaudience ONLINE." audience OFFLINE."" "Some examples are:" Some examples are:" Blogs" Newspaper ads" Facebook" Brochures" Twitter" Trade show booths" LinkedIn" TV, radio"8/24/12 Herringbone 3 3 4. Is social media for you?#Most denitely, if you:" Want to create an online community for your brand and products rather than a hard sell." Dont have a lot of time on your hand." Have a tight budget. " Want to create buzz and awareness for your brand and/or products." Want to get the attention of customers around the clock."8/24/12 Herringbone 4 4 5. Is social media for free?# Rumors has it that it is, but its not. Many social media services and tools are free,such as Facebook, but you need someone tospend their time and effort. ""And as we all know.. Time is money! "8/24/12 Herringbone 5 5 6. Although social media isnt for free, compared totraditional marketing, it is relatively cheap. "Superbowl ad 2012"$3.5 million for a 30 second spot"8/24/12 Herringbone 6 6 7. It has been estimated that the average cost ofproducing a 30-second national TV commercial isnearly $350,000, where a large part is the cost ofairing it." $350,000" Create your own video with your smartphone/ip camera for barely any cost at all. Make it go viral!" 8/24/12 Herringbone 7 7 8. Another example of how social media marketing can be a cheaper alternative to traditional marketing" A typical print ad in a national Facebook ad "magazine can cost you$ is up to you and what works "$40,000+"for your budget"8/24/12 Herringbone 8 8 9. Measuring social media results#Measuring social media ROI can be tough,since ROI is pure dollars and cents."Each business or campaign should have itsown social media objectives to measure. "E.g. it could be:" Followers " "" Opt-ins " "" Tweets, retweets etc." Newsletter sign-ups" Mentions" Purchases" 8/24/12 Herringbone 9 9 10. Virality#Social media provides channelsfor content, e.g. YouTube videos,that have the potential to go viraland spread across the web in a way that traditional marketing cant. ""To inform new users about you, you can build andhighlight your social proof. "8/24/12 Herringbone 10 10 11. Hold your horses now! Social proof what is that?# Its the positive inuence created when someonends out that others are doing something.Its alsoknown as informational social inuence.# -Aileen Lee, Kleiner Perkins Caueld & Byers ""Friends inviting friends (friend-to-friend marketing) toplay through Facebook and other social networks helpedZynga grow from 3 million to 41 million average daily users in just one year, from 2008 to 2009. 8/24/12 Herringbone 11 11 12. See quick results with social media#With traditional marketing it often takes time beforeyou see your nished creation. ""E.g. from the moment you write copy for acompany or product brochure it takes a whilebefore your customer holds it her hand. "8/24/12 Herringbone 12 12 13. With social media you can develop content and beseen by thousands of visitors within a few hoursor immediately." 1,000+ people have watched Jelly Bellys YouTube video showing the winner of a cupcake design contest. " 8/24/12 Herringbone 13 13 14. Use social media to improve customer relationships#Customers often speak their minds about brandsand products in social media. Make sure to bethere to correct negative comments. A Yelp review of a San Francisco restaurant: " Response from the restaurant:"8/24/12 Herringbone 14 14 15. And dont forget to reach out to customers andfans that mention and praise you. " 8/24/12 Herringbone 15 15 16. There are so many social mediachannels, do I have to be on all of them?# No, you dont!""Relax! Find the channels that works best for you,your business and your target audience to buildyour reputation, interact with your fans, and bringin leads."8/24/12 Herringbone 16 16 17. What if I dont have the time to be on Facebook all day long?#Dont worry!"Set aside a certain amount of time each day oreach week. There are tools to help you monitoryour social media all in one spot and become moreefcient. ""If its too overwhelming theres help to get.Consider hiring someone with expertise in socialmedia. "8/24/12 Herringbone 17 17 18. So now I dont have to do any traditional marketing at all?# Social media might save you time and money, but dont ignoretraditional marketing. In order to succeed you should nd a healthybalance of both. Even if youre doing business online exclusively,traditional marketing has its benets: "" A good way to interact with the local community and regional residents." Successful client and business relationship building." Product sampling and taste-testing." Participate in speaker engagements at events and conferences." Finding audiences that arent always online. " 8/24/12 Herringbone 18 18 19. Conclusion"Compared to traditional marketing, social mediamarketing is a smart and often more affordableway to quickly nd and interact with customers andfans of your brand and/or products online. "8/24/12 Herringbone 19 19 20. Want to know how you can make yourbusiness successful with social media?#Contact us today to nd out how we can make your brand social."" +1 (415) 3 BONE UPWed love to hear from you!" Herringbone +1 (415) 326 6387company/herringbone +46 (8) 519 704 92 (PST)