Presentation for South Shore Chamber of Commerce

1. Create Momentum in
your Marketing with
Social Networking
Angela Rutzick October 6, 2009
prepared for the South Shore Chamber of Commerce
www.a-type.com

2. Some Social Networking
Tools
! Blogs
! Online Communities
! Forums / Discussion Boards
! Content Aggregators
! Social Bookmarking

3. It’s Here to Stay
! Eight in ten Americans are now online
" Yet, only 5-10% of marketing budgets are allocated to
social media
" Social network users represent 67% of all internet
users
! The fastest growing digitally mature industries
include:
" Technology, financial services, travel subscription
media & retail

4. Consumers
— the New Marketer
! Web 2.0 tools have upgraded their voice power
! Consumers are now Prosumers
(producer + consumer)

5. The New Marketer
—Technopologist?
!Technologist, sociologist and psychologist
!Usage behavior — watch and observe

6. What Will it Do for Me?
! Keep current with new trends
! Meet other like-minded individuals
! Expand opportunities / increase visibility
! Exchange ideas / find answers
! Establish yourself as an expert in your field
! Boost referral marketing efforts
! Free publicity, testimonials and reviews

7. And my Business…
! Engage customers
! Improve customer understanding of products
& services
! Increase customer satisfaction
! Bring referrals and recommendations
! Attract new employees
! Strengthen and enlarge your network of vendors
and partners
! Create evangelists

8. Facebook
— Not Just for Kids
! Quickly becoming a powerful business tool
! Geared to using your profile page as a home
page for information being brought to you
! Facebook is usually an older audience with
more income

9. My Space
! Generally younger audience without deep
pockets
! Environment is one where you primarily visit
page of others as opposed to having info
brought to you

10. YouTube
! Upload and share video clips and across the
Internet through websites, mobile devices,
blogs, and email

11. Linked In
! Business site representing over
150 industries
! Find jobs / Recruit staff
! Research competitors
! Make business connections

12. Twitter
! Fastest growing social networking site
! Users send and receive tweets
! Follow and be followed

13. Blogs
! Search engines love blogs
! Link a blog to your website
! Respond to other blogs
! Write commentaries
! Hire a “ghost blogger”

14. Search Blogs on
Specific Topics
! technorati.com
! http://Blogsearch.google.com
! www.icerocket.com

15. LinkedIn
! Reconnect/Re-engage
! Strengthen relationships
! Find jobs and recruit employees
! Find resources for your customers & business
! Gather information
! Give and receive recommendations
! Get introduced to prospects
! Upload presentations and other documents

16. Create your Profile
! Decide what will be public information
! Complete your background

19. LinkedIn Blog

20. Upload applications to give more power to your page.

21. Always read the rules and be ready to
adhere to them before signing up.

23. Creating a Business Page
! Pick a business category
! Add information – similar to profile build
! Publish page
! Be sure to become a fan of your own page
! Invite others to become fans
! Write a ‘what’s happening note’
! Add applications (you can allow Twitter and
LinkedIn to receive updates)
! Post upcoming events / announcements

24. Creating a
Business Page

25. Market an event
on your “brand”
page.
Upload
presentations
and/or PDF files.
Upload videos
and photos

26. Event Marketing
— Drive Demand
! Direct mail as a starting point
! Boost registration though social media
! Create a special page on which you can put the
details and collect RSVPs
! Special introductory offer (use a code so you
can track where responses are coming from)

27. Members wanted
more from the current
website.

28. A meeting
planner
creates a
community
within a
website.
Industry Wiki
/ Forum
E-Learning
Surveys/Studies
Bookstore
Video
RSS Feed
Webinars
Job Bank

29. Blog gives members a voice
in upcoming conference.
LinkedIn helps find
appropriate Speakers
Post sample presentations of
prospective speakers via
YouTube
RSS feed is added to let
members know as new
information is received
Twitter helps keep members
updated while on the go

30. Post - Event Activities
! Invite attendees to join a group — create a
community
! Add a link to Flickr or other photo application
where attendees can upload photos
! Rally people around a cause

31. Results
! Increase in registration
! Execution: save money
! Collect hundreds of customer references
! Follow up – increase in leads, lowers
cost per lead

32. Blogs help take Brand
Awareness to Advocacy
! Collaborate with customers on product
development, service enhancement and
promotion
! Learn more about customer lifestyles.

33. Solicit opinions Learn about your audience
Establish price points

34. Traditional Approach: Focus Group
New Approach: Social Media
Poll consumers online using free analytic tools and surveys.

35. By creating an online community
with “mommy blogs”, the mothers
connected to discuss options for
eyewear protection for their
children…. but they also found
common ground discussing their
home life and child rearing
problems.
Learn more about
customer lifestyles.
Collaborate with
customers on product
development, service
enhancement and
promotion

36. Online Focus Groups
Better understanding of price points
Insight for future products
Customers trust each other’s opinions
Interaction with the customer about their products led the
company to start developing prototypes for lighting fixtures.

37. Keeping track of alumni and documenting their progress and
successes after leaving the program helped this non-profit
generate funding for future programs.

38. Widgets and Applications
Factors contributing to failure: No clear
way to invite friends, or view globes that
friends created. Instructions were too
Successful
long. No response from Sony’s agency.
viral
marketing
increase
Office Max
sales

39. Be Prepared…
! Take the good with the bad
! Be prepared to handle responses
! Never ignore an unfavorable comment

40. Why will they come?
! Provide incentives — both tangible and intangible
" Tangible — money, free samples, coupons
" Intangible — play on consumers’ emotions
! Create community
! Peer recognition

41. Recruit & Engage
Employees
! Carefully select employees to write blogs
"Social networking skills
"Shares company vision
"Knowledgeable about services and products

42. From Push Marketing to
Conversational Marketing
! Persuade don’t sell
! Be part of the conversation
! Facilitate
! Listen and respond to customers

43. What’s the Word
! You can’t completely control what’s being said
but you can participate
! Find out who is “talking” about you
Google Search
Google Alerts
! Get notified
www.trackle.com
www.yacktrack.com
! www.yelp.com

44. How do I measure success?
! Number of referrals
! Site traffic / visitors
! Audience participating - quality of conversations
! Blog comments
! Content sharing (ie., email forwards)
! Follows, friends & fans
! Profile views
! Wall posts

45. Tips for Success
! Always use customer focused messages
! Take into consideration your overall marketing
plan.
! Integrate traditional and online marketing to
ensure consistency across all media
! Simplify your efforts. Focus on the big picture.
! Reference: The New Rules of Marketing and PR
by David Meerman Scott

46. Be Digital Savvy
! Align yourself with
"technology
"the right talent
"a company’s whose culture is progressive
! Create partnerships with agencies, media
companies and social media “technopologists”

47. Challenging Times Bring
Opportunities
Prepare Now…
! Develop new tools
! Time to reevaluate your Business
! Learn new skills to deliver more services to your
customers/clients
! Build a great team

48. Never Under Estimate
its Power
A campaign is short-term. A relationship with a
customer is meant to be long-term.