1. HSMAI Webinar Social Media Fundamentals Monday, October 26, 200910:00 AM Pacific, 12:00 PM Central, 1:00 PM Eastern Duration: Approximately 45 minute presentation + 15 minutes for Q&A by Stephen Nold PresidentAdvon Technologies
2. Agenda What you will Learn • Strategic Social Media Fundamentals • The Great Marketing Shift • How to Harness the Power • Tangible Success Examples Double Down • Myths and Hype on Social Media • The Impact on the Hospitality Industry
3. Agenda What you will Learn Strategic Social Media Fundamentals The Great Marketing Shift How to Harness the Power Tangible Success Examples
4. Social Media An umbrella term Media tools designed for social interaction, created using highly accessible and scalable publishing techniques Transforms one to many broadcasts into many to many conversations Changes people from content consumers into content producers Is a shiny new toy
5. It is zillions of conversations that people are having…online…24/7…right now!
6. Social Media is NOT A single solution The message or content A media Inbound marketing Really that new anymore
7. Three Parts But, are HSMAI Yes - ing? listen- I Great! think is they Content/Conversation Communities Media/Tools
9. Agenda What you will Learn Strategic Social Media Fundamentals The Great Marketing Shift How to Harness the Power Tangible Success Examples
10. Sir Martin Sorrell WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009 WPP PLC, world's largest communications company Profit for the first half of 2009 plunge by almost 50% “We describe the recession as L-shaped, which implies that it will never go back to where it was before...I doubt free-to-air television or, in particular, newspapers and magazines, will ever be the same again.”
11. What Would You Do If? …most people started using social media? 3 out of 4 Americans use social technology Forrester: Growth of Social Technology, 2008 2/3 of the Global Internet population visits social networks Nielson: Global Faces and Networked Places, 2009 …Social Media was used more than email? Social Media is the #1 activity on the Web Huffington Post: Social Networking Sites Overtake Porn As Internet's #1 Search, 10/2008 …events and hospitality professionals were already seeing success with Social Media?
12. What IF? …Social Media was creating a great marketing shift? …becoming the most successful way to promote your business? …dramatically changing the way hospitality professionals get business?
13. Agenda What you will Learn Strategic Social Media Fundamentals The Great Marketing Shift How to Harness the Power Tangible Success Examples
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15. LinkedIn Groups Finance Club39,590 Financial services members e-LEGAL11,192 Legal services members Society for Marketing Professional Services1,513 Professional Services members Media Professionals Worldwide54,949 Media members
16. Secret Sauce 7 Steps To Start Have a plan Find your customers Ask others what has worked Participate in a community Offer relevant and interesting content Build relationships Leverage the tools Social Media Sauce XXX Fire Hot XXX
17. Agenda What you will Learn Strategic Social Media Fundamentals The Great Marketing Shift How to Harness the Power Tangible Success Examples
Social media are/is NOTInbound MarketingA single solutionA MediaThe message or content
Social media are/is Three components:Content = information, dialogue or entertainmentMedia = toolSocial interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print).Integrates technology, social interaction, and the delivery of words, pictures, video and audio.
Commercial broker relationships were: …created in Social Media communities …customers focused on content and advice from online communities first …interactions with their commercial broker were second?
SCN use of Social Media – how to gain awareness and visibility
Will to continue to be valuable – it is not a fad May transform to meet market optimization Can be monetized with the right application There is a lot of Hype and Myths Organizations are trying to figure out how to adopt No one has the perfect answer for all B2B markets are currently and will continue to be changed
