Slides from my presentation, in partnership with Constant Contact. Portland, ME at the Eastland Park Hotel. 11-19-09

1. Marketing with Social Media
(psst! It’s Still Marketing)
November19, 2009 www.BoldVisionConsulting.com

2. Marketing
…process that identifies, anticipates and satisfies
client requirements profitably’
--The Chartered Institute of Marketing

3. 3 Rules of Marketing
1. Commit to the Process
2. Focus on the REAL Client need
3. Benchmark, Measure, Adjust

4. 7 Steps to Cover First
1. Determine what “need” your service/product REALLY solves.
2. Define your most narrow target market.
3. Identify your primary objective / goal.
4. Create a realistic budget.
5. Determine the best media (or combination of media) to reach
your market?
6. Define benchmarks against which results will be measured
7. Establish a monthly-by-month implementation timetable

5. The Plan…

6. Social Media – Part of a Whole
Radio Adver+sing
PR Print Adver+sing
SEO
Video / Podcasts
LinkedIn
Website
Facebook Twi3er
BLOG
Email
Comprehensive Ar+cles
Marke'ng Strategy
Direct Mail

7. Who is online?

8. Web 2.0 = Social Media
• Web 2.0
• Social Media
blog.aysoon.com
• New Media
• Social Technologies
• InBound Marke'ng
• Marke'ng 2.0

9. Social Media
• Social Networks
• Blogs
• Micro-Blogs
• RSS Feeds
• Podcast – Vcast
• Video Sharing
• Bookmarking
• Presentation and
Article sharing
• Photo Sharing
• Wikis

10. What is Social Media?
COMMUNICATION

11. Social Media Marketing
It’s Still Marketing
The basics still apply.

12. Social Media Marketing
• Public Relations
• Promotion
• Awareness
• Sales
• Reputation Management
• SEO

13. Marketing with Social Media
• Your Market
 Demographics; Who and Where they are
 Psychographics; What they think
 Technographics ‐ What online tools they use and
How they use them

14. Social Technographics
hAp://www.forrester.com/Groundswell/profile_tool.html

15. Social Technographics

16. People Trust People
They like, know and trust:
• 90% trust recommendations from people they
know,
• 70% trust opinions posted online
NIELSEN Wire- July 7, 2009
NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007

17. BLOGs
BLOG = "web log”
BLOG = Website
Content is a series of frequent posts, or entries, arranged in reverse chronological order so
the most recent entry is always on top of the site.
Technorati.com BlogSearch.Google.com Google.com
Google Reader Yahoo Reader Newsgator
Follow the BOLD Business Blog - http://www.BoldVisionBlog.com
Blogging platforms:
• Blogger (blogger.com)– Part of the Google family.
• WordPress (wordpress.com) – Professional web developers are building entire websites on the
WordPress platform.

18. Blogging Stats – Convinced?
Blogging grew 68% in 2008
• 346 million people worldwide read blogs
• 77% of active web users read blogs
• 184 million people say they’ve started a blog
The average blogger in the US:
• 51% male
• Aged 35+ (58%)
• Aged 18-34 (42%)
• College educated, 74%
Source: http://www.scribd.com/doc/11481779/Social-Media-2008-Statistics

19. Social Media Marketing – The Big 3
hAp://www.linkedin.com/in/lynnellewilson
hAp://'nyurl.com/Lynnelle‐on‐Facebook
hAp://www.TwiAer.com/Lynnelle
and hAp://www.TwiAer.com/BOLDBusiness

20. How People Share Information

21. Twitter
• Most Popular Among Working Adults
• 35 – 49 Largest Age Group – 42% of site’s traffic
Users as of Feb. 2008 Users as of Feb. 2009
475,000 7,038,000
• 32.1 Million Unique Visitors in April, 2009
• 740,000 Unique Visitors Access via mobile app/month

22. Facebook
• Extension of your brand
• Building a community
– Clients – Prospects -
Employees
• Events
• Content Sharing
• Links

23. LinkedIn
A database to find or to be found by someone.
• Profile
• Background: Outline & Summary
• Recommendations
• Companies
• Jobs
• Groups
• Q/A

24. Facebook / LinkedIn
• Build Community
• Real-time Search
• Crowdsourcing
• Facebook LinkedIn / Connect
• Tagging
• Vanity URLs
• Ads
• Analytics

26. Cross-Media Marketing
Acuvue
• Short Term Objective
– Reach & engage target audience through relevant and cost-effective
media…
• Long Term Objective
– Build a database of Acuvue users to foster dialogue & loyalty
Wink & Blink
Campaign
copyright 2009 Bold Vision Consulting, Inc. -
www.BoldVisionConsulting.com

27. Wink Campaign – Customer Journey
copyright 2009 Bold Vision Consulting, Inc. -
www.BoldVisionConsulting.com

28. 7 Steps to Cover First
1. Determine what “need” your service/product REALLY solves.
2. Define your most narrow target market.
3. Identify your primary objective / goal.
4. Create a realistic budget.
5. Determine the best media (or combination of media) to reach
your market?
6. Define benchmarks against which results will be measured
7. Establish a monthly-by-month implementation timetable

29. 3 Rules of Marketing
1. Commit to the Process
2. Focus on the REAL Client need
3. Benchmark, Measure, Adjust

30. How Can You Get Started?
1. Define your objective.
2. Join and be present – Search for conversations of interest
3. Listen – Read and become familiar with the community language & personality
4. Engage – Respond to questions / comments
5. Participate – Ask questions, Initiate discussions
Know your Objective – Be Strategic – Manage Your Time

31. Social Media – It’s another toolbox
Radio Adver+sing
Print Adver+sing
SEO
Forums
LinkedIn
Website
Facebook Twi3er
BLOG
Email
Comprehensive Ar+cles
Marke'ng Strategy
Direct Mail

32. Social Media
• Web 2.0 = Social Media = Marketing Tools = Business
• Be Authentic
• Be Present
• Be Consistent
• Be Patient
Be BOLD
www.BoldVisionConsulting.com