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.

1. Social Media 2010
Competitive Advantage
and Survival
Ira Kaufman President
Patsy Stewart Director Social Media
Amy Tuggle Brand Designer
©2010 www.entwineinc.com

2. About the Presenters
Ira 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".
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.
www.entwineinc.com

3. 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

4. Social Media Revolution

5. Old 4Ps Marketing 1.0
Value Creator Customer
4Ps

6. Marketing 2.0
Value Builder User
- Company
- Employer Product (WEB2.0 Brand) Job Seeker
- Partner
Place (online, offline)
Price ($, time, ease)
5Ps
Promotion (Integrated Marketing)
Participation (Conversations)
Publisher
Thought Leaders

7. 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

8. 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

9. 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 “

10. •

11. 1,700 Small Businesses
on Using Social Media

12. 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

14. Social Media Live Update
• http://www.personalizemedia.com/garys-
social-media-count/

15. Your Challenges
What are your questions about
social media?
How can social media help you to
meet your 2010 marketing goals?
©2010

16. 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

17. Powerful Social Media Strategy
Obama has 380% more Obama has 403% more subscribers
supporters than McCain than McCain & 905% more
Obama: 2,379,102 supporters Viewers than McCain
McCain: 620,359 supporters • “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 380% more Obama has 240 times more
supporters than McCain followers than McCain
Obama: Friends: 833,161 Obama: @barackobama has 112,474 followers
McCain: Friends: 217,811 McCain: @JohnMcCain 4,603 followers
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

18. Lessons from
Obama Team
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
©2010

19. Integrated Media Marketing
Strategy
Five Steps
• BASELINE (Assessment)
• WHAT (Branding)
• WHO (Strategic Positioning)
• HOW (Marketing Mix)
• ROI (Evaluation, Metrics)

20. 360 Degree Approach

21. Branding
• Develop Value Proposition
• Finding your Sweet Spot
• Determine Voice and
Personality (logo, tagline)

22. Marketing Mix
• Develop Powerful Call to
Action
• Choose Tactics
• Design Integrated Blueprint

23. Integrated Media Marketing
Synergize … Build on each other
traditional online
advertising marketing
social public social
relations media
BUZZ

24. 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

25. 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

26. 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

27. 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

28. Think Collaborative & Transparent

29. Community & Interaction Scottevest

30. Review your corporate legal framework
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 inspire
non-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.

32. Recognize opportunities & touchpoints

33. Develop a social media employee policy
www.twitter.zappos.com

34. Develop a proactive crisis management
If in crisis: Don’t ignore it. Don’t hide. Instead, acknowledge, listen.
strategy

35. Evaluate your social media ROI

36. 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

37. What is Social Media?
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Translate conversations into Results

38. Your Digital Footprint…

39. 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.

40. 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

41. Create local listings and profiles

42. Claim Your Google Listing
http://maps.google.com/

43. Google Search is Getting More Social

44. Just Released
• Go beyond status messages
• Share updates, photos,
videos
• Start conversations
• Available for mobile

45. Prepare social networking profiles
Consistency
• Avatar or photo
• Keywords
• 140 characters
• 100 words
• novel

46. 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

47. 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)

48. 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
3 Degrees Separation (Kevin Bacon)

49. LinkedIn… Professional Connections
• Complete profile
• Add connections 100+
• Get recommendations
• Join and create groups 50
• Ask and Answer questions
• Add applications
• Add Events

50. Should I Be Marketing on
Facebook?
Yes
Facebook is the #1 social destination

51.  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.

52. 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

53. Fan Page vs Group
Fan Page Group
Indexed 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

54. 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

55. 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

56. 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)

57. 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

58. Presented by
www.entwineinc.com
info@entwineinc.com