Social Media Simplified - Green Bay SCORE Chapter - 3.2.11

Social Media Simplified! The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

The MarketingSavant Group 888.989.7771

About
Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.

On Today’s Agenda

• Is social media really a big deal? (Why should you
care about social media?)
• Yes, it’s a really big deal
• Social media helps your customers buy your stuff
• How to use social media to get them to buy more of
your stuff
• Getting serious and thinking strategically
• Now what?
• ** Free Stuff **


Social Media Starter Kit
Free Download
www.marketingsavant.com/gbscore


Why Should You Care
About Social Media?


Source: What the F**k is Social Media
http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.com

Social Media is the #1
Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM


Gen Y now outnumbers
Baby Boomers….

96% of them have
joined a social network!

via: WWW.VIRTU-ASSIST.COM


If You’re Online…You’re In Social
Media

Source: Universal McCann Social Media Tracker Wave 3


93% OF SOCIAL MEDIA USERS BELIEVE A
COMPANY SHOULD HAVE A PRESENCE IN
SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008

85% OF SOCIAL MEDIA USERS BELIEVE A
COMPANY SHOULD GO FURTHER THAN
JUST HAVING A PRESENCE ON SOCIAL
SITES & SHOULD ALSO INTERACT WITH
ITS CUSTOMERS.
Cone, Business in Social Media Study, September 2008


http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

Where Buyers Go First

The MarketingSavant Group Source: Rain Today
888.989.7771

Most Common
Social Media Tactics (B2B)

The MarketingSavant Group Source: MarketingSherpa
888.989.7771

Already Embrace It

Still Need Convincing

Just Jumped 37% of marketers still do not include
on Board social media as part of their
marketing.

http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

6 C’s of Social Media
1) Content
2) Commerce
3) Community
4) Context
5) Customization
6) Conversation Via: Joseph Jaffe from his book, Join the Conversation
(October 2007, Wiley)


Social Media + Path to Purchase

But…what should
we do next?

Source: Ogilvy www.marketingsavant.com

Define the Social Media Plan

1. Outline Your 7. Enterprise Social
Objectives Media Assessment
2. Risk Profile 8. Policy / Protocols
3. Define Your 9. Choose Social
Audience(s) Channels (Tools &
4. Social Media Content Tactics)
5. Determine Integration 10. Capacity and
Points Commitment
6. Culture Change and 11. Social Media Systems
Adaptation? 12. Measurement


Don’t Commit Random Acts of
Social Media Marketing!


It’s 2011 and…

…it’s time you got an online, social
personality…

Listen Up!
“There’s a real cost to
ignoring the conversation.”

Paul Worthington, Fast Company Magazine

“We live in a conversation driven world. Even if your brand is not an active
user of social media, your customers and potential customers are. This is
revolutionizing the way brands have to think about themselves and how they
choose to compete.

In a conversation driven world, the real threat is not conversation itself, but
commoditization. Unless customers have reason to talk, they won't. And a
brand that generates little or no conversation will be killed by one that does.”

You Have to Start Somewhere…


Network Socially

“The most effective
social networking is all
about building
relationships, engaging
with others, and
developing solid word-
of-mouth marketing.”

GET OUT THERE!


First, A Bit About Profiles

• Your profile, on any network, is not a resume
• Your profile maps to your goals
– Network, job hunt, sell, attract, influence
• Thou shalt have a complete profile
– 40x more likely to succeed when complete
• Public profiles are productive profiles
– “But what about those creepy Internet
people?”


6 Steps to LinkedIn Success

1. Complete your profile!
2. Join groups &
discussion
3. Connect with
professionals
4. Connect with
customers
5. Ask/answer questions
6. Approach prospects


10 Reasons to be Active
on Social Networks
1) Meet your peers. Facebook is not just for 6) Develop your personal brand. You can reveal as
college kids anymore. much or as little about yourself as you wish,
2) Find business contacts. Not only are your allowing you to personalize your brand.
friends on Facebook, so are your prospects, 7) Target your niche. Users volunteer vast amounts of
your customers, and, of course, your information about themselves that you can readily
competitors. You need to be on too. access. These kinds of demographics,
psychographics, and technographics would
3) Instant gate opener. You can easily begin a previously have cost fortunes to access. Author,
dialog with highly successful—even John Battelle, calls Facebook a “database of
famous—people who were previously intentions.”
otherwise unreachable. 8) Get rapid top Google placement. Create a Page for
4) Build relationships. By engaging in your business and ‘‘push” information to your
conversations with your prospects and “fans.”
customers, you can better adapt your 9) Place targeted ads. With Facebook Social Ads, you
marketing and business services to meet can test out extremely targeted advertising for
their needs. minimal cost.
5) Raise visibility. By consistently showing up, 10) No cost marketing. Aside from paid ads, Facebook
posting relevant information, and being a is totally free to use and with regular activity you’ll
thought leader, you can increase visibility end up with more traffic, more subscribers, and
and credibility as an expert in your area. more paying clients.


Create Conversations NOT Campaigns


Create PAGES NOT PROFILES
Facebook Says:
• Facebook profiles are meant to represent a
single individual. Organizations of any type
are not permitted to maintain an account
under the name of their organization. We
have created Facebook Pages to allow
organizations to have a presence on
Facebook. These Pages are distinct
presences, separate from user profiles, and
optimized for an organization’s needs to
communicate, distribute
information/content, engage their fans, and
capture new audiences virally through their
fan’s recommendations to their friends.
Facebook Pages are designed to be a media
rich, valuable presence for any artist,
business or brand.
• If you create a profile for your business, your
account may be disabled for violating our
Terms of Use. If you have questions about
how to best leverage your Facebook Page,
please check out our Insider’s Guide or FAQ.


Integrate, Integrate, Integrate


Marketing Ideas for Facebook:
• Contact your current customer database and suggest they become
a Fan on your Facebook page.
• Include something about your daily/weekly business activities on
your page…take a picture, get a quote, shoot a video…whatever…
Then you can tag them—this will be shared on their profiles!
• Import your Twitter feed and external blog-this keeps your Fan page
updated with fresh content without you having to constantly
update it.
• Offer a subscription box to capture emails, donations, downloads,
whatever helps you get to your conversion goals!
• Include customer loyalty perks for sharing your Fan page!


THE ROI OF FACEBOOK
Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular
Houston-based café chain. Prior to the study, DG did not have a Facebook presence.
The study, based on surveys of more than 1,700 respondents over a three-month
period, found that compared with typical Dessert Gallery customers, the company's
Facebook fans:
• Made 36 percent more visits to DG's stores each month.
• Spent 45 percent more of their eating-out dollars at DG.
• Spent 33 percent more at DG's stores.
• Had 14 percent higher emotional attachment to the DG brand.
• Had 41 percent greater psychological loyalty toward DG.


Celebrate Your Fans
Do something special for fan & follower
milestones


Share Things

Like Photos… …and Videos


Everything Else…


Social Media Isn’t Just a Set of Tools…
 Blogs
 Widgets
 Micro Blogs
 Online Chat
 RSS
 Social Networks
 Social Bookmarks
 Message Boards
 Podcasts
 Video Sharing Sites
 Photo Sharing Sites
 Virtual Worlds
 Wikis
 Local Search
(…just to name a few)

PARTICIPATION

The Global Social Media Check-up, Burson-Marsteller, 2010


Social Media is not about being
everywhere—all the time! Just adding
profiles to countless websites and social
networks is not social media marketing.

Social Media Marketing should be strategic
and targeted directly to get you the best ROI
(Return on Investment).

Social Media requires more than setting up
an account-it requires interaction and
participation to generate results.


Link Greater Green Bay


Social Media Simplified!

The MarketingSavant Group
888.989.7771
dana@marketingsavant.com


Social Media Simplified - Green Bay SCORE Chapter - 3.2.11

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Social Media Simplified - Green Bay SCORE Chapter - 3.2.11