Asher Agency's presentation the June 30, 2011 Whitley County Economic Development Corporation (EDC) Summer Series: Strategic Leveraging for Your Business

2. HELLO!

3. MARKETING STRATEGY
SOCIAL MEDIA
STRATEGY

13. FACEBOOK [IS] NOT VERY APPLICABLE
TO US. IT’S MORE OF A PERSONAL
SOCIAL NETWORK AND WHEN YOU
GET INTO BUSINESS MESSAGES IT’S
ALMOST TOO INVASIVE. … THERE’S A
LINE YOU HAVE TO DRAW
[REGARDING] WHAT SOCIAL MEDIA
ACTUALLY MAKES SENSE AND HOW
YOU USE IT IN A PROFESSIONAL
BUSINESS ENVIRONMENT.

15. WHICH SOCIAL MEDIA TOOL
IS MOST USED BY
THE INC. 500?

16. TOOLS USED BY INC. 500 - 2010
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook Twitter Blogging Online video Message/bulletin Podcasting MySpace Foursquare Do not use
boards
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH

17. WHICH SOCIAL MEDIA
TOOL IS CONSIDERED
MOST EFFECTIVE
BY THE INC. 500?

18. SUCCESS RATES REPORTED
BY INC. 500 - 2010
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Online video Message/bulletin Blogging Facebook Twitter Podcasting
boards
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH

19. TAKEAWAYS
 SOCIAL MEDIA IS USED BY 82% OF
THE INC. 500
 SUCCESS RATES ARE HIGH
 NO ONE TOOL WORKS FOR EVERYONE
 WHAT’S RIGHT FOR SOMEONE ELSE MAY
NOT BE RIGHT FOR YOU

20. OTHER TOOLS WE
WOULD DISCUSS IF
WE HAD MORE TIME

21.  FACEBOOK (IN MORE DETAIL)
 LOCATION-BASED SOCIAL MEDIA
 PODCASTING
 PHOTO SHARING
 CONSUMER OPINION
 AND ABOUT 1,000 OTHERS

23. 100+ MILLION FOCUSED
MEMBERS AUDIENCE
80% USE SOCIAL MEDIA
ONE NEW MEMBER FOR RECRUITING…
EVERY SECOND AND 95% OF THOSE
USE LINKEDIN

26. BLOGGING

27. FOCUSED YOUR OWN
COMMUNITY ―PRINTING PRESS‖
READ BY >50% SUBSTANTIVE
OF INTERNET USERS CONTENT

32. EXCELLENT CONTENT HIGHLY
CUSTOMER SERVICE PERISHABLE/SHORT
TOOL SHELF LIFE
TECH-SAVVY/LOYAL/ 140-CHAR LIMIT POSES
ACTIVE USER BASE COMM CHALLENGES

35. EXCELLENT STEEP LEARNING CURVE/
BRANDING TOOL TECH THRESHOLD
CONTENT MAY
SIGNIFICANT POSITIVE
NOT ALWAYS
IMPACT ON SEO/SEM
BE FAVORABLE

37. BLENDTEC
 PROBLEM: GREAT PRODUCTS + WEAK BRANDING
= WEAK SALES
 R&D TEAM HAD A PRACTICE OF BLENDING UP WOODEN
BOARDS TO TEST PRODUCT TOUGHNESS
 WILL IT BLEND LAUNCHED 2006
 INITIAL COST: ~$100 IN SUPPLIES
THE RESULTS:
 700% INCREASE IN SALES
 200,000+ YOUTUBE SUBSCRIBERS
 MEDIA: TODAY SHOW, TONIGHT SHOW, HISTORY CHANNEL,
WALL STREET JOURNAL

38. BLENDTEC – KEYS TO SUCCESS
 GREAT PRODUCT
 AUTHENTICITY: HOST IS APPROACHABLE,
NOT OVERLY POLISHED
 MEMORABLE AND FUN
 GOT THE CUSTOMER INVOLVED (SUGGESTED ―BLENDS‖)
 INTEXTUALITY: BLENDS INCLUDE BRANDS PEOPLE LOVE
(IPHONE, NIKE, RUBIK’S CUBE)

40. MESSAGE/
DISCUSSION BOARDS

41. EXCELLENT FOR
FACILITATE SELF-SERVICE
CUSTOMER SERVICE
MODERATED, EASIER TO USE,
NOT AS PUBLIC MAINTAIN

43. MESSAGE/
DISCUSSION BOARDS

45. NICHE
NETWORKS

46. COMMUNITIES FOCUSED
YOUR BRAND
AROUND A VERY SPECIFIC
DOMINATES
INTEREST/INDUSTRY
GREAT LISTENING TOOL THE ―NEXT BIG THING‖?

52. STRATEGY DEVELOPMENT
TRAINING
IMPLEMENTATION

54. SOCIAL MEDIA TOOLS AND STRATEGIES
SOCIAL MEDIA IS JUST ONE PIECE OF THE
MARKETING PUZZLE
THERE’S A STRONG BUSINESS CASE FOR SOCIAL
MEDIA—BUT WHAT WORKS FOR SOMEONE ELSE
MAY NOT WORK FOR YOU
KNOW YOUR GOALS, AUDIENCE AND WHAT YOU
HAVE IN THE WAY OF RESOURCES BEFORE DECIDING
WHICH TOOLS TO USE

56. THANKS!
ASHERAGENCY.COM
FACEBOOK.COM/ASHERAGENCY
TWITTER.COM/ASHERAGENCY

57. 4. CONVINCEANDCONVERT.COM
7. FLICKR/P8140008/MTNEER_MAN
8. FLICKR/MATTHEW MCVICKAR/ARROW AND TARGET
9. FLICKR/ALAN WOLF/AUDIENCE VISION 2020
10. FLICKR/COUNTING CHANGE FOR BREAKFAST/JUSTIN RASMUSSEN
12. CHRISANDJASONSHOW.COM/CHRIS_DUEL_S_BLOG.HTML
28. BUSINESSESGROW.COM