Social Media Synergy Group - Session #1 - Presented by Ira Kaufman There is a social media revolution going on and you can join in or watch as your competitors do. For successful results in social media you need an integrated media marketing strategy.

1. Social Media Revolution
Are you in or out?
Synergy Session #1
Ira Kaufman
President, Entwine Inc
©2010

2. Changes in the Marketplace
• 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

3. Changes in our Thinking
• Democracy
• Death
• Gift giving
• Accessing advice - crowdsourcing
• Disaster communications
• Gathering news
• People use technologies to get things that
they need from each other, rather from
corporations

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

5. 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

6. Social Media Revolution
• http://www.youtube.com/watch?v=sIFYPQjYhv8

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

8. Who’s Using Social Media
• 88% Internet Users have used Social Media
• 72% been using Social Media < 90 days
• Demographics +10hrs/wk: 30-39yrs (45%), 50-
59 ys(39%)
*Social Media Industry Report 2009 by Michael Stelzner
• Facebook 300 million users
• Twitter 52 million users
• LinkedIn 48 million users

9. 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

11. 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

12. With these changes
Challenge #1 - Mindset
• If you are not current and
responding, your competitive
position is vulnerable
• How can you expect to have the
same the management approach
and marketing efforts?

13. What has been your response?
Challenge #2- Actions
• What changes in marketing did you or
your competitors make in 2009?
• What are your experiences with social
media?
• What are your challenges and
questions related to social media?

14. Integrated Media
Marketing Campaign
that made a difference

15. 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:
McCain: Friends: 217,811 @barackobama has 112,474 followers
McCain:
@JohnMcCain 4,603 followers
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

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

17. Assessment
• Develop Marketing Baseline
– Marketing Research
• Who are “you” in the marketplace
• Competitive Analysis
• Audit competitor’s communications and
positioning

18. Competitive Analysis

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

20. Develop Value Proposition
• Articulate in one sentence- 10 words
describing why people should buy your
company's products or service.
– Who your customers are
– What you provide to them (value, benefit)
– Why they buy from you
• Strong value propositions deliver tangible
results:
– Increased revenues
– Faster time to market
– Decreased costs
– Improved operational efficiency
– Increased market share
– Decreased employee turnover
– Improved customer retention levels

21. Strategic Positioning
• Management Buy-in
• Target Markets
• Database
• Segments
• Analyze customer buying habits

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

23. Develop Powerful Call to Action
• Build Value for target community
• Give something (content) to customer to
engage

24. Choose Tactics
–Target specific markets and
address objectives
–4 Media components
• Traditional media
• Online environments
• Social media
• Public relations (events )

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

26. 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

27. Challenge #3 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

28. Your Next Steps
Challenge #4: What are your goals
for 2010?
Challenge #5: What are the
resources needed to translate your
goals into action?
©2010