Rochester Business Journal / Best of the Web Awards - Now What? What’s Next in Social Media?

Rochester Business Journal
Best of the Web Awards The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

Now What? What’s
Next in Social Media?
February 25, 2010

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. Dana is also an adjunct professor of marketing at St.
Norbert College and teaches courses on social networks and social media
marketing.
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.

Why Should You Care
About Social Media?


Social Media is the #1
Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM


By 2010 Gen Y will outnumber
Baby Boomers….

96% of them have
joined a social network!

via: WWW.VIRTU-ASSIST.COM


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


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

Source: Universal McCann Social Media Tracker Wave 3


Social Media is About ROI!
• The relationship is apparent and significant: socially engaged companies
are in fact more financially successful. So now we know it pays to be
social, but it is important to note that by “social,” we’re talking about deep
engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)


But…It Can
Be…“Complicated”

Source: Brian Solis – The Social Media Prism

It Can Also Be
Distracting…
• Why you must have a
strategy in place
• Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts


Connecting Content
with Consumers

Source: Ogilvy


Your Turn


Question the Answers

But…what should
we do next?

Source: Ogilvy

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.”

Claim Your Name!

• Go to
namechk.com
• Type in your
district “handle”
or “shortname”
• Reserve your
name on
important sites


It’s 2010 and…

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

Even if you have great
website, consider a blog site.
Remember, content and
conversation are paramount.

The best organizations
connect customers to
their website, blog and
to other relevant social
media sites where your
audience hangs out.


Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
SmugMug photos*

Martell Home Builders uses social media to connect with home buyers


How to Start with Facebook:

• Create your user account
• Create a business page to generate Fans
• Create a group: First Time Home Buyers, etc.
• Advertise on Facebook (easily target your leads)
• Use status updates to stay in front of your network
• Be professional-remember that your clients and peers are
reading these posts!
• Don’t fake it-no one will appreciate it.
• Show your personality—not your Sales Pitch—don’t blatantly
advertise to your network—it will just seem like SPAM!


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!


Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page

Goodwill uses social media to increase sales of its high-end merchandise


Social & Thought Leadership Toolkit
Blog
Twitter (rates)
RSS feeds
Podcasts
Business Pulse Survey
VOC community center

Nicolet uses a blog and social media to educate and connect with their tribe


Toolkit
Blogs (10 of them)
Video
RSS feeds
LinkedIn
Twitter
Flickr

Indium employs social media to generate leads for electronic assembly components


Social Media Marketer
Indium Corporation
• Overall reduction in
marketing spend
• Major account wins
• Entire organization
involved
in the ‘community’


The Importance of Blogging:
•Use your blog to show your expertise
•Use your blog to promote your business/events
•Use your blog to promote yourself
•Use your blog to improve SEO
•Use your blog to generate referrals

Where can you blog:
Wordpress, Blogger, MovableType, TypePad


Driving Conversations
with Social Media
• American Cancer Society
• “More Birthdays”


Comcast provides support via Twitter


Driving Sales With Twitter


How to Start with Twitter:

• Create your user account
• Create a custom background-stand out from the
crowd
• Follow others-this helps build your network
• Include your tweets on your blog or website
• Add a Twitter button to your social profiles
• Use status updates to stay in front of your network
• Search—you can see what is trending and participate
in conversations


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.


Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner

Source: PR Week


Take Lessons from Leading Brands
• Deputize people throughout the organization
• Understand each channel’s unique engagement
• Find champions
• Centralize coordination
• Be in it for the long haul
• Pick channels carefully
• Fish where the fish are
• Support engagement as an extension of company culture
• Encourage employees to use social media to get work done
• Make social media part of the job
• Modularize and Synchronize across channels (activity
streams)
Source: Altimeter Group


Thank You!


Rochester Business Journal / Best of the Web Awards - Now What? What’s Next in Social Media?

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Rochester Business Journal / Best of the Web Awards - Now What? What’s Next in Social Media?