Presentation on theme: "The WHY of Social Marketing Presented by Global Marketing Solutions August 11, 2009."— Presentation transcript:
The WHY of Social Marketing Presented by Global Marketing Solutions August 11, 2009
What IS Social Marketing? (and what is social networking?) A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as and instant messaging services.online communitiesweb based instant messaging Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people Wikipedia.com
What IS Social Marketing? Social marketing seeks to capitalize on the growing trend of social networking and apply its principals to a business orientation Social marketing allows for conversations to take place between businesses and consumers
What IS Social Marketing? Networking I had pizza for lunch! Here is Princess on her first birthday! Tell me what you think of these shoes I just bought. Marketing Mention TWITTER and receive $2 off your pizza order! Upload your vacation photos and you could win a trip! Tell us about your most recent purchase of flip flops from Endless.com
Social Marketing IS: Word of mouth/word of keyboard Conversation (LISTEN twice as much as you talk) A powerful resource for any company doing business today
Okay, but WHY? Consider this recent research: Word of mouth is the most trusted and influential form of communication. Forrester Research94% of consumers trust word of mouth and 84% of business buyers say WOM has the greatest influence on them.
Okay, but WHY? The latest Nielsen Global Online Consumer survey polled 25,000+ online consumers. Here are forms of advertising they trust: Recommendations from people known90% Consumer opinions posted online70% Brand websites70% Magazines59% signed up for54%
Okay, but WHY? Who is using Social Networking: 75% of online adults have a profile 57% of online adults have a profile 30% of online adults have a profile 19% of online adults have a profile 10% of online adults have a profile 7% of online adults 65+ have a profile Pew Internet research 2009
Okay, but WHY? Points to Ponder if youre not convinced: How do you know what people are saying about you? Whats going on in your marketplace? Do you have an authentic voice? Do you have credibility? Are you giving up an advantage? Are you becoming a dinosaur?
Okay, but WHY? Need more convincing? Consider: Cost efficient Growing audience Two-way communication Personal touch Differentiate Improve search results New channel for customer service
Okay, okay, but NOW what? Set goals Set budget Set policy Decide the how Get your toes wet
Okay, okay, but NOW what? Setting Goalsexamples Increase website traffic and increase sales Learn about our customers Mitigate negative commentary Manage a crisis Reward loyal customers Share our corporate culture Create a new service channel
Okay, okay but NOW what? Set budget Social is not free Decide what you are willing to spend Remember, internal resources have costs How important is design versus execution Plan based on seasonality Measure what you can
Okay, okay but NOW what? Set policy Who is empowered to socialize? What is the company policy on how to address complaints? What is your strategy for negative commentary?
Okay, okay but NOW what? Decide the how Internal vs. Outsourcing or both How will this blend with other responsibilities? Who has the required skill set? What channels make most sense for my business?
Okay, okay, but NOW what? Get your toes wet Create an address for all social Set up accounts for social channels Learn the lingo and the culture Populate with content Become a fan, follower, friend, etc. and others will reciprocate
Real Life Things that Work Links It would be great if the link were actually here… Special Offers (discounts, coupons, free item in return for following) Two Free Nights - that's a sweet deal! When you book a 7- night stay, pay for only 5 nights.
Real Life Things that Work Photos/videos Post a great photo and watch the comments come in!
Real Life Things that Work Contests and Blogs Bring Eyeballs Contests drive traffic and "joining in Write interesting things and people will read!
Real Life Things that Work The biggest thing that works? LISTEN and respond…
Real Life Things that Work LISTEN and respond…
Real Life Things that Work LISTEN and respond…
Feeling overwhelmed? Some resources offering help: Mashable.comGreat articles, how-tos, new products and tools, the experts on social MediaPost.comgreat newsletters by topic, social and all other online channels BloggerThemes.netdesign templates for your Blogger account Tweetdeck.coma tool for managing Twitter and Facebook accounts
You CAN do it! Ask for help Stay on message LISTEN Measure what you can
Go socialize! Get started and have fun! Thank you for your attention Check for this presentationwww.GMStheBEST.biz