3 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.Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people.2009 Wikipedia.com
4 What IS Social Marketing? Social marketing seeks to capitalize on the growing trend of social networking and apply its principals to a business orientationSocial marketing allows for conversations to take place between businesses and consumers
5 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.MarketingMention 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
6 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
7 Okay, but WHY?Consider this recent research:Word of mouth is the most trusted and influential form of communication. Forrester Research—94% of consumers trust word of mouth and 84% of business buyers say WOM has the greatest influence on them.
8 Okay, but WHY? Recommendations from people known 90% The latest Nielsen Global Online Consumer survey polled 25,000+ online consumers. Here are forms of advertising they trust:Recommendations from people known 90%Consumer opinions posted online 70%Brand websites %Magazines %signed up for %
9 Okay, but WHY? 75% of online adults 18-24 have a profile Who is using Social Networking:75% of online adults have a profile57% of online adults have a profile30% of online adults have a profile19% of online adults have a profile10% of online adults have a profile7% of online adults 65+ have a profilePew Internet research 2009
10 Okay, but WHY? How do you know what people are saying about you? Points to Ponder if you’re not convinced:How do you know what people are saying about you?What’s 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?
11 Okay, but WHY? Need more convincing? Consider: Cost efficient Growing audienceTwo-way communicationPersonal touchDifferentiateImprove search resultsNew channel for customer service
12 Set goals Set budget Set policy Decide the how Get your toes wet Okay, okay, but NOW what?Set goalsSet budgetSet policyDecide the howGet your toes wet
13 Okay, okay, but NOW what? Setting Goals—examples Increase website traffic and increase salesLearn about our customersMitigate negative commentaryManage a crisisReward loyal customersShare our corporate cultureCreate a new service channel
14 Okay, okay but NOW what? Set budget Social is not free Decide what you are willing to spendRemember, internal resources have costsHow important is design versus executionPlan based on seasonalityMeasure what you can
15 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?
16 Okay, okay but NOW what? Decide the how Internal vs. Outsourcing or bothHow will this blend with other responsibilities?Who has the required skill set?What channels make most sense for my business?
17 Okay, okay, but NOW what? Create an email address for all social Get your toes wetCreate an address for all socialSet up accounts for social channelsLearn the lingo and the culturePopulate with contentBecome a fan, follower, friend, etc. and others will reciprocate
18 Real Life Things that Work LinksIt 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.
19 Real Life Things that Work Photos/videosPost a great photo andwatch the commentscome in!
20 Real Life Things that Work Contests and Blogs Bring EyeballsContests drive traffic and "joining in“Write interesting things and people will read!
21 Real Life Things that Work The biggest thing that works? LISTEN and respond…
24 Feeling overwhelmed? Some resources offering help: Mashable.com—Great articles, how-tos, new products and tools, the experts on socialMediaPost.com—great newsletters by topic, social and all other online channelsBloggerThemes.net—design templates for your Blogger accountTweetdeck.com—a tool for managing Twitter and Facebook accounts
25 You CAN do it! Ask for help Stay on message LISTEN Measure what you can
26 Go socialize!Get started and have fun! Thank you for your attention Check for this presentation