Dunedin Chamber of Commerce Social Media & Marketing For Your Business September 23, 2009 1

I Have Questions! How many of you are with a company of less then 10? 10 to 100? Over 100? How many of you actively read a blog? How many of you maintain your own personal or company blog? How many of you have a profile on LinkedIn, MySpace or Facebook? How many feel that social networking, blogging or social media marketing can be a valuable part of your marketing strategy?

Who are you? Pioneer/Innovator Early adopter Early majority Late majority Straggler

The Timeline 1840s – Telephone invented 1870s – Commercially available with leased point-to-point service Early 1900s – Telephones with exchanges and networks as we know them today Mid 1990s to 2001 – First Internet boom 2003 – WordPress blogging software 2004 – Facebook (300 million members) 2005 – YouTube (5 billion video views per month)

Marketing & Web 2.0 5

Marketing Transformation One-way outbound messaging Interrupts or distracts from content TV/radio commercials Print ads Direct (junk mail) Trade shows Marketing 2.0 Two-way messaging Communities formed Opinions are shaped Publish content Form communities Collaborate/influence others Word of mouth

Web Transformation Web 1.0 (read only) Web 2.0 (read/write) Offers information Static/read only Submit requests for additional information eCommerce – purchase products or services Web 2.0 (read/write) Add content (write) Subscribe to content Share content with others Rate content Form communities Collaborate Influence others

Social Media Defined 8

Social Media & Social Media Marketing Social media: Online media published or shared by individuals and organizations, in an environment that encourages participation and that promotes discussion and re-use Social media marketing: The act of using social networks, online communities, blogs, wikis or any other social media to stimulate sales and brand awareness as well as enhance customer service Concept:

Social Media Facts 3 out of 4 American’s use social technology (Source: Forrester, The Growth of Social Technology Adoption, 2008) Visiting social sites is now the fourth most popular online activity, outranking personal email (Source: Nielsen, Global Faces and Networked Places, 2009) 93% of social media participants believe companies should have a presence in social media and should interact with customers (Source: Cone, Business in Social Media Study, 2008)

Social Media Tools Snapshot

Top Users & Profiles

Social Media Goals Build your community (loyalty) Distribute thought leadership Build your brand Build your awareness Become known as an expert Get to know prospects

Social Media For Your Business 15

Benefits of Using Social Media

Types of Social Media for Small Business

Social Media & Your Business Helps to increase your search engine relevance It’s an easy and natural way to get your name out there Lets you share your knowledge in your area of expertise Helps expand your contact base and your business referral network Allows you and your business to be accessible Can act as a customer relation tool for your service and products You can engage in-two way communication with customers

For Companies with Products Focus on sharing your products: Offer samples to bloggers Take advantage of any PR opportunities Offer yourself up to be interviewed on blogs and podcasts Blog or tweet about your new creations or the process of creating your product Use Twitter to let people know about new products, giveaways, partnerships or sponsorships, product placement, discounts or coupons

For Service Professionals Focus on getting your profile, experience, and knowledge out there: Share your resume and experience online (LinkedIn) Write in a blog and publish those articles (YouPublish.com and SelfGrowth.com) Share your knowledge in videos and podcasts Create a “lens” on Squidoo Share your bookmarks and favorite Web sites (Digg, Del.icio.us, Kirtsy, StumbleUpon) Use testimonials whenever possible (again, LinkedIn is great for this) Use Twitter to let your customers know about new blog posts, services, or discounts

Social Media Recommendations Have a strategy to create and deliver your content Not ready? At least create accounts to reserve your name Realize that it’s the consumers who are in control and not you Only assign this responsibility to yourself or someone you designate who has a passion for helping others online Abide by networking and social etiquette rules Always provide value in the form of relevant content and follow up Measure/track results This is only one component of your marketing plan; don’t neglect the others

Marketing Audit Checklist Brand service or trademark Intellectual property Contact database Email addresses and cell phones Public relations Customer testimonials Newspapers, billboards and yellow pages Consistent and easy to understand messages (BMW) Emphasize the benefit over the product or service Call to action Unique toll free or web address response option Web 2.0 Marketing 2.0 Social marketing

Book Recommendation: http://www.amazon.com/gp/product/1604942886#noop