amcham 21 july2010 maxine mc clellan
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Social Media Marketing
The Revolution
AMCHAM21 July, 2010
Belo Horizonte, MG - Brasil
Are You Using Social Media?
does anybody really care?
95% of Social Media Users believe a company should have a presence is Social Media
85% say companies must INTERACT
But… that doesn’t mean talking
AT your customers
It’s a dialogue NOT a MONOLOGUE
but what does social media
really do?
PUBLIC RELATIONS
CUSTOMER RELATIONS
LOYALTY BUILDING
COLLABORATION
NETWORKING
THOUGHT LEADERSHIP
RECRUITING
And YES,
CUSTOMER ACQUISITION TOO
but how do I do it?
Have a Strategy
HOPE IS NOT A STRATEGY
Assign Responsibility
Live by a Process
Follow Don’t Lead
Decide What Channel to Usefor What Purpose
The ConversationPrism
Social Media
Toolkit
PICK YOUR TOOLS
Monitor your Brandand
Your Competition
LISTEN
ENGAGEOld Marketing is Archery
Target & InterruptNew Marketing is Ping Pong
Dialog and Relationship Building
From “Trying to Sell” to “Making Connections”
Stop Thinking: CampaignsStart Thinking: CONVERSATIONS
Be Interesting
Talk When People are Listening
Humanize
Create
Approachability
influence how your company is perceived
MEASURE
a few more things…
Social Media is WORK
Social Media Isn’t the answer to everything
If your product is garbage
Social Media Won’t Fix it
CUSTOMER
SERVICE
If your Customer Service needs fixing Social Media can help
SocialMediaCan Help…
Repeat Visits
Social Media can help… Word of Mouth
Social Media can be a little scary at first…
If you need Help ASK
The Basics…
…Worth Repeating
Rule #1 HAVE A PLAN
Rule #2 LISTEN
•Google Alerts•TweetDeck/HootSuite•RSS
(just for starters)
Rule #3
ENGAGE
Rule #4 MEASURE
what’sgoing on
out there?
Excellent Example of Blogging
Great use of YouTube
Giving value on Twitter
Getting Started On Facebook
Excellent Example of Personal Branding& being the “face” of the company
Excellent use of Twitter to Promote
From “Controlling Our Image” to “Being Ourselves” Let employees put a friendly face on the corporation
Exchanging Value
CAUSE MARKETING
Green Selling
QUESTIONS