marketing communications webinar

MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l

Presented by Dan Bruns & Rusty Williams

Marketing CommunicationsMarketing CommunicationsIn A Social WorldIn A Social World

www.mzinga.com l June 2009


About The Presenters

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Rusty WilliamsFounder, Selfmade Media•20 years of social media industry experience•Co-founder of Prospero Technologies•VP New Internet Ventures, Individual, Inc.•General Manager & VP, Delphi Internet

[email protected]: @rustyw

Dan BrunsSr. Vice President & Director, Mzinga Labs

•Co-founder of Prospero Technologies•Founder and CEO, Delphi Forums•Former Director and Vice Chair, Interactive Services Association•News Corporation – Technology Group

[email protected]


Before we get started, let’s take a few moments to cover logistics & the agenda…

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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l 4

Session Follow-Up

After the event, the following materials will be made available to all of you:

• Presentation slides

• Slidecast recording

• Chat transcript

Social media and networking is about engaging each other & sharing ideas… so the best way to understand it, is to just do it!

Don’t feel limited: Join in the chat & feel free to tweet about our discussion (#mzinga)

We also know some of you will prefer to listen; that’s fine too

We’d Love Your Participation


Our Agenda Today

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Social Tools: Types, uses & online interactions

Strategies for social marketing communications

Use case examples: Putting it into practice

Q&A


You’re likely somewhat familiar with many of these social tools…

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Ratings & Reviews

Online Chat Discussion Forums

Podcasts

Blogs


But today, we want to examine how you can use them to enhance marketing communications…

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Like all marketing tools, we first need to understand the type of interactions each tool enables with your audience…

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Engaging in conversations

Searching & finding people & information

Publishing & sharing content

Capturing feedback & input

Connecting people to

people

Discussion forums

Online Chat

Commenting

Ratings & Reviews

Idea Sharing

Podcasts

Blogs

Social Profiles

Friend Lists


We can also look at this from a different perspective…

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Publishing & sharing content

Capturing feedback & input

Roundtable DiscussionsMeet & Greets

Podiums

Suggestion Boxes

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Discussion forums

Online Chat

Commenting

Ratings & Reviews

Idea Sharing

Podcasts

Blogs

Social Profiles

Friend Lists


Now, let’s think about these tools in the context of marketing goals and processes…

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How can social media & networking add more value?

Examples of applicable social tools

• Reduce R&D costs and timelines

• Expand product uses

• Identify new market segments

• Capture customer insights and voice

Commenting

Idea Sharing

Ratings & Reviews

• Brand building at a lower cost

• Extended market reach via viral/word of mouth

• Increased website traffic & “stickiness”

Podcasts

Blogs

Discussions

• Extend user experience before and after launch

• Enable participants to network and meet with others (presenters, other attendees, etc.)

• Provide shared access to event resources

Discussions

Social Profiles

Friend Lists

Online Chat


How can social media & networking add more value?

Examples of applicable social tools

• Enable buyers make more informed purchasing decisions

• Reduce sales cycles

• Capture customer feedback and satisfaction rates

Commenting

Ratings & Reviews

• Reduce costs with peer support

• Improve support response time

• More direct access to product research and feedback

Discussions

Social Profiles

Online Chat

Idea Sharing

• Establish enhanced market credibility

• More easily and rapidly educate prospects about your offerings

• Reduce sales cycles

Podcasts

Blogs

Discussions


As always, it’s about building better relationships…

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Forrester’s Social Technographics Ladder


And it’s also important to understand why social tools are now so essential to your marketing strategy…

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For one, consumers want to interact with your brand…


And, you need to stay competitive with other leading brands in your industry…

Gartner predicts “that by 2010, more than 60% of Fortune 1000 companies will have some form of community for marketing purposes.”


Now, let’s take a look at how some of those leading brands are using social marketing today…

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Royal CaribbeanLive ChatTarget Audience:Royal Caribbean customers & prospects, press & media

Purpose: Increase brand visibility for new product launch, and derive research for target marketing

Business Benefits:

•Increased press coverage

•Increased search engine optimization

•Direct access to market research & business intelligence

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ABC News Article Commenting

Target Audience:•ABC News readers

Purpose: Allow readers to post comments on news articles, and engage in discussions with writers and other readers

Business Benefits:

•Enhanced brand visibility

•Increased readership and site traffic

•Improved audience engagement and user experience

•Increased ad revenue

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Vitamin Shoppe Ratings & Reviews, Social Profiles

Target Audience:•Vitamin Shoppe consumers, health enthusiasts

Purpose: To enable potential consumers to read product reviews to help make purchasing decisions about Vitamin Shoppe products

Business Benefits:

•Enhance brand and product credibility

•Improve brand exposure through word of mouth marketing

•Enhance site traffic & user experience

•Increase online sales

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Ford SyncMyRide.comDiscussions & Ratings with Member Avatars

Target Audience:Sync product customers

Purpose: Provide more efficient customer support and product research

Results & Business Benefits:

•Membership growth to more than 10k users in 1 year

•More than 1M message views

•Reduced customer response times

•Decrease in Sync support costs

•Direct access to product research

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Ciena Partner Community Online Community

Target Audience:•Ciena BizConnect Partners

Purpose: Enable better collaboration and communication with partners to enhance satisfaction

Social Technologies & Services:•Blogs •Message Boards•Profiles•IdeaShare•File Repository•Polls

Results & Business Benefits:

•Increase partner satisfaction

•Improved partner education

•Increased competitive advantage

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Any questions?

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wearesmarter.orgbarackinc.com

www.amazon.com

mzinga.com(white papers, recorded

webcasts, podcasts, etc.)

Recommended Resources

www.mzinga.com l 888.MZINGA.8


Thank You!Thank You!

www.mzinga.com l 888.MZINGA.8

marketing communications webinar

Technology

chat transcript social

discussions ratings

social world

marketing tools

online sales

vitamin shoppe ratings

marketing purposes

marketing strategy