marketing through internet social media

www.Vectec.org151 Enterprise DriveNewport News, Virginia 23603

Tel: 757-243-8700Fax: 757-243-8701Email: [email protected]

Marketing ThroughInternet Social Media

David HoegermanNovember 2010

www.Vectec.org/resources

http://www.vectec.org/

http://www.vectec.org/resources



Planning – POST

• People – What are your customers ready for?

• Objectives – What are your goals?

• Strategy – How do you want relationships with customers to change?

• Technology – What applications should you use?




People

• Forrester Research developed profiles to describe how different consumers use social media.




Technographics

www.vectec.org/technographics


http://www.vectec.org/technographics



Objectives

• Listening – Research to better understand your customer. Gain insights for marketing and development.

• Talking – Spread your message, build brand awareness and product familiarity.

• Supporting – Help your customers and encourage them to help one another.

• Energizing – Help your most enthusiastic customers become advocates for your brand.




Listening

• Set up a private community

• Brand monitoring




Talking

• Posting a video

• Engaging in social network or user generated content sites

• Blogs

• Create a Community




Support

• Typical contact with a call center costs the company $6 - $7, technical support calls cost $10-$20.

• Online forums allow customers to help one another and allow staff to interact as well.

• Case Study: Dell– Surveys of customers leaving site found that 20-50% had found

answers to their problems, and that doesn’t factor in those who left a question and tried back later.




Strategy Start Small and Leaves Room to Grow• Launching one technology and quickly jumping to another

may diffuse your resources

• If you try to map out a multi-year plan, it may become obsolete before fully implemented

• The best campaigns constantly evolve, be flexible

• Measure success and build on that success




Strategy Put Someone Important in Charge

• You are changing the way your company interacts with customers, and this affects many aspects of the business.

• Things will go wrong, and you need to be able to adapt quickly.

• If the person in charge is not enthusiastic or committed, the presentation will be suffer.




StrategyCarefully Select Technology & Partners

• Make sure partners understand your objectives and what you are trying to accomplish

• Check references and ask about similar projects

• Make sure the technology supports your goals




Technology




Internet Forums

• Modeled after the real-world paradigm of electronic bulletin boards

• Allow users to post a

"topic" for others to review.

• Other users can view the topic and post their own comments in a linear fashion, one after the other.




Participating in Internet Forums

• Signatures • Networking• Branding• Market Insight

• Your aim should be to participate in a conversation, not interrupt it.

• Go to the search engines and type forums plus key words.




Running Your Own Forum

• Customer Service / Support

• Establish yourself as an expert

• Create Goodwill

• Branding

• When users participate in your forum, they are interacting with your brand!




Social Bookmarking

• Users save links to web pages that they want to remember and/or share.

• These bookmarks are usually public, and can be saved privately, shared only with specified people or groups, shared only inside certain networks




digg• Users submit sites

they find interesting

• Others can vote for “digg it” or against “Bury” the story

www.digg.com


http://digg.com/



Social Bookmarking• By encouraging users to use social

bookmarking, you are making it easier for them to spread the word about your site!

Social Bookmarking – 2008




Face Book• Social utility that connects people with

friends and others who work, study and live around them.

– keep up with friends– upload an unlimited number of photos– share links and videos– learn more about the people they meet

• Made up of many networks– Company– Region– School

• People can only see the profiles of confirmed friends and the people in their networks. You can use our privacy settings at any time to control who can see what.

www.facebook.com


http://www.facebook.com/home.php



Reviews




Integrated Marketing

• Many companies integrate social media into their marketing mix.

• Most social media venues publish an API for easy website integration.




Easy Implementation

www.AddThis.com www.ShareThis.com

Both sites provide easy setup and metrics!




More…




Twitter - Control the Message




Twitter - Customer Service




Get Creative!• Best Buy

actively encourages consumers to interact with their brand with social media


http://www.youtube.com/watch?v=DNJNkYkqdqo&feature=player_embedded



Adding Value• If you present something

of value, your customers will reward you.

– Information– Discounts– Promotions– Entertainment


http://www.facebook.com/GBVirginiaBeach



Who Are You?

• Personal• Person Behind the Brand• Brand




When to post?• Personal:

– A couple times a day to once a week– Whatever you would update on Facebook could go here– This is for your friends and family and the world at large

• Person Behind the Brand: – Two times a day to once a week. As often as needed for the brand– This depends on the goals of your social media campaign

• Brand: – Much less frequently– Event sponsorships, coupons or links to news articles about your

brand




Safety• Never share your password with anyone

• Use up to date anti-virus software

• Adjust your privacy settings to match your level of comfort

• Be cautious about posting and sharing personal information

• Block and report anyone that sends you unwanted or inappropriate communications




Safety• Use unique passwords

– Email– Banking– Anything you don’t want hacked

• Security Questions– Date of birth?– Mother’s maiden name?– High School?




Think Before You Click!




Be Aware of Your Image!

• Make sure any employees associated with your business online maintain a professional image.




Questions

CONTACT INFO:David Hoegerman

[email protected]

www.Vectec.org/resources


mailto:[email protected]

http://www.vectec.org/resources



Supplemental Information

• I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.




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marketing through internet social media

Documents

enthusiastic customers

dellsurveys of customers

customers ready

social network

brand awareness

flexible measure success

different consumers

leaves room