social media presentation - bridgewood resort sept 2010

Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 1

Social Media … An Introduction


Presented by Willems Marketing, Inc.

Social Media Marketing PresentationSeptember 22, 2010



Topics We’ll Cover Today

• What is Social Media?

• Why Social Media?

• The Benefits & Risks of Social Media

• Strategy & Planning

• Social Media Guidelines

• The Major Players:Stats, Tour & Samples

• Q&A



What is Social Media?

Online programs and platforms that make it possible for individuals to easily and frequently connect and communicate with each other



What is Social Media?

Today’s Focus:• Most popular

• Most likely to be useful to your business



Why Social Media?

• Social network audience is 149 million (U.S., Feb. 2010)

• Share of Internet time spent on social networks is up 43% (15.8 to 22.7) in past year (June 2009-10)

• Average person spends just over 6 hours/mo on social networks (U.S.)

• Alexa Top 100 Sites (U.S., Sept 2010):– #2 Facebook (and globally, only after Google)

– #4 YouTube

– #7 Twitter

– #17 LinkedIn



Why Social Media?

• Additional tool to reach and ENGAGE customers, potential customers

• Accessible to all – levels the playing field (both businesses and consumers)

• You’re already part of the discussion – or worse yet, you’re NOT



Benefits of Social Media

• Develop ‘supporters’ for life– SM is used by nearly all ages, types of people

– Portable and less likely to change (vs. email, snail mail)

• A New Channel– It’s where much of your audience is (vs. traditional media)

• Low Cost of Operation– Compared to conventional media



Benefits of Social Media

• Instant and Direct Communication (no “middleman”)

• High Level of Individual Engagement: RELATIONAL

• Identifiable “members”; you know your supporters

• The power of ‘testimonials’– Often, the words of others speak more loudly, have more

credibility in support of your ‘products’ than your own

• Greater access to info about your business; many venues, search engines, etc.



Risks of Social Media

Risks/Objections in Doing Social Media

• It’s a passing fad

• Online messages are meaningless / silly

• Reputation Damage

• Lack of Knowledge – Failure

• “Time-Suck”



Risks of Social Media

Risks in NOT Doing Social Media

• Being “absent” / “invisible” – Lost opportunities

• Not following / part of the conversation– Be heard! (or at least follow

what’s being said)



Is Social Media Right for My Business?

Key Question:

• Is it Strategic?– What is the goal / desired effect?

(registrations, fans, downloads, Web visits, loyalty, awareness, buzz, sales(?))

– How / Does it integrate well with current marketing efforts? (not a replacement; additional tool - integrate dynamically)

– Is social media appropriate for your business? (platforms; resources)



Social Media Guidelines

Have a Plan

• Strategic Considerations– Goals

– Measurable definitions of success

– Appropriate platform(s)

– Integrated marketing




Have a Plan

• Operational / Policy Considerations– When? (time frame)

– How?– What resources can you utilize?– Develop process / schedule– Have a ‘crisis’ plan in place

– Who? (“speaks”; monitors; implements…)




Messages• Simple, clear, concise

• Be useful and relevant

• Resonate with target audience; ENGAGE them(determine your “charm”)

• (generally…) NOT a sales pitch (at least not without special offer)

• Not always about you/your business

• Convey “Be a part of something larger”

• Integrate with Web site, other SM

• Have consistent presence; a “channel”




Monitoring• Your organization’s messaging & responses

• General conversation (about your organization, the competition, etc.)

Timeline• Results are not immediate

• Become a part of the conversation now to reap the rewards later



Facebook Stats

• 500 mil active users (U.S. = >95 mil)• Averages:

– 130 friends– 55+ min / day on Fbook– 50% log in on any given day– Connected to 80 pages/groups/events– Create 90 pcs of content / mo– >30 bil pcs of content shared / mo– Fastest-growing demographic: women 55+

• 18-25: 27 mil26-34: 2135-44: 1845+: 18

• 26+ = 60% | 35+ = 37% | #3 site visited by users 65+



Facebook Uses

Uses include:

• Events (promote, gain participation & attendees)

• Building community

• Customer service

• Promotions (sales)

• Branding

• Awareness

• Fundraising



Facebook Tour & Samples

Key Elements:• Type of page

– Personal profile– Business page– Group– Community page

• Status updates & links• Profile (left column)• Tabs:

– Wall– Info– Photos, Video, Events, Discussion, etc…

• @ tagging (similar to Twitter)



Twitter Stats

• >75 mil accounts

• Only 15-20% are active (10-15 mil)

• Trends a bit younger (18-34), female



Twitter Uses

Uses include:

• Building community

• Customer service

• Promotions (sales)

• Branding

• Awareness

• Fundraising



Twitter Tour & Samples

Key Elements:• Tweet (140 chars; timeline or Twitterfeed)• Follow others / followers• Lists• Twitter search• bit.ly (bit.ly/dx4NsC ) (shorten URL, track)• Join the conversation:

– Reply– Retweet– @ (“at replies” or mentions)– d_ (direct message – private)– # (hashtag)



LinkedIn Stats

• >55 mil members in 200+ countries

• >1/2 of members reside in U.S.

– Execs from all Fortune 500 companies

– Trends slightly more male (52%)

– 34-49: 39% | 50+: 33%



LinkedIn Uses

Uses include:

• Networking**

• Employment (jobs & fill positions)

• Generate new business

• Events (promote, gain participation & attendees)

• Position self as ‘thought leader’, ‘expert’

• Market research



LinkedIn Tour & Samples

Key Elements:• Profiles• Status• Contacts• Groups• Company Pages• Answers• and more…



Blogs

• Difficult to obtain statistics about who reads them

• Useful for:

– Establishing and building your brand

– Establishing self as authority / expert in industry

– Driving traffic to your website



YouTube

• Exceeds 2 bil views / day

• Average person: 15 min / day

• Trends equally male / female

• 3-12: 5%13-17: 21%18-34: 36%35-49: 22%50+: 16%



Questions & Answers…