social media simplified - green bay score chapter - 3.2.11

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Social Media Simplified! The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]



About Dana VanDen Heuvel

Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nation's first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy.

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On Today’s Agenda

• Is social media really a big deal? (Why should you care about social media?)

• Yes, it’s a really big deal

• Social media helps your customers buy your stuff

• How to use social media to get them to buy more of your stuff

• Getting serious and thinking strategically

• Now what?

• ** Free Stuff **



Social Media Starter Kit Free Download

www.marketingsavant.com/gbscore

http://www.marketingsavant.com/gbscore



Why Should You Care About Social Media?


Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later



Social Media is the #1 Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM



96% of them have

joined a social network!

Gen Y now outnumbers Baby Boomers….

via: WWW.VIRTU-ASSIST.COM



If You’re Online…You’re In Social Media

Source: Universal McCann Social Media Tracker Wave 3


93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.

85% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD GO FURTHER THAN

JUST HAVING A PRESENCE ON SOCIAL SITES & SHOULD ALSO INTERACT WITH

ITS CUSTOMERS.

Cone, Business in Social Media Study, September 2008

Cone, Business in Social Media Study, September 2008



Where Buyers Go First

Source: Rain Today



Most Common Social Media Tactics (B2B)

Source: MarketingSherpa


Already Embrace It

Just Jumped on Board

Still Need Convincing

37% of marketers still do not include social media as part of their

marketing.

Start Simple!



6 C’s of Social Media

1)Content

2)Commerce

3)Community

4)Context

5)Customization

6)Conversation Via: Joseph Jaffe from his book, Join the Conversation

(October 2007, Wiley)



But…what should we do next?

Social Media + Path to Purchase

Source: Ogilvy



Define the Social Media Plan

1. Outline Your Objectives

2. Risk Profile

3. Define Your Audience(s)

4. Social Media Content

5. Determine Integration Points

6. Culture Change and Adaptation?

7. Enterprise Social Media Assessment

8. Policy / Protocols

9. Choose Social Channels (Tools & Tactics)

10. Capacity and Commitment

11. Social Media Systems

12. Measurement



Don’t Commit Random Acts of Social Media Marketing!



It’s 2011 and…

…it’s time you got an online, social personality…



Listen Up!

“There’s a real cost to ignoring the conversation.”

“We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete. In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they won't. And a brand that generates little or no conversation will be killed by one that does.”

Paul Worthington, Fast Company Magazine



You Have to Start Somewhere…


Network Socially “The most effective social networking is all about building relationships, engaging with others, and developing solid word-of-mouth marketing.”

GET OUT THERE!


First, A Bit About Profiles

• Your profile, on any network, is not a resume

• Your profile maps to your goals

– Network, job hunt, sell, attract, influence

• Thou shalt have a complete profile

– 40x more likely to succeed when complete

• Public profiles are productive profiles

– “But what about those creepy Internet people?”



6 Steps to LinkedIn Success

1. Complete your profile!

2. Join groups & discussion

3. Connect with professionals

4. Connect with customers

5. Ask/answer questions

6. Approach prospects



10 Reasons to be Active on Social Networks

1) Meet your peers. Facebook is not just for college kids anymore.

2) Find business contacts. Not only are your friends on Facebook, so are your prospects, your customers, and, of course, your competitors. You need to be on too.

3) Instant gate opener. You can easily begin a dialog with highly successful—even famous—people who were previously otherwise unreachable.

4) Build relationships. By engaging in conversations with your prospects and customers, you can better adapt your marketing and business services to meet their needs.

5) Raise visibility. By consistently showing up, posting relevant information, and being a thought leader, you can increase visibility and credibility as an expert in your area.

6) Develop your personal brand. You can reveal as much or as little about yourself as you wish, allowing you to personalize your brand.

7) Target your niche. Users volunteer vast amounts of information about themselves that you can readily access. These kinds of demographics, psychographics, and technographics would previously have cost fortunes to access. Author, John Battelle, calls Facebook a “database of intentions.”

8) Get rapid top Google placement. Create a Page for your business and ‘‘push” information to your “fans.”

9) Place targeted ads. With Facebook Social Ads, you can test out extremely targeted advertising for minimal cost.

10) No cost marketing. Aside from paid ads, Facebook is totally free to use and with regular activity you’ll end up with more traffic, more subscribers, and more paying clients.



Create Conversations NOT Campaigns


Create PAGES NOT PROFILES

Facebook Says: • Facebook profiles are meant to represent a

single individual. Organizations of any type are not permitted to maintain an account under the name of their organization. We have created Facebook Pages to allow organizations to have a presence on Facebook. These Pages are distinct presences, separate from user profiles, and optimized for an organization’s needs to communicate, distribute information/content, engage their fans, and capture new audiences virally through their fan’s recommendations to their friends. Facebook Pages are designed to be a media rich, valuable presence for any artist, business or brand.

• If you create a profile for your business, your account may be disabled for violating our Terms of Use. If you have questions about how to best leverage your Facebook Page, please check out our Insider’s Guide or FAQ.

http://www.facebook.com/business/?pages

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

http://www.facebook.com/note.php?note_id=12261944821

http://www.facebook.com/help.php?topic=pages



Integrate, Integrate, Integrate



Marketing Ideas for Facebook:

• Contact your current customer database and suggest they become a Fan on your Facebook page.

• Include something about your daily/weekly business activities on your page…take a picture, get a quote, shoot a video…whatever… Then you can tag them—this will be shared on their profiles!

• Import your Twitter feed and external blog-this keeps your Fan page updated with fresh content without you having to constantly update it.

• Offer a subscription box to capture emails, donations, downloads, whatever helps you get to your conversion goals!

• Include customer loyalty perks for sharing your Fan page!


THE ROI OF FACEBOOK Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular Houston-based café chain. Prior to the study, DG did not have a Facebook presence. The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company's Facebook fans: • Made 36 percent more visits to DG's stores each month. • Spent 45 percent more of their eating-out dollars at DG. • Spent 33 percent more at DG's stores. • Had 14 percent higher emotional attachment to the DG brand. • Had 41 percent greater psychological loyalty toward DG.

http://www.facebook.com/pages/Dessert-Gallery-Bakery-Cafe/94510147325?ref=ts



Celebrate Your Fans

Do something special for fan & follower milestones



Share Things

Like Photos… …and Videos



Everything Else…



Social Media Isn’t Just a Set of Tools…

Blogs Widgets Micro Blogs Online Chat RSS Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis Local Search

(…just to name a few)


PARTICIPATION

The Global Social Media Check-up, Burson-Marsteller, 2010


Social Media is not about being everywhere—all the time! Just adding profiles to countless websites and social networks is not social media marketing.

Social Media Marketing should be strategic and targeted directly to get you the best ROI

(Return on Investment).

Social Media requires more than setting up an account-it requires interaction and participation to generate results.



Define the Social Media Plan

1. Outline Your Objectives

2. Risk Profile

3. Define Your Audience(s)

4. Social Media Content

5. Determine Integration Points

6. Culture Change and Adaptation?

7. Enterprise Social Media Assessment

8. Policy / Protocols

9. Choose Social Channels (Tools & Tactics)

10. Capacity and Commitment

11. Social Media Systems

12. Measurement



Link Greater Green Bay



Social Media Starter Kit Free Download

www.marketingsavant.com/gbscore

http://www.marketingsavant.com/gbscore



Social Media Simplified!


www.marketingsavant.com

888.989.7771

[email protected]