Be in to be IN!Be in to be IN!The buzz ofThe buzz of

Social Media Social Media Marketing Marketing

The WapatoosThe Wapatoos

Team of experienced and uniquely skilled Team of experienced and uniquely skilled business ownersbusiness owners Marketing & Communication ExecutivesMarketing & Communication Executives Web Architects, Developers & DesignersWeb Architects, Developers & Designers Software & Technology Engineers Software & Technology Engineers Interactive Marketing & Media ConsultantsInteractive Marketing & Media Consultants Writers, Editors, Bloggers & moreWriters, Editors, Bloggers & more

WapatoomeWapatoome did not become did not become Social Media Social Media expertsexperts overnight – overnight – the evolution began in the evolution began in 20062006!!

What’s Social What’s Social Media Media Networking?Networking?

Communication Communication forumforum

Discover, Research, Discover, Research, Read & Share Read & Share

Monologues into Monologues into Dialogues Dialogues

Readers into Readers into PublishersPublishers

Wikipedia 2009Wikipedia 2009 684,000,000 – 684,000,000 –

visitors visitors 75,000 - active 75,000 - active

contributors contributors Facebook Facebook

200,000,000 – active 200,000,000 – active usersusers

100,000,000 - log on 100,000,000 - log on at least once each at least once each dayday

YouTube (March 2008)YouTube (March 2008) 70,000,000 – total videos 70,000,000 – total videos 200,000 – total video publishers 200,000 – total video publishers

Blogosphere Blogosphere 346,000,000 – globally reading 346,000,000 – globally reading

blogs (comScore March 2008)blogs (comScore March 2008) 77% - active Internet users who 77% - active Internet users who

read blogsread blogs

The Stats and Sites.The Stats and Sites.

What Does It Do?What Does It Do?

Increases awareness and credibilityIncreases awareness and credibility establishes you as an authorityestablishes you as an authority

Receive valuable public opinion &/or feedbackReceive valuable public opinion &/or feedback Creates a community of unified spirits & Creates a community of unified spirits &

expands your reach expands your reach Viral (Susan Boyle and ‘Britain's Got Talent’ with Viral (Susan Boyle and ‘Britain's Got Talent’ with

YouTube video - 100M hits in 2 weeks)YouTube video - 100M hits in 2 weeks) EvangelistsEvangelists

Maintains & solidifies loyaltyMaintains & solidifies loyalty

Are You Paying Are You Paying Attention?Attention?

93% of American’s expect companies to 93% of American’s expect companies to have social media presencehave social media presence

Nearly 20% of social consumers use Nearly 20% of social consumers use social networks as their “core navigation” social networks as their “core navigation” tool (less on Microsoft or Yahoo)tool (less on Microsoft or Yahoo)

Facebook beats out Yahoo Facebook beats out Yahoo 134M unique visitors vs 132M134M unique visitors vs 132M 7 hours vs 2.5 hours per month 7 hours vs 2.5 hours per month

Is It Really Is It Really Necessary?Necessary?

Social media outreach, can be much Social media outreach, can be much more influential on consumer behavior more influential on consumer behavior than ads or other promotional devicesthan ads or other promotional devices 67% Likely to pass this information on 67% Likely to pass this information on 63% Likely to share their opinions 63% Likely to share their opinions 62% Value information more than ads 62% Value information more than ads 57% Likely to take action57% Likely to take action

Facebook Study Facebook Study Harvard Harvard

Business SchoolBusiness School Dessert Gallery (DG), Houston based bakery Dessert Gallery (DG), Houston based bakery

and café chain, social network study and café chain, social network study experiment over a 3 month period to measure experiment over a 3 month period to measure the effect on customer behaviorthe effect on customer behavior Emailed 13,000 customers from mailing list for store Emailed 13,000 customers from mailing list for store

evaluations, information on shopping behavior evaluations, information on shopping behavior Launched the fan page and invite to mailing list Launched the fan page and invite to mailing list Implemented updates several times a week- Implemented updates several times a week-

pictures of goodies, news about contests & pictures of goodies, news about contests & promotions, links to favorable reviews & promotions, links to favorable reviews & introductions to DG employees introductions to DG employees

The Results?The Results?

DG store visits increased per month after people DG store visits increased per month after people became fansbecame fans

Fans generated more word of mouth than nonfansFans generated more word of mouth than nonfans Fans visited DG store 20% more than nonfansFans visited DG store 20% more than nonfans Fans gave store highest share of overall dining out Fans gave store highest share of overall dining out

dollarsdollars Fans most like to recommend DG to friendsFans most like to recommend DG to friends DG fans had greater emotional attachment of 3.4 out DG fans had greater emotional attachment of 3.4 out

of 4 than other nonfans of only 3of 4 than other nonfans of only 3 Fans most likely say they chose DG over other Fans most likely say they chose DG over other

establishmentsestablishments* Only 5% of total mailing list became fans* Only 5% of total mailing list became fans

The Change Is The Change Is Here!Here!

Budgets for social media Budgets for social media expected to rise 34% expected to rise 34% annually btw 2009 – 2014 annually btw 2009 – 2014 60% for internal staff & 20% 60% for internal staff & 20%

for outside agencies, for outside agencies, consultants and service consultants and service providersproviders

Synergy for SuccessSynergy for Success In house championIn house champion External specific talent & External specific talent &

resources only when resources only when neededneeded

Do It Right Or Not Do It Right Or Not At All!At All!

Be where your customers are & listen more, Be where your customers are & listen more, talk lesstalk less

Look for conversations on related topics, Look for conversations on related topics, contribute to add valuecontribute to add value

Be genuine -Be genuine - social media participants expect social media participants expect real people, real responsesreal people, real responses

Share expertise, not marketing offersShare expertise, not marketing offers Inactivity, unsupported or lack of response can Inactivity, unsupported or lack of response can

turn away or offend your audienceturn away or offend your audience

Consumers will give opinions, Consumers will give opinions, offer suggestions, ask for help offer suggestions, ask for help & share their experiences with & share their experiences with

everyone they know.everyone they know. Shouldn’t you be there to Shouldn’t you be there to create the experience worth create the experience worth

sharing?sharing?

12for12k.org12for12k.org

Using the power & outreach of social media tools from Twitter,Using the power & outreach of social media tools from Twitter,Facebook, blogging and more…Facebook, blogging and more…

GoalsGoals 12 months 12 months 12 charities, 1 every month12 charities, 1 every month $12,000 per charity$12,000 per charity

ResultsResults Twitter- 3,600 followers @12for12kTwitter- 3,600 followers @12for12k Blog- 3,000 subscribersBlog- 3,000 subscribers Facebook - 700 fansFacebook - 700 fans A 12-hour Tweet-a-Thon raised $15,500 for Share Our StrengthA 12-hour Tweet-a-Thon raised $15,500 for Share Our Strength Traffic at 12for12k.org increased 4000% during Tweet-a-ThonTraffic at 12for12k.org increased 4000% during Tweet-a-Thon A Twitter avatar “frame” helped bring in 3,600 followersA Twitter avatar “frame” helped bring in 3,600 followers Raised $91,275 for charities in 2009—all with volunteersRaised $91,275 for charities in 2009—all with volunteers

WARTD -WARTD -

WEARETHEREALDEALWEARETHEREALDEAL Blog of body image activists creating a forumBlog of body image activists creating a forumwith discussions between dieters & fatwith discussions between dieters & fatacceptance activistsacceptance activistsResults:Results: Wordpress #1 Growing Blog day of launchWordpress #1 Growing Blog day of launch

50K uniques due to viral marketing by contributors50K uniques due to viral marketing by contributors 250-500K visitors monthly250-500K visitors monthly Host touted a leader after 6 months liveHost touted a leader after 6 months live Featured on CNN.com, BBC.com,Featured on CNN.com, BBC.com,Jezebel.com and Blogher.comJezebel.com and Blogher.com Sponsored by Dove Self Esteem FundSponsored by Dove Self Esteem Fund

Sweet Tomatoes Sweet Tomatoes SouplantationSouplantation

Monthly promotions create the buzz and fun for all! Monthly promotions create the buzz and fun for all!

Show your Pucker FaceShow your Pucker Face – April, lemon focus, the promotion brought in – April, lemon focus, the promotion brought in a 400% increase in Facebook fans and pics of lemon-inspired facial a 400% increase in Facebook fans and pics of lemon-inspired facial contortions contortions

Guess How Many StrawberriesGuess How Many Strawberries – May strawberry month, customers – May strawberry month, customers were asked to guess the number of strawberries in a jar or basket (4X) were asked to guess the number of strawberries in a jar or basket (4X) which generating more than 700 fan comments each time which generating more than 700 fan comments each time

Where’s Sweetie?Where’s Sweetie? – September, Sweetie saw the Mona Lisa, Machu – September, Sweetie saw the Mona Lisa, Machu Picchu, Venice, and the Galapagos Islands, as well as hiked Mexico Picchu, Venice, and the Galapagos Islands, as well as hiked Mexico City’s Pyramid of the Sun, water skiied, rode a roller coaster, snorkeled City’s Pyramid of the Sun, water skiied, rode a roller coaster, snorkeled and swam with giant turtles – all documented on Facebook.and swam with giant turtles – all documented on Facebook.

Facebook – 30,000 fansFacebook – 30,000 fans Twitter – 8,500 followersTwitter – 8,500 followers

IBMIBM

IBM took a decentralized social media approach of openlyIBM took a decentralized social media approach of openlyengaging the large & diverse culture of employees to collaborateengaging the large & diverse culture of employees to collaboratewith each other, clients, partners and friends fostering creative,with each other, clients, partners and friends fostering creative,powerful idea-sharing without IBM regulating employee socialpowerful idea-sharing without IBM regulating employee socialmedia activitymedia activity employee-created guidelines employee-created guidelines 2006 - employees, friends, family and clients collectively 2006 - employees, friends, family and clients collectively

discussed more than 50 research projects within the companydiscussed more than 50 research projects within the company 200K - LinkedIn200K - LinkedIn 100K - internal blogs 100K - internal blogs Crowd-sourcing identified 10 best incubator businesses, Crowd-sourcing identified 10 best incubator businesses,

which IBM funded with $100 millionwhich IBM funded with $100 million $100 billion in total revenue with a 44.1% gross profit margin $100 billion in total revenue with a 44.1% gross profit margin

in 2008in 2008

Wapa What?Wapa What?

Are You A Wapatoo?Are You A Wapatoo? An individual with an inquisitive disposition An individual with an inquisitive disposition

who displays an extraordinary ability to who displays an extraordinary ability to attract, is open and expressive in speech, attract, is open and expressive in speech, commands authority and influence, is commands authority and influence, is intelligent and resourceful, self-reliant with a intelligent and resourceful, self-reliant with a thirst for social interaction and attention.thirst for social interaction and attention.

Are you Wapatooing?Are you Wapatooing? The act of communicating and engaging in The act of communicating and engaging in

conversations, expressing opinions, stating conversations, expressing opinions, stating facts and relating stories for the purpose of facts and relating stories for the purpose of creating a growing community that is unified, creating a growing community that is unified, aware, informed and committed to sharing aware, informed and committed to sharing and inviting others to participate for further and inviting others to participate for further enlightenment.enlightenment.