What the tweet is social media?

1. What the *Tweet* is Social Media?…and what can it do for my business..TODAY!?Kewaunee County Economic Development – 9.29.09

2. Dana VanDen HeuvelDana is the founder of The MarketingSavant Group and a widely recognized specialist in emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association “TechnoMarketing” training series and the author of the AMA’s Marketech ’08 Guide To Marketing Technology and the recent e-book, Social Networking: MySpace, YourSpace and TheirSpace.

3. If you don’t like change,you’re going to likeirrelevance even less.General Eric Shineski,Retired Chief of Staff, U.S. Army

5. SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO. http://www.wikipedia.org Social Media: Defined!

6. More Simply Put:“Social Media is people having conversations online.”

7. How people use decentralized, people-based networks to get the things they need from each other.WHAT IS SOCIAL MEDIA?BOTTOM LINE:Social media isn’t just a list of destinations.It’s a new standard of expectations.

8. From Monologue to DialogueThe old communication model was a monologue. We’ve entering (or, area already in) the market dialogue, or market conversation!

9. How Well Do You Know Your Customer?“I’ve changed, and you haven’t.”“We don’t even hang out in the same places anymore.”“We don’t talk any more.”From Microsoft’s “Bring Back The Love” ad campaignhttp://bit.ly/thebreakup

10. *Who Participates in Social Media?

11. Your Customers Have Done it All Source: Universal McCann Social Media Tracker Wave 3

12. Social marketing research

13. Best usage

14. Marketing spending trends

15. Social Media is About ROI!The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

16. It’s Time to Stop ShoutingOnly 18% of TV ad campaigns generate positive ROI

17. 90% of people who can skip ads do

18. 76% of consumers don’t believe that companies tell the truth in advertisements

19. 100% - The increase needed in advertising spend to add 1-2% in sales

20. 96% of Millennials have joined an online social network

21. How do YOU participate online?

22. ;-)

23. 10 Questions For YouDo you read blogs? Which ones?Do you have a personal blog? What's it about?Do you participate in at least one social network? Which one?Have you ever uploaded a video online? What did you use to do it?What's your favorite search engine. Why?Have you ever used an online classified service like craigslist?Besides making phone calls—how else do you use your mobile phone?Have you ever registered a domain name?Do you use social bookmarks or tagging?Do you use a feed reader of some sort? Which one? Why?

24. “The Toolkit”

25. The conversations are powered by… Blogs

26. Widgets

27. Micro Blogs

28. Online Chat

29. RSS

30. Social Networks

31. Social Bookmarks

32. Message Boards

33. Podcasts

34. Video Sharing Sites

35. Photo Sharing Sites

36. Virtual Worlds

37. Wikis

38. Local Search(…just to name a few)

39. Top 10 Tactics and Tools

40. Immerse yourself in the conversations. (any or all of the above are a good place to start!)

41. The Social Media RestaurantCaminito Argentinean Steakhouse is a single-location restaurant in Northampton, MassUsing a website, local ads, blogging, video, Twitter, MySpace and other digital tools to drive business

42. Caminito’s World…

43. Learn to Converse (Blog)Foundation of content/consistency/ connectionMetaphor for Social Media & networkingTransferable skills to video & social nets…Transferrable benefits to SEO, SEM & TLM

44. Evolution of a Multiple Blog Strategy

45. Micro Blogging (Twitter)Monitor conversationsUse for promotionsLive ‘twittering’ from eventsSource for breaking infoFor the hyper-involved

46. Customer CommunitySmall business focused credit card company is changing the business financing discussion through ideasCreated ideablob.com to stir the conversation about what it stands for

47. Positioning itself as the most helpful credit card company to small business

48. Involved in other small business related causes to help developing countries

49. Online resources for small business owners just getting startedWhat Community Does for You! Reducing Sales and Marketing Expenses Creating Brand Loyalty Developing New ProductsPeer Based Customer SupportCreating Social NetworksCreating Evangelists

50. Community ROIDecreased cost of customer retentionHigher purchase amounts by community vs. non-community (30%)Higher frequency of purchase by communityLower cost of customer service (repeat customer familiarity)Increased customer satisfactionDecreased cost of acquisition (advocacy driven)Lower cost of product development (using feedback loop)

51. Harness the Power of Social NetworksConnect with your customers in their network.Facebook, LinkedIn, MySpace, etc…Build applications for them in their networks.Assign someone in your organization as the ‘community manager’.If you build it, they won’t come – put together a sound seeding strategy

52. Create a Page!Start a CauseEnlist SupportersRecruit new hiresFeedback from fansAdd MEDIA! (photos, video, etc.)Facebook

53. LinkedInCreate a group & discussionConnect with peersConnect with customersAsk questionsAnswer questions

54. Collaborative Idea GenerationLeverage the wisdom of crowds/customers to improve the company

55. Submit, vote, watch, see what gets put into action

56. Integrate into other TLM activities

57. Dell

58. Oracle

59. StarbucksSocial Bookmarking & SMOThought leadership through linksSEO Links (bookmarks travel)Brand exposureSocialize your contentVirally enable your siteCan be active or passive

60. Podcasts & VodcastsMore human & emotional than bloggingBe found on GoogleLow investmentEasy distributionDifferentiatorShare more than text

61. Share ThingsLike Photos… …and Videos

62. It’s All About “Getting Found”Search provides a strong, highly measurable ROI for marketing dollars spent.Search garners click-through rates that exceed all other forms of online advertising.Search offers marketers the potential for immediate sales online, as well as for online and offline sales at a later time.Search can even enhance brands.Over 80% of consumers and businesspeople engage in on a regular basis

63. Search is Integrated…so Integrate It!(almost) Everything digital/web based can contribute to searchIntegrate search components into ALL of your marketing (PURLS, “Google This”

64. BlogYouTubeMySpaceebay StoreIntegrated Social Media Strategy Goodwill Repositioning

65. A Few Good Statshttp://dcgoodwillfashions.blogspot.com/Over 11,500 unique visitors to the virtual fashion show 9/12 launch Over 42,000 page views 16% of fashion show visitors have been converted into online Goodwill shoppers Fashion Show Visitors from 31 countries and 48 states plus DC 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) Blog is averaging between 600 & 700 visitors a week 5.6% of blog visitors are being converted into online Goodwill shoppers Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following the launch of the fashion show:Customer count + 6.6%Rack sales (clothing) + 16.5%Total sales + 8.275%

66. So, Now What?

67. Balance Risk & Reward

69. Social Media Strategy in 8 PartsPart 1: Learn to Listen Part 2: Join the Conversation Part 3: Start a Blog (or… Be the Media)Part 4: Tap into Your CommunityPart 5: Crowdsource Your Next Big Idea Part 6: Harness the Power of Social NetworksPart 7: Share Photos and Videos Online Part 8: Measure Your Success Online

70. Learn to ListenWhere are your customers online/offline?Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums, Twitter, etc…/EventsMonitor these conversations:Find your brand using Google Alerts, Keotag.com, Boardreader.com and Technorati.comUse a central tool to track the different conversations happening around your company. Most online conversations are RSS enabled, barring a few Yahoo! groups that don’t support RSS. Use a RSS reader (e.g. Bloglines.com) to gather all these conversations into a central repository and create a folder that you check on a daily basis.For Example: Best-in-class organizations pursue social media listening as a daily discipline and have a response strategy to engage in the conversation if necessary.

71. Join the ConversationBe transparent. Be open and honest in all communication. Be ethical. Live by the WOMMA Practical Ethics Toolkit Be relevant. Share information and perspectives that are valuable to the online communityPersonalize and be personable.Address negative discussion head-on.Court evangelists & advocates.Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand.

72. Be the Media (or, Start a Blog)Feature a link to the blog on your company home page.Employ a team of bloggers.Provide guidelines to bloggers.Share company news and thought leadership.Post a combination of written word, photos and video. Link generously to other digital influencers.Allow moderated comments to foster a two-way conversation.

73. Tap Into Your CommunityCommunity members can be worth 30% moreTap the power of your customer baseIncrease long-term lifetime valueInvolve them in something meaningfulKnow what customers really want to buy

74. Crowdsource Your Next Big Idea Define an idea management process. Design and develop the online community. Promote the community with your customers.Invite them to contribute. Post questions to spur their thinking.Celebrate great ideas.

75. A Crowdsourced BusinessSeventh Generation, a leading green consumer products company, used a crowdsourcing approach to design an eco-friendly diaper bag as part of its Wee Generation campaign. Mommies, children and leading environmental experts collaborated to design a state-of-the-art, limited edition bag, which Seventh Generation now sells.

76. Harness the Power of Social NetworksConnect with your customers in their network.Facebook, LinkedIn, MySpace, etc…Build applications for them in their networks.Assign someone in your organization as the ‘community manager’.If you build it, they won’t come – put together a sound seeding strategy

77. Share Photos and Videos OnlineCreate a brand channel on YouTube. Upload your company’s videos to your YouTube channelAdds to your search results• Promote your company’s YouTube channel or specific videos on your Web site, emails, newsletters.Engage your audience by encouraging them to add comments, rate videos, share video.Update your content frequently to keep it fresh. This is critical to keep people coming back.

78. Measure Your Success OnlineThe value of social media presence can be calculated by simple methods:ReachHow many people are influenced by our social & digital media efforts?AcquisitionHow much of their attention have we acquired through connections, website visits, and time spent engaging with us?ConversionHow many have we ‘converted’ toward the ultimate goal (subscription, sales, leads, registrations, evangelists, etc.)?RetentionAre we reducing customer churn, lowering our overall cost to serve, increasing the purchase value/volume/frequency, and growing the lifetime value of our customer base?

79. RACR (Reach, Acquisition, Conversion, Retention)

80. “Every brand needs to be relevant and part of a community. They need to open a dialogue with their consumers, but they also need to be prepared for what could be negative feedback and I don’t think all marketers are ready for that.”- Bob Ivins, EVP, comScore

81. Top ten obstacles to new mediaInadequate resources (time and/or money)Disconnected employees Resistance to changeDesire to control communication/fear of unknownNot convinced of benefitsPerceived lack of IT capabilitiesResistant cultureSenior management won’t allow itLegal/governance/regulation issuesWould require too much training

82. New Media Homework!Find blogs in your area of interest

83. Seek out podcasts for marketers (or whatever you fancy) in iTunes or Podcast Alley

84. Sign up for a free RSS reader (Bloglines, Google Reader) and consume feeds

85. Join LinkedIn

86. Anyone not visited YouTube yet? Look for your favorite things there tooNew Media Extra CreditBecome a regular commenter on blogs that interest you

87. Join Facebook & ask a question on LinkedIn

88. Start a blog of your own on a topic of your choice

89. Create a podcast

90. Switch over some of your newsletter subscriptions to RSS feeds

91. Get a Flickr account to share photosQ & ANeed help after the presentation? Email [email protected]

What the tweet is social media?

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