Transcript Document

Dunedin Chamber of Commerce
Social Media & Marketing
For Your Business
September 23, 2009
I Have Questions!

How many of you are with a company of less then 10?
10 to 100? Over 100?
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How many of you actively read a blog?

How many of you maintain your own personal or
company blog?
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How many of you have a profile on LinkedIn, MySpace or
Facebook?

How many feel that social networking, blogging or social
media marketing can be a valuable part of your
marketing strategy?
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Who are you?
Pioneer/Innovator
Early adopter
Early majority
Late majority
Straggler
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The Timeline

1840s – Telephone invented

1870s – Commercially available with
leased point-to-point service

Early 1900s – Telephones with
exchanges and networks as we know
them today

Mid 1990s to 2001 – First Internet boom

2003 – WordPress blogging software
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2004 – Facebook (300 million members)

2005 – YouTube (5 billion video views
per month)
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Marketing & Web
2.0
Marketing Transformation
Marketing 1.0
Marketing 2.0
One-way outbound
messaging
Two-way messaging
Communities formed
Interrupts or distracts from
content
Opinions are shaped
TV/radio commercials
Publish content
Print ads
Form communities
Direct (junk mail)
Collaborate/influence
others
Trade shows
Word of mouth
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Web Transformation
Web 1.0 (read only)
Web 2.0 (read/write)
Offers information
Add content (write)
Static/read only
Subscribe to content
Submit requests for
additional information
Share content with others
eCommerce – purchase
products or services
Rate content
Form communities
Collaborate
Influence others
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Social Media Defined
Social Media & Social Media Marketing

Social media: Online media published or shared by individuals and
organizations, in an environment that encourages participation and
that promotes discussion and re-use

Social media marketing: The act of using social networks, online
communities, blogs, wikis or any other social media to stimulate sales
and brand awareness as well as enhance customer service
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Social Media Facts
 3 out of 4 American’s use social technology
(Source: Forrester, The Growth of Social Technology Adoption, 2008)
 Visiting social sites is now the fourth most popular
online activity, outranking personal email
(Source: Nielsen, Global Faces and Networked Places, 2009)
 93% of social media participants believe companies
should have a presence in social media and should
interact with customers
(Source: Cone, Business in Social Media Study, 2008)
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Social Media Tools Snapshot
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Top Users & Profiles
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Social Media Goals
 Build your community (loyalty)
 Distribute thought leadership
 Build your brand
 Build your awareness
 Become known as an expert
 Get to know prospects
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Social Media
For Your Business
Benefits of Using Social Media
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Types of Social Media for Small Business
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Social Media & Your Business
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Helps to increase your search engine relevance
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It’s an easy and natural way to get your name out there
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Lets you share your knowledge in your area of
expertise

Helps expand your contact base
and your business referral network

Allows you and your business
to be accessible

Can act as a customer relation tool for
your service and products
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You can engage in-two way communication
with customers
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For Companies with Products
 Focus on sharing your products:
– Offer samples to bloggers
– Take advantage of any PR opportunities
 Offer yourself up to be interviewed on blogs and podcasts
 Blog or tweet about your new creations or the process of
creating your product
 Use Twitter to let people know about new products,
giveaways, partnerships or sponsorships, product
placement, discounts or coupons
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For Service Professionals
 Focus on getting your profile, experience, and
knowledge out there:
– Share your resume and experience online (LinkedIn)
– Write in a blog and publish those articles (YouPublish.com and SelfGrowth.com)
– Share your knowledge in videos and podcasts
– Create a “lens” on Squidoo
– Share your bookmarks and favorite Web sites (Digg, Del.icio.us, Kirtsy,
StumbleUpon)
 Use testimonials whenever possible (again, LinkedIn
is great for this)
 Use Twitter to let your customers know about new
blog posts, services, or discounts
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Social Media Recommendations
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Have a strategy to create and deliver your
content
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Not ready? At least create accounts to
reserve your name
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Realize that it’s the consumers who are in
control and not you

Only assign this responsibility to yourself
or someone you designate who has a
passion for helping others online
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Abide by networking and social etiquette
rules
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Always provide value in the form of
relevant content and follow up
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Measure/track results
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This is only one component of your
marketing plan; don’t neglect the others
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Marketing Audit Checklist
Brand service or trademark
Consistent and easy to
understand messages (BMW)
Intellectual property
Contact database
Email addresses and cell
phones
Emphasize the benefit over the
product or service
Call to action
Public relations
Unique toll free or web address
response option
Customer testimonials
Web 2.0
Newspapers, billboards and
yellow pages
Marketing 2.0
Social marketing
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Book Recommendation:
http://www.amazon.com/gp/product/1604942886#noop
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