Transcript Email Marketing, Blogging, and Websites

Marketing and Social Media Seminar
No. 1
February 2, 2011
Overview
• Marketing
– Important for your Business
– Traditional Media
• Social Media 101
• Email Marketing, Blogging, and Websites
– How to Integrate
• Top 10 Tips for Social Media Marketing in 2011
• Question & Answer Panel
– Featuring Local Businesses and Media Members Using
Social Media Now
Marketing - Important for Your
Business
• The following definition was approved by the American Marketing
Association Board of Directors:
– Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large. (Approved
October 2007)
• A push-pull-system in business describes the movement of a
product or information between two subjects.
– Consumers usually "pull" the goods or information they demand for
their needs.
– Offerers or suppliers "push" them toward the consumers.
• Without marketing, where would your customers come from?
Traditional Marketing Media &
Advertising
Traditional Marketing Tools of the Trade
Billboards
Direct Mail
Newspapers
Direct Mail
Flyers
Magazines
Radio
Television
Movie Theatres
…what else?
Promotional Items
Banners
Giveaways
Parade Floats
Race Cars
Stadium Signage
Team Sponsorships (Youth
Leagues, Rec Leagues, etc.)
And more!
Social Media 101
Social Media Allows Marketing to Become a Two-Way “Conversation”
Features, Advantages, &
Benefits
Drawbacks
Get the Most Out of Your
Social Experience
Instantaneous
Requires Consistent
Monitoring
Mass Customization
It allows you to customize
your customer service
experience for the masses.
Can Be Planned
May Require You to Adapt
on the Fly
Plan Ahead
Use the planning
opportunity to your
benefit, but be prepared to
adjust your plans.
Anyone is Welcome
Spam, Constant “One Way”
Pushing
Listen & Respond
Businesses who make
effective use of the “give
and take” will benefit.
Social Media 101 - Facebook
Social Media Allows Marketing to Become a Two-Way “Conversation”
Features, Advantages, &
Benefits
Drawbacks
Get the Most Out of Your
Social Experience
Facebook Pages
http://www.facebook.com/
pages/
http://www.facebook.com/
pages/manage/
Profiles vs. Pages
A page gives you
advantages like
demographic information
and analytics about your
audience and content.
Vanity URLs
You have to wait until you
get 25 “likes”/fans to
register for a vanity URL.
Stop losing potential “likes”
with “Find Us on
Facebook” - tell your
audience exactly where
you are!
Facebook is Always
Changing
Facebook is always
changing.
Users are at the mercy of
facebook’s design changes.
• Facebook page insights give you
valuable analytic information
• You can view information on your
fans/those who “like” your page
and the growth of your follower
count
• You can also review the content
that your audience likes best or
perhaps which days produce the
most views
Social Media 101 - Twitter
Social Media Allows Marketing to Become a Two-Way “Conversation”
Features, Advantages, &
Benefits
Drawbacks
Get the Most Out of Your
Social Experience
Always Available On-theGo
Many users haven’t set up
twitter on their mobile
device.
Pay attention to how and
when your audience is
most active on twitter. (At
work, when they’re out
around town, etc.)
Quick Rise to Fame
“Twitter Quitters”
60 % of Twitter Users Quit
in the First Month
Engage users from the
beginning, but remember
many won’t stick around…
and that’s ok!
Social Media in 140
Characters or Less
140 characters can be
really limiting!
Use this opportunity to
refine your conversational
skills. What can you say in
140 instead of 300?
• @raleighing used his iPhone
to respond to the twitter
conversatoin
• @jhibbets used HootSuite,
a desktop application on his
computer
• @flipfloplisa used
TweetDeck, a desktop
application on her
computer
Email Marketing, Blogging, and
Websites
Website
Email Marketing
Blogging
Where to Get It and How to Use It
Lots of platforms out there –
you no longer have to be a
web design professional to
have a basic web presence.
Once you get them to your
website, how do you keep
them coming back? Get them
on your email list!
Have some news to share but
not really sure where it fits in
your website content? Blog
about it!
Know What Works for You
Basic analytics can tell you
where your traffic comes from
and how they got there.
All email service providers
(ESP) provide basic
information: how many people
opened your email, what they
clicked on, etc.
Turn on the comments feature
and allow your readers to
provide feedback.
Costs
Minimal annual costs just for
setting up. Development costs
can widely range.
Relatively low cost –
sometimes even free – based
on your list size and your ESP.
Generally free – can be part of
your website or you can use a
third party provider!
Email Marketing, Blogging, and Websites:
How to Integrate
Website
Email Marketing
Blogging
Make sure your link is
everywhere! (Email
signature, facebook page,
twitter bio, business cards,
and more.)
Signup forms do all of the
work for you!
Import your blog feed to
your facebook page using
the “Notes” feature.
Where else can you promote these three marketing tools?
Top 10 Tips for Social Media
Marketing in 2011
1. Make a calendar so that
you can get started and
keep going strong.
2. Stay up to date (at least
occasionally!) on the
changes or new features
for each platform.
3. Figure out which tool(s)
your audience responds
best to – and work it!
4. Showcase your brand.
5. Showcase your
personality!
6. Get instant feedback for
your customers and put it
to work for your business!
7. Integrate your networks –
website, email, blog,
facebook, and twitter can
complement each other.
8. Evaluate third party
management tools.
9. Connect with your
industry, not just your
customers.
10. Remember that it’s ok to
take time to disconnect.
Question & Answer Panel
• Sonny Byrd
– Head of Marketing,
Shoeboxed.com
– services
• Eric Harris
– Manager, The Pit
– restaurant
• Lisa Stansbury
– VP, Fred’s Beds
– retail
• Mike Williams
– Editor, Triangle.com
– media