Transcript Competitive Advantage and Survival

Social Media 2010
Competitive Advantage
and Survival
Ira Kaufman President
Patsy Stewart Director Social Media
Amy Tuggle Brand Designer
©2010
About the Presenters
Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and nonprofits to guide them to leverage the power of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design interactive environments to by integrating
traditional advertising, online marketing, public relations and social media. His strong values and
sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in
Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive
programs.
Patsy Stewart, Director Social Media, Patsy is responsible for designing and implementing
social media strategies as part of an Integrated Media Marketing plan. She specializes in working with
clients to generate conversations that create relationships. Patsy is well known throughout Virginia as a
speaker, trainer and thought leader in Social Media. She manages a recruitment team that was
recognized as one of the top 50 recruiters nationally using Twitter/social media. She authored the
ebook, "How to Grow Your Digital Footprint".
Amy Tuggle Brand Developer, Amy combines a sharp eye for design with her extensive
knowledge of social media and current web innovations to create a strong brand presence throughout
the project. She is a talented media professional with extensive branding, web, motion graphics and
social media experience. As multimedia lead and creative director her consulting portfolio includes
marketing for Holland America Line, Blue Cross Blue Shield and Microsoft. Amy integrates these
experiences with her knowledge of optimal web and social media practices to provide a captivating look
to the clients marketing strategy.
www.entwineinc.com
Changes in the Marketplace
… Customer’s Mindset
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Globalization… Interdependence
Control of media; consumer is publisher
Conversations generate exposure, sales
Transparency –open source
Collaboration rules
People use technologies to get things that
they need from each other, rather from
corporations
Social Media Revolution
Old 4Ps Marketing 1.0
Value Creator
4Ps
Customer
Marketing 2.0
User
Value Builder
- Company
- Employer
- Partner
Job Seeker
Product (WEB2.0 Brand)
Place (online, offline)
Price ($, time, ease)
5Ps
Promotion (Integrated Marketing)
Participation (Conversations)
Publisher
Thought Leaders
Marketing Rules are Changing
It was
It’s now
Pushing message to client
Pulling client to the message
One way message
Interactive conversation
Business generated content
User generated content
Interrupt client- direct immediate action
Engage, build relationship
Attention economy
Attraction economy
Hard to measure results
Real time metrics
Coveting information
Sharing information
Charging for entry – block entry
Giving free ebooks, product
Is Social Media A Hype?
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80% Adult Internet Users have used Social Media
72% been using Social Media < 90 days
Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yr(39%)
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Social Media Industry Report 2009 by Michael Stelzner
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Total US minutes devoted to social media surged 210% (> 2008)
80% female Internet users are a fan of a product or brand on a social network
60% of Ad Agencies support clients with social media
76% small business not found social media useful in generating business. (Citi
Survey)
• Facebook 300 million users
• Twitter 52 million users
• LinkedIn 48 million users
Social Media Provides Value
• Kellogg COO - we are tripling social media spending
over the past three years and experiencing "great returns
on this investment.”
• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing,
Customer Service and Culture… Gross sales grew from
$1.6M (2000) to $1+ billion (2008) by focusing
relentlessly on customer service and culture – a potent
digital marketing tool.”
• McDonald’s “Our head of Social Media is the customer”
• Lenovo “We achieved cost savings by a 20% reduction
in call center activity as customers go to community
website for answers “
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1,700 Small Businesses
on Using Social Media
What Are The Results?
• Generated Exposure 81%
• Increased my Website Traffic 61%
• Increased Search Engine Rankings 52%
• Generated Qualified Leads 48%
• Reduced Marketing Expenses 45%
• Helped Me Close New Business 35%
*Source is Social Media Industry Report 2009 by Michael Stelzner
Social Media Live Update
• http://www.personalizemedia.com/garyssocial-media-count/
Your Challenges
What are your questions about
social media?
How can social media help you to
meet your 2010 marketing goals?
©2010
Strategy… not an Option
“Instead of researching the best ways
to engage, many businesses create
accounts across multiple social
networks and publish content without
a plan or purpose. However,
businesses that conduct research will
find a rewarding array of options and
opportunities.”
Brian Solis, Mashable, 1/11/10
Powerful Social Media Strategy
Obama has 380% more
supporters than McCain
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 403% more subscribers
than McCain & 905% more
Viewers than McCain
• “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 380% more
supporters than McCain
Obama has 240 times more
followers than McCain
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama: @barackobama has 112,474 followers
McCain: @JohnMcCain 4,603 followers
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
Lessons from
Obama Team
1. Give new media a seat at the strategy table
2. New digital tools are useless without a blueprint
3. Campaign requires consistency in messaging
4. Map digital landscape/conversations of targets
5. Include a call to offline action
6. Be ready to give up control to your communities
http://intangibles.typepad.com/theintangibles/2008/11/lessons-.html
©2010
Integrated Media Marketing
Strategy
Five Steps
• BASELINE (Assessment)
• WHAT (Branding)
• WHO (Strategic Positioning)
• HOW (Marketing Mix)
• ROI (Evaluation, Metrics)
360 Approach
Branding
• Develop Value Proposition
• Finding your Sweet Spot
• Determine Voice and
Personality (logo, tagline)
Marketing Mix
• Develop Powerful Call to
Action
• Choose Tactics
• Design Integrated Blueprint
Integrated Media Marketing
Synergize … Build on each other
traditional
advertising
social public
relations
online
marketing
BUZZ
social
media
Track – Evaluate- ROI
• Webstats- Google Analytics
– Demographics
– Site activity and analysis
• Track results/call to action
– Tracking URLS
• Evaluate
– Benchmark-competition vs
projections vs goals
If you think and operate with
new models, you will realize
new results
• The next three years businesses will
Integrate Marketing Strategies to realize a
powerful competitive edge
• You are about to change how your company
relates to its customers
Integrated Media Marketing
Best Practices
• Review your corporate legal framework
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Design a strategy reflecting customer touchpoints
Integrate and synergize your media
Monitor competition’s digital footprint
Develop social media employee policy
Design a proactive crisis strategy
Incorporate links as metrics
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Evaluate RGV (Resources Generating Value)
What is Social Media?
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Translate conversations into Results
Your Digital Footprint…
What is a Digital Footprint
• Traces left by someone’s activity in a
digital environment
• Passive – “Data collected about an
action without any client activation” (e.g.,
IP information collected by a web server)
• Active – “Created when personal data is
released deliberately by the user for the
purpose of sharing information about
oneself”
http://en.wikipedia.org/wiki/Digital_footprint. 20 Aug 2009.
Assess your digital footprint
Google your name
or company name.
Print out the first
two pages of results
and save them for
later.
Create local listings and profiles
Claim Your Google Listing
http://maps.google.com/
Google Search is Getting More Social
Just Released
• Go beyond status messages
• Share updates, photos,
videos
• Start conversations
• Available for mobile
Prepare social networking profiles
Consistency
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Avatar or photo
Keywords
140 characters
100 words
novel
Who’s on LinkedIn?
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60 million Professionals
Avg income $109k
Avg age 37 - 52
Executives from all Fortune
500 companies are LinkedIn
members.
• Entrepreneurs – 31%
• Executives – 18%
• Decision Makers – 42%
*From LinkedIn.com Advertising
Why Should You Be On Linkedin?
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Laser Marketing and Warm Market Sales
Be Found = More Sales and Exposure
A huge time-saver, aggregating information
Hire A+ employees or land your dream job
3 Degrees Separation (Kevin Bacon)
How Do I Get Started?
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SEO Your Profile
Set preferences
Invite your friends and colleagues
Join groups with your prospects
Invite people from your Niche
Build Relationships through
Communication
3 Degrees Separation (Kevin Bacon)
LinkedIn… Professional Connections
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Complete profile
Add connections 100+
Get recommendations
Join and create groups 50
Ask and Answer questions
Add applications
Add Events
Should I Be Marketing on
Facebook?
Yes
Facebook is the #1 social destination
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More than 400 million active users
2nd most trafficked website
The fastest growing demographic is those 35
years old and older
Average user spends 55 minutes/day on FB
More than 1.5 million local businesses have pages
on Facebook
More than 20 million users become fans of Pages
each day
The Nielsen Company found that the average time
users spend using Facebook per month grew
nearly 10%, topping seven hours.
What are they looking for?
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Getting news or product updates (67%)
Having access to promotions (64%)
Viewing or downloading videos/music (41%)
Submitting opinions (36%)
Connecting with other consumers (33%)
If your business has prospects on Facebook and
they would find any of the above interesting, you
should build a business fan page.
SOURCE: Pace University study, 12/08
Fan Page vs Group
Fan Page
Group
Indexed by search engines
Not indexed
Not linked to you personally
Connected to Administrators
Can message ALL fans (list)
Message up to 5000 (inbox)
Have access to applications
No applications
Promote with Ads / fans
Promote with ADs
Visible through URL
Only visible to FB members
Metrics through insights
No means to measure
Vanity URL
Ugly URL
Promote Website (widgets)
No widget
What is Twitter?
Twitter is a free social networking and
micro-blogging service that enables its
users to send and read messages known
as tweets. Tweets are text-based posts
of up to 140 characters displayed on the
author's profile page and delivered to the
author's subscribers who are known as
followers. … From Wikipedia
Why Twitter?
• Twitter has 40 million users who spent 300
million minutes on the site in April 2009, 3712
% more time than in April 2008
• Twitter users spend 66% more dollars on the
Internet than non-twitter users
• Largest age group on Twitter is 35-49
• Twitter members are sending out 50 million
tweets per day, an average of 600 tweets per
second
Look and Listen
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Monitor twitter for a few days
Add your first few tweets
Don’t sell
Engage in conversations
Use http://search.twitter.com
Download twitter desk client (Seesmic,
Tweetdeck, Twirl)
Social Video
• Use video for blogs and
websites, facebook, twitter
• Create a YouTube channel
• Syndicate Your Videos
• Use videos for events,
special services, customer
service, how-to