Transcript salt513 - Palm Beach Partners Business Matchmaker Conference

2011 Palm Beach Matchmaker Conference
Effective Marketing Strategies
to Win Customers
Presented by Leontyne Brown
salt513
Workshop Objective
This 45 minute workshop will assist new and
established small businesses in reinforcing their
brand's key marketing message, strengthening
consumer loyalty, and effectively targeting
previously untapped consumer markets. The
workshop will briefly discuss all forms of
marketing
and
communications,
while
specifically focusing on social media, a high
impact, low cost marketing option.
Salt513 Advertising | Marketing | Branding
Getting On the Same Page
Sales vs Marketing vs Branding
The terms marketing, sales, and branding are often used
interchangeably, however they are each separate
and distinct activities that, although work together,
ultimately they each have a different effect on your
business.
Sales
Revenue
Marketing
Awareness
Branding
Consumer Perception
Salt513 Advertising | Marketing | Branding
Getting On the Same Page
Marketing Defined
n
Marketing is defined as the tools and methods that
you use to introduce your product and/or service to
new and existing consumers. Although these
methods impact sales, marketing is about
awareness and placing your products/service into a
consumer’s consideration set
n
You achieve this by communicating various aspects
of the product/service (The Marketing Message)
using various marketing tools (The Marketing Mix)
Salt513 Advertising | Marketing | Branding
Getting On the Same Page
The Marketing Mix
Public
Relations
Print
Direct Mail
Retail
Marketing
Interactive
Marketing
Social Media
Marketing
Promotions
Television
Out of Home
Radio
Salt513 Advertising | Marketing | Branding
Event
Marketing
Getting On the Same Page
The Marketing Mix
Public
Relations
Print
Direct Mail
Retail
Marketing
Interactive
Marketing
Social Media
Marketing
Promotions
Television
Out of Home
Radio
Salt513 Advertising | Marketing | Branding
Event
Marketing
Social Media Marketing
Defined
A type of online and mobile media where information
is shared primarily through user submission.
Web surfers are no longer simply consumers of
content, but active content publishers.
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Quick Facts*
n
n
n
In May 2011, Americans spent more time on Facebook than any other
U.S. website.
n
Facebook - 53.5B minutes
n
Blogger - 723.8 million minutes
n
Tumblr - at 623.5 million minutes
n
Twitter - 565.2 million minutes
n
LinkedIn - at 325.7 million minutes.
Social media accounts for 22.5% of American’s online time versus
9.8% online games and 7.6% for e-mail.
Facebook now reaches 70% of active U.S. Internet users in the United
States of whom 62% are women.
*Nielsen
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Benefits
n
Quick,
easy,
and
powerful
way
communicating directly with consumers
of
n
One of the
marketing
of
n
Great platform to be innovative and try out nontraditional
marketing
and
promotions
campaigns
n
Great platform to target previously untapped
markets
most
inexpensive
Salt513 Advertising | Marketing | Branding
forms
Social Media Marketing
Disadvantages
n
With over 100 million active social media users,
there are a lot of people talking, making it more
and more difficult for small business owners to
get their voices heard.
n
Time consuming
n
Competitors and disgruntled consumers can
communicate to your existing and untapped
consumers just as quickly
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Does It Actually Produce Tangible Results
n
A 2010 social media research study that surveyed 3342 marketers, 47% of
whom were either self-employed or small business owners. The study
found that small business owners are seeing the greatest results from
social media marketing.
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Does It Actually Produce Tangible Results
n
In
an
article
published
yesterday
by
BrandChannel.com, Reuters estimates that each
new Facebook fan generates, on average, 20
additional visits to a retailer’s website.
n
Also in the same article, a joint study by Constant
Contact and research firm Chadwick Martin
Bailey, 56% of consumers said they are more
likely to recommend a brand to a friend after
becoming a fan on Facebook. 51% of consumers
said they are more likely to buy a product since
Salt513
| Marketing | Branding
becoming a fan
onAdvertising
Facebook
Social Media Marketing
Why It Can Be So Tricky
You can’t approach marketing in the same
manner as you do traditional forms of
marketing... WHY?
n
Traditional Marketing
CONSUMER
n
Social Media Marketing
INFLUENCERS
CONSUMER
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Tips
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Requires continuous AND consistent nurturing
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Social Media Marketing has to still be a part of a
structured integrated marketing and communications
program. Therefore all of your social media marketing
efforts should coordinate with all of your traditional
marketing efforts as well.
n
Focus on quality, not quantity. It can be easy to get
caught up in the numbers, but don't become a slave to
followers and subscribers. It's better to have 1,000
highly engaged, loyal followers than 10,000 followers
who sign up to follow you but then never acknowledge
you again.
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Tips
n
Although social media marketing allows you to connect with
the general market, it is still important to target your
message within smaller, targeted consumer groups
n
Design your programs so that they are extremely easy for
your customers and prospects to share with others on the
social platforms of their choice
Salt513 Advertising | Marketing | Branding
Salt513 Advertising | Marketing | Branding
Salt513 Advertising | Marketing | Branding
Salt513 Advertising | Marketing | Branding
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Tools
Social Media Management Software allows you to
effectively manage most of your social media sites
from one place. Most popular
n
HootSuite.com
n
Tweet Deck.com
n
Seesmic.com
n
CoTweet.com
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Tools
Measurement and Analytics: Do you want to know what kind of content
and conversations your consumers get most vocal about? What kind
of information do they want from you? What do they dislike? Then
you have to incorporate measurement and analytics into your social
media marketing strategy.
n
n
n
n
PageLever.com: Facebook fan page insights and analytics far
above and beyond the free insights available on Facebook
PeopleBrowsr.com: Assist with comprehensive social media
planning and monitoring tools
SiteTrail.com – Find out how a competitor’s website is
performing?
Tiny.ly – A URL shortener (like Bit.ly) but packs in real-time
sharing and usage stats into the mix. Very handy.
Salt513 Advertising | Marketing | Branding
Social Media Marketing
Tools
Public Relations through Social Media
n
n
MediaOnTwitter: Houses a community of
journalist who tweet, blog, and report via
traditional news channels and via Twitter.
Also consider MuckRack and
JournalistTweets
HARO (Help A Reporter Out) and
ExpertTweet: Where journalists turn when
they have an immediate need to interview
individuals Salt513
andAdvertising
experts
in particular industry
| Marketing | Branding
Social Media Marketing
Tools
Other Viral Marketing Tactics
n
n
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Blogging – Online journals that have turned everyday
individuals into respected commentaries and experts.
Check out Blogger, TypePad, and Wordpress
Podcasts – Online television or radio programs created
specifically for your MP3, computer, or mobile device.
See BlogTalk Radio and Ustream are very popular
Videos – YouTube Channels have become just as
popular as Facebook, recently ranking as the 3rd top
social media website in the world in front of Twitter.
How-to videos on everything from dog training, to
baking, to make-up application have become very
popular and considered very credible.
Salt513 Advertising | Marketing | Branding
2011 Palm Beach Matchmaker Conference
Effective Marketing Strategies
to Win Customers
Presented by Leontyne Brown
salt513
561.801.5679
[email protected]