Harness The Power Of Social Marketing Bbb97

50 %
50 %
Information about Harness The Power Of Social Marketing Bbb97
Business & Mgmt

Published on May 8, 2009

Author: sghimire

Source: slideshare.net

Description

Slides from the May 7, 2009 presentation organized by the BBB of Greater Arizona. The event was held at AIR Marketing.

Harness the Power of Social Marketing BBB Luncheon May 7, 2009

Our goal today Review Social Media and understand how to: set goals assess return on effort Overview of how consumers are using social media Social technologies tour Case studies

Review Social Media and understand how to:

set goals

assess return on effort

Overview of how consumers are using social media

Social technologies tour

Case studies

What is Social Media Connections/communication forum Consumer to consumer Consumer to brand/company Connections and relationships developed in a new medium Blogs, social networks, photo/video sharing etc. Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one

Connections/communication forum

Consumer to consumer

Consumer to brand/company

Connections and relationships developed in a new medium

Blogs, social networks, photo/video sharing etc.

Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one

Blogs White Label Social Networks Wiki’s eMails Social Networks

 

 

How to use Social Media

Social Media Integration Assess needs and capabilities People, technology Define objectives and goals Awareness, conversion Develop and execute strategy Measure results

Assess needs and capabilities

People, technology

Define objectives and goals

Awareness, conversion

Develop and execute strategy

Measure results

Defining Objectives Listen Who is talking and what are they talking about Speak Join the conversation through: Blogs, social networks, video/photo sharing, wiki’s etc. Connect Encourage target audience to join your conversation Viral videos, interactive contests etc. Invigorate Converting existing customers into fans

Listen

Who is talking and what are they talking about

Speak

Join the conversation through:

Blogs, social networks, video/photo sharing, wiki’s etc.

Connect

Encourage target audience to join your conversation

Viral videos, interactive contests etc.

Invigorate

Converting existing customers into fans

Examples of Objectives Integration into Sales: Lead generation Data collection Sales support After sales support R&D (Real time focus group) Drive SEO

Integration into Sales:

Lead generation

Data collection

Sales support

After sales support

R&D (Real time focus group)

Drive SEO

What it takes to succeed Commitment and perseverance Sufficient resources

Commitment and perseverance

Sufficient resources

Consumers

How are consumers using social media Post articles on blogs Post comments, reviews, votes etc. Read others opinions, thoughts Watch user generated videos Share bookmarks, news stories

Post articles on blogs

Post comments, reviews, votes etc.

Read others opinions, thoughts

Watch user generated videos

Share bookmarks, news stories

What Consumers Do Online Source: Forrester Research

It's Reached a Tipping Point 60% of Americans interact with companies on a social media website One in four interact more than once per week 93% of Americans believe a company should have a presence in social media 85% believe a company should also interact with its consumers via social media Boston consulting firm Cone, Boston Globe, September 25, 2008

60% of Americans interact with companies on a social media website

One in four interact more than once per week

93% of Americans believe a company should have a presence in social media

85% believe a company should also interact with its consumers via social media

Boston consulting firm Cone, Boston Globe, September 25, 2008

Technologies Tour

Social Technologies Blogs, Podcasts and vLogs Social Networks/Virtual Worlds Social Bookmarking Tools (Digg, StumbleUpon) Collaboration Tools (Wikis, Google Docs) Video / Photo Sharing Micro blogging: Twitter (text), Seesmic (video)

Blogs, Podcasts and vLogs

Social Networks/Virtual Worlds

Social Bookmarking Tools (Digg, StumbleUpon)

Collaboration Tools (Wikis, Google Docs)

Video / Photo Sharing

Micro blogging: Twitter (text), Seesmic (video)

 

 

Evaluating the Technology Does it facilitate and improve greater and more varied communication Ease of use Allows interaction without your intervention Sustainable user generated content creation

Does it facilitate and improve greater and more varied communication

Ease of use

Allows interaction without your intervention

Sustainable user generated content creation

Case Studies

Case Studies Full Social Engagement: Wiggly Wigglers Blogosphere: Stormhoek Winery (in South Africa)

Full Social Engagement: Wiggly Wigglers

Blogosphere: Stormhoek Winery (in South Africa)

Wiggly Wigglers Sells compost worm kits in the UK, started in 1995 Based in a town with less than 70 people Target audience: farmers Less than 25,000 farmers in the UK Deployed podcasts, blog posts and social networking Sources: http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html

Sells compost worm kits in the UK, started in 1995

Based in a town with less than 70 people

Target audience: farmers

Less than 25,000 farmers in the UK

Deployed podcasts, blog posts and social networking

Sources:

http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm

http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html

Worm Success Now a multi-million dollar company Growing robustly at 10% per year Growth attributed to a combination of Podcasts, Blog posts and social networking Now even has a developed a thriving catalog business

Now a multi-million dollar company

Growing robustly at 10% per year

Growth attributed to a combination of Podcasts, Blog posts and social networking

Now even has a developed a thriving catalog business

Stormhoek Winery in South Africa UK, France and Ireland as its major export market Deployed primarily a blogging strategy Hired UK Blogger/Cartoonist Hugh Macleod 10,000 visitors a day with approximately 2000 subscribers to his RSS feed

Winery in South Africa

UK, France and Ireland as its major export market

Deployed primarily a blogging strategy

Hired UK Blogger/Cartoonist Hugh Macleod

10,000 visitors a day with approximately 2000 subscribers to his RSS feed

 

Why the blogging worked Hugh blogged aggressively: “ Geek Dinners” – off beat cartoons and wine Sent 100 wine samples to bloggers in its target market Asked them to write about it if they wanted Dropped hints on his blog about the brand Result of blogger outreach: 75% of the bloggers who received free wine wrote posts about the brand The Result: In two years the winery went from selling 40,000 cases/year to 40,000 case/week * *Source: MarketingWeb.Com (SA's Online Marketing Magazine)

Hugh blogged aggressively:

“ Geek Dinners” – off beat cartoons and wine

Sent 100 wine samples to bloggers in its target market

Asked them to write about it if they wanted

Dropped hints on his blog about the brand

Result of blogger outreach:

75% of the bloggers who received free wine wrote posts about the brand

The Result:

In two years the winery went from selling 40,000 cases/year to 40,000 case/week *

*Source: MarketingWeb.Com (SA's Online Marketing Magazine)

Conclusion

The Social You Understand how your customers are interacting with Social Media Do your customers have blogs? Do they read reviews from others? How much do they participate in social networks Which ones do they use? Determine your abilities (in house or acquired) Evaluate your commitment Devise a unique strategy to meet clear marketing and sales objectives

Understand how your customers are interacting with Social Media

Do your customers have blogs?

Do they read reviews from others?

How much do they participate in social networks

Which ones do they use?

Determine your abilities (in house or acquired)

Evaluate your commitment

Devise a unique strategy to meet clear marketing and sales objectives

Homework If you don't use Twitter – open a Twitter account Find some followers Don't forget to follow me: Twitter.com/Shailesh Engage and learn Entire slideshow is now on Slideshare.Net http://www.slideshare.net/sghimire

If you don't use Twitter – open a Twitter account

Find some followers

Don't forget to follow me: Twitter.com/Shailesh

Engage and learn

Entire slideshow is now on Slideshare.Net

http://www.slideshare.net/sghimire

AIR 2.0 AIR Blogging AirMarketing.Com/Blog AIR Social Network AirMarketing.Ning.com Facebook and Flickr

AIR Blogging

AirMarketing.Com/Blog

AIR Social Network

AirMarketing.Ning.com

Facebook and Flickr

Questions Shailesh Ghimire (480) 748-2694 [email_address] AirMarketing.Com/Blog

Add a comment

Related presentations

Related pages

Harness the Power of Facebook! | Sommer Social Marketing

Harness the Power of ... Sommer Social Marketing is the creative thought bubble that finally came to fruition after many years of working in the ...
Read more

Harness the Power of Personas for Social Media Marketing

Harness the Power of Personas for Social Media Marketing. ... in social media marketing, ... Based on Social Networking Motivations and Habits.
Read more

SocialHP: Organize Your Team, Get Results

Harness The Power Of Advocacy. At Social Horse ... Looking for a social media guerrilla marketing ... ON. Unit 105 M5V 1M7 | 1.844.445.1751 | info@socialhp ...
Read more

Harness the Power of Social Media Marketing! - YouTube

http://AandASocialMarketing.com or http://BlueprintWorkshop.com - Let us help you discover the Power of Social Media Marketing for YOUR Business ...
Read more

Social Success - Harness the Power of ... - SalesForce social

Learn how to harness the power of social media for your business and achieve social success with ... Salesforce helps the FCA maintain the levels of trust ...
Read more

How To Harness The Power Of Social Proof - Pet Nanny Coach

How To Harness The Power Of Social Proof. Social Proof is one of the most powerful and low cost marketing tools that you can use for your business.
Read more

Social media eBook - Free eBook for entrepreneurs | BDC.ca

Learn everything you need to get started in social media or take your ... Harness the power of social media for ... the various social networking ...
Read more

DoSocial - Get More Social Media Attention

DoSocial helps you get more social media attention. ... DoSocial helps you harness the immense marketing power of social media... 0 Million Active Facebook ...
Read more