Asher Agency's presentation the June 30, 2011
Whitley County Economic Development Corporation
(EDC) Summer Series: Strategic Leveraging for Your Business
13. FACEBOOK [IS] NOT VERY APPLICABLE
TO US. IT’S MORE OF A PERSONAL
SOCIAL NETWORK AND WHEN YOU
GET INTO BUSINESS MESSAGES IT’S
ALMOST TOO INVASIVE. … THERE’S A
LINE YOU HAVE TO DRAW
[REGARDING] WHAT SOCIAL MEDIA
ACTUALLY MAKES SENSE AND HOW
YOU USE IT IN A PROFESSIONAL
BUSINESS ENVIRONMENT.
16. TOOLS USED BY INC. 500 - 2010
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook Twitter Blogging Online video Message/bulletin Podcasting MySpace Foursquare Do not use
boards
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
18. SUCCESS RATES REPORTED
BY INC. 500 - 2010
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Online video Message/bulletin Blogging Facebook Twitter Podcasting
boards
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
19. TAKEAWAYS
SOCIAL MEDIA IS USED BY 82% OF
THE INC. 500
SUCCESS RATES ARE HIGH
NO ONE TOOL WORKS FOR EVERYONE
WHAT’S RIGHT FOR SOMEONE ELSE MAY
NOT BE RIGHT FOR YOU
27. FOCUSED YOUR OWN
COMMUNITY ―PRINTING PRESS‖
READ BY >50% SUBSTANTIVE
OF INTERNET USERS CONTENT
28.
29.
30.
31.
32. EXCELLENT CONTENT HIGHLY
CUSTOMER SERVICE PERISHABLE/SHORT
TOOL SHELF LIFE
TECH-SAVVY/LOYAL/ 140-CHAR LIMIT POSES
ACTIVE USER BASE COMM CHALLENGES
33.
34.
35. EXCELLENT STEEP LEARNING CURVE/
BRANDING TOOL TECH THRESHOLD
CONTENT MAY
SIGNIFICANT POSITIVE
NOT ALWAYS
IMPACT ON SEO/SEM
BE FAVORABLE
36.
37. BLENDTEC
PROBLEM: GREAT PRODUCTS + WEAK BRANDING
= WEAK SALES
R&D TEAM HAD A PRACTICE OF BLENDING UP WOODEN
BOARDS TO TEST PRODUCT TOUGHNESS
WILL IT BLEND LAUNCHED 2006
INITIAL COST: ~$100 IN SUPPLIES
THE RESULTS:
700% INCREASE IN SALES
200,000+ YOUTUBE SUBSCRIBERS
MEDIA: TODAY SHOW, TONIGHT SHOW, HISTORY CHANNEL,
WALL STREET JOURNAL
38. BLENDTEC – KEYS TO SUCCESS
GREAT PRODUCT
AUTHENTICITY: HOST IS APPROACHABLE,
NOT OVERLY POLISHED
MEMORABLE AND FUN
GOT THE CUSTOMER INVOLVED (SUGGESTED ―BLENDS‖)
INTEXTUALITY: BLENDS INCLUDE BRANDS PEOPLE LOVE
(IPHONE, NIKE, RUBIK’S CUBE)
54. SOCIAL MEDIA TOOLS AND STRATEGIES
SOCIAL MEDIA IS JUST ONE PIECE OF THE
MARKETING PUZZLE
THERE’S A STRONG BUSINESS CASE FOR SOCIAL
MEDIA—BUT WHAT WORKS FOR SOMEONE ELSE
MAY NOT WORK FOR YOU
KNOW YOUR GOALS, AUDIENCE AND WHAT YOU
HAVE IN THE WAY OF RESOURCES BEFORE DECIDING
WHICH TOOLS TO USE