Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
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Social Media: The Old Game Has New Rules
1. Social Media
The Old Marketing Game
Has New Rules
An Easy Guide To Making
The Game Work For Your Business
Heather Lytle
President
HVM Solutions, Inc.
2. What Is Social Media?
At its most basic sense, social media is a shift in how people discover, read and share news,
information and content. It's a fusion of sociology and technology, transforming monologues
(one to many) into dialogues (many to many) and is the democratization of information,
transforming people from content readers into publishers. Social media has become extremely
popular because it allows people to connect in the online world to form relationships for
personal and business.
Translation Please…
Social Media is simply people connecting and sharing information.
It is the space where your customers and clients share experiences,
create influence and make buying decisions.
http://en.wikipedia.org/wiki/Social_media
3. The Old Rules
Under the old rules:
• Your customers found you through the yellow pages
• Your business competed locally
• You had set hours of operation
• Word of mouth was spread by current customers
• Measurable Results meant tracking sales
• Your marketing budget went to radio, TV, newspapers
• Your network was limited to people you met in person
• You faxed press releases to media outlets
• You were in control of your messaging
4. The New Rules
Playing by the new rules means:
• Your customers Google you, research you, read reviews about you,
research your competition…before ever initiating contact with you
• Even if you are a local business, you are competing globally
• Your customers have access to your business (and your competitors) 24/7
• Word of mouth can be spread anytime, anywhere, by anyone…both the
good and the bad.
5. The New Rules
• Measurable results means tracking sales, influence, page rankings, traffic,
customer experiences
• Customers DVR television shows to fast forward through commercials,
they listen to iPods to avoid commercials, newspapers are read online
• Your network is influenced by connections all over the world. You may not
even know their name, just their social media handle
• Your customers expect transparency and engagement
But…
You are still in control of your messaging
6. The Game
The Old Rules taught us the 4 P’s of Marketing.
The new rules have 5P’s.
Of these, the most important is PRESENCE
Old Rules New Rules
PRESENCE
7. Using Social Media To
Develop Your PRESENCE
Social Media simply changes your interaction
with customers and clients from static one-
way communication
(THINK: Sales Calls, Direct Mail, Advertising, Email
Marketing) to…
Dynamic Engaging
Conversations
9. Feeling Overwhelmed?
Think Of It This Way…
What would your reaction be if you found out your business left hundreds
of potential sales on the table? Or worse, handed them to the
competition?
Every minute of every day, Millennials to Boomers are having
conversations about your industry, your products, possibly even your
brand. Do you know what they are saying, or how to find them?
11. Listen
Conversations are happening, are you listening?
Example:
Marie is a Business Consultant. She actively reads blogs, reads comments
on news articles, is a member of related forums and has created alerts to
notify her when Twitter users are discussing topics related to her business.
The Result:
Unlike her competition, Maria knows what her potential clients are talking
about, what their needs are, what their concerns are, and has an active
potential customer base to spread her expertise.
12. Engage
Your customers are looking for information,
are you giving it to them?
Example:
Tom is a restaurant owner. Through the use of social media strategies he
has developed a community who looks to him for information. He
regularly blogs about cool trends in the industry and tweets about
restaurant specials. He also regularly asks customers for feedback of what
they would like to see on special, and recognizes members of the
community who share.
Result:
By engaging with his community Tom has become the “go to” person for
hot topics, great deals and expertise. His customers spread the word
about his engagement, increasing the size of his community and the scope
of his influence (and customers)
13. Participate
The conversations are happening with or without you.
When you join in, you have control of how they go.
Example:
Lisa is a sales manager for a retail store. While listening, she discovers a
customer had a negative experience and has taken to Twitter to share the
negative experience with the Twitterverse.
Result:
Lisa actively participates in the conversation by reaching out to the
customer to explore the experience. The Twitterverse sees Lisa’s
participation, her desire to understand the situation and make it better for
the customer. Rather than losing one customer, she gains thousands of
others who see her actively participate to make it right.
14. I Get It, Now What?
1-Develop a strategy (Listen)
• What Social Media Outlets Make Sense For Your Business? (niche sites,
broad scope sites?)
• Who “Owns” Social Media for your business? (one person who is the voice
for your organization, divide into categories for service, sales?)
• What are the blogs, forums, publications you need to following for your
business (local, national?)
• What are your goals? (sales, traffic, leads, networking?)
15. I Get It, Now What?
2- Develop valuable content (engage)
• What information do you have that your customers/clients need to have?
(advice, specials, industry trends)
• What is the best way to share this information? (blogging, commenting, e-
news, Twitter)
• How does the information you hold differentiate from your competition?
(and, how do you convey this?)
• How do you involve the members of your community/network? (actively
seek responses, opinions, feedback)
16. I Get It, Now What?
3- Join the conversation (participate)
• Monitor your brand, your product, your service to be able to address the
good and the bad (third party applications, Google alerts)
• Jump into conversations where you are the expert, leave potential
customers wanting more (monitoring social media networks)
• Initiate conversations when you want feedback, market research, seek
customer opinions (new products/services launch, new promotions, new
websites)
17. Pitfalls To Avoid
• Thinking that developing your presence is free (time=money)
• Using social media as static advertising (social media is not a free billboard
or newspaper advertisement)
• Having the “If We Build It They Will Come” attitude (you must continually
work at your presence to be noticed)
• Not following through on the commitment (social media is a commitment.
Your clients and customers will notice if you are not active)
• Making it all about you! (yes, you want to increase sales, but increasing
sales is all about your customers—they are the focus and your “secret
sauce” to being successful
18. Remember This…
• Social Media is not a fad. There has been a fundamental shift in the way
your clients and customers communicate. They expect you to
communicate the way they do.
• Social Media is building relationships. One way communication is not
effective. People buy from companies they know and trust.
• Social Media requires a strategy—and that strategy will evolve as new
technology emerges. Be prepared.
19. Take Part in our Conversation:
hvmsolutions.com
hvmyers@hvmsolutions.com
Thank You!
Good Luck!
