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Social Media Marketing vs. Traditional Marketing

  1. Social Media Marketing
 Not Your Grandmotherʼs Marketing# How Social Media Marketing 
 Differs from Traditional Marketing" Anna Sandgren" Herringbone   August 2012""
  2. [soh-shuhl mee-dee-uh]" social media noun pl but singular or pl in constr " " Definition of SOCIAL MEDIA# : forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos) " " First Known Use of SOCIAL MEDIA# 2004" *www.merriam-­‐     8/24/12   Herringbone   2   2  
  3. So, whatʼs the difference?# Social media marketing Traditional marketing is is designed to reach an designed to reach an audience ONLINE." audience OFFLINE." " " Some examples are:" Some examples are:" •  Blogs" •  Newspaper ads" •  Facebook" •  Brochures" •  Twitter" •  Trade show booths" •  LinkedIn" •  TV, radio" 8/24/12   Herringbone   3   3  
  4. Is social media for you?# Most definitely, if you:" •  Want to create an online community for your brand and products rather than a hard sell." •  Donʼt have a lot of time on your hand." •  Have a tight budget. " •  Want to create buzz and awareness for your brand and/or products." •  Want to get the attention of customers around the clock." 8/24/12   Herringbone   4   4  
  5. Is social media for free?#   Rumors has it that it is, but itʼs not. 
 Many social media services and tools are free, such as Facebook, but you need someone to spend their time and effort. " " And as we all know.. Time is money! " 8/24/12   Herringbone   5   5  
  6.   Although social media isnʼt for free, compared to traditional marketing, it is  relatively cheap. " Superbowl ad 2012" $3.5 million for a 30 second spot" 8/24/12   Herringbone   6   6  
  7. It has been estimated that the average cost of producing a 30-second national TV commercial is nearly $350,000, where a large part is the cost of airing it." $350,000" Create your own video with your smartphone/flip camera for barely any cost at all. Make it go viral!" 8/24/12   Herringbone   7   7  
  8. Another example of how social media marketing can be a cheaper alternative to traditional marketing…"   A typical print ad in a national Facebook ad " magazine can cost you $ is up to you and what works " $40,000+" for your budget" 8/24/12   Herringbone   8   8  
  9. Measuring social media results# Measuring social media ROI can be tough, since ROI is pure dollars and cents." Each business or campaign should have its own social media objectives to measure. " E.g. it could be:"   •  Followers " "" •  Opt-ins " "" •  Tweets, retweets etc." •  Newsletter sign-ups" •  Mentions" •  Purchases"     8/24/12   Herringbone   9   9  
  10. Virality# Social media provides channels
 for content, e.g. YouTube videos,
 that have the potential to go viral
 and spread across the web in a 
 way that traditional marketing canʼt. " " To inform new users about you, you can build and highlight your social proof. " 8/24/12   Herringbone   10   10  
  11. Hold your horses now! 
 Social proof… what is that?#   Itʼs the positive influence created when someone finds out that others are doing something. Itʼs also known as informational social influence.# -Aileen Lee, Kleiner Perkins Caufield & Byers " " Friends inviting friends (friend-to-friend marketing) to
 play through Facebook and other social networks helped
 Zynga grow from 3 million to 41 million average daily
 users in just one year, from 2008 to 2009.       8/24/12   Herringbone   11   11  
  12. See quick results with social media# With traditional marketing it often takes time before you see your finished creation. " " E.g. from the moment you write copy for a company or product brochure it takes a while before your customer holds it her hand. " 8/24/12   Herringbone   12   12  
  13. With social media you can develop content and be seen by thousands of visitors within a few hours… or immediately."               1,000+ people have watched Jelly Bellyʼs YouTube video
 showing the winner of a cupcake design contest. "   8/24/12   Herringbone   13   13  
  14. Use social media to improve 
 customer relationships# Customers often speak their minds about brands and products in social media. Make sure to be there to correct negative comments. 
   A Yelp review of a San Francisco restaurant: "       Response from the 
 restaurant:" 8/24/12   Herringbone   14   14  
  15. And donʼt forget to reach out to customers and fans that mention and praise you. "     8/24/12   Herringbone   15   15  
  16. There are so many social media channels, do I have to be on all of them?#   No, you donʼt!" " Relax! Find the channels that works best for you, your business and your target audience to build your reputation, interact with your fans, and bring in leads." 8/24/12   Herringbone   16   16  
  17. What if I donʼt have the time to 
 be on Facebook all day long?# Donʼt worry!" 
 Set aside a certain amount of time each day or each week. There are tools to help you monitor your social media all in one spot and become more efficient. " " If itʼs too overwhelming thereʼs help to get. Consider hiring someone with expertise in social media. " 8/24/12   Herringbone   17   17  
  18. So now I donʼt have to do any 
 traditional marketing at all?#   Social media might save you time and money, but donʼt ignore traditional marketing. In order to succeed you should find a healthy balance of both. Even if youʼre doing business online exclusively, traditional marketing has its benefits: " " •  A good way to interact with the local community and regional residents." •  Successful client and business relationship building." •  Product sampling and taste-testing." •  Participate in speaker engagements at events and conferences." •  Finding audiences that arenʼt always online. "   8/24/12   Herringbone   18   18  
  19. Conclusion
 " Compared to traditional marketing, social media marketing is a smart and often more affordable way to quickly find and interact with customers and fans of your brand and/or products online. " 8/24/12   Herringbone   19   19  
  20. Want to know how you can make your business successful with social media?# Contact us today to find out how we can make your brand social." " @herringbonefm +1 (415) 3 BONE UP Weʼd love to hear from you!" Herringbone   +1 (415) 326 6387 company/herringbone +46 (8) 519 704 92 (PST)