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The “WHY” of Social Marketing Presented by Global Marketing Solutions August 11, 2009

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What IS Social Marketing? (and what is social networking?) <ul><li>A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services. </li></ul><ul><li>Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people. </li></ul><ul><li>2009 Wikipedia.com </li></ul>

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What IS Social Marketing? <ul><li>Social marketing seeks to capitalize on the growing trend of social networking and apply its principals to a business orientation </li></ul><ul><li>Social marketing allows for conversations to take place between businesses and consumers </li></ul>

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What IS Social Marketing? <ul><li>Networking </li></ul><ul><li>“ I had pizza for lunch!” </li></ul><ul><li>Here is Princess on her first birthday! </li></ul><ul><li>Tell me what you think of these shoes I just bought. </li></ul><ul><li>Marketing </li></ul><ul><li>Mention TWITTER and receive $2 off your pizza order! </li></ul><ul><li>Upload your vacation photos and you could win a trip! </li></ul><ul><li>Tell us about your most recent purchase of flip flops from Endless.com </li></ul>

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Social Marketing IS: <ul><li>Word of mouth/word of keyboard </li></ul><ul><li>Conversation (LISTEN twice as much as you talk) </li></ul><ul><li>A powerful resource for any company doing business today </li></ul>

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Okay, but WHY? <ul><li>Consider this recent research: </li></ul><ul><li>Word of mouth is the most trusted and influential form of communication. Forrester Research—94% of consumers trust word of mouth and 84% of business buyers say WOM has the greatest influence on them. </li></ul>

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Okay, but WHY? <ul><li>The latest Nielsen Global Online Consumer survey polled 25,000+ online consumers. Here are forms of advertising they trust: </li></ul><ul><li>Recommendations from people known 90% </li></ul><ul><li>Consumer opinions posted online 70% </li></ul><ul><li>Brand websites 70% </li></ul><ul><li>Magazines 59% </li></ul><ul><li>Email signed up for 54% </li></ul>

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Okay, but WHY? <ul><li>Who is using Social Networking: </li></ul><ul><li>75% of online adults 18-24 have a profile </li></ul><ul><li>57% of online adults 25-34 have a profile </li></ul><ul><li>30% of online adults 35-44 have a profile </li></ul><ul><li>19% of online adults 45-54 have a profile </li></ul><ul><li>10% of online adults 55-64 have a profile </li></ul><ul><li>7% of online adults 65+ have a profile </li></ul><ul><li>Pew Internet research 2009 </li></ul>

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Okay, but WHY? <ul><li>Points to Ponder if you’re not convinced: </li></ul><ul><li>How do you know what people are saying about you? </li></ul><ul><li>What’s going on in your marketplace? </li></ul><ul><li>Do you have an authentic voice? </li></ul><ul><li>Do you have credibility? </li></ul><ul><li>Are you giving up an advantage? </li></ul><ul><li>Are you becoming a dinosaur? </li></ul>

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Okay, but WHY? <ul><li>Need more convincing? Consider: </li></ul><ul><li>Cost efficient </li></ul><ul><li>Growing audience </li></ul><ul><li>Two-way communication </li></ul><ul><li>Personal touch </li></ul><ul><li>Differentiate </li></ul><ul><li>Improve search results </li></ul><ul><li>New channel for customer service </li></ul>

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Okay, okay, but NOW what? <ul><li>Set goals </li></ul><ul><li>Set budget </li></ul><ul><li>Set policy </li></ul><ul><li>Decide the how </li></ul><ul><li>Get your toes wet </li></ul>

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Okay, okay, but NOW what? <ul><li>Setting Goals—examples </li></ul><ul><ul><li>Increase website traffic and increase sales </li></ul></ul><ul><ul><li>Learn about our customers </li></ul></ul><ul><ul><li>Mitigate negative commentary </li></ul></ul><ul><ul><li>Manage a crisis </li></ul></ul><ul><ul><li>Reward loyal customers </li></ul></ul><ul><ul><li>Share our corporate culture </li></ul></ul><ul><ul><li>Create a new service channel </li></ul></ul>

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Okay, okay but NOW what? <ul><ul><li>Set budget </li></ul></ul><ul><ul><ul><li>Social is not free </li></ul></ul></ul><ul><ul><ul><li>Decide what you are willing to spend </li></ul></ul></ul><ul><ul><ul><ul><li>Remember, internal resources have costs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>How important is design versus execution </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Plan based on seasonality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Measure what you can </li></ul></ul></ul></ul>

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Okay, okay but NOW what? <ul><li>Set policy </li></ul><ul><ul><li>Who is empowered to socialize? </li></ul></ul><ul><ul><li>What is the company policy on how to address complaints? </li></ul></ul><ul><ul><li>What is your strategy for negative commentary? </li></ul></ul>

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Okay, okay but NOW what? <ul><li>Decide the how </li></ul><ul><ul><li>Internal vs. Outsourcing or both </li></ul></ul><ul><ul><li>How will this blend with other responsibilities? </li></ul></ul><ul><ul><li>Who has the required skill set? </li></ul></ul><ul><ul><li>What channels make most sense for my business? </li></ul></ul>

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Okay, okay, but NOW what? <ul><li>Get your toes wet </li></ul><ul><ul><li>Create an email address for all social </li></ul></ul><ul><ul><li>Set up accounts for social channels </li></ul></ul><ul><ul><li>Learn the lingo and the culture </li></ul></ul><ul><ul><li>Populate with content </li></ul></ul><ul><ul><li>Become a fan, follower, friend, etc. and others will reciprocate </li></ul></ul>

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Real Life Things that Work <ul><li>Links </li></ul><ul><ul><li>It would be great if the link were actually here… </li></ul></ul><ul><li>Special Offers (discounts, coupons, free item in return for following) </li></ul><ul><ul><li>Two Free Nights - that's a sweet deal! When you book a 7-night stay, pay for only 5 nights. http://www.gulfshoresplantation.com/specials </li></ul></ul>

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Real Life Things that Work <ul><li>Photos/videos </li></ul><ul><ul><li>Post a great photo and </li></ul></ul><ul><ul><li>watch the comments </li></ul></ul><ul><ul><li>come in! </li></ul></ul>

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Real Life Things that Work <ul><li>Contests and Blogs Bring Eyeballs </li></ul><ul><ul><li>Contests drive traffic and &quot;joining in“ </li></ul></ul><ul><ul><li>Write interesting things and people will read! </li></ul></ul>

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Real Life Things that Work <ul><li>The biggest thing that works? LISTEN and respond… </li></ul>

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Real Life Things that Work <ul><li>LISTEN and respond… </li></ul>

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Real Life Things that Work <ul><li>LISTEN and respond… </li></ul>

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<ul><li>Feeling overwhelmed? Some resources offering help: </li></ul><ul><li>Mashable.com—Great articles, how-tos, new products and tools, the experts on social </li></ul><ul><li>MediaPost.com—great newsletters by topic, social and all other online channels </li></ul><ul><li>BloggerThemes.net—design templates for your Blogger account </li></ul><ul><li>Tweetdeck.com—a tool for managing Twitter and Facebook accounts </li></ul>

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You CAN do it! <ul><li>Ask for help </li></ul><ul><li>Stay on message </li></ul><ul><li>LISTEN </li></ul><ul><li>Measure what you can </li></ul>

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Go socialize! <ul><li>Get started and have fun! </li></ul><ul><li>Thank you for your attention </li></ul><ul><li>Check www.GMStheBEST.biz for this presentation </li></ul>