1. A Resource Guide and Case Study for Small
and Medium Businesses
LDCA Luncheon February 7, 2013
Don Baldwin
Alyssa Morishita
Creative Commons Licenses by Donald
Baldwin, Trademarks owned by Companies

2. Social Marketing Pluses and Minuses
Social Marketing Channels
New Media
Half Price Deals
Case Study: Lloyd Center Ice Rink
Case Study: Portland Aquarium
Case Study: Rose Garden

3. Social Marketing Preeminent Method
Social Marketing overcomes Traditional
Promotion
One to Many v. One to One
Human Mind Filters out Messages v. Interest
Expensive (especially TV) v. Inexpensive
Fractured Channels v. Direct Channel
TV and Newspapers examples
Engages Consumers
Base Relationship to build sales

4. Takes Time
Companies really need to understand the
new medium
Coping with Negative Comments
Consumer interest can be fickle: MySpace
Marketers need to be flexible in a rapidly
changing environment

6. 1 Billion Active Users 9/12
54% of total US residents
More than 50% Mobile
Features:
Privacy Settings
News Feed
Messaging
Games/Apps
‘Like’
Advertising

7. Microblog, Older users
Hashtags: #LDCA
@username
RT: Retweet
Usage
Pointless babble – 40%
Conversational – 38%
Pass-along value – 9%
Self-promotion – 6%
Spam – 4%
News – 4%

8. Graphic Blog, Female User Base
Ages 35 – 44
Fastest Growing Social Media Site
Users pin pictures to ‘boards’
New users invited
Famous for recipes, crafts and DIY
Interact with Followers

9. Photo and Social Community
1M users in Dec. 2010
5M Apr. 2011
10M Sep. 2011
30M Apr. 2012
Facebook bought site for $1B, Apr. 2012

10. Targeted Audience/Demographic
Better Service from Feedback
Measure Demographics and Penetration
Age
How did they hear about events?
Radio, TV
Newspaper
Commercials
Zip Code

11. Adwords by Google
Sponsored Ads on Facebook and Twitter
E-Mail Blasts
Services to Manage Posts
Hootsuite
Tweet Deck
Social Engage

12. Groupon, Living Social
500 competitors
Advantages:
Self-supporting Advertising
Wide audience impact
Trackable
Disadvantages:
When too many sell…
Cannibalization of Sales
Customer Churn

13. Social Marketer and New Media
Groupons
Adwords
Email marketing
Facebook Page and Twitter
Hootsuite
Direct Mail via USPS
Web Sales

20. 70,000 Guests in the First Two Months
Building relationship with guests:
Posting guest photos
Staff Photos with special needs guest
Guest Reviews
Interactive Posts
Positive Reaction to Guest Concerns
Feed the Animals

23. 72,606 Facebook Fans
Building relationships with guests:
Facebook Sweepstakes
Interactive posts
Survey Monkey
Check ins
Positive Reaction to Guest Concerns

26. Hotels
Banks
Apartments
Retirement Homes
Developers

27. Social and New Marketing work for all
businesses
Create a Marketing Plan…Strategize!
Get Involved in your marketing
Use every means possible to distribute your
message
Know your customers (Identify Target Market)
Go where your customers live