The document discusses how companies can use online marketing, especially social media, during an economic recession. It notes that a recession intensifies competition so companies must find customers online if they won't come naturally. It then provides tips for social media marketing, including sharing valuable content, targeting the right audiences, engaging with customers through various media, conversing with them, and providing excellent customer service. The overall message is that social media can help companies find and retain customers during tough economic times.
12. A recession intensifies competition
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
13. A recession intensifies competition
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
14. If the customers won’t come to you…
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
15. Leading online information resources
Search engines 3.79
Online rating systems 3.69
Discussion forums 3.52
Blogs 3.24
Company websites 3.11
Consumer advocacy sites 2.88
Social networking sites 2.5
RSS 2.35
YouTube 2.14
Microblogging sites 2.09
0 0.5 1 1.5 2 2.5 3 3.5 4
Search Marketing World 2009
Society for New Communications Research, “Exploring the LinkBetween Customer Care and Brand Reputation in the Age of Social Media” April 23, 2008
16. Social media marketing spend
“Assuming that the economy is in recession in the next six months, how
would you change your investment in social media?”
Stays the same
42%
Increase
53%
Decrease
5%
Search Marketing World 2009
Forrester Research, “Social Media Playtime Is Over”, March 2009
17. Customers are fickle
QuickTimeª and a
decompressor
are needed to see this picture.
Friends are loyal
Search Marketing World 2009
http://offbeatink.com/tattoo-designs/tattooed-baby-with-brand-endorsements/
18. Share
• Socialize
• Befriend
• Add value
• Become
indispensable
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http://www.flickr.com/photos/protoflux/544191007/
20. Engage
• E-mails
• Podcasts
• Webinars
• Video
• Export your
message
Search Marketing World 2009
http://www.flickr.com/photos/funtik/1175522045/
21. Converse
• Blogging
• Thought piece
authorship
• Relevant
speaking
engagements
• Join the
conversation
Search Marketing World 2009
http://www.flickr.com/photos/soylentgreen23/2995911291/
22. Blogs Brand Extension
Media Sites
E-commerce
Social Networks
Search Marketing World 2009
23. Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
24. Engagement is
another word for
really, really good
customer service
Search Marketing World 2009
25. “Our belief is that if
we keep putting great
products in front of
customers, they will
continue to open their
wallets”
Search Marketing World 2009
http://www.flickr.com/photos/techshownetwork/2961911760/
26. Thank You!
http://www.twitter.com/InteractiveMark
http://www.linkedin.com/in/InteractiveMark
Search Marketing World 2009