This presentation was made to the Virginia State SBDC Convention in Roanoke, VA. The Small Business Development Centers work with small business owners to help them be successful and utilize Chamber resources. Social media when integrated with other digital media and traditional media can help you maintain your competitive advantage and increase your customer touchpoints.
6. Social Media Live Update
http://www.personalizemedia.com/garys-social-media-count/
Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.
7. Where is your target market
• Facebook 400+ million active users
• Twitter 105+ million users
• LinkedIn 65 million users
• YouTube over 2 billion views / day
9. Digital Marketing
Strategic Imperative
1. Develop a Roadmap to
navigate the world of
digital media
2. Ask the right questions
3. Go beyond traditional
marketing as independent
silos; integrate your efforts
10. Powerful Social Media Strategy
Obama has 380% more
supporters than McCain
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more
supporters than McCain
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama has 403% more subscribers
than McCain & 905% more
Viewers than McCain
• “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 240 times more
followers than McCain
Obama:
@barackobama has 112,474 followers
McCain:
@JohnMcCain 4,603 followers
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
11. Marketing Rules are Changing
It was It’s now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Interrupt client- direct immediate action Engage, build relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks, product
12. Are You Leveraging
Digital Media
Opportunities?
It’s more than---
• Having a Facebook page
• Broadcasting Tweets
• Uploading YouTube Videos
• Blogging without a content
strategy
It’s Digital Media Optimization
14. Strategic Positioning
• Assessment –how to reach your market
• Branding – customer, values driven
• Online Hub- interactive, call to action
• Integrated Media Marketing
• ROI – Monitoring , Evaluation
15. How do you touch your
current and future customers ?
16. CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
Are YOU Listening ?
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009
18. What is a Digital Footprint
• Traces left by someone’s activity in a
digital environment
• Passive – “Data collected about an
action without any client activation” (e.g.,
IP information collected by a web server)
• Active – “Created when personal data is
released deliberately by the user for the
purpose of sharing information about
oneself”
http://en.wikipedia.org/wiki/Digital_footprint. 20 Aug 2009.
20. Proving Digital Works
Track - Evaluate - ROI
Webstats - Google Analytics
– Demographics
– Site activity and analysis
Track results/call to action
– Tracking URLS
Evaluate
– Benchmark-competition vs
projections vs goals
21. Sustaining Your Edge
Measurement Monitoring Evaluation
RGV
Resources
Time
$
Brand Power
Sales
Mentions
Search positions
Thought
leadership
Resources
Generating Value
22. If you think and operate with
new models, you will realize
new results
• In 2010 businesses will Integrate Digital
Marketing Strategies to realize a powerful
edge
• If you don’t respond, your competitive
advantage will be vulnerable
• You are about to change how your company
relates to its customers
23. Let’s Start Where You Are !
• Are your current marketing efforts
producing results?
• What are your metrics in each media
channel?
• How are you measuring success?
• Are you engaging your target markets?
24. Assess your digital footprint
Google your name or
company name.
Print out the first two
pages of results and
save them for later.
27. Prepare social networking profiles
Consistency
• Avatar or photo
• Keywords
• 140 characters
• 100 words
• novel
28. LinkedIn… professional network
• Complete profile
• Add connections 100+
• Get recommendations
• Join and create groups 50
• Ask and Answer questions
• Add applications
• Add Events
29. Facebook Business Page
• Companies must use Page
• Add form to gather emails
• Add photos, videos, links
• Add events, invite fans
• Engage in conversations
• Add FB widget to your website
30. Twitter… say it in 140 characters
• Select short username
• Add profile with keywords
• Listen then tweet
• Desktop client
• Follow and engage
• Don’t sell
• Powerful Search
search.twitter.com
31. Social Video
• Use video for blogs and
websites, facebook, twitter
• Create a YouTube channel
• Syndicate Your Videos
• Use videos for events,
special services, customer
service, how-to
33. Monitor Company Chatter
• Google Yahoo alerts
• Twitter search, Tweetbeep, Tweetminer
• Facebook newsfeed and status updates
• LinkedIn Q & A
• Google Blog search
• SocialMentions.com
34. 10 Steps for a
Powerful Digital Footprint
Download at:
http://budurl.com/10stpft
35. About the Presenter
Patsy Stewart
Director Social Media and Training
Entwine, Inc
patsy@entwineinc.com
Patsy is the Director of Digital Media for Entwine, Inc., where she is
responsible for designing and implementing digital strategies as part of an
Integrated Media Marketing plan for Entwine clients. She is well known
throughout Virginia as a speaker, trainer and thought leader in Social
Media. She co-organized and leads a group of social media enthusiasts in
SW Virginia. She manages a recruitment team and was recognized as one
of the top 50 recruiters in the nation using Twitter/social media for
recruiting. Patsy also manages the website development business for
Entwine Inc.
www.entwineinc.com