Marketing 2.0 The New Rules of Engagement presents
Marketing 2.0
Nov 16, 2014
This introduction to social media for small businesses gives you a an idea of how these relatively new tools might fit into your marketing agenda. When you're finished viewing the presentation, please contact us if you would like to sign up for our next seminar.
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Marketing 2.0The New Rules of Engagement
presents
Who has accounts? Which media? Use for personal? Use for work? What’s on your mind?
Warm Up
Who What Why How
Road map for our discussion
Your beliefs and social media can coexist. Think about how you can employ new ideas. Reflect on how it fits your business vision. Don’t be afraid to experiment. It’s OK. Enjoy yourself! Take at least one idea away and get started.
Rules of the road
It’s about linking people and groups with common interests to each other by delivering and exchanging content through new, emerging and scalable technologies.
It’s about many talking to many, not one talking to many.
It’s about democratizing information dissemination, i.e. everyone can be an expert.
What is social media all about?
Inform Educate Connect Exchange Communicate Sell Indoctrinate Reinforce
What is the purpose of social media?
Relationships are the social and economic currency of our day
Relationship marketing vs. product marketing
Quality of relationship is as important as price and quality in buyer-suppler interaction longevity
Sociological Trends: Relationships
People want to know other people’s business◦ 12 in 2000; more than 200 today◦ From celebrities to everyday people◦ Not you? Doesn’t matter. They want to know
about you.
Sociological Trends: Reality TV
If you can’t communicate, you’re dead in the water:
◦ Communication inspires, leads, educates and connects
◦ It’s important internally, with customers and with suppliers
Sociological Trends: Communication
From personalization to efficiency and back again
◦ Used to buy from the corner store◦ The Wal-Mart era◦ Organic and direct-from-producer foods
Sociological Trends: Authenticity
Print Radio TV Web Direct Social Media
Bottom Line: Everyone has different preferences
Media Trends
1994: 10,000 Web sites 2009: 239 million Web sites
A few years ago, a few million Facebook users
Today: 250 million Facebook users
Will it last?
Crowdsourcing Customer loyalty Stop interrupting
Why should I do it?
Profile Contacts Recommendations Introductions Groups Events Questions
Nearly 50 million users Individuals Companies (more recently) Job seekers Recruiters
Who is using social media? LinkedIn
http://www.linkedin.com Creating a company profile
How to create an account
Weather Channel Interactive
LinkedIn Case Study
Do be transparent Don’t get personal Do answer LinkedIn questions Do pose LinkedIn questions Do recommend others Don’t recommend everyone
Dos and Don’ts
Groups Pages Advertising LinkedIn App Blog Notes Causes
Surpassed MySpace in 2008 with 132 million users
Now 250 million users Companies Causes
Who is using social media? Facebook
Facebook Facebook Ads
How to create an account
Adobe◦ Maker of Photoshop◦ Real or fake?
Facebook users voted 13,000 added to page 10% played game 6% shared game 6% purchased product
Facebook Case Study
Do join groups Do join causes Do link your blog and tweets to Facebook Do become friends with customers and
suppliers Don’t go overboard on politics and issues Don’t be afraid to be interesting
Dos and Don’ts
Texting tool◦ 140 characters◦ Can include links
Tweets Twitter apps
Who is using social media? Twitter Growing a 1300% annual rate 40% retention rate 10% of users generate 90% of content
K-Mart Sponsored Tweet
Twitter Case Study
Don’t follow everybody Don’t accept every follower Do treat Twitter like a party
◦ Don’t just hang out with your friends◦ Get introduced to their friends
Do consider getting TweetDeck Don’t forget to have fun Don’t be afraid to stand out Do be relevant
Dos and Don’ts
The secret San Francisco sushi spot Yelp traffic is doubling every six months Other review sites have flattened
Yelp Case Study
Wordpress Blogspot Typepad Blogger Moveable Type Most allow you to use your own URL Example: marketingspoonful.com
Blogs
On July 31, 2006: 50 million blogs By 2008: 128 million Today: Nearly 200 million 400 million people globally read blogs Two blogs created each second 18 posts per second
Who is using social media? Blogs
Positions you as a thought leader Provides a point of contact Invites dialogue with stakeholders Enhances transparency
1. Monitor conversations2. Participate in conversations3. Shape conversations
Blog benefits
Hurricane Cancun and the power of timeliness
The importance of being an authority
Blog Case Study
Do pick relevant key words for headlines, tags, topics and copy
Don’t be alarmed if you don’t have 100 visitors the first day
Do update your blog at least twice a week Do link your blog to Twitter and facebook Don’t be afraid to incorporate pics and
video Comment on other blogs
Dos and Don’ts
We can learn from church, school, community organizations
Can be e-mail driven or as an attached pdf Include offers Include surveys Constantly give users reasons to visit site Don’t SPAM people
E-newsletters
Different people like to communicate in different ways◦ Facebook surpassed 1 billion messages per day◦ 3,000 messages per day; 10 are remembered
Media are more powerful when used together◦ Message must be heard 10 times to spur action
Things to remember
The New Rules of Marketing & PR◦ David Meerman Scott
Mashable.com AllFacebook.com
For further reading
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