Nama Social Media Final

SECTION 1: INTRODUCTION

PREPARED FOR BADGER NAMA - 11/18/2009

SOCIAL MEDIA MARKETING


INTRODUCTIONPRESENTATION OBJECTIVES



BRIEF COMPANY BACKGROUND

• Graphic design group located in Brookfield

• Opened in June 2006 by Jeff Coon, Brian Brinkman and Steve James

• Specialize in print design, web site design/programming and social media integration

• Work with internal Marketing Depts., Agencies, PR Firms


CLIENTS INCLUDE

• American Heart Association

• Baker Cheese, Inc.

• R&R Insurance

• Catholic Knights Insurance

• Wisconsin Association of Independent Colleges & Universities

• Milwaukee County Historical Society

• MeadWestvaco

• MPC Financial Services

• Primera Technology, Inc.

• Great American Train Company


AGENDA - IN THE SPIRIT OF SOCIAL MEDIA

• Social media overview

• How are companies using SM

• Survey results

• Questions/concerns with SM

• 10 Minute Break

• Top social media tools

• Basics of a social media plan

• Listening & analytic tools

• Break-out session (if time allows)

• Questions & Answers

WHAT IS SOCIAL MEDIA?

SECTION 2: SOCIAL MEDIA OVERVIEW


DEFINITION OF SOCIAL MEDIA

• User (meaning anyone) generated content (audio, video, text, graphics and images)

• We look at social media as all your online marketing efforts that promote your brand, engage with your audience and drive traffic to your web site

• Transforms monologues into dialogues - readers into publishers


3 TYPES OF SOCIAL MEDIA:

• Publish: Twitter, YouTube, Flickr, Yelp, Google Groups, Wikipedia, Blogs

• Share: Digg, del.icio.us, StumbleUpon, Reddit, Newsvine.com

• Network: Facebook, LinkedIn, MySpace, Friendster, Bebo


PUBLISH


SHARE


NETWORK


0

50

100

150

200

Frequency of Citation

181

6241 37 28

Blogs E-mail Podcasts Wikis Social Networking

THE TECHNOLOGY AND BRANDS DRIVINGSOCIAL MEDIA USE

Source: Content Connections, Social Media Study, February 2008 Methodology: Fielded Dec. 10, 2007 -Jan. 31, 2008, N=238


0

28

55

83

110

103

6050

4032

Facebook Twitter MySpace YouTube LinkedIn

MOST FREQUENTLY NAMED SOCIAL MEDIA BRANDS

Source: Content Connections, Social Media Study, February 2008 Methodology: Fielded Dec. 10, 2007 -Jan. 31, 2008, N=238


WHY SHOULD WE CARE?

• Social media is changing how we market

• Conversations are taking place (with or without you)

• There’s power in numbers

• SEO Benefits


OUTBOUND MARKETING

• Includes telemarketing, trade shows, direct mail, email blasts, print ads, TV/Radio ads

• Interruptive marketing - it’s becoming less effective as technology allows us to block it

• TiVo, Satellite Radio, iPods, Caller ID, Spam Filters, "Do not call" registry

• People don't need marketing - Google, Yahoo! Answers, Twitter, YouTube, Cnet, customer reviews

• We shouldn't abandon traditional marketing - just measure effectiveness and eliminate what’s not working


INBOUND MARKETING

• Includes SEO/SEM, blogging, social media, RSS, free tools/trials, viral videos

• Permission based marketing - people are finding you at a time that’s right for them

• No limits to time or space

• Content can be bookmarked, indexed by google, easily shared

PEOPLE ARE TALKING

• People are already talking. Join the conversation

• If you’re not talking, someone else will be(bank teller/myspace example)

• Motrin Mom's - example of those not listening

• Consumers control your brand - help guide them


THERE’S POWER IN NUMBERS

• Twitter - 7 million unique monthly visitors. At this rate, it’ll have nearly 100 million visitors the same time next year

• Facebook - 87.3 million unique visitors in June

• YouTube will serve 75 billion video streams to 375 million unique visitors in 2009




0%

10%

20%

30%

40%

25.0%

34.9%

20.8%

9.6% 9.8%

Less than 1 hr 1 - 3 hrs 4 - 6 hrs 7 - 9 hrs More than 9 hrs

US CONSUMERS WEEKLY TIME SPENT ONSOCIAL NETWORKS

Source: Razorfish, Consumer Experience Report, 2008 Methodology: Survey of U.S.consumers fielded June 2008, N=1,066


0%

13%

25%

38%

50%

45%

36%

23%

Social media websites Company/News sites Others

MORE CONSUMERS PASS ALONG WHAT THEY FIND ON SOCIAL MEDIA SITES TO FRIENDS

Source: DEI Worldwide/OTX, The Impact of Social Media on Purchasing Behavior Methodology: Survey fieldedAugust 2008, N=500


0%

18%

35%

53%

70%

70% 68%57%

49%44%

Social media websites Company websites Online news Review sites Wikis

SOCIAL MEDIA’S IMPACT ON PURCHASING BEHAVIOR

Source: DEI Worldwide/OTX, The Impact of Social Media on Purchasing Behavior Methodology: Survey fieldedAugust 2008, N=500


0%

18%

35%

53%

70%

60% 63%51% 52%56% 57%

Feel stronger connection with brand Feel better served by companies

SOCIAL MEDIA INTERACTION IMPROVES CONSUMER OPINIONS OF COMPANIES AND BRANDS

Source: Cone, Business in Social Media Study, 2008 Methodology: Fielded September 11 -12, 2008, N=1,092

Men Women Total

SECTION 3: HOW ARE COMPANIES USING SM.

HOW ARE COMPANIES USING SOCIAL MEDIA


HOW ARE COMPANIES USING SOCIAL MEDIA

• Influence brand reputation and increase brand awareness - State Farm Teen Driving Program

• Customer Service/Support - Print MagazineNationwide iPhone Application

• Product Sales - BlendTec

• Recruitment/Employee Support - Best Buy’s Blue Shirt Nation

• Generate Leads - HubSpot

• Increase Search Engine Ranking -Mailer Mailer

• Product Development -Snausages Breakfast Bites


Influence brand reputation & increase brand awareness

State Farm InsuranceBetter Teen Driving


Customer service and support

Print MagazineAddress change


Product sales

BlendTecWill it Blend?


Recruitment and employee support

Best BuyBlue Shirt Nation


Generate sales leads

HubSpotMarketing Resources


Increase search engine rankings

MailerMailerEmail Marketing Metrics Report


Product development

Del Monte FoodsSnausages Breakfast Bites

SECTION 4: SURVEY RESULTS

SURVEY RESULTS


1. WHICH SOCIAL MEDIA TOOLS, IF ANY, ARE YOU CURRENTLY USING FOR YOUR COMPANY.

22.5% - Twitter

22.5% - Facebook

16.9% - Not currently using social media

16.9% - LinkedIn

9.8% - YouTube

4.2% - Wordpress

2.8% - Flickr

2.8% - Blogger

0.0% - Slideshare


2. WHICH SOCIAL MEDIA TOOLS, IF ANY, ARE YOU CURRENTLY USING PERSONALLY.

37.5% - Facebook

23.8% - LinkedIn

17.0% - Twitter

11.3% - YouTube

4.5% - Not currently using social media

2.2% - Blogger

1.1% - Flickr

0.0% - Slideshare

0.0% - Wordpress


3. HOW ARE YOUR CUSTOMERS CURRENTLY FINDING OUT ABOUT YOUR PRODUCTS OR SERVICES?

21.1% - Print Advertising

20.4% - Trade Publications

13.3% - Online Advertising

11.9% - E-marketing

11.9% - Social Media

9.8% - Radio

4.9% - Other

4.2% - Television

2.1% - Outdoor Advertising


4. WHAT OBSTACLES, IF ANY, HAVE YOU FACED IN IMPLEMENTING A SOCIAL MEDIA STRATEGY?

23.9% - Lack of time and resources

21.3% - Lack of understanding

13.6% - Lack of solid ROI

11.9% - Concerns from management

10.2% - Our customers aren't using it

8.5% - Don't see the value in it

7.6% - Security risk


5. OF THE SOCIAL MEDIA TOOLS LISTED BELOW, SELECT THE 2 YOU'D MOST LIKE TO LEARN MORE ABOUT.

33.3% - Twitter

21.7% - Facebook

10.2% - Wordpress

8.9% - YouTube

7.6% - LinkedIn

7.6% - Flickr

5.1% - Slideshare

3.8% - Blogger

SECTION 5: QUESTIONS & CONCERNS

QUESTIONS & CONCERNS


WHAT IS THE FUTURE OF TWITTER, FACEBOOK, SM TOOLS?

• Tools will come and go - it’s not about the tools. Should always be about the people (which isn’t a new concept)

• People will always seek out information - showing up in search results is very important

• Technology is not an obstacle for upcoming generations

• It’ll only become more difficult to reach customers via outbound marketing - ie: TiVo, iPods, Caller ID

• Technology and mobile devices will continue to evolve, make staying “connected” the norm

• Already the mobile and online world’s are blending


HOW TO MEASURE ROI, SALES, LEADS

• Starts by clearly defining your goals and objectives

• What qualifies as a lead? When are they “sales ready”? How are you tracking conversions?

• Know where you started - benchmark and analyze current stats

• Develop custom landing pages

• Set-up site analytics

• Google AnalyticsGoogle URL BuilderURL ShortenersSocial Monitoring Tools


QUALITATIVE

• Are we participating in conversations we weren't before?

• Did we move from a monologue to a dialogue with customers?

• Do we have better insight on our customers view of our brand?

• Do we better understand our customers needs?


QUANTITATIVE

• Have web statistics increased?

• Have sales and/or leads increased? (what determines a lead - be specific)

• Has our google ranking increased?

• Have customer support calls decreased?


0% 18% 36% 54% 72% 90%

83%

61%

51%

51%

47%

41%

41%

27%

23%

Visits or page views

Search rankings

Leads generated

Post or comments

Email subscribers

Inbound links

Media mentions

RSS subscribers

Online revenue

METRICS USED TO EVALUATEEFFECTIVENESS OF SOCIAL MEDIA

Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886


WE'VE WORKED HARD TO CREATE A BRAND AND WON'T HAVE CONTROL OVER WHAT PEOPLE ARE SAYING.

• Set policies and rules of engagement (same corporate communication policies as email, internet, etc.)

• It's OK to lose control (social media is supposed to be real, truthful and transparent - not marketing speak)

• Think of this like a networking event - you don’t script those conversations

• Have an action plan to deal with negative publicity. Not every conversation about your company in the "real world" is positive

• Good companies have nothing to hide. Company brands should be a culture not a just a tagline (Navy Example - 16 Bloggers, 24 hours)


OUR CUSTOMERS AREN'T USING SOCIAL MEDIA.

• Are you sure? Have you profiled your entire audience? They don't have to be on Facebook. Find out where they hang out and go to them.

• Social media isn't right for everyone and every company but you may be missing out on a small but influential group of customers.

• Reach out to those you can and let them spread the word - they have offline contacts that you can reach thru their evangelism.

• Social media is cost effective. Doesn't take a large financial investment to at least listen.

• Even if your current customers aren't using social media, you're future customers are. Develop an on-going relationship now.


HOW DO WE REACH OUR CUSTOMERS?

• Spend plenty of time listening

• Go where they are. They may not be on the obvious sites

• Word of mouth still spreads offline - think about how to reach other influencers (ie: local press, manufacturers web sites, weather, stocks, etc.)

• Become a trusted and valuable resource and let them find you

• Provide content that solves a problem they have

• Join their community

• Ask questions without being “salesy”


OUR COMPANY IS BUILT ON PERSONAL RELATIONSHIPS. SOCIAL MEDIA IS TOO IMPERSONAL FOR OUR AUDIENCE.

• The backbone of social media is building and maintaining relationships

• Social media allows for greater outreach, expanded customer service and increased customer attention

• Social media allows for true 1 to 1 communication (Print Magazine)

• Relationships are built on trust. Social media encourages companies to be truthful and transparent


HOW TO SEPARATE PERSONAL & PROFESSIONAL LIFE

• There are settings that allow information to be completely private or only shown to a select group

• Facebook - Organize “friends” in listsTwitter - “Protect my tweets”

• Set up separate accounts for business and personal use

• Set up a private community or Wiki - ie: Ning, intranet, password protect

• It’s OK to be more casual in social media environment - that’s what allows for the personal connection

• We share personal information with our clients all the time


OUR PRODUCT OR SERVICE DOESN'T LEND ITSELF TO SOCIAL MEDIA.

• Whether you're B2B or B2C, or selling a product or a service, your customers are people and people are online

• Nearly every person looks for information online during a typical buying cycle. Find out where and reach out to them.

• Profile your audience, set objectives and strategies and find the appropriate technology to engage in conversation with them

• Customer Service? Brand Awareness? Product Sales? Find what fits with your company and your customers that ARE online.


0%

20%

40%

60%

80%

78% 78% 77%

22% 22% 23%

Consumers (B2C) Sm/Med businesses (B2B) Large businesses (B2B)

SOCIAL MEDIA USE CONSISTENT ACROSS TARGET CUSTOMER TYPE OR MARKETING CHANNEL

Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1,886

Yes, using social mediaNo, not using social media


HOW TO WORK WITH LEGAL DEPT. AND I.T.

• Have a member of each department on your social media team

• Develop social media and communication policies that everyone agrees on

• Discuss common concerns and how to work through those - security, productivity, profitability

• Clearly explain (with numbers) the goals of your program

• Only allow access to key members of departments - ie: Marketing, HR, IT, Sales, etc.

• Only allow access during lunch hours

• Host blogs and web sites off-site


HOW TO INCORPORATE SOCIAL MEDIA WITH “TRADITIONAL“ FORMS OF COMMUNICATION

• Identify where and how social media can fill a gap in offline marketing

• Give your audience multiple ways to get the same information - audio podcast, video, PDF

• Cross promote online and offline elements - ie: a direct mail piece that drives user to web site (unique URL for tracking purposes)


HOW TO SELL SOCIAL MEDIA TO YOUR BOSS/COMPANY

• Show case studies from competition or related companies

• Show potential reach, tracking capabilities, ROI (Brian Halligan)

• Cost comparison with offline effort (ie: direct mail vs. email/tweet)

• Start small. Show small successes

• Educate management - relate it to things they’re familiar with

• Create efficiencies/cost savings

• How do you get approval on print ads, trade pubs, billboards? Is it about impressions?


HOW TO MANAGE TIME/RESOURCES

• Start small and be very focused

• Set realistic parameters and stick to them - ie: 20 minutes a day

• Think beyond marketing department for content generation - ie: sales, HR, management, president

• Create publishing outline/templates

• Evaluate existing content - trade reports, presentations, speaking engagements, seminars

• Set up google alerts for industry-related topic ideas

• Evaluate current marketing efforts. Eliminate lowest ROI and reallocate resources

10 MINUTE BREAK

* 10 MINUTE BREAK *

SECTION 6: SOCIAL MEDIA TOOLS

SOCIAL MEDIA TOOLS


What is it?

Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as "tweets". Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as "followers".



Who uses it?

• Estimated Monthly Traffic: 27 Million U.S.

• 53% Female

• 43% Attended College

• 52% have HHI from $60K+

• 44% are 18-34 year olds

• 28% are 35-49 year olds

• 17% are 50+

• 75% Caucasian


How companies are using it

• Develop, monitor and promote your brand

• Interact with your customer base

• Track what people are saying about your company and brand

• Create buzz around upcoming events

• Help individual employees act as liaisons to the public

• Promote other content you’ve created, including webinars, blog posts or podcasts

• Develop direct relationships with bloggers and journalists for potential PR placement


MonsantoMonsanto is an agricultural company using innovation to help farmers produce more while conserving more. (Twittering done by Kathleen, Social Media Specialist)

http://twitter.com/monsantoco


AgChatA weekly conversation for folks involved in the business of growing food, fuel, feed and fiber on Tues., 8-10pm ET (created and moderated by @mpaynknoper)

http://twitter.com/agchat/






What is it?

Facebook is a social networking service that lets you connect with friends, co-workers, and others who share similar interests. Many use it as a way to stay in touch after finishing school, or as a way to share their life publicly.



Who uses it?

• Reaches 100M users monthly (U.S.)

• 45.3M active U.S. users (last 30 days)

• Females: 55%

• 45% of Facebook’s U.S. audience is now 26 years old or older

• Fastest growing segment: Women over 55, up 175.3% in the last 120 days

• The 55+ demo is not far behind with a 194.3% growth rate

• The 25-34 year population on Facebook is doubling every 6 months



• Get found by people who are searching for your products or services

• Connect and engage with current and potential customers

• Create a community around your business

• Promote other content you create, including webinars, blog articles, or other resources


Advocates for AgricultureAdvocates for Agriculture works with producers and shares the importance of telling the story of production agriculture to our consumers. Troy and Stacy Hadrick are cow calf producers from South Dakota.

www.advocatesforag.comhttp://www.facebook.com/AdvocatesForAg

http://www.advocatesforag.com








South Dakota Farm FamiliesWe are farmers, ranchers and other members of rural communities across South Dakota who believe in growing agriculture, the number one industry in our state. This page is maintained by Ag United For South Dakota.

http://www.facebook.com/pages/South-Dakota-Farm-Families/73454219643






AGCOcorpAGCO is the largest pure play, full-line equipment manufacture focused exclusively on agriculture. Our brands are sold in more than 140 countries through one of the largest distribution networks in the industry.

http://www.facebook.com/AGCOcorp





Bader Bros. Inc.Bader Bros. Inc. has been serving area farmers since 1934, in Reese. With locations also in Birch Run, Saginaw, and Hillman the authorized John Deere dealer (except Hillman) serves Tuscola,Saginaw, Bay, Genesee and Alpena counties!

http://www.facebook.com/pages/Reese-MI/BADER-BROS-INC/161359051907?v=app_2347471856#/pages/Reese-MI/BADER-BROS-INC/161359051907?v=wall










What is it?

LinkedIn is the world’s largest professional network with over 43 million members representing 150 industries around the world. LinkedIn connects you to your contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.



Who uses it?

• Executives from all Fortune 500 companies are represented

• Average Age: 43

• Household Income: $108,000

• 54% Male

• 49% are business decision makers

• 95% are college educated

• 7.8% are C-Level Executives

• 16% are Senior Management



• Find and be introduced to potential clients

• Collaborate on projects, gather data, share files and solve problems

• Gain new insights from discussions

• Discover inside connections that can help land jobs

• Post job listings

• Demonstrating Expertise through Q&A

• Increase corporate site SEO






What is it?

YouTube is a video sharing website on which users can upload and share videos. Most of the content on YouTube has been uploaded by individuals, although media corporations and other organizations offer some of their material via the site, as part of the YouTube partnership program.



Who uses it?

• 79.7M people per month

• 50/50 Split - Male to Females

• 43% of audience are 35 yrs. +

• 54% have HHI of $60K +

• 39% went to college

• 60% of visits come from “Regulars”

• 15% of visits come from “Passers-By”



• YouTube is Number 2 Search Engine behind Google - large search volume but less competition

• Google Results:755,000 for "corn producers"YouTube Results:1,020 for "corn producers"

• Interact and engage with community

• Produce and distribute videos with a small budget but large exposure

• Incorporate video into site without causing bandwidth issues


Jeffrey EagerMichigan Crop Farmer ,Pioneer Hibred Int. Sales rep

http://www.youtube.com/eagerjeffrey




Gilmer Dairy FarmWill Gilmer is a third-generation dairyman who owns and operates Gilmer Dairy Farm in partnership with his father, David in Lamar County, Alabama Post a series of video updates called "The MooTube Minute" as well as various other videos from around the farm.

http://www.youtube.com/gilmerdairy






The Real Farm GirlWe farm about 3000 acres and have about 800 head of cattle including 450 milk cows. I would love to offer any education to anyone who wants to learn about life on a farm. We genuinely care for our animals and try and have fun throughout the day.

http://www.youtube.com/therealfarmgirl





SECTION 7: SOCIAL MEDIA STRATEGY BASICS

THE BASICS OF A SOCIAL MEDIA STRATEGY


LISTENUsing appropriate online tools monitor blogs, communities, twitter

posts, news feeds, etc.


PROFILETake the time to develop detailed customer profiles.


SET GOALSSet very specific goals and how you’re going to measure results.


DEVELOP STRATEGYDevelop strategy based on the POST method -

People, Objectives, Strategy, Technology


CHOOSE TECHNOLOGYCreate accounts, set up profiles, join communities


MONITOR RESULTSConstantly review your site analytics and the metrics you

defined in your social media strategy


ADJUSTHave a plan for growth and redirection. Remain flexible.

SECTION 8: LISTENING & MONITORING TOOLS

LISTENING & MONITORING TOOLS

• Google Alerts

• HootSuite

• TweetDeck

• Twitterific

• Sideline

• Monitter

• Technorati

• Social Mention

• Trendrr

• Lexicon

• Twendz

• Twitter Search

• TweetBeep

• Twubs

• TweetChat

• Radian6

• ScoutLabs

• TechrigySM2








Google Alertswww.google.com/alerts




SECTION 9: ANALYTIC TOOLS

ANALYTIC TOOLS

• Google Analytics

• Facebook Fans

• Facebook Insights

• Twitter followers

• Twitter Lists

• Blog Stats

• Websitegrader.com

• Twittergrader.com

• Alexa.com

• Quantcast.com




SECTION 10: BREAK-OUT SESSION

BREAK-OUT SESSION

SECTION 10: BREAK-OUT SESSION

• Where do you seek out information when making a purchasing decision?

• What media types do you prefer and why?

• When developing a social media strategy, what lessons can be taken from the offline groups/networks you currently belong to?

• What are the benefits of blogging?

• What are some keywords that describe your market/industry? Are consumers searching for those same terms?

BREAK-OUT SESSION QUESTIONS

SECTION 11: QUESTIONS AND ANSWERS

QUESTIONS & ANSWERSTHANK YOU FOR YOUR TIME TODAY