Social Marketing: Fitting the Pieces Together

HELLO!

MARKETING STRATEGY

SOCIAL MEDIA

STRATEGY

FACEBOOK [IS] NOT VERY APPLICABLE

TO US. IT’S MORE OF A PERSONAL

SOCIAL NETWORK AND WHEN YOU

GET INTO BUSINESS MESSAGES IT’S

ALMOST TOO INVASIVE. … THERE’S A

LINE YOU HAVE TO DRAW

[REGARDING] WHAT SOCIAL MEDIA

ACTUALLY MAKES SENSE AND HOW

YOU USE IT IN A PROFESSIONAL

BUSINESS ENVIRONMENT.

WHICH SOCIAL MEDIA TOOL

IS MOST USED BY

THE INC. 500?

TOOLS USED BY INC. 500 - 2010

0%

10%

20%

30%

40%

50%

60%

70%

80%

Facebook Twitter Blogging Online video Message/bulletin boards

Podcasting MySpace Foursquare Do not use

SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH

WHICH SOCIAL MEDIA

TOOL IS CONSIDERED

MOST EFFECTIVE

BY THE INC. 500?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Online video Message/bulletin boards

Blogging Facebook Twitter Podcasting

SUCCESS RATES REPORTED

BY INC. 500 - 2010

SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH

TAKEAWAYS

SOCIAL MEDIA IS USED BY 82% OF

THE INC. 500

SUCCESS RATES ARE HIGH

NO ONE TOOL WORKS FOR EVERYONE

WHAT’S RIGHT FOR SOMEONE ELSE MAY

NOT BE RIGHT FOR YOU

OTHER TOOLS WE

WOULD DISCUSS IF

WE HAD MORE TIME

FACEBOOK (IN MORE DETAIL)

LOCATION-BASED SOCIAL MEDIA

PODCASTING

PHOTO SHARING

CONSUMER OPINION

AND ABOUT 1,000 OTHERS

80% USE SOCIAL MEDIA

FOR RECRUITING…

AND 95% OF THOSE

USE LINKEDIN

FOCUSED

AUDIENCE

ONE NEW MEMBER

EVERY SECOND

100+ MILLION

MEMBERS

BLOGGING

SUBSTANTIVE

CONTENT

YOUR OWN

―PRINTING PRESS‖

READ BY >50%

OF INTERNET USERS

FOCUSED

COMMUNITY

140-CHAR LIMIT POSES

COMM CHALLENGES

CONTENT HIGHLY

PERISHABLE/SHORT

SHELF LIFE

TECH-SAVVY/LOYAL/

ACTIVE USER BASE

EXCELLENT

CUSTOMER SERVICE

TOOL

CONTENT MAY

NOT ALWAYS

BE FAVORABLE

STEEP LEARNING CURVE/

TECH THRESHOLD

SIGNIFICANT POSITIVE

IMPACT ON SEO/SEM

EXCELLENT

BRANDING TOOL

BLENDTEC

PROBLEM: GREAT PRODUCTS + WEAK BRANDING

= WEAK SALES

R&D TEAM HAD A PRACTICE OF BLENDING UP WOODEN

BOARDS TO TEST PRODUCT TOUGHNESS

WILL IT BLEND LAUNCHED 2006

INITIAL COST: ~$100 IN SUPPLIES

THE RESULTS:

700% INCREASE IN SALES

200,000+ YOUTUBE SUBSCRIBERS

MEDIA: TODAY SHOW, TONIGHT SHOW, HISTORY CHANNEL,

WALL STREET JOURNAL

BLENDTEC – KEYS TO SUCCESS

GREAT PRODUCT

AUTHENTICITY: HOST IS APPROACHABLE,

NOT OVERLY POLISHED

MEMORABLE AND FUN

GOT THE CUSTOMER INVOLVED (SUGGESTED ―BLENDS‖)

INTEXTUALITY: BLENDS INCLUDE BRANDS PEOPLE LOVE

(IPHONE, NIKE, RUBIK’S CUBE)

MESSAGE/

DISCUSSION BOARDS

EASIER TO USE,

MAINTAIN

FACILITATE SELF-SERVICE

MODERATED,

NOT AS PUBLIC

EXCELLENT FOR

CUSTOMER SERVICE

MESSAGE/

DISCUSSION BOARDS

NICHE

NETWORKS

THE ―NEXT BIG THING‖?

YOUR BRAND

DOMINATES

GREAT LISTENING TOOL

COMMUNITIES FOCUSED

AROUND A VERY SPECIFIC

INTEREST/INDUSTRY

STRATEGY DEVELOPMENT

TRAINING

IMPLEMENTATION

SOCIAL MEDIA TOOLS AND STRATEGIES

SOCIAL MEDIA IS JUST ONE PIECE OF THE MARKETING PUZZLE

THERE’S A STRONG BUSINESS CASE FOR SOCIAL MEDIA—BUT WHAT WORKS FOR SOMEONE ELSE MAY NOT WORK FOR YOU

KNOW YOUR GOALS, AUDIENCE AND WHAT YOU HAVE IN THE WAY OF RESOURCES BEFORE DECIDING WHICH TOOLS TO USE

THANKS!ASHERAGENCY.COM

FACEBOOK.COM/ASHERAGENCY

TWITTER.COM/ASHERAGENCY

4. CONVINCEANDCONVERT.COM

7. FLICKR/P8140008/MTNEER_MAN

8. FLICKR/MATTHEW MCVICKAR/ARROW AND TARGET

9. FLICKR/ALAN WOLF/AUDIENCE VISION 2020

10. FLICKR/COUNTING CHANGE FOR BREAKFAST/JUSTIN RASMUSSEN

12. CHRISANDJASONSHOW.COM/CHRIS_DUEL_S_BLOG.HTML

28. BUSINESSESGROW.COM