Presentation on Social Media for the 7th World Chambers Congress in Mexico, June 2011. Covers: why social media, social media and small business, examples o

1. Social Media:
Expanding Chamber Reach
Ekaterina Walter
Intel Social Media Strategist
@Ekaterina
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2. AGENDA
 Why Social Media
 Social Media and Your Customers
 Social Media and Your Peers
 Case Studies and Tips
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4. “Social Media isn’t a
fad, it’s the
fundamental shift in
the way we
communicate”
Erik Qualman
author of Socialnomics
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5. Motivations…
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6. Consumer Expectations
Companies/Brands Should:
listen to what I have to say
show that they care
connect with me where I am
respond in a timely manner
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7. Social Media – the Platform for Connection
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8. Are Your Die-Hard Fans Part of Your Community?
Die Hard Intel Fan - Damien Bayless
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9. My Personal Story
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11. Years to Reach 50M Users:
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19. 40% of Fortune 100 Companies Show Website Traffic Decreasing
Source: Adgregate and Webtrends
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20. Your Customers and Social Media
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26. Social Marketing‟s Benefits Rival Email for SMB
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27. Ramon DeLeon
Operating Partner
Domino‟s Pizza Chicago
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29. Quotes from Ramon
 “I got on Facebook because I wanted to sell my pizzas to
college students back in 2005”
 “One of my customers posted a video of them getting/eating
my pizza. It was viewed 1500 times in the first 2hrs. You
can‟t pay for stuff like that!”
 “I saw a pregnant lady tweeting about being hungry. By the
time she got to her hotel, I had pizza waiting for her. She had a
party and ordered pizza for everyone”
 “I learn about my potential customers through Twitter, start
conversations with them, they become my customers”
 “The most valuable piece of real estate is your Facebook wall,
because people share it with others”
 “I share a lot of product photos. If you weren‟t hungry earlier,
you are hungry now!”
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30. Quotes from Ramon (cont.)
 “I get out and meet people and get to know them, I do
fundraisers at schools, I mentor students, I connect with
artists on MySpace, I pay attention to sport events in town”
 “I have my own hashtag #RamonWOW, anyone can tweet me
and get pizza delivery in record time (12 mins)”
 “I send „thank you‟ videos to my customers”
 “I promote my customers in my print menus – my Foursquare
mayors always get a shoutout”
 “My products have hashtags – if you
want to see product review, just search
for them on Twitter”
 “Be inspired and you‟ll be in demand”
Ramon‟s video: http://bit.ly/i1JQXv
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31. Learning From Your Peers
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32. Otago Chamber of Commerce, New Zealand
Social Pioneers
John Chrystie Paul Allen
Chief Executive Business Resources
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35. Promoting Your Social Presence
 Printed newsletters
 Business training programs
 Word of mouth
 Email
 Website
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36. Benefits of Social Media
 Increased attendance at events and training
 Real-time communication
 Quick dissemination of information
 Trend spotting on topics of community discussions/concerns
 Building relationships with local businesses
(current and potential members)
 Lead generation (finding new members)
 Knowledge-sharing with other chambers
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37. Adding Value to Your Customers
“ Over the past 18 months we have run various workshops
on using social media for business and for community
groups. Businesses in attendance: local government, small
and medium enterprises, sole traders, not-for-profit and
community organizations. Many of the participants have
since connected with the Chamber via Twitter and Facebook.
More importantly, these businesses are growing their
presence online with potential and current clients. “
- Paul Allen
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38. Salem Chamber of Commerce, USA
Social Pioneer
Kyle J. Sexton
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42. Case Studies and Tips
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43. Listen!
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44. Use Twitter for Sales and Support
$6.5M in revenue in „10
Changed products and processes in response to social brand chatter –
find out about problems with products 6 weeks earlier than in the past
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45. Foster Relationships with Bloggers and Influencers
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46. Use YouTube to Drive Sales
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47. Create a Self-Sustaining Community
TurboTax created a customer service wiki that allowed
TurboTax users to answer questions and provide tips to
others
Results: 40% of user questions were answered by other
customers at a higher rate of accuracy than the traditional
call center
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48. Integrate Social Networks into Your Website
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49. Consider the Move to Facebook Commerce
On the first day of launch the sales quadrupled
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50. Consider the Power of Facebook Integration
Giantnerd.com, a shopping site for outdoor
gear, saw a doubling in revenue generated
from Facebook within 2 weeks of adding the
Like button
American Eagle saw users
referred by Facebook spend 57%
more than average on the site
Every time Facebook user posted on
newsfeed that they bought a ticket, friends
spent an additional $5.30. Every Facebook
link generated $2.52 in sales
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51. Take Advantage of Location-Based Services
For opening weekend of Men’s Store
in NYC, Coach gave away free cologne
($85 value) to the first 200 customers
who checked into the store on
Foursquare. 10% of traffic to the
store that weekend came with
Foursquare check ins.
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52. Blog!
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53. Integrate Traditional and Social
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54. Tap into the Power of User-Generated Content
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55. Make Every Single Piece of Content Sharable
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56. Generate Leads
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57. Drive Organic Traffic and Leads with SEO
 Make sure you have consistent social presence
 Blog! Address pain-points, provide value
 Use the right keyword strategy
(no industry jargon, customer speak)
 Study where traffic comes from
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58. Use Social Media to Drive Participation
in Offline Events
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59. Things to Remember about Social Media
 Just like relationship-building it takes time and effort
 Set the right expectations with customers on response time
 You get what you give… provide value and help
 Continually learn to stay relevant
 Don‟t be afraid to experiment
 If you are not sure where to start, start small
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60. Your business relies on
word of mouth (WOM),
social media is not a
nice-to-have anymore,
it’s a must-have!
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61. Thank You!
Ekaterina Walter
ekaterina.walter@intel.com
http://www.ekaterinawalter.com
Twitter: @Ekaterina
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