Slide deck from Filtrbox & S2's webinar on blending social media with traditional marketing.

1. Social Media Strategies for Business
Blending Social Media With
Traditional Marketing
Sponsored by

2. Upcoming Webinars:
October 8th @ 5pm GMT/1 PM ET/ 10am PT:
Part I: “Social Media and B2B – Leveraging
Wikipedia, Wikis” w/David King from Gutenberg
PR
October 22nd @ 4pm GMT/1 PM ET/ 10am PT:
Part II: “Social Media and B2B – Micro
blogging“ w/David King From Gutenberg PR
©2009

3. Speaker Bios
Jeremy Toeman is an expert in digital media and
consumer technology, spending 10+ years designing Ari Newman is a passionate entrepreneur who
and marketing award-winning consumer electronics excels in creating value in ideas and technology and
and Web services. He’s currently partner at Stage thrives on the challenges and opportunities that
Two Consulting, a strategic marketing and media define early stage companies. He is President and
relations firm. In addition to running Stage Two, Founder of Filtrbox, a real-time social media
Jeremy conceived several new Web ventures in monitoring service that helps companies listen to
2009, including Legacy Locker, the safe and secure and engage in online conversations. In the year since
way to pass your logins to your family and loved launch, Filtrbox has grown to over 10,000 users and
ones; and TriviaonTwitter, a fun new way for brands hundreds of customers. Previously Ari was Founder
to connect with Twitter users by giving away real and Principal of Newman Venture Advisors, VP of
prizes to users tweeting answers to ongoing trivia Product Management at CreekPath Systems and
questions. Director of Operations at Volera. Ari’s expertise
includes SaaS, consumer internet, enterprise
Prior to Stage Two, Jeremy worked at Sling Media as application software, IP networks, enterprise
VP Product Management, where he was responsible storage, and social media marketing.
for guiding development of Slingbox, and architected
the company’s social media strategy. Sling Media He lives in Boulder, CO with his wife and two
was acquired by EchoStar in 2007. Previously, he children, where his happiest moments are when his
cofounded Mediabolic, a convergence technology 5 year old daughter agrees to watch cycling races
company acquired by Macrovision. with him..

4. Presentation Outline
• The evolution of marketing
• Traditional marketing vs. Social media marketing
• Looking ahead - blending social and traditional marketing
• How do we get there?
• Listen, Engage, Monitor, Lead
• Tools of the trade
• Not everyone needs a Facebook page
• Opt in via Twitter: is Twitter the new direct mail?
• Other good Twitter uses
• Best practices
• Case studies
©2009

5. The Evolution of Marketing
©2009

6. Traditional Marketing vs. Social Marketing
Traditional Marketing
Social Marketing
• Companies control the message • Word of Mouth (WOM)
• Specific audience w/specific target • Real-time (two way) communication
message
• Flexibility and growth
• One way conversation: company to • Adapt and change mid-campaign
consumer • More distribution channels
• Tools of the trade: focus groups, direct
• Building community
mail, advertising, etc. • SEO/SEM
• Tools of the trade: Facebook, Twitter,
• Database marketing Digg, Stumble Upon, etc.
• Spam
• Build a networks of influencers
• Ability to establish real trust
• Listen, learn, engage
©2009

7. Looking Ahead – Blending Social and
Traditional Marketing
Traditional Marketing
Social Media Marketing
©2009

8. How Do We Get
There?

9. Listen, Engage, Measure, Lead
4 Key steps in utilizing social media:
• Listen
• Engage
• Measure
• Lead

10. Listen
• Discovery comes first – use listening tools to see when,
where and what people are talking about
• Observe how customers are reacting, where the
conversation is going
• Assess how relevant/credible the source and
conversation really is
• Passive: watch the flow of mentions over time (skim the
treetops)
• Active: follow links, read comment threads, check out
followers, etc. (peel the onion)
• Watch trends, activity, and volume
©2009
www.esource.com || © 2009 E source

11. Engage
• Initiate conversation/discussion
• Golden Rule #1: Be Timely
• Golden Rule #2: Be Genuine
• Golden Rule #3: Be Helpful
• Golden Rule #4: Be Truthful
• Golden Rule #5: Be Consistent
• How? - Answer questions, provide useful links, publish tips,
dispel rumors, offer opinion, respond to complaints
©2009

12. Measure
• Are you making an impact?
• Implement measurable ROI
• Make sure results are real-time and cover the spectrum of the
media world: from micro blogs to network TV
• Start simple, then widen the net
• Essential items to track: company name, key mgmt., product
name, key competitors, industry terms
• Analyze activity, sentiment, mentions, and influencers
©2009
www.esource.com || © 2009 E source

13. Lead
• Build the foundations
• Focus on your customer’s needs and implement change
• Actively participate and initiate discussions
• Connect with influencers
• Blend online with offline – e.g. organize a MeetUp or Tweetup
• Build community and brand loyalty
©2009
www.esource.com || © 2009 E source

14. Tools of the Trade
• Filtrbox.com - real-time social media monitoring and alerts, http://
filtrbox.com
• Google Alerts - text alerts, http://www.google.com/alerts
• RSS Feeds
• Co-Tweet, http://cotweet.com; Seesmic Desktop, www.seesmic.com; and
TweetDeck - desktop Twitter app, http://tweetdeck.com
• Google Analytics, http://www.google.com/analytics
• Getsatisfaction, http://getsatisfaction.com/ and Uservoice https://
uservoice.com/
• Plugins: Share This, Sociable, Add This, Feedflare,
Digg, StumbleUpon, del.icio.us, etc.
• Insert Shiny New Object Here…
©2009

15. Not Everyone Needs a Facebook Page
When Social Media Isn’t Right:
• Your product has a limited audience
• You don’t have the resources or
support to succeed
• Need high volume
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16. Opt in Via Twitter:
Is it the New Direct Mail?
• People choose to consume your content
• People can opt-out at anytime
• 100% guaranteed opt-out
• Amazing platform for distribution of information,
content, and more about your product(s)/brand(s)
©2009

17. Other good Twitter uses
• Customer service – find your unhappy customers and
help them before they become ex-customers
• Product planning – learn from your users/potential
users about what new features/enhancements they
want
• Solicit use – great platform to find potential beta
testers
• Competitive research – watch, listen, and even engage!
©2009

18. Best Practices
• Full transparency and authenticity – always
• Don't spend on fluff or hype
• Get risky without risking anything
• Engage engage engage
• Stay nimble – platforms are changing far too rapidly
• Relationships aren't Rolodexes
• Understand that we aren't in Kansas anymore, and we
ain't goin' back!
©2009

19. Case Studies
• Bug Labs – launched the
company at a dinner
• Pogoplug – award-winning,
great sales; all
communication via blog,
community, and Twitter
• Boxee – defying all the
rules
©2009

20. Questions?
Speaker Contact Info:
Jeremy Toeman, Founder, Stage Two Consulting
@jtoeman or @S2, jeremy@stagetwoconsulting.com
Ari Newman, Founder and President, Filtrbox, Inc.
@arinewman or @filtrbox, ari@filtrbox.com
©2009