Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Miva Merchant Users Conference 2010 Social Media Workshop
1. Marketing with Social Media
Hal Lublin, CSM
President of BuzzBuilderz
CMO of the Social Media Marketing Institute
Co-Director of Programming, Social Media Club L.A.
7. Why Has Marketing Changed?
Too Much Noise!!! David Shenk, in his
book Data Smog, states
that the average
American encountered
560 daily advertising
messages in 1971
16. Social Media is different because you:
ENGAGE consumers
LISTEN to consumers so you can understand what they
want and need
17. Social Media is different because you:
ENGAGE consumers
LISTEN to consumers so you can understand what they
want and need
Become a valued member of the COMMUNITY
18. Social Media is different because you:
ENGAGE consumers
LISTEN to consumers so you can understand what they
want and need
Become a valued member of the COMMUNITY
Establish expertise and EARN trust
19. Here’s The Difference
“I spend time “People I’ve
and money reaching never met choose
out to strangers me to do
hoping they’ll choose business!”
me”
A collection of websites that allow people to create & share content, engage in conversations and stay connected to one another.
A set of powerful tools businesses can use to engage new clients, keep existing clients, earn trust and establish exper A collection of websites that allow people to create & share content, engage in conversations and stay connected to one another.
A set of powerful tools businesses can use to engage new clients, keep existing clients, earn trust and establish expertise
A Fad
A Magic Bullet
A Sales Tool
One Size Fits All
Billboards, Television Ads, Email Blasts
Web 1.0 Marketing is comprised of:
Static websites supported by print advertising
SEM Campaigns
Pay Per Click Advertising
It may include buying “Exclusive” Internet Leads or Email Campaigns
What happens in Vegas goes on Facebook and Youtube and Twitter. Online is permanent. I could stream this live to the internet right now from my phone.
Use google alerts to monitor mentions of your company, competitors, key words and phrases related to your industry/service/product
Use google alerts to monitor mentions of your company, competitors, key words and phrases related to your industry/service/product
Use google alerts to monitor mentions of your company, competitors, key words and phrases related to your industry/service/product
Can act as a home-base or a place where it’s OK to capture/convert
Bridge between Traditional & New Media
Encouraging Comments/Feedback creates a sense of ownership and community for the reader
Don’t just put out content; have a personality!
SOCIAL network - people don’t want advertisements or sales pitches
Business Pages & Groups allow you to connect with communities or give communities a home
Excellent relationship management tool
Twitter
Micro-Blog - posts are 140 characters or less
Great for initiating conversations and relationships
Number of Followers is NOT as important as QUALITY
People share pictures, links, news and opinion
Can give a human face to a company
Twitter
Micro-Blog - posts are 140 characters or less
Great for initiating conversations and relationships
Number of Followers is NOT as important as QUALITY
People share pictures, links, news and opinion
Can give a human face to a company
Twitter
Micro-Blog - posts are 140 characters or less
Great for initiating conversations and relationships
Number of Followers is NOT as important as QUALITY
People share pictures, links, news and opinion
Can give a human face to a company
LinkedIn
Formal, Business-Oriented Network
Your Online Resumé
Recommendations provide references and build reputation
Can be used as a hiring/vetting tool
Interaction through groups and “Answers”
LinkedIn
Formal, Business-Oriented Network
Your Online Resumé
Recommendations provide references and build reputation
Can be used as a hiring/vetting tool
Interaction through groups and “Answers”
LinkedIn
Formal, Business-Oriented Network
Your Online Resumé
Recommendations provide references and build reputation
Can be used as a hiring/vetting tool
Interaction through groups and “Answers”
Everybody wants to know the ROI of Social Media. We may not look at the dollars we bring in because social media isn’t a sales tool, but there are things we CAN measure. Clickthroughs on shared links. Views, Subscribers/Hits on a blog, linking information that tells us where people are getting to us from. But in a business setting, how about look at customer satisfaction? Cost reduction on the marketing side?
Let’s look at it another way. What’s your return on ignoring?
These steps not only lead to people who would buy your product, but people who will evangelize your product to others. The best sales tool you have is the satisfied customer.
When people feel ownership is your company, they want to participate in the successes and come to your aid when you’re attacked.
Have a Goal. WHY do you want to use social media? To deepen your relationship with your audience? Extend customer service? Crowdsource? Create stronger channels for customer feedback? The decision is yours, and you can’t really figure out what to measure until you know what you’re trying to achieve.
Honestly assess where you are. What do you do well? What are problem areas? Social media allows you to share your “awesome” with everyone, but it can also expose weaknesses.
Social Media doesn’t exist on an island. Your current marketing needs to inform your social media efforts, and in turn your social media efforts will influence your traditional marketing.
Tweet-ups. Social media club. If you don’t see a group, start one.