1. Think Digital …
Digital Marketing Imperative
Social Media Marketing Course
Fall 2012
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2012

2. The Breakup
•
• http://www.youtube.com/watch?v=D3qltEtl
7H8&feature=player_embedded

3. Rules Have Changed
It was It’s now
Information Age -Broadcasting Digital Age - Conversing
Pushing message to client Pulling client to the message
One way message, controlled Interactive conversation, open dynamic
Business generated content User generated content
Interrupt client- direct immediate action Engage, build sustainable relationship
Attention economy .. .Interruption Attraction economy … Permission
Hard to measure results Real time metrics
Coveting information- protective Sharing information – transparent
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR, Advertising, DM Integrate media seamless across silos
Company promotes values Practice what you preach

4. Understanding the Digital
Dynamic
• The Digital WHO
• Global Marketplace Changes
• New Corporate Reality
• Customer Expectations
• Digital Mindset

5. Global Marketplace Changes
• Globalization… one marketplace
• Interdependence
• Control of media; consumer is publisher
• Immediate access to news and information
• Very fast broadband speed
• Mobile access to satellite GPS
• Open source technology

6. New Digital Divide
2011 Survey -902 US based executives
• 78% social strategy is critical to future
business success
BUT
• 27% digital strategy a top priority.
WHY the Gap?
What is preventing making it a priority?

7. New Corporate Reality
• Conversations generate exposure, sales
• Need to invest in customer relationship
• Train employees to treat customer as #1
• Not in control of customer response/Brand
• Track social media habits of target markets
• Company values “Live” in its Brand
• PR, advertising, online, social are seamless
• Digital changes are overwhelming
• Digital impact hard to measure

8. Customer Expectations
• Accept new role of customer as publisher
• Listen to customer needs, responses
• Care about customer as a person
• Respond with empathy and respect
• Provide Value with each interaction
• Go the extra mile
• Accessible for feedback
• Transparent, open, honest
• Consistent in living company values

9. Digital Mindset
• People use technologies to get things from
each other, rather from corporations
• Relationships the currency of exchange
• Transparency –open source
• Collaboration rules
• Real time sharing
• Immediate access
• Power to publish
• Looking for value
• Content is king

10. Keys to a
Digital Mindset
1. Listen to your clients and employees
2. Respond quickly and openly to their
feedback and concerns
3. Involve with Permission, Respect & Trust
4. Engage them in conversations; develop
sustainable relationships
• Translate values into superior customer
service; generate loyal Brand Advocates

11. Walmart’s Social Media Snafus
• Challenging image
• Transparency
• http://walmartwatch.com/wp-content/blogs.dir/2/files/pdf/flog_controversy.pdf
• Forcing consumers to handout on my turf
• Strategy – Eleven Moms blog about their
needs
• iPhone AP

12. What is Social Media
Marketing?
• Create Buzz- passes a message on
through user to user contact
• Create UGC ( user generated content)-
enables fans of a brand or company to
influence a message or other users via
digital venues
• Create Online Conversations- encourages
user participation and dialogue

13. Little Experience with
Social Media Marketing

14. What Are The Results?
• Generated Exposure 85%
• Increased my Website Traffic 63%
• Build New Business Partnerships 56%
• Generated Qualified Leads 48%
*Source is Social Media Industry Report 2010 by Michael Stelzner

15. Social Media Provides Value
• Kellogg COO - we are tripling social media spending
over the past three years and experiencing "great returns
on this investment.”
• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing,
Customer Service and Culture… Gross sales grew from
$1.6M (2000) to $1+ billion (2008) by focusing
relentlessly on customer service and culture – a potent
digital marketing tool.”
• McDonald’s “Our head of Social Media is the customer”
• Lenovo “We achieved cost savings by a 20% reduction
in call center activity as customers go to community
website for answers “

16. http://www.youtube.com/watch?v=UsN_-zz8TzM

17. About the Presenter
Ira Kaufman, President. Ira combines 30 years of rich experiences
with businesses and non-profits to guide them to leverage the power
of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design
interactive environments to by integrating traditional advertising,
online marketing, public relations and social media. His strong values
and sensitivity to organization innovation and change are the
foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior
Executive programs. Currently he is Assistant Professor, Lynchburg
College School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
www.entwinedigital.com