Post on 21-Aug-2015
Social Media MarketingWhat does it all mean (to you)?
November 4, 2010
Another Definition
Social media is essentially a set of technologies and practices that enable the oldest and most powerful marketing tool there is -- word of mouth.
A Definition Of Social MediaSocial media describes the online tools that people and businesses use to share content, profiles, opinions, insights, experiences, perspectives, and media itself. Thus social media facilitates conversations and interaction online between groups of people.
SOCIAL MEDIA MARKETING (SMM) - a shift in marketing from a broadcast mechanism to a conversational mechanism between you and your audience. Building community around your brand - integrating the tools with your marketing strategy.
Okay, So Apply It To Marketing
It’s about communication & COMMUNITY.
Are There Benefits to SMM?
Neilsen, “Trust in Advertising” Oct. 2007
• Compatible with traditional marketing
• Easy to work into existing interactive
• Quick turnaround
• Low costs
What Are The Benefits of SMM?
• More conversations about your brand
• Impact on search engine rankings
• The power of recommendation
• Sidestepping online ad blindness
What Are The Benefits of SMM?
• Time intensive
• ROI is not immediate - but it’s measurable
• Yelling into the chasm
• Lots of unknowns
What Are The Challenges?
• Relevance is everything
• Message consistency
• Communication amateurs
• Letting go of your brand
What Are The Challenges?
• 75% of adults 18 - 24
• 57% of adults 25 - 34
• 30% of adults 35 - 44
• 19% of adults 45 - 54
• 17% of adults 55 - 64
Source: Pew Internet & American Life Project
Who Is Using Social Media?
UNDERSTAND THIS:
Your customers (as well as competitors) are using social media sites.
It’s just a matter of how long they’ll wait for you to join the conversation...
• The tools one person uses for
Social Media Marketing are vastly
different than the tools others may use.
Everyone Has A Unique Toolbox
What Tools Will You Need?
FOR BRANDING - positioning your company and message online for others to access
YOUR Web site
Social Media Marketing Tools
FOR BRANDING - positioning your company and message online for others to access
Blogware• Message / Positioning
• Content
• Newsletter
• Integrate
• Extension
• RSS
Social Media Marketing Tools
FOR BRANDING - positioning your company and message online for others to access
Video, Photo & Podcasts• Message / Positioning
• Content
• Syndication
• Integrate
• Space Saver
• RSS
Social Media Marketing Tools
Social Media Marketing ToolsFOR CONNECTING - building community within and around your brand with social media tools
Professional Networking• Professional Referrals
• H.R.
• Networking
• Sharing
FOR CONNECTING - building community within and around your brand with social media tools
Personal Networking• Personal Referrals
• Social Networking
• Sharing
• Demographics
Social Media Marketing Tools
FOR CONNECTING - building community within and around your brand with social media tools
Video / Tele-Conferencing• Online VoIP
• Economical
• Expandable
Social Media Marketing Tools
FOR CONNECTING - building community within and around your brand with social media tools
Social Event Manager• Accessible
• Invitation
• Calendar
• Pay Events
Social Media Marketing Tools
For DOCUMENTATION / RESEARCH & REFERENCE- sharing information specific to your community
Wikis• Public Knowledge
• Updatable
• Many / select
Social Media Marketing Tools
For CONTACT, CONVERSATION & TRACKING- staying on top of community developments, conversations, and engagement
Instant Presence App.• Conversation
• Message
• Real-time interaction(almost)
• Research
• RSS
Social Media Marketing Tools
For CONTACT, CONVERSATION & TRACKING- staying on top of community developments, conversations, and engagement
Bookmarking / Tracking• Research
• Reaction / rank
• Monitoring
• Current
• RSS
Social Media Marketing Tools
For CONTACT, CONVERSATION & TRACKING- staying on top of community developments, conversations, and engagement
Aggregation• Too much?
• RSS
Social Media Marketing Tools
How do these Social Media Marketing tools work together with traditional marketing tools?
Meals from the Heartland• Branding / collateral
• Web site
• Public Relations
• Media (TV, Radio)
• Metrics
Case Study
Meals from the Heartland - SMM Partnership
Case Study
Meals from the Heartland - GOALS
• What was MftH trying to achieve
• Brand positioning
• Fortify / develop new relationships
• New / better communication channel(s)
• New leads
• Educate & motivate
Case Study
Meals from the Heartland - ANALYSIS
• Differentiation of social media marketing approach• Competitive advantage - what works• Can SMM compliment / supplement existing
marketing efforts• Best practices - understanding of the tools• Keyword integration
Case Study
Meals from the Heartland - STRATEGY
• Which tools will work / support the goals• Will the tools connect with the target audience• How do we keep the messaging “human”• Who will be the “voice” of MftH• How will the content be of benefit
Case Study
Meals from the Heartland - MEASUREMENT
• Launch• Pre-Event• Campaign test• Post-Event
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - LESSONS
Find a social media marketing teamthat understands strategyand the integration ofSocial Media Marketingwith traditional marketing!
“Watch Where You’re Swinging That Thing.”TheBrandChef.com
Case Study
T.G.I. Friday’s - “Fan Woody” Campaign
• Facebook• Twitter• Campaign• Community• Follow-through?
Case Study
Panchero’s
• Twitter base• Blog• Facebook• Customer service• Events• Viral
Case Study
YES! …essentially it’s YOUR set of tools enabling the oldest and most
powerful marketing there is -- COMMUNITY COMMUNICATION.
Is Social Media Marketing For You?
“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”
– Chinese Proverb
2445 Fleur Drive, #148, Des Moines, Iowa 50321Phone: 515-257-MKTG (6584) • www.createWOWmarketing.comTwitter: @TheBrandChef • Andrew@createWOWmarketing.com
www.TheBrandChef.com