Marketing and Social Media Seminar No. 1

February 2, 2011

Overview• Marketing– Important for your Business– Traditional Media

• Social Media 101 • Email Marketing, Blogging, and Websites– How to Integrate

• Top 10 Tips for Social Media Marketing in 2011 • Question & Answer Panel– Featuring Local Businesses and Media Members Using

Social Media Now

Marketing - Important for Your Business

• The following definition was approved by the American Marketing Association Board of Directors: – Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)

• A push-pull-system in business describes the movement of a product or information between two subjects.– Consumers usually "pull" the goods or information they demand for

their needs.– Offerers or suppliers "push" them toward the consumers.

• Without marketing, where would your customers come from?

Traditional Marketing Media & Advertising

Traditional Marketing Tools of the Trade

Billboards Direct Mail Newspapers

Direct Mail Flyers Magazines

Radio Television Movie Theatres

…what else?

Promotional Items Banners Giveaways

Parade Floats Race Cars Stadium Signage

Team Sponsorships (Youth Leagues, Rec Leagues, etc.)

And more!

Social Media 101Social Media Allows Marketing to Become a Two-Way “Conversation”

Features, Advantages, & Benefits

Drawbacks Get the Most Out of Your Social Experience

Instantaneous Requires Consistent Monitoring

Mass CustomizationIt allows you to customize

your customer service experience for the masses.

Can Be Planned May Require You to Adapt on the Fly

Plan AheadUse the planning

opportunity to your benefit, but be prepared to

adjust your plans.

Anyone is Welcome Spam, Constant “One Way” Pushing

Listen & RespondBusinesses who make

effective use of the “give and take” will benefit.

Social Media 101 - FacebookSocial Media Allows Marketing to Become a Two-Way “Conversation”

Features, Advantages, & Benefits

Drawbacks Get the Most Out of Your Social Experience

Facebook Pageshttp://www.facebook.com/pages/http://www.facebook.com/pages/manage/

Profiles vs. Pages A page gives you advantages like

demographic information and analytics about your audience and content

.Vanity URLs You have to wait until you

get 25 “likes”/fans to register for a vanity URL.

Stop losing potential “likes” with “Find Us on

Facebook” - tell your audience exactly where

you are!

Facebook is Always Changing

Facebook is always changing.

Users are at the mercy of facebook’s design changes.

• Facebook page insights give you valuable analytic information

• You can view information on your fans/those who “like” your page and the growth of your follower count

• You can also review the content that your audience likes best or perhaps which days produce the most views

Social Media 101 - TwitterSocial Media Allows Marketing to Become a Two-Way “Conversation”

Features, Advantages, & Benefits

Drawbacks Get the Most Out of Your Social Experience

Always Available On-the-Go

Many users haven’t set up twitter on their mobile

device.

Pay attention to how and when your audience is

most active on twitter. (At work, when they’re out

around town, etc.)

Quick Rise to Fame “Twitter Quitters”60 % of Twitter Users Quit

in the First Month

Engage users from the beginning, but remember many won’t stick around…

and that’s ok!

Social Media in 140 Characters or Less

140 characters can be really limiting!

Use this opportunity to refine your conversational skills. What can you say in

140 instead of 300?

• @raleighing used his iPhone to respond to the twitter conversatoin

• @jhibbets used HootSuite, a desktop application on his computer

• @flipfloplisa used TweetDeck, a desktop application on her computer

Email Marketing, Blogging, and Websites

Website Email Marketing BloggingWhere to Get It and How to Use It

Lots of platforms out there – you no longer have to be a web design professional to have a basic web presence.

Once you get them to your website, how do you keep

them coming back? Get them on your email list!

Have some news to share but not really sure where it fits in your website content? Blog

about it!

Know What Works for You

Basic analytics can tell you where your traffic comes from

and how they got there.

All email service providers (ESP) provide basic

information: how many people opened your email, what they

clicked on, etc.

Turn on the comments feature and allow your readers to

provide feedback.

Costs

Minimal annual costs just for setting up. Development costs

can widely range.

Relatively low cost – sometimes even free – based on your list size and your ESP.

Generally free – can be part of your website or you can use a

third party provider!

Email Marketing, Blogging, and Websites:How to Integrate

Website Email Marketing Blogging

Make sure your link is everywhere! (Email

signature, facebook page, twitter bio, business cards,

and more.)

Signup forms do all of the work for you!

Import your blog feed to your facebook page using

the “Notes” feature.

Where else can you promote these three marketing tools?

Top 10 Tips for Social Media Marketing in 2011

6. Get instant feedback for your customers and put it to work for your business!

7. Integrate your networks – website, email, blog, facebook, and twitter can complement each other.

8. Evaluate third party management tools.

9. Connect with your industry, not just your customers.

10. Remember that it’s ok to take time to disconnect.

1. Make a calendar so that you can get started and keep going strong.

2. Stay up to date (at least occasionally!) on the changes or new features for each platform.

3. Figure out which tool(s) your audience responds best to – and work it!

4. Showcase your brand.5. Showcase your

personality!

Question & Answer Panel

• Lisa Stansbury– VP, Fred’s Beds– retail

• Mike Williams– Editor, Triangle.com– media

• Sonny Byrd– Head of Marketing,

Shoeboxed.com– services

• Eric Harris– Manager, The Pit– restaurant