Mastering Web 2.0: How You Can Integrate New Media to Bring in Money & Promote Your Brand
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Mastering Web 2.0 How You Can Integrate New Media to Bring in Money & Promote Your Brand Kimberly L. Sanberg Director, Ignitus Strategies
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With Facebook, blogs, Twitter, email, and YouTube, how do you determine which new media will work for your organization? Kimberly will show how Ignitus Strategies has used new media to help nonprofit and for-profit clients to grow email lists, build brands, and bring in more money. She will walk through case studies demonstrating how organizations can integrate new media with traditional marketing to reach current and future customers and increase sales. Kimberly will explain how, through a 6-week new media campaign, an environmental organization raised $80,000, grew its email list by 15,000, and spread its brand to 20,000 new supporters. She will also cover: > Advantages and disadvantages of various forms of new media > Expectations of online customers > Key metrics to monitor and benchmarks
Transcript of Mastering Web 2.0: How You Can Integrate New Media to Bring in Money & Promote Your Brand
Mastering Web 2.0
How You Can Integrate New Media to Bring in Money &
Promote Your Brand
Kimberly L. SanbergDirector, Ignitus Strategies
6 Things You’ll Learn
1. What exactly social media is
2. Who’s really using Facebook & Twitter
3. Advantages of different types of social media
4. How to determine what’s right for you
5. Metrics to watch
6. How to apply all of this: case study
Case Study: How to Get Here
New Media Is:
• The internet• Chat rooms• Digital cameras• Online video• Email• Websites• Social media
Traditional Media Is:
• Direct mail
• Newspapers & magazines
• TV
• Billboards
• Radio
Social Media
image: http://www.biojobblog.com
Social Media Is Not
• A silver bullet for increasing sales or donations
• Just a way to push out information
• Something to dive into without a strategy
• Just for teens and 20 somethings
• A fad that will go away
Social Media Is
A way to
• Talk to customers & get feedback
• Engage in conversation
• Try out product ideas
• Promote events
• Share resources
• Increase customer loyalty
Popular Tools At-A-Glance
• Flickr: photo sharing
• YouTube: video sharing
• LinkedIn: professional networking
• MySpace & Facebook: social networking, video sharing, photo sharing, events
• Blogs: website content, engaging customers, casual conversation
• Twitter: short messages, rapid networking
OMG! No way. She said
that?
OMG! No way. She said
that?
Check out our new product! What do you
think?
Check out our new product! What do you
think?
Social Media: How It Works
5 Reasons You Should Use Social Media
1. It’s free
2. Your customers are already there
3. Reach a wider audience
4. Build customer loyalty
5. Increase sales or donations
Big 3 in Social Media for Businesses
blogs
What Your Customers Expect Online: It’s Changed
• To have a voice
• To have their questions answered
• Transparency
• Honesty
• Ability to give feedback
• To engage in a conversation
What Your Customers Expect Online: How It Helps You
• Test product and marketing ideas
• Engaged consumers are more loyal
• Your product and brand can spread virally via new media
Increased salesGreater brand recognition
Twitter: What Is It?
• A microblogging site
• Combination of AOL Instant Messenger, text messaging, & a blog
• 140 characters per tweet
twitter.com/Ignitus
Twitter: Who’s Using It
• Largest age demographic is 35-to-44-year-olds, who make up 25.9% of its users1
• Every day, 5-10 thousand Twitter accounts are created2
• It’s still growing
1 Time Magazine, August 2008 2 ComScore, December 2008
4.5 million unique visitors in December 2008
Compete 2009 siteanalytics.compete.com
Twitter: What It’s Good For
• Rapid networking
• Building relationships with customers
• Finding new customers
• Engaging in conversations about news items
• Staying on top of trends
• Getting feedback on products or ideas
Measuring Success on Twitter: Metrics to Monitor
• Number of followers
• Direct messages
• @ replies
• Retweets
• Tools to measure influence, eg TwitterFriends
Facebook: What Is It?
• A social networking site
• Where your customers are connecting with family, friends, and organizations
• Join groups, become come fans of businesses, donate money, send event invitations, share photos
Facebook: Who’s Using It
• 150 million active users
• Over half of Facebook users are outside of college
• Fastest growing age group is 30+
• 35-54 year old demographic is fastest: 276.4% growth rate in 6 months
• 55+ not far behind: 194.3% growth rate
Source: http://www.facebook.com/press
Facebook: What It’s Good For
• Creating an online community around your business
• Promoting events & products
• Engaging customers & getting feedback
• Promoting online contests
• Sharing videos & photos
• Building customer loyalty
Measuring Success on Facebook: Metrics to
Monitor
• Number of fans
• Number of wall posts
• Number of photos and videos added by fans
• What fans are saying
What is a Blog?
• Short for “weblog”
• Online journal
• Originally personal, then topical, now professional
Blogs: What They’re Good For
• Commenting on news items
• Giving your company a voice
• Increasing customer loyalty
• Engaging customers in a conversation
• Search engine optimization
Measuring Success with Blogs: Metrics to Monitor
• Website traffic (measure w/ Google Analytics)
• Number of comments
• Quality of comments
• Emails received related to blog
• Links back to blog
• Technorati.com
Deciding Which Social Media is Right for You
Think About…• Your marketing and
sales/fundraising strategies
• Long-term plan and goals
• Time available to commit
• Staff involvement needed
• Your audience: Where are they? What do they want? Ask them.
Bringing It All Together: Engaging Your Networks
How an Environmental Organization Integrated Social Media to Raise $81k
& Get 30,000 Petition Signatures
Goals
• Raise $20,000• Get 10,000 online petition
signatures• Get people excited about
the Farm Bill
Create Campaign Strategy
• Target Audience: People who eat organic
• Media to Reach Them: Email, website, social media
• Premium: Organic cotton reusable bag
• Pressing Issue: Tie campaign to legislation
• Deadline
Engage Supporters / Customers
• Commit time
• Have a plan & a timeline
• Ask questions & get feedback
• Answer questions: It’s a two-way conversation
• Build momentum & excitement
The Results
• Created engaged online communities for future campaigns
• Promoted their issue to a new audience
• Surpassed their goals
Surpassed Their Goals
Follow Through
Integration: Taking It A Step Further
• Website
• Direct mail
• Print advertising
• In-person meetings & events
Integration: How To Do It
• Same look and feel
• Similar message adapted to different media
In Conclusion
Decide What’s Right For You
• Establish goals, then choose social media
• Integrate social media with existing strategy
• Decide how much time you have to dedicate
• Don’t be afraid to experiment
Remember…• Engaged consumers are loyal customers
• A stellar presence doesn’t happen overnight
• Social media is about conversation: give and take
• Be prepared for criticism
• Everyone is new to social media
• It’s not going anywhere but up
Kimberly L. SanbergIgnitus Strategies
[email protected]://IgnitusStrategies.com
www.twitter.com/ignitus612.812.0188
View this presentation:
http://IgnitusStrategies.com/mdma.html
