WOW social media_marketing 101 (2008)

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


Blogware• Message / Positioning

• Content

• Newsletter

• Integrate

• Extension

• RSS



Video, Photo & Podcasts• Message / Positioning

• Content

• Syndication

• Integrate

• Space Saver

• RSS


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



Video / Tele-Conferencing• Online VoIP

• Economical

• Expandable



Social Event Manager• Accessible

• Invitation

• Calendar

• Pay Events


For DOCUMENTATION / RESEARCH & REFERENCE- sharing information specific to your community

Wikis• Public Knowledge

• Updatable

• Many / select


For CONTACT, CONVERSATION & TRACKING- staying on top of community developments, conversations, and engagement

Instant Presence App.• Conversation

• Message

• Real-time interaction(almost)

• Research

• RSS



Bookmarking / Tracking• Research

• Reaction / rank

• Monitoring

• Current

• RSS



Aggregation• Too much?

• RSS


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)

• Facebook

• Twitter

• 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 - 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 • [email protected]

www.TheBrandChef.com

WOW social media_marketing 101 (2008)

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