Social Marketing
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Presentation on Social Marketing from the 2009 Helzberg Entrepreneurial Mentorship Program Conference
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Social Marketing
- 1. HEMP Conference Social Marketing
- 2. What Is Social Marketing?
- 3. Conversations that build relationships between companies and stakeholders.
- 5. CONTENT & CONVERSATION SOCIAL NETWORKS MEDIA SHARING Blogs Message Boards Microblogs Corporate Niche Mass Podcasts Videos Photos
- 6. Is Social Media Right for My Business?
- 12. Barkley Social Media Principles
- 13. #1: Them Not Us The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first.
- 15. #2: Be Where The Consumers Are Know where your target consumers congregate and converse. Contribute to those communities and conversations.
- 17. Groundswell
- 18. #3: Show Signs of Life Integrate and promote social content throughout your digital presence. Think beyond the badge.
- 20. #4: Action Trumps Eyeballs Aim for engagement, not just traffic. Design for action and interaction. Think hearts and minds, not just eyeballs.
- 22. 4 Step Social Media Strategy
- 23. LISTEN & LEARN PLAN ENGAGE EVALUATE
- 25. Listening tools
- 28. Monitoring Plan
- 29. Response Plan *Source: Forrester Research, Groundswell , 2008
- 30. Engagement Plan *Source: Forrester Research, Groundswell , 2008 Business Function SM Strategy SM Strategy Description Research Listening Ongoing monitoring of consumers’ conversations with each other Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, or outbound communications to your customers Sales Energizing Making it possible for your enthusiastic customers to help sell each other Service Supporting Company-provided support of enabling your customers to support each other Development Embracing Helping your customers work with you and/or each other to come up with ideas to improve your products and services
- 31. Talking
- 33. Energizing
- 36. Output Product give aways to readers
- 38. Supporting
- 40. Embracing
- 44. Thank You
Editor's Notes
- Start with a definition. People think about SM in lots of ways, here’s our definition at Barkley.
- Where do these conversations happen? All over the place. The array of social media platforms is bewildering. From social networks to blog platforms to video conversation platforms.
- At Barkley, we define the social media ecosystem in three categories:
- Korean BBQ trucks in LA 48,000 followers on Twitter Mostly tweet their locations Involve their fans in contests, e.g. recent crowd-sourced T-Shirt design contest Lines around the block
- Canadian home builder. Uses blog, Twitter, Facebook and YouTube to communicate a different experience (Not the horror stories). Sell direct to consumer. 16 houses in 1007. 40 in 2008. “ I spend a lot of time online, but it’s really paying off.”
- Small UK organic farming and composting company Podcast. Cinema. Blog. Expanded from serving small community of 100 people to a global audience. Thousands of listeners to their podcast – over 50 5 star ratings on iTunes Dell 2008 Global Small Business Excellence Award
- We’ve been trained as marketers to think of people as their “demographics” -- their age, HH income, etc. But in the social media space, people are less defined by their demographics and more defined by their activities and attitude: This figure is from Groundswell and it defines the different behaviors people exhibit in social media.
- Determine frequency, who’s responsible, reporting format.
- Small, modern art gallery in Toronto. Decided to create blog to let people know about No magic bullet – people like to get info in several different ways. Uses traditional methods – signage, postcards, mailing list PLUS Email newsletter, blog, Facebook, Twitter, LinkedIn. “ Try to reach people the way they want to be reached.”
- And of course, as you would expect, Zappos uses Twitter (and social media in general) as a forum for customer service. They have a dedicated Twitter account to handle service issues. Uncover service opportunities Initiate response Amplify praise, reinforce service reputation And it works.
- Dell IdeaStorm – 10,000 ideas, 200 implemented, sales results? Implemented in 6 wks, btw. Launched in 2007 August of 2008, Dell launched 9 new laptops “designed” by ideastorm community
- Be careful how you choose to measure. In many cases, true ROI is going to be impossible to gauge.