Social Media Marketing: Have It Your Way
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Transcript of Social Media Marketing: Have It Your Way
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Toby BloombergOctober 24, 2008
© 2008 Bloomberg Marketing
What’s Old Is New Again
Building Corner Grocery Store Relationships With Social Media Marketing
Have It YOUR WAY
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The power of social media isn't in the 'rock stars' it's in the entirety of the people. We all form our own connections - 1-to-1.
Lucretia M. Pruitt GeekMommy
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What You Wanted
Strategy; how companies are mixing new media w/ traditional PR, and what’s moved to mainstream.
State of and future direction of micro-blogging (Twitter, et al).
How to determine a “value” for social media in order to charge appropriately and quantify results.
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Is it possible that the new consumer driven social networks -consumers connect through concepts, ideas, values and icons, created and related to other people through electronic interchanges filled with pictures, words, music and the like, not by marketers and manufacturers and the communication experts – will be the new 21st century brand?
Don E. Schultz, Northwestern University
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Strategy – Online Supports Offline
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A Road Trip To Visit Blog Friends
A Sponsored Road Trip To Visit Blog Friends
Online Supports Offline Supports Online
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From Thrift To Vintage:Goodwill of Greater WashingtonUses Social Media To Reposition
Blog
YouTube
MySpace
ebay Store
Online Supports Offline Supports Online
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Donna Tocci, Director Web/New Media - Ingersoll Rand
Micro Blogging / Twitter
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Green Peas: Twitter Community Lends Support
.$3500 collected in the first 15-hours
Widget
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Controversy in Twitterville
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Why Micro Blog?
Status alertSource of business newsFast responses to quick questionsTap experts on a variety of topicsRelationship buildingKeeping in touch with stakeholdersLess time than other social media initiatives e.g.. blog posts, podcasts, vlogsWeb page holds historyPromote events, blog posts, Fun
Strategy
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Define The Risks
6. Is it worth the additional time?
7. Do you have the people resources needed?
8. Can you afford the additional operational (software, hosting) expenses?
9. What happens if your competitor is less risk adverse than you and steps into the space first?
10. How do you safeguard against getting "blown-up?"
Strategy
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Social Media Marketing: New Value Proposition
The New Questions:o What is the value of the perceived “halo” effect
about your company/brand from the “influencer?”
o What is the value of longevity of social mediain any type of medium (text, audio, video)?
Strategy
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Social Media Marketing: New Value Proposition
The New Questions:o What is the value of a mention on a traditional media
blog that includes a link back to your site/blog/podcast/video?
o What is the value of a post/podcast,video that is linked and includes extended commentary by “influencers” in your space?
o What is the value of the community that the “influencer” brings to you through links and extended commentary?
Strategy
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Define The Risks
1. How do you ensure the brand is not comprised through comments?
2. How do you measure ROI? How do you know if you succeed?
3. How do you ensure the brand is not compromised through the company's bloggers' posts
4. Will we need to promote the blog/social media programs and how will they impact our current marketing strategy?
5. What do we do if IT does not have time to be involved?
Stragtegy
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Enterprise Social Media Strategy1. Supports business objectives2. Integrates into master corporate
marketing/communication plan3. Developed for your target audience4. Defines “success” goals5. Sustainable - takes into consideration resources
(time, people, money) 6. Supported by a “champion”7. Crosses silos8. Internal and external guidelines9. Includes listening to the conversation10. Includes participating in the conversation
Strategy
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What You WantedInternal perspective of social media for companies.
New, innovative ways the technology is being used to bring employees together, build groups/teams on the fly and create unique communities within the larger corporate community.
How companies are dealing with employees who use social media outside of the corporate reach, especially when they are saying things detrimental to the corporate reputation.
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Zappos
On Twitter, people can tell whether you are actuallypassionate about connecting with other Twitterers, whether they are your customers or employees.
Tony Hsieh, ceo Zappos
TweetsAbout Zappos
TweetsFromZappos
Internal
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Blogger/Social Media Relations: The Kindness of Strangers
A good pitch because…
Prior relationship
Personal
Targeted to my community
Reason to post
Value added
Contact information
Blogger Relations
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Social Media BenefitsPulls Away the corporate curtainReveals the people who are your companyEncourages relationship buildingCreates opportunities for conversationsBuilds trustCustomer touch point/sBrand building
Experiential marketing Viral marketingBuilds community among people with like interestsValue added content/informationLess disruptive marketing messaging Information not able to distribute any other way
Humanizes Your Company
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A Low Risk Entrée
1. Subscribe to news readers/aggregators e.g., Bloglines, Google, Yahoo
2. Listen to the conversations
3. Identify, subscribe & read blogs
4. Watch a few consumer generated videos
5. Listen to a few podcasts
6. Participate by commenting
7. Create a ‘throw away blog”
8. Create A Twitter account
9. Join a community
10. Develop A Social Media Strategy
Whisper Campaign
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Business as usual …
NOT.The question is not, “Should we blog?
The question is, “Do we want to talk to People differently from how we did in the past?”hugh gapingvoid