Speaker at the 6th Northbay Growth & Innovation Forum

Speaker · Workshop · Northbay Growth & Innovation Forum · Santa Rosa, CA · May 2009

Customer-powered marketing for small and mid-sized businesses: social media trends, concepts, case studies and how-to steps.

Part of Earthsite

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SOCIAL MEDIA MARKETING Customer Powered Marketing
ABOUT THE PRESENTER • Joey Shepp, Green MBA • Principal at Earthsite, Web Strategy for Sustainable Brands • Internet Marketing Director for Green Festival • Founder of Green Maven, The Green Search Engine, and Open Brands, Radical Transparency in Brand Conversations
ROADMAP 1. Trends • Fast Pace, Buckle Up 2. Concepts • Presentation Available Online 3. Case Studies • Save Questions for End 4. How To • Join our Email List
TODAY, WHO CONTROLS A BRAND?
BEFORE Brand Managers
AFTER Customers
POWER SHIFT
SOCIAL MEDIA IS THE FUTURE OF MARKETING
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
ONLINE MARKETING Website Social Media Online Advertising Brand Content Registrations Social Connections Contact Conversations Referrals Sharing Ratings Reviews Social Networks Search Ads Display Ads Affiliates
INTERACTIVE MARKETING GROWTH
FACEBOOK GROWTH Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.
10.0 7.5 The number of visitors to the site in March more than doubled to 9.3 million, up from 4.3 million in February. 5.0 2.5 0 February 09 TWITTER GROWTH March 09
SOCIAL MEDIA IS A DISRUPTIVE TECHNOLOGY Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to Many Many to Many Privacy Transparency Advertisement Conversation
AN OPEN WORLD Open Culture Open Government Open Software Open Brands
SOCIAL MEDIA Case Studies
iPhone CNN Starbucks Apple TOP SOCIAL BRANDS 2009
ZAPPOS CEO ON TWITTER • CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. “I think the way to succeed in today’s world is to make • Jumped on the new your business more personal. Twitter is also a great way technology early. of doing that.” -Tony, CEO of Zappos
CEO’S ON TWITTER
CHEVY VIDEO CONTEST What happened? Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. Backlash Activists seize the opportunity to voice their feelings about the Chevy Tahoe. GM Fast Lane Blog “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”
MC DONALDS CHANGES SLOGAN Sign of the Times Fitting with the “self expression” era of the web, McDonalds changes it’s slogan to a more personal line. “We love to see you smile” To “i’m lovin’ it”
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HOW DO I MAKE MY BUSINESS OPEN?
THINKING OPEN
BENEFITS OF BEING OPEN • Allow your customers to do your marketing for you • Gain innovation from your customer feedback • Quicker response time to customer concerns • Build loyal customers
HOW BRANDS SHOULD PREPARE • Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise Systems • Shatter your Brand Website
MEASURING SOCIAL MEDIA
NEW METHODS Social Media requires a new way of thinking about marketing, and moreover a new way of thinking about management.
UNDERSTAND SOCIAL CURRENCY • Like a bank account, add social capital, withdraw social capital. • Generate valuable content, share valuable content • Become known as an expert in your field • Ask questions, answer questions, respond to customers! • Be noteworthy, stand out
NEW MEASUREMENTS B2C C2C Advertisement Conversation Paid Per View Free / Viral Page View Social Action One Time Accumulates
TIPS FOR DOING SOCIAL MARKETING RIGHT • Social Media Marketing is worth more • Don't pay for social marketing. • Give out samples • Give a place to talk about your product online publicly • Ask questions to stimulate conversations By Augustine Fou, ClickZ, Apr 9, 2009
KEY MEASUREMENTS • Focus on Social Actions: Use traditional media to drive target users online to do something — take a social action — not just arrive on a site. • Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -rate, comment, share, recommend, etc.. • Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time — e.g. users rate and share tips about restaurants — Yelp.com. This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009
SOCIAL MEDIA MARKETING BASICS
SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Development 6. Targeted Advertising 7. Search Engine Optimization 8. Analytics and Monitoring
RESOURCES NEEDED Phase/Budget Corporate Small Biz Do it yourself Hire Consultant Workshops and Webinars Read Blogs 2. Setup Hire Agency Marketing Role Self-Teaches Self-Setup 3. Maintenance Hire Dedicated Social Media Manager Marketing Role part time on Social Media 30 minutes per day 1. Strategy
BRAND MONITORING • Google Analytics • Google Alerts • Tweet Beep
! It’s like a user profile, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.
! Social Networking for Professionals Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
People Powered Customer Support Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are.
HOW TO TWITTER How to Guide
WHAT IS TWITTER? • Microblogging • Real Time • Public • Always On
BASIC TWITTER USE • Presence information • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages
BEST PRACTICES • Get your user account NOW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘signal’ by using #hashtags
RECOMMENDED TWITTER APPS PC Mac iPhone Blackberry Tweet Deck or Twhirl Tweetie or Twhirl or Tweet Deck Tweetie Twitterberry
GO FURTHER Resources
JOIN OUR MAILING LIST ….and get…..
SOCIAL MEDIA MARKETING CHEAT SHEET
FOLLOW US ON @earthsite @joeyshepp @openbrands
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