The “WHY” of Social Marketing Presented by Global Marketing Solutions August 11, 2009

What IS Social Marketing? And who cares anyway?

What IS Social Marketing? (and what is social networking?) A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mailand instant messaging services. Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people. 2009 Wikipedia.com

What IS Social Marketing? Social marketing seeks to capitalize on the growing trend of social networking and apply its principals to a business orientation Social marketing allows for conversations to take place between businesses and consumers

What IS Social Marketing? Networking “I had pizza for lunch!” Here is Princess on her first birthday! Tell me what you think of these shoes I just bought. Marketing Mention TWITTER and receive $2 off your pizza order! Upload your vacation photos and you could win a trip! Tell us about your most recent purchase of flip flops from Endless.com

Social Marketing IS: Word of mouth/word of keyboard Conversation (LISTEN twice as much as you talk) A powerful resource for any company doing business today

Okay, but WHY? Consider this recent research: Word of mouth is the most trusted and influential form of communication. Forrester Research—94% of consumers trust word of mouth and 84% of business buyers say WOM has the greatest influence on them.

Okay, but WHY? Recommendations from people known 90% The latest Nielsen Global Online Consumer survey polled 25,000+ online consumers. Here are forms of advertising they trust: Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Magazines 59% Email signed up for 54%

Okay, but WHY? 75% of online adults 18-24 have a profile Who is using Social Networking: 75% of online adults 18-24 have a profile 57% of online adults 25-34 have a profile 30% of online adults 35-44 have a profile 19% of online adults 45-54 have a profile 10% of online adults 55-64 have a profile 7% of online adults 65+ have a profile Pew Internet research 2009

Okay, but WHY? How do you know what people are saying about you? Points to Ponder if you’re not convinced: How do you know what people are saying about you? What’s going on in your marketplace? Do you have an authentic voice? Do you have credibility? Are you giving up an advantage? Are you becoming a dinosaur?

Okay, but WHY? Need more convincing? Consider: Cost efficient Growing audience Two-way communication Personal touch Differentiate Improve search results New channel for customer service

Set goals Set budget Set policy Decide the how Get your toes wet Okay, okay, but NOW what? Set goals Set budget Set policy Decide the how Get your toes wet

Okay, okay, but NOW what? Setting Goals—examples Increase website traffic and increase sales Learn about our customers Mitigate negative commentary Manage a crisis Reward loyal customers Share our corporate culture Create a new service channel

Okay, okay but NOW what? Set budget Social is not free Decide what you are willing to spend Remember, internal resources have costs How important is design versus execution Plan based on seasonality Measure what you can

Okay, okay but NOW what? Set policy Who is empowered to socialize? What is the company policy on how to address complaints? What is your strategy for negative commentary?

Okay, okay but NOW what? Decide the how Internal vs. Outsourcing or both How will this blend with other responsibilities? Who has the required skill set? What channels make most sense for my business?

Okay, okay, but NOW what? Create an email address for all social Get your toes wet Create an email address for all social Set up accounts for social channels Learn the lingo and the culture Populate with content Become a fan, follower, friend, etc. and others will reciprocate

Real Life Things that Work Links It would be great if the link were actually here… Special Offers (discounts, coupons, free item in return for following) Two Free Nights - that's a sweet deal! When you book a 7- night stay, pay for only 5 nights. http://www.gulfshoresplantation.com/specials

Real Life Things that Work Photos/videos Post a great photo and watch the comments come in!

Real Life Things that Work Contests and Blogs Bring Eyeballs Contests drive traffic and "joining in“ Write interesting things and people will read!

Real Life Things that Work The biggest thing that works? LISTEN and respond…

Real Life Things that Work LISTEN and respond…

Real Life Things that Work LISTEN and respond…

Feeling overwhelmed? Some resources offering help: Mashable.com—Great articles, how-tos, new products and tools, the experts on social MediaPost.com—great newsletters by topic, social and all other online channels BloggerThemes.net—design templates for your Blogger account Tweetdeck.com—a tool for managing Twitter and Facebook accounts

You CAN do it! Ask for help Stay on message LISTEN Measure what you can

Go socialize! Get started and have fun! Thank you for your attention Check www.GMStheBEST.biz for this presentation