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

2. What IS Social Marketing? And who cares anyway?

3. 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  and 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

4. 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

5. 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

6. 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

7. 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.

8. 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 %
Magazines %
signed up for %

9. Okay, but WHY? 75% of online adults 18-24 have a profile
Who is using Social Networking:
75% of online adults have a profile
57% of online adults have a profile
30% of online adults have a profile
19% of online adults have a profile
10% of online adults have a profile
7% of online adults 65+ have a profile
Pew Internet research 2009

10. 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?

11. 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

12. 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

13. 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

14. 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

15. 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?

16. 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?

17. Okay, okay, but NOW what? Create an email address for all social
Get your toes wet
Create an 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

18. 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.

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

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

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

22. Real Life Things that Work
LISTEN and respond…

23. Real Life Things that Work
LISTEN and respond…

24. 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

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

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