Online Marketing & Social Media:

Chuck Hester, APRCommunications Director

iContact Corporation

Chuck Hester, APR

• LinkedIn Power User with Over 9000 First Level Connections»

• 30 Years Experience in Marketing and Public Relations»

• Author of “Linking in to Pay It Forward” –

• Host of LinkedIn Live Raleigh

Communications DirectoriContact Corporation

•Facebook – 200 million usersFacebook – 200 million users

•LinkedIn – 40 million usersLinkedIn – 40 million users

•Twitter– 8 million usersTwitter– 8 million users

•YouTube – January, 2009 most popular video had 112,000,000 YouTube – January, 2009 most popular video had 112,000,000 views!views!

•Blogs – 133,000,000 indexed by TechnoratiBlogs – 133,000,000 indexed by Technorati

•900,000 blog posts every 24 hours900,000 blog posts every 24 hours

Social Media: An Overview

““Twit: British slang for an Twit: British slang for an insignificant, foolish or annoying insignificant, foolish or annoying person…”person…”

Sydney Morning Herald – March 9, 2009Sydney Morning Herald – March 9, 2009

Digital “Word of Mouth”If You Received Bad Service…

In a single day, how many people could you tell about your experience?

How many people could you share this experience with online?

Social Media Ground Rules:

Be Transparent!

Social Media Ground Rules: Be Part of the Conversation

Social Media Ground RulesDON’T SEND OUT ONE WAY

MESSAGES

Social Media Ground Rules: Be Part of the Conversation

"We are allowing open conversation in branded areas, and we are encouraging dialogue good, bad or ugly," says Bonin Bough, director of global social media for PepsiCo. "Marketers are moving from impressions to building connections and from campaigns to conversations."

Social Media Ground Rules:

Be Part of the Community

Social Media Ground Rules:

Be Part of the Community

Social Media Ground Rules: Connect to the Connectors

Social Media Ground Rules:

Adapt

Social Media Ground Rules: Real People, Not Symbols!

THIS:

Social Media Ground Rules: Real People, Not Symbols!

NOT THIS:

Case in Point: Pepsico and Tropicana

http://video.blogher.com/video/Trop50s2e2FINAL-mov

• Email Marketing Software for Small/Medium Sized businesses, associations and non-profits

• Founded in 2003

• 175 employees

•50,000 customers

• Effectively uses Social Media and Online Marketing to drive site traffic and gain – and retain - customers

• iContact Culture promoted through iNews Video – internal monthly newsletter that is put on Google Video

•UStream Channel used for Karaoke Fridays

•Videos of company events/activities used in recruitement of future team members

•Company user groups on LinkedIn, Facebook

•Twitter accounts used for customer service

Case in Point:

Customer Service

iContact Users GroupOn LinkedIn.com

“Customer Service isthe New Marketing…”

RED HERRING – March, 2008Amazon Adds Facebook to Wish List

Online retailer Amazon.com on Thursday debuted two Facebook applications, Amazon Giver and Amazon Grapevine, that facilitate gift-giving by circulating Facebook users' wish lists and other information on Amazon activity among friends.

The applications also make purchasing Amazon's products from Facebook easier, further blurring the line between social networking based on recreation and communities centered on commercial pursuits such as shopping.

Using an opt-in mechanism in Amazon Giver, Facebook users can make their Amazon shopping wish lists available to their friends on Facebook. Friends can combine the wish list data with information gleaned from the likes and interests their friends list on their Facebook profiles.

Amazon Grapevine allows users who opt-in to the program to broadcast their Amazon activity such as when they add to their wish lists, write reviews, or tag products, via news feed updates.

Starbuck Followers on Twitter = 196,000

Each Follower has 500 Followers = 98,000,000

10% of that Number Retweet Information = 9,800,000

The Power of a Crowd:

Doing the Math

Takeaways#1: Social Media is not rocket scienceSocial Media is not rocket science

Takeaways#2: The most seasoned “social media The most seasoned “social media expert” has been at it for less than SIX expert” has been at it for less than SIX

YEARS!YEARS!

Takeaways#3: Listen, Don’t Broadcast

Takeaways#4: Live by the Tools, Die by the Tools

Takeaways#5: Wade into the Shallow End, Don’t

Dive into the Deep End

Takeaways#6: Even Old Guys Can Figure out

Social Media Marketing!

Contact Information

www.icontact.com/media

www.chuckhester.com

www.linkedin.com/in/chuckhester

Twitter: @chuckhesterTwitter: @chuckhester

Email: Email: chuck@icontact.com or or

chuck@chuckhester.com