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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Presented by Dan Bruns & Rusty Williams
Marketing CommunicationsMarketing CommunicationsIn A Social WorldIn A Social World
www.mzinga.com l June 2009
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
About The Presenters
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Rusty WilliamsFounder, Selfmade Media•20 years of social media industry experience•Co-founder of Prospero Technologies•VP New Internet Ventures, Individual, Inc.•General Manager & VP, Delphi Internet
[email protected]: @rustyw
Dan BrunsSr. Vice President & Director, Mzinga Labs
•Co-founder of Prospero Technologies•Founder and CEO, Delphi Forums•Former Director and Vice Chair, Interactive Services Association•News Corporation – Technology Group
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Before we get started, let’s take a few moments to cover logistics & the agenda…
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Session Follow-Up
After the event, the following materials will be made available to all of you:
• Presentation slides
• Slidecast recording
• Chat transcript
Social media and networking is about engaging each other & sharing ideas… so the best way to understand it, is to just do it!
Don’t feel limited: Join in the chat & feel free to tweet about our discussion (#mzinga)
We also know some of you will prefer to listen; that’s fine too
We’d Love Your Participation
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Our Agenda Today
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Social Tools: Types, uses & online interactions
Strategies for social marketing communications
Use case examples: Putting it into practice
Q&A
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
You’re likely somewhat familiar with many of these social tools…
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Ratings & Reviews
Online Chat Discussion Forums
Podcasts
Blogs
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
But today, we want to examine how you can use them to enhance marketing communications…
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Like all marketing tools, we first need to understand the type of interactions each tool enables with your audience…
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Engaging in conversations
Searching & finding people & information
Publishing & sharing content
Capturing feedback & input
Connecting people to
people
Discussion forums
Online Chat
Commenting
Ratings & Reviews
Idea Sharing
Podcasts
Blogs
Social Profiles
Friend Lists
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
We can also look at this from a different perspective…
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Publishing & sharing content
Capturing feedback & input
Roundtable DiscussionsMeet & Greets
Podiums
Suggestion Boxes
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Discussion forums
Online Chat
Commenting
Ratings & Reviews
Idea Sharing
Podcasts
Blogs
Social Profiles
Friend Lists
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Now, let’s think about these tools in the context of marketing goals and processes…
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How can social media & networking add more value?
Examples of applicable social tools
• Reduce R&D costs and timelines
• Expand product uses
• Identify new market segments
• Capture customer insights and voice
Commenting
Idea Sharing
Ratings & Reviews
• Brand building at a lower cost
• Extended market reach via viral/word of mouth
• Increased website traffic & “stickiness”
Podcasts
Blogs
Discussions
• Extend user experience before and after launch
• Enable participants to network and meet with others (presenters, other attendees, etc.)
• Provide shared access to event resources
Discussions
Social Profiles
Friend Lists
Online Chat
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How can social media & networking add more value?
Examples of applicable social tools
• Enable buyers make more informed purchasing decisions
• Reduce sales cycles
• Capture customer feedback and satisfaction rates
Commenting
Ratings & Reviews
• Reduce costs with peer support
• Improve support response time
• More direct access to product research and feedback
Discussions
Social Profiles
Online Chat
Idea Sharing
• Establish enhanced market credibility
• More easily and rapidly educate prospects about your offerings
• Reduce sales cycles
Podcasts
Blogs
Discussions
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
As always, it’s about building better relationships…
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Forrester’s Social Technographics Ladder
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And it’s also important to understand why social tools are now so essential to your marketing strategy…
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For one, consumers want to interact with your brand…
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And, you need to stay competitive with other leading brands in your industry…
Gartner predicts “that by 2010, more than 60% of Fortune 1000 companies will have some form of community for marketing purposes.”
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Now, let’s take a look at how some of those leading brands are using social marketing today…
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Royal CaribbeanLive ChatTarget Audience:Royal Caribbean customers & prospects, press & media
Purpose: Increase brand visibility for new product launch, and derive research for target marketing
Business Benefits:
•Increased press coverage
•Increased search engine optimization
•Direct access to market research & business intelligence
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
ABC News Article Commenting
Target Audience:•ABC News readers
Purpose: Allow readers to post comments on news articles, and engage in discussions with writers and other readers
Business Benefits:
•Enhanced brand visibility
•Increased readership and site traffic
•Improved audience engagement and user experience
•Increased ad revenue
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Vitamin Shoppe Ratings & Reviews, Social Profiles
Target Audience:•Vitamin Shoppe consumers, health enthusiasts
Purpose: To enable potential consumers to read product reviews to help make purchasing decisions about Vitamin Shoppe products
Business Benefits:
•Enhance brand and product credibility
•Improve brand exposure through word of mouth marketing
•Enhance site traffic & user experience
•Increase online sales
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Ford SyncMyRide.comDiscussions & Ratings with Member Avatars
Target Audience:Sync product customers
Purpose: Provide more efficient customer support and product research
Results & Business Benefits:
•Membership growth to more than 10k users in 1 year
•More than 1M message views
•Reduced customer response times
•Decrease in Sync support costs
•Direct access to product research
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Ciena Partner Community Online Community
Target Audience:•Ciena BizConnect Partners
Purpose: Enable better collaboration and communication with partners to enhance satisfaction
Social Technologies & Services:•Blogs •Message Boards•Profiles•IdeaShare•File Repository•Polls
Results & Business Benefits:
•Increase partner satisfaction
•Improved partner education
•Increased competitive advantage
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Any questions?
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MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
wearesmarter.orgbarackinc.com
www.amazon.com
mzinga.com(white papers, recorded
webcasts, podcasts, etc.)
Recommended Resources
www.mzinga.com l 888.MZINGA.8
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l
Thank You!Thank You!
www.mzinga.com l 888.MZINGA.8