Why Social Media?

A video release in 2009 by @equalman From the book “Socialnomics”

Social Media Revolution

100 million Facebook users in less than 9 months

2 billion iPod touch & iPhone Applications users in 7 months

80% of companies are using LinkedIn as their primarysource to find employees

YouTube is the 2nd largest search engine in the world - 100 million videos viewed per day

100 million Google Earth searches per month

200 million blogs – 53% updated daily

Social Media Revolution

A quick look at Alliance Relocation Services

Review of Social Media as a relationship building tool

How it works for B2C AND B2B with simple instructions

Case Studies

Risks/Policies

Right Here, Right Now

Kathy Walsh

President

Jim Walsh CEO, CRP, GMS

At Alliance Exceeding Customer Expectations Is Standard

CRATING/UNCRATING ASSEMBLY/DISASSEMBLY DISCONNECT/CONNECT

• All about connections and trust.

• Helps build critical contacts for business opportunities (warm leads)

•What people say about a company matters.

B2B companies can showcase their expertise to the world!

It is not what you know, but who you knowthat differentiates you from the rest….And also who knows what ABOUT you!

Relationships

• Seeing opportunities to generate quality leads

• You can become the thought leader in your industry.

A survey by White Horse says that 86 percent of B2B firms are using social media for B2B online marketing.

However, they still aren't engaging in social media conversations as often as B2C companies.

B2B marketing tends to be relationship-driven, and social media can be a natural facilitator for that approach

B2B B2C

-52% use daily-12% Find SM Irrelevant

-Individuals are customers -Influencers are friends, families

-Simple products -Many buyers, smaller volumes

-32% use often-Majority Find SM Irrelevant

-Organizations are customers -Influencers are committees, executives and managers

-Complex products -Fewer buyers, larger volumes  

The Social Media Process/Strategy

Target Platform Engage Measure

Brand

Build Community

toIncrease loyalty.

Measure tangible results

React to what you

see

Target Audience

Target Location

Target Tool

Social Network

Blog

Micro-blogging

Google Earth

Mobile

S.M.A.R.T.Specific Measurable Achievable Relevant Time-Based

This Time Tested Project Management Acronym Certainly Applies to Social Media

SpecificObjective should have specific outcomes.

Launching a corporate blog or discussion group is not specific.

Generating 100 sales leads or increasing your quality score for customer satisfaction by 5% is specific.

Specific Measurable Achievable Relevant Time-Based

MeasureableNeed a reliable system to track & record progress toward the objectives.

Increased “engagement” may not be as meaningful as measurements like connections established with clients or comments made on your products and services.

Specific Measurable Achievable Relevant Time-Based

AchievableThe objective should be attainable given current resources and time frame (many hands make short work).

Leveraging an existing community to generate 300 leads in 3 months is probably more achievable than building a robustcustomer community in the same time frame.

Specific Measurable Achievable Relevant Time-Based

RelevantThe objective should be relevant to overall company objectives.

Becoming a well known blogger may help build brand awareness, but may not help improve customer service issues.

Specific Measurable Achievable Relevant Time-Based

Time-basedThe objective should have a specific start and end date.

A hard end date with specific mid-campaign milestones will force marketers to adjust and optimize to meet goals.

Specific Measurable Achievable Relevant Time-Based

Case Study: Wegmans•37,000 Employees•$4.8 billion in sales from 72 Stores•Fortune Magazine 100 Best Companies to Work for•Forbes Magazine America’s Largest Private Companies (#80)

•Currently using Twitter, Blogger, Facebook, Flickr, You tube, StumbleUpon, digg

•Within 3 months of launch – 100,000 Facebook Fans, Partner with 5 Industry Leading blogs, 10/10 positive search results for “Wegmans” in major search engines

•Why Social Media?• Accelerate the conversation• History of technological adoption• Drive Traffic & Aid Expansion• Partner with Niche Community

Twitter: @WegmansFollowing: 2527 & Followers: 7231 (as of 6/2)A Team of people watch and use the account

www.wegmans.com has a live scrolling “Live on Twitter” feed

*Dun & Bradstreet Comprehensive Report, 2009

3 locations: Rochester, Syracuse, NYC

Limited Social Media Plan Facebook page: 40,725 Fans

Facebook announced new store in Troy, NY 2010

Website is main focus – News, Events, Pictures, Ordering, Gift Shop, Locations

Case Study: Dinosaur BBQ

Creating a Widget YouTube Vlog Posts Every Monday LinkedIn/Facebook Pages being updated

Twitter: @RelocationAllyFollowers: 6045 Following: 6171

Listed 39

Blog:Unique visitors    Number of visits

January                266                                     917Feb                      341                                    1421March                  398                                    2563April                    463                                   5656       May                     608                                    6125

Case Study: Alliance!

Case Study: Alliance!

Case Study: Alliance!

…When? Right here… Right NOW!

It is not too late to join the conversation!

Give value

Join the conversation

Build community

Give value

Join the conversation

Build community

ToolsTools KeyKey WhenWhen

NOW

Domino’s Pizza

“When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen, they decided to post it online. In a few days, thanks to the power of social media, they ended up with felony charges, more than a million disgusted views, and a major company facing a public relations crisis.” – NY Times 4/09

1million+ views on You Tube

5 of 12 results on a Google search for “Domino’s”

Thousands of discussions on Twitter

“In Social Media ‘If you think it’s not going to spread, that’s when it gets bigger,” – Scott Hoffman

Social Media Risks/Policies

Have a strong Crisis Management Plan in place!

Dedicate specific people/positions to social media

Develop a Social Media Policy/Training session for employees http://socialmediagovernance.com/policies.php

(Samples by industry)

Social Media Risks/Policies

Target your audience

Start a blog (Wordpress.com)

Define your platform (Twitter, Facebook, LinkedIn, YouTube)

Assign duties and responsibilities

Create Social Media Marketing Plan/Timeline

Set Social Media Policy Internally

Start to interact and engage

Wrap Up: How to Get Started

Right Here…Right Now.