The “WHY” of Social MarketingPresented by Global Marketing SolutionsAugust 11, 2009

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?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?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?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

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 budgetSocial is not freeDecide what you are willing to spendRemember, internal resources have costsHow important is design versus

executionPlan based on seasonalityMeasure 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?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/videosPost 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 attentionCheck www.GMStheBEST.biz for this presentation