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The Why Of Social Networking

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

2. 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 e-mail 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 Research94% of consumers trust word of mouth and 84% of business buyers say WOM has the greatest influence on them.

8. 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%

9. 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

10. Okay, but WHY?

  • Points to Ponder if youre not convinced:
  • How do you know what people are saying about you?
  • Whats 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. 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 Goalsexamples
    • 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 willingto 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?

  • 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

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.http://www.gulfshoresplantation.com/specials

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


  • Feeling overwhelmed? Some resources offering help:
  • Mashable.comGreat articles, how-tos, new products and tools, the experts on social
  • MediaPost.comgreat newsletters by topic, social and all other online channels
  • BloggerThemes.netdesign templates for your Blogger account
  • Tweetdeck.coma tool for managing Twitter and Facebook accounts

25. You CAN do it!

  • Ask for help
  • Stay on message
  • Measure what you can

26. Go socialize!

  • Get started and have fun!
  • Thank you for your attention
  • Checkwww.GMStheBEST.bizfor this presentation
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