blending social media with traditional marketing
DESCRIPTION
Slide deck from Filtrbox & S2's webinar on blending social media with traditional marketing.TRANSCRIPT
Sponsored by
Social Media Strategies for Business
Blending Social Media With Traditional Marketing
Upcoming Webinars:October 8th @ 5pm GMT/1 PM ET/ 10am PT:
Part I: “Social Media and B2B – Leveraging Wikipedia, Wikis” w/David King from Gutenberg PR
October 22nd @ 4pm GMT/1 PM ET/ 10am PT:
Part II: “Social Media and B2B – Micro blogging“ w/David King From Gutenberg PR
©2009
Speaker Bios
Jeremy Toeman is an expert in digital media and consumer technology, spending 10+ years designing and marketing award-winning consumer electronics and Web services. He’s currently partner at Stage Two Consulting, a strategic marketing and media relations firm. In addition to running Stage Two, Jeremy conceived several new Web ventures in 2009, including Legacy Locker, the safe and secure way to pass your logins to your family and loved ones; and TriviaonTwitter, a fun new way for brands to connect with Twitter users by giving away real prizes to users tweeting answers to ongoing trivia questions.
Prior to Stage Two, Jeremy worked at Sling Media as VP Product Management, where he was responsible for guiding development of Slingbox, and architected the company’s social media strategy. Sling Media was acquired by EchoStar in 2007. Previously, he cofounded Mediabolic, a convergence technology company acquired by Macrovision.
Ari Newman is a passionate entrepreneur who excels in creating value in ideas and technology and thrives on the challenges and opportunities that define early stage companies. He is President and Founder of Filtrbox, a real-time social media monitoring service that helps companies listen to and engage in online conversations. In the year since launch, Filtrbox has grown to over 10,000 users and hundreds of customers. Previously Ari was Founder and Principal of Newman Venture Advisors, VP of Product Management at CreekPath Systems and Director of Operations at Volera. Ari’s expertise includes SaaS, consumer internet, enterprise application software, IP networks, enterprise storage, and social media marketing.
He lives in Boulder, CO with his wife and two children, where his happiest moments are when his 5 year old daughter agrees to watch cycling races with him..
Presentation Outline• The evolution of marketing
• Traditional marketing vs. Social media marketing
• Looking ahead - blending social and traditional marketing
• How do we get there?
• Listen, Engage, Monitor, Lead
• Tools of the trade
• Not everyone needs a Facebook page
• Opt in via Twitter: is Twitter the new direct mail?
• Other good Twitter uses
• Best practices
• Case studies
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The Evolution of Marketing
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Traditional Marketing vs. Social MarketingTraditional Marketing
• Companies control the message
• Specific audience w/specific target message
• One way conversation: company to consumer
• Tools of the trade: focus groups, direct mail, advertising, etc.
• Database marketing
• Spam
Social Marketing
• Word of Mouth (WOM)
• Real-time (two way) communication
• Flexibility and growth
• Adapt and change mid-campaign
• More distribution channels
• Building community
• SEO/SEM
• Tools of the trade: Facebook, Twitter, Digg, Stumble Upon, etc.
• Build a networks of influencers
• Ability to establish real trust
• Listen, learn, engage
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Looking Ahead – Blending Social and Traditional Marketing
Traditional Marketing
Social Media Marketing
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How Do We Get There?
Listen, Engage, Measure, Lead4 Key steps in utilizing social media:
• Listen
• Engage
• Measure
• Lead
www.esource.com || © 2009 E source
Listen• Discovery comes first – use listening tools to see when,
where and what people are talking about
• Observe how customers are reacting, where the conversation is going
• Assess how relevant/credible the source and conversation really is
• Passive: watch the flow of mentions over time (skim the treetops)
• Active: follow links, read comment threads, check out followers, etc. (peel the onion)
• Watch trends, activity, and volume
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Engage• Initiate conversation/discussion
• Golden Rule #1: Be Timely
• Golden Rule #2: Be Genuine
• Golden Rule #3: Be Helpful
• Golden Rule #4: Be Truthful
• Golden Rule #5: Be Consistent
• How? - Answer questions, provide useful links, publish tips, dispel rumors, offer opinion, respond to complaints
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www.esource.com || © 2009 E source
Measure
• Are you making an impact?
• Implement measurable ROI
• Make sure results are real-time and cover the spectrum of the media world: from micro blogs to network TV
• Start simple, then widen the net
• Essential items to track: company name, key mgmt., product name, key competitors, industry terms
• Analyze activity, sentiment, mentions, and influencers
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www.esource.com || © 2009 E source
Lead• Build the foundations
• Focus on your customer’s needs and implement change
• Actively participate and initiate discussions
• Connect with influencers
• Blend online with offline – e.g. organize a MeetUp or Tweetup
• Build community and brand loyalty
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Tools of the Trade• Filtrbox.com - real-time social media monitoring and alerts, http://
filtrbox.com
• Google Alerts - text alerts, http://www.google.com/alerts
• RSS Feeds
• Co-Tweet, http://cotweet.com; Seesmic Desktop, www.seesmic.com; and TweetDeck - desktop Twitter app, http://tweetdeck.com
• Google Analytics, http://www.google.com/analytics
• Getsatisfaction, http://getsatisfaction.com/ and Uservoice https://uservoice.com/
• Plugins: Share This, Sociable, Add This, Feedflare, Digg, StumbleUpon, del.icio.us, etc.
• Insert Shiny New Object Here…
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Not Everyone Needs a Facebook Page
When Social Media Isn’t Right:
• Your product has a limited audience
• You don’t have the resources or
support to succeed
• Need high volume
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Opt in Via Twitter: Is it the New Direct Mail?
• People choose to consume your content
• People can opt-out at anytime
• 100% guaranteed opt-out
• Amazing platform for distribution of information, content, and more about your product(s)/brand(s)
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Other good Twitter uses• Customer service – find your unhappy customers and
help them before they become ex-customers
• Product planning – learn from your users/potential users about what new features/enhancements they want
• Solicit use – great platform to find potential beta testers
• Competitive research – watch, listen, and even engage!
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Best Practices• Full transparency and authenticity – always
• Don't spend on fluff or hype
• Get risky without risking anything
• Engage engage engage
• Stay nimble – platforms are changing far too rapidly
• Relationships aren't Rolodexes
• Understand that we aren't in Kansas anymore, and we ain't goin' back!
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Case Studies
• Bug Labs – launched the company at a dinner
• Pogoplug – award-winning, great sales; all communication via blog, community, and Twitter
• Boxee – defying all the rules
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Questions?
Ari Newman, Founder and President, Filtrbox, Inc.@arinewman or @filtrbox, [email protected]
Speaker Contact Info:
Jeremy Toeman, Founder, Stage Two Consulting@jtoeman or @S2, [email protected]
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