Download - Social Media & Promotional Products
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Social Media & Promotional Products
Mark Graham
June 2010
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Mark Graham• Founder of Distributor,
RIGHTSLEEVE.COM
• Social media and technology enthusiast
• I am one of you
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#promotionalproducts
@RIGHTSLEEVE
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I want you to consider 3 things
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#1. The immutable law of sales
People buy from people they like
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#2. A distributor’s biggest challenge
Buyers struggle to see the difference
between us
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#3. Buying behaviour
People trust their friends more than
institutions
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In the next 75 minutes …
1. What’s all the fuss about?2. Specific social media tools3. How to do this right
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A Social Media Primer
• Social media consists of online conversations between real people - customers, employees, vendors - using websites or online platforms.
Image credit http://www.flickr.com/photos/matthamm/2945559128
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Why Invest in Social Media?
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New way of engaging clients
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Point of Differentiation
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Builds Trust
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Cost Effective
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Communication Tool of Next Generation
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Network effects
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Thought Leadership in your Niche
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Social Media Tools• Blogs• Online video - YouTube• Microblogging - Twitter• Social networking - Facebook• Professional networking – LinkedIn• Product Comments and Ratings• Company newsfeed
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Blogging Basics• Be a Storyteller• Be Human• Have Fun• Blogger, Wordpress, Typepad
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blog.epromos.com
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brandedmatters.com
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swag20.com
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• Online video platform• Free distribution for your content• Anyone can be a star• Product Information Tool
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• What are you doing … right now?• 140 characters • “You are who you follow”• #Hashtags• Professional/mature demographic• See what people are saying about
specific topics (incl. you)!
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Proactive Sales Opportunities
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Fan “shout-outs”
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Recommendations
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The New How Shirt w/ Wearing Instructions• Yes, it’s true, no one really needs another t-shirt. But we do wear logos, designs we
care about. And we often wear things that embody our values.
• So I recently decided to order t-shirts for the #NewHow movement. The process itself was entirely a process of collaboration. Let me share it.
• First, I reached out to a person I have only met a few times in person but stay regularly in contact with on Twitter, @missrogue. Having watched her do a #karaoke tour across the US last year, I figured she had to know something about swag vendors. And because I really do still have a day job I wanted to find the vendor to work with, and go fast. No surprise, 5 minutes later, I got an introduction to Mark Graham at #RightSleeve. Within hours, I had a reasonable quote, options to pursue and a rough schedule that would let me take shirts to my #fidelity talk on innovation. Mark uses email like I do — highly efficient, asynchronous conversation to let us move faster and truly do high-baud work.
• But at that point, I still hadn’t decided what I wanted the design to be. So I emailed a collaborator and asked him something simple like, “thoughts?” and got back a very fast note that set the theme of the shirt: I am the New How. Which I liked. I asked to see the designs in context with the shirts and color choices. When I got drafts (from RIGHTSLEEVE), I simply forwarded to the #Rubicon team and a few other folks and asked for feedback. 5-10 minutes later, I had what I needed. Decisions were made. Order placed. Literally, the whole process probably took me a total of 30-45 minutes to do. And all in 5 minute increments. That’s a vendor and an extended set of collaborators I want to work with.
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Talk about an emotional connection!
Audience = 57,500 people
Cost = zero
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Effective PR Tool/Damage Control
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• Online community of friends (social graph)
• 800 pound gorilla• Fan Pages & Groups• Emotional connection with your
products
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“Bridging the gap between all generations of Promotional Product professionals”
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• Online community of business contacts
• Online resume• Great prospecting tool• Online recommendations
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Product Comments and Ratings• Client ownership• Builds credibility with “real”
comments• Ability to quickly react to negative
feedback• The products become “yours”• Getsatisfaction.com, Yelp.com
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Company Newsfeed• Web 2.0 inside your company (how we
work at RIGHTSLEEVE)• Critical selling activities displayed in
real time• Eliminate silos b/w sales and
operations• Complete transparency• Fosters teamwork
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What you can do now• Locate your customers/competitors• Interview a customer and post the content
online• Start practicing to find your “voice”• Setup profiles on Facebook, LinkedIn,
YouTube• Create a video (Microsoft MovieMaker,
Apple Final Cut Pro, iMovie, Flip Video)• Write about stuff that interests you• Join the conversation
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Resources • Tara Hunt The Whuffie Factor• Chris Anderson The Long Tail• Clay Shirky Here Comes Everybody• Joel Comm Twitter Power• Mitch Joel Six Pixels of Separation• Mashable www.mashable.com• ReadWriteWeb
www.readwriteweb.com
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@RIGHTSLEEVE