innovation in marketing: exploring social and online media · 2015-03-25 · myth: social media is...
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Innovation in Marketing: Exploring Social and Online MediaOctober 21, 2010
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Julie Lenzer Kirk, CEO and chief muse of Path Forward International, which works with businesses and entrepreneurs to help them improve, grow and succeed.
Lenzer Kirk is an award-winning serial entrepreneur, author, blogger, and sought-after international speaker. She has educated and empowered audiences on four continents around topics of entrepreneurship, business management and leadership, and balancing work and family.
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Innovations in MarketingInnovations in Marketing
Exploring Social and Online Media
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Agenda
What is Online vs. Social Media?Myth vs. FactWhat do you do with it?– Uses– Benefits
How do you do it?Keys to success
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What is Online vs. Social What is Online vs. Social Media?Media?
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What is online media?
Using the internet to communicate– Websites– E-mail blasts– E-Newsletters– Advertising (banner ads, Google Ad-words)
E-commerceSearch Engine Optimization (SEO)Generally one way PUSH
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What is social media?
Communications medium that provides interaction DIALOG– Social Bookmarking. Tag websites and share– Social News. Vote for and commenting on articles. – Social Networking. Add friends, comment on profiles, join
groups and have discussions. – Social Photo and Video Sharing. Share and comment on
photos or videos– Wikis. Add and edit articles
Often includes user-generated content
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Myth vs. FactMyth vs. Fact
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Myth: Social Media is for kids
Facts:– Average social network user: 37 years old– LinkedIn average age: 44– Twitter average age: 39– 2/3 of American Facebook users are > 26
years old
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Myth: Ignorance is bliss
Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media, Society for New Communications Research, 2008
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Myth: Ignorance is bliss
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Myth: Social Media is “free”
Requires a strategy Many tools are freeCost to plan and implementRequires skill to integrate
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What do you do with it?What do you do with it?
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Corporate uses of social media
1. Build your brand2. Keep in touch with current customers3. Monitor what people are saying about
your company and products
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Build your brand
Share industry informationShare customer testimonialsHighlight community eventsPersonalize your company
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Keep in touch
Communicate news (blogs)Promote specialsSolicit feedbackMarket research (new opportunities!)
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Monitor what’s being said
Questions on products or companyComplaints – better to know!Provides ability to respond
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Benefits of Social Media
Engages stakeholders in a dialogInexpensive but not freeInvestments are multi-platformDrive traffic to your websitePotential to influence purchasing decisions
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How do you do it?How do you do it?
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Make a plan
Know your objectivesTie strategy to company goalsResearch alternatives – where are your customers?Start small
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Be realistic
Marketing, not necessarily sales– Dell: $6.5M on Twitter
It takes time to buildAssign it – content AND execution
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Execute
Engage your customersBring out the personality of your companyUtilize multi-mediaProvide content worthy of sharingSpread across multiple platformsSolicit users for content
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Keys to Success
Know your objectivesEngage in dialogBe persistent and consistentMeasure the outcomesKeep an open mind
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Thank you!
Julie Lenzer Kirk CEO and Chief Muse
Twitter: http://www.twitter.com/Chief MuseOn LinkedIn
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