#BOLDBIZ

@Lynnelle

Using Social Media to Market Your Business… or

Hugh MacLeodwww.gapingvoidgallery.com

Then

Now

Community

• Engagement

• Relationship

• Trust

• Value

• Loyalty

“You can’t just say it. You have to get the people to say it to each

other.” James Farley, CMO Ford

Social• Social Networks

• Blogs

• Micro-Blogs

• RSS Feeds

• Podcast – Vcast

• Video Sharing

• Bookmarking

• Presentation and Article sharing

• Photo Sharing

• Mobile

• Location-based

There’s a system

Social Media Marketing

It’s Still Marketing

What

Business Objectives• Increase Profits

• Increase Sales

• Reduce Expenses

Marketing Strategies• Increase client repeat purchase

• Open Canadian market

• Reduce advertising spend

Community

• Engagement

• Relationship

• Trust

• Value

• Loyalty

Action Plan #1

Monitor existing conversations for visibility and information

Listen – Listen – Listen & Respond as appropriate

1.Join & post on discussion forums

2.Comment on blogs & leave reviews

3.Establish presence on social networking, bookmarking & content sites

Faster but limited resultsRequires fewer resources

Action Plan #2

Create & nurture community for the long-term relationship

Everything in Action Plan #1 plus:

1. Create and distribute content Blog Video Podcast Articles Newsletter Presentations

– Proactively participate on social network sites / forums Polls Events Photos Fan pages

Results lower in near-term but higher in long-term

Requires more resources and long-term commitment

Resource Allocation

• Content Creation – 50%

• Listening / Responding 30%

• Promotion 10%

• Measuring / Strategy 10%

• Content Creation – 15%

• Listening / Responding 70%

• Promotion 10%

• Measuring / Strategy 5%

Action Plan #1 Action Plan #2

Best Practices

• Emphasize engagement, not campaigns.

• Social media is part of everyone’s job.

• You don’t have to do it all, but you have to do something.

• True engagement is FULL engagement.

ROI

• $50k social media investment $400k media exposure (Burger King)

• Ford allocates 25% of marketing to social media

• Komen Race for a Cure – Atlanta tweet to encourage support resulted in 11,000 web visitors in 24 hours

• Participants in Ebay communities spend 54% more, on average

• $15k social media investment Web traffic +300%, Sales +20% (web host provider, Moonfruit)

• 5 million Facebook fans, $500 million contributions, 92% of which were less than $100. (Barrack Obama for President campaign)

Integrated Campaigns

• Special Offers

• Take Orders

• Buzz Marketing

• Customer Care

• Online participation Offline

No-Brainer Tips

• Your website, posts, comments & reviews with links

• Include “find us” links – email signature,

– client communications,

– on website

– traditional media and

– marketing collateral

– Include “share” links on all content

Make it EASY for people to spread the word

Experiment Experiment Experiment

•Location-based Services (LBS)

•Mobile

Social Adoption

copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com

http://mixtmedia.wordpress.com/2008/11/12/social-media-adoption-curve/

Created by Maxine Teller; 11/6/2008

Then

Now

Then

Then - Silos

Now

Now - Matrix

Hugh MacLeodwww.gapingvoidgallery.com

Thank you

Lynnelle WilsonBVC, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking

Other Projects by BVC, Inc.BOLDBusiness.TV – highlighting people NOT doing business as usual

OneDayTripper.com (coming July 1, 2010) – Chronicling day trips of good food and fun times. At least we hope the food is good – we KNOW we’re fun.

Bold Vision Consulting, Inc. Twitter: @Lynnelle & @BOLDBusiness819 Broadway; B2 Facebook: www.Facebook.com/Lynnelle South Portland, ME 04106 LinkedIn: www.linkedin.com/in/LynnelleWilson 207-221-3492 – land Find this presentation at www.slideshare.net/Lynnelle 207-838-3893 – mobile Lbianco - Skype