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                 “Marke(ng  Solu(ons  Today  for  Tomorrow’s  Challenges”

Social Media and the Marketing mixSponsored by

Radix Promotions and Marketingand

Thomas Watson Consulting

TM

Thursday, September 22, 11

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Who am I?Tom Watson

Thomas Watson Consulting

Why do I think I know what I am speaking about?

Introduction

Thursday, September 22, 11

Click to edit Master title styleMarketing & Sales of the Past

Mass communicationAdvertise, advertise, advertisePRTrade shows and eventsDirect mailetc.

Voice-to-voice or face-to-face contactTelemarketing and telesalesFace-to-face presentations and sales

Thursday, September 22, 11

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Fact: The digital media has

fundamentally changed the way people find, discover, share, shop, & connect.

Things have changed

Thursday, September 22, 11

Click to edit Master title styleMarketing and Sales Today

Still valid:Mass communication Face-to-face and voice-to-voice

Digital: 1:1 - specific messages to targeted recipients:

personalized email, instant messaging, social sites1:few: Social sites1:Many - Websites, online

stores, social sites

Thursday, September 22, 11

Click to edit Master title styleWhat is “Social Media”?

“...the use of web-based and mobile technologies to turn communication into an interactive dialogue...”

"...a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."

- Andreas Kaplan and Michael Haenlein

Thursday, September 22, 11

Click to edit Master title styleWhy & How People Use It

Connect: communicate with friends, relatives, colleagues, groups

Find: jobs, merchandise, answers, reviews

Learn: opinions, news, how-to, game tips

Share: opinions, pictures, video, how-to, game tips, news, reviews

Thursday, September 22, 11

Click to edit Master title style(A Few) Social media venues

Networking sites Bookmark and sharing sites Blogsites Event sites Multimedia Gaming RSS Feed: Reviews Many more...

Thursday, September 22, 11

Click to edit Master title styleWhy use Social Media?

“Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old fashioned advertising.

We need to stop interrupting what people are interested in & be what people are interested in.”

CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

Thursday, September 22, 11

Click to edit Master title styleBenefits of Social Media

Focus on individuals or groupsDialog - not just one-wayDramatic growth across all age groupsFree or cheap to useMakes you more

accessibleMEASUREABLE

Thursday, September 22, 11

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No longer limited to: Computer Wired internet connection

Fast wireless networksSmart phones: rapidly expandingTablets: New market with explosive

growth

Thursday, September 22, 11

Click to edit Master title styleHow Many People Online?

Fact: >75% of US households have internet access at or get it elsewhere

0

37500

75000

112500

150000

Source: U.S. Census Bureau, Current Population Survey, October 2009.

Total US Households

No Internet at home

Broad- band

Dial-up

Accesses the

Internet from some

locationTotal

usage at home

Other

PLUS: 9 out of 10 (87%)

online adults use social

media

Thursday, September 22, 11

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SOURCE:  PEW  RESEARCH  CENTER,  MAY  2010

The things we used to do offline,we now do online.

Thursday, September 22, 11

Click to edit Master title styleMarketing Strategy

It’s more important than everAlways start with your

situation & position in the marketplace

ObjectivesBusinessMarketing Sales

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Click to edit Master title styleAudience

Determine who your audience isConsider:Why they would want

to buy your product or service

What would you want them to tell others

Where they obtain and share their information

Thursday, September 22, 11

Click to edit Master title styleSteps

Create a “Brief” that outlines these points

Determine how much you want to spendList your chosen media and materialsChoose based on:

AudienceEffectivenessROI: investment - costs

Thursday, September 22, 11

Click to edit Master title styleSocial Media Options

Decide where your audience spends their time Reading or writing blogs? Interacting with friends? Reading reviews? Watching video?

Thursday, September 22, 11

Click to edit Master title styleIt’s About Interaction

You’re dealing more closely with people than the mass marketing days

Building trust is essentialListening is key to building trustTimely response - that means minutes

or hours, not daysMake it easy for people to interact

Thursday, September 22, 11

Click to edit Master title styleIntegration

Remember: it’s all interconnected Sharing Following Emailing links and pages Now: QR codes for print to web

Thursday, September 22, 11

Click to edit Master title styleFor Best Results

Research: surveys - online ones are cheap - http://www.zoomerang.com/

Testing: A/B is widely availableConsistent Message Consistent visual style Tracking & measuring: search, email

marketing and social sites provide measurement tools

Marketing automation tools take you further

Thursday, September 22, 11

Click to edit Master title styleKeep an Eye on your Mix

Watch your metrics on each mediumWhich are getting the most actionWhich are resulting on more salesWhat alterations can you make to improve

each one: change content, change placement, etc.

Conduct surveys and pollsIncrease, decrease, drop & add Experiment! Have some fun!

Thursday, September 22, 11

Click to edit Master title styleNew Trends

Print-to-web connection: QR codesShare button usage is increasing dramatically,

and has a huge impact on traffic

"... social sharing buttons can drive real social traffic that will inevitably drive sales, brand awareness or affinity...

-Jim Yu, CEO of BrightEdge

Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet

Thursday, September 22, 11

Click to edit Master title styleQ & A

?Thursday, September 22, 11

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Thank You!!

Thursday, September 22, 11

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                 “Marke(ng  Solu(ons  Today  for  Tomorrow’s  Challenges”

Marketing For a Brave New World!Sponsored by

Radix Promotions and Marketing

TM

Thursday, September 22, 11