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Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 1
Social Media … An Introduction
Social Media … An Introduction
Presented by Willems Marketing, Inc.
Social Media Marketing PresentationSeptember 22, 2010
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 2
Social Media … An Introduction
Topics We’ll Cover Today
• What is Social Media?
• Why Social Media?
• The Benefits & Risks of Social Media
• Strategy & Planning
• Social Media Guidelines
• The Major Players:Stats, Tour & Samples
• Q&A
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 3
Social Media … An Introduction
What is Social Media?
Online programs and platforms that make it possible for individuals to easily and frequently connect and communicate with each other
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 4
Social Media … An Introduction
What is Social Media?
Today’s Focus:• Most popular
• Most likely to be useful to your business
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 5
Social Media … An Introduction
Why Social Media?
• Social network audience is 149 million (U.S., Feb. 2010)
• Share of Internet time spent on social networks is up 43% (15.8 to 22.7) in past year (June 2009-10)
• Average person spends just over 6 hours/mo on social networks (U.S.)
• Alexa Top 100 Sites (U.S., Sept 2010):– #2 Facebook (and globally, only after Google)
– #4 YouTube
– #7 Twitter
– #17 LinkedIn
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 6
Social Media … An Introduction
Why Social Media?
• Additional tool to reach and ENGAGE customers, potential customers
• Accessible to all – levels the playing field (both businesses and consumers)
• You’re already part of the discussion – or worse yet, you’re NOT
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Social Media … An Introduction
Benefits of Social Media
• Develop ‘supporters’ for life– SM is used by nearly all ages, types of people
– Portable and less likely to change (vs. email, snail mail)
• A New Channel– It’s where much of your audience is (vs. traditional media)
• Low Cost of Operation– Compared to conventional media
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 8
Social Media … An Introduction
Benefits of Social Media
• Instant and Direct Communication (no “middleman”)
• High Level of Individual Engagement: RELATIONAL
• Identifiable “members”; you know your supporters
• The power of ‘testimonials’– Often, the words of others speak more loudly, have more
credibility in support of your ‘products’ than your own
• Greater access to info about your business; many venues, search engines, etc.
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 9
Social Media … An Introduction
Risks of Social Media
Risks/Objections in Doing Social Media
• It’s a passing fad
• Online messages are meaningless / silly
• Reputation Damage
• Lack of Knowledge – Failure
• “Time-Suck”
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 10
Social Media … An Introduction
Risks of Social Media
Risks in NOT Doing Social Media
• Being “absent” / “invisible” – Lost opportunities
• Not following / part of the conversation– Be heard! (or at least follow
what’s being said)
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 11
Social Media … An Introduction
Is Social Media Right for My Business?
Key Question:
• Is it Strategic?– What is the goal / desired effect?
(registrations, fans, downloads, Web visits, loyalty, awareness, buzz, sales(?))
– How / Does it integrate well with current marketing efforts? (not a replacement; additional tool - integrate dynamically)
– Is social media appropriate for your business? (platforms; resources)
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Social Media … An Introduction
Social Media Guidelines
Have a Plan
• Strategic Considerations– Goals
– Measurable definitions of success
– Appropriate platform(s)
– Integrated marketing
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Social Media … An Introduction
Social Media Guidelines
Have a Plan
• Operational / Policy Considerations– When? (time frame)
– How?– What resources can you utilize?– Develop process / schedule– Have a ‘crisis’ plan in place
– Who? (“speaks”; monitors; implements…)
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Social Media … An Introduction
Social Media Guidelines
Messages• Simple, clear, concise
• Be useful and relevant
• Resonate with target audience; ENGAGE them(determine your “charm”)
• (generally…) NOT a sales pitch (at least not without special offer)
• Not always about you/your business
• Convey “Be a part of something larger”
• Integrate with Web site, other SM
• Have consistent presence; a “channel”
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 15
Social Media … An Introduction
Social Media Guidelines
Monitoring• Your organization’s messaging & responses
• General conversation (about your organization, the competition, etc.)
Timeline• Results are not immediate
• Become a part of the conversation now to reap the rewards later
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Social Media … An Introduction
Facebook Stats
• 500 mil active users (U.S. = >95 mil)• Averages:
– 130 friends– 55+ min / day on Fbook– 50% log in on any given day– Connected to 80 pages/groups/events– Create 90 pcs of content / mo– >30 bil pcs of content shared / mo– Fastest-growing demographic: women 55+
• 18-25: 27 mil26-34: 2135-44: 1845+: 18
• 26+ = 60% | 35+ = 37% | #3 site visited by users 65+
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Social Media … An Introduction
Facebook Uses
Uses include:
• Events (promote, gain participation & attendees)
• Building community
• Customer service
• Promotions (sales)
• Branding
• Awareness
• Fundraising
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 18
Social Media … An Introduction
Facebook Tour & Samples
Key Elements:• Type of page
– Personal profile– Business page– Group– Community page
• Status updates & links• Profile (left column)• Tabs:
– Wall– Info– Photos, Video, Events, Discussion, etc…
• @ tagging (similar to Twitter)
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 19
Social Media … An Introduction
Twitter Stats
• >75 mil accounts
• Only 15-20% are active (10-15 mil)
• Trends a bit younger (18-34), female
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Social Media … An Introduction
Twitter Uses
Uses include:
• Building community
• Customer service
• Promotions (sales)
• Branding
• Awareness
• Fundraising
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 21
Social Media … An Introduction
Twitter Tour & Samples
Key Elements:• Tweet (140 chars; timeline or Twitterfeed)• Follow others / followers• Lists• Twitter search• bit.ly (bit.ly/dx4NsC ) (shorten URL, track)• Join the conversation:
– Reply– Retweet– @ (“at replies” or mentions)– d_ (direct message – private)– # (hashtag)
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 22
Social Media … An Introduction
LinkedIn Stats
• >55 mil members in 200+ countries
• >1/2 of members reside in U.S.
– Execs from all Fortune 500 companies
– Trends slightly more male (52%)
– 34-49: 39% | 50+: 33%
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Social Media … An Introduction
LinkedIn Uses
Uses include:
• Networking**
• Employment (jobs & fill positions)
• Generate new business
• Events (promote, gain participation & attendees)
• Position self as ‘thought leader’, ‘expert’
• Market research
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 24
Social Media … An Introduction
LinkedIn Tour & Samples
Key Elements:• Profiles• Status• Contacts• Groups• Company Pages• Answers• and more…
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 25
Social Media … An Introduction
Blogs
• Difficult to obtain statistics about who reads them
• Useful for:
– Establishing and building your brand
– Establishing self as authority / expert in industry
– Driving traffic to your website
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 26
Social Media … An Introduction
YouTube
• Exceeds 2 bil views / day
• Average person: 15 min / day
• Trends equally male / female
• 3-12: 5%13-17: 21%18-34: 36%35-49: 22%50+: 16%
Copyright Willems Marketing, Inc. All rights reserved. • www.willemsmarketing.com 27
Social Media … An Introduction
Questions & Answers…
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