Mastering Web 2.0: How You Can Integrate New Media to Bring in Money & Promote Your Brand

Mastering Web 2.0

How You Can Integrate New Media to Bring in Money &

Promote Your Brand

Kimberly L. SanbergDirector, Ignitus Strategies

6 Things You’ll Learn

1. What exactly social media is

2. Who’s really using Facebook & Twitter

3. Advantages of different types of social media

4. How to determine what’s right for you

5. Metrics to watch

6. How to apply all of this: case study

Case Study: How to Get Here

New Media Is:

• The internet• Chat rooms• Digital cameras• Online video• Email• Websites• Social media

Traditional Media Is:

• Direct mail

• Newspapers & magazines

• TV

• Billboards

• Radio

Social Media

image: http://www.biojobblog.com

Social Media Is Not

• A silver bullet for increasing sales or donations

• Just a way to push out information

• Something to dive into without a strategy

• Just for teens and 20 somethings

• A fad that will go away

Social Media Is

A way to

• Talk to customers & get feedback

• Engage in conversation

• Try out product ideas

• Promote events

• Share resources

• Increase customer loyalty

Popular Tools At-A-Glance

• Flickr: photo sharing

• YouTube: video sharing

• LinkedIn: professional networking

• MySpace & Facebook: social networking, video sharing, photo sharing, events

• Blogs: website content, engaging customers, casual conversation

• Twitter: short messages, rapid networking

OMG! No way. She said

that?

OMG! No way. She said

that?

Check out our new product! What do you

think?

Check out our new product! What do you

think?

Social Media: How It Works

5 Reasons You Should Use Social Media

1. It’s free

2. Your customers are already there

3. Reach a wider audience

4. Build customer loyalty

5. Increase sales or donations

Big 3 in Social Media for Businesses

blogs

What Your Customers Expect Online: It’s Changed

• To have a voice

• To have their questions answered

• Transparency

• Honesty

• Ability to give feedback

• To engage in a conversation

What Your Customers Expect Online: How It Helps You

• Test product and marketing ideas

• Engaged consumers are more loyal

• Your product and brand can spread virally via new media

Increased salesGreater brand recognition

Twitter: What Is It?

• A microblogging site

• Combination of AOL Instant Messenger, text messaging, & a blog

• 140 characters per tweet

twitter.com/Ignitus

Twitter: Who’s Using It

• Largest age demographic is 35-to-44-year-olds, who make up 25.9% of its users1

• Every day, 5-10 thousand Twitter accounts are created2

• It’s still growing

1 Time Magazine, August 2008 2 ComScore, December 2008

4.5 million unique visitors in December 2008

Compete 2009 siteanalytics.compete.com

Twitter: What It’s Good For

• Rapid networking

• Building relationships with customers

• Finding new customers

• Engaging in conversations about news items

• Staying on top of trends

• Getting feedback on products or ideas

Measuring Success on Twitter: Metrics to Monitor

• Number of followers

• Direct messages

• @ replies

• Retweets

• Tools to measure influence, eg TwitterFriends

Facebook: What Is It?

• A social networking site

• Where your customers are connecting with family, friends, and organizations

• Join groups, become come fans of businesses, donate money, send event invitations, share photos

Facebook: Who’s Using It

• 150 million active users

• Over half of Facebook users are outside of college

• Fastest growing age group is 30+

• 35-54 year old demographic is fastest: 276.4% growth rate in 6 months

• 55+ not far behind: 194.3% growth rate

Source: http://www.facebook.com/press

Facebook: What It’s Good For

• Creating an online community around your business

• Promoting events & products

• Engaging customers & getting feedback

• Promoting online contests

• Sharing videos & photos

• Building customer loyalty

Measuring Success on Facebook: Metrics to

Monitor

• Number of fans

• Number of wall posts

• Number of photos and videos added by fans

• What fans are saying

What is a Blog?

• Short for “weblog”

• Online journal

• Originally personal, then topical, now professional

Blogs: What They’re Good For

• Commenting on news items

• Giving your company a voice

• Increasing customer loyalty

• Engaging customers in a conversation

• Search engine optimization

Measuring Success with Blogs: Metrics to Monitor

• Website traffic (measure w/ Google Analytics)

• Number of comments

• Quality of comments

• Emails received related to blog

• Links back to blog

• Technorati.com

Deciding Which Social Media is Right for You

Think About…• Your marketing and

sales/fundraising strategies

• Long-term plan and goals

• Time available to commit

• Staff involvement needed

• Your audience: Where are they? What do they want? Ask them.

Bringing It All Together: Engaging Your Networks

How an Environmental Organization Integrated Social Media to Raise $81k

& Get 30,000 Petition Signatures

Goals

• Raise $20,000• Get 10,000 online petition

signatures• Get people excited about

the Farm Bill

Create Campaign Strategy

• Target Audience: People who eat organic

• Media to Reach Them: Email, website, social media

• Premium: Organic cotton reusable bag

• Pressing Issue: Tie campaign to legislation

• Deadline

Engage Supporters / Customers

• Commit time

• Have a plan & a timeline

• Ask questions & get feedback

• Answer questions: It’s a two-way conversation

• Build momentum & excitement

The Results

• Created engaged online communities for future campaigns

• Promoted their issue to a new audience

• Surpassed their goals

Surpassed Their Goals

Follow Through

Integration: Taking It A Step Further

• Email

• Website

• Direct mail

• Print advertising

• In-person meetings & events

Integration: How To Do It

• Same look and feel

• Similar message adapted to different media

In Conclusion

Decide What’s Right For You

• Establish goals, then choose social media

• Integrate social media with existing strategy

• Decide how much time you have to dedicate

• Don’t be afraid to experiment

Remember…• Engaged consumers are loyal customers

• A stellar presence doesn’t happen overnight

• Social media is about conversation: give and take

• Be prepared for criticism

• Everyone is new to social media

• It’s not going anywhere but up

Kimberly L. SanbergIgnitus Strategies

Kimberly@IgnitusStrategies.comhttp://IgnitusStrategies.com

www.twitter.com/ignitus612.812.0188

View this presentation:

http://IgnitusStrategies.com/mdma.html