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Presentation given by Curt Mercadante, principal, Merc Strategy Group, LLC, to the Hilton Head Island-Bluffton Chamber of Commerce Business Expo on February 28, 2010. This presentation provides case studies and a roadmap to how and why your organization should engage with new online tools, such as Twitter, Facebook and YouTube.
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The Press Release is Dead
Presented by Curt MercadanteMerc Strategy Group, LLC
Business Expo 2010
Who is this guy?
Who Are We?We bring technology to bear in communications, marketing and grassroots campaigns to cost-effectively augment message and reach.
•Social Media
•Online Media Placement
•Email List Building/Lead Generation
•E-Grassroots/Mobilization/Rapid Response
What is “Social Media”?
What is “Social Media”?
There’s no such thing as “social media.”
What is “Social Media”?Thing
AsSocial Media
Is the Press Release Dead?
New Communications Tools
•Communication no longer a one-way street.
•Authenticity required.
•More efficient, effective communication than ever before.
Medium or Messenger?
Trust?
Medium or Messenger?
Trust?
You May be Thinking...This is all just a fad.
I don’t have time for this.
I don’t have the budget for this.
I’m scared.
It’s just for kids.
I love this stuff!
Just a Fad?Comcast: More than 160,000
customers serviced
through social networking sites
since 2008.
Just a Fad?Comcast:
More than 1.4 million views of
video of Comcast
technician asleep on
customer’s couch.
Just a Fad?Jason Plummer:Young Illinois Lt.
Governor candidate wins 6-way Primary by
4,900 votes — after building a 4,700-supporter
network on Facebook in two
months.
Getting Started
•Facebook strategy? Twitter strategy? No — what is your content strategy.
•Perform a content audit.
•Begin building your opt-in lists.
Email is the first and largest social networking tool.
•The massive reach of email:
• Hotmail: 375 million active accounts
• Yahoo: 280 million active accounts
• Gmail: 146 million users
77% of online U.S. adults trust ‘emails from people they know’ more than any other media.
Forrester Research, Inc., North American Technographics Media and Marketing Online Survey, 2008
Email•Start building your opt-in list now.
•A number of free (or inexpensive) email distribution tools.
•Please kill the “e-newsletter” (let me explain)
•Short, concise, clear call to action
The online cocktail reception.
•Starbucks (@starbucks)
• Twitter as a real-time focus group.
• 3.37 million mentions of Starbucks on Twitter through May 2009. (Daniel Adler, “Twenty One Twitter
Apps”, Forbes, July 31, 2009.)
Twitter•Sign Up for Account at
http://Twitter.com
• Select a “personal” name — not a corporate or company name.
• Remember the importance of personalization.
•Go to http://Search.Twitter.com.
• Who’s talking about your company?
• What local customers are on Twitter?
• Who’s talking about your products?
•Listen.
•Follow.
•Engage.
•Repeat.
Facebook• More than 400 million active users
— would be the world’s 3rd largest country.
• Average user has 130 friends.
• 20 million people per day become fans of pages.
• 1.5 million local businesses have active pages on Facebook.
•35+ age group = 30% of Facebook.
•55+ age group grew 922% in 2009.
Source: http://istrategylabs.com
FacebookFacebook Ads
• Pay-per-click.
• Target by:
• Keyword
• Location
• Demographic
Facebook• Sign up for a personal Facebook profile
• Get acquainted, search around, follow other businesses.
• Sign up for a business page at http://Facebook.com/pages
• Suggest to friends. Engage. Watch your network grow.
Online Video
Online Video•Americans Are Watching:
• More than 161 million U.S. Internet users watched online video in August 2009.
• 99% of Americans watched videos on YouTube, which accounted for 10 billion video views.
Online Video•American Consumers and Voters
Are Watching:• More than 140,000 people have viewed the YouTube video
of U.S. Senator Conrad Burns napping during a 2006 U.S. Senate Farm Bill Hearing.
• More than 1.4 million people viewed the video of the Comcast technician sleeping on the customer’s couch.
Online Video
The ultimate storytelling tool.
Online Video
Online Video
Online Video
Online Video
Who can best tell your story?
Put ‘em on camera.
Keep it authentic and ‘real’.
Key Points
•It’s not about eyeballs — it’s about engagement.
Key Points
•Keep it authentic. Keep it real.
Key Points
•Not “extra” time spent ... it’s what you need to be doing.
Key Points
•“The Web site is the easy part ... the hard part is the engagement.”
Luanne LawrenceVP for University AdvancementOregon State UniversitySpeaking at 2010 PRSA International Conference
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