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A presentation about the need for new marketing strategies using social media tools.
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Social MediaThe New Strategy for Growing Your
Business
Presented by
Tom HackelmanMarketing Maven
The market is against you
The convergence of technology
Social media tools
How do I start?
Leveraging social media with customers
◦ Case study: The Girl Scouts of America
Q & A
During Our Time Together…
Over 28-years of business-to-business sales and management experience
Over a decade of experience using a wide variety of social media tools to grow business and capture market share
Like you, I am an entrepreneur, consumer, member and donor – B2B, B2C, A2M, NP2D
Tom Hackelman
The Market is Against You
The Top Five Trends Turning the Marketing World Upside Down
“While too many advertisers are still focused on the business of shouting one message over and over, today the most important communication is not the marketing monologue, but the dialogue that takes place among customers.”
--Jonah Bloom – Editor, Advertising Age
Trend #1: Consumers are Skeptical
Before attending the latest highly hyped movie, consumers now check Twitter to see what the buzz is. Why waste good money on a bad movie?
◦ Is it really that good?
◦ Is it worth $50 in tickets and concessions?
◦ What comments are in my Twitter circle or in Twitter topics about “XYZ Movie?
Consumers are Skeptical
“Did Twitter Bury Bruno?”
http://mashable.com/2009/07/13/bruno-twitter-reactions/
From Advertising Age: Forget Ebert: How Twitter Makes or Breaks Movie Marketing Todayhttp://adage.com/madisonandvine/article?article_id=139444
Traditional marketing interrupts us
Deceptive advertising methods
Over-anticipation of the consumer
Inability of companies to connect at a human level
Why are Consumers Skeptical?
Trend #2: Fragmented Media and Audience
1960s: Few Interrupters Now: A Wide Range of Interruptions
Media of the 1960s
◦ 4,400 radio stations
◦ 8,500 magazine titles
◦ 5.7 television channels
Media Today
◦ 14,000 radio stations
◦ Over 17,000 magazine titles
◦ An average of 82.4
television channels per
household
Yesterday: Advertisers and marketers were the center of the marketing universe
Today: The consumers are talking to each other about our…
◦ Companies
◦ Products
◦ Services
◦ Industries
◦ Competitors
…whether we are present or not!
Trend #3: The Consumer Controls the Marketing Message
Trend #4: Business must Improve Its Aim
Yesterday’s Tactic:The shotgun – scattershot approach
The Best Tactic for Today:Laser-focused approach
“Businesses are being forced to improve targeting, increase relevance and minimize waste.”
--Paul Chaney, Author of The Digital Handshake
Trend #4: Business must Improve Its Aim
…and they aren’t going to take it anymore!
Consider the consumer’s feeling towards…
Enron
Worldcom
Goldman Sachs
Wall Street
Trend #5: Customers are Mad as Hell
“Dell lies. Dell sucks.I just got a new Dell laptop and paid a fortune for the four-
year, in-home service.The machine is a lemon and the service is a lie.I’m having all kinds of trouble…they say if they sent someone
to my home – which I paid for – he wouldn’t have the parts, so I might as well just send [it] in and lose it for 7-10 days…
DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.”
--Jeff Jarvis, Media Blogger; posted on his Buzzmachine blog in June 2005
Trend #5: Customers are Mad as Hell
The world of marketing is
changing…How will you and your clients meet
this change?
http://www.youtube.com/watch?v=6ILQrUrEWe8
The Convergence of Technology
Social Media ToolsWhat Tools will Help You?
Where do you stack up in a Google search?
Google Searchability
What are others saying about you?
Google Alerts
eNewsletters
Blogging
Pitch Engine
YouTube
How do I start?Swimming through the maze of Social Media options
The success of social media implementation is tied closely to your employees
◦ What tools do they use?
◦ How often?
◦ Do you encourage it?
◦ Would they “Friend” you or “Like” you if you had a presence on one of the sites?
Their participation and connection to your tools will spread among their friends and business acquaintances
Start with Your Employees
Are they involved in social media? Where?
Look at their website for the Facebook, Twitter and YouTube logos
Connect with your customers
Talk to Your Customers
CMO = Chief Marketing Officer
◦ It must be someone who already engages in this medium
◦ It must be someone you trust
The CMO becomes your company’s number one cheerleader
Depending on what you implement, managing social media tools can be done in just one hour a day
Create a CMO in Your Company
A Great Tool to Manage Social Media
Using social media effectively is just like attending business networking events (i.e., Business After Hours, chamber events, etc.)◦ You must be present AND active for it to
work effectively
What you get out of the experience will depend on what you give away◦ Free ideas◦ Tips◦ Advice◦ Recommendations
Don’t stand in the corner and nurse your drink; you must work the room!
Engage in the Conversation
Offer free, but substantive ideas
Be provocative
Take a stand
Offer to recommend your clients and your partners – great tool of LinkedIn
Blend two tools in one -- post a video on a Facebook post or Tweet about a new YouTube video you just uploaded with the link to it
Announce your site addresses on: Invoices, website, emails, newsletters, business cards – everything you use to share information should link back to your social media sites
Tips for Creating Buzz on Social Media Sites
Leveraging Social Media with Clients
How to provide added value to your marketing ideas
Support the Sash Direct Marketing Campaign
◦ To engage alumni and to begin to develop a network of donors for future campaigns
◦ To gather donations from those women who were ready to donate and to build a database of new alumni
Case Study: The Girl Scouts of America
Support the Sash Post Cards
Campaign took advantage of the following:
◦ Variable data direct mail
◦ Email – initial and follow up
◦ Web – Personalized landing pages
◦ Social Media – Facebook cause page, YouTube video
◦ Telesales follow up
Support the Sash Campaign
8.2% response rate
Respondents visited their PURL page multiple times to refer friends, make a donation, connect to Facebook, etc.
Percentage of people per age segment who visited PURL:
◦ 20-39: 54%
◦ 40-49: 21%
◦ 50-59: 14%
◦ 60+: 9%
Results from the Campaign
31% of respondents (47 people) made a donation
Increased average donation from $50 to $250
Grew Facebook cause page to 141 members; 68 of these were not previously in the database
Collected 87 referrals from “refer a friend” function
Results continued
Build a relationship before asking for money.
Use print to drive social media interaction.
Relevance drives response.
Visit my website to download this case study:
http://www.digitalprintmarketing.net/Case-Studies.html
Best Practices
Questions & Answers
Best Motivational Movie Collection Everhttp://www.youtube.com/watch?v=walnVJZ-_XQ
Tom HackelmanMarketing Maven
Phone: 336-745-0986
Email: [email protected]
Web: http://www.DigitalPrintMarketing.net
Thank you!
