SOCIAL NETWORKINGOVERVIEW

South Shore Women’s Business Network

Presented by:Angela Rutzick, PrincipalMay 6, 2010

Social Networking Tools

Social Networking Blogs Communities Forums / Discussion Board Content Aggregators

Social Networking

Social network users represent 67%of all internet users Offers the most personal, trusted and

direct points of access to consumers Provides consumers with options in

searching for value, products andservices and finding exactly what theyneed and want with minimum effort.

Social Networking is here to stay

Some Facts …

Eight in ten Americans are now online Yet, only 5-10% of marketing budgets are

allocated to digital media

The fastest growing digitally matureindustries include: Technology, financial services, travel

subscription media & retail

Consumers — the New Marketers

Web 2.0 tools haveupgraded their voicepower

Consumers are nowProsumers(producer + consumer)

The New Marketer —Technopologist?

Technologist,sociologist andpsychologist

Usage behavior -watch andobserve

MySpace

Who is your audience Generally younger audience without

deep pockets Environment is one where you

primarily visit page of others asopposed to having info brought to you

You Tube

Upload and share video clips andacross the Internet through websites,mobile devices, blogs, and email

Facebook

Geared to using your profile page as ahome page for information being broughtto you

Facebook is usually an older audiencewith more income

PROFILE CENTRICPERSONAL PAGE

Boost Your Brand

Create a group that provides value Avoid commercialness or you may be shut down Don’t spam even if your message is real or relevant

Event MarketingCreates a special page on which you can putthe details and even collects RSVPs

Tweet Tweet Twitter

Limit to 140 characters Similar to text messaging Fastest growing, least retention

Widgets and Applications

Most underused feature Sony Snow Globe Office Max Elf Me

Blogs

Provide commentary or news on aparticular subject or function as morepersonal online diaries

9000 million blogs 40,000 new ones pop up each day

USE A BLOG TO GENERATE BUZZ

COMMUNITIES

Industry Wiki

Forum

E-Learning

Surveys/Studies

Bookstore

Video

RSS Feed

Collaborate with customers on productdevelopment, service enhancement andpromotion

Learn more about customerlifestyles.

Brand Awareness to

Advocacy

Mommy Blogs

Forums Enhance Product Development

Customer Interaction

Better understanding of price points Insight for future products Customers trust each other’s opinions

Expand visibility

Free publicity Free samples encourage feedback Free testimonials and reviews

The Good with the Bad

Be prepared to handle responses Never ignore an unfavorable comment

From Push Marketing to

Conversational Marketing

Persuade don’t sell Be part of the conversation Facilitate Listen and respond to customers

Why should they come?

Provide incentives - both tangible andintangible

Tangible - play on consumers’ emotions Intangible - money, free samples, coupons Create community Peer recognition

How do I keep them there?

Hire a Community Manager Provide ongoing interaction & content Create a wiki to increase traffic to your site Appoint a Facilitator Keeps conversations going Highlights important information Maintains order Ensures customer is heard and responded to

Recruit employees

Carefully select employees to write blogs Social networking skills Shares company vision Knowledgeable about services and products

Engage Employees

Define the customer experience Share culture and feel of organization

Case Study: Dove - Consumer Nation

What will it do for my business?

Engage customers Expand visibility and enhance a brand Improve customer understanding of products &

services Facilitate sharing of knowledge Increase customer satisfaction Bring referrals and recommendations Attract new employees Strengthen and enlarge your network of vendors

and partners Create evangelists

What are the requirements?

Meet a business objective Support a product or service Provide cross-referrals Give and receive recommendations Offer value with content Integrate with other marketing activities Social bookmarking

Today’s New Creative

It’s about the message - not theproduct

Simple, punchy and in a story form Resonates with the consumer and

provides instant gratification Timing / call for action

forward the message to others

Be Digital Savvy

Align yourself with technology the right talent a company’s whose culture is

progressive Create parterships with

Agencies, media companies andmarketers

What is measurable?

Number of referrals Site traffic / visitors Audience participating Blog comments Content sharing (ie., email forwards) Follows, friends & fans Profile views Wall posts

What are the Advantages?

Builds better customer/company relationships Builds sense of community Increases opportunities Lowers recruiting costs Attracts conversations / exchange ideas / find

answers Lets others know what you are working on and

the successes you are having Links to articles and recent posts Links (in moderation) to your own blogs and

articles Help others get business referrals (collaborate

just don’t collect)

Tips

Take intoconsideration overallmarketing plan

Select target anddevelop relevantmessaging & content

Utilize social networks Have patience Plan before jumping in