Web Site Marketing

Developing a Social Media Strategy

Daniel BabcockThang NguyenMarrianne Williams

What is Social Media?

Social media are primarily Internet-based tools for sharing and discussing information among human beings. ...

Web 1.0 Social Media Tools

• Email• Online Forums• Chat Rooms• Instant Messenger

Web 2.0 Social Media Tools

Why should YOU be using Social Media in your marketing strategy?

• College students are a wired group that statistics show to generally ignore traditional media marketing but do listen to friends and peers.

• College students use Social Media sites like Facebook regularly-almost religiously.

• Parents of college students use social media sites to connect with their students..

• Alumni has a growing presence on Social Media sites.

Why should YOU consider developing a social media

strategy?• College students are a wired group that statistics show to

generally ignore traditional media marketing but do listen to friends and peers.

• College students use Social Media sites like Facebook regularly-almost religiously.

• Parents of college students use social media sites to connect with their students..

• Alumni has a growing presence on Social Media sites.

Your customer base is already there.

What aspects of Social Media should you keep in mind when developing your strategy?

Keith BurtisCommunity Manager

“Stewardesses don’t walk down the isle of an airplane and try to sell you another ticket. They sell it by offering you a pillow or something to drink. They build a relationship by providing good customer service. Sales has always been about building relationships.” SXSW 2009

Morgan Johnston Manager of Corporate Communications

"Social Media isn't talking, it's listening. We view it as an early warning system. It allows us to get ahead of customer service issues - say by helping a customer find a lost bag on Twitter and then turn them into a brand evangelist.“ SXSW

George Smith Jr.Social Media Specialist

“We received comments on our blog about replacement parts for our Mammoth Crocs. This spawned a new blog segment about how to care for your crocs.” SXSW

Pat MooreheadVP Advanced Marketing

“The (user) community knows more than we do about what we need to improve. As a whole, the community is much more intelligent than the company and research companies when it comes to what they need from our products.” SXSW

Social Media...

• is about listening, not talking.

Social Media...

• is about listening, not talking.• is about identifying your customer's

needs.

Social Media...• is about listening, not talking.• is about identifying your customer's

needs.• is about building relationships

- build trust- build loyalty- expands your customer base- converts into sales

Word of Mouth Marketing

• "A person like me" still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)

Word of Mouth Marketing Stats

• "A person like me" still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)

• Recommendation is the number one reason for choosing a particular site to shop on. (Royal Mail's Home Shopping Tracker Study, September 2007)

Word of Mouth Marketing Stats

• "A person like me" still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)

• Recommendation is the number one reason for choosing a particular site to shop on. (Royal Mail's Home Shopping Tracker Study, September 2007)

• Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)

Word of Mouth Marketing Stats

Web 2.0 Social Media Tools

The conversation goes on without you.

Website Marketingwith

History and Statistics• Found in early 2004• Open to only colleges and universities• Open up to high school students and selected businesses• Everyone who is above the age of 13• As of January 2009 in the US

– 18 to 24: 17 millions users (41%)– 25 to 34: 11 millions users (27%)– Total 68%– High school students: 13.4%– College students: 18.6%– Alumni: 11.3%– Total: 43.3%

Getting Started• Create a Facebook account• Join networks and add friends

Facebook Group

Facebook Group• Create your group with purpose• Build network of friends• Invite people to join your groups • Promote Your Groups Outside of Facebook• Be Human• Update frequently

• Keep members informed about the activities of your store• Don’t ever allow them to forget about you

Facebook Group

Facebook Fan Page

Facebook Fan Page

Group and Fan Page

Facebook Ads

Facebook Ads• Focus on a specific

group of customers

• Full control of your budget

• “micro blogging” service• Users send 140 character updates which

other users view/respond to

Who is using Twitter?• Twitter.com is in the 171st

most visited website on the internet today, serving 6.1 million unique users, and over 32 million page views per month

• 47% of Twitter users are 18-34 years of age

• 1 out of every 5 online adult ages 18-24 have used Twitter, or a similar service

Mobility• 14% of users who

access the internet via a cell phone or mobile device use Twitter.

• Twitter has developed mobile applications for many mobile OS. (iPhone, Blackberry, Google Android)

• Your customers are connected. Twitter gets them the information immediately.

Businesses using Twitter• 35 official Twitter accounts• Twitter-only deals• Allow customers to connect w/ research

and development teams to better the Dell product.

• Twitter user since 2007• Uses the service to market “gold-box deals”• Over 8,000 followers

• Uses Twitter as a customer service “agent”.• Builds relationships and rapport for Carnival

name through Twitter communication.• Notifies followers of new destinations and

special deals.

Receive Customer Feedback on Twitter

• Advanced search is an extremely important resource

• Find out exactly how your customers feel

• Can track competitors as well as customers

• Exportable to an RSS feed. Constant updates.

RSS Feeds• Twitter searches can be

exported to an RSS “feed”• Feeds are constantly

updated with new search results

• Feeds can be accessed with any reader. Browser, desktop and mobile based readers are available.

RSS Feeds

RSS Feeds

Promote Twitter

• Find followers – Students, Alumni, Faculty, etc.

• Advertise your New Twitter account in the store and online.

• Communicate – building relationships with your customer base builds rapport and can increase word of mouth advertising.

Promote Twitter

Promote Your Store Using Twitter

Connectivity

Twitter Strategy

• Immediately begin using search to listen for your name, competitors names and words that relate to your offerings

• Promote your new twitter account online and in your physical location

• Share interesting or helpful information to your followers. They will share this information with others, which will result in a larger following.

• Don’t be afraid to start your twitter account with a coupon code or promotion– this will influence people to follow/share this with others, which will keep them coming back, or following your feed.

What is a blog?

A blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

Why Blog?• Regular Communication with shoppers

Subscribers receive message via email or RSS• Events & Promotions

Promote Bookstore events and promotions, share school events

• Receive valuable feedback  

Promoting Your Blog

• Website and print materials• Facebook and Twitter• Offer special discounts to blog subscribers• Seek help from other bloggers

Popular Blogging FormatsStart Blogging Today!