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Marketing Through Internet Social Media. David Hoegerman November 2010. www.Vectec.org/resources. Planning – POST. People – What are your customers ready for? Objectives – What are your goals? Strategy – How do you want relationships with customers to change?

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marketing through internet social media

Marketing ThroughInternet Social Media

David Hoegerman

November 2010

www.Vectec.org/resources

planning post
Planning – POST
  • People – What are your customers ready for?
  • Objectives – What are your goals?
  • Strategy – How do you want relationships with customers to change?
  • Technology – What applications should you use?
people
People
  • Forrester Research developed profiles to describe how different consumers use social media.
technographics
Technographics

www.vectec.org/technographics

objectives
Objectives
  • Listening – Research to better understand your customer. Gain insights for marketing and development.
  • Talking – Spread your message, build brand awareness and product familiarity.
  • Supporting – Help your customers and encourage them to help one another.
  • Energizing – Help your most enthusiastic customers become advocates for your brand.
listening
Listening
  • Set up a private community
  • Brand monitoring
talking
Talking
  • Posting a video
  • Engaging in social network or user generated content sites
  • Blogs
  • Create a Community
support
Support
  • Typical contact with a call center costs the company $6 - $7, technical support calls cost $10-$20.
  • Online forums allow customers to help one another and allow staff to interact as well.
  • Case Study: Dell
    • Surveys of customers leaving site found that 20-50% had found answers to their problems, and that doesn’t factor in those who left a question and tried back later.
strategy start small and leaves room to grow
Strategy Start Small and Leaves Room to Grow
  • Launching one technology and quickly jumping to another may diffuse your resources
  • If you try to map out a multi-year plan, it may become obsolete before fully implemented
  • The best campaigns constantly evolve, be flexible
  • Measure success and build on that success
strategy put someone important in charge
Strategy Put Someone Important in Charge
  • You are changing the way your company interacts with customers, and this affects many aspects of the business.
  • Things will go wrong, and you need to be able to adapt quickly.
  • If the person in charge is not enthusiastic or committed, the presentation will be suffer.
strategy carefully select technology partners
StrategyCarefully Select Technology & Partners
  • Make sure partners understand your objectives and what you are trying to accomplish
  • Check references and ask about similar projects
  • Make sure the technology supports your goals
internet forums
Internet Forums

Modeled after the real-world paradigm of electronic bulletin boards

Allow users to post a "topic" for others to review.

Other users can view the topic and post their own comments in a linear fashion, one after the other.

participating in internet forums
Participating in Internet Forums

Signatures

Networking

Branding

Market Insight

Your aim should be to participate in a conversation, not interrupt it.

Go to the search engines and type forums plus key words.

running your own forum
Running Your Own Forum

Customer Service / Support

Establish yourself as an expert

Create Goodwill

Branding

When users participate in your forum, they are interacting with your brand!

social bookmarking
Social Bookmarking

Users save links to web pages that they want to remember and/or share.

These bookmarks are usually public, and can be saved privately, shared only with specified people or groups, shared only inside certain networks

slide17
digg

Users submit sites they find interesting

Others can vote for “digg it” or against “Bury” the story

www.digg.com

social bookmarking1
Social Bookmarking
  • By encouraging users to use social bookmarking, you are making it easier for them to spread the word about your site!

Social Bookmarking – 2008

face book
Face Book

Social utility that connects people with friends and others who work, study and live around them.

keep up with friends

upload an unlimited number of photos

share links and videos

learn more about the people they meet

Made up of many networks

Company

Region

School

People can only see the profiles of confirmed friends and the people in their networks. You can use our privacy settings at any time to control who can see what.

www.facebook.com

integrated marketing
Integrated Marketing
  • Many companies integrate social media into their marketing mix.
  • Most social media venues publish an API for easy website integration.
easy implementation
Easy Implementation

www.AddThis.com

www.ShareThis.com

Both sites provide easy setup and metrics!

get creative
Get Creative!
  • Best Buy actively encourages consumers to interact with their brand with social media
adding value
Adding Value
  • If you present something of value, your customers will reward you.
    • Information
    • Discounts
    • Promotions
    • Entertainment
who are you
Who Are You?
  • Personal
  • Person Behind the Brand
  • Brand
when to post
When to post?
  • Personal:
    • A couple times  a day to once a week
    • Whatever you would update on Facebook could go here
    • This is for your friends and family and the world at large
  • Person Behind the Brand:
    • Two times a day to once a week. As often as needed for the brand
    • This depends on the goals of your social media campaign
  • Brand:
    • Much less frequently
    • Event sponsorships, coupons or links to news articles about your brand
safety
Safety
  • Never share your password with anyone
  • Use up to date anti-virus software
  • Adjust your privacy settings to match your level of comfort
  • Be cautious about posting and sharing personal information
  • Block and report anyone that sends you unwanted or inappropriate communications
safety1
Safety
  • Use unique passwords
    • Email
    • Banking
    • Anything you don’t want hacked
  • Security Questions
    • Date of birth?
    • Mother’s maiden name?
    • High School?
be aware of your image
Be Aware of Your Image!
  • Make sure any employees associated with your business online maintain a professional image.
questions
Questions

CONTACT INFO:

David Hoegerman

david@vectec.org

www.Vectec.org/resources

supplemental information
Supplemental Information
  • I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.
slide40

When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is conveniently located in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace.

When visiting Colonial Williamsburg or The College of William & Mary, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most conveniently located Williamsburg bed and breakfast and is in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace

slide41

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slide42

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slide43

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slide44

Find out more!

  • Find more information on:
    • Virginia Eastern Shore Blog – This is where we get to brag about all the wonderful happenings here! (boating, the arts, real estate, ect.)
    • Virginia Eastern Shore Portal – A business listing / directory of all there is to do on the Eastern Shore.
      • Restaurants
      • Hotels
      • Attractions
slide45

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Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly roasted to perfection. We choose only the highest quality, super extra-large Virginia peanuts which are hand selected for their size and freshness. Each batch is individually cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for which our peanuts are famous.

slide46

To be roasted in the shell, peanuts are cooked at medium heat for about 15 minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the shell - prior to roasting- the peanuts are washed and then the seasonings, which are dissolved in water, are forced through the shells by a pressure process.

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slide47

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slide48

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slide49

This site contains easy-access video guides that provide compact information and training. Each segment has a video, between 3 and 5 minutes long. Controls to start, pause, stop, and adjust volume are located just below the viewing window.

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    • Planning Ahead for Deployment
    • Financing Your Business
    • Contracting and Certification
    • From Boots to Business
slide50

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