Marketing Through Internet Social Media

1. Marketing ThroughInternet Social Media David Hoegerman November 2010 www.Vectec.org/resources

2. 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?

3. People • Forrester Research developed profiles to describe how different consumers use social media.

4. Technographics www.vectec.org/technographics

5. 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.

6. Listening • Set up a private community • Brand monitoring

7. Talking • Posting a video • Engaging in social network or user generated content sites • Blogs • Create a Community

8. 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.

9. 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

10. 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.

11. 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

12. Technology

13. 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.

14. 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.

15. 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!

16. 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

17. digg Users submit sites they find interesting Others can vote for “digg it” or against “Bury” the story www.digg.com

18. 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

19. 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

20. Reviews

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

22. Easy Implementation www.AddThis.com www.ShareThis.com Both sites provide easy setup and metrics!

23. More…

24. Twitter - Control the Message

25. Twitter - Customer Service

26. Get Creative! • Best Buy actively encourages consumers to interact with their brand with social media

27. Adding Value • If you present something of value, your customers will reward you. • Information • Discounts • Promotions • Entertainment

28. Who Are You? • Personal • Person Behind the Brand • Brand

29. 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

30. 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

31. Safety • Use unique passwords • Email • Banking • Anything you don’t want hacked • Security Questions • Date of birth? • Mother’s maiden name? • High School?

32. Think Before You Click!

33. Think Before You Click!

34. Be Aware of Your Image! • Make sure any employees associated with your business online maintain a professional image.

35. Questions CONTACT INFO: David Hoegerman david@vectec.org www.Vectec.org/resources

39. 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.

40. 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

41. Our patients come to us from several sources which include Family Dentists, friends of patients, other family members in treatment, co-workers, our "in-house" marketing program, and referring insurance companies. We are ready to greet you when you contact us, and would be pleased to be your orthodontic provider. Our patients come to us for braces or orthodontist services from several sources which include Family Dentists, friends of patients, other family members in treatment, co-workers, our "in-house" marketing program, and referring insurance companies. We are ready to greet you when you contact us, and would be pleased to be your orthodontic provider in either our Hampton or Virginia Beach office.

42. Breathe Healthy® masks utilize the state of the art, hospital safe, non allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of the mask. They have been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly, help to protect against irritants and effluents from coughs and sneezes (which, of course, could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or larger). Breathe Healthy® germ and allergy masks utilize the state of the art, hospital safe, non allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of the mask. They have been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly, help to protect against pollen, dust, pet hair & dander, allergens, mold spores, many bacteria, effluents from coughs and sneezes (which, of course, could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or larger).

43. Blue Heron can help you define and locate your ideal property. So whatever lifestyle you‚ve been dreaming of-be it beach front or historic home - just click a button and Blue Heron will take you there! Blue Heron can help you define and locate your ideal property. So whatever coastal property lifestyle you‚ve been dreaming of-be it beach, boating, golf resort, waterfront estate, small town, country, or historic home - just click a button and Blue Heron will take you there!

44. 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

45. 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 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. 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.

46. 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. To be roasted in the shell, Virginia 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 Virginia peanuts are washed and then the seasonings, which are dissolved in water, are forced through the shells by a pressure process.

47. Reliance Staffing provides a highly selective matching of qualified employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. How can we help you? Reliance Staffing provides a highly selective matching of qualified temporary, temp-to-hire and permanent employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. Staffing offices are located in Newport News, Chesapeake, Suffolk and Virginia Beach. How can we help you?

48. COATSsql has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here. COATSsql staffing software has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here.

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

50. Simplify your payroll with the best value in software for small to mid-sized businesses. Our packages make one of the most complex, time-consuming tasks employers face as simple as a few key-strokes. Try it TODAY with a free trial! Simplify your payroll with the best value in payroll software for small to mid-sized businesses. Our payroll software packages make one of the most complex, time-consuming tasks employers face as simple as a few key-strokes. Try it TODAY with a free trial!