Social Media Presentation - Bridgewood Resort Sept 2010

Social Media … An Introduction Presented by Willems Marketing, Inc. Social Media Marketing Presentation September 22, 2010

Topics We’ll Cover Today What is Social Media? Why Social Media? The Benefits & Risks of Social Media Strategy & Planning Social Media Guidelines The Major Players: Stats, Tour & Samples Q&A

What is Social Media? Online programs and platforms that make it possible for individuals to easily and frequently connect and communicate with each other

What is Social Media? Today’s Focus: Most popular Most likely to be useful to your business

Why Social Media? Social network audience is 149 million (U.S., Feb. 2010) Share of Internet time spent on social networks is up 43% (15.8 to 22.7) in past year (June 2009-10) Average person spends just over 6 hours/mo on social networks (U.S.) Alexa Top 100 Sites (U.S., Sept 2010) : #2 Facebook (and globally, only after Google) #4 YouTube #7 Twitter #17 LinkedIn

Why Social Media? Additional tool to reach and ENGAGE customers, potential customers Accessible to all – levels the playing field (both businesses and consumers) You’re already part of the discussion – or worse yet, you’re NOT

Benefits of Social Media Develop ‘supporters’ for life SM is used by nearly all ages, types of people Portable and less likely to change (vs. email, snail mail) A New Channel It’s where much of your audience is (vs. traditional media) Low Cost of Operation Compared to conventional media

Benefits of Social Media Instant and Direct Communication (no “middleman”) High Level of Individual Engagement: RELATIONAL Identifiable “members”; you know your supporters The power of ‘testimonials’ Often, the words of others speak more loudly, have more credibility in support of your ‘products’ than your own Greater access to info about your business; many venues, search engines, etc.

Risks of Social Media Risks/Objections in Doing Social Media It’s a passing fad Online messages are meaningless / silly Reputation Damage Lack of Knowledge – Failure “ Time-Suck”

Risks of Social Media Risks in NOT Doing Social Media Being “absent” / “invisible” Lost opportunities Not following / part of the conversation Be heard! (or at least follow what’s being said)

Is Social Media Right for My Business? Key Question: Is it Strategic? What is the goal / desired effect? (registrations, fans, downloads, Web visits, loyalty, awareness, buzz, sales(?)) How / Does it integrate well with current marketing efforts? (not a replacement; additional tool - integrate dynamically) Is social media appropriate for your business? (platforms; resources)

Social Media Guidelines Have a Plan Strategic Considerations Goals Measurable definitions of success Appropriate platform(s) Integrated marketing

Social Media Guidelines Have a Plan Operational / Policy Considerations When? (time frame) How? What resources can you utilize? Develop process / schedule Have a ‘crisis’ plan in place Who? (“speaks”; monitors; implements…)

Social Media Guidelines Messages Simple, clear, concise Be useful and relevant Resonate with target audience; ENGAGE them (determine your “charm”) (generally…) NOT a sales pitch (at least not without special offer) Not always about you/your business Convey “Be a part of something larger” Integrate with Web site, other SM Have consistent presence; a “channel”

Social Media Guidelines Monitoring Your organization’s messaging & responses General conversation (about your organization, the competition, etc.) Timeline Results are not immediate Become a part of the conversation now to reap the rewards later

Facebook Stats 500 mil active users (U.S. = >95 mil) Averages: 130 friends 55+ min / day on Fbook 50% log in on any given day Connected to 80 pages/groups/events Create 90 pcs of content / mo >30 bil pcs of content shared / mo Fastest-growing demographic: women 55+ 18-25: 27 mil 26-34: 21 35-44: 18 45+: 18 26+ = 60% | 35+ = 37% | #3 site visited by users 65+

Facebook Uses Uses include: Events (promote, gain participation & attendees) Building community Customer service Promotions (sales) Branding Awareness Fundraising

Facebook Tour & Samples Key Elements: Type of page Personal profile Business page Group Community page Status updates & links Profile (left column) Tabs: Wall Info Photos, Video, Events, Discussion, etc… @ tagging (similar to Twitter)

Twitter Stats >75 mil accounts Only 15-20% are active (10-15 mil) Trends a bit younger (18-34), female

Twitter Uses Uses include: Building community Customer service Promotions (sales) Branding Awareness Fundraising

Twitter Tour & Samples Key Elements: Tweet (140 chars; timeline or Twitterfeed) Follow others / followers Lists Twitter search bit.ly (bit.ly/dx4NsC ) (shorten URL, track) Join the conversation: Reply Retweet @ (“at replies” or mentions) d_ (direct message – private) # (hashtag)

LinkedIn Stats >55 mil members in 200+ countries >1/2 of members reside in U.S. Execs from all Fortune 500 companies Trends slightly more male (52%) 34-49: 39% | 50+: 33%

LinkedIn Uses Uses include: Networking** Employment (jobs & fill positions) Generate new business Events (promote, gain participation & attendees) Position self as ‘thought leader’, ‘expert’ Market research

LinkedIn Tour & Samples Key Elements: Profiles Status Contacts Groups Company Pages Answers and more…

Blogs Difficult to obtain statistics about who reads them Useful for: Establishing and building your brand Establishing self as authority / expert in industry Driving traffic to your website

YouTube Exceeds 2 bil views / day Average person: 15 min / day Trends equally male / female 3-12: 5% 13-17: 21% 18-34: 36% 35-49: 22% 50+: 16%

Social Media Presentation - Bridgewood Resort Sept 2010

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Social Media Presentation - Bridgewood Resort Sept 2010

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