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Presentation on Social Marketing from the 2009 Helzberg Entrepreneurial Mentorship Program Conference
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HEMP Conference
Social Marketing
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What Is Social Marketing?
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Conversations that
build relationships
between
companies and
stakeholders.
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CONTENT &
CONVERSATION
SOCIAL
NETWORKS
MEDIA
SHARING
Blogs
Message Boards Microblogs
Corporate
Niche
Mass
Podcasts
Videos
Photos
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Is Social Media
Right for My Business?
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Citibank/Roper Survey
• Three-quarters of the small business owners have not found sites such as Facebook, Twitter and LinkedIn helpful for expanding business
• 86% have not used social networking sites for information or advice
• 10% said they have sought business advice and information on expert blogs
Source: Social Media Optimization, 10/09
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Will it Work for You?
• Are you prepared to invest the time?
• Will you listen and engage in
conversation?
• Are you comfortable with transparency
and authenticity?
• Can you commit for the long term?
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Barkley
Social Media Principles
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#1: Them Not Us
The best advertising is not us talking
about us. It’s other people talking
about us. Make conversations about
the consumer first.
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#2: Be Where
The Consumers Are
Know where your target consumers
congregate and converse.
Contribute to those communities
and conversations.
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Groundswell
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#3: Show Signs of Life
Integrate and promote social
content throughout your digital
presence. Think beyond the badge.
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#4: Action Trumps Eyeballs
Aim for engagement, not just traffic.
Design for action and interaction.
Think hearts and minds, not just
eyeballs.
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4 Step
Social Media
Strategy
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LISTEN & LEARN
PLAN
ENGAGE
EVALUATE
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Step 1: Listen & Learn
• Discover: Find conversations currently
taking place about your company and
category
• Quantitative analysis
• Qualitative analysis
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Listening tools
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Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
• Engagement plan
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Monitoring Plan
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Response Plan
*Source: Forrester Research, Groundswell, 2008
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Engagement PlanBusinessFunction
SMStrategy
SM Strategy Description
Research Listening Ongoing monitoring of consumers’ conversations with each other
Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, or outbound communications to your customers
Sales Energizing Making it possible for your enthusiastic customers to help sell each other
Service Supporting Company-provided support of enabling your customers to support each other
Development Embracing Helping your customers work with you and/or each other to come up with ideas to improve your products and services
*Source: Forrester Research, Groundswell, 2008
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Talking
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Energizing
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Lee Fit Ambassadors
• Identified 28 bloggers to approach based on 3 criteria:
• Content: Was the blogger writing about fashion for everyday women?
• Engagement: How do her readers respond? Did she
acquire multiple comments each time she posted?
• Influence: Did she have solid site traffic? What was their
Technorati Authority and Rank?
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1. Momma’s Review www.mommasreview.com
2. A Mommy Story www.amommystoryreviews.blogspot.com
3. Intricate Art www.intricateart.com
4. Posh Glam www.poshglam.com
5. Cool Moms Rule www.coolmomsrule.blogspot.com
6. Your Style Star www.yourstylestar.com
7. All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
13. Savvy Housewife www.savvyhousewife.com
14. Mamanista www.mamanista.com
15. Therapeutic Reviews and Giveaways www.themomreviews.com
16. The Domestic Diva www.thedomesticdiva.org
17. Blissfully Domestic www.blissfullydomestic.com
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
Response“What an amazing opportunity, I
appreciate the offer - and accept!”
“WOW! you aren't kidding - what an awesome thing! I defintely want to be a
part of this.”
“Sounds like fun, and I am interested in taking part. What a great way to help other women get a firsthand point of view on some specific jeans
- and finding a good pair is the bane of every woman's existence (particularly the mommy
with the muffin top to contend with. *laugh*).”
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OutputProduct give aways to readers
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Encourage disclosure
“In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge
[http://www.blogwithintegrity.com] we encourage the bloggers we work with to fully disclose that the
products they are reviewing and/or giving away were
provided to them at no charge by XXXXX.”
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Supporting
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Embracing
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Step 4: Evaluation
“We are after hearts and
minds instead of eyeballs.”Thomas Hoehn
Kodak
Thank You
