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If you are running a business, you know that a big portion of your time is spent marketing and promoting your business. The internet is changing all of that and that is what this presentation addresses. Specifically it covers the impact of online marketing–especially social media–on business. See the text of my talk on the Buzzmedia blog http://buzzmedia.com.my/blog/social-media-impact-on-business-and-marketing
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SOCIAL MEDIA
IMPACTON
BUSINESS & MARKETING
http://www.flickr.com/photos/kylemay/526384959/
David Wang• BA Comms Monash
• Blogger, web geek (10 years+)
• Chief Geek @ Buzzmedia
• Social Media & Web Analytics Manager @ AGENDA Asia
• Public Relations Consultant @ Quattro Communications
http://linkedin.com/in/davidwang
http://twitter.com/blogjunkie
016-239 2255
http://buzzmedia.com.my
Clients & Experience
Buzzmedia
ConsultingTraining
OnlineMarketing
Web Design
?WHAT IS ONLINE MARKETING
Marketing is aboutProfitable Relationships
Email Marketing
Search Engine
Optimisation
Pay Per Click Advertising
Banner Advertising
Social Media Marketing
Affiliate Marketing
Analytics & Conversion Optimisation
E-commerce
Social Media Marketing
AffordableEffective
Wide reach
http://www.flickr.com/photos/kenleewrites/3253364030/
See you tomorrow
Boss!
Social media helps
build & maintain
profitable
relationships easier,
better & faster
?WHAT IS
SOCIALMEDIA
SocialMedia
Web 2.0
Technology
Websites
Connecting
Conversations
Relationships
A cocktail party on a global scale
http://www.flickr.com/photos/jaimelondonboy/3332258048/
346,000,000+number of people globally who read blogs
Source: comScore, March 09
300,000,000+active users on Facebook
Source: Facebook, Sept 09
1,382%increase in unique visitors to Twitter.com
Feb 08 to Feb 09, Source: Nielsen
20 hrs of videouploaded each minute to YouTube
Source: YouTube, May 09
13,000,000number of articles on Wikipedia
Source: Wikipedia, July 09
Source: Nielsen Online, Global Index, December 2007 – December 2008. ‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only
Social Media is mainstream
2 OUT OF 3 INTERNET USERS VISITSOCIAL NETWORKS
http://www.flickr.com/photos/asleeponasunbeam/416665541/
Your customers are
getting social
Your business needs
to get social too
SOCIALMEDIAIS TRANSFORMING BUSINESS
Branding
Awareness
Lead Generation
Loyalty
Website Traffic
Customer Service
http://www.flickr.com/photos/purprin/3655887487/
CASE STUDY:BLENDTEC
Results
•700% increase in retail sales
•65 million video views
•Website traffic from videos
•Featured in TV, print & blogs
Source: PubCon 2006 Keynote by George Wrighthttp://www.seroundtable.com/archives/018700.html
CASE STUDY:BIG APPLE DONUTS
Results
•21,000+ fans on Facebook
•36 stores in Malaysia; 9 more in Thailand, Indonesia & China
•Awards:
• SME100 Awards 2009
• BrandLaureate (F&B) 2008
• SME Rising Star 2008
• Asia Pacific Entrepreneur Excellence Award
CASE STUDY:SPICY CORNER
Results
•Increased awareness
•Loyal customers
•Word of mouth
•Featured in media
IT’S RISKYTO IGNORE SOCIAL MEDIA
H&I Niaga
H&I Niaga found itself in the middle of a controversy after beating larger competitors for a Bank Negara tender, prompting accusations of corruption.
The incident happened in 2005 but a search for the company today still shows blog posts and news about the bad press.
Kryptonite LocksOnce the damage has been done, a search for your brand name can turn up embarrassing results.
Consumers are
already talking
about your
business / industry.
They are not going
to wait for you.
?WHERE DO I START
ONE STEP AT A TIME
JUST DO IT
USE COMMON SENSE
http://www.flickr.com/photos/dhaneshr/2786992830/
•Get a sense of the playing field. What are people saying about you? About your competitors?
•15 minutes a day:
•Use Google Reader to get organisedhttp://www.conversationmarketing.com/2009/08/free-e-book-social-media-monitoring.htm
Step 1: Listen
http://www.google.com/alerts http://search.twitter.com http://technorati.com
Step 2: Define Goals
Goal Metrics
Branding Brand mentions, Fans & Followers, Returning Customers %, Referrals, etc
Awareness Incoming links, website visitors, website page views, Fans & Followers, Share of Voice, etc
Lead Generation Number of Leads, Number of Enquiries, Email Subscribers, Comments, Fans & Followers, etc
Loyalty Returning Visitors %, Testimonials, Referrals, Customer Service Issues, etc
Step 3: Participate
1. Start a blog
2. Make friends on Twitter
3. Start a Facebook Page
Step 4: Keep LearningBlogs Books
Chris Brogan
Conversation Marketing
The BrandBuilder
Marketing Profs Daily Fix
Altitude Branding
GreyReview*
Buzzmedia Marketing*
* Malaysians
Trust Agents by Chris
Brogan & Julien Smith
World Wide Rave by
David Meerman Scott
Groundswell by Josh
Bernoff and Charlene Li
Social Media is
just a tool.
It does not replace
business basics.
PLEASE, PLEASE REMEMBER
If you don’t like change, you’re going to like
irrelevance even lessUS Army Chief of Staff (ret.) General Eric Shinseki
Small businesses have a big opportunity with social media
Get out there and get social
THANK YOU!
David Wang
Buzzmedia Online Marketinghttp://buzzmedia.com.my
Follow me on Twitter – @blogjunkie
