Social Media Is Not Internet Marketing

#PodCampAZ @chewitt

Social Media Is Not Internet Marketing

A True Confessions Story

2Prepared for Women Winning Worldwide | Chris Hewitt#PodCampAZ @chewitt

What We’re Going To CoverOur Agenda• Introduction• Exploring The Social Media Gold Rush• Learn From My Mistakes• Being Socially Responsible• Questions


Why Are We Here? (Honestly)Leverage Social Media To Drive Growth• Capture the attention of interested,

relevant Internet traffic– Direct eCommerce– Lead Generation– Messaging– Awareness

• Create dialog with relevant content and visitor value

• Capitalize on the opportunity to move our marketing from 'push' to 'pull'


Why Are We Listening To This Guy?A Little About Me• Senior Director, Marketing at Lumension• Over 12 Years in Internet Strategy and Web

Marketing– eCommerce– SEO/SEM– Social Media– Advertising/Lead Generation

• Broad Professional Background: Sales, Marketing, and IT Experience

• Co-author of an Internet Business Method Patent

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Social Media Gold Rush

(Continuing on…for those of you still in the room)


Social Media in a Single Slide

Leveraging social, Internet-based tools to share information, content, and messages

Flickr - the waving cat


Social Media Motivations

Connecting

SharingDiscussing


Just One Growth Example


Gold Rush!

US - Public Domain

There’s money in them thar Tweets!


Why Companies Are Joining In


Companies SM Strategies


The Business Case

Flickr - tao_zhyn


The Results

S. P. Enterprises, Inc.

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Social Media Noise


Wild Social Media Growth


The Social Media Puzzle


Individual Pieces Do Not Fit


Who Is Satisfied?

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Learning From My Mistakes

Top Five Social Media Mistakes


1. Thought I Was Smarter Than The Community

• SEO and Wikipedia• Comment Marketing• Social Networking

Flickr - gamerscoreblog


2. Didn't Have Confidence In my Own Voice

• Adopted a persona that wasn't authentic

• Not sustainable• No real value

Creative Commons


3. My Knowledge and Experience Is Good Enough

• Wasn't opening up to the aggressive learning social media required

• Ego first• Treated SM as

another marketing tactic

Creative Commons

Right Said Fred


4. Social Media Hyper-Enthusiasm

• Believe everyone was as pumped about social media as I was

• Ignored my audience• Marketing 101 – the

right message for the right audience

Flickr - theparadigmshifter


5. Didn’t Differentiate Between A Fad And A Trend

• Social Media tools • Did not invest in

tailoring message• Fell into the ‘you can’t

do that on the Internet’ trap

Creative Commons

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So What Do We Do?

Removing ‘Marketing’ From Social Media


Don’t Focus On Tools• Be Authentic

– Create content and tone that match your brand

• Be Relevant– Actively engage your audience– Offline or online find ways to create dialog

• Be Consistent– Marketing messaging and Social Media must

be aligned

• Be Creative– Find ways to bring unique, differentiated value

to your target audiences


Reaching Your Audience• B2C vs. B2B

– Motivations– Expectations– Limitations

• Reaching viral nirvana– Drive others to share

• Humor• Unique• Controversial• Exclusive

• Continually return value!


They’re Here, Now What?• Be purposeful and honest

– Drive new visitors to clear, specific, limited, and value-added actions

• Conversion: the MOST important strategic component supporting Social Media

• You have new traffic, you now have to motivate them to take action– Do not expect new visitors to find their way on

your website– Your competition is only a few, quick clicks away


Measuring• Social Media is a continual investment

– You must continue to engage your audience

• Measurement of success– Website analytics!– ‘Analysis’ over ‘reports’– Third party tools– Don’t forget about your competitors

• Quality time– Social Media needs your attention and affection– Stay universally current (industry, company,

etc.)

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How Do We Get There?

Shaping Your Personal Brand


Be Your Own PR Firm• Building a ‘Social’ Brand

– Industry knowledge– Unique experiences and concepts– Be ‘known’ for something– Establish a ‘reason to return’

• Return Value– Invest in dialog– Answering questions– Replying to other blogs– Creating distributable content– Create valuable personal/professional

connections


Promoting Your Brand• Connect

– Professional networks• e.g. LinkedIn, Plaxo

– Personal networks• e.g. Facebook, mySpace

• Discuss– Answer

• e.g. Yahoo!, LinkedIn– Personal blog

• e.g. Wordpress, Blogger– Micro-blogging

• e.g. Twitter, Jaiku• Share

– Videos• e.g. YouTube, Vimeo

– Photos• e.g. Flickr, Photobucket

– Original works• e.g. Slideshare


Take Away | LinkedIn1. Share your unique experience and voice

1. Enable Apps2. Update your status3. Share your interests

2. Share your corporate message1. Update corporate profile2. Encourage others to do so

3. Engage your peers1. Join relevant groups2. Contribute to that community

4. Join the dialog1. Use your unique experience to answer question2. Ask questions that seek a real answer

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Let’s Discuss

(Hopefully someone is still here to read this slide)