The Digital Paradox: A case for and against a social media marketing strategy.

Presented by: Eli Martinez, Founder Inwood Hill

DISCOVERY“Just the facts

ma’am.”- Joe Friday

RESULTS

Social media usage by small business

owners doubles, increasing from 12%

to 24% in 2010!

•75% have a company page on a social networking site•69% post status updates or articles of interest on social media sites•57% build a network through a site such as LinkedIn•54% monitor feedback about the business•39% maintain a blog•26% tweet about areas of expertise•16% use Twitter as a service channel

*“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.

But wait. There’s more…

25% of small business owners

polled feel social media has

“fallen short of expectations.”

*“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.

• 50% feel it’s used up more time than expected

•19% believe social media has lost them money

•17% feel social media has allowed people to criticize their business

*“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.

“Why should I

bother spending

the time or money

marketing my

business online?”

- anonymous

social media marketing =

LEVERAGE

Extend your BRAND’S

reach. Broadcast your

message globally, 24/7.

Touch more people, more

often.

Build a COMMUNITY.

Get closer to customers &

empower brand

ENTHUSIASTS. Unleash

the power of W.O.M.

Become a Thought

LEADER. Educate, raise

awareness & build

TRUST. Social proof

influences buying

decisions.

“Great. So how do I

make social media

work for my

practice?”

vs.

PROVEN

Tool… Strategy.

“Social media isn’t a strategy, it’s one of the communication tools available. It’s a great and potentially personal tool, but don’t stop there. “

“Think customer-centricallyinstead – for the entire experience…”

- Tara HuntAuthor of “The Whuffie Factor: Using the Power

of Social Networks to Build Your Business”

• Send customers to other websites (be a resource)

• Right by your customers all the time (service first)

• Know that you’re competing for their attention with everyone else (clear messages)

• Work with competitors toward better customer experiences (collaboration)

• Measure referrals from friends as success (leads)

• Make cutbacks in marketing, customer service or support staff when budgets tighten

• Not appreciate what your customers are saying about you (good or bad)

• Make understanding the benefits of your services or products complicated

• Measure the number of “friends” or visitors to your website as success (social media is about being social)

Do... Don’t...

“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

a shift is happening

1. ‘social media strategies’ are now customer-centric business strategies

2. ‘marketing’ is now about fostering customer happiness

3. ‘influencers’ are being replaced by brand enthusiasts

4. ‘campaigns’ are now learning cycles

5. ‘trust’ is now about creating something deeper

“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

GUARANTEE

“Hey, didn’t you

say something

about using

social media as a

tool?”

- Tim

6 social media “tools”…and ways to use them

1. Raise awareness - spread the word, “post/share/re-tweet”, keywords, SEO, blogging, tweeting, publishing articles, press releases & white papers

2. Spark interest - focus on design, social branding, customization, post videos and share photos, “follow/become a fan/like”, status updates

3. Deepen understanding - good copy/content, collecting feedback, analytics, having conversations/engaging prospects & customers,

“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

6 social media “tools”…and ways to use them (cont)

4. Uncover attitudes - learn from customer reviews, online surveys, ratings, “diggs”, tracking keywords, opinion polls, responding to let people know you’re listening, collaboration

5. Promote the purchase - make it simple and fun to discover, share and sign up for care, create multiple channels, share decisions on social networks, “Fan Page”, post and share photos, “Flickr”

6. Encourage repurchase - tell a friend referral programs, tracking communication preferences, deep web and brand monitoring, feedback loops, rewards program for brand enthusiasts and their network

“JEE-WHIZ!”

“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

D.I.Y. (do it yourself)

“OK for fixing the kitchen sink.

NOT okay for your online

marketing strategy.”

- Eli Martinez

Marketing

Departments“Not just for big business

anymore.”

- 21st Century Chiropractor

SAVE

we are your TOTAL digital marketing solution.

Yup…

PROVEN

Our MISSION: to provide YOU with big agency solutions & results without the big agency price tag….

“Take ACTION now!

Fill out the

appointment form

and book your

consult before it’s too

late.”

- Uncle Sam

TheEnd