Why Social Media Marketing

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Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.


  • Why Social Media Marketing?

    July 2010

    By Connie Bensen

    Director of Social Media, Alterian

  • Agenda

    The Challenge Facing Todays Marketers

    Thinking Like a Customer

    The New Marketing

    Sales Resources

  • The Challenge

    Customers are in charge of brands now.

    From a high level, organizations need to shift their marketing to include the social aspect.

    Alterian is not exempt and its probably even more important that we do so because we sell these products.

    We cannot afford to be a brand at risk.

    Sales Tool: Brands at Risk Report lots of data

  • Social Media Marketing is the newest channel

    People are expressing themselves about the good

    and the bad!

    And they are getting very adept

    at BLOCKING marketing messages!

  • Customers are

    In Charge

    Where is

    Your Brand At?

    Source: David Armano

  • Forrester estimates that only 40% are aware of tools like SM2

  • Thinking Like a Customer What are They Doing?

    Step 1: Seeking info

    Step 2: On website as a customer

    Step 3: After engaging with website

  • Every Company Needs a

    Digital Footprint

  • Step 1: Seeking info

    Google search

    What questions are customers asking?

    Steps outline the sales cycle

    What question is asked at each point

    What info do people need? (content strategy)

    Social networks direct traffic (engagement strategy)

    Comments on blogs

    Twitter conversations

    LinkedIn, YouTube, slideshare, etc

    Engaging Times Blog

    Adwords direct traffic to corporate presences

    Campaigns traditional marketing effort (campaign strategies)

  • Step 2: On website as a customer (website strategy)

    Do I find what Im looking for?

    Does it engage me?

    Does it cause me to take an action? Do I know what to do next?

    Does it solve my problem or the question I asked?

    Do I find it valuable (or corporate marketing speak)?

    Is the content written in terminology I understand?

  • Step 3: After engaging with website

    How does the company interact with me afterwards?

    Do I get put on 1 big email list? Or is it a segmented list that suits my niche interest?

    Do I receive messages that are pitches? Or are they offering information? (Do they make me want to


    Do the messages I receive just talk at me? Or are they listening with surveys, trackable links to blog posts, &

    helpful information)

    Are the autoresponder messages helpful? Or are they pitches? Do they cause me to want to forward them?

  • The New Marketing an Ongoing Process (not a campaign)

    Marketers have 3 priorities now:

    To be found by search engines:

    organic search is imperative its created thru content & an online presence

    It cant be bought by using agencies, adwords, or pay per click campaigns

    An online presence

    Requires interaction on blogs & social networks community mgrs or someone

    Content that is engaging and provides value

    Traditional marketing

    Email marketing can be utilized for nurturing leads obtained from the website

    Autoresponders and nurturing campaigns are imperative

  • Why SM2?

    Listening is the First Step of Social Media Marketing

  • Everything is


  • Your Site

    Web Analytics


    Blogs Wikis






    Customers are talking everywhere

  • Bring outside ideas into the organization Generate more word of mouth Increase customer loyalty Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs

    Potential business objectives

  • Find Your Digital Footprint using a Brand Audit

    Measure your Brand

    Volume of conversations

    Sentiment & tone


    Sources by


    physical location

    Confirm what you do know

    Identify New Opportunities


  • Build your Digital Footprint with Social Media Campaigns

    Get in the game!

    Historical data back to 2007

    Actionable data

    Identify new

    communities to

    engage in


    High level to


  • Find your Customers expressing their Needs

    beyond Twitter




    Build WOM

    Organic SEO

    Ward off crises


  • Innovate with Industry & Competitive Insight

    Find what you dont know

    Identify new markets and trends

    Competitive strengths & weaknesses

    Sentiment around competition

    Create products that consumers want

  • Do opinions online matter?

    Monitor volume, sentiment and trending topics

    Customizable dictionary

    Efficiently identify influencers

    Influence Public Relations

  • Are you listening for their questions?

    Lead generation

    Higher quality leads

    Reduce need for cold calling

    Build relationships

    Shorten sales cycle

    Lead gen and warm calling for Sales

  • Increase your SEO

    Insight into consumers minds

    Theme clouds Brand



    Author tag clouds

    Link building


  • Value and ROI

    Use Case Value/ROI

    Brand Audit Identify opportunities in Social Media

    Social Media Campaigns Measure progress of Social Media efforts

    Corporate Marketing Increased sales & rate of return on ad spend

    Customer Service Increased satisfaction, brand loyalty,


    Competitive Insight Identify differentiating features & innovate

    Public Relations Efficient use of time & identify influencers

    Sales Lead Generation Increased sales & shortened sales cycle

    Search Engine Optimization More effective SEO & organic visibility

    Product Development Reduced market research costs

    HR Reduced hiring costs & less churn

  • The Opportunities (Use cases for SM monitoring)

    Brand Audit

    Corporate Marketing

    Public Relations

    Competitive Insight

    Product Development

    Search Engine Optimization

    Customer Service

    Social Media Campaigns

    Sales Lead Gen






  • 8 Stages of Listening

    No objective at all using free tools

    Tracking of brand mentions

    Identifying market risks and opportunities

    Improving Campaign Efficiency

    Measuring Customer satisfaction

    Responding to customer inquiry

    Better understand customers

    Being proactive and anticipating customers

    Source: Jeremiah Owyang


  • The Potential for using SM2

    Advantages of using a social media monitoring tool


    Effective identification




    High level

  • Resources

    Brands at Risk Report


    Little Books of Marketing

    ROI Series - White Papers on 10 Use Cases of Social Media Monitoring