Why Social Media?

Why Social Media?Customer Service

Market Research

Communication/Brand Management

Lead Generation

“Thought Leadership”

Customer Service

Comcast has found a way to offer exceptional customer service to their consumers, but the thing that really makes them stand out is how well they monitor discontent. Complain about Comcast and you can bet you’ll hear from @comcastcares to see if they can help.

Market Research

LinkedIn has a section where users can ask questions.

Chad Moutray, chief economist for the U.S. Small Business Administration, uses this feature to ask questions related to his work on small business. One of his questions got over 1,000 answers (yes, that number of answers is unusually high).

Communication/Brand ManagementSocial media isn’t only about using existing websites, but sometimes creating your own. To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea”The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.

Lead Generation

HubSpot provides the information that is relevant.

HubSpot generates leads by providing webinars, white pages and blog postings to users for free. All users have to do is fill out a contact form with their needs and they get the keys to the castle. The trick here is creating content that is relevant and fresh so users will do a lot to get it.

“Thought Leadership”Trusted advisers & thought leaders are more likely to get the sale: According to Brian Carroll in his book, Lead Generation for the Complex Sale, a 2002 research report found that salespeople that had reached the status of "trusted adviser" were 70% more likely to come away with a sale. Thought leadership marketing help organizations position their business development and sales personnel in the position of trusted adviser throughout the lead nurturing process

Social Media Tools

Social Networks

Pros• Free• Unlimited Content • Critical Mass• Viral Nature• Effective, inexpensive

advertising• Business Division • Classifieds• Events• Key Demographic

Cons• Constantly Changing• Users can block you• Advertising is still touchy • Undefined social norms

Insidefacebook: 45% of the social network’s US users are ages 26 and older, and nearly 25% are over age 34.

Social Networks

Pros• Free• Professional Demographic• Viral Nature• Connections • “6 degrees” theory visually• Events• Smaller size = Bigger impact• Applications

Cons• Contacting Block if Not

Connected• Expensive Advertising• Less User Frequency• Undefined Social NormsNearly 60% of users have incomes of $93,000 or more. Executives with an average income of $104,000 make up 28% of the 2,000 random users polled for the study. Another 30% are self-identified “consultants” with an average income of $93,000.

Those with incomes between $200-$350k were seven times more likely to have at least 150 connections than lower income users.

Social Networks

Pros• Free• Completely Customizable • Critical Mass• Topical • Events• Applications• You Control and Write All

the Rules

Cons• Specialized• Not Viral• Ineffective Advertising• Anonminity• Smallish

Microblogging

Why?• Level Access to Influencers • Very Social• Conversation Monitoring• Topical • Real Time Couponing• Passive Chatting• Comcast Cares, Dell Outlet• Meet Cool Tweeple (not a

word)

Tools for Success• Twitter Search• TweetDeck• HootSuite• Twellow• Mr. Tweet (.net)• twtQpon (Worst Name)• Tweetoclock• Tweetlater• Twitterfeed

Bonfire Optimization

Monitoring – Keyword, Industry Relevant Targeting, Brand Management, Prospecting, Lead Generation

SMO – (Social Media Optimization) Demographic Prospecting, Community Integration, Communication Automation, Website Optimization/Blog Integration

SEO – (Search Engine Optimization) Keyword Profile Development, Website Optimization, Title, Meta, Description Optimization.

Monitoring Visually

Monitoring Dashboard

SMO Visually

SEO Visually

+ Recruitment