Transcript Social Media Marketing

Getting Connected: Social Media’s and Networking
Presented by:
Suzie Sands
360training.com
Scott Naill & Tony Trapp
Upper Valley JVS HVAC/R Program
We don’t need no stinkin’ social marketing…..or do we?
• What is it?
– Blogs
– Twitter
– Facebook
– Marketing/Branding
What you will get from today’s presentation
A working overview of social media and some considerations of
how it might impact your marketing efforts?
• Definitely
A complete answer on whether or not social media marketing is
right for you and how you should implement it?
• Not a chance
So, what is social media marketing?
• At its most basic, it is a means of communication that
transforms a monologue into a dialogue
• It transforms people from content readers into content
providers
•
A snapshot of some current social media sites on the web can be found at
http://www.seomoz.org/article/social-media-marketing-tactics
Social Media Popularity Around The World
Internet Users in Select Countries Who Have Created a Social Network
Profile as of 2009
Obsolescence disclaimer
Today’s presentation is chock full of information that will
probably all be superseded, laughable, or just plain wrong
in six months.
This is not the fault of the presenters.
This stuff just changes that fast.
Social Media are on the cutting edge of technology. Right?
Well, not so much. It’s been around for a while
• Bulletin board systems & Internet Relay Chat (IRC) –
1980s
• Usenet Newsgroups
“Threaded Discussions”-BLOGS
• Commercial online services & ICQ (precursor to
instant messaging)– 1980s & 1990s
 Compuserve, Prodigy, AOL
• World Wide Web – publicly available in 1991
 Discussion forums
Cutting Edge (continued)
• File sharing sites– 2000
 Napster, Limewire & Pirate Bay
• Social networking sites – 2002
 Friendster (‘02), MySpace (‘04), Facebook (‘07)
• Media sharing sites – 2004
 Flickr (‘04), YouTube (‘05)
• Social bookmarking – 2006
 Digg, StumbleUpon, Reddit, Del.icio.us
• Real time statusphere – 2008
 Twitter
Let’s take a look, shall we?
• Facebook
 http://www.facebook.com/uppervalleyhvacr
• YouTube
 http://www.youtube.com/uppervalleyhvacr
• Twitter
 http://twitter.com/uppervalleyhvac
 LinkedIn
 http://www.linkedin.com/
Why should we consider marketing on social media?
Our customers are already there…..students
SITE
UNIQUE VISITORS
MONTHLY VISITS
facebook.com
68,557,534
1,191,373,339
myspace.com
58,555,800
810,153,536
twitter.com
5,979,052
54,218,731
These numbers reflect monthly counts for January, 2009.
Source: compete.com
Marketing on social media? (continued)
The demographics are getting broader
Marketing on social media? (continued)
Our customers are embracing the new media
• Students have largely grown beyond email as a
communication channel except with their grandparents
• Students would rather text than talk
• Students believe mass media marketing messages have
little credibility
• Students have conquered information overload – they
ignore it and seek out what they need when they need it
• Students still seek out peers to get input on buying
decisions
• Students will tolerate a moderate amount of marketing
on the new media
Texting………
Word or phrase
Abbreviation(s)
Been There Done That
BTDT
Go For It
GFI
Parents Over Shoulder
POS
Excellent
XLNT
By the way
btw
Got to go
g2g or gtg
Unpleasant Visual
UV
I don't know
idk
In my humble opinion
imho
In my opinion
imo
Just kidding
jk
You Know What You Can
Do
YKWYCD
Who is already in the social media marketing game?
Some of the biggest businesses in the world
•
•
•
•
•
•
•
•
AT&T – Flickr, YouTube, a fan page
Best Buy – Twitter, blogs, “Blue Shirt Nation” (network)
Bigelow Tea – MySpace, Facebook, Twitter
DirecTV – Facebook, Twitter
Fidelity Investments – podcasts
H&R Block – Twitter, Facebook
Luxor Hotel & Casino – Twitter, Facebook, YouTube, blogs
National Geographic – Twitter, Facebook, YouTube,
MySpace
What does a successful campaign look like?
Some of the best of 2009
• Barack Obama – has 6 million Facebook fans
 http://www.facebook.com/barackobama
• BMW – “What Drives You” graffiti contest
 http://puregraffitiwall.com/
• Papa John’s Pizza – grew Facebook fans to 200,000 in 2 months
 http://www.facebook.com/papajohns
• Coca Cola – because of large brand equity, a “softer sell”
 http://www.facebook.com/coca-cola
Source: http://www.insidefacebook.com/
Social Media Marketing – The Cost
• There is no monetary cost at all to set your company up
on Facebook, YouTube, Twitter, etc.
• Social Media are labor intensive!
 Facebook example
o Setting up the account – 15 minutes
o Creating a plain page – 10 minutes
o Customizing your page – 1 week (If you have prior
experience
• Providing content – Never ending. These media have an
insatiable appetite for content. The content is what
attracts the customer
Social Media Marketing – The Reason
• Recognize that social media are
dialogues – people will not always say
what you want to hear
• Don’t ignore the inevitable – your
students are now, or will be on social
media.
• “Beware of what you post!”
Creative Concept-Branding
“Everything We Do Is Marketing”
• “A Brand is a Trademark or a distinctive name
identifying or representing a product or service”.
• Serves as a unifying element
• Everything that makes them think of you
Student Handout
Follow-Up Postcards
T-Shirt Handout
• “A person wearing a black T-shirt without a brand name is
simply wearing it.”- “Build Your Own Brand” by Doug Dovarak
T-Shirt Handout
• A black T-shirt with a brand name on it is more than just
clothing.- “Build Your Own Brand” by Doug Dovarak
Display Banner
Website/Landing Page
Movie Theatre Promo
Social Media Marketing-Q & A
Questions
&
Educated Guesses,
Semi-logical Deductions,
and Wildly Unfounded
Speculations
360Training.com
uppervalleyhvacr.com
Contact Info
Suzie Sands
[email protected]
360training.com
Scott Naill
[email protected]
Tony Trapp
[email protected]
uppervalleyhvacr.com