A presentation about the need for new marketing strategies using social media tools.

1. Social Media The New Strategy for Growing Your Business Presented by Tom Hackelman Marketing Maven

2. The market is against you The convergence of technology Social media tools How do I start? Leveraging social media with customers Case study: The Girl Scouts of America Q & A During Our Time Together…

3. Over 28-years of business-to-business sales and management experience Over a decade of experience using a wide variety of social media tools to grow business and capture market share Like you, I am an entrepreneur, consumer, member and donor – B2B, B2C, A2M, NP2D Tom Hackelman

4. The Market is Against You The Top Five Trends Turning the Marketing World Upside Down

5. “While too many advertisers are still focused on the business of shouting one message over and over, today the most important communication is not the marketing monologue, but the dialogue that takes place among customers.” --Jonah Bloom – Editor, Advertising Age Trend #1: Consumers are Skeptical

6. Before attending the latest highly hyped movie, consumers now check Twitter to see what the buzz is. Why waste good money on a bad movie? Is it really that good? Is it worth $50 in tickets and concessions? What comments are in my Twitter circle or in Twitter topics about “XYZ Movie? Consumers are Skeptical “Did Twitter Bury Bruno?” http://mashable.com/2009/07/13/bruno-twitter-reactions/ From Advertising Age: Forget Ebert: How Twitter Makes or Breaks Movie Marketing Today http://adage.com/madisonandvine/article?article_id=139444

7. Traditional marketing interrupts us Deceptive advertising methods Over-anticipation of the consumer Inability of companies to connect at a human level Why are Consumers Skeptical?

8. Trend #2: Fragmented Media and Audience 1960s: Few Interrupters Now: A Wide Range of Interruptions Media of the 1960s 4,400 radio stations 8,500 magazine titles 5.7 television channels Media Today 14,000 radio stations Over 17,000 magazine titles An average of 82.4 television channels per household

9. Yesterday: Advertisers and marketers were the center of the marketing universe Today: The consumers are talking to each other about our… Companies Products Services Industries Competitors …whether we are present or not! Trend #3: The Consumer Controls the Marketing Message

10. Trend #4: Business must Improve Its Aim Yesterday’s Tactic: The shotgun – scattershot approach The Best Tactic for Today: Laser-focused approach

11. “Businesses are being forced to improve targeting, increase relevance and minimize waste.” --Paul Chaney, Author of The Digital Handshake Trend #4: Business must Improve Its Aim

12. …and they aren’t going to take it anymore! Consider the consumer’s feeling towards… Enron Worldcom Goldman Sachs Wall Street Trend #5: Customers are Mad as Hell

13. “Dell lies. Dell sucks. I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I’m having all kinds of trouble…they say if they sent someone to my home – which I paid for – he wouldn’t have the parts, so I might as well just send [it] in and lose it for 7-10 days… DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.” --Jeff Jarvis, Media Blogger; posted on his Buzzmachine blog in June 2005 Trend #5: Customers are Mad as Hell

14. The world of marketing is changing… How will you and your clients meet this change?

15. http://www.youtube.com/watch?v=6ILQrUrEWe8 The Convergence of Technology

16. Social Media Tools What Tools will Help You?

17. Where do you stack up in a Google search? Google Searchability

18. What are others saying about you? Google Alerts

19. eNewsletters

20. Blogging

21. Twitter

22. Facebook

23. LinkedIn

24. Pitch Engine

25. YouTube

26. How do I start? Swimming through the maze of Social Media options

27. The success of social media implementation is tied closely to your employees What tools do they use? How often? Do you encourage it? Would they “Friend” you or “Like” you if you had a presence on one of the sites? Their participation and connection to your tools will spread among their friends and business acquaintances Start with Your Employees

28. Are they involved in social media? Where? Look at their website for the Facebook, Twitter and YouTube logos Connect with your customers Talk to Your Customers

29. CMO = Chief Marketing Officer It must be someone who already engages in this medium It must be someone you trust The CMO becomes your company’s number one cheerleader Depending on what you implement, managing social media tools can be done in just one hour a day Create a CMO in Your Company

30. A Great Tool to Manage Social Media

31. Using social media effectively is just like attending business networking events (i.e., Business After Hours, chamber events, etc.) You must be present AND active for it to work effectively What you get out of the experience will depend on what you give away Free ideas Tips Advice Recommendations Don’t stand in the corner and nurse your drink; you must work the room! Engage in the Conversation

32. Offer free, but substantive ideas Be provocative Take a stand Offer to recommend your clients and your partners – great tool of LinkedIn Blend two tools in one -- post a video on a Facebook post or Tweet about a new YouTube video you just uploaded with the link to it Announce your site addresses on: Invoices, website, emails, newsletters, business cards – everything you use to share information should link back to your social media sites Tips for Creating Buzz on Social Media Sites

33. Leveraging Social Media with Clients How to provide added value to your marketing ideas

34. Support the Sash Direct Marketing Campaign To engage alumni and to begin to develop a network of donors for future campaigns To gather donations from those women who were ready to donate and to build a database of new alumni Case Study: The Girl Scouts of America

35. Support the Sash Post Cards

36. Campaign took advantage of the following: Variable data direct mail Email – initial and follow up Web – Personalized landing pages Social Media – Facebook cause page, YouTube video Telesales follow up Support the Sash Campaign

37. 8.2% response rate Respondents visited their PURL page multiple times to refer friends, make a donation, connect to Facebook, etc. Percentage of people per age segment who visited PURL: 20-39: 54% 40-49: 21% 50-59: 14% 60+: 9% Results from the Campaign

38. 31% of respondents (47 people) made a donation Increased average donation from $50 to $250 Grew Facebook cause page to 141 members; 68 of these were not previously in the database Collected 87 referrals from “refer a friend” function Results continued

39. Build a relationship before asking for money. Use print to drive social media interaction. Relevance drives response. Visit my website to download this case study: http://www.digitalprintmarketing.net/Case-Studies.html Best Practices

40. Questions & Answers

41. Best Motivational Movie Collection Ever http://www.youtube.com/watch?v=walnVJZ-_XQ

42. Tom Hackelman Marketing Maven Phone: 336-745-0986 Email: tom@tomhackelman.com Web: http://www.DigitalPrintMarketing.net Thank you!