Introduction to social networking for marketing executives

1. db marketing
consulting
Community
Social Networking
Darcy Bevelacqua , Senior Partner
darcybeve@yahoo.com
Office: 607 796-2445
Cell: 917 520-0261
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GOODMAN & COMPANY | INTRODUCTION | OFFICE DEPOT | 01.21.05

2. Why is social networking important to marketers?
Weak Economy with more limited funds
Media Fragmentation
Consumers expect personalization
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3. What is social media ?
Social media is primarily
internet mobile based tools
for sharing and discussing
information. It is word of
mouth communications
consisting of words,
pictures, video and audio
that enable us to share our
world with our friends, family
and others.
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4. Why are social networks important?
ocial networks out-perform other key categories in ALL key metrics
Social Networks Current Events Multi-Category Ent. Sports Weather
Source: Nielsen Online Netview, August 2008
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5. How did we get here?
Web 1.0 Web 3.0
Web 2.0
The Hypertext Web The Semantic Web
The Social Web
One way – information Two way interactions Interactions with the web
Words and pictures Words and video Based on knowledge
Of the individual. The web
Becomes a virtual assistant.

6. What is this different?
Text Web Social Web

7. The key to social networking is building
strong connections.
The experience
of the interaction
is what creates
the relationship.
Get the User to Your
Site
Engage the User in a
Positive Interaction
To build relationships you need to drive multiple positive interactions

8. How is social networking different?
•The model is built on trust, the reputation of the
company/person , not the message, becomes the brand
.
•Marketing becomes the center point for engagement of the
customer
•Messages are not to be pushed at the customer about products
and services
•Marketing uses the media tools that are available to engage the
customer, with transparency at the core to create shared
experiences.
•The customer and the company/person are engaged in the
co-creation of value and become collaborators.
•Customers have the tools to configure and /or customize their
personal experience with the company.
•Customers and the company encourage each other and mutually
define the future directions.
Authenticity and trust is what matters – more than even the “consistency” of the message
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9. What are the key Social Media tools today?
Blogs –user generated content where entries are made
in a journal style and displayed in reverse chronological
order.
Forums- are places where a group of people come to
Contribute their ideas. Discussion groups and support
Groups. Example: Ittoolbox.com
Wikis –enables users to add, subtract, edit and change
Content. All about collaborative authoring. Needs work flow.
Video Sharing-video clips that engage people. You need to
Invite them to see the videos. Examples: YouTube.com,
Social Networking: tools that enable you to connect to multiple
people for information. The ability to create your own content, or
Respond to others. Examples: linkedin.com. Facebook.com

10. Why Social Networking Media?
The four top social networks uses for marketing purposes are
Twitter, blogs, LinkedIn and Facebook, a study has found. The
research from Michael Stelzner, organizer of the Social Media
Success Summit 2009, also shows nearly 90% of marketers are
promoting their business using some type of social media and 72%
have just started marketing via social media within the past few
months. MediaBuyerPlanner (4/15)
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11. What are the major Social networking sites we will review today?
Viewed as “professional” site
Used by some firms as “intranet”
100% of Fortune 500 Firms represented
Offers job search capability
The “original” social networking tool
Fun vs. Work
More Users – 70MM+
What we do when we’re not working
Used for broadcasting messages .Micro blogger.
140 Characters. Fastest growing.10MM +
Interaction, information and frequency
Used to promote brands, events, etc.

12. How to get started:
•Marketing leads
are manually
.
transferred to sales
via a Country leader
•Leads contain
prospect’s name
and contact info.
•Leads are several
weeks old by they
time they get to a
sales rep
• Marketing does
not track how many
leads are converted
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