2. Why Social Media?
Customer Service
Market Research
Communication/Brand Management
Lead Generation
“Thought Leadership”
3. 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.
4. 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).
5. Communication/Brand
Management
Social 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.
6. 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.
7. “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
quot;trusted adviserquot; 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
9. Social Networks
Pros Cons
• Free • Constantly Changing
• Unlimited Content • Users can block you
• Critical Mass • Advertising is still touchy
• Viral Nature • Undefined social norms
• Effective, inexpensive
advertising
• Business Division
• Classifieds Insidefacebook: 45% of the social
network’s US users are ages 26
• Events and older, and nearly 25% are
• Key Demographic over age 34.
10. Social Networks
Pros Cons
• Free • Contacting Block if Not
Connected
• Professional Demographic
• Expensive Advertising
• Viral Nature
• Less User Frequency
• Connections
• Undefined Social Norms
• “6 degrees” theory visually
Nearly 60% of users have incomes of $93,000 or
• Events more. Executives with an average income of
$104,000 make up 28% of the 2,000 random users
• Smaller size = Bigger impact polled for the study. Another 30% are self-identified
“consultants” with an average income of $93,000.
• Applications
Those with incomes between $200-$350k were
seven times more likely to have at least 150
connections than lower income users.
11. Social Networks
Pros Cons
• Free • Specialized
• Completely Customizable • Not Viral
• Critical Mass • Ineffective Advertising
• Topical • Anonminity
• Events • Smallish
• Applications
• You Control and Write All
the Rules
12. Microblogging
Why? Tools for Success
• Twitter Search
• Level Access to Influencers
• TweetDeck
• Very Social
• HootSuite
• Conversation Monitoring
• Twellow
• Topical
• Mr. Tweet (.net)
• Real Time Couponing
• twtQpon (Worst Name)
• Passive Chatting
• Tweetoclock
• Comcast Cares, Dell Outlet • Tweetlater
• Meet Cool Tweeple (not a • Twitterfeed
word)
13. 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.
