social marketing ldca
TRANSCRIPT
A Resource Guide and Case Study for Small and Medium Businesses
LDCA Luncheon February 7, 2013
Don BaldwinDon Baldwin
Alyssa Morishita
Creative Commons Licenses by Donald Baldwin, Trademarks owned by Companies
� Social Marketing Pluses and Minuses
� Social Marketing Channels� Social Marketing Channels
� New Media
� Half Price Deals
� Case Study: Lloyd Center Ice Rink
� Case Study: Portland Aquarium
Case Study: Rose Garden� Case Study: Rose Garden
� Social Marketing Preeminent Method
� Social Marketing overcomes Traditional � Social Marketing overcomes Traditional Promotion
� One to Many v. One to One
� Human Mind Filters out Messages v. Interest
� Expensive (especially TV) v. Inexpensive
� Fractured Channels v. Direct ChannelFractured Channels v. Direct Channel� TV and Newspapers examples
� Engages Consumers
� Base Relationship to build sales
� Takes Time
� Companies really need to understand the � Companies really need to understand the new medium
� Coping with Negative Comments
� Consumer interest can be fickle: MySpace
� Marketers need to be flexible in a rapidly changing environmentchanging environment
� 1 Billion Active Users 9/12
� 54% of total US residents� 54% of total US residents
� More than 50% Mobile
� Features:
� Privacy Settings
� News Feed
� Messaging� Messaging
� Games/Apps
� ‘Like’
� Advertising
� Microblog, Older users
� Hashtags: #LDCA� Hashtags: #LDCA
� @username
� RT: Retweet
� Usage� Pointless babble – 40%
� Conversational – 38%
Pass-along value – 9%� Pass-along value – 9%
� Self-promotion – 6%
� Spam – 4%
� News – 4%
� Graphic Blog, Female User Base
� Ages 35 – 44� Ages 35 – 44
� Fastest Growing Social Media Site
� Users pin pictures to ‘boards’
� New users invited
� Famous for recipes, crafts and DIY
Interact with Followers� Interact with Followers
� Photo and Social Community
� 1M users in Dec. 2010� 1M users in Dec. 2010
� 5M Apr. 2011
� 10M Sep. 2011
� 30M Apr. 2012
� Facebook bought site for $1B, Apr. 2012
� Targeted Audience/Demographic
� Better Service from Feedback� Better Service from Feedback
� Measure Demographics and Penetration
� Age
� How did they hear about events?� Radio, TV
� Newspaper
� Commercials
� Zip Code
� Adwords by Google
� Sponsored Ads on Facebook and Twitter� Sponsored Ads on Facebook and Twitter
� E-Mail Blasts
� Services to Manage Posts
� Hootsuite
� Tweet Deck
� Social Engage� Social Engage
� Groupon, Living Social
� 500 competitors� 500 competitors
� Advantages:
� Self-supporting Advertising
� Wide audience impact
� Trackable
� Disadvantages:� Disadvantages:
� When too many sell…
� Cannibalization of Sales
� Customer Churn
� Social Marketer and New Media
� Groupons� Groupons
� Adwords
� Email marketing
� Facebook Page and Twitter
� Hootsuite
� Direct Mail via USPSDirect Mail via USPS
� Web Sales
� 70,000 Guests in the First Two Months
� Building relationship with guests:� Building relationship with guests:
� Posting guest photos
� Staff Photos with special needs guest
� Guest Reviews
� Interactive Posts
� Positive Reaction to Guest Concerns� Positive Reaction to Guest Concerns
� Feed the Animals
� 72,606 Facebook Fans
� Building relationships with guests:� Building relationships with guests:
� Facebook Sweepstakes
� Interactive posts
� Survey Monkey
� Check ins
� Positive Reaction to Guest Concerns� Positive Reaction to Guest Concerns
� Hotels
� Banks� Banks
� Apartments
� Retirement Homes
� Developers
� Social and New Marketing work for all businessesbusinesses
� Create a Marketing Plan…Strategize!
� Get Involved in your marketing
� Use every means possible to distribute your message
� Know your customers (Identify Target Market)� Know your customers (Identify Target Market)
� Go where your customers live