Download Brand

Grassroots Marketing
Through Social Networking
David Hoegerman
November 2009
Uses
• Focuses on creating, delivering and
controlling a message.
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Branding
Communicating Promotions
Building Rapport
Customer Service
Market Research
Prospecting
Sites
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Forums
Facebook / MySpace
Twitter
Social Bookmarking
Internet Forums
• Modeled after the realworld paradigm of
electronic bulletin boards
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Allow users to post a
"topic" for others to review.
• Other users can view the
topic and post their own
comments in a linear
fashion, one after the other.
Participating in Internet Forums
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Signatures
Networking
Branding
Market Insight
• Your aim should be to participate
in a conversation, not interrupt it.
• Go to the search engines and
type forums plus key words.
Running Your Own Forum
• Customer Service / Support
• Establish yourself as an
expert
• Create Goodwill
• Branding
• When users participate in
your forum, they are
interacting with your brand!
Social Bookmarking
• Users save links to web
pages that they want to
remember and/or share.
• These bookmarks are
usually public, and can be
saved privately, shared
only with specified people
or groups, shared only
inside certain networks
del.icio.us
Social News
• Made for people to
discover and share
content from anywhere on
the Internet
• Users submit links and
stories, and can vote or
comment on them
Digg It
• Users submit sites
they find interesting
• Others can vote for
“digg it” or against
“Bury” the story
www.digg.com
Social Bookmarking
• By encouraging users to use social
bookmarking, you are making it easier for
them to spread the word about your site!
Social Bookmarking – 2008
Easy Implementation
www.AddThis.com
www.ShareThis.com
Both sites provide easy setup and metrics!
My Space
• Online community that lets
you meet your friends'
friends
• Share photos, journals and
interests with your network
of mutual friends
• See who knows who, or
how you are connected.
Find out if you really are six
people away from Kevin
Bacon.
www.myspace.com
Face Book
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Social utility that connects people with
friends and others who work, study and
live around them.
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Made up of many networks
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keep up with friends
upload an unlimited number of photos
share links and videos
learn more about the people they meet
Company
Region
School
People can only see the profiles of
confirmed friends and the people in their
networks. You can use our privacy
settings at any time to control who can
see what.
www.facebook.com
Facebook
• More than 300 million active users
• 50% of our active users log on to
Facebook in any given day
• The fastest growing demographic is those 35 years old
and older
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http://www.facebook.com/press/info.php?statistics
Facebook Advertising
Twitter
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Twitter is a real-time short
messaging service that works over
multiple networks and devices.
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Twitter asks one question, "What
are you doing?"
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Answers must be under 140
characters in length and can be
sent via mobile texting, instant
message, or the web.
Twitter - Control the Message
Twitter - Customer Service
Get Creative!
• Best Buy
actively
encourages
consumers to
interact with
their brand with
social media
Integrated Marketing
• Many companies integrate
social media into their
marketing mix.
• Most social media venues
publish an API for easy website
integration.
Adding Value
• If you present something
of value, your customers
will reward you.
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Information
Discounts
Promotions
Entertainment
Who Are You?
• Personal
• Person Behind the Brand
• Brand
When to post?
• Personal:
– A couple times a day to once a week
– Whatever you would update on Facebook could go here
– This is for your friends and family and the world at large
• Person Behind the Brand:
– Two times a day to once a week. As often as needed for the
brand
– This depends on the goals of your social media campaign
• Brand:
– Much less frequently
– Event sponsorships, coupons or links to news articles about
your brand
Social Media as a Research Tool
• Ask new customers and potential
prospects if they are on Facebook
– Establish Rapport
– Discover Needs / Motivations
– Facilitate Communication
• Investigate Applicants
Prospecting
• Search for potential clients
– Demographics
– Job title (purchasing)
– Interests
Safety
• Never share your password with anyone
• Use up to date anti-virus software
• Adjust your privacy settings to match your level of
comfort
• Be cautious about posting and sharing personal
information
• Block and report anyone that sends you unwanted or
inappropriate communications
Safety
• Use unique passwords
– Email
– Banking
– Anything you don’t want hacked
• Security Questions
– Date of birth?
– Mother’s maiden name?
– High School?
Think Before
You Click!
Think Before You Click!
Be Aware of Your Image!
• Make sure any
employees associated
with your business
online maintain a
professional image.
Questions
CONTACT INFO:
David Hoegerman
[email protected]
Download Presentation at
www.hoegerman.com/presentations/