PMEC Social Media Workshop

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WHAT’S WORKING NOW IN SOCIAL MEDIA
HOW TO SELL NEW PRODUCTS ONLINE
AIPMM MAY 18, 2010

C O N F I D E N T I A L • M AY 2 0 1 0

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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me

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THE REVOLUTION IS HERE
Are You Listening?

The average consumer mentions speciﬁc Brands over 90 times
per week with friends, family and co-workers...
"John Moore, WOMMA, 2010"

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Technographic Proﬁling
Determine “HOW” your audience consumes
information. Know the “TYPE” of content you have
or need to develop.

Spectators want to “READ” more information.
Is this your audience?
Align your content strategy to accommodate

“CRITICS” increase here so look at Blogs,
Comments and Wiki’s to distribute your content.
This audience wants Engagement Content

Note the difference between age groups.
“JOINERS” are less likely to be in Social Networks
so adjust Strategy to Email Strategy to reach this
audience type

Source: Forrester “The Groundswell 2009
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1 PERSONAS: “TREVOR 18 YEAR OLD MALE”
BEHAVIORS TRIGGERS PASSIONS

Will “Like” Brands Follow first Social Bookmarking
Will Follow his most Send engaging Watching Videos
“Loved” Brands Brand loved content
he can share Games on Facebook
Messages Friends
Find out “who” Badge Sharing
Uses RSS feeds Influences “Trevor”
Widgets
Votes on websites Prominent use of RSS
Comments on Blogs
Add Voting tools

Source: MarketingProfs 2009 State of Social Media
Marketing, Groundswell Profile Tool 2009 Dean Holmes 2010

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1 PERSONAS: “JANE 45 YEAR OLD FEMALE”
BEHAVIORS TRIGGERS PASSIONS

Facebook User Targeted Facebook Ad Reads relevant Blogs
Texts Often Mobile App for efficient Shares photos, tags
use of work and home
Reads ratings & reviews
Talks to friends on Twitter Find Influencers within before purchase
interest category
Likes giving feedback Invite feedback via email
to your Community after
purchase

Source: MarketingProfs 2009 State of Social Media
Marketing, Groundswell Proﬁle Tool 2009 Dean Holmes 2010

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SOCIAL MEDIA VALUATION
Do You have a Social Media Strategy?

Facebook, Blogs, Twitter and customer reviews are considered the
most effective tactics for mobilizing consumers to
talk up products online...
"Etailing Survey, September 2009"

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Matching Content to Creators

CREATORS CONTENT

Publish Blogs Create Blog Posts

Publish on your website Include Comment technology

Upload video you created Use sites that allow Embedding

Upload Audio/Music you created Consider Podcasts, Wave Files

Write stories or articles and post them Look to Comment on their sites with
your content


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Matching Content to Critics

CRITICS CONTENT

Post ratings Add “Star or Ratings” feature to your
website
Post reviews of products and services Email Strategy reminders to leave review

Comment on others Blogs Relevant content, Link push to Blog Posts

Contribute in Online Forums Create an Online Forum on your website

Contribute and/or Edit Wiki’s Consider creating a Wiki to house your
content for easy contributions


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Matching Content to Collectors

COLLECTORS CONTENT

Use RSS feeds Send Content via RSS, email

Add Tags to web pages or photos Consider Tagging your content for ease and
add to Social Bookmarking sites

Vote on websites Add a Vote Button with any Content you
have or share on website


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Matching Content to Joiners

JOINERS CONTENT

Maintain profiles on Share relevant content, looking at what
Social Networking sites others within group are sharing

Visit Social Networking sites Look at sharing Content via Social
Networking sites, and match frequency of
Community to ensure Social Readiness


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Matching Content to Spectators

SPECTATORS CONTENT

Read Blogs Create “Guides” and other content to
download as part of the Blog

Watch Video from other users Build a YouTube Channel, create videos

Listen to Podcasts Own a Podcast Channel, update content

Read online Forums Add links to content

Read Customer Ratings & Reviews Add links to content, add ratings and
reviews to your website


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Frequency determines
Communities your
customers live in

Messaging ofﬂine may
differ to online - are
there any differences

Align messaging on and
ofﬂine to match
demographics

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No longer guess
where your new Social
Connections live on and
ofﬂine

Social Proﬁles reveal
new addresses online

Determine Content
Strategy by Community
Platform
w/Frequencies

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CONTENT VALUE CHAIN

e
alu
hV
Buyers Guides, Scorecards,

Hig
Vignettes, SlideRocket
Decks

Buyers Guides
e
lu
Va

Case Studies
m

Content with higher
diu

value, such as White
Me

White Papers Papers, Case Studies

Articles
e
alu
wV

Blog Posts Content such as Blog
Lo

Posts, Articles that are
more frequent
Sales Sheets

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IT’S NOT IT’S ALL
ABOUT MARKETING ABOUT CONTENT

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3
SOCIAL ENGAGEMENT
Do You Know your Audience?

There were nearly 116 Million US user-generated content
consumers along with 82.5 Million content creators...
"eMarketer, February 2009"

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SMM: Email Marketing Content Speaks to me, frequency
is right (7 days post
purchase)

Should be:
“your store” in case
foot trafﬁc needs

Obviously they don’t
know my name or my
gender

Thanks me - ahh that’s
nice... but relevant at
the least
Should be my First
Name, this would be
SocialCRM

No sign of a Social
Presence anywhere.
Make this much bigger, Lost opportunity to
it’s the meat of the Connect & Proﬁle
“Call to Action”

Button not Text-doesn’t
guide user to know 18
what to do

SMM: Twitter

Brands must follow
back followers except
spammers-shows
“social love” Listings would be
higher if engaged with
customers

Limited engagement
with any users

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SMM: Twitter Link Content

Link takes us to a
Generic Offer - could be
Special for Twitter only

What about a “Mobile” Missed Opportunity to
offer - capture and text drive Foot Trafﬁc with
offers Twitter Trafﬁc Offers
Only

Missed Opportunity to
capture email address
with a Twitter only
access code

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SMM: Website Content No Blog for “Critics” or
“Creators” to Read &
Share Ideas

No sign of “Social”
anywhere to be found

Still driving FSO’s but
no sign of “Connect with
us on Social”

Could be leveraging
Twitter Followers with
Special Offers

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SMM: Website Content

Limited visibility of
Loyal & Proﬁtable
email registration,
relationships using
except post purchase-
SocialCRM
even then weak

Could be using
FourSquare & Gowalla
to drive mobile sign-ups
and offers

Could be leveraging
Twitter Followers with
Special Offers

Wonder if Customer
Service is being
considered to offset
costs
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ROI

MARKETING

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4
MEASUREMENT
How are you Measuring Up?

There were nearly 116 Million US user-generated content
consumers along with 82.5 Million content creators...
"eMarketer, February 2009"

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3 Look to Page View Determine if

ENGAGE times, based on Content
Value for clues
Engagement correlates
to Conversions

Analyze Content, Was there a problem
Messaging for perceived with content, UI at
value-adjust as needed website?

Engagement &
Content Analysis

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WHAT WE LEARNED

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AUDIENCE EVALUATE
Match Content to Gauge Content to Online
Audiences Consumption Behaviors
Types
Evaluate Audience against
Match Content to customers
Frequencies of Readers

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WHAT WE LEARNED

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ENGAGE MEASUREMENT
Analyze how well your Track Content Value based
Content goes viral against on Sharing among
audiences and Communities
Communities
Correlate Content
Adjust Content Types to Consumption against
Analytics Sales and Conversions

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• Facebook

THANK YOU
• LinkedIn

{Honored} • Email

• Tungle Me

• 757.301.1814

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Join me @ PMEC 2010
May 24 & 25
www.pmecwest.com

PMEC Social Media Workshop

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PMEC Social Media Workshop