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Social Media Revolution
   Are you in or out?

     Synergy Session #1 Presentation
        Ira Kaufman President Entwine Inc
        Patsy Stewart Director Social Media




                      ©2010
Changes in the Marketplace
•   Globalization… Interdependence
•   Control of media; consumer is publisher
•   Conversations generate exposure, sales
•   Transparency –open source
•   Collaboration rules
•   People use technologies to get things that
    they need from each other, rather from
    corporations
Changes in our Thinking
•   Democracy
•   Death
•   Gift giving
•   Accessing advice - crowdsourcing
•   Disaster communications
•    Gathering news
•   People use technologies to get things that
    they need from each other, rather from
    corporations
Old 4Ps Marketing 1.0
Value Creator   Customer




   4Ps
Marketing 2.0
Value Builder                                    User
 - Company
 - Employer       Product (WEB2.0 Brand)                              Job Seeker
 - Partner

                    Place (online, offline)



                    Price ($, time, ease)

 5Ps
                 Promotion (Integrated Marketing)




                     Participation (Conversations)
                                                     Publisher



                                                        Thought Leaders
Social Media Revolution

• http://www.youtube.com/watch?v=sIFYPQjYhv8
Social Media Live Update
• http://www.personalizemedia.com/garys-social-media-count/
Who’s Using Social Media
• 88% Internet Users have used Social Media
• 72% been using Social Media < 90 days
• Demographics +10hrs/wk: 30-39yrs (45%), 50-
  59 ys(39%)
*Social Media Industry Report 2009 by Michael Stelzner


          • Facebook 300 million users
          • Twitter 52 million users
          • LinkedIn 48 million users
What Are The Results?
• Generated Exposure 81%
• Increased my Website Traffic 61%
• Increased Search Engine Rankings 52%
• Generated Qualified Leads 48%
• Reduced Marketing Expenses 45%
• Helped Me Close New Business 35%

*Source is Social Media Industry Report 2009 by Michael Stelzner
Social Media Revolution 2010 - Synergy Session #1
Marketing Rules are Changing

It was                                      It’s now
Pushing message to client                   Pulling client to the message

One way message                             Interactive conversation

Business generated content                  User generated content

Interrupt client- direct immediate action   Engage, build relationship

Attention economy                           Attraction economy
Hard to measure results                     Real time metrics
Coveting information                        Sharing information

Charging for entry – block entry            Giving free ebooks, product
With these changes
   Challenge #1 - Mindset
• If you are not current and
  responding, your competitive
  position is vulnerable
• How can you expect to have the
  same the management approach
  and marketing efforts?
What has been your response?
   Challenge #2- Actions
• What changes in marketing did you or
  your competitors make in 2009?
• What are your experiences with social
  media?
• What are your challenges and
  questions related to social media?
Integrated Media
 Marketing Campaign
that made a difference
Powerful Social Media Strategy

Obama has 380% more                                      Obama has 403% more subscribers
supporters than McCain                                   than McCain & 905% more
Obama: 2,379,102 supporters                              Viewers than McCain
McCain: 620,359 supporters                               • “Race” Speech 3.8 MM YouTube
                                                         • 4 MM Cable-3 channels



Obama has 380% more                                      Obama has 240 times more
supporters than McCain                                   followers than McCain
Obama: Friends: 833,161                                  Obama:
McCain: Friends: 217,811                                    @barackobama has 112,474 followers
                                                         McCain:
                                                            @JohnMcCain 4,603 followers

                           http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
Integrated Media Marketing
         Strategy
   Five Steps
   • BASELINE (Assessment)
   • WHAT (Branding)
   • WHO (Strategic Positioning)
   • HOW (Marketing Mix)

   • ROI (Evaluation, Metrics)
Assessment
• Develop Marketing Baseline
  – Marketing Research
    • Who are “you” in the marketplace

• Competitive Analysis
    • Audit competitor’s communications and
      positioning
Competitive Analysis
Branding
• Develop Value Proposition
• Finding your Sweet Spot
• Determine Voice and
  Personality (logo, tagline)
Develop Value Proposition
    • Articulate in one sentence- 10 words
      describing why people should buy your
      company's products or service.
      –   Who your customers are
      –   What you provide to them (value, benefit)
      –   Why they buy from you
    • Strong value propositions deliver tangible
      results:
      –   Increased revenues
      –   Faster time to market
      –   Decreased costs
      –   Improved operational efficiency
      –   Increased market share
      –   Decreased employee turnover
      –   Improved customer retention levels
Strategic Positioning
• Management Buy-in
• Target Markets
  • Database
  • Segments
  • Analyze customer buying habits
Marketing Mix
• Develop Powerful Call to
  Action
• Choose Tactics
• Design Integrated Blueprint
Develop Powerful Call to Action
 • Build Value for target community
 • Give something (content) to customer to
   engage
Choose Tactics
–Target specific markets and
 address objectives
–4 Media components
  • Traditional media
  • Online environments
  • Social media
  • Public relations (events )
Integrated Media Marketing
 Synergize … Build on each other


       traditional          online
      advertising           marketing




  public relations           social
                             media
                     BUZZ
Track – Evaluate- ROI
• Webstats- Google Analytics
  – Demographics
  – Site activity and analysis
• Track results/call to action
  – Tracking URLS
• Evaluate
  – Benchmark-competition vs
    projections vs goals
Challenge #3 If you think and
  operate with new models, you
     will realize new results
• The next three years businesses will
  Integrate Marketing Strategies to realize a
  powerful competitive edge
• You are about to change how your company
  relates to its customers
Your Next Steps
Challenge #4: What are your goals
 for 2010?

Challenge #5: What are the
 resources needed to translate your
 goals into action?


                ©2010
About the Presenters
                          Ira Kaufman                                                     Patsy Stewart
                               President                                                  Director Social Media
                              Entwine, Inc                                                    Entwine, Inc
                           ira@entwineinc.com                                               patsy@entwineinc.com



Ira challenges owners and senior executives to clarify their   Patsy is responsible for designing and implementing
goals and translate them into a consistent Brand and           social media strategies as part of an Integrated Media
Integrated Media Marketing Strategy. He combines 30            Marketing plan. She specializes in working with clients
years of rich experiences with businesses and nonprofits       to generate conversations that create relationships.
to guide them to leverage the power of social media for        Patsy is well known throughout Virginia as a speaker,
marketing, recruitment and organizational development.         trainer and thought leader in Social Media. She
Ira collaborates with a team of experts to design              manages a recruitment team that was recognized as
interactive environments to create long term business          one of the top 50 recruiters nationally using
value by integrating traditional advertising, online           Twitter/social media. Patsy is ranked by Grader as one
marketing, public relations and social media. His strong       of the Elite Twitter Users in SW Virginia. She is a
values and sensitivity to organization innovation and          contributor to local business publications and she
change are the foundation of his work. Ira has a PhD in        authored the ebook, "How to Grow Your Digital
Marketing and serves as a consultant, public speaker, and      Footprint".
lecturer for companies and Senior Executive programs.




                                                                                                 www.entwineinc.com

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Social Media Revolution 2010 - Synergy Session #1

  • 1. Social Media Revolution Are you in or out? Synergy Session #1 Presentation Ira Kaufman President Entwine Inc Patsy Stewart Director Social Media ©2010
  • 2. Changes in the Marketplace • Globalization… Interdependence • Control of media; consumer is publisher • Conversations generate exposure, sales • Transparency –open source • Collaboration rules • People use technologies to get things that they need from each other, rather from corporations
  • 3. Changes in our Thinking • Democracy • Death • Gift giving • Accessing advice - crowdsourcing • Disaster communications • Gathering news • People use technologies to get things that they need from each other, rather from corporations
  • 4. Old 4Ps Marketing 1.0 Value Creator Customer 4Ps
  • 5. Marketing 2.0 Value Builder User - Company - Employer Product (WEB2.0 Brand) Job Seeker - Partner Place (online, offline) Price ($, time, ease) 5Ps Promotion (Integrated Marketing) Participation (Conversations) Publisher Thought Leaders
  • 6. Social Media Revolution • http://www.youtube.com/watch?v=sIFYPQjYhv8
  • 7. Social Media Live Update • http://www.personalizemedia.com/garys-social-media-count/
  • 8. Who’s Using Social Media • 88% Internet Users have used Social Media • 72% been using Social Media < 90 days • Demographics +10hrs/wk: 30-39yrs (45%), 50- 59 ys(39%) *Social Media Industry Report 2009 by Michael Stelzner • Facebook 300 million users • Twitter 52 million users • LinkedIn 48 million users
  • 9. What Are The Results? • Generated Exposure 81% • Increased my Website Traffic 61% • Increased Search Engine Rankings 52% • Generated Qualified Leads 48% • Reduced Marketing Expenses 45% • Helped Me Close New Business 35% *Source is Social Media Industry Report 2009 by Michael Stelzner
  • 11. Marketing Rules are Changing It was It’s now Pushing message to client Pulling client to the message One way message Interactive conversation Business generated content User generated content Interrupt client- direct immediate action Engage, build relationship Attention economy Attraction economy Hard to measure results Real time metrics Coveting information Sharing information Charging for entry – block entry Giving free ebooks, product
  • 12. With these changes Challenge #1 - Mindset • If you are not current and responding, your competitive position is vulnerable • How can you expect to have the same the management approach and marketing efforts?
  • 13. What has been your response? Challenge #2- Actions • What changes in marketing did you or your competitors make in 2009? • What are your experiences with social media? • What are your challenges and questions related to social media?
  • 14. Integrated Media Marketing Campaign that made a difference
  • 15. Powerful Social Media Strategy Obama has 380% more Obama has 403% more subscribers supporters than McCain than McCain & 905% more Obama: 2,379,102 supporters Viewers than McCain McCain: 620,359 supporters • “Race” Speech 3.8 MM YouTube • 4 MM Cable-3 channels Obama has 380% more Obama has 240 times more supporters than McCain followers than McCain Obama: Friends: 833,161 Obama: McCain: Friends: 217,811 @barackobama has 112,474 followers McCain: @JohnMcCain 4,603 followers http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
  • 16. Integrated Media Marketing Strategy Five Steps • BASELINE (Assessment) • WHAT (Branding) • WHO (Strategic Positioning) • HOW (Marketing Mix) • ROI (Evaluation, Metrics)
  • 17. Assessment • Develop Marketing Baseline – Marketing Research • Who are “you” in the marketplace • Competitive Analysis • Audit competitor’s communications and positioning
  • 19. Branding • Develop Value Proposition • Finding your Sweet Spot • Determine Voice and Personality (logo, tagline)
  • 20. Develop Value Proposition • Articulate in one sentence- 10 words describing why people should buy your company's products or service. – Who your customers are – What you provide to them (value, benefit) – Why they buy from you • Strong value propositions deliver tangible results: – Increased revenues – Faster time to market – Decreased costs – Improved operational efficiency – Increased market share – Decreased employee turnover – Improved customer retention levels
  • 21. Strategic Positioning • Management Buy-in • Target Markets • Database • Segments • Analyze customer buying habits
  • 22. Marketing Mix • Develop Powerful Call to Action • Choose Tactics • Design Integrated Blueprint
  • 23. Develop Powerful Call to Action • Build Value for target community • Give something (content) to customer to engage
  • 24. Choose Tactics –Target specific markets and address objectives –4 Media components • Traditional media • Online environments • Social media • Public relations (events )
  • 25. Integrated Media Marketing Synergize … Build on each other traditional online advertising marketing public relations social media BUZZ
  • 26. Track – Evaluate- ROI • Webstats- Google Analytics – Demographics – Site activity and analysis • Track results/call to action – Tracking URLS • Evaluate – Benchmark-competition vs projections vs goals
  • 27. Challenge #3 If you think and operate with new models, you will realize new results • The next three years businesses will Integrate Marketing Strategies to realize a powerful competitive edge • You are about to change how your company relates to its customers
  • 28. Your Next Steps Challenge #4: What are your goals for 2010? Challenge #5: What are the resources needed to translate your goals into action? ©2010
  • 29. About the Presenters Ira Kaufman Patsy Stewart President Director Social Media Entwine, Inc Entwine, Inc ira@entwineinc.com patsy@entwineinc.com Ira challenges owners and senior executives to clarify their Patsy is responsible for designing and implementing goals and translate them into a consistent Brand and social media strategies as part of an Integrated Media Integrated Media Marketing Strategy. He combines 30 Marketing plan. She specializes in working with clients years of rich experiences with businesses and nonprofits to generate conversations that create relationships. to guide them to leverage the power of social media for Patsy is well known throughout Virginia as a speaker, marketing, recruitment and organizational development. trainer and thought leader in Social Media. She Ira collaborates with a team of experts to design manages a recruitment team that was recognized as interactive environments to create long term business one of the top 50 recruiters nationally using value by integrating traditional advertising, online Twitter/social media. Patsy is ranked by Grader as one marketing, public relations and social media. His strong of the Elite Twitter Users in SW Virginia. She is a values and sensitivity to organization innovation and contributor to local business publications and she change are the foundation of his work. Ira has a PhD in authored the ebook, "How to Grow Your Digital Marketing and serves as a consultant, public speaker, and Footprint". lecturer for companies and Senior Executive programs. www.entwineinc.com