Power of Social Marketing 2.0
…Make it Work for Your Business
© 2009
Greetings!
I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing
As a Marketing Strategist, I combine 30 years of rich experiences with
businesses and nonprofits to develop the potential of companies and
institutions. Marketing is evolving and expanding. It requires an
integration of traditional advertising, online marketing, social media
and networking to develop competitive advantage.
I challenge owners and senior executives to clarify their goals and
translate them into a consistent Brand. Then our team develops an
Integrated Marketing Strategy that leverages social media and online
marketing.
Please join me on a journey to discover the Power of Social
Marketing2.0 … Make it Work for Your Business .
Connect with me:
Blog
http://www.attractingtalenthub.com
ira@optimizedstrategies.comLinkedIn http://www.linkedin.com/in/optimizedstrategies
540-563-2249 (office)
Twitter
http://twitter.com/ira9201
540-875-8510 (cell)
Facebook http://profile.to/irakaufman
Invite you
25 min Journey
Opening the doorway
to
 Timely opportunity
 Roadmap 4Ps of Social
Media – Propagation, Power,
Planning and Participation
 Challenge you to take action
 Build Your Marketing 2.0
Strategy
Social Media Revolution …
If you aren’t current, you are vulnerable!
 What are your challenges?
 How are you using Social Media to
build your business, your personal
brand?
Social Media Transforms
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One out of eight couples married in the U.S. last
year met via social media
Years to reach 50 million users: radio (38 years); TV
(13 years), internet (four years), iPod (three years).
Facebook added 100 million users in less than nine
months, iPod application downloads reached 1
billion in nine months /
80% of companies are using LinkedIn as their
primary tool to find employees
Ashton Kutcher and Ellen DeGeneres have more
Twitter followers than the entire population of Ireland,
Norway and Panama
Studies show Wikipedia is more accurate than
Encyclopedia Britannica
78% of consumers trust peer recommendations, only
14 % trust advertisements.
Socialnomics: by Erik Qualman,
McKinsey & Co Report
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By 2010, traditional TV advertising will be one-third as
effective as it was in 1990. It assumes:
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15% decrease in buying power driving by cost-perthousand
/
rate increases
23 % decline in ads viewed due to switching off
37% decrease in message impact due to saturation
Prime-time TV ad spending has increased over last
decade by about 40%, as viewers have dropped almost
50%. Paying more for less translates into a much higher
cost-per-viewer-reached. http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power
Old 4Ps Marketing 1.0
Value Creator
4Ps
Customer
What is Web 2.0 ?
 set of tools that allow people to build
social and business
connections,share information and
collaborate on projects online
 includes blogs, video, wikis, socialnetworking sites and other online
communities, and virtual worlds
Wall Street Journal December 15 2008
Marketing 2.0
User
Value Builder
- Company
- Employer
- Partner
Job Seeker
Product (WEB2.0 Brand)
Place (online, offline)
Price ($, time, ease)
5Ps
Promotion (Integrated Marketing)
Participation (Conversations)
Publisher
Thought Leaders
#1 P … Propagation
 Social media is new phenomenon for
business
 88% used to market their business
 72% have used it for a few mo. or less
 Demographic spending 10+hrs weekly
 30-39 yrs- 45%
 20-29 yrs- 40%
 50-59 yrs- 39%
 Benefit to business
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81% - generated greater exposure
78% - increased search engine rankings
62% - gained new partnerships
50%- generated qualified leads
What is Social Media?
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Translate conversations into Results
What do these companies
have in common?
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Absolut Vodka
American Express
Bank of America
Best Buy
Big Rock Brewery
Carnival Cruise Lines
Charles Schwab
Dell
H&R Block
Harley-Davidson
Ikea
JC Penney
Jet Blue
Kaiser Permanente
KFC
Kodak
Mayo Clinic
McKinsey & Company
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Miller Brewing Co
NASA
National Geographic
Oscar Mayer
Peace Corps
Pizza Hut
Rubbermaid
SEC
Southwest Airlines
Starbucks
Taco Bell
The Home Depot
The Wall Street Journal
TJ Maxx
US Dept State
Victoria's Secret
Volvo
Wal-Mart
Actively using Social Media
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Increase sales
Build brand loyalty
Recuit passive jobseekers
Research target markets
Introduce products
Transform company culture
Raise new sources of funds
Gain new partnerships
Increase attendance at events
Will It Blend !
7.7 MM views, +500% sales
http://www.youtube.com/watch?v=qg1ckCkm8YI
The Power Has Shifted
Any Time - Any Place - Any Way
Web2.0 Trends Updated 12/07 Jo,SanKuKT
#2 P … POWER
 People play at Social Media with
vanity Facebook accounts, and
tacit LinkedIn accts and doing
social Tweets..
 Few access its Power
 How you access this Power?
Change your Mindset
Marketing 1.0 to Marketing 2.0
 “Social Trend in which people use
technologies to get things that they need
from each other, rather from
corporations”
Essence of the Future of Marketing
• It all starts with respect.
• Listening is marketing.
• Participation is marketing.
• Media is marketing.
• Conversations are marketing.
• Comments are marketing.
The Social Media
Manifesto
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
Challenge #1 Read Groundswell
Access the Big Five
 Facebook
 LinkedIn
 Twitter
 YouTube
 WordPress-Blogs
Power of
• More than 300 million active users, 4th most-trafficked website in the
world
• 42 Million US users
• Over 55,000 regional, work-related, collegiate, and high school
networks
• More than 50% users are outside of college
• Fastest growing demographic is 35-54 yrs; growing at 276% last 6 mo
• 50% of users return daily
• 300,000+ business members
• If Facebook were a country, it would be the fourth largest after China, India
and the U.S.
Statistics gathered directly from Facebook
Professional
Resource
• 48 million Professionals globally
• Avg income $110k
• Avg age 37 – 52
• Entrepreneurs – 31%; Executives – 18% ; Decision Makers –
42%
• Represents 170 industries
• 10+ Million unique visitors per month
• Grew almost 380% from 2007
Data from LinkedIn
is Mainstream
• 40MM users spent 300MM min. in April 09, 3712 %
more time than April 08
• 35-49 yrs, largest demographic, 42% members
• Users spend 66% more $ on Internet than non-twitter
users
• Zappos, shoe retailer updates 14,000 followers
• COMCAST use it for customer services
• Real estate agents are selling Houses
• HCA uses for recruiting nurses
Twitter in Action
David Cesarni: Financial Marketing Specialist
“to increase the size of your natural market”
twitter@dcesarni
Chris Lemay: Mortgage Broker
Twitter helps me reach my wider audience –forge stronger
relationships and keep me top of mind” twitter@chrislemay
twitter@Fedupwithfees
twitter@savingfeelsgood
Power of YouTube
“play for real”
TOP 3
Girlfriend- music video
118.2 MM
Evolution of Music
113.1
What’s the Altitude
72
Nielsen Rating – week ending April 5- 2009
1.
American Idol
FOX
24.4 million
2.
Dancing With the Stars
ABC
20.5
3.
NCIS
CBS
17.2
WordPress…Blogs
Transforms Websites
Businesses are adopting WEB2.0
• Search engine optimization friendly
• Interactive
• Content managed
• Builds relationships
• Real time metrics
Marketing 2.0
Lessons Gained
1. It’s not about a cheaper product or your idea;
It’s about creating engaging conversations.
It’s not about better coffee – it’s about the place (TWT)
It’s not about the hog, it’s about a lifestyle
(Blog,YT, FB) )
2. Adjust from storytelling to putting on an online party
(FB)
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Talk Like Your Audience
Converse Don’t Shout
Talk to people first, before trying to sell anything
3. Create consistent great content, address questions
directly
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Whole Foods Twitter followers (405,000); Trader Joes (5,935)
Integrated Social
Marketing 2.0 Campaign
that made a difference
Powerful Social Media Strategy
Obama has 380% more
supporters than McCain
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more
supporters than McCain
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama has 403% more subscribers
than McCain & 905% more
Viewers than McCain
• “Race” Speech 3.8 MM YouTube
•
4 MM Cable-3
channels
Obama has 240 times more
followers than McCain
Obama:
@barackobama has 112,474 followers
McCain:
@JohnMcCain 4,603 followers
www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
Pundits Share Lessons
 Understand what social media is … real power
lies in the people
 Recognize Social Media has changed the way
 People gather
 Process information
 Then make decisions
 Conclusion - consumers who visit these
websites are more likely to take action with the
information that they find – to vote, to make
purchases, to interact
#3 P… Planning
Does You Need Social Media?
• Do you want to be considered a leader in your
industry?
 Does your target market use the internet to
access information, evaluate products or search
for a business?
 Are you satisfied with the results of your marketing
efforts?
 Are you thinking of re-inventing your business
model in consideration of the new economic
realities?
Challenge #2 Develop a Marketing 2.0
Social Media … Six Issues
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6.
Social media considered more as a risk than an
opportunity by those outside marketing.
How do professionals manage the time and
people involved in social media efforts?
Decision-makers are unsure where or how to
start -looking for a plan
Insurance uses social media in agent
communications as well as B2C splits resources
and focus.
Seeking ways to measure activity/success
Brands are looking for best practices and
success stories for building brand /customer
service
Building Integrated
Marketing 2.0 Strategy
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Integrated Marketing 2.0 Strategy
• Leverages traditional, online and social media with business development to
generate results.
• Analyzes your product/service; determines the relative power of each medium;
and then integrates them to optimize your results.
• Objectives
• Listening (research)- gain valuable input from partners
• Talking (promotion)- spread the message
• Energizing (sales)- engage enthusiastic partners to help “sell“/ “inform”
• Supporting- enable partners to support each other
• Embracing (collaboration)- interact with partners to develop better model
#4 P … Participation
 Provide the forum for discussion of social and family issues
Founders Group Insurance uses Blog and Twitter to engage their followers in both
cultural and insurance-related topics. http://foundersgrp.wordpress.com/
 Educate customers on insurance and allow them to share
feedback
Agent Dennis Volz, uses his San Diego Insurance Blog to help customers and
prospects understand the world of insurance. http://dennis-insurance.blogspot.com/
 Develop communities for targeting customer segments
Irwin Siegel Agency, Inc. Irwin Siegel Agency, Inc. uses social networking to help
generate interest with target customer segments.
http://www.siegelagency.com/default.htm
 Enhance your brand and marketing message
Rick Dinger of Creseda Valley Insurance has used YouTube and Facebook to
attract a new audience. http://www.youtube.com/watch?v=BU6JrRrsyk0.
http://cvins.com/
Challenge #3 Use SM to augment your current marketing efforts
Competitive Edge
 The next three years will see a refinement of
Integrated Marketing 2.0 Strategies.
 Businesses that engage these strategies will
increase in their value and realize a powerful
competitive edge.
 You are about to change how your company relates
to its customers
Challenge #4 If you think and operate with new
models, you will realize new results!
Challenge #5 Join SW Social Media Connect