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Ten practical steps that every company should take to create an effective online marketing presence that isn't obnoxious.
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10 Steps toSuccessful Marketingvia the Social Media
Pat KitanoMediaTransparent.com
TransparentRealEstate.comImage: http://blog.wired.com/photos/uncategorized/2007/12/14/tupperware.jpg
Remember Subliminal Advertising?
Advertising is Suspect
Consumers are Rethinking Advertising
“What worked in 1958”
“May be considered
crass in 2008”
Remember Word-of-Mouth?
“Now this concept is
called Viral Marketing”
Word-of-Mouth is Genuine
10 Steps toSuccessful Marketingvia the Social Media
1. Capture your own Product Reviews
Review Sites are Popular
Put Reviews On-Site, Dell does
On-Site Product Reviews Reinforce Corporate Credibility
2. Listen to your Product Reviewers
They are your
Customers!
3. Do Away with Focus Groups
Leverage Online
Customer Feedback
Expensive and Limited
in Scope
Instead, Create a Facebook Group
Visa did it
“Ahem, what could be more boring than a
credit card network?”
4. Reward Customer Participation
$100 worth of free Facebook ads
“I’ll check out Visa’s social
network for $100”
Now you’ve got their Attention
Explain why your Customer needs your Product
Your Customers will give feedback
“As expected, the $100 giveaway was the primary
motivation”
5. Improve the Product
Provide Customer Solutions
Gauge Market Reaction
In Japan, manufacturers test retail gazillion product variations and pare down
to the bestsellers
Online market testing is more efficient
6. Evaluate. Is it working?Social Media as
Product Development
Platform
“Good participation”
“So-so reviews”
Leverage the Results
Activate the Group!
First 6 Steps = Market Intelligence 2.0
Market Intelligence 2.0 Summary
1.Capture your Own Product Reviews
2.Listen to your Reviewers
3.Create Customer Groups
4.Reward Customer Participation
5. Improve Product and Service
6.Evaluate Strategy and Go-to-Market
Next 4 Steps = Go to Market
7. Institute Instant Customer Service
Zappos’ Multi-Channel 24/7
Customer Support
“Kudos to Zappos for demonstrating how to use Twitter effectively”
You can even complain to the CEO
And he will respond
8. Create a Proud Online Culture
Develop a Club everybody wants
to join
Give Away Perks, Make ‘em Happy
Make Membership a
Privilege
9. Let your Customers Market your Company for you
Even Dictionaries Viral Market!
10. Broadcast to your “Club”
Use Twitter feeds for real time updates to
your customers
Make your Company Transparent
Social Media gives you and your employees a real face
Go-to-Market Summary
7. Institute Instant Customer Service
8.Create a Proud Online Culture
9.Let your Customers Market for you
10. Broadcast to your “Club”
Domus Media BuildsSocial Media Systems
Pat Kitanopkitano (at) gmail.com, (415) 320-2844
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