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Don’t Throw Out Your Rolodex!
Building Your Network Through Social Media Marketing
Brian MackDirector of Marketing & AdmissionsPilgrim Manor Retirement Community &Pilgrim Home Care Services
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS.
The Paradigm Shift
Social Media has fundamentally & irreversibly changed the nature of relationships between
producers [providers] & consumers.
How Engaged are Council on Aging Members
in the use of Social Media Tactics?
(A totally unscientific survey)
53%
47%
Do you actively use Social Media?(47 Responded)
Yes No
74%
66%
14%11% 11%
What SM platforms do you use most?(35 of 47 Responded)
YouTube
Other
70%
26%
4%
Does your org. support using SM?(45 of 47 Responded)
Yes
No
NA
74%
62%
31%
26%24%
12%10%
What is your #1 purpose for using SM?(42 of 47 Responded)
NetworkingSharing InfoSocializingProspectingContact Mgmt.Recruiting/HiringNA
68%
62%
53%
35%
15%
12%
What are your goals for SM?(34 of 37 Responded)
Promote Prod./Svcs.Grow NetworkGrow Sales/ReferralsGauge Brand PerceptionCustomer FeedbackOther
13%
20%
33%
13%
7%
15%
How often do you "check in" w/ SM?(45 of 47 Responded)
More than 1X Per Day1X Per Day2-3X Per Week2-3X Per MonthLess than 1X Per MonthNever
76%
26%24%
19%
14%
7%9%
Greatest barriers to adopting SM tools?(42 of 47 Responded)
TimeTechnical SupportPersonal ResistanceOrganization ResistanceBudget ConstraintsMetrics/ROIOther
What Kind of Marketer are You?
A Push Me?
Or
A Pull You?
Traditional Marketing Channels
• Broadcast
• Electronic
• Display
NewspapersPeriodicalsDirect MailTelevisionRadioWebsiteBanner Ads (PPC)Billboards “Intercept” Signage
“Push” Tactics
Social Media Marketing
Is:- Based on “Pull” tactics
- A robust tool for enhancing traditional efforts
-Highly cost efficient
-Highly quantifiable
Is NOT:- A strategy in and of itself
- An excuse to eliminate traditional media
- A free ride
- A “magic bullet”
The Evolution of Social Media Engagement
Observing /Listening
Responding /Conversing
Pushing /Creating
Engaging
Discovering the “New World” of Social Media
Set Your Course(Before You Weigh Anchor)
1. Define your goals2. Define success3. Develop strategy4. Know your positioning5. Identify target6. Recruit resources7. Confirm infrastructure8. Establish Policies
X
Lay Up Your Provisions(Be prepared to feed the monster!)
Social Media is first and foremost a content-based medium.
Your organization likely has reams of appropriate content already created.
That information will likely require some modification before it can be posted online.
Regularly Check Your Progress
• Quantifiable results bring marketing credibility
• Employ available tracking tools like Google Analytics
• Monitor your online presence
• Create a means of gathering contact data
• Incorporate links to your most common referrers
Time Management
• Schedule SM Time• Delegate• Don’t Recreate Wheel• Manage Disruptions• Control Info Overload• Leverage Tools• Annotate & Share• Create Templates• Unplug!
Stock Your SM Tool Box
• Google Analytics• Fan Pages & Groups• Hootsuite• Google Reader• Wordpress (Blogs)• Google Alerts• Delicious (Bookmarks)
Resources
• Groundswell by Charlene Li & Josh Bernoff
• Search Engine Marketing by Mike Moran & Bill Hunt
• Permission Marketingby Seth Godin
• www.dailygrind.com• www.mashable.com• www.hubspot.com• http://twitter.com/BFMack• http://twitter.com/pilgrimmanorgr
Questions?
Thank You!
