Getting ConnectedSocial Media:

the new breed of Interactive Marketing Tools

Presented by Peter StraubeChamplain College Division of Business

Vermont Convention Bureau Annual MeetingNovember 4th, 2009

Participate online in real-time:

Post your comments to Twitter Today’s hashtag: #vcbvt

or :

the Vermont Convention Bureau Facebook page (become a fan!)

“The only reason to have an eventis to change the world.”

Did you know?

the Web 2.0 genie is out of the bottle

The Web has become the best way to make connections with busy lives

The shift is on! Social Media isn’t a fad—it’s a fundamental

shift in the way we communicate

• Who’s an expert?

• People are playing at different levels

• Social media is still evolving— and will continue to do so (WhoSpace?)

• …but we’re not going back!

Some examples of (currently) HotSocial Networking Tools:

Facebook - and watch: thumbs up/down; segmentation profiling

LinkedIn - it’s about quality, not quantity

Twitter - it’s all about “followers”

YouTube TripAdvisor Yelp SevenDays

Note generational & other market segment differences among these primary audiences

Who are you trying to connect with?

Change your mind!

“Old” media = in-your-face selling(even “push” viral videos have the same mindset)

“Social” media = joining a conversation; you don’t control the message!

It’s about who you know, reputation, recommendations—real conversations

You can reach your audience by finding them where they already hang out – then engage with that community

Give them a reason to talk about you; then encourage and facilitate ways for them to talk

and consider this…

“Public relations” has been “media relations” for the past 50 years, but not anymore…

The “marketing department” has become the “findability department”…

and what impacts findability the most is now content.

Fresh content (and text) rules the Web

Two words to remember:

CONTENT RULES!

…so if you don’t have something of value to add to the conversation,

don’t waste your (and their) time.

3 Basic uses of Social Media:

Socializing / Entertainment example: Facebook

Professional Networking example: LinkedIn

Sharing Information example: Twitter

Which one(s) are you trying to accomplish?

Social Media for Business:

Just one tool in your marketing “toolbox”- new communication channels- it’s about integrating with existing initiatives

Always need to start with two questions: - who is our target audience? - What is our goal?

Can be used to drive awareness, community feedback and engagement (that’s Web 2.0!)

Your role in all of this:

People don’t care about your ads—they care what their friends and colleagues think

Old-fashioned “word of mouth”: - good: 1 person tells 2 or 3 others - bad: 1 person tells 8 “Word of Internet”: 1 person tells thousands

We buy from people we know and like (and trust) You need to position yourself as a “trusted

advisor” Need to participate, but also listen

Connecting the dots:

How can social networking tools be applied effectively for your business (or not)?

Where is my target audience hanging out? What is the conversation they’re having? How can I facilitate the conversation? What can I “bring to the party”?

Social Media for business

Potential Benefits:

- build public awareness (but can be positive and negative)- spread a message- gather feedback- build relationships - allows you to target an audience in new ways

A few business applications:

Finding Employees Collecting Customer Feedback Announce or remind of new products,

services or special events Maintain a 2-way dialogue with customers Spreading good ideas – blogs and Twitter

Connecting attendees/participants before, during and after an event

Let’s talk--how could you use:

Facebook Twitter LinkedIn YouTube Trip Advisor Blogs iPhone-type Apps Other social media?

Some general Do’s and Don’ts:

DO think “conversation”, not “campaign” DO join the conversation and add value DO respond quickly (short attention span) DO encourage people to friend/fan you on

Facebook or follow you on Twitter DO identify “power tweeters”/influencers/

connectors – they distribute your message

…and now for some “Don’ts”

Don’t try to sell stuff (destroys credibility)

Don’t be a spammer

Don’t try to control the conversation—let it go!

Don’t forget to have fun!

See ya online…

and don’t forget: “The only reason to Tweet

is to change the world!”

Contact me: straube@champlain.edu

865.6438