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An introduction to social media marketing including some national and local case studies, the five requirements to be in social media marketing, and tips / ideas for good social media marketing
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U ready for the
social revolution?
Duncan AlneyFirebelly Marketing
Duncan: the scoop
Grew up in IndiaLived in London & TorontoCame to America to be a cowboyBrand Marketing ExperienceEntrepreneur: FirebellySocial Media FocusMarathonsLoves Food Film maker and photographer3 cats1 wife
You ready for this: its everywhere!
NO REALLY!
u ready 4 this?
Famous mullets
Billy Ray Cyrus
Don Johnson
JohnStamos
PhilCollins
Bono
Business in the Front Party In the Back
Social Media: where does it fit?
What is the Corporate Mullet?
Put your best foot forward
Most interactions are social
Business can be social • it has deep roots in social behavior • you can be both formal and social
Tremendous potential for mixing business & social
Build relationships by adding value
Brands: No Control!
People: have the power
People: want to trust you (be real and open)
Humanize: your brand!
Good Content: It’s Engaging!
Evangelists: they’re out there!
Case Studies
Starbucks
MyStarbucksIdea.com
Consumer feedback
Submit, vote, review in action
Asking for involvement
Blendtec
Will it Blend? video series
7 million views of iPhone
YouTube sensation
5 fold increase in sales
Clever, low cost
QuickTime™ and a decompressor
are needed to see this picture.
Dell Hell
Dell ignores blogger Jeff Jarvis
He writes Dell Hell
First Blogs then mainstream media
Huge blow to Dell’s image and sales
IdeaStorm
Significant changes in process and $
Local : J.C.Hart
J.C. Hart objectives
Increase exposure and traffic to company site
Increase J.C. Hart’s results in image and video searches
Community-building to retain existing residents
J.C. Hart strategies
Replace paper community newsletters with blogs
Flickr account with images optimized for search
Establish a YouTube channel and launch a resident video contest for user-generated contest and testimonials
J.C. Hart results
Traffic to the website increased substantially
Social media sites delivered qualified traffic and leads
Property occupancy rates are ahead of industry average by 10-15%
YouTube channel received over 10,000 views in 2 weeks
Top 10 Website Traffic Sources
Top video & image search results for “Indianapolis apartments”
Video contest a hit with residents and is getting good publicity
Local : Yats Restaurants
Yats objectives
Generate awareness and traffic to the website and restaurants
Create more Yats restaurant results in the Google SERPs
Help ailing location break even
Increase Tuesday business and overall revenue
Yats strategies
Build community of 3,000 online
Presence on Myspace, Facebook & Twitter to facilitate dialogue
Make Joe Vuskovich more accessible to hard core “fans”
Integrated SMS and social campaign
Yats results
Vibrant online community with insight and energy
Website - 7K visits/month
Online menu - 5K visits/month
Mobile club - 1000% growth in 90 days
Email, blog, e-commerce, and new website inthe works
Tuesday and overall sales up
Increased content and positive reviews in Google SERPs
Community of over 12,000 members
Hundreds of people volunteered to take part in Yats commercial
Small restaurant group: 4 Indy locations
CEO believes in social media
Vibrant Twitter/Facebook/MySpace
Mainstream media watching
Mobile 4 redemption
Tuesday is 4th best day / Overall sales up 5%
Grew sales at weak location by 25%
Blog, Email & New site
QuickTime™ and a decompressor
are needed to see this picture.
Be Brave: these guys are
Should I take part in social media?
Do you have buy in from the top?
Do U / Will U have good content?
R people involve with your brand?
Can you implement consistently?
Can you measure consistently?
U need all five!
10 things that you can do with social
Provide real value to the community: Cool photos
Behind the scenesAccess
Insider PerspectivesMake them feel special
Identify people who love you: Get them talking. Meet up with
them.
Identify people love who to say nice things about you:
Get them on video. Get them to write. Get them to help.
Identify the haters: talk to them
Promotions work! Use your logo on their profile
photo photo contest video contest
use mobile for redemption
Provide real value with promos: Big Prizes
Real DiscountsAccess!
Be controversial: take a standKanye is a jack ass?
Use good questions: to get conversations started
Exclusive content: Give it to your evangelists first
get your local bloggers: writing
Interviews: Celebs. Locals. Make it fun.
For more on how to make
this work for your company call Duncan
[email protected]: @fireb
ellytext duncan to 71813
