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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
MGMT 3040SOCIAL MEDIA TECHNIQUES FOR PR &
MARKETING
FRESH GROUND, INC.
Todd Van Hoosear@vanhoosear
Todd Van Hoosear@vanhoosear
Chuck [email protected]@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
APRIL 4, 2013
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Social Organization
Fresh Ground, Inc.
The Old Model
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The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Reality
The Social Organization
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Social Organization
Fresh Ground, Inc.
A New Model
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
What is Social Media?
Social media is a set of channels, tools and philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”
Social media is not just a new way to communicate: it’s a new way to do business
Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s
about culture and culture change.” - @ScottMonty
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Social Media Practitioners Fall Victim to Three Key Ailments…
FISHBOWL SYNDROME
SHINY OBJECT SYNDROME
TALKING HEAD SYNDROME
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Services & Support
How can I reduce support costs?How can I reduce response times in addressing client issues?How can I improve customer satisfaction & loyalty?
How can I develop long-term relationships with customers?How can I reduce my sales cycle?How can I accelerate new client acquisition & upsell opportunities?
Sales
ProductHow can I innovate my products faster?How can I stay abreast of market research for R&D?How can I streamline my product development process?
MarketingHow can I improve brand visibility?How can I drive enhanced demand generation?How can I increase website traffic & ad revenue?
More Than Marketing!
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
How to get started
Determine a few initial goals (and start simple & small)Rally a few champions to support your planSet your sights on a small segment of customersSet some basic guidelines & communication plansFocus on value, not volume of interactionMake it easy to interactBe responsiveMonitor and assess results
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Four Ts
TechnologyTransparencyTimeTrust
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Companies need to respect these four
social media fundamentals:
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Five Ls
LurkListenLeverageLeadLearn
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Recognize that social media is a process, and
don’t get ahead of yourself: crawl before
you walk!
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Four Cs
ContentCommunityConversationConversion
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Ultimately, there are four basic functions of social media (though
one can argue that only the last one counts):
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Seven Ss
Social ContentSocial NetworkingSocial SharingSocial Collaboration
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Only once you have a goal in mind and a good
understanding of your company and customers should you dive into the
tools:
Social CompetitionSocial AggregatorsSocial CRM & Measurement
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Just a Few Tools
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Four Rs
ReputationReachRelevanceReceptivity
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Thinking about how to reach your community?
There are four fundamental aspects to
influence:
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
FRESH GROUND, INC.
Todd Van Hoosear@vanhoosear
Chuck [email protected]@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
MGMT 3040SOCIAL MEDIA TECHNIQUES FOR PR &
MARKETING
Todd Van Hoosear@vanhoosear
