www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Marketing Through
Internet Social Media
David Hoegerman
November 2010
www.Vectec.org/resources
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Planning – POST
• People – What are your customers ready for?
• Objectives – What are your goals?
• Strategy – How do you want relationships with
customers to change?
• Technology – What applications should you use?
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
People
• Forrester Research
developed profiles
to describe how
different
consumers use
social media.
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Technographics
www.vectec.org/technographics
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Objectives
• Listening – Research to better understand your customer.
Gain insights for marketing and development.
• Talking – Spread your message, build brand awareness and
product familiarity.
• Supporting – Help your customers and encourage them to
help one another.
• Energizing – Help your most enthusiastic customers
become advocates for your brand.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Listening
• Set up a private community
• Brand monitoring
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Talking
• Posting a video
• Engaging in social network or user generated
content sites
• Blogs
• Create a Community
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Support
• Typical contact with a call center costs the company $6
- $7, technical support calls cost $10-$20.
• Online forums allow customers to help one another
and allow staff to interact as well.
• Case Study: Dell
– Surveys of customers leaving site found that 20-50% had
found answers to their problems, and that doesn’t factor
in those who left a question and tried back later.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Strategy
Start Small and Leaves Room to Grow
• Launching one technology and quickly jumping to
another may diffuse your resources
• If you try to map out a multi-year plan, it may become
obsolete before fully implemented
• The best campaigns constantly evolve, be flexible
• Measure success and build on that success
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Strategy
Put Someone Important in Charge
• You are changing the way your company interacts
with customers, and this affects many aspects of
the business.
• Things will go wrong, and you need to be able to
adapt quickly.
• If the person in charge is not enthusiastic or
committed, the presentation will be suffer.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Strategy
Carefully Select Technology & Partners
• Make sure partners understand your
objectives and what you are trying to
accomplish
• Check references and ask about similar
projects
• Make sure the technology supports your goals
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Technology
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Internet Forums
• Modeled after the realworld paradigm of
electronic bulletin boards
•
Allow users to post a
"topic" for others to review.
• Other users can view the
topic and post their own
comments in a linear
fashion, one after the other.
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Participating
in Internet Forums
•
•
•
•
Signatures
Networking
Branding
Market Insight
• Your aim should be to participate
in a conversation, not interrupt it.
• Go to the search engines and
type forums plus key words.
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Running Your Own Forum
• Customer Service / Support
• Establish yourself as an expert
• Create Goodwill
• Branding
• When users participate in your forum, they are
interacting with your brand!
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Social Bookmarking
• Users save links to web
pages that they want to
remember and/or share.
• These bookmarks are
usually public, and can be
saved privately, shared
only with specified people
or groups, shared only
inside certain networks
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
digg
• Users submit sites
they find interesting
• Others can vote for
“digg it” or against
“Bury” the story
www.digg.com
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Social Bookmarking
• By encouraging users to use social
bookmarking, you are making it easier for
them to spread the word about your site!
Social Bookmarking – 2008
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Face Book
•
Social utility that connects people with
friends and others who work, study and
live around them.
–
–
–
–
•
Made up of many networks
–
–
–
•
keep up with friends
upload an unlimited number of photos
share links and videos
learn more about the people they meet
Company
Region
School
People can only see the profiles of
confirmed friends and the people in their
networks. You can use our privacy
settings at any time to control who can
see what.
www.facebook.com
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Reviews
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Integrated Marketing
• Many companies integrate
social media into their
marketing mix.
• Most social media venues
publish an API for easy website
integration.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Easy Implementation
www.AddThis.com
www.ShareThis.com
Both sites provide easy setup and metrics!
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
More…
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Twitter - Control the Message
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Twitter - Customer Service
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Get Creative!
• Best Buy
actively
encourages
consumers to
interact with
their brand with
social media
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Adding Value
• If you present something
of value, your customers
will reward you.
–
–
–
–
Information
Discounts
Promotions
Entertainment
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Who Are You?
• Personal
• Person Behind the Brand
• Brand
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
When to post?
• Personal:
– A couple times a day to once a week
– Whatever you would update on Facebook could go here
– This is for your friends and family and the world at large
• Person Behind the Brand:
– Two times a day to once a week. As often as needed for the brand
– This depends on the goals of your social media campaign
• Brand:
– Much less frequently
– Event sponsorships, coupons or links to news articles about your
brand
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Safety
• Never share your password with anyone
• Use up to date anti-virus software
• Adjust your privacy settings to match your level of
comfort
• Be cautious about posting and sharing personal
information
• Block and report anyone that sends you unwanted or
inappropriate communications
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Safety
• Use unique passwords
– Email
– Banking
– Anything you don’t want hacked
• Security Questions
– Date of birth?
– Mother’s maiden name?
– High School?
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Think Before
You Click!
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Think Before You Click!
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Be Aware of Your Image!
• Make sure any
employees associated
with your business
online maintain a
professional image.
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Questions
CONTACT INFO:
David Hoegerman
[email protected]
www.Vectec.org/resources
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Supplemental Information
• I’ve included many slides showing examples of
how some content is “optimized” for search
engines. The process involves making minor
revisions to content to ensure keywords are
included and adding links to other pages
within the text.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short
steps away? Our inn is conveniently located in the midst of everything you want to see
and do. We are just 2 blocks from the WM admissions office and the historic colonial
governors palace.
When visiting Colonial Williamsburg or The College of William & Mary, why drive to a
hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most
conveniently located Williamsburg bed and breakfast and is in the midst of everything
you want to see and do. We are just 2 blocks from the WM admissions office and the
historic colonial governors palace
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Our patients come to us from several sources which include Family Dentists, friends of
patients, other family members in treatment, co-workers, our "in-house" marketing
program, and referring insurance companies. We are ready to greet you when you
contact us, and would be pleased to be your orthodontic provider.
Our patients come to us for braces or orthodontist services from several sources which
include Family Dentists, friends of patients, other family members in treatment, coworkers, our "in-house" marketing program, and referring insurance companies. We are
ready to greet you when you contact us, and would be pleased to be your orthodontic
provider in either our Hampton or Virginia Beach office.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Breathe Healthy® masks utilize the state of the art, hospital safe, non allergenic, Aegis hitech performance antimicrobial treatment that lasts for the life of the mask. They have
been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly,
help to protect against irritants and effluents from coughs and sneezes (which, of course,
could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or
larger).
Breathe Healthy® germ and allergy masks utilize the state of the art, hospital safe, non
allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of
the mask. They have been tested by a leading lab to filter down to 1.0 micron, and
when adjusted to fit snugly, help to protect against pollen, dust, pet hair & dander,
allergens, mold spores, many bacteria, effluents from coughs and sneezes (which, of
course, could contain flu viruses) and many of the particles that pollute the air (all 1.0
micron or larger).
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Blue Heron can help you define and locate your ideal property. So whatever lifestyle
you‚ve been dreaming of-be it beach front or historic home - just click a button and Blue
Heron will take you there!
Blue Heron can help you define and locate your ideal property. So whatever coastal
property lifestyle you‚ve been dreaming of-be it beach, boating, golf resort, waterfront
estate, small town, country, or historic home - just click a button and Blue Heron will
take you there!
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Find out more!
Find more information on:
• Virginia Eastern Shore Blog – This is where we get to brag about all the wonderful
happenings here! (boating, the arts, real estate, ect.)
• Virginia Eastern Shore Portal – A business listing / directory of all there is to do on
the Eastern Shore.
• Restaurants
• Hotels
• Attractions
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive
flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly
roasted to perfection. We choose only the highest quality, super extra-large peanuts
which are hand selected for their size and freshness. Each batch is individually cooked
with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for
which our peanuts are famous.
Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive
flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly
roasted to perfection. We choose only the highest quality, super extra-large Virginia
peanuts which are hand selected for their size and freshness. Each batch is individually
cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste
for which our peanuts are famous.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
To be roasted in the shell, peanuts are cooked at medium heat for about 15 minutes.
They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the
shell - prior to roasting- the peanuts are washed and then the seasonings, which are
dissolved in water, are forced through the shells by a pressure process.
To be roasted in the shell, Virginia peanuts are cooked at medium heat for about 15
minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts
in the shell - prior to roasting- the Virginia peanuts are washed and then the seasonings,
which are dissolved in water, are forced through the shells by a pressure process.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Reliance Staffing provides a highly selective matching of qualified employees to
businesses throughout the Hampton Roads area. Employers depend on us. The best
candidates aspire to join our ranks. How can we help you?
Reliance Staffing provides a highly selective matching of qualified temporary, temp-tohire and permanent employees to businesses throughout the Hampton Roads area.
Employers depend on us. The best candidates aspire to join our ranks. Staffing offices
are located in Newport News, Chesapeake, Suffolk and Virginia Beach. How can we help
you?
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
COATSsql has been designed by insiders of the Staffing Service industry. The system
represents years of long term commitment and ongoing product improvement,
development and research. While we believe we have one of the best human resource
software products on the market, we do not intend to stop here.
COATSsql staffing software has been designed by insiders of the Staffing Service
industry. The system represents years of long term commitment and ongoing product
improvement, development and research. While we believe we have one of the best
human resource software products on the market, we do not intend to stop here.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
This site contains easy-access video guides that provide compact information and
training. Each segment has a video, between 3 and 5 minutes long. Controls to start,
pause, stop, and adjust volume are located just below the viewing window.
This site contains easy-access video guides that provide compact information and
training. Each segment has a video, between 3 and 5 minutes long. Controls to start,
pause, stop, and adjust volume are located just below the viewing window.
•Planning Ahead for Deployment
•Financing Your Business
•Contracting and Certification
•From Boots to Business
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
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