Social Network Marketing 3.0 White Paper Social Network Marketing is not designed to bring your prospects and customers closer to your business. It is designed to bring YOU closer to them. Welcome to the ever-changing digital communications age and Social Network Marketing. This white paper is dedicated to the thousands of small, medium and large business stakeholders who work hard to grow and prosper in challenging times. Social Network Marketing 3.0 Page 1 White Paper Contents Preface 2 Executive Summary 3 Social Network Marketing 1.0 6 Social Network Marketing 2.0 6 Social Network Marketing To Grow Your Business 7 Social Network Marketing 3.0 7 What is Social Network Marketing? 8 Why has Social Networking become so popular? 11 What are the current trends in Social Networking? 12 Is Social Networking a diverse universe? 14 Changing your mind about Social Networking? 17 Do you need a different mindset for Social Networking? 18 How to develop a Social Network Marketing Strategy. 19 How to implement Social Network Marketing programs. 22 What do Social Network Marketing tactics look like? 23 What’s the hottest Social Network Marketing tool? 26 How can you turn Social Network Marketing into sales? 29 What can Social Network Marketing do for you? 30 Developing a Social Network Marketing Strategy. 31 Social Networks That Do 33 Creative Direction, Inc. 35 Contact Information 35 Social Network Marketing 3.0 Page 2 White Paper Preface. To preface this white Paper presentation, it should be noted that there currently appears to be a window open for those who would like to invest in innovative technology ideas, products, services, and the companies that develop them. Today, billions of dollars in fresh venture capital is being invested in new tech companies and IPOs. Pandora and LinkedIn have recently gone public with multi-million dollar valuations – even without the profits to justify it by traditional standards. LinkedIn is trading at 750 times its estimated 2012 projected earnings. Seven year old Facebook is expected to go public early next year and its valuation has passed the $80 billion mark. And Skype, purchased from eBay in September 2009 for $2.75 billion, was sold to Microsoft in May 2011 for $8.5 billion. For businesses who are looking for every advantage in selling their products and services, this white paper is a primer for today’s mar- keting. For investors, we are proposing an opportunity to invest in a company, Social Networks That Do, with immediate market-appli- cable ideas, experienced management, a small investment, a fast track growth plan, an eventual controlling equity position, and very attractive potential for an M&A at any part of the growth stage. Richard Parker President & Creative Director Creative Direction, Inc. Social Networks That Do Social Network Marketing 3.0 Page 3 White Paper Executive Summary Today, it is estimated there are over 200 sites using social net- working models serving 1 billion users of the internet’s audience of 2,095,006,005. Almost all of those who belong to a social network use Facebook, Linkedin, and Twitter. People flock to social network sites in droves to share thoughts, advice, videos, and images on subjects of common interest. And it is an effective and cost efficient way to reach a targeted online audience. However, the sites were never designed to help individual companies profit from the social media phenomenon. This current state begs the question. What if there was a way for a business to build, populate and manage their very own branded social network for marketing purposes? This white paper answers that question with the following questions. What is it? The Social Network is a collection of powerful and new online environments where people of like minds and special in- terests gather to be connected. From a business, marketing and communications perspective, these social environments can be very effectively managed and even created specifically to market and sell to very targeted audience groups. What is it so popular all of a sudden? Social networking has become popular with small, medium and large businesses because a tough economy has forced companies to look at different ways to reach prospects and clients. And Social Network Marketing is a relatively faster, cheaper and better way to get added marketing influence on relevant social network audiences. What can it do? Despite the hype and Hollywood hyperbole, Social Network Marketing is not about Facebook, Twitter, etc. The trend in Social Network Marketing is in applying more marketing efforts and creative thinking in developing new ways and uses of Social Networks to brand, promote, sell and manage prospect and customer relationships that add to the bottom line in a whole new platform. Who are the users? If you think Social Networks are only about young, technology-centric Caucasians, you’d better think again. Everybody - the old, the young, and all races, religions and creeds are networking socially online. But there is one group called “Gen- eration Y” or the “Millennials” - whose members were born between 1977 and 1994 - who now have the most influence as consumers, workers, activists, and individuals. Social Network Marketing 3.0 Page 4 White Paper Executive Summary, continued Why do they use it? Is Social Networking changing our culture or is our culture changing Social Networking? Actually, there are psychological and physiological reasons why people are becoming literally addicted to Social Networking. Psychologically, users need a “fix” to deal with the world they live. Physiologically, the drug is called “oxytocin”. And the pushers are their own bodies. Isn’t this a radical change in perspective? Marketing, creative and sales professionals who want to be successful in the new world of Social Network Marketing should have already changed their way of thinking and be prepared to change some more. Like never be- fore, technology and the high velocity of our economy will continue to drive an evolution in the way we all will live, work, play, buy and sell like never before. And those who are targeted as the best cus- tomers and prospects will be the sun around which our marketing and sales experience planets will revolve. Is it all about technology? Developing a Social Network Market- ing strategy has little if anything to do with technology and a lot to do with understanding that like-minded human beings in a social network (online or offline) gain their power from interaction be- tween themselves as interest-specific community members. There- fore, a Social Network Marketing strategy must be based upon developing a network that a) people will want to join, b) grows primarily on user-generated content, and c) creates a virtual social environment. This Social Network strategy must, in some way, also run parallel to the value proposition or benefits of a company’s products or services so that transference to commerce can be made when the buyer is ready to be sold. What is the first step to engage in a Social Network Market- ing program? You can only effectively implement Social Network Marketing programs that produce results by developing a plan. For that purpose, the basic premise of a marketing communication plan works just fine. And although most Social Network Marketing programs are complex, it is very important in the process to set one goal, state one measureable objective, develop one strategy, and collect all pertinent data for tracking, reporting and evaluation purposes. Social Network Marketing 3.0 Page 5 White Paper Executive Summary, continued What are the tools? There are no blueprints for developing in- novative Social Network Marketing tactics (programs). The practice is a new frontier for creative inspiration and experimentation. The pallet of tools used to paint a social environment landscape mas- terpiece can range from video, to e-mail, to forums, to existing site templates and much more in creating a user-focused program. The only four rules are: a) study what others have done, b) make sure the program is results-oriented (much like direct response mar- keting disciplines), c) merchandise the program internally, and d) promote the heck out of it. What is the role of video in Social Network Marketing? Online videos or RIAs (rich internet applications) are the most powerful and fastest growing Social Network Marketing tools online today. With video, a social networker does not have to read, study, and carefully examine a message – he or she just experiences it - and then can respond or interact accordingly in many ways. Whether a video is entertaining, documentary, or presentation-like, there are no time limits, no code of ethics, and usually no media costs in- curred as barriers to telling a story. How does this all relate to sales? The first rule to get your social network involved in sales is to get your sales process and people involved in the social network. If you are successful in driving pros- pects to the point of purchase, whether it is online, in the mail, or at a store location, a sales or customer service professional of some sort is going to get involved somewhere along the line. Sales force input and buy-in are crucial to success. And the bottom line is? Social Network Marketing is evolving to become a better, cheaper and faster form of marketing for nearly every type and size of business. It can provide a user-generated memorable branding experience. It can afford a way to intelligently manage the customer and prospect experience. It can allow your targeted prospects and customers to share information on what they want, what they like and what they expect from your com- pany. But Social Network Marketing is not designed to bring your prospects and customers closer to you – it is designed to bring YOU closer to them. Social Network Marketing 3.0 Page 6 White Paper Social Network Marketing 1.0 Social Networks go back much farther than most people know. They were supported in early online services, including Usenet (1980), ARPANET (1969), LISTSERV (1986), and bulletin board services (BBS). Features of early social networking sites were present in online services like America Online, Prodigy, and CompuServe. At the time, web communities focused on bringing people together to interact through chat rooms. In the late 1990s, user profiles became a feature of social network- ing sites, allowing users to compile lists of “friends” and search for others with similar interests. This new generation of social network- ing sites flourished with the emergence of sites like Friendster in 2002. LinkedIn followed a year later. Facebook, launched in 2004, has since become the largest social networking site with well over 750,000,000 users. With the rapid increase in social networking popularity, MySpace came online in 2005. THAT was Social Network Marketing 1.0. Today, it is estimated there are over 200 sites using social network- ing models serving almost 1 billion users of the internet’s audience of 2,095,006,005 (as of March 31, 2011). Now, the global average of those who access social networking sites daily is 46%. Wikipedia, TNS research and www.internetworldstats.com Social Network Marketing 2.0 Facebook is a social networking website launched in February of 2004. On it, users may create a personal profile, add other users as friends, and exchange messages. Users may join common-interest user groups organized by workplace, school, or other character- istics. Quantcast estimates Facebook had 138.9 million monthly unique U.S. visitors in May 2011.1 Linkedin was founded in 2003. The site launched when the 5 found- ers invited about 350 of their most important contacts to join. LinkedIn is now publicly owned and operates the world’s largest professional network online with 200+ million members in over 200 countries and territories.2 At Twitter, more than 1 billion tweets are sent daily. Twitter is not just your friends telling you what they ate for breakfast. Increasing- ly, news stories that arise – a tsunami, the score of a hockey game, the latest Charlie Sheen gossip – are posted in tweets from people followed on Twitter.3 1 Facebook.com, 2 LinkedIn.com, 3 Twitter.com and Wikipedia Social Network Marketing 3.0 Page 7 White Paper Social Network Marketing To Grow Your Business In the effort to identify, reach and persuade targeted audiences today to buy, a great number of businesses of all sizes are finding that traditional forms of marketing communications are either too expensive, too slow to implement, not flexible, not accountable, or increasingly do not resonate with the current generation of shop- pers and buyers. Furthermore, old school marketing techniques are not relevant in reaching audiences, particularly today’s Generation Y “Mellennials” who are now the most influential market segment in both B2C and B2B.1 1 eMarketer.com: Millennials Attitudes Towards Advertising, July 15, 2010 So, what is the most effective and cost efficient way to reach a tar- geted audience and cultivate buyers today? Social Networking 2.0 is by far the fastest growing trend in online community user interac- tivity. Consequently, budgets for social network programs continued to increase last year and for 2011 by two-thirds.2 2 eMarketer.com: Social Media Spending by US B2B and B2C for 2009 and 2010 The pros? For a number of reasons, people flock to social network sites in droves to share thoughts, advice, videos, and images on subjects of common interest. Facebook, for example, was founded in 2004 and now has well over 750 million members with 68% of their users using referrals to buy.3 And Twitter, founded in 2006, now processes over 1 billion tweets daily.4 3 Wikipedia and 4 TNS Research The cons? Social networking sites such as Facebook and Twitter (and soon, Google+) are set up to entertain and engage users at the most basic level. The sites are designed to help Facebook and Twitter prosper. They’re not designed to help individual companies profit from the social media phenomenon.5 5 BtoB Magazine: B2B Marketing Survey 10/2010 Social Network Marketing 3.0 So, what if there was a new social network media platform to help businesses attract targeted audiences that share an interest in information related to their event, product, and/or service unique selling proposition and attributes? Social Network Marketing 3.0 Page 8 White Paper And what if that social network community contained targeted mes- saging and provided plenty of user interaction with managed con- tent? Such as: Collaboration. Comments. Sharing. Videos. Groups. Panels. User profiles. Chat. Newsletters. Content contribution. Related news. Events. Products or service specific search. Ads with messaging of related information. Attractive incentives, value ex- changes, and offers. And an integrated mobile application. All in one package. With the outcome designed to deliver more knowledgeable social network members as the best of leads when they are ready to buy. Sort of like an incubator for customers! And what if the domain name reflected the name and nature of business that was hosting the social network community? And what if – rather than scattering online marketing communica- tions programs all over the internet diluting the impact – a business had a domain with a controlled environment in which to attract a receptive audience and focus only those messages relevant to the subject matter of interest? And what if this domain had the ability to collect extremely valu- able data on each participant for personalization, analysis, contact, future CRM and sales? And what if all program activity administrative metrics were secure, accessible, tracked, reported and available 24/7? And what if businesses were able to manage their own social net- work site with an easy to use Content Management System? Now THAT is Social Network Marketing 3.0! What is Social Networking? From a social science perspective: A Social Network is a social structure made of individuals (or organizations) called “nodes,” which are connected by one or more specific types of interdepen- dency, such as friendship, behavior, kinship, common interest, financial exchange, dislike, beliefs, knowledge, prestige, etc. In its simplest form, a Social Network is a map of all of the relevant ties between all the nodes (people) being studied. Social Network Marketing 3.0 Page 9 White Paper In the business world, particularly in marketing, it is the same thing only as it relates to the world of commerce. The network can also be used to measure social capital - the value that an individual gets from the Social Network. These concepts are often displayed in a Social Networking diagram, where nodes are the points and ties are the lines. Here’s an example of a Social Network diagram. The node with the highest betweeness and centrality is marked in yellow. This node is at the center of his or her universe. In its simplest form, a Social Network is a map of all of the rele- vant ties between all the nodes (people) being studied. So, what is Social Networking? Social Networking is the grouping of individuals into specific groups, like small rural communities or a neighborhood subdivision, if you will. Although social networking is possible in person, especially in the workplace, universities, and high schools, it is most popular online. This is because, unlike most high schools, colleges, or workplaces, the internet is filled with millions of individuals who are looking to meet other people, to gather and share first-hand information and experiences about golfing, gardening, aesthetics and cosmetic sur- gery, developing friendships or professional alliances, finding em- ployment, business-to-business marketing and even groups sharing information about the end of the Mayan calendar. The topics and interests are as varied and rich as our society and the history of hu- man beings. Social Network Marketing 3.0 Page 10 White Paper More than ever, people are being bombarded with all types of pro- motional and communications messages to get them to try, change, buy, stop, use, drink, and eat almost everything and anything. In response to and as a more knowledgeable “prospect”, people are turning off those messages with their TIVOs, remote controls, SPAM filters, etc. And they’re only turning on to things that really matter to them. Things of self interest. Things they personally care about. And things they are familiar with. In fact, the Baby Boomers and Generation Xers have spawned a whole new generation of Social Networkers who are totally techno- logically enabled, can multi-task, text, search, and connect to who and what is interesting to them and them alone. More about Gen- eration Y later. To market and sell successfully today and into the future, business- es must learn to understand and take advantage of the interests and ties between those “nodes” who are the customers and pros- pects that can help make them grow. Social Network Social Network Marketing is the new marketing and sales para- digm. From a business perspective, it is simply a natural evolution Marketing is the of our changing society as it relates to “getting closer to the cus- process to make a tomer” and providing an attractive value exchange experience to community made lure more “customers-to-be”. up of individuals Does this mean traditional marketing is dead? That you will have to - who are connect- learn a whole new approach to marketing and selling? Can Social ed by one or more Networking REALLY be a factor in influencing buyer decisions? specific types of Yes. Yes. And more Yes. interdependency Therefore, wherever you can find or create a space, time or place and specific per- for targeted consumer or business individuals that interact accord- sonal interests - ing to their personal or business interest as part of a community, there can be a Social Network media platform with the potential for become engaged marketing. in a sales environ- ment. Please note that this definition does not necessarily mean the So- cial Network media platform must only be online or in any particu- lar pre-defined combination of space, time, or place. Social Network Marketing 3.0 Page 11 White Paper Takeaway: The Social Network is a collection of powerful and new online environments where people of like minds and special interests gather to be connected. From a business, marketing and com- munications perspective, these social environments can be very effectively managed and even created specifically to market and sell to very targeted audience groups. Why has Social Networking become so popular? 68% of Facebook Today, people network with friends online to get information about things they want to buy. 68% of Facebook users are more likely to users are more buy a product or visit a retailer based on a Facebook friend referral. likely to buy a Facebook users are not only fans of people, they are fans of restau- product or visit a rants, clothing, shoes, accessories, PCs and laptops. retailer based on A tough economy has driven small businesses to adopt Social Net- a Facebook friend work Marketing in greater numbers. That’s according to “The State referral. of the Small Business Report” from Network Solutions and the Uni- versity of Maryland. • Small business usage increased 12% to 24% from last year. • 75% have a company page on Facebook or LinkedIn. • 69% post updates or articles on Facebook or LinkedIn. • 73% expect to identify and attract new customers. • 61% do. 60% of Fortune • 56% want higher awareness within target market. 52% do. 500 companies have a corporate So what are the big dogs sniffing? Twitter account A study from the University of Massachusetts Dartmouth Center for despite “pointless Marketing Research shows a steady increase in social media mar- babble”, “poten- keting activities by Fortune 500 companies. tial damage to a • 22% have a public blog. company’s repu- • 19% feature podcasts. tation” and the • 27% of the Fortune 100 have a Twitter account. fact that “80% • 35% of Fortune 500 companies have a Twitter account. cannot directly Wait a darned minute! 35% of Fortune 500 companies have a cor- attribute any porate Twitter account? Didn’t a lot of expensive research just 12 revenue” from months ago tell us that the only touch point of corporate America Twitter. to Social Networking Marketing should be with a 10-foot pole? eMarketer.com Social Network Marketing 3.0 Page 12 White Paper With the advent of new technology applications, innovative strategic thinking on the part of marketers, and a growing need for the kind of attention customers and prospects want in a relationship with products and services they like, Social Network Marketing is grow- ing fast. But all that glitters is not gold. It appears that Twitter is not providing the kind of impact that many marketers had hoped – particularly in B2B companies. Twitter users, in the “Twitter in B2B Marketing Survey” by BtoB magazine conducted last month, said they are dissatisfied with their return on Tweets. And 80% of the respondents said they could not directly attribute any revenue to Twitter. However, 66% said they were satisfied with their ROMI – whatever that might be - from Twitter because it took so little time or money to maintain. And last, but not least, there were very few companies who could claim to know how to calculate the benefits of Twitter in terms of revenue generation. eMarketer.com Takeaway: Social Networking has become popular with small, medium and large businesses because a tough economy has forced compa- nies to look at different ways to reach prospects and clients. And Social Network Marketing is a relatively faster, cheaper and better way to get added marketing influence on relevant Social Network audiences. What are the current trends in Social Networking? We are beginning to see how Social Networking can deliver as new social media in marketing. For “nodes” of similar interests, the potential of tapping into a very targeted market psychographically On one week- has not only shown great promise, it has already proven itself with end, more than great results. 250,000 people on Twitter clicked on American Express has used Twitter to sponsor and promote TV’s Glee national touring stage show. They also sponsored a special Conan’s program Bon Jovi concert and Conan O’Brien’s 30 city tour starting in March. tour link. Winners in all three events received VIP treatment and free seats. Social Network Marketing 3.0 Page 13 White Paper Papa John’s rolled Papa John’s created a contest to name and create a new pizza using existing ingredients. Winners share in the profits. out the promotion on its Facebook Mountain Dew’s 845,000 Facebook fans were asked to enter a con- page to 1,200,000 test to develop a flavor, a name and a marketing plan - the winner followers. was announced last Labor Day. Mountain Dew’s smaller online community of 4,000 diehard fans, Mountain Dew’s Dew Labs, participated in choosing the new flavors. smaller online On one weekend alone, more than 250,000 people on Twitter community of clicked on American Express’s Conan tour program link. 4,000 diehard fans, Dew Labs, Papa John’s rolled out the promotion on its Facebook page to participated in 1,200,000 followers. choosing the new Mountain Dew’s smaller online community of 4,000 diehard fans, flavors. Dew Labs, participated in choosing the new flavors. Amex? Papa John? Mountain Dew? Does that mean that only a handful of astute, big budget B2C marketers are going forward in the brave new world of Social Network Marketing? According to the recent Duke University Fuqua School of Business survey, momen- tum is building now. And for all types and sizes of businesses in B2B as well as B2C. The survey showed growing B2B spending on social media lines up with the general goals of B2B marketers: customer relationship management and brand-building, which respondents claim will be the highest growth areas in the next year. Social Network Marketing, with its strength in boosting brand en- gagement and loyalty, is proving to be not just an effective medium for B2C and B2B purposes, marketers are betting on the discipline and putting up the dollars to do so. Current marketing budgets have increased 62.5% for social media spending in the past year. Budgets for social media are projected to increase 61.6% for next year. Nearly 20% of all marketing dollars will be spent in Social Media in the next 5 years. And for both B2B and B2C products and services, social Media marketing spending has and increased now, in the next 12 months, and in next 5 years. B2Bs are using Social Networks to Increase Search Result. Social Network Marketing 3.0 Page 14 White Paper Nearly half of US business-to-business (B2B) marketers said social media efforts had a positive effect on search performance, with the remainder nearly split between “neutral” and “do not know”—just 1% reported a negative effect. According to the survey, B2B marketers’ No. 2 goal for social me- dia marketing — after building brand awareness — was increasing traffic to a website, which social media’s natu- ral synergy with search marketing is helping to achieve. Their next goal, generating leads, can in turn be reached through both social media itself and improved search efforts. Both of which, according to HubSpot, bring in more leads. What is happening in the world of radio? Many young people have given up music and newspaper habits - the internet replaced much of that activity. In 2000, teens and young adults were spending 2 hours and 45 minutes listening to radio each day. By 2010 it fell to an hour and a half. Time spent online has risen from an hour a day to almost 3. Radio penetration remains universal, but alternative music listening services have also emerged. In 2010, 36% of consumers surveyed ages 12 and over listened to online radio in the past week; 17% listened to a podcast. Pandora has been cited as the favorite by 27%, and 42% had listened in the past year. No other service got more than a single-digit response with Rhapsody #2 with 6% and iTunes at 4%. Takeaway: Despite the hype and Hollywood hyperbole, Social Network Marketing is not about Facebook, Twitter, etc. The trend in Social Network Marketing is in applying more marketing efforts and creative thinking in developing new ways and uses of Social Networks to brand, promote, sell and manage prospect and cus- tomer relationships that add to the bottom line. Accept that the world is chang- Is Social Networking a diverse universe? ing rapidly. The Identify, segment, understand and target your best customers, profiles of your prospects and market opportunities. Especially for Social Network customers and Marketing, select Social Media and content from the participants’ culture, interests, and point of view. As one example, if you have prospects are targeted a large Hispanic audience, offer the online experience in changing as we the Spanish language – it is surprising easy and inexpensive to do speak. using online translation applications. Social Network Marketing 3.0 Page 15 White Paper You think your best customers and prospects are not online or are not technologically enabled? You think the internet is not so di- verse? Think again… Our world is diverse. The internet is diverse. As of March 31, 2011, there are 2,095,006,005 people online. There are 259,561,000 online in North America. That’s a 76% of the entire population. In 2010, 221 million people in the United States are online. There will be 250 million online in 2014, or 77% of the population. Today, 76.1% of whites are online. 63.8% African Americans are online. 73.4% of Asians are online. 59.5% of Hispanics are online. And all other racial groups account for 52.5% online. Breaking it down further, how can you reach teens - as a one seg- ment example? 80% of teens visit Social Networking sites at least once monthly. If you think they care about traditional marketing, keep this in mind: • Only 5% trust what they learn from ads and • Only 5% trust information from companies. Who they really trust is their friends at 52%. And those 15% of their friends who are “influencers” have more credibility than all other teenagers combined. Like “entertainment”, for example. Consider this: 66% of children 8–18 now have mobile phones. So, does the other end of the age scale prove to be any more diverse? Social Networking has doubled in the past year among Boomers and Seniors. According to a May 2010 survey, 47% of 50 to 64 year-old internet users and 26% seniors ages and up now use Facebook, LinkedIn 65 and other Social Media. As predicted, the marketing bar has been raised significantly. Facebook announced its 500 millionth user in June and market- ers have begun to put real dollars into the channel. Facebook U.S. marketing dollars are projected to go from $835 million this year to $1.1 billion next year. Worldwide, spending will go from $1.285 bil- lion dollars in 2010 to $1.76 billion in 2011. The largest and most important segment to businesses of all sizes and types is also the most challenging. eMarketer.com Social Network Marketing 3.0 Page 16 White Paper That is the new generation born between 1977 and 1994. Some call them the “Millennials”, others “Generation Y”. There are 80 million of them. And the impact they are making on American society as the most influential consumers and workers in our culture is as dra- matic as that of the Baby Boomers who are now in their 60s. • The Millennials spending power exceeds $200 billion and they influence another $300-400 billion in spending. • They are most ethnically diverse generation ever. • They grew on the web, are technologically advanced, can multi-task, they don’t e-mail – they text, and they live online. • They are turned off by marketing, branding and hard sell. • But they are into Social Networking like there’s no tomorrow, where they connect with friends, music and their own special Gen Yers are into So, what motivates the Millennials to buy? You have to find some- thing in your products or services that relate to their self interest, Social Network- not yours. What they do respond to most is: ing like there’s no tomorrow where • Sponsorship: Mountain Dew, Oakley and Hurley place their logos on Tony Hawks Pro Skater 3 from Activision. they connect with • E-commerce: Gen Yers are huge credit card users online. friends, music, • Truth: Gen Y has seen it all: Televised wars. 9-11. The hang- and their own ing of Hussein online. They are not easily flim-flammed. They special interests. want the straight skinny on everything. • Movies: Ever notice the many product placement and men- tions in today’s flicks geared for young adults. • Entertainment: Extreme sports. Video games. Guitar Hero. Tattoos. And the most popular pastime of all – music. • Value: Cheap. Good quality. Fast service. An “experience”. • Connection: iPhones. iPads. IM. iTunes. iMovies. • And last but not least, Social Networking sites: Facebook, MySpace, Second Life, myYearbook, del.icio.us, DIGG, etc. Millennials, ages 18 to 34, quickly adopt new technologies, then adapt them to fit their lifestyles. 24% of those respondents choose “technology use” as the trait that sets them apart from previous generations, according to Pew Research. Millennials do not read newspapers or watch TV the same ways their parents do. Today, 78% of Gen Y internet users engage with social media, including blogs, microblogs, social networks, and photo and video- sharing sites, according to a Harris Poll. While very cynical on the topic, Millennials are more open to interactive or opt-in marketing messages than are boomers and Gen Xers. They just think those messages have little or no influence on them. Social Network Marketing 3.0 Page 17 White Paper What Really Drives Young Adults’ Purchase Decisions? Millennials are more likely than older people to care about many issues, like civil rights and environmental concerns. However, those beliefs don’t necessarily translate to purchase decisions that support their causes. Millennials place less importance than older consumers on various corporate-citizenship practices when actually purchasing products. Personal achievement and social interaction are also key values. Quality, value and other utilitarian aspects are still top product at- tributes. And millennials are more image conscious. Millennials and brand relationships. Brands must be A study on Facebook fans’ motivations found it is very important for everywhere to millennials to show brands as a form of self expression and part of their own personality. 90% of U.S. millennials are willing to share ensure they are their brand preferences online. While they will define themselves by considered as mil- connecting with brands online, they are much less likely to consider lennials look for the web a major source for decision-making. 13% relied on social networks compared with 77% who went to family and 64% who information. turned to friends. Millennials rely on a large number of information sources when choosing what to buy. 42% in the U.S. consulted at least four sources when considering a new product. eMarketer.com Takeaway: If you think Social Networks are only about young, technology- centric Caucasians, you’d better think again. Everybody - the old, the young, and all races, religions and creeds are network- ing socially online. But there is one group called “Generation Y” or the “Millennials” - whose members were born between 1977 and 1994 - who now have the most influence as consumers, workers, activists, and individuals. Changing your mind about Social Networking? Why are people changing their minds about Social Networks? One reason is because their minds are actually being changed. As web users - especially the new generation - continue to spend more time online, their brain produces oxytocin. Oxytocin used to be more commonly known as the hormone that created the close bond be- tween mothers and their babies. Now identified as a human stimu- lant of empathy, generosity, and trust, it is considered the “social glue” that adheres families, communities, and societies together. Social Network Marketing 3.0 Page 18 White Paper More and more detached from a not-so-friendly society as time goes by, many online users control their environment by select- ing only those topics or issues of interest to them. And by choosing only content that appeals to them – particularly on social network- ing sites where they are likely to find more “friends” who share the same interest in a subject – today’s internet user gets a satisfying experience as the oxytocin chemical is released in his or her brain. As Social Networking has become a phenomenon, so has the physi- ological reward. And it is being studied at the California Institute of Technology. “Neuronomics”, as the study is called, combines economics, biology, neuroscience and psychology in defining the reasons why humans continue to search for ways to socialize – especially when there are ways to escape the unwanted and be rewarded for making connections with the interests we enjoy the most. Today, technology affords the way for those who are involved in social networking to have many avenues to reward ourselves. Can marketers Are we biologically hardwired to respond to social networking posi- take advantage of tively? this knowledge to grow and profit? We hope so. Takeaway: Is Social Networking changing our culture or is our culture changing Social Networking? Actually, there are psychologi- cal and physiological reasons why people are becoming literally addicted to Social Networking. Psychologically, users need a “fix” to deal with the world they live. Physiologically, the drug is called “oxytocin”. And the pushers are their own bodies. Do you need a different mindset for Social Networking? We’re not in Kansas anymore! • Our culture has changed. • Technology has changed. • The workforce has changed. • Customers have changed. • Our values have changed. • Our heroes have changed. • The economy has changed. Social Network Marketing 3.0 Page 19 White Paper Do small businesses have to change their way of thinking? The answer is a resounding “YES, YES, YES and YES”! Your customers and prospects should be the center of your mar- keting and sales universe. Everything should revolve around their interests, their culture, and their wants. Even the design of your products and services. This is the Social Networking paradigm. Takeaway: Marketing, creative and sales professionals who want to be successful in the new world of Social Network Marketing should have already changed their way of thinking and be prepared to change some more. Like never before, technology and the high velocity of our economy will continue to drive an evolution in the way we all will live, work, play, buy and sell like never before. And those who are targeted as the best customers and prospects will be the sun around which our marketing and sales experience planets will revolve. How to develop a Social Network Marketing strategy. According to a June 2010 survey, 72% of U.S. companies said they have a social media strategy. Although 62% of the companies surveyed were in the publishing, media, advertising and marketing industries, the adoption of social media is certainly significant. 75% said the reason for the social media was being able to plan on a lon- ger term basis. And the percentage of marketing budgets for social media has continued to rise with the change. In February, spend- ing was up 62.5% over August of 2009. Social media is planned to increase 61.6% over the next 12 months. Social media marketing budgets will account for 17.7% of sending in the next 5 years. And a recent B2B & Business.com survey reports 48% of inbound links are coming from social media channels. eMarketer.com The best place to begin marketing? Start with a strategy. Social Networks can strengthen a marketing campaign even in a secondary role. Because of its relationship-building power, they are now taking the lead in many efforts. Social Network Marketing 3.0 Page 20 White Paper A powerful Social Network Marketing program can have a positive impact, but it can’t and shouldn’t replace traditional marketing pro- grams on a whim for many reasons. And it should never be under- taken without a clear strategy. Too many businesses are focusing on tactics and technology before clarifying their goals and objectives. A viable strategy starts by defining key audiences, their needs, and assessing their Social Media readiness and potential levels of par- ticipation. Successful Creating a Social Network Marketing program based on user gener- ated content is a must for any strategy. Social Networks are built by peo- The key to understanding Social Media and the participants is to ple. Not technolo- remember that content matters most in their part of the world. gy. Not the latest For today’s users - particularly Millennials (or Gen Y) - the web has gadget. And they always been the center of their lives. Social Media enables a par- gain their power ticipatory culture for them. This is a culture defined by highly active from interaction participants who use it to express themselves and attract others. among people as In developing a strategy, remember that Social Network content community mem- should be designed to elicit reaction. Even YouTube has built-in bers. comment features enabling viewers to praise, critique, dissect, or make fun of videos. Give the Social Network content a foundational identity. Allowing for user-generated content is a worthy first step but is not enough to make a network powerful. Defining what that content will be and what form it will take is the crucial next step. The goal is to develop Social Networks people want to join. Building a Social Network is really creating a virtual social environ- ment. Its distinctive shape and nature will be what ultimately builds community. Be creative. Think beyond the confines of the Facebook and Twitter model. There is no law on how a Social Network should look or be. Facebook, Twitter, and LinkedIn just got here first. The important issue is how the environment draws on shared interests of like- minded audiences. What areas or great ideas can users focus on and interact with concerning your business? Social Network Marketing 3.0 Page 21 White Paper In developing a strategy, multiply the social network’s power. The bulk of Social Media tools and technology - RSS, blogs, pod- casts, video - don’t only facilitate conversation. Their predominance has created the expectation - especially among Millennials - for member engagement on a much deeper level. A network should be able to continuously deliver content in a vari- ety of media and ways. For example, videos posted on YouTube or Flickr should have the capability - through widgets - to be posted on user’s Facebook pages. Video and Social Network content can work together to increase traffic. Users should always have several ways to post, create, and distribute content through mini-applications, news feeds, alerts, updates, and icons that members can post on their profiles and share with others. Measure the Social Network’s power. The rise of Social Media has brought about a radical shift in market- ing. Some would say Web 2.0+ has more to do with sociology than with marketing. Traditional marketing struggles in a 2.0+ world where the audience is in control and the metrics are hard to define. You must learn The social web favors communication and interaction over tradi- to empower your tional messaging. You must learn to empower your users to tell your story in their own way through member postings on blogs users to tell your and message boards and elsewhere. In this way, Social Media can story in their extend a credible brand campaign significantly by raising awareness own way through in a nearly unlimited domain. Strong brands will come from strong dialogue. member post- ings on blogs and Takeaway: message boards and elsewhere Developing a Social Network Marketing strategy has little if anything to do with technology and a lot to do with understand- ing that like-minded human beings in a social network (online or offline) gain their power from interaction between themselves as interest-specific community members. Therefore, a Social Network Marketing strategy must be based upon developing a network that a) people will want to join, b) grows primarily on user-generated content, and c) creates a virtual social environ- ment. This Social Network strategy must, in some way, also run parallel to the value proposition or benefits of a company’s product or service so that transference to commerce can be made when the buyer is ready to be sold. Social Network Marketing 3.0 Page 22 White Paper How to implement Social Network Marketing programs. Outline the basic steps: • Set clear goals and objectives and know the difference. The objectives are to be measureable. • Develop clear marketing and communications strategies. • Integrate your Social Networking marketing plans with other marketing and sales efforts. Online marketing is a natural partner for Social Networking. • Re-orient your marketing, sales and IT team. Get their input and involvement. Get technology help as you need it. • Choose the right tactics. • Internally merchandise the plan. That includes distribution. • Promote your Social Networking program. Prime the pump. • Track, report, evaluate with metrics and make adjustments. “Anything that can be measured can be improved.” – Jack Welsh, past CEO of GE Develop a plan: • Identify and target your best customers and prospects. RFM (Recency, Frequency, and Monetary) is the best indicator. • A proper marketing database, tracking and reporting metrics, and calculating ROMI are critical in adjusting, evaluating, sell- ing and growing. • Collect, analyze, and manage your marketing data. • Create a budget and timeline. • Reach as many of your targeted customers and prospects as you can within your geographic, psychographic and demo- graphic boundaries. • Frequency is a key as most successful companies have touch points with customers/prospects 35–45 times per year. • Adapt. Adopt. Advance. “God is in the details.” – Mies van der Rohe Takeaway: You can only effectively implement Social Network Marketing programs that produce results by developing a plan. The basic premise of a marketing communication plan works just fine. And although most Social Network Marketing programs are complex, it is very important in the process to set one goal, state one measureable objective, develop one strategy, and collect all per- tinent data for tracking, reporting and evaluation purposes. Social Network Marketing 3.0 Page 23 White Paper What do Social Network Marketing tactics look like? First, there are no best Social Networking tactics. • There are some more well known. • There are some less well known. • There are some custom-built. (Not difficult or expensive to do because of all the available applications.) • There are some ready to go. And the ones that get the best ROI are those that utilize the Social Networking phenomenon for clearly focused and results oriented programs. Like Amex, Papa Johns, et al. The key is in selecting the right tools that serve to enhance the so- cial community participation and content, promote the social envi- ronment, and eventually sell to those customers and prospects who self qualify their own interest in the related products or services. (Remember Papa John’s? Their position has been the “pizza with the best ingredients”.) Here are the top ten sites as reviewed and rated by TopTenReview. com. You might never have heard of some: 1. Facebook 2. MySpace 3. Bebo 4. Friendster 5. hi5 6. orkut 7. PerfDpot 8. Yahoo! 360o 9. Zorpia 10. NETLOG The overall rating criteria by TopTenReview.com: • Demographics: Age, international community, language, etc. • Profiles: Users personal profiles. • Security: Privacy, reporting and blocking users. • Networking Features: Music selections, video, groups, etc. • Search: Search for other members in a safe environment. • Technical/Help Support: Contact for help when you need it. • Legitimate Friend Focus: Limiting of unsolicited content. Other sites of high relevance: Twitter, LinkedIn, YouTube Social Network Marketing 3.0 Page 24 White Paper Social Networking tactics as they are integrated with e-mail efforts are much more effective. It seems as if businesses of all sizes have realized how effec- tive and cost efficient an OPT-IN e-mail program can be. And it also looks like small businesses have found ways to integrate their Social Networking with e-mail to make a very powerful way t o communicate to and get more response from their targeted audiences. They report increasing click-through rates from 7.2% to 8.7%. And by including three different sharing options, the rate has grown to 11.2% for others. And what are all those Social Networkers saying about web, portals and social media sites? Recent surveys show the most talked about sites were Social Me- dia sites. And in-person conversation was the number one method of communication for Social Media at 39%. For OPA member sites, 37%. Portal channels, 31%. E-mail was the number two method of discussion. Conversation over the phone was number three. Satisfaction levels of Social Media were highest with Wikipedia at 77%, YouTube at 73%, Facebook at 64%, and MySpace at 63%. Users felt advertisers were less reputable. How do you choose which online marketing program or Social Net- work Marketing tactics to use? Experience as an online marketer helps. But nothing beats data. (We use a proprietary process called WWWebworX.) Example A, if you wanted to increase engagement on a Twitter ac- count, which would you implement: 1. Commenting on photos and videos or 2. Posting coupons? Well, 80% of Twitter users like to comment on photos or videos and 48% like posted coupons. Example B: To motivate Twitter users to follow a company or brand, would you 1) post updates on future products or 2) allow the com- pany to send direct messages to Twitterers? Twitter users respond to that question 38% and 10% respectively. eMarketer.com Social Network Marketing 3.0 Page 25 White Paper Other examples of using data to select the best online market- ing programs or Social Network Marketing tactics are to use what sources of information Social Networkers deem as “trustworthy”. (Remember the “trust factor” in the opinions of friends, family and peers is the most powerful influencer of all Social Media com- munications.) Example C: Trust completely in Social Media using blog posts by people the user knows, 26%. Independent blogger’s Twitter stream, 5%. And Example D: Features extremely important to inspiring trust in Social Media sites when dialog is open to both positive and negative com- ments, 37%. Number of people who are fans, followers or partici- pants, 12%. E-mail beats Facebook for socially keeping in touch. Overall, 86% of survey respondents said they used email to share content, while just 49% used Facebook. Broken down by age, the preference for email is more pronounced as users get older. And only the young- est group polled, those ages 18 to 24, reverses the trend, with 76% sharing via Facebook, compared with 70% via email. This difference in sharing motivation could have a relationship to the method of sharing. Email is a more targeted form of sending content; while content-sharers may shoot off mass emails to large distribution lists, most email shares are likely sent to a person or small group selected based on the specific content being shared. eMarketer.com Takeaway: There are no blueprints for developing innovative Social Network Marketing tactics (programs). The practice is a new frontier for creative inspiration and experimentation. The pallet of tools used to paint a social environment landscape masterpiece can range from video, to e-mail, to threaded discussions, to existing site templates and much more in creating a user-focused pro- gram. The only four rules are: a) study what others have done, b) make sure the program is results-oriented (much like direct response marketing disciplines), c) merchandise the program internally, and d) promote the heck out of it. Social Network Marketing 3.0 Page 26 White Paper What’s the hottest Social Network Marketing tool? Online video is becoming the single most influential and persuasive marketing tool on the internet. Particularly when used in the con- text of Social Network media, video is rapidly becoming the choice of companies as a high impact tool in the many forms being used. Those forms include: • Documentaries and documentation. • How-to, self-help, instructional and training videos. • News, podcasts, and presentations. • Music videos and other types of art and entertainment. • Full length motion pictures, network television broadcasts, and special events – especially in sports. • Product and service commercials and political campaigns. • And many other comments, exchanges, and communications of a social nature. We have all experienced online video in many levels of quality, purpose, and production. Bystanders that inadvertently capture video of an unexpected car accident with a PDA or cell phone video are common. Film makers of all levels have a ready-made audi- ence online. Product and service marketing presentations produced by everything from hand-held camcorders to very expensive, high definition commercial video cameras are abundant. There are no network censors, no specified time limits, and no code of ethics that govern the use of video on the web. And the right message at the right time using the right tool can be a very effec- tive and influential message regardless of the costs and production values. Developing the right strategy to match the expectations of the so- cial environment has been the key to successful online video mar- keting - social and otherwise – to date. So, what is happening with video online? Most of the use of online video marketing has been in utilizing me- dia content or video ads so far. Retailers are using video on their web sites to drive sales. 46% have identified video as their media of choice and another 42.3% are adding video capability within a year. eMarketer.com Social Network Marketing 3.0 Page 27 White Paper Forrester Research says that 68% of the top US online retailers use video – up 18% from 2008. And 31% of Fortune 500 companies with public blogs used videos in 2009, up 21%. Viral video has Web TV and other web devices that will support video online will increase from 14.6 to 83.4 million by 2014. become the single most influential It is no surprise that the highest penetration of online video viewing and persuasive is among 18 – 24 year-olds with 25 –34 year-olds not far behind. By the middle of this decade, it will be above 90% penetration. marketing tool on Today, 29% of those under 25 get all or most of their video online the internet. compared with 8% of the rest who watch TV on the web. A stagger- ing 147.5 million are watching online videos now. Recent surveys show online video viewers think online ads are just as acceptable as TV commercials. Millennials are the most comfort- able with online video advertising. And 20% of men 18–24 think online ads are more acceptable than TV counterparts. Interestingly enough, both males and females think online video ads are just the same as TV ads. Two-thirds of cross-platform video ad viewers felt online ads were better because there are fewer of them – but they could also easily tolerate more. “Viewers” look at 6 – 7 minutes of online video per hour while the TV norm is about 4 minutes. Do made-for-web ads perform better than repurposed TV ads? The answer is yes — and no. Research has found that re-used TV spots result in higher brand awareness than made-for-web ads. It has shown that online ad awareness gets a bigger lift from repurposed video ads than made- for-web video. Purchase intent is higher for made-for-web ads among those ages 18 to 34 but flat among the older age groups. Highest completion rates (watching the entire video) for repurposed TV ads are from retail outlets (60%), while made-for-web rates are 37%. Highest completion rates for made-for-web video hovered around 40%. Results? More important than the origin of the ad is quality, relevance and the type of product advertised. Is there still room for improvement? A survey of web publishers found that they considered standard- ization of formats across ad networks to be the greatest barrier to online video growth, followed by the interruption to the user experi- ence. eMarketer.com Social Network Marketing 3.0 Page 28 White Paper Cisco claims that Publishers also had concerns about working with ad networks, mainly in about fill percentages and sales-channel conflicts. But by 2013 video even more publishers - 88% - said they thought advertisers would will be 90% of all spend more if research proved the efficacy of online video adver- consumer IP traf- tising. Today’s metrics only partially answer the essential question fic and 54% of marketers want to know: “Did the ad convince the consumer to buy?” Mobile traffic. How To: Three things any video needs to go viral. 1. Psychological Share Motivation There are 3 key reasons why users share video content, and tap- ping in to one of these three basic psychological drivers is essential to creating content that is likely to be shared. • Emotions - If your videos capture an emotion that resonates with its audience, users will share it, • Identity and Self Expression - The content we share online increasingly defines our personality to our friends. • Information - A video that includes genuinely new and inter- esting information, and it will be shared, guaranteed. 2. Easy Shareability There are a ton of great video sites popping up on the web that provide ideal audiences for brand content. The incredible amount of content on the sites makes it easy for videos to be ignored. All video players that house your video ad need to have built-in social features that facilitate easy sharing of the content, and ideally, also feature a user’s social connections next to the video content. 3. Data-Driven Strategy If the goal is to make a video go viral, you need to have some data behind your distribution strategy. Good questions to ask include: • What sites generate the highest amount of sharing for the type of content you are making? • Which users? • What time of day do they share content most often? • All of these factors need to be analyzed before you begin your distribution in order to give your video the best chance of go- ing viral right off the bat. eMarketer.com Social Network Marketing 3.0 Page 29 White Paper There are no Once your campaign is underway, look at which sites are driving the most shares, what demographics are sharing the most and so on, blueprints for and start to shift more resources toward what’s working. developing in- novative Social The power of video? Network Market- Old Spice previewed their new TV campaign with spokesperson/ ing programs. The mascot Isaiah Mustafa a short time ago. Within seven days, the Old palette of tools to Spice YouTube channel accumulated 37.5 million individual views paint the Social from visitors looking for those entertaining commercials on the web. 183 people responded online. And the Old Spice Twitter account Network land- totaled 94,000 followers. scape is exten- sive. With video, There are no blueprints for developing innovative Social Network a Social Network- Marketing programs. The palette of tools to paint the Social Net- work landscape is extensive. With video, a Social Networker does er does not have not have to read, study, or carefully examine a message – he or she to read, study, or just experiences it - and then can respond or interact accordingly. carefully examine eMarketer.com a message – he Takeaway: or she just expe- riences it - and Online videos or RIAs (rich internet applications) are the most then can respond powerful and fastest growing Social Network Marketing tools online today. With video, a social networker does not have to or interact ac- read, study, and carefully examine a message – he or she just cordingly in many experiences it - and then can respond or interact accordingly in ways. many ways. So whether a video is entertaining, documentary, or presentation-like, there are no time limits, no code of ethics, and usually no media costs incurred as barriers to telling a story. How can you turn Social Network Marketing into sales? 1. Determine whether or not your business is a match. 2. Prepare to change your marketing mindset. 3. Visit/participate in Facebook, LinkedIn, Twitter and other Social Networking activities to get a feel for it.. 4. Establish a clear goal that aligns with your business. 5. Decide upon a measureable objective. 6. Develop a strategy that complements your audience. 7. Make sure the strategy includes a transition to sales. 8. Allocate budget and resources that will get the job done. 9. Assign and empower a champion to manage the program. 10. Internally merchandise the new approach. 11. Aggressively promote the Social Networking programs. 12. Make sure you are tracking and reporting all elements of the program as well as capturing important data. Social Network Marketing 3.0 Page 30 White Paper A critical step to For those marketers who want to take Social Network Marketing to the next level, here are some ideas to consider: get your Social Network involved 1. Build your own branded site that reflects the interests of in sales is to get those who have an affinity with your products or services. your sales people • If you’re selling tires, and your USP is high mileage wear, develop a “High Mile Club” online. involved in the • Utilize tools and apps that allow blogging, videos, com- Social Network. ments, sharing, and links to the product web site. If you are suc- 2. If you have a company where the USP is best communicated by video, build a Social Media site television network. cessful in driving • Your company sells dog training services and includes prospects to the books and CDs. Create a social network called DogTrain- point of purchase, ing.TV in which there is 24/7 programming of dog training whether it is on- videos. • Content can also be provided by dog trainers, owners, line, in the mail, vets, etc. by submitted pictures, videos, text, threaded or at a store lo- discussions and many links to the company web site. cation, a sales Takeaway: or customer ser- vice professional The first rule to get your Social Network involved in sales is to is going to get get your sales process and people involved in the Social Net- involved. Sales work. If you are successful in driving prospects to the point of purchase, whether it is online, in the mail, or at a store location, force input and a sales or customer service professional of some sort is going buy-in are crucial to get involved somewhere along the line. Sales force input and to success. buy-in are crucial to success. What can Social Network Marketing do for you? Social Networking is evolving to become a better, cheaper and faster form of marketing for all businesses. With discipline, creativity, measurement tools, and data driven programs, Social Networking can provide a strong platform in the branding experience for all types of companies. When properly applied, Social Network Marketing provides a great way to manage prospect and customer relationships through the brand experience with shared knowledge, community influence, comparative shopping, self qualified interest, and after-the-sale- service in the acquisition, development and retention of B2B or B2C customers. Social Network Marketing 3.0 Page 31 White Paper What can Social Network Marketing do for you? Next is an example of a model in developing a strategic marketing plan driven by an integrated mix of Social Network and Online Marketing programs… A Social Network Marketing communications strategy could be to use free, valuable, and updated online information in an integrated social networking environment to educate targeted prospects and customers. The information is designed to represent the value proposition of the products and/or services of the company as they are expressed in the integrated business communications web site. The information is supported by collaboration and participation in social media content at least partially created by those prospects and customers who are interested. The social media content and information would be promoted by online marketing programs for both the social networking and busi- ness communications web programs. More data can be acquired, analyzed and shared by survey. The purpose of the social networking program is to drive leads to the business site to be sold on product/service and/or consulting engagements. Takeaway: Social Network Marketing is evolving to become a better, cheap- er and faster form of marketing for nearly every type and size of business. It can provide a user-generated memorable brand- ing experience. It can afford a way to intelligently manage the customer and prospect experience. It can allow your targeted Successful prospects and customers to share information on what they Social Networks want, what they like and what they expect from your company. are built by But Social Network Marketing is not designed to bring your pros- pects and customers closer to you – it is designed to bring YOU people. Not closer to them. technology. And not the latest Developing a Social Network Marketing strategy. gadget. They gain A powerful Social Network Marketing program can have a positive their power from impact, but it can’t and shouldn’t replace traditional marketing pro- interaction among grams on a whim for many reasons. But too many businesses are people as commu- focusing on tactics and technology before clarifying their goals and objectives. nity members. Social Network Marketing 3.0 Page 32 White Paper The key to under- Creating a Social Network Marketing program based on user gener- ated content is a must for any strategy. standing Social Media In developing a strategy, remember that Social Network content participants is to should be designed to elicit reaction. Even YouTube has built-in remember that comment features enabling viewers to praise, critique, dissect, or make fun of videos. content matters most in their part Think beyond the confines of the Facebook and Twitter model. There of the world. is no law on how a Social Network should look or be. Facebook, Twitter, and LinkedIn just got here first. In developing a Social Media tools and technology - RSS, blogs, podcasts, video - strategy, multiply don’t only facilitate conversation. Their predominance has created the Social Net- the expectation - especially among Millennials - for member en- gagement on a much deeper level. work’s power. A network should be able to continuously deliver content in a vari- ety of media and ways. For example, videos posted on YouTube or Flickr should have the capability - through widgets - to be posted on user’s Facebook pages. Video and Social Network content can work together to increase traffic. Users should always have several ways to post, create, and distribute content through mini-applications, You must learn news feeds, alerts, updates, and icons that members can post on their profiles and share with others. to empower your users to tell your The rise of Social Media has brought about a shift in marketing. story in their Some would say Web 2.0+ has more to do with sociology than with marketing. Traditional marketing struggles in the Web 2.0+ world own way through where the audience is in control and metrics are hard to define. member post- ings on blogs and Social media can extend a credible brand campaign significantly by message boards raising awareness in a nearly unlimited domain. Strong brands will come from strong dialogue. and elsewhere. Takeaway: Developing a Social Network Marketing strategy has little if any- thing to do with technology and a lot to do with understanding that like-minded human beings gain their power from interaction as interest-specific community members. This strategy must run parallel to the value proposition of a company’s pro-ducts so commerce can happen when a member is ready to buy. Social Network Marketing 3.0 Page 33 White Paper Social Networks That Do. Build, populate, manage, and watch your own social network grow. Social Networks That Do is a white label, self-branded web site plat- form with robust features designed to help your organization take advantage of the revolution in social network marketing. We can help your businesses grow by providing a value-priced and easy- to-manage way to build a branded social network around your own company’s products, services and attributes. It is the latest way to target, attract, develop, and retain prospects and your best custom- ers who contribute, collaborate, and share in similar interests. Build your own social network. With a little help from your sup- port staff friends at Social Networks That Do, you’ll be able to build your own social network exactly the way you want. • Communities That Do. We can help you build your own cus- tomized social network web site just like this one. • Smart Phones That Do. There’s a good reason why they’re called “smart phones”. Because Smart Phones That Do allows you to connect to a mobile web site for members on the go. • Searches That Do. Shortly, you will be able to find everything you need to know in your social circle with our search engine developed especially for social networks. (Coming in 2012.) Populate your own social network. The web is just like a party. If you don’t send an invitation, nobody will come. • Emails That Do. We’ll build an OPT-IN email program target- ing your audience geographically and demographically from a database of nearly two hundred million records. • News Releases That Do. News that’s fit to sprint can quickly reach those interested in your social network through news releases sent by e-mail to selected media and industries. • Newswires That Do. Spread the news throughout the internet and to selected industries and markets with newswire that can include an embedded image or video. • Search Engines That Do. Social Networks That Do has experts in site submission, search engine optimization (SEO), and paid search engine marketing (SEM) that can put your site search at the top of the list. Manage your own social network. Today, the best way to ac- quire, develop and retain prospects and customers is by managing them in your own social network. Social Network Marketing 3.0 Page 34 White Paper • Qualifying Prospects That Do. Prospects will populate your social network because they share a common interest in your products, services and their attributes. • Managing Customer Relationships That Do. Rubbing shoulders with loyal customers who have an affinity with your products or services is the best way to create Life Time Value. • Sales That Do. The “Prospectomers” who have chosen to be members of your social network are the best and easiest to close time and time again. Watch your own social network grow. Social Networks That Do will help you manage and keep your finger on the pulse of member activity. Carefully read the Building Social Networks Together That Do page as it contains very important infor- mation that will help you successfully build, launch and prosper in the world of social network marketing. • Tracking and Reports That Do. Once you begin to build, populate and work your own social network, you can measure success tracking your web site with a built-in Google Analytics tool. • Building Social Networks Together That Do. How to get just the right advice, choose just the right features, get right level of control, and incorporate just the right content to build your own social network. Social Networks That Do is the brainchild of Richard Parker, Presi- dent and Creative Director, and the staff of Creative Direction, Inc., a marketing communications practice and family based company. Creative Direction has helped a variety of clients maximize the value of their businesses and drive sales through developing direct, online and other marketing communications programs for many years. Parker was also Founder and President of Synapse Technol- ogy in Charlotte, NC, one of the very first business intelligence pioneers known as a leader in FAST500 technology companies in North America by PriceWaterhouseCoopers and Deloitte & Touche five years in a row. Parker is well known as a creative leader and thinker who has pioneered marketing communications innovations over the years. Social Network Marketing 3.0 Page 35 White Paper Creative Direction, Inc. Creative Direction, Inc. is a marketing technology company dedicat- ed to helping companies grow. We’ve provided outstanding market- ing, technology and communication solutions to a diverse group of clients since 1993. We’re talented enough to have received recog- nition in winning over 1,500 awards of marketing and technology excellence and we’re smart enough to know that what means most is helping our clients drive sales. And that’s what really drives us. If you have a project or are looking for a strategically driven program, email us at email@example.com or call 765.883.8431 to see what we can help your business grow. The following are brief bios on the Creative Direction, Inc. management team: • Richard Parker – President & Creative Director of Creative Direction, Indianapolis, IN; Executive Vice President of The Gillespie Organization, Princeton, NJ; Founder & President of Synapse Technology, Charlotte, NC; recognized by PriceWater- houseCoopers as FAST500 winner 5 years in a row • David Parker – Chief Technology Officer of Creative Direction, Indianapolis, IN; Vice President Development Division, Cata- lyst Technology, Indianapolis, IN; Developed first online live concert site for Online Entertainment Network • Helen Parker – Chief Media Officer, Creative Direction, of Indi- anapolis, IN; Director of Advertising, Mellon Bank in Philadel- phia, PA; Director of Marketing, Baltimore Federal, Baltimore, MD; Account Supervisor of VanSant Dugdale, Philadelphia, PA; Media Director for Al Paul Lefton, NY; Marketing Supervisor of first ATM (MAC) for Philadelphia National Bank • Julie Parker – Chief Financial Officer, Creative Direction, India- napolis, IN; Communities Administrator, The Estridge Com- panies, Carmel, IN; Developer of first integrated direct mail PURL, ProspectworX Contact Information Creative Direction, Inc. PO Box 17670, Indianapolis, IN 46217 Phone: 765-883-8431 Fax: 765-455-1707 E-mail: firstname.lastname@example.org Web Site: www.creativedirection.com E-mail: email@example.com Web Site: www.socialnetworksthatdo.com © 2011 Creative Direction, Inc. All rights reserved.
Pages to are hidden for
"Social_Networks_That_Do_White_Paper"Please download to view full document