Social Networking:Making the Most of Web 2.0
Bill Tyson CEO, Strategic Marketing Plus, LLC
http://www.thesavvystrategist.com
Web 2.0: The 5th P of Marketing
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• Always on, 24 by 7 • 3 Drivers:– People’s desire to connect– New and improved interactive technologies– Online economics
• Great tool to amplify messages and campaigns.• A few revenue models are emerging: Ad $s are
shifting from Google and Yahoo to Facebook.
Types of Social Media
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• Blogging• RSS Feeds• Podcasting• Texting• E-Cards• Photos (flickr.com)• Videos
(youtube.com)• Publishing
• Social Networking– LinkedIn– Facebook– Twitter–Google Plus– You Tube– Skype–High5–MySpace
There are 7 Categories of Social Media….
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But 4 Networking Sites Stand Out along with
Part 1: Industry Overview
The Power of A Link*• Social capital - “a sociological concept used to refer to
connections within and between social networks.” • “Swiss Army Knife” - like features:
– Advanced Search – because of the accuracy of profile information (if you lie about anything your peers, colleagues will out you), it is more powerful than Google search.
– Groups – these community-of-interest-networks go beyond discussions and job postings enabling relationship building around common interests.
– Information Sharing – through the use of “social objects” – newsworthy items, not authored by you, that you can share rapidly with those you know will find it relevant.
– Paying it forward – meaning the collective interest everyone in LinkedIn has to make useful introductions for member in their network.
– Mapping your network – for the first time in history, you can actually map
most of your network. See http://inmaps.linkedinlabs.com.* The Power in a Link: Open Doors, Close Deals, and Change the Way You Do Business Using LinkedIn, by David Gowel, John Wiley & Sons Hoboken, NJ 2011
Why Blog?
• From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%.
• Eighty-five percent of businesses rated their company blogs as “useful,” “important” or “critical.”
• The average budget spent on company blogs and social media increased from 9% in 2009 to 17% in 2011.
Source: http://www.forbes.com/sites/kenmakovsky/2012/05/14/why-should-companies-blog/
My Experience As a Blogger
• Demonstrate Subject Matter Expertise– Enhancing visibility– Building credibility and trust– Establishing industry expertise
• Thought Leadership around challenges and important issues
• Resourceful: Sharing valuable research • Generating leads … and business!
How Social Media Applies to Insurance
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• Humanizes the company• Another communication channel – The 5th P = Participation• Amplification of marketing/PR• Customer feedback – the good, the bad and the ugly• Immediate indication and feedback on new products and campaigns• Self-promotion• Defend your company (or brand) against critics• There is a recognition in the industry that Social networking is here
to stay!
Questions?
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