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The conversation has started… where are you?

The conversation has started… where are you?. Loren Stone, sovereignhospitality.com www.facebook.com/SovereignHospitality. By 2010, Gen Y will outnumber Baby Boomers.... 96% have already joined a social network.  The fastest growing segment on Facebook is 55-65, females.

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The conversation has started… where are you?

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  1. The conversation has started…where are you? Loren Stone, sovereignhospitality.com www.facebook.com/SovereignHospitality

  2. By 2010, Gen Y will outnumber Baby Boomers.... 96% have already joined a social network.  The fastest growing segment on Facebook is 55-65, females. 80% of companies use LinkedIn as a primary tool to find employees. ~ Social Media Revolution

  3. Generation Y and Z consider email passé... In 2009, Boston College stopped distributing email addresses to freshmen. ~ Social Media Revolution

  4. #2 largest search engine in the world is In the near future, we will no longer search for products and services; they will find us via social media. ~ Social Media Revolution

  5. Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertisers. ~ Social Media Revolution

  6. Socrates taught his followers the true power of words. ~ Social Media Revolution

  7. Best Buy recently posted a seemingly innocent question on its Facebook page: “What do you think about offering Bestbuy.com in Spanish?” It didn’t get the constructive dialogue that it was looking for says Tracey Benson, Best Buy’s senior director of interactive marketing media: “It was a landmine. There were hundreds of negative responses flowing in, people posting racist, rude comments” • Feedback doesn’t always reflect the actual voice of the customer. • A loud minority can disrupt almost any conversation. • If you initiate a conversation, you should have rules for terminating it. • Being open and honest sometimes requires being firm and intolerant

  8. ~ Social Media Revolution

  9. Roadmap to Social Media • LISTENto the BUZZ – enter the conversation, listen and respond. • STRATEGY – develop a strategy and select the Social Media tools. • Outbound vs. INBOUND Marketing • Measurements to ROI

  10. LISTEN • What are they saying about your products and company? • Is it positive or negative? • Discover where they are talking about you • What is the buzz, where is it taking place, what is your competition doing?

  11. LISTEN • Eavesdrop and listen with a purpose • Do you like what they are saying about your Brand? • Google News Alert, RSS Reader • Socialmention.com, Howsociable.com • Facebook, Twitter Search, YouTube • Google BlogSearch, Blogpulse.com • Trendrr.com • Boardreader.com • Google Groups • PhotoBucket.com, Flickr.com • Paid Tools: Trackur.com, BrandsEye.com, FiltrBox.com

  12. LISTEN to the Buzz

  13. Develop a Strategy • Gauge Market Share or the Voice • Grab a Share of the Voice = Market Share • Set Goals to Maximize ROI • Determine Your Online Influencers • Create content that is on point

  14. Outbound Marketing • Reaching customers through traditional marketing means.

  15. Inbound Marketing

  16. VS Traditional Media (Outbound) Measures the Media’s Effectiveness Reach Frequency Impressions Social Media (Inbound) Measures Loyalty, Engagement and Support and Trust Comments Feedback Relationships Mentions

  17. News Release using multimedia and bookmarks • Blogs, Podcasts, Video, RSS Feeds • Microblogging (i.e. Twitter) • Social Networks (i.e. Facebook, LinkedIn)

  18. No One-way Streets! • Facilitate a Two-way Conversation • Reviews, opinions and comments are the top influencers when purchasing • Engage the conversation with quality content and provide the social media tools to share and discuss • Results = they talk positively about you and share with in the community

  19. ROI • Determine what you want to measure • Qualitative Approach: Reputation, Conversations, Customer Relationships • Quantitative Approach: Measuring traffic, sales or SEO ranking • Aide RSS, Google Analytics, Google Feedburner • xinureturns.com

  20. Loren’s Suggestions • Twendz.com – measures Twitter for positive, negative and neutral tweets • Technorati.com – determine what bloggers think of you • Delicious.com – bookmark case studies while developing goals • Websitegrader.com – will grade your site and tell you exactly what you have to do to improve your grade • Blog.grader.com – does the same thing for a blog • Compete.com – enter your website with your competitors which it will then compare all of you. See how you stack up. • Techcrunch.com – for statistics • http://kdpaine.blogs.com PR measurement blog

  21. Web 1.0...Web 2.0…Get Ready …Web

  22. Loren Stone, managing partnersovereignhospitality.com303-800-6161Facebook.com/SovereignHospitalityTwitter: @SovereignHosp

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