Social Media Marketing
Terry Retter
Chef@yoursmartkitchen.com
http://ChefWannabee.com
http://YourSmartKitchen.com
Background
• Online retail – 2006
Your Smart Kitchen
• Futurist/Thought Leader – 1994
PwC – Center for Technology Innovation
• Technology Executive
DHL, Grubb & Ellis, Hughes Aircraft,
McDonnell Douglas, Petrolane
• Small Business Owner – 1980 -1985
YouTube
Myspace
Groupon
Yelp
LivingSocial
Foursquare
Jan 11
Social Networking Sites
Top 15
Digg
Del.icio.us
Wikipedia
Flickr
Newsvine
StumbleUpon
Technorati
MySpace
Yahoo!Answers
Ma.gnolia
Yahoo!360
Squidoo
Wikihow
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Aug 06
Yahoo.360
Spaces.live
MySpace
Orkut
hi5
Friendster
Fotolog
LiveJournal
Bebo
Xanga
Multiply
Piczo
Last.fm
Jul 08
YouTube
Ning
Google +
Tagged
Orkut
Hi 5
MyYearBook
Meet Up
Badoo
Bebo
MyLife
Friendster
Aug 11
5/31/2011 3Social Media Participation ??
Internet Users
But What to Link
• Define your business and your customer
– Unique value proposition
– Define your customer
• Avatars
• Identify profitable key words
– Traffic versus conversion
– Measure for results
Customer Avatar - Dorothy
• Married with children who are now married and out on their own • Husband is considering retirement and has more time on his hands
than he did for most of their married life
• Dorothy is retired from administrative position which started after the kids went to college and has started cooking as a new hobby
• Household income is a bit over $1000K and they have a pretty good nest egg both of which provides them with discretionary income
• Dorothy likes to cook and has her favorites but is looking to stretch out for new things not just for her and her husband but to share with her daughter and family • While much of the cooking tended toward the basics when the kids were in high
school, Dorothy had ventured out for a wide range of styles and wants to make sure her grand kids get the taste for the many varied foods of the world
• Dorothy likes to entertain with mostly small gatherings of friends for dinner – not more than 8 most of the time but will do family and friend groups of up to 20 for holidays
• She has the basic cookware she has used for years but is looking to both replace some of the core pieces plus add some of the new items that have been recently released to the market - adding quality to her kitchen.
5/31/2011 25
•
YouTube's demographic is broad: 18-54 years old
•
YouTube mobile gets over 100 million views a day
Blogging and B2C and B2B Leads
# Blog Articles By Leads Generated
Social Media is for B2B and B2C
Average Cost Per Lead
Inbound vs. Outbound
Blog Post Frequency vs. Customer Acquisition
Customer Acquisition by Channel
by Industry
Social Media Success
Five Must-haves
1. Brand monitoring. In today’s 24/7 news cycle, you must constantly
check what’s being said about your firm, products and brands. To this
end, you must have a
crisis-management plan
in place, ready to roll out
if the need arises.
2. Social media guidelines. Ensure everyone in your organization
understands what he or she can and can’t do as a representative of your
firm with a set of
social media guidelines
. Post your social media
guidelines before you start your program.
3. Commitment. With social media, you must show up regularly and
participate. Social media interaction requires real people representing
your firm with a human voice. It must be integrated into an employee’s
job, not something that gets done when the person has time. To this
end, it’s a good idea to have a
social media contingency plan
.
Social Media Success
Five Must-haves
4. Content strategy. Because social media feed on fresh content, it’s
critical to have a continuous supply of information that goes beyond
promotion. To accomplish this, use an
editorial calendar
to ensure you
have a constant flow of content.
5. Marketing support. Like any other business initiative, you must let
prospects, customers and the public know about your social media
presence. Use existing communications to market your social media.
This includes your website, e-mail newsletters, offline communications
such as fliers and direct mail, in-store signage and one-to-one
customer interaction such as bills and customer-service notices.
4 Steps to Social Media Success
Advantages of Social Media
5/31/2011 45Trust
Offer your
products and
services
Perceived as an
expert
Outstanding
visibility
Familiarity
Increases
referrals
New
relationships
Demand higher
prices
Market
exposure
Social Network Funnel
Social Media Marketing
Terry Retter
Chef@yoursmartkitchen.com
% Respondents indicating Channel was Critical or Important
2009 vs. 2011
Blog Blog Blog YSK Claybak er Pressur e Cooker Stainles s Steel Cast Iron Non
Stick Cutlery Other
Facebook Pages Ysk Blog Cookwarea tysk Blog Chefwanna bee Blog Squidooo Hub Pages Articles Articles Articles Articles Articles 5/31/2011 50 YouTube
