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Bam! Adding Social Media to Your Marketing Mix: Online Seminar with Sandy Carter


Yesterday, I attended another MarketingProf’s webinar, this time with Sandy Carter; the Vice President, SOA & WebSphere Marketing, Strategy and Channels for IBM.  As this post’s title suggests, it was all about adding Social Media to your Marketing Mix, which is obviously quickly becoming critical for every company, no matter what business you’re in.

Here are some of my notes from the seminar:

  • We’re moving out of Web 1.0 (accessing info, purchasing online) to Web 2.0 (share, collaborate, experience, participate, co-create). We’re also moving to Marketing 2.0 (Better ROI, Better Collaboration, and Better Results!)
  • Sandy’s Marketing 2.0 “Cookbook” – ANGELS:
  1. Analyze Market
    - Identify key websites/blogs where conversations are happening
    - Develop a repeatable, systematic, and focused process
    - Segment by “digital citizens” and “non-digital citizens”
    - Develop “social sweet spot”
  2. Nail strategy and story
    - Use social media to demonstrate strategy
    - Explore how you will operate differently as orchestrator not owner
    - Look for opportunities to put a human face to your brand
    - Develop strategy with authenticity!
  3. Go to market (socially)
    - Develop wheel of influence: what does yours look like?
    - Use Social Media to define and develop your value proposition
    - Embrace co-creation
    - Execute so that influencers feel touched individually
  4. Energize channel and community
    - What are your goals?
    - Never stop learning! Drive education to your organization
    - Experiment, and see what works
    - Start by adding to what you already do; go at your own pace
    - Listen. Constantly.
  5. Leads and Revenue (Measurement)
    - Select the right set of metrics – both qualitative AND quantitative
    - Build marketing dashboard including all of your metrics, NOT just ROI
    - Design dashboard to be relevant to business
    - Track whats valuable not just measurable
  6. Scream! (Get your message out there)
    - Add Marketing 2.0 tactics which accent your Marketing 1.0 (Traditional) tactics
  • Sandy’s 5 Marketing 2.0 “To-Do’s”:
  1. Keep your eyes on profit generation.
  2. Remember that marketing is about intimate relationships.
  3. Leverage the power of Marketing 2.0.
  4. Understand the value of the influencer.
  5. Tune your Marketing Mix.

Nicki Hicks
Maine Social Media Optimization (SMO)

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This entry was posted on Friday, February 6th, 2009 at 11:01 am and is filed under Expert Advice, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


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