Frozen Peas: The Speed and Strength of Social Networks

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Leveraging Social Media

• Connie Reece
• Paul Terry Walhus

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Marketing withSocial Networks

• Connie Reece
• http//everydotconnects.com

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Computer Networks Social Networks
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Social Media
Text
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Social networks are not ... marketing
channels news release repositories just for
links Social networks are ... communication
channels
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At a networking event, you . . . Eavesdrop on
the chatter Enter the conversation Entertain
decide to host your own event
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Eavesdrop on the chatter Google
Alerts Technorati, Bloglines searches Monitoring
tools Radian 6 BuzzMetrics CustomScoop
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Listen for . . . your name your company
name your competitors your keywords
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Identify conversations and join them comment on
blogs respect the etiquette comment on industry
news respond to questions on discussion board
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Host your own event join a social network and
create a profile start a personal or company
blog
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Which social networks? the ones where your
customers and prospects are already active You
should have identified them (by eavesdropping)
and joined conversations already
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Which social networks? LinkedIn company and
industry groups Microblogging / presence
app Twitter / Plurk / Utterz Facebook create a
company page (not group)
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Create Your Profile Use your real name (or
personal brand) Create a custom URL Add a
photo Consistency Drop the corp-speak
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Build your network Set a friend/follower
policy Go for quality, not quantity
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Build Trust security concerns follower
spam profiles that contain scripts redirected
URLs implied endorsement report fraud or TOS
violations
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Social media marketing Social media is about
people. Customers are people. Social media
marketing is about networking and community
participation with the right few networks, from
which relationships are developed, in turn
creating results. Geoff Livingston, The Buzz
Bin
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What is the ROI? Return on Investment Return
on Involvement What is the cost of not
participating?
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Technologies change people dont.
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Frozen Peas A Case Study of the Strength and
Speed of Social Networks
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community-driven fundraising
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December 5 Susan finds a lump
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December 7 Susan starts a cancer blog
http//boobsonice.com
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December 10 Cathleen has a bright idea
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December 14 first peavatars appear December
16 Flickr group created
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December 17 Bought domain name
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December 18 Scoble asks for world peas
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December 21 launched Frozen Pea Fund
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December 21 Susan had mastectomy
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118
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3,500
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January 10 Washington Post story
Fund is at 7,000
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January 30 WUSA-tv airs interview
Fund is at 8,000
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February 10 My ooVoo Day With ...
first corporate donation cause-related marketing
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February 20 Connie Susan finally meet
Frozen Pea Fund incorporated as 501(c)3
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April 6 Blogger Social, New York City
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