JUNE, 2009

MarketingSavant and the Green Bay Area Chamber of Commerce

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 TABLE OF CONTENTS
Executive Summary Page 3

Survey Conclusions and Next Steps Page 4

Survey Results Page 6

Social Media Recommendations and Action Items Page 19

Social and Digital Media Glossary Page 20

About MarketingSavant and The Greater Green Bay Area Chamber of Commerce Page 23

www.marketingsavant.com | www.titletown.org
 SURVEY SUMMARY
Executive Summary Overall Survey Statistics
This is the first attempt at a public survey to gather perceptions
and usage data in order to determine the importance of social Survey Responses
media to the businesses and non-profit organizations of Northeast
Wisconsin. Our aim is to establish a foundation of understanding Total Started Survey 369
on which future research will be based and with which
organizations can draw insights from in order to make sound,
data-driven decisions about where social media should fit in their Total Completed Survey 120
overall marketing strategy.
Completion Percentage 32.5%
Casual observation of the social media scene in Northeast
Wisconsin led us to believe that familiarity and adoption of social
media tools were relatively low, or at least lagging behind other
geographical areas and business segments. However, that casual
observation is disproved by the data herein. In fact, with 87% of
respondents claiming awareness of the social media vehicles
discussed in the survey and 69% of companies using some form of
social media in their organization for business usage, the adoption
of social media by Northeast Wisconsin companies rivals the
adoption rates reported in similar surveys of the Inc. 500
companies and surpasses that of most Fortune 500 companies.

The bottom line is that social media is here – nationally, regionally,

and locally – and it’s working within and for the organizations that
surround us . The hype is real, the results are real, and social
media is here to stay.

As a Wisconsin business owner, marketer or entrepreneur, do you ever wonder what your colleagues and
competitors are doing with social media and how they’re using it in their marketing? Most of us operate in very
competitive industries and while social media, by its very nature, is easy to discover online, few of us have the
time to do our own trend-tracking to see where things are going. This report aims to give you a heads up on
what’s going on and some perspective on what to do about it.

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 CONCLUSIONS & NEXT STEPS
SURVEY CONCLUSIONS – SOCIAL MEDIA IN NORTHEAST WISCONSIN ORGANIZATIONS

 Not surprisingly, 100% of survey respondents indicated that they felt social media has a
place in the business world.
 The overwhelming majority of the respondents were from ZIP codes that start with “543,”
which are primarily located in the greater Green Bay area; thus, the survey represented the
social media experiences within our local area.
 An overwhelming majority of respondents believed that social media can and will be
beneficial to their organizations.
 Survey responses were dominated by B2B (36%), B2C (28%) and non-profits (27%), with the
greatest participation coming from B2B. In reviewing this survey alongside other similar
surveys, we drew the conclusion that there is a great, yet largely untapped, opportunity for
social media usage in a B2B environment.
 87% of survey respondents claimed at least some familiarity, with 35% stating the they were
“very” to “extremely” familiar. This indicates that social media has definitely made its way into
Northeast Wisconsin companies.
 69% of Northeast Wisconsin organizations reported that they were already using some
form of social media in their business today.
 One-in-three respondents reported gaining customers through using social media, while
one-third also reported that a customer had encouraged them to get involved in social media
for the organization.
 Facebook appears to be ubiquitous in Northeast Wisconsin, as all respondents reported at
least some level of awareness and familiarity with the tool. Virtual worlds, such as Second Life,
were the least recognized of all of the social media tools.

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 CONCLUSIONS & NEXT STEPS CONT‘D
SURVEY CONCLUSIONS – SOCIAL MEDIA IN NORTHEAST WISCONSIN ORGANIZATIONS

 Social networking was reported as the social media tool with the most widespread usage at
local organizations, followed by Twitter (micro-blogging) and then blogging.
 Social networking was also considered the social media tool that would most enhance the
respondents’ marketing efforts.
 52% of respondents reported that social media has changed the way they conduct business
in some way. The majority of respondents pointed to changes in the way they communicate,
followed by improvements in customer service, changes to products and services, and
expansion of their business because of social media.
 A full 89% of organizations reported that they intend to include social media in their future
marketing plans.
 53% of organizations reported that they will likely pursue implementation of more social
media vehicles or a social media strategy within this calendar year.
 Only one-half (50%) of organizations allow their employees to participate in social media and
on social media websites as an authorized agent of the organization.
 73% of organizations do not have any formal policy or procedures for employees
surrounding social media usage and participation.
 Brand-building and the perceived low cost of social media are the key benefits that
respondents derive from social media.
 Only 20% of respondents reported themselves as being “very skilled” or an “expert” at social
media.

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 SURVEY RESPONDENTS
What kind of businesses participated in the survey?

A business serving other While the social media survey was open to all
4% 3% 1% businesses (B2B) comers, the B2B crowd edged out B2C in their
response rate. This is could be a byproduct of the
36% A business serving
27%
B2B and manufacturing economy so prevalent in
consumers (B2C,
Northeast WI. As a comparison to national trends,
retail,etc.)
B2B marketers tend to lag B2C marketers in social
A non-profit serving the media adoption. However, research indicates that
community
B2B marketers are having success in their social
media efforts.
29% An educational institution

How many employees at the responding firms?

500-9,999
8% 2% 1% A full 55% of the respondents work at firms with
22% 100-499
15% fewer than 100 people. Social media has been
10-19
seen by some, up until recently, as a tool for large
1-4 consumer businesses, teenagers or college
16% 21% 20-99 students. In reality, the small- and medium-size
5-9 businesses have much to gain by embracing social
16% media and online social networking in their
N/A
marketing efforts.
10,000+

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 SOCIAL MEDIA FAMILIARITY & OVERALL USAGE
How familiar are you with social media? Are you using any form of social media in your business?

7% 3%
31%
10%

52%

28% 69%

Somewhat Familiar Very Familiar Not Very Familiar Yes No

Extremely Familiar Not At All Familiar

Overall familiarity with social media is high in Northeast
Wisconsin, as 87% reported at least some familiarity
with social media.
Familiarity is directly related to adoption; we’ll notice
more rapid adoption within the companies surveyed as
they move from “not very familiar” all the way to
“extremely familiar.”
However, familiarity and adoption are not always linked,
as indicated by the 69% of respondents currently using
social media in business. The approachable nature of
social media lends itself to easy experimentation and
potentially quick marketing wins.
Over two-thirds of the respondents stated that they use
some form of social media for business, so it’s apparent
that we’ve moved beyond the “fad” or “nice to have”
stage of social media adoption.
From familiarity, to usage, to importance, social media
is far more prevalent in Northeast Wisconsin companies
than we had predicted. These fast-adopting companies
are poised to take advantage of one of the most
significant shifts in marketing in the past few decades.
It’s been said before in other areas, but it’s as true in
Northeast Wisconsin as anywhere: “The social media
revolution is here. The hype is real.”

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 YOUR CUSTOMERS AND SOCIAL MEDIA
Have you gained any new customers through social media?

33%
A full one-third of those surveyed have obtained
new customers through some form of social
media. With one in three organizations deriving
positive benefit from social media, those
businesses who have not had similar results are
67% looking very closely at their social media strategies
to determine what hasn’t worked and why.

No Yes

Have your customers suggested that you need to be

involved in social media for their benefit?

According to this survey and other social media

34% surveys that we reviewed, social media is often a
“demand-led” item on the marketer’s agenda.
Social media is something that many businesses,
especially the Fortune 500, have resisted for
some time. However, as more customers demand
the level of access, transparency, communication
66% frequency, and engagement that social media
provides, more businesses will likely follow their
customers into this world of marketing and
customer service.

No Yes
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 SOCIAL MEDIA FAMILIARITY
Familiarity with the most popular social media marketing tools & technologies

100%

90%

80%

70%

60%

50%
Never Heard of It
40%
Not Very Familiar
30% Somewhat Familiar
20% Familiar
10% Very Familiar

0%

Text messaging, while not strictly a social media vehicle, appears to have pervaded nearly everyone’s life. In
fact, the majority of the social media tools presented here enjoy at least some familiarity with the survey
respondents. Second Life (online virtual worlds), Skype (VOIP) and RSS (content syndication) have not yet
penetrated the business landscape in any significant way in Northeast Wisconsin.

These results track closely with the results from a recent study of social media familiarity and usage among
the Inc. Magazine top 500 companies. Inc. 500 companies are most familiar with social networking tools,
with 42% of them stating they were “very familiar” with the technology.
9
 SOCIAL MEDIA USAGE
The social media marketing tools currently in use at responding companies

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
What is This?
0%
No
Yes

From familiarity and general usage, we moved to the companies’ actual usage of social media as a marketing
and business tool. The results are consistent across the two questions, save for the omission of mobile
marketing in this question.

The greatest familiarity across all of the social media vehicles still rests with social network such as Facebook,
LinkedIn and MySpace, which is where many firms are showing usage, at a rate of 91.1%. The next most used
technology is Twitter & microblogs, but the usage falls dramatically to 43.8%
10
 SOCIAL MEDIA USAGE REASONS
To what degree are you using social media for the following purposes?

100%
90%
80%
70%
60%
50%
40% Never
30%
20% Seldom
10%
0% Sometimes
Often
Frequently

Communicating with others is the most widely cited reason for using social media; 89% of respondents stated that
they use social media at least sometimes for this purpose.

Marketing a business was the next most widely cited reason for using social media. 83% of respondents reported
using social media to market their business. While this may seem inconsistent with the previous data showing that
69% of respondents were using social media in a business setting, the term “business” can also mean home-
based, network marketing or side businesses, all of which are marketed heavily with social media, as shown in
other surveys referenced during our research.

The third highest reported usage for social media was for information and education. While we did not specify
whether this was a habit of consumption or production, we know from research on consumer-generated media
that a vast majority of consumers -- especially when researching electronics, automobiles and other large-ticket
purchases -- turn to social media for peer opinion on a regular basis.
11
Have you changed any part of your business as a result of engaging in social media?

BUSINESS CHANGES AS A RESULT OF SOCIAL MEDIA ENGAGEMENT

60%

50% 48%

40%
30%
30%

20%
9%
10%
3% 4% 4%
1% 1%
0%
Other changes Yes, we have Yes, we have Yes, we have Yes, we have Yes, we have Yes, we have No, we have not
improved some changed the expanded our updated our improved changed the way changed our
part of our products/services business products/services customer service we communicate business
operations we offer

Following our understanding of social media usage in Northeast Wisconsin organizations, when asked what, if
any, part of their organization has changed as a result of engaging in social media, 48% report that they’ve
experienced and implemented no changes to their business.

For those businesses that have noticed a substantive change, changing the way they communicate appears to
top the list with 30% reporting. The results indicate that organizations may want to evaluate their
communication strategies for both internal and external stakeholders and explore how social media fits into the
overall mix.

The rest of the substantive changes were spread across customer service, product or service, and business
expansion; however, few businesses have experienced much change in these areas.

Looking forward, a growing number of national organizations such as Dell, Mayo Clinic, Starbucks, and JetBlue
have experienced changes in their customer service strategies as a result of their social media experience. We
predict that social media for customer service will be a rapidly growing application in the coming months.
12
 FUTURE SOCIAL MEDIA USAGE PLANS
Will you include social media in your future marketing plans?

11% The intention among local companies to use

social media in their future marketing plans is
very clear. A full 89% of them indicated that they
intend to further leverage social media when
they create their future marketing plans.

In our experience, companies that add social-

media discussion to any marketing or go-to-
market strategy discussion experience success
that outpaces peers who consider social media
89% marketing to be an afterthought or bolt-on to
their existing marketing strategy.

Yes No

When will you begin using social media in your company?

Immediately 6%

In the next 1-3 months 22%

In the next 3-6 months
In the next 6-9 months
In the next 9-12 months
While 89% of respondents said they will include
16% social media in their future marketing plans, when
they will begin to bring social media into their
companies is another story. A combined 53%
9%
indicate that they are likely to do so within this
calendar year, while the remaining 47% will do so
19% likely by the end of 2010.

Sometime next year 28%

0% 5% 10% 15% 20% 25% 30% 13

Do you allow employees to participate in non-company

SOCIAL MEDIA PARTICIPATION & POLICIES

Do you have a specific social media policy in place?
social media outlets as a company representative?

31%
21%
50% 50%
27%

42% 6%

No Yes No, employees are allowed to exercise their own judgment

No, the organization doesn't know anything about it
This response is indicative of the mixed feelings that
Yes, we have general guidelines
companies have toward social media. To clarify, “non-
company” social media outlets might include things Yes, we have specific policies
like:
• Commenting on an article about the company
27% of companies surveyed reported having either some
• Participating in an industry discussion group
general or specific guidelines on social media, and nearly
• Blogging on a industry blog
one-third reported that the organization knows nothing
• Setting up a Twitter account for corporate use
about the ongoing social media activity. This points to an
area where guidelines, education and some deeper
Organizations continue to be challenged with the
corporate involvement of social media governance may
implications of participating in social media without
play a role in the future.
training, policies, and structure. As organizations
become more strategic about social media usage, we
While social media has evolved as an unfiltered, ongoing
predict that the percentage of companies reporting
market conversation, that does not mean that
“Yes” to this question will grow.
corporations should pursue it without a proper
framework and participant orientation.

14
 SOCIAL MEDIA AND BUSINESS BENEFITS
Can social media benefit your organization?
In spite of all the excitement about social media
3% and the numerous case examples that exist for
nearly every line of business, smart business
leaders realize that social media may not be a fit
for every single business. Just as not every
business uses email marketing or direct mail or
TV and radio advertising, not every business
would derive benefit from social media. In
comparison to the unanimous response
exhibited below, it could be said that just
because social media has a place in the business
97% world doesn’t mean it has a place in your specific
business.
Yes No

Does social media have a place in the business world?

It’s rare to see a 100% answer on any survey

question but, in this case, respondents were
100% unanimous in their anticipation of social media
having a place in the business world. Just a few
years ago, surveys coming out about blogging,
social networks and social media in general did not
exhibit such a homogenous perspective on social
media’s value in the business world.

Yes

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 COMMERCIAL SOCIAL MEDIA USAGE BENEFITS
What do you feel are the benefits of using social media commercially?

90% 82% 81%

80% 70%
65% 61%
70% 59% 57% 54%
60% 49%
50%
40% 30%
30%
20%
10% 3%
0%

Survey respondents perceived the top benefits of social media in business to be bran- building at 82%, it’s low cost
structure at 81%, and the ability to communicate directly with customers at 70%.

On the opposite end of the spectrum are the 30% who indicated that they felt that social media’s greatest benefit is
the “credibility of the crowd” or “third-party credibility” that it brings.

What’s interesting is that consumer trust in social media, depending on who you ask, can be over 60% positive or
over 60% negative (they don’t trust it). However, when you look at other data surrounding consumer reviews,
consumer-generated content, and other similar byproducts of social media, they are rated very high and are
attributed to selling luxury goods, improving conversion on websites thanks to reviews and other such factors. We
predict the importance of social media’s “credibility of the crowd” factor will rise in the coming months.
16
 IMPROVING MARKETING WITH SOCIAL MEDIA TOOLS
Which social media vehicles do you believe would enhance your marketing the most?
86%
90%
80%
70% 65%
56%
60%
50% 45% 44% 43%
38%
40% 34%
29% 28%
30% 25%
21% 21% 18%
17% 15%
20% 11%
10% 4%
0%

A majority of respondents believed social networking would bring the greatest benefit to their businesses. In fact, social
networking is one of the easiest social media tools to adopt and leverage because of its user-friendly nature. In general,
we find that any tools that enhance consumer engagement with a brand and allow an organization to participate in social
media with its own unique voice tends to perform well. Social networks and blogs are uniquely suited to meeting those
objectives.

Respondents felt social network aggregators, social news, and social bookmarking are low priorities. While we’re not
disputing the findings of the survey, marketers who have “connected the dots” by using social sharing and aggregation
tools have gained even more from their social media plans involving social networking and blogging. We would like to
mark this as an area where we expect to see growth and adoption as marketers move up the social media learning curve.
17
 MISC. RESPONDENT DEMOGRAPHICS
Where did the survey respondents come from? Respondent age range

3%
18% 23%
21 - 30
31 - 40

29% 41 - 50
27%
51 - 60
61 - 70

The overwhelming majority of the respondents came from

How would you rate your social media skill level?
the Northeast Wisconsin area, concentrated in the Greater
Green Bay vicinity. This was the intended target group for
35% 32%
the survey.
28%
30%
25%
19%
20%
14%
Tweet 15%
This! 10% 6%
5%
0%
Beginner Advanced Skilled Very Expert
beginner skilled

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 AREAS OF SOCIAL MEDIA OPPORTUNITY
EMERGING OPPORTUNITIES – SOCIAL MEDIA IN NORTHEAST WISCONSIN

 Using social media internally. Many organizations with world-class social media
implementations started out “eating their own dog food” by using social media internally to
coordinate teams, communicate, network among colleagues, and connect remote offices with
private networks, wikis, blogs, and internal micro-blogging tools like Yammer.
 Focus on metrics, conversion, and sales. Many organizations jump into social media without
a defined strategy or an expressed set of metrics for social media interactions. Best-in-class
organizations can quantify and qualify the value that social media provides.
 Educate employees and volunteers on social media and sanction participation. With only
50% of organizations reporting that they sanction employee participation in social media, this is
an area wide open for further opportunities to engage customers at multiple levels through
employees who are well-versed in social media etiquette.
 Continue education and experimentation. The first stage in successfully employing social
media in many organizations is education then experimentation. 80% of respondents reported
being at a “beginner” to “skilled” level, leaving many opportunities for education.
 Ask customers how they’re using social media. Understanding how organizations’
customers use social media is often one of the first and most important steps to a successful
strategy. Organizations should survey their customer base to understand how they can better
serve them by employing social media.
 Develop a marketing strategy that includes social media. A social media strategy is helpful,
but an integrated marketing strategy is the current best practice (and always has been). Social
media requires “the right stakeholders in the room” in order to achieve peak performance.

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Social & Digital Media Glossary
Avatars
Graphical images used in virtual worlds to represent people. Users can
create Avatar visual personalities selecting a gender, body type,
clothing, behaviors and name.
Blogosphere
Used to describe the totality of blogs on the Internet, and the
conversations taking place within that community.
Blogs
Shortened from the original term “Weblogs,” these self-published
websites containing dated material, are usually written in a journal
format. Content such as text, pictures, video and/or audio have URLs
plus other ways of identifying them by keywords (tags).
Buzz Monitoring
Buzz monitoring is a phrase used in Online Public Relations and social
media marketing to track relevant conversations on the Internet.
Chat
Real time interaction on a web site, with a number of people adding
comments via text entries.
Consumer-generated media (CGM)
First-person commentary posted or shared across a host of expression
venues, including message boards, forums, rating and review sites,
groups, social networking sites, blogs, video-sharing sites, etc.
Crowdsourcing
This refers to harnessing the skills and enthusiasm of those outside an
organization who are prepared to volunteer their time contributing
content and solving problems.
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SOCIAL & DIGITAL MEDIA GLOSSARY
Feeds (aka RSS Feeds)
The means by which you can read, view or listen to items from blogs,
podcasts and other RSS-enabled sites without visiting the site, by subscribing
to a directory or aggregator such as iTunes or Bloglines.
Folksonomy
A term for the collaborative, but unstructured, way in which information is
categorized on the web. Instead of using one, centralized form of
classification, users are encouraged to assign freely chosen keywords (called
tags) to pieces of information or data.
Hashtag
Similar to regular tags, these are keywords associated and assigned to an
item of content with a hash mark (#) attached to the front of the word.
Link Baiting
The process by which websites, blogs, etc. encourage links from other sites to
improve popularity and raise positions on search engines. The enticement
may include content, online tools, free downloads, or anything else that
another site owner might find worthy of a link.
Lurkers
People who read but don't contribute or add comments to forums.
Mashups
An online service or software tool that skilled “techies” develop by combining
two or more tools to create an entirely new service.
Meme
A unit of cultural information such as a popular tune, catch-phrases, beliefs or
fashions that can virally propagate from one mind to another. Online, it may
be shared among bloggers or participants of social sites as a game, activity or
quiz (e.g., name 50 favorite authors, the 100 worst songs, 10 favorite
movies).
Microblogging
A form of blogging through which the entries/posts are limited to a certain
number of characters or words, i.e., Twitter.
20

Social & Digital Media Glossary
Mobile Marketing
Mobile Marketing is meant to describe marketing on or with a mobile
device, such as a mobile phone. Marketing on a mobile phone has
become increasingly popular ever since the rise of SMS (Short Message
Service) in the early 2000s in Europe and some parts of Asia when
businesses started to collect mobile phone numbers and send off wanted
(or unwanted) content.
Narrowcasting
A term used in opposition to “broadcasting” to describe a podcast’s
ability to reach a narrowly focused, highly interested audience.
Photosharing
Uploading your images to a Web site like Flickr. You can add tags and
offer people the opportunity to comment or even re-use your photos if
you add an appropriate copyright license.
Ping
An acronym standing for “packet Internet grouper” or “packed Internet
gopher,” this is an automatic notification sent when a blog has been
updated. It also describes the automatic communication between
networked computers/servers.
Podcast
A digital broadcast made available on the internet. Currently the majority
of these broadcasts are audio files sent to directories through XML feeds
and RSS – or Really Simple Syndication – formatted XML files. The word
“podcast” is derived from “pod” as in Apple’s iPod, the popular portable
audio player, and “cast” from “broadcast,” meaning “to transmit for
general or public use.”
Podcatcher
A term for programs used to automatically subscribe to and download
podcasts; also called an aggregator. Podcatchers typically seek out new
podcast episodes or items as soon as the program is opened.
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SOCIAL & DIGITAL MEDIA GLOSSARY
RSS
Standing for Really Simple Syndication, RSS is the XML format that allows you
to subscribe to content on blogs, podcasts and other social media, and have it
delivered to you through a feed.
Search engine optimization (SEO)
Is the process of improving the volume and quality of traffic to a Web site from
search engines via "natural" (or "organic" or "algorithmic") search results.
Statusphere
A term coined by blogger Brian Solis who defines the statusphere as the new
ecosystem for sharing, discovering, and publishing updates and micro-sized
content that reverberates throughout social networks and syndicated profiles,
resulting in a formidable network effect of movement and response. Through
the statusphere we can connect directly to existing contacts, reach new
people, and also forge new friendships through the friends of friends (FoFs) in
the process.
SOA - Service oriented architecture
In computing, SOA provides methods for systems development and integration
where systems package functionality as interoperable services. An SOA
infrastructure allows different applications to exchange data with one another.
Social bookmarking
The collaborative equivalent of storing favorites or bookmarks within a web
browser. Social bookmarking services such as del.icio.us or Furl allow people to
store their favorite websites online and share them with others who have
similar interests.
Social media
The term used to describe the tools and platforms people use to publish,
converse and share content online. These include blogs, wikis, podcasts, and
the sites dedicated to share information, stories, photos, audio and video files,
and bookmarks.
21

Social & Digital Media Glossary
Social media optimization
Social media optimization (SMO) is a set of methods for generating
publicity through social media, online communities and community
websites. Methods of SMO include adding RSS feeds, adding a "Digg
This" button, blogging and incorporating third party community
functionalities like Flickr photo slides and galleries or YouTube videos.
Social media optimization is a form of search engine marketing.
Social networking
Sites developed to help people discover new friends or colleagues
with shared interests, related skills, or a common geographic location.
Leading examples include Friendster, LinkedIn and MySpace.
Tagging
A way of categorizing online content using keywords that describe
what can be found at a website, bookmark, photo or blog post.
Tweet
A microblog post on the Twitter social network site.
User generated content
Text, photos and other material produced by people who previously
just consumed content.
Web 2.0
A term that describes blogs, wikis, social networking sites and other
Internet-based services that emphasize collaboration and sharing,
rather than less interactive publishing (Web 1.0).
Video Podcast
A podcast with enclosures containing video files rather than audio
ones. Unlike audio podcasts which may only contain MP3 files, various
file types can be used when podcasting video.
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SOCIAL & DIGITAL MEDIA GLOSSARY
Viral marketing
The planned promotion of a product, brand or service through a process of
interesting actual or potential customers to pass along marketing information
to friends, family, and colleagues. This word-of-mouth advertising is usually
accomplished by a creative use of social media and other non-traditional
marketing channels.
Viral Video
The term viral video refers to video clip content which gains widespread
popularity through the process of Internet sharing, typically through email or
IM messages, blogs and other media sharing websites. Viral videos are often
humorous in nature and may range from televised comedy sketches to
unintentionally released amateur video clips.
Virtual worlds
Sites such as Second Life, where individuals can create profiles and
representations of themselves (avatars) to interact with others in an imaginary
world. Marketers have taken up real estate on Second Life in an attempt to
extend their brand to potential new customers.
Wiki
An online, collaborative work space for multiple users of a web page – or set of
pages –that can be edited collaboratively. The best known example is
wikipedia, an encyclopedia created by thousands of contributors across the
world. Once people have appropriate permissions – set by the wiki owner –
they can create pages and/or add to and alter existing pages
YouTube
YouTube is a video sharing website where users can upload, view and share
video clips. YouTube was created in mid-February 2005 and uses Adobe Flash
technology to display a wide variety of video content, including movie clips, TV
clips and music videos, as well as amateur content such as videoblogging and
short original videos. In November 2006, Google Inc. acquired YouTube.
Sources: OneUpWeb,Wikipedia, Webopedia and the American Marketing
Association
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About MarketingSavant

MARKETINGSAVANT & THE GREEN BAY CHAMBER OF COMMERCE

MarketingSavant is a consulting-led B2B marketing firm specializing in helping our clients attain a thought leadership
position in the markets they serve.

We help our clients create their own whitespace in a field of competition enabling their success through content and go-to-
market strategy that motivates their prospects and drives business.

We’re not an ad agency. In fact, we’re a consulting shop with passionate leader who loves the intersection of content,
marketing, technology and helping the insurgent marketer win the business.

How companies like yours use a company like ours

 Entrepreneurs and startups use us to plan their attack and put together a go-to-market strategy that accelerates growth.
 Small- and medium-size firms use us to help them stand out from the pack in a crowded local or regional marketplace.
 Large companies use us to help them focus the expertise, resources and budget on creating and channeling their expertise
and intellectual capital into thought leadership campaigns that win business.
twitter.com/danavan
In essence, we do thought-leadership marketing. We help you create great content, sound process, and leverage emerging
technology to lead your market. We use classical marketing techniques and a whole lot of passion, inspiration, and ideas from linkedin.com/in/danavandenheuvel
our years of B2B marketing and sales experience and utilize into our huge library of over 1,000 business, marketing, and
philosophy books. For more information on MarketingSavant visit www.marketingsavant.com or call 888-989-7771

About The Green Bay Area Chamber of Commerce

Since 1882, the Green Bay Area Chamber of Commerce has been helping area businesses and residents enjoy business
growth and a higher quality of life. Our programs centered in education, professional development, economic development,
government affairs, small business assistance, and leadership offer opportunities for professional development, community
support, and business assistance.

Members can get involved with program committees, business promotion through sponsorship and advertising opportunities,
and business assistance can help your business succeed. We closely monitor area statistics and focus on issues important to
your company ,and employees.

For more information about the Green Bay Area Chamber of Commerce visit www.titletown.org or call 920-437-8704.
twitter.com/greenbaychamber

linkedin.com/companies/green-bay-
area-chamber-of-commerce
www.marketingsavant.com | www.titletown.org 23
Additional Social Media Marketing Resources From MarketingSavant
Social Media Handouts & Hotsheets
We’re all about adding value!
As part of the many events we
attend, we always create
handouts, workbooks and
other tools to help our fellow
marketers get a leg up on
marketing technology and
social media. These handouts
were created for a series of
social media seminars we did at
the Business Expo in Green Bay.
Handout topics include:
 Social Media 101
 Blogging for Business
 Search Engine Marketing
 LinkedIn Social Networking
 Facebook for Business
 Digital Marketing 101
www.marketingsavant.com
/hotsheets
Marketech Guide to Marketing Technology
The Marketech guide is a
complete resource for
marketers on the latest in
marketing technology that
you can use to build your
business today.
www.marketingsavant.com
/papers
www.marketingsavant.com | www.titletown.org
ADDITIONAL RESOURCES FROM MARKETINGSAVANT
Social Media Mindmaps
We’ve created a series of
helpful mind maps to aid
you in navigating your social
media marketing strategy,
blog setup & deployment,
social media listening plan
and other common social
media tasks.
www.marketingsavant.com
/mindmaps
MySpace, YourSpace & TheirSpace Guide to Social Networking
This guide to using social
networking for marketing
was created for the
American Marketing
Association. You can
download your copy here.
www.marketingsavant.com
/papers
Social Media Slidedecks
MarketingSavant has
presented on social media at
over 100 events. View some
of the most popular
slideshows from those
events on our slides page.
www.marketingsavant.com
/slides
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