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Warrillow Summit explores marketing to small businesses

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Las Vegas—Marketers and media executives at the 2008 Warrillow Summit delved into ways to use social networks and other online technologies to reach small-business owners and executives.

“Communities will continue to play a significant and influential role in the business decision-making process,” said Dan Nye, CEO of social networking site LinkedIn. However, he added, “Often it is not clear to marketers what to do with the information or how to put social networks to use.”

He gave marketers several strategies for using social networks to market to small businesses, such as using LinkedIn Answers to show expertise on a topic and having top executives, including the CEO, set up profiles.

During the panel discussion “Is Old Media Dead?” marketers and media executives discussed how they’re using new media, along with traditional media, to grow their businesses and communicate with customers.

“I think we are actually going back to the time before TV and what we’re calling ‘old media,’ where people are buying based on conversations and word-of-mouth,” said Andy Miller, advertising manager at FedEx. “They want to get to know you as a company. You have to spend the money to get the awareness up and get certain messages out, but you also have to find ways to have conversations with customers in meaningful ways.”

—Kate Maddox

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