1 social media: what is it and why you should care? presented by: expansion plus
TRANSCRIPT
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Social Media:
What Is It and
Why You Should Care?
Presented by: Expansion Plus
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Who We Are:
PRESSfeed is a social media tool that uses RSS feeds to syndicate content that was developed for marketing and PR purposes.
Expansion Plus is a full service internet marketing & public relations agency located in Pasadena, California.
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What is Social Media?
Social Media is a term used to describe websites that let users contribute to the content.
They can save, tag and share content online
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Traditional Media in Decline
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Recommended Reading
http://www.cluetrain.com/book/index.html
Read the book on line for free
• Why Should You Care?
• What Can Social Media Do for Your Business?
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Pull Marketing
The world is fast moving from a push-based information delivery (where you send information via ads or emails) to a pull-based information delivery (where the subscriber accesses your information, as and when he wants).
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Consumers In Control
• Consumers are rejecting obsolete interruptive advertising
• And flocking to interactive engagement marketing
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“A Person Like Me” Now The Most Credible Spokesperson
for Companies
Global opinion leaders say their most credible source of information about a company is “a person like me.”
- Edelman Trust Barometer 2008
What Is Influencing Buyers?
2009 Statistics
• 75% of all US Internet users are active on Social media
• Facebook is the 4th most visited site in the world
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Social Networks: Free-Time Activity
• More than 80% of Americans 15-34 actively use online social networks
• Social networking sites have gained a foothold in the primetime hours
- TRU, TNS and Marketing Evolution
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BtoB
Word of mouth is the #1 influence on business purchase decisions
"Business decision-makers most value communication channels that provide two-way dialog."
Source: Keller Fay Market Research
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BtoB
Top reasons for placing content on social networking sites
• driving traffic (51%)
• creating brand awareness (32%);
• direct selling (25%)
• influencing a purchase decision (15%)
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Boomers Online
The fastest growth in Internet use is being driven by the older age groups, starting at 55.
- The Media Audit
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Reasons for Social Media Popularity
48% said they are having more fun in life in general.
- TRU, TNS and Marketing Evolution
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Reasons for Social Media Popularity
45% said their lives are more exciting as a result of spending time networking online.
- TRU, TNS and Marketing Evolution
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Reasons for Social Media Popularity
57% said they’ve found more people with similar interests.
- TRU, TNS and Marketing Evolution
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Word Of Mouth
Over 25 million US adults regularly share advice on products or services online.
- eMarketer
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Influencing Purchases
58% of consumers prefer websites with peer-written product reviews.
- MarketingSherpa
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1. Listen 2. Set goals3. Create a content strategy4. Choose tools5. Create and deliver content6. Engage7. Facilitate8. Measure
Strategy Steps
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Tools for Listening
Track trends
Find relevant bloggers
Use for a Dashboard
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What Do You Want To Achieve?
• Set goals • What
audiences/verticals should you be communicating with?
• Set up metrics to track the results
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Identify Resources
• How can you reach out to the people you currently communicate with and educate them
• Identify resources and topics for content
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Your Audience
• First look at the audiences you want to reach.
• Start by listing the target audiences you want to deliver your content to
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Social Media Tools
• Optimized press releases & articles• Blogs• Podcasts • Videocasts• RSS (really simple syndication) • Socialize your web content –
tagging bookmarking• Social Networks• Social Media News Sites
Syndicate Your Content
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• Put your content in feeds
• Add Share This Buttons
• Use Follow Me Buttons
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Make It Easy To Share
• Users can post and tag your content on social media sites like del.icio.us and digg.
• These sites allow users to create a page of their favorite sites on a subject - a virtual library. They are showing up high in search rankings.
• If your content makes it onto these well indexed and ranked pages it can bring you lots of traffic.
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Reach Out
Photo www.readytalk.com
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From Dell Hell…
The Dell Community has contributed: 8995 ideas, promoted 612994 times, 69980 comments
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Measurement
• Set measurable goals
• Benchmark your current position
• Measure changes
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• Establish a benchmark of the top blogs that your can measure
• Establish client’s current share of voice in this universe
• How often is the brand mentioned relative to the competition
• What is the current sentiment (positive vs negative)
• How much positive consumer recommendation are they getting – this is the most trusted form of advertising online and this is what drives consumer behavior.
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• Measure how this increases over time
• Establish a unique URL
• Drive all SM traffic to that URL
• Use in house analytics to measure the # of people who visit this URL
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• House Social Media videos on this URL
• Measure views on the site • Add the videos to YouTube and other
video sharing sites • Measure the # of views on these sites • Measure engagement on this URL –
comments, uploads etc • Track the search rankings of this URL
for the relevant search terms
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Join The Conversation
With the new social media tools powered by RSS - blogs, podcasts, syndication of articles - your options are wide open.
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Additional Reading
Ebooks:• Web Sense by Sally Falkow.
Effective Internet marketing strategies for entrepreneurs.
• The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep your visitors coming back for more. Order online: www.falkowinc.com/inc/ebooks.html
Copyright Notice
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