campari house/ veludo bar social media training

thinktank mediasocial media | digital | website design

Training Campari House / Velduo

Social Media Intensive Workshop May 2010


Social Media

- Why?

- What?

- How?

Social: - Interaction, Conversation, Connection, Relationships.

Media: - Tools you use to connect. Video, Pictures, Text, Audio.

Examples of popular SM platforms - Twitter, Facebook, Linkedin,

Blog (wordpress), Flickr, Youtube, Foursquare.


Stats - April 22nd 20101. 70% of Australian companies are active on social media sites

2. More than a quarter have Facebook presence

3. More than half of the organisations had switched money away

from traditional media to fund social media

4. Most of this money (47%) was shifted away from print media

5. About 30 %of businesses had not measured the effectiveness of

their on-line marketing


This is a way we have always done business

however now it’s quicker and on a larger scale.

Word of mouth - networking - trust


How does it work- Word of mouth that start on social networks

- It’s not who you know anymore…it’s who knows you!

- Connections

- Relationships

- Sharing

- Trust


The use of social marketingWe asked two questions to determine the survey participants’

experience using social media to market their business.

We began by simply asking marketers if they use social media to

market their business. The overwhelming majority (91%) indicated

they were employing social media for marketing purposes.

Small business were slightly more likely to be using social media.


Mates are now the hottest marketing channel- We don’t care about your ad. We care about what our mates think!

- Facebook, Twitter, Foursquare, conversation, opinions,sharing.


Some Benefits of Social Media- Generate exposure for your business

- New business partnerships

- Generate quality leads

- Reduce overall marketing expenses


Help you rise in the search engine ranking


Commonly used social media tools

By a long shot, twitter, facebook, linkedin and blogs were the top four

social media tools used by marketers, with Twitter leading the pack

by only a hair. All of the other social media tools paled in comparison

to these top four.

It should be noted that in 2009, facebook was in fourth place at 77%

and blogs were in second place at 79%. It would appear that blogs,

while still popular, are used less and Facebook in clearly growing.


Social Media Qualities- Authentic

- Trustworthy

- Shares quality information

- Engaging

- Build relationships

- Shows to remember

- Cares

- Enthusiastic with substance

Who do you know that matches many of these qualities?

Creative is also a social media quality


Social Media Etiquette- The purpose of these sites is to network, not to promote in a

one-way fashion. Participating in these social networks needs to

promotion of yourself and your services.

- Be Balanced in your messages


“A brand isn’t a brand to you until it

develops an emotional connection

with you.”


Personal brandingYou are a brand, a mixture of interactions and feelings! When

people see, hear and experience you they are experiencing a

brand of you too! Just like Roger Federer is a brand…you are too!


Gary Vaynerchuk

A good example of someone who uses personal

branding to get attention for his business


Personal Branding - 8 steps- Be everywhere - social networks

- Be social - honest, authentic, REAL

- Be yourself

- Be a giver as well as a taker. Care!

- Be searchable - Google

- Niche yourself

- Own your own domain, www.sammutimer.com


Be different - stand out from the rest


Capture the moment


Who are you?- What does your personal brand stand for?

- What does it give your clients?

- How are you different from your competitors?

- Why should someone come to you?

- Describe yourself in 3 words.


Match em up! PB Game- Match each personal brand with the most likely brand they would

choose.

- Queen, Paris Hilton, David Beckham, Kevin Rudd

- BMW, Ferrari, Porsche, Mercedes, Audi, Rolls Royce


A welcome video - let’s film!

Name, Business name and what need you fill


What are people saying about you/your service?

Search tools:

Twitter - www.search.twitter.com

Social Mention - www.socialmention.com


How to use Google Alerts

- Identify what you’re searching for – “sam mutimer + thinktank media”

- Use the (+) to link things

- Use (“ )to search”


Great place to start!- Set up google alerts for:

- Your name, nickname and your blog’s name “sam mutimer”

- Track incoming links to your site - link: www.yourdomain.com

- Set up an alert that focuses on the keywords you want to rank for,

see who’s your competition. always use ( “) “social media speaking

events”


Social Mention is a social media search and analysis platform that

aggregates user generated content from across the universe into a

single stream of information.


Why Twitter?- Marketing and Communication.

worked the platform well.

- Great place to connect-build up

- Exposure, Interaction,

Connection,Relationships

- Business networking

- Word of mouth

Joint Ventures, Partnerships

- Ideas, creativity

- Instant Google helper ;;-)

- Breaking news

- Story telling


What is Twitter- Micro blogging

- 140 characters or less

- Real time conversation

- Networking hub

- Word of mouth on speed!

- Sharing and discovery site

thinktank mediasocial media | digital | website design A visual guide to twitter


4 ways to Communicate on Twitter- Tweet, sharing an update with your followers

choose to. @sammutimer

- RT, Retweet – sharing another persons tweet with your follow base.

Can go viral.

to their tweet mail and email inbox


Tweets per day rising every year


Twitter - The How to- Set up an account - www.twitter.com

- Bio, How to write a catchy bio

- Picture, What picture to use

- Personality, Be yourself

- Branding


Twitter Applications, For a more effective use of twitter.

- Tweetdeck, download application to computer iphone smartphone

- Groups, Lists, Stats, Search

- Cross posting, be careful not to cross post all the time.


There are multiple ways to search

for people on twitter


Finding people on twitter

the following criteria:

- Have tweeted about your industry or cause

- Are regional to you

- Have mentioned your interest in their bio

- Your workshop leader @sammutimer @nataliegiddings and myself

@jaymcc


- Your competition

- Generally I would recommend not following friends and family on

your work account, create a second account for your personal life

making it easy to “stay on message” with twitter

By Jay MacCormack, @jaymcc


Search tools

- Twitter search, www.search.twitter.com

- Tweet ups list (local), eg. @tweetupmellers

to follow


Bit.ly- URL shortener used on twitter due to limitation on characters.

- Records stats, How many people clicked the link, where were they

from, what day did they click it, conversation on twitter using that link,

referrers of that link.

- www.bit.ly, you can synch this up with tweetdeck


What is a Blog?

- An online journal, your business personality

- A website

- Home base - connects the social networking sites and your website

together.

- A place to create quality content that your target market will enjoy

and hopefully share

- A place to engage and build up trust

- A place to share and connect

- Niches works best


Blogging platforms- Wordpress - www.wordpress.com

- Blogger - www.blogger.com

- Smaller blogging sites (great for quick posts)

- Larger than a status update, shorter than a blog post – check these

two out!

- Posterous - www.posterous.com

- Tumblr - www.tumblr.com


Wordpress is one of the biggest blogging platform at the moment.


Write your blog bio- Firstly consider why you are blogging, what are your goals?

- What will your readers expect to gain from this blog?

- Who are you?

- How can they get the best from you?


How to blog- Tell stories

- Give away your knowledge (yet not all of it) ;;-)

- Lists and “how to’s” are great grabbers

- Debate a popular member of your community, or take the opposing

- point of view on a current topic.


Interview people in your industry/clients


Write great headlines- Follow through on the promise of your headline

- Tell your audience what’s in it for them

- Link with other blogs to share your view

- Include quality images

- Leave last sentence with an opening question

- Add video when necessary


Identify Goals - Step 1- What is the purpose of your blog?

- What will it focus on?

- How many posts will you commit to a week?

- Who do you want to attract?

- Do you want to build a list?

- Do you want advertising space on your blog?

- Will you softly sell your products from this space?

- Will it be used as lead generation?


Build posts based on listening - what is

trending/what is community talking about?Listen - Step 2


What is the #1 reason people buy?

TRUST


Prepare - Step 3

- Notice what is getting attention


Know your audience - key to what you prepare.


Search the trends- Bullet point a list to search and begin by researching if any top

bloggers are talking about this.

- Great places to search – technorati, del.icio.us, Google Blogsearch,

social mention.


Build a community - Step 4

blogs where target market hang out. see

- Be transparent, authentic, REAL!

- Be niched

- Have an opt in on your blog


Contribute – Quality information


Compose your first blog post- Refresh yourself and look back at your goals

- What will your target market want to read? How do you know this?

- Incorporate video

- Catchy heading

- End with an open question


Facebook- Over 400 million users

- Treat this space like your website…it’s probably more powerful.


Facebook was australia’s best visited

social media website of 2009


Set up a fanpage

Create a vanity URL - must have 25 fans/likes


YouTube- 2nd biggest search engine in the world

- Video testimonials

- Interviews

- Speaking gigs

- How to’s

- Video blogging

- Write down 2 things you will do to incorporate video into your

business.

- Explaining competition details

- Brand yourself


Small business case study- Caroline Serviced Apartments, 3 months

- Increase in facebook fans 242

- Increase in twitter followers 345

- Sales from twitter 5

- Sales from facebook 3

- Increase in blog subscribers 43

- Bloggers writing about this – 13

- Exposure


Campaign ideas


Social Media Strategy- What is a Strategy? An Action Plan

- Roadmap from A to B


Why have a strategy?- Lessen Impact

- Mixed Messages

- Procrastination

- Time Suck

- Compromise return on investment (ROI)

- Social media marketing is a key driver in brand awareness, sales &

lead generation but you must.

- Have a strategy


Make sure you have a strategy


Indentify a Social Media Plan- Objective

- Your unique value proposition

- Target Audience

- Action Plan

- Measure & Monitor


Objective, Business Goals- Before you get started, think about your business goals. Common

ones are:

- Brand Awareness?

- Sales?

- Engagement?

- Connect with current & potential customers?

- Create a community around your business?

- Promote other content you create (e.g. Webinars, blog articles, etc)?


Position yourself as an expert


What is your unique value proposition? - The thing that makes you unique. Just simply copying what your

competitors is doing leads to nowhere.


Target Audience: Average age, gender, demographic, lifestyle etc


A few observations:- The average social network user is 37 years old.

- LinkedIn, with its business focus, has a predictably high average

user age;; 44.

- The average Twitter user is 39 years old.

- The average MySpace user is 31 years old.

- Bebo has by far the youngest users, as witnessed earlier, with an

Source: Google Ad Planner US data sited March 2010


The Nitty Gritty - Action Plan - What are the everyday, every week & every month activities you

need to do to reach these goals?


Make sure you have an action plan


Sample Action Plan - Per Month

- Meet Two New People on Twitter In my Target Marketing (15 Mins

Per Day, Max)

- Listen, Set Up Google Alerts

- Update Facebook FanPage – Every 3-5 Days with best article,

latest blog post, question to audience

- Run a campaign to encourage newsletter sign ups or new friends

on Facebook with a Giveaway

- 4 Blog Posts Per Month


- 1 Podcasts, Free Download, Own Radio Channel

- 1 Video Testimonial – You Tube – Third Party Advocates Rock!

- 1 The “How-To” Article or List

- Present a Theory or Argument


Every other month- Create a Resource like a free report, whitepaper or e-course

White Paper

- Organise an Event

- Be Consistent!


Measure & Analysis- Metrics to try:

- Engagement: RT, Comments, Likes, interactions, comments, etc.

- Sales Enquires:

- Top Refers-Which sites are they coming from

spend.


Don’t forget to monitor


Where from here?- If you are keen to adopt a social media presence for your business

then possible next steps:

- Outline a basic strategy

- Set up a blog

- Utilise video platforms

- Twitter, Facebook, Linkedin, Most popular

- Flickr, all photos

- Benchmark, monitor and measure success


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