crma and social media
DESCRIPTION
Presentation highlighting opportunities for City and Regional Magazine Association (CRMA) members to consider monetizing social media as an added revenue source. Presented at the CRMA Winter Roundtable in San Diego, January 2012.TRANSCRIPT
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McKenzie CocoFounder/President
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1. If I am on one social network, I’ve got to be on all of them
2. Social networks are for kids3. Social networks are for uploading videos
of your kids4. Social media takes too much time5. Social media is a waste of money6. Social media isn’t trackable7. Social media won’t help my business
make money
7 Social Media Myths
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If I am on one social network,I’ve got to be on all of them
Social media, just like traditional media,
doesn’t require your participation in every
area. Create as big or small of a
community as your are comfortable with.
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Social networks are for kids
The average social network user is 37 years old.
source: Pingdom)
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Social media is for people to upload videos of their kids
YouTube is the 2nd largest search engine behind Google…who
happens to own them.
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Social media takes too much time
Your mileage may vary but roughly 1
hour a day or 5 hours a week can
maintain an effective social
media presence for a small business.
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Social media is a waste of money
Facebook, Twitter, LinkedIn and YouTube – four of the top social
networking sites – are all free for businesses and individuals.
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Social media isn’t trackable
There are more than 20 different social-media tracking tools for Facebook, Twitter and other
online-media sites.
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Social media won’t help my business make money
Dell has made more than $1 million in the past 6 months utilizing
Twitter.
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Four Steps to Social Strategy1. Listen
To who? For What? People are already talking about you or your brand, join the conversation
2. EngageTake what people are saying about you or your brand an
respond. But, do so in a manner that adds value
3. AnalyzeWhat messaging worked? Who is your audience? How are
you reaching that audience and are you doing so effectively?
4. OptimizeTake what you’ve learned and make your messaging
better for the future.
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Start with the Big Picture
• What do we want to accomplish?• Who is responsible?• How much time can we devote?• How will we measure success?• How can we make money?
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Listen Google Alerts
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Listen Social Mention
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Listen Google Insights
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Hone in…Create a detailed Plan of Action
• What are the steps to accomplishing our goals?
• What Assets will we be using?• What are the key Milestones to
measure performance?• How are we tracking results?
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Process and Protocol
In order to successfully run a social media campaign
you have to have a process in place. Process
will increase accountability,
effectiveness and efficiency.
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Schedule
How much time will you spend on a Daily weekly and monthly basis and how will you allocate those hours?
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Tools
Having the right protocol and tools in
play will help you achieve a successful and well-managed
social media campaign.
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InboxSet a reminder everyday to check or update
your social networks and set your social networks to update you through your
Inbox.
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PhoneAbout 1-in-3 adults now
have phones with apps on them so use them!
Your phone will save you time when access social
networks on the go.
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Your TeamThere is no greater tool in
your tool-kit than the team you work with.Encourage them to
embrace online networks, include it
their e-mail signatures, write blog posts, etc…
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What Messaging Worked?
• Facebook Insights– What messaging got the best response– What are your Facebook Fan demographics
• Twitalyzer and TweetStats– How many times were you mentioned– Whats your social status?
• Google Analytics
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Bit.ly
Bit.ly is a free URL-shortener which provides you with the opportunity
to shorten links and track them through social media.
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Twitter Tools
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Facebook Insights
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Missing Piece?
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Think CPM
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Look Familiar?
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Ad Space verses Editorial or Advertorial
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$10 CPM?19 x $10 = $190
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