marin mompreneurs presentation: april 2010
TRANSCRIPT
Agenda• Social Media Overview• Strategy• Platforms
– Twitter– Facebook– Linkedin– Streamlining your presence
• Great Social Media: Examples (if we have time )
Every Word Online is an Opportunity for Branding and Promotion
• Twitter/Facebook - the cocktail conversation/dinner party
– Facebook : maintaining relationships with friends and family– Twitter: creating new relationships - then move to LI/ FB– Tips
• Intersection between social and professional lives• Valuable business tools AND stay in touch• Keep it professional but a bit more playful
• Linkedin - the business meeting– Interactive resume and rolodex– Keep it professional
5,000,000,000The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook
50,000,000The number of Tweets per day on Twitter.com
Social Media Influences People
• 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group
• 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
• 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
• 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
Who is talking about your company?
• your customers• your donors• your volunteers• your employees• your investors• your critics• your fans• your competition.... • anyone who has internet
access and an opinion.
Small Markets are the New Mass Market
“It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”
Brian Solis, The Social Media Manifesto
1. LISTEN
Step 1: Listen• Find where your audience is
participating and indentify the influencers
• Read industry blogs (including comments)
• Google your company name & your competition
• Find tools that can help you listen
Step 1: Listen
2. LEARN
Step 2: Learn What do your customers need?
• What customer types exist? • What are they looking for?• Where do they go?• How do they like to interact?• How much time do they have?• How willing are they to share openly?• Do they want exposure?• Do they want to shape the industry or influence the
next generation?
Step 3: Create Your Social Media Launch Plan
• Business Goals• Engagement Plan• Measure Success
Business Goals
Boil it down to one sentence that gets to the core
•Increase Brand Awareness , Personalize Your Brand•Collaborate with Customers , Gain Insight , Co-create Products•Decrease Cost of Customer Service•Optimize Site, Better Search Results, More Traffic•Establish Yourself as a Thought Leader, Educate Customers•Increase Sales
Engagement Plan
• What will you publish?
• Where will you publish?
• How often will you publish?
• Balance (content, events, 1:1, outreach)
• Integrate with traditional channels
• Tips
Share your content
• Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
• Make your content easy to share
• Incorporate tools that promote sharing:– Share This, RSS feeds, Email
a friend
Contribute in a meaningful way
• Think like a contributor, not a marketer
• Consider what is relevant to the community before contributing
• Don’t promote your product on every post
• Win friends by promoting other people’s content if it interests you
Be personal and act like a person
• Don't shout. Don't broadcast. Don’t brag.
• Speak like yourself – not a corporate marketing shill or press secretary
• Personify your brand – give people something they can relate to.
• Don’t be a social media schizo – have a consistent presence online
Measure Your Success
Success Metrics
• # fans, # followers, # friends• # of comments• # of retweets• # mentions• # links clicked
Sales Response time Issues resolved Traffic increase to site Subscriptions
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
Leveraging Social Media– Learn what people are saying about you
– Create buzz for events & campaigns
– Increase brand exposure
– Identify and recruit influencers to spread your message
– Find new opportunities and customers
– Support your products and services
– Improve your search engine visibility
– Gain competitive intelligence
– Get your message out fast
– Retain clients by establishing a personal relationship
– Be an industry leader – not a follower
What is Twitter• Twitter is like public instant messaging with a timeline.
• Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.
• Tweets can be sent from the Twitter website, other platforms, and your mobile phone.
• By “following” another Twitter user, their messages appear in your Twitter view so you can see the conversations that are taking place in real time.
Twitter Feed
Links to websites, photos, videos,
etc.
People I am following, and what they are saying
Search box
My messages
Me !
Trending topics
Twitter ProfileMe !
My stats
My lists
People I follow
Links to websites, photos, videos,
etc.
Twitter is now mainstream
• Ranked 15th most popular website in the world.
• So far in 2010, Twitter’s usage has continued to show significant growth. Currently: 70 million users.
• The number of tweets per day has soared 30% in the past four months to about 53 million in late-March, compared with 40 million in early-December 2009.
• Free to set up and get started.
• Can be linked to your Facebook account.
How Do I Get Started?• Create a user-friendly Twitter ID
• Search for people to follow
• Learn the lingo
• Know who @ replies to you
• Read the bio of those who follow you
• Reach out and say something
• Promote others and share your best information
• Learn the etiquette
• Add your Twitter ID to all of your signatures
• Direct Message (DM) private conversations
Twitter Etiquette
• #hashtags: great ways to tag your Twitter update on a specific subject. This way, followers and non-followers can find your update using the Twitter search box on the Twitter homepage, or using one of the Trending Topics.
• #followfriday: Probably one of the most popular #hashtags is #followfriday. Follow Friday is the day when you recommend users to all of your followers, and anyone watching the #followfriday trend, by including @username and #followfriday in the same tweet.
• URL shorteners: tinyurl.com/, bit.ly/ ow.ly – these will show a history of your recent shortened URL’s, as well as the number of clicks this shortened URL has received, and also additional Bit.ly links that have been created for the article.
REI - Updates and Promos
Sephora - Brand Personality
Gather Customer Feedback
Customer/Brand Building
ZAPPOS: Extending the brando Zappos, an online shoe retailer, makes customer
service central with a focus on “making personal and emotional connections.”
o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)
o Use Twitter to promote their brando Website displays any public tweets mentioning
of their brando CEO has over 400,000 followerso 430 employees on Twitter
o $1billion in sales last year and their expanding into new product categories
Emergency: CDC Issues Swine Flu Alerts
Not all Followers are Equal• Are your followers active? Active users share your links,
they give you feedback, they talk to you.
• Do the people who follow you have influence? Would you rather get 50 retweets from users with 10 to 100 random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers?
Twitter for (Local) Businesses• Track your sales, promotions, coupons
• Twitter is not Facebook
– Real-time communication (if they don’t check for an hour might miss your deal)
– Re-cycle tweets
• Create a conversation
– Don’t blast promotions non-stop, intersperse them with news, stories, industry, fun
• Sell last-minute inventory
– Pump up business during lulls, discount last-minute unsold goods
• Tools
– Twitter search, Tweepsearch
– Twitterlocal, NearbyTweets
• Fastest growing social network in the world (400 million active members)
• 56% of site in US is women!
• Powerful tools to engage and understand your audience:– Brand pages– Custom applications– Targeted advertising– Audience insights/metrics– Opinion polls
Facebook Now Commands 41% of Social Media Traffic
Source: comScore
Facebook Pages• Your brand’s homepage on
Facebook. • Allow you to post photos,
videos, events and other messages.
• Users interact with you by– Becoming fans– Commenting on your posts– Participating in discussions– Post photos to your page
• Fans see your page updates in their newsfeed
Facebook Advertising• Facebook ads give you the ability
to advertise directly to specific demographic groups
• This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
Facebook Advertising - Targeting
• Location• Age• Sex• Keywords (appear in
your users profile)• Education• Workplace• Relationship status• Relationship interests• Languages
• Friends of friends
Facebook Advertising - Placement
• THE TOOLS
Facebook Advertising – Design
What you need:• Ad message
(title and body)
• Image(make it compelling)
• Destination URL (where you want the ad to take people – keep it within Facebook!)
• Social actions (optional)
Facebook Advertising – Social Actions
• Social actions show related stories about a user’s friends alongside your ad.
• People can vote whether they like or dislike your ad.
Facebook Advertising – Pricing
• Very affordable and easy to control your budget
• You can specify a daily budget
• Schedule specific dates for your ad to run
• Pay for clicks (CPC) or impressions (CPM)
Facebook Advertising – Analytics
• Facebook Insights :– Track ad performance
with real-time reporting– Gain demographic and
psychographic insights about people that view or take action on your ad
• Use this information to identify how you can improve your campaign to maximize your results
Facebook Advertising – Recommendations
• Identify clear goals for your ad• Know who you’re trying to reach• Ensure ad headline, copy and image is
relevant• Experiment to get it right• Monitor your campaign and adjust• Know when to quit
Facebook Applications
• Applications are entertainment and productivity tools that run within Facebook– Give users a unique ways to
interact with your brand by developing your own applications, or add existing applications, to your page
– When fans use your applications social stories are created that appear in their friends news feed and link back to your page
Facebook Applications
Facebook Connect
Add social capabilities to your website by integrating with Facebook:– Users log in to your website
with their Facebook identity– You can access their profile
information to learn more about them and deliver targeted content
– Publish information back to their friends’ streams on Facebook to bring their friend to your website
LinkedIn – Professional Social Network
• Contains profiles of Fortune 500 executives and leading entrepreneurs
– average individual salary on LinkedIn is $109,000
– 60 million users in 200 countries
• On LinkedIn your can:– Post a profile and resume– Connect with colleagues– Share professional recommendations– Find jobs– Forums to demonstrate expertise and
find answers
Linkedin Groups• Similar to Facebook pages
• Search for relevant groups based on keywords– professional interest, alumni, professional, etc.– Invitation and approval: can pre-approve
• Admins can email the entire group
– Reach members even if they don’t login to Linkedin
• Learn, contribute, build relationships and credibility
– Answer questions that relate to your expertise– Ask questions and start discussions to find out what
prospects care about and to become more visible– Link blog posts to your group on LI– Import RSS to news area, can do multiple feeds
Linkedin Profiles
• Buff up your account• Upgrade your account - send inmails• Join groups
– Post to discussions - get yourself known• Event listings• Drive traffic
– Links to blogs, websites, articles, books, etc• Update your status - engage your network - goes to
email• Connect - paid, intro, or outside Linkedin• Job posting and job search• Send out a monthly “tip sheet” in your area just for
your contacts.
Simplify Your Social Media Routine
• Use simple tools– Twitter Desktop: Hootsuite– Link/automate updates - Twitter, Linkedin, Facebook– Mobile apps– Twinfluence, Tweetreach– Signatures
• Focus on sending high impact messages• Figure out which social media platforms give you
the most value • Let go of the need to read everything. Learn to
scan• Form close relationships with people who give you
the most value, not everyone
Hootsuite
Delicious - Bookmarking
Wisestamp.com
A Few Thoughts• Social Media is a Toolset not a Checklist• As they say..
– It’s not what you know, it’s who you know• Control spectrum
– Blog-Facebook-Twitter• Automate as much as possible
– Increase exposure not workload• You don’t need to respond to everything
– Blog, tweet, wall post, etc.– Make people feel loved and listened to in a larger
way without it being a direct one-to-one dialogue
Inspiration and Credits• Social media Is....
slideshare.net/leewhite/social-media-is
• What the F**K is social mediaslideshare.net/mzkagan/what-the-fk-social-media
• The Social Media Manifestobriansolis.com/2007/06/future-of-communications-manifesto-for.html
• Groundswell Blogblogs.forrester.com/groundswell/2007/12/the-post-method.html
• Tactica Interactive Communications tactica.ca
• SmartBrief on Social Media smartbrief.com/socialmedia/
• Inside Facebook insidefacebook.com
• Sorel Denholtz
Great Social Media
Blendtec – Will it Blend?
• Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
• Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
• Launched the website WillitBlend.com and a YouTube channel
http://www.youtube.com/blendtec
Blendtec – ROI
• Videos went viral generating “millions of dollars in brand recognition”– Channel Views: 3,469,098– Subscribers: 183,949
• Online Blendtec blender sales increased 500%
• The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
Charity: Water – From Twitter to Africa
• September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
• Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
• The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
Charity: Water - $250,000 raised
• January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
– 202 real-life meetups across the globe, hosted by volunteers
– $250,000 USD raised at these events
– 55 wells are planned across Africa & India
Charity: Water – Breakthrough Exposure
• April 09: The first "well that Twitter built" is dug
• April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
• Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
Charity: Water – Phase 2
• Social media campaign expands:
– Staff post Twitter updates delivering the results of donations
– Website hosts videos of drilling progress made in Africa
– A driller tweets live from Central African Republic
– Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
– Facebook Causes page with over $61,000 donated
IKEA: photo tagging genius
http://www.youtube.com/watch?v=0TYy_3786bo
Engaging with People: Starbucks asks for ideas
My Starbucks Idea
People vote
The best ideas are implemented
T-Mobile: An emotional connection
18.5M views to date
Instead of a 2010 Super Bowl ad… Pepsi decided to
give money away
Doing good: Pepsi Refresh Project
$1.3M every month
Pepsi Refresh Project
Based on community voting
GAP: Extending the brandInteractive Facebook page
Facebook refers more traffic to calacademy.org than any site but search engines.
~6000 visits monthly.
Building the web audience: California Academy of Sciences
NightLife at the California Academy of Sciences
1300onFillmore
Local businesses: Getting people in the door
Wikipedia
Crowdsourcing
Location-based tools
Budweiser asks consumers to help select which commercial to show during the big game
THE TOOLS
o Photo sharing sites give you a place to upload and organize your photos
o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
THE TOOLS
o detail the launch of a new product, from initial sketches to the launch party
o promote special events, charitable campaigns, and awards ceremonies
o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
THE TOOLS
Doo tag your photos with relevant
keywords
o use your web site address or brand name as your Flickr screen name
o upload quality photos of your products/services, and things related to your business
o link prominently from your web site to your Flickr photostream
Don’to stuff linked keywords into
your photo descriptions or comments
o plaster your URL all over the photos you upload
o discourage people from using your photos (as long as they provide attribution such as a link back to your website)
Video sharing
• helps you gain exposure and direct traffic back to your website
• sparks interest without a hard-sell
• videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
• videos can be a place to showcase your leadership in a field, and spread customer testimonials
Video sharing
Do• be informative, useful, or
entertaining• create a summary and
detailed description• post video replies to
others
• allow commenting and participate in the conversation
• save bandwidth costs on your website by hosting videos on YouTube
Don’t
• just upload infomercials
• be afraid to experiment until you find a formula that works.
• pull down other people’s videos showcasing your product for copyright infringement
• make your video longer than it needs to be – keep it concise and entertaining