namp branding social media

29
Start a Conversation. Using Social Media to Create ViBE. David Jacobson Nobox Marketing Group

Upload: david-jacobson

Post on 22-Jan-2015

636 views

Category:

Business


1 download

DESCRIPTION

Presentation to the National Arts Marketing Project about Arts and Cultural organizations using social media to brand and market themselves.

TRANSCRIPT

Page 1: NAMP Branding Social Media

Start a Conversation.Using Social Media to Create ViBE.

David Jacobson

Nobox Marketing Group

Page 2: NAMP Branding Social Media

What is all this hype?

Page 3: NAMP Branding Social Media

Marketing dollars are shifting dramatically.

Page 4: NAMP Branding Social Media

Social Networks Are Achieving Critical Mass…

Source: The Pew Internet & American Life Project

338%

8%

35%

Page 5: NAMP Branding Social Media

Social Media is the next paradigm shift regarding how we communicate with one another and meet new people.

Sitting on the sidelines is simply not an option.

Page 6: NAMP Branding Social Media

Getting Social Media

• You have lots of people to meet and not a lot of time to meet them.

• Having something interesting to say is the key to having conversations with people that will want to continue to talk to you.

• Just standing there and hoping someone is going to talk to you won’t work.

Page 7: NAMP Branding Social Media

Social Media is an extension of your brand.

• Build “Fans” by reciprocal linking to your site and social media.

• Have ongoing conversations with groups and fans of the brand.

• Post/share news, events, promotions, photos, videos.

Page 8: NAMP Branding Social Media

Your Toolbox

• Search Engine Marketing (SEM)– Natural/Organic Results– Paid Results– Directory Results

• Search Engine Optimization (SEO)• Online Advertising

– Display– Video/Rich Media Advertising– Contextual Advertising

• Email Marketing• Mobile Marketing

• Social Media Marketing – Blogs

– Podcasts

– RSS feeds

– Wikis

• Affiliate Marketing• Branded Content• Branded Applications

– Games

• Micro-Sites

Page 9: NAMP Branding Social Media

Now What?

“As I've heard it described,• Facebook is for the

friends you currently have or have had in the past,

• LinkedIn is primarily for furthering professional relationships you enjoy and

• Twitter is for the friends you do not know yet.”

Page 10: NAMP Branding Social Media

Facebook

• Build “Fans”• Monitor groups and

fans of the brand = Free market research

• Create Business Pages and/or Groups to attract fans and keep in touch with “friends” of the brand.

• Guerrilla Market: Post/share news, events, promotions, photos, videos.

Page 11: NAMP Branding Social Media

Facebook: The Mega Network

• Create pages that attract “fans” in a number of different categories.

• Find out what people respond to

Page 12: NAMP Branding Social Media

LinkedIn

• Business social networking based on the concept of “six degrees of separation.”

Page 13: NAMP Branding Social Media

LinkedIn

• Join Groups to: network, share information, pose & answer questions and discuss relevant topics with professionals who share similar interests.

Page 14: NAMP Branding Social Media

Plaxo and Naymz

• Connect with friends, family and business contacts.

• Share and receive content from your network.

Page 15: NAMP Branding Social Media

MySpace

• Create a branded page to connect with friends.

• Great for sharing of “creative content” - music, videos, photos, etc.

Page 16: NAMP Branding Social Media

YouTube

• Create a distribution channel for video content.

• Can be used as video host to embed video links to other sites such as Facebook.

Page 17: NAMP Branding Social Media

Blogs• Stay connected to insider

information, content, articles and happenings in highly targeted, vertical categories.

• Follow the people/bloggers that provide valuable information.

• Blogosphere is becoming more “professional” allowing for better content for readers/listeners but harder to differentiate for writers/posters.

Page 18: NAMP Branding Social Media

Blogs• Easily create a site and publish

content from web or mobile.• News, info, photos, video

Page 19: NAMP Branding Social Media

RSS Feeds• Subscribe to content (blogs, web sites, twitter) that you like that

will update you with new news, info and content in one place.

Page 20: NAMP Branding Social Media

Blogs, Podcasts and RSS Feeds• The technology or site

of the moment can switch quickly.

• The vast amount of content, especially professional content in the blogosphere is making it harder to stand out now.

• Results in shorter prose, video and photos becoming more appealing.

Page 21: NAMP Branding Social Media

Twitter

• “Tweet” up to 140 words about anything answering the questions:

• “What are you doing”

Page 22: NAMP Branding Social Media

Twitter

• Companies can set up shop on Twitter, where it is using the service's search tools to monitor what people are saying about the product.

• Can also post timely and relevant news, promotions, offers, customer feedback, customer service.

Page 23: NAMP Branding Social Media

Twitter

• Follow people or businesses and be followed to be a part of and monitor ongoing conversations.

• Companies can set up shop on Twitter, where it is using the service's search tools to monitor what people are saying about the product.

• Can also post timely and relevant news, promotions, offers, customer feedback, customer service.

Page 24: NAMP Branding Social Media

Ning

• Create your own social community with complete “social network” functionality.

• Connect with, share

info and network with people in affinity or special interest groups.

• Requires more proactiveness and group leader.

Page 25: NAMP Branding Social Media

Sharing Info and Starting a Conversation

• Send articles to friends or post on social network sites to begin a conversation or provide value to contacts.

Page 26: NAMP Branding Social Media

Ping.fm

• Aggregate the sending of messages and alerts to multiple social sites.

Page 27: NAMP Branding Social Media

Delicious

• Aggregate your bookmarks on the web.

• See the most popular sites by category.

Page 28: NAMP Branding Social Media

Tailoring Tools to Meet Your Needs

Step #1: This is still all about branding. Branding is about creating building brand evangelists.

Step #2: It's Not Marketing, It's Building Relationships and Having Conversations. Start with the people that

know you best.

Step #3: Get Involved! Join the Conversation.

Step #4: Test the tools – use what's most comfortable and feels right for you and your brand/business.

Page 29: NAMP Branding Social Media

Thank you!

David Jacobson Nobox Marketing Group