social media clear channel seminar
DESCRIPTION
Powerpoint deck for 90 minute Social Media 101 Seminar, given on June 15, 2011 in Providence, RI.TRANSCRIPT
Social Media Marketing
Step by step to your success!
Agenda•Why Social Media/overview?•Social Media Necessities•Facebook•Twitter•LinkedIn•Blogs•YouTube•Photosharing sites•Putting it all together
Why Social Media?
•Fish where the fish are.•Be a part of the community of experts.•Inexpensive compared to traditional forms of media.•Fundamental shift in how we communicate.•Watch the reaction of your brand in real time: Groupon.
Why Social Media?
It’s not just kids.
People make recommendations based on their social Network “friends.”
When someone becomes a fan of your business, they are giving you permission to market to them- in fact, they WANT information from you – Demand marketing!
Social Media NecessitiesBuild Trust.
Earned by creating a “Highly satisfied” customer experience.
Starts with a foundation of authenticity and open communication.
Add value from the customers perspective.
It’s all about the content.
Your ability to create compelling text, audio, video and images is directly related to building interest in your site and business.
Content should be targeted to your audience
Use key words in content.
ALWAYS respond in an open, honest manner – be transparent.
How you respond to negative comments says a lot about you.
Social Media Etiquette
Think before you speak.
Don’t sell incessantly. Add value. Give as much as you get.
Speak like a real person, not a marketing piece.
Listen. Social Media is a two way street.
Share other people’s work – and attribute it a such.
If someone comments on your page, acknowledge their comment.
Be genuine. Reflect the personality of your company (or self)
Social Media Overview
• MySpace• Music Industry
• Flickr/Photobucket• Photo Sharing
• YouTube• What do you want to see?
• Foursquare• Location based applications
• Yelp• Restaurant reviews
Blogs
Having content that is updated on a regular basis will help your search drastically.
An extension of the rest of your social media efforts.
Caveat: You must have something to say.
Blogs
As a separate entity?
The main content area of your website?
Added to your current website?
70 Million Members and Growing
560,000 Professionals visit their homepage every day.
80% of companies use it for recruiting
Over 70% of members are college grad and above.
150 Million Accounts
67% of brand followers will buy that brand
45% login via mobile device
140 characters – or is it?
Twitter: Grow your following
Twellow.com
Search.twitter.com
Follow your potential customers
To follow back, or not to follow back?
• Nearly 600 million active users
• Average User has 130 “friends”
• Over 900 million objects that people interact with
• Pages, groups, events
• More than 30 billion pieces of content are shared each month
• Web links, news stories, blog posts, photos…
• More than 200 million active users access FB through their smart phone.
Set up your page – as a business – not a person.
Use available tools & apps
welcome tabs
constant contact tabs
Sell products on your Facebook page
Include call to action
Facebook ads
Hyper-targeted
Set your own budget
Push to your page/your webste
Facebook Strategies
Create a strategy
Define your target audience
What are you trying to achieve?
Increased traffic to your website?
Better customer service?
Deepen the relationship with your customers?
Increase sales?
More FB Strategies…
What does success look like?
Sales will increase by x%
Marketing costs will be reduced by $xx
Facebook fans/Twitter followers will increase by xx/month
Create SMART goals.
Specific, Measurable, Attainable, Realistic, Timely
Tactics – 2 things…
Monitor
What’s your plan?
Content
How you gonna do it?
Content
Content generation plan
Who updates when?
How frequently?
What will the content be?
Where will it come from?
Content
Create an editorial calendar
What are the specials?
What product are we featuring?
Industry specific tips
Follow 80/20 rule
Ask questions – ask for responses
Content
Reflect the personality of your business
Speak to the target
Post regularly
How much is too much/how much is not enough
Time of day?
Monitor
Pay attention to Facebook/Twitter notifications
Respond to all comments/questions
Tools
Hootsuite
Tweetdeck
Radian6/TwoBolt
Facebook Insights
How do you get it done?
DON’T put it in the hands of an intern
DO
Assign a key member of your team
Align with a partner
Tools and Resources
Hootsuite
Tweet Deck
Radian6
Mashable.com
Socialmediatoday.com
http://www.slideshare.net/stevepeck/social-media-marketing-101
Inside facebook
Social Media Examiner
Seth Godin
Brian Solis
Groundswell
6 Pixels of Separation
Socialnomics
PIAT/Next StepsGet your pages set up – completely.
Facebook? Twitter? Blog? YouTube?
Create a content strategy.
Who, When, What?
Promote your pages
Web: Like Buttons, Facebook box, facebook ads?
In store: signs – contest?
External: Ads, business cards
Stay on track! Don’t start then stop.
Remember that Social Media is one piece of your marketing puzzle.
Thanks for coming!
Questions?