social media marketing
DESCRIPTION
An overview of how to use Social Media to launch new products, services, cause etc.TRANSCRIPT
Definition
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques (Wikipedia)
Or put it simply
“It’s stuff created online by people like you and me for people like you and me.”
Setting Expectations Social Media is NOT the silver bullet for your media outreach Nor is it a replacement for traditional marketing/PR Nor is it free or just a way for you to share your propaganda You can hook them by Advertising, Pay per impression or
click However it’s a great way for your customers to get their POV
across and for you to have a 2-way conversation
It’s the next next Gold Rush:The Key Players-1 Social Networks
Facebook LinkedIn Google + MySpace (remember them)
PowerPoint Sharing SlideShare
Photo Sharing Flickr Pinterest Instagram
Video Sharing YouTube Vimeo Veoh
• Micro-Blogging– Twitter– Tumblr
• Blogging– WordPress– TypePad– Blogger
• BookMarking– Delicious– Digg– StumbleUpon–
It’s the next next Gold Rush:The Key Players-2 Widgets
FanBox WidgetBox Widgepedia
Video Streaming Ustream Qik Flixwagon
Wikis WikiPedia GoodSearch
• Events– Evite– Meetup– Facebook
• Geo-Location– Foursquare
• Other– Goodreads
Social Media: What’s it about? Web 1.0 was about the push model of creating static
websites with corporate lingo. Everyone talked, no one listened
Just like NATO (No Action Talk Only)
Social Media is todays Revolution Web 2.0 is about listening. Not hearing but active listening. The tables have turned and companies and organizations
need a Social Media Plan.
So where do you start? Well you can be reactive and wait for crisis. But you don’t really want to do that. First identify your audience. Are they your customers, members, prospects, general public…? Can you break down the demographics, psychographics?
Boomers, Millennials, Male, Female, …
What do you want to accomplish using social media and how will you measure success? Eg To cultivate relationships with our customers Provide a forum for our customers to voice
questions, concerns, and feedback Promote programs , challenges and campaigns that
engage our target audience Build awareness and or a fanbase for your program
or cause Have audience trial your wares Engage audience so they share feedback and
experiences
How do you want your audience to feel?
Your voice and tone will set the stage for brand to be reinforced.
Is it informal, friendly, fun, conversational? Or is it formal, by the book, and strictly
business? Will you use buzzwords to make them feel
inclusive or is this an exclusive club?
What resources can you tap into? Is there a dedicated Social
Media team? If not can you leverage
other marketing/PR folks? If not can you leverage
volunteers? Social Media is not free it
takes time and resources.
How are you complimenting your Social Media? Advertising PR and Press Influencers, Partners, Email, Newsletter, Direct Mail Leveraging existing members SEO
Social Media Space out your communications
Use a content calendar Promote your social media presence on
• Website, Newsletters, Blog
• Success is measured by the conversations you can start or engage. Eg How many times someone Favorites, Re-tweets, comments on a post.
• Use Online brand monitoring eg Google Alerts to flag keywords that show coverage of brand
• Use Analytics (eg Google Analytics) to measure response and fine-tune your campaign
Content is King Share, Share, Share Stories, Photos, Video, Cool graphics Ask their opinion, make a provocative statement, ask
questions Tell them what’s going on in your neighborhood Share insights, predict the future, spotlight the past Reblog, Retweet, and share other posts Schedule Posts eg Hootsuite Experiment, Learn, and Repeat
Sample Content CalendarDate Post Content Twitter Facebook Blog LinkedIn Pinterest Instagram
7/8/2014 Blah xxx x x 7/9/2014 Blah xxx x x
7/10/2014Blah Blah xxx x x x7/11/2014 You get the picture xxx x 7/12/2014 xxx x x7/13/2014 xxx x 7/14/2014 xxx
Blogging
WordPress, Blogger, Tumblr are some of the main blogging platforms.
WordPress and Blogger are more long-form, Tumblr is more of a micro-blogging site, ie images with some text.
There are gazillions of blogs. As of July 2013, there are 68M WordPress blogs, 108M+ Tumblr, Blogger, doesn’t seem to disclose, but anyway you’re looking at upwards of 200M+ blogs
BloggingHow do you make your blog stand out?Pick a niche, write, and write regularly, have a POV, show
your expertiseEnable comments, and respond to themRegister with Technorati It’s a subject in and of it self. Think of it as one more
piece to the content puzzle. If you need a more serious content management system
you can host your own blog from Wordpress.org, Jumla, or Drupal.
Facebook There are over 1.2Billion FB Users as of July 2013 That’s like 1 in 7 people in the world Average user spends more time on FB than all the major
social networks combined Friend pages are for individuals; Fan pages are for
businesses and groups for causes
FacebookAs with all Social Networks to get and grow fan base need consistency
Answer questions, comment, acknowledge, engage
Share information even if from competitorRemember you’re doing it for the social good and hope the vibes come in your favor
FacebookFB and other networks are about being transparent, don’t try to have a hidden agenda or you will get called out
Cross promote your blog posts, tweets and other content
Explore paid advertising
LinkedIn Over 225M users Main focus is for professionals and for networking Great Rolodex as you can use the power of the network in
going from your 1st level direct contacts to 2nd and 3rd. Create a company or organization profile Encourage employees to link to company profile Join and Engage in relevant group conversations
First listen, then contribute Avoid propaganda Cross promote your blog posts, tweets and FB content, but
don’t saturate with the same content. Post status updates and or respond to requests Share presentations, webinars and other content Be a resource Use search feature for lead generation Explore paid advertising
Twitter 500M total users, >140-200M active Avg Twitter user has 27 followers >50% active Twitter users follow companies or brands Share original content in 140 chars Retweet content, inc press releases, announcements,
interesting stats, and cross promote blog and other networks Link up with famous personalities and use them to get your
name out Use real time search for lead generation and customer
service
SM Success Metrics Measure how many visits, leads, and customers is each
individual social channel is generating. Google Analytics HubSpot
Want your audience to grow in terms of audience (followers) but also engagement. Otherwise Likes, Retweets do not show the full picture
SM Success Metrics: measuring ROI
Source Visits Contacts Conversion/Customers
Organic Search121,00
0 1815 54Paid Search 1,999 30 1Social Media 25,000 375 11Email mktng 50,000 750 23
Direct Traffic135,00
0 2025 61
ReferenceAll images are copyright of respective owners and obtained
from public domain
Copyright 2013
A K2Vista Production