Social media presentation

Social Media in Marketing
How the Internet is shaping future marketing

What is social media?
Social Media is non-traditional marketing practice of letting others spread a marketing message for you.

What qualifies as social media?
Blogs - E-Blogger, Wordpress
Forums - Yahoo Groups
Media - YouTube, Flickr
Micro-Blogs - Twitter
Reviews - Gear Junkie, Epinions
Social Networking - Linked In, MySpace, Facebook
Data Organizing/Bookmarking - Digg, Technorini, Wikipedia
Co-Created Content – Second Life, My Idea

Why would businesses use social media?“One in five tweets is brand-related”
External use:
PR
Credibility (become the expert)
Announce sales/product releases
Immediate news feed
Obtain customer feedback
Internal use:
Platform for disseminating information to distant or telecommute employees

What are the benefits of social media?
Establishes credibility / trust
Puts a “voice” to the brand
Educates consumers
Targeted, intimate audience
Gain unsolicited endorsements from others
Personalized relationship
Creates ambassadors
Low Cost
Stimulates sales

What are the downsides of social media?
Little control over the message
Permanent record
Little understood by businesses

What should I know before I jump in?50% of Social Media Campaigns Fail
Misunderstanding of what social media is and how to use it
Controlling content
Unwillingness to be transparent (pretending to be something your not)
Misleading or lying
Unethical behavior (posting own reviews, paid bloggers/tweets)
Only talking about self
Lack of commitment to posting / follow through
Lack of understanding of own customer and corporate culture (interns vs. professionals)

What are Ruff Wear’s social media practices?
Dog Blog
Establish credibility as industry expert
Facebook
Customer service, consumer research, brand loyalty
Twitter
News feed, announcements
Flickr
Build community
You Tube
Build community, customer service
LinkedIn
Networking

How do I connect with an audience on social media?
Subscribe to others blogs/microblogs
Reference back
Build links / pingbacks
Engage those who are already talking about your products/services
Engage connectors
Polls
PPC / Advertising

What makes good content?Easy, Interesting, Targeted, Credible
Have a platform (stance)
Don’t just talk about self
Give proprietary info
Cater to audience
Update regularly
Team up
Respond to comments
Track popular posts
Good Keywords
Make pages accessible to one-another

What is a Blog?“Social Media Articles”
Terms to understand:
Pingbacks
Dashboard
Click Through
RSS Feed / Subscribe
Posts
Tags
Keywords
Referrer
Avatar

What is Facebook?“Social Media Email”
Page
Friend
Fan
Wall
Friend Request
Notification
Ads

What is Twitter?“Social Media Text Messaging”
Tweet
Feed
RT (Re-tweet)
Follow / Followers
@name
#name
Shortlink (tiny URL)
Direct Mail
Tweet Deck
Twit Pic
Follow Friday

How can I participate in Ruff Wear’s social media?
Blog posts
Field Day Reports
Sign up at Wordpress.com or give to Amber
Join Twitter
Retweet our tweets
Reference @ruffwearinc
Contribute to Facebook
Post links, tips, comments on wall
Add comments to customer posts
Add pictures/video of you and your dog
Video Project / Flickr
Submit interesting stories, events, pictures, comments

What’s in the future for social media?
Micro-blogs to replace older forms of media
Newspapers
Blogs
Email
Integration of multi-media platforms
Computer, television, cell-phone, MP3
“Bubbly”
Consumer will seek out non-pay-for-play options
Increasing popularity of (geographical and like-interest) community-based media
Foursquare, Loopt

Questions?

Social media presentation

by Amber Blount

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