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Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
Social media presentation
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Social media presentation

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A look at successful social media implementation, strategy, maintenance, and analysis

A look at successful social media implementation, strategy, maintenance, and analysis

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  • What it is not: Paid keywords Advertising banners Impressions (vs. engagement / clicks)
  • Do you know the difference between a forum and blog?
  • Common Social Media GoalsBuild relationship that allows customers to identify with your product or organizationEstablish business as an expertEducate consumersEstablish views/opinions of brandStimulate sales
  • Jump on the boat – customers are using this media whether you’re on the boat or not. Why bad? Made to seem authentic but staged (planted) by company, doesn’t relate to product, paid endorsements, trying to control message. The topper: wasn’t even real – removed from You Tube.Another bad one? Walmart’s blog campaignAlaska Airlines vs. Spirit Airlines
  • Bad vs. Good Social MediaAlaska Air vs. Spirit AirNestle Kit Kat Debackle
  • Some fun facts for you:Blog: 52,000 page viewsFacebook: Almost 4200 fans and 600 photosTwitter: Average 14 – 17 mentions a dayFlickr: 63 members and 230 photosYou Tube: 460 views, 17 subscribers
  • Successful stories:Oneof a kindFirst-everA-Typical Community ServiceCelebritiesUnderdog StoriesMoney, Sex, HealthTrendsUnusual Applications of Products and Services Bad Practices:Trying to control content (deleting content)Lack of TransparancyBlatent LyingInethical
  • Transcript

    • 1. Social Media in Marketing<br />How the Internet is shaping future marketing<br />
    • 2. What is social media?<br />Social Media is non-traditional marketing practice of letting others spread a marketing message for you.<br />
    • 3. What qualifies as social media?<br />Blogs - E-Blogger, Wordpress<br />Forums - Yahoo Groups<br />Media - YouTube, Flickr<br />Micro-Blogs - Twitter<br />Reviews - Gear Junkie, Epinions<br />Social Networking - Linked In, MySpace, Facebook<br />Data Organizing/Bookmarking - Digg, Technorini, Wikipedia<br />Co-Created Content – Second Life, My Idea<br />
    • 4. Why would businesses use social media?“One in five tweets is brand-related”<br />External use:<br />PR<br />Credibility (become the expert)<br />Announce sales/product releases<br />Immediate news feed<br />Obtain customer feedback<br />Internal use: <br />Platform for disseminating information to distant or telecommute employees<br />
    • 5. What are the benefits of social media?<br />Establishes credibility / trust<br />Puts a “voice” to the brand<br />Educates consumers<br />Targeted, intimate audience<br />Gain unsolicited endorsements from others<br />Personalized relationship<br />Creates ambassadors <br />Low Cost<br />Stimulates sales<br />
    • 6. What are the downsides of social media?<br />Little control over the message<br />Permanent record<br />Little understood by businesses<br />
    • 7. What should I know before I jump in?50% of Social Media Campaigns Fail<br />Misunderstanding of what social media is and how to use it<br />Controlling content<br />Unwillingness to be transparent (pretending to be something your not)<br />Misleading or lying<br />Unethical behavior (posting own reviews, paid bloggers/tweets)<br />Only talking about self<br />Lack of commitment to posting / follow through<br />Lack of understanding of own customer and corporate culture (interns vs. professionals)<br />
    • 8. What are Ruff Wear’s social media practices?<br />Dog Blog<br />Establish credibility as industry expert<br />Facebook<br />Customer service, consumer research, brand loyalty<br />Twitter<br />News feed, announcements<br />Flickr<br />Build community<br />You Tube <br />Build community, customer service<br />LinkedIn<br />Networking<br />
    • 9. How do I connect with an audience on social media?<br />Subscribe to others blogs/microblogs<br />Reference back <br />Build links / pingbacks<br />Engage those who are already talking about your products/services<br />Engage connectors<br />Polls<br />PPC / Advertising<br />
    • 10. What makes good content?Easy, Interesting, Targeted, Credible<br />Have a platform (stance)<br />Don’t just talk about self<br />Give proprietary info<br />Cater to audience<br />Update regularly<br />Team up <br />Respond to comments<br />Track popular posts<br />Good Keywords<br />Make pages accessible to one-another<br />
    • 11. What is a Blog?“Social Media Articles”<br />Terms to understand:<br />Pingbacks<br />Dashboard<br />Click Through<br />RSS Feed / Subscribe<br />Posts<br />Tags<br />Keywords<br />Referrer<br />Avatar<br />
    • 12. What is Facebook?“Social Media Email”<br />Terms to understand:<br />Page<br />Friend<br />Fan <br />Wall <br />Friend Request<br />Notification<br />Ads<br />
    • 13. What is Twitter?“Social Media Text Messaging”<br />Terms to understand:<br />Tweet<br />Feed<br />RT (Re-tweet)<br />Follow / Followers<br />@name<br />#name<br />Shortlink (tiny URL)<br />Direct Mail<br />Tweet Deck<br /><ul><li>Twit Pic
    • 14. Follow Friday</li></li></ul><li>How can I participate in Ruff Wear’s social media?<br />Blog posts<br />Field Day Reports<br />Sign up at Wordpress.com or give to Amber<br />Join Twitter <br />Retweet our tweets<br />Reference @ruffwearinc<br />Contribute to Facebook<br />Post links, tips, comments on wall<br />Add comments to customer posts<br />Add pictures/video of you and your dog<br />Video Project / Flickr<br />Submit interesting stories, events, pictures, comments<br />
    • 15. What’s in the future for social media?<br />Micro-blogs to replace older forms of media<br />Newspapers<br />Blogs<br />Email<br />Integration of multi-media platforms<br />Computer, television, cell-phone, MP3<br />“Bubbly”<br />Consumer will seek out non-pay-for-play options<br />Increasing popularity of (geographical and like-interest) community-based media<br />Foursquare, Loopt<br />
    • 16. Questions?<br />

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