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Social media presentation
 

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

Social media presentation Social media presentation Presentation Transcript

  • 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”
    Terms to understand:
    Page
    Friend
    Fan
    Wall
    Friend Request
    Notification
    Ads
  • What is Twitter?“Social Media Text Messaging”
    Terms to understand:
    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?