Boost Yourself With Social Media (by Marjorie Kase)

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Marjorie Kase led discussion on the fundamentals and immense value of social media for business during her presentation to BDPA Los Angeles chapter on April 10, 2010.

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Boost Yourself With Social Media (by Marjorie Kase)

  1. 1. BOOST YOURSELF WITH SOCIAL MEDIA Title Marjorie Kase Co-Founder, MarKyr Media 4/10/2010 © Markyr, Inc. 2010
  2. 2. WHY USE SOCIAL MEDIA? WHY USE SOCIAL MEDIA?
  3. 3. WHY USE SOCIAL MEDIA? Why Use? REASONS • Cost effective • Builds awareness of your product • Builds community around your brand • Builds community at the office • Online reputation management
  4. 4. WHY USE SOCIAL MEDIA? twitter versus facebook MARKET SHARE Why Use - stats • Facebook: 400 million • Twitter: 75 million • LinkedIn: 60 million 58.6% versus 1.8% of social networking market share
  5. 5. WHY USE SOCIAL MEDIA? Benefits BENEFITS • Generate leads • Broaden access to consumers and new demographics • Establish thought leadership • Market research • Better platforms for consumer education • Product development crowd-sourcing • Improve search engine optimization • Extensive traffic and metrics
  6. 6. DefiningDEFINING ADVERTISING ADVERTISING • Make publicity for; try to sell (a product); "The salesman is aggressively pushing the new computer model" wordnetweb.princeton.edu/perl/webwn • Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. en.wikipedia.org/wiki/Advertise • Advertising - A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. 
www.nadbank.com/en/resource/glossary • Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 
www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/gloss.shtml AGGRESSIVE, PUSH, PAID, MEDIATED, NON-PERSONAL
  7. 7. DEFINING SOCIAL MEDIA • Social media is content created by people using highly accessible and scalable publishing technologies. http://en.wikipedia.org/wiki/Social_media Defining • A category of sites that is based on user participation and user- generated content…sites that are centered on user interaction. SOCIAL MEDIA www.searchenginewatch.com/define • Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. www.tvb.org/multiplatform/Multiplatform_Glossary.aspx • Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc) www.bottlepr.co.uk/glossary.html ACCESSIBLE, SCALABLE, PARTICIPATION, INTERACTION, SHARE OPINIONS
  8. 8. Cult Title The Cult of Personality vs. The Cult of Conversation
  9. 9. CULT OF PERSONALITY early ROOTS Cult of personality early roots ASPIRATIONAL, IMAGE-DRIVEN, TOP-DOWN
  10. 10. CULT OF PERSONALITY 80s - PRESENT Cult of personality 80s CELEBRITY BRAND AMBASSADORS
  11. 11. CULT OF CONVERSATION Cult of Convo new BRAND AMBASSADORS the - new Brand Ambass AUTHENTIC, ACCESSIBLE, RELATABLE, TRACKABLE
  12. 12. Cult of Convo - CULT OF CONVERSATION BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY PEPSI speaks
  13. 13. BEST PRACTICES BEST PRACTICES
  14. 14. SETUP Building Strategy BUILDING YOUR STRATEGY DETERMINING CONSIDERATIONS YOUR GOALS • Long Term/Short Term • Available Resources • Monetary • Potential Road Blocks • Fans/Followers • Site Preferences • Community • Other Questions/Issues • Branding • Messaging
  15. 15. Core Values CORE VALUES OF SOCIAL MEDIA • Authenticity • Transparency • Community Building • Engagement • Participation
  16. 16. BEST PRACTICES The 3 C's THE THREE C's • Listen • Participate In the Conversation Conversation • Engage Your Audience • Build Community Community Connection
  17. 17. FACEBOOK CASE STUDY FACEBOOK CASE STUDY DELL vs. HP
  18. 18. Casestudy: DELL case Study: Dell Encouraging fans to “step into” their community and “join the conversation”
  19. 19. Casestudy: DELL case Study: Dell Missing opportunity for conversation with fans Ignoring complaints
  20. 20. Casestudy: DELL case Study: Dell “why such HORRIBLE HORRIBLE customer service?” “Please, Dell Support?”
  21. 21. Casestudy: DELL case Study: Dell “I think I've spoken to about 20 different reps, been hung up on 3x, been called a liar...it's a nightmare. The last guy told me he was throwing my laptop in the trash and I would never see it again.” “If I were to treat my customers the way DELL has treated me, I am confident that I would not be in business as we speak. Good luck to everyone with their Dell woes. Chin up, everyone. If nothing else, if we all post our disgust, it WILL have a negative impact on DELL, and we just might be able to save other innocent victims from making the costly mistake of investing in Dell.” “I swear, I will NEVER buy another thing from Dell.”
  22. 22. Case Study: Dell case study: DELL Conversation Connection Community
  23. 23. Join study: HP case HP Encourages fans to join the “Customer Support” conversation
  24. 24. Conversation: case study: HP HP on Facebook Conversation “A Face and a Name! Officially Introducing Your HP Facebook Community Contact.
My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company an…” Thank you everyone for your warm welcome! Mostafa, I don't have finite details just yet …If you're looking for an immediate buy - let me see what I can find out tomorrow when I get back in the office about our upcoming deals for this week.
  25. 25. Community: case study: HP HP on Facebook “go with 64bit, esply if Community you have your laptop/pc purchased this year, it's definitely worth the change.” “Compared to the gap between xp and vista. The distance between Vista and windows 7 is not enough for me to change software. Well, At least not at the moment.” “yeah... am very excited abt the same.... am sure it will do a lot better than Vista…”
  26. 26. Connection: HP on case study: HP Facebook Connection “HP has been listening to your valued comments and feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…”
  27. 27. Wrap-up HP HP case study: Conversation Connection Community
  28. 28. HOW DO YOU KNOW? HOW DO YOU KNOW IF YOU ARE GETTING IT RIGHT?
  29. 29. DEFINING Social Personality THE SOCIAL PERSONALITY
  30. 30. BEST PRACTICES Conversation CONVERSATION ASK YOURSELF: • Are you "listening" to your audience? • Are you addressing their issues? • Are you offering value in your conversation with them? • What are you doing with their feedback? • Are you giving them what they want?
  31. 31. BEST PRACTICES Connection CONNECTION ASK YOURSELF: • Am I providing my readers with content they WANT to see? • Am I responding to wall posts and tweets that mention my name or brand? • What DOES my audience want from me? • Do I acknowledge the good works of my fans? • What am I doing to truly CONNECT with people?
  32. 32. BEST PRACTICES Community COMMUNITY ASK YOURSELF: • What have I done to create a sense of community with my fans/followers? • Do I support my community with special events, deals or education? • Does my community feel I provide value?
  33. 33. Summary of Points • Facebook, Twitter, Flickr and YouTube provide extensive tools for customer service, SEO, and market research and tracking and metrics that can assist you in product development and sales Wrap up • The Cult of Personality versus the Cult of Conversation concept has transformed the way we reach out to customers • Social Media allows companies to develop relationships with customers that result in long-term brand loyalty • Using the 3 C's: Community, Conversation, and Connection are requisites for results-driven Social Media campaigns
  34. 34. BRAINSTORM How can we apply these concepts to your overall Social Media strategy? • Brand Messaging • Verticals/Niche Markets • Target Demo
  35. 35. Bio - Marjorie ABOUT Marjorie Kase Kase Co-Founder of MarKyr Media Marjorie Kase holds close to 15 years experience in online marketing, publicity, and content production in the entertainment and tech space. Prior to co-founding Markyr Media, Marjorie founded Blogger Reps, a Blogger About MarKyr Relations firm located in San Francisco and Los Angeles, working with clients such as Fast Company, FX Networks and eSmart Tax. The Blogger Reps Network, comprised of top entertainment and tech sites, possesses a collective reach of over 44 million unique monthly visitors and 420 million monthly page views. Marjorie was the Managing Editor of TV with MeeVee, where she oversaw editorial and marketing efforts, blogger relations, TV network relations, and red carpet reporting. She has also held promotions project management positions at Yahoo, Red Bull GmbH, and Yoyodyne Entertainment. Marjorie holds a B.A. in American History and Film from Oberlin College, and an M.A. in Media Studies from the University of Texas at Austin. She has guest lectured at UCLA, USC, and UT Austin and has spoken at a number of social media conferences including, BlogWorld Expo, BloggerCon, the 2009 Women in Technology International (WITI) Social Media Conference and will be presenting at SXSW Interactive 2010.
  36. 36. About Markyr ABOUT MARKYR MEDIA About MarKyr Based in Los Angeles, MarKyr Media is a Social Media consulting firm that provides leading-edge Social Media services for the Tech, Entertainment, and Consumer Product industries. MarKyr’s services include Social Media Strategy, Coaching, Education, Consulting, and Social Profile Design. Our extensive experience in Social Media and core values of community, radical transparency, innovation, and education are what drives the firm’s unique ability to deliver customized solutions that are authentic and results- driven.
  37. 37. Contact Markyr CONTACT MARJORIE KASE marjorie@markyr.com About MarKyr http://www.markyr.com skype: marjoriekase twitter: @marjoriekase facebook: http://www.facebook.com/marjoriekase linkedin: http://www.linkedin.com/in/marjoriekase

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