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Social Media Marketing Basics



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  • file:///Users/claire_zhao_399/Desktop/New%20Media%20Chatter%20»%20Blog%20Archive%20»%20Viral%20Marketing%20vs%20Social%20Media%20Marketing..%20Are%20They%20The%20Same%20Thing%3F.webarchive
  • http://www.mzinga.com/a/pdf/mzingawp-socialmedia_marketers.pdfBlogs provide a mechanism for members to share their thoughts and ideas while also  following the blogs of experts and thought leaders.  The conversational nature and flexibility  of blogs make them ideal for communicating with your customers and prospects, while also  allowing them a channel to provide feedback to you via commenting.     Discussion forums – Forums enable sharing of multiple perspectives on specific topics,  better connecting members both in terms of ideas and personal relationships.  Helping  foster tighter personal relationships means greater participation and engagement.  Forums  are also the “grandfather of social media,” having been in use for decades, and provide a  familiar jumping off point for many new membersVideo and audio sharing – If forums are the grandfather of social media, then podcasts and  video are the “new kids on the block.”  They provide a compelling alternative to text‐based  content and can add a new dimension to your community initiative.  They do, however,  require an additional level of oversight and moderation.  Adding audio and video content  can be a critical component to some marketing community initiatives.   Idea management – This application gives your customers and prospects a voice in your  innovation process.  With simple idea creation, total transparency, and straightforward  voting mechanisms, idea management streamlines innovation and gives you immediate  feedback on your initiatives.      Social profiles – Social profiles provide a way for members to connect socially as well as  professionally, enabling new members to locate expertise within the community. Social  profiles also provide visibility into member challenges, giving your company insights into  potential pitfalls and opportunities before they arise.  As with Facebook, advanced social  profiles allow members to post on each other’s “walls,” update their status, and chat with  one another, creating a more cohesive and personal community experience.     Ratings and rankings – Ratings and rankings are designed to enable members to provide  feedback to other members within the community.  It’s also useful to have member rankings  (and status) corresponding to each member’s level of activity in the community, creating a  hierarchy of membership based on the criteria that’s important to the sponsoring company.     Shared file repository – It’s often necessary to share product documentation and other files  in online communities.  The shared file repository is built to support this requirement. The file library is critical for communities built to support discrete events where presentations,  transcripts, and documentation are an important component of success.    Event chat – This application is designed to provide a way for community members to ask  questions and receive answers from an industry expert or luminary.  The event chat provides  multiple layers of filters and reviews to manage the high volume of questions that typically  flow in during live events.  Event chat is also a fantastic way to gauge member  interest/sentiment around a certain topic.   


  • 1. Social Media Marketing!
  • 2. History of the Internet!
  • 3. 3
    Definition: Internet
    A vast network that connects many independent networks spanning over 170 countries in the world. It links computers of many different types, sizes, and operating systems, and of course, the many people of those countries that use the Internet to communicate.
  • 4. 4
    The Internet didn’t just happen…
    Other inventions in our history had to happen in order for the Internet to be created.
  • 5. 5
    The Development of the Telegraph
    The idea for the telegraph—sending electronic signals across wires—originated in the 1700s.
    Samuel Morse, a New York University professor, presented his version of the telegraph to Congress in 1838.
    Morse built the first telegraph system in 1843 from Washington, D.C. to Baltimore.
    Western Union was the first company to build a transcontinental telegraph line in 1861.
  • 6. 6
    World Changes due to the Telegraph
    Before the telegraph, it took days, weeks, and even months for messages to be sent to a far-flung location.
    After the telegraph cable stretched across the US in the 1850s, a message could be sent in a matter of minutes.
    Politics used to be isolated to
    regions; with the telegraph,
    information seemed to flow
    like water.
  • 7. 7
    The Development of the Radio
    Guglielmo Marconi first developed the idea of a radio, or a wireless telegraph, in the 1890s.
    In 1895, he was able to send a wireless message to a source more than 1 km away.
    In 1897, he received the official British patent for the radio.
    By 1900, there were four competing wireless systems.
  • 8. 8
    Development of the Radio
    More sophisticated messages
    Radio waves transmitted thousands of miles by 1914
    Initially developed for military use in WWI
    1930s called the “Golden Era of Radio”
    Nearly 80% of Americans owned a radio by 1939
  • 9. 9
    World Change Due to the Telephone
    Within 50 yrs of its invention, the telephone became an indispensable tool in the US.
    Many people debated the positive and negative aspects of the telephone
  • 10. 10
    The Development of the Television
    In the 1930s, several broadcast stations began producing television programming.
    Radio companies, such as NBC and CBS, built stations in New York.
    WWII slowed down progress on the television; people and resources were directed to the war.
    By the 1950s, television had replaced radio as the dominant broadcast medium and took over home entertainment.
    In 1946, 8000 U.S. homes had televisions; by 1960, the number increased to 45.7 million.
  • 11. 11
    The Development of the Internet
    The public internet came along after 40 years of television dominance and decades of private internet use and development.
    The key innovators were dozens of scientists whose work covers decades;
    The entrepreneurs were thousands of political leaders, policy makers, technology administrators, government and commercial contractors, and even grassroots organizations.
  • 12. 12
    The Development of the Internet
    In the early 1960s, a group of scientists came up with the ideas that allowed them to individually dream of and eventually come together and create a globally interconnected set of computers through which everyone could quickly and easily access data and programs from any site.
  • 13. 13
    Development of the Internet
    With the possibility of nuclear war with Russia on the horizon, the United States began to focus attention to its vulnerable communications network.
    A change from centralized networks (direct message routes) to decentralized networks (multiple route messaging) began to take place.
    The Defense Advancement Research Project Agency was born in 1958 and began its work on developing ARPANET, a large scaled computer network in order to accelerate knowledge transfer and avoid doubling up of already existing research.
  • 14. Development of the World Wide Web
  • 15. 15
    Development of the World Wide Web
    In 1991, the World Wide Web was developed by Tim Berners-Lee as a way for people to share information.
    The hyper-text format available through his Web made the internet much easier to use because all documents could be seen easily on screen without downloading.
    The first browser software—Mosaic—was introduced by Marc Andreesen in 1993, and it enabled more fluid use of images and graphics online and opened up a new world for internet users.
  • 16. 16
    World Changes Due to the Internet
    After Tim Berners-Lee brought his “WWW” to life in 1990, and Andreesen launched Mosaic in 1993, the Internet had an estimated 16 million users by 1995.
    Individuals all over the world began sharing their interests, hopes and dreams online, and the number of internet users is now nearing one billion.
    The Internet has become a crazy-quilt mix of commercial sites, government information, and incredibly interesting pages built by individuals who want to share their insights.
  • 17. Internet Marketing!
  • 18. What is Internet Marketing?
    The marketing of your products or services over the Internet
    It is also referred to as Web Marketing, Online Marketing, or eMarketing
    An Internet marketing strategy is necessary to effectively compete in today’s business environment
  • 19. Internet Marketing!
    Since 1996, the Internet has captured significant public attention. Exponential growth in Internet hosts and personal computer adoption has led to dramatic increases in online activity. The Internet, and the World Wide Web in particular, has revolutionized the promotion and communication functions of businesses. They empower personal marketing campaigns and one-to-one marketing. Instead of addressing broad audiences through mass media, such as television and radio, businesses are developing personal relationships with their customers. The Internet has multiplied the speed and reach of interactive communications, opening opportunities that were only fantasies two decades ago.
  • 20. What is Social Media Marketing!
  • 21. Social Media Marketing is a Journey!
    Meet people from all over the world!
    It’s a journey to countries all over the world!
    It’s like visiting a country a. spreading out your message!
  • 22. Social Media Marketing…
    Wikipedia says: Social media are primarily internet-and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audios. The interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content or user-generated media.
  • 23. Social media marketing
    SM Marketing relies on the audience to distribute and engage in the dialogue and sometimes the creation of additional content.
    Its about engaging, communicating via a dialogue and interacting with people. More so customers.
    Increasing traffic to a site by links, brand awareness and well attention.
    You pay attention to what your customer/user wants and needs!
    You do this by listening, interacting, chatting.
    One does this by having a presence on social networking sites and channels.
  • 24. How Can Social Media Marketing Help?
    It can help you promote your business by:
    Allowing you to easily manage individual or mass communication
    Assisting you in managing your brand
    Creating and presenting your business identity
    Generating customer trust and loyalty
  • 25. Social media represents a fundamental shift in the way consumers discover, share, and experience the positive and negative attributes of any brand/business…and that goes far beyond “how do I set up and manage a fan page on Facebook?” or “what’s the best way to use Twitter?”
    Social Media Marketing!
    Jason Heller, EVP, Laredo Group
  • 26. Change the Way You Think
    • The world of persuasion has changed. New technologies allow us to combine the power of interpersonal influence with the reach of mass media.
    • 27. To influence human behavior, a change agent must merge three factors into on moment: motivation, ability, and triggers.
    • 28. Facebook and Twitter motivate people, facilitate behavior and trigger actions that create company value.
    Dr. B.J. Fogg, Stanford University
  • 29. Internet Marketing is More Than a Web Site…
    I already havea web site… isn’t that enough?
    Building a web site is a great first step
    Internet Marketing is necessary to generate buzz and traffic
    Traffic generates business
    Business brings profits!
  • 30. A Gas Station in the Forest
    A web site without effective marketing is like building a gas station in the middle of a forest!
  • 31. Marketing Your Web Site
    Traditional Marketing
    Direct Mail
    Internet Marketing
    Video sharing web sites
    Blogs, Micro-blogs
    Social Networks
    Search Advertising
    Direct Email
  • 32. Internet Marketing is More Than a Web Site…
    I already havea web site… isn’t that enough?
    Building a web site is a great first step
    Internet Marketing is necessary to generate buzz and traffic
    Traffic generates business
    Business brings profits!
  • 33. Word-of-Mouth Marketing
    People buy products and services from companies they trust
    People are more likely to trust a friend’s recommendation than to trust an ad
    Positive word-of-mouth increases credibility
  • 34. Web 2.0/Social Media
    What is Web 2.0?
    The 2nd generation of the World Wide Web
    Movement away from static web pages to dynamic web applications
    Web 2.0 sites are Social Media that help us communicate A LOT faster!
    “It’s Word-of-Mouth on steroids!”
  • 35. How Can Social Media Help You?
    It can connect you with customers, vendors, and potential business partners
    Spread the word about your business
    Increase your credibility and relevance on the Internet
  • 36. Where Content is King…
    Social Media is all about:
    Content Delivery – putting it out there
    Content Visibility – letting some people see it
    Content Virality – broadcasting it to EVERYONE!
  • 37. Common social media applications
  • 38. Are You Familiar With These? You Should.
  • 39. The Big Deal over Social Media Marketing Marketing
    Natalie Guse
    Some Statistics!
  • 40. .
    Facebook is used in more than 35 different languages and 170 countries and territories.
    The Big Deal over Social Media Marketing Marketing
    Natalie Guse
    If Facebook was a country it would be the 8th largest country in the world!
    150 million people around the world are now actively using Facebook and almost half of them are using Facebook every day. This includes people in every continent—even Antarctica.
  • 41. The Big Deal over Social Media Marketing Marketing
    Natalie Guse
    • There are 87% more online social media users now than in 2003,
    with 883% more time devoted to those sites.
    • In the past year, time spent on social networking sites has surged 73%.
    • 42. In February 2009, social network usage exceeded web-based e-mail
    usage for the first time:
  • 43. Mind-Blowing Statistics: YouTube
    If YouTube were a country, it would be the third most-populated place in the world.
    20 hours-worth of video is uploaded to the site every single minute.
    According to Youtube themselves, over half of users visit the site at least once a week.
    The #2 largest search engine in the world is YouTube
  • 44. Mind-Blowing Statistics: Facebook
    The site has more than 300 million active users globally.
    The average user has around 120 friends on the site.
    Every single month, more than a billion photos are
    uploaded to the site.
    The fastest growing segment on Facebook is
    55-65 year-old females
  • 45. Mind-Blowing Statistics: Twitter
    Over the past twelve months, Twitter’s year-on-year growth rate has broken the 1000% barrier.
    Tuesday is the most active day for Tweeting, followed by Wednesday and then Friday.
    Reported that 5% of Twitter users account for 75% of all activity and that 72.5% of all users joined in the first 5 months of 2009.
  • 46. Social Media a Fad? Hmm…
    Study on growth of Social media – 75% of Internet
    users involved in Social Media in 2008.
  • 47. 44
    Americans Online by Age
  • 48. 45
    Internet Users by Continent
  • 49. Reason for Social Media Marketing!
    Social Media Marketing Industry Report © 2009 Michael A. Stelzner
  • 50. Common Social Media Platforms!
  • 51. Facebook Growth!
  • 52. Demographics!
  • 53.
  • 54. Internet Users!
  • 55.
  • 56. Why Internet Marketing?
    There are over 220 million Internet users in the United States
    72.5% of the US population is online
  • 57. Social Media Strategies!
  • 58. The Social Technographics™ Ladder
    Publish a blog
    Publish your own Web pages
    Upload video you created
    Upload audio/music you created
    Write articles or stories and post them
    Post ratings/reviews of products/services
    Comment on someone else’s blog
    Contribute to online forums
    Contribute to/edit articles in a wiki
    Use RSS feeds
    Add “tags” to Web pages or photos
    “Vote” for Web sites online
    Maintain profile on a social networking site
    Visit social networking sites
    Read blogs
    Watch video from other users
    Listen to podcasts
    Read online forums
    Read customer ratings/reviews
    None of the above
    The Forrester – and industry-standard – model for measuring use of social media
  • 59. P
    The 4-Step “Social Strategy”
    PeopleAssess your customers’ social activities
    Objectives Decide what you want to accomplish
    StrategyPlan for how relationships with customers will change
    Technology/TacticsDecide which social technologies and tactics to use
  • 60. Blog
    Interact with costumers!
  • 61. Communicate
    • Communicate w/ customers
    • 62. Stay in contact
    • 63. E-Conferences
    • 64. E-Interviews
    • 65. Build own networks
    • 66. Invite your contacts
    • 67. Interact with costumers
    • 68. Example: NING, MEETUP
    • 69. Create public profiles
    • 70. Stay in contact
    • 71. Example: LINKEDIN, XING, FACEBOOK
    • 72. Promote Infomercial
    • 73. Promote Business
    • 74. Publish press releases
    • 75. Example: YOUTUBE
    C I S S
  • 76. Things You Could (Should) Work on
    Social Media Strategy & Planning
    Social network profile setup & management
    Facebook / Twitter specialists
    SEO 2.0 – Social Content Marketing & Optimization
    Social Conversation Marketing
    Online Video Marketing
    Online Reputation Management
    Local search, blended (Universal) search
  • 77. Some Tactics – “Everywhere”
    A Good Title & Description – Make or Break Your Social Media Submission
    Bad: “PDRestoration Water Damage”
    Good: “Water Damage Cleanup Services – Complete In Less Than 24 Hours.”
    “Get The Clean Up Job Done By The Most Trusted Name in the Business: Paul Davis Restoration”
  • 78. Copy & Attention
    Got Milk?
    Where’s the Beef?
    We Try Harder
    Just Do It.
    “Men Wanted – For hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful - honor and recognition in case of success” -- Ernest Shackleton
    AIDA = Attention, Interest, Desire & Action.
    Ask a question
    Tell A Story
    How to, How, Why, Which, Whoelse
  • 79. Old Way – New Way!
  • 80. How To Start “Fishing”: Social Networking
    Who’s buying your services/products?
    Who are the people?
    Twitter, Facebook, LinkedIn, Youtube, Blogs
    What do the buyers crave, what connects you to them
    Break products/services down, create a hook per bite
    Converse naturally: Engage, Relate, Share, Speak with, not at
    “play” with the line, but don’t let it off the hook!
    Cook in stages – Example: Twitter to “hook”, Facebook to “Eat”
    Special offers
  • 81. Local Search Tips – Top Factors
    Add Google/Yahoo local business listing with the address in the city being searched.
    Ensure citations from major data providers, such as infoUSA, Localeze, and Internet yellow pages providers.
    Associate your local business listing in the proper categories.
    Include a claimed, verified local business listing with Google/Yahoo.
    Include product/service keywords in the title of your local business listing.
    Tip: Getlisted.org
  • 82. Local Search Tips: 20 IYP Ranking Providers
    TOP 10 – “B”
    TOP 10 – “A”
    Yahoo Local
    • Study from August 2009, Andrew Shotland
    • 83. City + Category Searches (“San Diego Water Cleanup”)
    • 84. 20 top YP headings found in Google
    • 85. Varied categories
    • 86. Cities across the US
  • Social Media Ground Rules
    • Tell me don’t sell me
    • 87. Conversation preferred over dialogue
    • 88. Add to the conversation, don’t just sell
    • 89. Open, honest companies
    • 90. Marketers are no longer the sole proprietors of content
    • 91. You are now a facilitator of conversation and communities
    • 92. Think of your brand as a larger, ongoing narrative that you co-create with your community members
  • The Power of Social Media
    • The ability to engage customers in conversation
    • 93. Build platforms for innovation
    • 94. Product development
    • 95. Message development
    • 96. Market strategies
    • 97. Cause marketing
    • 98. Customer service
    • 99. Direct marketing
    • 100. WoM Marketing
  • Facebook Tactics
    Join a Group
    Use search feature to reach out to targets
    Questions & Answers (also big on LinkedIn)
    Fan Pages
    Custom Business URL & Personal URL
    Email invites (more viewed than reg. email)
    More Personal Than Twitter
  • 101. Facebook
    What is it?
    Facebook is a social networking web site where users can join networks organized by city, workplace, school, and region to connect and interact with other people
    Why use it?
    Create a customizable presence for your business and connect with your customers on a more personal level
    How to use it?
    Go to Facebook.com and create a page for your business, advertise your Facebook page and grow your connections
  • 102. www.facebook.com
  • 103. Twitter Tactics
    Schedule time to research posts for the week
    Use Tweetlater.com to schedule posts
    Auto-direct message to useful information
    Auto-Follow and send additional information
    Track activity with budurl.com
    Use Twitter to send feeds into FB, others
    Use “cloaked” links 5% of the time. It’s about “them”, not you.
  • 104. Twitter
    What is it?
    Twitter is a service to communicate and stay connected through the exchange of quick, micro-messages
    Why use it?
    Communicate with your customers about events, promotions, special offers, and more
    How to use it?
    Go to Twitter.com and create a free account, grow your list of “followers” and start communicating with them via “Tweets”
  • 105. Tweeter Tips
    Lurk, Learn and Leverage
    Not broadcast, approach like a conversation
    Speak the same language as your audience
    Grow organically
    People have personality, companies don’t. Balance between personality and professionalism
    Follow people back
    www.ft.com, 7/21/09
  • 106. www.twitter.com
  • 107. Yelp
    What is it?
    Yelp is a social networking site that allows users to provide their reviews and opinions on restaurants, stores, and other businesses
    Why use it?
    Monitor your customer feedback and keep your business details up to date
    How to use it?
    Go to Yelp.com and look up your business to see what people are saying about you, use the user feedback to improve your business
  • 108. www.yelp.com
  • 109. YouTube
    What is it?
    YouTube is a video sharing web site where users can upload, view and share video clips
    Why use it?
    Upload videos about your products or services and embed your videos in your web site
    How to use it?
    Go to YouTube.com and sign up for a free account, start uploading videos and advertising your YouTube channel
  • 110. www.youtube.com
  • 111. Why Google’s Algo Can Help Social Media
  • 112. Ranking Factors: Youtube (suggested)
    Usage of core keywords
    How community/social driven the video is
    The title and description of the video, as well as the usage of keywords, links and tags in the description
    View counts and frequency
    The video’s user ratings
    How often the video is shared and favorite’d
    How often the video is added to playlists/what playlists it’s on
    How often the video is flagged
    The number of comments the video’s received and how often it’s thumbed up/down
    Whether the video comes from an authority channel (like a site that gets a “one box” result)
    The amount and types of links pointing at the video
    How many times the video’s been embedded
    How many video responses (if any) the video has received
    The number of subscribers/channel views
    Whether you’re using paid search to promote your video (you can use paid search advertising for a short burst of awareness)
  • 113. New Things Going On!
    Automatic Social Creation Tools & Help
    Setup & Profile Productivity
    Local Search
    and more…
    Online portal & resources, PDR
    Updated Web Templates
    New Pages, Press Releases, Content, Blog
  • 114. The Social Media Landscape
  • 115. Tips for Using Social Media
    Start out small
    Clearly define your marketing objectives
    Select your target market
    Assess your capabilities and know-how
    Execute your online strategy
    Measure your effectiveness
    Most importantly, experiment!
  • 116. Social Media Disclaimer
    There is no silver bullet!
    Not all online strategies will be effective for all business types
    It is up to you as the marketer to determine the appropriate marketing channels and to constantly measure their effectiveness
  • 117. Social Media Pays! !
  • 118. Social Media Pays
    • Companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period
    • 119. Engaged companies:
    • 120. Have dedicated teams
    • 121. Have buy-in, support, cooperation across organization
    • 122. Embrace conversational mode
  • 123. Measure It
  • Social Media Adoption Stats
    Association of National Advertisers, BtoB Magazine, and Mktg survey results
    60% of marketers have used SM in 2009 vs. 20% in 2007
    50% employed viral videos vs. 25% in 2007
    Facebook – 74%; YouTube – 65%; Twitter – 65%; LinkedIn – 60%
    www.adweek.com, 08/03/09
  • 132. Getting Buy-in for Social Media
    • Speak in terms your boss understands
    • 133. Tie proposed efforts back to metrics you’re already tracking
    • 134. Show how social media will affect the bottom line
    • 135. Show what customers are currently saying about your company
    • 136. Show what the competition is doing
    • 137. Be prepared to counter objections before you set the meeting
    MarketingProfs.com, 7/14/09
  • 138. Any Questions?