So, You Want a Social Media Strategy? How to Use Social Media to: Talk to the right people Build brand awareness Promote your business Michelle Shildkret firstname.lastname@example.org @miishi
Why Social Media? There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting daily To reach 50 million people, it took… Radio 38 years. TV 13 years. The Internet 4 years. The iPod 3 years. Facebook added 100 million users in less than 9 months. 1 out of 8 couples married in the US last year met via social media By 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social network More than 1.5 million pieces of content are shared on Facebook daily Social media has overtaken porn as the #1 activity on the web iPod application downloads hit 1 billion in 9 months 34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendations YouTube has over 100,000,000 videos Ashton Kutcher and Ellen DeGeneres have more followers than the entire populations of Ireland Norway and Panama If Facebook were a country, it would be the 4th largest.
OK! I GET it! Everyone is hanging out in “social media”. What do I do to reach them?
Lets make a Facebook page RIGHT NOW! Awesome! I’ll sign us up on Twitter!
Social Media is more than just Facebook and Twitter
Slow down You need to answer a few questions first: Who do I want to reach/talk to? What are they interested in? Where do they hang out online? How do I take the cool stuff I have to share and use it to get involved in their conversations? How do I do it without looking like a marketing twat?
Step 1: Listen and Learn Social media = tools that facilitate conversations Understand what people are already talking about so you can figure out how to best get involved Choose the right keywords Some tools to get you started: Google Blogger Alerts Alltop Twitter Search Be specific and optimize
Step 2: Get Ready Now it’s time to figure out the communications plan Set guidelines Define your target Define your strategy Don’t go overboard Figure out how you’ll measure success
Step 3: Say Hi This is the fun part! Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable content Make sure all activity furthers dialogue and builds relationships Stick your strategy Plan ahead
Step 4: Get Offline Social media is no replacement for face-to-face interaction Use events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online community This can be one-on-one or en masse, formal or totally casual
Step 5: Measure How You’re Doing Measuring social media success begins by asking more questions: Did we learn something about our target that we didn’t know before? Did they learn something about us? Were weable to engage in new dialogue? What am I doing with the information I’m learning? Some free tools you can use: Trendpedia (blogs) Facebook analytics Twitter Grader / Twitalyzer
Social Media Party Guidelines Don’t just show up Bring gifts It’s a party – talk to everyone Make friends Make plans
Good Content Builds Buzz Communications Content Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identities Blogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM and community management Online Word of Mouth Offer Value
Let’s Summarize Social media is a powerful tool- its not just Facebook You can use social media to understand what your audience thinks about you and how you can make yourself stronger You can use these channels to talk to influencers who might ignore you otherwise But you have to talk WITH them, not at them And make a plan so you know how to go
How do you make that plan? Answer these questions, and you’ll be on your way
They’re aware of me, but there’s no give and take
They love me! They’re doing things to promote me, yes!
I’m Michelle Shildkret I used to be an Industrial Designer Now I am the Head of Social Media and Digital Comms for Cake Group I love good food, my dog Waffle, running, travel and discovering new things You can find me online here: For conversational tidbits- Twitter: @miishi For things that make me laugh- Tumblr blog: http://miishi.tumblr.com For my credentials- LinkedIn: http://linkedin.com/miishi