Wizard of Social Media The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.
Social media is a conversation online. Look who’s talking: your customers your donors your volunteers your employees your investors your critics your fans your competition....anyone who has internet access and an opinion.
The power to define and control a brandis shifting from corporations and institutions to individuals and communities.
Marketers can effectively use social media by influencing the conversation.
Social media can help you in all stages of marketing, self- promotion, public relations, and customer service: research strategic planning implementation evaluation
KEYS TO SUCCESSo Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
KEYS TO SUCCESS1. Discovery 2. Strategy (people, competition, and (opportunities, objectives) search engines) 4. Execution3. Skills (tools, integration, (identify internal resources policies, and process) and gaps)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
CASE STUDYo YouTubeo MySpaceo Facebooko Twittero EHarmonyo “Digits” (their own online community)o Virtual communities – Second LifeSource: http://www.podtech.net/home/5209/h- block-social-media-programs-success
CASE STUDYLeveraged core goals across all networks: 1. Reinforce their brand as tax experts 2. Deliver on advocacy positioning of the brand 3. Present the brand as being innovativeo Through “unexpected and meaningful interactions with consumers”
CASE STUDYo Be community appropriate and relevant (interacting on Second Life is different than YouTube)o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
KEYS TO SUCCESSo Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
KEYS TO SUCCESSo Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw-ups rise to the top 10 of a Google searcho Admit your mistakes right away
KEYS TO SUCCESSo Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
KEYS TO SUCCESSo Dont shout. Dont broadcast. Don’t brag.o Speak like yourself – not a corporate marketing shill or press secretaryo Personify your brand – give people something they can relate to.
KEYS TO SUCCESSo Think like a contributor, not a marketero Consider what is relevant to the community before contributingo Don’t promote your product on every posto Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESSo Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
KEYS TO SUCCESSo Don’t wait until you have a campaign to launch - start planning and listening nowo Build relationships so they’re ready when you need them
KEYS TO SUCCESSo You need buy in from everyone in the organizationo Convince your CEO that social media is relevant to your organizationo Get your communications team together, discuss the options, then divide and conquer