Introduction to Social Media Marketing

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How to get started using social media for marketing and business purposes.

How to get started using social media for marketing and business purposes.

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  • Ask class for their definitions. Make “definition” show up before actual definition. Scalability means handling growth in a structured manner. Before moving on, how many people “like” a company or brand on Facebook? How many follow a company/brand on Twitter. Anyone follow companies on LinkedIn?
  • Looking for a new restaurant, recommendations on a company, I turn to social media. When I love a product/service, I’ll share it via social networks.
  • What do you want to accomplish through social media efforts? Drive sales, build loyalty, create/increase awareness, gain more positive online buzz. Must have goals before you start your SM efforts.
  • Resources means – manpower, time, potentially budget. Many social platforms are free, but using social media for marketing purposes and doing it right is a significant investment.
  • Does your company have proprietary info – law firms, quarterly earnings, patient records/information, etc. Can’t plan for a crisis, but you should be ready. First – create a social media policy if you’re opening up social networks to your employees. Empower them, but make sure they understand and follow guidelines. Who will speak on behalf of company if there is a crisis? How open and transparent can we be without giving away private company information?
  • Chrysler fired the guy who sent this plus the entire social media team at New Media Strategies.
  • Most popular social networks – the big 4. Many brands/companies invest resources time and money into using these channels for marketing purposes. This is where consumers are spending their time. This is where they are finding/sharing information. Number one thing to do is to determine if your customers are online and where they’re spending their time. Then, that’s where you build a presence.
  • Brian Solis and JESS3 created the conversation prism. Version 3.0.
  • Online conversations about companies/brands don’t just touch one part of a company – they touch multiple parts. Ideally, if a company is active in the social space, all these company divisions are working together to make SM marketing work. Takes time/effort/resources to get an entire company, especially a large one, and it’s divisions working seamlessly in the social space.
  • What type of content are your sharing, when will you post, what times of day, what’s your brand voice. Create content schedules. Must have a strategy in place before you start building a presence and using social media for marketing purposes.
  • Build a home base, have social outposts pointing back to your home base. Where do you want people to ultimately end up? Most of the time, it’s back on your website, or a specific landing page designed to do something specific (product sale, ebook, etc.). Then, start being active. It will take time to build a following. Doesn’t happen overnight. More active you are and more you are sharing valuable content/information, being helpful and connecting with people, the quicker you’ll develop your presence.
  • Google Analytics, share of voice, inbound links, mentions on social networks, sentiment, conversions, traffic referrals, offer redemptions, comments/tweets/likes
  • Top measurement strategies for corporate social media programs
  • Engaging customized landing page that tells people WHY to like them on Facebook. They lay it all out there – free tee giveaways every day, the page is all about fun. If you’re a customer, why wouldn’t you “like” the page. Also see how they respond to both good comments and criticisms. Unless comments include profanity or are lies/accusations about employees or execs, bad comments should stay on pages.
  • They talk/respond to people, they have fun trivia questions. They provide contact information. They are real/human. You know you’re talking to a person, not a logo.
  • As an international marketplace, CME Group brings buyers and sellers. Social media acts as a trading floor – where traders connect virtually. Use LinkedIn groups to connect people, 24/7 focus group, build relationships by creating private and targeted convos and discussions, staff training. Twitter serves as a real-time news ticker, also responding/talking to people.
  • This company isn’t using Twitter to talk to anyone else. They are posting mainly about their own company. They are syncing updates directly from Facebook. Not original content, not treating Twitter as its own platform.
  • This company isn’t using Twitter to talk to anyone else. They are posting mainly about their own company. They are syncing updates directly from Facebook. Not original content, not treating Twitter as its own platform.
  • Kenneth Cole sent this seriously offensive tweet related to the riots in Egypt. Horrible idea to relate a world crisis to your company. Not funny at all.
  • Kenneth Cole sent this seriously offensive tweet related to the riots in Egypt. Horrible idea to relate a world crisis to your company. Not funny at all.
  • It’s so easy now to get in front of consumers, current customers and potential customers. The channels are there and the opportunities are endless.
  • ** Talk about this earlier on

Transcript

  • 1. Introduction to Social Media Marketing
  • 2. Why should you care? Nikki Stephan Identity Marketing & Public Relations Social Media Strategist
  • 3. Definition:
    • Social media are media for social
    • interaction, using highly accessible and
    • scalable communication techniques. Social
    • media is the use of Web-based and mobile
    • technologies to turn communication into
    • interactive dialogue.
    • - Wikipedia
  • 4. Definition:
    • Social media are media for social
    • interaction, using highly accessible and
    • scalable communication techniques. Social
    • media is the use of Web-based and mobile
    • technologies to turn communication into
    • interactive dialogue.
    • - Wikipedia
  • 5. Interesting stats for marketers…
  • 6.
    • 78% of Internet users conduct product research online .
  • 7.
    • 57% of businesses have acquired a customer through their company blog .
  • 8.
    • The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years .
  • 9. Social media has changed the way we find, create and share information online.
  • 10. Getting started – what you need to determine...
  • 11. 1. Social media goals
  • 12. 2. Available resources
  • 13. 3. Risk assessment
  • 14. How would you handle an “oops” tweet?
  • 15. 4. Where are your customers spending time online?
  • 16. The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network.
  • 17. Online conversations affect company divisions:
    • Sales
    • Product
    • Support
    • Marketing
    • PR
    • Community
    • Crisis
    • HR
    • Finance
    • * Credit: Brian Solis
  • 18. 5. Map out your strategy (course of action)
  • 19. Website Blog 6. Choose a home base, connect social outposts, build and grow an online presence.
  • 20. 7. Measure your results (refer back to original goals).
  • 21.
    • ROI is a term that’s loosely tossed around
    • (Profit – Investment) Investment
    • Other ways to measure: Google Analytics (website traffic), share of voice, inbound links, sentiment, traffic referrals, offer redemptions, comments/tweets/likes
  • 22.
    • Engagement data (retweets, comments, fans, likes, followers, members) – 66%
    • Sentiment (overall opinion of what people say) – 46%
    • Website traffic – 40%
    • Conversions or leads – 35%
    • Customer satisfaction rates (net promoter, survey satisfaction) – 34%
    • Share of voice or total mentions – 28%
    • Actual product revenue – 22%
    • Other – 10%
  • 23. Who’s doing social media marketing right?
  • 24. Moosejaw Mountaineering
  • 25.  
  • 26. CME Group
  • 27. You’re doing it wrong (and making people upset) if you’re…
  • 28.
    • Just repurposing content from your website or other social networks (can be exceptions for private companies)
    • Only talking about yourself
    • Never responding to questions/criticism
    • Creating pages but not updating them
    • Being unprofessional/rude/offensive
  • 29.  
  • 30. NO
  • 31.  
  • 32. NO
  • 33. To sum it up, social media makes it easy to create and distribute content for marketing purposes.
  • 34.
    • BUT ALWAYS REMEMBER…
  • 35. Conversation trumps broadcasting.
  • 36. Transparency is critical.
  • 37. QUESTIONS?
  • 38.
    • Twitter - @nikkistephan, @identitypr
    • LinkedIn - http://www.linkedin.com/in/nikkistephan
    • Blogs – http://nikkistephan.com,
    • http://identitypr.com/blog
    • Email – nstephan@identitypr.com
    Connect with me:
  • 39. Photo & Source Credits
    • http://www.aismedia.com/social_media_marketing.php
    • http://www.flickr.com/photos/54031162@N00/3156373103/
    • http://www.flickr.com/photos/66727626@N00/1459851746/
    • http://www.theconversationprism.com/
    • http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know
    • http://www.emarketer.com/blog/index.php/9-adults-twitter-monthly-2010
    • http://www.flickr.com/photos/didmyself/4019157830/sizes/l/
    • http://www.flickr.com/photos/69675357@N00/2386772427/
    • http://www.flickr.com/photos/33399095@N00/1320198723/
    • http://www.flickr.com/photos/21342817@N00/530526644/
    • http://www.flickr.com/photos/24844537@N00/337248947/
    • http://www.flickr.com/photos/67395061@N00/408971482/
    • http://www.flickr.com/photos/39513508@N06/4293474325/
    • http://www.flickr.com/photos/62337512@N00/3958637561/
    • http://www.slideshare.net/GasPedal/blog-well-chi-cme-group-ss
    • http://www.flickr.com/photos/56739839@N00/2706107657/
    • http://www.flickr.com/photos/42788859@N00/318947873/
    • http://www.slideshare.net/jeremiah_owyang/career-social-strategist
    • http://www.flickr.com/photos/36383121@N07/4618784892/