Social Media Marketing<br />
FSC Interactive<br />
Andy Kutcher<br />
What is Social Media?<br />
But, What is Social Media?<br />Social Media is any online or mobile network that allows people to congregate, share and c...
Why Should I Use Social Media<br />
Facebook: Social Networking Site that allows for open communication between people and brands.<br />800+ Million Active Us...
Flickr: A Social Networking site that allows anyone to upload photo or video and organize into albums.<br />10.9 Million U...
Consumer reviews are significantly more trusted -- nearly 12 times more --than descriptions that come from manufacturers<b...
53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intenti...
78% of companies said they use Facebook, Twitter, and other sites to conduct research, improve customer service, push mark...
Let’s Get Started!<br />How to Develop your Social Media Strategy<br />
What are your Goals?<br />
What are your Goals?<br />Specific <br />Measurable<br />Realistic<br />I want to increase traffic to my website by 10%<br...
Who is your Audience?<br /><ul><li>Age, Race, Gender
How do they talk to you
How do they talk to each other
What is the best way to reach them</li></li></ul><li>
What (and who) are your Resources?<br />In-house vs. Outsourced<br />Team Size<br />Available Time<br />Accountability<br />
What Channels should you use?<br />
The Four “C’s” of Social Media<br />No matter what platforms you choose, these four things will keep your strategy moving ...
Customization<br />Consistency<br />Community<br />Content<br />
We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help use...
What to Post<br />News About Your Business <br />Blog Posts and Press Releases<br />Upcoming Events<br />Promotions<br />P...
“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every pi...
Consistency<br />
Create a Schedule(and stick to it!)<br />
Customization<br />You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT!<br />- James Bond, Tom...
com·mu·ni·ty<br />   /kəˈmyunɪti/ noun, plural -ties. <br /> a social, religious, occupational, or other group sharing com...
Anyone you interact with, even if only one time, is a part of your community<br />http://www.coolinfographics.com/blog/201...
What Else Should I Do?<br />Good Question!<br />
It’s Ok to Eavesdrop!<br />
Google Alerts <br />
Social Mention<br />
Open Book<br />
www.search.twitter.com“search term” near:zipcode<br />
TweetBeep<br />
Topsy<br />
Let’s Talk Specifics<br />Facebook<br />Twitter<br />YouTube<br />LinkedIn<br />
The ‘book<br />
Facebook tops Google for weekly traffic in the US.<br />
Using Facebook as a Brand<br />Engaging on Facebook as a Page<br />Customizing Your Page<br />Growing your Community throu...
Being Your Brand on Facebook<br />
Engage With Things You Like<br />
Share Your Favorite Content<br />
Customize Your Page <br />
Page Settings<br />
Cross Promote Your Partners<br />
Facebook Deals<br />
Customized Tab<br />
Reach Your Audience Through Ads<br />
Facebook Ads<br />
For Example…<br />In Louisiana, who like:<br /><ul><li>N.O. Saints: 258,360
Cooking: 78,520
Shopping: 149,040
Travel: 75,780</li></ul>In Louisiana, who are:<br /><ul><li>Married: 531,200
Engaged: 50,400
Single: 272,880
College Graduates: 423,760</li></li></ul><li>Real Life Examples<br />Situation: Need to Drive Traffic to the New Orleans S...
Measuring Success with Insights<br />
There are more people on Twitter than the population of Sweden, Israel, Switzerland or Norway<br />
Using Twitter as a Brand<br />Speaking the Language<br />Why Twitter Matters<br />Using Twitter Lists<br />Measuring Succe...
Cocktail Party Rules of Engagement<br />
Cocktail Party Rules of Engagement<br />Don’t talk all about yourself<br />Find the people who interest you<br />Try to ad...
Speaking the language<br />RT @fscnola hosting a #socialmedia101 training session this morning!<br />
Twitter Translator<br />
Replies<br />@ denotes a tweet sent to another Twitter user.<br />@TiffanyStarnes see you in the park tonight!<br />
Retweet<br />Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good...
Direct Message<br />DM is a private message that you can only send to those who follow you.<br />D Adeletiblier Here’s my ...
Hashtag<br /># makes a term into a keyword that is searchable, also used to imply sarcasm or humor<br />@tiffanystarnes is...
Why Twitter Matters<br />
Twitter Can be Used For…<br />PR<br />Crisis Communication<br />Customer Feedback<br />Achieving Goals<br />Customer Relat...
Manage(on your computer)<br />
Manage(on the go)<br />
Beauty in Brevity<br />
Measuring Success on Twitter<br />
Success = ____________?<br />“A leader has to be positive about all things that happen to his team. Look at nothing in the...
Bit.ly<br />
Who.Unfollowed.Me<br />
TweetStats<br />
Measuring Success on Twitter<br />ReTweetist- Allows you to discover trends, popular topics and popular people by tracking...
YouTube<br />
There are more than 3 billion views of YouTube videos everyday<br />
Using YouTube as a Brand<br />Popular Content <br />Customizing Your Channel<br />Adding Other Videos<br />Measuring Succe...
Popular Content<br />
How-To Videos<br />
Behind The Scenes <br />
Professional Videos<br />
Keep it Short. <br />
Customize Your Channel<br />
Make Your YouTube Channel all About You!<br />
Tag Videos & Create Playlists<br />
Search Optimization<br />
Adding Other Videos<br />
Find Other Channels Like Yours<br />
And…Comment!(with keywords!)<br />
And…Subscribe!<br />
How Do I Know if it’s Working?<br />
YouTube Insights<br />
Who Do You Know?<br />Who Do THEY Know?<br />Who Are You Trying to Reach?<br />How Do You Expand Your Network?<br />How Do...
Using LinkedIn as a Professional<br />Your Profile<br />Getting Connected <br />Own YOUR Brand<br />Your Company Page<br />
Your Profile<br />
First, Let’s Talk About ME.<br />COMPLETE your Profile…<br /><ul><li> Add Your Picture
 Include ALL job history
 Ask For and Make Recommendations
 Optimize EVERYTHING
 Job Titles
 Updates
 Summary</li></li></ul><li>Getting Connected<br />
Who Do You Know? <br />
- Always personalize requests!<br />- Include an introduction and why you would like to connect<br />- Forward your profil...
Expand Your Network<br />Join Groups & Organizations<br />Some are open and others require invitation<br />Seek Profession...
Updates Keep you Updated<br />
Owning YOUR Brand<br />
Position Yourself as a Pro<br />Questions and Answers<br />- Search open questions <br />- Offer your expert opinion<br />...
Your Company Page<br />
Companies can have a Presence, Too!<br />
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  • Network Statistics. One intro away from 32K professionals
  • Seedco october 12 2011

    1. 1. Social Media Marketing<br />
    2. 2. FSC Interactive<br />
    3. 3. Andy Kutcher<br />
    4. 4. What is Social Media?<br />
    5. 5. But, What is Social Media?<br />Social Media is any online or mobile network that allows people to congregate, share and communicate. It’s a party….<br /> online<br />
    6. 6.
    7. 7. Why Should I Use Social Media<br />
    8. 8.
    9. 9. Facebook: Social Networking Site that allows for open communication between people and brands.<br />800+ Million Active Users<br />46% of Facebook users are 25-44 years old<br />81% of Facebook users have some level of higher education<br />Twitter: A Social Networking and Microblogging site that allows for open, public communication in 140 characters or less.<br />Over 200 Million Users<br />57% of Twitter users are 25-44 years old<br />37% of Twitter users have a Bachelors Degree, at least<br />YouTube: A video sharing website, owned by Google. The second largest search engine on the web.<br />Over 3 Billion Videos Viewed Daily<br />Average age of YouTube is 27 with 20% being 35+<br />78% of YouTube users have some level of higher education<br />
    10. 10. Flickr: A Social Networking site that allows anyone to upload photo or video and organize into albums.<br />10.9 Million Unique Visitors Daily <br />Average age of Flickr is 25-45<br />Over 6 Billion Images Live on Flickr<br />Review Sites: A Social Networking site that allows to customer reviews<br />61% of people rely on user reviews for product information or research before a buying decision is made<br />Google Places, Yelp, Urban Spoon, BBB, Angie’s List, etc.<br />LinkedIn: A Social Networking site for business professionals.<br />More than 120 Million Members<br />Average age of LinkedIn is 25-54<br />LinkedIn is used by 69 of the Fortune 100 Companies<br />
    11. 11. Consumer reviews are significantly more trusted -- nearly 12 times more --than descriptions that come from manufacturers<br />survey of US mom Internet users by online video review site EXPO.<br />
    12. 12. 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product.<br />(ROI Research for Performance, June 2010)<br />
    13. 13. 78% of companies said they use Facebook, Twitter, and other sites to conduct research, improve customer service, push marketing and PR initiatives, and ultimately boost sales.<br />(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)<br />
    14. 14. Let’s Get Started!<br />How to Develop your Social Media Strategy<br />
    15. 15. What are your Goals?<br />
    16. 16. What are your Goals?<br />Specific <br />Measurable<br />Realistic<br />I want to increase traffic to my website by 10%<br />We want a monthly average of 70 interactions on Facebook<br />I want 20 new Followers on Twitter every Month <br />
    17. 17.
    18. 18. Who is your Audience?<br /><ul><li>Age, Race, Gender
    19. 19. How do they talk to you
    20. 20. How do they talk to each other
    21. 21. What is the best way to reach them</li></li></ul><li>
    22. 22. What (and who) are your Resources?<br />In-house vs. Outsourced<br />Team Size<br />Available Time<br />Accountability<br />
    23. 23.
    24. 24. What Channels should you use?<br />
    25. 25. The Four “C’s” of Social Media<br />No matter what platforms you choose, these four things will keep your strategy moving in the right direction<br />
    26. 26. Customization<br />Consistency<br />Community<br />Content<br />
    27. 27. We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help user access and allow for advertising placement. <br />– Tom Curley, CEO of The Associated Press <br />Content<br />
    28. 28. What to Post<br />News About Your Business <br />Blog Posts and Press Releases<br />Upcoming Events<br />Promotions<br />Photos<br />Information About Your Business<br />Quotes<br />…Just About Anything!<br />
    29. 29. “Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”<br />- John Jakes, author<br />
    30. 30. Consistency<br />
    31. 31.
    32. 32. Create a Schedule(and stick to it!)<br />
    33. 33. Customization<br />You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT!<br />- James Bond, Tomorrow Never Dies<br />
    34. 34. com·mu·ni·ty<br />   /kəˈmyunɪti/ noun, plural -ties. <br /> a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists<br />Community<br />
    35. 35. Anyone you interact with, even if only one time, is a part of your community<br />http://www.coolinfographics.com/blog/2010/10/14/map-of-online-communities-2.html<br />
    36. 36. What Else Should I Do?<br />Good Question!<br />
    37. 37. It’s Ok to Eavesdrop!<br />
    38. 38. Google Alerts <br />
    39. 39. Social Mention<br />
    40. 40. Open Book<br />
    41. 41. www.search.twitter.com“search term” near:zipcode<br />
    42. 42. TweetBeep<br />
    43. 43. Topsy<br />
    44. 44. Let’s Talk Specifics<br />Facebook<br />Twitter<br />YouTube<br />LinkedIn<br />
    45. 45. The ‘book<br />
    46. 46. Facebook tops Google for weekly traffic in the US.<br />
    47. 47. Using Facebook as a Brand<br />Engaging on Facebook as a Page<br />Customizing Your Page<br />Growing your Community through Targeted Ads<br />Measuring Success with Insights<br />
    48. 48. Being Your Brand on Facebook<br />
    49. 49.
    50. 50.
    51. 51.
    52. 52. Engage With Things You Like<br />
    53. 53. Share Your Favorite Content<br />
    54. 54.
    55. 55. Customize Your Page <br />
    56. 56. Page Settings<br />
    57. 57. Cross Promote Your Partners<br />
    58. 58. Facebook Deals<br />
    59. 59. Customized Tab<br />
    60. 60. Reach Your Audience Through Ads<br />
    61. 61. Facebook Ads<br />
    62. 62.
    63. 63.
    64. 64. For Example…<br />In Louisiana, who like:<br /><ul><li>N.O. Saints: 258,360
    65. 65. Cooking: 78,520
    66. 66. Shopping: 149,040
    67. 67. Travel: 75,780</li></ul>In Louisiana, who are:<br /><ul><li>Married: 531,200
    68. 68. Engaged: 50,400
    69. 69. Single: 272,880
    70. 70. College Graduates: 423,760</li></li></ul><li>Real Life Examples<br />Situation: Need to Drive Traffic to the New Orleans Saints Pre-Season Games.<br />Primary Target: Men in Louisiana<br />Secondary Target Demographics: Like New Orleans Saints and Football. Are 21+<br />Situation: Wedding Shop in New Orleans that specializes in high-end, handmade wedding dresses<br />Primary Target: Women in New Orleans, LA<br />Secondary Target Demographics: Engaged, 25+ and College Graduates.<br />
    71. 71. Measuring Success with Insights<br />
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76. There are more people on Twitter than the population of Sweden, Israel, Switzerland or Norway<br />
    77. 77. Using Twitter as a Brand<br />Speaking the Language<br />Why Twitter Matters<br />Using Twitter Lists<br />Measuring Success on Twitter<br />
    78. 78. Cocktail Party Rules of Engagement<br />
    79. 79. Cocktail Party Rules of Engagement<br />Don’t talk all about yourself<br />Find the people who interest you<br />Try to add value to the conversation<br />Follow up with your new friends<br />
    80. 80. Speaking the language<br />RT @fscnola hosting a #socialmedia101 training session this morning!<br />
    81. 81. Twitter Translator<br />
    82. 82. Replies<br />@ denotes a tweet sent to another Twitter user.<br />@TiffanyStarnes see you in the park tonight!<br />
    83. 83. Retweet<br />Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good.<br />RT @andyknola: Help raise money for Tsunami Relief: http://bit.ly/awsjah0<br />
    84. 84. Direct Message<br />DM is a private message that you can only send to those who follow you.<br />D Adeletiblier Here’s my <br />e-mail address andy@fscinteractive.com<br />
    85. 85. Hashtag<br /># makes a term into a keyword that is searchable, also used to imply sarcasm or humor<br />@tiffanystarnes is speaking in tongues at #socialsummit<br />@nolamaven @AmieSaint @glamourstar this makes me weep for America. #mariahcareybabynames <br />
    86. 86. Why Twitter Matters<br />
    87. 87. Twitter Can be Used For…<br />PR<br />Crisis Communication<br />Customer Feedback<br />Achieving Goals<br />Customer Relations<br />Recruitment <br />Sales<br />Driving Traffic<br />
    88. 88. Manage(on your computer)<br />
    89. 89. Manage(on the go)<br />
    90. 90. Beauty in Brevity<br />
    91. 91. Measuring Success on Twitter<br />
    92. 92. Success = ____________?<br />“A leader has to be positive about all things that happen to his team. Look at nothing in the past as failure.”<br />- Coach Mike Krzyzewski<br />
    93. 93. Bit.ly<br />
    94. 94. Who.Unfollowed.Me<br />
    95. 95. TweetStats<br />
    96. 96. Measuring Success on Twitter<br />ReTweetist- Allows you to discover trends, popular topics and popular people by tracking Retweets (RTs) across Twitter. <br />http://retweetist.com/<br />Twitalyzer- Twitter's most popular measurement solution for business and personal users, focusing on influence, impact and engagement. <br />http://www.twitalyzer.com<br />BackTweets- Get a comprehensive understanding of how your content is shared on Twitter, including tweet graphs, reach & impressions stats, influencer lists and more! http://backtweets.com/<br />TwitterCounter – Allows you to review your friends and follower growth by week, month or 3-month intervals. You can also compare your growth to competitors. http://twittercounter.com<br />OneForty – All of the latest and greatest online and social media tools. http://oneforty.com/category/Analytics<br />
    97. 97. YouTube<br />
    98. 98. There are more than 3 billion views of YouTube videos everyday<br />
    99. 99. Using YouTube as a Brand<br />Popular Content <br />Customizing Your Channel<br />Adding Other Videos<br />Measuring Success with Insights<br />
    100. 100. Popular Content<br />
    101. 101. How-To Videos<br />
    102. 102. Behind The Scenes <br />
    103. 103. Professional Videos<br />
    104. 104. Keep it Short. <br />
    105. 105. Customize Your Channel<br />
    106. 106. Make Your YouTube Channel all About You!<br />
    107. 107. Tag Videos & Create Playlists<br />
    108. 108. Search Optimization<br />
    109. 109. Adding Other Videos<br />
    110. 110. Find Other Channels Like Yours<br />
    111. 111. And…Comment!(with keywords!)<br />
    112. 112. And…Subscribe!<br />
    113. 113.
    114. 114. How Do I Know if it’s Working?<br />
    115. 115. YouTube Insights<br />
    116. 116.
    117. 117.
    118. 118. Who Do You Know?<br />Who Do THEY Know?<br />Who Are You Trying to Reach?<br />How Do You Expand Your Network?<br />How Do You Set Yourself Apart?<br />What is Linked In?<br />
    119. 119. Using LinkedIn as a Professional<br />Your Profile<br />Getting Connected <br />Own YOUR Brand<br />Your Company Page<br />
    120. 120. Your Profile<br />
    121. 121. First, Let’s Talk About ME.<br />COMPLETE your Profile…<br /><ul><li> Add Your Picture
    122. 122. Include ALL job history
    123. 123. Ask For and Make Recommendations
    124. 124. Optimize EVERYTHING
    125. 125. Job Titles
    126. 126. Updates
    127. 127. Summary</li></li></ul><li>Getting Connected<br />
    128. 128. Who Do You Know? <br />
    129. 129. - Always personalize requests!<br />- Include an introduction and why you would like to connect<br />- Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST<br />Who Do They Know?<br />
    130. 130. Expand Your Network<br />Join Groups & Organizations<br />Some are open and others require invitation<br />Seek Professional Organizations <br />Seek with Potential Customers<br />
    131. 131. Updates Keep you Updated<br />
    132. 132. Owning YOUR Brand<br />
    133. 133. Position Yourself as a Pro<br />Questions and Answers<br />- Search open questions <br />- Offer your expert opinion<br /><ul><li> Don’t know the answer, share it with someone who might</li></li></ul><li>Get Recommendations<br />Recommendations<br /><ul><li> Give to receive…. recommend former coworkers, employers and employees</li></ul>- Ask them to reciprocate<br />- Not so glowing, you can hide it<br />
    134. 134. Your Company Page<br />
    135. 135. Companies can have a Presence, Too!<br />
    136. 136. Brand Overview, Recruitment and Services<br />
    137. 137. Linking it all Together<br />
    138. 138. Share Whatchya Got<br />
    139. 139. Print Materials<br />
    140. 140. Email Signature<br />
    141. 141. Website (above the fold!)<br />
    142. 142. TV Ads<br />
    143. 143. Media Buys<br />
    144. 144. Anywhere Relevant <br />
    145. 145. Andy Kutcher<br />E-mail: andy@fscinteractive.com<br />LinkedIn: www.linkedin.com/in/andykutcher<br />Twitter: www.twitter.com/andyknola<br />Facebook: www.facebook.com/andy.kutcher<br />
    146. 146. FSC Interactive<br />1943 Sophie Wright Place<br />New Orleans, LA 70130<br />(504) 894-8011<br />E-mail:<br />training@fscinteractive.com<br />Facebook: www.facebook.com/fscinteractive<br />Twitter: <br />www.twitter.com/fscnola<br />Get More Slides:http://www.slideshare.net/fscnola<br />
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