How To Rock Your Social Media Strategy Like Elvis

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Presentation made by Gail Kent at Local Marketing Expo in Virginia Beach, VA, on Sept. 29, 2010.

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How To Rock Your Social Media Strategy Like Elvis

  1. 1. How to Rock Your Social Media Strategy Like Elvis<br />And Convert Screaming Fans to Loyal Customers!<br />
  2. 2. “Wise men say: Fools rush in . . .”<br />Unless you’re Elvis, just showing up on SM is no longer enough:<br />
  3. 3. Look at your competition!<br />350m on Facebook – 50% log in daily<br />75m Twitter accounts<br />50m LinkedIn members<br />4bn images on Flickr<br />14m articles on Wikipedia<br />1bn videos on YouTube<br />126m blogs <br />
  4. 4. It is NOT free or cheap because the tools are free or cheap. You’ll need some combination:<br />Training<br />Dedicated staff<br />Graphic artist, web designer or agency<br />PR consultant or agency <br />IT staffing or consultant<br />SM advertising (direct cost)<br />Investment: $25-100K/year<br />
  5. 5. “ . . . I can’t help falling in love . . .”<br />DON’T fall in love with the tools. <br />
  6. 6. If your strategy is focused on the tools, you don’t have a strategy.<br />Technology changes – remember: Netscape, AOL, MySpace<br />Vacuum vs. clean house?<br />Flying vs. vacation?<br />Remember: “Desktop publishing will make everybody a designer”?<br />Think about the tools last, not first.<br />
  7. 7. “A little less conversation, a little more action please . . .”<br />“People tell you all the time that social media is a conversation between brands and customers, and that’s really not true. Social media isn’t a conversation. Social media is where the conversation takes place.”<br />Jay Baer, Social Media Strategist <br />
  8. 8. Back to Marketing 101:<br />Define your niche – what is your unique selling proposition? <br />What is your message?<br />Who is your audience?<br />Where do your customers hang out? Go there.<br />LinkedIn vs. MySpace vs. Facebook vs. industry-specific SM<br />
  9. 9. “Love me tender, love sweet. Never let me go.”<br />Develop a campaign around a big idea that makes me FEEL something for your brand. <br />
  10. 10. Humanize your brand:<br />Study: emotion-based ad campaigns are twice as successful.<br />High-touch messaging balances high-touch media.<br />Make me swoon, laugh, cry, get angry, or even gross me out:<br />Hans Brinker Hotel in Amsterdam: “Improve Your Immune System”<br />
  11. 11. Use stories to make connections:<br />“Marketing is no longer about the stuff that you make, but about the stories you tell.”<br />Seth Godin<br /> <br />
  12. 12. Tell “Brand stories” that communicate your essence: <br />Bill Marriot blogs about parents starting business.<br />Employee stories<br />Tony Hsieh, CEO of Zappos, tweets about employees, customer service.<br />Customer stories<br />Testimonials or how product/service changed their lives<br />Make news<br />PimpThisBum.com<br />
  13. 13. “Let’s rock. Everybody let’s rock!”<br />There IS no “social media strategy” – it’s all marketing strategy.<br />
  14. 14. Integrate your campaign: <br />One campaign, one message, multiple media (on and offline should be coordinated).<br />Develop a “hub” – blog, web site, Facebook Fan Page.<br />SM messaging radiates from the hub.<br />Listen, respond, engage. If your product is good, your customers will help. If not, fix it first.<br />Make your SM interactive: Questions, games, contests, free downloads.<br />
  15. 15. “Hunka, hunka burning love!”<br />“Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” – Matt Goulart<br />
  16. 16. Please visit us at our booth!<br />

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