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Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
Social media course 9 21-11
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Social media course 9 21-11

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Overview of social media marketing for Lexington Community Education

Overview of social media marketing for Lexington Community Education

Published in: Business, Technology
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  • 1. “ Facebook, YouTube LinkedIn, Twitter, Tumblr, Flickr… Bobbie Carlton Carlton PR & Marketing Contact: [email_address]
  • 2. <ul><li>Taught by a digital native </li></ul><ul><li>Facebook and Twitter for Dummies </li></ul><ul><li>Free </li></ul>
  • 3. <ul><li>Who are you? </li></ul><ul><li>Who am I? </li></ul><ul><li>What is Social Media? </li></ul><ul><ul><li>Some examples </li></ul></ul><ul><li>Why should you care? </li></ul><ul><li>Sounds expensive </li></ul><ul><li>Getting started – guided tour </li></ul>
  • 4. <ul><li>20+ years in high tech marketing & PR </li></ul><ul><li>Social media for kids </li></ul><ul><li>Consulting & Mass Innovation Nights </li></ul><ul><li>My Social Media cred: </li></ul><ul><ul><li>@Bobbiec and @MassInno </li></ul></ul><ul><ul><li>LinkedIn, Facebook, Friendfeed & more </li></ul></ul><ul><ul><li>My Blog: http://www.carltonprmarketing.com </li></ul></ul><ul><ul><li>My site: http://massinnovationnights.com </li></ul></ul>
  • 5. <ul><li>Common Goals for Social Media Projects </li></ul><ul><ul><li>Decrease reliance on expensive traditional marketing </li></ul></ul><ul><ul><li>Keeping up with competition </li></ul></ul><ul><li>Today’s goals </li></ul><ul><ul><li>Open discussion on different strategies and options </li></ul></ul><ul><ul><li>Educate group on basic Web marketing & social media tools </li></ul></ul><ul><ul><li>Your goals? </li></ul></ul>
  • 6.  
  • 7. <ul><li>The ability to connect to connections of connections (create a network) </li></ul><ul><li>Reaching out to a wider network than you might otherwise be able to reach </li></ul><ul><li>User-created content </li></ul><ul><li>Two-way conversations </li></ul><ul><li>Sharing </li></ul><ul><li>Immediate customer/prospect connections </li></ul>
  • 8. <ul><li>Advertising </li></ul><ul><ul><li>Local newspaper, TV, Radio, phone book, direct mail (coupons), magazines, coupons/partnerships </li></ul></ul><ul><li>PR (what’s new?) </li></ul><ul><ul><li>Store openings, events, new products, new people </li></ul></ul><ul><ul><li>Press release to the local media </li></ul></ul><ul><li>Word of Mouth/referrals (effective) </li></ul>
  • 9. <ul><li>The Classic 4 “Ps” </li></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Place (distribution) </li></ul></ul><ul><li>Target audience – “who” is your customer? Where do you reach them? How? </li></ul><ul><li>( http://www.groundswell.com ) </li></ul>
  • 10. <ul><li>Search is brand </li></ul><ul><li>Word of mouth works </li></ul><ul><ul><li>The Movie Nut model </li></ul></ul><ul><li>Websites & Social Media -- Expand WOM </li></ul><ul><li>Harnessing search </li></ul><ul><ul><li>Google is the world </li></ul></ul><ul><ul><li>Think about the last purchase you made </li></ul></ul><ul><li>Social media gives good Google “juice” </li></ul>
  • 11. <ul><li>Traffic </li></ul><ul><li>Content -- Relevance & site structure </li></ul><ul><li>Links </li></ul><ul><ul><li>Incoming only </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Labels </li></ul></ul><ul><ul><li>From high “PageRank” pages </li></ul></ul><ul><ul><li>Number of links on a site </li></ul></ul>
  • 12. <ul><li>Alexa </li></ul><ul><li>Compete </li></ul><ul><li>Hitwise </li></ul><ul><li>Google </li></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>AdWords </li></ul></ul><ul><li>Google Adword Keyword Selector tools </li></ul>
  • 13. <ul><li>4 billion “things” shared on Facebook per day </li></ul><ul><ul><li>750 million active users today </li></ul></ul><ul><ul><li>2009 million users two years ago </li></ul></ul><ul><li>Twitter – 300 million registered </li></ul><ul><ul><li>6 million in February 2009 </li></ul></ul><ul><li>LinkedIn – 100 million at beginning of 2011 </li></ul><ul><ul><li>October 2009 – 50 million </li></ul></ul>
  • 14. <ul><li>Burger King </li></ul>
  • 15. <ul><li>Subservient Chicken (2004) http://www.subservientchicken.com/ </li></ul><ul><li>Easter eggs: Crispin, Taco Bell </li></ul><ul><li>Within the first 24 hours the website had received more than a million hits, with this number soaring to an impressive 385 million “hits” by April 2005. </li></ul><ul><li>Reversed sales decline </li></ul>
  • 16. <ul><li>Cadbury Gorilla </li></ul>
  • 17. <ul><li>Gorilla campaign (August 2007) </li></ul><ul><ul><li>YouTube – 500,000 page views in one week </li></ul></ul><ul><ul><li>By November 2007, it had been viewed over six million times </li></ul></ul><ul><ul><li>Mashups/spoofs/parodies/UGC created new buzz </li></ul></ul><ul><ul><li>Reversed decline in sales </li></ul></ul><ul><ul><li>Sales of Dairy Milk increased 9% from the same period in 2006. </li></ul></ul>
  • 18. <ul><li>Hawthorne Heights </li></ul>
  • 19. <ul><li>Punk rock band (2004/2005) </li></ul><ul><li>No sig. radio airplay, posted songs on MySpace </li></ul><ul><li>Debut album sold 500,000 copies in a down market (post-Napster) </li></ul><ul><li>Spring 2008 – 500,000 MySpace friends </li></ul><ul><li>More than 3M bands on MySpace today </li></ul>
  • 20. <ul><li>Mass Innovation Nights </li></ul>
  • 21. <ul><li>A place for new products & new connections </li></ul><ul><li>Monthly real world events </li></ul><ul><li>Discover what’s innovative in Massachusetts online at Mass.InnovationNights.com </li></ul>
  • 22. <ul><li>Build case study for social media </li></ul><ul><li>Promote face-to-face networking </li></ul><ul><li>Showcase MA-based innovation </li></ul><ul><li>Provide inspiration </li></ul><ul><li>Help to connect job seekers and jobs </li></ul><ul><li>Help stimulate local economy   </li></ul>
  • 23. <ul><li>Twitter real world meetings/tweetups </li></ul><ul><li>Web Inno free meetings drawing 1200+ </li></ul><ul><li>Trade shows “dying” </li></ul><ul><li>Face-to-face meetings more important </li></ul>
  • 24. <ul><li>Partnerships important to low cost </li></ul><ul><ul><li>Free locations (Museum) </li></ul></ul><ul><ul><ul><li>Visibility </li></ul></ul></ul><ul><ul><ul><li>Access to new list/donors/volunteers/customers </li></ul></ul></ul><ul><li>Events free for attendees and companies </li></ul><ul><li>Development donated </li></ul><ul><li>Social Media used for marketing </li></ul>
  • 25. <ul><li>Twitter and other social media (85% of Website traffic) </li></ul><ul><li>Word of mouth/SEO website/PR/Mass media </li></ul><ul><li>Newsletter (list expanding) and marketing </li></ul><ul><li>Partnerships </li></ul><ul><ul><li>Boston World Partnerships </li></ul></ul><ul><ul><li>128 Innovation Capital Group </li></ul></ul><ul><ul><li>Mass High Tech </li></ul></ul>
  • 26. <ul><li>April 167 attendees, now regularly 200-300 </li></ul><ul><li>10 companies present each month </li></ul><ul><li>Dozens of people attended after-party </li></ul><ul><li>Major media coverage – Globe </li></ul><ul><li>Thousands of tweets, blog posts, video, pictures </li></ul><ul><li>October 12 -- #MIN31 </li></ul>
  • 27. <ul><li>Next Steps </li></ul>
  • 28. <ul><li>Website – low cost options </li></ul><ul><li>E-newsletters </li></ul><ul><li>Social Media basics </li></ul><ul><ul><li>Facebook groups and fan pages </li></ul></ul><ul><ul><li>LinkedIn profiles, groups </li></ul></ul><ul><ul><li>Twitter accounts </li></ul></ul><ul><ul><li>YouTube & other video options </li></ul></ul><ul><ul><ul><li>Qik, Viddler </li></ul></ul></ul><ul><ul><li>Bookmarking sites </li></ul></ul>
  • 29. <ul><li>Buy your domain </li></ul><ul><ul><li>GoDaddy can help you search, host & build </li></ul></ul><ul><li>Use Blogger, WordPress or other host site </li></ul><ul><li>Low-cost, template-driven sites </li></ul><ul><li>Local developers </li></ul><ul><li>Teach yourself to do it! </li></ul>
  • 30. <ul><li>Cheaper than postage </li></ul><ul><li>Remarketing </li></ul><ul><li>Building traffic </li></ul><ul><li>Using existing content </li></ul><ul><li>Choosing a topic based on keywords </li></ul><ul><li>Newsletter content builds site -- leverage </li></ul><ul><li>Tools – ConstantContact, MailChimp, What’s New </li></ul><ul><li>Collect email addresses legally </li></ul>
  • 31. <ul><li>Start with a personal page – get comfortable </li></ul><ul><li>Create a “group” </li></ul><ul><li>“ Stock” it </li></ul><ul><ul><li>Relevant links </li></ul></ul><ul><ul><li>Interesting articles </li></ul></ul><ul><ul><li>News, etc. </li></ul></ul>
  • 32. <ul><li>Focused on professional links </li></ul><ul><li>Use the address book scraper </li></ul><ul><li>Search for relevant groups </li></ul><ul><li>Ask questions/offer input/advice </li></ul>
  • 33. <ul><li>Create an account </li></ul><ul><li>Start tweeting </li></ul><ul><li>Use the address scraper in your mail </li></ul><ul><li>Listen </li></ul><ul><li>Follow </li></ul><ul><li>Connect, retweet, respond </li></ul><ul><li>Pictures, blog posts, video, etc. </li></ul>
  • 34. <ul><li>YouTube (create your own channel) </li></ul><ul><li>Instant video uploading – multiple services </li></ul><ul><ul><li>Qik </li></ul></ul><ul><ul><li>Viddler </li></ul></ul><ul><li>Industry specific </li></ul><ul><ul><li>http://How2heroes.com </li></ul></ul><ul><li>Vloggers – http://www.NOMx3.com </li></ul><ul><li>Steve Garfield’s book, Get Seen </li></ul>
  • 35. <ul><li>Add a blog page to your website </li></ul><ul><li>Blogger </li></ul><ul><li>Wordpress </li></ul><ul><li>Micro-blogging </li></ul><ul><ul><li>Twitter helps populate my website </li></ul></ul>
  • 36. <ul><li>FourSquare, SCVNGR, LevelUp,Gowalla </li></ul><ul><li>Check-ins </li></ul><ul><li>“ Mayors” </li></ul><ul><li>Great for local marketing </li></ul>
  • 37. <ul><li>Talk to Customers About Social Media </li></ul><ul><li>Start with your family & friends & employees & partners </li></ul><ul><li>Grow & leverage what you currently do </li></ul><ul><ul><li>Add SocMed info to business cards, ads, signs </li></ul></ul><ul><li>Use social media to experiment with online presence </li></ul><ul><li>Create or find useful content for your customers </li></ul><ul><li>Create buzz-worthy content </li></ul><ul><li>Find the influencers </li></ul><ul><li>Friend social media users – be friendly </li></ul><ul><li>Ride the wave – piggyback on trends </li></ul><ul><li>Listen, listen, listen before you leap </li></ul>
  • 38. <ul><li>Getting started on Twitter </li></ul><ul><li>Helpful Twitter tools </li></ul><ul><li>Social media marketing resources </li></ul><ul><ul><li>Top recommended books </li></ul></ul><ul><ul><li>Websites and tools </li></ul></ul><ul><li>How to build your own marketing plan </li></ul><ul><li>Win-win marketing programs </li></ul><ul><li>Give me your card & I’ll email them all. </li></ul>
  • 39. <ul><li>Bobbie Carlton </li></ul><ul><li>Carlton PR & Marketing </li></ul><ul><li>[email_address] </li></ul>

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