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

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Social media course 9 21-11 Presentation Transcript

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