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Social Media Training Boot Camp - Tools & Strategy

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Social Media Training Boot Camp - Intro to Social Media Tools and Strategy

Social Media Training Boot Camp - Intro to Social Media Tools and Strategy

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  • What is a blog? What is Social Media? How can I be successful with my blogging efforts? Most importantly... how can I write an effective blog post? All these questions and more will be answered in the "Intro to Blogging" training presented at the Houston Technology Center.
  • What We’ll CoverWhat is a Blog What is Social Media Pillars for SuccessHow to Write a Blog How to Get Started Some Inspiration
  • Social Media is vast and growing topic. There are 100’s of Social Media Tools to choose from. The most important to remember is it not about the tools… it is about the general concept of social engagement.
  • Social Media is vast and growing topic. There are 100’s of Social Media Tools to choose from. The most important to remember is it not about the tools… it is about the general concept of social engagement.
  • Social media is simply a new way of having conversations you’re already having OR want to have, either with clients, other people in your industry, or other people with similar interests.It allows you:To communicate with people, like a website, except instead of merely talking TO them, you can talk WITH them;It allows you to connect with these people effectively meaningfully, andIt helps create lasting and loyal relationships with others.So, in essence, social media is simply using online media to help you connect and put a face on your brand, whether it be personal or professional. For business purposes, it’s really nothing more than traditional marketing carried over into social networks and online media.
  • Some people talk about Social Media in terms of Town Square Marketing. When you go into town to shop you will choose to do business at the general store, baker, or tailor that recognizes you, knows who are, asks about your kids. They listen and remember details of you life and you feel special when you do business with them. Social Marketing does not work if you use a bull horn to yell about buying your product or service and then not engage with your customers once you enter into a relationship.
  • Other people talk about Social Media in Terms of Word of Mouth Marketing. I will buy a product based on the recommendation of someone I trust within my network over all the TV commercials, Radio Jingles and Billboard Ads in the world. Because I know them and I trust them. This used to happen face to face with relatives, neighbors and friends. Now this happens with friends, relative, co-workers and other connections online. It doesn’t matter that they person making the recommendation is on the other side of the world… it only matters that they are in my network.
  • Now? There’s a two-way street called “social media.” Social media sites are for dynamic information. You speak, they listen, THEY RESPOND! You listen, YOU RESPOND! Social media sites allow for sharing of content contributed by the public. They connect people and give people a voice. The communication lines are wide open on social media sites.
  • People don’t go to your website everyday – they do got to Facebook and Twitter multiple times a dayWhy do billboards on busy highways cost more than billboards in the middle of nowhere? And this is FREE
  • Social media is a vast world, but you can navigate it. Ignoring it is done at your own risk, and you could miss a huge opportunity to represent yourself or your business in places online where the masses are. You need to be out there representing yourself or your business. After this webinar, do a simple Google search to see what how other companies are representing themselves in these areas. Ask yourself how you can represent your organization here. You will be surprised.
  • When contemplating what social media sites are right for you or your business or organization, it really comes down to optimizing your social media marketing plan to build relationships and connect with people, taking that information about your business or product out to the public quickly and effectively through social media promotion, and making strong brand impressions that go a long way.
  • Enhancing relationships through social media and social networks has tremendous value for businesses. Start by building relationships, joining and participating in conversations online. These relationships will give you the benefit of better understanding the needs and wants of consumers. Social Media can help you put a more human face on your organization and let you emerge as a pro-active industry leader. Make no mistake, very strong relationships can be built through a thoughtful and well-executed social media campaign.
  • Promotion: Getting your message out there in appropriate social networks made of consumers builds buzz and excitement. Contributing content inspires bloggers and informal “brand evangelists” to spread the word. Eventually your brand will be found in the most exciting places. It takes work and a genuine effort. You have to go out there and do the legwork. You need to be writing the blog posts, you need to be responding to people on a Twitter account, and you need to be interacting with fans on a Facebook Fan Page. You don’t have to do everything, but what you choose to do, you have to commit to doing it well.Your organization can create strong brand impressions, especially when your branding appears on websites that your clients trust and are active on. By aligning your brand with issues, social networks and information that is relevant and matters to your audience, you gain a lot of credibility.
  • Promotion: Getting your message out there in appropriate social networks made of consumers builds buzz and excitement. Contributing content inspires bloggers and informal “brand evangelists” to spread the word. Eventually your brand will be found in the most exciting places. It takes work and a genuine effort. You have to go out there and do the legwork. You need to be writing the blog posts, you need to be responding to people on a Twitter account, and you need to be interacting with fans on a Facebook Fan Page. You don’t have to do everything, but what you choose to do, you have to commit to doing it well.Your organization can create strong brand impressions, especially when your branding appears on websites that your clients trust and are active on. By aligning your brand with issues, social networks and information that is relevant and matters to your audience, you gain a lot of credibility.
  • In order to successfully launch a social media marketing strategy for your brand or business, we at Schipul believe that you must understand and practice The 4 Pillars of Success. Consulting is first defining objectives for online communication in social networks. Which social media programs are right for you? You don’t have to use them all, nor do you have to use a whole bunch of them, but you do have to use one or a few and use them well.Training must be conducted to teach those individuals representing your company in social media how to use the tools available and how to respond to feedback. Recruiting - You need to find the passionate people who know about social media and put them to work on your initiative.Promotion – Get your company into these communities of your online fans and promote not only your brand, but the people that comprise these communities. Give props where props is due. What goes around comes around.
  • Consulting is first defining objectives for online communication in social networks. Which social media programs are right for you? You don’t have to use them all, nor do you have to use a whole bunch of them, but you do have to use one or a few and use them well.So, before you start, you need to decide which programs are right for you? Assess where best to devote time and attention in the social media world. A company such as Comcast, for example, can find Twitter a very useful tool for quickly responding to customer complaints, but might not find a blog as useful for its objectives.Next, you’ll need to determine how your company will be able to create content and update social web sites, and specifically, your company’s tone and general method of communicating. Will your legal team be reviewing all content before it’s posted publicly? Or will your communications team have free reign over what is said? You’ll want to make those decisions before you dive in.Next, find ways to monitor content that your customers or clients are putting online. Use tools such as Google Alerts and TweetBeep to get automatic keyword emails for terms you choose so that you know what is being said on the internet about your brand or product. You can use search engines such as Google Blogsearch, Blogpulse, and SocialMention to drill down deeper, and aggregate RSS feeds in an RSS reader such as Google Reader to keep track of all your individualized searches.It’s important to know what it will take to effectively engage your audiences on social media sites. Know that this will not run itself, and it IS a time commitment. It’s not a huge time commitment, but it’s a time commitment nonetheless. You must be willing to genuinely engage and put forth the effort in putting fresh content online. You need to know that your audience will be checking these sites daily for the latest piece of information.
  • Consulting is first defining objectives for online communication in social networks. Which social media programs are right for you? You don’t have to use them all, nor do you have to use a whole bunch of them, but you do have to use one or a few and use them well.So, before you start, you need to decide which programs are right for you? Assess where best to devote time and attention in the social media world. A company such as Comcast, for example, can find Twitter a very useful tool for quickly responding to customer complaints, but might not find a blog as useful for its objectives.Next, you’ll need to determine how your company will be able to create content and update social web sites, and specifically, your company’s tone and general method of communicating. Will your legal team be reviewing all content before it’s posted publicly? Or will your communications team have free reign over what is said? You’ll want to make those decisions before you dive in.Next, find ways to monitor content that your customers or clients are putting online. Use tools such as Google Alerts and TweetBeep to get automatic keyword emails for terms you choose so that you know what is being said on the internet about your brand or product. You can use search engines such as Google Blogsearch, Blogpulse, and SocialMention to drill down deeper, and aggregate RSS feeds in an RSS reader such as Google Reader to keep track of all your individualized searches.It’s important to know what it will take to effectively engage your audiences on social media sites. Know that this will not run itself, and it IS a time commitment. It’s not a huge time commitment, but it’s a time commitment nonetheless. You must be willing to genuinely engage and put forth the effort in putting fresh content online. You need to know that your audience will be checking these sites daily for the latest piece of information.
  • Identify those who “get it… Find out who is already is participating or experimenting in social media… You could survey your current organization to find out who the bloggers are. Ask questions like, Are you a blogger, do you read blogs, do you use Facebook? Find these people and get them on board. What interests these people? You need to find and recruit the people who are passionate about your brand and/or product. They will be your most passionate. Finally when you hire people, ask questions to find out if they understand that Facebook is part of the new business world. You check these employee candidates on online by researching their work. Most times they are very transparent online.
  • In order to successfully launch a social media marketing strategy for your brand or business, we at Schipul believe that you must understand and practice The 4 Pillars of Success. Consulting is first defining objectives for online communication in social networks. Which social media programs are right for you? You don’t have to use them all, nor do you have to use a whole bunch of them, but you do have to use one or a few and use them well.Training must be conducted to teach those individuals representing your company in social media how to use the tools available and how to respond to feedback. Recruiting - You need to find the passionate people who know about social media and put them to work on your initiative.Promotion – Get your company into these communities of your online fans and promote not only your brand, but the people that comprise these communities. Give props where props is due. What goes around comes around.
  • Social media runs on good karma. In social networks, alwaysgive props where props is due. Make sure to stay honest, and disclose any personal or professional interests. If you write a post that re-hashes the facts or opinions of someone else, say so. Promote people. Transparency is essential for success! If you like a photo someone has taken on flickr, comment on it, add it as a favorite, or better yet, blog about it. Remember that it’s not all about you. Be generous in promoting others and return you will build fans who will promote you or your business. What goes around comes around.Don’t forget: you can promote communities that already exist. Don’t think you must build a social community from the ground up. If they exist out there, go to them! You can engage in in networks where clients or customers hang out online already. Invite all you know to be part of your network. Bring them in and promote them and watch the relationship grow.
  • Let’s Recap… What we covered so far…Social media is just another way of having conversations you’re already having or want to have – but they’re online.The four pillars of blogging and/or social media marketing success are: Consulting, Recruiting, Training, and Promotion. The Lucky 13 Tips for Blog Posting.
  • So, there are seemingly a million social media tools, and it can get quite overwhelming, on its face. But don’t worry; they can be categorized quite easily.First, you’ve got social networking sites. Social networking sites are basically communities, but they’re online. They help you see connections that are hidden in the real world. Most of you are familiar with Social Networks like MySpace, Facebook, and LinkedIn, etc. They’re probably the most identifiable of all the social media-related sites, because, well, they’re everywhere! You sign up for a free account, find people you know that are already registered for the site, and you add them as a friend. Now, you and that person have a connection on the social networking site that is clearly visible. But there are also a few other things that fall into the classification of “social media.”There are:Blogs - Blogs are for personal and corporate communication where content is generated by the owner and readers respond via comments.Video Sharing - You also probably have heard of YouTube or Vimeo for online video communication. These are sites where users can distribute their video clips, and others can comment and interact with the maker of the video. They’re sort of like blogs, except the content is a video, not text.Photo Sharing – Photo sharing is the publishing or transfer of a user’s digital photos online, thus enabling the user to share them with others. Other users of the photo sharing site can comment and interact with the photographer, just like with blogging and YouTube. The most popular of these is Flickr, but there are many others out there.Microblogs – Microblogging is a form of blogging that allows users to send brief updates or photos and publish, either to be viewed by anyone or a restricted group that’s chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, or the web. They’re similar to those “status updates” you see on Facebook, except that that’s all they are – status updates alone. The most popular platforms for microblogging are Twitter, Jaiku, and Plurk.Social Bookmarking - Social bookmarking sites allow you to store, organize, search, and manage all your favorite website links in one place so that others can easily access them and share them with their friends. Notable sites include digg, reddit, del.icio.us, Stumbleupon & Ma.gnolia.Podcasting - For the distribution of online audio files. Wikis – A wiki is a page or collection of pages designed to enable anyone who accesses it to contribute or modify content. They’re often used to create collaborative websites and to power community sites. Wikipedia is, by far, the most notable wiki, and sites like Pbwiki assist you in creating your own.All of these social media outlets help people stay connected and allow them to connect with others.
  • So, there are seemingly a million social media tools, and it can get quite overwhelming, on its face. But don’t worry; they can be categorized quite easily.First, you’ve got social networking sites. Social networking sites are basically communities, but they’re online. They help you see connections that are hidden in the real world. Most of you are familiar with Social Networks like MySpace, Facebook, and LinkedIn, etc. They’re probably the most identifiable of all the social media-related sites, because, well, they’re everywhere! You sign up for a free account, find people you know that are already registered for the site, and you add them as a friend. Now, you and that person have a connection on the social networking site that is clearly visible. But there are also a few other things that fall into the classification of “social media.”There are:Blogs - Blogs are for personal and corporate communication where content is generated by the owner and readers respond via comments.Video Sharing - You also probably have heard of YouTube or Vimeo for online video communication. These are sites where users can distribute their video clips, and others can comment and interact with the maker of the video. They’re sort of like blogs, except the content is a video, not text.Photo Sharing – Photo sharing is the publishing or transfer of a user’s digital photos online, thus enabling the user to share them with others. Other users of the photo sharing site can comment and interact with the photographer, just like with blogging and YouTube. The most popular of these is Flickr, but there are many others out there.Microblogs – Microblogging is a form of blogging that allows users to send brief updates or photos and publish, either to be viewed by anyone or a restricted group that’s chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, or the web. They’re similar to those “status updates” you see on Facebook, except that that’s all they are – status updates alone. The most popular platforms for microblogging are Twitter, Jaiku, and Plurk.Social Bookmarking - Social bookmarking sites allow you to store, organize, search, and manage all your favorite website links in one place so that others can easily access them and share them with their friends. Notable sites include digg, reddit, del.icio.us, Stumbleupon & Ma.gnolia.Podcasting - For the distribution of online audio files. Wikis – A wiki is a page or collection of pages designed to enable anyone who accesses it to contribute or modify content. They’re often used to create collaborative websites and to power community sites. Wikipedia is, by far, the most notable wiki, and sites like Pbwiki assist you in creating your own.All of these social media outlets help people stay connected and allow them to connect with others.
  • So now what?
  • ONLY begin your own Social Media projects after being fully immersed in the culture1. Find the blogs, podcasts, wikis, tweets, etc. that most closely relate to your industry / organization2. Read and comment on those sites for at least a month to get a feel for etiquette, culture, etc.3. Set up your buzz tracking system -- decide how you’ll respond to negative feedback4. Get started!!
  • These are what we call “social media listening tools,” and they are the first place you’ll want to start when doing your own social media research.Google Alerts – Email updates of the latest relevant Google results based on your choice of topic.Pageflakes & iGoogle – Create your own internet “newspaper” with RSS feeds and other personalized content.Blogpulse & Google Blog Search – Search blog posts exclusively.Twitter Search – Search Twitter conversations exclusively.SocialMention – Comprehensively search microblogs, social bookmarks, comments, events, images, news, and videos.WhosTalkin – Comprehensive social media search tool for blogs, news, networks, videos, images, forums, and tags.Techrigy – A software solution designed specifically for PR and marketing professional to monitor and measure social media.
  • Listen First… then comment, then Blog.
  • Listen First… then comment, then Blog.
  • Transcript

    • 1. Social Media Basics
      JJ Lassberg | Schipul - The Web Marketing Company | blog.schipul.com
      http://www.flickr.com/photos/56087830@N00/514555513/
    • 2. What We’ll Cover
      • What is social media?
      • 3. Why should you care about social media?
      • 4. How do businesses and organizations use social media?
      • 5. What are the types of social media tools out there?
      • 6. Social media marketing strategy?
      http://www.flickr.com/photos/carbonnyc/98834449/sizes/o/in/photostream/
    • 7. Social Media
    • 8. Social Engagement
      http://www.flickr.com/photos/49503019876@N01/1659321885/#
    • 9. What’s all the buzz?
      What’s this Social Media Thing-a-ma-bob anyway?
      It’s a conversation… online
      • Talk WITH People
      • 10. Meaningfully CONNECT
      • 11. Build Lasting and LOYAL Relationships
      http://www.flickr.com/photos/timothymorgan/75288771/sizes/o/in/photostream/
    • 12. But I Already Have a Web Site!
      Why Do I Need Social Media Too?
      http://www.flickr.com/photos/davehamster/531768924/sizes/l/in/photostream/
    • 13. Town Square Marketing
      http://www.flickr.com/photos/13057030@N00/3819461840/
    • 14. Word of Mouth Marketing
      http://www.flickr.com/photos/13057030@N00/3819461840/
      http://www.flickr.com/photos/hansvanrijnberk/2598234846/sizes/l/in/photostream
    • 15. Let’s Talk
      • Sharing of Contributed Content
      • 16. Give Fans a Voice
      • 17. Wide Open Communication
      You speak, they listen, THEY RESPOND! You listen, YOU RESPOND!
    • 18. Why Should I Care?
      http://www.flickr.com/photos/jasonwhite/4483113260/sizes/o/in/photostream/
    • 19. Facebook has more than 500 million active users
      Average user is connected to 80 community pages, groups and events
      http://www.flickr.com/photos/16151021@N00/4260490207/
    • 20. Social Media Pros
      People go to Facebook and Twitter multiple times a day. Billboards on busy highways cost more … this is FREE
      • People are talking
      • 21. Be where They Are
      • 22. Competitors are doing it
      • 23. SEO ~ get found!
      • 24. Low cost, high reward
      • 25. Create Raving Fans!
    • Ignore It at Your Own Risk
    • 26. How to Use It?
      For business purposes, it’s really nothing more than traditional marketing carried over into social networksand online media.
      • Building/Enhancing relationships
      • 27. Promoting products or services
      • 28. Brand impressions
      • 29. Customer Service
      http://www.flickr.com/photos/worldsurfer/149135920/sizes/l/in/photostream/
    • 30. Building Relationships
    • 31. Promoting a Product
    • 32. Strong Brand Impressions
    • 33. Customer Service
      Frank Eliason - @comcastcares
      • Simple question: “Can I help?”
      • 34. Take it offline when needed
      • 35. Turned around Comcast’s reputation
      • 36. “We didn’t have a choice”
      Comcast Cares
      http://web-strategist.com/blog/2008/10/30/why-does-comcast-care-about-twitter-video/
    • 37. Pillars of Success
      http://www.schipul.com/en/art/?542
    • 38. Step One: Consulting
      First defining objectives for online communication in social networks.
      • Which Tools
      • 39. Tone, Creation, Approval
      • 40. Monitor = Listen
      • 41. Effective Engagement is Genuine and Committed
      • 42. Your Audience is Always Available… are you?
    • Step Two: Training
      It is essential to understand online interaction so representatives of your organization are prepared when situations arise.
      • Social Media Marketing ≠ Just Content
      • 43. Know how to communicate & interact
      • 44. Know your company, product, culture, and strategy
    • Step Three: Recruiting
      Are your leaders already in your community?
      • Identify who already “Gets It”
      • 45. Who’s Interested? What are their passions?
      • 46. New Hires – get the right people on the bus.
    • Step Four: Promotion
      http://www.flickr.com/photos/30626457@N00/7151494/
    • 47. Get out there (intelligently)
      Social media runs on good karma… be honest, be transparent.
      It’s not all about you… generously promote others.
      Build it and they MAY come… but it may already be build.
      http://www.flickr.com/photos/22280677@N07/3003916131/sizes/l/in/photostream/
    • 48. Let’s Recap
      What we covered so far…
      Social media is just another way of having conversations you’re already having or want to have – but they’re online.
      Organizations are using Social Media to Build Relationships, Promote Products, Support Strong Branding, and for Customer Service
      The four pillars of blogging and/or social media marketing success are: Consulting, Recruiting, Training, and Promotion.
      http://www.flickr.com/photos/epicbeer/2854340861/sizes/o/in/photostream/
    • 49. Now… How ‘bout them tools?
      http://www.flickr.com/photos/94632411@N00/2973684461/
    • 50. Social Media Tools
      Social Networks
      Blogs
      Video
      Photos
      Micro-Blog
      Link Share / Bookmarking
      Podcasting
      Wiki
      Merchandise
      Amazon Book Store
    • 51. General Suggested Frequencies
      New Content on Site: At least once a week. Ideal would be 3 times per week.
      New Blog Post: At least once per week. Ideal would be daily.
      Facebook Updates: At least once per 48 hours. Ideal would average 2 times per day – with some days being more and some days being only once.
      Note: Answer all questions within 12 hours. Thank all those who share. Monitor daily for negative and junk posts.
      Twitter Updates: At least 3 times a week. Ideal would be 2 times per day.
      Note: Answer all questions within 12 hours. Thank all those who share. Monitor daily for negative and junk posts.
      Flickr and/or YouTube: As needed in support of posted content or events.
    • 52. Success!
      Contests
      Short, Intense Goal Focused Campaigns
      Events
      Photos, Photos, Photos!
      http://www.flickr.com/photos/calamity_photography/4787412161/sizes/z/in/photostream/
    • 53. Ideas
      Facebook Tabs
      Photo Contests
      Flickr Groups
      Scavenger Hunts
      Video Interviews
      Give-Aways
      Hashtag Q&A
      Be a Community Resource
      Promote Others – A 4:1 Ratio
      Share Knowledge
      http://www.flickr.com/photos/maureendidde/4793732936/sizes/z/in/photostream/
    • 54. So Now What?
      http://www.flickr.com/photos/shoa/2770843565/sizes/l/in/photostream/
    • 55. Lessons For Any Organization
      Social media presents opportunities for those willing to make a commitment to it.
      Any social media effort must be genuine, meaning it must come from YOU!
      Start with small steps (industry and conversation research, light participation). Then build your own social media empire.
    • 56. How to Get Started
      Ready, Set… Hello World!
      Research
      Participate
      Monitor
      Strategize
      JUMP!
    • 57. Research ? Monitor?
    • 58. Listen First… then respond, then create.
      http://www.flickr.com/photos/ellenm1/4759683034/sizes/o/in/photostream/
    • 59. Tips for Success
      Stay honest & transparent
      Be interesting
      Learn by doing
      Get a personal account
      Do a lot of listening
      Spread the love
      Comment and friend others
      Promote good karma
      Make yourself available
      Provide links on the website
      Cross link content
      Encourage partcipation
    • 60. Questions?
      http://www.flickr.com/photos/anieto2k/5346367901/sizes/l/in/photostream/
    • 61. Thanx a Million!
      JJLassberg@schipul.com | Twitter: @jjlassberg
      http://www.flickr.com/photos/45581782@N00/2086641/

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