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  • "Online advertising has reached a level of maturity comparable to other mediums that have been deemed as significant ad platforms," said Sherrill Mane, a senior vice president at IAB. "The fact that it's still able to post double-digit growth speaks to the power of the Internet at a time when the economy is still struggling." The IAB estimates that Internet-ad revenue in 2010 surpassed that of newspapers, which amounted to $22.8 billion, as well as $22.5 billion from cable TV networks, $17.6 billion from broadcast TV networks and $15.3 billion from radio Read more: http://online.wsj.com/article/SB10001424052748703551304576261092386405686.html#ixzz1Jt3azQcW
  • 1.1 Internet Basics Although the number of users is increasing each day, the Internet is still a long way from the penetration levels of traditional print and broadcast media. The computer has, however, revolutionized the way we communicate—and advertise—in this wired world.   Technically the Internet is a linked system of international computer networks. The World Wide Web is the information interface that allows people to access the Internet through an easy-to-use graphical format. However, most people use these terms interchangeably. 1.2 Internet Tools and Formats Let’s review how the Web is shaping up for advertisers. Sometimes called a home page , a company’s Web site is the online face it presents to the public. The Web site is a communication tool that blurs the distinction between marketing communication forms, such as advertising, direct marketing, and public relations. In some cases it looks like an online corporate brochure or it may function as an online catalog. It can also be an information resource with a searchable library of stories and data about products, product categories, and related topics. In some cases, the Web site is the business.   Hare are some basic Internet terms and tools:   URLs and domain names. A Web site has an address called a UR L (Uniform Resource Locator), which is its domain name , a global address that identifies a specific location in cyberspace on the Web where a document or Web site lives. Portals. A portal is a site that provides doors, or links , to other Web sites. Yahoo, for example, is a directory—an online guide to the Web. It started as a group of favorite Web sites compiled by a couple of Stanford university students, who began categorizing their sites as the list grew until eventually the giant library grew into what is now known as Yahoo. It is considered the top Internet brand and the number one Web site in the U.S. in terms of visitors.   • Search engines. Google is the biggest search engine used to find things and access other sites. You don’t have to know a specific Web site address; instead, you can put in a keyword and the search engine will seek out all the sites that provide information on the topic. Most search engines also carry advertising, so they can be considered advertising media.   • Chat rooms. Groups of people with a special interest can contact one another and exchange their opinions and experiences through chat rooms , which are sites located online, sometimes as part of an organization’s Web site, but sometimes completely independent of any company. Chat rooms also are good information sources about customer experiences, as well as competitive information.   • Blogs. These are diary-like Web pages created by individuals to talk about things that interest them. Blogs are produced by some 100 million digital essayists worldwide. These personal publishing sites also contain links to other related sites that the writer feels are relevant. Corporations also use them as an addition to their traditional Web sites.   • Vlogs Video blogs or vlogs are visual essays available online. They are similar to podcasts available through iTunes and other such outlets except that videos, rather than songs or audio, are downloaded to a computer or cell phone.   • Netcasting The emergence of vlogs follows development of new technology that makes it possible to broadcast TV and radio online, a practice called netcasting. For example, Blip.tv offers new Web TV series and helps the producers find sponsors and advertisers.
  • What is Social Media and Web 2.0? It is blogging sites, chat rooms, review sites, shopping sites., community sites. Place where users can participate in the conversation. Places where small businesses, groups and individuals can connect, comment and communicate. Social Media is a place to share. A place to speak directly with your users, customers, family & friends. Comments, views, thoughts, pictures, events, items, services, events.   Social Media continues the adage that Content is King.   Social Media is the next level of Permission Marketing. Where you exchange information, educate customers, share knowledge and information. Social media allows you to market, directly to the end users, the community, everyone that has interest in what you are saying, what you are doing, what you are creating.   Social media is the new town commons, the new soapbox, the new water cooler. It all sounds so strange, so wonderful so difficult. It is not hard to use, even for the Baby Boomers.
  • From social media defined Social Media is the future of communication, a countless array of internet based tools and platforms that increase and enhance the sharing of information. This new form of media makes the transfer of text, photos, audio, video, and information in general increasingly fluid among internet users. Social Media has relevance not only for regular internet users, but business as well. Platforms like Myspace, Facebook, and Linkedin have created online communities where people can share as much or as little personal information as they desire with other members. The result is an enormous amount of information that can be easily shared, searched, promoted, disputed, and created. Social Bookmarking tools and news sites such as Digg, Delicious, Mixx, and countless others make  finding specific websites increasingly simple by assigning or “tagging” individual sites with searchable key words. Applications that have developed within and around these platforms, websites, and tools are endless in number and functionality, but all make online sharing and searching easier in some fashion, regardless of their niche.
  • “ The reason social media is so difficult for most organizations. It's a process, not an event. Dating is a process. So is losing weight, being a public company and building a brand.On the other hand, putting up a trade show booth is an event. So are going public and having surgery. Events are easier to manage, pay for and get excited about. Processes build results for the long haul.” Seth Godin Is it too late to catch up? What if your organization or your client has done nothing? What if they've just watched the last fourteen years go by? No real website, no social media, no permission assets. What if now they're ready and they ask your advice? And, by the way, they have no real cash to spend...Here's a list of my top ten things to consider doing: Use gmail to give every person in the organization that can read English an email address . Use a free website creating tool or even Squidoo to build a page about your company. Nothing fancy, but list your locations, your people (with addresses) and make it clear you want to hear from people. Start an email newsletter using Mad Mimi or Mail Chimp. Give the responsibility for the newsletter's creation and performance to one person and offer them a bonus if they exceed metrics in sign ups and in reducing churn. Start a book group for your top executives and every person who answers the phone, designs a product or interacts with customers. Read a great online media book a week and discuss. It'll take you about a year to catch up. Offer a small bonus to anyone in the company who starts and runs a blog on any topic. Have them link to your company site, with an explanation that while they work there, they don't speak for you. Have the president post her (real) email address in every invoice and other communication the company sends out, asking people to write to her with comments or questions. Start a newsletter for your vendors. Email them regular updates about what you're doing, what's selling and what problems are going on internally that they might be able to help you with. Do not approve any project that isn't run on Basecamp. Get a white board and put it in the break room. On it, have someone update: how many people subscribe to the newsletter, how many people visit the website, how many inbound requests come in by phone, how long it takes customer service to answer an email and how often your brand names are showing up on Twitter every day. Don't have any meetings about your web strategy. Just do stuff. First you have to fail, then you can improve. Refuse to cede the work to consultants. You don't outsource your drill press or your bookkeeping or your product design. If you're going to catch up, you must (all of you) get good at this, and you only accomplish that by doing it. The problem is no longer budget. The problem is no longer access to tools. The problem is the will to get good at it. McCormack PB693
  • The average age of a MySpace useris 31. 61% of FaceBook users are 235 y.o. or older.
  • Although Facebook's audience still skews younger, it now more closely reflects the general online population: 86% of surveyed consumers age 18-24 use Facebook a least once a month, as do 72% of those age 25-34 and 64% of those age 35-44. Moreover, 54% of consumers age 45-54 and 50% of those age 55-60 log on to Facebook at least once a month. Asked to select the primary reason they become a fan of a brand on Facebook, men cited the following top 4 reasons: To show others that I like/support the brand: 23% Because I am a customer of the company: 22% To receive discounts and promotions: 18% It's fun and entertaining: 11% The top 4 reasons cited by women: To receive discounts and promotions: 30% Because I am a customer of the company: 20% To show others that I like/support the brand: 15% It's fun and entertaining: 10%
  • From Pingdom.com
  • 1) Listen to your customers Resources to see what is being said about your brand SocialMention.com Backtype.com for blog comments Boardreader.com follows discussion boards Google Blog Search Paid advance tracking tools: Radiant 6, Spiral16.com What is being said about your organization? What is being said about you? What is being said about your competitors? What is the sentiment of the post? What is share of voice- how much they are saying about you and your competitors. Who is saying it and where are they saying? 2) What’s the point? What are you using SM for? Trendy,because everyone else is? It is about awareness , sales or loyalty . But you need to pick one of the three. Connect these three points to the marketing funnel. 3) Analyze the Audience Who are they? What relationship do they have with your brand today? Look at them as a funnel: Nothing>>Aware, No Action> Single Action> Repeat/Enthusiasts> Advocates> Pick up to two adjacent ones and focus- you can’t pick them all, but you an try to focus on two adjacent groups and SM. How do your customers use social media? See your demographic groups and where they are on the ladder at http://www.forrester.com/empowered/tool_consumer.html See who you are trying to reach and what are they mostly likely to respond to in SM. 4. What is your one thing? Volvo - Safety, Apple- Innovations, Zappos-Service Passion is the gasoline of SM. Brand Anthropology- don’t think, listen and watch your customers, ask your customers, ask your CSR staff. 5. Select your outposts Where are you going to interact with customers and prospects? Is it the Big 4- Twitter, Linked-In, FB,YouTube or Ning, MySpace, Flickr? They have to be where your customers are. Match demographics to sire demographics. See Quantcast or Compete.com 6. Measure the Impact 7. Make a strategic declaration
  • Center circle – At the center of the chart is your website, which should be the core of your online marketing plan. Hopefully if you are reading this article, you already have a website and it ’s not a question of IF you should have a website, but how you can improve it. First impressions count and today’s prospects and customers will form impressions of the quality of your products and services from your website. Plus, by investing in smarter technology you can make your website work harder to generate leads and sales. Consequently, spending time to improve your website can bring the biggest payoff. (If you don’t have a business website, get thee to a Web designer now!) Second circle – The second circle outlines activities that most businesses will see a meaningful return from. Investing in search engine optimization, setting up a blog, growing and leveraging your house email list, issuing press releases through an online distribution service such as PRNewswire or PRWeb, and doing PPC ad campaigns are key strategies most small businesses in America can get value from commensurate with the time and money invested. Outer circle – The light yellow circle on the outside contains activities that generate a lot of the “noise” that confuses most small businesspeople. Not that I’m against those activities — not at all. In fact, some of them bring excellent results for the right kinds of businesses. It’s just that the return from such activities tends to be lower compared with the time or money you put into them.
  • Pick up to two adjacent ones and focus- you can’t pick them all, but you an try to focus on two adjacent groups and SM. Brand Awareness - Getting consumers to ask or look for specific brand. Consumers need to become aware of the brand Message Association- Measuring the extent consumers can match message to brand. Associating the brand with something of value to them Brand Familiarity - Measures the degree that an advertisement increases (%) consumers knowledge of brand/ Brand Imagery- Degree consumer has a favorable opinion of a brand Purchase Intent - Point where the consumer will take action and/or purchase. Consumer decides whether they are likely to purchase the brand.
  • 2) What’s the point? What are you using SM for? Trendy,because everyone else is? It is about awareness , sales or loyalty . But you need to pick one of the three. Connect these three points to the marketing funnel.
  • Pick up to two adjacent ones and focus- you can’t pick them all, but you an try to focus on two adjacent groups and SM. Brand Awareness - Getting consumers to ask or look for specific brand. Consumers need to become aware of the brand Message Association- Measuring the extent consumers can match message to brand. Associating the brand with something of value to them Brand Familiarity - Measures the degree that an advertisement increases (%) consumers knowledge of brand/ Brand Imagery- Degree consumer has a favorable opinion of a brand Purchase Intent - Point where the consumer will take action and/or purchase. Consumer decides whether they are likely to purchase the brand.
  • Social Media is the new Pythagorean Theory- Where A 2 + B 2 = C 2 Social Media 2 + Conent 2 = Engagement/Marketing/Notice
  • Allfacebook.comp Facebook resource for marketing C.O.S.I.N.E. Connect • Observe •Support • Inform •Network • Educate Connect with users Observe what is going on Support our network Inform our customers Network with partners Educate our prospects
  • 1) Listen to your customers Resources to see what is being said about your brand SocialMention.com Backtype.com for blog comments Boardreader.com follows discussion boards Google Blog Search Paid advance tracking tools: Radiant 6, Spiral16.com What is being said about your organization? What is being said about you? What is being said about your competitors? What is the sentiment of the post? What is share of voice- how much they are saying about you and your competitors. Who is saying it and where are they saying? 2) What’s the point? What are you using SM for? Trendy,because everyone else is? It is about awareness , sales or loyalty . But you need to pick one of the three. Connect these three points to the marketing funnel. 3) Analyze the Audience Who are they? What relationship do they have with your brand today? Look at them as a funnel: Nothing>>Aware, No Action> Single Action> Repeat/Enthusiasts> Advocates> Pick up to two adjacent ones and focus- you can’t pick them all, but you an try to focus on two adjacent groups and SM. How do your customers use social media? See your demographic groups and where they are on the ladder at http://www.forrester.com/empowered/tool_consumer.html See who you are trying to reach and what are they mostly likely to respond to in SM. 4. What is your one thing? Volvo - Safety, Apple- Innovations, Zappos-Service Passion is the gasoline of SM. Brand Anthropology- don’t think, listen and watch your customers, ask your customers, ask your CSR staff. 5. Select your outposts Where are you going to interact with customers and prospects? Is it the Big 4- Twitter, Linked-In, FB,YouTube or Ning, MySpace, Flickr? They have to be where your customers are. Match demographics to sire demographics. See Quantcast or Compete.com 6. Measure the Impact 7. Make a strategic declaration
  • Five things you can do today for your SM   1) Start a Google Alerts for your school or key word   2) Down Load Google Analytics and load on your server   3) Sign up for free SM monitoring system   4) Sign up for Twitter, and download Tweet Deck   5) Download and start WordPress blog on your web or start a Wordpress.com/blog     Fivesecondtest.com

ACHE social media ACHE social media Presentation Transcript

  • SOCIAL MEDIA COMMUNICATION & MARKETING RAY GUILLETTE GEORGE IRISH JAMES MCCORMACK
  • Current Marketing environment
    • What are you doing to recruit students?
  •  
  • Research Brief- Magnify.net
  • Web Advertising Eclipsed Newspapers in 2010
    • Web adv. Up 15% $26B
    • Newspapers $22.8B
    • Cable TV $22.5B
    • Broadcast TV $17.3B
    • Radio $15.3B
    • According to Wall St. Journal & PricewaterhouseCoopers
  • Banners in decline
    • Online Video, Paid Search and E-mail are expected to increase to 85% of Local online ad Spending by 2012
    Source: 2008 Borrell Associates
  • Pop Under Banners = No Click Thru
  • Design Element Users Answering "Very Negatively” or "Negatively"
    • Pops-up in front of your window 95%
    • Loads slowly 94%
    • Tries to trick you into clicking on it 94%
      • Does not have a "Close" button 93%
      • Covers what you are trying to see 93%
    • Doesn't say what it is for 92%
    • Moves content around 92%
    • Occupies most of the page 90%
    • Blinks on and off 87%
    • Floats across the screen 79%
    • Automatically plays sound 79%
    • Interruption * Interruption * Interruption
  • Online Marketing/Advertising
    • Websites
    • Social Media
    • Permission
    • eMail
    • Blogging
    • Twitter
    • Banners
    • Video
    • Ads
    • Interstitials
  • WHAT IS IT?
    • SOCIAL MEDIA
  • What is Social Media?
  • McCormack BP693
  • The Big 4- FLYT
  •  
  • WHO IS USING IT?
    • SOCIAL MEDIA
  • Average SM User?
  • Social Media Attention
  • Preferred Communication Method
    • Text messaging (37%)
    • Email (26%)
    • Social networking IM (15%)
    • Instant messaging (11%)
    • Social networking email (11%) 
    • And 12% of students check email on a mobile device
  • Average Age of Users
    • FB Avg. Age – 38 years old
    • LinkedIn Avg. Age – 44 years old
    • Twitter Avg. Age – 39 years old
  • Social Media Demographics
  •  
  • HOW DO YOU USE IT?
    • SOCIAL MEDIA
  • Online Marketing Web
  • The SM Funnel Nothing Single Action Awarereness Advocates Repeat/ Enthusiasts
  • What are you using SM for?
    • Awareness
    • Sales
    • Loyalty
    • Pick One & FOCUS
  • The Education SM Funnel Nothing Inquiry Awareness Apply Inform & Visit
  • SM is the Pythagorean Theory of Marketing
    • SM 2 + C 2 = EMC 2
    • Social Media 2 + Conent 2 = Engagement/Marketing/Notice 2
  • The Big 4- FLYT
  •  
  • The New Math- COSINE
    • Connect
    • Observe
    • Support
    • Inform
    • Network
    • Educate
  • The SM Plan
    • Listen to your audience
    • What is your relationship with audience?
    • What do you want to say?
    • What is the your most important position?
    • Select your SM mediums
    • Schedule content
    • Produce content
    • Measure and improve
  • Do this month
    • Three things to
  • Start Blogging
  • FaceBook Fan Page
  • LinkedIn Groups
  •  
  • BackType.com Twitter look at BSU
  • Google Alerts
  • Google Analytics
  • SEO
    • Key Word Strategy
      • What are they key words for finding you
      • Use those in content and advertising
    • Optimize Website
      • To rank higher and cleaner
    • Content
      • Good content helps search
      • Increases visitors
    • Links
      • Relevant and reputable
  • Google Traffic
  • 5 things you can do today for your SM
    • Start a Google Alerts for your school or key word
    • Down Load Google Analytics and load on your server
    • Sign up for free SM monitoring system
    • Sign up for Twitter, and download Tweet Deck
    • Download and start WordPress blog on your web or start a Wordpress.com/blog