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    Jeffrey jewett    social media presentation Jeffrey jewett social media presentation Presentation Transcript

    • Social media marketing
      By: jeffreyjewett
    • Social Media Revolution
      Short Attentions Spans =
      Interesting Video < 2 Minutes
    • Marketing 101
      Social Media changes the medium but not the fundamentals:
      • Set Goals
      • Communicate your message
      • Choose the right communication vehicles
      • Be Creative
      • Always, develop a budget
      “Marketers must deliver relevant messages to receptive audiences wherever they assemble; Social media doesn’t change this.”
    • So, What is Social Media?
      • enjoying life in communities or organized groups
      • an instrument of communication
      • traditionally one-way.
      Social Media:
      • Gives you (or your users) the ability to communicate too.
      A snapshot of some current social media sites on the web can be found at
    • Social Media Timeline
      World Wide Web – publicly available in 1991
      Discussion forums
      File sharing sites– 2000
      Napster, Limewire & Pirate Bay
      Social networking sites – 2002
      Friendster (‘02), MySpace (‘04), Facebook (‘07)
      Media sharing sites – 2004
      Flickr (‘04), YouTube (‘05)
      Social bookmarking – 2006
      Digg, StumbleUpon, Reddit,
      Real time statusphere – 2008
    • The Social Media Landscape (Yesterday)
    • Is Social media just a fad?
      Unique Visitors counts how many unique individual people visited this site per month. Visitors are counted once, no matter how many times they visit a site in a month. Counts represent traffic from the United States only. (
      • I would not call Social Media a fad, as it is constantly evolving.
      • Current approaches or uses may be fads.
    • Biz perspective, HOW do we use ‘EM?
      Microblogging site with 140 character space – share tips and links and monitor your industry and company mentions.
      Online profile site – share company personality, photos, staff, post news and events
      Online rolodex – build networks, solicit referrals and recommendations, and connect to interest groups
      Publishing space – build credibility as an experts
      Video sharing site – gain recognition and offer how-tos
    • What is Social Media Marketing?
      At its most basic, it is a means of communication that transforms a monologue into a dialogue.
      It transforms people from content readers into content providers.
      One more thing…
    • Content is King
      Social Media is all about:
      Content Delivery – putting it out there
      Content Visibility – letting people see it
      Content Discoverability (Viralability) – broadcasting it to EVERYONE!
    • The benefits
    • Additional numbers (2011 Social Media Industry Report)
      • Marketers place high value on social media: A significant 90% of marketersindicatethat social media is important for their business.
      • Measurement and integration are top areas marketers want to master: One third of all social media marketers want to know how to monitor and measure the return on investment (ROI) of social media and integrate their social media activities.
      • Social media marketing takes a lot of time: The majority of marketers (58%) are using social media for 6 hours or more each week, and more than a third (34%) invest 11 or more hours weekly.
      • Video marketing on the rise: A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011.
      Source: Social Media Industry Report 2011 by Michael Stelzner
    • What is the minimum I need to do?
      • Listen –seek customer insights for use in marketing and product development
      • Talk – expand your efforts to more interactive channels
      • Energize – find your most enthusiastic customers and supercharge their word of mouth (brand ambassadors)
      • Support – help your customers support each other and/or responds ASAP
      • Embrace – integrate customer feedback into all areas of business (a must for product developers and product managers).
    • Why isn’t everyone using it? (Challenges)
      • Many do not understand what it is… or how to use it!
      • Implementation can be difficult
      • Misunderstanding / Under Estimating the Benefits
      • Governance? Who is going to be responsible?
      • Lack of standard measurements (ROI)
    • Wait… I can’t Measure MY ROI?
      Not in a traditional manner:
    • Tips & Suggestions
      • Start small
      • Define objectives
      • Determine your target market
      • Know what you can bring to the table
      • Execute your strategy (explained on next slide)
      • Implement measurements
      • Experiment!
    • Social Media Marketing Strategy basics
      Define Your audience. Your audience is your current clients, prospects, and power partners.  
      Define your business model. Your business model will also define what social media sites you should be on.
      Pick out your key words and phrases that define what you do. You'll want to then compare them to the key words and phrases your clients use to describe your business and what you do for them.  
      Define your goals for using social media, but keep them realistic.  
      Assess how much time and effort you will need to spend learning how to use social media sites, as well as what social media sites you need to be on.
      Define measurement tools. Know how you will determine what is and is not successful.
    • Never Forget…
      Listen to conversations and react – address customer service issues
      Write once, post twice – do not be afraid to reuse your messages
      Join the conversation – become a trusted source by answering questions and providing thoughtful comments in groups and blogs
      Listen more than you talk – your customers thoughts and concerns are the most important
      Be authentic – talk like a human, not like a marketer
      Think before you start – make sure you have time to show up, interact, and generate questions, comments and advice regularly
    • Disclaimer: There is no silver bullet!
      Not all online strategies will be effective for all business types
      It is up to you as the marketer to determine the appropriate marketing channels and to constantly measure their effectiveness
    • Additional Sources & Recommended Reading
      Likeable Social Media:How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks) by Dave Kerpen
      Content Rules:How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series) by Ann Handley, C.C. Chapman and David Meerman Scott
      The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue by Shama Kabani
      Socialnomics: How Social Media Transforms the Way We Live and Do Business by Erik Qualman
      Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech) by Olivier Blanchard
      Success Secrets of Social Media Marketing Superstars by Mitch Meyerson
      Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media by Liana Evans
      The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott
    • THE END