Jeffrey jewett social media presentationPresentation Transcript
Social media marketing By: jeffreyjewett
Social Media Revolution Short Attentions Spans = Interesting Video < 2 Minutes http://www.youtube.com/watch?v=KOYbnbXHR6U&feature=related
Marketing 101 Social Media changes the medium but not the fundamentals:
Communicate your message
Choose the right communication vehicles
Always, develop a budget
“Marketers must deliver relevant messages to receptive audiences wherever they assemble; Social media doesn’t change this.” www.cocoboston.com/pdf/fact_sheets/
So, What is Social Media? Social:
enjoying life in communities or organized groups
an instrument of communication
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 http://www.seomoz.org/article/social-media-marketing-tactics Source: http://thefreedictionary.com
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, Del.icio.us Real time statusphere – 2008 Twitter Source: http://www.ahrinet.org/App_Content/ahri/files/InstructorWorkshop/14_Social_Media-ARI.pdf
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. (Compete.com)
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 Source: ConstantContact.com
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… Source: www.rses.org/asset.aspx
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! Source: issuu.com/molina1959/docs/sbdc_social_media_presentation
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).
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 Source: www.slideshare.net/BusinessinMotion/social-media-marketing-basics/
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 Source: www.slideshare.net/BusinessinMotion/social-media-marketing-basics/
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