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Social Media Workshop 2:    Marketing & Promotion               LeRoy Hill PhD  @leroyh  leroyhill@gmail.com
Workshop Agenda1. What is social media marketing?2. Why social media marketing3. Skills of social media  – Activity 1: Lis...
What is Social Media Marketinghttp://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @t...
Conversations in…• Twitter: I am having a great time in  #Anguilla• Facebook: I Like Anguilla• LinkedIn: My skills on Angu...
Why Social media?To achieve business objectives:• Advertising• Human Resource                  “social media…• Communicati...
Because…Markets Are Conversations“…markets have become networkedand now know more than business,learn faster than business...
Social Media skills•   Listening & monitoring•   Strategy•   Targeted advertising•   Moderating online discussions•   Blog...
Are you listening?• RSS Feed Reader• Google Alerts/Tweet beeps• Google Analytics• Social Media monitoring (Icerocket,  Add...
“SocialMediaconversationsflow throughmanychannels”WhichIs rightforyou?Photo by Brian Solis http://www.briansolis.com/
Understanding your strategy
• Strategy is  more than  just using  tools! • Understand   your market   and develop an   appropriate   strategy.        ...
Different approaches…• A number of approaches to developing can be  adopted.• -Social Media Calendar: outline content by  ...
Establish your goals and Objectives• Specific• Measurable• Attainable• Realistic and relevant• Timely
• Social Media Return On Investment (ROI)      ROI = Gain from (investment) social media activities – Cost of social media...
Find ways and time to listen• Continuous research• Follow the major influencers in your area even  if its your competitor•...
Developrelationships   throughconversations • Become a reporter of events in the industry/area              http://www.vir...
Join a cause• Partner with a cause that customer care  about.
Find ways to reward your customers.• Surveys, competitions,  short polls provide an  avenue to help direct  company decisi...
• Develop a profile of your ideal client /customer                         Use that profile to                            ...
Make it personal• Add engaging and personal content that  customers would want to share with their  networks.
Evaluate your social impact & presence                    Make adaptations
Activity: Your Strategy• The one-page  Plan
T S   TA     AC     CT     TI     IC     C
Which comes first?                                             Add them to                               Search for       ...
Twitter Tactics             •   Over 140 million users•   Develop an objective strategy for using twitter•   Use twitter t...
Twitter Tactics   • Use #hashtags in your post   • Offer people value to follow you.         – Offer resources: photos, li...
Twitter Tactics• Follow, follow, follow  – Experts in your field  – Potential customers  – Current customers
is world’s largest ProfessionalSocial Network with:  – Resume  – Expertise  – connections  – Recommendations  – Link to so...
TacticsEncourage your employees to:– setup complete profiles on LinkedIn.–Join professional development groups–Link your t...
Tactics–Import your contacts from your address book–Invite friends to introduce you to others–Solicit recommendations– pos...
Tactics• Create landing page to encourage non-fans to  become a fan• Offer deals, discounts and incentives  exclusively fo...
Tactics• Offer discounts for your fans.• Comment of fan post rather than just drop a  post or picture or link.• Make your ...
Policy • Know your customer :      – their networks      – how they use social media      – Level of involvement with the ...
http://www.socmedsean.com/wp-content/uploads/2011/03/building_a_social_media_strategy_cartoon.gif
Transparency• Your views are your views!  – clearly indicate if writing reflect your views and    not that of your company...
Privacy• The work done in and on company time and  resources belongs to your employer.• Employer has right to access your ...
Legal action• If you break employment contract company  has right to restrict you access, remove your  created material fr...
Professional conduct• Your customers , competitors monitor what  you write or post.  – ‘funny’ statements can be misunders...
No dead air• Be consistent and remain active if you don’t  have to time get social media volunteers or  hire a consultant.
Affiliates & links• Be sure to let link to affiliates that build  company image/brand• Be transparent about links.
Attributing content• Attribute your content with clear copyright  information.                      http://www.flickr.com/...
Templates & examples• Social Media GovernanceEmpowerment with Accountability by Chris Boudreaux• 57 Social Media Policy Ex...
THANK                                                YOU• Workshop 3 - Tweeting: A bird’s eye view          ..…. April 26,...
Social Media Workshop 2: Marketing & Promotion
Social Media Workshop 2: Marketing & Promotion
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Social Media Workshop 2: Marketing & Promotion

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Social Media Workshop 2: Marketing & Promotion is second workshop series sponsored by the Anguilla Chamber of Commerce.

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  • Activity Using the above tag cloud write a one sentence definition of your understanding of social media.
  • http://www.cluetrain.com/book/markets.html
  • http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.htmlhttp://www.forrester.com/home
  • Photo by Brian Solis http://www.briansolis.com/
  • The Power of People: Social Media for 2011 and Beyond white paper at www.stevens-tate.com.78% of marketers saw increased traffic with just six hours a week invested in social media.Social Media Marketing Industry Report,http://www.social2b.com/wp-content/uploads/2011/04/SocialMediaStrategy.jpg
  • http://www.youtube.com/watch?feature=player_embedded&v=mlNhc0RhhV0http://goodgeneration.files.wordpress.com/2012/01/return-on-investment.jpghttp://socialmanagementtool.com/social-mediaroi/
  • 72.5% of all users joining during the first five months of 200985.3% of all Twitter users post less than one update/day21% of users have never posted a Tweet93.6% of users have less than 100 followers, while 92.4% follow less than 100 people5% of Twitter users account for 75% of all activity (see the report on analysis of top-5% users)New York has the most Twitters users, followed by Los Angeles, Toronto, San Francisco and Boston; while Detroit was the fast-growing city over the first five months of 2009More than 50% of all updates are published using tools, mobile and Web-based, other than Twitter.com. TweetDeck is the most popular non-Twitter.com tool with 19.7% market share.There are more women on Twitter (53%) than men (47%)Of the people who identify themselves as marketers, 15% follow more than 2,000 people. This compares with 0.29% of overall Twitter users who follow more than 2,000 people.
  • http://socialmediagovernance.com/policies.php?f=6#axzz1pZhYbGEOhttp://davefleet.com/2010/07/57-social-media-policy-examples-resources/http://www.prweb.com/releases/2011/10/prweb8918993.htm
  • http://www.socmedsean.com/wp-content/uploads/2011/03/building_a_social_media_strategy_cartoon.gif
  • http://ericschwartzman.com/pr/schwartzman/social-media-policy-template3.aspxhttp://socialmediagovernance.com/policies.php?f=6#axzz1pZhYbGEOhttp://davefleet.com/2010/07/57-social-media-policy-examples-resources/
  • Evaluation forms
  • Transcript of "Social Media Workshop 2: Marketing & Promotion"

    1. 1. Social Media Workshop 2: Marketing & Promotion LeRoy Hill PhD @leroyh leroyhill@gmail.com
    2. 2. Workshop Agenda1. What is social media marketing?2. Why social media marketing3. Skills of social media – Activity 1: Listening tools & skills4. Social media Strategy – Activity 2: your social media strategy5. The Legal implication – Social media Policy – copyright – Activity 3: your social media policy
    3. 3. What is Social Media Marketinghttp://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @trevoryoung
    4. 4. Conversations in…• Twitter: I am having a great time in #Anguilla• Facebook: I Like Anguilla• LinkedIn: My skills on Anguilla dives• YouTube: Here I am diving in Anguilla• Foursquare: This is where I want to live• Pinterest: see collection of fav. Anguillian recipes here•
    5. 5. Why Social media?To achieve business objectives:• Advertising• Human Resource “social media…• Communication / Collaboration• Personal Branding achieve three times• Social Activism the coverage as• Sales traditional releases.”• Public Relations http://www.showmenumbers.com/• Customer Service• Market Research
    6. 6. Because…Markets Are Conversations“…markets have become networkedand now know more than business,learn faster than business, are morehonest than business, and are a hell ofa lot more fun than business. Thevoices are back, and voice brings craft:work by unique individuals motivatedby passion.” Chapter 4, the cluetrain manifesto http://www.cluetrain.com/book/markets.html
    7. 7. Social Media skills• Listening & monitoring• Strategy• Targeted advertising• Moderating online discussions• Blogging and writing skills• Search Engine Optimization• Web analytics
    8. 8. Are you listening?• RSS Feed Reader• Google Alerts/Tweet beeps• Google Analytics• Social Media monitoring (Icerocket, Addict-o-matic, Board tracker, Social mention)• Account Management (Hootsuite, TweetDeck)• Search Engines (Topsy.com, Icerocket.com)
    9. 9. “SocialMediaconversationsflow throughmanychannels”WhichIs rightforyou?Photo by Brian Solis http://www.briansolis.com/
    10. 10. Understanding your strategy
    11. 11. • Strategy is more than just using tools! • Understand your market and develop an appropriate strategy. http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg
    12. 12. Different approaches…• A number of approaches to developing can be adopted.• -Social Media Calendar: outline content by date• Mind map
    13. 13. Establish your goals and Objectives• Specific• Measurable• Attainable• Realistic and relevant• Timely
    14. 14. • Social Media Return On Investment (ROI) ROI = Gain from (investment) social media activities – Cost of social media activities (Investment) Cost of (investment) social media activitieshttp://goodgeneration.files.wordpress.com/2012/01/return-on-investment.jpg
    15. 15. Find ways and time to listen• Continuous research• Follow the major influencers in your area even if its your competitor• Find places where your potential clients/customers meet and communicate online.• Find ways to enter the conversation
    16. 16. Developrelationships throughconversations • Become a reporter of events in the industry/area http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg
    17. 17. Join a cause• Partner with a cause that customer care about.
    18. 18. Find ways to reward your customers.• Surveys, competitions, short polls provide an avenue to help direct company decisions.
    19. 19. • Develop a profile of your ideal client /customer Use that profile to focus on approaches on curating content.
    20. 20. Make it personal• Add engaging and personal content that customers would want to share with their networks.
    21. 21. Evaluate your social impact & presence Make adaptations
    22. 22. Activity: Your Strategy• The one-page Plan
    23. 23. T S TA AC CT TI IC C
    24. 24. Which comes first? Add them to Search for link up in Facebook onlyBusiness card them on LinkedIn after some Twitter conversations.
    25. 25. Twitter Tactics • Over 140 million users• Develop an objective strategy for using twitter• Use twitter to offer real-time customer service• Offer valuable discounts• Provide simple amusement• Listen first then talk• Be transparent – is it one person or team
    26. 26. Twitter Tactics • Use #hashtags in your post • Offer people value to follow you. – Offer resources: photos, links, files • Create a brand profile – Custom background image – Company logo as profile photo – Include contact informationhttp://janetboyer.typepad.com/.a/6a013485f24774970c01538e20ca1a970b-pi
    27. 27. Twitter Tactics• Follow, follow, follow – Experts in your field – Potential customers – Current customers
    28. 28. is world’s largest ProfessionalSocial Network with: – Resume – Expertise – connections – Recommendations – Link to social channel – Link to company blog • Over 150 million users • All fortune 500 companies • 170 countries
    29. 29. TacticsEncourage your employees to:– setup complete profiles on LinkedIn.–Join professional development groups–Link your twitter stream to your account*–Measure time, connections, conversations
    30. 30. Tactics–Import your contacts from your address book–Invite friends to introduce you to others–Solicit recommendations– post comments and ask questions in groups.
    31. 31. Tactics• Create landing page to encourage non-fans to become a fan• Offer deals, discounts and incentives exclusively for your fans• Create fan page not personal page
    32. 32. Tactics• Offer discounts for your fans.• Comment of fan post rather than just drop a post or picture or link.• Make your fan feel special – Photo of fan of the week – Invitation for open house
    33. 33. Policy • Know your customer : – their networks – how they use social media – Level of involvement with the competition  – Focus first on • Transparency • Privacy • Legal action • Professional conduct • Affiliates and linksStevens & Tate Marketing White paper http://www.stevens-tate.com/white-papers.cfm
    34. 34. http://www.socmedsean.com/wp-content/uploads/2011/03/building_a_social_media_strategy_cartoon.gif
    35. 35. Transparency• Your views are your views! – clearly indicate if writing reflect your views and not that of your company.• Your opinions should not be take for company policy even if you use company email.
    36. 36. Privacy• The work done in and on company time and resources belongs to your employer.• Employer has right to access your data (files, folders and devices)
    37. 37. Legal action• If you break employment contract company has right to restrict you access, remove your created material from company site, blog, Twitter or Facebook accounts.
    38. 38. Professional conduct• Your customers , competitors monitor what you write or post. – ‘funny’ statements can be misunderstood as being offensive or insensitive – Be respectful at all times.
    39. 39. No dead air• Be consistent and remain active if you don’t have to time get social media volunteers or hire a consultant.
    40. 40. Affiliates & links• Be sure to let link to affiliates that build company image/brand• Be transparent about links.
    41. 41. Attributing content• Attribute your content with clear copyright information. http://www.flickr.com/photos/libraryman/2799490154/sizes/m/in/photostream/
    42. 42. Templates & examples• Social Media GovernanceEmpowerment with Accountability by Chris Boudreaux• 57 Social Media Policy Examples and Resources• Social media policy
    43. 43. THANK YOU• Workshop 3 - Tweeting: A bird’s eye view ..…. April 26, 2012 Workshop 4 – Facebook and LinkedIn for business ……. May 24, 2012 Workshop 5 – Business blogging ……. June 21, 2012 Workshop 6 – Web analytics ……. July 10, 2012 www.hillconcepts.com Twitter: @leroyh
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