Social Media               Marketing Part 1: Definitions and Decisions                   Maggie Hyde                 @Magg...
Marketing is the activity, set ofinstitutions, and processes forcreating, communicating, delivering, andexchanging offerin...
“Public Relations helps an organizationand its publics adapt mutually to each other.”                                     ...
Advertising is a form of communicationused to persuade an audience(viewers, readers or listeners) to take someaction with ...
Interruption MarketingMarketing communications that disrupt customers activities                                          ...
NOTIdina Menzel!
Permission MarketingCustomers agree to be involved in marketing activities
Less marketing and advertising    and more storytelling
YOU                    Your AdvocatesFuture Converting   Customers                        Skeptic.                     (th...
“We call it real-time serendipity”                 Facebook CEO Mark Zuckerberg
Social Media Is AboutCreating the ChanceWith Relative Content
So where do we start?
Social Media Planning:      1. Discovery      2. Strategy      3. Implementation      4. Analytics
Step 1: Discovery    Social capacity   Target Audience      Objectives     Governance
Step 2: StrategyListen                      Tools             Content
Step 3: Implementation
Would you do that IRL? http://tinyurl.com/social-norms-2010
What are you trying to do?
…What are you actually doing?
Social Media Goal Setting
Step 4: Analytics
Social Media            Marketing   Part 2: Methods and Tools                Maggie Hyde              @MaggieHyde      mag...
10/31/2011   Flying Bridge Technologies   35
What’s Twitter? Way to get informationWay to share information
Why is it important?1 billion tweets are sent per week~ kissmetrics+100 million active global users~ Twitter6,939 tweets p...
1 in 5 Tweets mention a product or brand
World Twitter Trends of 2011           AH1N1          Mubarak            Cairo       PrayForJapan         Chernobyl       ...
How it works                   Set up an Account                     Create a Profile             Follow others and Get Fo...
TWEETRETWEET@ REPLY                                             HASHTAG   10/31/2011   Flying Bridge Technologies         41
FollowingPeople that you Follow      FollowersPeople who Follow You
Lists      You can have up to 20        Public or PrivateOther’s can Follow your public lists
HashtagsIndexing or categorizing Tags  Keywords for searching
Grassroots effort to convince Chiquita BananaCompany CEO to move headquarters to CLT#Bananas4CLT
ore than 800 million active usersverage user has 130 friendsverage user is connected to 80 community pages, groups & events
Facebook Accounts can be…                         A Profile for a single personA Group of people in a community
Or a Page for …
Facebook is:                  Sharing                 Discovery                  Games                 Calendars          ...
More than 10 million usersOver 1 billion items shared & receivedper dayGoogle +1 button is “being served 2.3billion times ...
10,000,000 Users3 Million check-ins per day500,000 Merchants                         (August 2011)
Create your AccountFind Friends
Check-in to Events,  Venuesor Locations
To Do Lists
Users currently checked-in  Tips from other       users
My Favorite Resources:      Mashable.com     SocialFresh.com      SEOMoz.com
Connect with me!     @MaggieHyde     http://linkedin.com/in/MaggieHyde     http://facebook.com/MaggieHyde     maggie@flyin...
Credits•   blog.twitter.com•   http://www.marketinggum.com/twitter-statistics-2011-updated-stats/•   http://blog.kissmetri...
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
Social Media and Marketing
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Social Media and Marketing

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My presentation to the SBTDC training group on the basics of social media including basic goal setting, understanding some of the basic tools including Twitter, Facebook, Foursquare, Google+, and analytics.

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  • Traditional interruption marketing examples: tv commercials, billboards, radio commercials, magazine ads, newspaper adsSneakier methods: product placementWhat other examples can you think of? Interruption marketing not only breaks into a person’s life but it means you have to be heard over everyone else with a message.
  • Social Markers are a prime form of social shorthand, that people use to STAKE OUT the ecosystem they’re occupying.- gaping voidWhen you love what you do the world pays attention.Term coined by Seth Godin – author of Meatball Sundae (GREAT SOCIAL MEDIA RESOURCE FOR GETTING STARTED)Email opt ins, twitter follows, facebook likes, rss subscriptions… all ways that customers are signaling brands to say yes to their marketing efforts.It’s based on trust.
  • Permission marketing and social media allow you to control who hears you and what they hear.
  • Regarding the new timeline onfacebook – this is opening the doors to something called “Social Discovery” which is at the root of social media and search engine optimization converging. Google search results are showing friends who have +1 something or shared something via one of the social networks linked to googleFacebook has a timeline that shows everything your doing Music via spotify, location checkins via foursquare, people you’re with, products you are using… All of them are tied directly into each other more and more creating mountains of opportunity for your companies to be found and be a part of the conversation
  • You can’t just put your phone number out there and wait for someone to call you anymore…
  • Social media is about being a part of the conversation before the need arises. So that when it Does come up, they know you exist.Grace Morales and her website help on facebook: marketing my personal brand!
  • It takes time and patienceIt takes forethought and planningTo keep your job – it needs tracking and measurmentYou don’t plant seeds the morning knowing that you want to have a salad for dinner.You don’t spend all your money on showing a commercial one time during the superbowl and then sit by the phone waiting for it to ring during half-time. You don’t start tweeting and expect to have 100 followers in a day and your sales to skyrocket overnight.It’s like moving to a new town. You have to reach out to the community influencers and win them over.It’s hard work, but there is a chance.
  • Anyone can do this stuff.
  • But where do you start?!
  • But let’s not get too deep into the weeds just yet.Before we dive into all the great tools that are out there, let’s talk about how to approach social media from a business perspective.
  • Time constraintsContent generation – who’s going to do it? How much can you create? How much can you say (legal)Target audience: primary, secondary, influencers?Objectives: what can you do for these people? Why would they want to follow you? How will you keep them happy? How will you get them to convert? What is your conversion point?Governance: what does legal have to say about this plan? Who is in charge of this? How much will you delegate? How much will you allow? What do we do when this happens? What do we do when it works?!
  • listening: socialmention.com,google alerts and reader, - content; content must be relevant and useful to your target audience- blogging; community, consistency, clarity, content- social tools: what channels fit your strategy?
  • create and optimize your social channelsTake what you learned from listening and researching your audiences and start doing it!- Remember the 90/10 rule
  • Social media mimics real relationships — in many cases. Would you do the following within real face-to-face relationships?Jump on the friendship bandwagon without properly introducing yourself?Consistently talk about yourself and promote only yourself without regard for those around you?Randomly approach a friend you barely talk to and simply ask for favors — repeatedly?
  • Make sure that your actions line up with your goals.Are your goals the right ones?
  • - align analytics tools and data collection with your organizations social media objectivesAnalytics resources:- googleanalytics- social mention- klout- bit.ly- mix in offline data sets
  • In a one hour window these are all tweets that showed up in my stream mentioning a product or a brand – NOT sent by branded accounts that I follow
  • Personal profiles (old skool)
  • Newest version! Of a personal profile
  • Great example of tieing a product to a marketing strategy and a social strategyTheir products record your workouts, you can upload workouts to Nike+ which syncs with social networks like facebook. Get people to cheer for youLocationsImagesSocial encouragement
  • Tips can be about the location you are at, about other venues in the area, specials, likes, dislikes
  • Social Media and Marketing

    1. 1. Social Media Marketing Part 1: Definitions and Decisions Maggie Hyde @MaggieHyde maggie@flyingbridge.net
    2. 2. Marketing is the activity, set ofinstitutions, and processes forcreating, communicating, delivering, andexchanging offerings that have value forcustomers, clients, partners, and society atlarge. AMA
    3. 3. “Public Relations helps an organizationand its publics adapt mutually to each other.” PRSA
    4. 4. Advertising is a form of communicationused to persuade an audience(viewers, readers or listeners) to take someaction with respect to products, ideas, orservices. Wikipedia
    5. 5. Interruption MarketingMarketing communications that disrupt customers activities @GapingVoid
    6. 6. NOTIdina Menzel!
    7. 7. Permission MarketingCustomers agree to be involved in marketing activities
    8. 8. Less marketing and advertising and more storytelling
    9. 9. YOU Your AdvocatesFuture Converting Customers Skeptic. (there’s one in every group)
    10. 10. “We call it real-time serendipity” Facebook CEO Mark Zuckerberg
    11. 11. Social Media Is AboutCreating the ChanceWith Relative Content
    12. 12. So where do we start?
    13. 13. Social Media Planning: 1. Discovery 2. Strategy 3. Implementation 4. Analytics
    14. 14. Step 1: Discovery Social capacity Target Audience Objectives Governance
    15. 15. Step 2: StrategyListen Tools Content
    16. 16. Step 3: Implementation
    17. 17. Would you do that IRL? http://tinyurl.com/social-norms-2010
    18. 18. What are you trying to do?
    19. 19. …What are you actually doing?
    20. 20. Social Media Goal Setting
    21. 21. Step 4: Analytics
    22. 22. Social Media Marketing Part 2: Methods and Tools Maggie Hyde @MaggieHyde maggie@flyingbridge.net
    23. 23. 10/31/2011 Flying Bridge Technologies 35
    24. 24. What’s Twitter? Way to get informationWay to share information
    25. 25. Why is it important?1 billion tweets are sent per week~ kissmetrics+100 million active global users~ Twitter6,939 tweets per second~ kissmetrics
    26. 26. 1 in 5 Tweets mention a product or brand
    27. 27. World Twitter Trends of 2011 AH1N1 Mubarak Cairo PrayForJapan Chernobyl Libia/Libya Fukushima William & Kate Gadafi RIP Steve Jobs
    28. 28. How it works Set up an Account Create a Profile Follow others and Get Followers Read / Post Tweets10/31/2011 Flying Bridge Technologies 40
    29. 29. TWEETRETWEET@ REPLY HASHTAG 10/31/2011 Flying Bridge Technologies 41
    30. 30. FollowingPeople that you Follow FollowersPeople who Follow You
    31. 31. Lists You can have up to 20 Public or PrivateOther’s can Follow your public lists
    32. 32. HashtagsIndexing or categorizing Tags Keywords for searching
    33. 33. Grassroots effort to convince Chiquita BananaCompany CEO to move headquarters to CLT#Bananas4CLT
    34. 34. ore than 800 million active usersverage user has 130 friendsverage user is connected to 80 community pages, groups & events
    35. 35. Facebook Accounts can be… A Profile for a single personA Group of people in a community
    36. 36. Or a Page for …
    37. 37. Facebook is: Sharing Discovery Games Calendars Locations Brands Lifestyles …LIFE STREAMING AND SHARING10/31/2011 Flying Bridge Technologies 56
    38. 38. More than 10 million usersOver 1 billion items shared & receivedper dayGoogle +1 button is “being served 2.3billion times a day”
    39. 39. 10,000,000 Users3 Million check-ins per day500,000 Merchants (August 2011)
    40. 40. Create your AccountFind Friends
    41. 41. Check-in to Events, Venuesor Locations
    42. 42. To Do Lists
    43. 43. Users currently checked-in Tips from other users
    44. 44. My Favorite Resources: Mashable.com SocialFresh.com SEOMoz.com
    45. 45. Connect with me! @MaggieHyde http://linkedin.com/in/MaggieHyde http://facebook.com/MaggieHyde maggie@flyingbridge.net FBTI.net (Flying Bridge Technologies)
    46. 46. Credits• blog.twitter.com• http://www.marketinggum.com/twitter-statistics-2011-updated-stats/• http://blog.kissmetrics.com/twitter-statistics/• http://www.slideshare.net/randfish/inbound-marketing-is-all-connected• Social Media Strategy: Mark Smiciklas:http://www.slideshare.net/msmiciklas/social-media-strategy-2617424• Social Media Icons: http://www.smashingapps.com/2010/03/08/the-ultimate- fresh-collection-of-high-quality-free-social-media-icon-sets.html• Discovery: http://notdiscovery.wordpress.com/2011/03/07/disoveries/• https://www.facebook.com/press/info.php?statistics• http://searchengineland.com/google-twitter-flaunt-social-stat-its-like-2003-all- over-again-85887• Cartoons: http://gapingvoid.com• http://articles.businessinsider.com/2011-08-02/tech/30097137_1_foursquare- users-merchants-ins
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