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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Social Media and Marketing
- 1. Social Media Marketing Part 1: Definitions and Decisions Maggie Hyde @MaggieHyde maggie@flyingbridge.net
- 2. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. AMA
- 3. “Public Relations helps an organization and its publics adapt mutually to each other.” PRSA
- 4. Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Wikipedia
- 6. Interruption Marketing Marketing communications that disrupt customers activities @GapingVoid
- 12. Permission Marketing Customers agree to be involved in marketing activities
- 15. Less marketing and advertising and more storytelling
- 16. YOU Your Advocates Future Converting Customers Skeptic. (there’s one in every group)
- 17. “We call it real-time serendipity” Facebook CEO Mark Zuckerberg
- 20. Social Media Is About Creating the Chance With Relative Content
- 22. So where do we start?
- 23. Social Media Planning: 1. Discovery 2. Strategy 3. Implementation 4. Analytics
- 24. Step 1: Discovery Social capacity Target Audience Objectives Governance
- 25. Step 2: Strategy Listen Tools Content
- 27. Would you do that IRL? http://tinyurl.com/social-norms-2010
- 28. What are you trying to do?
- 29. …What are you actually doing?
- 30. Social Media Goal Setting
- 32. Social Media Marketing Part 2: Methods and Tools Maggie Hyde @MaggieHyde maggie@flyingbridge.net
- 35. 10/31/2011 Flying Bridge Technologies 35
- 36. What’s Twitter? Way to get information Way to share information
- 37. Why is it important? 1 billion tweets are sent per week ~ kissmetrics +100 million active global users ~ Twitter 6,939 tweets per second ~ kissmetrics
- 38. 1 in 5 Tweets mention a product or brand
- 39. World Twitter Trends of 2011 AH1N1 Mubarak Cairo PrayForJapan Chernobyl Libia/Libya Fukushima William & Kate Gadafi RIP Steve Jobs
- 40. How it works Set up an Account Create a Profile Follow others and Get Followers Read / Post Tweets 10/31/2011 Flying Bridge Technologies 40
- 41. TWEET RETWEET @ REPLY HASHTAG 10/31/2011 Flying Bridge Technologies 41
- 43. Following People that you Follow Followers People who Follow You
- 45. Lists You can have up to 20 Public or Private Other’s can Follow your public lists
- 47. Hashtags Indexing or categorizing Tags Keywords for searching
- 48. Grassroots effort to convince Chiquita Banana Company CEO to move headquarters to CLT #Bananas4CLT
- 49. ore than 800 million active users verage user has 130 friends verage user is connected to 80 community pages, groups & events
- 50. Facebook Accounts can be… A Profile for a single person A Group of people in a community
- 53. Or a Page for …
- 56. Facebook is: Sharing Discovery Games Calendars Locations Brands Lifestyles …LIFE STREAMING AND SHARING 10/31/2011 Flying Bridge Technologies 56
- 57. More than 10 million users Over 1 billion items shared & received per day Google +1 button is “being served 2.3 billion times a day”
- 59. 10,000,000 Users 3 Million check-ins per day 500,000 Merchants (August 2011)
- 60. Create your Account Find Friends
- 61. Check-in to Events, Venues or Locations
- 62. To Do Lists
- 63. Users currently checked-in Tips from other users
- 64. My Favorite Resources: Mashable.com SocialFresh.com SEOMoz.com
- 65. Connect with me! @MaggieHyde http://linkedin.com/in/MaggieHyde http://facebook.com/MaggieHyde maggie@flyingbridge.net FBTI.net (Flying Bridge Technologies)
- 66. 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
Editor's Notes
- 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