Social Media Made Me Do It

“Social Media Made Me Do It” UNCOVER THE POWERFUL (AND PRACTICAL) ROLE FOR SOCIAL MEDIA IN YOUR BUSINESS Presented by: Kelli B. Schmith, Marketing Strategist December 2009

Trust me. I’m no expert.

Social Media is Big – Really Big   The Big Aha   The Big Promise   The Big But (aka the gap)   The Big Question

Today’s Goal: Your Big Aha   Am I ready for social media?   Is my company ready for social media?   3 ways to safely test the waters

The Big Promise Social Networ king will change the way you engage with your customer s, the mar ket, and your own people.

Big Stats, Big Brands

The Big But Business folk s get the Big Idea of social media, but there’s an even bigger GAP between the future payof f and today’s real business challenges.

What’s Inside the Gap  Too much noise  Hype versus measurable ROI  Who are all these experts?  What will really stick?

Last But Not Least 2 Twitter accounts Facebook LinkedIn Blog ??!! Chuck Musciano, CIO Martin Marietta Materials

The SM Anxiety Scale Aversion Doubt Curiosity Fear Skepticism Possibility

What Social Media is NOT…

It’s intertwined into everyday life. use social technologies each month Forrester Research, 2009

Be There or Be Square? If your company is not using social media, you are simply ignoring the conversations already happening online. Scott Monty, Head of Social Media Ford Motor Company Photo by CC Chapman, available under a Creative Common License

Putting Social Media to Work Business Objective Social Media “Behavior”   Better understand your customers Listen   Spread messages about your brand Talk   Find your most enthusiastic customers and Energize encourage them to pass along your message   Help customers support each other Support   Influence product (or service) design and Embrace corporate strategy Forrester Research, Three Steps to Measuring Social Media Marketing

What These Could Mean Listen Talk Energize Support Embrace

First Things First Your customer determines the platform. Your objective drives the metrics and how you measure them.

2 Questions You Have to Ask Who is your customer?

Customer Segmentation 101+1   Audience Review   Demographic   Sociographic   Technographic   Revenue Streams & Profit

2 Questions You Have to Ask What is the ONE objective?

Defining the ONE Objective   What are you driving your customers to?   Already exists   Current engagement   Company-wide touchpoints   Looks like?   Executed how?   By whom?   What isn’t measured?

Strategy & Technology Last Platform Freshness Factor Affect on Behavior User Transparency Interaction Your Role Community Dynamic

Platforms =Means to the End. Source: Overdrive Interactive Search Marketing Map Downloadable map with live links at: ovrdrv.com/search-map

The SM Anxiety Scale Aversion Doubt Curiosity Fear Skepticism Possibility

3 Ways To Dip Your Toe In 1.  Engage as a consumer.   Twitter   Facebook   Etsy   GoodReads 2.  Establish your professional identity. It’s yours.   LinkedIn   Twitter 3.  Lurk. Listen. and Learn.   RSS Feeds   #Hashtags

From the Sample Bin

You Define the Big Aha Enhance your relationships? Build (or deliver on) your brand? Recruit talent? Serve your customers? Boost morale?

Connect Here First. Kelli Schmith kellischmith@karmicboom.com MarketingVeep linkedin.com/in/kellibschmith delicious.com/kellibeth Marketing Blog: DigDeepThinker.com This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.

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Social Media Made Me Do It

by Kelli Schmith on Jan 11, 2010

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Social Media Made Me Do It — Presentation Transcript