Social Media Marketing for Business 11 June09

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A presentation I gave at the Social Media Marketing conference in Johannesburg on 11 June 2009

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  • Only acknowledged in 1991 as a US Architectural Masterpiece.

    Cut through the clutter,
    be remarkable,
    make an impact.

  • SM is a individual skill / speciality
    Bridge the gap
    Add value
    Take advantage of the variety of content channels

  • Typical Social Media Map / Plan.

    Success requires a combination of these factors.


  • Who is the ‘Media’?
    Build real relationships.
    Start to shape & influence the conversation. Carnegie, Dale on Communication


  • One shot
    Pick your timing
    Attention grabbing
    ‘Spin’ it
    Tailormade
    Cut through the clutter




  • There is a community / interest in almost everything that exists.
    Find them.

  • •HUMAN
    •Engage
    •Encourage
    •Respond
    •Collective
    •UGC
    •manage channels audit modify
    •Have ` puropose / aim / objective
    embod that
    breed trust
    social contract
    expectations
    set a precedent
    internal policy to manage responses
    evolve and audit progress and channels
    response times
    cast a wide net / but focused quality
    use / involve the community
    you can say sorry / thank you






  • Social Media Marketing for Business 11 June09

    1. 1. Identifying & Engaging with Key Online Communities Social Media Marketing for Business Johannesburg 11 June 2009 Melissa Attree - www.melissaattree.co.za
    2. 2. Strategic Planning Conversation Content Community
    3. 3. Attention Economy
    4. 4. ★ Information overload. ★ Partial Attention Disorder. ★ 90% of people who can skip TV ads, do. ★ Remember when you didnʼt have email? ★ email + sms + RSS + social networking + reading + tv + radio + outdoor. ★ Filters
    5. 5. Frank Lloyd Wright, Fallingwater, 1936
    6. 6. Strategic Planning
    7. 7. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
    8. 8. Conversation
    9. 9. ★ LISTEN to the conversation (ORM / Tracking tools ★ Map the trends. ★ Start engaging with key fans / haters and opinion leaders ★ Start to shape & influence the conversation.
    10. 10. Content
    11. 11. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way convo ★ Great content travels. Help it
    12. 12. Find The Fans
    13. 13. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
    14. 14. Communities
    15. 15. quot;The royal road to a man's heart is to talk to him about the things he treasures most.quot; Dale Carnegie
    16. 16. Community Management ★ Establish purpose / objective ★ Must add value to marketing mix ★ ID suitable channels ★ Cast a wide net but maintain focus ★ Develop an internal policy (who? how? when?)
    17. 17. Community Management ★ Be true to your initial purpose ★ Set a precedent ★ Balance - 2 way Conversation ★ Content adds context ★ Track mentions / links / related queries ★ Response times
    18. 18. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
    19. 19. What is the shortest word in the English language that contains the letters: abcdef? Answer: feedback. Don't forget that feedback is one of the essential elements of good communication.
    20. 20. Melissa Attree Social Media Consultant, Blogger, Brand Strategist GetOn eMarketing www.melissaattree.co.za // www.geton.co.za melattree on twitter MelissaAttree on delicious Melissa Attree on Facebook Melissa Attree on LinkedIn melattree on skype MelAttree on FriendFeed

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