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Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
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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

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






  • Transcript

    • 1. Identifying & Engaging with Key Online Communities Social Media Marketing for Business Johannesburg 11 June 2009 Melissa Attree - www.melissaattree.co.za
    • 2. Strategic Planning Conversation Content Community
    • 3. Attention Economy
    • 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. Frank Lloyd Wright, Fallingwater, 1936
    • 6. Strategic Planning
    • 7. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
    • 8. Conversation
    • 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. Content
    • 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. Find The Fans
    • 13. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
    • 14. Communities
    • 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. 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. 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. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
    • 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. 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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