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Social Media Introduction Social Media Introduction Presentation Transcript

  • Social Media ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • More Stats
    • Baby Boomers
      • Fastest growing segment of social media users
    • Generation Y
      • 26% of the Population
      • First generation to grow up online
      • Largest segment of social media users
    • Need to Engage Gen Y and Z Audiences Differently
      • Instant gratification; the experience versus the message
    ©2011 Mitsubishi Electric
  • Why Do Social Media Marketing ©2011 Mitsubishi Electric
  • Why Do Social Media Marketing
    • Traditional (outbound) marketing is dying
      • Interruption marketing : people don't want to be marketed to anymore (DVR, caller id / do-not-call, SPAM filters)
      • Permission marketing : social media meets people on their terms not yours
    • It's a huge audience
    • Can go viral very quickly
    • People are talking about you / your products
    • Internet-based – 24/7
    • Virtually no investment (just time)
    • Still the “Wild West”
    ©2011 Mitsubishi Electric
  • What is Social Media Marketing?
    • Social media is part of the overall marketing strategy
    • New technique, but not new concepts
      • Hybrid of Internet marketing, local marketing, offline marketing, and “mobile” marketing
      • Relationship building, word-of-mouth advertising, branding
    • Long-term marketing commitment
    ©2011 Mitsubishi Electric
  • What Can Social Media Do for You
    • Build / manage your reputation (brand)
      • Establish yourself as a thought leader/ celebrity / authority in your market
    • Build a community of followers
    • Find your market and listen to what they’re saying
    • Enhance (or begin) Internet marketing
      • Drive more traffic to web site
      • Improve search engine rankings
    ©2011 Mitsubishi Electric
  • Social Media Channels
    • Blogs
    • Content sharing sites
    • Social bookmarking sites
    • Social news sites
    • Social networking services
    • Forums and discussion boards
    • Local and Mobile services
    ©2011 Mitsubishi Electric
  • Blogs
    • Publish content
    • Create an asset
    • Become a thought leader
    • Start conversations
    • Great for search engines
    • Attract subscribers
    ©2011 Mitsubishi Electric
  • Content Sharing Sites
    • Distribute content
    • Grab online real estate
    • Become a celebrity
    • Attract visitors / traffic to your Website
    • Great for search engines
    • Attract subscribers
    ©2011 Mitsubishi Electric
  • Social Bookmarking and News Sites
    • Share your and others’ content
    • Get attention
    • Attract followers
    • Drive traffic to your website
    • Great for search engines
    ©2011 Mitsubishi Electric
  • Social Networking
    • The new “search engines”
    • Build a community of followers
    • Build relationships
      • Help people / your customers
    • Become a trusted advisor
    • Share your and others’ content
    • Spread your message virally
      • Turn your followers into evangelists
    • Monitor your market
    ©2011 Mitsubishi Electric
  • Forums and Discussion Boards
    • Old school social networking
    • Build relationships
      • Help your customers
    • Become trusted advisor
    • Educate your niche
    • Learn about your market
    • Great for search engines
    ©2011 Mitsubishi Electric
  • Mobile / Local Services
    • Geo-target your customers
    • Build loyal / repeat customers
    • Claim online real estate
    • Rank higher on search engines
    • Integrate offline with online marketing
    • Get ahead of the mobile revolution
    ©2011 Mitsubishi Electric
  • Where Do We Begin? ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • Pop Quiz
    • Which social media network has over 600 million users?
    • Which network is the second largest search engine behind Google?
    • Which segment of population (generation) should we be marketing to?
    • What are three advantages of social media marketing over traditional methods?
    • Which is NOT a channel of social marketing?
      • Blogger, YouTube, Digg, Facebook, Yahoo Answers, Foursquare
    ©2011 Mitsubishi Electric
  • Social Media Tactics
    • Publish and distribute content
    • Share content
    • Network with others
    • Monitor the “Socialsphere”
    • Remember: it’s free to join but takes time to make it work
    ©2011 Mitsubishi Electric
  • Publish and Distribute Content
    • Publish everything and everywhere
      • Articles, images, videos, press releases
      • On your site and content sharing sites
    • Be authentic
      • No automated posts
    • Stand out from the crowd
      • Provide relevant, valuable content to your audience
      • Be clever, creative, and engaging
    • Encourage people to share your content
    • Keep doing it!
    ©2011 Mitsubishi Electric
  • Need Content?
    • Trade and media publications
    • Manufacturer web sites
    • Ask questions / answer questions
    • Search for questions & answers
    • Monitor industry key phrases
    • Create a video (a new way of thinking)
    • Send entertaining / relevant links
      • Find the relevant industry leaders and track them
    ©2011 Mitsubishi Electric
  • Share Content
    • Promote your content
      • Blogs, videos, documents
    • Promote other relevant content
    • Use the 3-to-1 rule
      • Focus on educating your audience vs. promoting yourself
    • Be consistent
    • Use social bookmarking, news, and network sites
    ©2011 Mitsubishi Electric
  • Network with Others
    • Build a community of friends, fans, followers, and connections
      • Information seekers, prospects, customers
      • Follow others
      • Make it easy for people to follow you; encourage
      • people to follow you
    • Create groups
    • Engage them
      • Communicate with them OFTEN
      • Help them, answer their questions, offer value
      • Make yourself available
    ©2011 Mitsubishi Electric
  • Monitor the “Socialsphere”
    • See what people are talking about
      • You, your business, your industry, your competitors
      • Find out their problems and questions
      • What is the trending conversation
    • Join (or start) the conversation
      • Offer help and advice
      • Fix problems
      • Repair damage
    ©2011 Mitsubishi Electric
  • Getting Started – What You Need
    • Create a Facebook page for your business
    • Join LinkedIn and connect with people you know
    • Create a Twitter account
    • Use monitoring tools
      • Google “alerts”; Tweetdeck for social media
    • Claim your Google / Facebook places pages
    • Build a YouTube channel and post videos
    • Start your own blog
    • Claim your Foursquare venue
    • QR tag code creator and QR tag reader
    ©2011 Mitsubishi Electric
  • Getting Started – Best Practices
    • Completely fill out account / page profiles
    • Post / share content regularly
    • Offer incentives in exchange for user action
      • Actions: “Like”, “Follow”, “Share”, “Comment”, “Check in”
      • Incentives: coupons, discounts, free stuff
    • Allow users to vote, rate and comment on content
    • Promote online social media activities offline
    ©2011 Mitsubishi Electric
  • Getting Started – Best Practices
    • Set goals
    • Put someone in charge and a resource in place
    • Keep your plans simple
    • Take it slowly
    • Always stay focused on your prospect / customer
      • Go where they are and add value
    • Be smart about what you put out there
      • What happens online, stays online!
    • If you do nothing else, monitor what people are saying
    ©2011 Mitsubishi Electric
  • ©2011 Mitsubishi Electric
  • Questions for Us? ©2011 Mitsubishi Electric
  • Getting Started – Training & Support
    • In the Near Future:
      • Hosted teleconferences / webinars
      • Training videos
      • Onsite visits
    ©2011 Mitsubishi Electric Colleen Hartman Social Media Marketing Mitsubishi Electric HVAC [email_address]
  • Stop thinking campaigns. Think conversations. ©2011 Mitsubishi Electric