Social Media Introduction

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Social Media Introduction

  1. 1. Social Media ©2011 Mitsubishi Electric
  2. 2. ©2011 Mitsubishi Electric
  3. 3. ©2011 Mitsubishi Electric
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  6. 6. More Stats <ul><li>Baby Boomers </li></ul><ul><ul><li>Fastest growing segment of social media users </li></ul></ul><ul><li>Generation Y </li></ul><ul><ul><li>26% of the Population </li></ul></ul><ul><ul><li>First generation to grow up online </li></ul></ul><ul><ul><li>Largest segment of social media users </li></ul></ul><ul><li>Need to Engage Gen Y and Z Audiences Differently </li></ul><ul><ul><li>Instant gratification; the experience versus the message </li></ul></ul>©2011 Mitsubishi Electric
  7. 7. Why Do Social Media Marketing ©2011 Mitsubishi Electric
  8. 8. Why Do Social Media Marketing <ul><li>Traditional (outbound) marketing is dying </li></ul><ul><ul><li>Interruption marketing : people don't want to be marketed to anymore (DVR, caller id / do-not-call, SPAM filters) </li></ul></ul><ul><ul><li>Permission marketing : social media meets people on their terms not yours </li></ul></ul><ul><li>It's a huge audience </li></ul><ul><li>Can go viral very quickly </li></ul><ul><li>People are talking about you / your products </li></ul><ul><li>Internet-based – 24/7 </li></ul><ul><li>Virtually no investment (just time) </li></ul><ul><li>Still the “Wild West” </li></ul>©2011 Mitsubishi Electric
  9. 9. What is Social Media Marketing? <ul><li>Social media is part of the overall marketing strategy </li></ul><ul><li>New technique, but not new concepts </li></ul><ul><ul><li>Hybrid of Internet marketing, local marketing, offline marketing, and “mobile” marketing </li></ul></ul><ul><ul><li>Relationship building, word-of-mouth advertising, branding </li></ul></ul><ul><li>Long-term marketing commitment </li></ul>©2011 Mitsubishi Electric
  10. 10. What Can Social Media Do for You <ul><li>Build / manage your reputation (brand) </li></ul><ul><ul><li>Establish yourself as a thought leader/ celebrity / authority in your market </li></ul></ul><ul><li>Build a community of followers </li></ul><ul><li>Find your market and listen to what they’re saying </li></ul><ul><li>Enhance (or begin) Internet marketing </li></ul><ul><ul><li>Drive more traffic to web site </li></ul></ul><ul><ul><li>Improve search engine rankings </li></ul></ul>©2011 Mitsubishi Electric
  11. 11. Social Media Channels <ul><li>Blogs </li></ul><ul><li>Content sharing sites </li></ul><ul><li>Social bookmarking sites </li></ul><ul><li>Social news sites </li></ul><ul><li>Social networking services </li></ul><ul><li>Forums and discussion boards </li></ul><ul><li>Local and Mobile services </li></ul>©2011 Mitsubishi Electric
  12. 12. Blogs <ul><li>Publish content </li></ul><ul><li>Create an asset </li></ul><ul><li>Become a thought leader </li></ul><ul><li>Start conversations </li></ul><ul><li>Great for search engines </li></ul><ul><li>Attract subscribers </li></ul>©2011 Mitsubishi Electric
  13. 13. Content Sharing Sites <ul><li>Distribute content </li></ul><ul><li>Grab online real estate </li></ul><ul><li>Become a celebrity </li></ul><ul><li>Attract visitors / traffic to your Website </li></ul><ul><li>Great for search engines </li></ul><ul><li>Attract subscribers </li></ul>©2011 Mitsubishi Electric
  14. 14. Social Bookmarking and News Sites <ul><li>Share your and others’ content </li></ul><ul><li>Get attention </li></ul><ul><li>Attract followers </li></ul><ul><li>Drive traffic to your website </li></ul><ul><li>Great for search engines </li></ul>©2011 Mitsubishi Electric
  15. 15. Social Networking <ul><li>The new “search engines” </li></ul><ul><li>Build a community of followers </li></ul><ul><li>Build relationships </li></ul><ul><ul><li>Help people / your customers </li></ul></ul><ul><li>Become a trusted advisor </li></ul><ul><li>Share your and others’ content </li></ul><ul><li>Spread your message virally </li></ul><ul><ul><li>Turn your followers into evangelists </li></ul></ul><ul><li>Monitor your market </li></ul>©2011 Mitsubishi Electric
  16. 16. Forums and Discussion Boards <ul><li>Old school social networking </li></ul><ul><li>Build relationships </li></ul><ul><ul><li>Help your customers </li></ul></ul><ul><li>Become trusted advisor </li></ul><ul><li>Educate your niche </li></ul><ul><li>Learn about your market </li></ul><ul><li>Great for search engines </li></ul>©2011 Mitsubishi Electric
  17. 17. Mobile / Local Services <ul><li>Geo-target your customers </li></ul><ul><li>Build loyal / repeat customers </li></ul><ul><li>Claim online real estate </li></ul><ul><li>Rank higher on search engines </li></ul><ul><li>Integrate offline with online marketing </li></ul><ul><li>Get ahead of the mobile revolution </li></ul>©2011 Mitsubishi Electric
  18. 18. Where Do We Begin? ©2011 Mitsubishi Electric
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  23. 23. Pop Quiz <ul><li>Which social media network has over 600 million users? </li></ul><ul><li>Which network is the second largest search engine behind Google? </li></ul><ul><li>Which segment of population (generation) should we be marketing to? </li></ul><ul><li>What are three advantages of social media marketing over traditional methods? </li></ul><ul><li>Which is NOT a channel of social marketing? </li></ul><ul><ul><li>Blogger, YouTube, Digg, Facebook, Yahoo Answers, Foursquare </li></ul></ul>©2011 Mitsubishi Electric
  24. 24. Social Media Tactics <ul><li>Publish and distribute content </li></ul><ul><li>Share content </li></ul><ul><li>Network with others </li></ul><ul><li>Monitor the “Socialsphere” </li></ul><ul><li>Remember: it’s free to join but takes time to make it work </li></ul>©2011 Mitsubishi Electric
  25. 25. Publish and Distribute Content <ul><li>Publish everything and everywhere </li></ul><ul><ul><li>Articles, images, videos, press releases </li></ul></ul><ul><ul><li>On your site and content sharing sites </li></ul></ul><ul><li>Be authentic </li></ul><ul><ul><li>No automated posts </li></ul></ul><ul><li>Stand out from the crowd </li></ul><ul><ul><li>Provide relevant, valuable content to your audience </li></ul></ul><ul><ul><li>Be clever, creative, and engaging </li></ul></ul><ul><li>Encourage people to share your content </li></ul><ul><li>Keep doing it! </li></ul>©2011 Mitsubishi Electric
  26. 26. Need Content? <ul><li>Trade and media publications </li></ul><ul><li>Manufacturer web sites </li></ul><ul><li>Ask questions / answer questions </li></ul><ul><li>Search for questions & answers </li></ul><ul><li>Monitor industry key phrases </li></ul><ul><li>Create a video (a new way of thinking) </li></ul><ul><li>Send entertaining / relevant links </li></ul><ul><ul><li>Find the relevant industry leaders and track them </li></ul></ul>©2011 Mitsubishi Electric
  27. 27. Share Content <ul><li>Promote your content </li></ul><ul><ul><li>Blogs, videos, documents </li></ul></ul><ul><li>Promote other relevant content </li></ul><ul><li>Use the 3-to-1 rule </li></ul><ul><ul><li>Focus on educating your audience vs. promoting yourself </li></ul></ul><ul><li>Be consistent </li></ul><ul><li>Use social bookmarking, news, and network sites </li></ul>©2011 Mitsubishi Electric
  28. 28. Network with Others <ul><li>Build a community of friends, fans, followers, and connections </li></ul><ul><ul><li>Information seekers, prospects, customers </li></ul></ul><ul><ul><li>Follow others </li></ul></ul><ul><ul><li>Make it easy for people to follow you; encourage </li></ul></ul><ul><ul><li>people to follow you </li></ul></ul><ul><li>Create groups </li></ul><ul><li>Engage them </li></ul><ul><ul><li>Communicate with them OFTEN </li></ul></ul><ul><ul><li>Help them, answer their questions, offer value </li></ul></ul><ul><ul><li>Make yourself available </li></ul></ul>©2011 Mitsubishi Electric
  29. 29. Monitor the “Socialsphere” <ul><li>See what people are talking about </li></ul><ul><ul><li>You, your business, your industry, your competitors </li></ul></ul><ul><ul><li>Find out their problems and questions </li></ul></ul><ul><ul><li>What is the trending conversation </li></ul></ul><ul><li>Join (or start) the conversation </li></ul><ul><ul><li>Offer help and advice </li></ul></ul><ul><ul><li>Fix problems </li></ul></ul><ul><ul><li>Repair damage </li></ul></ul>©2011 Mitsubishi Electric
  30. 30. Getting Started – What You Need <ul><li>Create a Facebook page for your business </li></ul><ul><li>Join LinkedIn and connect with people you know </li></ul><ul><li>Create a Twitter account </li></ul><ul><li>Use monitoring tools </li></ul><ul><ul><li>Google “alerts”; Tweetdeck for social media </li></ul></ul><ul><li>Claim your Google / Facebook places pages </li></ul><ul><li>Build a YouTube channel and post videos </li></ul><ul><li>Start your own blog </li></ul><ul><li>Claim your Foursquare venue </li></ul><ul><li>QR tag code creator and QR tag reader </li></ul>©2011 Mitsubishi Electric
  31. 31. Getting Started – Best Practices <ul><li>Completely fill out account / page profiles </li></ul><ul><li>Post / share content regularly </li></ul><ul><li>Offer incentives in exchange for user action </li></ul><ul><ul><li>Actions: “Like”, “Follow”, “Share”, “Comment”, “Check in” </li></ul></ul><ul><ul><li>Incentives: coupons, discounts, free stuff </li></ul></ul><ul><li>Allow users to vote, rate and comment on content </li></ul><ul><li>Promote online social media activities offline </li></ul>©2011 Mitsubishi Electric
  32. 32. Getting Started – Best Practices <ul><li>Set goals </li></ul><ul><li>Put someone in charge and a resource in place </li></ul><ul><li>Keep your plans simple </li></ul><ul><li>Take it slowly </li></ul><ul><li>Always stay focused on your prospect / customer </li></ul><ul><ul><li>Go where they are and add value </li></ul></ul><ul><li>Be smart about what you put out there </li></ul><ul><ul><li>What happens online, stays online! </li></ul></ul><ul><li>If you do nothing else, monitor what people are saying </li></ul>©2011 Mitsubishi Electric
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  34. 34. Questions for Us? ©2011 Mitsubishi Electric
  35. 35. Getting Started – Training & Support <ul><li>In the Near Future: </li></ul><ul><ul><li>Hosted teleconferences / webinars </li></ul></ul><ul><ul><li>Training videos </li></ul></ul><ul><ul><li>Onsite visits </li></ul></ul>©2011 Mitsubishi Electric Colleen Hartman Social Media Marketing Mitsubishi Electric HVAC [email_address]
  36. 36. Stop thinking campaigns. Think conversations. ©2011 Mitsubishi Electric

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