Meaningful Social Media by Mythology LLC


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Learn how creating meaningful conversations based on emotional and functional needs with your most prized customers and prospects can radically change how you do marketing.

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  • A  QR code  (abbreviated from  Quick Response code ) is a type of  matrix barcode  (or two-dimensional code) first designed for the automotive industry. More recently, the system has become popular outside of the industry due to its fast readability and comparatively large storage capacity. The code consists of black modules arranged in a square pattern on a white background. Although initially used to track parts in vehicle manufacturing, QR codes are now (as of 2011) used over a much wider range of applications, including commercial tracking, entertainment and transport ticketing, product marketing and in-store product labeling. Many of these applications target  mobile-phone  users (via  mobile tagging ). Users may receive text, add a  vCard  contact to their device, open a  Uniform Resource Identifier  (URI), or compose an  e-mail  or text message after scanning QR codes.  A  Location-Based Service  (LBS) is an information or entertainment service, accessible with  mobile devices  through the  mobile network  and utilizing the ability to make use of the geographical position of the mobile device [1] [2] [3]  . [4] LBS can be used in a variety of contexts, such as health, indoor object search [5] , entertainment [6] , work, personal life, etc. . [7] Some examples of location-based services are [2] : Recommending social events in a city [1] Requesting the nearest business or service, such as an ATM or restaurant Turn by turn navigation to any address Locating people on a map displayed on the mobile phone Receiving alerts, such as notification of a sale on gas or warning of a traffic jam Location-based mobile advertising Asset recovery combined with active RF to find, for example, stolen assets in containers where GPS wouldn't work Games where your location is part of the game play, for example your movements during your day make your avatar move in the game or your position unlocks content.
  • Well what about all these sites? Timeout, this is a lot to manage…who are on these sites? What do I say on these sites? What content goes on these sites? Well you do not have to be overwhelmed by these things, don’t even be worried with these questions but instead be STRATEGIC with ur thoughts…What am I trying to achieve? How do these sites work together? Which ones fit my company or myself?
  • the vision that worked for a small company in the 1960s, made a big company in 2008 look like the bad guy. Walmart created this connection because they needed a genuine and trusting relationship with their most important customer in order to succeed. When this site was launched the following qtr in ‘08 net sales increases 3.8%
  • Meaningful Social Media by Mythology LLC

    1. 1. Meaningful Social MediaJeff JamesMythology
    2. 2. Agenda• What is Social Media?• The Sites, Apps and Tools• Planning for SM Success• Publishing Sticky, Shareable Content• Managing and Measuring your SM Presence• Earning (and Keeping) Likes, Friends and Followers
    3. 3. SOCIAL MEDIA
    4. 4. What is Social Media?
    5. 5. Top Social Media Sites
    6. 6. Social MediaAdvantages Disadvantages• Vehicle to communicate with clients, • Can be intimidating and overwhelming if notinvestigate online reputation, and survey target properly usedmarkets easier • Requires personal engagement with clients• Provides unprecedented access to clients and and more prompt / direct responses thanprospects traditional methods• Easier to segment markets by using groups • Time intensivewithin the social media platforms, and learn • Easier to misunderstand tone or requests ofabout their buying habits, behaviors, and other clients than traditional communicationpertinent information methods• Allows companies to closely monitor • Seemingly faddish to some segmentscustomer complaints, and address concerns • More prone to magnify mistakes or humanquickly with less cost errors • Few standard measures for ROI
    7. 7. Not All Participants are the Same
    8. 8. Emerging Developments• Quick Response • Location-Based
    10. 10. Social Communities
    11. 11. Types of Sites• Community – Social Broad – e.g., Facebook, Google+• Community – Social Niche – e.g., NING-based communities• Community – Professional• Content Sharing and Curating Social Utility/Function – e.g., YouTube, Vimeo, Instagram, Flickr, Pinterest, SlideShare – e.g. Tumblr• Location-Based – e.g., Foursquare• Rating/Recommending – e.g., Yelp, HealthGrades
    12. 12. Facebook Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook Inc.[1] As of February 2012, Facebook had more than 845 million active users.
    13. 13. Facebook Concepts and Tips• Terminology • Tips – Page – “Use as” your page vs. your personal Facebook profile – “Like” – Set up Showcase pages – Timeline • Landing page (ie, MyPTPractice) – Showcase Pages – Respond to comments! – Facebook Insights – Like and respond to posts by influencers, likers – Don’t over-post on Facebook • About 2-3 per day – Post photos and videos often
    14. 14. Showcase Pages
    15. 15. Facebook Timeline
    16. 16. Facebook Insights
    17. 17. Google+ Google+ (pronounced and sometimes written as Google Plus, sometimes abbreviated as G+) is a social networking and identity service,[2][3] operated by Google Inc.
    18. 18. Brand Sites on Google
    19. 19. Google+ Cool Stuff
    20. 20. Why to Create a Google+ Page…
    21. 21. Twitter Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. Simply find the accounts you find most compelling and follow the conversations. At the heart of Twitter are small bursts of information called Tweets. Each Tweet is 140 characters long, but don’t let the small size fool you—you can discover a lot in a little space. You can see photos, videos and conversations directly in Tweets to get the whole story at a glance, and all in one place. Great for: •Steady engagement with influencers •Peer and professional networking •Driving traffic to a blog or video
    22. 22. Twitter Concepts and Tips• Terminology • Tips – Followers – Ask patients, partners, vendors, etc. to follow you – Hashtags # – Follow them back – Retweets – Follow industry and – Trending topics professional groups, influencers – Tweet frequently, consistently – Promote blog posts with a tweet – Retweet tweets from your patients, partners, vendors
    23. 23. LinkedIn LinkedIn is the world’s largest professional network with over 120 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals. Excellent for: •Professional networking •Reaching business & professional patients •Targeted, regional online advertising
    24. 24. YouTube YouTube allows billions of people to discover, watch and share originally- created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small. Excellent for: •Adding personality to your brand •Building buzz and word-of-mouth •Educating and sharing thought leadership content •Sharing personal, emotional stories
    25. 25. YouTube Metrics
    26. 26. Pinterest Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes. Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests. Brand accounts are the same as a regular users account and have all the same features.
    27. 27. Yelp & Ratings Sites
    28. 28. Managing Your Reputation• Do • Don’t – Provide and maintain updated – Respond too personally or information about your emotionally organization – Get sucked into a never- – Be proactive ending back and forth – Be pleasant – Ignore negative ratings or – Be accurate and positive in comments setting record straight – Invite poster to contact you to clear up the issue – Encourage positive reviews from happy patients
    29. 29. NING – Niche Communities Ning is the world’s largest platform for creating social websites. Top organizers, marketers, influencers, and activists use Ning to create an online destination that weaves social conversations in content and inspire action. Ning makes it easy for brands of all shapes and sizes to build custom and powerful social websites. Use when your community is •well-defined •fairly large •passionate •seek to connect to one another •want to contribute content
    31. 31. Planning for Success• ROI – What are Your Goals?• Patient and Constituent Segments• Value Proposition• Rings of Influence• Social Media Roles• Content Types• Content Calendar
    32. 32. Marketing Accountability
    33. 33. Goals and ObjectivesObjective Measurements of SuccessAwarenessInterest/PreferenceAction/InquiryConversionLoyaltyAdvocacyOther (Data Capture/ Profiling)
    34. 34. Content Needs an Audience toGenerate Return on Investment In today’s crowded media and content-saturated world, it’s not enough to simply update your blog or website. You have to give your content legs to connect with social media and mobile networks of influence.
    35. 35. Tip: Use “hashtags” to join inWhat are the business or start conversations, ongoals? 7 Twitter such as #buzznuggets 6 Interact and listen Pull out interestingWho’s planning, to audience formanaging, measuring? tidbits for posting on new content social media sites usingWhat’s the target ideas. Ask them a simple tool likeaudience? to contribute HootSuite or Tweetdeck contentWhat value are you reallydelivering to theaudience? Why shouldthey care to follow? 1 2 4 5 Use the blog headlines toWho’s building thecontent calendar? Plan and develop your e- Distribute newsletter; Create Your customers willWho’s creating content? Publish via Social Organization’s click back to yourWhat are the weekly/ via Blog Media and blog to read themonthly story ideas? (Sticky) Email full articles,Who’s approving the Content which willcontent? 3 Optimize with your improve your search engineWho’s responding/ priority search Tip: “Sticky” = 1) unexpected, 2) rankings!conversing with the delivers emotional, functional or engine keywords entertainment value, 3) simpleaudience? The Social Media Planning and Execution Map
    36. 36. Exercise• Who are the influencers in your… – Niche segments Message – Key Regions Influencer Influencer Influencer Market
    37. 37. Rings of Influence and Interest Participants of the content Friends/family/colleagues/admirers of General Populationthe participants Other relationship networks in which theparticipants engage (teams, clubs, schools,companies, church, etc.) People interested in the direct topic or Contenttheme of the content Interest People interested in the implications of Networks Personalthe content theme Networks Media/bloggers who cover the contentsubject or its implications Uninterested viewers who becomeinterested because it’s trending popular or Stepspresented to them at the right time • Spark initial interest from personal networks • Gain traction in interest networks • Earn general public attention with SUCCESs
    38. 38. Rings of Influence and Interest Implication Interest “Brag Communities Network” Friends/Famil y Topic/Theme Admirers Interest Communities Content Participants General & Topics Teams/Clubs/ Population Groups/ Media/Blogs Schools/Church Who Cover the Topic/Theme /Alumni and/or its Implications Networks Workplace Simplicity Unexpectedness Concreteness Credibility Interest in the Individual Participants Interest in the Topic EmotionTurbo-Charged by Popularity of Participant Turbo-Charged by SUCCESs Criteria Story-Based
    39. 39. Exercise• What are your “rings of influence”? – Business/professional – Community – Personal
    40. 40. Team Roles/ResponsibilitiesRole Responsibilities OwnerPrimarySite Manager Manage and optimize content publishing process Manage content calendar and ensure delivery Ensure search engine optimization and cross-promotion of content Publish metrics , recommend improvementsCommunity (NOTE: May be owned by Site Manager)Host Respond to posts, Route questions/complaintsContent Provide content based on calendar assignmentsContributorsCustomer Receive and act upon comments, complaints routed to themService by Site Manager
    41. 41. Team Roles/ResponsibilitiesRole Responsibilities OwnerSupportingCompliance Provide proactive policies to guide content developmentManager Service-level agreement (SLA) for content review/approval Priority review/approval process for response contentBrand Provide brand and “voice” guidelinesManagement Periodic review to ensure brand alignmentCreative Team Provide branded logos, images, “skins”, infographicsTraining Train team members on “listening”, content, responsive management and other skillsExecutives Support and champion social media policies, strategies Ensure accountability and results reporting
    42. 42. Bringing it All TogetherContent Development and Distribution FrameworkContent Sources Content Types Review and Content Channels Publishing and Approval Optimization Formats: • Search Engine •Print Collateral Optimization •Web Content (Keywords) •Video Review •Presentations • Publishing Across •Social Media Posts Channels • Response and Topics: Conversation Management • Issue Escalation
    43. 43. STICKY CONTENT
    44. 44. Brand Connections Trust, Emotional Need Alignment, Relevance
    45. 45. What Makes an Idea Stick? SUCCESs • Simplicity – Finding the core of the idea • Unexpectedness – Combining surprise and interest • Concreteness – Bringing it alive with the five senses (memory Velcro) • Credibility – Tapping the power of authority – or anti-authority – to build belief • Emotional – Priming people to care • Stories – Generating involvement that leads to actionMade to Stick, Heath and Heath © 2007 Random House
    46. 46. Making Meaning: How Successful CompaniesDeliver Meaningful Experiences Accomplishment Enlightenment Redemption Beauty Freedom Security Creation Harmony Truth Community Justice Validation Duty Oneness Wonder
    47. 47. How Sticky?
    48. 48. Some Tips• Pick emotional platforms and cause themes that are logically and credibly related to you and what you do• If choosing a cause to embrace, make sure there is a clear benevolent intent – don’t be too directly self-serving! – Make sure it benefits people regardless of whether they buy your product or service• Tell lots and lots of real-world stories of people who have been touched by your brand and/or cause• Be careful of political landmines (see Susan G. Komen); just make sure that the emotions, values and causes you infuse into your brand and align with really do map to what your organization stands for!
    50. 50. Management and Measurement Tools• Hootsuite, Tweetdeck• Content Calendar• Facebook Analytics• Google Analytics• Klout• Other – – – Argyle Social
    51. 51. HootsuiteSave your time and your sanity. Monitor and post to Create custom reports from over 30 individualmultiple social networks, including Facebook and report modules to share with clients and colleagues.Twitter using the HootSuite dashboard. Track brand sentiment, follower growth, plus incorporate Facebook Insights and Google analytics all without leaving the dashboard
    52. 52. Content Calendar
    53. 53. Facebook Insights
    54. 54. Klout Our friendships and professional connections have moved online, making influence measurable for the first time in history. When you recommend, share, and create content you impact others. Your Klout Score measures that influen .
    56. 56. The Cheap Way…
    57. 57. Effective Ways…• Be personal, informal, friendly• Engage the emotions• Create and/or align with a community cause• Showcase individuals on your staff with personal tidbits• Patient stories (approved by them, of course)• Use images and video• Ask questions, launch surveys• Launch simple contests• Share special offers
    58. 58. Walmart Mom’s• Founded by Sam Walton, Walmart is based of serving the underserved
    59. 59. Summary• Plan! – Roles, owners, responsibilities – Content plan and calendar• Start simple – Choose a platform, then move to others• Build your rings of influence – Connect blog, web site, social media• Be engaging – Emotional, personal, friendly – meaningful! – Stories, not just facts or announcements – Showcase individuals; put faces on your practice• Manage and measure – Set up Hootsuite or Tweetdeck – Set up goals and check in on them at least monthly
    60. 60. Time to Build Belief…