Social Media Marketing: Tips and Tricks
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Become "socially savvy" to take your campaigns to the next level during this valuable webinar. Attendees will gain insight into social media marketing, learn how to grow and nurture an online community and review best practices for social campaigns. Having a social media marketing strategy is critical to every brand's success in the digital age.
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Social Media Marketing: Tips and Tricks
- 1. Social Media Marketing Best Practices July 21, 2010 Kailei Richardson kailei@ripple6.com Cyndi Zaino cyndi@ripple6.com
- 2. Agenda Who We Are Social Media Marketing Community Best Practices Ripple6 Social Hub
- 3. About Ripple6 Founded 2006 A wholly-owned, independently operated subsidiary of Gannett Co., Inc. A division of PointRoll Provider of Social Media technologies and services. Notable Partners and Clients: Procter & Gamble, Kraft, Unilever and Target
- 5. What is Social Media Marketing? Overwhelming! Complicated Facebook and Twitter Advertising on Social Networks
- 6. What is Social Media Marketing A way to use social networks and tools for marketing purposes Enables companies to: Connect with customers/consumers Launch and execute campaigns
- 7. Types of Social Media Marketing Facebook/Twitter/YouTube
- 8. Types of Social Media Marketing Embedded Communities
- 9. Types of Social Media Marketing Branded Communities
- 11. Community Best Practices Overview Community Stages Managing Teams Setting Expectations Engagement & Campaigns
- 13. Intro to Community Stages Seeding & Beta Launch Building & Growing Sustaining
- 14. Managing Teams
- 15. Team Roles
- 16. Staffing your team What if I don’t have enough staff? Is it OK to take volunteers? Some tips Recruit trustworthy, diverse and altruistic members Have easy avenues of communication and coordination Give incentives, recognition and legitimacy
- 17. Managing your team Individuality plus coordination Communication opportunities Tools and resources Routine check-points
- 19. Social Campaigns vs. Community What’s the difference? One supports the other Community is a long-term investment communication channel How should I evaluate my community? Differently than a campaign Health and performance are key Numerically Anecdotally
- 21. Engagement & Campaigns Contests, Challenges, Competitions Journaling or Real-world vs. virtual-world activities Badging, Gaming, and Points Systems Editorial Campaigns Community-building Scavenger Hunts
- 22. Tips & Tricks Monitor mix of branded versus non-branded messaging/activities Use combinations of activities Use trackable links Leverage your power users Try different activities – see what sticks!
- 23. Community Stages Seeding & Beta Preparing, adjusting, learning Launch Promotion, awareness Building & Growing Retention, engagement, identity Sustaining Member-driven, continue to support
- 25. The Social Hub
- 26. The Social Hub
- 27. The Social Hub
- 28. Example: Ripple6’s Social Hub
- 29. Example: Ripple6’s Social Hub
- 30. Example: Ripple6’s Social Hub
- 31. Example: Ripple6’s Social Hub
- 32. Example: Ripple6’s Social Hub
- 33. Example: Ripple6’s Social Hub
- 34. Example: Ripple6’s Social Hub
- 35. Social Hub: LaunchPad Our experienced Social Media Engagement Services team will help you plan, seed and launch your community Total of a three month engagement Three components:
- 36. Wrap-Up Social Media Marketing – another component in your marketing mix Several trends in social media marketing: Embedded Communities Facebook/Twitter/YouTube Branded Communities Community Best Practices Ripple6 Social Hub
- 37. Questions?
- 38. Thank You! http://community.ripple6.com Cyndi Zaino cyndi@ripple6.com Kailei Richardson kailei@ripple6.com
Editor's Notes
- Welcome to our webinar on Social Media Marketing Best Practices. My name is Kailei Richardson, I am the Social Media Subject Matter Expert here at Ripple6 and I am joined by Cyndi Zaino from our Engagement Services team.
- Today we’re going to give you a brief overview of who Ripple6 is, give you some trends in social media marketing, dig in deep into best practices in building communities around your brand, and end with our Ripple6 Social Hub that brings all of that together.
- When asking brands what social media marketing is, these are some of the comments we hear:it’s overwhelming! it’s complicated! it’s Facebook and/or Twitter oh, you’re talking about advertising on social networks, aren’t you?
- What is social media marketing really? It’s a way to use social networks and tools for marketing purposes. And just like any other marketing program it allows you to connect with your customers or consumers and launch and execute your marketing campaigns. So let’s talk about different types of social media marketing that are popular and/or are becoming increasingly popular in the social marketing space.Photo credits: http://www.creativeraven.com/joom15/images/stories/iStock_000007195500XSmall.jpghttp://www.momisteaching.com/wp-content/uploads/2009/08/social-media-marketing.jpg
- We’ve all heard of the Old Spice campaign and just last week Old Spice launched a social media marketing campaign that incorporated not only their website, but also Facebook, Twitter and YouTube – the top three outlets many people think of when thinking about social media marketing.30,002,204 Youtube Views last weekhttp://www.readwriteweb.com/archives/how_old_spice_won_the_internet.phphttp://www.clickz.com/3641023-A total of 183 individual video responses have been posted to the Old Spice YouTube channel.-So far, the videos have attracted 35.7 million individual views, as of 9am, Monday July 19th.-The final video reply, addressed to "everyone," has amassed almost 2.5 million views and over 5,800 comments alone.-The Old Spice channel was the most viewed channel on YouTube last week, and is now the third most subscribed channel ever in the site's "sponsor" category.-Total upload views for the channel, a metric that includes the original TV ads, currently stand at over 92 million.
- Embedded communities within online communities like this one called Healthy Kids and Family that’s sponsored by Nintendo Wii but it’s located on MomsLikeMe.com. Here, moms all over the country talk about how they stay fit and Nintendo executes some of their campaigns.
- Another increasingly popular trend that we find very exciting is branded communities. With branded communities, brands bring their consumers to their turf, allowing them to not only build relationships and have conversations, but also gain tremendous insights about their most loyal consumers.In the next section we’ll tell how to effectively build your own community, highlighting key steps and best practices
- So now I am going to pass it along to Cyndi Zaino, our community subject matter expert for today’s presentation, who is a project manager and Community Manager within our Engagement Services group here at Ripple6. Our Engagement Services group provides a range of services geared towards:- Helping our clients get the most out of their Ripple6 online communities- Delivering branded community experiences for our marketing clients
- Think about: How you currently interact with your customers and “end-users”? What are your current best practices when communicating with them? What makes it a best practice?To understand how we got here, let’s go back to a time before social networks, email, the internet, mobile and computersHow did business communicate with their customers before these tools were available?TelephoneLettersTelegramsFace to face meetingsCommunication was slower and more time consuming. There was less two way communication between businesses and customers
- Community Management within “Social Media” or via a digital medium isn’t much differentYou’ve always had the opportunity; however it has historically been very time consuming and required much effortNow with new “social” technologies, you can do this faster, simpler, more efficiently and on an individual basisWith all of the methods of communication today – conversations are more visible now than ever. Developing Community Management best practices is important to ensure consistent messaging, customer service and brand identity. In the past few decades technology has advanced, making communication faster and more efficient. Conversations are more visible.You can reach your customers by EmailMobileWebsitesSocial networking Depending on your business model some of all of these venues may be appropriate.
- Seeding & Beta = planning, adding initial content, inviting trusted members, testing, adjusting, learningLaunch = promotion, awareness, “the real thing”, establish a name for your community to the outside worldBuilding & Growing = member retention, member engagement, power users start to appear, building an identity, clarifying the communities purpose, lots of lurkers and respondersSustaining = power users have a stronger presence and take on some leadership, members are creating content rather than just reading or replying, you can start to depend on your members to keep your community going, you need to monitor
- Which roles should make up my team?Strategic, Administrative, Editorial
- What if I don’t have enough people on staff?It’s OK to ask for volunteers from your communityGive them incentives, privileges, recognition, and supportMake sure you have easy avenues of communication and coordination that are checked frequentlyClearly identify them to the other members of the communityOnly promote members you can trustCreate a volunteer team that is diverse in terms of commitment, intensity, and management styleSelect members that want to help the community – not just themselvesYou could select the right members by preparing a few questions to interview them
- How quickly will I see the fruits of my labor?You’re connecting with individuals via your community – building relationships and seeing their benefit does take timeSome are lucky and their communities go “viral” – be careful! Quality of communication with and attention to individuals should be proportionate to your community’s growth in popularity and membershipHow can I evaluate my efforts and the efforts of my team?NumericallyReturn visits, post and reply frequency, UGC, shares and invites, registrations, reduction in customer support requests via other channelsAnecdotallyMedia attention, individual member feedback
- Seeding & Beta = planning, adding initial content, inviting trusted members, testing, adjusting, learningLaunch = promotion, awareness, “the real thing”, establish a name for your community to the outside worldBuilding & Growing = member retention, member engagement, power users start to appear, building an identity, clarifying the communities purpose, lots of lurkers and respondersSustaining = power users have a stronger presence and take on some leadership, members are creating content rather than just reading or replying, you can start to depend on your members to keep your community going, you need to monitor
- Thanks, Cyndi. So now that we’ve talked about social marketing and particularly how to build a branded communities, I want to share with you one of the offerings that we have that can help you execute your comprehensive social media marketing strategies.
- We have a product called the Social Hub which allows you build, connect and centrally manage your social media marketing plans, extending your messaging across Facebook, Twitter, your brand site, media placements, and more. The Social Hub is also a good platform for your community management team to use to manage campaigns and content. To put this graphic into context we talked about branded commmunities like PomWonderful’s which is something that sits in the center of the Hub. We also talked about Facebook, Twitter and YouTube which are right here. And finally, we talked about embedded communities which would fit here. Social Hub is a good platform for your community management team to use to manage campaigns, content, etc. Can have one campaign running through the whole hub and your members can experience wherever they are
- So let’s talk about how we use the Social Hub here at Ripple6. Say we want to launch a campaign on our Social Hub, our branded community called the @Ripple6 community located at community.ripple6.com. Let’s say I wanted to do a giveaway of some sort where I ask a question and those who respond are eligible to win an iPad. I could post that on the @Ripple6 community and through our technology it can automatically be published to our Facebook Fan Page, Twitter, our embedded community, our online advertising, our home website, Ripple6.com, as well as on mobile devices. (click) All of these places are updated simultaneously and are all connected with one another.So essentially, with the Social Hub, you can one campaign running through the whole hub and your members can experience wherever they are.
- Refer back to types of social media marketing Social Hub is a good platform for your community management team to use to manage campaigns, content, etc. Can have one campaign running through the whole hub and your members can experience wherever they are
- Also with each fully deployed Hub comes LaunchPad which essentially is a 3 month engagement where our Engagement Services team will help you to successfully plan seed and launch your community. They do that through coaching sessions, consulting services and a full toolset including a step-by-step guide to help you launch your community as quickly and effectively as possible. This guide is an excellent resource – it’s packed with tips, tools, and templates for you to roll out your community effectively.
- So just to wrap it all up we gave you an overview of social media marketing and how it’s another component in your marketing mix. We talked about several trends in social marketing including embedded communities, facebook, twitter and youtube, as well as branded communities. We also gave you some community best practices tips and tricks and ended with showing you how the social hub enables you to execute your social media marketing strategies, plans and campaigns. So with that, I’d like to open up the floor to any questions you may have.