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Social  Media Strategy,[object Object],Tanya Schoenherr,[object Object],Business Analyst,[object Object]
2,[object Object]
Contents,[object Object],About Social Media,[object Object],5-9		What is Social Media?,[object Object],10-14		Why Social Media?,[object Object],15-17		Uses for Social Media,[object Object],18-20		Future of Social Media,[object Object],A Closer Look at the Big Five,[object Object],21-22		Social Media Platforms,[object Object],23-25		Linked In,[object Object],26-28		Facebook,[object Object],29-31	T	Twitter,[object Object],32-36		Blogging/Video Marketing,[object Object],3,[object Object]
Contents,[object Object],Creating a Strategy,[object Object],37-39  	Social Media Strategy,[object Object],40-42		Goals of Social Media,[object Object],43-45		ROI Metrics,[object Object],46-47		Social Media Policy,[object Object],48-49		Getting Started,[object Object],50		Sources,[object Object],4,[object Object]
What is Social Media?,[object Object],Social refers to the need to be around and included in groups of similar like-minded people,[object Object],Media is the technologies we use to make those connections with other humans. Whether it’s drums, bells, the written word, the telegraph, the telephone, radio, television, e-mail, web sites, photographs, audio, video, mobile phones, or text messaging. ,[object Object],5,[object Object]
What is Social Media?,[object Object],The application of the terminology social media is how we can use all of these technologies effectively to reach out and connect with other humans, create a relationship, build trust, and be there when the people in those relationships are ready to purchase our product offering. ,[object Object],6,[object Object]
Should I Do Social Media Marketing?,[object Object],Remove the term social media and ask this question again, “Should I be doing marketing?” See how ridiculous this sounds?,[object Object],7,[object Object]
Social Media and Financial Services,[object Object],Financial services firms are beginning to adopt social technologies: In fact, 79% of companies in the industry have some social media presence. But held back by regulatory concerns and a lack of experience, few are using social media very well. ,[object Object],8,[object Object]
What is Social Media?,[object Object],Social Media is only a new set of tools, new technology that allows us to more efficiently connect and build relationships with our customers and prospects. ,[object Object],Its doing what the telephone, direct mail, print advertising, radio, television, and billboards did for us up until now. ,[object Object],But Social Media is exponentially more effective. ,[object Object],9,[object Object]
Why Social Media?,[object Object],The reason social media is so much more effective than conventional marketing is because of two way communication. ,[object Object],In the old days, we would stand on a rock in  the desert and shout out the features and benefits of owning a goat. Hoping someone would hear and buy. In the past 6000 years, nothing has changed in selling 					,[object Object],							until now….,[object Object],. ,[object Object],10,[object Object]
A Fundamental Shift in Power,[object Object],No longer does the consumer trust corporate messages,[object Object],They don’t trust and don’t want to hear our commercials any longer. ,[object Object],They want their information from people they know, have a relationship with, and share a bond through trust. ,[object Object],They want to be educated by, hear their news from, and get their product reviews by people they know and trust. ,[object Object],They want to share their experiences, both good and bad, with people who trust them. ,[object Object],11,[object Object]
A New Way to Communicate and Sell,[object Object],With this fundamental shift comes new ways to communicate and sell. The new way to sell is not to sell at all. ,[object Object],Social Media Marketing is all about listening first, understanding the conversation, and speaking last. ,[object Object],Whether it’s a social media network like Facebook or LinkedIn, Twitter, or blogging– its about participating in that conversation and being there with a relationship when your prospect is ready to buy. ,[object Object],12,[object Object]
Consumer Centric,[object Object],An angry customer will tell up to 20 other people about a bad experience. ,[object Object],A satisfied customer shares good experiences with 9 to 12 people.,[object Object],It costs five times as much to get a new customer as it does to keep an existing one. ,[object Object],Customers will spend up to 10 percent more for the same product if they have an existing relationship. ,[object Object],13,[object Object]
Word of Mouth at the Speed of Light,[object Object],The statistic that an angry person will tell up to 20 people about a bad experience… ,[object Object],Well that’s face to face. ,[object Object],With the use of social media those 20 people can quickly become 20,000 or even 200,000,[object Object],14,[object Object]
Uses for Social Media,[object Object],The most obvious use for social media is for marketing, sales, public relations, and communications. ,[object Object],Social Media is also a highly effective set of tools for customer service, business-to-business (B2B), and internal communications. ,[object Object],It is the perfect tool for staying connected with your customers after the sale. ,[object Object],15,[object Object]
What Makes Social Media Different?,[object Object],Immediate,[object Object],Interactive,[object Object],Constantly Evolving,[object Object],Anyone can participate,[object Object],Can generate word-of-mouth (or viral) buzz very quickly,[object Object],16,[object Object]
Why is Social Media Valuable?,[object Object],Accessibility,[object Object],Visibility,[object Object],Creditability,[object Object],Interactivity,[object Object],Relationships,[object Object],17,[object Object]
Future of Social Media,[object Object],Greater focus on mobile marketing as smart phones and tablets become lifestyle. ,[object Object],Geo Location integration- great for retail branches,[object Object],Viral coupons and peer recommendations,[object Object],Continued development and reliance on niche social communities and products. ,[object Object],Greater focus on relationships and storytelling and less on direct sales pitch. ,[object Object],More even playing field among big, midsize, and small companies. ,[object Object],18,[object Object]
How will Marketing Activities Change?,[object Object],Top three included email marketing, search engine optimization and event marketing.,[object Object],B2B marketers were significantly more likely to employ search engine optimization (71% B2B vs. 65% B2C) and event marketing (70% B2B vs. 58% B2C). ,[object Object],Organizations with 1000 or more employees were more likely to participate in event marketing (73%).,[object Object],19,[object Object]
Generating Qualified Leads,[object Object],71% of marketers who were using social media as part of their marketing efforts increased traffic or subscribers to their websites, and 51% generated qualified leads for their business.,[object Object],52% of marketers who spent at least six hours a week using social media received lead generation results,[object Object],Improved search engine rankings were most prevalent among those who've been using social media for a year or longer, with nearly 73% or more reporting a rise.,[object Object],20,[object Object]
Social Media Platforms,[object Object],21,[object Object]
A Closer Look at the Big Five,[object Object],LinkedIn,[object Object],Facebook,[object Object],Twitter,[object Object],Blogging,[object Object],Video Marketing,[object Object],22,[object Object]
Linked In,[object Object],Latest LinkedIn Facts,[object Object],LinkedIn has over 70 million members in over 200 countries. ,[object Object],A new member joins LinkedIn approximately every second,[object Object],Executives from all Fortune 500 companies are LinkedIn members.,[object Object],Average household income of LinkedIn user is $109K per year,[object Object],45% are decision makers at their company,[object Object],Your professional network of trusted contacts gives you advantage in your career, and is one of your most valuable assets. LinkedIn exists to help you make better use of your professional network and help the people you trust in return. ,[object Object],23,[object Object]
How to Leverage Linked In,[object Object],Develop and promote a professional profile that is more compelling than a resume or business card,[object Object],Conduct market research and seek feedback about ideas you may be considering,[object Object],Make a great impression on those who may be seeking business partners or for recruiting top employees,[object Object],Solicit and display recommendations others have provided about you and your work and boost creditability,[object Object],24,[object Object]
Become an Expert on Linked In,[object Object],LinkedIn Answers: This section of LinkedIn is a great way to showcase your expertise. Many LinkedIn users use this feature to request information, resources, business tips, and advice. Similar to Twitter, you should monitor questions that are relevant to your business and industry. By taking a moment to respond with a thoughtful answer, you could win “Best Answer”. When answering, you also have an opportunity to link to relevant resources. Did you or your company recently publish a blog article that addresses the topic in question? You should link to it! ,[object Object],Group Discussions: LinkedIn members also interact often within LinkedIn Groups by posting discussion questions, topics, and more to the group. These discussions offer other opportunities to answer, comment, and link to your resources when it makes sense and is valuable to the community. ,[object Object],25,[object Object]
Personal Profile: to connect with friends and family to share news, photos, and videos and play games,[object Object],Business Page: to build an online community surrounding your business where people can interact with you, make suggestions on products and services, and feel like they’re the “insiders” because you show them pictures, offer them special deals, and let them see behind the scenes. ,[object Object],26,[object Object]
Facebook Business Wall,[object Object],Your Facebook Business Page wall is the home where your business fans, friends, customers, and critics can all interact directly with your company. They can post questions, comments, feedback, or fan mail. Fellow fans of your business may interact with each other. Many individuals will interact with content your business has posted itself.,[object Object],27,[object Object]
How to Leverage Facebook for Business,[object Object],Get found by people who are searching for your products or services. ,[object Object],Create a community around your business. ,[object Object],Connect and engage with current and potential customers. ,[object Object],Develop custom pages that reinforce your brand and set you apart from your competitors. ,[object Object],Purchase specifically targeted ads that appear only on profile of your well-defined market. ,[object Object],28,[object Object]
Twitter,[object Object],Contrary to popular belief, most professionals who use Twitter are not tweeting about their dog or latest meal. Instead they are listening to their market, connecting with potential customers, and engaging in authentic conversations about relevant topics. ,[object Object],Interact with others in 140 character posts in real time through sharing content, posing questions, responding to others, and learning from industry leaders. ,[object Object],29,[object Object]
How to Leverage Twitter,[object Object],Follow experts in your industry,[object Object],Monitor your brand and influence,[object Object],Increase visibility through engaging in conversation with other influential tweeters. ,[object Object],Drive traffic to your website, your events, your blog, etc. ,[object Object],Grow your own followers,[object Object],Share photos and video,[object Object],Post Valuable content that followers want to pass along (called re-tweeting),[object Object],Listen to your market and respond when appropriate. ,[object Object],30,[object Object]
Types of Tweets,[object Object],Relevant questions about your company: If someone tweets, “Should I buy X product or its competitor’s product?” you want to be ready to respond.,[object Object],Relevant questions about your industry: Being helpful by answering someone’s question is a great way to develop credibility with that person. In the event they need a product or service related to one(s) your business provides, they might end up coming to you! ,[object Object],Requests for support: If a customer tweets a request for help (either directly to you or perhaps to their network), it is very important that you notice that tweet and respond accordingly. Happy customers are key! ,[object Object],Complaints and feedback: Critics are always out there, and it’s important to acknowledge and resolve issues when you can. ,[object Object],Praise: Praise is a wonderful thing to receive! Why not say thank you? Re-tweet it. Save it to your favorites. Send that person a t-shirt or a mug! It’s wise to appreciate those who appreciate you. ,[object Object],Competitor Mentions: Competitor Intel, anyone? Other people are praising, complaining, and asking questions about your competitors, too. You should monitor those conversations, if only for the information and data. ,[object Object],31,[object Object]
Blogging,[object Object],To establish creditability by sharing expertise with the intention of building readers and encouraging customers,[object Object],More than 125 million people read blogs monthly, which accounts for 61% of all internet users,[object Object],Blog readers are more likely to purchase from and/or refer the bloggers they trust,[object Object],32,[object Object]
Blogosphere,[object Object],Maintaining a blog is a great way to create content that drives visitors to your website. ,[object Object],Reading quality blogs keeps you in the know of industry trends, news, data, and more. ,[object Object],Commenting is a great way to expand your reach by appearing below someone else’s content as well as causally introducing yourself (as a brilliant commenter) to the author of that blog. ,[object Object],33,[object Object]
How to Leverage Blogging,[object Object],1. Use your expertise to build credibility, enhance your reputation, and reinforce your brand. ,[object Object],2. Develop content that spreads all over the Web. ,[object Object],3. Educate your market and pique their interest in your paid products/services. ,[object Object],4. Write conversationally and remember the four E’s, educate, engage, entertain and enrich. ,[object Object],34,[object Object]
Video Marketing,[object Object],Video is a quick, relatively simple, and cost-effective medium that doesn’t necessarily require expensive equipment or professional talent. ,[object Object],Video can show, not tell, what you want your market to understand, often in an entertaining way that is most intriguing to consumers. ,[object Object],Video on your website drives 36% more click-through’s, 20% more inbound calls, and entices viewers to spend double the time on your website. ,[object Object],55% of viewers who see a branded video on a third-party site like YouTube visit the company web site, 30% will  visit a store, and 24% will purchase something. ,[object Object],35,[object Object]
How to Leverage Online Video,[object Object],Engage your viewers, who have very short attention spans, by keeping the message clear, friendly, and maybe entertaining, and keeping the video short. ,[object Object],Once your videos are uploaded to video sites, promote them through multiple channels, social media platforms and traditional marketing. ,[object Object],Remember to include a call to action so that viewers know what step you want them to take next, ,[object Object],Don’t wait until the video is perfect before you post it, because it will never be perfect, and it’s the slight imperfections that resonate as authentic. ,[object Object],36,[object Object]
Creating a Social Media Strategy,[object Object],Research relevant social media channels,[object Object],Assess your current resources,[object Object],Review all marketing content,[object Object],Establish SMART goals for social media engagement,[object Object],Get buy-in from top down,[object Object],Establish a social media policy,[object Object],Decide if you need a social media consultant and ensure personnel are well trained,[object Object],37,[object Object]
Identify Your Platforms,[object Object],In 2010, Twitter was in first place with 88% and Facebook was close behind with 87%.  ,[object Object],Since 2010, Twitter lost 4%, LinkedIn lost 7% and Facebook gained 5%. ,[object Object],B2C are more focused on Facebook and B2B are more focused on LinkedIn and video. ,[object Object],Also note that B2B companies are utilizing blogs more.,[object Object],Essentials:,[object Object],Company Twitter account,[object Object],LinkedIn Groups,[object Object],Facebook Fan Page ,[object Object],Encourage Employees to set up personal Twitter, LinkedIn, and Facebook Pages,[object Object],Target Florida Markets with Local Coupons on Groupon, Living Social, Foursquare,[object Object],Be sure to include:,[object Object],1) Photo and/or logo ,[object Object],2) Links back to your website ,[object Object],3) Content about you or your company ,[object Object],38,[object Object]
Identify Content,[object Object],WIIFM?,[object Object],The first thing you must have is a strong “What’s In It For Me” angle or IDKT (I Didn’t Know That). ,[object Object],Determine Frequency of Participation,[object Object],Listen Before you Speak,[object Object],Provide Strong Marketing Content,[object Object],Never Sell-  Stay in Front - Always Top of Mind,[object Object],39,[object Object]
Develop Clear Social Media Goals,[object Object],Increase Revenue through E-commerce,[object Object],Collect and Share  Industry Content,[object Object],Increase Company and LO Micro site web traffic,[object Object],Product or Service awareness,[object Object],Loyalty and Fan Support,[object Object],Collaboration,[object Object],Innovation(ideas),[object Object],Promote Events,[object Object],Special Offers or Limited Promotions,[object Object],Increase Email Subscriptions,[object Object],Drive Telephone  and Relational Sales,[object Object],Build Brand Awareness,[object Object],40,[object Object]
Integrating Conventional with Digital,[object Object],Place links on all stationary, sales literature, direct mail campaigns, product PDF’s and business cards.,[object Object],Use the avatar icons that represent those social media sites on your company website. “Visit us at …. Or Follow us on….”,[object Object],Create a social media interactive e-mail signature. Click here to View My Linked In Profile. ,[object Object],Leave web addresses in company voicemail,[object Object],						…You get the picture.,[object Object],41,[object Object]
Reputation Management,[object Object],Include members from sales and customer service on a Twitter customer care team.,[object Object],Post survey results to Business Wall ,[object Object],Turn satisfied customers into loyal fans,[object Object],Allow Fans to share Coupons,[object Object],Build creditability with white papers, articles, product brochures, and recommendations. ,[object Object],42,[object Object]
ROI Measurement Tools,[object Object],Google Alerts & Analytics,[object Object],TweetDeck,[object Object],Buzzinet,[object Object],HootSuite,[object Object],Seesmic Desktop,[object Object],Hubspot’s “Grader” Tools,[object Object],43,[object Object]
10 Important Social Media Metrics,[object Object],Leads generated from social media,[object Object],Bounce  rate,[object Object],Level of engagement,[object Object],Mentions across social media channels,[object Object],Buzz generation/referral traffic,[object Object],Length of engagement,[object Object],More membership/fans/followers,[object Object],Conversations,[object Object],Loyalty,[object Object],Blog Interaction,[object Object],44,[object Object]
How to Go Viral,[object Object],Know your audience,[object Object],Create content that is buzz worthy,[object Object],Determine the best time to launch,[object Object],Post content in multiple locations that fit your goals,[object Object],Cross-Promote content,[object Object],Build Relationships with influencers,[object Object],Connect with a cause,[object Object],Demonstrate by example by sharing other’s content,[object Object],Make it really easy to share,[object Object],Continue to interact with your target audience,[object Object],45,[object Object]
Potential Liability Issues,[object Object],Copyright Infringement,[object Object],Failure to Fact Check,[object Object],Compromising Confidentiality,[object Object],Failure to Provide Context,[object Object],Inappropriate Display of Testimonials,[object Object],Implied Endorsements,[object Object],Quoting Rates and Fees without proper disclosures,[object Object],46,[object Object]
Establish a Social Media Policy,[object Object],Social Media is not without risks—as with almost everything in business—so a great way to be proactive is to establish a social media policy.,[object Object],Empower employees but create a structured and detailed policy. ,[object Object],Examples of Social Media policies at http://socialmediagovernance.com/policies/php,[object Object],47,[object Object]
Social Media Bandwagon,[object Object],48,[object Object]
Get Started,[object Object],[object Object]
Have employees create their own profiles

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Social Media

Editor's Notes

  1. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  2. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  3. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  4. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  5. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  6. “Social Media Marketing for Financial Services” by Nate Elliott for Interactive Marketing Professionals. Sept. 7, 2010 Forrester Research Inc .
  7. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  8. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  9. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  10. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  11. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  12. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  13. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  14. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  15. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  16. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  17. http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/
  18. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  19. LinkedIn.Com
  20. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  21. http://www.hubspot.com/Portals/53/docs/ebooks/how_to_monitor_your_social_media_presence_in_10_minutes_a_day.pdf
  22. Facebook.com
  23. http://www.hubspot.com/Portals/53/docs/ebooks/how_to_monitor_your_social_media_presence_in_10_minutes_a_day.pdf
  24. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  25. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  26. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  27. http://www.hubspot.com/Portals/53/docs/ebooks/how_to_monitor_your_social_media_presence_in_10_minutes_a_day.pdf
  28. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  29. http://www.hubspot.com/Portals/53/docs/ebooks/how_to_monitor_your_social_media_presence_in_10_minutes_a_day.pdf
  30. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  31. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  32. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  33. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  34. http://www.hubspot.com/Portals/53/docs/ebooks/how_to_monitor_your_social_media_presence_in_10_minutes_a_day.pdf
  35. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  36. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  37. “The Social Media Bible, Tactics, Tools & Strategies for Business Success” by Lon Safko Second Edition. 2010
  38. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  39. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  40. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010
  41. “Social Media Marketing” Curriculum presented by National Seminars Group, A division of Rockhurst University Continuing Education enter, Inc. 2010