How to Integrate Social MediaInto Your Marketing Strategy  International Order of the Golden Rule         2012 Annual Conf...
Presentation Outline• Overview of social media• Overview of specific social media tools• Social media and the funeral indu...
Overview of Social Media• Definition of social media• Benefits of using social media• Common misconceptions re: social med...
Social Media - Definition• An online or mobile medium that facilitates  interactions between at least two people          ...
Social Media - Benefits• Share information, ideas, and items• Connect with people and businesses of  interest• Demonstrate...
Social Media - Misperceptions• Only for narcissists• Only for young people• Too late to get started• Doesn’t apply to my i...
Overview of Social Media Tools• Big 4• 3 Up-and-Comers• Others            www.SherpaSocialMedia.com   7
The Big 4• LinkedIn• Facebook• Twitter• Blogs             www.SherpaSocialMedia.com   8
LinkedIn•   Google for business•   Networking•   Researching people and companies•   Exchanging information•   Personal pr...
Facebook Business Pages• Administer from a personal page• Basic information• Engage in conversations with people who  “lik...
Twitter• More limited than LinkedIn and Facebook• Think and converse in sound bites• Follow and interact with journalists ...
Blogs•   Blog is short for “weblog”•   Assume attention span of 500-800 words•   Have a point of view•   Post on a regular...
The 3 Up-and-Comers• Google+• YouTube• Webinars             www.SherpaSocialMedia.com   13
Google+• Hasn’t reached mainstream status yet• Circles => selective sharing• Can “add” whomever you want to your  circles•...
YouTube• Google property => search result  implications• “How to” searches increasingly common• Demonstrate industry knowl...
Webinars• Most last 60 minutes• Combination of education and marketing• Require participants to sign up• Often leads to do...
Other Social Media Tools• Pinterest• Groupon• Foursquare               www.SherpaSocialMedia.com   17
Social Media & the Funeral Industry• Goals• Managing across multiple channels• Judging the results              www.Sherpa...
Goals• Educate the public• Answer questions from potential clients• Become trusted source of information• Share ideas and ...
Managing Across Multiple            Channels• HootSuite• TweetDeck              www.SherpaSocialMedia.com   20
Judging the Results• # Followers/Fans by itself is meaningless• Leading indicators of success  o # Interactions with other...
Social Media - Conclusions•   Too important to ignore•   Make sure communication is two-way•   Different messages for diff...
Contact Info• Scott Swanay – President & Chief Sherpa,  Sherpa Social Media• Email: scott@SherpaSocialMedia.com• Phone: (6...
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Ogr presentation how to integrate social media into your marketing strategy (031012)

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Presentation I gave to the Order of the Golden Rule (industry association of independent funeral home directors) on social media marketing at their April 2012 conference in Alexandria, Virginia.

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Ogr presentation how to integrate social media into your marketing strategy (031012)

  1. 1. How to Integrate Social MediaInto Your Marketing Strategy International Order of the Golden Rule 2012 Annual Conference Arlington, Virginia Saturday, April 21, 2012 Scott Swanay – Sherpa Social Media www.SherpaSocialMedia.com 1
  2. 2. Presentation Outline• Overview of social media• Overview of specific social media tools• Social media and the funeral industry www.SherpaSocialMedia.com 2
  3. 3. Overview of Social Media• Definition of social media• Benefits of using social media• Common misconceptions re: social media www.SherpaSocialMedia.com 3
  4. 4. Social Media - Definition• An online or mobile medium that facilitates interactions between at least two people www.SherpaSocialMedia.com 4
  5. 5. Social Media - Benefits• Share information, ideas, and items• Connect with people and businesses of interest• Demonstrate knowledge and expertise• Give unfiltered feedback• Receive unfiltered feedback www.SherpaSocialMedia.com 5
  6. 6. Social Media - Misperceptions• Only for narcissists• Only for young people• Too late to get started• Doesn’t apply to my industry www.SherpaSocialMedia.com 6
  7. 7. Overview of Social Media Tools• Big 4• 3 Up-and-Comers• Others www.SherpaSocialMedia.com 7
  8. 8. The Big 4• LinkedIn• Facebook• Twitter• Blogs www.SherpaSocialMedia.com 8
  9. 9. LinkedIn• Google for business• Networking• Researching people and companies• Exchanging information• Personal profiles and company pages www.SherpaSocialMedia.com 9
  10. 10. Facebook Business Pages• Administer from a personal page• Basic information• Engage in conversations with people who “like” your page• Customer service• Opinion polls www.SherpaSocialMedia.com 10
  11. 11. Twitter• More limited than LinkedIn and Facebook• Think and converse in sound bites• Follow and interact with journalists and influential thinkers in your industry• Customer service• Search for information on specific topics and the people discussing them www.SherpaSocialMedia.com 11
  12. 12. Blogs• Blog is short for “weblog”• Assume attention span of 500-800 words• Have a point of view• Post on a regular schedule• Allow and respond to comments www.SherpaSocialMedia.com 12
  13. 13. The 3 Up-and-Comers• Google+• YouTube• Webinars www.SherpaSocialMedia.com 13
  14. 14. Google+• Hasn’t reached mainstream status yet• Circles => selective sharing• Can “add” whomever you want to your circles• Share information• Video chats www.SherpaSocialMedia.com 14
  15. 15. YouTube• Google property => search result implications• “How to” searches increasingly common• Demonstrate industry knowledge• Humanize your business• Keep videos short and simple• Don’t plan on your videos “going viral” www.SherpaSocialMedia.com 15
  16. 16. Webinars• Most last 60 minutes• Combination of education and marketing• Require participants to sign up• Often leads to doing business with participants• Leave time for Q&A www.SherpaSocialMedia.com 16
  17. 17. Other Social Media Tools• Pinterest• Groupon• Foursquare www.SherpaSocialMedia.com 17
  18. 18. Social Media & the Funeral Industry• Goals• Managing across multiple channels• Judging the results www.SherpaSocialMedia.com 18
  19. 19. Goals• Educate the public• Answer questions from potential clients• Become trusted source of information• Share ideas and best practices with others in the industry• Connect with potential vendors www.SherpaSocialMedia.com 19
  20. 20. Managing Across Multiple Channels• HootSuite• TweetDeck www.SherpaSocialMedia.com 20
  21. 21. Judging the Results• # Followers/Fans by itself is meaningless• Leading indicators of success o # Interactions with others o # Times your content is shared o # Qualified leads received as a result• Bottom line is always increase in earnings www.SherpaSocialMedia.com 21
  22. 22. Social Media - Conclusions• Too important to ignore• Make sure communication is two-way• Different messages for different audiences• Listening more important than talking• Use the feedback you receive www.SherpaSocialMedia.com 22
  23. 23. Contact Info• Scott Swanay – President & Chief Sherpa, Sherpa Social Media• Email: scott@SherpaSocialMedia.com• Phone: (646) 483-3393• www.SherpaSocialMedia.com• Twitter: @SherpaSocialMed• Facebook: Sherpa Social Media www.SherpaSocialMedia.com 23

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