Art Of Social Media Marketing
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Art Of Social Media Marketing

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  • 08/08/09
  • 08/08/09 Over the last few years we have seen dynamic changes to the association value proposition. Members are no longer accepting occasional chapter meetings and a monthly magazine, they are demanding more networking opportunities through newer electronic mediums. If you know what the social web is, do you see it as a risk or opportunity? Business week last week referred to the social web as a place where “…users form communities around common interests.” – now let’s look at a common definition of an association: “a formal organization of people or groups of people” – see how closely defined these two very different things are?
  • 08/08/09 Over the last few years we have seen dynamic changes to the association value proposition. Members are no longer accepting occasional chapter meetings and a monthly magazine, they are demanding more networking opportunities through newer electronic mediums. If you know what the social web is, do you see it as a risk or opportunity? Business week last week referred to the social web as a place where “…users form communities around common interests.” – now let’s look at a common definition of an association: “a formal organization of people or groups of people” – see how closely defined these two very different things are?
  • Goal: All about developing relevant messages delivered to masses which generate relationships that in turn create connected communities. Create plan that includes tangible objectives with measurable results. Take inventory of your resources and budget and be realistic. While many social media tools can be low cost, they can also quickly become resource intense if you let them. Get your marketing manager on Twitter and Facebook may not be the best tactic for your organization goals.
  • Goal: All about developing relevant messages delivered to masses which generate relationships that in turn create connected communities. Create plan that includes tangible objectives with measurable results. Take inventory of your resources and budget and be realistic. While many social media tools can be low cost, they can also quickly become resource intense if you let them. Get your marketing manager on Twitter and Facebook may not be the best tactic for your organization goals.
  • In a fixed group like an organization’s membership, I’d think 2 and 3 would be pretty close to the same thing in a short time.  Which might make it even cooler.  You are one level away from everyone in the industry! We might even have two different networks, members vs. non-members.  Or members vs. vendor members. This might be a useful way for vendor members to get rated.  Ebay style.  So, like, let’s say a certain salesperson for Marsh has a really good rep for going the extra mile.  They could submit their names to the “vendor” directory, or the like, and get rated by anyone who’s dealt with them before.  A good guy gets 5 stars from 100 members.  A bad guy gets 1.3 stars from 50 people. This info would only be available to members, btw.  Then, let’s say I am looking thru the vendor directory for a new insurance sales guy,  I come across a 5 star guy.  I click on his profile and it says ”Rob, Andy Steggles and Doug (2 of your contacts) rate this guy as 5 stars.  Contact them to get their take on him”.  Basically, using the network to make these recommendations. 08/08/09
  • 08/08/09 A study conducted by Harvard Business Review reveals that most Twitter users don’t actually use the service much, or even at all. In fact, 10% of active users are responsible for over 90% of all Tweets. According to the research, conducted on a random sample of about 300,000 Twitter (Twitter) users in May 2009, 25% of Twitter users don’t tweet at all, while 50% of users tweet less than once every 74 hours. Active users, on the other hand, tweet a lot, which makes Twitter a lot more like Wikipedia (Wikipedia) than an average social network
  • Architecture of Participation – Tim O’Reilly Driving short term event interactions into long term relationships
  • Goal: All about developing relevant messages delivered to masses which generate relationships that in turn create connected communities. Create plan that includes tangible objectives with measurable results. Take inventory of your resources and budget and be realistic. While many social media tools can be low cost, they can also quickly become resource intense if you let them. Get your marketing manager on Twitter and Facebook may not be the best tactic for your organization goals.
  • Goal: All about developing relevant messages delivered to masses which generate relationships that in turn create connected communities. Create plan that includes tangible objectives with measurable results. Take inventory of your resources and budget and be realistic. While many social media tools can be low cost, they can also quickly become resource intense if you let them. Get your marketing manager on Twitter and Facebook may not be the best tactic for your organization goals.
  • Identify your community, content and conversation Support, not create a community with a definite purpose. No purpose, no loyalty. Community – Generate a following by spreading your brand across targeted web vehicles and creating a feedback loop that converts interest into sales leads When asked what is the best social media tool to launch; the obvious answer is the tool where you find your community.
  • Architecture of Participation – Tim O’Reilly Driving short term event interactions into long term relationships
  • Architecture of Participation – Tim O’Reilly Driving short term event interactions into long term relationships
  • Architecture of Participation – Tim O’Reilly Driving short term event interactions into long term relationships
  • Don’t overwhelm your own resources Monitoring and participating in community discussions takes time and resources. Don’t take on a community presence and then become absent. Community members expect responses. If you don’t participate, neither will they.
  • Architecture of Participation – Tim O’Reilly Driving short term event interactions into long term relationships

Art Of Social Media Marketing Art Of Social Media Marketing Presentation Transcript

  • MTO Summit 2009 Escape the Technology Maze June 25, 2009 London The Art of Social Media Marketing RECRUITING COMMUNITY MEMBERS & GENERATING EXHIBITION LEADS
  • MTO Summit “ The art of social media marketing " Wednesday, June 25 With Stephen Nold CEO, Founder MeetingTechOnline Todd ‘Turbo’ Watson E-Relationship Manager IBM Arran Coole CEO ASP Events
  • Thanks to the Sponsors
  • Before we start…
  • Chat Live with us on Twitter
  • What we will cover
      • “… online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.”
      • Wikipedia
      • “ Social media risks becoming an end in itself when people are constantly broadcasting themselves online in search of affirmation. If users spend more time announcing what they're doing than actually doing it, social media could, paradoxically, end up making people less sociable.”
        • BusinessWeek, May 8, 2009
    What is Social Media?
    • It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many)
    • Viral digital distribution of information
    • Transforms people from content readers into publishers.
    • Popular because it allows people to connect in the online world to form relationships for personal, political and business use.
    • Tradeshows and events extend show communities into virtual communities around the event brand.
    What is Social Media?
    • Most popular person’s party versus your own party
    Tool Choices
      • Facebook
      • LinkedIn
      • Twitter
      • Blogs
      • Video
      • Webinars
      • Bookmarks/Social Tagging
      • Search
    The Tools
  • The Tools (by Purpose)
  • LinkedIn: Degrees of Separation
  • Twitter “ Twitter has been a focal point in coverage of the Iran election, as its users have railed against mainstream-media outlets and shared proxy information so that Iranian citizens can maintain anonymous Internet access.” Wall Street Journal Twitter Retains Spotlight in Iran Coverage June 16, 2009, 2:50 PM ET
    • Most Twitter users don’t actually use the service much, or even at all.
    • Random sample of about 300,000 Twitter users
      • 10% of active users are responsible for over 90% of all Tweets.
      • 25% of Twitter users don’t tweet at all,
      • 50% of users tweet less than once every 74 hours.
        • Harvard Business Review, May, 2009
    Twitter
  • Twitter
    • The addictiveness of social networking is based on game mechanics, where collecting friends and followers or racking up the number of tweets and status updates is like accumulating points.
    • Recent study showed that whether a Facebook user had 50 or 500 friends they still end up interacting meaningfully with the same small group of about 12.
    • Social behavior studies show that people can only maintain 150 meaningful relationships, 300 maximum with digital tools.
    • Advertising your life to an audience of casual acquaintances and sharing opinions with people you vaguely know or trust, it turns out, isn't the same as real friendship.
    Facebook
  • Webinars
  • Input Aggregation
  • The Tools
  • Community
  • Community
      • Community growth and participation results.
      • Budget realistic resources.
    Community
  • Purpose Driven Community
  • Community The world’s most successful online community?
  • World of Warcraft!
    • The world’s most successful online community?
      • Subscribers pay $10-20 dollars a month
      • 10 million subscribers
      • Turnover in the region of $1.3 billion.
  • Seriously
    • Understand the audience
    • Provide extreme amounts of content
    • Multiple customisable levels of segmentation/communication
    • Guilds - Companies/Associations
    • Friends - Colleagues
    • Groups - Project teams
    • Live Chat/ Voice Chat/ Postal systems
    • Off game too – 60 million Google results
    • Use of third party comms tools
  • Message
  • Resources
  • Post Event
    • MeetingTechOnline
    • Zappos.com
    • Tradeshow Week, Event Tech Blog
    • BlogWorld
    • David Meerman Scott Case Studies
    • MTO Summit San Francisco , October 21-22
    Additional Information
    • Peter Kim Social Media Case Studies http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
    • ASPEvents.com/tweetme
    Additional Information
  • For More Information
      • Todd Watson [email_address]
      • http://www.ibm.com
      • @turbotodd (twitter)
      • Stephen Nold stephen@advontech.com
      • http://www.meetingtechonline.com
      • @stepnold (twitter)
    • Presentation Available
      • http://www.mtosummit.com/uk
      • Arran Coole ajc@aspevents.com
      • http://www.aspevents.com
      • @aspevents (twitter)