Aaron C. Newman Founder, Techigy http://sm2.techrigy.com January 2009 PRSA – Rochester Social Media Marketing 101

Social Networks Facebook, MySpace, Ning, Orkut Blogs/Wikis Blogger, WordPress Microblogs Twitter, Identi.ca, Tumblr Photo/Video sharing Flickr, Youtube Message boards/Forums Yahoo Finance, Yahoo Groups What is Social Media? Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. -Wikipedia

Social Networks

Facebook, MySpace, Ning, Orkut

Blogs/Wikis

Blogger, WordPress

Microblogs

Twitter, Identi.ca, Tumblr

Photo/Video sharing

Flickr, Youtube

Message boards/Forums

Yahoo Finance, Yahoo Groups

Other buzz words to understand (all highly-related) Word-of-mouth Viral marketing Grassroots marketing Buzz marketing Conversational marketing What is Social Media Marketing? Social media marketing is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues. -Wikipedia

Other buzz words to understand (all highly-related)

Word-of-mouth

Viral marketing

Grassroots marketing

Buzz marketing

Conversational marketing

SMM is not just about advertising on FaceBook Astroturfing or Shilling DON’T DO IT – you will be exposed Lack of Transparency Blogging for the CEO Fictional characters Walmarting Across America blog What is NOT Social Media Marketing?

SMM is not just about advertising on FaceBook

Astroturfing or Shilling

DON’T DO IT – you will be exposed

Lack of Transparency

Blogging for the CEO

Fictional characters

Walmarting Across America blog

Why has SMM becoming relevant? The Year 2000 Blogs were people talking about their cats The Year 2009 Social media is people talking about your brand Critical mass of people participating Facebook added 20 million users in past 3 months Why do I care? Who owns your brand? Your brand is the conversations occurring through word-of-mouth

Why has SMM becoming relevant?

The Year 2000

Blogs were people talking about their cats

The Year 2009

Social media is people talking about your brand

Critical mass of people participating

Facebook added 20 million users in past 3 months

Old World: Advertising was shouting as loud as possible to reach a mass market. What happened: People learned how to tune your message out New World: Renaissance in WOM Tapping into the conversations Evolution in Marketing

Typical initial thoughts on social media Can I stop those evil negative opinions? Not the BEST reason to engage Wouldn’t you rather listen and learn Decreased effectiveness of traditional marketing We have learned to ignore advertising/PR Reaching your customers where there are Can’t always bring them to your site Should I Engage?

Typical initial thoughts on social media

Can I stop those evil negative opinions?

Not the BEST reason to engage

Wouldn’t you rather listen and learn

Decreased effectiveness of traditional marketing

We have learned to ignore advertising/PR

Reaching your customers where there are

Can’t always bring them to your site

First Consider Your Social Media Strategy What are you try to accomplish? How will you measure it? How does it fit in with your overall strategy Get commitment from management Half hearted participation is not effective Need to build social capital and credibility Getting Started

First Consider Your Social Media Strategy

What are you try to accomplish?

How will you measure it?

How does it fit in with your overall strategy

Get commitment from management

Half hearted participation is not effective

Need to build social capital and credibility

Social Media creates 1-to-Many Conversations 1-to-1 Conversations are expensive Social media broadcasts to many readers Social media is indexed and searched later Finding Influencers with the highest 1-to-Many Dunbar’s Law places limitations on number of relationship we can maintain at ~150 Malcolm Gladwell’s Connectors Albert Laszlo’s Network Hubs Social Media Optimization (Rohit Bhargava) Like SEO for social sites Increase Linkability/Get communities Connected Getting the Most Value

Social Media creates 1-to-Many Conversations

1-to-1 Conversations are expensive

Social media broadcasts to many readers

Social media is indexed and searched later

Finding Influencers with the highest 1-to-Many

Dunbar’s Law places limitations on number of relationship we can maintain at ~150

Malcolm Gladwell’s Connectors

Albert Laszlo’s Network Hubs

Social Media Optimization (Rohit Bhargava)

Like SEO for social sites

Increase Linkability/Get communities Connected

http://techrigy.com/pdf/EngagingSocialMediaWhiteP.pdf Step #1 – Listen to what people are saying about your brand. Step #2 – Listen to what people are saying about your competitors . Step #3 – Listen to what people are saying in your industry. Stage 1: Listening

http://techrigy.com/pdf/EngagingSocialMediaWhiteP.pdf

Step #1 – Listen to what people are saying about your brand.

Step #2 – Listen to what people are saying about your competitors .

Step #3 – Listen to what people are saying in your industry.

Step #4 Start your company blogging CEO blog or employee blogs? Step #5 Comment on other blogs Participate, don’t pitch Step #6 Participate in conversations on tools such as Twitter . Create conversations Stage 2: Engaging

Step #4 Start your company blogging

CEO blog or employee blogs?

Step #5 Comment on other blogs

Participate, don’t pitch

Step #6 Participate in conversations on tools such as Twitter .

Create conversations

Step #7 Engage your customers through social networks Setup your own + find existing ones Step #8 Contribute to sources such as Wikipedia. Delicate balance – not for brochures Step #9 Encourage your customers to talk about your product, good or bad. Address problems, show them you care Stage 2: Engaging

Step #7 Engage your customers through social networks

Setup your own + find existing ones

Step #8 Contribute to sources such as Wikipedia.

Delicate balance – not for brochures

Step #9 Encourage your customers to talk about your product, good or bad.

Address problems, show them you care

Books “ Social Media Marketing: An Hour a Day” By Dave Evans (originally from Webster) “ The New Rules of Marketing and PR” By David Meer Scott Blogs http://www.micropersuasion.com/ http://www.briansolis.com/ http://www.web-strategist.com/blog/ Podcasts http://www.insidepr.ca/ Resources

Books

“ Social Media Marketing: An Hour a Day” By Dave Evans

(originally from Webster)

“ The New Rules of Marketing and PR” By David Meer Scott

Blogs

http://www.micropersuasion.com/

http://www.briansolis.com/

http://www.web-strategist.com/blog/

Podcasts

http://www.insidepr.ca/

Social Media Monitoring and Analytics: SM2 from Techrigy Provides Visibility Into Social Media Designed for PR and Brand Professionals Monitors Blogs, Wikis, Microblogs like Twitter, Social Networks, any User-Generated Content Analysis includes tone, sentiment, demographics, location, share of voice and more Fully functional listening and engagement tool, Freemium version at http://sm2.techrigy Resources

Social Media Monitoring and Analytics: SM2 from Techrigy Provides Visibility Into Social Media

Designed for PR and Brand Professionals

Monitors Blogs, Wikis, Microblogs like Twitter, Social Networks, any User-Generated Content

Analysis includes tone, sentiment, demographics, location, share of voice and more

Fully functional listening and engagement tool, Freemium version at http://sm2.techrigy

Questions? Social media marketing will be a central function of any marketing strategy going forward. Contact information: Aaron Newman - [email_address] http://twitter.com/aaronnewman

Social media marketing will be a central function of any marketing strategy going forward.

Contact information:

Aaron Newman - [email_address]

http://twitter.com/aaronnewman