Sm2 Social Media Marketing


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The basic tenets of social media marketing by Aaron Newman, CEO of Techrigy Inc., developers of SM2.

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  • Sm2 Social Media Marketing

    1. 1. Aaron C. Newman Founder, Techigy January 2009 PRSA – Rochester Social Media Marketing 101
    2. 2. <ul><li>Social Networks </li></ul><ul><ul><li>Facebook, MySpace, Ning, Orkut </li></ul></ul><ul><li>Blogs/Wikis </li></ul><ul><ul><li>Blogger, WordPress </li></ul></ul><ul><li>Microblogs </li></ul><ul><ul><li>Twitter,, Tumblr </li></ul></ul><ul><li>Photo/Video sharing </li></ul><ul><ul><li>Flickr, Youtube </li></ul></ul><ul><li>Message boards/Forums </li></ul><ul><ul><li>Yahoo Finance, Yahoo Groups </li></ul></ul>What is Social Media? Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. -Wikipedia
    3. 3. <ul><li>Other buzz words to understand (all highly-related) </li></ul><ul><ul><li>Word-of-mouth </li></ul></ul><ul><ul><li>Viral marketing </li></ul></ul><ul><ul><li>Grassroots marketing </li></ul></ul><ul><ul><li>Buzz marketing </li></ul></ul><ul><ul><li>Conversational marketing </li></ul></ul>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
    4. 4. <ul><li>SMM is not just about advertising on FaceBook </li></ul><ul><li>Astroturfing or Shilling </li></ul><ul><ul><li>DON’T DO IT – you will be exposed </li></ul></ul><ul><li>Lack of Transparency </li></ul><ul><ul><li>Blogging for the CEO </li></ul></ul><ul><ul><li>Fictional characters </li></ul></ul><ul><ul><ul><li>Walmarting Across America blog </li></ul></ul></ul>What is NOT Social Media Marketing?
    5. 5. <ul><li>Why has SMM becoming relevant? </li></ul><ul><li>The Year 2000 </li></ul><ul><ul><li>Blogs were people talking about their cats </li></ul></ul><ul><li>The Year 2009 </li></ul><ul><ul><li>Social media is people talking about your brand </li></ul></ul><ul><li>Critical mass of people participating </li></ul><ul><ul><li>Facebook added 20 million users in past 3 months </li></ul></ul>Why do I care? Who owns your brand? Your brand is the conversations occurring through word-of-mouth
    6. 6. 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
    7. 7. <ul><li>Typical initial thoughts on social media </li></ul><ul><ul><li>Can I stop those evil negative opinions? </li></ul></ul><ul><li>Not the BEST reason to engage </li></ul><ul><ul><li>Wouldn’t you rather listen and learn </li></ul></ul><ul><li>Decreased effectiveness of traditional marketing </li></ul><ul><ul><li>We have learned to ignore advertising/PR </li></ul></ul><ul><li>Reaching your customers where there are </li></ul><ul><ul><li>Can’t always bring them to your site </li></ul></ul>Should I Engage?
    8. 8. <ul><li>First Consider Your Social Media Strategy </li></ul><ul><ul><li>What are you try to accomplish? </li></ul></ul><ul><ul><li>How will you measure it? </li></ul></ul><ul><ul><li>How does it fit in with your overall strategy </li></ul></ul><ul><li>Get commitment from management </li></ul><ul><ul><li>Half hearted participation is not effective </li></ul></ul><ul><ul><li>Need to build social capital and credibility </li></ul></ul>Getting Started
    9. 9. <ul><li>Social Media creates 1-to-Many Conversations </li></ul><ul><ul><li>1-to-1 Conversations are expensive </li></ul></ul><ul><ul><li>Social media broadcasts to many readers </li></ul></ul><ul><ul><li>Social media is indexed and searched later </li></ul></ul><ul><li>Finding Influencers with the highest 1-to-Many </li></ul><ul><ul><li>Dunbar’s Law places limitations on number of relationship we can maintain at ~150 </li></ul></ul><ul><ul><li>Malcolm Gladwell’s Connectors </li></ul></ul><ul><ul><li>Albert Laszlo’s Network Hubs </li></ul></ul><ul><li>Social Media Optimization (Rohit Bhargava) </li></ul><ul><ul><li>Like SEO for social sites </li></ul></ul><ul><ul><li>Increase Linkability/Get communities Connected </li></ul></ul>Getting the Most Value
    10. 10. <ul><li> </li></ul><ul><li>Step #1 – Listen to what people are saying about your brand. </li></ul><ul><li>Step #2 – Listen to what people are saying about your competitors . </li></ul><ul><li>Step #3 – Listen to what people are saying in your industry. </li></ul>Stage 1: Listening
    11. 11. <ul><li>Step #4 Start your company blogging </li></ul><ul><ul><li>CEO blog or employee blogs? </li></ul></ul><ul><li>Step #5 Comment on other blogs </li></ul><ul><ul><li>Participate, don’t pitch </li></ul></ul><ul><li>Step #6 Participate in conversations on tools such as Twitter . </li></ul><ul><ul><li>Create conversations </li></ul></ul>Stage 2: Engaging
    12. 12. <ul><li>Step #7 Engage your customers through social networks </li></ul><ul><ul><li>Setup your own + find existing ones </li></ul></ul><ul><li>Step #8 Contribute to sources such as Wikipedia. </li></ul><ul><ul><li>Delicate balance – not for brochures </li></ul></ul><ul><li>Step #9 Encourage your customers to talk about your product, good or bad. </li></ul><ul><ul><li>Address problems, show them you care </li></ul></ul>Stage 2: Engaging
    13. 13. <ul><li>Books </li></ul><ul><ul><li>“ Social Media Marketing: An Hour a Day” By Dave Evans </li></ul></ul><ul><ul><li>(originally from Webster) </li></ul></ul><ul><ul><li>“ The New Rules of Marketing and PR” By David Meer Scott </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Podcasts </li></ul><ul><ul><li> </li></ul></ul>Resources
    14. 14. <ul><li>Social Media Monitoring and Analytics: SM2 from Techrigy Provides Visibility Into Social Media </li></ul><ul><li>Designed for PR and Brand Professionals </li></ul><ul><li>Monitors Blogs, Wikis, Microblogs like Twitter, Social Networks, any User-Generated Content </li></ul><ul><li>Analysis includes tone, sentiment, demographics, location, share of voice and more </li></ul><ul><li>Fully functional listening and engagement tool, Freemium version at http://sm2.techrigy </li></ul>Resources
    15. 15. Questions? <ul><li>Social media marketing will be a central function of any marketing strategy going forward. </li></ul><ul><li>Contact information: </li></ul><ul><ul><li>Aaron Newman - [email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>