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Mastering Social Media
 

Mastering Social Media

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Learn the fundamentals of social media and how to use it effectively. This presentation covers the do's and the don'ts, with a few examples and case studies in between. ...

Learn the fundamentals of social media and how to use it effectively. This presentation covers the do's and the don'ts, with a few examples and case studies in between.

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  • Is traditional Media Social? Why or why not?
  • People/Customers become vested: They relate to you and your brand Build relationships for future opportunities
  • PlanWhat are my goalsWho is my audienceHow frequently will I use social mediaWhat platforms are best for meHow will I address comments/criticismMeasurementWhen do I want to reach my goals (Month 1, M3, M6)Where is my baseline (# followers, page views, sales)ROIContentJack of all trades, master of noneDiversification: Video, Q&A, Blog Posts, Poll, PodcastsDo Not “Spray & Pray”Don’t self promoteWORDING: Make it interesting, even if it’s notOut of Touch- 7/26/11 “I can’t wait to take a trip to Norway” …. Saying this only days after a domestic terrorist attack is stupid!
  • Sequence of Even†sEmployee says something stupidGoes viralChrysler lies: Says “account was compromised”Later admits it was an employee and that he was fired
  • Treat like family, even if you don’t know them
  • Valuable ContentBe seen as a resourceBuild awarenessUSE A BLOG!!! Put together a list of websites to get inspiration/content: ProPublica, SFL Biz Journal, Florida Trend, StumbleUpon, Other blogsThought Leadership Question: What’s your favorite Quote? ….. Why does everybody quote someone else! Come up with your own quote!!!!- Me: "Happiness is a complete and utter appreciation and satisfaction of self."
  • Pepsi is funding amazing ideas that refresh the world. Dream it, submit it, get enough votes
and we'll help make it happen for your community!Submit or share great ideas (public good)Use Pepsi products to increase voting powerVoteDiscuss
  • Follow Your Audience Join Groups (Facebook, LinkedIn, Ning) SearchHashtages (Twitter)
  • Wordpress.com: FREE: Hosted in the cloud. No software or downloads needed. Can’t use your own URLWordpress.org: FREE: Downloads to your server. Can use your own URLFree Themeswordpress.org/extend/themesPaidThemesThemeForest, Google SearchPluginsFree:wordpress.org/extend/plugins/
  • InteractivitySCENARIO- We all own a shoe store. Something exciting happens in the world. Give your best tweet. We vote. Break down why it’s the best

Mastering Social Media Mastering Social Media Presentation Transcript

  • Mastering Social Media
    A YPN Miami Workshop
    Presented by Chris Payne
    CEO, Regal Spri Creative Group, LLC
    7/30/11
    1
    YPNMiami.com
  • What is Social Media?
    7/30/11
    2
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  • Is this Social Media?
    7/30/11
    3
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  • The Breakdown
    Social
    • Conversing with People
    • Listening
    • Learning
    • Sharing
    Media
    • Platforms used to deliver information
    • Print
    • Radio
    • TV
    • Web
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    4
    YPNMiami.com
  • It’s what WE DO... with the technology like facebook, twitter....
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    5
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  • Why is being social important?
    You learn what people want and are interested in
    People/Customers become vested
    Sparks Word-of-Mouth
    Drives traffic
    Visibility amongst extended network
    7/30/11
    6
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  • Scenario #1
    You’re the Social Media team at Company XYZ
    Product: XYZ
    Target Audience: XYZ
    Recent Event: Miami Heat lose in NBA Finals
    Goal: Drive traffic to your website
    Exercise: Create an interesting tweet in 20 words or less
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    7
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  • DO’S & DON’TS
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    8
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  • Social Media Pitfalls
    Rush to action without a plan
    Lack of objectives and measurement
    Misguided content
    Failing to engage audience
    Limited Reach
    Out of Touch
    7/30/11
    9
    YPNMiami.com
  • 10
    7/30/11
    Errant tweet on @ChryslerAutos branded account was caught quickly, but damage done.
    Offending tweet posted on the Chrysler Twitter account.
    Chrysler catches it later that same day, but not until after many other Twitter users retweet the post.
    Chrysler posts a statement on its blog that an employee at New Media Strategies, Chrysler’s social media agency had posted that tweet. The post went on to say that the employee had been terminated and Chrysler would not be renewing it’s contract with NMS.
    Fired employee blamed a bug in the Tweetdeck application, claiming the post was meant for his personal account, not Chrysler’s
    Key Learnings:
    • Best to train your own employee team to tweet on your behalf.
    • If you do use outside agencies, ensure they are trained as well. Consider having an approval process in place for all posts.
    Source: http://jalopnik.com/#!5780113/chrysler-loses-control-of-twitter-account-drops-f bomb
    YPNMiami.com
  • 11
    7/30/11
    @HabitatUK used top trending hashtags in an attempt to get more people to notice their tweets
    Habitat (a furniture store) tried using top trending #Hashtags to get noticed by a wider audience.
    Habitat even used hashtags #iranianelection and #mousavi)
    The tweets were recognized for what they were…a spamming technique.
    HabitatUK responded by deleting their tweets, but never apologized.
    Key Learnings:
    • Don’t spam. Social Media is about developing relationships, not spamming them.
    • Apologize when you do something wrong. Use it as an opportunity to engage in conversations with those you offended.
    Source: http://socialmediatoday.com/SMC/103334
    YPNMiami.com
  • Social Media Etiquette
    Treat your network like family and friend
    Listen
    Promptly answer their questions/concerns
    Be Personable: Let them into your daily world
    Be Authentic
    Give thanks and praise
    Share ideas
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    12
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  • Social Media Black Belt
    Valuable Content
    Not Boring
    Diversification
    Thought Leadership
    Video and/or Podcasts
    Consistency
    Engage
    Direct Message
    Ask Questions
    Offer Discounts/Promotions
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  • exhibit #1
    7/30/11
    14
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  • In 2010, after 23 years and hundreds of millions of dollars spent on Super Bowl ads...
    Pepsi ditched the SuperBowl and poured
    1/3 of its' TOTAL annual marketing budget into a cause-driven social marketing campaign; The Refresh Project http://www.refresheverything.com/
    7/30/11
    15
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  • Case Study: LinkedIn
    Company: Doble Group, Tech Consulting Firm
    2 Month Campaign
    Day 1
    Vanilla CEO profile
    ~ 350 connections
    Day 60
    Keyword Rich Personal & Biz Profile
    1500+ Connections
    30 Group Affiliations + 1 Group Created
    3 Leads in one day after Direct Message initiative
    7/30/11
    16
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  • Need Inspiration? People and Brands that get it Right
    @SeanKent: Funny a** comedian
    @KennethCole: Makes his brand relevant to what’s happening in the world
    @BurgerKing: Direct, humorous & not overbearing
    @IamDiddy: Himself. Let’s you into his world.
    @UncleRUSH: Inspirational and Well-Rounded
    @Bereolaesque: YPN Member that’s successfully building his brand
    @YPNMiami: Greatest Org EVER!!!
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  • The Tactical
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  • How to gain Fans/Followers
    Ask your personal network
    Determine your audience
    Follow your audience
    Deliver content of VALUE!
    Engage, Engage, Engage!!!
    Ex. “I feel the same way”, “You’re a genius!”
    Target key influencers
    Follow-Up: @YPNMiami Great Social Media Workshop!!!
    7/30/11
    19
    YPNMiami.com
  • Great Social Networks
    Ning.com: Easily Create your own S Network
    ICABA: Connect with affluent, professionals of color
    YouTube or Vimeo.com: Upload and share video
    Flickr: Upload and share photos
    Google Alerts: Get notified when your brand is mentioned
    RSS: Get an RSS Reader and follow your fav sites
    LinkedIN: #1 Network for business
    Mashable: News on digital culture, SM, & tech
    Digg: Allows anyone to “Vote-Up” their fav web pages
    HelpAReporterOut (HARO): Free PR. Become a source and pitch your product/service when appropriate
    FourSquare: Let friends know where you are by “checking-in”
    Groupon: Social Buying site
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  • Scenario #2
    You’re the Social Media team at Company XYZ
    Problem: Someone just posted on their blog
    “Love Comp XYZ products, but I’ll probably shop at Competitor X since they don’t answer their phone!”
    Goal: Retain the customer
    Exercise: Discover the blog post. Make the customer happy.
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  • Setting up a Wordpress Blog
    Wordpress.comvsWordpress.org
    What’s the Difference?
    Wordpress.com
    Sign Up
    Get Familiar
    Customize
    Post!!!
    7/30/11
    22
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  • Using StumbleUpon
    Sign Up
    Select categories of interest
    Stumble… Upon great content!
    Vote
    Share via your networks
    Set Up Notifications
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  • Don’t be shy… BE SOCIAL!
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  • Contact Information
    YPN Miami
    www.YPNMiami.com
    E: ypnmia@gmail.com
    Facebook
    Twitter
    7/30/11
    YPNMiami.com
    25
    Speaker: Chris Payne
    CEO, Regal Spri Creative Group
    www.RegalSpri.com
    E:info@regalspri.com
    P: +1 305.791.0901
    Facebook
    Twitter
    LinkedIn
  • 3rd most populated country
    facebook
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  • 75 million accounts
    (of which15 million active)
    65 million tweets per day
    7/30/11
    27
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  • Setting Up Outlook
    http://products.secureserver.net/email/email_outlook.htm
    MICROSOFT
    http://support.microsoft.com/kb/287532
    GMAIL
    http://mail.google.com/support/bin/answer.py?hl=en&ctx=mail&answer=75726
    7/30/11
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