Ama Social Media Prez 090415
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Ama Social Media Prez 090415

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AMA Alaska Chapter Luncheon April 9 Presentation on Social Media Strategies for Business.

AMA Alaska Chapter Luncheon April 9 Presentation on Social Media Strategies for Business.

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Ama Social Media Prez 090415 Ama Social Media Prez 090415 Presentation Transcript

  • Social Media Strategies: Real-world Approaches Anchorage Marketing Association, Anchorage Chapter April 9, 2009
  • Social Media and Web 2.0 Applications: “Evolving Explosively”
  • Social Media and Web 2.0 Applications: “Evolving Explosively”
  • Breaking Down Social Media Strategies
    • What is Social Media
    • Social Media How-to
    • Anchorage Case Studies
    • Business Applications for Social Media
  • What is Social Media?
    • Wikipedia - “Participatory online media where news, photos, videos and podcasts are made public through websites and user submission.”
    • Me- “Online communities built through many-to-many interactions.”
  • What is Social Media?
    • Three Elements:
      • Platforms – websites, SMS (Facebook, Twitter)
      • Content – text, photos, videos, etc.
      • Interactions – ratings, comments, sharing
  • Breaking Down Social Media Strategies
    • What is Social Media
    • Social Media How-to
    • Anchorage Case Studies
    • Business Applications for Social Media
  • How-to: Network on LinkedIn
    • Uses:
    • Hiring, professional promotion, research
    • Online resume
    • Somewhat exclusive –have to know someone to connect
    • Or, need referral
  • How-to: Network on LinkedIn
    • How to Take Advantage:
    • Do a full profile
    • Request and write recommendations
    • Answer questions posted on networks
    • Quality over quantity – don’t get caught up in number of contacts
    • Start or join a group of professional interest
    • Key: Exclusivity adds to its power
  • How-to: Examples of LinkedIn Tactics Personal Branding Hire People Get Feedback Networking Online Resume Contact Customers Event Updates Market Research Find leads Get a Job RFP Process
  • How-to: Experiment with Twitter
    • Who is out there?
    • 752% growth in 2008 – up to 4.43 million unique users in December
    • Approximately 400 people Twittering in Anchorage area in January, now almost 1,000 (Twellowhood)
    • Many technology professionals, but all “early adopters.”
    • More likely male, 35-44, affluent, educated, and living in an urban area.
  • How-to: Experiment with Twitter
  • How-to: Experiment with Twitter
    • How to Take Advantage:
    • Don’t stick to the website: Use Twhirl , Feedalizr or Tweetdeck for desktop updates.
    • Use SMS capability for updates on your cellphone as text messages.
    • With data accounts: PocketTweets , Twitterberry for Blackberry, Twitterific or iTweet for the iPhone.
    • Retweet info that may be interesting to followers.
    • Comment on other posts
    • Still small community = relative trust and engagement
  • How-to: Examples of Twitter Strategies Personal Branding Hire People Project Management Web Traffic Get Feedback Make Friends Networking Get Feedback Customer Service Event Updates Find Leads Read News Get Votes Set Up Meetings
  • How-to: Engage on Social Networks
    • Who is out there?
    • Facebook- 150 million active users; highest growth rate is 25+
    • Facebook:
      • Anchorage: 89,000, 50,000 30+ years
      • Alaska: 106,000, 52,000 30+ years
    • Facebook is the number one photo sharing site on the Internet
    • MySpace- 76 million active users in the U.S.
    • Hundreds of smaller, niche networks as well
  • How-to: Engage on Social Networks
    • How best to participate?
    • Business Pages
    • Groups
    • Polls
    • Applications
    • Advertising
    • Individual profiles
  •  
  • How-to: Facebook Tactics Regularly Update Status Write on friends’ walls Post Photos and Videos Post links you like
    • Create an account, Create a page, Advertise, Then:
    Create and promote events Click on “like” buttons frequently Create quizzes Develop an application Do a Poll
  • Breaking Down Social Media Strategies
    • What is Social Media
    • Social Media How-to
    • Anchorage Case Studies
    • Business Applications for Social Media
  • Case Study: Spenard Roadhouse
    • Situation:
    • Opened Late February
    • Yelp – poor initial reviews - brutal
    • Some negative buzz on Twitter
  • Case Study: Spenard Roadhouse
    • Reaction:
    • Responded immediately as part of launch plan
    • Connected with evangelists
    • SMS Meet-up hosting
    • New accounts on Twitter, Yelp, TripAdvisor, Facebook
  • Case Study: Spenard Roadhouse
    • Current Activity:
    • Monitoring and engaging in conversations
    • Befriending Anchoragites, etc.
    • Posting specials
    • Traditional marketing – email, etc.
  • Case Study: Spenard Roadhouse
    • Current Activity:
    • Tapping their evangelists
    • Passing on the passion
    • Capitalizing on the spirit of early adopters to help
  • Case Study: Spenard Roadhouse
    • Take-aways:
    • Social communities bring out best and worst – wider spectrum than in person
    • Thrilled with new ways community engages – online and in person
  • Case Study: Anchorage Concert Association
    • Why do Facebook?
      • Entertainment core product
      • Content engagement was a match to medium
      • Other media more fragmented
      • Word-of-mouth critical
    • Community engagement
    • Post events, interesting articles, video, photos
  • Case Study: Anchorage Concert Association
    • Advertise events, etc. – point to fan page or a website.
    • Engage discussion – on page and via fan newsfeeds
    • Targeting
      • Age
      • Gender
      • Geography
      • Keywords
    • Low cost-per-entry
  • Case Study: Anchorage Concert Association
    • Ads Plus Social Equals Viral:
    • FB advertises to your friends when you are the fan of something or comment
      • In news feed
      • In “Highlights” column
    • “ Like” Function
      • For ads
      • For news feed items – comments, photos, videos, whatever
  • Case Study: Anchorage Concert Association
    • Results:
    • 162 new fans
    • Advertising – 7 days, 55,000 impressions, less than $30.00
    • Most are NOT subscribers – exploring meaning, but obviously new audience access
    • 65% 25 – 44 – part of core audience
    • Minimal time investment – two hours initially, one hour per week
    • Fans – possibly more engaged than email
  • Case Study: Brand Discussions
    • Anchorage Brand Discussions on Twitter:
      • New neighborhood bakery opening in South Addition
      • Comparison of internet access in Anchorage
      • Bad service at a local café
      • Rave reviews about a new restaurant in town
      • Alaska Ferry articles posted
    • TweetScan – weekly reports on tweets that include a search term of choice
      • At a minimum – monitor your brand
      • Be ready to respond
  • Breaking Down Social Media Strategies
    • What is Social Media
    • Social Media How-to
    • Anchorage Case Studies
    • Business Applications for Social Media
  • Business Applications for Social Media
    • Reminders:
    • Social media is a community where people interact
    • Direct contact is good, viral distribution is great
    • Right message to the right people at the right time
    • Early adopters = most distrustful, greatest evangelists
  • Business Applications for Social Media
    • More Reminders:
    • These are tools, not solutions
    • Don’t connect with everyone – identify your “Passionistas”
    • Speak with authenticity and genuineness - not easy
    • Doing a good job takes time, not necessarily money
  • Business Applications for Social Media
    • Marketing principles still apply:
    • Make a plan
        • Goals?
        • Target audience?
        • Where can you reach them?
        • Right message/conversation?
    • Time is Money – allocate staff time appropriately
    • You will fail before you succeed
    • This stuff is all evolving – expect change
    • Nervous? Participate personally first.
    • These tools are not for all businesses.
    • Selling the idea: Relatively uncluttered voice vs. competitors
  • Get this presentation: www.apokrisis.com/ama www.apokrisis.com www.apokrisis-answers.com [email_address] twitter.com/apokrisis linkedin.com/in/kristenlindsey http://www.facebook.com/pages/Anchorage-AK/Apokrisis/22638807110