Social Media 201


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Social media offers the greatest opportunity for marketers in our generation. However, it also requires the greatest paradigm shift. The Social Media 201 presentation goes beyond setting up accounts on social networks and it lays a framework for first, becoming a company worth talking about and second, developing a successful social media effort.

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Social Media 201

  1. 1. Social Media 201 Marketing Through Conversations
  2. 2. Top Social Media Questions 1.What are the best tactics to use? 2.How do I measure the effectiveness of social media? 3.Where do I start? 4.How do I manage the social balance? 5.What are the best sites and tools out there? 6.How do I make the most of my available time? Social Media Marketing Industry Report. March, 2009
  3. 3. Top Social Media Questions 7.How do I find and focus my efforts on my target audience? 8.How do I convert my social media marketing efforts into tangible results? 9.How do I cohesively tie different social media efforts together? 10.Does social media marketing work, and if so, how effective is it? Social Media Marketing Industry Report. March, 2009
  4. 4. What is Social Media?
  5. 5. Social Media Definition Social media are primarily Internet- and mobile- based tools for sharing and discussing information among human beings... and "building" of shared meaning among communities, as people share their stories and experiences. Wikipedia
  6. 6. Social Media Definition Conversation Technologies Tools Social Networks/Communities Blogs, Micro-blogs Social Tagging Podcast/Vidcast Wikis, Forums, RSS Mash-ups Photo/Video Sharing
  7. 7. What is Social Media Marketing?
  8. 8. What is Social Media Marketing? Social media marketing is a philosophy and a methodology The “tools” are merely ways to execute on the philosophy
  9. 9. Reasons for Social Media Media is Fragmented • There are over 18,000 publications in circulation • There are hundreds of television stations • Including satellite radio and HD radio there are hundreds of stations • Google searches more than 4 billion web pages
  10. 10. Reasons for Social Media Consumers are overwhelmed • The average consumer is exposed to 3000 – 5000 ads/day. Advertisers expect you to remember 1% • 65% of Americans feel that there is too much advertising • 92% of ads recorded on a DVR are skipped • 92% of consumers make a purchase based on someone else’s opinion • For the first time in history, consumers trust someone like them more than “experts”
  11. 11. A Few Reminders • Social media is not for “selling”, it’s for engaging • Word-of-mouth is not the absence of marketing, but the result of marketing done right • Think value-added marketing in the social web • Marketing doesn’t happen in campaigns
  12. 12. Benefits of Social Media Social Media Marketing Industry Report. March, 2009
  13. 13. Does it Help You Close Business? Social Media Marketing Industry Report. March, 2009
  14. 14. In Fact...
  15. 15. The Social Media Analogy
  16. 16. What Does This Mean? • The web has become a gathering place • The web has evolved from endless “brochure- like” web pages to a collection of communities • The web allows users to filter information • The web has sped up word-of-mouth • Each web-based community is focused on a particular audience • Social media has made targeting your audience much easier • We can no longer talk AT them, but WITH them
  17. 17. Some Examples
  18. 18. Some Examples
  19. 19. Some Examples
  20. 20. Some Examples
  21. 21. Some Examples
  22. 22. “You cannot sell a man who isn't listening. Word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance” Bill Bernbach, co-founder of DDB Advertising
  23. 23. A Word of Caution... • You destroy trust, and no amount of advertising can bring the customer back – Enron, Authur Anderson, WorldCom – Astroturfing • Wal-Marting Across America • All I want for Christmas is a PSP • Mix 106 Fugitive – Transparency is a critical component of trust • You have to FIRST become a company worth talking about
  24. 24. Navel Strategy ❍ Cause ❍ Position ❍ Culture ❍ Product ❍ Message ❍ Experience ❍ Measurements
  25. 25. Cause
  26. 26. Position
  27. 27. Culture vs.
  28. 28. Product
  29. 29. Message
  30. 30. Experience
  31. 31. Measurements
  32. 32. Social Media Spectrum Professional/ Professional Social Social LinkedIn Facebook MySpace Pronetos Twitter Flixster Squidoo Flickr
  33. 33. Commonly Used Tools
  34. 34. Tools I Want to Learn More About
  35. 35. The Key to Social Media "When there were just a few platforms, means of communications were controlled by governments and corporations… [that] paradigm shattered. New technology has made it possible for every one to be a broadcaster. Anyone can take the stage and hold it depending on their content. We [UNICEF] decided that we should get involved in as many of the new platforms for delivering our messages about children as we could.“ Stephen Cassidy , UNICEF
  36. 36. Publish Monitor Syndicate 6 Components of a Successful Social Media Effort Help Integrate Converse
  37. 37. Publish
  38. 38. Publish
  39. 39. Publish • Conversation without content is empty rhetoric • The difference between consumer social media and social media marketing is content • Content: • Demonstrates expertise • Drives conversation • Increases findability
  40. 40. What to Publish? • Focus on the cause • Educate • Advocate • Collaborate • Aggregate
  41. 41. Syndicate • Once great content is created, use “as many of the new platforms for delivering [y]our message” as you can • Increase reach and frequency of exposure to your content • RSS = Really Simple Syndication • Plug your feed in wherever possible • Push content through eNewsletters • Link to specific content
  42. 42. Integrate • In order to maximize efficiency and effectiveness, integrate your platforms • Use RSS to share content • Use integrated technology tools • TweetDeck • TwitterFeed • • FriendFeed • Facebook Applications
  43. 43. Converse • Content without conversation is advertising • Respond to comments directed to you • React to other’s commentary • Engage in meaningful discussions • Seek out the “coffee shops” related to your target and engage • Start with an introduction and a question • Be humble and respectful • Be you
  44. 44. Help • Look for opportunities to add value • Links • Introductions • Answers • Promotion • The easiest way to make friends is to serve • “Service is the price we pay for the privilege of living on this earth.” Gandhi
  45. 45. Monitor
  46. 46. Monitor • The web is infinitely trackable • Active • Google Search • Technorati/Blog Pulse • Twitter Search • Passive • Google Alerts • TweetBeep • TweetDeck
  47. 47. YUDU Media
  48. 48. YUDU Media • Significant competition - late to the game • Differentiators: – Enhance with multimedia – Sell my publications • Brand comparison: meets • Target market: Citizen Experts • Cause: Giving experts a voice • Message: We help you create, enhance, and sell digital publications that share your expertise with the world
  49. 49. Conclusion • Social media is changing how we market • Create a cause and use social media to promote it • Remember that transparency is the key to trust - Use social media to build relationships • Engage in dialog with your customers – You will get both good and bad, the key is to let it happen – Don’t try to control it! • Customers evangelize products and services that they are emotionally involved with – Give them a voice – Shut Up and Listen!
  50. 50. Publish Monitor Syndicate 6 Components of a Successful Social Media Effort Help Integrate Converse
  51. 51.