Social media &_engagement_marketing_8.17.11Presentation Transcript
Social Media & Engagement Marketing Sara Brueck Nichols August 17, 2011 http://slidesha.re/dFmgH3
Where are you coming from?
What are you expecting?
What do you want to end up with?
What do you hope to know in 120 minutes that you don’t know now?
Forget what you know.
Why Social Media Matters
How did you …
Share the last photo you took?
Find the last new restaurant you ate at?
Last communicate with your best friend?
Organize your last event?
How do you get started?
08/17/11 Footer Text
Listen. Be Social. Engage.
How do you use it?
Footer Text If you don’t know where you are and where you are going, you won’t know if you have arrived and how successful you’ve been.
What are your objectives/purpose?
What is working? Why?
What are your concerns?
How well do you know your audience?
Do you have stats about your web traffic?
How will you define success?
How good are we at listening?
How compelling is the story we want to tell?
How big is our universe? Where are they?
How much of our time is social media worth?
What are our competitors doing?
Who are the brands we want to emulate?
Who are you trying to reach?
Where are they on the social web?
How do they use the social web?
What do they want?
How much time do they have?
How well do they know you?
Awareness Education Action
“ At its best, social media campaigns are intricate, daring, transgressive acts with the potential for a huge payoff — or a huge disaster . If you’ve never looked at it that way, more’s the pity, because a lot of the potential of social media is tied up in being willing to think big and then plan small, just like an art thief.” –Jesse Stanchak, SmartBlogs
Create your plan
Listen and Monitor.
Spread awareness/generate buzz
Call to action
What are you passionate about?
About what are you an expert?
What is being said about you?
Follow: industry trends, competitors, interesting people
Build your online brand by association with other brands
Don’t fall into the “One” trap: one tool, one person, one time, one minute
Be in the right place at the right time
Have a clear message
Content IS CRITICAL
Be confident, transparent, honest & human
No: boring, spam, sales or spin content/updates
One Final Note
Will social media hurt my brand?
Act Without Thinking
Apparently, CVS doesn’t care. And they’re actually not “Looking forward to hearing your stories! A “request to follow” sent a week ago, has gone unanswered. A locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL! “ After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,” No Interaction Attack Customer
“ It stands to reason that budding businesspeople would be attracted to Weblogs, those do-it-yourself publishing sites that embody the very spirit of entrepreneurism. What do blogs add to the small-business dialogue that a whole host of magazines, cable channels and Web sites don't? In addition to transmitting news, industry gossip and occasional rants, the best small business blogs offer interactivity, allowing readers to chime into the dialogue with their own bright ideas. There are, unfortunately, too many small business blogs peddling the same prosaic resources you can get from a simple google search. The better ones at least offer fresh insight on the mundane and first-hand accounts from the entrepreneurial front lines.”