Social Media Marketing (Ksc Fall Class)

Social Media Marketing KSC Continuing Education 10/14/09 and 10/21/09 6-9pm Stephanie Jacques Kleine www.stephaniejacques.com

Stephanie Jacques Kleine www.stephaniejacques.com My mission: To build, energize and support community partnerships

Introductions
Name
Favorite hobby
Reason for being here tonight
What you do for work

Where do the majority of your customers come from?

Overview
Define Social Media
Who’s using it and is it “working”?
A look at most popular S.M. tools (sites)
Worksheet
12 month marketing plan

List
social media websites
and tools

Your List

What is Social Media
User generated content (online)
Accessible by mobile device and desktop computers
Information sharing and discussion
Searchable and Rankable in search engines
Linkable
User friendly
Mostly free

Something for everyone
Music
Photos
Videos
Journal writing
Discussion
Technical help
Audio

When did this all begin?
LinkedIn and MySpace, 2003
Facebook (Harvard), Flickr 2004
Youtube, Facebook (high school), 2005
Facebook (corporate, then everyone), Twitter, 2006….
Everything continued to evolve and experienced the most growth since 2008

Fears and Myths
Too new, just a fad
Misunderstood, leadership doesn’t get it
Overwhelming, too many options
Fear of transparency, loss of control
Distraction, interferes with work
No policy yet for it’s use in our workplace
Not a fit for our company
Not ready for new strategy
Don’t see the ROI

A new perspective
Communicating is not a fad, tools now make it easier and quicker
President gets it, to employ social media is to trust the people will speak their truths so you can listen
Include S.M. into your marketing strategy
Can’t measure human interaction and conversation in numeric quantities
Time to speak and listen is not time wasted when strategically implemented

Who’s not afraid?
35%+ fortune 100 companies on Social Media
GE, Ford, Intel, Dell (Twitter users!)
Also Wells Fargo, Starbucks, H&R Block, etc.

Why is this so “catchy?”
Technology, communication driven
Economical changes
The need for collaborating and uniting
The new tools allow the people to have a voice
Businesses using new business models to adapt to using the web
Over 76% Americans have computers
Obama used it in his campaign to reach Gen Y

What practical uses have people found for social media?
Legos (Mindstorm team)
Newspapers, Radio stations (news spreading)
Non-profits (United Way Greater Twin Cities)
Sprout and PBS (public kids TV station)
Ski resorts (Granite Gorge)
Emergency crews (PSNH, Red Cross)
Advocacy groups (PETA)
Customer service departments (Dell)

Can you compare it to paper ads?
Two sided, enables reader to have a voice and to portray multiple perspectives
Allows reader to qualify the information source and choose without coercion
Web presence is an expectation now, like being in the yellowpages

How do you measure ROI?
Increase in bottom line?
More traffic arriving through your website?
Dominating the online market for your niche?
More return clients?
More long term relations with clients?
Ability to differentiate yourself through your web presence?
Connect with next generation consumer?
Challenging status quo and keeping up with change?

How does it really work?
Culture
Links
Connectivity
Branding
A marketing tool for the marketing plan
Who’s responsible for this marketing implementation
Finding time
Using new resources

Social media culture
Openness and responsiveness
Learning, listening, info sharing
Transparency
Adding personality
Connectivity
Relationship building
Virality
Vulnerability
Energizing and empowering consumers
Engage key influencers
Create and drive “buzz”

Levels of Engagement

Different Categories Social Networks Blogs Micro blogs Vlog Reviews/Ratings Forums/Communities Others

Worksheet Overview
Twitter
Youtube
Facebook
Interactive Websites
12 Month Social Media Marketing Plan (establishing reasonable goals)

The Interactive Website
Demos:
Goals: To keep readers coming back, to allow them to subscribe for more, to get their input, to provide freebies, to keep them on your site or within your web presence
Become the news source for your niche market
Give readers the tools and make it easy and rewarding for them to spread the word about you.

What is TWITTER?
Microblog
140 characters or less
Accessible by mobile device or desktop
A social network
A means for communicating to many people at once
Free and available to anyone

Why use TWITTER?
Broadcast quick news announcements to many people at once.
Assisting the spread of printed news through feeds
To get help, opinion, advice, insight from many- quickly.
To meet new people and drive traffic to your profiles online, to your website, to your blog
To be involved in real time conversations and discussions
To become accessible to a wider pool of potential consumers
For planning

Video on Twitter
http://vimeo.com/1466612

How do people use TWITTER?
Set up profile when first registering
Add photo, choose background
Select a handle with keywords to help lead people to you or to help identify what you’re about
Post regularly but don’t be obnoxious
Respond to people’s posts
Ask questions and answer questions
Don’t be afraid to make mistakes

Is TWITTER safe?
If you have a website, a white pages or yellow pages listing, or operate your business in public this is very similar
Think about the varied audience you could be reaching and post accordingly.
Block followers who you don’t feel comfortable with.
Don’t post that you are someplace alone or that you are leaving your home for vacation.
Don’t include your home address.
Don’t post names of people who don’t want to be or shouldn’t be bothered by the general public.
Don’t post negative things about people or businesses, they will find out and you could get in trouble.
Don’t complain.

TWITTER Topics
Create your own micro-press releases, share history
Share your vision/mission
Reveal industry insights
Recognize employees, clients or vendors (etc.)
Profile customer successes, use headline in Tweet and link to a blog story, video or website
Ask questions of the future, survey, look for feedback
Make arrangements or plans with people in real time

TWITTER Tips
Find people you know (use a tool to find friends on other networks like AOL, Yahoo, Gmail, etc.)
Find local people (do Twitter Search/Advanced Search Option or use TwellowHood or Localtweeps)
Get a desktop (or mobile for iphone) client, (use Tweetdeck or Seesmic
Get help and additional ideas from a Twitter application directory (Twitdom)
Check out websites or Google Twitter questions (Mashable is a good resource for anything Twitter)

Live Practice
Twitter Video: http://vimeo.com/1466612
Set up profile on Twitter
Find each other on Twitter and invite each other and send a tweet to each other
Send a direct message to someone
Retweet a tweet
Use a hash tag (#keene)in a tweet (or find one search.twitter.com)
Find a news item to share on Twitter and send it
Insert a URL link in a Tweet and sent it

To do this week
Complete your Twitter profile, add photo and customize it
Practice finding people, following people, and tweeting
Include hash tag #Keene or create your own
Tell people on Facebook you’re using Twitter
Find news on Mashable or other news sources to send to Twitter
Set up Facebook page if you haven’t already
Read Wordpress, Blogger, Typepad blogs to see which you like best, make a comment on one

Contacts
Stephanie’s Cell: 209-4151
www.stephaniejacques.com
http://stephaniejacques.activerain.com
www.twitter.com/keenenhrealtor

Class 2
Check-in
Questions, experiences, observations
Review
Additional tips, advanced Twitter
Search Engine Optimization
Domain names
Youtube
Blogging
Facebook

“ The Trophy Kids Grow up: How the Millenial Generation is Shaking up the Workplace” By Ron Alsop, Harvard Business Review, Nov. 08
“ Trophy kids”: behavior shaped by rewards
Achievement oriented- standardized tests era
Grew up on the computer
Are open and more transparent online
Demand and generally accept feedback,
Give their “followers” what they want (use feedback)
Are more environmentally and socially aware

Just wait until I grow up… I’m already hardwired for Web 3.0!

TWITTER Tips
Find people you know (use a tool to find friends on other networks like AOL, Yahoo, Gmail, etc.)
Find local people (do Twitter Search/Advanced Search Option or use TwellowHood or Localtweeps)
Get a desktop (or mobile for iphone) client, (use Tweetdeck or Seesmic
Get help and additional ideas from a Twitter application directory (Twitdom)
Check out websites or Google Twitter questions (Mashable is a good resource for anything Twitter)

How do people use TWITTER?
Set up profile when first registering
Add photo, choose background
Select a handle with keywords to help lead people to you or to help identify what you’re about
Post regularly but don’t be obnoxious
Respond to people’s posts
Ask questions and answer questions
Don’t be afraid to make mistakes

Live Practice
Twitter Video: http://vimeo.com/1466612
Set up profile on Twitter
Find each other on Twitter and invite each other and send a tweet to each other
Send a direct message to someone
Retweet a tweet
Use a hash tag (#keene)in a tweet (or find one search.twitter.com)
Find a news item to share on Twitter and send it
Insert a URL link in a Tweet and sent it

What’s all this jargon?
d keenenhrealtor – direct message to this user, public will not see it
#keene – hashtag forms groups
@keenenhrealtor – Replies to a Twitterer. They and their followers are able to see it
RT @keenenhrealtor : congrats to my 1 st x buyers on this am’s closing! Yay (congrats)

Additional tips
Search for like-minded people to follow and comment on their tweet (either reply, “RT”, “@”, or direct “d”)
Make Twitter an added place you are available to be reached at, check it twice daily at least
Post 2-5 times daily and “try it out” for a few weeks
Follow people with lots of followers
Look within you followers’ followers to find more like minded people (this is like prospecting in public)

What is Social Media
User generated content (online)
Accessible by mobile device and desktop computers
Information sharing and discussion
Searchable and Rankable in search engines
Linkable
User friendly
Mostly free

Social Media is just the online version of what we do everyday!
Social Network Sites= cocktail parties
Ratings/Reviews= referrals
Blogs/ Vlogs/ Microblogs= story telling
Podcasts= Record and replay trainings
Wikis= encyclopedia, Googling for information
Communities/Forums= clubs, groups, associations
Interactive Websites= video games or “surfing the net”

Connectivity is key!
Buyer chose me because my profile indicated we were of the same age
Met a buyer at a 4 year old birthday party (building community through commonalities)
Buyer chose me because we both attended Antioch University (shared common culture )
Received a referral from a Boston agent because of an online real estate community we both participate in
My niche market is Gen X & Y

Developing new relationships
Identify stakeholders , establish goals for each of them (consider new hires, volunteers, funders, clients and their networks)
Become aware of keywords used in searches related to our industry (Google Adwords)
Find out who they influence and who/what influences them?
Communicate with them in ways they are comfortable with, build relations
Reward them (info, feedback, referrals, acknowledgement)

Youtube, SEO Video
http://www.youtube.com/watch?v=jq4rUcmALhY&feature=related

Social media
Don’t sell, use meaningful stories
Be aware of your assumptions, biases
Connect through content, personality, humor
Present yourself regularly and be open
Consider your diverse audience at all times
Offer 90% of the information to help you drive more traffic
Subscribe to content you like, they will reciprocate
Let your personality speak!
Link, link, link!

What’s a Blog?
Blog is short for Web Log
(Vlog is short for Video Log)
Reverse chronological journal-style article published online
Enriched with engaging content, strategically placed and selected keywords, photos and videos
Organized with tags and metatags

Why is it social media?
Searchable
Rank-able (digg, technorati, del.ic.ious)
Share-able (RSS, post to Social Network sites)
Allows for commentary and discussion
Accessible to the internet engaged world

Statistics

Who engages in the blogosphere?
Creators of content
Offering advice, knowledge sharing, informing
Seeking advice or input of others
Organizing data
Sharing stories
Enlisting the help of others bloggers to present their idea through linking
Seeking attention from like-minded people

The 4 E’s
Educate,
Entertain,
Engage and
Enrich the lives of your readers

Deciding what to write about
Something you are passionate about
Something you get asked about often
Something new about your industry or product
Story about someone’s experience/success
Collection of information and resources
Multimedia expression of your keypoints

Who engages in the blogosphere?
Readers:
Looking for information, help, enrichment
Looking for support
Needing help making informed decisions
Needing validation or to verify credibility
Voicing their opinions
Looking to engage the author and others
Seeking interaction from like minded people
Looking for other people’s experiences/reviews

Objective
Attract potential buyers and convert them into paying customers ( focus today is on attracting them )
Know your consumer
Select the right language to reach them
Offer informative bits of your knowledge
Study your traffic results carefully
**90% of knowledge can be shared, it’s the 10% that can’t be shared that you use to leverage (how to’s)

Offer a multimedia experience
Tips:
Consider using a YouTube video to convey a message
Start a blog and link to your site to create a face to your organization or brand
Participate in a forum, create a profile that links to your site or blog
Create news regularly on your site
Add a widget to give functionality to your site

Parts of a Blog
Title
Body
Tags
Profile

Creating a Title Phrase
Incorporate top keywords
80% of traffic could arrive from you top keywords
Know your top 10, but have available your top 200
Don’t be misleading, make it relevant to content

Finding the keywords
www.wordtracker.com – tool to help find similar keywords, find where the real money terms lie. Also helps quantify niche markets. *Use it to identify approximately 200 keywords and short phrases
http://50.lycos.com (tracks top 50 keywords)
http://www.mostpopularkeywords.com (top 10)
http://google.com/trends (daily tracking)
http://www.freekeywords.wordtracker.com
http://buzz.yahoo.com (hourly tracking)
Sex, money, work at home, Google…

Keyword Tips
Longtail Keywords : Use to dominate a particular market using a more descriptive phrase:
i.e., Chocolate
- Keep to 2-3 words ( chocolate gifts, corporate chocolate gifts )
- Also consider related keywords ( gourmet chocolate, luxury foods, fudge, truffles )

www.wordpress.com
Pros
Built in trackback system
Better comment system than blogger.com
Lots of themes/widgets
Tracks stats for you
Cons
Can’t add 3 rd party tracking script
No ads allowed
$9.97 w/existing domain name, $14.97 to register domain name (per year)

www.blogger.com
Owned by Google, unproven rumors that this increases search engine ranking
Pros
Design templates easy to use/modify
Ads/affiliate banners permitted
Use own domain name for free
Cons
Limited # of plug-ins/widgets allowed
Must use email address for contact form
Customizing can be confusing for a beginner

Facebook / LinkedIn / MySpace
Social Network Sites
Share information about yourself
Become connected or are invited to connect based on this information
Learn about industries, people, and events
Ask questions
Help others
Find people
Trendy
Virality
Addictability

Using Facebook.com
Maintain a profile, connect and interact with each other
Invite through “friending”
Use applications to manage event invitation, create fundraising campaigns, promote your events or band.

Other Resources:
Snaptweet – snap mobile photo, upload to flickr.com, post it to twitter stream through snaptweet
Pingtwitter – ping twitter account from your blog so it auto updates when you post a blog
Tweetdeck – split main feed (all tweets) into groups or topics/columns allowing broader overview of tweets (a Tweetfeed too)
Mashable – everything twitter, very informative
www.Search.twitter.com – search for people or topics using key words
www.hashtag.org – find/form groups using “ #keyword ”

Strategy
Build your web presence
Add links and keyword rich content
Maintain 3-5 profiles for different audiences
Be personable and not “in your face”
Monitor what is being written about you, your organization and your industry
Include a social network and visit it frequently
Provide reviews, especially to local sources if local is your target market

Social Media Marketing (Ksc Fall Class)

by chianti1976 on Oct 26, 2009

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Social Media Marketing (Ksc Fall Class) — Presentation Transcript