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SOCIAL MEDIA MARKETING(OR, HOW ANSWERING QUESTIONS CAN BE A STRATEGY) Presented to American Public Television, June 8, 2012 from Charles McEnerney Principal, Layers Marketing http://layersmarketing.com email@example.com
Charles McEnerneyMy background includes 25 years in marketing positions at: ArtsBoston Fast Company magazine HBO MovieMaker magazine Seattle International Film Festival WGBH in TV, ﬁlm, and audio production
Current + recent clients atLayers Marketing include Appsembler The Arts Fuse Boston University’s College of Fine Arts The Eliot School of Fine & Applied Arts Future of Music Coalition The Haven restaurant Jamaica Plain Music Festival Over My Shoulder Foundation Yoko Miwa Trio Zebigo.com
Well-Rounded RadioSince 2002, I have hosted and produced Well-Rounded Radio, an online music interview podcastseries that features in-depth interviews with musiciansfrom every genre and music industry thought leaders.Have conducted more than 70 interviews to date.
Emerson CollegeTeaching marketing courses at Emerson College suchas, “Marketing and The Internet,” “Building ThePublicity Buzz,” and “Mobile Marketing.”
How much do you already use social media? Do you read blogs? Have you ever made an edit on Wikipedia? Do you watch videos on YouTube? Do you have a page for your personal brand? Have you shared a photo taken on your mobile phone? Have you answered questions on LinkedIn Answers or Quora? Do you tweet? Have you contributed to a Do you use Pinterest? Kickstarter campaign?
What is the Long Tail?The concept (attributed to Wired magazine’s editor andthe book’s author, Chris Anderson) that there is a largeraudience in all the niche interests in the world vs. thesubjects and content that have a mainstream appeal.The concept truly comes to life with Web 2.0 or socialmedia, where there is an audience for every interest, nomatter how big or small.
Web 1.0While the consumer-friendly Internet of 1994 to 2003was about companies and organizations using the platformto publish information about themselves, social media hasput true social interactivity into the equation.Since 2003, the way companies are using the Web tomarket products and services has changeddramatically...and it’s likely to continue.
Web 2.0 or Social MediaSocial media is about active and dynamic conversations betweencompanies and customers, between groups, and between individuals.It’s also about using the tools and technologies that arrived with high-speed broadband access.Now the Web is delivering audio, video, multi-media, and realtimecommunications and the proverbial playing field has been flattened forcompanies and citizens.It may cost less cash, but it does require human capital.
Using online tools, what do your customers want to get out of interacting with you? information education to provide feedback to be a part of the conversation to be a part of your community to be a part of the creative process
The lines between editorial, marketing, and engagement have blurred we are using the internet to find out information we are using the internet to educate ourselves before making purchases we are using the internet to feel more connected
Social media works best when used to... educate consumers listen and converse provide a sampling opportunity give the audience a chance to contribute offer exclusive or advance access or deals
Social media enables you to... humanize your brand “tell your story” directly to consumers, without relying on traditional media outlets find your specific audience for programming, products, or services vs. using broad channels like print, television, and radio use each activity to promote the other
Social media enables you to... let your customers help you do your marketing (e.g., TripAdvisor’s Cities I’ve Visited) build community be more transparent and open
Social media enables you to... Listen! Never in our history has there been such an easy way to listen in to what citizens are talking about, asking for, complaining about, or looking for. Social media allows us to listen to existing and prospective customers and jump in to help them solve their problems and answer their questions.
Editorial content as marketingWith Createtv.com, APT has a consumer-facing web sitesthat provide information about what web users are searchingfor on the Internet.These sites are helping answer questions that people have—and are turning to the web for answers.
Editorial content as marketingSocial media can also help to intersect with people who aresearching for related content and questions, by using searchfunctions from within social media itself, letting your brandreach out and follow, friend, or engage with social mediausers.While social media marketing can be time consuming, searchtechnology helps businesses to more easily find and engagewith people who are talking about issues that relate to them.
Tracking mentions on the web Google Alerts provides a free service to monitor the Internet and send you an email update whenever that word or phrase appears. While helpful, Google Alerts tend to miss a significant number of mentions and should be used as a secondary tool for monitoring all web mentions. Services like Radian6 or Collective Intellect do a far better job.
How do you track success?Site analytics from entry to conversion (purchasing,viewing, commenting, sharing, etc.)Promotional codesUsing bit.ly to track clicksGrowth of the number of your fans, friends, or followers(and your reach influence)Frequency/volume of people “talking” about yourorganization
It may cost less cash, but it does require human capitalThere are dozens of options of ways to use the Web topromote your organization, but social media can be timeconsuming.Be strategic: think about what your goals are first and thenprioritize which of these activities will be the best use of yourtime to achieve them.
What are your strategic goals? Increased viewership Customer acquisition and retention Deeper engagement between customers and organization Web site traffic Increased posts in the blogosphere Collect email addresses/RSS subscriptions Get people talking/buzzing about your organization Increased content contributions from customers Create new ways to touch customers
What are the current “hottest” social media channels? Twitter Facebook YouTube Pinterest Mobile
Social media now has a lot of channels you can use
A Few Geek DefinitionsMetadata are terms or words assigned and embedded by contentcreators to help content be found or crawled by search engines andrank higher.Tags are words assigned by Web visitors to pages and media that arethey tracked by disparate Web applications to help others discover it.Feeds are URLs that you can subscribe to and receive data or mediaand receive updates in text, video, or audio.Flash is an animation application (now owned by Adobe) that hasbecome the leading standard for encoding video.
Really Simple Syndication (RSS)RSS (Really Simple Syndication) or XML (ExtensibleMarkup Language) feeds give people a way to subscribe tocontent (text, audio, or video) without having to give awaytheir email address.RSS/XML feeds help users subscribe to blogs andpodcasts. The technology is increasingly being integratedinto email applications, is a part of such applications asiTunes, or can be used with desktop and web-based RSSaggregators such as Sage for Firefox or Google Reader.
BloggingText-based entries much like a diary documenting yourpersonal or professional life and passions. Subscribed tothrough RSS (Real Simple Syndication) or XML(Extensible Markup Language) feeds.Main blogging software services for citizen bloggersinclude Blogger (Google), Tumblr, Typepad, andWordPress. Blogs from companies often live on their ownsites. Sites that track subjects and content on blogs includeTechnorati and Bloglines.
MicrobloggingShort text messages (140 characters or less) that go out to thosesubscribed to your microblog so they can see what you’re doing, whatyou’re thinking, or links to text, video, or audio.All the competitors have fallen away; Twitter has won.Twitter makes the most sense when accessed via desktop apps likeTwitter, Tweetdeck, Nambu, Seesmic, Hootsuite, etc.To see what people are “tweeting” about around the world, visitTwittervision.
TagsTags are metadata or words that citizens assign to webpages, text, images, audio, or video on the web so thatothers can find things that are relevant and useful to them.The better they get tagged, the higher they return insearches. As these accumulate, you have a tag cloud.With Twitter, citizens can assign a hashtag to their tweet,so people watching Create could use the hashtag of#createtv so that others can follow that thread and interactwith each other, even if they are not connected with eachother on any other social networking platform.
Location-based toolsBuilding upon the Twitter ecosystem, location-based toolslike foursquare, scvngr, and Facebook let users check-inwhen they are out at events, restaurants, stores, parks, etc.and serve as discovery services.The idea is for friends to let each other know what they aredoing, where they are, but brands are also using it as a wayto connect users and fans or incorporate into their web siteor broadcast programming, such as Bravo or Zagat to“unlock” unique experiences.
Media ConsumptionA variety of sites also allow you to “check in” when you’rewatching television or a film, letting others know aboutyour taste. Sites will also award you a badge that is relatedto the show/film you’re watching and, as many people log-in using Facebook account, it’s all shared onto Facebook.These sites ultimately analyze what you’re watching andthen make recommendations about other programs orfilms you might like.Sites include Get Glue, Miso, and Clicker.
PodcastingDownloadable (and often streamable) audio and video filesthat users can subscribe to an RSS/XML feed and updateautomatically in your podcast player.Files can be played on a computer or transferred to an mp3player (such as an iPod) for playback.The main place for subscribing to podcasts is iTunes.There is also Podcast Alley and open source options likeMiro or Juice.
Social NetworkingSocial networking sites enable individuals or companies tocreate profiles, make friends or contacts, and share theirpassions, likes, dislikes, career history, etc.Sites with most members or traffic include Facebook,Google+, Linkedin, Myspace, Orkut, Gather, Plaxo, 43Things, and Eons.Services where you can create your own social networks(either open or closed) include Ning, Kit Digital, YourMembership, and OneSite. Brands are also creating theirown online networks, such as No Depression magazine.
Social NetworkingIn addition to individuals belonging to social networkingsites, organizations can create Pages on Facebook whereusers can become a “fan.”Organizations or brands can also have Groups, thoughthese are being phased out by Facebook to some degree.Given that more than 900 million people are now onFacebook, it is hard to ignore it as a marketing vehicle, butyou can test how much of your audience is already using itand how much you can convert them into more regularcustomers using Pages, Events, or Groups.
Contests and SweepstakesIt used to be to get people to enter a contest, they wouldhave to mail a postcard, call a number, or fill out a paperform.Now, entering a contest or sweepstakes is as easy as fillingout and submitting a web form. Social networks turn it intoviral marketing, allowing you to post that you entered it onTwitter, Facebook, et al.Services like Wildfire are inexpensive to use and easy toimplement, helping increase your “likes” or followerswhile giving people a chance to win something.
CrowdfundingWhile sites like Wikipedia have long relied oncrowdsourcing for contributing and editing content, amore recent form of crowdsourcing is crowdfunding,where businesses or individuals ask for friends, family, andstrangers to donate toward a project to help fund andcomplete it.The best known sites for crowdfunding includeKickstarter, IndieGoGo, and others.
Knowledge ExchangesSeveral sites have made it easy for web users to askquestions and get answers from friends, acquaintances, orcomplete strangers.People who answer questions can increase their value inthe knowledge marketplace and many use for clientacquisition, to show others how much they know aboutspecific topics.With some variations among them, these include Quora,LinkedIn Answers, Mahalo, Askville (owned byAmazon.com), and Curiosity (owned by DiscoveryCommunications), and Formspring.
InfographicsInfographics are visual representations of information,using graphics, illustrations, and/or photographs to helptell the story in a more dynamic or fun way than plain textcould.Any company, organization or individual can create anddistribute an infographic. In addition to posting on yourown site and promoting, they can sometimes be picked upby news sites, furthering its reach.Some good examples at Good, Visual.ly, andCoolinfographics, but there are many others. 18
Personal BrandingAs the number of platforms where each of us can have apresence have grown at an exponential rate, the need tohave one page where someone can find out about you hasincreased, so several platforms have launched where youcan host a free site that lets you explain yourself briefly andlink off to other online platforms.These include about.me (AOL) and flavors.me.
Group BuyingGroup buying sites allow retailers to discount or makespecial offers if a large enough group purchases theirgoods or services, usually within a short time frame.The biggest of these are Groupon and Living Social, butthere are hundreds of these services available around theUS, sometimes run by local newspapers or communitysites or specializing in specific retailers.
Social BookmarkingWeb sites/services where users can publicly bookmarktheir favorite sites and add tags (or keywords) to the sites sothat others can discover new Web sites that might be ofinterest to them.Dozens of sites exist in this space, but the main players areDel.icio.us, Digg, Furl, Google, Newsvine, Reddit,Stumbleupon, Technorati, and Yahoo. Some of these sitesalso perform hybrid services, such as Technorati andStumbleupon.
Social NewsWeb sites/services where users can vote or “digg” a storyto show their interest in a story as well as comment on thelink to the piece, which usually resides on a third-party site,often a news site. The rank of stories will rise and fallthroughout the day.Top sites include Digg, Fark, Reddit, Stumbleupon, andSlashdot.
User/Consumer/Citizen Generated ContentContent created by citizens and posted on the web, rangingfrom text reviews to audio, video, and multi-media. Theseinclude blogs, podcasts, digital arts, writing (news, gossip,political analysis, diaries, fiction) etc. Most sites do notapprove this content, though this is or can be an addedfunction.Examples of sites that rely on citizen generated content fortheir success include Flickr, Wikipedia, Tripadvisor,Epinions, ebay, YouTube, DailyMotion, Lulu, eHow, etc.
PhotosharingPhotosharing sites allow users to create accounts, postphotos, tag them (and allow others to tag them), andorganize and create albums to share with anyone or just aselect list of users.Leadings sites include Flickr, Fotolog, Photobucket,Picasa, Slide, Fotki, Snapfish, etc.
Organizational ToolsGiven the volume of information on the web, there are now anumber of new ways for people to attempt to organize all thisinformation. Some are public and shareable (and build uponsocial networking), while others are private.Public organizational platforms include Pinterest,Springpad, Gentlemint, Juxtapost, Wookmark, Clipix, andFancy.Private organizational platforms include Evernote,Simplenote, and Catch.
Video SharingWeb sites where commercial + non-commercialbroadcasters along with citizens post short video (usuallyin a Flash-encoded format) that can be shared with friends,commented on, tagged, and searched for based on specifictopics of interest.Top sites include YouTube, Google Video, Yahoo! Video,Myspace, Howcast, Vimeo, Viddler, Bing Video, Veoh,Our Media, Miro, Crackle, Metacafe, Daily Motion, andOne World.
Video Search EnginesGiven the growing volume of video on the net, the need forsearch engines that can specifically search and categorizethe metadata associated with these files has evolved to helpusers find more relevant content. Video posted on the netmust be properly tagged in order to be crawled by thesesearch engines.Top and developing sites include: AOL Video, Google,Blinkx, Yahoo!, Truveo, Digitalsmiths, and Clipblast.
Keeping on top of itThere are a handful of sites that can help you stay on top ofnews and developments in the social media world,including Mashable, Allfacebook, HubSpot, and SocialMedia Jungle.For the arts, there are several well-followed people worthfollowing, including Beth Kanter and John Haydon (for thenon-profit world) and Katie Paine (for return oninvestment from public relations and social media).
Not quite social media, but...Consumer e-mail, which can be sent out daily, weekly, ormonthly to keep your customers informed (MailChimp,Constant Contact, Blue Sky Factory, Convio, VerticalResponse, etc.)Online consumer surveys so you can find out more aboutyour customers, ask them about what they seek from you,engage them more deeply. (SurveyGizmo, ConstantContact, Survey Monkey, Vertical Response, etc.)
Mobile/HandheldWith the rise of cell and smart phones, citizens can alsointeract with each other via text messages and mobile apps.Apps allow users to interface with a brand’s web site and asubset of its content to access via an iPhone, Android,Windows, or other smart phones.
SMS Text MessagesSMS (Short Message Service) or “text” messages are aprotocol to send and deliver messages to mobile phonesand devices. Consumers can also subscribe to suchdelivery systems, asking for updates, educational snippets,or reminders.Services for acquiring and delivering SMS messagesinclude g8wave, Mobilestorm, Clickatell, Message Media,EZ Texting, etc.
QR CodesQR Codes are small, square pieces of art (generated foryour site alone) that, when scanned with QR Code softwareon a smartphone, will take the user to a web site where theycan learn more, enter a contest or sweepstakes.It looks like... 35
Tips on how to make your site mobile readyhave a fast-loading site; use images sparinglycreate clickable iconsdon’t use Flashhave an easy to navigate site; use bullet pointsavoid horizontal scrolling
Mobile PhotographyWith the rise of smart phones, apps have been developed that let youtake photos with your phones and add a variety of effects to the image,so you can make it look vintage, with special effects, etc.Top mobile photo apps include Instagram (bought by Facebook ) andToy Camera.
AnalyticsAnalytics programs help tell you where your Web sitetraffic is coming from, how much time they are spendingon your site, what pages or links they are traveling to, andif they are converting to paid customers.Google’s Analytics is free to implement and use; otherpaid services with more in-depth features exist withWebTrends, Omniture, NetIQ, HubSpot, and Compete.
Search Engine Optimization (SEO)Search Engine Optimization relies on assigning that thecorrect keywords are found by search engines that crawlthe site and help your site’s ranking by search engines(Google or Bing (who also manages Yahoo! search) viatheir organic or natural search results.These results help consumers find the information they areseeking, resulting in qualified in-bound traffic and sales,which is becoming a cornerstone of success.
Pay Per Click (PPC)Pay Per Click is for advertisers who purchase keywordsthrough Google Adwords or Bing for paid search results orsponsored results.These can range from pennies for words that are notpopular to many dollars for those words that are popular.These clicks from consumers are then trackable and helptell you which PPC campaigns are most successful.
Facebook AdvertisingFacebook and other sites offer low-cost advertising thatcan be targeted to users by city, state, gender, educationlevel, age, marital status, and interest areas.Facebook’s ads start at a minimum of $5/day, but youdon’t have to commit to a long-run of ads.
Display AdvertisingOnline advertising has come into its own in the last fiveyears as analytics have enabled advertisers to know where,who, and when consumers are clicking through on theirads, greatly increasing their value in the paid media world.Hundreds of agencies now exist to help advertisers placeads on sites, including Boston companies such as Burst orMRW and national companies Google, DoubleClick, andClickable.
Some results from social media Greater Web site traffic Increased customer acquisition and retention Deeper brand engagement Increased sales/revenue Increased posts in the blogosphere Collect email addresses/RSS subscriptions Get people talking/buzzing about your product or service Increased content contributions from citizens Create new ways to touch customers
Thank you!You can also find me at:linkedin.com/in/charlesmcenerneyfacebook.com/charlesmcenerneytwitter.com/wellroundedradi