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Social Media Marketing Zurich 19 11 09

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  • Dean: “ travel, as well as bricks and mortar” Otherwise it reads as a list of 3 things Page
  • Transcript

    • 1. Marketing Meeting EMEA, Zurich Social Networking for Marketing - Best Practices Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide Open Text Craig Hepburn Director Social Media Strategy, EMEA
    • 2. What is Social Media…
      • Social media is an umbrella term that defines the various activities that integrate technology , social interaction , and the construction of words , pictures , videos , and audio .
    • 3.
      • It’s how people engage , participate , and share online…
    • 4.  
    • 5. Marketing Mix
    • 6. 5 Steps to being Social Media enabled…
      • Join Twitter , create a short profile, follow some interesting people
      • Create a LinkedIn Profile and join some groups and conversations
      • Subscribe to customer blogs, twitter feeds
      • Think about how to socialise your marketing collateral and events
      • Regularly engage in conversations and share content
      Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide
    • 7. LinkedIn Groups and Networks
    • 8. Marketing Material Should be….
      • Publishable – Ensure you publish all marketing collateral to the web
      • Findable – Provide search friendly naming terms to the content
      • Social – By using slideshare, youTube, twitter, linkedIn to socialise content
      • Viral – Encourage colleagues, partners, friends, customers to share
      • Syndicatable – Allow people to subscribe to our content, events etc
      • Linkable – All marketing material should have appropriate links
      Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide
    • 9. The Power of Retweets
    • 10. Measure the impact of marketing through Twitter by using http://cli.gs
    • 11.  
    • 12. Tweetdeck as a marketing dashboard
    • 13.  
    • 14. Open Text on Facebook
    • 15. Separate Work from Social “life”
    • 16. Sharing on Slideshare
    • 17. Share links to existing videos in marketing material
    • 18. Internal Marketing Collaboration
      • Log on to Coolstuff and have social interactions with colleagues.
    • 19. 7 Step Social Marketing Plan
      • Start with a plan, not tactics .  Research and build a Social Media Roadmap involving:  Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.
      • “ Give to get” – Successful social media marketing programs involve listening and participation.
      • Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting.
      • Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with.  
      • Understand, you do not control the message .  Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm.
      • Welcome participation, feedback and co-creation . As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists.
      • Metrics should roll up to objectives and objectives should be relevant to the channel.  
    • 20. Resources
      • TweetDeck.com – marketing dashboard for twitter
      • SlideShare.com – Socialise marketing decks
      • Cli.gs – Analyse Links and trends of web visits.
      • Otcoolstuff.com – internal collaboration community
    • 21.  
    • 22. Social Media Touch Points
      • I blog at http://forwebsake.blogspot.com
      • Open Text Conversations http:// conversations.opentext.com
      • Follow me on twitter @ http://twitter.com/craighepburn
      • Open Text on Twitter @ http://twitter.com/OpenText
      • Download presentations @ http:// www.slideshare.net/craighepburn
    • 23. Thank You Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide