Word-of-Mouth Goes VirtualThe most three most trusted forms of advertising are:Recommendations from people I know - 90%Consumer opinions posted online - 70%Branded websites - 70%What Social Media has done is make the traditional two-way word of mouth marketingaccessible and available to everyone with a computer (or phone). FROM THIS TO THISThe question is, how do we engage the guy with the megaphone?
What is Social Media?A media designed to be disseminated through social interaction, created using highlyaccessible and scalable publishing techniques.Social Media IS NOTA fadA replacement for traditional advertisingThe first stepThe magic bulletFREEAll about YOUSocial Media ISA big dealGoing where your customers already are or where they want to beApplicable to most companies in some way or anotherTime-consumingAll about THEM
BloggingDefinition (wikipedia.com) - "A type of website with regular entries of commentary,descriptions of events, or other material such as graphics or video."The StatsApproximately 200 million blogs90% of blogs fail in the first yearThe majority of web users interact with blogs every single day
BloggingWhy blog?• ENGAGEMENT with customers• Constantly updated content• Gives visitors a reason to check out your site again and again• Become an EXPERT in your field• Search Engine Optimization
BloggingHow blog?Common Blogging Platforms Blogger, Blogspot, WordpressMinimum of 2x per month1000 words or less per entryBlogs are NOT press releasesEACH post should have some interactive/multimedia element Polls Video, Photos Links to other relevant sites ListsEnable comments and only filter them if they are explicit or spamIntegrate all of your other social media platforms(“Add to Any”;“Tweetmeme”; “Meebo”)
Facebook AKA THE BIG BROTHERThe Stats • 400 million users • The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined. • Average age is 38 • #2 visited site (after Google)
Facebook AKA THE BIG ONEWhy Facebook?The stats speak for themselvesMix of paid (Highly targeted)And unpaid (permission marketing)
Facebook AKA THE BIG ONEHow to Facebook?EVERYDAY – Respond to inquiries, add fans, post on other pages, share links.WEEKLY – Feed your blog posts.Use the paid advertisingFriend pages are for individuals; Fan pages are for businesses.Dont sell, sell, sellLighten up
LinkedIN Your Virtual ResumeThe Stats50 million+ usersThe largest truly business-oriented siteAverage age is 44
LinkedIn Your Virtual ResumeWhy LinkedIn?No brainerThe best Rolodex everLead generation
LinkedIn Your Virtual ResumeHow to LinkedIn?Make a personal page for everyone in the company. Link them to your company profile.EVERYDAY Followup on messages/requests; Check in on your contacts;Post a status update.WEEKLY Feed your blog posts; Answer questions; Make recommendations; Join groups.Use the search feature for lead generation.
Twitter It’s not about what you had for breakfast. Ok, maybe sometimes.The stats“Twitter” was the top word of 2009, according to the Global Language Monitor.Average age is 39100 million-ish usersOnly about 20% are active
Twitter It’s not about what you had for breakfast. Ok, maybe sometimes.Why Twitter?Users in the prime spending period of their lives.Smaller amount of users, but VERY ENGAGED and CONNECTED.Real time search capabilities for lead generation and customer serviceTwitter results now turn up on the front page of Google.
Twitter It’s not about what you had for breakfast. Ok, maybe sometimes.How to Twitter?DAILY – post links, “retweet” content, share your blog.Engage prominent personalities.Feed your blogPress release distributionsearch.twitter.comIf youre not going to make a committed effort to use a twitter account,don’t make one.
YouTube Cute kittens everywhere get their 15 minutes.The Stats2 billion videos watched dailyThe number two search engine after Google
YouTube Cute kittens everywhere get their 15 minutes.Why use it?For the visual learnersSearch Engine Optimization
YouTube Cute kittens everywhere get their 15 minutes.How to use it?Post at least quarterly; share other Youtube content monthly.Invest in a video camera, hire a video production company, or use "photo-based" video software.How-to tutorials, video tours of your office, event wrap ups.Post videos as "replies" to already existing and related content.Integrate into your blog with embed feature.
Trends for the FutureMobile. Mobile. Mobile.Google BuzzGeolocationCorporate policy & proceduresDiaspora
What Does A Social Media Strategist Do?Work closely with your already existing marketing staff to understand your marketingstrategy and goals.Research the most appropriate social media channels for your business.Help you set up your accounts.Determine with the best tools to manage those accounts.Train internal staff how to manage those accounts using the tools.Develop metrics and institute tracking devices to gauge return on investment.Advise on how to deliver promotional content and campaigns through the channels.Monitor changes in social media technology, channels, and tools and makeadjustments and provide training.
What Does A Social Media Strategist NOT Do?Write contentManage the day-to-day uploading of contentTake the place of a true brand and marketing strategist
What do I do next? (10 steps)1. Formalize your brand strategy.2. Put together a comprehensive marketing plan.3. Take a critical look at your current website.4. Set benchmarks Google Analytics; Alexa “How did you hear about us?” SEO Ranking5. Make a decision on time investment.6. RELAX!7. Set up your accounts.8. Take some time learning the tools and the lingo.9. SHARE10. CARE