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Social Media for the Workplace            BREANNA WESTON   DIGITAL NATIVES: TECHNOLOGY COACH   BREANNA@DIGITALNATIVESCOACH...
Introduction toSocial Media Marketing
What is Social Media Marketing? See Wikipedia for Social Media definition. Social media marketing Social Media Marketing...
How is it changing the marketing world? Foundation of Data Audience’s Needs Target Audience New Tools People have cha...
How it helps your business? Relationship Building Brand Building Publicity Promotions Market Research
Successes Coconut Bliss http://coconutbliss.com/ Broadway Books http://www.inc.com/magazine/20091201/saving- broadway-bo...
Failures #McDStories – McDonald’s   Horror stories #CamryEffect – Toyota   Spamming Volkswagen Facebook   Deleted un...
Four Pillars30 Minute Social Media Marketing by Susan Gunelius 1. Read 2. Create 3. Share 4. Discuss
Read Ongoing Research: Industry websites, news, press    releases   Periodicals (Print and Online)   Blogs and Ebooks ...
Alerts http://www.google.com/alerts Twitter > Enter Search > Gear Icon > Save Search http://alerts.yahoo.com/
Create (Great Content) Use own voice: personable Target audience language and tone Consistency No jargon or rhetoric ...
Share Other peoples content Your own content
Discuss Having Conversations with your Online Audience They comment or share your content Then, you respond back.
What do you currently do?
Benefits
Consequences
Who should be doing this? Businesses whose target audience is online. Business Plan - Target Audience   Pew Internet – ...
Where should you be? Business Plan – Target audience   Demographics of Social Media   Household spending : who spends h...
Unrealistic Expectations Immediate success – Viral   Takes time and work – marathon not sprint Not free   Time   Deve...
Viral Marketing Phase 1: Static Phase 2:Repetition Phase 3: Social Phase 4: Viral Phase 5: Global
Social Media Marketing in 10 Steps1.    Identify Goals2.    Evaluate Your Resources3.    Find Audience4.    Create Consist...
Incorporating Social Media into Your Marketing Plan
Marketing PlanMarketing Plan                                        Social Media in Your Plan   Overview                 ...
Sample Goals Encourage interaction and build relationships Syndicate your content Increase linkability and reward inbou...
SMART Objectives Specificity Measurable Achievable Relevant Time-bound Evaluate Reevaluate
Example of SMART Objective Participate, comment and generate interesting  content     Create a Facebook Fan Page by Augu...
Try It What are your marketing goals? Write down 2 SMART objectives.
ToolsHTTP://EN.WIKIPEDIA.ORG/WIKI/SOCIAL_M                 EDIA
Social Networking Facebook Twitter (microblogging) LinkedIn Google Plus+ CafeMom Ning CaringBridge Geni Eons
Social Photos Flickr Picasa Photobucket PictureSocial
Social Bookmarking Delicious StumbleUpon Pinterest Diigo
Social News Slashdot Digg Reddit
Blogging Blogger WordPress LiveJournal Tumblr   People do not have to have accounts to these websites to access your ...
Multimedia Youtube Slideshare Prezi iTunes   People do not have to have accounts to these websites to access.
Others Wikis                     Research    PBWorks                   Mendeley    Wetpaint                  Zotero...
Wednesday           ANALYTICS SOCIAL MEDIA OPTIMIZATION (SMO)SEARCH ENGINE OPTIMIZATION (SEO)         BEST PRACTICES
Open Lab• DEVELOP/REVISE MARKETING PLAN TO  INCLUDE SOCIAL MEDIA• CREATE SMART OBJECTIVES• RESEARCH TOOLS TO DETERMINE WHI...
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Social Media for the Workplace Day 1

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  • Introduce self. Have students introduce themselves and their business.
  • Leveraging the conversations from social media for your business using “Pull” marketing techniques. Twitter, Facebook, blogging, LinkedIN, Pinterest, Google +1, social bookmarks, social networking, social photosNot – websites, banner ads, classifieds, online newslettersShould be a part of your greater marketing plan in your business plan.
  • Foundation of Data – measure and monitor simultaneously,Audience’s Needs – better understanding due to researchTarget Audience – interact directly, no gatekeepers, engagementNew Tools – change quickly, learn quickly, initiatives shift to incorporate new toolsPeople have changed – expect social media marketing with an immediate response, not passive customers and don’t want to be pursued, want authenticity
  • Relationship building - ability to build relationships with actively engaged consumers, online influencers, peers and more. Brand building - raise brand awareness, boost brand recognition and recall and increase brand loyaltyPublicity - share important information and modify negative perceptionsPromotions - exclusive discounts and opportunities to your audience in order to make these people feel valued and special, as well as meet short-term goalsMarket Research - learn about your customers, find niche audiences, learn about consumers' wants and needs, and learn about competitors.
  • Personal, humanConversation starter with customers, InteractiveWord of mouth marketingLoyaltyEmpowermentSpy on competitionEstablish a brand/raise awarnessMarket researchStrengthen customer service/real-time customer satisfactionCheap marketing
  • Negative feedbackTrollingCompetition can spy on you
  • Phase 1: No online activityPhase 2: Small number of news/bloggers republishPhase 3: Many bloggers/news republishPhase 4: Republished by individuals as well as organizations, conversation starts, enters top trends, remakesPhase 5: Conversation spreads globally and in multiple languages
  • Transcript of "Social Media for the Workplace Day 1"

    1. 1. Social Media for the Workplace BREANNA WESTON DIGITAL NATIVES: TECHNOLOGY COACH BREANNA@DIGITALNATIVESCOACH.COM (503) 567-8402
    2. 2. Introduction toSocial Media Marketing
    3. 3. What is Social Media Marketing? See Wikipedia for Social Media definition. Social media marketing Social Media Marketing is any form of direct or indirect marketing that is used to build awareness, recognition, recall, and action for a brand, business, product, person , or other entity and is carried out using the tools of the social web, such as blogging, microblogging, social networking, social bookmarking, and content sharing.
    4. 4. How is it changing the marketing world? Foundation of Data Audience’s Needs Target Audience New Tools People have changed.
    5. 5. How it helps your business? Relationship Building Brand Building Publicity Promotions Market Research
    6. 6. Successes Coconut Bliss http://coconutbliss.com/ Broadway Books http://www.inc.com/magazine/20091201/saving- broadway-books.html
    7. 7. Failures #McDStories – McDonald’s  Horror stories #CamryEffect – Toyota  Spamming Volkswagen Facebook  Deleted unfavorable comments
    8. 8. Four Pillars30 Minute Social Media Marketing by Susan Gunelius 1. Read 2. Create 3. Share 4. Discuss
    9. 9. Read Ongoing Research: Industry websites, news, press releases Periodicals (Print and Online) Blogs and Ebooks Social Media (Twitter and Facebook) Podcasts and Videos
    10. 10. Alerts http://www.google.com/alerts Twitter > Enter Search > Gear Icon > Save Search http://alerts.yahoo.com/
    11. 11. Create (Great Content) Use own voice: personable Target audience language and tone Consistency No jargon or rhetoric Transparency 80/20 Rule  80% interacting  20% self promoting
    12. 12. Share Other peoples content Your own content
    13. 13. Discuss Having Conversations with your Online Audience They comment or share your content Then, you respond back.
    14. 14. What do you currently do?
    15. 15. Benefits
    16. 16. Consequences
    17. 17. Who should be doing this? Businesses whose target audience is online. Business Plan - Target Audience  Pew Internet – Generations Report
    18. 18. Where should you be? Business Plan – Target audience  Demographics of Social Media  Household spending : who spends how much on what  Statistical Abstract  Consumer Expenditure Survey Marketing Plan  Goals  Time and money  How you will accomplish those goals
    19. 19. Unrealistic Expectations Immediate success – Viral  Takes time and work – marathon not sprint Not free  Time  Development and Apps Indirect and Word-of-Mouth Marketing
    20. 20. Viral Marketing Phase 1: Static Phase 2:Repetition Phase 3: Social Phase 4: Viral Phase 5: Global
    21. 21. Social Media Marketing in 10 Steps1. Identify Goals2. Evaluate Your Resources3. Find Audience4. Create Consistent Content5. Diversify Social Media Presence6. Create a Schedule7. Join Online Conversations8. Allow Community to Control Conversation9. Analytics (Quality not Quantity)10. Persistency and Continue Learning
    22. 22. Incorporating Social Media into Your Marketing Plan
    23. 23. Marketing PlanMarketing Plan Social Media in Your Plan Overview  Advertising Purpose/Goals  Mention of the specific Products/Services tool. Market Target Market  Budget Competition  Include time. Pricing  Action Plan Advertising  SMART Objectives Budget Action Planhttp://www.missouribusiness.net/docs/marketing.pdf.
    24. 24. Sample Goals Encourage interaction and build relationships Syndicate your content Increase linkability and reward inbound links Listen to online conversations Identify key influencers in your space Develop content based on what you learn Participate, comment and generate interesting content Become a resourcehttp://expansionplus.com/impr/social-media.html
    25. 25. SMART Objectives Specificity Measurable Achievable Relevant Time-bound Evaluate Reevaluate
    26. 26. Example of SMART Objective Participate, comment and generate interesting content  Create a Facebook Fan Page by August 1.  Post 4 times per week and reply to 100% of the comments and wall posts. Review on November 1.  Create a content calendar to organize and track content. And use content calendar. Review on November 1. Syndicate your content and become a resource  Create a blog with RSS by August 1.  Post 4 times per week and reply to 100% of the comments and wall posts. Review on November 1.  Employ trackback and analytics on blog. Review on November 1.
    27. 27. Try It What are your marketing goals? Write down 2 SMART objectives.
    28. 28. ToolsHTTP://EN.WIKIPEDIA.ORG/WIKI/SOCIAL_M EDIA
    29. 29. Social Networking Facebook Twitter (microblogging) LinkedIn Google Plus+ CafeMom Ning CaringBridge Geni Eons
    30. 30. Social Photos Flickr Picasa Photobucket PictureSocial
    31. 31. Social Bookmarking Delicious StumbleUpon Pinterest Diigo
    32. 32. Social News Slashdot Digg Reddit
    33. 33. Blogging Blogger WordPress LiveJournal Tumblr People do not have to have accounts to these websites to access your blog. Choosing a platform is based upon tools of the platform and personal preference.
    34. 34. Multimedia Youtube Slideshare Prezi iTunes People do not have to have accounts to these websites to access.
    35. 35. Others Wikis  Research  PBWorks  Mendeley  Wetpaint  Zotero Books  Location Based  Goodreads  Gowalla  Paperback Swap  FourSquare Virtual Worlds  Second Life  The Sims Online
    36. 36. Wednesday ANALYTICS SOCIAL MEDIA OPTIMIZATION (SMO)SEARCH ENGINE OPTIMIZATION (SEO) BEST PRACTICES
    37. 37. Open Lab• DEVELOP/REVISE MARKETING PLAN TO INCLUDE SOCIAL MEDIA• CREATE SMART OBJECTIVES• RESEARCH TOOLS TO DETERMINE WHICH ONES FIT YOUR TARGET AUDIENCE• CREATE ACCOUNTS TO RELEVANT TOOLS
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