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

Social Media for the Workplace Day 1 Presentation Transcript

  • 1. Social Media for the Workplace BREANNA WESTON DIGITAL NATIVES: TECHNOLOGY COACH BREANNA@DIGITALNATIVESCOACH.COM (503) 567-8402
  • 2. Introduction toSocial Media Marketing
  • 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. How is it changing the marketing world? Foundation of Data Audience’s Needs Target Audience New Tools People have changed.
  • 5. How it helps your business? Relationship Building Brand Building Publicity Promotions Market Research
  • 6. Successes Coconut Bliss http://coconutbliss.com/ Broadway Books http://www.inc.com/magazine/20091201/saving- broadway-books.html
  • 7. Failures #McDStories – McDonald’s  Horror stories #CamryEffect – Toyota  Spamming Volkswagen Facebook  Deleted unfavorable comments
  • 8. Four Pillars30 Minute Social Media Marketing by Susan Gunelius 1. Read 2. Create 3. Share 4. Discuss
  • 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. Alerts http://www.google.com/alerts Twitter > Enter Search > Gear Icon > Save Search http://alerts.yahoo.com/
  • 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. Share Other peoples content Your own content
  • 13. Discuss Having Conversations with your Online Audience They comment or share your content Then, you respond back.
  • 14. What do you currently do?
  • 15. Benefits
  • 16. Consequences
  • 17. Who should be doing this? Businesses whose target audience is online. Business Plan - Target Audience  Pew Internet – Generations Report
  • 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. 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. Viral Marketing Phase 1: Static Phase 2:Repetition Phase 3: Social Phase 4: Viral Phase 5: Global
  • 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. Incorporating Social Media into Your Marketing Plan
  • 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. 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. SMART Objectives Specificity Measurable Achievable Relevant Time-bound Evaluate Reevaluate
  • 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. Try It What are your marketing goals? Write down 2 SMART objectives.
  • 28. ToolsHTTP://EN.WIKIPEDIA.ORG/WIKI/SOCIAL_M EDIA
  • 29. Social Networking Facebook Twitter (microblogging) LinkedIn Google Plus+ CafeMom Ning CaringBridge Geni Eons
  • 30. Social Photos Flickr Picasa Photobucket PictureSocial
  • 31. Social Bookmarking Delicious StumbleUpon Pinterest Diigo
  • 32. Social News Slashdot Digg Reddit
  • 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. Multimedia Youtube Slideshare Prezi iTunes People do not have to have accounts to these websites to access.
  • 35. Others Wikis  Research  PBWorks  Mendeley  Wetpaint  Zotero Books  Location Based  Goodreads  Gowalla  Paperback Swap  FourSquare Virtual Worlds  Second Life  The Sims Online
  • 36. Wednesday ANALYTICS SOCIAL MEDIA OPTIMIZATION (SMO)SEARCH ENGINE OPTIMIZATION (SEO) BEST PRACTICES
  • 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