PCMA Social Media UR Doing it Wrong

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Slide deck from PCMA POWER Chapter meeting 10/21/11 in Cleveland.

Slide deck from PCMA POWER Chapter meeting 10/21/11 in Cleveland.

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  • CommunityRelationshipsNetworking (keeping in touch)SharingA sense of belonging
  • According to The Zen of Social Media Marketing authorWe join a social media site or community because it says something about us. It’s to showcase who we are.
  • We want to build and grow relationships. Develop Trust. Earn referrals.
  • Sense of belonging
  • Remember people join a social network because it is about establishing their identity, not to consume your marketing messages. You need to think about this as you develop your social media strategy.
  • Social media should be used as a way to draw people into your community. Community management and social media strategy should be in alignment.
  • Posting frequency, not relevant, too salesie, political, religious
  • Searchable (online and onsite)
  • New study – 71% of companies ignore complaints via twitterAnswer the social phone!
  • Hiding behind a brand, outsourcing.
  • But not on FB, LinkedIn
  • CVB’s and Hotels don’t send me your transient crap.
  • Did you grab attention? Did you initiate a discussion?
  • Did you cause people to want to share? Did you cause people to take an action?
  • Did you deliver delight?
  • Did your participation deliver economic value? Referrals?
  • Don’t abandon your platform or profile.
  • Content Marketing – White papers, research, case studies, blog posts, infographics.
  • Search Engine Optimization, Co-creation, Fresh Content

Transcript

  • 1. 1. Understand why people join social networking sites.
  • 2. 2. Discuss eight social media practices or mindsets that need a re-boot!
  • 3. networks?
  • 4. 5
  • 5. 6
  • 6. 7
  • 7. 8
  • 8. Communities of… Action or Practice 9
  • 9. 2. Discuss eight social media practices or mindsets that are in need of an upgrade.
  • 10. #1 Our customersaren‘t on social media 11
  • 11. How „bout your Future Customers? 12
  • 12. 80% of Internet users
  • 13. Nielsen 2011 Social Media Report
  • 14. Nearly 25%...time on blogs & social networks Nielsen 2011 Social Media Report
  • 15. Nielsen 2011 Social Media Report
  • 16. Brainstorm a list of why we hide/hings un-follow/ignore person or brand 18
  • 17. 2. Broadcastingvs. helping 19
  • 18. New Attendee Attributes Shift From Push To Pull 21
  • 19. Broadcast ExampleDon’t do this!
  • 20. As technology evolves, we findourselves communicating more digitally.
  • 21. Practice Conversational Marketing• Listening• Helping• Serving• Sharing
  • 22. Angela Mairs’ Twitter Engagement Formula70% - Resource sharing20% - Conversation and Co-creation10% - Self promotion Schedule your tweets! 25
  • 23. Poor follow example Don’t do this!26
  • 24. 3. Not being human
  • 25. Social is something you are, not something you do. Outsourced or non- empowered relationships don‟t work.
  • 26. Don’t hide behind the logo
  • 27. Automation is NOTBeing social!
  • 28. 4. Ignored due to lack of relevance
  • 29. About pull strategies, opt-intwo way conversationsImage byDebra Askanase
  • 30. Schedule Posts! Use Hashtags! 33
  • 31. Don‟t Post Across Platforms!34
  • 32. Segment Followers for Sharing35
  • 33. 5. Paying attention to thewrong metrics
  • 34. 95%+ of people that “Like” you, don‟t! 37
  • 35. Four Best Social Media Metrics Avinash Kaushik 38
  • 36. 1. Conversation Rate # of comments or replies per post 39
  • 37. 2. Amplification Rate Shares and Re-Tweets Tie Connection 40
  • 38. 3. Applause Rate Likes, favorites +1’s
  • 39. 4. Economic Value=Sum (Revenue + Cost Savings)
  • 40. Consider
  • 41. Platform StrategyPick 2 or 3 and do them really well! 44
  • 42. #7 – Poor home-base strategy
  • 43. SOCIAL OMNIPRESENCE – THE HUB & SPOKE MODEL • Promote blog • Optimize channel to content link back hub • Ask questions • Share videos on • Conversation and The Hub Outposts community • Website or blog • Optimized for search • Easy for users to consume , share and co-create • Sharing helpful information • Links to outposts • Optimize Google+ • Outpost links back to page with links to hub hub • Circle strategy for • Nurturing relevance relationships
  • 44. What content or tools wouldencourage your to visit orreturn to conference website? 48
  • 45. WordPress.org - Fee
  • 46. Nielsen 2011 Social Media Report
  • 47. 8. Nothaving &enforcinggood rules
  • 48. Must be a safe place! relationship before the pitch Relationship Before Pitch!
  • 49. “When you say it about yourself it’s bragging. When someone else says it about you its proof.” ~ Jeffrey Gitomer