PCMA Social Media UR Doing it Wrong

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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
  • PCMA Social Media UR Doing it Wrong

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

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