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  • If you have questions please interrupt me. <br /> <br /> Altho I do social media, sell social media and plan social-media strategy, I&#x2019;m only 1 of a team of 8 people and we can all chime in. <br /> <br /> If you&#x2019;d like, tweet your questions and add &#x201C;Hash-tag KMKTraining&#x201D; so we can track them to answer them while we&#x2019;re here or after the event if you&#x2019;d like.
  • If you have questions please interrupt me. <br /> <br /> Altho I do social media, sell social media and plan social-media strategy, I&#x2019;m only 1 of a team of 8 people and we can all chime in. <br /> <br /> If you&#x2019;d like, tweet your questions and add &#x201C;Hash-tag KMKTraining&#x201D; so we can track them to answer them while we&#x2019;re here or after the event if you&#x2019;d like.
  • If you have questions please interrupt me. <br /> <br /> Altho I do social media, sell social media and plan social-media strategy, I&#x2019;m only 1 of a team of 8 people and we can all chime in. <br /> <br /> If you&#x2019;d like, tweet your questions and add &#x201C;Hash-tag KMKTraining&#x201D; so we can track them to answer them while we&#x2019;re here or after the event if you&#x2019;d like.
  • If you have questions please interrupt me. <br /> <br /> Altho I do social media, sell social media and plan social-media strategy, I&#x2019;m only 1 of a team of 8 people and we can all chime in. <br /> <br /> If you&#x2019;d like, tweet your questions and add &#x201C;Hash-tag KMKTraining&#x201D; so we can track them to answer them while we&#x2019;re here or after the event if you&#x2019;d like.
  • If you have questions please interrupt me. <br /> <br /> Altho I do social media, sell social media and plan social-media strategy, I&#x2019;m only 1 of a team of 8 people and we can all chime in. <br /> <br /> If you&#x2019;d like, tweet your questions and add &#x201C;Hash-tag KMKTraining&#x201D; so we can track them to answer them while we&#x2019;re here or after the event if you&#x2019;d like.
  • If you have questions please interrupt me. <br /> <br /> Altho I do social media, sell social media and plan social-media strategy, I&#x2019;m only 1 of a team of 8 people and we can all chime in. <br /> <br /> If you&#x2019;d like, tweet your questions and add &#x201C;Hash-tag KMKTraining&#x201D; so we can track them to answer them while we&#x2019;re here or after the event if you&#x2019;d like.
  • For years, marketers have &#x201C;done marketing&#x201D; - we&#x2019;re all looking for ways to differentiate our businesses. <br /> <br /> They&#x2019;ve pushed their message out at trade shows, in their packaging, in print ads and broadcast ads. <br /> <br /> They&#x2019;ve spent millions on design and messaging. <br /> <br /> When you think of your favorite place to buy, for example, clothing. Why do you like it? Have you told your friends about it? If so, it&#x2019;s probably because you&#x2019;ve gotten great customer service at a good price.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%. <br /> <br /> But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive. <br /> <br /> There&#x2019;s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on. <br /> <br /> They can tune out advertising messages more than ever before.
  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive. <br /> <br /> There&#x2019;s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on. <br /> <br /> They can tune out advertising messages more than ever before.
  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive. <br /> <br /> There&#x2019;s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on. <br /> <br /> They can tune out advertising messages more than ever before.
  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive. <br /> <br /> There&#x2019;s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on. <br /> <br /> They can tune out advertising messages more than ever before.
  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well. <br /> <br /> And that&#x2019;s good for marketers. <br /> <br /> We&#x2019;re moving from an &#x201C;interruption&#x201D; model - where we&#x2019;re trying to interrupt people&#x2019;s lives to get them to listen to our message - to an &#x201C;ENGAGEMENT&#x201D; model where consumers choose or allow us to engage with them. <br /> <br /> There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty. <br /> <br /> There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more
  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well. <br /> <br /> And that&#x2019;s good for marketers. <br /> <br /> We&#x2019;re moving from an &#x201C;interruption&#x201D; model - where we&#x2019;re trying to interrupt people&#x2019;s lives to get them to listen to our message - to an &#x201C;ENGAGEMENT&#x201D; model where consumers choose or allow us to engage with them. <br /> <br /> There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty. <br /> <br /> There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more
  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well. <br /> <br /> And that&#x2019;s good for marketers. <br /> <br /> We&#x2019;re moving from an &#x201C;interruption&#x201D; model - where we&#x2019;re trying to interrupt people&#x2019;s lives to get them to listen to our message - to an &#x201C;ENGAGEMENT&#x201D; model where consumers choose or allow us to engage with them. <br /> <br /> There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty. <br /> <br /> There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more
  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well. <br /> <br /> And that&#x2019;s good for marketers. <br /> <br /> We&#x2019;re moving from an &#x201C;interruption&#x201D; model - where we&#x2019;re trying to interrupt people&#x2019;s lives to get them to listen to our message - to an &#x201C;ENGAGEMENT&#x201D; model where consumers choose or allow us to engage with them. <br /> <br /> There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty. <br /> <br /> There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • So what is social media? <br /> <br /> One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account. <br /> <br /> Your goals on social media are very similar to the goals at a networking event: <br /> <br /> Engage people <br /> Start conversations <br /> Ask questions <br /> Help others <br /> Get advice <br /> And, above all, Add Value.
  • There are three essential aspects of social media: <br /> <br /> 1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too. <br /> <br /> 2. Share - In social media, it&#x2019;s acceptable - actually expected and encouraged - for you to &#x201C;share&#x201D; other people&#x2019;s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they&#x2019;ll share it too. It&#x2019;s not just a one-way message of &#x201C;buy my product or service.&#x201D; It&#x2019;s all about setting a tone and culture about you and your brand. <br /> <br /> 3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will &#x201C;Unfriend&#x201D; or &#x201C;Unfollow&#x201D; you if you&#x2019;re just posting the same promotion about your company all the time. <br /> <br /> Sounds pretty easy, right?
  • There are three essential aspects of social media: <br /> <br /> 1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too. <br /> <br /> 2. Share - In social media, it&#x2019;s acceptable - actually expected and encouraged - for you to &#x201C;share&#x201D; other people&#x2019;s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they&#x2019;ll share it too. It&#x2019;s not just a one-way message of &#x201C;buy my product or service.&#x201D; It&#x2019;s all about setting a tone and culture about you and your brand. <br /> <br /> 3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will &#x201C;Unfriend&#x201D; or &#x201C;Unfollow&#x201D; you if you&#x2019;re just posting the same promotion about your company all the time. <br /> <br /> Sounds pretty easy, right?
  • There are three essential aspects of social media: <br /> <br /> 1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too. <br /> <br /> 2. Share - In social media, it&#x2019;s acceptable - actually expected and encouraged - for you to &#x201C;share&#x201D; other people&#x2019;s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they&#x2019;ll share it too. It&#x2019;s not just a one-way message of &#x201C;buy my product or service.&#x201D; It&#x2019;s all about setting a tone and culture about you and your brand. <br /> <br /> 3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will &#x201C;Unfriend&#x201D; or &#x201C;Unfollow&#x201D; you if you&#x2019;re just posting the same promotion about your company all the time. <br /> <br /> Sounds pretty easy, right?
  • At this point, you&#x2019;re probably 200 steps ahead of where you should be in your social media plan. You&#x2019;re probably thinking about all the cool links you&#x2019;re going to post or the promotions you&#x2019;re going to try out tonight on Facebook. And that&#x2019;s great. <br /> <br /> But to really get VALUE out of your social media - meaning, a return on investment of your time and effort - you need to take a step back.
  • If you are launching a new product, you wouldn&#x2019;t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions. <br /> <br /> So it is with social media and how it fits into your marketing strategy. <br /> <br /> Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • If you are launching a new product, you wouldn&#x2019;t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions. <br /> <br /> So it is with social media and how it fits into your marketing strategy. <br /> <br /> Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • If you are launching a new product, you wouldn&#x2019;t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions. <br /> <br /> So it is with social media and how it fits into your marketing strategy. <br /> <br /> Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • If you are launching a new product, you wouldn&#x2019;t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions. <br /> <br /> So it is with social media and how it fits into your marketing strategy. <br /> <br /> Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • Before you start social media, like any marketing tactic, you have to ask questions before you start. <br /> Who are you targeting? <br /> Why are you targeting them? <br /> How will you reach them? <br /> How do you make them advocates of your organization or brand?? <br /> <br /> Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.
  • Before you start social media, like any marketing tactic, you have to ask questions before you start. <br /> Who are you targeting? <br /> Why are you targeting them? <br /> How will you reach them? <br /> How do you make them advocates of your organization or brand?? <br /> <br /> Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.
  • Before you start social media, like any marketing tactic, you have to ask questions before you start. <br /> Who are you targeting? <br /> Why are you targeting them? <br /> How will you reach them? <br /> How do you make them advocates of your organization or brand?? <br /> <br /> Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.
  • Before you start social media, like any marketing tactic, you have to ask questions before you start. <br /> Who are you targeting? <br /> Why are you targeting them? <br /> How will you reach them? <br /> How do you make them advocates of your organization or brand?? <br /> <br /> Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.
  • Just as an example, as of this month (September), Facebook had 300 million active users, which would make it the fourth most populous country in the world. That&apos;s up from 250 million users just three months ago. <br /> <br /> Ahead of Russia, Indonesia and Brazil.
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment. <br /> <br /> The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. <br /> <br /> Some people have never heard of you, others are raving fans and still others are not happy with you. <br /> <br /> Here are the generally accepted levels within the Customer Life Cycle: <br /> <br /> Awareness - they&#x2019;ve maybe heard of you, vaguely <br /> Interest - they&#x2019;ve heard of you and maybe visited your website. No purchases. <br /> Action - they&#x2019;ve made a single purchase <br /> Evaluation - They form opinions on whether or not your product or service met their needs. <br /> Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand. <br /> <br /> No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another. <br /> <br /> For example, raising awareness can be done through traditional media - moving someone to the advocacy level can be accomplished using social media because they already have shown a willingness to hear your message. <br /> <br /> Part of your social media solution should be who you&#x2019;re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level. <br /> <br /> Example -
  • Social Media has different uses for different goals, but all share the same principals. It&#x2019;s about: <br /> Sharing...not Control <br /> Honest...not Corporate <br /> Transparent...not Bureaucratic <br /> Risky...not Safe <br /> Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It&#x2019;s about: <br /> Sharing...not Control <br /> Honest...not Corporate <br /> Transparent...not Bureaucratic <br /> Risky...not Safe <br /> Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It&#x2019;s about: <br /> Sharing...not Control <br /> Honest...not Corporate <br /> Transparent...not Bureaucratic <br /> Risky...not Safe <br /> Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It&#x2019;s about: <br /> Sharing...not Control <br /> Honest...not Corporate <br /> Transparent...not Bureaucratic <br /> Risky...not Safe <br /> Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It&#x2019;s about: <br /> Sharing...not Control <br /> Honest...not Corporate <br /> Transparent...not Bureaucratic <br /> Risky...not Safe <br /> Fast...not Ponderous
  • Probably the best-known of the social media outlets. <br /> you have a "profile" if you&apos;re an individual - a "Page" if you&apos;re a business or Non-profit <br /> here&apos;s the Facebook page of American cancer society - let me point out a few things: <br /> Wall - this is your dashboard...you&apos;ll see your posts, things your friends or fans are posting. <br /> Fans - these are all your fans....people who&apos;ve chosen to engage with you and get information from you. <br /> The info boxes are important - this is where you post information about your organization. Don&apos;t skimp on these details <br /> You can also post pictures and "tag" people in them. So if you post a picture and tag "Joe Smith" who is on your board, then all of Joe Smith&apos;s friends or fans - assuming he has a Facebook accounty - will be notified that you tagged him a photo and probably will click through to your photos.
  • Facebook is useful for organizations that want to have a multi-level conversation with their donors and supporters, particuarly as you struggle to get coverage in the local media and advertising budgets shrink. <br /> <br /> It allows you to form groups, tag photos, post links and videos. <br /> <br /> It also is the fastest growing site out there - who&#x2019;s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did? <br /> <br /> There are conversations, events, and networking opportunities that are only happening there; if you&#x2019;re not on Facebook, you&#x2019;re missing these opportunities. <br /> <br /> <br /> <br /> Facebook also has a very popular application called "Causes" which lets you do fund- and friend-raising online. The application takes a modest - less than 5% fee - for credit-card based transactions that support your cause. Here yo&apos;ll see the Susan G. Komen Breast Cancer Foundation. They have a half-million supporters and have raised nearly $60,000 on the Facebook page.
  • Facebook is useful for organizations that want to have a multi-level conversation with their donors and supporters, particuarly as you struggle to get coverage in the local media and advertising budgets shrink. <br /> <br /> It allows you to form groups, tag photos, post links and videos. <br /> <br /> It also is the fastest growing site out there - who&#x2019;s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did? <br /> <br /> There are conversations, events, and networking opportunities that are only happening there; if you&#x2019;re not on Facebook, you&#x2019;re missing these opportunities. <br /> <br /> <br /> <br /> Facebook also has a very popular application called "Causes" which lets you do fund- and friend-raising online. The application takes a modest - less than 5% fee - for credit-card based transactions that support your cause. Here yo&apos;ll see the Susan G. Komen Breast Cancer Foundation. They have a half-million supporters and have raised nearly $60,000 on the Facebook page.
  • Facebook is useful for organizations that want to have a multi-level conversation with their donors and supporters, particuarly as you struggle to get coverage in the local media and advertising budgets shrink. <br /> <br /> It allows you to form groups, tag photos, post links and videos. <br /> <br /> It also is the fastest growing site out there - who&#x2019;s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did? <br /> <br /> There are conversations, events, and networking opportunities that are only happening there; if you&#x2019;re not on Facebook, you&#x2019;re missing these opportunities. <br /> <br /> <br /> <br /> Facebook also has a very popular application called "Causes" which lets you do fund- and friend-raising online. The application takes a modest - less than 5% fee - for credit-card based transactions that support your cause. Here yo&apos;ll see the Susan G. Komen Breast Cancer Foundation. They have a half-million supporters and have raised nearly $60,000 on the Facebook page.
  • Facebook is useful for organizations that want to have a multi-level conversation with their donors and supporters, particuarly as you struggle to get coverage in the local media and advertising budgets shrink. <br /> <br /> It allows you to form groups, tag photos, post links and videos. <br /> <br /> It also is the fastest growing site out there - who&#x2019;s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did? <br /> <br /> There are conversations, events, and networking opportunities that are only happening there; if you&#x2019;re not on Facebook, you&#x2019;re missing these opportunities. <br /> <br /> <br /> <br /> Facebook also has a very popular application called "Causes" which lets you do fund- and friend-raising online. The application takes a modest - less than 5% fee - for credit-card based transactions that support your cause. Here yo&apos;ll see the Susan G. Komen Breast Cancer Foundation. They have a half-million supporters and have raised nearly $60,000 on the Facebook page.
  • Facebook is useful for organizations that want to have a multi-level conversation with their donors and supporters, particuarly as you struggle to get coverage in the local media and advertising budgets shrink. <br /> <br /> It allows you to form groups, tag photos, post links and videos. <br /> <br /> It also is the fastest growing site out there - who&#x2019;s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did? <br /> <br /> There are conversations, events, and networking opportunities that are only happening there; if you&#x2019;re not on Facebook, you&#x2019;re missing these opportunities. <br /> <br /> <br /> <br /> Facebook also has a very popular application called "Causes" which lets you do fund- and friend-raising online. The application takes a modest - less than 5% fee - for credit-card based transactions that support your cause. Here yo&apos;ll see the Susan G. Komen Breast Cancer Foundation. They have a half-million supporters and have raised nearly $60,000 on the Facebook page.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes: <br /> <br /> Know your audience <br /> Provide quality, regular content <br /> Encourage discussion and engagement <br /> Don&#x2019;t take yourself too seriously.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes: <br /> <br /> Know your audience <br /> Provide quality, regular content <br /> Encourage discussion and engagement <br /> Don&#x2019;t take yourself too seriously.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes: <br /> <br /> Know your audience <br /> Provide quality, regular content <br /> Encourage discussion and engagement <br /> Don&#x2019;t take yourself too seriously.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes: <br /> <br /> Know your audience <br /> Provide quality, regular content <br /> Encourage discussion and engagement <br /> Don&#x2019;t take yourself too seriously.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less. <br /> <br /> You &#x201C;tweet&#x201D; out your answer to the questions &#x201C;What are you doing right now?&#x201D; in this little bo here <br /> <br /> Your Twitter &#x201C;feed&#x201D; shows the updates of everyone you follow, like this one for the American Cancer Society&apos;s Journal, Cancer. <br /> <br /> You&apos;ll also notice the links within the text are shortened - Twitter does that automatially for you. <br /> <br /> The information on the right side tells about your organization <br /> <br /> And here are JournalCancer&apos;s followers - these are the people that have chosen to engage with JournalCancer <br /> <br /> Another thing that can be done with Twitter is a custom background - in this case, Physicians Immediate Care is offering a coupon for a flu shot for $17. You could also, for example, do a wallpaper of your logo for branding purposes. <br /> <br /> A couple of other terms for Twitter: <br /> <br /> @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream. <br /> <br /> # Hashtag. Used to designate a topic such as &#x201C;kmktraining&#x201D; so that people can easily search for tweets on a topic.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose! <br /> <br /> It&#x2019;s immediate. Great for real-time feedback and to quickly share information. <br /> <br /> It&#x2019;s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry. <br /> <br /> Can also be used for crisis communications. <br /> <br /> Twitter gives your constituents direct access to employees and a way to contribute to your company. <br /> It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization. <br /> <br /> Follow the leaders in your industry and share content that positions you as an expert yourself.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose! <br /> <br /> It&#x2019;s immediate. Great for real-time feedback and to quickly share information. <br /> <br /> It&#x2019;s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry. <br /> <br /> Can also be used for crisis communications. <br /> <br /> Twitter gives your constituents direct access to employees and a way to contribute to your company. <br /> It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization. <br /> <br /> Follow the leaders in your industry and share content that positions you as an expert yourself.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose! <br /> <br /> It&#x2019;s immediate. Great for real-time feedback and to quickly share information. <br /> <br /> It&#x2019;s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry. <br /> <br /> Can also be used for crisis communications. <br /> <br /> Twitter gives your constituents direct access to employees and a way to contribute to your company. <br /> It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization. <br /> <br /> Follow the leaders in your industry and share content that positions you as an expert yourself.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose! <br /> <br /> It&#x2019;s immediate. Great for real-time feedback and to quickly share information. <br /> <br /> It&#x2019;s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry. <br /> <br /> Can also be used for crisis communications. <br /> <br /> Twitter gives your constituents direct access to employees and a way to contribute to your company. <br /> It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization. <br /> <br /> Follow the leaders in your industry and share content that positions you as an expert yourself.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose! <br /> <br /> It&#x2019;s immediate. Great for real-time feedback and to quickly share information. <br /> <br /> It&#x2019;s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry. <br /> <br /> Can also be used for crisis communications. <br /> <br /> Twitter gives your constituents direct access to employees and a way to contribute to your company. <br /> It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization. <br /> <br /> Follow the leaders in your industry and share content that positions you as an expert yourself.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose! <br /> <br /> It&#x2019;s immediate. Great for real-time feedback and to quickly share information. <br /> <br /> It&#x2019;s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry. <br /> <br /> Can also be used for crisis communications. <br /> <br /> Twitter gives your constituents direct access to employees and a way to contribute to your company. <br /> It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization. <br /> <br /> Follow the leaders in your industry and share content that positions you as an expert yourself.
  • The good news is there&#x2019;s free speech...the bad news is there&#x2019;s free speech. You can&#x2019;t control social media. <br /> Social media means you have to go where your supporters are and ask permission to interact, a 180 from the way it&#x2019;s been done before when we&#x2019;d push messages to them. <br /> Admit mistakes and move on. Be free to fail. <br /> It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one. <br /> <br /> It&#x2019;s fast. There&#x2019;s no time to get things approved by committee. Social media outlets can sense when you&#x2019;re not being up-front or when you&#x2019;re spinning them. <br /> <br /> We don&#x2019;t know what&#x2019;s next - things are changing rapidly. A year from now, Facebook might be abandoned and we&#x2019;ll be talking about something completely different.
  • The good news is there&#x2019;s free speech...the bad news is there&#x2019;s free speech. You can&#x2019;t control social media. <br /> Social media means you have to go where your supporters are and ask permission to interact, a 180 from the way it&#x2019;s been done before when we&#x2019;d push messages to them. <br /> Admit mistakes and move on. Be free to fail. <br /> It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one. <br /> <br /> It&#x2019;s fast. There&#x2019;s no time to get things approved by committee. Social media outlets can sense when you&#x2019;re not being up-front or when you&#x2019;re spinning them. <br /> <br /> We don&#x2019;t know what&#x2019;s next - things are changing rapidly. A year from now, Facebook might be abandoned and we&#x2019;ll be talking about something completely different.
  • The good news is there&#x2019;s free speech...the bad news is there&#x2019;s free speech. You can&#x2019;t control social media. <br /> Social media means you have to go where your supporters are and ask permission to interact, a 180 from the way it&#x2019;s been done before when we&#x2019;d push messages to them. <br /> Admit mistakes and move on. Be free to fail. <br /> It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one. <br /> <br /> It&#x2019;s fast. There&#x2019;s no time to get things approved by committee. Social media outlets can sense when you&#x2019;re not being up-front or when you&#x2019;re spinning them. <br /> <br /> We don&#x2019;t know what&#x2019;s next - things are changing rapidly. A year from now, Facebook might be abandoned and we&#x2019;ll be talking about something completely different.
  • The good news is there&#x2019;s free speech...the bad news is there&#x2019;s free speech. You can&#x2019;t control social media. <br /> Social media means you have to go where your supporters are and ask permission to interact, a 180 from the way it&#x2019;s been done before when we&#x2019;d push messages to them. <br /> Admit mistakes and move on. Be free to fail. <br /> It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one. <br /> <br /> It&#x2019;s fast. There&#x2019;s no time to get things approved by committee. Social media outlets can sense when you&#x2019;re not being up-front or when you&#x2019;re spinning them. <br /> <br /> We don&#x2019;t know what&#x2019;s next - things are changing rapidly. A year from now, Facebook might be abandoned and we&#x2019;ll be talking about something completely different.
  • The good news is there&#x2019;s free speech...the bad news is there&#x2019;s free speech. You can&#x2019;t control social media. <br /> Social media means you have to go where your supporters are and ask permission to interact, a 180 from the way it&#x2019;s been done before when we&#x2019;d push messages to them. <br /> Admit mistakes and move on. Be free to fail. <br /> It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one. <br /> <br /> It&#x2019;s fast. There&#x2019;s no time to get things approved by committee. Social media outlets can sense when you&#x2019;re not being up-front or when you&#x2019;re spinning them. <br /> <br /> We don&#x2019;t know what&#x2019;s next - things are changing rapidly. A year from now, Facebook might be abandoned and we&#x2019;ll be talking about something completely different.
  • The good news is there&#x2019;s free speech...the bad news is there&#x2019;s free speech. You can&#x2019;t control social media. <br /> Social media means you have to go where your supporters are and ask permission to interact, a 180 from the way it&#x2019;s been done before when we&#x2019;d push messages to them. <br /> Admit mistakes and move on. Be free to fail. <br /> It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one. <br /> <br /> It&#x2019;s fast. There&#x2019;s no time to get things approved by committee. Social media outlets can sense when you&#x2019;re not being up-front or when you&#x2019;re spinning them. <br /> <br /> We don&#x2019;t know what&#x2019;s next - things are changing rapidly. A year from now, Facebook might be abandoned and we&#x2019;ll be talking about something completely different.
  • Social media, if it&#x2019;s to be effective, should be incorporated into your traditional marketing mix. <br /> Messaging - make sure what you&#x2019;re saying on social media jives with your corporate brand. Don&#x2019;t be too formal, however. It can be a tricky balance. Share content that your supporters will find useful. <br /> Tools exist to update multiple social media channels at the same time. <br /> Use the feed on your organization&apos;s website - this provides additional content for your site as well as letting your supporters know you&#x2019;re on these channels. <br /> Include your presence in any other traditional advertising - like your print ads or on your organization&apos;s website.
  • Social media, if it&#x2019;s to be effective, should be incorporated into your traditional marketing mix. <br /> Messaging - make sure what you&#x2019;re saying on social media jives with your corporate brand. Don&#x2019;t be too formal, however. It can be a tricky balance. Share content that your supporters will find useful. <br /> Tools exist to update multiple social media channels at the same time. <br /> Use the feed on your organization&apos;s website - this provides additional content for your site as well as letting your supporters know you&#x2019;re on these channels. <br /> Include your presence in any other traditional advertising - like your print ads or on your organization&apos;s website.
  • Social media, if it&#x2019;s to be effective, should be incorporated into your traditional marketing mix. <br /> Messaging - make sure what you&#x2019;re saying on social media jives with your corporate brand. Don&#x2019;t be too formal, however. It can be a tricky balance. Share content that your supporters will find useful. <br /> Tools exist to update multiple social media channels at the same time. <br /> Use the feed on your organization&apos;s website - this provides additional content for your site as well as letting your supporters know you&#x2019;re on these channels. <br /> Include your presence in any other traditional advertising - like your print ads or on your organization&apos;s website.
  • Social media, if it&#x2019;s to be effective, should be incorporated into your traditional marketing mix. <br /> Messaging - make sure what you&#x2019;re saying on social media jives with your corporate brand. Don&#x2019;t be too formal, however. It can be a tricky balance. Share content that your supporters will find useful. <br /> Tools exist to update multiple social media channels at the same time. <br /> Use the feed on your organization&apos;s website - this provides additional content for your site as well as letting your supporters know you&#x2019;re on these channels. <br /> Include your presence in any other traditional advertising - like your print ads or on your organization&apos;s website.
  • There are a number of ways you can measure your social media presence: <br /> <br /> Facebook reports <br /> YouTube views <br /> No. of friends or followers <br /> No of posts on your wall or in your forum and the number of re-tweets you receive <br /> <br /> Ultimately, however, tracking social media&#x2019;s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for a discount on tickets for an upcoming event, how many people took advantage of that? <br /> <br /> Social media engagement measurement can be difficult to track however since at it&#x2019;s heart it is branding and word-of-mouth advertising. <br /> <br /> One thing that is for certain, however - your supporters are out there and using these tools. If you&#x2019;re not, you&#x2019;re missing out.
  • There are a number of ways you can measure your social media presence: <br /> <br /> Facebook reports <br /> YouTube views <br /> No. of friends or followers <br /> No of posts on your wall or in your forum and the number of re-tweets you receive <br /> <br /> Ultimately, however, tracking social media&#x2019;s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for a discount on tickets for an upcoming event, how many people took advantage of that? <br /> <br /> Social media engagement measurement can be difficult to track however since at it&#x2019;s heart it is branding and word-of-mouth advertising. <br /> <br /> One thing that is for certain, however - your supporters are out there and using these tools. If you&#x2019;re not, you&#x2019;re missing out.
  • There are a number of ways you can measure your social media presence: <br /> <br /> Facebook reports <br /> YouTube views <br /> No. of friends or followers <br /> No of posts on your wall or in your forum and the number of re-tweets you receive <br /> <br /> Ultimately, however, tracking social media&#x2019;s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for a discount on tickets for an upcoming event, how many people took advantage of that? <br /> <br /> Social media engagement measurement can be difficult to track however since at it&#x2019;s heart it is branding and word-of-mouth advertising. <br /> <br /> One thing that is for certain, however - your supporters are out there and using these tools. If you&#x2019;re not, you&#x2019;re missing out.
  • There are a number of ways you can measure your social media presence: <br /> <br /> Facebook reports <br /> YouTube views <br /> No. of friends or followers <br /> No of posts on your wall or in your forum and the number of re-tweets you receive <br /> <br /> Ultimately, however, tracking social media&#x2019;s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for a discount on tickets for an upcoming event, how many people took advantage of that? <br /> <br /> Social media engagement measurement can be difficult to track however since at it&#x2019;s heart it is branding and word-of-mouth advertising. <br /> <br /> One thing that is for certain, however - your supporters are out there and using these tools. If you&#x2019;re not, you&#x2019;re missing out.
  • There are a number of ways you can measure your social media presence: <br /> <br /> Facebook reports <br /> YouTube views <br /> No. of friends or followers <br /> No of posts on your wall or in your forum and the number of re-tweets you receive <br /> <br /> Ultimately, however, tracking social media&#x2019;s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for a discount on tickets for an upcoming event, how many people took advantage of that? <br /> <br /> Social media engagement measurement can be difficult to track however since at it&#x2019;s heart it is branding and word-of-mouth advertising. <br /> <br /> One thing that is for certain, however - your supporters are out there and using these tools. If you&#x2019;re not, you&#x2019;re missing out.
  • suggested questions: <br /> <br /> Who is doing social media now for their organization? Anyone want to volunteer for us to take a look at what you&apos;re doing? <br /> <br /> Anyone need help right now? What have you run into using these channels? <br /> <br /> Those of you who use social media, how long do you spend doing it? Do you have any tricks to save time and effort? <br /> <br /> What do your boards or Executive Directors think about it? Are they on-board or are they resisting?

Transcript

  • 1. Fans, Friends & Followers: Marketing Your Organization Effectively Through Social Media Pam Maher Principal KMK Media Group www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 2. LET’S TALK...SOCIAL MEDIA www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 3. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 4. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 5. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • Facebook & Twitter basics www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 6. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • Facebook & Twitter basics • Pitfalls www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 7. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • Facebook & Twitter basics • Pitfalls • Integration & Measurement www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 8. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • Facebook & Twitter basics • Pitfalls • Integration & Measurement •Q & A (tweet questions: & tag with #kmktraining) www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 9. THE BAD NEWS... • Traditional Mass Marketing is not the ideal way to personalize your brand. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 10. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 11. Local TV News Down 12% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 12. Local TV News Down 12% Advice from Family/Friends Up 3% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 13. Local TV News Down 12% Advice from Family/Friends Up 3% Advice from Co-Workers Up 7% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 14. Local TV News Down 12% Advice from Family/Friends Up 3% Advice from Co-Workers Up 7% Social Networking Sites Up 9% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 15. JUST SAY NO TO... MARKETING • People can control the messages and content they pay attention to today. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 16. JUST SAY NO TO... MARKETING • People can control the messages and content they pay attention to today. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 17. THE GOOD NEWS You have new tools to use that will personalize your brand when used within an overarching, integrated marketing mix. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 18. THE GOOD NEWS You have new tools to use that will personalize your brand when used within an overarching, integrated marketing mix. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 19. WHAT IS SOCIAL MEDIA? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 20. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 21. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 22. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 23. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Start conversations www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 24. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Start conversations • Ask questions www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 25. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Help others • Start conversations • Ask questions www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 26. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Help others • Start conversations • Get advice • Ask questions www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 27. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Help others • Start conversations • Get advice • Ask questions • ADD VALUE www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 28. USES OF SOCIAL MEDIA www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 29. USES OF SOCIAL MEDIA Publish www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 30. USES OF SOCIAL MEDIA Publish Share www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 31. USES OF SOCIAL MEDIA Publish Network Share www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 32. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 33. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 34. STRATEGY, THEN TOOLS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 35. STRATEGY, THEN TOOLS Social media is only effective when you think of it as part of your overall marketing plan. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 36. QUESTION EVERYTHING www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 37. QUESTION EVERYTHING • Who are you targeting? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 38. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 39. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? • How will you reach them? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 40. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? • How will you reach them? • How do make them Advocates? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 41. 300,000,000 www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 42. FROM AWARENESS TO ADVOCACY www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 43. FROM AWARENESS TO ADVOCACY Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 44. FROM AWARENESS TO ADVOCACY Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 45. FROM AWARENESS TO ADVOCACY Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 46. FROM AWARENESS TO ADVOCACY Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 47. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 48. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 49. HOW’D THEY DO THAT? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 50. HOW’D THEY DO THAT? • Sharing...not Control www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 51. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 52. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate • Transparent...not Bureaucratic www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 53. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate • Transparent...not Bureaucratic • Risky...not Safe www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 54. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate • Transparent...not Bureaucratic • Risky...not Safe • Fast...not Ponderous www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 55. FACEBOOK BASICS Wall Fans Info box www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 56. WHY USE FACEBOOK? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 57. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 58. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 59. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ • You’re missing opportunities if you’re not on it. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 60. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ • You’re missing opportunities if you’re not on it. • Facebook Causes - specifically for non-profits (fund- and friend-raising) www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 61. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ • You’re missing opportunities if you’re not on it. • Facebook Causes - specifically for non-profits (fund- and friend-raising) www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 62. FACEBOOK TAKE-AWAYS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 63. FACEBOOK TAKE-AWAYS • Know your audience www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 64. FACEBOOK TAKE-AWAYS • Know your audience • Provide quality, regular content www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 65. FACEBOOK TAKE-AWAYS • Know your audience • Provide quality, regular content • Encourage discussion and engagement www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 66. FACEBOOK TAKE-AWAYS • Know your audience • Provide quality, regular content • Encourage discussion and engagement • Don’t take yourself too seriously. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 67. TWITTER BASICS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 68. TWITTER BASICS Status Update Box www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 69. TWITTER BASICS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 70. TWITTER BASICS Bio Bar News Feed Shortened Link www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 71. TWITTER BASICS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 72. TWITTER BASICS Followers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 73. TWITTER BASICS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 74. TWITTER BASICS PIC’s Coupon www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 75. WHY USE TWITTER www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 76. WHY USE TWITTER • Stay connected www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 77. WHY USE TWITTER • Stay connected • Get real-time feedback www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 78. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 79. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news • Disseminate offers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 80. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news • Disseminate offers • Learn from industry leaders www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 81. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news • Disseminate offers • Learn from industry leaders • Crisis Communications www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 82. PITFALLS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 83. PITFALLS • Free speech. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 84. PITFALLS • Free speech. • You go to your customers. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 85. PITFALLS • Free speech. • You go to your customers. • You will fail. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 86. PITFALLS • Free speech. • You go to your customers. • You will fail. • Timesuck. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 87. PITFALLS • Free speech. • You go to your customers. • You will fail. • Timesuck. • It’s quick...and honest www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 88. PITFALLS • Free speech. • You go to your customers. • You will fail. • Timesuck. • It’s quick...and honest • What’s next? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 89. INTEGRATION www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 90. INTEGRATION • Message www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 91. INTEGRATION • Message • Tools for integration www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 92. INTEGRATION • Message • Tools for integration • Consume your feeds www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 93. INTEGRATION • Message • Tools for integration • Consume your feeds • Promote your presence www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 94. MEASURING ENGAGEMENT www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 95. MEASURING ENGAGEMENT • Facebook Activity Reports www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 96. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 97. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 98. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers • Wall/Forum posts & re-tweets www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 99. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers • Wall/Forum posts & re-tweets • ROI Measurement www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  • 100. Q&A •Tweet your questions - tag with #kmktraining •Email: pam@kmkmedia.com •Call: KMK Media Group at 815-399-2805 •View this presentation: www.kmkmedia.com/NICNE2010 www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia