The Do’s & Don’ts of Social Media Todd Earwood

Let’s Make A Deal

Confession

Todd, What is Social Media?

What is Social Media? Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings. - Wikipedia

Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.

- Wikipedia

Company What is Social Media?

Translation: Share The Mic

Where to Start? Where to Start?

SM Examples A Few Options

Shift Over time… the web changed

Marketing

06/05/09 © Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from: Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and Online Marketing Pro

Conversations Conversations are happening

If You Act Like you’re Listening If You Act Like You’re Listening

Share and Discuss

ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS. ONLY 78% OF PEOPLE TRUST RECOMMENDATIONS FROM OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007

Company Rules of the Road

Know the Audience Know Your Audience

Listen Listen

Share Control Share Control

Trust Trust

Want to participate Participate

NOT… SOCIAL MEDIA IS

SOCIAL MEDIA IS

Show And Tell Show and Tell

Email Blasts Email Blasts

Magic Bullet Magic Bullet

Top 5 Tools Top 5 Tools

Blogs Blogs Take Work

Don’t think press release Think conversation Allow comments (share control) Consistent content Many free tools WordPress Blogger.com Blog Rules

Don’t think press release

Think conversation

Allow comments (share control)

Consistent content

Many free tools

WordPress

Blogger.com

Blogging Don’ts Blogging Don’ts

Engage Bloggers

Web traffic RSS subscribers Comments CPM for monetization Blog Metrics

Web traffic

RSS subscribers

Comments

CPM for monetization

Social Networks

Method 1: Build One

MetroMojo.com

Ning.com

Powered by Ning

Powered by Ning

Method 2: Join Them!

More than just college students Fan/Brand Pages Creative Advertising

More than just college students

Fan/Brand Pages

Creative Advertising

Source: TheTrendWatch.com

Source: SocialMediaExplorer.com Source: SocialMediaExplorer.com

Source: RadicalTrust.ca

Facebook Ad Examples

Source: TechnoMarketer Targeted Advertising

Free e-book: technomarketer

Future Rolodex Best Social Network for B2B Profile Hub Expertise

Future Rolodex

Best Social Network for B2B

Profile

Hub

Expertise

Linkedin demographics LinkedIn Demographic Data Jun08 : ErickSchonfeld

Linkedin Decisionmakers LinkedIn Demographic Data Jun08 : ErickSchonfeld

Create a profile Step 1: Create a Personal Profile

Step 1.5: Complete Your Profile

Create A LinkedInGroup Step 2: Create an Organizational Group

Pose or Answer a LinkedIn Question Step 3: Pose or Answer a Question

Profile connections Expertise in Answers Group participation LinkedIn Metrics

Profile connections

Expertise in Answers

Group participation

Microblogging platform Less than 140 characters Immediate conversation Easy to track metrics

Microblogging platform

Less than 140 characters

Immediate conversation

Easy to track metrics

Twitter stats Twitter Examples

Twitter stats Local Twitter

Twitter stats CEO Twitter

Twitter stats Customer Service Twitter

Trackable Conversations

Twitter stats

Keyword tracking (brand/competitor) Search.Twitter.com (advanced) TwitterLocal.net (geo) TweetVolume.com (real-time) Twitter Metrics

Keyword tracking (brand/competitor)

Search.Twitter.com (advanced)

TwitterLocal.net (geo)

TweetVolume.com (real-time)

Email Marketing Use Email For Participation

Email Marketing

SETH GODIN

Email Marketing Dear Todd, D oes the subject line above sound familiar? Reply to this email with the product it originally promoted and the year, to be entered in a drawing to win a deluxe ceramic MasterMine mug.. The winner's name and company will be published in the next end-user email. Good luck!

Dear Todd, D oes the subject line above sound familiar? Reply to this email with the product it originally promoted and the year, to be entered in a drawing to win a deluxe ceramic MasterMine mug.. The winner's name and company will be published in the next end-user email. Good luck!

Email Marketing Many Fall For The FREE Prize

THEY REALLY LOVE FREE !

Measure For Margin

Email Providers My Emma.com Real Magnet.com Mail-Bots.com

My Emma.com

Real Magnet.com

Mail-Bots.com

Personal Metrics - Scott Monty

Remember. What happens in

… stays on

you think I’m making this stuff up?

red7e.com circa 2002

yourname.com SHAPE your brand

MONITOR your brand

Social Media Mantras Focus on delivering value, not taking Engage, don't push Measure results It’s about people NOT tech Be authentic Don’t expect immediate results

Focus on delivering value, not taking

Engage, don't push

Measure results

It’s about people NOT tech

Be authentic

Don’t expect immediate results

Company Start Slow

Share and Discuss

Let’s Save the (Email) World

When You’re Mad…

Helpful It’s Very Clear! Not As Helpful !!!!!!!!! ALL CAPS

Helpful

Let’s Connect ToddEarwood.com Twitter.com/Earwood Linkedin.com/in/ToddEarwood

ToddEarwood.com

Twitter.com/Earwood

Linkedin.com/in/ToddEarwood