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? <ul><li>Social media is the use of electronic and Internet tools for the purpose of  sharing  and  d...
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- ...
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 I...
Company Rules of the Road
Know the Audience Know Your Audience
Listen Listen
Share Control Share Control
Trust Trust
Want to participate Participate
NOT… <ul><li>SOCIAL MEDIA IS </li></ul>
Show And Tell Show and Tell
Email Blasts Email Blasts
Magic Bullet Magic Bullet
Top 5 Tools Top 5 Tools
Blogs Blogs Take Work
<ul><li>Don’t think press release </li></ul><ul><li>Think conversation </li></ul><ul><li>Allow comments (share control) </...
Blogging Don’ts Blogging Don’ts
Engage Bloggers
<ul><li>Web traffic </li></ul><ul><li>RSS subscribers </li></ul><ul><li>Comments </li></ul><ul><li>CPM for monetization </...
Social Networks
Method 1:  Build One
MetroMojo.com
Ning.com
Powered by Ning
Powered by Ning
Method 2: Join Them!
<ul><li>More than just college students </li></ul><ul><li>Fan/Brand Pages </li></ul><ul><li>Creative Advertising </li></ul>
Source: TheTrendWatch.com
 
Source: SocialMediaExplorer.com Source: SocialMediaExplorer.com
Source: RadicalTrust.ca
Facebook Ad Examples
Source: TechnoMarketer Targeted Advertising
Free e-book: technomarketer
<ul><li>Future Rolodex </li></ul><ul><li>Best Social Network for B2B </li></ul><ul><li>Profile </li></ul><ul><li>Hub </li>...
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
<ul><li>Profile connections </li></ul><ul><li>Expertise in Answers </li></ul><ul><li>Group participation </li></ul>LinkedI...
<ul><li>Microblogging platform </li></ul><ul><li>Less than 140 characters </li></ul><ul><li>Immediate conversation </li></...
Twitter stats Twitter Examples
Twitter stats Local Twitter
Twitter stats CEO Twitter
Twitter stats Customer Service Twitter
Trackable Conversations
Twitter stats
<ul><li>Keyword tracking (brand/competitor) </li></ul><ul><li>Search.Twitter.com (advanced) </li></ul><ul><li>TwitterLocal...
Email Marketing Use Email For Participation
Email Marketing
SETH GODIN
Email Marketing <ul><li>Dear Todd,   D oes the subject line above sound familiar? Reply to this email with the product it ...
Email Marketing Many Fall For The FREE Prize
THEY REALLY LOVE   FREE !
Measure For Margin
Email Providers <ul><li>My Emma.com </li></ul><ul><li>Real Magnet.com </li></ul><ul><li>Mail-Bots.com </li></ul>
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 <ul><li>Focus on delivering value, not taking </li></ul><ul><li>Engage, don't push </li></ul><ul><li>...
Company Start Slow
Share and Discuss
Let’s Save the (Email) World
When You’re Mad…
<ul><li>Helpful </li></ul>It’s Very Clear! Not As Helpful !!!!!!!!! ALL CAPS
Let’s Connect <ul><li>ToddEarwood.com </li></ul><ul><li>Twitter.com/Earwood </li></ul><ul><li>Linkedin.com/in/ToddEarwood ...
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Do's And Don'ts of Social Media

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Comprehensive overview of five social media tools, rules of the road and social media metrics for the Louisville chapter of the American Marketing Association.

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  • Do's And Don'ts of Social Media

    1. 1. The Do’s & Don’ts of Social Media Todd Earwood
    2. 3. Let’s Make A Deal
    3. 7. Confession
    4. 8. Todd, What is Social Media?
    5. 9. What is Social Media? <ul><li>Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings. </li></ul><ul><li>- Wikipedia </li></ul>
    6. 10. Company What is Social Media?
    7. 11. Translation: Share The Mic
    8. 12. Where to Start? Where to Start?
    9. 13. SM Examples A Few Options
    10. 14. Shift Over time… the web changed
    11. 15. Marketing
    12. 16. 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
    13. 17. Conversations Conversations are happening
    14. 18. If You Act Like you’re Listening If You Act Like You’re Listening
    15. 19. Share and Discuss
    16. 20. ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS. ONLY 78% OF PEOPLE TRUST RECOMMENDATIONS FROM OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
    17. 21. Company Rules of the Road
    18. 22. Know the Audience Know Your Audience
    19. 23. Listen Listen
    20. 24. Share Control Share Control
    21. 25. Trust Trust
    22. 26. Want to participate Participate
    23. 27. NOT… <ul><li>SOCIAL MEDIA IS </li></ul>
    24. 28. Show And Tell Show and Tell
    25. 29. Email Blasts Email Blasts
    26. 30. Magic Bullet Magic Bullet
    27. 31. Top 5 Tools Top 5 Tools
    28. 32. Blogs Blogs Take Work
    29. 33. <ul><li>Don’t think press release </li></ul><ul><li>Think conversation </li></ul><ul><li>Allow comments (share control) </li></ul><ul><li>Consistent content </li></ul><ul><li>Many free tools </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Blogger.com </li></ul></ul>Blog Rules
    30. 34. Blogging Don’ts Blogging Don’ts
    31. 35. Engage Bloggers
    32. 36. <ul><li>Web traffic </li></ul><ul><li>RSS subscribers </li></ul><ul><li>Comments </li></ul><ul><li>CPM for monetization </li></ul>Blog Metrics
    33. 37. Social Networks
    34. 38. Method 1: Build One
    35. 39. MetroMojo.com
    36. 40. Ning.com
    37. 41. Powered by Ning
    38. 42. Powered by Ning
    39. 43. Method 2: Join Them!
    40. 44. <ul><li>More than just college students </li></ul><ul><li>Fan/Brand Pages </li></ul><ul><li>Creative Advertising </li></ul>
    41. 45. Source: TheTrendWatch.com
    42. 47. Source: SocialMediaExplorer.com Source: SocialMediaExplorer.com
    43. 48. Source: RadicalTrust.ca
    44. 49. Facebook Ad Examples
    45. 50. Source: TechnoMarketer Targeted Advertising
    46. 51. Free e-book: technomarketer
    47. 52. <ul><li>Future Rolodex </li></ul><ul><li>Best Social Network for B2B </li></ul><ul><li>Profile </li></ul><ul><li>Hub </li></ul><ul><li>Expertise </li></ul>
    48. 53. Linkedin demographics LinkedIn Demographic Data Jun08 : ErickSchonfeld
    49. 54. Linkedin Decisionmakers LinkedIn Demographic Data Jun08 : ErickSchonfeld
    50. 55. Create a profile Step 1: Create a Personal Profile
    51. 56. Step 1.5: Complete Your Profile
    52. 57. Create A LinkedInGroup Step 2: Create an Organizational Group
    53. 58. Pose or Answer a LinkedIn Question Step 3: Pose or Answer a Question
    54. 59. <ul><li>Profile connections </li></ul><ul><li>Expertise in Answers </li></ul><ul><li>Group participation </li></ul>LinkedIn Metrics
    55. 60. <ul><li>Microblogging platform </li></ul><ul><li>Less than 140 characters </li></ul><ul><li>Immediate conversation </li></ul><ul><li>Easy to track metrics </li></ul>
    56. 61. Twitter stats Twitter Examples
    57. 62. Twitter stats Local Twitter
    58. 63. Twitter stats CEO Twitter
    59. 64. Twitter stats Customer Service Twitter
    60. 65. Trackable Conversations
    61. 66. Twitter stats
    62. 67. <ul><li>Keyword tracking (brand/competitor) </li></ul><ul><li>Search.Twitter.com (advanced) </li></ul><ul><li>TwitterLocal.net (geo) </li></ul><ul><li>TweetVolume.com (real-time) </li></ul>Twitter Metrics
    63. 68. Email Marketing Use Email For Participation
    64. 69. Email Marketing
    65. 70. SETH GODIN
    66. 71. Email Marketing <ul><li>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! </li></ul>
    67. 72. Email Marketing Many Fall For The FREE Prize
    68. 73. THEY REALLY LOVE FREE !
    69. 74. Measure For Margin
    70. 75. Email Providers <ul><li>My Emma.com </li></ul><ul><li>Real Magnet.com </li></ul><ul><li>Mail-Bots.com </li></ul>
    71. 76. Personal Metrics - Scott Monty
    72. 77. Remember. What happens in
    73. 78. … stays on
    74. 79. you think I’m making this stuff up?
    75. 81. red7e.com circa 2002
    76. 82. yourname.com SHAPE your brand
    77. 83. MONITOR your brand
    78. 85. Social Media Mantras <ul><li>Focus on delivering value, not taking </li></ul><ul><li>Engage, don't push </li></ul><ul><li>Measure results </li></ul><ul><li>It’s about people NOT tech </li></ul><ul><li>Be authentic </li></ul><ul><li>Don’t expect immediate results </li></ul>
    79. 86. Company Start Slow
    80. 87. Share and Discuss
    81. 88. Let’s Save the (Email) World
    82. 89. When You’re Mad…
    83. 90. <ul><li>Helpful </li></ul>It’s Very Clear! Not As Helpful !!!!!!!!! ALL CAPS
    84. 91. Let’s Connect <ul><li>ToddEarwood.com </li></ul><ul><li>Twitter.com/Earwood </li></ul><ul><li>Linkedin.com/in/ToddEarwood </li></ul>
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