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Social Media Basics Social Media Basics Presentation Transcript

  • SOCIAL MEDIA BASICS: UNDERSTANDING WEB 2.0 AND ENGAGING YOUR AUDIENCES Graham Garner Assoc. VP for Marketing and Communication Wartburg College Social media handle: garnergrahamTuesday, October 16, 12
  • WHAT IS WEB 2.0?Tuesday, October 16, 12
  • Web sites that allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to passive viewing of content created for them.Tuesday, October 16, 12
  • WHAT IS WEB 2.0? • Social networking sites • Blogs • Wikis • Video sharing sites • Hosted services • Web applications • Mashups • FolksonomiesTuesday, October 16, 12
  • Expect to find: • Connections to other people • Advertising based on your interests • Opportunities to comment, like or share • Suggestions for further involvement, based on activity • Virtual rewards (badges, mayorships, points, rankings, etc.)Tuesday, October 16, 12
  • mies (Now in 10 “RULES” FOR SOCIAL ADVERTISING by Leslie Poston, from Social Media Playbook by Eloqua Tuesday, October 16, 12
  • 10 “RULES” FOR SOCIAL ADVERTISING When you think of social advertising, you might think of the ads you see on the side of your Facebook profile first, and you would be partially right. Social advertising is about advertising on social networks. It’s also about enticing people to interact with your ads and your brand, not just block them out.Tuesday, October 16, 12
  • 10 “RULES” FOR SOCIAL ADVERTISING Social advertising challenges the brand to appeal to the customer in new ways. After all, brands are not always a welcomed participant in the social Web. The idea is for your ad to complement – even augment – your audience’s social experience and enhance brand engagement and trigger purchase transactions.Tuesday, October 16, 12
  • 10 “RULES” FOR SOCIAL ADVERTISING Social advertising is designed to leverage what the ad platform knows about the potential customer’s interests and values. When executed effectively, social advertising is a powerful brand affinity tool. It can even inspire friend-to-friend recommendations, which is one of the most powerful forms of advertising. Executed poorly, social advertising may result in critical (and permanent) brand reviews and negative ad interactions – from blocking the ad to becoming the latest negative Twitter trending topic.Tuesday, October 16, 12
  • 10 “RULES” FOR SOCIAL ADVERTISING Always be mindful of not only who your audience is and where they congregate online, but also what their values are and how they want to interact with you. So how do you go about doing it? How do you engage your audience on social ad platforms in a way that complements their social experience? You start with these 10 steps:Tuesday, October 16, 12
  • 1 FIND YOUR AUDIENCE Assuming that you know where your potential customers are can get you into a situation where you overspend on your ad budget. Taking the time to research your target demographic and find out where they spend their time online and on mobile services will only save you money and time in the end.Tuesday, October 16, 12
  • 2 DON’T OVERSPEND Do you really need to spend hundreds of thousands of dollars on one ad campaign? Are you paying attention to your daily and monthly spend with ongoing ads that are charged to credit cards and easily forgotten, like Facebook Ads, LinkedIn’s Display Ads and the tried and true Google Adwords? The internet is a treasure trove of information. Spend your time before you spend your money.Tuesday, October 16, 12
  • 3 KEEP IT SHORT If you thought mastering the 140-character tweet was easy, you’re in luck. Folks have a short attention span, and you’ll need to use those 140-character elevator pitch skills you’ve been honing to catch their eye as quickly as possible, then use your content skills to make their attention stick to your brand long enough to engage.Tuesday, October 16, 12
  • 4 MAXIMIZE KEYWORDS One way to avoid wasting your money is to become a keyword ninja. Sites like Google make it easy with tools like the free Keyword Tool (https://adwords.google.com/select/ KeywordToolExternal), but there are a plethora of options out there for brands looking to see what words bring them the most traction, what words their competitors use and what people search for related to their industry.Tuesday, October 16, 12
  • 5 DON’T FORGET YOUR CALLS TO ACTION Marketers talk about calls to action often. There is a reason for that: people are simply more likely to engage with your brand if you tell them to … then make it easy. Whether you have them click a button, fill out a form, retweet something for you or whatever else you can think of, making it clear what you need your potential customer to do will make it that much more likely to actually get done. Remember, social advertising is all about engagement - make it simple.Tuesday, October 16, 12
  • 6 DRIVE CUSTOMERS HOME (TO YOUR WEBPAGE) As a brand, you want to have a presence on appropriate social networking sites, but try to avoid having the sites be your only online presence. Your best bet for tracking metrics and enticing customers to engage and buy is to have a great website and use your social advertising to drive customers to your targeted landing pages.Tuesday, October 16, 12
  • 7 BEWARE OF SPREADING YOURSELF TOO THIN Pick a couple of social advertising sites at a time. Trying to blast the entire Internet with your social ads is not only a waste of money and time, but harder to track and fine tune. Less frequent, higher quality ad engagement in a more targeted and audience appropriate way is always better.Tuesday, October 16, 12
  • 8 REVERE RELEVANCE Make sure your social ads are relevant to the audience they are being delivered to. Advertising summer’s hottest tearaway jeans/ shorts would be a great fit for Facebook or Twitter, and even geolocation services if you have brick and mortar stores, but LinkedIn and SlideShare most likely won’t be a fit for that clothing type or brand. In the end, relevance is key.Tuesday, October 16, 12
  • 9 KEEP IT SIMPLE Great use of keywords and appropriate audience targeting are not going to help you if you don’t follow the KISS rule (Keep It Simple Stupid). Once you get your potential customer engaged don’t make it difficult to interact with or participate in your ad campaign. The less clicks you ask folks to make, the shorter the forms you have them fill out, the easier you make it for them to share and interact, the better your social advertising campaign will perform.Tuesday, October 16, 12
  • 10 ENGAGE AND ENTERTAIN We all know the golden days of a captive television or radio audience are long gone, but the tendency to broadcast is still there. You’re tossing your brand voice into a sea of hundreds of thousands of brand voices. People choose which ones they listen to, and the more engaging, human and entertaining or informative you can be, the more likely it is that they will choose you. Once people choose a brand they are 64% more likely to become brand loyal to that brand.Tuesday, October 16, 12
  • THE BIG ONESTuesday, October 16, 12
  • FACEBOOKTuesday, October 16, 12
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  • YOUTUBETuesday, October 16, 12
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  • TWITTERTuesday, October 16, 12
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  • LINKEDINTuesday, October 16, 12
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  • FOURSQUARETuesday, October 16, 12
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  • YELPTuesday, October 16, 12
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  • GETGLUETuesday, October 16, 12
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  • FLICKRTuesday, October 16, 12
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  • Invite.Tuesday, October 16, 12
  • RESPOND.Tuesday, October 16, 12
  • ENGAGE.Tuesday, October 16, 12
  • BE DIFFERENT. We’re hardwired to notice what stands out.Tuesday, October 16, 12
  • YOU HAVE TO BE THERE TO STAND OUT.Tuesday, October 16, 12
  • Graham Garner Assoc. VP for Marketing and Communication Wartburg College Social media handle: garnergraham graham.garner@wartburg.edu or garnergraham@gmail.comTuesday, October 16, 12