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5 Dos & Don'ts of Social Media Marketing
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5 Dos & Don'ts of Social Media Marketing


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This presentation is perfect if you are just getting started in social media marketing, or if you have been active in social channels, it’s a great refresher course. …

This presentation is perfect if you are just getting started in social media marketing, or if you have been active in social channels, it’s a great refresher course.
It covers social media challenges and the opportunity that exists in social media. As well as encouraging you to listen & learn and then engage in social channels. Finally we will cover 5 do-s and don’t-s of social media like being human, sharing content and remember to set and measure goals.

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  • Let me introduce myself, I am Monica Sims, SM Engagment manager, my twitter handle is @photosimsAnd Lucy Welton will be joining me today in this presentation, she is our Social Media Marketing Coordinator and her twitter handle is @lucywelton
  • This webinar is perfect if you are just getting started in social media marketing, or if you have been active in social channels, it’s a great refresher course.We will cover:Socialmedia challenges and the opportunity that exists in social media. We encourage you to listen & learn and then engage in social channelsFinally we will cover 5 do-s and don’t-s of social media
  • SMBs told us that they don't have time or resources and don’t know where to begin with all the information that is out there about social media. We are listening. iContact wants to help.
  • There is a lot of opportunity in social media for small businesses.Facebook:800M people on Facebook, that’s four times the population of brazil! There is a huge audience you can tap into, who can use word of mouth to share your message.Twitter:There are 250M conversations happening EVERY DAYAn enormous amount of content being shared so being part of that conversation is a great opportunity to spread the word about your product
  • What are your customers saying?Are they talking about you online? Which channels? Identify those channels and focus your efforts.What is being said about youCompliments? Complaints? Are your customers looking for thought leadership? Customer support? Listen to what your customers are saying and you’ll figure out what they wantYour customers are already on social media channels and they are already talking about you and your competitors. They are saying good things and bad things. If someone is saying something negative and you aren’t on social media, you can’t set the record straight.In these examples, one person is complimenting #homedepot, and the other two are offering suggestions to #crateandbarrel, #cb2 and #starbucks. If I am a local starbucks and I know that we are phasing out the outlets in our store, I’m going to find a creative way to announce that to my customers in the store.
  • It is important to know what is being said about your competitors because there might be an opportunitywhere you can step up and provide something your competitor is not.In the top example, If I’m a large chain or a local coffee shop, I’m going to contact @sustainableharvest and figure out how I can help – what my business can do.In the second example, if I’m a local hardware store, or a large chain, I’m going to find out stores that are closing and target those workers who got laid off the jobs that we need filled So it’s not just finding the information about your competitors or you industry, but how you take that information and make it work for you and your business.
  • Learn what your audience want:How are they interacting with you and your competitors on your social channels? Do they have support questions? Are they looking for more information about your industry?Learn where your company lacks:Is there something your competitors offer that you don’t? Social media doesn’t exist in a vacuum. You need to respond to the good and the bad, and quickly.In the top example here, a land’s end customer wants to know when the next sale is, the company social media team acknowledges that they don’t know when the next sale will be, but gives them an option on the best way to find out about the sales.In the LL Bean example, the company acknowledges that they and their competitors make items in other countries, offers a solution by telling them what items are made in the U.S. Theoretically, one of their competitors could post something on their wall about the items they make in the U.S. and it also could be an idea for an awareness campaign centered around what they do make in the U.S.
  • Ask questions, use polling features on Facebook.Walgreens example:They have two great things they are doing. They will be offering special offers to Facebook fans only and they are promoting it here and they want to update their Facebook presence so they ask their customers which website features they would also like to see on Facebook.J.Crewis asking their customers about specific products and which style they like the best. At a certain point they can find the prevalent answer and offer Facebook users a discount for that winning style
  • Respond in a timely manner. There is a sense of urgency with social media, remember that your customers will want an answer faster than if they sent you an email.
  • Do remember to be human and don’t be automated. People appreciate that and respond best when they realize that you are a real live person and not just a computer spitting out answers. It is important to figure out what kind of personality you want to show though your social media efforts. What sort of voice will you have? Do you want to be playful? Serious? Depending on what type of company you are will determine how you will respond through your social media channels. In this example from Jet Blue, for them to say,” You are welcome for your hat.” Would be out of the ordinary for them and unlike the playful personality that they have developed for their brand. Instead, they were able to joke about returning the hat to a customer. It is important to remember that a personal touch to your brand is best done via Twitter because there are constantly conversations happening and people get to know you and your brand through your tweets.
  • Sharing is caring! Don’t forget to share. We all learned this lesson way back in kindergarten, share with your friends. You have been gifted unlimited reach with Social Media so…take advantage of it! Remember that social media is not about your network it is about THE network. The message starts with you and then you pass it on to your email subscribers, Facebook fans, twitter followers and then they share with their networks and so on and so on. Your subscribers can share your content with their friends, which in turn gives you and your brand more exposure. With that said, RT the positive comments, share links, share ideas. Post articles that you find interesting and articles that you think your fans and followers could benefit from. Ask questions and answer questions. Social media is a very smart way to share articles and information to both prospects and your existing customer base because it shows off just how knowledgeable you are about your industry.  Before you know it, you will become a thought leader in your industry!
  • Don’t ignore the bad, do apologize. Because we are human, we all make mistakes. Simply recognizing that you have made a mistake and apologizing goes a long way. Apologize, explain why the problem occurred, suggest a solution and move on. Keep in mind; social media, especially Twitter open the company up to more criticism and griping. It is also important to note that Twitter is very effective at providing round the clock customer service.
  • Don’t hard sell, do create value in posts. Facts: (Syncapse Social Trac Report)-The average fan spends 71.84 on products they “like”-On average, fans are 28% more likely to continue being loyal users-Average fan is 41% more likely to recommend the product/service to a friendSince we want to keep our fans and followers, remember to put thought into your posts that engage and interest your fans. Nobody wants to follow a company that always fills their news feed with sales pitches and products. Talk to your users and ask them questions. See what products of yours they like and which ones they hate. Let them know that you value what they think and they will value you. Remember that you are a real person and this is just a conversation. Be polite! If you met someone for the first time, the first things out of your mouth would not be a hard sell, you would probably ask questions to find out more about them and what they were looking for and go from there. In the examples above, Home Depot answers customers questions through a post and Whole Foods Raleigh posts a picture of a recent event in town as well as asking a question. All are great ways to boost involvement from fans.
  • Don’t forget your goals, do measure your results. Although this is the last tip, it should be first and foremost in your mind when you begin to start your social media efforts. The most important question is: What are my goals? What am I trying to accomplish here? For example- If your goal is to measure ROI, start with the goal of increasing website visitors. Measure clicks and how many people are liking and sharing your content. If your goal is to have an abundance of conversations- track and measure the time to respond, how many @mentions and RT’s you are receiving on a daily basis. Once you have established concrete and tangible goals, measuring the results will be much easier and even exciting!
  • Transcript

    • 1. 5 Dos and Don’ts of Social Media Marketing By Monica Sims & Lucy Welton @photosims & @lucywelton#iCWebinar November 10, 2011
    • 2. Presenters Monica Sims Lucy Welton @photosims @lucywelton Manager, Social Media Social Media Marketing Engagement Coordinator#iCWebinar
    • 3. Housekeeping • Recording the webinar • Q&A • Audio issues? Use computer audio • Social Profiles – Twitter: @icontact – Facebook: • Other Webinars#iCWebinar
    • 4. What we will cover Listen Challenges Opportunity Social Media Engage Learn#iCWebinar
    • 5. Challenges Source: Survey of iContact Customers 2011#iCWebinar
    • 6. Opportunity#iCWebinar
    • 7. Listen • What are your customers saying • What are they saying about YOU#iCWebinar
    • 8. Listen • What is being said about your competitors#iCWebinar
    • 9. Learn • What your audience wants#iCWebinar
    • 10. Learn • Ask questions • Use Polls#iCWebinar
    • 11. Engage#iCWebinar
    • 12. 5 Dos and Don’ts#iCWebinar
    • 13. Tip #1 DO remember to be human DON’T be automated#iCWebinar
    • 14. Tip #2 DO remember that sharing is caring Email Subscribers Sharing your message ? YOU Facebook Fans Twitter Followers DON’T forget to share with the network#iCWebinar
    • 15. Tip #3 DON’T ignore the bad DO apologize @benpolitico Sorry about that. Sex is a common spam word so we flag it. You can certify your message to have it go through human review.#iCWebinar
    • 16. Tip #4 DON’T hard sell DO create value in posts#iCWebinar
    • 17. Tip #5 DON’T forget your goals DO measure results#iCWebinar
    • 18. QUESTIONS Monica Sims @photosims Lucy Welton @lucywelton @iContact
    • 19. Resources • Tip #1: Be human • Tip #2: Sharing is caring email-and-social-media/ • Tip #3: Don’t ignore the bad that-can-teach-us-about-social-media-marketing/ • Tip #4: Create value %E2%80%93-you-are-a-thought-leader/ • Tip #5: Measure