Introduction to Social Media

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  • Social Media is using online media to help you connect and put a face on your brand whether it be personal or professional. It is really nothing more than traditional marketing carried over into social networks and online media. Social Networks Most of you are familiar with Social Networks like… Flickr _(explain), Myspace (explain), Facebook (explain), and Linkedin (explain), etc. You also probably have heard of You Tube (explain), for online video communication. These medias help businesses and individuals connect, relate and share knowledge. Blogs - are for personal and corporate communication where content is generated by the owner and readers. Social Bookmarking sites - are sites that allow you to collect and save all your favorite links in one place so that others and search engines can access them. Podcasting - for the distribution of online audio files. All of these types of media help people stay connected and full of information.
  • Web sites are informational. They serve a purpose which is to display information about a product or service. There is no comments and feedback contributed from other people. The communication is very much like a one-way street. Social sites like Facebook or Myspace allow for sharing of content contributed by the public. They connect people and give people a voice. Communication lines are open on Social sites. The information on social sites is most of the time opinion based.
  • Social Media or Social Marketing is a Conversation. Conversations are made up of comments and feed back from a social community . For instance if you have a blog that does not allow comments, how are you providing people the opportunity to speak out and engage? You are NOT and the site becomes a purely informational website. For real success you have to let people contribute their thoughts and opinions. Conversation is the real gift of Social Media. There are many things you could learn from comments on a blog, or a social site. The advantage is you really get to understand what customers or clients have to say about your product, service, or opinion. This knowledge is healthy. What I mean by comments or feed back is you speak, others listen. Others speak, you listen. Then they speak to others about you, your business or product and you REALLY listen. Ex: You read blogs that interest you and you engage in conversation by leaving comments with link backs to your site. In return people read your blog and leave you comments. You could make some really smart business decisions if you knew what people where saying about your business.
  • So you are probably asking yourself, Why is all this important to me or my business? This a trend reports from Google Trends showing you the search results in Google for Facebook, (in blue) Myspace, (in red) Youtube, (in orange) and blogs in green. You need to be a part of this. If not you could miss a huge opportunity to represent yourself or your business in places online where the masses are. You need to be out there representing. Go home tonight and visit some of these sites and look to see what how other companies are representing themselves in these areas. Ask yourself how you can represent your organization here. You will be surprised.
  • So you are probably asking yourself, Why is all this important to me or my business? This a trend reports from Google Trends showing you the search results in Google for Facebook, (in blue) Myspace, (in red) Youtube, (in orange) and blogs in green. You need to be a part of this. If not you could miss a huge opportunity to represent yourself or your business in places online where the masses are. You need to be out there representing. Go home tonight and visit some of these sites and look to see what how other companies are representing themselves in these areas. Ask yourself how you can represent your organization here. You will be surprised.
  • When contemplating what social network sites are right for you, it really comes down to optimizing your Social Marketing to build relationships and connect with people, get that information about your business or product out to the public quickly by promotion, and strong brand impressions that go along way. All of these things combined help to build brand awareness and create trust for the brand because of your transparent feedback to the online communities.
  • Enhancing relationships through social media and social networks has tremendous value for businesses. Start by building relationships, joining and participating in conversations online. These relationships will give you the benefit of better understanding the needs and wants of consumers. Social Media can help you put a more human face on your organization and let you emerge as a pro-active industry leader. Make no mistake, very strong relationships can be built through a thoughtful and well-executed social media campaign.
  • Getting your message out there in appropriate social networks made of consumers builds buzz and excitement. Contributing content inspires evangelist and bloggers to spread the word. Eventually your brand will be found in the most exciting places. It takes work and a genuine effort. For example… I am pretty unnerved by the fact that corn syrup is most all things we eat… I tried hard to find a yogurt that tasted good but did not have all the chemicals that Yoplait has in it. After trying different yogurts and spending money.. I found one I loved without all the chemicals and blogged about it. “Organic horizon” I was familiar with this brand because I use the half and half creamer for my coffee and then I decided to try the yogurt because of the familiar brand. I promoted it by writing a blog post.
  • At Schipul we believe that in order to successfully launch social marketing for your brand or business, you must understand and practice The 4 Pillars of Success . Consulting is first defining objectives for online communication in social networks. Which medias are right for you? Blendtech knew that they could blend crazy things and shot short videos of the action in motion and then post them for free on Youtube. Training must be conducted to teach social network representatives how to use the tools available and how to respond to feedback. Recruiting - Find the passionate people who know about social media and put them to work on your initiative. Promotion – Get in these communities and promote people. Give props where props is due. What goes around comes around. Let’s talk about these in detail.
  • Define social media sites… which medias are right for you? Where do you fit into the puzzle? Assess where best to devote time and attention in the Social Network Community. Ex: I am not sure that a medical organizations time and resources would be best spent creating a myspace page. Define Processes …Define how your company will be able to create content and update social web sites. Decide on metrics Find ways to measure and monitor content your customers are putting online. An example would be using Google Alerts to get automatic emails alerts for key terms you choose so that you know what is being said on the internet about your brand or product. You will need to do a search in Technorati to find out if there are blogs already discussing your business or product within the blogosphere. Assess Commitment – Know what it will take to effectively engage into Social Sites. Know that this will a time commitment and you must be willing to genuinely engage and put for effort to keep content fresh. You need to know that your audience will be checking these sites daily for the latest piece of information. Don’t disappoint.
  • It is essential to understand online interaction so representatives of your organization are prepared when situations arise. Teach your recruits how to use the tools available.
  • Identify those who “get it … Find out who is already is participating or experimenting in social media… You could survey your current organization to find out who the bloggers are. Ask questions like, Are you a blogger, do you read blogs, do you use Facebook? Find these people and get them on board. What interest these people? You need to find and recruit the people who are passionate about your brand and/or product. They will be your most passionate. Finally when you hire people , ask questions to find out if they understand that Facebook is part of the new business world. You check these employee candidates on online by researching their work. Most times they are very transparent online.
  • Promote people. In social networking online always give props where props is due. Disclose any personal or professional interests. If you write a post that re-hashes the facts or opinions of someone else. Disclose it. Give props where props is due. Promote people. Transparency is essential for success! Ideas to promote people… If you here of charity someone has done. Congratulate them on their Facebook wall. If you like a photo someone has taken on flickr comment on it, add it as a favorite, or better yet blog about it. Remember that it’s not all about you. Be generous in promoting others and return you will build fans who will promote you or your business. What goes around comes around. Promote communities that already exists . Don’t think you must build a social community from the ground up. You can engage in in networks where clients exist already. Ground up community building can be done. Ex: On Flickr Schipul created a Schipul Love Fest group – show page… We promoted this group and all the people and clients we love by inviting them to submit their images and convey love. The winner won and ipod. Invite all you know to be part of your network. Bring them in and promote them and watch the relationship grow.
  • The Houston Zoo was early in adopting Social Marketing. Some of the things we did for them was help them launch the Mac Houston Zoo Blog, get a Youtube Channel Started, add photos to Flickr, and add Podcast to their site. Before I tell you about the Social Mediums the Zoo used, you must know the overall objective for the zoo is to increase gate sales.
  • The Houston zoo uses Facebook to connect and build relationships. 2,348 fans They post events, post promotions, picture of zoo animals, videos. They are creating the zoo experience online via Facebook. This get fans excited and ultimately drives gate sales. Sub Brands for the Houston Zoo are also on Facebook. They have started fan pages for the volunteers of the Houston Zoo. Volunteers and connect and share experiences Via Facebook. Houston Zoo volunteers promote the Zoo Brand here on Facebook.
  • The Mac blog is an unprecedented effort to follow the life and development of Mac, the baby elephant. The blog has had a total of 89,848 page views . The blog was created and launched before the baby elephant was born on Oct. of 2006. Throughout 2007 the blog documented pre-birth excitement and growth experiences leading all the way up to Mac’s one year birthday. The Zoo launched an email marketing campaign 2 months prior to his birthday. They had e-blast and a blog post asking for Mac Birthday card entries done by kids. You could email or mail your entries to the Houston Zoo. The winner would get to spend the day at the Zoo on Mac’s birthday with the card printed life size and a free birthday party at the Houston Zoo. The winner was a 6 year old blog reader. The card was amazing showing all these things Mac did on a daily basis. The blog served as a tool for a 6 year-old to fall in love with Mac and learn about his first year of life. The keepers had no idea when they picked the winner he got all of his information from the blog. This a case study in itself.
  • The Zoo has a wealth of information and people that are willing to talk it up. They run multiple blogs. They have the a zoo general blog, conservation blog, education blog, and blogs about highlighted animals. These are most certainly nor run by one person. There are multiple folks from within zoo that contribute content. Do you want to find out who in your business or organization is online already and will contribute to your blogs? Survey. Ask. Find out who they are and get them on board.
  • The Houston Zoo established its own channel on YouTube to feature videos. Here you will find simple short videos focused around just about anything that goes on at the Zoo. They are building the fan base of online video consumers right here on YouTube. People can leave comments and become part of the Houston Zoo network. Good brand impressions for the Houston Zoo are being created through the extremely popular web site Youtube. Tagging videos, linking from the blog, and web site. Making a network of link backs to Youtube. The Houston Zoo has created a Flickr account to reach out to the online Flickr photography community. There are tons of photographer who visit the Houston Zoo. When the Zoo created its brand here on Flickr, we found there where already groups created by Zoo fans. The fans had added images tagging them images and making groups. This is a great example of assessing the right social site to become a part of. This is another super strong brand impression for the Houston Zoo showcasing their animals and telling stories online to the Flickr community.
  • Clients using Twitter.
  • Mention one and two earlier in the presentation…
  • ONLY begin your own Social Media projects after being fully immersed in the culture 1. Find the blogs, podcasts, wikis, etc. that most closely relate to your industry / organization 2. Read and comment on those site for at least a month to get a feel for etiquette, etc. 3. Set up your buzz tracking system -- decide how you’ll respond to negative feedback 4. Get started!!
  • Naked Conversations – A Book about How blogs are changing the world Cluetrain Manifesto – A Book about where business are going related to the internet Citizen Marketers – Talk about people and the public being the message of your business. What no one ever tells you about Blogging and podcasting – basic and good to start as a training guide.
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Transcript

  • 1. Introduction to Social Media Marketing Presented by: Kim Lange Hodgson Inkoluv Schipul – The Web Marketing Company Email: khodgson@schipul.com Twitter: Twitter.com/inkoluv
  • 2. What We’ll Cover
    • What is social media?
    • What are the types of social media tools out there?
    • Why should you care about social media?
    • 4 pillars of success
    • How do businesses and organizations use social media?
  • 3. What is Social Media anyway ? Image thanks to http://www.tcwebpros.org
  • 4. I have a web site. Why do I need to be on Facebook?
  • 5. It’s a conversation Photo credit: blog.looksy.org/category/generation-c/
  • 6. Why should I care?
  • 7. Social Media Tools
  • 8. What’s in it for you?
    • Relationship building
    • Promotion of products and services
    • Strong brand impressions
  • 9. Relationship Building
  • 10. Promotion http:// www.flickr.com/photos/belljar/18171527 /
  • 11. Strong Brand Impressions
  • 12. The Four Pillars of Success
    • Consulting
    • Training
    • Recruiting
    • Promotion
    www.schipul.com/en/art/?542
  • 13. One: Consulting http://www.flickr.com/photos/michael_l/476481053/
  • 14. Two: Training http://www.flickr.com/photos/gummistori/2488106280/
  • 15. Three: Recruiting http://www.flickr.com/photos/polvero/3466964233/
  • 16. Four: Promotion http://www.flickr.com/photos/neelgolapi/2963666232/
  • 17. Social Media in Motion http://www.flickr.com/photos/mr_bones/140860685/
  • 18. Facebook Connects People and Builds Relationships
  • 19. Blogging the Life of Mac
  • 20. So So much information – BLOG IT!
  • 21. Photos and Video
  • 22. Spread News in 140 Characters
  • 23. Let’s Review
    • Social Media is online media that you and other Web visitors can interact with.
    • The four pillars of Social Marketing success are: Consulting, Training, Recruiting and Promotion .
    • How the Zoo Used Social Media to Increase Brand Awareness by delivering information through social media
  • 24. Lessons for Every Organization
    • Social Media presents opportunities for those willing to make a commitment
    • Any Social Media effort must be genuine
    • Consider the pros and cons, and the objectives and how to measure results
    • Start with baby steps and build from there
  • 25. So What’s Next?
      • Participate
      • Monitor
      • Strategy
      • Jump in!
  • 26. Offline reading resources
    • Naked Conversations Robert Scoble and Shel Israel
    • Cluetrain Manifesto Chris Lock, Rick Levine, David Weinberger, Doc Searls
    • Citizen Marketers Ben McConnell and Jackie Huba
    • What no one ever tellsyou about Blogging and Podcasting Ted Demopoulos
  • 27.
    • Questions
    Questions?
  • 28. You all are awesome! Thank you! To learn more about Social Media Marketing visit: www.schipul.com/socialmedia/ Email: [email_address] Twitter: Twitter.com/inkoluv Facebook: http://www.facebook.com/inkoluv Flickr: http://www.flickr.com/photos/inkoluv/