Social Media for Beginners and Advanced Social Media, Integrated Marketing Summit Dec. 3, 2010

Integrated Marketing Summit, Workshop III December 3, 2010Allie Herzog, President and Founder of integratePR

Reading vs. Wri.ng   Companies vs. Communi.es  Adver.sing vs. Word of Mouth   Informa.on vs. Opinion   Home pages vs. Blogs   Lectures vs. Conversa.ons   Encyclopedia vs. Wikipedia  

Interac.ve Direct communica.on Informa.on is traveling FAST Everyone has an opinion Ci.zen Journalism Networking Messy and some.mes out of control 

Telemarke.ng  Tradeshows  Direct Mail  Email Blasts Print/TV/radio/web ads 

SEO  Blogging  Social Media Community Rela.ons 

1.  Determine Your Goals 2.  Evaluate Your Resources  3.  Understand Your Audience 4.  Develop a Content Strategy Plan 5.  Integrate Marke.ng Eﬀorts 6.  Create Amazing Content 7.  Relinquish Control 8.  Quality over Quan.ty 9.  Keep Listening 10. Keep Learning 

DETERMINE SOCIAL MEDIA GOALS!

EVALUATE YOUR RESOURCES!

UNDERSTAND YOUR AUDIENCE! Age  Gender  Income level  Marital status  Need vs. luxury  Most appealing  What do they like?  Where do they get their informa.on? 

UNDERSTAND YOUR AUDIENCE!

DEVELOP CONTENT STRATEGY PLAN!

INTEGRATE YOUR MARKETING EFFORTS!

INTEGRATE YOUR MARKETING EFFORTS! Marketing Brand  awareness  Mix

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Lead  genera.on  Marketing Mix

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Lead  genera.on  Customer  Marketing engagement  Mix

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Lead  genera.on  Customer  Marketing engagement  Mix Customer  insight 

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Lead  genera.on  Customer  Marketing engagement  Mix Customer  insight  HR 

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Lead  genera.on  Customer  engagement  Marketing Customer Americans viewed ~3.6  Mix insight billion video ads in July,  HR with Hulu genera.ng the  Adver.sing highest number of video ad impressions at 783M.  

INTEGRATE YOUR MARKETING EFFORTS! Brand  Lead  awareness  genera.on  Customer  engagement  Marketing Customer  insight  Mix HR  Adver.sing  PR 

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Lead  genera.on  Customer  SEO  Marketing engagement  PR  Mix Customer  insight  Adver.sing  HR 

INTEGRATE YOUR MARKETING EFFORTS! Brand  awareness  Reputa.on  Lead  management  genera.on  SEO  Marketing Customer  engagement  Mix Customer  PR  insight  Adver.sing  HR 

CREATE AMAZING CONTENT!

RELINQUISH CONTROL!

QUALITY OVER QUANTITY!

KEEP LISTENING!

KEEP LEARNING!

Facebook announced in July that the  50% of Facebook’s ac/ve users log on  Average user is connected to 80 number of members  topped 500 million  to Facebook in any given day   community pages, groups and events 

UNDERSTANDING FACEBOOK OPTIONS! Facebook Proﬁle  Facebook Group  Facebook Page  Facebook Places 

UNDERSTANDING FACEBOOK OPTIONS! Facebook Groups 

UNDERSTANDING FACEBOOK OPTIONS! Facebook Page 

UNDERSTANDING FACEBOOK OPTIONS! Facebook Places 

FACEBOOK CONTENT!

BUSINESSES ON FACEBOOK!

PAGE CONFIGURATIONS!•  Custom FBML •  Side Naviga.on •  Custom Tabs •  Landing tab •  Custom apps 

FACEBOOK CONTENT IDEAS! Videos  Pictures  Discussions and ques.ons  Polls  Reviews  Contests  Coupons  Ask for Feedback  Call out most loyal fans 

77% of internet users read blogs

BEFORE YOU START BLOGGING….!•  Choose a hos.ng plaeorm •  Determine features and func.onality •  Find a niche •  Enroll a team •  Develop an editorial calendar 

BLOG= Better Luck On Google! •  Title Tags = 66 characters  •  U.lize eﬀec.ve plugins (Pla.num SEO, Yet  Another Related Posts Plugin, SEO Friendly  Images, etc.)  •  Link building  •  Human voice  •  U.lize mul.media 

BLOG DESIGN! Company information Search box RSS FeedEmail signupAuthorSocial NetworksKeyword tags

BLOG CHECKLIST! " " " " " " " " " "

BLOG CONTENT IDEAS! Current Events  Industry Trends (and commentary)  Top 10 List  Frequently Asked Ques.ons  Review something  Guest bloggers  Expand on Twiier conversa.on  Debunk a myth  Tutorial  Brainstorm  Interes.ng stories about your company 

Execu/ves from all Fortune 500  companies are LinkedIn members.  A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.  

MAKE THE MOST OF YOUR PROFILE! Keyword-rich 120 Characters Share business activities with those that care Reconnect with former employers/ colleagues

MAKE THE MOST OF YOUR PROFILE!Ask forrecommendationsHyperlink toother placesthey can findyou

MAKE THE MOST OF YOUR SUMMARY!• Sell yourself • Add personality • Break text up • Make it interes.ng  Keywords

LINKEDIN ANSWERS!

LINKEDIN CONTENT IDEAS! Current projects  New hires  New business development  Industry exper.se  Recommend others 

38% of Twitter users are over 35years old and make over $100K Twitter now has 190 million users tweeting 65 million times a day 65% of Fortune 100 Executiveshave active accounts on Twitter

TWITTER NORMS! @Replies: Respond to or men.on another user  DM/Direct Message: Private message b/w two  users  RT/Retweet: Share someone else’s message  # ‐ Hash tag: Group conversa.ons together  URL Shortners: Shrink and track long hyperlinks 

PROFILE CONFIGURATION!•  Claim brand username and varia.ons •  Custom Background •  Op.mize bio with keywords •  Logo or photo 

FIND FOLLOWERS!•  Twiier.grader.com will show you the twiier elite  of your city •  Search.twiier.com will ﬁnd people twee.ng  about speciﬁc words •  Look at who your followers are following •  Thought leaders and bloggers •  Follow hashtags at events and follow amer meet  in person 

TWITTER CONTENT IDEAS! Balance of promo.onal, informa.onal & engaging  Use resources  Listen & respond  Monitor your brand  News/Crisis informa.on  Jump into conversa.on  Tips  Company’s take on industry news  Behind the scenes coverage  Links to promo.ons, sales, coupons, etc 

One‐half of Beresford respondents said  they considered informa/on shared on their networks when making a decision. Consumers Trust Real Friends and Virtual  Strangers the Most  Online user reviews have the biggest  inﬂuence on consumer electronics  purchases, with 43.7 percent of  purchases aﬀected by word of mouth 

GETTING STARTED! •  What groups to join?  •  Create a new group?  •  Who will moderate and manage?  •  Who will par.cipate?  •  Branding your page/content 

COMMUNITY FORUM CONTENT IDEAS! Common ques.ons  Common answers  Links  Files  Polls   Photos  BE HONEST ABOUT WHO YOU ARE! 

52% of 18‐34 year‐olds share videos weekly with  friends and colleagues  Every minute, 24 hours of video is uploaded to  YouTube 

MORE THAN FUNNY CAT VIDEOS…!•  Video Sharing •  Engage with Audience •  Tell your Story Through True Voice •  SEO 

SOME “MUST HAVES” FOR SUCCESS…!Cannot be an amerthought Op.mize for Search Call to Ac.on Speak from the Heart Show Passion and Excitement 

VIDEO CONTENT IDEAS! Funny  Something unique  Behind the scenes look  Product reviews  Interviews  Video blog posts/commentary  How‐to’s  Respond to Crisis 

The number of in‐store sales inﬂuenced by  web and online research accounted for 42 percent of total retail sales in 2009, and that number is expected to grow to 53 percent by  2014 

BENEFITS OF LOCATION BASED MARKETING!•  Deliver a coupon or a message to phone •  Local ads  •  Detailed product informa.on when someone is  standing in front of the product •  Incen.ves for purchase, loyalty, interac.vity •  Provide addi.onal assistance  •  Provide event, meet‐up and social opportuni.es  based on a physical loca.on •  Share loca.on with others in a social network 

OPPORTUNITIES WITH LBS! Claim your loca.on  “Mayorship Smayorship”  Short term specials  Monitor .ps  Promote your specials/beneﬁts across other  social networking channels  Engage and build rela.onships with customers 

GROUP COUPONING!

Integrated Marketing Summit, Workshop IV December 3, 2010Allie Herzog, President and Founder of integratePR

•  Be consistent •  Find your niche •  Use images and mul.media •  Not too short, not too long •  Engage, ask ques.ons •  Reply to comments •  Reference and link to past ar.cles •  Search Engine Friendly posts 

43.7 percent of purchases are affected by word of mouth

Make sure your key message is short, to the point and easy to understand.

What will your audience rally behind you on? What do THEY really care about?

Let your brain take you wherever it can.“To raise new questions, new possibilities, to regard old problems from a new angle requires a creative imagination and marks the real advances in science.” - Albert Einstein

Whatever that voice may be…

Listen  Find your Audience Understand Audience Trends   Create Compelling Content  Monitor Conversa.ons  Manage Mul.ple Accounts Track traﬃc/Measure Results 

LISTENING PLATORMS

FIND YOUR AUDIENCE

GET TO KNOW YOUR AUDIENCE

CREATE COMPELLING CONTENT

MONITOR CONVERSATIONS

MANAGE MULTIPLE ACCOUNTS

TRACK TRAFFIC

CAN’T GO WITHOUT MENTIONING..

CONTENT OPTIMIZATION

•  Have you secured your brand name across the  board? •  Relevant informa.on •  Keywords •  How does your X beneﬁt your target audience  •  Logo vs. Photo •  Custom landing pages •  Strategic number of followers/following 

•  Consistency of message and design across all  plaeorms •  Integrate messages/proﬁles •  Social media integra.on on blog and website 

•  Guest blog •  Physical promo.on of website •  Cross promo.on •  Twiieraw talking about you/your brand 

•  Do you share updates relevant to followers?  •  Do your updates solicit conversa.ons? •  Too omen? •  Too salesy? •  Do you bait? (graphics, eBooks, whitepapers,  scripts, website themes, coupon codes, etc.) •  Ask for feedback oﬄine.  

•  What are the goals of your social media? •  Decide right metrics to measure •  Understand the tools 

•  Create report of all benchmarks for each social  media tool •  Use a baseline as reference •  Add to this as you become more comfortable  and engaaged 

Understand the  Metrics First!  What helped spike web traffic What type of content drivesWhat Twitter content drove the surge in click from Twitter? the most mentions? throughs?

GOOGLE ANALYTICS!•  Visits & Visitors •  Time on Page & Page on Site •  Bounce Rate •  Exit Rate •  Conversion Rate •  Engagement 

BIT.LY!

TRACK BLOG EFFORTS!•  New visitors & .me on site •  RSS audience growth •  Audience engagement •  Inbound links 

RICH MEDIA METRICS!

TWITTER METRICS! The number of followers a user has  The number of unique references and cita/ons of the user in  Twiier  The frequency at which the user is uniquely retweeted  The frequency at which the user is uniquely retwee/ng other  people  The rela.ve frequency at which the user posts updates 

SOCIAL MEDIA TRACKING!•  Friend/Fan Growth •  Fan Page Interac.on & Ac.vity •  Conversa.on & Engagement •  Traﬃc Driven to Site •  User Behavior on Site •  LinkedIn Speciﬁc Measurement 

Take your Business Baseline… 

Create an Ac/vity Timeline 

Measure Social Media Ac/vity 

Overlay All Timelines  activities social data web data transactions loyalty metrics etc.

Look for Paaerns &  Prove the Rela/onship  How was this group touched by SM?

CALCULATE THE VALUE OF A FAN!Number of Fans x Posts/Day x 30 days = Impressions Impressions / 1000 x $5 CPM = Monthly Earned Media MEM x 12 months = Annual Earned Media AEM / Number of Fans = VALUE OF YOUR FAN! 

CALCULATE THE VALUE OF A FAN! 12,014 Fans x 2.5 Posts/Day x 30 days = 901,050  901,050 / 1000 x $5 CPM = $4,505.25  $4,505.25 x 12 months = $54,063  $54,063 / 12,014 Fans =  Each fan is worth $4.50 

1.  If you’re just gewng started, go slowly 2.  Find monitoring tools that work for you and s.ck to them 3.  Templates are some.mes ok 4.  Your plans will keep you focused 5.  Be realis.c in expecta.ons 6.  Write in advance and ﬁle away 7.  Don’t feel bad unsubscribing from feeds 8.  Search constantly in twiier 9.  Set a reminder for yourself to check in 10.  Let others create the content for you 11.  Communicate expecta.ons, people will understand 12.  Pa.ence 13.  Don’t go to sleep with emails in your inbox 14.  Ask for outside  help when it is needed 15.  Unplug, otherwise you will get burnt out. I promise. 

If you aren’t beingauthentic, it’s a waste of everyone’s time.

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Social Media for Beginners and Advanced Social Media, Integrated Marketing Summit Dec. 3, 2010

by integratePR on Dec 05, 2010

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Social Media for Beginners and Advanced Social Media, Integrated Marketing Summit Dec. 3, 2010 — Presentation Transcript