What is Social Media? Customers Employees Critics Competition Anyone with online access and an opinion Who’s Talking?
What is Social Media? Social Networks News and Bookmarking Blogs Micro-blogging Video Sharing Photo Sharing Message Boards Wikis It’s powered by…
What is Social Media? Learn what people are saying about you Create buzz for events and campaigns Increase brand exposure Find new customers and new opportunities Improve your search engine visibility Get your message out fast Retain clients by establishing personal relationships Gain competitive intelligence Free Focus Group It’s practical…
What is Social Media? It’s measurable… Reach Website visits / views Volume of reviews / comments Incoming links Action and Insight Sales inquiries New business Customer satisfaction Engagement and Influence Time Spent Downloads Sentiment of reviews / comments
What is Social Media? It’s a new communication model – it’s a dialogue Which means it’s… It’s not… transparent inclusive authentic vibrant consumer-driven controlled organized exclusive product-driven “on-message” SM is not a strategy or tactic – it’s a channel!
Experiment 1 Experiment with Social Media Start off personally before professionally Try a variety of social media tools Be yourself Make some friends Share information
Listen 2 Listen before participating Find where your audience is participating Read industry blogs Join industry focused community forums Google your company and your competition
Plan 3 Spend time upfront planning how you will use social media How can you make it central to your plan? Think Post People Objective Strategy Technology
Transparency 4 Be transparent and honest Avoid Puffery (people will ignore you) Avoid Evasion and Lying (people won’t ignore you) Companies watched their biggest screw-ups make the TOP 10 on Google
Share 5 Don’t be afraid to share content Make your content easy to share Incorporate tools that promote sharing RSS Email Videos
Personalize 6 Be personal Act like a person Don’t shout Don’t broadcast Don’t brag Speak like yourself Not a corporate marketing shill or press secretary Personify your brand Give something people can relate to
Contribute 7 Contribute in a meaningful way Think like a contributor, not a marketer Consider what is relevant to the community before contributing Don’t promote your product on every post Win friends by promoting other peoples content if it interests you
Learn 8 Learn to take criticism Don’t try to delete or remove criticism Listen to your detractors Admit your shortcomings
Proactive 9 Be proactive Don’t wait until you have a campaign to launch Start planning and listening now Build relationships so they’re ready when you need them
Accept Accept that you can’t do it all yourself Get buy-in Organization Team Staff Educate Convince folks that social media is relevant to your organization Plan Get your team together Discuss the options Divide and conquer 10
Social Media Marketing The approach to spreading awareness of your web content or brand, via the vast variety of social media destination on the web.
Social Media Marketing Customer Engagement Multi-way brandcustomer customercustomer Participatory User-generated Traditional Marketing Lead Generation Image Reputation One-way brandcustomer Push and interrupted Brand-generated Traditional Marketing versus SMM Social Media Marketing Traditional Marketing
Where to Start Define Goals Website traffic and user behavior Conversion and sales tracking Page views, ad exposure Growing brand awareness Creating a positive brand assoc, and keeping it Business development and broader customer reach Voice of customer / market pulse
Why Create an SMM Strategy? More time than money Complement you existing marcom Hope to build qualified / niche-targeted site traffic Improve search engine presence (rankings) Open conversations / gather feedback Build a community
Why Social Media Matters Communicate with and gain insights from target customers Social media provides tremendous reach at a fraction of the cost of traditional marketing methods Create awareness and buzz around your brand, service, or product Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts
Top Social Media Mistakes Not doing it “I don’t have time…” Not having a purpose and plan Random, meaningless content Copy and pasting content on every site LinkedIn is not the same as Facebook Being too promotional Beware of the “Amway” guy Not sticking with it “I got busy…”
Social Media Tools User Generated Content Social News Social Networks
Social Networking Sites Connect with customers and businesses People and organizations connect and interact with friends, colleagues and fans Micro-sites for your business within the social framework LinkedIn, Facebook, and MySpace Create online profiles Share photos, video and audio, links Send private message and IM Learn more about people and organizations Join groups and gain fans
Social Networking Sites DO Create a page to promote your brand Point your fans to your company blog or contests Encourage a discussion and participate frequently Explore targeted advertising opportunities DON’T Create a page and fail to maintain it Try a hard sell approach Censor comment Spam your fans / friends with frequent private messages Post false information + -
How does it work? Jaime has created industry group I need more leads! Hey! That group Mike just joined may be a good place to look! Hi Jaime! Can you introduce me to Mike? Man, I need a job! Hey, I see Mike joined an interesting group. I will join! Hi everyone! Take a look at this Interesting article I just read. Jack just joined industry group Patty just joined industry group Welcome to my group! Let’s connect!
Blogs Blogs serve to establish your company as transparent, relevant, active and expert Engage in dialogue with your customers Improve your search engine visibility Promote product launches and events Gain expert status by providing useful tips
Blogs DO Post on a regular schedule Encourage conversation by asking questions Respond to customers questions Use a few bloggers from your company for more viewpoints Post product reviews from customers or industry experts DON’T Write press releases – be real about why something is exciting Let complaints go unanswered Make users register to comment Delete fair but critical comments + - “Don’t blog to get known, blog to be knowable”
Micro-Blogging Microblogs are blogs limited to a sentence or two People use microblogging to follow their friends Companies use it to market their product or services by giving them a voice/identity
Micro-Blogging DO Sound like someone who just happens to work at your company Put a friendly face on the products Pose and answer questions Announce sales, deals, news, and updates Build buzz about big releases and events DON’T Re-tweet without giving credit to the original tweet Re-tweet trending news, unless you have something to add Ignore a genuine direct message + -
Video and Image Sharing Upload and share images and videos Videos can Spark interest without hard-sell Gain exposure and drive traffic to your site Showcase your leadership in a field and spread customer testimonials Can be lo-fi and cheap to produce Perfect repository for Video blogs Taped seminars Presentations How-Tos Behind the scene look at your organization
Video Sharing DO Be informative, concise, useful, or entertaining Create a summary and detailed description Post video replies to others Allow commenting and participate in the conversation You tube is the next Google DON’T Just upload infomercials Be afraid to experiment until you find a formula that works Pull down others videos Make it longer than it needs to be + -
Wikis and Reference Sites A wiki is a website that allows visitors to create and collaborate Contributors can easily add, remove and edit content making them great social tools Wikipedia.org is an online encyclopedia Volunteers from all over the world can contribute to the site
Social Media Myths “It’s for kids” “It’s just a fad that will go away” “It’s inexpensive” “I can just hire a kid to run this for me”
Social Media Myths “If we just delete all negative comments, no one will see them” “If we put our content on line we’re just giving our expertise away for free” “Tell the programmers to setup that social media thing… and get them to make it viral while they’re at it” “If we build it, they will come”
Social Media Myths “Social media might work for certain industries and business models, but it won’t work for us” “You Tube is that site for funny cat videos – you will cheapen our brand by putting our videos on there” “No seriously, I don’t think anyone will notice if we delete those negative comments” “I’ve started a Facebook page so I’ve got social media covered”
Social Media Myths “We can’t measure social media results” “Social Media is hard” “We have to figure this all out before we can start using social media” “Social Media is easy”
Summary Peer-to-peer discussions are more influential than the mass media Participate by enabling and feeding the conversation (follow the 10 keys) Be transparent and honest
The 3-Month Test Take on ONE social media site a month for 3 months (pick a site, log in, get started) Guarantee - at least one new customer, product idea, or business asset Follow up with each other mid February 2010
Everyone is connected. Connect your business to everyone. Thank You!