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S And Mite Marketing V3 Slideshare

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Social Media Marketing Presentation

Social Media Marketing Presentation

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Transcript

  • 1. Social Media, SMM and Growing your Digital Footprint
    Jaime Leger
    Sheppard Leger Nowak, Inc.
  • 2. Are you ready?
  • 3. Quick Survey…
    Have you submitted content to a social network?
    Do you or a client of yours do social media marketing
  • 4. 39%
    subscribe to an RSS feed
    55%
    have uploaded videos
    57%
    have joined social networks
    83%
    have watched video clips
    Did You Know?
  • 5. What is Social Media?
  • 6. It’s conversation online
    What is Social Media?
  • 7. What is Social Media?
    Customers
    Employees
    Critics
    Competition
    Anyone with online access and an opinion
    Who’s Talking?
  • 8. What is Social Media?
    Social Networks
    News and Bookmarking
    Blogs
    Micro-blogging
    Video Sharing
    Photo Sharing
    Message Boards
    Wikis
    It’s powered by…
  • 9. 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…
  • 10. 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
  • 11. 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!
  • 12. 10 Keys To
    Social Media Success
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. Share
    5
    Don’t be afraid to share content
    Make your content easy to share
    Incorporate tools that promote sharing
    RSS
    Email
    Videos
  • 18. 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
  • 19. 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
  • 20. Learn
    8
    Learn to take criticism
    Don’t try to delete or remove criticism
    Listen to your detractors
    Admit your shortcomings
  • 21. 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
  • 22. 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
  • 23. What is Social Media Marketing?
  • 24. 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.
  • 25. Social Media Marketing
    Customer Engagement
    Multi-way
    brandcustomer
    customercustomer
    Participatory
    User-generated
    Traditional Marketing
    Lead Generation
    Image Reputation
    One-way
    brandcustomer
    Push and interrupted
    Brand-generated
    Traditional Marketing versus SMM
    Social
    Media
    Marketing
    Traditional
    Marketing
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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…”
  • 30. Social Media Tools
    User
    Generated
    Content
    Social
    News
    Social
    Networks
  • 31. 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
  • 32. 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
    +
    -
  • 33. LinkedIn Case Study
  • 34. 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!
  • 35. E-Blast
    So What Was The Return?
  • 36. So What Was The Return?
    LinkedIn
  • 37. 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
  • 38. 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”
  • 39. 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
  • 40. 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
    +
    -
  • 41. 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
  • 42. 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
    +
    -
  • 43. 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
  • 44. Wikis and Reference Sites
    DO
    Find references to your organization and update inaccuracies
    Read the terms of use
    Research competition
    Use wikis to collaborate with your team
    DON’T
    Rely on them to be accurate
    Spam or overtly advertise
    Use it for SEO
    Don’t sabotage competitors
    +
    -
  • 45. Social Media Myths
  • 46. 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”
  • 47. 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”
  • 48. 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”
  • 49. 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”
  • 50. 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
  • 51. 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
  • 52. Everyone is connected. Connect your business to everyone.
    Thank You!