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Social Media Marketing Presentation

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Presented to NHPO members

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  • The best Social Media Marketing plans include both Direct and Indirect Marketing. The primary focus should always be indirect marketing. Indirect Marketing: is any form of marketing that is not primarily intended to solicit an immediate purchase. SM is an effective long term indirect marketing that can support short term direct sales. Indirect Marketing examples: Brand Building, awareness and recognition, relationship building (word of mouth marketing) business building.
  • In 2011, 63.7% of US internet users will use social networks. Key trends include the slowing growth rate in usage, the rising sophistication of the social networking audience, the dominance of the youth market, the battle between email and social networks, and the increase in mobile social usage.
  • Social Media doesn’t work by itself. It needs to exist in the marketing mix.Pull vs. Push Marketing: “Pull” Consumers seek out, or ask for information about products, services, and brands.“Push” Businesses send messages and information to consumers. Traditional marketing such as advertising is an example.
  • Dell: They sent letters asking bloggers to take down posts.United Airlines: The Musician David Carroll was forced to check his $3,500 Taylor guitar. When he got to his destination the guitar was severely damage. After 9 months of phone calls with the company, Carroll was told that United Airlines was not going to take care of the damage. After this he recordered a song and uploaded to YouTube.
  • Transcript

    • 1.
    • 2. What is Social Media
      SM are the “online publishing” and communications tools, sites and destinations of Web 2.0 that are rooted in conversations, engagement, and participation.
      Social Media Marketing
      SMM is any form of “direct” or “indirect” marketing that is used to build awareness, recognition, recall, and action for brand, business, product, or person using the Social Web (Blogs, micro blogs, social networks, bookmarking, and content sharing)
    • 3. How SMM can help my business
      Relationship Building
      Brand Building
      Publicity
      Promotion
      Market research
    • 4. US Social Network Usage:2011 Demographic and Behavioral Trends
      The youth market—those under age 35—still dominates usage, activity and engagement; older age groups may be less engaged.
      The battle between email and social networks for users’ time and attention is gaining momentum.
      With the rise in smartphone usage, consumers will increasingly turn to their mobile devices as a jumping-off point for social activities.
    • 5. Where does SMM fit into the Marketing Mix
      1. Audit your product and see if all the 4 P’s are doing their part correctly.
      Physical Environment
      2. Add SM into the marketing mix using “Pull Marketing”. Social Web consumers “pull” information to them, which leads to sales, brand building, and word of mouth buzz.
      Process & People
    • 6. Rules, Ethics, Responsibility and Behavior
    • 7. Case of Studies
      Right
      Wrong
      Story:
      “22 Confessions of a Former Dell Sales Manager”
      Mistake:
      Trying to Control
      Conversation
      Story:
      “Using Twitter profile for customer service”
      Action:
      Instead of hiding questions and problems.
      Story:
      “United Breaks Guitars” You Tube Videos
      Mistake:
      Not responding to negativity and
      pay for damages
      Response: “Frank Eliason became the best customer service manager in the US. Comecast’s Twitter Man BoombergBusinessweek
    • 8. How to use social media effectively in crisis
      Own front page in Google. People will go straight to Google to check the company’s information. Check your SEO beforehand
      Press Release. Make sure to send newswires to your community representatives as soon as possible, so people can have the right information quickly.
      Spread the information among employees. They could face questions of their own followers.
      Do not delete comments. People check their comments, and if you delete them is like trying to silence their opinions.
      Do not stop the conversation. Let it flow
      When to say nothing. If it’s incorrect information answer nicely and quickly. There’s cases where is better no to engage with someone that wants trouble.
      Focus on comments genuinely related to crisis.
    • 9. Key Points to Successful SM
    • 10. 4 Key Elements in Social Media
    • 11. Six Steps to make SMM Work
    • 12. WordPress
      Blogger
      TypePad
      LiveJournalYouTube
      blip.tv
      Vimeo
      iTunes
      BlogTalkRadio
      Flickr
      Picasa
      E-Books
      Online Seminars
      Virtual Conferences
      Articles.com
      Squidoo
      Twitter
      Plurk
      Jaiku
      Tumblr
      Digg
      Reddit
      StumbleUpon
      Yahoo! Buzz
      Delicious
      Propeller
      Newsvine
      Fark
      Slashdot
      SlideShare
      Facebook
      LinkedIn
      Google Buzz
      MySpace
      Bebo
      Xanga
      Foursquare
      Jaiku
      Orkut
      Ning
      Google Groups
      Facebook pages
      Facebook Groups
      LinkedIn groups
      Forums
      Social Media MARKETINGTOOLS
      Platforms
    • 13. SMM Landscape and Plan to Get Started
    • 14. To get Resources Booklet Please “Post” a comment about this seminar in www.facebook.com/getsocialstayconnected
      Blogging Applications and Tools
      Web Hosts
      Word Press Themes
      Blogger Templates
      Movable Type and Type Pad Templates
      Free Images
      Micro blogging Tools
      Twitter Backgrounds
      Twitter Apps
      URL Shortness
      Social Networking Sites
      Podcast and Online Talk Show Sites
      Online Forum Building Tools
      Freelancer Sites
      Blogging Help Sites
      Micro blogging Help Sites
      Social Networking Help Sites
      Search Engine Optimization Help Sites
      Local Search Sites and Directories
      Social Icons, Buttons, and Badges
      Social Bookmarking Sites
      Image and Video Sharing Sites
      Sources: SM Authors Eric Butow, Rebecca Bollwit & Susan Gunelius

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