Zeeland Business Academy - Social Media 201

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Part 2 of the City of Zeeland/Zeeland Chamber of Commerce Business Academy. Focused on Social Media integration in marketing and communication plans, how to measure ROI, metrics, potential pitfalls …

Part 2 of the City of Zeeland/Zeeland Chamber of Commerce Business Academy. Focused on Social Media integration in marketing and communication plans, how to measure ROI, metrics, potential pitfalls and social media faux pas.

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  • 1. Social Media 201ZCC/COZHoward Miller Public LibraryThursday, February 24, 2011
  • 2. Who am I?Jason Kehrer Husband. Father-to-be. Storyteller. Lifelong learner. Technophile.
  • 3. What is TIG?The Image Group Creative. Strategic. People. Integration. Communication. Cultural Imapct.
  • 4. Social media?Lots oʼpeople...talking to each other aboutyou, your brand, services,products, needs, desires,hopes, dreams, their pets, andalso some nonsense.
  • 5. Social Media.Style of communication.Tools + networks.Twitter, Facebook, LBS, blogs.
  • 6. Social Media. Short bursts. Constant stream, regularity. User-generated. Commenting + listening. Sharing.
  • 7. “You canʼt just say it. Youhave to get the people tosay it to each other.” - James Farley CMO, Ford
  • 8. “The old media paradigm was pay toplay. Now you get back what youauthentically put in. Youʼve got tobe willing to play to play.” - Alex Bogusky
  • 9. Faux pas.
  • 10. Faux pas. Kenneth Coles Egypt Tweet Offends Just About Everyone on Twitter
  • 11. Faux pas.
  • 12. Faux pas.
  • 13. 0Faux pas. , 0 0 270
  • 14. Faux pas.
  • 15. Faux pas.
  • 16. Location-Based Services.
  • 17. Location-Based Services.
  • 18. Location-based. “Own” your location. Specials. Find your regulars. Connect with otherbusinesses. See whoʼs busy.
  • 19. ROI.Itʼs working if youare selling morestuff...sort of.
  • 20. ROI. One metric of many. Layer themtogether. Not just numbers, impressions,friends or followers. Insight. Multiple touchpoints. Loyal customer base
  • 21. ROI.Brandambassadorstelling your story.
  • 22. ROI. Engagement. Trust. Insight. Involvement.
  • 23. Benefits. Personality + brand essence. Direct connect to customers. Social search. SEO.
  • 24. Metrics. Twitter: @mentions, retweets,diversity, new followers (Klout) (Topsy) Blogs: visits, length of stay, repeatvisits, RSS subscribers, referrals(Google Analytics) Facebook: interactions,demographics, post quality, etc.(Facebook Insights)
  • 25. Big mistakes. Not listening, responding, engaging. Quick over-reactions. Not reciprocating. Fakeity-fake-fake. Forgetting about the handholds. Only worrying about numbers. You snooze, you lose.
  • 26. Marketing & Comm PlanConsiderations. Pick the right tools to tell your story. Who are you talking to? Who is doing the talking? Are you listening? Whatʼs the voice and personality ofthe organization?
  • 27. Setting a strategy.1. Observe + report.2. Set the stage.3. Socialize media.4. Find a voice...and a purpose.5. Words -> Actions. (Brian Solis/Mashable)
  • 28. Setting a strategy.6. Humanize the brand!7. Community.8. Revise + Adapt...or die.9. Social Biz Process (CRM)10. Metrics
  • 29. Policies.
  • 30. Social media.No other tool like itto tell your story +showcase yourpersonality.
  • 31. Upcomingevents.April Tech Lunch - ProductivityAppsThursday, April 14, 11:30ahollandchamber.org
  • 32. Upcoming Macatawaevents.TEDxMacatawa PlanningFriday, February 25, 11:45aTIGTEDxMacatawa EventThursday, September 15Knickerbocker
  • 33. Contact.@jasonkehrerjason.kehrer@imagegroup.com@imagegroupwww.imagegroup.com