SOCIAL MEDIA
MARKETING FOR
BUSINESS
Presenter: Kalena Jordan of
9 April 2014 www.SearchEngineCollege.com
The material cont...
WHO THE HECK AM I?WHO THE HECK AM I?
WHO THE HECK ARE YOU?WHO THE HECK ARE YOU?
SOME HOUSEKEEPINGSOME HOUSEKEEPING
●
How the day is going to go
●
Ask questions
●
Break times
●
Copy of slides will be sen...
GROUP EXERCISEGROUP EXERCISE
Secret Social Media Challenge:
Write down on a piece of paper, one question
that you have abo...
WHAT ISWHAT IS
SOCIAL MEDIASOCIAL MEDIA
MARKETING?MARKETING?
DEFINITION OF SOCIALDEFINITION OF SOCIAL
MEDIA MARKETINGMEDIA MARKETING
A form of Internet marketing which seeks to
achiev...
• Facebook *
• Twitter *
• YouTube *
• Linked In *
• Google+ *
• Pinterest
• Instagram
• StumbleUpon
• Digg
• MySpace
• Tu...
SOCIAL MEDIASOCIAL MEDIA
VENN DIAGRAMVENN DIAGRAM
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. Who can tell me the most
popular social media channel in
NZ?
A. YouTube
SOCIAL MEDIA IN AU/NZSOCIAL MEDIA IN AU/NZ
DOES MYDOES MY
BUSINESSBUSINESS
REALLY NEEDREALLY NEED
SOCIALSOCIAL
MEDIA?MEDIA?
HOWHOW
INFLUENTIALINFLUENTIAL
IS SOCIALIS SOCIAL
MEDIA?MEDIA?
SOCIALSOCIAL
MEDIAMEDIA
IMPACTIMPACT
The $136 billion
tweet.
SOCIAL MEDIA ISSOCIAL MEDIA IS
BIG BUSINESSBIG BUSINESS
●
Instagram = USD 1 billion.
●
Tumblr = USD 1.1 billion.
●
YouTube...
THEY WILL TALK ABOUT YOUTHEY WILL TALK ABOUT YOU
THEY WILL FIND YOUTHEY WILL FIND YOU
BE EASY TO FIND & TALK TOBE EASY TO FIND & TALK TO
WHICH CHANNELSWHICH CHANNELS
SHOULD MYSHOULD MY
BUSINESS USE?BUSINESS USE?
SOCIAL MEDIASOCIAL MEDIA
EXPLAINED VIAEXPLAINED VIA
BEERBEER
WHERE DO IWHERE DO I
START?START?
SOCIAL MEDIA ACCOUNTSOCIAL MEDIA ACCOUNT
CREATIONCREATION
●
Secure your brand,
prevent squatting.
●
Use a site like
KnowEm...
BRAND SQUATTINGBRAND SQUATTING
Can only be challenged if :
●
Impersonation
●
Trademark violation
●
Copyright infringement
●
Start SLOWLY. Start by following.
●
Get a feel for the different channels and where your
customers / audience like to ha...
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. What does your business
currently use Social Media
Channels for?
SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY
●
Brand awareness.
●
Reputation management.
●
Customer service / help desk supp...
REPUTATION MANAGEMENTREPUTATION MANAGEMENT
●
"I've been on hold with Donglephone for 20 mins!
Not happy".
●
"I had a delic...
SETTING EFFECTIVESETTING EFFECTIVE
SOCIAL MEDIA GOALSSOCIAL MEDIA GOALS
●
Your social media goals also need to be aligned
...
DESIRED WEB SITE OUTCOMESDESIRED WEB SITE OUTCOMES
1. Increased revenue.
2. Reduced costs.
3. Improved customer
satisfacti...
CUSTOMER LIFE CYCLECUSTOMER LIFE CYCLE
1. Acquisition
2. Conversion
3. Retention
SAMPLE SOCIAL MEDIA GOALSSAMPLE SOCIAL MEDIA GOALS
●
Reach 500K fans / followers.
●
Reduce call centre volume by 50%.
●
Ha...
THE CUSTOMER JOURNEYTHE CUSTOMER JOURNEY
TO ONLINE PURCHASETO ONLINE PURCHASE
How do our different marketing channels affe...
SOCIAL REPORTS INSOCIAL REPORTS IN
GOOGLE ANALYTICSGOOGLE ANALYTICS
AUDIENCE PERSONASAUDIENCE PERSONAS
Here's a more
detailed persona for
a particular mobile
phone customer.
CUSTOMERCUSTOMER
PERSONASPERSONAS
AUDIENCE PERSONASAUDIENCE PERSONAS
●
Use your social media analytics to
isolate audience activity, site search
and content...
FINDING YOURFINDING YOUR
CORPORATE VOICE(S)CORPORATE VOICE(S)
THE SOCIAL MEDIATHE SOCIAL MEDIA
COMMAND CENTRECOMMAND CENTRE
THE SOCIAL MEDIATHE SOCIAL MEDIA
COMMAND CENTRECOMMAND CENTRE
CASE STUDY:CASE STUDY:
GATORADEGATORADE
CASE STUDY:CASE STUDY:
NABNAB
QUESTIONS?QUESTIONS?
LET'S TALK ABOUTLET'S TALK ABOUT
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. How many of you have a
YouTube account for your
business?
Q. What year did YouTube l...
●
Launched 2005 by 3 PayPal staff.
●
Idea came from Janet Jackson's
SuperBowl wardrobe “malfunction”.
●
1 billion unique v...
●
Reserve YouTube channel / username
with a monitored email address.
●
Set goals for your channel.
●
Template YouTube chan...
DELL ON YOUTUBEDELL ON YOUTUBE
OFFICEMAX ON YOUTUBEOFFICEMAX ON YOUTUBE
CASE STUDIESCASE STUDIES
GOOD CRISIS MANAGEMENTGOOD CRISIS MANAGEMENT
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
FEDEX FAILFEDEX FAIL
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
FEDEX WINFEDEX WIN
CASE STUDY:CASE STUDY:
JCPENNEY APOLOGYJCPENNEY APOLOGY
BAD CRISIS MANAGEMENTBAD CRISIS MANAGEMENT
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
DOMINO'S PIZZADOMINO'S PIZZA
●
Disgusting *Prank video* uploaded to
YouTube by fran...
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
DOMINO'S PIZZADOMINO'S PIZZA
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
UNITED AIRLINESUNITED AIRLINES
●
Unhappy customer Dave Carroll posted
a song called...
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
UNITED AIRLINESUNITED AIRLINES
MORNING TEA?MORNING TEA?
LET'S TALK ABOUTLET'S TALK ABOUT
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. How many of you have a
Facebook page for your business?
• Launched in 2004 as a dating site.
• More than 500 million active users.
• Average user has 130 friends.
• 700 billion m...
FACEBOOK CASE STUDY:FACEBOOK CASE STUDY:
GRIFFINS NZGRIFFINS NZ
FACEBOOK CASE STUDY:FACEBOOK CASE STUDY:
MICHAEL KORSMICHAEL KORS
FACEBOOK CASE STUDY:FACEBOOK CASE STUDY:
DEALMANDEALMAN
FACEBOOK:FACEBOOK:
DESIGN FOR DUMBDESIGN FOR DUMB
●
Facebook “re-design” 2010
caused havoc.
●
People will type *Facebook
L...
FACEBOOK ADS & OFFERSFACEBOOK ADS & OFFERS
FACEBOOKFACEBOOK
DEMOGRAPHICSDEMOGRAPHICS
FACEBOOK FIRST STEPSFACEBOOK FIRST STEPS
• Create a page for your business or
organisation via:
facebook.com/pages/create....
THE POWER OFTHE POWER OF
INFOGRAPHICSINFOGRAPHICS
LET'S TALK ABOUT...LET'S TALK ABOUT...
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. How many of you have a Twitter
account for your business?
TWITTER KEY FACTSTWITTER KEY FACTS
• Twitter.com - free signup
• Founders are ex-Googlers Evan Williams and
Biz Stone.
• L...
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. Who can tell me the maximum
number of characters allowed in a
tweet?
A. 140
• Isn't Twitter just for celebrities and
breaking news?
• Are businesses REALLY using
Twitter and if so, how?
HOW DO BUSIN...
BUSINESSES ON TWITTERBUSINESSES ON TWITTER
• Air New Zealand @flyairnz
• Telecom NZ @telecomNZ
• Epic Beer @epicbeer
• Mr Vintage @mrvintage
• Ponoko @ponoko
• Hell ...
• Conversation is a powerful and
persuasive business tool.
• Twitter is where much of the
conversation is happening.
• Twi...
• So there are plenty of businesses on
Twitter & LOTs of Twitter users.
• But are they really interested in
connecting wit...
CUSTOMERS ON TWITTERCUSTOMERS ON TWITTER
TWITTER FIRST STEPSTWITTER FIRST STEPS
●
Reserve Twitter name ASAP.
●
Connect a/c with monitored email address.
●
Set goal...
CUSTOMISE YOURCUSTOMISE YOUR
TWITTER PAGETWITTER PAGE
CUSTOMISE YOURCUSTOMISE YOUR
TWITTER PAGETWITTER PAGE
DEDICATED LANDING PAGEDEDICATED LANDING PAGE
TWITTER BUSINESSTWITTER BUSINESS
ETIQUETTEETIQUETTE
- Follow people, interact, offer incentives or guidance.
- Be polite a...
TWEET REGULARITY FAILTWEET REGULARITY FAIL
CASE STUDIESCASE STUDIES
TWITTER CASE STUDY:TWITTER CASE STUDY:
FAIRMONT HOTELSFAIRMONT HOTELS
●
Use campaign tagging for Twitter
account to distin...
TWITTER CASE STUDY:TWITTER CASE STUDY:
BRITISH PETROLEUMBRITISH PETROLEUM
●
2010: Largest offshore oil spill in US
history...
PARODYPARODY
ACCOUNTACCOUNT
SAMPLESAMPLE
TWEETSTWEETS
TWITTER CASE STUDY:TWITTER CASE STUDY:
BRITISH PETROLEUMBRITISH PETROLEUM
Re-purposed their social media strategy to
handl...
• Auckland based Jayson Bryant of the Wine Vault used
Twitter @Jayson_Bryant.
• Small brand successfully leveraged social ...
CASE STUDY:CASE STUDY:
THE WINE VAULTTHE WINE VAULT
TWITTER CASE STUDY:TWITTER CASE STUDY:
THE BURRITO FAILTHE BURRITO FAIL
●
Mexican restaurant chain Costa Vida
@CostaVida
●...
CASE STUDY:CASE STUDY:
THE BURRITO FAILTHE BURRITO FAIL
TWITTER CASE STUDY:TWITTER CASE STUDY:
MCDONALDS NEW ZEALANDMCDONALDS NEW ZEALAND
●
First day on Twitter.
●
Spammed the #e...
TWITTER CASE STUDY:TWITTER CASE STUDY:
SEARCH ENGINE COLLEGESEARCH ENGINE COLLEGE
●
Use keyword alerts to track related te...
FINAL PIECE OF ADVICEFINAL PIECE OF ADVICE
FOR TWITTERFOR TWITTER
GROUP EXERCISEGROUP EXERCISE
Scenario: Angry customer rants on Twitter about
@TelecomNZ over rude behaviour of their staff...
LUNCH?LUNCH?
LET'S TALK ABOUTLET'S TALK ABOUT
●
Started life in founder Reid Hoffman's
living room in 2002.
●
World's largest social professional
network (Facebook wear...
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. How many of you run a
LinkedIn account on behalf of a
business?
Q. How many of you h...
●
Free or premium (NZD 26 to NZD 900
per month, depending on level).
●
Premium pricing plans differ for biz
professionals,...
●
Create a profile summarizing your
professional expertise, career history and
accomplishments.
●
Invite contacts to conne...
To create a company page:
●
Must have personal account.
●
Must verify as official representative.
●
Must have *all-star* p...
CASE STUDIESCASE STUDIES
LINKED-IN CASE STUDY:LINKED-IN CASE STUDY:
HUBSPOTHUBSPOT
LINKED-IN CASE STUDY:LINKED-IN CASE STUDY:
HEWLETT PACKARDHEWLETT PACKARD
LET'S TALK ABOUTLET'S TALK ABOUT
AUDIENCE QUESTIONAUDIENCE QUESTION
Q. How many of you have a
Google+ account for your
business?
• Launched June 2011
• Second largest social network in the
world.
• 500 million registered users.
• True reach is not kno...
GOOGLE+ FIRST STEPSGOOGLE+ FIRST STEPS
• If you've got a Gmail account, you've
already got a Google+ account.
• Just need ...
GOOGLE+ ADVANTAGEGOOGLE+ ADVANTAGE
• Social Media marketing is not driven by
marketers but by engagers.
• Aim is to engage online communities for the
purpose...
SOCIALSOCIAL
MEDIA IS AMEDIA IS A
WALKIEWALKIE
TALKIE,TALKIE,
NOT ANNOT AN
INTERCOMINTERCOM
SOCIAL MEDIASOCIAL MEDIA
CAMPAIGN TRACKINGCAMPAIGN TRACKING
●
Use campaign tagging for all marketing
campaigns.
● Use Goog...
SOCIAL MEDIA DASHBOARDSOCIAL MEDIA DASHBOARD
ExampleExample
QUESTIONS?QUESTIONS?
IN-HOUSE OR OUTSOURCED?IN-HOUSE OR OUTSOURCED?
• Many channels to control.
• May be more cost-effective to outsource.
• Ex...
GROUP EXERCISEGROUP EXERCISE
Scenario: Local council introducing new bus
ticketing system funded via rates increase. Launc...
GROUP EXERCISE:GROUP EXERCISE: IDEASIDEAS
●
Twitter: Survey passengers to ask what they don't
like about current system. S...
AFTERNOON TEA?AFTERNOON TEA?
UNUSUALUNUSUAL
SOCIALSOCIAL
MEDIAMEDIA
CASECASE
STUDIESSTUDIES
BLENDTEC ON YOUTUBEBLENDTEC ON YOUTUBE
CROWDSOURCINGCROWDSOURCING
CASE STUDY:CASE STUDY:
FORD TV COMMERCIALFORD TV COMMERCIAL
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
TIPP-EX CORRECTION FLUIDTIPP-EX CORRECTION FLUID
BLOGGING CASE STUDY:BLOGGING CASE STUDY:
WALMARTWALMART
●
*Walmarting Across America* blog.
●
Exposed: bloggers & RV hired...
YOUTUBE CASE STUDY:YOUTUBE CASE STUDY:
BRITISH METRO POLICEBRITISH METRO POLICE
FINAL GROUP EXERCISEFINAL GROUP EXERCISE
Secret Social Media Challenge:
Time to see how much you've learned today!
Everyon...
SOCIAL MEDIA RESOURCESSOCIAL MEDIA RESOURCES

KnowEm Social Profile
Registration

Social Triggers

Google+ Biz Page

F...
LIVELIVE
CAMPAIGNCAMPAIGN
ANALYSISANALYSIS
THANK YOU!THANK YOU!
Follow me:
Twitter: @kalena
@secollege
Blog: www.ask-kalena.com
Facebook.com/searchenginecollege
Intro to Social Media Marketing for Business
Intro to Social Media Marketing for Business
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Intro to Social Media Marketing for Business

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Slide Deck for my recent full day workshop: Introduction to Social Media Marketing for Business

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  • Not a Power Point expert (obviously).
    One of the first search engine optimisers in Australia / New Zealand (started in 1996).
    I'm an education technologist, run a marketing consultancy in Wellington.
    Story of how I fell in love with SEO.
    I’ve been blogging since 2002 and I author blogs at Ask-Kalena.com & SiteProNews.com.
    In 2004 I co-founded the online search marketing training institution SearchEngineCollege.com.
    Been using social media since Twitter was a baby.
  • Let's go round the room and introduce ourselves.
    Please include your reason for attending today and what you hope to achieve out of it.
  • How the day is going to go.
    Audience questions welcome.
    Break times: 10.30, 12.30 & 3.00pm.
    You will get copy of slides later so don't worry too much about taking notes.
    Live campaign analysis if time allows.
    Today's hashtag: #bestworkshopever
  • Take a piece of paper and write down one single question about social media that you would like answered. It can be technical, general, specific, whatever you like e.g. “How many Facebook updates is too many?” There is no such thing as a silly question! Keep it hidden, fold the paper & pass to front. We'll revisit these later.
  • - So you're here today to learn about how to market your business using Social Media. But what exactly IS Social Media Marketing?
  • A form of Internet marketing which seeks to achieve branding and communication goals through participation in various social media networks, social bookmarking, blogs, online communities and other social sharing services.
  • So these are the most popular social media web sites globally.
    We don't have time to discuss each one, so today we'll just be doing a deep dive into the 5 marked.
  • The infamous Social Media Venn Diagram. We have Attention Deficit Disorder, Narcissism and Stalking and they all converge - on Twitter.
  • Who knows what the most popular social media channel in NZ is?
    YouTube.
  • So in NZ, the most popular SM site is actually YouTube, followed by Facebook and WordPress.
    Whereas in Australia, it's Facebook, then YouTube and LinkedIn in 3rd.
    Twitter has fallen way down the charts in both countries, with Tumblr (recently bought by Yahoo) well ahead in position 5.
  • Sure, there are a lot of people using social media, but does my business or organisation REALLY need it?
    The answer is Yes. And No. Let's learn why.
  • Just how influential IS social media?
  • On 23 April 2013, the Associated Press Twitter account published a tweet that claimed two bombs had exploded at the White House, injuring the president. Two minutes later, over $136 billion had been wiped off the NY stock market (1%). [Syrian hackers = one of first cases of social media terrorism.]
  • Facebook bought Instagram in 2012 for $1 billion.
    Yahoo just bought Tumblr for $1.1 billion.
    Google paid $1.65 billion for YouTube in 2006.
    Pinterest est. worth = $2-3 billion
    Twitter est. worth = $10-15 billion.
    Facebook est. worth = $50 billion.
    If nothing else, social media makes financial sense.
  • Regardless of whether you actively participate in social media, your customers and potential customers WILL be talking about you online.
    You need to know what they're saying!
  • Regardless of whether you actively participate in social media, your customers WILL seek out your brand online and expect you to respond to them via social media.
  • Bad news = Whether or not you think you NEED to be on social media, these days it is totally EXPECTED that a business will have some type of social media presence.
    If you don't have a presence on social media, you CAN'T control the discussion about your brand.
    I liken it to being at the water cooler. You know people hang out there & talk about you. Why not be there handing out the cups? If you're easy to find & easy to talk to, people will respond positively. (Although maybe not to THIS guy).
  • So you know you can't avoid social media, but how do you know what channels to concentrate on and which ones would be the most valuable for your particular organisation?
  • One way to understand the different social media channels is this infographic: Social Media Explained via Beer (explain).
  • Another way to understand social media is to align it with how we socially network when we're offline.
    We were all socially networking before social networks came along (explain).
  • So you understand what social media is now and the potential importance to your company.
    But how do you get started with social media for a business or organisation?
  • Secure your brand, prevent squatting (Google story - Feb 2009).
    HOMEWORK: Use a site like KnowEm.com to quickly register your brand profiles on world's most popular social networks (even if you don't plan on using them!)
  • Brand squatting is when someone registers a social media account in your brand name, usually with intent to damage or profit from it. Can generally only be challenged if you have a clear case of :
    Impersonation
    Trademark violation
    Copyright infringement
  • Start SLOWLY. Start by following.
    Get a feel for the different channels and where your customers / audience like to hang out.
    Don't assume you have to use ALL social media channels.
  • Those of you who already use social media for business, what sort of things do you use it for?
    [Whiteboard]
  • Your social media strategy needs to be tied in closely to your business strategy, rather than the “me too!” factor. Can use social media for:
    Brand awareness.
    Reputation management.
    Customer service / help desk support.
    Product announcements / company news.
    Research and development.
  • By reputation management I'm talking about being aware of conversations like these:
    If you are already at the water cooler, you have more time & more power to respond.
    Westpac NZ story
  • Social Media Mktg is all about 3 things: 1) Listening 2) Engaging 3) Influencing.
    Start by observing & understanding the conversation.
    Then engage in the conversation.
    Then lead the conversation.
  • - Your social media goals also need to be aligned with your business goals and desired web site outcomes. - Every organisation needs a Social Media Policy. (samples online).
  • For most web sites, there are 3 desired outcomes:
    1. Increased revenue.
    2. Reduced costs.
    3. Improvement of customer satisfaction / loyalty.
  • If you're an e-commerce or community-based site, those web site goals need to be aligned with the Customer Life Cycle:
    1. Acquisition
    2. Conversion
    3. Retention
  • Depending on your business and web site objectives, these might include:
    a pre-determined number of fans / followers
    reducing your call centre volume
    having a product promotion shared a certain number of times,
    company tweets at least 10x per week or...
    increasing number of conversions your site is achieving via social media channels.
  • Before making an online purchase or subscription, a customer may engage with your brand through many different marketing channels over several days or weeks. - These channels (such as social media, email, display ads, paid search ads and regular web search) influence the customer at different points in the path to purchase. - To set effective social media goals, you need to know how each channel influences your visitors (Examples – Travel or Auto – US vs UK). Days to purchase – US/UK vs Japan vs Germany.
  • You can track what social networks bring you the most traffic and the most conversions using Social Reports in Google Analytics.
    Social Reports let you look at interactions across different social media and show how these channels work together to create sales and conversions. If you have conversions tied to web sales, you can even put a value on each social interaction. Let's take a look (video).
  • One way to understand your social media audience is to create User Personas, similar to profiling.- Here is a group of User Personas created by a mobile phone company.- Each persona can be fleshed out to cover a range of demographic data, including name, age, occupation, location, family, hobbies & interests, likes & dislikes, and most importantly their needs.
    HOMEWORK – create a persona for your main customer/user.
  • Here's a more detailed persona for a particular mobile phone customer: Mary.
    This persona includes specific customer requirements and a scenario of how she interacts with the product.
    Can you do this for YOUR customers? If not, you need to get to know your customers better!
  • - Use Google Analytics to understand what motivates your social media audience & site users.- Use Advanced Segments to isolate activity of various social media visitors e.g. via Twitter, Facebook or other channel source.- Observe their behavior & pathways through site to eventual conversion to determine their preferences.- Create typical audience personas based on this data.- Tailor your site content & social media campaigns for each persona & their location in the customer journey.
  • I put this cartoon up as a reminder that the people you choose to manage your social media channels need to have the freedom to represent your brand. In that respect they ARE your brand.
    You need to be able to trust them with your company's reputation & give them clear direction in terms of company goals & policies. They also need to have a complete understanding of your products & services.
  • A phenomenon developing over the past few years has been the Social Media Command Centre, mainly for large brands or events.
    Here you can see the world's first Social Media Command Centre (for Gatorade).
  • Other organisations successfully using command centres include American Red Cross, Dell, SalesForce, the Consumer Electronics Show & National Australia Bank.
    Here's Dell's Social Media Command Centre
  • The first Social Media Command Centre started out as a PR stunt for Gatorade in 2010.
    Let's take a look...
  • National Australia Bank launched their Social Media Command Centre in Melbourne last year.
    Compare that last video for Gatorade with this one for NAB
    Differences? Much more customer focused, less *Look at us!* hype.
    Social media has become mainstream.
  • - Anyone have any questions before we move on?
  • Let's take a deep dive now into some of the major social media networks, starting with YouTube.
  • - How many of you already have a YouTube account for your business or organisation?
    - Who can tell me what year YouTube launched?
  • Launched by 3 ex PayPal employees in 2005 a couple of years after the eBay deal.
    Idea for YouTube came from Janet Jackson's Super Bowl wardrobe “malfunction” in 2004.
    1 billion unique visitors per month.
    1 in 2 Internet users visits YouTube.
    100 hrs of video uploaded per minute.
    6 billion vid hours watched each month.
    Google paid 1.65 billion for YT in 2006.
    Current value estimated at 15-21 billion
  • Reserve your YouTube channel ASAP (plenty of videos showing you how to do so)
    Connect your a/c with monitored email address.
    Set goals for your YouTube channel (e.g. # of subscribers, # of videos posted or shared).
    Template YouTube channel to match brand.
    Assign a staff member to use account regularly.
    Monitor videos in your industry to see what's popular & then imitate or innovate.
    Flesh out your YouTube profile for subscribers.
  • Here's the Dell YouTube channel
  • Here's the OfficeMax YouTube channel
  • Let's look at some YouTube case studies.
  • Let's start with some examples of companies using YouTube for Crisis Management.
    Here are some examples of Good Crisis Management...
  • In December 2011, security footage at someone's house captured a FedEx delivery man throwing a computer monitor over their fence, breaking it in the process.
    The unhappy customer uploaded the footage to YouTube and over 8 million views later, FedEx had a potential social media disaster on their hands. (View)
  • Instead of hoping the problem would go away, FedEx VP Matthew Thornton took to the same social media channel used by the customer to immediately acknowledge fault and apologize on behalf of the company.
    He also made it clear the footage would be used for training purposes. Let's take a look...
  • Just last year, US retailer JC Penney used social media to circulate an apology video to customers for unpopular changes made to the brand by the new CEO over the past year.
    The changes included a new logo, dropping a promotions program & a web site redesign, and resulted in them losing a THIRD of their customer base.
  • Let's take a look at companies who didn't take control of Crisis Management and how it unfolded on YouTube.
  • In 2009, staff at a Domino's Pizza franchise in North Carolina made a *prank video* in which they put cheese up their nose before putting it on the pizza, as well as other vile actions, before uploading the video to YouTube.
    Within two days, 5 of the top 12 search results in Google for *Domino's* referenced the video.
    Company learned about the video within 24 hours, but apart from firing the employees, did not pro-actively respond.
  • Online surveys proved Domino's brand quality sentiment had switched from positive to negative in a single week.
    Interestingly, Domino's didn't have a Twitter account back then and were forced to create one mid-crisis to answer questions & help stem the flood of negative tweets about the brand.
    A million YouTube views later, company had a PR crisis on their hands and was forced to apologize via social media. Staff involved received felony charges (view).
  • In 2009, Frustrated by United Airlines baggage handlers breaking his guitar & refusing compensation, musician Dave Carroll wrote a song & posted it on YouTube.
    Became instant hit on YouTube with 13 million views & coverage worldwide.
    By the time United offered compensation, he didn't want it.
  • Led to follow up songs, a speaking tour and a book: “United Breaks Guitars: The Power of One Voice in the Age of Social Media.”
    United now uses the music video & the experience within their staff training program.
  • - Let's talk about Facebook for a while.
  • - How many of you already have a Facebook page for your business or organisation?
  • Launched in 2004 as a college dating site.
    More than 500 million active users.
    Average user has 130 friends.
    Time spent = 700 billion minutes per month.
    Average user connected to 80 community pages/groups.
    responsible for approximately 8% of all display advertising in the US.
    70% of Facebook users are outside the USA.
    More than 150 million active users currently access Facebook via mobile devices.
  • Let's take a look at this video case study of how Griffins used Facebook to achieve a record number of *likes* in New Zealand.
  • Lots of companies are doing great things on Facebook.
    Fashion retailer Michael Kors (of Project Runway fame) recently celebrated 5 million *likes* by launching a limited edition shoe (zebra print sneaker) for FB fans only. To buy the shoe in-store, they had to quote the secret password.
  • It's not just big brands making big money on FB. Six months ago, 22 year old Ben Cardwell from Cambridge was a struggling student, living with his parents and working part-time in a petrol station to pay for his Masters degree at Waikato.
    In August last year, he started DealMan: an ecommerce site selling clothing to men between 18-35.
    Using Facebook advertising exclusively, it has now made $1.5 million in sales.
  • Anyone remember the infamous Facebook redesign from 2010? NZ blog ReadWriteWeb began ranking in Google for *Facebook Login* after writing an article about the FB re-design. Hilarity ensued. “This is such a mess I can’t do a thing on my facebook . The changes you have made are ridiculous,I can’t even login!!!!!I am very upset!!!”
    Message here is that a LOT of non-tech people use FB. Any FB campaigns need to remember the KISS principles & Keep it Simple!
  • Not going to spend a lot of time on this today, but Facebook allows you to buy advertising to be shown to a specific audience.
    They also have what's called Facebook Offers, where you can offer coupon deals to your fans for a limited time / number.
  • Facebook has some very impressive demographic data that you can use to target your ads and offers to.
    Here you can see that we can target an ad to people who live in the United States, who are 18 years or older, consider themselves political conservatives, yet enjoy Japanese bondage.
  • Facebook marketing is all about having a page for your business. To create one, go to the address on the screen.
    - There's a How To video at HubSpot if you need it. (link)
    Flesh out your Facebook page with information about your business under the Info tab.
    Once you have 25 or more *fans*, you can create a custom vanity URL for your biz at: www.facebook.com/username/ (link and walkthrough).
  • Infographics are a great way of expressing complex data in a visual, easy-to-grasp format.
    Work really well on social media channels (particularly Facebook and Pinterest), because they are quick and easy to share. Great for corporate sector & govt. agencies to spread data quickly e.g. employment rates, health statistics, tourism stats. (Link)
  • - Let's move onto Twitter now
  • - How many of you already have a Twitter account for your business?
  • - Twitter.com - free signup
    - Founders are ex-Googlers Evan Williams and Biz Stone.
    - Launched March 2006.
    - 500 million users as at May 2013.
    - China has the most users - 35.5 million.
    - Over 170 billion tweets have been sent.
    - Largest user group is 15-25 year olds.
    - Average user has 208 followers.
    - 25% of Twitter users have never tweeted.
  • Who knows the maximum number of characters allowed in a single tweet?
    140
  • Ok, so lots of celebrities are on Twitter and it’s great for breaking news.
    But is it useful for business?
    Are businesses actively using Twitter and in what way?
    I wanted to find out, so I did a very unscientific survey and asked businesses already on Twitter.
  • I asked “If you represent a business on Twitter, what is your main reason for doing so?”.
    Survey showed that 34% of responding businesses used Twitter to communicate with their customers & 23% used it to drive traffic to their web site.
  • Here are just a few of the NZ brands on Twitter. There are a lot more, this is just a random sample from my follower list.
    Here's what our Twitter biz a/c looks like
  • Conversation is a powerful and persuasive business tool.
    Twitter is where the conversation is happening.
    People are already talking about your brand on Twitter. Remember the water cooler analogy, you want to be there, handing out the cups.
    Twitter allows you to engage directly with customers and potential customers in real time in front of an impressionable public.
  • So there are plenty of businesses on Twitter and plenty of Twitter users.
    But are users really interested in connecting with businesses?
    How do end-users interact with brands on Twitter? I wanted to find out, so I did another unscientific survey
  • I asked Twitter users “Have you ever communicated directly with a company using Twitter? What was your main reason for doing so?”.
    63% of respondents said yes.
    24% did so to resolve an issue, 17% did so to give positive feedback to a company and 7% to give negative feedback.
    Potential for customer retention = huge!
  • Reserve your Twitter name ASAP e.g. @Google
    Connect your a/c with monitored email address.
    Set goals for your Twitter channel (e.g. # of followers, # of tweets/links posted).
    Template Twitter page to match brand (e.g. Air NZ)
    Flesh out your Twitter profile for viewers.
    Assign a staff member to use account daily.
    Create keyword alerts (TweetBeep/Google Alerts) and assign someone to process and respond.
  • Here's an example of a customised Twitter page. This one's for the All Blacks.
    They have also put their web site URL in their Twitter profile.
  • Here's another templated Twitter page – for Air New Zealand.
    Note that they have also promoted their other social media channels on their Twitter background.
  • Another thing you can do with Twitter (or any social network) is use a dedicated landing page in your profile.
    Here's an example from ProBlogger. Darren links his Twitter profile to a special landing page that recognises clicks from Twitter.
  • Follow people, interact, offer incentives or guidance.
    Be polite and helpful.
    Take heated conversations to DM.
    Refrain from sales speak and self promotion.
    Be human not corporate. Let personality shine through.
    Don’t push brand, wait for people to pull it.
    Be careful using auto-tweet & follow tools.
    Tweet regularly! Don’t do this...
  • One tweet in March 2008 and nothing since.
    [Quick walkthrough SEC Twitter account if time allows.]
  • Let's dig in to some case studies of how businesses have used Twitter effectively.
  • Fairmont Hotels uses GA to track conversions from social media.
    To be sure they capture ALL Twitter referrals, they add custom tags to tweets and track them in GA via Advanced segments or filters.
    Unique parameters added to each tweet URL enables them to determine which tweets result in the most traffic / conversions.
  • In April 2010 the largest offshore oil spill in US history occurred when the BP-owned Deepwater Horizon drilling rig exploded 66km off the coast of Louisiana.
    Initial crisis communications from BP were poor. Didn't accept blame, lied about extent of oil leak, ignored questions from public via social media.
    Parody account set up, which attracted double the followers of the real BP a/c.
  • The parody account attracted thousands of followers and retweets.
    Became more popular than the verified BP account. Created “BP Cares” t-shirts & sold them for $25.
    Many people didn't realise it was a parody account. Account is still going strong!
  • Here are some sample tweets from the account.
    Twitter allows parody accounts, provided the intent is made clear within the account profile and it doesn't cross the line over to impersonation.
    Rules outlined at support.twitter.com
  • Within a few weeks of the spill, BP realised they couldn't hide any more, so they re-purposed their social media strategy to deal with it:1) Hired bloggers to report on extent of the spill and actions being taken.2) Used their Facebook account to keep public updated daily & let them comment on progress. (previously posted 1/month)3) Made daily tweets on cleanup progress & answered all questions via Twitter.4) Created a channel on YouTube to share critical videos of wildlife affected by the spill & how they were managing it.
  • Auckland based Jayson Bryant of the Wine Vault used Twitter @Jayson_Bryant
    Small brand successfully leveraging social media.
    Jayson cross-promoted WineVaultTV, his daily video blog with celebrity guests eg. John Campbell, Gary Vaynerchuk
    Tweeted wine specials, competitions e.g. #findthewine.
    20%-25% of sales attributed to Twitter & Facebook
    RESULT = Brand evangelism. Create a sense of fun around your brand to win loyalty & RT’s.
  • Anyone here try to find the wine?
  • Mexican restaurant chain Costa Vida @CostaVida
    Utah store sent a one-day-only offer for a free sweet pork burrito to their 80 followers on Twitter.
    Offer required electronic coupon sent to cell phone.
    Followers tweeted/texted offer to THEIR followers and so on.
    Can you guess what happened next?
  • - More than 2,500 people arrived at the store to collect their free burrito.
    - RESULT = demand outstripped supply. Burritos were gone in first hour. Store spent days fulfilling coupons. WIN or FAIL?
  • In early Feb 2011, after the Sept quake but before the Feb 22 quake, the hashtag #eqnz was used a LOT by Christchurch residents.
    On their first day on Twitter, McDonalds NZ decided to spam it and all hell broke loose. “Shakey town Chch, I think you could do with some McDonalds #eqnz”.
    Twitter attacked!
    Turned out to be one inexperienced franchisee who didn't have permission from Golden Arches HQ.
    Account re-staffed & tweeted apology (link).
  • Use keyword alerts (Google alerts, TweetBeep), to track related terms e.g. “learn SEO”.
    Alerts sent weekly via email, reviewed and potentials identified.
    @ replies sent to tweeters regarding their interest in learning SEO.
    Keyword alert services are on your handout.
  • Final piece of advice for Twitter comes from RemarkaBlogger.
  • Scenario: Angry customer rants on Twitter @TelecomNZ over rude behaviour of security staff at Christmas Tree lights launch.
    Suggested Response? 5 Minutes then we'll whiteboard the results.
  • Lunchtime?
  • Let's talk about LinkedIn for a few minutes.
  • Started life in founder Reid Hoffman's living room in 2002.
    World's largest social professional network (Facebook wearing a tie).
    More than 200 million members.
    Represented in over 200 countries.
    Used by ALL Fortune 500 companies
    2 new members join LinkedIn every second.
    People use LinkedIn to manage their careers and professional identity, build and manage their professional network and learn from peers.
  • - How many of you already have a personal LinkedIn?
    - How many of you run a LinkedIn account on behalf of a business?
  • Free or premium (NZD 26 to NZD 900 per month, depending on level).
    Premium pricing plans differ for biz professionals, recruiters, job seekers and sales executives.
    Benefits of paid accounts include more in-mails, details of who's viewed your profile and access to profile data of members who are not connections.
  • Create a profile summarizing your professional expertise, career history and accomplishments.
    Invite contacts to connect with you.
    Access career & biz opportunities.
    Join or create groups that represent your industry or interests.
    Choose marketing options (similar to Facebook offers & sponsored messages).
    Network!
  • To create a company page:
    Must have personal account.
    Must verify as official representative.
    Must have *all-star* profile strength.
    Must be current employee.
    Must have company email address.
    Domain must be unique to company.
    Take walkthrough tutorial.
    (Walk through profile?)
  • Let's have a look now at some case studies of companies using LinkedIn successfully...
  • In this video, Hubspot reveals how they market to marketers in a professional manner using LinkedIn)
    In particular, they use LinkedIn Groups and Company Pages to create business connections & find new customers. (View)
    View
  • Hewlett Packard wanted to reach IT Managers and decision makers in order to test and research their new products.
    Created a corporate page on LinkedIn and discovered a connected and interested community. (View)
  • Time to talk about Google+
  • How many of you already have a Google+ account for your business?
  • - Launched June 2011.
    - Second largest social network in the world.
    - More than 500 million registered users.
    - Google doesn't reveal detailed audience stats (true reach unknown).
    - Integrated into other Google services in late 2011 (e.g. Gmail, Google Profiles).
  • - If you've got a Gmail account, you've already got a Google+ account.
    - Just need to flesh it out and template your profile.
    - Google provides plenty of instructions on how to do this – see handout for resources.
    - Example company page
    On Google+
  • - One good reason to use Google+ is the extra exposure you can get in the Search Results pages.
    - Here is a Google+ post by AdCorp appearing in a Google search for their name.
  • Social Media marketing is not driven by marketers but by engagers.
    Aim is to engage online communities for the purpose of generating exposure, opportunities and sales.
    Advantage is generating exposure for a business, followed by increased traffic and the building of new business partnerships. Sales will follow.
  • If you remember one slide from today, make it this one.
    Social Media marketing is all about engaging. It's a walkie talkie, not an intercom.
  • Use campaign tagging for all marketing campaigns.
    Use Google URL builder to create tagged URLs & use them in email, newsletter, social media campaigns.
    Use filters that segment tagged campaigns (Bing Ads EXAMPLE shortly).
    Campaign tracking is outlined in great detail in Google Help files.
  • - Google Analytics has some great time-saving features, including short cuts and personal dashboards. Let's take a closer look at the...
    Social Media Dashboard
  • - Anyone have any questions before we move on?
  • Many channels to control = difficult to have all in-house.
    May be more cost-effective to outsource to pros so you can concentrate on core business.
    Don’t make mistake of asking existing staff to expand their roles to cover new marketing channels. Allocate budget and adequate resources!
    Inexperienced staff can waste time learning and/or make costly mistakes with your brand e.g. McDonalds NZ. Social Media Marketing experts may seem expensive, but can save you money long term.
  • Time for more audience participation...
  • Here are some ideas others came up with:
    Twitter: Survey passengers to ask what they don't like about current system & do like about new system.
    FB: Ask passengers to post photos of themselves using new system for chance at year's free travel.
    YT: “Wheels on the Bus” crowdsourced videos or Flash Mob.
  • Afternoon tea?
  • Let's take a look at some more unusual and unique corporate social media campaigns.
  • Blendtec is a US based blender manufacturer who have had an accidental smash hit with their YouTube channel: “Will it Blend?”
  • To launch the new Ford Focus last year, Ford set up a drag race in Florida using stunt drivers & asked locals to film it using their cell phones & send footage to Ford.
    Resulting footage was dubbed together to form the first ever crowd-sourced television commercial in the US.
  • This is a very clever use of YouTube to create a viral interactive video for the promotion of a brand.
    This campaign was created by Tipp-Ex correction fluid in 2010 & as you can see, it has received over 21 million views. Let's take a look. Warning the F-bomb is used. [Try: Hugs / Becomes / Kisses]
  • In 2006 – blog called Walmarting Across America appeared. Premise was travellers parking in Walmarts.
    Caught attention of BusinessWeek who investigated & exposed whole thing was set up by Walmart's own PR agency.
    Lesson = creating fake blogs & trying to mislead your customers will cost you.
  • Another clever use of YouTube that shows how non-profits can use social media is this interactive story video – similar to those alternative ending books.
    Gives viewers 2 storyline options to choose from e.g. “take the knife” & ultimately your choices dictate whether you live or die.
    The campaign was created by British Metropolitan Police as an awareness tool to help break the cycle of youth violence and weapons crime in the UK.
  • Time to see how much you've learned today! Everyone who successfully answers a question gets a chocolate and the satisfaction that the day wasn't a total waste of company time.
  • - This is a list of some of the Social Media resources I've mentioned during today's workshop.
    - The URLs for these sites are on the handout I've given you.
    - Slide deck will be emailed within 48 hours.
  • Time for some Live Campaign Analysis.
    Anyone like to offer up a campaign for analysis by the group today?
  • Intro to Social Media Marketing for Business

    1. 1. SOCIAL MEDIA MARKETING FOR BUSINESS Presenter: Kalena Jordan of 9 April 2014 www.SearchEngineCollege.com The material contained in this presentation is copyright © to: Search Engine College
    2. 2. WHO THE HECK AM I?WHO THE HECK AM I?
    3. 3. WHO THE HECK ARE YOU?WHO THE HECK ARE YOU?
    4. 4. SOME HOUSEKEEPINGSOME HOUSEKEEPING ● How the day is going to go ● Ask questions ● Break times ● Copy of slides will be sent via email ● Today's hashtag: #bestworkshopever
    5. 5. GROUP EXERCISEGROUP EXERCISE Secret Social Media Challenge: Write down on a piece of paper, one question that you have about social media. Fold the paper so it can't be read and pass it to the front. More later...
    6. 6. WHAT ISWHAT IS SOCIAL MEDIASOCIAL MEDIA MARKETING?MARKETING?
    7. 7. DEFINITION OF SOCIALDEFINITION OF SOCIAL MEDIA MARKETINGMEDIA MARKETING A form of Internet marketing which seeks to achieve branding and communication goals through participation in various social media networks, social bookmarking, blogs, online communities and other social sharing services.
    8. 8. • Facebook * • Twitter * • YouTube * • Linked In * • Google+ * • Pinterest • Instagram • StumbleUpon • Digg • MySpace • Tumblr • FourSquare • Flickr • Bebo • Delicious • Reddit MOST POPULAR SOCIALMOST POPULAR SOCIAL MEDIA CHANNELSMEDIA CHANNELS *Today
    9. 9. SOCIAL MEDIASOCIAL MEDIA VENN DIAGRAMVENN DIAGRAM
    10. 10. AUDIENCE QUESTIONAUDIENCE QUESTION Q. Who can tell me the most popular social media channel in NZ? A. YouTube
    11. 11. SOCIAL MEDIA IN AU/NZSOCIAL MEDIA IN AU/NZ
    12. 12. DOES MYDOES MY BUSINESSBUSINESS REALLY NEEDREALLY NEED SOCIALSOCIAL MEDIA?MEDIA?
    13. 13. HOWHOW INFLUENTIALINFLUENTIAL IS SOCIALIS SOCIAL MEDIA?MEDIA?
    14. 14. SOCIALSOCIAL MEDIAMEDIA IMPACTIMPACT The $136 billion tweet.
    15. 15. SOCIAL MEDIA ISSOCIAL MEDIA IS BIG BUSINESSBIG BUSINESS ● Instagram = USD 1 billion. ● Tumblr = USD 1.1 billion. ● YouTube = USD 1.65 billion. ● Pinterest est. worth = USD 2-3 billion. ● Twitter est. worth = USD 10-15 billion. ● Facebook est. worth = USD 50 billion.
    16. 16. THEY WILL TALK ABOUT YOUTHEY WILL TALK ABOUT YOU
    17. 17. THEY WILL FIND YOUTHEY WILL FIND YOU
    18. 18. BE EASY TO FIND & TALK TOBE EASY TO FIND & TALK TO
    19. 19. WHICH CHANNELSWHICH CHANNELS SHOULD MYSHOULD MY BUSINESS USE?BUSINESS USE?
    20. 20. SOCIAL MEDIASOCIAL MEDIA EXPLAINED VIAEXPLAINED VIA BEERBEER
    21. 21. WHERE DO IWHERE DO I START?START?
    22. 22. SOCIAL MEDIA ACCOUNTSOCIAL MEDIA ACCOUNT CREATIONCREATION ● Secure your brand, prevent squatting. ● Use a site like KnowEm.com to register your brand profiles on all social networks.
    23. 23. BRAND SQUATTINGBRAND SQUATTING Can only be challenged if : ● Impersonation ● Trademark violation ● Copyright infringement
    24. 24. ● Start SLOWLY. Start by following. ● Get a feel for the different channels and where your customers / audience like to hang out. ● Don't assume you have to use ALL social media channels. I'VE GOT AN ACCOUNT, NOWI'VE GOT AN ACCOUNT, NOW WHAT?WHAT?
    25. 25. AUDIENCE QUESTIONAUDIENCE QUESTION Q. What does your business currently use Social Media Channels for?
    26. 26. SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY ● Brand awareness. ● Reputation management. ● Customer service / help desk support. ● Product announcements / company news. ● Research and development.
    27. 27. REPUTATION MANAGEMENTREPUTATION MANAGEMENT ● "I've been on hold with Donglephone for 20 mins! Not happy". ● "I had a delicious meal at Dongleburger today". ● "Rude assistant at Donglemart today. Avoid avoid avoid".
    28. 28. SETTING EFFECTIVESETTING EFFECTIVE SOCIAL MEDIA GOALSSOCIAL MEDIA GOALS ● Your social media goals also need to be aligned with your business goals and desired web site outcomes. ● You should create a Social Media Policy within your organisation.
    29. 29. DESIRED WEB SITE OUTCOMESDESIRED WEB SITE OUTCOMES 1. Increased revenue. 2. Reduced costs. 3. Improved customer satisfaction / loyalty.
    30. 30. CUSTOMER LIFE CYCLECUSTOMER LIFE CYCLE 1. Acquisition 2. Conversion 3. Retention
    31. 31. SAMPLE SOCIAL MEDIA GOALSSAMPLE SOCIAL MEDIA GOALS ● Reach 500K fans / followers. ● Reduce call centre volume by 50%. ● Have a product promotion shared 300 x. ● Tweet 10 times per week. ● Increase social-assisted conversions by 30%
    32. 32. THE CUSTOMER JOURNEYTHE CUSTOMER JOURNEY TO ONLINE PURCHASETO ONLINE PURCHASE How do our different marketing channels affect customer purchasing decisions?
    33. 33. SOCIAL REPORTS INSOCIAL REPORTS IN GOOGLE ANALYTICSGOOGLE ANALYTICS
    34. 34. AUDIENCE PERSONASAUDIENCE PERSONAS
    35. 35. Here's a more detailed persona for a particular mobile phone customer. CUSTOMERCUSTOMER PERSONASPERSONAS
    36. 36. AUDIENCE PERSONASAUDIENCE PERSONAS ● Use your social media analytics to isolate audience activity, site search and content preferences. ● Create visitor / channel personas based on this data. ● Tailor your social media content and campaigns to suit each persona.
    37. 37. FINDING YOURFINDING YOUR CORPORATE VOICE(S)CORPORATE VOICE(S)
    38. 38. THE SOCIAL MEDIATHE SOCIAL MEDIA COMMAND CENTRECOMMAND CENTRE
    39. 39. THE SOCIAL MEDIATHE SOCIAL MEDIA COMMAND CENTRECOMMAND CENTRE
    40. 40. CASE STUDY:CASE STUDY: GATORADEGATORADE
    41. 41. CASE STUDY:CASE STUDY: NABNAB
    42. 42. QUESTIONS?QUESTIONS?
    43. 43. LET'S TALK ABOUTLET'S TALK ABOUT
    44. 44. AUDIENCE QUESTIONAUDIENCE QUESTION Q. How many of you have a YouTube account for your business? Q. What year did YouTube launch?
    45. 45. ● Launched 2005 by 3 PayPal staff. ● Idea came from Janet Jackson's SuperBowl wardrobe “malfunction”. ● 1 billion unique visitors per month. ● 1 in 2 Internet users visits YouTube. ● 100 hrs of video uploaded every minute ● 6 billion hours of video watched each month. YOUTUBE KEY FACTSYOUTUBE KEY FACTS
    46. 46. ● Reserve YouTube channel / username with a monitored email address. ● Set goals for your channel. ● Template YouTube channel. ● Assign staff to use account regularly. ● Monitor videos in your industry. ● Flesh out your YouTube profile. YOUTUBE FIRST STEPSYOUTUBE FIRST STEPS
    47. 47. DELL ON YOUTUBEDELL ON YOUTUBE
    48. 48. OFFICEMAX ON YOUTUBEOFFICEMAX ON YOUTUBE
    49. 49. CASE STUDIESCASE STUDIES
    50. 50. GOOD CRISIS MANAGEMENTGOOD CRISIS MANAGEMENT
    51. 51. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: FEDEX FAILFEDEX FAIL
    52. 52. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: FEDEX WINFEDEX WIN
    53. 53. CASE STUDY:CASE STUDY: JCPENNEY APOLOGYJCPENNEY APOLOGY
    54. 54. BAD CRISIS MANAGEMENTBAD CRISIS MANAGEMENT
    55. 55. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: DOMINO'S PIZZADOMINO'S PIZZA ● Disgusting *Prank video* uploaded to YouTube by franchise staff in N.C. ● Company learned about video within 24 hours, but decided initially not to respond via social media. ● Within 2 days, the video dominated Google searches for brand name.
    56. 56. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: DOMINO'S PIZZADOMINO'S PIZZA
    57. 57. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: UNITED AIRLINESUNITED AIRLINES ● Unhappy customer Dave Carroll posted a song called “United Breaks Guitars” on YouTube. ● Over 13 million views on YouTube & extensive coverage on both mainstream and social media. ● United offered compensation too late.
    58. 58. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: UNITED AIRLINESUNITED AIRLINES
    59. 59. MORNING TEA?MORNING TEA?
    60. 60. LET'S TALK ABOUTLET'S TALK ABOUT
    61. 61. AUDIENCE QUESTIONAUDIENCE QUESTION Q. How many of you have a Facebook page for your business?
    62. 62. • Launched in 2004 as a dating site. • More than 500 million active users. • Average user has 130 friends. • 700 billion minutes per month. • Average user connected to 80 community pages/groups. ● 70% of Facebook users outside US. ● 150 million active users access Facebook via mobile devices. FACEBOOK KEY FACTSFACEBOOK KEY FACTS
    63. 63. FACEBOOK CASE STUDY:FACEBOOK CASE STUDY: GRIFFINS NZGRIFFINS NZ
    64. 64. FACEBOOK CASE STUDY:FACEBOOK CASE STUDY: MICHAEL KORSMICHAEL KORS
    65. 65. FACEBOOK CASE STUDY:FACEBOOK CASE STUDY: DEALMANDEALMAN
    66. 66. FACEBOOK:FACEBOOK: DESIGN FOR DUMBDESIGN FOR DUMB ● Facebook “re-design” 2010 caused havoc. ● People will type *Facebook Login* into Google. ● Remember that not everyone is an early adopter of the Internet. ● Design for the lowest common denominator.
    67. 67. FACEBOOK ADS & OFFERSFACEBOOK ADS & OFFERS
    68. 68. FACEBOOKFACEBOOK DEMOGRAPHICSDEMOGRAPHICS
    69. 69. FACEBOOK FIRST STEPSFACEBOOK FIRST STEPS • Create a page for your business or organisation via: facebook.com/pages/create.php • “How to” video tutorial at HubSpot. • Flesh out your Facebook page with information about your business. • Once you have 25 or more *likes*, you can create a custom vanity URL at Facebook.com/brand EXAMPLE.
    70. 70. THE POWER OFTHE POWER OF INFOGRAPHICSINFOGRAPHICS
    71. 71. LET'S TALK ABOUT...LET'S TALK ABOUT...
    72. 72. AUDIENCE QUESTIONAUDIENCE QUESTION Q. How many of you have a Twitter account for your business?
    73. 73. TWITTER KEY FACTSTWITTER KEY FACTS • Twitter.com - free signup • Founders are ex-Googlers Evan Williams and Biz Stone. • Launched March 2006. • 500 million users as at May 2013. • China has the most users - 35.5 million. • Over 170 billion tweets have been sent. • Largest user group is 15-25 year olds. • Average user has 208 followers.
    74. 74. AUDIENCE QUESTIONAUDIENCE QUESTION Q. Who can tell me the maximum number of characters allowed in a tweet? A. 140
    75. 75. • Isn't Twitter just for celebrities and breaking news? • Are businesses REALLY using Twitter and if so, how? HOW DO BUSINESSESHOW DO BUSINESSES USE TWITTER?USE TWITTER?
    76. 76. BUSINESSES ON TWITTERBUSINESSES ON TWITTER
    77. 77. • Air New Zealand @flyairnz • Telecom NZ @telecomNZ • Epic Beer @epicbeer • Mr Vintage @mrvintage • Ponoko @ponoko • Hell Pizza @HellPizza666 • Te Papa @Te_Papa • Google NZ @googledownunder • TV3 @tv3nz • All Blacks @allblacksrugby • NZ Rugby @NZRugby • Vodafone @vodafonenz • Orcon @orcon • Tourism NZ @PureNewZealand • ASB Bank @ASBBank • NZ Herald @nzherald • Mcdonalds NZ @maccasNZ EXAMPLE NZ BRANDS ON TWITTERNZ BRANDS ON TWITTER
    78. 78. • Conversation is a powerful and persuasive business tool. • Twitter is where much of the conversation is happening. • Twitter allows you to engage directly with customers and potential customers in real time in front of an impressionable public. WHY TWITTER ISWHY TWITTER IS GOOD FOR BUSINESSGOOD FOR BUSINESS
    79. 79. • So there are plenty of businesses on Twitter & LOTs of Twitter users. • But are they really interested in connecting with businesses? • How do end-users interact with brands on Twitter? (Survey) IS TWITTER REALLYIS TWITTER REALLY USED BY CUSTOMERS?USED BY CUSTOMERS?
    80. 80. CUSTOMERS ON TWITTERCUSTOMERS ON TWITTER
    81. 81. TWITTER FIRST STEPSTWITTER FIRST STEPS ● Reserve Twitter name ASAP. ● Connect a/c with monitored email address. ● Set goals for your Twitter channel (e.g. # of followers, # of tweets/links posted). ● Template Twitter page to match brand. ● Flesh out your Twitter profile. ● Assign staff to use account daily. • Create keyword alerts and assign someone to process and respond.
    82. 82. CUSTOMISE YOURCUSTOMISE YOUR TWITTER PAGETWITTER PAGE
    83. 83. CUSTOMISE YOURCUSTOMISE YOUR TWITTER PAGETWITTER PAGE
    84. 84. DEDICATED LANDING PAGEDEDICATED LANDING PAGE
    85. 85. TWITTER BUSINESSTWITTER BUSINESS ETIQUETTEETIQUETTE - Follow people, interact, offer incentives or guidance. - Be polite and helpful. - Take any heated conversations to DM. - Refrain from sales speak and self promotion. - Be human not corporate. Let personality shine through. - Don’t push brand, wait for people to pull it. - Be careful using auto-tweet & follow tools. - Tweet regularly! Don’t do this...
    86. 86. TWEET REGULARITY FAILTWEET REGULARITY FAIL
    87. 87. CASE STUDIESCASE STUDIES
    88. 88. TWITTER CASE STUDY:TWITTER CASE STUDY: FAIRMONT HOTELSFAIRMONT HOTELS ● Use campaign tagging for Twitter account to distinguish Twitter traffic from other sources. ● Custom tags for all tweeted links, with unique parameters for each. ● Track which tweets send most traffic / conversions.
    89. 89. TWITTER CASE STUDY:TWITTER CASE STUDY: BRITISH PETROLEUMBRITISH PETROLEUM ● 2010: Largest offshore oil spill in US history from Deepwater Horizon drilling rig. ● Frustrated by BP's social media response, a fake BP Twitter account was set up “BPGlobalPR” ● Parody account attracted double followers of real Twitter account.
    90. 90. PARODYPARODY ACCOUNTACCOUNT
    91. 91. SAMPLESAMPLE TWEETSTWEETS
    92. 92. TWITTER CASE STUDY:TWITTER CASE STUDY: BRITISH PETROLEUMBRITISH PETROLEUM Re-purposed their social media strategy to handle crisis: 1.Hired bloggers to report on spill. 2.Used Facebook to update/interact with public. 3.Made daily tweets on clean-up progress. 4.Dedicated a YouTube channel to spill's impact on wildlife & management of this.
    93. 93. • Auckland based Jayson Bryant of the Wine Vault used Twitter @Jayson_Bryant. • Small brand successfully leveraged social media. • Jayson cross-promoted WineVaultTV, his daily video blog with celebrity guests eg. John Campbell, Gary Vaynerchuk • Tweeted wine specials, competitions e.g. #findthewine. • 20%-25% of sales attributed to Twitter & Facebook • RESULT = Brand evangelism. Create a sense of fun around your brand to win loyalty & RT’s. CASE STUDY:CASE STUDY: THE WINE VAULTTHE WINE VAULT
    94. 94. CASE STUDY:CASE STUDY: THE WINE VAULTTHE WINE VAULT
    95. 95. TWITTER CASE STUDY:TWITTER CASE STUDY: THE BURRITO FAILTHE BURRITO FAIL ● Mexican restaurant chain Costa Vida @CostaVida ● Utah store sent a one-day-only offer for a free sweet pork burrito to their 80 followers on Twitter. ● Offer required electronic coupon sent to cell phone. ● Followers tweeted/txted offer to THEIR followers and so on. ● What happened next?
    96. 96. CASE STUDY:CASE STUDY: THE BURRITO FAILTHE BURRITO FAIL
    97. 97. TWITTER CASE STUDY:TWITTER CASE STUDY: MCDONALDS NEW ZEALANDMCDONALDS NEW ZEALAND ● First day on Twitter. ● Spammed the #eqnz hashtag with an insensitive tweet “Shakey town Chch, I think you could do with some McDonalds #eqnz” ● Twitter attacked! ● Turned out to be one inexperienced franchisee who didn't have permission from Golden Arches HQ. ● Account re-staffed & tweeted apology.
    98. 98. TWITTER CASE STUDY:TWITTER CASE STUDY: SEARCH ENGINE COLLEGESEARCH ENGINE COLLEGE ● Use keyword alerts to track related terms e.g. “learn SEO”. ● Alerts sent weekly via email, reviewed and potentials identified. ● @ replies sent to tweeters regarding their interest in learning SEO.
    99. 99. FINAL PIECE OF ADVICEFINAL PIECE OF ADVICE FOR TWITTERFOR TWITTER
    100. 100. GROUP EXERCISEGROUP EXERCISE Scenario: Angry customer rants on Twitter about @TelecomNZ over rude behaviour of their staff at Christmas Tree lights launch. Suggested Response? Break into pairs and brainstorm ideas. Response should include: Tactic / Reason / Expected Result.
    101. 101. LUNCH?LUNCH?
    102. 102. LET'S TALK ABOUTLET'S TALK ABOUT
    103. 103. ● Started life in founder Reid Hoffman's living room in 2002. ● World's largest social professional network (Facebook wearing a tie). ● More than 200 million members. ● Represented in over 200 countries. ● Used by ALL Fortune 500 companies ● 2 new members join LinkedIn every second. LINKED-IN KEY FACTSLINKED-IN KEY FACTS
    104. 104. AUDIENCE QUESTIONAUDIENCE QUESTION Q. How many of you run a LinkedIn account on behalf of a business? Q. How many of you have a personal LinkedIn account?
    105. 105. ● Free or premium (NZD 26 to NZD 900 per month, depending on level). ● Premium pricing plans differ for biz professionals, recruiters, job seekers and sales executives. ● Benefits of paid accounts include more in-mails, details of who's viewed your profile and access to profile data of members who are not connections. LINKED-IN KEY FACTSLINKED-IN KEY FACTS
    106. 106. ● Create a profile summarizing your professional expertise, career history and accomplishments. ● Invite contacts to connect with you. ● Access career & biz opportunities. ● Join or create groups that represent your industry or interests. ● Choose marketing options. ● Network! LINKED-IN FIRST STEPSLINKED-IN FIRST STEPS
    107. 107. To create a company page: ● Must have personal account. ● Must verify as official representative. ● Must have *all-star* profile strength. ● Must be current employee. ● Must have company email address. ● Domain must be unique to company. ● Take walkthrough tutorial EXAMPLE LINKED-IN FIRST STEPSLINKED-IN FIRST STEPS
    108. 108. CASE STUDIESCASE STUDIES
    109. 109. LINKED-IN CASE STUDY:LINKED-IN CASE STUDY: HUBSPOTHUBSPOT
    110. 110. LINKED-IN CASE STUDY:LINKED-IN CASE STUDY: HEWLETT PACKARDHEWLETT PACKARD
    111. 111. LET'S TALK ABOUTLET'S TALK ABOUT
    112. 112. AUDIENCE QUESTIONAUDIENCE QUESTION Q. How many of you have a Google+ account for your business?
    113. 113. • Launched June 2011 • Second largest social network in the world. • 500 million registered users. • True reach is not known. • Integrated into other Google services in late 2011 (e.g. Gmail, Google Profiles). GOOGLE+ KEY FACTSGOOGLE+ KEY FACTS
    114. 114. GOOGLE+ FIRST STEPSGOOGLE+ FIRST STEPS • If you've got a Gmail account, you've already got a Google+ account. • Just need to flesh it out and template your profile. • Use the Google Help Files and resources on the handout to learn more. • EXAMPLE
    115. 115. GOOGLE+ ADVANTAGEGOOGLE+ ADVANTAGE
    116. 116. • Social Media marketing is not driven by marketers but by engagers. • Aim is to engage online communities for the purpose of generating exposure, opportunities and sales. • Biggest advantage is generating exposure for a business, followed by increased traffic and the building of new business partnerships / sales. INTEGRATING SOCIAL MEDIAINTEGRATING SOCIAL MEDIA INTO MARKETING STRATEGYINTO MARKETING STRATEGY
    117. 117. SOCIALSOCIAL MEDIA IS AMEDIA IS A WALKIEWALKIE TALKIE,TALKIE, NOT ANNOT AN INTERCOMINTERCOM
    118. 118. SOCIAL MEDIASOCIAL MEDIA CAMPAIGN TRACKINGCAMPAIGN TRACKING ● Use campaign tagging for all marketing campaigns. ● Use Google URL builder to create tagged URLs & use them in email, newsletter, social media campaigns. ● Use Analytics filters that segment tagged campaigns (more later...)
    119. 119. SOCIAL MEDIA DASHBOARDSOCIAL MEDIA DASHBOARD ExampleExample
    120. 120. QUESTIONS?QUESTIONS?
    121. 121. IN-HOUSE OR OUTSOURCED?IN-HOUSE OR OUTSOURCED? • Many channels to control. • May be more cost-effective to outsource. • Existing staff may not have time or experience to manage. • Inexperienced staff can waste time learning or make costly mistakes with your brand e.g. McDonalds NZ
    122. 122. GROUP EXERCISEGROUP EXERCISE Scenario: Local council introducing new bus ticketing system funded via rates increase. Launch via social media. Focus= ease of use. Channels: Facebook / Twitter / YouTube Timeframe: 2 weeks. Budget: $10K Break into 3 groups and brainstorm ideas for 20 mins. We'll whiteboard results. Plan should include: Cost / Delivery Method / Process / Success Measurement
    123. 123. GROUP EXERCISE:GROUP EXERCISE: IDEASIDEAS ● Twitter: Survey passengers to ask what they don't like about current system. Survey after launch to ask what they like about the new system. ● Facebook: Ask passengers to post photos of themselves using new system for chance at year's free travel. ● YouTube: “Wheels on the Bus” crowdsourced videos or Flash Mobs.
    124. 124. AFTERNOON TEA?AFTERNOON TEA?
    125. 125. UNUSUALUNUSUAL SOCIALSOCIAL MEDIAMEDIA CASECASE STUDIESSTUDIES
    126. 126. BLENDTEC ON YOUTUBEBLENDTEC ON YOUTUBE
    127. 127. CROWDSOURCINGCROWDSOURCING CASE STUDY:CASE STUDY: FORD TV COMMERCIALFORD TV COMMERCIAL
    128. 128. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: TIPP-EX CORRECTION FLUIDTIPP-EX CORRECTION FLUID
    129. 129. BLOGGING CASE STUDY:BLOGGING CASE STUDY: WALMARTWALMART ● *Walmarting Across America* blog. ● Exposed: bloggers & RV hired by PR agency. ● Fake blogs / ghost blogs = lost trust.
    130. 130. YOUTUBE CASE STUDY:YOUTUBE CASE STUDY: BRITISH METRO POLICEBRITISH METRO POLICE
    131. 131. FINAL GROUP EXERCISEFINAL GROUP EXERCISE Secret Social Media Challenge: Time to see how much you've learned today! Everyone who successfully answers a question gets a chocolate and the satisfaction that the day wasn't a total waste of company time.
    132. 132. SOCIAL MEDIA RESOURCESSOCIAL MEDIA RESOURCES  KnowEm Social Profile Registration  Social Triggers  Google+ Biz Page  Facebook Biz Page  LinkedIn Biz Page  Google Alerts  Social Fresh  Social Media Today  Social Media in NZ Government  Raven Tools  Hubspot Blog  Tweet Beep
    133. 133. LIVELIVE CAMPAIGNCAMPAIGN ANALYSISANALYSIS
    134. 134. THANK YOU!THANK YOU! Follow me: Twitter: @kalena @secollege Blog: www.ask-kalena.com Facebook.com/searchenginecollege

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