Using Social Media to Market
              Your Business

                                    Pam Maher
                  ...
LET’S TALK...SOCIAL MEDIA




          www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good




                       www.kmkmedia.com | Facebook.com/kmkme...
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good

• Strategy, Not Tools




                        www.kmkmedia....
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good

• Strategy, Not Tools

• How’d They   Do That?




            ...
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good

• Strategy, Not Tools

• How’d They   Do That?

• Pitfalls




...
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good

• Strategy, Not Tools

• How’d They   Do That?

• Pitfalls

•Q ...
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good

• Strategy, Not Tools

• How’d They   Do That?

• Pitfalls

•Q ...
THE BAD NEWS...
• Traditional
           Mass Marketing is not the ideal way to personalize
 your brand.




             ...
www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
Local TV News Down 12%




www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
Local TV News Down 12%

           Advice from Family/Friends
                     Up 3%




www.kmkmedia.com | Facebook.c...
Local TV News Down 12%

           Advice from Family/Friends
                     Up 3%

            Advice from Co-Worke...
Local TV News Down 12%

           Advice from Family/Friends
                     Up 3%

            Advice from Co-Worke...
PERSONALIZE YOUR BRAND




         www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
PERSONALIZE YOUR BRAND



“People relate to people,
not companies.”
           Tony Hsieh, CEO,
           Zappos.com




...
JUST SAY NO TO...
               MARKETING
• People can control the messages and content they pay
 attention to today.



...
JUST SAY NO TO...
               MARKETING
• People can control the messages and content they pay
 attention to today.



...
THE GOOD NEWS

You have new tools to use that will personalize your brand
when used within an overarching, integrated mark...
THE GOOD NEWS

You have new tools to use that will personalize your brand
when used within an overarching, integrated mark...
WHAT IS SOCIAL MEDIA?




         www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints




                   ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
WHAT IS SOCIAL MEDIA?
• Like
     a business networking event...without time or space
 constraints

• What   do you do at ...
USES OF SOCIAL MEDIA




        www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
USES OF SOCIAL MEDIA

     Publish




               www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
USES OF SOCIAL MEDIA

     Publish



               Share




               www.kmkmedia.com | Facebook.com/kmkmedia | t...
USES OF SOCIAL MEDIA

     Publish            Network



               Share




               www.kmkmedia.com | Facebo...
USES OF SOCIAL MEDIA


   Great! Let’s get started!




            www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com...
www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
STRATEGY, THEN TOOLS




        www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
STRATEGY, THEN TOOLS




Social media is only effective when you think of it as
part of your overall marketing plan.


   ...
QUESTION EVERYTHING




        www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
QUESTION EVERYTHING
• Who   are you targeting?




                             www.kmkmedia.com | Facebook.com/kmkmedia |...
QUESTION EVERYTHING
• Who   are you targeting?

• Why   are you targeting them?




                             www.kmkme...
QUESTION EVERYTHING
• Who   are you targeting?

• Why   are you targeting them?

• How   will you reach them?




        ...
QUESTION EVERYTHING
• Who   are you targeting?

• Why   are you targeting them?

• How   will you reach them?

• How   do ...
400,000,000




              www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
FROM AWARENESS TO
    ADVOCACY




       www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
FROM AWARENESS TO
    ADVOCACY




 Awareness



             www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkme...
FROM AWARENESS TO
    ADVOCACY



       Interest
 Awareness



             www.kmkmedia.com | Facebook.com/kmkmedia | tw...
FROM AWARENESS TO
    ADVOCACY


              Action
       Interest
 Awareness



             www.kmkmedia.com | Facebo...
FROM AWARENESS TO
    ADVOCACY

                Evaluation
              Action
       Interest
 Awareness



            ...
FROM AWARENESS TO
    ADVOCACY
                             Advocacy
                Evaluation
              Action
     ...
FROM AWARENESS TO
    ADVOCACY
                             Advocacy
                Evaluation
              Action
     ...
HOW’D THEY DO THAT?




        www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
HOW’D THEY DO THAT?
• Sharing...not   Control




                            www.kmkmedia.com | Facebook.com/kmkmedia | t...
HOW’D THEY DO THAT?
• Sharing...not   Control

• Honest...not    Insincere




                              www.kmkmedia....
HOW’D THEY DO THAT?
• Sharing...not   Control

• Honest...not    Insincere

• Transparent...not   Bureaucratic




       ...
HOW’D THEY DO THAT?
• Sharing...not   Control

• Honest...not    Insincere

• Transparent...not    Bureaucratic

• Risky.....
HOW’D THEY DO THAT?
• Sharing...not   Control

• Honest...not    Insincere

• Transparent...not     Bureaucratic

• Risky....
FACEBOOK BASICS




      www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
FACEBOOK BASICS
• Probably   the best-known of the social media outlets.




                              www.kmkmedia.co...
FACEBOOK BASICS
• Probably   the best-known of the social media outlets.

• Personal   start - a “Profile”




            ...
FACEBOOK BASICS
• Probably   the best-known of the social media outlets.

• Personal   start - a “Profile”

• Business   st...
FACEBOOK BASICS
• Probably   the best-known of the social media outlets.

• Personal   start - a “Profile”

• Business   st...
FACEBOOK BASICS
• Probably   the best-known of the social media outlets.

• Personal   start - a “Profile”

• Business   st...
WHY USE FACEBOOK?




       www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
WHY USE FACEBOOK?

• Useful   for a deeper experience than with Twitter or LinkedIn




                               www...
WHY USE FACEBOOK?

• Useful    for a deeper experience than with Twitter or LinkedIn

• Fastest   growing social media sit...
WHY USE FACEBOOK?

• Useful    for a deeper experience than with Twitter or LinkedIn

• Fastest   growing social media sit...
FACEBOOK: PAPA JOHN’S




         www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
FACEBOOK: PAPA JOHN’S
            • Promotion    - free pizza to first
               fans in a 24-hour period.

          ...
FACEBOOK TAKE-AWAYS




        www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
FACEBOOK TAKE-AWAYS
• Know   your audience




                         www.kmkmedia.com | Facebook.com/kmkmedia | twitter...
FACEBOOK TAKE-AWAYS
• Know   your audience

• Provide   quality, regular content




                                www.k...
FACEBOOK TAKE-AWAYS
• Know   your audience

• Provide   quality, regular content

• Encourage    discussion and engagement...
FACEBOOK TAKE-AWAYS
• Know    your audience

• Provide   quality, regular content

• Encourage    discussion and engagemen...
TWITTER BASICS




     www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
TWITTER BASICS
• Microblogging   - 140 characters or less




                              www.kmkmedia.com | Facebook.co...
TWITTER BASICS
• Microblogging   - 140 characters or less

• You “follow” people   & they “follow” you




               ...
TWITTER BASICS
• Microblogging   - 140 characters or less

• You “follow” people   & they “follow” you

• “Tweet” your   a...
TWITTER BASICS
• Microblogging   - 140 characters or less

• You “follow” people   & they “follow” you

• “Tweet” your   a...
TWITTER BASICS
• Microblogging   - 140 characters or less

• You “follow” people   & they “follow” you

• “Tweet” your   a...
WHY USE TWITTER




      www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
WHY USE TWITTER
• Stay   connected




                     www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
WHY USE TWITTER
• Stay   connected

• Get    real-time feedback




                              www.kmkmedia.com | Faceb...
WHY USE TWITTER
• Stay   connected

• Get    real-time feedback

• Disseminate    offers




                             ...
WHY USE TWITTER
• Stay   connected

• Get    real-time feedback

• Disseminate    offers

• Learn   from industry leaders
...
WHY USE TWITTER
• Stay   connected

• Get    real-time feedback

• Disseminate    offers

• Learn    from industry leaders...
TWITTER EXAMPLE




      www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
TWITTER: JET BLUE




       www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
TWITTER: JET BLUE

          • Feb. 2009           - 26,000 followers

          • Sept. 2009           - 1.2 million
    ...
TWITTER TAKE-AWAYS




       www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
TWITTER TAKE-AWAYS
• Breaks   down the barriers between companies and customers




                             www.kmkme...
TWITTER TAKE-AWAYS
• Breaks   down the barriers between companies and customers

• Excellent   for keeping up with industr...
TWITTER TAKE-AWAYS
• Breaks   down the barriers between companies and customers

• Excellent   for keeping up with industr...
TWITTER TAKE-AWAYS
• Breaks   down the barriers between companies and customers

• Excellent   for keeping up with industr...
PITFALLS




  www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
PITFALLS

• Free   speech.




                     www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
PITFALLS

• Free   speech.

• You    go to your customers.




                                 www.kmkmedia.com | Faceboo...
PITFALLS

• Free   speech.

• You    go to your customers.

•   You will fail.




                                 www.km...
PITFALLS




  www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
PITFALLS

• It   can be a Timesuck.




                              www.kmkmedia.com | Facebook.com/kmkmedia | twitter.c...
PITFALLS

• It   can be a Timesuck.

• It’s   immediate.




                              www.kmkmedia.com | Facebook.com...
PITFALLS

• It   can be a Timesuck.

• It’s   immediate.

• It’s   a No B.S. Zone.




                              www.k...
PITFALLS

• It   can be a Timesuck.

• It’s   immediate.

• It’s   a No B.S. Zone.

• Seeing    the future.




          ...
INTEGRATION




    www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
INTEGRATION
• Message




                www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
INTEGRATION
• Message

• Tools   for integration




                            www.kmkmedia.com | Facebook.com/kmkmedia ...
INTEGRATION
• Message

• Tools   for integration

• Consume     your feeds




                            www.kmkmedia.co...
INTEGRATION
• Message

• Tools   for integration

• Consume     your feeds

• Promote    your presence




               ...
MEASURING ENGAGEMENT




        www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
MEASURING ENGAGEMENT
• Facebook Activity   Reports




                                www.kmkmedia.com | Facebook.com/kmk...
MEASURING ENGAGEMENT
• Facebook Activity    Reports

• Views   on YouTube




                                 www.kmkmedi...
MEASURING ENGAGEMENT
• Facebook Activity     Reports

• Views    on YouTube

• No. of   Friends/Followers




            ...
MEASURING ENGAGEMENT
• Facebook Activity     Reports

• Views    on YouTube

• No. of   Friends/Followers

• Wall/Forum   ...
MEASURING ENGAGEMENT
• Facebook Activity     Reports

• Views    on YouTube

• No. of   Friends/Followers

• Wall/Forum   ...
Q&A
•Email: pam@kmkmedia.com
•Call: KMK Media Group at 815-399-2805
•View this presentation: www.kmkmedia.com/NECA2010
•Ma...
NECA Social Media Presentation
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  • If you have questions please interrupt me.

    Altho I do social media, sell social media and plan social-media strategy, I’m only 1 of a team of 8 people and we can all chime in.

    If you’d like, tweet your questions and add “Hash-tag KMKTraining” so we can track them to answer them while we’re here or after the event if you’d like.
  • If you have questions please interrupt me.

    Altho I do social media, sell social media and plan social-media strategy, I’m only 1 of a team of 8 people and we can all chime in.

    If you’d like, tweet your questions and add “Hash-tag KMKTraining” so we can track them to answer them while we’re here or after the event if you’d like.
  • If you have questions please interrupt me.

    Altho I do social media, sell social media and plan social-media strategy, I’m only 1 of a team of 8 people and we can all chime in.

    If you’d like, tweet your questions and add “Hash-tag KMKTraining” so we can track them to answer them while we’re here or after the event if you’d like.
  • If you have questions please interrupt me.

    Altho I do social media, sell social media and plan social-media strategy, I’m only 1 of a team of 8 people and we can all chime in.

    If you’d like, tweet your questions and add “Hash-tag KMKTraining” so we can track them to answer them while we’re here or after the event if you’d like.
  • If you have questions please interrupt me.

    Altho I do social media, sell social media and plan social-media strategy, I’m only 1 of a team of 8 people and we can all chime in.

    If you’d like, tweet your questions and add “Hash-tag KMKTraining” so we can track them to answer them while we’re here or after the event if you’d like.
  • If you have questions please interrupt me.

    Altho I do social media, sell social media and plan social-media strategy, I’m only 1 of a team of 8 people and we can all chime in.

    If you’d like, tweet your questions and add “Hash-tag KMKTraining” so we can track them to answer them while we’re here or after the event if you’d like.
  • For years, marketers have “done marketing” - we’re all looking for ways to differentiate our businesses.

    They’ve pushed their message out at trade shows, in their packaging, in print ads and broadcast ads.

    They’ve spent millions on design and messaging.

    When you think of your favorite place to buy, for example, clothing. Why do you like it? Have you told your friends about it? If so, it’s probably because you’ve gotten great customer service at a good price.

  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Traditional media outlets have declined - in 2006, local TV news was used by 74% of American Internet users. In 2008, that was 62%.

    But Social Media site usage surged 9% in the same time period. Also, word of mouth from family, friends or coworkers also increased.
  • Customer loyalty - brand loyalty - has more to do with your personal feelings and a connection you make with a company than any fancy tagline or brochure an agency cranks out for a company.
    Incidentially, Tony Hsieh of Zappos is one of the best examples of how a CEO can utilize social media to further his or her brand. I encourage you to follow him on Twitter to see how he uses it.

  • Customer loyalty - brand loyalty - has more to do with your personal feelings and a connection you make with a company than any fancy tagline or brochure an agency cranks out for a company.
    Incidentially, Tony Hsieh of Zappos is one of the best examples of how a CEO can utilize social media to further his or her brand. I encourage you to follow him on Twitter to see how he uses it.

  • Customer loyalty - brand loyalty - has more to do with your personal feelings and a connection you make with a company than any fancy tagline or brochure an agency cranks out for a company.
    Incidentially, Tony Hsieh of Zappos is one of the best examples of how a CEO can utilize social media to further his or her brand. I encourage you to follow him on Twitter to see how he uses it.

  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive.

    There’s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on.

    They can tune out advertising messages more than ever before.

  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive.

    There’s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on.

    They can tune out advertising messages more than ever before.

  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive.

    There’s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on.

    They can tune out advertising messages more than ever before.

  • Bad news point no. 2 regarding traditional marketing - people are realizing that THEY control the messages they receive.

    There’s Caller ID, the National Do Not Call Registry, Tivo, satellite radio, the delete button...it goes on and on.

    They can tune out advertising messages more than ever before.

  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well.

    And that’s good for marketers.

    We’re moving from an “interruption” model - where we’re trying to interrupt people’s lives to get them to listen to our message - to a “permission” model where consumers choose or allow us to market to them.
    There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty.

    There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more

  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well.

    And that’s good for marketers.

    We’re moving from an “interruption” model - where we’re trying to interrupt people’s lives to get them to listen to our message - to a “permission” model where consumers choose or allow us to market to them.
    There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty.

    There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more

  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well.

    And that’s good for marketers.

    We’re moving from an “interruption” model - where we’re trying to interrupt people’s lives to get them to listen to our message - to a “permission” model where consumers choose or allow us to market to them.
    There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty.

    There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more

  • What this means, however, is that people are CHOOSING to interact with companies and brands online today as well.

    And that’s good for marketers.

    We’re moving from an “interruption” model - where we’re trying to interrupt people’s lives to get them to listen to our message - to a “permission” model where consumers choose or allow us to market to them.
    There are new tools available to you today that invite consumers to interact with your brand and make it their own, which only deepens their loyalty.

    There are blogs and RSS feeds; social media sites like Facebook, Twitter and LinkedIn; YouTube; online polls and more

  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • So what is social media?

    One good way to look at it is to compare it to a business networking event or cocktail party, without time constraints or space limitations and potentially with every single one of the people who have a Facebook or Twitter account.

    Your goals on social media are very similar to the goals at a networking event:

    Engage people
    Start conversations
    Ask questions
    Help others
    Get advice
    And, above all, Add Value.
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • There are three essential aspects of social media:

    1. Publish - that is, put your information out there in the form of a Facebook post or a tweet on Twitter. In social media, everyone can publish anything for everyone. Monitor what other people publish about your brand or industry and empower your customers to publish about you too.

    2. Share - In social media, it’s acceptable - actually expected and encouraged - for you to “share” other people’s content. This is where you can develop strong loyalty among your customers. Share something unique from another company, a cool video or amazing photo, for example - and if people like it, they’ll share it too. It’s not just a one-way message of “buy my product or service.” It’s all about setting a tone and culture about you and your brand.

    3. Network - With social media, you can connect with everyone from anywhere in the world. Personally, that can mean your old high school pals or in business, it could be a supplier from China. Start with your existing friends and branch out from there. But make sure you bring something valuable to the conversation - people will “Unfriend” or “Unfollow” you if you’re just posting the same promotion about your company all the time.

    Sounds pretty easy, right?
  • At this point, you’re probably 200 steps ahead of where you should be in your social media plan. You’re probably thinking about all the cool links you’re going to post or the promotions you’re going to try out tonight on Facebook. And that’s great.

    But to really get VALUE out of your social media - meaning, a return on investment of your time and effort - you need to take a step back.
  • If you are launching a new product, you wouldn’t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions.

    So it is with social media and how it fits into your marketing strategy.

    Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • If you are launching a new product, you wouldn’t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions.

    So it is with social media and how it fits into your marketing strategy.

    Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • If you are launching a new product, you wouldn’t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions.

    So it is with social media and how it fits into your marketing strategy.

    Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • If you are launching a new product, you wouldn’t just make the decision one day and it would magically appear the next day. There is strategy involved with business decisions.

    So it is with social media and how it fits into your marketing strategy.

    Social media, like all marketing, is only effective in a business sense when you think of it - and plan for it - as part of your overall marketing plan.
  • Before you start social media, like any marketing tactic, you have to ask questions before you start.
    Who are you targeting?
    Why are you targeting them?
    How will you reach them?
    How do you make them advocates of your brand?

    Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.




  • Before you start social media, like any marketing tactic, you have to ask questions before you start.
    Who are you targeting?
    Why are you targeting them?
    How will you reach them?
    How do you make them advocates of your brand?

    Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.




  • Before you start social media, like any marketing tactic, you have to ask questions before you start.
    Who are you targeting?
    Why are you targeting them?
    How will you reach them?
    How do you make them advocates of your brand?

    Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.




  • Before you start social media, like any marketing tactic, you have to ask questions before you start.
    Who are you targeting?
    Why are you targeting them?
    How will you reach them?
    How do you make them advocates of your brand?

    Most of social media growth is coming in the 35-plus year old demographic. There are million different sites that present data in different ways. But one thing is for sure - the channel is seeing explosive growth.




  • As of January 2010, Facebook had 350 million active users, which would make it the 3rd most populous country in the world. That's up from 250 million users just seven months ago.

    Ahead of Russia, Indonesia and Brazil.


  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • So how do you market to the fourth most populous country in the world? Just like you would market to any other traditional segment.

    The Customer Life Cycle describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service.

    Some people have never heard of you, others are raving fans and still others are not happy with you.

    Here are the generally accepted levels within the Customer Life Cycle:

    Awareness - they’ve maybe heard of you, vaguely
    Interest - they’ve heard of you and maybe visited your website. No purchases.
    Action - they’ve made a single purchase
    Evaluation - They form opinions on whether or not your product or service met their needs.
    Advocacy - They are fans of the brand. They purchase frequently and tell their friends about your brand.

    No single marketing tool can be used to move people through the cycle and social media can be a catalyst to move them from one part of the cycle to another.

    Part of your social media solution should be who you’re targeting, where they are in the customer life cycle and how to reach them using social media to move them closer to the brand advocate level.

    Example -
  • Social Media has different uses for different goals, but all share the same principals. It’s about:
    Sharing...not Control
    Honest...not Corporate
    Transparent...not Bureaucratic
    Risky...not Safe
    Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It’s about:
    Sharing...not Control
    Honest...not Corporate
    Transparent...not Bureaucratic
    Risky...not Safe
    Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It’s about:
    Sharing...not Control
    Honest...not Corporate
    Transparent...not Bureaucratic
    Risky...not Safe
    Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It’s about:
    Sharing...not Control
    Honest...not Corporate
    Transparent...not Bureaucratic
    Risky...not Safe
    Fast...not Ponderous
  • Social Media has different uses for different goals, but all share the same principals. It’s about:
    Sharing...not Control
    Honest...not Corporate
    Transparent...not Bureaucratic
    Risky...not Safe
    Fast...not Ponderous
  • Facebook is probably the best-known social media outlet.

    You have a profile if you’re an individual, a page if you’re a business.

    Businesses can add “fans,” which are the people that are interested in hearing from you.

    Facebook is an media-rich environment where you can post blog feeds, video, photos, polls, notes and more.

    Again, useful content and the ability to listen and respond as well are key in this site, like all the other social media sites.


  • Facebook is probably the best-known social media outlet.

    You have a profile if you’re an individual, a page if you’re a business.

    Businesses can add “fans,” which are the people that are interested in hearing from you.

    Facebook is an media-rich environment where you can post blog feeds, video, photos, polls, notes and more.

    Again, useful content and the ability to listen and respond as well are key in this site, like all the other social media sites.


  • Facebook is probably the best-known social media outlet.

    You have a profile if you’re an individual, a page if you’re a business.

    Businesses can add “fans,” which are the people that are interested in hearing from you.

    Facebook is an media-rich environment where you can post blog feeds, video, photos, polls, notes and more.

    Again, useful content and the ability to listen and respond as well are key in this site, like all the other social media sites.


  • Facebook is probably the best-known social media outlet.

    You have a profile if you’re an individual, a page if you’re a business.

    Businesses can add “fans,” which are the people that are interested in hearing from you.

    Facebook is an media-rich environment where you can post blog feeds, video, photos, polls, notes and more.

    Again, useful content and the ability to listen and respond as well are key in this site, like all the other social media sites.


  • Facebook is probably the best-known social media outlet.

    You have a profile if you’re an individual, a page if you’re a business.

    Businesses can add “fans,” which are the people that are interested in hearing from you.

    Facebook is an media-rich environment where you can post blog feeds, video, photos, polls, notes and more.

    Again, useful content and the ability to listen and respond as well are key in this site, like all the other social media sites.


  • Facebook is useful for businesses or organizations that want to have a multi-level conversation with their customers.

    It allows you to form groups, tag photos, post links and videos.

    It also is the fastest growing site out there - who’s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did?

    There are conversations, events, and networking opportunities that are only happening there; if you’re not on Facebook, you’re missing these opportunities.

  • Facebook is useful for businesses or organizations that want to have a multi-level conversation with their customers.

    It allows you to form groups, tag photos, post links and videos.

    It also is the fastest growing site out there - who’s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did?

    There are conversations, events, and networking opportunities that are only happening there; if you’re not on Facebook, you’re missing these opportunities.

  • Facebook is useful for businesses or organizations that want to have a multi-level conversation with their customers.

    It allows you to form groups, tag photos, post links and videos.

    It also is the fastest growing site out there - who’s noticed that their mother or grandmother has joined? Or maybe you heard complaints from your kids when you did?

    There are conversations, events, and networking opportunities that are only happening there; if you’re not on Facebook, you’re missing these opportunities.

  • Here’s an example of one electrical contractor on Facebook (from California)

    As you can see they post about what their business has to offer, what they are doing from day to day and people interact with them.

  • The Challenge
    Papa John’s, the Louisville, Ky.-based pizza chain, relied on offline word-of-mouth buzz for most of its history. The brand only started advertising on TV 10 years ago, 15 years after it was created. But that word-of-mouth buzz hadn’t translated into online social networks like Facebook. As of November last year, the brand had precious little presence on the site. “It was small, mostly customers and fans,” said Jim Ensign, vp, marketing communications for the chain.

    The Plan   
    Papa John’s looked to kickstart its Facebook presence in November with a program that rewarded consumers for becoming fans on Facebook. During a 24-hour period, anyone who became a Papa John’s fan on the social networking site was given an online code which translated into a free pizza. To get the word out, Papa John’s bought a roadblock ad on Facebook and tapped its opt-in e-mail database of hardcore fans.

    The Results   
    After two weeks, Papa John’s had 1,800 fans on Facebook and 1,200 wall posts—the bulk of those fans were garnered during the free-pizza period. According to Facebook, 131,000 people became fans within a day. But the momentum has continued. As of last week, Papa John’s claimed 210,000 Facebook fans, which Ensign said made it the second fastest-growing brand on Facebook, next to Michael Phelps. Users tend to be vocal (typical comment left on Papa John’s wall:  “Open one in Laguna Beach!”). The brand is keeping up its Facebook presence by offering video and launching the occasional promotion, like a Super Bowl effort that dangled the chance to get a pizza for 25 cents if the opening kickoff was returned for a touchdown (didn’t happen).

    Bottom line - keep it simple and appealing to your target audience.


  • The Challenge
    Papa John’s, the Louisville, Ky.-based pizza chain, relied on offline word-of-mouth buzz for most of its history. The brand only started advertising on TV 10 years ago, 15 years after it was created. But that word-of-mouth buzz hadn’t translated into online social networks like Facebook. As of November last year, the brand had precious little presence on the site. “It was small, mostly customers and fans,” said Jim Ensign, vp, marketing communications for the chain.

    The Plan   
    Papa John’s looked to kickstart its Facebook presence in November with a program that rewarded consumers for becoming fans on Facebook. During a 24-hour period, anyone who became a Papa John’s fan on the social networking site was given an online code which translated into a free pizza. To get the word out, Papa John’s bought a roadblock ad on Facebook and tapped its opt-in e-mail database of hardcore fans.

    The Results   
    After two weeks, Papa John’s had 1,800 fans on Facebook and 1,200 wall posts—the bulk of those fans were garnered during the free-pizza period. According to Facebook, 131,000 people became fans within a day. But the momentum has continued. As of last week, Papa John’s claimed 210,000 Facebook fans, which Ensign said made it the second fastest-growing brand on Facebook, next to Michael Phelps. Users tend to be vocal (typical comment left on Papa John’s wall:  “Open one in Laguna Beach!”). The brand is keeping up its Facebook presence by offering video and launching the occasional promotion, like a Super Bowl effort that dangled the chance to get a pizza for 25 cents if the opening kickoff was returned for a touchdown (didn’t happen).

    Bottom line - keep it simple and appealing to your target audience.


  • The Challenge
    Papa John’s, the Louisville, Ky.-based pizza chain, relied on offline word-of-mouth buzz for most of its history. The brand only started advertising on TV 10 years ago, 15 years after it was created. But that word-of-mouth buzz hadn’t translated into online social networks like Facebook. As of November last year, the brand had precious little presence on the site. “It was small, mostly customers and fans,” said Jim Ensign, vp, marketing communications for the chain.

    The Plan   
    Papa John’s looked to kickstart its Facebook presence in November with a program that rewarded consumers for becoming fans on Facebook. During a 24-hour period, anyone who became a Papa John’s fan on the social networking site was given an online code which translated into a free pizza. To get the word out, Papa John’s bought a roadblock ad on Facebook and tapped its opt-in e-mail database of hardcore fans.

    The Results   
    After two weeks, Papa John’s had 1,800 fans on Facebook and 1,200 wall posts—the bulk of those fans were garnered during the free-pizza period. According to Facebook, 131,000 people became fans within a day. But the momentum has continued. As of last week, Papa John’s claimed 210,000 Facebook fans, which Ensign said made it the second fastest-growing brand on Facebook, next to Michael Phelps. Users tend to be vocal (typical comment left on Papa John’s wall:  “Open one in Laguna Beach!”). The brand is keeping up its Facebook presence by offering video and launching the occasional promotion, like a Super Bowl effort that dangled the chance to get a pizza for 25 cents if the opening kickoff was returned for a touchdown (didn’t happen).

    Bottom line - keep it simple and appealing to your target audience.


  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes:

    Know your audience
    Provide quality, regular content
    Encourage discussion and engagement
    Don’t take yourself too seriously.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes:

    Know your audience
    Provide quality, regular content
    Encourage discussion and engagement
    Don’t take yourself too seriously.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes:

    Know your audience
    Provide quality, regular content
    Encourage discussion and engagement
    Don’t take yourself too seriously.
  • So, in a nutshell, here are some things to keep in mind when using Facebook for marketing purposes:

    Know your audience
    Provide quality, regular content
    Encourage discussion and engagement
    Don’t take yourself too seriously.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less.

    You “tweet” out your answer to the questions “What are you doing right now?”

    Your Twitter “feed” shows the updates of everyone you follow.

    @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream.

    # Hashtag. Used to designate a topic such as “kmktraining” so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less.

    You “tweet” out your answer to the questions “What are you doing right now?”

    Your Twitter “feed” shows the updates of everyone you follow.

    @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream.

    # Hashtag. Used to designate a topic such as “kmktraining” so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less.

    You “tweet” out your answer to the questions “What are you doing right now?”

    Your Twitter “feed” shows the updates of everyone you follow.

    @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream.

    # Hashtag. Used to designate a topic such as “kmktraining” so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less.

    You “tweet” out your answer to the questions “What are you doing right now?”

    Your Twitter “feed” shows the updates of everyone you follow.

    @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream.

    # Hashtag. Used to designate a topic such as “kmktraining” so that people can easily search for tweets on a topic.
  • Twitter is a free service that allows anyone to say anything to anyone in 140 characters or less.

    You “tweet” out your answer to the questions “What are you doing right now?”

    Your Twitter “feed” shows the updates of everyone you follow.

    @ At reply. A public tweet directed at a fellow Twitter user that shows up in their Twitter stream.

    # Hashtag. Used to designate a topic such as “kmktraining” so that people can easily search for tweets on a topic.
  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose!

    It’s great for real-time feedback and to quickly share information.

    It’s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry.

    Can also be used for crisis communications.


  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose!

    It’s great for real-time feedback and to quickly share information.

    It’s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry.

    Can also be used for crisis communications.


  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose!

    It’s great for real-time feedback and to quickly share information.

    It’s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry.

    Can also be used for crisis communications.


  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose!

    It’s great for real-time feedback and to quickly share information.

    It’s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry.

    Can also be used for crisis communications.


  • Twitter helps you stay connected to your customers, industry, networking contacts, media contacts...whomever you choose!

    It’s great for real-time feedback and to quickly share information.

    It’s also good for disseminating offers to your customers or finding out about the latest in your industry....and positioning yourself as an expert in your particular industry.

    Can also be used for crisis communications.


  • During the Iranian elections, protestors took to the streets and Twitter to refute the election results. At its peak, the traffic was approaching 250,000 tweets PER HOUR.

    Major news outlets, who were shut out of the country by the ruling regime, turned to these feeds to understand what was happening on the ground. The government even asked Twitter to not do a scheduled upgrade - which would have shut down the site for several hours - so they could monitor the activity.

    The Iranian police eventually started posting mis-information using the twitter hashtags the protestors were using and started confiscating cell phone memory cards and laptops to investigate past transmissions.

    All this from a microblogging site.


  • Jet Blue was one of the first major brands to start to use Twitter in 2007

    The CEO simply said he “wanted to help customers”

    By taking down the barriers between Jet Blue employees and their customers, they moved those customers to being brand advocates.

    Having a personal touch is important in social media.

  • Jet Blue was one of the first major brands to start to use Twitter in 2007

    The CEO simply said he “wanted to help customers”

    By taking down the barriers between Jet Blue employees and their customers, they moved those customers to being brand advocates.

    Having a personal touch is important in social media.

  • Jet Blue was one of the first major brands to start to use Twitter in 2007

    The CEO simply said he “wanted to help customers”

    By taking down the barriers between Jet Blue employees and their customers, they moved those customers to being brand advocates.

    Having a personal touch is important in social media.

  • Twitter gives your constituents direct access to employees and a way to contribute to your company.
    It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization.

    Follow the leaders in your industry and share content that positions you as an expert yourself.

    It’s immediate. It’s great for immediate offers as well as crisis communications.
  • Twitter gives your constituents direct access to employees and a way to contribute to your company.
    It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization.

    Follow the leaders in your industry and share content that positions you as an expert yourself.

    It’s immediate. It’s great for immediate offers as well as crisis communications.
  • Twitter gives your constituents direct access to employees and a way to contribute to your company.
    It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization.

    Follow the leaders in your industry and share content that positions you as an expert yourself.

    It’s immediate. It’s great for immediate offers as well as crisis communications.
  • Twitter gives your constituents direct access to employees and a way to contribute to your company.
    It also gives you first-hand feedback and the opportunity to change a service blunder into a win for your organization.

    Follow the leaders in your industry and share content that positions you as an expert yourself.

    It’s immediate. It’s great for immediate offers as well as crisis communications.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    Social media means you have to go where your customers are and ask permission to interact, a 180 from the way it’s been done before when we’d push messages to them.
    Admit mistakes and move on. Be free to fail.


  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    Social media means you have to go where your customers are and ask permission to interact, a 180 from the way it’s been done before when we’d push messages to them.
    Admit mistakes and move on. Be free to fail.


  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    Social media means you have to go where your customers are and ask permission to interact, a 180 from the way it’s been done before when we’d push messages to them.
    Admit mistakes and move on. Be free to fail.


  • It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one.
    It’s fast. There’s no time to get things approved by committee.
    It’s a No B.S. Zone. Social media outlets can sense when you’re not being up-front or when you’re spinning them.
    We don’t know what’s next - things are changing rapidly. A year from now, Facebook might be abandoned and we’ll be talking about something completely different.
  • It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one.
    It’s fast. There’s no time to get things approved by committee.
    It’s a No B.S. Zone. Social media outlets can sense when you’re not being up-front or when you’re spinning them.
    We don’t know what’s next - things are changing rapidly. A year from now, Facebook might be abandoned and we’ll be talking about something completely different.
  • It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one.
    It’s fast. There’s no time to get things approved by committee.
    It’s a No B.S. Zone. Social media outlets can sense when you’re not being up-front or when you’re spinning them.
    We don’t know what’s next - things are changing rapidly. A year from now, Facebook might be abandoned and we’ll be talking about something completely different.
  • It can be a Timesuck if you try to do it all at once. Pick one channel that would most effectively reach your target audience, learn it and move on to the next one.
    It’s fast. There’s no time to get things approved by committee.
    It’s a No B.S. Zone. Social media outlets can sense when you’re not being up-front or when you’re spinning them.
    We don’t know what’s next - things are changing rapidly. A year from now, Facebook might be abandoned and we’ll be talking about something completely different.
  • Social media, if it’s to be effective, should be incorporated into your traditional marketing mix.
    Messaging - make sure what you’re saying on social media jives with your corporate brand. Don’t be too formal, however. It can be a tricky balance. Share content that your customers will find useful.
    Tools exist to update multiple social media channels at the same time.
    Use the feed on your corporate website - this provides additional content for your site as well as letting your customers know you’re on these channels.
    Include your presence in any other traditional advertising - like your print ads or on your corporate website.
  • Social media, if it’s to be effective, should be incorporated into your traditional marketing mix.
    Messaging - make sure what you’re saying on social media jives with your corporate brand. Don’t be too formal, however. It can be a tricky balance. Share content that your customers will find useful.
    Tools exist to update multiple social media channels at the same time.
    Use the feed on your corporate website - this provides additional content for your site as well as letting your customers know you’re on these channels.
    Include your presence in any other traditional advertising - like your print ads or on your corporate website.
  • Social media, if it’s to be effective, should be incorporated into your traditional marketing mix.
    Messaging - make sure what you’re saying on social media jives with your corporate brand. Don’t be too formal, however. It can be a tricky balance. Share content that your customers will find useful.
    Tools exist to update multiple social media channels at the same time.
    Use the feed on your corporate website - this provides additional content for your site as well as letting your customers know you’re on these channels.
    Include your presence in any other traditional advertising - like your print ads or on your corporate website.
  • Social media, if it’s to be effective, should be incorporated into your traditional marketing mix.
    Messaging - make sure what you’re saying on social media jives with your corporate brand. Don’t be too formal, however. It can be a tricky balance. Share content that your customers will find useful.
    Tools exist to update multiple social media channels at the same time.
    Use the feed on your corporate website - this provides additional content for your site as well as letting your customers know you’re on these channels.
    Include your presence in any other traditional advertising - like your print ads or on your corporate website.
  • There are a number of ways you can measure your social media presence:

    Facebook reports
    YouTube views
    No. of friends or followers
    No of posts on your wall or in your forum and the number of re-tweets you receive

    Ultimately, however, tracking social media’s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for tomorrow’s lunch hour with a special code, how many people took advantage of that?

    Social media ROI can be difficult to track however since at it’s heart it is branding and word-of-mouth advertising.

    One thing that is for certain, however - your customers are out there and using these tools. If you’re not, you’re missing out.
  • There are a number of ways you can measure your social media presence:

    Facebook reports
    YouTube views
    No. of friends or followers
    No of posts on your wall or in your forum and the number of re-tweets you receive

    Ultimately, however, tracking social media’s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for tomorrow’s lunch hour with a special code, how many people took advantage of that?

    Social media ROI can be difficult to track however since at it’s heart it is branding and word-of-mouth advertising.

    One thing that is for certain, however - your customers are out there and using these tools. If you’re not, you’re missing out.
  • There are a number of ways you can measure your social media presence:

    Facebook reports
    YouTube views
    No. of friends or followers
    No of posts on your wall or in your forum and the number of re-tweets you receive

    Ultimately, however, tracking social media’s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for tomorrow’s lunch hour with a special code, how many people took advantage of that?

    Social media ROI can be difficult to track however since at it’s heart it is branding and word-of-mouth advertising.

    One thing that is for certain, however - your customers are out there and using these tools. If you’re not, you’re missing out.
  • There are a number of ways you can measure your social media presence:

    Facebook reports
    YouTube views
    No. of friends or followers
    No of posts on your wall or in your forum and the number of re-tweets you receive

    Ultimately, however, tracking social media’s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for tomorrow’s lunch hour with a special code, how many people took advantage of that?

    Social media ROI can be difficult to track however since at it’s heart it is branding and word-of-mouth advertising.

    One thing that is for certain, however - your customers are out there and using these tools. If you’re not, you’re missing out.
  • There are a number of ways you can measure your social media presence:

    Facebook reports
    YouTube views
    No. of friends or followers
    No of posts on your wall or in your forum and the number of re-tweets you receive

    Ultimately, however, tracking social media’s return on investment should be similar to how you track your traditional advertising. If you tweet out an offer for tomorrow’s lunch hour with a special code, how many people took advantage of that?

    Social media ROI can be difficult to track however since at it’s heart it is branding and word-of-mouth advertising.

    One thing that is for certain, however - your customers are out there and using these tools. If you’re not, you’re missing out.

  • NECA Social Media Presentation

    1. 1. Using Social Media to Market Your Business Pam Maher Principal KMK Media Group www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    2. 2. LET’S TALK...SOCIAL MEDIA www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    3. 3. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    4. 4. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    5. 5. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • How’d They Do That? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    6. 6. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • How’d They Do That? • Pitfalls www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    7. 7. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • How’d They Do That? • Pitfalls •Q &A www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    8. 8. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good • Strategy, Not Tools • How’d They Do That? • Pitfalls •Q &A • View this presentation: www.kmkmedia.com/NECA2010 www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    9. 9. THE BAD NEWS... • Traditional Mass Marketing is not the ideal way to personalize your brand. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    10. 10. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    11. 11. Local TV News Down 12% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    12. 12. Local TV News Down 12% Advice from Family/Friends Up 3% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    13. 13. Local TV News Down 12% Advice from Family/Friends Up 3% Advice from Co-Workers Up 7% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    14. 14. Local TV News Down 12% Advice from Family/Friends Up 3% Advice from Co-Workers Up 7% Social Networking Sites Up 9% www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    15. 15. PERSONALIZE YOUR BRAND www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    16. 16. PERSONALIZE YOUR BRAND “People relate to people, not companies.” Tony Hsieh, CEO, Zappos.com www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    17. 17. JUST SAY NO TO... MARKETING • People can control the messages and content they pay attention to today. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    18. 18. JUST SAY NO TO... MARKETING • People can control the messages and content they pay attention to today. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    19. 19. THE GOOD NEWS You have new tools to use that will personalize your brand when used within an overarching, integrated marketing mix. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    20. 20. THE GOOD NEWS You have new tools to use that will personalize your brand when used within an overarching, integrated marketing mix. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    21. 21. WHAT IS SOCIAL MEDIA? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    22. 22. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    23. 23. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    24. 24. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    25. 25. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Start conversations www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    26. 26. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Start conversations • Ask questions www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    27. 27. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Help others • Start conversations • Ask questions www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    28. 28. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Help others • Start conversations • Get advice • Ask questions www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    29. 29. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints • What do you do at a networking event? • Engage people • Help others • Start conversations • Get advice • Ask questions • ADD VALUE www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    30. 30. USES OF SOCIAL MEDIA www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    31. 31. USES OF SOCIAL MEDIA Publish www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    32. 32. USES OF SOCIAL MEDIA Publish Share www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    33. 33. USES OF SOCIAL MEDIA Publish Network Share www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    34. 34. USES OF SOCIAL MEDIA Great! Let’s get started! www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    35. 35. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    36. 36. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    37. 37. STRATEGY, THEN TOOLS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    38. 38. STRATEGY, THEN TOOLS Social media is only effective when you think of it as part of your overall marketing plan. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    39. 39. QUESTION EVERYTHING www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    40. 40. QUESTION EVERYTHING • Who are you targeting? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    41. 41. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    42. 42. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? • How will you reach them? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    43. 43. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? • How will you reach them? • How do make them Brand Advocates? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    44. 44. 400,000,000 www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    45. 45. FROM AWARENESS TO ADVOCACY www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    46. 46. FROM AWARENESS TO ADVOCACY Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    47. 47. FROM AWARENESS TO ADVOCACY Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    48. 48. FROM AWARENESS TO ADVOCACY Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    49. 49. FROM AWARENESS TO ADVOCACY Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    50. 50. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    51. 51. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    52. 52. HOW’D THEY DO THAT? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    53. 53. HOW’D THEY DO THAT? • Sharing...not Control www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    54. 54. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Insincere www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    55. 55. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Insincere • Transparent...not Bureaucratic www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    56. 56. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Insincere • Transparent...not Bureaucratic • Risky...not Safe www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    57. 57. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Insincere • Transparent...not Bureaucratic • Risky...not Safe • Immediate...not Ponderous www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    58. 58. FACEBOOK BASICS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    59. 59. FACEBOOK BASICS • Probably the best-known of the social media outlets. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    60. 60. FACEBOOK BASICS • Probably the best-known of the social media outlets. • Personal start - a “Profile” www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    61. 61. FACEBOOK BASICS • Probably the best-known of the social media outlets. • Personal start - a “Profile” • Business start - a “Page” www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    62. 62. FACEBOOK BASICS • Probably the best-known of the social media outlets. • Personal start - a “Profile” • Business start - a “Page” • Businesses add “fans” www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    63. 63. FACEBOOK BASICS • Probably the best-known of the social media outlets. • Personal start - a “Profile” • Business start - a “Page” • Businesses add “fans” • Media-rich environment www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    64. 64. WHY USE FACEBOOK? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    65. 65. WHY USE FACEBOOK? • Useful for a deeper experience than with Twitter or LinkedIn www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    66. 66. WHY USE FACEBOOK? • Useful for a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    67. 67. WHY USE FACEBOOK? • Useful for a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ • You’re missing opportunities if you’re not on it. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    68. 68. FACEBOOK: PAPA JOHN’S www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    69. 69. FACEBOOK: PAPA JOHN’S • Promotion - free pizza to first fans in a 24-hour period. • Results - 1,800 Facebook fans & 1,200 wall posts in 2 weeks • Today, 300,000 fans and regular interaction with customers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    70. 70. FACEBOOK TAKE-AWAYS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    71. 71. FACEBOOK TAKE-AWAYS • Know your audience www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    72. 72. FACEBOOK TAKE-AWAYS • Know your audience • Provide quality, regular content www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    73. 73. FACEBOOK TAKE-AWAYS • Know your audience • Provide quality, regular content • Encourage discussion and engagement www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    74. 74. FACEBOOK TAKE-AWAYS • Know your audience • Provide quality, regular content • Encourage discussion and engagement • Don’t take yourself too seriously. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    75. 75. TWITTER BASICS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    76. 76. TWITTER BASICS • Microblogging - 140 characters or less www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    77. 77. TWITTER BASICS • Microblogging - 140 characters or less • You “follow” people & they “follow” you www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    78. 78. TWITTER BASICS • Microblogging - 140 characters or less • You “follow” people & they “follow” you • “Tweet” your answer to the question “What are you doing right now?” www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    79. 79. TWITTER BASICS • Microblogging - 140 characters or less • You “follow” people & they “follow” you • “Tweet” your answer to the question “What are you doing right now?” • Your Twitter “feed” shows the updates of everyone you follow. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    80. 80. TWITTER BASICS • Microblogging - 140 characters or less • You “follow” people & they “follow” you • “Tweet” your answer to the question “What are you doing right now?” • Your Twitter “feed” shows the updates of everyone you follow. • Symbols: “@” & “#” www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    81. 81. WHY USE TWITTER www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    82. 82. WHY USE TWITTER • Stay connected www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    83. 83. WHY USE TWITTER • Stay connected • Get real-time feedback www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    84. 84. WHY USE TWITTER • Stay connected • Get real-time feedback • Disseminate offers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    85. 85. WHY USE TWITTER • Stay connected • Get real-time feedback • Disseminate offers • Learn from industry leaders www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    86. 86. WHY USE TWITTER • Stay connected • Get real-time feedback • Disseminate offers • Learn from industry leaders • Crisis Communications www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    87. 87. TWITTER EXAMPLE www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    88. 88. TWITTER: JET BLUE www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    89. 89. TWITTER: JET BLUE • Feb. 2009 - 26,000 followers • Sept. 2009 - 1.2 million followers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    90. 90. TWITTER TAKE-AWAYS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    91. 91. TWITTER TAKE-AWAYS • Breaks down the barriers between companies and customers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    92. 92. TWITTER TAKE-AWAYS • Breaks down the barriers between companies and customers • Excellent for keeping up with industry news www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    93. 93. TWITTER TAKE-AWAYS • Breaks down the barriers between companies and customers • Excellent for keeping up with industry news • Position yourself as an expert www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    94. 94. TWITTER TAKE-AWAYS • Breaks down the barriers between companies and customers • Excellent for keeping up with industry news • Position yourself as an expert • It’s immediate - good for special offers or crisis communications www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    95. 95. PITFALLS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    96. 96. PITFALLS • Free speech. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    97. 97. PITFALLS • Free speech. • You go to your customers. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    98. 98. PITFALLS • Free speech. • You go to your customers. • You will fail. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    99. 99. PITFALLS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    100. 100. PITFALLS • It can be a Timesuck. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    101. 101. PITFALLS • It can be a Timesuck. • It’s immediate. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    102. 102. PITFALLS • It can be a Timesuck. • It’s immediate. • It’s a No B.S. Zone. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    103. 103. PITFALLS • It can be a Timesuck. • It’s immediate. • It’s a No B.S. Zone. • Seeing the future. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    104. 104. INTEGRATION www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    105. 105. INTEGRATION • Message www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    106. 106. INTEGRATION • Message • Tools for integration www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    107. 107. INTEGRATION • Message • Tools for integration • Consume your feeds www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    108. 108. INTEGRATION • Message • Tools for integration • Consume your feeds • Promote your presence www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    109. 109. MEASURING ENGAGEMENT www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    110. 110. MEASURING ENGAGEMENT • Facebook Activity Reports www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    111. 111. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    112. 112. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    113. 113. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers • Wall/Forum posts & re-tweets www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    114. 114. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers • Wall/Forum posts & re-tweets • ROI Measurement www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    115. 115. Q&A •Email: pam@kmkmedia.com •Call: KMK Media Group at 815-399-2805 •View this presentation: www.kmkmedia.com/NECA2010 •Marketing, Advertising, PR, Social Media tips and more on our blog at http://blog.kmkmedia.com/ www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
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