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Social Media
          and Beyond
                        Pam Maher
                          Principal
                  ...
LET’S TALK...SOCIAL MEDIA




              Tweet your questions - tag with #kmktraining
          www.kmkmedia.com | Face...
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good




                           Tweet your questions - tag with #...
LET’S TALK...SOCIAL MEDIA
• The   Bad News...And the Good

• Strategy, Not Tools




                            Tweet you...
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

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




             ...
Tweet your questions - tag with #kmktraining
www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
Local TV News Down 12%




    Tweet your questions - tag with #kmktraining
www.kmkmedia.com | Facebook.com/kmkmedia | twi...
Local TV News Down 12%

           Advice from Family/Friends
                     Up 3%




    Tweet your questions - ta...
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




             Tweet your questions - tag with #kmktraining
         www.kmkmedia.com | Facebook....
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?




             Tweet your questions - tag with #kmktraining
         www.kmkmedia.com | Facebook.c...
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




            Tweet your questions - tag with #kmktraining
        www.kmkmedia.com | Facebook.com/...
USES OF SOCIAL MEDIA

     Publish




                   Tweet your questions - tag with #kmktraining
               www....
USES OF SOCIAL MEDIA

     Publish



               Share



                   Tweet your questions - tag with #kmktrain...
USES OF SOCIAL MEDIA

     Publish            Network



               Share



                   Tweet your questions -...
USES OF SOCIAL MEDIA


   Great! Let’s get started!




                Tweet your questions - tag with #kmktraining
     ...
STRATEGY, THEN TOOLS




            Tweet your questions - tag with #kmktraining
        www.kmkmedia.com | Facebook.com/...
STRATEGY, THEN TOOLS




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

    ...
QUESTION EVERYTHING




            Tweet your questions - tag with #kmktraining
        www.kmkmedia.com | Facebook.com/k...
QUESTION EVERYTHING
• Who   are you targeting?




                                 Tweet your questions - tag with #kmktr...
QUESTION EVERYTHING
• Who   are you targeting?

• Why   are you targeting them?




                                 Tweet...
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 ...
Tweet your questions - tag with #kmktraining
www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
FROM AWARENESS TO
    ADVOCACY




           Tweet your questions - tag with #kmktraining
       www.kmkmedia.com | Faceb...
FROM AWARENESS TO
    ADVOCACY




 Awareness


                 Tweet your questions - tag with #kmktraining
            ...
FROM AWARENESS TO
    ADVOCACY



       Interest
 Awareness


                 Tweet your questions - tag with #kmktraini...
FROM AWARENESS TO
    ADVOCACY


              Action
       Interest
 Awareness


                 Tweet your questions -...
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?




            Tweet your questions - tag with #kmktraining
        www.kmkmedia.com | Facebook.com/k...
HOW’D THEY DO THAT?
• Sharing...not   Control




                                Tweet your questions - tag with #kmktrai...
HOW’D THEY DO THAT?
• Sharing...not   Control

• Honest...not    Corporate




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

• Honest...not    Corporate

• Transparent...not   Bureaucratic




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

• Honest...not    Corporate

• Transparent...not    Bureaucratic

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

• Honest...not    Corporate

• Transparent...not    Bureaucratic

• Risky.....
WHY USE FACEBOOK?




           Tweet your questions - tag with #kmktraining
       www.kmkmedia.com | Facebook.com/kmkme...
WHY USE FACEBOOK?

• Useful   for a deeper experience than with Twitter or LinkedIn




                                  ...
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
WHY USE TWITTER




          Tweet your questions - tag with #kmktraining
      www.kmkmedia.com | Facebook.com/kmkmedia ...
WHY USE TWITTER
• Stay   connected




                         Tweet your questions - tag with #kmktraining
             ...
WHY USE TWITTER
• Stay   connected

• Get    real-time feedback




                                  Tweet your questions...
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
PITFALLS




      Tweet your questions - tag with #kmktraining
  www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/k...
PITFALLS
• Free   speech




                        Tweet your questions - tag with #kmktraining
                    www....
PITFALLS
• Free   speech

• Timesuck




                        Tweet your questions - tag with #kmktraining
            ...
PITFALLS
• Free    speech

• Timesuck

• It’s   immediate




                           Tweet your questions - tag with #...
PITFALLS
• Free    speech

• Timesuck

• It’s   immediate

• Seeing    the future




                               Tweet...
PITFALLS
• Free    speech

• Timesuck

• It’s   immediate

• Seeing    the future




                               Tweet...
PITFALLS
• Free    speech

• Timesuck

• It’s   immediate

• Seeing    the future




                               Tweet...
PITFALLS
• Free    speech

• Timesuck

• It’s   immediate

• Seeing    the future




                               Tweet...
INTEGRATION




        Tweet your questions - tag with #kmktraining
    www.kmkmedia.com | Facebook.com/kmkmedia | twitte...
INTEGRATION
• Message




                    Tweet your questions - tag with #kmktraining
                www.kmkmedia.co...
INTEGRATION
• Message

• Tools   for integration




                                Tweet your questions - tag with #kmkt...
INTEGRATION
• Message

• Tools   for integration

• Consume     your feeds




                                Tweet your ...
INTEGRATION
• Message

• Tools   for integration

• Consume     your feeds

• Promote    your presence



                ...
MEASURING ENGAGEMENT




            Tweet your questions - tag with #kmktraining
        www.kmkmedia.com | Facebook.com/...
MEASURING ENGAGEMENT
• Facebook Activity   Reports




                                    Tweet your questions - tag with...
MEASURING ENGAGEMENT
• Facebook Activity    Reports

• Views   on YouTube




                                     Tweet y...
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
•Tweet your questions - tag with #kmktraining
•Email: pam@kmkmedia.com
•Call: KMK Media Group at 815-399-2805
•View th...
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Rotary Presentation on Social Media

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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.
  • 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?
  • 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.
  • Just as an example, as of July 15, 2009, Facebook had 250 million active users, which would make it the fourth most populous country in the world.

    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 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.
  • 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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • The good news is there’s free speech...the bad news is there’s free speech. You can’t control social media.
    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.
    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.
  • Transcript of "Rotary Presentation on Social Media"

    1. 1. Social Media and Beyond Pam Maher Principal KMK Media Group Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    2. 2. LET’S TALK...SOCIAL MEDIA Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    3. 3. LET’S TALK...SOCIAL MEDIA • The Bad News...And the Good Tweet your questions - tag with #kmktraining 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 Tweet your questions - tag with #kmktraining 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? Tweet your questions - tag with #kmktraining 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 Tweet your questions - tag with #kmktraining 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 (tweet questions: & tag with #kmktraining) Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    8. 8. THE BAD NEWS... • Traditional Mass Marketing is not the ideal way to personalize your brand. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    9. 9. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    10. 10. Local TV News Down 12% Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    11. 11. Local TV News Down 12% Advice from Family/Friends Up 3% Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    12. 12. Local TV News Down 12% Advice from Family/Friends Up 3% Advice from Co-Workers Up 7% Tweet your questions - tag with #kmktraining 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% Social Networking Sites Up 9% Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    14. 14. PERSONALIZE YOUR BRAND Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    15. 15. PERSONALIZE YOUR BRAND “People relate to people, not companies.” Tony Hsieh, CEO, Zappos.com Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    16. 16. JUST SAY NO TO... MARKETING • People can control the messages and content they pay attention to today. Tweet your questions - tag with #kmktraining 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. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    18. 18. THE GOOD NEWS You have new tools to use that will personalize your brand when used within an overarching, integrated marketing mix. Tweet your questions - tag with #kmktraining 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. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    20. 20. WHAT IS SOCIAL MEDIA? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    21. 21. WHAT IS SOCIAL MEDIA? • Like a business networking event...without time or space constraints Tweet your questions - tag with #kmktraining 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 • What do you do at a networking event? Tweet your questions - tag with #kmktraining 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? • Engage people Tweet your questions - tag with #kmktraining 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 • Start conversations Tweet your questions - tag with #kmktraining 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 • Ask questions Tweet your questions - tag with #kmktraining 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 • Help others • Start conversations • Ask questions Tweet your questions - tag with #kmktraining 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 • Get advice • Ask questions Tweet your questions - tag with #kmktraining 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 • ADD VALUE Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    29. 29. USES OF SOCIAL MEDIA Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    30. 30. USES OF SOCIAL MEDIA Publish Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    31. 31. USES OF SOCIAL MEDIA Publish Share Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    32. 32. USES OF SOCIAL MEDIA Publish Network Share Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    33. 33. USES OF SOCIAL MEDIA Great! Let’s get started! Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    34. 34. STRATEGY, THEN TOOLS Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    35. 35. STRATEGY, THEN TOOLS Social media is only effective when you think of it as part of your overall marketing plan. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    36. 36. QUESTION EVERYTHING Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    37. 37. QUESTION EVERYTHING • Who are you targeting? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    38. 38. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    39. 39. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? • How will you reach them? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    40. 40. QUESTION EVERYTHING • Who are you targeting? • Why are you targeting them? • How will you reach them? • How do make them Brand Advocates? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    41. 41. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    42. 42. FROM AWARENESS TO ADVOCACY Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    43. 43. FROM AWARENESS TO ADVOCACY Awareness Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    44. 44. FROM AWARENESS TO ADVOCACY Interest Awareness Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    45. 45. FROM AWARENESS TO ADVOCACY Action Interest Awareness Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    46. 46. FROM AWARENESS TO ADVOCACY Evaluation Action Interest Awareness Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    47. 47. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    48. 48. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    49. 49. HOW’D THEY DO THAT? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    50. 50. HOW’D THEY DO THAT? • Sharing...not Control Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    51. 51. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    52. 52. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate • Transparent...not Bureaucratic Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    53. 53. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate • Transparent...not Bureaucratic • Risky...not Safe Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    54. 54. HOW’D THEY DO THAT? • Sharing...not Control • Honest...not Corporate • Transparent...not Bureaucratic • Risky...not Safe • Fast...not Ponderous Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    55. 55. WHY USE FACEBOOK? Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    56. 56. WHY USE FACEBOOK? • Useful for a deeper experience than with Twitter or LinkedIn Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    57. 57. WHY USE FACEBOOK? • Useful for a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    58. 58. 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. Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    59. 59. FACEBOOK
    60. 60. WHY USE TWITTER Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    61. 61. WHY USE TWITTER • Stay connected Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    62. 62. WHY USE TWITTER • Stay connected • Get real-time feedback Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    63. 63. WHY USE TWITTER • Stay connected • Get real-time feedback • Disseminate offers Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    64. 64. WHY USE TWITTER • Stay connected • Get real-time feedback • Disseminate offers • Learn from industry leaders Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    65. 65. WHY USE TWITTER • Stay connected • Get real-time feedback • Disseminate offers • Learn from industry leaders • Crisis Communications Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    66. 66. TWITTER
    67. 67. PITFALLS Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    68. 68. PITFALLS • Free speech Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    69. 69. PITFALLS • Free speech • Timesuck Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    70. 70. PITFALLS • Free speech • Timesuck • It’s immediate Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    71. 71. PITFALLS • Free speech • Timesuck • It’s immediate • Seeing the future Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    72. 72. PITFALLS • Free speech • Timesuck • It’s immediate • Seeing the future Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    73. 73. PITFALLS • Free speech • Timesuck • It’s immediate • Seeing the future Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    74. 74. PITFALLS • Free speech • Timesuck • It’s immediate • Seeing the future Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    75. 75. INTEGRATION Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    76. 76. INTEGRATION • Message Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    77. 77. INTEGRATION • Message • Tools for integration Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    78. 78. INTEGRATION • Message • Tools for integration • Consume your feeds Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    79. 79. INTEGRATION • Message • Tools for integration • Consume your feeds • Promote your presence Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    80. 80. MEASURING ENGAGEMENT Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    81. 81. MEASURING ENGAGEMENT • Facebook Activity Reports Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    82. 82. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    83. 83. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    84. 84. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers • Wall/Forum posts & re-tweets Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    85. 85. MEASURING ENGAGEMENT • Facebook Activity Reports • Views on YouTube • No. of Friends/Followers • Wall/Forum posts & re-tweets • ROI Measurement Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
    86. 86. Q&A •Tweet your questions - tag with #kmktraining •Email: pam@kmkmedia.com •Call: KMK Media Group at 815-399-2805 •View this presentation: www.kmkmedia.com/ROTARY2009 Tweet your questions - tag with #kmktraining www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
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