Social media basics workshopPresentation Transcript
SOCIAL MEDIA MARKETING BASICS
About Kristin Warner
13 years of agency and corporate branding, advertising & PR experience.
Co-founder & Vice President of FirePath Communications, a social media marketing agency.
Worked with start-ups to public corporations on communication, social media & brand strategy.
Social media strategy & execution since 2006.
About the Class
Build a social media foundation.
Social Media Review: Definitions & Uses
Social Media by the Numbers
Social Media Best Practices
Types of Social Media
Promoting Your Social Media Profiles
Strategy, Tracking & Measurement
Social Media Tools
What is Social Media?
Online tools that people use to share content , profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. These tools include blogs, message boards, podcasts, micro blogs, bookmarks, networks, communities, wikis, and vlogs. (WebProNews.com)
Media designed to be disseminated through social interaction , using highly accessible and scalable publishing techniques...They support the democratization of knowledge and information and transform people from content consumers to content producers. (Wikipedia)
A new set of internet tools that enable shared community experiences , both online and in person. (Technology in Translation)
Social Media is NOT
A bulletin board for marketing & PR messages.
All about self-promotion.
A place for you to vent about your competition.
The only way to market your business.
The answer to your prayers.
Social Media Uses for Business
New people willing to consider doing business with you.
Website visitors coming from social media stay TWICE as long and view 3X more pages than organic and PPC visitors
Research & Insights.
Social Media Today
Social Media Today
Social networking accounts for 11% of time spent online in the US. (comScore)
74% of marketers who have been using social media for years report it has helped them close business (a 12% increase from 2009). ( Social Media Examiner)
53% of people who've only invested a few months with social media marketing report new partnerships were gained. (Social Media Examiner)
89% of online shoppers read consumer reviews before making a purchase.
93% of people believe companies should have a presence in social media.
Courtesy of FlowTown
Social Media Myths
MYTH: Social media is free.
TRUTH: Most sites are free to participate, and there are a lot of free tools, but you still need to invest in advertising to drive traffic. You should also plan to invest a considerable amount of time into building your social media presence…and time=money.
MYTH: Social media will give my business an immediate boost.
TRUTH: For almost all businesses building a loyal following takes time. Monetizing the following takes even longer. Plan on no monetization for at least 6-12 months.
MYTH: Your number of Fans and Followers matters.
TRUTH: Quality, not quantity, means business. Just because you have a big number of followers doesn’t mean they are engaged with the brand and interacting with it, or considering doing business with you.
Social Media Myths
MYTH: If you build it they will come.
TRUTH: Just like a website, until you promote and drive traffic to your social media, your content is a ‘tree falling in the forest.’
MYTH: Social media isn’t measurable.
TRUTH: There are a variety of tools and methods to measure mentions, sentiment, comments, traffic and click-thrus to your website, among other metrics.
MYTH: Social media killed traditional marketing.
TRUTH: People still watch TV, visit websites, read email, etc. You need these media to inform your audience of your social media profiles. You need social media to support your other marketing efforts.
The Truth (why all this is important)
Your customers are using social media to make buying decisions, with or without your participation.
Social media content—both personal and business related—is “permanent.”
Social media can hurt and help you.
It takes a lot of time and a lot of effort.
Join the conversation.
Be a good listener.
Give credit. Cite your sources.
Keep it real.
Think like your followers.
Make sure your website is current.
Think about what’s next.
Be a robot.
Sell. Sell. Sell.
Abandon your audience.
Put up a social media profile without content.
Believe if you build it they will come.
It’s more than just social networking sites.
Types of Social Media
Social Networking Sites
Websites that allow users to build online profiles, share information and connect with people who share interests. Sites usually consist of a profile of each user, his/her social links, and a variety of other services.
Short for ‘web log’, a blog is an online diary —a website maintained by an individual that features regular entries of commentary, descriptions of events, or other material such as graphics or video.
Like blogs, microblogs are platforms for people to post thoughts about topics but on a much smaller scale . A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.
Sites where a user can share, organize, search, and manage bookmarks of web resources . Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them.
Video & Photo Sharing
Websites or software that allow users to share and distribute video clips and photos . Videos/photos can be associated with a “channel” or “album” by user or company name.
An online message board or an online discussion site where users gather to discuss subjects or topics. There can be hundreds of topics being discussed on one forum and there is usually a moderator that sets guidelines for posting.
Examples: Fodors, The Fashion Spot, Mac Rumors, Bodybuilding.com
Review & Opinion Sites
A site where users can post product or service reviews and share personal experiences they’ve had with companies.
Article Distribution Sites
A directory or collection of topical articles posted for other sites to use and distribute as content. Articles normally include a slugline at the end that includes a description of the author and link to their site.
A website that allows the easy collaborative creation and editing of information on a topic, list or any number of interlinked web pages via a web browser.
The Big 5 BLOGS
TIP: HOST your own.
Wordpress Posterous TypePad Blogger Tumblr LiveJournal Moveable Type
Have an opinion.
Offer something unique. Find a niche.
Do it regularly…at least 2-3x per month.
Find a voice and be an authority.
Be transparent. Be honest. Reveal sources & partnerships.
Use keywords and tags for every entry.
Don’t delete negative comments—it’s okay if people have a different opinion than you.
Comment on other blogs (& include a link to yours).
Case Study: Harry Potter Theme Park
Universal sought to communicate the new theme park to ensure acceptance and buy-in by the loyal fan base.
Identified top 7 webmasters & owners of the biggest Harry Potter fan sites and message boards.
"Secret" email invited them to a live webcast at midnight with Scott Trowbridge, SVP of Creative Services at Universal, and Stuart Craig, production designer of the Harry Potter movies for an announcement.
After the webcast, news spread immediately across fan sites, online news sites, blogs and social media. This intensified after the original participants received video highlights.
Over 1,000 pieces of coverage within 24 hours
More than 18,000 blog posts
350 million impressions
All from 7 bloggers.
Case Study: Wal-marting Across America In 2006, a blog called Wal-Marting Across America was born. It featured the journey of Laura and Jim, a couple on a trip in an RV, capturing lives and stories as they journey across the US, and park for free at Wal-Mart stores. Jim turned out to be a photographer for the Washington Post. Laura was a writer. The blog was funded by a fake organization created by Wal-mart's PR agency. Bloggers called them out. The media crucified them. Stories appeared in Business Week, Fortune, Washington Post, Associated Press, Advertising Age, Media Daily, PR Week, Dow Jones and more. The agency behind it, Edelman, had their membership in the Word of Mouth Marketing Association placed in review. They have since started a real blog, but it took years to gain back credibility with their influencers and consumers in social media. “ Last week, Wal-Mart took a hit when bloggers on the Internet attacked the behemoth’s effort to burnish its image via its own bloggers, who were receiving compensation from the retailer for their efforts. The episode may turn out to be an even bigger public relations disaster for Edelman, the retailer’s PR firm.” [Business Week, 10/17/06]
Now the No. 1 site on the Internet. Google is No. 2.
500 million active users.
120 million local businesses have Pages.
50% of users login every single day.
Avg. user spends 55 minutes per day, and becomes a Fan of 4 Pages per month.
Profiles are for people.
Groups are for causes.
Communities are out of your control.
Pages are for companies.
If you create a Profile for your business and Facebook finds it, they will delete it forever.
If you use your personal Profile to market your business, Facebook will delete it.
Page Best Practices
Create good content before promoting your Page.
Photos, videos, blog feed, links, discussions, polls, etc.
Pick your Page name wisely…you cannot change it.
Set username at facebook.com/username.
Make it memorable, simple & searchable.
Absolute Resorts vs. Absoluteresortsthailand
Brand Tango vs. Brand Tango a marketing, technology firm
Use Facebook ads to drive traffic and add Likes (Fans).
Use Insights to learn about your Fans and their actions.
Polls for Pages
YouTube for Pages
Twitter for Pages
FBML (html for Facebook)
Wildfire, Context Optional or Votigo: For contests, sweepstakes, coupons
Facebook Best Practices (for businesses)
Post engaging content regularly. Your goal is interaction .
Respond to questions in a timely manner—within hours or 1 day at most.
Use contests, sweepstakes, exclusive offers and coupon codes.
Ask questions. Use polls & surveys.
Don’t go dark on the weekend.
Use to syndicate your Facebook Page interactions.
Use to connect Facebook to your website.
Find at http://developers.facebook.com/plugins
Success on Facebook
Success on Facebook
Brainstorm your first 5 Facebook Page Wall posts. Would you become a Fan?
107 Million Users
300,000 New Users per Day
180 million Unique Visitors per Month
Message length: 140 characters or less including spaces.
Using numbers instead of spelling out is ok.
Abbreviations are common.
Always cite your sources.
Casual, friendly tone.
Use shortened URLs (bit.ly, ow.ly, tinyurl).
Tweeple, Tweeps, Twitterers : People using Twitter
Twittering : The act of using Twitter
Tweet : A message or status update
Tweetup : A gathering of Tweeple offline
FF: Follow Friend or Follow Friday (used in tweets as #FF) You telling your followers to follow someone else. It’s an endorsement.
Via: Used to site sources. Used as “via @username”, “via Company/Name” or “via website URL”
Twitter Cadence (the language of Twitter)
Resend a tweet from another user out to your followers.
Message to a user or citing a user, which will show up in your feed and theirs.
Calling out a topic for others who may be searching for that topic. Great way to attract new followers.
D: Direct message
A message that goes to another user’s inbox. It will not show up in their feed so no one else will see it.
Twitter Best Practices
Listen first. You can do this for awhile.
Follow the leaders. Keep following.
Talk to people. Don’t just broadcast.
Respond when someone tweets you.
Thank users for Retweets.
ENGAGE with content that isn’t all about you.
Complete your profile!
Anatomy of Twitter Feeds
Do’s and Don’ts of Twitter
DON’T follow spammers.
DON’T just Retweet.
DON’T get caught up in the number of followers.
DO have an opinion.
DO follow back IF they are of interest to you.
DO leave room for a Retweet (less than 140 characters).
Make the most of Twitter with…
Search.Twitter.com (Advanced search)
Daily tweets (one per day is bare minimum)
Directory Listings in WeFollow, MrTweet and Twellow
Twitter Apps & Tools
Bit.ly, Ow.ly, TinyURL : URL shorteners with tracking
twtpoll.com : Create Twitter surveys
Social Oomph : Autoresponder and schedule tweets
Social Identities : custombackgroundsfortwitter.com
Twitpic : Share photos on Twitter
Twtvite : Create invitations for Tweetups
Twitterfeed : Feed blog entries to Twitter, Facebook
Success on Twitter
Tell us about your company in 140 characters or less.
Second largest search engine. But is underutilized by brands and small businesses.
420 million unique visitors every month.
20 hours of new video uploaded to YouTube every minute.
Google likes videos. (SEO)
Category leadership is ripe for the picking.
Channel is your branded profile on YouTube.
Background/colors can be customized.
Pick user name wisely.
Tag EVERY video. Use the word “video” in your tag.
Find favorites to fill out your channel.
Use YouTube Insights (in your profile) to view user stats.
Complete your profile!
Success on YouTube
Case Study: United Breaks Guitars
Musician Dave Carroll said United Airlines’ baggage handlers broke his $3,500 Taylor guitar.
He went through the proper channels to be compensated but three employees he dealt with showed complete indifference.
His fruitless negotiations with the airline lasted 9 months.
So he wrote a song and recorded a video for YouTube.
The YouTube video amassed 150,000 views within one day and over 8 million by March 2010. United contacted Carroll and said it would do the right thing.
Attempting to put a positive spin on the PR nightmare, a United spokesman called the parody "excellent" and asked Carroll's permission to use the video internally for training. They also issued a public apology to him and paid him $3K.
WATCH THE VIDEO: http://www.youtube.com/watch?v=5YGc4zOqozo
Use the social sites that will provide the best opportunity for return.
Use a couple sites consistently rather than many sites inconsistently.
FirePath Services for Small Businesses Social Media Audit We’ll look under the hood of your existing social media program and analyze your profiles, content, videos, photos and all other assets you currently have in place. Then we will create a report with critical findings, recommendations, optimization and enhancement opportunities. We’ll present this report with you in detail in an hour-long consultation call where you can ask questions, voice concerns or gain insights into social media. $425 ($375 for students)
Presented by 13830 Oneida Dr. Suite F2 Delray Beach, FL 33446 561.404.1097 www.firepathcommunications.com [email_address] Twitter: @firepathinc LinkedIn: http://www.linkedin.com/in/kristinwarner