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Integrated web marketing and Social media -explained
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Integrated web marketing and Social media -explained

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Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.

Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.

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  • 1. Social Media MARKETING explained http://shanq/net
  • 2.
    • “ No profession stands to influence social media more than public relations .” Paul Gillin , The New Influencers, A Marketers Guide to the New Social Media
    • INTRODUCTION
  • 3.
    • Social media defined 20:00
    • 10 keys to social media success 30:00
    • Social media tools 20:00
    • 3 take away messages 2:00
    • Q & A 3:00
    • INTRODUCTION
  • 4.
    • Social media is a conversation online.
      • Look who’s talking :
      • your customers
      • your donors
      • your volunteers
      • your employees
      • your investors
      • your critics
      • your fans
      • your competition ....
      • anyone who has internet access and an opinion .
    • SOCIAL MEDIA DEFINED
  • 5.
    • The conversation is not :
      • controlled
      • organized
      • “ on message ”
    • The conversation is :
      • organic
      • complex
      • speaks in a human voice
    • Social media is not a strategy or a tactic – it’s simply a channel .
    • SOCIAL MEDIA DEFINED
  • 6.
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Virtual Reality
    • Social Gaming
    • Related:
      • Podcasts
      • Real Simple Syndication (RSS)
    • SOCIAL MEDIA DEFINED
  • 7.
    • The power to define and control a brand is shifting from corporations and institutions to individuals and communities .
    • SOCIAL MEDIA DEFINED
  • 8.
    • “ It is about putting the ‘ public ’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”
    • Brian Solis, The Social Media Manifesto
    • SOCIAL MEDIA DEFINED
  • 9. Word of Mouth is the Future of Marketing
    • Marketers can effectively use social media by
    • influencing the conversation.
    • One way to do this is by delivering
    • great customer service experiences.
    • SOCIAL MEDIA DEFINED
  • 10.
    • Zappos, an online shoe retailer, makes customer service central with a focus on “ making personal and emotional connections .”
    • Divert marketing budget to customer service ( they outsource marketing to their customers ; they don’t outsource their call centre)
    • Use Twitter to promote their brand
      • Website displays any public tweets mentioning of their brand
      • CEO has over 400,000 followers
      • 430 employees on Twitter
    • $1billion in sales last year and their expanding into new product categories
    • CASE STUDY
  • 11.
    • 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
    • 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
    • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
    • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
    • * Slide courtesy of Digital Influence Group
    • SOCIAL MEDIA DEFINED
  • 12.
    • web, doubling their traffic over the last year.
      • 73 % of active online users have read a blog
      • 45 % have started their own blog
      • 57 % have joined a social network
      • 55 % have uploaded photos Social media sites are the fastest-growing category on the
      • 83 % have watched video clips Universal McCann’s Comparative Study on Social
        • Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
    • SOCIAL MEDIA DEFINED
  • 13.
    • 40 % of Canadian internet users have visited a community or social networking site
    • 22 % of Canadians over 60
    • 50 % of Internet users under 30
    • 25 % of users 25-29 do so daily
    • 43 % English speaking Canadians and 24% of French speaking Canadians visit these sites
      • Canada Online, The Internet, Media and Emerging Technologoes
    • SOCIAL MEDIA DEFINED
  • 14.
    • SOCIAL MEDIA DEFINED
    • Younger users (under 45) and women use these sites for socializing
    • Older users use these sites to obtain and share information
    • Youth (12-17) use these sites for entertainment
  • 15.
    • SOCIAL MEDIA DEFINED
  • 16.
    • SOCIAL MEDIA DEFINED
  • 17.
    • Social media can help you in all stages of marketing , self-promotion , public relations , and customer service :
      • research
      • strategic planning
      • implementation
      • evaluation
    • SOCIAL MEDIA DEFINED
  • 18.
      • Learn what people are saying about you
      • Create buzz for events & campaigns
      • Increase brand exposure
      • Identify and recruit influencers to spread your message
      • Find new opportunities and customers
      • Support your products and services
      • Improve your search engine visibility
      • Gain competitive intelligence
      • Get your message out fast
      • Retain clients by establishing a personal relationship
      • Be an industry leader – not a follower
    • SOCIAL MEDIA DEFINED
  • 19.
    • " What's the ROI for putting on your pants every morning? But it's still important to your business."
    • Scott Monty, Digital Communications Manager at Ford
    • SOCIAL MEDIA DEFINED
  • 20.
    • Reach
      • Website visits / views
      • volume of reviews and comments
      • Incoming links
    • Action & Insight
      • Sales inquiries
      • New business
      • Customer satisfaction and loyalty
      • Marketing efficiency
    • Engagement & Influence
      • Sentiment of reviews and comments
      • Brand affinity
      • Commenter authority/influence
      • Time spent
      • Favourites / Friends / Fans
      • Viral forwards
      • Number of downloads
    • SOCIAL MEDIA DEFINED
    Source: The Digital Influence Group, Measuring the Influence of Social Media
  • 21.
    • Resources required for social media may include:
      • Strategic consultation
      • Training
      • Creating content
      • Integrating tools
      • Distributing content
      • Relationship management
      • Measuring value
    • SOCIAL MEDIA DEFINED
  • 22. 10 KEYS TO SOCIAL MEDIA SUCCESS
    • KEYS TO SUCCESS
  • 23.
    • Experiment personally before professionally
    • Try a variety of social media tools
    • Be yourself , make some friends , and share
    • KEYS TO SUCCESS
  • 24.
    • 1. Discovery (people, competition, and search engines)
    • 3. Skills (identify internal resources and gaps)
    • 5. Maintenance (monitor and adapt)
    • 2. Strategy (opportunities, objectives)
    • 4. Execution (tools, integration, policies, and process)
    • KEYS TO SUCCESS
    Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  • 25.
    • CASE STUDY
    • YouTube
    • MySpace
    • Facebook
    • Twitter
    • EHarmony
    • “ Digits” (their own online community)
    • Virtual communities – Second Life
    • Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success
  • 26.
    • CASE STUDY
    • Leveraged core goals across all networks:
      • Reinforce their brand as tax experts
      • Deliver on advocacy positioning of the brand
      • Present the brand as being innovative
    • Through “ unexpected and meaningful interactions with consumers”
  • 27.
    • CASE STUDY
    • Be community appropriate and relevant (interacting on Second Life is different than YouTube)
    • It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
  • 28.
    • CASE STUDY
    • Brand Perception
      • Evaluated brand metrics through a brand tracking study
    • Engagement
      • 600,000 YouTube views
      • 1 million unique visits to their community site
    • Word of Mouth
      • Increased online mentions in blogs, forums, and other social media
  • 29.
    • Find where your audience is participating and indentify the influencers
    • Read industry blogs (including comments)
    • Google your company name & your competition
    • Find tools that can help you listen
    • KEYS TO SUCCESS
  • 30.
    • Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
    • Companies that use crowd sourcing include:
      • Starbucks (MyStarbucks)
      • Dell (Ideastorm)
      • DuPont
      • Netflix
      • Wikipedia
      • iStockphoto.com
      • Threadless.com
      • Mechanical Turk (Amazon)
    • KEYS TO SUCCESS
  • 31.
    • Amelia
    • KEYS TO SUCCESS
    • Arlington
  • 32.
    • KEYS TO SUCCESS
    • 56 unanimous responses in under 4 minutes from YouBeMom.com
  • 33.
    • CASE STUDY
    • Chevy contest asks people to create a winning commercial for the Tahoe SUV
    • Website gives people online tools to make their own commercials including the ability to customize text
  • 34.
    • CASE STUDY
    • Users subvert contest with ads slamming the Tahoe brand
    • Chevy eventually removes the website displaying videos critical of their product
    • Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)
  • 35.
    • CASE STUDY
    • Lessons learned:
    • Be careful when you ask for …. user generated content can’t be controlled
    • If you’re going to ask people their opinions be prepared to have a conversation
  • 36.
    • Avoid puffery (people will ignore it)
    • Avoid evasion and lying (people won’t ignore it)
    • Companies have watched their biggest screw-up's rise to the top 10 of a Google search
    • Admit your mistakes right away
    • KEYS TO SUCCESS
  • 37.
    • CASE STUDY
    • Belkin employee busted offering payment for fake positive product reviews
    • Belkin president claims it’s an isolated incident
    • Influential tech blogs expose a larger cover up and name more employees involved
  • 38.
    • Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
    • Make your content easy to share
    • Incorporate tools that promote sharing:
      • Share This, RSS feeds, Email a friend
    • KEYS TO SUCCESS
  • 39.
    • Don't shout . Don't broadcast . Don’t brag .
    • Speak like yourself – not a corporate marketing shill or press secretary
    • Personify your brand – give people something they can relate to.
    • KEYS TO SUCCESS
  • 40.
    • CASE STUDY
  • 41.
    • Think like a contributor , not a marketer
    • Consider what is relevant to the community before contributing
    • Don’t promote your product on every post
    • Win friends by promoting other people’s content if it interests you
    • KEYS TO SUCCESS
  • 42.
    • Don’t try to delete or remove criticism (it will just make it worse)
    • Listen to your detractors
    • Admit your shortcomings
    • Work openly towards an explanation and legitimate solution
    • KEYS TO SUCCESS
  • 43.
    • Don’t wait until you have a campaign to launch - start planning and listening now
    • Build relationships so they’re ready when you need them
    • KEYS TO SUCCESS
  • 44.
    • You need buy in from everyone in the organization
    • Convince your CEO that social media is relevant to your organization
    • Get your communications team together, discuss the options, then divide and conquer
    • KEYS TO SUCCESS
  • 45.
    • Experiment with social media
    • Make a plan
    • Listen
    • Be transparent & honest
    • Share your content
    • Be personal and act like a person
    • Contribute in a meaningful way
    • See criticism as an opportunity
    • Be proactive
    • Accept you can’t do it all yourself
    • KEYS TO SUCCESS
  • 46.
    • THE TOOLS
    SOCIAL MEDIA TOOLS
  • 47.
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Virtual Reality
    • Social Gaming
    • Related:
      • Podcasts
      • Real Simple Syndication (RSS)
      • Social Media Press Release
    • THE TOOLS
  • 48.
    • People and organizations connect and interact with friends, colleagues and fans .
    • Popular social networks include Facebook and MySpace , Linkedin , bebo , and Ning .
    • There are niche social networks for just about everything.
    • THE TOOLS
  • 49.
    • create online profiles
    • share photos , video , and audio , links
    • send private message and instant message
    • learn more about people and organizations
    • Follow brands, celebrities, and gain your own fans
    • THE TOOLS
  • 50.
    • Contains profiles of Fortune 500 executives and leading entrepreneurs
      • average individual salary on LinkedIn is $109,000
    • On LinkedIn your can:
      • Post a profile and resume
      • Connect with colleagues
      • Share professional recommendations
      • Find jobs
      • Forums to demonstrate expertise and find answers
    • THE TOOLS
  • 51.
    • Fastest growing social network in Canada and the world (200 million members)
    • Powerful tools to engage and understand your audience:
      • Brand pages
      • Custom applications
      • Targeted advertising
      • Audience insights/metrics
      • Opinion polls
    • THE TOOLS
  • 52.
    • Your brand’s homepage on Facebook.
    • Allow you to post photos, videos, events and other messages.
    • Users interact with you by
      • Becoming fans
      • Commenting on your posts
      • Participating in discussions
      • Post photos to your page
    • Fans see your page updates in their newsfeed
    • THE TOOLS
  • 53.
    • Facebook ads give you the ability to advertise directly to specific demographic groups
    • This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
    • THE TOOLS
  • 54.
    • Location
    • Age
    • Sex
    • Keywords (appear in your users profile)
    • Education
    • Workplace
    • Relationship status
    • Relationship interests
    • Languages
    • THE TOOLS
  • 55.
    • THE TOOLS
  • 56.
    • What you need:
    • Ad message (title and body)
    • Image (make it compelling)
    • Destination URL (where you want the ad to take people)
    • Social actions (optional)
    • THE TOOLS
  • 57.
    • Social actions show related stories about a user’s friends alongside your ad.
    • People can vote whether they like or dislike your ad.
    • THE TOOLS
  • 58.
    • Very affordable and easy to control your budget
    • You can specify a daily budget
    • Schedule specific dates for your ad to run
    • Pay for clicks (CPC) or impressions (CPM)
    • THE TOOLS
  • 59.
    • Facebook Insights provides information about your ad campaign:
      • Track ad performance with real-time reporting
      • Gain demographic and psychographic insights about people that view or take action on your ad
    • Use this information to identify how you can improve your campaign to maximize your results
    • THE TOOLS
  • 60.
    • Identify clear goals for your ad
    • Know who you’re trying to reach
    • Ensure ad headline, copy and image is relevant
    • Experiment to get it right
    • Monitor your campaign and adjust
    • Know when to quit
    • THE TOOLS
  • 61.
    • Applications are entertainment and productivity tools that run within facebook
      • Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page
      • When fans use your applications social stories are created that appear in their friends news feed and link back to your page
    • THE TOOLS
  • 62.
    • THE TOOLS
  • 63.
    • Add social capabilities to your website by integrating with Facebook:
      • Users log in to your website with their facebook identity
      • You can access their profile information to learn more about them and deliver targeted content
      • Publish information back to their friends’ streams on Facebook to bring their friend to your website
    • THE TOOLS
  • 64.
    • Do
    • establish a presence on the social networks your customers and colleagues use
    • create a page to promote your brand
    • point your fans to your company blog or contest
    • encourage a discussion and participate frequently
    • explore targeted advertising opportunities
    • Don’t
    • create a page and fail to maintain it
    • try a hard sell approach
    • censor comments
    • spam your fans/friends with frequent private messages – you’ll drive them away
    • post false information
    • THE TOOLS
  • 65.
    • A blog is a website with regular entries of commentary or news
      • Blogs serve to establish your company as transparent , relevant , active , and expert .
    • THE TOOLS
  • 66.
    • engage in dialogue with your customers
    • improve your search engine visibility
    • promote product launches and events
    • gain expert status by providing useful tips
    • THE TOOLS
  • 67.
    • Do
    • post on a regular schedule
    • encourage conversation by asking questions
    • respond to people that comment on your posts
    • use a few bloggers from your company for more viewpoints
    • Don’t
    • write press releases – be real about why something is exciting
    • let complaints go unanswered
    • make users register to comment – they won’t bother
    • delete fair but critical comments
    • THE TOOLS
  • 68.
    • Microblogs are blogs limited to a sentence or two (about 140 characters )
      • People use microblogging to promote themselves, share content and follow friends, celebrities and brands
      • Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
    • THE TOOLS
  • 69.
    • Twitter can help you:
    • share timely information
    • promote useful content including resources, contests, deals, etc. (not just your own)
    • personify your brand
    • connect with your customers and develop leads
    • build credibility and influence
    • listen to consumer buzz
    • research competitors
    • network and learn from experts in your field
    • THE TOOLS
  • 70.
    • Churches useTwitter to:
      • Ask questions
      • Share insights
      • Highlight content
      • Hype events
    • Trinity Church uses Twitter to tell Passion of Christ
    • Westwinds Church experiments with Twitter during services
    • Distracting or Enriching ?
    • CASE STUDY
  • 71.
    • September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia.
    • Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well
    • The " social media birthday " was born; asking for donations from online friends to celebrate your birthday
    • CASE STUDY
  • 72.
    • January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
      • 202 real-life meetups across the globe, hosted by volunteers
      • $250,000 USD raised at these events
      • 55 wells are planned across Africa & India
    • CASE STUDY
  • 73.
    • April 09: The first "well that Twitter built" is dug
    • April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
    • Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
    • CASE STUDY
  • 74.
    • Social media campaign expands:
      • Staff post Twitter updates delivering the results of donations
      • Website hosts videos of drilling progress made in Africa
      • A driller tweets live from Central African Republic
      • Hundreds of videos uploaded to YouTube by charity and supporters http:// www.youtube.com/user/charitywater
      • Facebook Causes page with over $61,000 donated
    • CASE STUDY
  • 75.
    • Do
    • find and share useful content
    • pose questions and reply to others
    • keep it fun - put a friendly face on your brand
    • promote sales, deals, news, updates, and build buzz for big releases or events
    • know what people are saying about your brand
    • Don’t
    • sound like a press release – you’re in a social space
    • spam with constant links to your company website, either in tweets or private messages
    • post useless information – do people really care what you had for lunch?
    • THE TOOLS
  • 76.
    • THE TOOLS
    • Video sharing sites let you upload videos and share them with people.
    • They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization.
  • 77.
    • THE TOOLS
    • helps you gain exposure and direct traffic back to your website
    • sparks interest without a hard-sell
    • videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
    • videos can be a place to showcase your leadership in a field, and spread customer testimonials
  • 78.
    • CASE STUDY
    • Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
    • Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
    • Launched the website WillitBlend.com and a YouTube channel
    • http://www.youtube.com/blendtec
  • 79.
    • CASE STUDY
    • Videos went viral generating “ millions of dollars in brand recognition ”
      • Channel Views: 3,469,098
      • Subscribers: 183,949
    • Online Blendtec blender sales increased 500%
    • The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
  • 80.
    • CASE STUDY
    • Lessons learned:
    • Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)
    • Experiment – the idea might not have worked, but what could they lose?
  • 81.
    • THE TOOLS
    • Do
    • be informative , useful , or entertaining
    • create a summary and detailed description
    • post video replies to others
    • allow commenting and participate in the conversation
    • save bandwidth costs on your website by hosting videos on YouTube
    • Don’t
    • just upload infomercials
    • be afraid to experiment until you find a formula that works.
    • pull down other people’s videos showcasing your product for copyright infringement
    • make your video longer than it needs to be – keep it concise and entertaining
  • 82.
    • Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks .
    • Community votes on your submissions so they either rise to the top or drop to the bottom.
    • THE TOOLS
  • 83.
    • Do
    • link to relevant articles about news in your field (not just your own content)
    • make friends with other bookmarkers in a legitimate way.
    • respect the terms of service
      • (reddit allows self-promotion, digg does not)
    • Don’t
    • spam by consistently bookmarking your own material
    • cheat by tagging your bookmarks with irrelevant popular keywords
    • open multiple accounts and vote for yourself – you’ll be exposed
    • THE TOOLS
  • 84.
    • THE TOOLS
    • Photo sharing sites give you a place to upload and organize your photos
    • You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos.
  • 85.
    • THE TOOLS
    • detail the launch of a new product , from initial sketches to the launch party
    • promote special events , charitable campaigns , and awards ceremonies
    • provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative
  • 86.
    • THE TOOLS
    • Do
    • tag your photos with relevant keywords
    • use your web site address or brand name as your Flickr screen name
    • upload quality photos of your products/services , and things related to your business
    • link prominently from your web site to your Flickr photostream
    • Don’t
    • stuff linked keywords into your photo descriptions or comments
    • plaster your URL all over the photos you upload
    • discourage people from using your photos (as long as they provide attribution such as a link back to your website)
  • 87.
    • An Internet forum, or message board, is a bulletin board system in the form of a discussion site
    • conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
    • THE TOOLS
  • 88.
    • Do
    • keep the message board active by regularly participating in the conversation
    • collect minimal information during registration
    • keep focus and attract users by clearly identifying your community purpose and target audience
    • promote popular discussions throughout your website
    • Don’t
    • build it and expect people to start participating without encouragement and seeding
    • forget to moderate - spammers and trolls will drive users away
    • censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it.
    • THE TOOLS
  • 89.
    • THE TOOLS
    • A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools
    • Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
  • 90.
    • THE TOOLS
    • Do
    • find references to your organization and have inaccuracies updated
    • read the terms of use to ensure you are allowed to edit an entry about you
    • research competition
    • use wikis to collaborate with your team
    • Don’t
    • rely on social reference websites to be accurate
    • spam or overtly advertising – it could get you banned
    • use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
    • Don’t sabotage competitor’s entries about competitors (You could get caught)
  • 91.
    • Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding
    • people interact through characters called avatars
    • residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another
    • THE TOOLS
  • 92.
    • hold media conferences in Second Life to generate buzz (World Bank reports in world)
    • create and sell branded products accompanied by coupons and advertising for real-world stores
    • purchase land, build stores, and open for business
    • publish streams of audio or video on people’s properties
    • THE TOOLS
  • 93.
    • Do
    • Use it to generate publicity publicity for real world activities
    • find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated!
    • be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.
    • THE TOOLS
    • Don’t
    • just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there.
    • be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.
  • 94.
    • THE TOOLS
    • A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.
    • Podcasts can be simple recordings of conversations , presentations , or interviews
    • They’re a chance to provide build an audience around your brand or message.
  • 95.
    • THE TOOLS
    • Do’s
    • come up with a format ( form, topic, and duration)
    • prepare don’t script (or you’ll sound stiff)
    • use a good microphone (but no need to over produce)
    • promote your podcast on your website and podcast directories
    • Dont’s
    • worry about length
    • invest in a lot of equipment – simple tools and software are all you need to get going
    • leave too much time between podcasts – it could prevent you from building an audience
  • 96.
    • THE TOOLS
    • RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers.
    • an effective way to distribute your content and lead users back to your website
  • 97.
    • THE TOOLS
  • 98.
    • THE TOOLS
    • Don’t
    • offer RSS feeds for your website’s blog , news , events , and podcasts
    • subscribe to RSS feeds relevant to your industry or interests
    • include a title and description only so subscribers need to visit your site for the full story
    • track your subscribers
    • Don’t
    • spam your subscribers by including excessive advertising in your RSS feed
    • go overboard – limit RSS feeds to content frequently updated
    • freak out when a splogger hijacks your content – this could actually help your search engine rank
  • 99.
    • THE TOOLS
  • 100. 3 TAKE AWAY MESSAGES
    • 5 TAKE AWAY MESSAGES
  • 101.
    • Word of Mouth peer-to-peer discussions are more influential than the mass media
    • Participate by enabling and feeding the conversation (follow the 10 keys to success)
    • Be transparent & honest
    • 3 TAKE AWAY MESSAGES
  • 102.  
  • 103. SOCIAL MEDIA MYTHS
    • THE MYTHS
  • 104. “ Social media is just a fad – it will go away.”
    • THE MYTHS
  • 105. “ Social media is inexpensive .”
    • THE MYTHS
  • 106. “ If we put our content online we’re just giving our expertise away for free! ”
    • THE MYTHS
  • 107. “ We can’t measure social media results. ”
    • THE MYTHS
  • 108. “ Social media might work for certain industries and business models but it won’t work for us . ”
    • THE MYTHS
  • 109. “ Tell the programmers to setup that social media thing….and get them to make it viral while they’re at it!”
    • THE MYTHS
  • 110. “ YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
    • THE MYTHS
  • 111. “ I’ve started a Facebook page so I’ve got social media covered !”
    • THE MYTHS
  • 112. “ If we just delete all negative comments no one will see them .”
    • THE MYTHS
  • 113. “ No seriously, I don’t think anyone will notice if we delete those negative comments.”
    • THE MYTHS
  • 114. “ If we build it they will come .”
    • THE MYTHS
  • 115. “ Social media is for kids .”
    • THE MYTHS
  • 116. “ We have to figure this all out before we start using social media.”
    • THE MYTHS
  • 117. “ Social Media is hard .”
    • THE MYTHS
  • 118. “ Social Media is easy .”
    • THE MYTHS