Integrated web marketing and Social media -explained

Social Media MARKETING explained http://shanq/net

“ 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

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

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

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 Networks
News & Bookmarking
Blogs
Microblogging
Video Sharing
Photo Sharing
Message boards
Wikis
Virtual Reality
Social Gaming
Related:
Podcasts
Real Simple Syndication (RSS)

The power to define and control a brand is shifting from corporations and institutions to individuals and communities .

“ 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

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.

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

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

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

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

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

Social media can help you in all stages of marketing , self-promotion , public relations , and customer service :
research
strategic planning
implementation
evaluation

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

" 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

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
Source: The Digital Influence Group, Measuring the Influence of Social Media

Resources required for social media may include:
Strategic consultation
Training
Creating content
Integrating tools
Distributing content
Relationship management
Measuring value

10 KEYS TO SOCIAL MEDIA SUCCESS
KEYS TO SUCCESS

Experiment personally before professionally
Try a variety of social media tools
Be yourself , make some friends , and share
KEYS TO SUCCESS

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

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

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”

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?

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

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

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

Amelia
KEYS TO SUCCESS
Arlington

KEYS TO SUCCESS
56 unanimous responses in under 4 minutes from YouBeMom.com

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

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)

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

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

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

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

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

CASE STUDY

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

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

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

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

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

THE TOOLS
SOCIAL MEDIA TOOLS

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

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

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

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

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

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

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

Location
Age
Sex
Keywords (appear in your users profile)
Education
Workplace
Relationship status
Relationship interests
Languages
THE TOOLS

THE TOOLS

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

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

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

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

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

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

THE TOOLS

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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?

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

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

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

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.

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

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)

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

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

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

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)

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

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

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.

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.

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

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

THE TOOLS

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

THE TOOLS

3 TAKE AWAY MESSAGES

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

SOCIAL MEDIA MYTHS
THE MYTHS

“ Social media is just a fad – it will go away.”
THE MYTHS

“ Social media is inexpensive .”
THE MYTHS

“ If we put our content online we’re just giving our expertise away for free! ”
THE MYTHS

“ We can’t measure social media results. ”
THE MYTHS

“ Social media might work for certain industries and business models but it won’t work for us . ”
THE MYTHS

“ Tell the programmers to setup that social media thing….and get them to make it viral while they’re at it!”
THE MYTHS

“ YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
THE MYTHS

“ I’ve started a Facebook page so I’ve got social media covered !”
THE MYTHS

“ If we just delete all negative comments no one will see them .”
THE MYTHS

“ No seriously, I don’t think anyone will notice if we delete those negative comments.”
THE MYTHS

“ If we build it they will come .”
THE MYTHS

“ Social media is for kids .”
THE MYTHS

“ We have to figure this all out before we start using social media.”
THE MYTHS

“ Social Media is hard .”
THE MYTHS

“ Social Media is easy .”
THE MYTHS

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Integrated web marketing and Social media -explained Presentation Transcript