Facebook & Twitter Fortunes: Mari Smith's slides from BlogWorld09

Presents
Facebook & Twitter Fortunes
with
Mari Smith
Social Media Speaker, Trainer & ConsultantPresident, International Social Media Association
©2009 Mari Smith - MariSmith.com
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Bubbly Scottish-Canadian!
Two tracks Relationship + Internet
… Social Media!
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A Wee Bit About Mari

“The Pied Piper of Facebook”
Overnight success… 10 years in the making!

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Most Influential Marketer

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4 Ways Social Media Is Changing Business
@Mashable
1) From “Trying to Sell” to “Making Connections”

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2) From “Large Campaigns” to “Small Acts”
@GleneaglesHotel

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3) From “Controlling Our Image” to “Being Ourselves”

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Social Media = “butterfly effect”
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4) From “Hard to Reach” to “Available Everywhere”

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300+ million active members.

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2nd most trafficked website in the world

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Largest photo-sharing platform. 2bn/mo

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>70% of Facebook users = outside the United States

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Fastest growing demographic = age 35+

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More degrees, more mature, more money!!

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Rigorous Terms of Use!

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>65 million on Facebook mobile

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50% MORE active!!

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Text “fan marismith” to
32665 [FBOOK]

Why Social Media?
Meets the human need to be heard, validated, acknowledged.
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Facebook’s Mission
“To help the world connect &
communicate more effectively.”

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Main barrier to social media adoption:
Inability to measure ROI [ Source: MarketingSherpa]

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#1 reason people fail with Social Media
Lack of a viable (proven) strategy

Your Social Media Vision
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Social Media Strategy
Mari’s Four-Part Formula
Quality NETWORK +
Quality CONTENT +
CONSISTENCY+
Genuine, AUTHENTIC, PASSIONATE CARING =
Profitable RELATIONSHIPS
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Your Customer’s Value

How much is a customer worth?
How much does the average customer spend per transaction?
Is a customer more likely to purchase a product after some sort of social media interaction?
How much is it worth to convert an unhappy customer to a happy customer?
On average how many people does a happy customer tell about a product or service?
How much can an unhappy customer hurt you?

[Source: Jacob Morgan, MarketingProfs]
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What you CAN measure:
Activity (web analytics of blog or site)
Tone (sentiment) [PeopleBrowsr.com]
Velocity (spread over time, URLs, trackbacks)
Attention (duration on site)
Participation (comments, trackbacks)
Many qualitative attributes (comments, what did they say, what did they mean)
[Source: Shel Israel]
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Facebook’s Primary Features
Personal Profile
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Faceook’s Primary Features
Fan Page
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Groups
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Events
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Photos
Videos
Apps
News Feed
Wall
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Strategic Planning

Who is your target market?
What problems are they having?
Where are they most active?
How do you reach them?
How can you authentically engage with them?
What is your overall objective?
How will you measure your results?

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Your Facebook Fan Page
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Facebook Fan Page Checklist

POST MethodSource: Forrester Research/Groundswell.
What target market would you most like to attract to your Facebook Fan Page? [PEOPLE]:
What is the primary OBJECTIVE of your Facebook Fan Page?
What STRATEGIES do you plan to implement?
What TECHNOLOGIES will you use?

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http://www.facebook.com/pages/create.php
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Facebook Fan Page Checklist

Title – person's name vs. company name:
Tag line? (additional keyword rich text):
Category: Popular = Brand, Product, or Organization > Professional Service.
Image: Ideal size = 200px by 600px
Company Details
“Mini bio”

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Adding custom content

Static FBML app:
Which will be non-fan landing page? Examples: Welcome, About us, Be our Fan, Contest, Free Tips, Free Download, Free Stuff, Our Blog, etc.
Check character length, shorter is better.
To select the non-fan landing page, click Settings > select the tab you want from the drop-down menu next to Default Landing Tab for Everyone Else.

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Sample Content
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Sample Content
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Sample Content
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Browse Pages

http://www.facebook.com/pages/?browse
http://www.facebook.com/dellsocialmedia
http://www.facebook.com/barackobama
http://www.facebook.com/PizzaHut
http://www.facebook.com/cocacola
http://www.facebook.com/zappos
http://www.facebook.com/SF
http://www.facebook.com/wholefoods
http://www.facebook.com/Starbucks

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Where should you start?
#1. Facebook (Profile + Fan Page)
#2. Twitter
#3. LinkedIn
Blog
YouTube
Podcasting, Articles, Teleseminars, Webinars, Press Releases, Radio, Live Events, Tweetups, Widgets, Public Speaking, TV, JV’s, Ads
***RADICAL STRATEGIC VISIBILITY***
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Success Stories

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Connect With Mari