Have great website, great content… -- what do we do with it? How do you reach your target audience. We’re going to talk about SM and how SM can help you leverage your business online.
Wow Effect!! - FB is now 400 million - more than pop of US -- third largest country… -- older people signing upHave seen from last Exec brief to now some really big changes in the way SM has affected the web… essentially taking it to a new level from Social Media and Website to the Social Web
Where are the people at… where can they be reached???Radio – Companies would sponsor radio shows or radio programsTelevision – Companies sponsored television programs, then commercialsWeb Site – The invention of the internet opened a whole new world… people started spending more and more time on internet….Social media – There are over 400 million people on Facebook alone… Go where the people are at…
Dale CarnegieMarketing focused on building relationships.About sharing valuable information – 90/10Not about going out there and sell, sell, sell… but about providing value to your target audience… they’ll see you as a leader and you’ll build that trustWhat are the benefits of SM?
One by one corporations removed the personal level of relating to customersTransitive trust – building trust via word of mouth.Insurgence of word of mouth advertising.
Millions are expressing opinions, Find out what they’re saying, Get involved, Happy customers are the best sales team
Improve products and services, Get feedback (Good & Bad), Get ideas you may not have thought about, Customers feel they’re heardSuggestion box.- Hopefully now u are thinking about how u can use sm for your company?
Engage Potential CustomersSee what competition is doing right and wrong, Engage undecided/dissatisfied customersNot only gained a customer, but an advocate for their companyMike has over 5000 followers--------------Now that we’ve talked about benefits… let’s talk about what types of sm are out there
Chamber Networking EventMake sure you and your employees are on there – builds transparency.Shows off expertise and builds credibilityBetter hire quality – by using LinkedIn, new hires perform better on the job and have higher retention rates.
Like a cocktail party – Limited to 140 -- communicate and stay connected through the exchange of quick, frequent answers to one simple question: What’s happening? Common uses-- share links, photos, video -- follow hot topics Ask network about job referrals -- Real-time accounts for newsworthy events, crisis, natural disasterWhen an earthquake happens in Haiti, where do you hear about it first?
Build relationships – facebook termsTalk about stereotype – 350mil ----- some estimate over ½ billion by aug 2010Permissions – not open to everyone – or open to everyoneGroups are meant to foster group discussion around a particular topic area while Pages allow entities such as public figures and organizations to broadcast information to their fans. Only the authorized representative of the entity can run a Page.
Through apps and custom pages – find good pageBuild Relationships & Reputation Management –useful info, Idea Generation / Product Improvement, Competitor Research, Targeted Marketing, Drive TrafficFacebook gives the company personalityReview STATS of ROOM
Pizza King and Queen based on how many new friends have become fans
Quality content; 5.5 million fans -- the content is varied, fun, and interesting. Their updates share videos, blog posts about all aspects of coffee — and not just on the official company blog — including how to grow coffee beans, articles about Starbucks and Starbucks employeesConfident in their own product --- and shows that they trust their customersWhat you say and how you say it matters
Idea Generation – landing page… customization – sets them apart
Teamed up – to test their personalized web experienceIntegrate into websiteWord-of-mouthMore personalization
Youtube #2 search engineProduct demos, service overviewsInstructional videosBe seen as a leader in your industry (expert)Drives traffic
TrustShows off expertise of blogger – helps build reputation of your companyLink to other articles on blogs of peers – cannot be expert in everything “We” is better than “me”A blog is basically a journal that is available on the web. The activity of updating a blog is “blogging” and someone who keeps a blog is a “bloggerWhat unique need are you meeting?You have the expertise… the key is finding a way to get it out there…--- Content – Can use ghost-writer
Content – By tying it all together, you hit the major audiences in the social media world… it’s just the same content.examples
Lake Arrowhead competes with bigger-budget attractions with the help of social media.The lake grew year-over-year bookings despite losing its advertising budget.
The best time to get someone to buy something is when they are in need, and they know they are in need, and they are asking for help.
What is it that sets u apart that gives people that connection.Increased brand awarenessReputation ManagementImproved Search Engine RankingsIncreased Relevant Visitor TrafficImproved Sales for a Particular Product or ServiceWhat type of presence do you need?Company brandingMonitor/ListenCreate goalsPresence
Choose username; facebook, linkedIn, twitter; Google Maps?
What do your customers want to hear?Acceptable behavior in sm
You don’t want to be following more than twice as many people who are following you.I try to follow people who can provide value to me that I can pass down to my followers… Internet is ForeverQuality vs. quantity
For the average social media marketing campaign – 3 months to see results
June 10 – 9Strategy – How do I use Social Media to effectively represent my brand?Implementation – How do I effectively set up and customize my profiles?Content – How do I figure out what to post?Tools – What Tools can I use to help make it easier?Maintenance - What’s the best way to keep maintaining my strategy?
Social Media: Inbound Marketing Take your marketing to the next level Pinnacle Michelle Hillaert Social Media Consultant http://pinnacleofindiana.com
Insert video via @equalman, www.socialnomics.net Social Media Revolution 2 (Refresh)
Why use Social Media? Web Site Television The Natural Progression of Marketing through Media Radio Social Media
What IS Social Media? Win friends & Influence people. Sound Familiar?
Benefits - Building Relationships Personal level Transparency Trust – Prefer to do business with someone you know.
Benefits - Reputation Management Local and National Jakarta Post / J. Adiguna
Blogging Share your Expertise! Build your reputation Social Media Optimization Give personality to your company Build community through reciprocal Linking
The Social Media Cycle Blog/Website Organization
Mommy Blogger– MomAdvice.com @momadvice Starts writing, sharing ‘mom advice.’ Results??? Respected speaker, writer… represents large brands like Kenmore, Glade, Wal-Mart, etc. Blogging makes a Difference!
Lake Arrowhead “What are we going to do?” Business lacking No money for advertising Turn to social media Experience Social Media Success!
Tying It All Together “Search engines, Twitter, Foursquare, status updates… help Marketers listen (and respond) to consumers at their point of need.” Six Pixels of Separation http://www.twistimage.com/
GettingStarted What’s YOUR story? Branding Listen Create goals What kind of presence do you need?
CreateAccountsand Set Up Profiles You are your own brand. 1. Secure your username 2. Set up accounts 3. Profile branding
Be Active Continue to grow as an information leader. Keep profile updated & creative Keep status updated Have patience and be consistent Getting the word out
Common Mistakes in Social Media Try to avoid these mistakes: Forgetting 90/10 Rule Be careful what you post Following a ton of people Beware of automation
Social Media – Ongoing “It’s a process, not an event... Events are easier to manage, pay for and get excited about. Processes build results for the long haul.” Seth Godin Sethgodin.typepad.com December 10, 2009