Social Media for Business Marketing

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My slides for Edgeware's social media and marketing presentation.

Published in: Business, Technology

Social Media for Business Marketing

  1. 1. Social Media for MarketingNicole Jensen – Events Geek and Social Media Nerd For Edgeware, September 2nd 2012
  2. 2. Me Management, events,  Events marketing business, marketing,  Maximum exposure leisure psychology,  Info share entrepreneurship  Sourcing leads 80% volunteer and  Community growth consultant work  #BTUB  Client work  Personality marketing  Learn  Socialise
  3. 3. You Already have lots of knowledge and contacts What are your...  Marketing goals?  Existing profiles?  Preferred social networks?  Industries?  Markets?  B2C or B2B?  Values and culture?
  4. 4. Today Outline Tips1. Importance and  Have your websites up for considerations reference2. Suggested tools  Ask throughout3. Strategy development  Write down anything4. Resources and extras unrelated to ask later  Feel free to tweet if you’re shy (#edgieNJ)
  5. 5. 1. Importance and Considerations What are you here for?
  6. 6. The Crux of It Key Business Uses Aim Strategy Reason KPI  Brand awareness  Market research  Customer service Marketing Goals  Sustainability  Reputation development • Thought leader or expert • Rogue or out-of-the-box 1. Importance and Possibilities
  7. 7. Some Basics Consistency When? Not straight away  GOAL! Personal vs Business  Keep recreational use separate  If your brand is yourself (as a sole trader or personality) it all works too. Value people as individuals, not mere numbers Value manual activity over automatic 1. Importance and Possibilities
  8. 8. Hashtags...1. Importance and Possibilities
  9. 9. ...Can Become Bashtags 1. Importance and Possibilities
  10. 10. Avoiding Pitfalls Contingency plans  Info released early? At all? Wrong?  Inappropriate manners? Watch for negative results  FOMO, alienation  Change aversion Know your privacy settings Site’s terms of use  What strategy is permitted? 1. Importance and Possibilities
  11. 11. 2. Suggested Tools and Tactics Consider your brand. What would your business be like as a person?
  12. 12. Top 10 Social Media Trends - Randi Zuckerberg (20th Aug, 2012, SmartCompany)1. Luxury living, not luxury spending2. Loyalty programs3. Social media for customer service4. Mobile first5. Experts are curators6. Humour7. Crowdsourcing8. People as platforms and brands = uncontrolled messages9. Video and live-streaming10. Gamification 2. Suggested Tools and Tactics
  13. 13. Choosing Objectives and resources  Long- and short-term Information to share Audience  Dynamics  Tech use Platform  UI  Size  Culture  Longevity Pic: Minh Uong/The New York Times, 2011 2. Suggested Tools and Tactics
  14. 14. Networks Facebook  You Twitter  Photos  Events Google+  Status updates LinkedIn (B2B, HR)  Audience Bookmark communities –  Comment e.g. Reddit  Like/favourite  Repost  Attend 2. Suggested Tools and Tactics
  15. 15. The Worst Facebook Page Admin They: Consider Instead: “Like if...” and/or “share if...”  Don’t ask for value, give it! “Fill in the blank:...”  Variety of formats Use the same strategy  60-40 relatedness  Only ask questions  Direct Post image + unrelated text  Indirect and URL  Don’t profit from misfortune Comment on irrelevant  Respectfully address current events – badly! feedback Are snarky to complaints 2. Suggested Tools and Tactics
  16. 16. The Worst Twerp They: Consider Instead: Ask for retweets or follows  Follow slowly  “RT if...”  Grow organically  “PLEASE RT!!!”  Participate in conversation Follow many and hasn’t tweeted even once  Know your industry tag Use too many hashtags  Collate praise privately Retweet about themselves  Have minimal apps Have too many third-party  Don’t only link elsewhere apps connected  Good customer services Exist only for traffic 2. Suggested Tools and Tactics
  17. 17. Publishing Platforms Professional Personal Wordpress  Tumblr  Young Blogger  Pop culture, social justice, Slideshare politics, cats, NSFW  Images, audio, video and text Email marketing  Pinterest  79% females RSS  Craft, fashion, weddings, DIY  Images with links  Medium (new!)  Images and text 2. Suggested Tools and Tactics
  18. 18. Mobile Photos and Media Location and Gamification Instagram  Foursquare Path  Path Flock  Yelp  Facebook check-in  Facedeals (video)  Ethical considerations  Who would use this? Why? 2. Suggested Tools and Tactics
  19. 19. Gamification Tasks and goals (mastery) Imagination (novelty)  Created social environment Freedom (autonomy) Guidelines Feedback  Peer  Organiser Shared experiences 2. Suggested Tools and Tactics
  20. 20. Gamification Community Employees Participation  The new “glass trophy” Referrals  Motivation Behaviour information  Creativity and competition Foursquare  Have clear KPIs GetGlue  Badgeville Fitocracy  EpicWin 2. Suggested Tools and Tactics
  21. 21. Additional Tools Crowdsourcing Events Financial  Eventbrite  Kickstarter  Meetup  Pozible (Australia)  Offbeatr (NSFW) Video Information  Livestream  Branch  MonkeySurvey  Ustream  YouTube  Vimeo 2. Suggested Tools and Tactics
  22. 22. Aggregation and MonitoringStorify Klout 2. Suggested Tools and Tactics
  23. 23. 3. Strategy Development Be consistent, honest and relevant.
  24. 24. Setting up1. Identity  Username and branding  Static and dynamic information  Business profiles vs employee accounts2. Credibility  Content policies  Introduce key individuals  Keep content fresh (and know what’s popular)3. Trust  Value for newcomers – e.g. FAQ or welcome video  Value for existing community  Do what you say 3. Strategy Development
  25. 25. Human Resources “The intern?”  Possibly not!  Marketing management  You, the entrepreneur  Encourage experience in new hires Resources  Don’t block sites Routine Savvy workplace culture 3. Strategy Development
  26. 26. Writing Copy Have a decent profile bio/blurb  short, honest, interesting  not copied from your website Match your market – but stay true to your brand ‘We vs. I’ is a matter of strategy and taste Spell-check. Please. 3. Strategy Development
  27. 27. Personalising  Approachability + value.  Tips (Margin Media): 1. Avoid industry jargon 2. Show employees being themselves 3. Get in on conversation 4. Turn off the sales pitch once in a while 5. Humour builds priceless rapport – be tastefulPic: Anne Francis, Forbidden Planet, 1956 3. Strategy Development
  28. 28. Creative Strategy Integrate business strengths, connections Consider the community  BBC America Livetumblr Be consistent and timeless Stay away from poor taste – be ethical Know fair use & IP law doctorpuppet.tumblr.com 3. Strategy Development
  29. 29. The Pfaff Tweet RaceLimitedscope 3. Strategy Development
  30. 30. Troubleshooting: Trolls, Haters and Others Have a clear policy  Address legit concerns Legal obligation  Sincere acknowledgment  Keep watch  Offer resolution  Keep records  Don’t only tell them to  Remove phone or email • Private message  Inform community • Use like you would email 3. Strategy Development
  31. 31. The secret? Effort. Plan around your GOALS Choose your platform wisely Build organically Be original, consistent and honest Value manual over automatic response Be interactive Stay on target Show, don’t just tell 3. Strategy Development
  32. 32. Resources Recap: Not Covered, But Useful: Presentation content  Demographics in 2012  Slideshare  pagemondo ROI infographic  Storify (.png) Web strategy planning  My social media basics table template  By Bluewire Media and David Meerman Scott  Creative Commons License, Attribution 3.0  Tweet @nicolejensen

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