Social Media for Business Marketing

Social Media for MarketingNicole Jensen – Events Geek and Social Media Nerd For Edgeware, September 2nd 2012

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

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?

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)

1. Importance and Considerations What are you here for?

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

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

Hashtags...1. Importance and Possibilities

...Can Become Bashtags 1. Importance and Possibilities

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

2. Suggested Tools and Tactics Consider your brand. What would your business be like as a person?

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

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

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

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

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

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

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

Gamification Tasks and goals (mastery) Imagination (novelty)  Created social environment Freedom (autonomy) Guidelines Feedback  Peer  Organiser Shared experiences 2. Suggested Tools and Tactics

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

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

Aggregation and MonitoringStorify Klout 2. Suggested Tools and Tactics

3. Strategy Development Be consistent, honest and relevant.

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

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

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

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

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

The Pfaff Tweet RaceLimitedscope 3. Strategy Development

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

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

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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http://eventgeek.tumblr.com	6
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Social Media for Business Marketing

by nicolejensen on Sep 03, 2012

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Social Media for Business Marketing Presentation Transcript