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