Secrets of


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Social media marketing, in its many forms, has taken the business world by storm. The compelling speed, costeffectiveness and customer engagement benefits of social media campaigns are rewriting the rules of marketing. But so much is happening so fast that it’s impossible to keep track of all the options. The good news is that you don’t have to boil the ocean. Effective social media campaigns require a disciplined approach to setting strategy, choosing tools and building customer affinity. Stay focused and you’ll be fine. In this presentation, you will learn:

* The strengths and weaknesses of the major social media platforms as marketing and public relations tools.
* How to choose the right tools for a campaign.
* Strategies for tracking performance and measuring success.

Published in: Business

Secrets of

  1. 1. Secrets of Social Media Marketing Paul Gillin PRSA Teleseminar May 19, 2009
  2. 2. 10 Secrets of Social Media Marketing
  3. 3. Secret #1: Don’t Fear Negativity
  4. 4. Old Tactics No Longer Work “ Please remove the posting located at the following link: .. It contains information that is confidential and proprietary to Dell.” June 14, 2007 Dell's 23 Confessions Now's not the time to mince words, so let me just say it... we blew it…. instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn't do that, and now we're paying for it. June 16, 2007
  5. 5. Be Human “ If a company does something wrong and then fixes it, it stirs up much more customer loyalty than if they didn’t do something wrong in the first place.” Ben Popken Editor-in-chief, The Consumerist
  6. 6. Secret #2: Start With the Goal, Not the Tool
  7. 7. Strategy Drives Technology ● ● ● ● Humanize The Company ● ● ● Generate Website Traffic ● ● ● ● Expose Employee Talent ● ● ● Customers Conversation ● ● ● ● ● Crisis Management ● ● ● ● Counter Negative Publicity ● ● ● ● ● Build Customer Community Recom-mendation Engine Private Comm-unity Social Network Video Podcast Blog Social Media Tool Business Goal
  8. 8. Tools at Your Disposal <ul><li>Discussion Forums – tactical and impersonal </li></ul><ul><li>Blogs – The online equivalent to publications </li></ul><ul><li>Microblogs – Short, fast and frequent </li></ul><ul><li>Podcasts – Add depth, lose interactivity </li></ul><ul><li>Social Networks – Listening posts </li></ul><ul><li>Social Bookmarking Sites – Drive awareness </li></ul><ul><li>Online Video – Flexible but complex </li></ul><ul><li>Search Engines – Your traffic driver </li></ul>
  9. 9. Secret #3: Embrace Niche Markets
  10. 10. <ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></ul><ul><li>Helpful </li></ul><ul><li>Spenders </li></ul>
  11. 11. Secret #4: Empower Your People To Speak For The Company
  12. 12. The New PR Mandate “ A company’s true character is expressed by its people. The strongest opinions – good or bad – about a company are shaped by the words and deeds of its employees…It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.” --From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications Arthur W. Page Society, Dec., 2007
  13. 13. The Power of Peers
  14. 14. Secret #5: Listen Before You Talk
  15. 15. Listening Posts
  16. 16. Little-known Gems Social bookmarking sites Meta Search Specialized Search
  17. 17. Secret #6: Think Like a Publisher
  18. 18. Traditional Media in Decline <ul><li>Decline in circulation of top 10 newspapers in 2008: 635,000 </li></ul><ul><li>Average age of daily newspaper reader in US: 57 </li></ul><ul><li>Reduction in US newsroom staffs since 2001: 25% </li></ul><ul><li>Magazine newsstand sales growth, US, 2008: -12% </li></ul><ul><li>In 2009: -22% </li></ul><ul><li>Growth in NBC prime time audience, 2008: -14.3% </li></ul><ul><li>Age of average network evening news viewer: 63 </li></ul><ul><li>Percent of time teenagers spend with television, compared to their parents: 60 </li></ul><ul><li>Percent they spend online: 600 </li></ul><ul><li>Growth in Twitter membership, 2/08 - 2/09: 1,400% </li></ul>Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33
  19. 19. Information Democratization
  20. 20. Advise and Educate
  21. 21. Secret #7: Ditch the 13-week Campaign
  22. 22. Social Media Campaigns Take Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li>Make top 10 results for targeted queries </li></ul><ul><li>Traffic becomes self-sustaining </li></ul>40-52 <ul><li>Gain search traction </li></ul><ul><li>Generate inbound links </li></ul>14-39 <ul><li>Build awareness </li></ul><ul><li>Show steady growth </li></ul>1-13 Goal Week
  23. 23. Many Ways to Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
  24. 24. Influence Inversion Courtesy Digitas
  25. 25. Secret #8: Put Communities to Work
  26. 26. Ready-made Markets
  27. 27. The Value of Communities Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  28. 28. Opinion Panelists
  29. 29. Deputized Designers
  30. 30. Product Developers
  31. 31. Secret #9: Use the STRAIGHT Principle in All Communications
  32. 32. Play it STRAIGHT <ul><li>S uccinct </li></ul><ul><li>T ransparent </li></ul><ul><li>R esponsive </li></ul><ul><li>A ccepting </li></ul><ul><li>I nsightful </li></ul><ul><li>G enuine </li></ul><ul><li>H umorous </li></ul><ul><li>T imely </li></ul>
  33. 33. Secret #10: Give to Get
  34. 34. Offer Value Artful Homes Community Woot Community Jockey’s Customer Reviews
  35. 35. Tap customer innnovation
  36. 36. Thank you! Paul Gillin 508-202-9807 [email_address] Twitter: pgillin Available on Amazon or from Available on Amazon or from Subscribe to my free weekly newsletter at