Social Media Presentation Part 2

Social Media

What Happened to Tradition?
It’s Right here!

Where is everyone going?
Newsprint
Facebook & Twitter
Top 25 newspapers = -12.009% the past 6 months
Facebook = + 83% the past 6 months
Twitter = + 82.6% the past 6 months

But don’t worry about the tools yet

After all…..

Here’s a Secret…
No one likes advertising!

Consumers like…
Learning
Events
Value
Relevance
Exclusivity
Entertainment

What do I do?
First, Listen

How to listen…Create a Dashboard
Great User Interface and Widgets
Perfect for Sharing Privately with a Team
Stable and Info in a Stream
Step by Step How To
http://www.slideshare.net/rlewis1686/how-to-make-an-online-marketing-dashboard-1397883

Web Keyword Search

Advanced Search on Twitter
Features to Notice

Think about that…
Real time monitoring of key influencer
Geographic relevance filtering
Tone and emotion about topics
Links that are being shared

Real Time Conversations on Twitter

The feed goes here
And comes out here
And it’s all in real time!!!

In a…
Information

MYTH
Perception
80% of CEO’s believe their brand provides superior customer experience
Reality
8% of their customer agree
(Bain & Company)

Second, Know Thyself
Focus on your strengths
Photos
Flickr, Picasa, Facebook, Twitpic
Video
YouTube, Facebook, Vimeo,
White Pages
Scribd, issuu, docstoc
Education
Slideshare, YouTube
Communication
Twitter, Facebook, LinkedIn

Third, Know Thy Customer
Demographics
Behaviors
Needs
http://www.forrester.com/groundswell/profile_tool.html

Fourth….BUILD!
Company Profile
Company Page
Company Blog

A Blog
Controlled message
Simple to manage
RSS feed stream
Foundation for all outgoing messaging
Automation
SEO Compliant
Repurpose Industry Material

Automation
Blog
Group
Page
All you have to do is blog and RSS does the rest

The Set Up
Education?
Branding?
Start a Group
Drive awareness, but do not brand
Rally and inspire to act
Limit messaging (1 per week max)
Invite all friends to group
Start a Cause
Cause application
Invite all friends to cause
Build a Page http://www.facebook.com/advertising/?pages
Build page completely
Upload pictures/video
Incorporate Blog RSS feed into notes
Add applications –Twitter, Youtube, Flickr
Invite all friends to become a fan
Claim your page URL at facebook.com/username

Why? Precise Demographics

Why?
300,000,000 Active Users!
(and all activities are viral on the newsfeed)

The Set Up
On Twitter.com
Applications
Name – Use a person’s name
URL – Get close to your business name
Icon – 48x48 logo
Background Customization – No more than 800k
Invite all friends in contact list – Gmail, Yahoo, Hotmail
HootSuite
Build profile
Add Twitter accounts
Import RSS feed (under settings)
Bonus: schedule tweets

Why?
Twitter Page SEO
Google & Bing are indexing Tweets and including them in search results

Why?
Research
What are people saying?

Why?
PR Gravity
Journalist are using Twitter!

Digital Marketing Frequency Funnel
Content Frequency
1-2
3-4
Unlimited
Pics
Video
Copy
PR
Misc.
Company/Industry Content
Company Blog
Frequency By Week
Facebook
Twitter

Digital Marketing Frequency Funnel
Content Size
200-350 Words
Typically no multi media
100-350 Words
Embedded Video, Slideshows, Industry Reports, Images, Audio
100-200 Characters
Links to content, uploaded video and images
140 Characters
Shortened hyperlinks to content, conversational