Social media ecosystem
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  • The sad fact is that many major brands fall short when it comes to engineering a true social media strategy. I have had many conversations with my colleagues and we all can agree that a Facebook strategy is much more than simply offering a weakly branded Facebook application where you pick your five favorite ice cream flavors. It's about creating awareness of one's brand, interaction with one's brand, and then evangelism of one's brand. It's about creating a connection, a bond, and then forging that bond with information and content. It's about sharing, listening, and then sharing some more. It is a dialogue, not a monologue.Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. Many brands engage advertising or creative agencies for the sole purpose of increasing their fan base on Facebook. The question is, once a brand reaches the desired milestone of ten thousand, one hundred thousand, or even 1 million fans...then what? What are they truly aiming for? Now that a brand has all of these people "liking" them, what are they going to tell them?This is where a lot of brands fail to deliver. They don't disseminate any information once they have a participant as a "fan." There is no follow up, no dialogue, no participation. It is just an occasional arbitrary update pimping out the latest product or service. This is a fail, which often results in a loss of advocacy.A lot of the same points above could be said about a big brand's involvement with Twitter as part of their social strategy. Many brands come to Moxie desiring a presence on Twitter merely because everyone else is doing it. We guide our clients with strategic recommendations, but many companies aren't fortunate enough, or do not seek, such guidance. Many brands tweet too much, focusing on quantity as opposed to quality. They also offer nothing more than sales messages instead of giving the participant, or follower, exclusive information that they wouldn't normally find on a website or news wire.So how do you create a meaningful and lasting social media relationship with your fans?
  • Keep your fans engagedA good starter for major brands when creating a social strategy is to formulate a plan. Figure out how you are going to create awareness of your brand. Are you going to create an advertising campaign driving participants to your Facebook fan page as opposed to a website or micro site? Are you going to buy a promoted tweet on Twitter? Are there going to be web banners promoting your product or service? Or perhaps a brand wants to create a banner campaign solely promoting their Facebook page. Either way, a plan is in order. One must decide what the objectives are, what they are trying to promote, and how to first engage users.Once a participant arrives at your Facebook fan site how do you keep them there? How do you procure them as a repeat visitor? How do you stay in touch and create a dialogue? There are several methods, but perhaps the most popular is "like-gating." Like-gating is the act of offering a participant valued content but then only making it available to them after they "like" your branded Facebook page. After they click the "like" button, the exclusive content is revealed to them and they are free to interact with the page and exclusive contentThe exclusive content given should be entertaining, informative, or useful. Some brands use exclusive video clips to reward their participants while others offer games, applications, or just access to information. Regardless of what a brand is delivering, it must be pertinent and desirable to that participant.
  • Engage in consistent and meaningful conversationIn order for a brand to keep a participant engaged, they must continue to deliver content to them on a regular basis. It is bad practice to engage a fan and then maintain radio silence. On Twitter, you must respond to engagement. When a person mentions your brand, acknowledge them and continue the conversation. When a person gets no response, they stop engaging. It works the same way in the real world. Your loyal fans will lose interest quickly and move on to find a brand that values what they have to say.Make distribution of information part of your Facebook social plan. Create a matrix or schedule and keep that participant engaged and informed. Ask the participant questions and let them have a voice. This speaks volumes to a consumer and makes them feel. For example in yuma airshow site we build a schedule of postings and press releases to be released day by day.
  • Engage in consistent and meaningful conversationIn order for a brand to keep a participant engaged, they must continue to deliver content to them on a regular basis. It is bad practice to engage a fan and then maintain radio silence. On Twitter, you must respond to engagement. When a person mentions your brand, acknowledge them and continue the conversation. When a person gets no response, they stop engaging. It works the same way in the real world. Your loyal fans will lose interest quickly and move on to find a brand that values what they have to say.Make distribution of information part of your Facebook social plan. Create a matrix or schedule and keep that participant engaged and informed. Ask the participant questions and let them have a voice. This speaks volumes to a consumer and makes them feel. For example in yuma airshow site we build a schedule of postings and press releases to be released day by day.
  • Turn participants into evangelistsFinally, brands must learn how to turn participants into evangelists. This is the hardest yet most important challenge of any major brand attempting to execute a social strategy. It can be done in several ways but the best methodology is to just to put your best idea forward.The philosophy "build it and they will come" comes to mind when speaking about Facebook and Twitter endeavors. Big brands shouldn't try to force something viral. They shouldn't try to encourage shares or a pass-a-long mentality. Brands should work hand-in-hand with their agencies to just come up with the best idea they possibly can. Make it original, make it fun, make it memorable, and make it count. If brands create something truly unique, it will be seen and create a "spread fast" reaction organically that, in turn, will gain recognition and lead to evangelism. In the example above video a patron commented and critique a video game review a MCX employee did and gave us tips, and was then engaged to come do his own video reviews for us. He ended up doing about a dozen of them and were highly rated by our users. This turned our target market into our personal brand evangelists.
  • In the above example this posting was posted to Facebook…. What is interesting is that the poster happens to be a lane maintainance person at the bowling alley…. The question to ask is…. Is the in the position to know the financial reasoning business decisions where made? Probably not…. But to the 150+ friends that saw his posting… it sure seemed like it… what does that do to our image?

Social media ecosystem Presentation Transcript

  • 1. OUTLINE1. OVERVIEW ON SOCIAL NETWORKS2. MCCS YUMA STRATEGY3. HOW CAN MCCS DEPARTMENTS PARTICIPATE?4. DO’S AND DON’T’S OF SN5. TOOLS AVAILABLE6. CREATE ACCOUNTS
  • 2. Marketers are Budgeting and Betting on Social Media in 2010-11One thing MarketingSherpa consistently looks at to determine if a tactic is established oremerging is how people are spending and planning to spend on it. In this case, there areonly two tactics that reflect a rising budget.
  • 3. Critical Barriers to the Adoption and Integration of Social Media Now that we know the drivers, let’s look at the barriers to social mediaCritical Barriers to the Adoption and Integration of Social MediaNow that we know the drivers, let’s look at the barriers to social media
  • 4. To begin, let’s take a look at some of the most popular social media networks and tools, with aquick primer on what’s good and not-so-good about each of them.
  • 5. Facebook is, by numbers alone, the most popularsocial networking site today, with more than 350million registered users. It’s a site that lets peopleshare updates, photos, videos, articles, and morewith ―Friends,‖ who they have to approve to be intheir network. Businesses and organizations cancreate ―Fan Pages,‖ which other Facebook userscan become fans of, just like they do sports teams,musicians, and celebrities. What’s good about it?• The user base is huge, and that means many of your customers andconstituents are already there.• It’s easy to use.• Multimedia content can be integrated with your profile.• You can separate your personal and professional use. Unless you Deploy custom appsWhat’s not so good about it?• You have limited ability to customize your Fan Page.• Fan Pages do not have email alerts; you will have to check to see if thereis any activity. ( Unless you deploy Social Monitoring System)• It’s a closed environment — only Facebook users can become fans orfriends of your business or organization.
  • 6. Twitter is a social networking service that allows users tocommunicate with their ―Followers.‖ It’s open to anyone, soyou can follow or be followed by people you know andpeople you don’t. Users choose a ―handle‖ that is their username preceded by the @ symbol, and communicate viashort messages and updates (called ―Tweets‖) that have amaximum length of 140 characters. Tweets can be veryeasily ―Retweeted‖ (RT) and shared with the simple click ofa button. What’s good about it?• The ―Timeline‖ (or the Twitter feed) is public, which can help to give your business or organization greaterexposure in web search results.• The site is more open than Facebook, so it’s easier to build a community of potential customers you don’tpersonally know.• Fans can ―follow you‖ without you having to reciprocate.• There is a quick way to share links to content.• Users are very vocal, so if they are happy with your business or organization, they’ll say so.What’s not so good about it?• The site is text only — pictures and video are shared through secondary links.• It’s challenging to say something of significance in only 140 characters.• Lots of ―noise.‖ With so many identical-looking Tweets, it’s hard to make a single one stand out in the crowd.• Spammers are increasingly targeting the service.• Users are very vocal, so if they have a problem with something, they’ll say so.
  • 7. LinkedIn is the more ―professional‖ social network of theBig Three. It lets users create what amounts to an onlineresume and connect with other peers — be it friends,colleagues, or other business associates — through onlinenetworking. Businesses and organizations can also set upprofiles on the site; many businesses use it to recruit (andcheck references) for new hires. What’s good about it?• The ―six-degrees‖ nature of the site allows you to reach out to people through already existing connections.• Profiles are straightforward and connections can be easily made.• Not a lot of ―noise‖ and clutter.• Allows for Question and Answer inquiries with a professional slant.What’s not so good about it?• It’s the smallest of the Big Three social networks, though its population is growing.• It’s a more stodgy environment, which doesn’t convey fun.• Job seekers are more active on the site than those already employed.• People use the site for purely professional purposes, so marketing messages are not always welcome
  • 8. MySpace was one of the first social networking sites to rocketto popularity. Today, the site is populated mainly by youngerusers; the majority are under the age of 35, according toQuantcast.What’s good about it?• Pages are highly customizable.• It’s great for sharing or promoting music.What’s not so good about it?• The user base is shrinking.• Many pages are amateurish and poorly designed Blogs A blog, by definition, is simply a content publishing tool that displays your posts in cronological order, with the most recent on top and earlier ones below. Your content can be whatever you wish: opinions, education, news, product reviews, etc. What’s good about them? • They provide an easy way to manage articles and content. • Each new post adds a new web page and increases your web presence — and helps your search engine optimization. • Blogs can serve as an archive for your newsletter content. What’s not so good about them? • Blogs must be updated somewhat regularly to derive value. • They take more time than Facebook, Twitter, or LinkedIn, etc. to keep current. (unless you integrate with site) • Templates through free services can be limiting. • Employing an advanced design requires some knowledge of HTML and CSS.
  • 9. Foursquare is a location-based socialnetworking website, software for mobile devices, and also agame. Users "check-in" at venues using a mobile website, textmessaging or a device-specific application.[1] They are thenawarded points and sometimes "badges."
  • 10. THE THREE SECRET SYNERGIESSocial Media Should Complement current web initiatives not compete against them
  • 11. THE THREE SECRET SYNERGIESThere are three secret synergies between Search Engine Optimization and socialmarketing. These synergies are common aspects of social media and SEO, but when theywork together, they create the power that drives social media and SEO success.1. Content. The material on your site needs to be relevant to your audience. Together,social media and SEO analytics tell you what content is most important.2. Link Building. How many people are linking to you? Who are they? Link building isan essential piece of social media. As your content earns links, your SEO ranks increase.3. Search Queries. How many people are searching on your keywords? Social mediadrives more people to
  • 12. ContentYou may have heard the phrase ―Content is king.‖ Nowhere is this truerthan in social media. Following are a few guidelines to help you selectand create the right content for your audience. •Write a Quality Headline •Follow with a Great Opening •Be Conversational •Don’t Be a Salesman •Use Pictures/Video ( These two are the most ―share content‖ in social media •Be a Resource ( Give reviews, product demos, customer service)
  • 13. Decoding a successful social strategy .
  • 14. Keep your fans engaged.
  • 15. Engage in consistent andmeaningful conversation.
  • 16. Engage in consistent andmeaningful conversation.
  • 17. Turn participants into evangelists.
  • 18. Link BuildingYour site needs lots of relevant, trusted links from a variety of sourcesbefore your site will rise in the natural search results. Using Web AnalyticsWe were able to determine who was linking to us and enabled us toengage them to add additional links
  • 19. Search QueriesSometimes, when companies engage in social media and online socialnetworking, they don’t see any immediate, track able results. Using theright SEO strategy for a content it enables similar content to appear. OurProper SEO tagging similar enables to cross content promote similar appears content of ours. in search due to correct SEO strategy
  • 20. MCCS YUMA STRATEGY
  • 21. Most Social MediaImplementationsrequire the user tonavigate to multiplesocial networks to jointhe conversation, andalso require more andkeep them up 2personnel to manage allthese networks
  • 22. Social Ecosystem Twitter
  • 23. XML FeedUsers can join conversation from official sitewithout need of going to other network Most interactions in networks are automated in order to maintain equal messaging across ecosystem
  • 24. HOW CAN MCCS YUMA PROGRAMS JOIN THE CONVERSATION
  • 25. Currently 1. Provide Content 1. Photos 1. Check out Camera From Marketing 2. Return day after event 2. Video ( Schedule time slot to shoot video) 3. Suggest Surveys or sweepstakes 4. Start Discussions (Facebook) 2. Educate Patrons of Social Media Outlets 3. Listen & Respond to messaging regarding your program 4. Update Fans on Events 5. Foursquare -Develop foursquare initiative to interact with patrons Near Future 1. Manage Blog – this will be available with new CMS system 2. Send out Tweets 3. Respond on Comment API in own site
  • 26. What is Marketings Responsibility in Social Media Strategy
  • 27. 1. Ensure Content is Search Engine Optimized (SEO) 1. Photos (SEO Tag, Optimize, Brand Content) 2. Video (Shoot, Edit, Tag, & Brand Content) 3. Suggested Surveys ( Program and Implement ) 4. Monitor & Optimize Ecosystem base on latest technological developments. 5. Listen to interaction between MCCS depts and patrons and R & D tools to automate ―the conversation(APPS)‖2. Educate Program managers on latest trends of Social Media Outlets3. Create Events on Facebook based on approved special events calendar.4. Measuring effectiveness – Provide analytics reports to departments in order to shape the conversation.5. Brand Protection 1. Official Website 2. Logos 3. OFFICIAL Social Networks 1. http://www.facebook.com/mccsyuma 2. http://twitter.com/mccsyuma 1. Working on additional twitter lists (MCFTBYUMA,CYTYUMA.SMP, and others. 3. http://www.flickr.com/photos/mccsyuma/ 4. http://www.youtube.com/user/mccsyuma6. Implement Management Automation Tools for Social Media Management7. Conversation Monitoring
  • 28. Rules of Engagement
  • 29. According to a new survey of 1,400 CIOs of companies with 100 ormore employees, 54% now completely block employees fromaccessing social networking sites at work. Another recent reportindicated that 8% of companies in the UShave fired staff over social media misuse
  • 30. Rules of Engagement •Stick to your area of expertise and provide unique, individual perspectives on whats going on at MCCS YUMA and in the world. •Post meaningful, respectful comments—in other words, no SPAM and no remarks that are off-topic or offensive. •Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate. •Respect proprietary information, content, and confidentiality. •When disagreeing with others opinions, keep it appropriate and polite. •Know and follow the MCCS YUMA Code of Ethics, Privacy Policy and Employee Forum Guidelines.You should make sure that your online activities do notinterfere with your job or work commitments.Installation level policy being written to take into accountvarious other orders that include (Web Utilization, HR, PII andothers)
  • 31. Facebook Rules of Engagement•-We do not allow graphic, obscene, explicit or racial comments or submissionsnor do we allow comments that are abusive, hateful or intended to defameanyone or any organization.-We do not allow solicitations or advertisements. This includes promotion orendorsement of any financial, commercial or non-governmental agency.Similarly, we do not allow attempts to defame or defraud any financial,commercial or non-governmental agency.-We do not allow comments that suggest or encourage illegal activity.-You participate at your own risk, taking personal responsibility for yourcomments, your username and any information provided.(Patrons Only) Also, the appearance of external links on this site does notconstitute official endorsement on behalf of the USMC or Department ofDefense.•No OFFICIAL MCCS POSTS WITH OUTSIDE LINKS WITHOUTSPONSONSHIP APPROVAL
  • 32. Tools Available •Official MCCS Yuma Facebook •Event Updates •Discussion Forum •Wall Updates •Email list registration ( APP) •MCCS YUMA iBar (DEMO) •MCCSiTV- Virtual TV channel (Studio time available Mon & Tues 10am-12, Must give 1 day advance notice to marketing) •Nutshell Mail-Social Network updates in Inbox. •PPC Paid Advertising •File Download •Foursquare CampaignFuture tools Available •Official MCCS Yuma Facebook •Blog Integration on Face Book & Website •Live Video Streaming •Event Ticketing ( Special Events) •More Custom Apps •Hootsuite – Multiple Twitter Account Management system
  • 33. Lets Create Your Accounts Facebook Nutshell Mail