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
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.
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
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.
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.
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.
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
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.
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. They are thenawarded points and sometimes "badges."
THE THREE SECRET SYNERGIESSocial Media Should Complement current web initiatives not compete against them
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
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)
Decoding a successful social strategy .
Keep your fans engaged.
Engage in consistent andmeaningful conversation.
Engage in consistent andmeaningful conversation.
Turn participants into evangelists.
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
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
MCCS YUMA STRATEGY
Most Social MediaImplementationsrequire the user tonavigate to multiplesocial networks to jointhe conversation, andalso require more andkeep them up 2personnel to manage allthese networks
Social Ecosystem Twitter
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
HOW CAN MCCS YUMA PROGRAMS JOIN THE CONVERSATION
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
What is Marketings Responsibility in Social Media Strategy
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
Rules of Engagement
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
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
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