15. Getting Started: Name Grab Reserve your name: 100+ social media sites/networks across the web Easy registration services: Knowem Namechk User Name Check Three benefits: Easy for customers to find you Protects your brand reputation Increased visibility in search results
16. Getting Started: Measurement Your objectives will determine what to measure: Creating relationships? # of interactions, likes, retweets Messaging? Track increase # of conversations Sales? Website traffic, coupon codes Info gathering? Info received Product development Focus groups Tip: Get familiar with Google Analytics, it is a great way measurement tool!
17. Content is King! People ingest information in various manners so why not create content for each audience
18. Joining the Party Don’t just broadcast your message Listen to feedback Respond to feedback Respond to negative feedback Modify your messaging based on feedback Give your audience something to do! Are you measuring yet?
19. Promote Your Social Media! Most successful social media campaigns have an off-line PR component Include your social network addresses: Website Email signature files of all employees All marketing materials Registered on list services: Listorious, #wefollow Press releases: Including links to multimedia Links to additional textual information Links to supporting industry articles
20. Grow Your Audience Build your program based on your feedback: Partnerships Ask your off-line partners to promote you to their audiences Contact startups with similar target audiences/themes 43things.com Whrrl.com Foursquare Create a hashtag event Contests/giveaways 60% of consumers join a fan page because of offerings Partner/create an off-line event
21. Don’t Forget to Measure How to measure: Use online, free websites Google News Alerts Socialmention.com Peoplebrowsr.com Hootsuite.com Sentiment search: Search for adjectives: Good, bad, happy, unhappy ROI by time: What time of day yields best results? Use URL abbreviators to see which yield most clicks
22. Making Mistakes Everyone makes mistakes Not every program/platform works Average program takes 6-12 months to perfect Don’t ignore negative comments Assess the situation/impact: Size of site Audience Site visibility Site tone Determine response Update your blog with correct industry knowledge Outreach publically Outreach privately Know when to shut up
23. Case Studies Fans: Einstein Bagels From 4,333 fans to 336,000 Increased in-store traffic (coupon redemption) Data Capture: Yoplait coupons in exchange for address Increased in-store traffic (coupon redemption) Identification of raving fans Media Sensation: Rancho Bernardo Inn Sold 750+ rooms in 10 days via Twitter Over 9,000 on and offline mentions
24. Questions? Contact Me Serena Ehrlich Director, Social Media – BLAZE PR sehrlich@blazepr.com www.twitter.com/serena www.facebook.com/serena.ehrlich
Editor's Notes
Text: A great way to share additional details about your companyMultimedia: Boost your stories by adding relevant, catchy informationSocial Network: Repurpose your information to create network specific content ensuring maximum success