Santa Clara Design: Social Media Presentation
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Santa Clara Design: Social Media Presentation

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Learn how to integrate social media with traditional communications to boost your brand. Learn the various social media tools, case studies, why social media is important and ways to make social media ...

Learn how to integrate social media with traditional communications to boost your brand. Learn the various social media tools, case studies, why social media is important and ways to make social media integration easier for you and your business or organization.

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Santa Clara Design: Social Media Presentation Santa Clara Design: Social Media Presentation Presentation Transcript

  • A Closer Look At Social Media 1
  • Integrating Social Media WithTraditional Communications To Boost The Brand Lauren Donohue Gulde www.SantaClaraDesign.com 2
  • I’ll Cover The Following:DefinitionsWhy it MattersCase Studies5 LiesHow to Integrate Social Media with CommunicationsTools to HelpConclusions 3
  • Definitions: Social MediaSocial Networks: Facebook, User Generated Content:Google+, Linkedin Wikipedia, Forums, Review SitesBlogging & Microblogging: Blogs, Social Reviews:Yelp, UrbanTwitter, Tumbler, Spoon, Trip AdvisorSocial Bookmarking: Del.icio.us, LOcation-Based SM: Foursquare,digg, Stumbleupon Facebook Check-inMedia Sharing:Youtube, Flickr, Presentation Sharing: Slideshare,Vimeo, Pinterest Scribd 4
  • IT’S REALLY NOT AS BADAS IT LOOKS! 5
  • Examples Of‘Traditional Media’ Static Web Content Brochures Newsletters EMail Print Advertising Direct Mail BillBoards Tv/Radio 6
  • Define: BrandingSeth Godin’s Definition:A brand is the set of expectations,memories, stories and relationshipsthat, taken together, account for aconsumer’s decision to choose oneproduct or service over another.If the consumer (whether it’s abusiness, a buyer, a voter or a donor)doesn’t pay a premium, make aselection or spread the word, then nobrand value exists for that consumer.  7
  • So, let’s put all that together:Our goal here today is to discusshow to develop relationships andconnectionsthat entice a consumerto choose us over the others andspread the word.**That doesn’t sound TOO differentfrom what we’ve been saying for thepast 100 years. 8
  • My Humble Theor y (MHT)The basic objective of every successful marketing strategy has been the same – establish or develop stronger connections or relationships with people.Has everything changed?Is traditional media dead?Media and communication IS new, more real, more organic, and less controlable.But, it is still very much the same: creating relationships, building trust and demonstrating quality. 9
  • Why Does It Matter?Social networks and blogs are now the 4th most popular kinds ofonline activities.67% of the world online population are social networks and blogs.Social networks are now visited more often than personal email isread.Facebook tops Google for weekly traffic in the U.S.80% of companies use social media for recruitment; 95% of these useLinkedInThe average profile age on LinkedIn is 40 years, Twitter 35 years.Facebooks biggest age group of followers is now in the 35-54 range.Some social networks have grown to such enormous proportionsthat they rival entire countries in terms of population—if Facebookwas a country, it would be the third-most-populated in the world(right after China and India). 10
  • Why Does It Matter?Social networks and blogs are now the 4th most popular kinds ofonline activities.67% of the world online population are social networks and blogs.Social networks are now visited more often than personal email isread.Facebook tops Google for weekly traffic in the U.S.80% of companies use social media for recruitment; 95% of these useLinkedInThe average profile age on LinkedIn is 40 years, Twitter 35 years.Facebooks biggest age group of followers is now in the 35-54 range.Some social networks have grown to such enormous proportionsthat they rival entire countries in terms of population—if Facebookwas a country, it would be the third-most-populated in the world(right after China and India). 11
  • Why Does It Matter?Social networks and blogs are now the 4th most popular kinds ofonline activities.67% of the world online population are social networks and blogs.Social networks are now visited more often than personal email isread.Facebook tops Google for weekly traffic in the U.S.80% of companies use social media for recruitment; 95% of these useLinkedInThe average profile age on LinkedIn is 40 years, Twitter 35 years.Facebooks biggest age group of followers is now in the 35-54 range.Some social networks have grown to such enormous proportionsthat they rival entire countries in terms of population—if Facebookwas a country, it would be the third-most-populated in the world(right after China and India). 12
  • CASE STUDIES 13
  • Case Study: Virginia Ear thquake 14
  • Case Studies:Virginia Ear thquake 15
  • Case Study: Spoons15,000 + Likes On FacebookUses For Facebook: Flavors Of The Day (practical) Simple “answer The Question Right And Get Free Yogurt” Giveaways Local Running Club And Sorority Support And Fundraisers 16
  • MORE CASE STUDY: SPOONS 17
  • Case Study: SpoonsGreat example of businessconnecting with customers,Generating excitement abouttheir brandInvolving themselves in thecommunityEngaging with customers 18
  • Case Study: Urban OutfittersEtsy artist makes I Love NY pendant and sells it on etsy.Urban Outfitters rips off the artists pendant and markets it online and in stores. It goes VIRAL.Amber Karnes from myaimistrue.com tweets: 19
  • Case Study: Urban Outfitters 20
  • Case Study: Urban Outfitters 21
  • Case Study: Urban Outfitters 22
  • Case Study: Urban OutfittersStory was picked up by Huffington Post andreview site Boing Boing. In a matter of hours, Urban Outfitters had removed the product from their site.Amber was interviewed by the WashingtonPost, got a job offer, was on the local newsand her blog post was shared 25,000 timesthat day. 23
  • Case Study: Urban OutfittersLessons Learned:Don’t underestimate the power of “tribes”If you have customers, social media mattersPeople love a cause 24
  • CASE STUDY: TAMU SOCIAL MEDIA SCAVENGER HUNT 3 day scavenger hunt launched by TAMU Used 4 platforms for students to check in at locations around campus and win prizes YouTube, Twitter, Facebook and Foursquare Designed to “Increase Campus Social Media activity, enhance business relationships and vivify student Life.” designed to increase campus social media activity, enhance business relationships and vivify student life, 25
  • Case Study: TAMU Social Media Scavenger HuntRESULTS “The student connections and exploration of the campus were the overwhelming student rewards for 80 Student Participants participating. There are so many social 10% increase in Twitter followers media platforms that serve different purposes, and finding a way to pull Increase Traffic At Campus together the best ones into a cohesive bookstores social media package that builds a brand, is difficult to do – Texas A&M pulled it Grew FourSquare Following to off.” 6,350 friends Unified Students, Staff and Faculty - Diane McDonald, Director of Social Media for TAMU Marketing and Communications 26
  • Case Study:Hyatt-Regency Lost Pines Resor t The perfect, timely example of a company using social media to boost their brand. And more. Already had a great social media following. I found them from a giveaway and won a free night’s stay last year via Facebook. Since the Bastrop fires, their Facebook page became one of the main places for the community to go to find reliable and timely updates and information. 27
  • Case Study:Hyatt-Regency Lost Pines Resor t Hyatt LP Used Social Media: Teddy Bear Drive for local children affected by fires Donated rooms to firefighters and local residents Highlighted other community organizations that offered assistance Let staff know where to call for assistance 28
  • Case Study:Hyatt-Regency Lost Pines Resor tTrue sense of communityStaff responded to every commentmade on Facebook page, with apersonal tonePast guests posted to offer help andpromise future visitsFire victims who are living at Resortsay “Thank You” 29
  • Case Study:Hyatt-Regency Lost Pines Resor tTrue sense of communityStaff responded to every commentmade on Facebook page, with apersonal tonePast guests posted to offer help andpromise future visitsFire victims who are living at Resortsay “Thank You” 30
  • Case Study:Hyatt-Regency Lost Pines Resor tTrue sense of communityStaff responded to every commentmade on Facebook page, with apersonal tonePast guests posted to offer help andpromise future visitsFire victims who are living at Resortsay “Thank You” 31
  • Case Study:Hyatt-Regency Lost Pines Resor tTrue sense of communityStaff responded to every commentmade on Facebook page, with apersonal tonePast guests posted to offer help andpromise future visitsFire victims who are living at Resortsay “Thank You” 32
  • Case Study:Hyatt-Regency Lost Pines Resor t Hyatt Lost Pines built loyalty They garnered the sympathy and gratitude of their community and customers Through using Social Media: Being human, communicating and reaching out Nothing Builds loyalty like true engagement and sincerity WE START WITH THIS 33
  • Case Study:Hyatt-Regency Lost Pines Resor t Hyatt Lost Pines built loyalty AND END WITH THIS They garnered the sympathy and gratitude of their community and customers Through using Social Media: being human, communicating and reaching out Nothing Builds loyalty like true engagement and sincerity WE START WITH THIS 34
  • 5 Lies Regarding Social MediaBigger is Always BetterThe medium is the messageSocial Media is the ‘New’ MediaYou should leave it all to theSocial media ‘Gurus’Social Media can be EffectivelyOutsourced 35
  • Smar t Social Media IntegrationUse real names and real Be aware the Social Media isphotos. a mid/long term process. Be patient.Spotlight 3rd party coverageof your organization. Social Media is NOT an infomercial.Email should include SocialMedia Invites. Be cohesive with your other marketing efforts.Social Media links and Badgesshould be prominent on your Monitor online conversationswebsite. about your brand.Quality content is essential. Compare competitors and colleagues. What do they doUpdates should be frequent that works?and consistent. Don’t forget to contribute asLet each platform have it’s a community member asown personality. well. 36
  • ToolsSocialBakers: Monitors Instapaper: Easily save andFacebook, Twitter and Linkedin organize web content for laterStats useSocial Mention: Measure Slideshare: Upload presentationsawareness for specific keywords and shareTwitterfall: Monitor what’s being Sexy bookmark Plugin: Easilysaid about your brand or topics add social media links to yourof interest pages and posts.Klout: Measures your influence Tweetdeck/Hootsuite: Manageonline all your Social Media accounts in one location. Hootsuite allowsPaper.li: Generates digital you to schedule your tweetsnewspaper from your tweets, and posts. Manage more thanposts and keywords. one ‘organization’. 37
  • The thing about Social Media that frustratesmarketers to no end is thatyou can’t buy attentionand that if you have no choice but to think and actsmall, then you’ll try to say:“Well, here is a 100,000 person community. How canwe buy it? “What will you say instead if you’re just four people?“How can we amaze them?”That change in posture, that change inattitude is the single biggest shift, that’sgoing on the Internet right now. Seth Godin, sethgodin.typepad.com 38
  • Finally: Be real. Be personal. Be Engaged. Make your ultimate goal to form Real relationships. You don’t have to do everything. Find what works and Get Going! 39
  • Thank you!www.SantaClaraDesign.com 40