AAB Interactive Essentials: Social MediaPresentation Transcript
Interactive Essentials: Social Media “ Taking Part in the Conversation”
Social media are primarily Internet and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. Wikipedia, 11/08’
In the context of Internet marketing, Social Medi a refers to a collective group of web properties whose content is primarily published by users , not direct employees of the property. -Wikipedia, 11/08’
Social Media Optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Social media marketing , on the other hand, is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues. Source: Wikipedia, 11/08’
What does Social Media mean for Your Agency?
You Can’t Control the Message
You Must: Empower your customers to use word of mouth Credit: http://flickr.com/photos/nsocialmedia
94.1 million US blog readers in 2007
(50% of Internet users)
4 out of 5 Bloggers post brand or product reviews. Source: Technorati “State of the Blogosphere, 2008”
Forrester Research: 2008 Consumer Poll
75% of Internet Users Use Some Form of Social
Media (up from 56% in 2007)
35-44 Age Group Increasingly Joining “Critics”
BestBuy.com Tools for Sharing Power of Reviews
Your Clients’ Opinion: -University of Mass., 8/08’
Increased indexing by search engines ;
People don’t buy from companies…
The opportunity of a conversation.
Enough stats and theory, let’s look at some real-life examples.
9,800+ Ideas Generated
Employee Storm: Generated 2,700+ Ideas
3.5 Million pageviews/month
9 Official Internal Blogs
Hundreds of Departmental Blogs
Dell on Twitter
22 Corporate Accounts
17 Individuals Using @Dell Handles
Adobe’s Delicious Page
Google’s YouTube Channel
Lastly, Social Media is Not a Stand Alone Channel, it is Most Effective When Integrated into the Overall Marketing Strategy.
Okay, I get it. Social Media is influential. Now what?
3 Steps to Help your Agency Join the Conversation
People are already talking about you;
Understand the norms of communication;
Identify key influencers within networks;
Identify target audiences.
Tools for Listening
RSS is your Best Friend
Don’t forget to monitor your competition .
Credit: www.briansolis.com 2. Joining the Conversation
Start a Blog
Focus on delivering
Focus on the reader
Build Your Audience Credit: www.flickr.com/photos/patrickmayon
Reciprocity : Comment on Other Blogs
Customers vs. Peers
Remember, you can’t take back what you say.
SPAM vs. Real Engagement
It’s about your audience , not about you.
3. Tracking ROI/ Analytics What are your Goals? SMO vs. Social Media Marketing (Goals are Different)
Free Tools: Website Analytics RSS Statistics
RSS Feed “ Dr. Pepper” www.TweetScan.com
Use Service Searches/Tracking RSS Feed
Tracking Buzz: RSS is your Best Friend Your Inbox
Tools that Cost Money
Now that You’ve Accumulated the Analytics, Analyze What they Mean .