INTRODUCTION




“No profession stands to influence social media
  more than public relations.”
  Paul Gillin, The New Inf...
INTRODUCTION




o Social media defined              20:00

o 10 keys to social media success   30:00

o Social media tool...
SOCIAL MEDIA DEFINED




Social media is a
  conversation online.

   Look who’s talking:
   o your customers
   o your do...
SOCIAL MEDIA DEFINED




The conversation is not:
   o controlled
   o organized
   o “on message”

The conversation is:
 ...
SOCIAL MEDIA DEFINED




o   Social Networks
o   News & Bookmarking
o   Blogs
o   Microblogging
o   Video Sharing
o   Phot...
SOCIAL MEDIA DEFINED




The power to define and control a brand
  is shifting from corporations and institutions
  to ind...
SOCIAL MEDIA DEFINED




“It is about putting the „public‟ back in Public Relations
    and realizing that focusing on imp...
SOCIAL MEDIA DEFINED


Word of Mouth is the Future of
Marketing
    Marketers can effectively use social media by
        ...
CASE STUDY




o Zappos, an online shoe retailer,
  makes customer service central
  with a focus on “making personal
  an...
SOCIAL MEDIA DEFINED




o 91% say consumer reviews are the #1 aid to buying
  decisions - JC Williams Group

o 87% trust ...
SOCIAL MEDIA DEFINED




Social media sites are the fastest-growing category on the
  web, doubling their traffic over the...
SOCIAL MEDIA DEFINED




o 40% of Canadian internet users have visited a
  community or social networking site

o 22% of C...
SOCIAL MEDIA DEFINED




• Younger users (under
  45) and women use
  these sites for
  socializing

• Older users use the...
SOCIAL MEDIA DEFINED
SOCIAL MEDIA DEFINED
SOCIAL MEDIA DEFINED




Social media can help you
  in all stages of
  marketing, self-
  promotion, public
  relations, ...
SOCIAL MEDIA DEFINED




o   Learn what people are saying about you
o   Create buzz for events & campaigns
o   Increase br...
SOCIAL MEDIA DEFINED




quot;What's the ROI for putting on your
  pants every morning? But it's still
  important to your...
SOCIAL MEDIA DEFINED




Reach                                       Engagement & Influence
    o Website visits / views  ...
SOCIAL MEDIA DEFINED




Resources required for
  social media may include:

   o   Strategic consultation
   o   Training...
KEYS TO SUCCESS




10 KEYS
TO SOCIAL   MEDIA

SUCCESS
KEYS TO SUCCESS




o Experiment personally
  before professionally

o Try a variety of social
  media tools

o Be yoursel...
KEYS TO SUCCESS




1. Discovery                          2. Strategy
    (people, competition,                 (opportuni...
CASE STUDY




o YouTube
o MySpace
o Facebook
o Twitter
o EHarmony
  “Digits” (their own online
o
  community)
o Virtual c...
CASE STUDY




Leveraged core goals
 across all networks:

  1.Reinforce their brand as
    tax experts

  2.Deliver on ad...
CASE STUDY




o Be community
  appropriate
  and relevant
  (interacting on Second
  Life is different than
  YouTube)

o...
CASE STUDY




1. Brand Perception
  o   Evaluated brand metrics
      through a brand tracking
      study

2. Engagement...
KEYS TO SUCCESS




o Find where your
  audience is participating
  and indentify the
  influencers

o Read industry blogs...
KEYS TO SUCCESS




o Tap into the wisdom of the
  crowd to access a wider
  talent pool and gain customer
  insight

o Co...
KEYS TO SUCCESS




Amelia   Arlington
KEYS TO SUCCESS




56 unanimous responses in under 4 minutes from YouBeMom.com
CASE STUDY




o Chevy contest asks
  people to create a
  winning commercial for
  the Tahoe SUV

o Website gives people
...
CASE STUDY




o Users subvert contest
  with ads slamming the
  Tahoe brand

o Chevy eventually removes
  the website dis...
KEYS TO SUCCESS




o Avoid puffery
  (people will ignore it)

o Avoid evasion and lying
  (people won’t ignore it)

o Com...
CASE STUDY




o Belkin employee busted
  offering payment for fake
  positive product
  reviews

o Belkin president claim...
KEYS TO SUCCESS




o Don’t be afraid to share.
  Corporations, like people,
  need to share information
  to get the valu...
KEYS TO SUCCESS




o Don't shout. Don't
  broadcast. Don‟t brag.

o Speak like yourself – not
  a corporate marketing
  s...
CASE STUDY
KEYS TO SUCCESS




o Think like a contributor,
  not a marketer

o Consider what is relevant
  to the community before
  ...
KEYS TO SUCCESS




o Don’t try to delete or
  remove criticism (it will
  just make it worse)

o Listen to your detractor...
KEYS TO SUCCESS




o Don’t wait until you
  have a campaign to
  launch - start planning
  and listening now

o Build rel...
KEYS TO SUCCESS




o You need buy in from
  everyone in the
  organization

o Convince your CEO that
  social media is re...
KEYS TO SUCCESS




1.    Experiment with social media
2.    Make a plan
3.    Listen
4.    Be transparent & honest
5.    ...
THE TOOLS




SOCIAL MEDIA

TOOLS
THE TOOLS




o   Social Networks
o   News & Bookmarking
o   Blogs
o   Microblogging
o   Video Sharing
o   Photo Sharing
o...
THE TOOLS




o People and organizations
  connect and interact
  with friends, colleagues
  and fans.

o Popular social n...
THE TOOLS




o create online profiles

o share photos, video, and
  audio, links

o send private message and
  instant me...
THE TOOLS




o Contains profiles of Fortune
  500 executives and leading
  entrepreneurs
   o average individual salary
 ...
THE TOOLS




o Fastest growing social
  network in Canada and
  the world
  (200 million members)

o Powerful tools to en...
THE TOOLS




o Your brand‟s homepage
  on Facebook.
o Allow you to post photos,
  videos, events and other
  messages.
o ...
THE TOOLS




o Facebook ads give you
  the ability to advertise
  directly to specific
  demographic groups

o This is un...
THE TOOLS




o   Location
o   Age
o   Sex
o   Keywords (appear in your
    users profile)
o   Education
o   Workplace
o  ...
THE TOOLS
THE TOOLS




What you need:
o Ad message
  (title and body)

o Image
  (make it compelling)

o Destination URL
  (where y...
THE TOOLS




o Social actions show
  related stories about a
  user‟s friends alongside
  your ad.

o People can vote whe...
THE TOOLS




o Very affordable and easy
  to control your budget

o You can specify a daily
  budget

o Schedule specific...
THE TOOLS




o Facebook Insights
  provides information
  about your ad campaign:
   o Track ad performance
     with rea...
THE TOOLS




o Identify clear goals for
  your ad
o Know who you‟re trying
  to reach
o Ensure ad headline, copy
  and im...
THE TOOLS




o Applications are
  entertainment and
  productivity tools that run
  within facebook
   o Give users a uni...
THE TOOLS
THE TOOLS




Add social capabilities to
  your website by
  integrating with
  Facebook:
   o Users log in to your
     w...
THE TOOLS




                                  Don’t
Do
o establish a presence on the     o create a page and fail to
  s...
THE TOOLS




o A blog is a website with
  regular entries of
  commentary or news

o Blogs serve to establish
  your comp...
THE TOOLS




o engage in dialogue with your
  customers

o improve your search engine
  visibility

o promote product lau...
THE TOOLS




                                 Don’t
Do
                                 o write press releases – be real
...
THE TOOLS




o Microblogs are blogs
  limited to a sentence or
  two (about 140 characters)

   o People use microbloggin...
THE TOOLS




Twitter can help you:

o share timely information
o promote useful content
  including resources, contests,
...
CASE STUDY




o Churches useTwitter to:
   o Ask questions
   o Share insights
   o Highlight content
   o Hype events

o...
CASE STUDY




o September 08: Twitter founder
  Biz Stone tweets about
  Charity: Water, which builds
  wells in Ethiopia...
CASE STUDY




o January 09: Tweets begin
  promoting the First Annual
  Twestival (a Twitter Festival) in
  support of Ch...
CASE STUDY




o April 09: The first quot;well that
  Twitter builtquot; is dug

o April 09: Actor Hugh
  quot;Wolverinequ...
CASE STUDY




o Social media campaign
  expands:

   o Staff post Twitter updates delivering
     the results of donation...
THE TOOLS




                                      Don’t
Do
                                      o sound like a press re...
THE TOOLS




o Video sharing sites let
  you upload videos and
  share them with people.

o They‟re a perfect
  repositor...
THE TOOLS




o helps you gain exposure and
  direct traffic back to your
  website

o sparks interest without a
  hard-se...
CASE STUDY




o Blendtec was a faceless
  B2B/B2C blender
  manufacturer that couldn’t
  afford a traditional
  marketing...
CASE STUDY




o Videos went viral generating
  “millions of dollars in brand
  recognition”
   o Channel Views: 3,469,098...
CASE STUDY




Lessons learned:

o Be entertaining and keep it
  relevant to your brand (the
  videos promote the durabili...
THE TOOLS




                                    Don’t
Do
o be informative, useful, or        o just upload infomercials
...
THE TOOLS




                                        Don’t
Do
o link to relevant articles about       o spam by consisten...
THE TOOLS




o Photo sharing sites give
  you a place to upload
  and organize your
  photos

o You can invite friends to...
THE TOOLS




o detail the launch of a new
  product, from initial sketches
  to the launch party

o promote special event...
THE TOOLS




                                    Don’t
Do
o tag your photos with relevant     o stuff linked keywords int...
THE TOOLS




o An Internet forum, or
  message board, is a
  bulletin board system in
  the form of a discussion
  site

...
THE TOOLS




                                    Don’t
Do
o keep the message board active     o build it and expect peopl...
THE TOOLS




o A wiki is a website that
  allows visitors to easily
  add, remove, and edit
  content – this makes
  them...
THE TOOLS




                                  Don’t
Do
o find references to your         o rely on social reference
  or...
THE TOOLS




o Internet-based 3D virtual
  worlds like Second Life
  reimagine our world with all its
  potential for com...
THE TOOLS




o hold media conferences in
  Second Life to generate buzz
  (World Bank reports in world)

o create and sel...
THE TOOLS




                                    Don’t
Do
o Use it to generate publicity      o just try to recreate your...
THE TOOLS




o A podcast is a series of audio
  or video files which is
  distributed by syndicated
  download to your co...
THE TOOLS




Do’s                                Dont’s

o come up with a format (form,      o worry about length
  topic...
THE TOOLS




o RSS is a way for content
  publishers to make blog
  entries, news headlines,
  events, podcasts and
  oth...
THE TOOLS
THE TOOLS




Don’t                                  Don’t
o offer RSS feeds for your             o spam your subscribers ...
THE TOOLS
5 TAKE AWAY MESSAGES




3 TAKE AWAY
MESSAGES
3 TAKE AWAY MESSAGES




1. Word of Mouth peer-to-
   peer discussions are
   more influential than
   the mass media

2. ...
REFERENCES




o PR 2.0                     o Groundswell Blog
  BrianSolis.com               blogs.forrester.com/groundsw...
INSPIRATION & CREDITS




o Social media Is....              o Groundswell Blog
  slideshare.net/leewhite/social     blogs...
THE MYTHS




SOCIAL MEDIA

MYTHS
THE MYTHS




“Social media is just a     fad
      – it will go away.”
THE MYTHS




“Social media is
inexpensive.”
THE MYTHS




“If we put our content online
   we‟re just giving our
expertise away for free!”
THE MYTHS




“We can’t measure
 social media results.”
THE MYTHS




     “Social media might work for
certain industries and business models
   but it won’t work for us.”
THE MYTHS




 “Tell the programmers to setup that
social media thing….and get them to
 make it viral while they‟re at it!”
THE MYTHS




“YouTube is that site for funny
cat videos – you‟ll cheapen
   our brand by putting
      our video on there...
THE MYTHS




“I‟ve started a Facebook page so I‟ve
got social media covered!”
THE MYTHS




“If we just delete all negative comments
     no one will see them.”
THE MYTHS




 “No seriously, I
             don’t think
  anyone will notice if we
delete those negative comments.”
THE MYTHS




“If we build it they   will come.”
THE MYTHS




“Social media is for kids.”
THE MYTHS




“We have to figure this all out before
    we start using social media.”
THE MYTHS




“Social Media is hard.”
THE MYTHS




“Social Media is easy.”
The Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social Media
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The Conversation - An Introduction to Social Media

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What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities.

Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier.

Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• social media myths.

The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.

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The Conversation - An Introduction to Social Media

  1. 1. INTRODUCTION “No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
  2. 2. INTRODUCTION o Social media defined 20:00 o 10 keys to social media success 30:00 o Social media tools 20:00 o 3 take away messages 2:00 o Q&A 3:00
  3. 3. SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  4. 4. SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it‟s simply a channel.
  5. 5. SOCIAL MEDIA DEFINED o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS)
  6. 6. SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  7. 7. SOCIAL MEDIA DEFINED “It is about putting the „public‟ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto
  8. 8. SOCIAL MEDIA DEFINED Word of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
  9. 9. CASE STUDY o Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” o Divert marketing budget to customer service (they outsource marketing to their customers; they don‟t outsource their call centre) o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twitter o $1billion in sales last year and their expanding into new product categories
  10. 10. SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic‟s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  11. 11. SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  12. 12. SOCIAL MEDIA DEFINED o 40% of Canadian internet users have visited a community or social networking site o 22% of Canadians over 60 o 50% of Internet users under 30 o 25% of users 25-29 do so daily o 43% English speaking Canadians and 24% of French speaking Canadians visit these sites Canada Online, The Internet, Media and Emerging Technologoes
  13. 13. SOCIAL MEDIA DEFINED • Younger users (under 45) and women use these sites for socializing • Older users use these sites to obtain and share information • Youth (12-17) use these sites for entertainment
  14. 14. SOCIAL MEDIA DEFINED
  15. 15. SOCIAL MEDIA DEFINED
  16. 16. SOCIAL MEDIA DEFINED Social media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
  17. 17. SOCIAL MEDIA DEFINED o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship Be an industry leader – not a follower o
  18. 18. SOCIAL MEDIA DEFINED quot;What's the ROI for putting on your pants every morning? But it's still important to your business.quot; Scott Monty, Digital Communications Manager at Ford
  19. 19. SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of reviews and comments o volume of reviews o Brand affinity and comments o Incoming links o Commenter authority/influence o Time spent Action & Insight o Favourites / Friends / Fans o Sales inquiries o Viral forwards o New business o Number of downloads o Customer satisfaction and loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
  20. 20. SOCIAL MEDIA DEFINED Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
  21. 21. KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS
  22. 22. KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  23. 23. KEYS TO SUCCESS 1. Discovery 2. Strategy (people, competition, (opportunities, and search engines) objectives) 3. Skills 4. Execution (identify internal (tools, integration, resources and gaps) policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  24. 24. CASE STUDY o YouTube o MySpace o Facebook o Twitter o EHarmony “Digits” (their own online o community) o Virtual communities – Second Life Source: http://www.podtech.net/home/5209/h- block-social-media-programs-success
  25. 25. CASE STUDY Leveraged core goals across all networks: 1.Reinforce their brand as tax experts 2.Deliver on advocacy positioning of the brand 3.Present the brand as being innovative o Through “unexpected and meaningful interactions with consumers”
  26. 26. CASE STUDY o Be community appropriate and relevant (interacting on Second Life is different than YouTube) o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
  27. 27. CASE STUDY 1. Brand Perception o Evaluated brand metrics through a brand tracking study 2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site 3. Word of Mouth o Increased online mentions in blogs, forums, and other social media
  28. 28. KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  29. 29. KEYS TO SUCCESS o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
  30. 30. KEYS TO SUCCESS Amelia Arlington
  31. 31. KEYS TO SUCCESS 56 unanimous responses in under 4 minutes from YouBeMom.com
  32. 32. CASE STUDY o Chevy contest asks people to create a winning commercial for the Tahoe SUV o Website gives people online tools to make their own commercials including the ability to customize text
  33. 33. CASE STUDY o Users subvert contest with ads slamming the Tahoe brand o Chevy eventually removes the website displaying videos critical of their product o Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)
  34. 34. CASE STUDY Lessons learned: o Be careful when you ask for …. user generated content can‟t be controlled o If you‟re going to ask people their opinions be prepared to have a conversation
  35. 35. KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  36. 36. CASE STUDY o Belkin employee busted offering payment for fake positive product reviews o Belkin president claims it‟s an isolated incident o Influential tech blogs expose a larger cover up and name more employees involved
  37. 37. KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  38. 38. KEYS TO SUCCESS o Don't shout. Don't broadcast. Don‟t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
  39. 39. CASE STUDY
  40. 40. KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
  41. 41. KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
  42. 42. KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they‟re ready when you need them
  43. 43. KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
  44. 44. KEYS TO SUCCESS 1. Experiment with social media 2. Make a plan 3. Listen 4. Be transparent & honest 5. Share your content 6. Be personal and act like a person 7. Contribute in a meaningful way 8. See criticism as an opportunity 9. Be proactive Accept you can‟t do it all 10. yourself
  45. 45. THE TOOLS SOCIAL MEDIA TOOLS
  46. 46. THE TOOLS o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  47. 47. THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning. o There are niche social networks for just about everything.
  48. 48. THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o Follow brands, celebrities, and gain your own fans
  49. 49. THE TOOLS o Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000 o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers
  50. 50. THE TOOLS o Fastest growing social network in Canada and the world (200 million members) o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls
  51. 51. THE TOOLS o Your brand‟s homepage on Facebook. o Allow you to post photos, videos, events and other messages. o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your page o Fans see your page updates in their newsfeed
  52. 52. THE TOOLS o Facebook ads give you the ability to advertise directly to specific demographic groups o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
  53. 53. THE TOOLS o Location o Age o Sex o Keywords (appear in your users profile) o Education o Workplace o Relationship status o Relationship interests o Languages
  54. 54. THE TOOLS
  55. 55. THE TOOLS What you need: o Ad message (title and body) o Image (make it compelling) o Destination URL (where you want the ad to take people) o Social actions (optional)
  56. 56. THE TOOLS o Social actions show related stories about a user‟s friends alongside your ad. o People can vote whether they like or dislike your ad.
  57. 57. THE TOOLS o Very affordable and easy to control your budget o You can specify a daily budget o Schedule specific dates for your ad to run o Pay for clicks (CPC) or impressions (CPM)
  58. 58. THE TOOLS o Facebook Insights provides information about your ad campaign: o Track ad performance with real-time reporting o Gain demographic and psychographic insights about people that view or take action on your ad o Use this information to identify how you can improve your campaign to maximize your results
  59. 59. THE TOOLS o Identify clear goals for your ad o Know who you‟re trying to reach o Ensure ad headline, copy and image is relevant o Experiment to get it right o Monitor your campaign and adjust o Know when to quit
  60. 60. THE TOOLS o Applications are entertainment and productivity tools that run within facebook o Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page o When fans use your applications social stories are created that appear in their friends news feed and link back to your page
  61. 61. THE TOOLS
  62. 62. THE TOOLS Add social capabilities to your website by integrating with Facebook: o Users log in to your website with their facebook identity o You can access their profile information to learn more about them and deliver targeted content o Publish information back to their friends‟ streams on Facebook to bring their friend to your website
  63. 63. THE TOOLS Don’t Do o establish a presence on the o create a page and fail to social networks your maintain it customers and colleagues use o try a hard sell approach o create a page to promote your brand o censor comments o point your fans to your o spam your fans/friends with company blog or contest frequent private messages – you‟ll drive them away o encourage a discussion and participate frequently o post false information o explore targeted advertising opportunities
  64. 64. THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert.
  65. 65. THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
  66. 66. THE TOOLS Don’t Do o write press releases – be real o post on a regular schedule about why something is exciting o encourage conversation by asking questions o let complaints go unanswered o respond to people that o make users register to comment on your posts comment – they won‟t bother o use a few bloggers from your o delete fair but critical company for more viewpoints comments
  67. 67. THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
  68. 68. THE TOOLS Twitter can help you: o share timely information o promote useful content including resources, contests, deals, etc. (not just your own) o personify your brand o connect with your customers and develop leads o build credibility and influence o listen to consumer buzz o research competitors o network and learn from experts in your field
  69. 69. CASE STUDY o Churches useTwitter to: o Ask questions o Share insights o Highlight content o Hype events o Trinity Church uses Twitter to tell Passion of Christ o Westwinds Church experiments with Twitter during services o Distracting or Enriching?
  70. 70. CASE STUDY o September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia. o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well o The quot;social media birthdayquot; was born; asking for donations from online friends to celebrate your birthday
  71. 71. CASE STUDY o January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: o 202 real-life meetups across the globe, hosted by volunteers o $250,000 USD raised at these events o 55 wells are planned across Africa & India
  72. 72. CASE STUDY o April 09: The first quot;well that Twitter builtquot; is dug o April 09: Actor Hugh quot;Wolverinequot; Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support o Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
  73. 73. CASE STUDY o Social media campaign expands: o Staff post Twitter updates delivering the results of donations o Website hosts videos of drilling progress made in Africa o A driller tweets live from Central African Republic o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charity water o Facebook Causes page with over $61,000 donated
  74. 74. THE TOOLS Don’t Do o sound like a press release – o find and share useful content you‟re in a social space o pose questions and reply to o spam with constant links to others your company website, either in tweets or private messages o keep it fun - put a friendly face on your brand o post useless information – do people really care what you o promote sales, deals, news, had for lunch? updates, and build buzz for big releases or events o know what people are saying about your brand
  75. 75. THE TOOLS o Video sharing sites let you upload videos and share them with people. o They‟re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  76. 76. THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  77. 77. CASE STUDY o Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign o Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout o Launched the website WillitBlend.com and a YouTube channel http://www.youtube.com/blendtec
  78. 78. CASE STUDY o Videos went viral generating “millions of dollars in brand recognition” o Channel Views: 3,469,098 o Subscribers: 183,949 o Online Blendtec blender sales increased 500% o The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
  79. 79. CASE STUDY Lessons learned: o Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) o Experiment – the idea might not have worked, but what could they lose?
  80. 80. THE TOOLS Don’t Do o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and you find a formula that works. detailed description o pull down other people’s o post video replies to others videos showcasing your product for copyright infringement o allow commenting and participate in the conversation o make your video longer than it needs to be – keep it concise o save bandwidth costs on your and entertaining website by hosting videos on YouTube
  81. 81. THE TOOLS o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks. o Community votes on your submissions so they either rise to the top or drop to the bottom.
  82. 82. THE TOOLS Don’t Do o link to relevant articles about o spam by consistently news in your field bookmarking your own (not just your own content) material o make friends with other o cheat by tagging your bookmarkers in a legitimate bookmarks with irrelevant way. popular keywords o respect the terms of service o open multiple accounts and vote for yourself – you‟ll be o (reddit allows self-promotion, exposed digg does not)
  83. 83. THE TOOLS o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
  84. 84. THE TOOLS o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
  85. 85. THE TOOLS Don’t Do o tag your photos with relevant o stuff linked keywords into keywords your photo descriptions or comments o use your web site address or o plaster your URL all over the brand name as your Flickr screen name photos you upload o upload quality photos of your o discourage people from products/services, and things using your photos (as long related to your business as they provide attribution such as a link back to your website) o link prominently from your web site to your Flickr photostream
  86. 86. THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
  87. 87. THE TOOLS Don’t Do o keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seeding o collect minimal information o forget to moderate - during registration spammers and trolls will drive users away o keep focus and attract users by o censor or allow militant clearly identifying your community purpose and moderators to take too much target audience control over the conversation. You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website
  88. 88. THE TOOLS o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
  89. 89. THE TOOLS Don’t Do o find references to your o rely on social reference organization and have websites to be accurate inaccuracies updated o spam or overtly advertising – o read the terms of use to it could get you banned ensure you are allowed to edit an entry about you o use it for Search Engine Optimization (Wikipedia o research competition prevents search engines from following links) o use wikis to collaborate with o Don‟t sabotage competitor‟s your team entries about competitors (You could get caught)
  90. 90. THE TOOLS o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding o people interact through characters called avatars o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
  91. 91. THE TOOLS o hold media conferences in Second Life to generate buzz (World Bank reports in world) o create and sell branded products accompanied by coupons and advertising for real-world stores o purchase land, build stores, and open for business o publish streams of audio or video on people‟s properties
  92. 92. THE TOOLS Don’t Do o Use it to generate publicity o just try to recreate your real- world brand experience – publicity for real world activities leverage the possibilities of the virtual world since fantasy is o find experts to imagine and what brought people are there. manage your brand presence in this virtual world, or do thorough research – it‟s o be afraid to site this one out. If your audience isn‟t there and complicated! you don‟t have a vision to o be inventive – for example, create a meaningful when someone drinks your experience don‟t bother. product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.
  93. 93. THE TOOLS o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They‟re a chance to provide build an audience around your brand or message.
  94. 94. THE TOOLS Do’s Dont’s o come up with a format (form, o worry about length topic, and duration) o invest in a lot of equipment – o prepare don’t script (or you‟ll simple tools and software are sound stiff) all you need to get going o use a good microphone (but o leave too much time between podcasts – it could no need to over produce) prevent you from building an audience o promote your podcast on your website and podcast directories
  95. 95. THE TOOLS o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website
  96. 96. THE TOOLS
  97. 97. THE TOOLS Don’t Don’t o offer RSS feeds for your o spam your subscribers by website‟s blog, news, events, including excessive advertising and podcasts in your RSS feed o go overboard – limit RSS feeds o subscribe to RSS feeds relevant to your industry or to content frequently updated interests o freak out when a splogger hijacks your content – this o include a title and description only so subscribers need to could actually help your search visit your site for the full story engine rank o track your subscribers
  98. 98. THE TOOLS
  99. 99. 5 TAKE AWAY MESSAGES 3 TAKE AWAY MESSAGES
  100. 100. 3 TAKE AWAY MESSAGES 1. Word of Mouth peer-to- peer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Be transparent & honest
  101. 101. REFERENCES o PR 2.0 o Groundswell Blog BrianSolis.com blogs.forrester.com/groundswell o Chris Brogan o Social Media Today chrisbrogan.com socialmediatoday.com o Micropersuasion o Social Media Trader micropersuasion.com socialmediatrader.com o Six Pixels of Separation o Web Strategy by Jeremiah twistimage.com/blog web-strategist.com/blog o PR Squared o Online Marketing Blog pr-squared.com toprankblog.com
  102. 102. INSPIRATION & CREDITS o Social media Is.... o Groundswell Blog slideshare.net/leewhite/social blogs.forrester.com/groundsw -media-is ell/2007/12/the-post- method.html o What the F**K is social o Shannon Paul's Blog media slideshare.net/mzkagan/what veryofficialblog.com -the-fk-social-media o Measuring the influence of o The Social Media Manifesto social media briansolis.com/2007/06/future slideshare.net/DigitalInfluenc -of-communications- e/business-impact-of-social- manifesto-for.html media
  103. 103. THE MYTHS SOCIAL MEDIA MYTHS
  104. 104. THE MYTHS “Social media is just a fad – it will go away.”
  105. 105. THE MYTHS “Social media is inexpensive.”
  106. 106. THE MYTHS “If we put our content online we‟re just giving our expertise away for free!”
  107. 107. THE MYTHS “We can’t measure social media results.”
  108. 108. THE MYTHS “Social media might work for certain industries and business models but it won’t work for us.”
  109. 109. THE MYTHS “Tell the programmers to setup that social media thing….and get them to make it viral while they‟re at it!”
  110. 110. THE MYTHS “YouTube is that site for funny cat videos – you‟ll cheapen our brand by putting our video on there!”
  111. 111. THE MYTHS “I‟ve started a Facebook page so I‟ve got social media covered!”
  112. 112. THE MYTHS “If we just delete all negative comments no one will see them.”
  113. 113. THE MYTHS “No seriously, I don’t think anyone will notice if we delete those negative comments.”
  114. 114. THE MYTHS “If we build it they will come.”
  115. 115. THE MYTHS “Social media is for kids.”
  116. 116. THE MYTHS “We have to figure this all out before we start using social media.”
  117. 117. THE MYTHS “Social Media is hard.”
  118. 118. THE MYTHS “Social Media is easy.”

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