The ABC's of Social Media

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The ABCs of Social Media for Business may cover the fundamentals of social media but it’s far from an elementary social media webinar!

This webinar is intended for those who have dipped their toe in the water of social media but who have done so without a strategy and without a great deal of specific direction. The ABC’s of Social Media will take you step-by-step through 26 easy-to-follow fundamentals of social media that will help ensure your success with social media in your business.

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The ABC's of Social Media

  1. The ABC’s of Social Media The MarketingSavant Group www.marketingsavant.com 26 Concepts to Engage Your Audience 888.989.7771 dana@marketingsavant.com with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  2. Download our Social Media & Marketing e-books following the webinar! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  3. Upcoming Webinars www.marketingsavant.com/webinars Thurs, Oct 6, 2011 | 9:00 AM PST / 11:00 AM CST / 12:00PM EST Email Marketing: Best Practices & Proven Strategies for Todays Digital Marketer Email Marketing is one of the most cost-effective and powerful forms of digital marketing, yet is often misunderstood by marketers and even dismissed in favor of experimentation with social media. For the seasoned digital marketer, email marketing often forms the basis of a comprehensive, permission-based online marketing strategy with a high return on investment. This Webinar is designed to help you stand out from the pack. You will learn about creating an effective email marketing strategy, formulating integrated campaigns, setting targets and objectives and creating well-designed emails with engaging content. Walk away with a knowledge of the Top 10 things that email marketers need to know to be successful: 1: How to grow a responsive house email list 2: How to develop effective email strategies and campaigns 3: How to create subject lines and copy to maximize response 4: How to stay in compliance and avoid SPAM filters 5: How to increase email conversion rates through testing 6: How to create triggered, drop and auto responder email campaigns 7: How to design emails that are compatible with today’s email reader clients 8: How to measure and report on email effectiveness to improve results 9: How to segment email lists and grow your understanding of subscribers 10: The criteria to use when selecting and email sending solution www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  4. Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  5. Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  6. Make Social Media a “Tier” in Your Marketing Strategy www.marketingsavant.comThe MarketingSavant Group Source: Rain Today 888.989.7771
  7. Assets: Bring Everything You Have 7 to Social Media Example: Technology Company’s Assets Example: Technology 14 Brand families Company 12,732 Products and services 6 Broad go-to-market themes 42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 219 Events with presence 13 Major sponsorships 432 Active employee blogs 395 Print ads 17 TV spots 421 Major global partners 227 HR initiatives 28 Languages www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  8. What assets will you bring to bear on your social media program? Sample Assets Your Assets • Customers • Products • Photos • Events • Daily activities • Testimonials • Interviews • Industry participation • Local participation www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  9. Take People Behind the Scenes Ann Handley suggests in her book Content Rules to use video to show behind the scenes at your company. “Businesses can show what goes on in their day-to-day world that people don’t see but might be interested in. What about showing, for example, how a popular product goes from concept to rolling off the assembly line? Something that seems completely everyday to you could be exciting and fresh to your fans.” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  10. What goes on behind the scenes that fans would like to know? Behind the Scenes Your Business • How products are made • New shipments • A day-in-the-life • Video blogging • Unique solutions www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  11. Compelling Content www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  12. Dialogue With Your Community
  13. What do your customers want to talk about? Customer Dialogue How You Encourage Dialogue • Customer service • Their stories • Questions • Events • Polls & Feedback • Pictures and Imagery • Provocative Video • Make Them Smarter • Participate With Them www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  14. Social Media Effort www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  15. Turn Your Employees Into Social Connectors www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  16. What level of effort do you want to perform? Social Media Effort What You’re Going to Do • Daily Social Media Engagement • Content Creation-, development of themes, ghost blogging, etc. • Content Repurposing/Editing • Curation Content Sourcing • Blog Post-Copy development • Facebook Post-Copy development • Flickr Post-Image development • Twitter Post-Copy development • You Tube Post-Development of vlog/video development www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  17. F-words in Social Media Friend Follow www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  18. Develop a First Responder Program • Be transparent. Be open and honest in all communication. • Be ethical. Live by the WOMMA Practical Ethics Toolkit • Be relevant. Share information and perspectives that are valuable to the online community • Personalize and be personable. • Address negative discussion head-on. • Court evangelists & advocates. Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  19. What’s your personal social media policy? Social Media Policy Your Policy • Privacy Settings • Rules of Engagement • Daily Monitoring www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  20. Google Loves Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  21. Hijacked Media – Beware! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  22. Incent Social Sharing & Interaction • ING Cafe in Chicago offered a free cup of coffee to people who checked in somewhere nearby their venue. • This got customers in their door who may not have known about ING Cafe or simply hadn’t planned to go there. • Kraft’s new MiO product, a water enhancer, gave away free full-sized samples from their Facebook page. • Chipotle gave away a free burrito to people in return for watching a promotional video. • Simply put, offering consumer freebies has been wildly successful in recent social campaigns. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  23. Facebook is the 2nd Most Popular Vehicle For Consumer Recommendations www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  24. Join the Right Groups www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  25. What groups are your customers in? Where Do Your Customers Hang Social Media Groups Out? • Industry Groups • Trade Groups • Professional Groups • Local Groups • Listservs • Forums • Industry Blogs www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  26. Knowledge Sharing in Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  27. Listen, Listen, Listen www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  28. Get Notified! • Facebook not the only or the right answer • Hyper Alerts is the “feature that Facebook forgot” • Watch you pages, competitors, pages you like and pages you don’t • Daily digest of updates (vs. immediate emails) • Alerts by URL or by FB User – ASAP, Hourly, Daily, Weekly, Monthly – Select your time – Also alerts on your own content • http://www.hyperalerts.no www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  29. Get Notification all in a NutshellMail • Brings all social alerts into one consolidated email • Track Twitter new followers & un-follows • Mostly for ‘personal’ use • http://nutshellmail.com • Free service www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  30. My Listening Dashboard Setup Google Reader (www.google.com/reader) Setup Google Alerts (www.google.com/alerts) Setup Nutshell Mail (www.nutshellmail.com) Setup HyperAlerts (www.hyperalerts.no) Check Into Social Mention (www.socialmention.com) Check Into http://search.twitter.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  31. Mobilize Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  32. Network Intelligently www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  33. Offline Social Skills - Host a Tweetup for Your: Company/Customers/Industries/Community/Groupies www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  34. How will you integrate social media offline? Social Media Integration Social Media - Offline • Integrate With Ads • Host Social Media Events • Join a Meetup/Tweetup • Tell Customers In Your Place of Business www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  35. Publish on Schedule – “1-7-30-4-2-1” • 1 = Daily • 7 = Weekly • 30 = Monthly • 4 = Quarterly • 2 = Bi-Annual • 1 = Annual Source: FusionSpark Media www.marketingsavant.comThe MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771
  36. Map Out the Publishing Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  37. Questions: Ask and Answer Ask Answer www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  38. Relationships are Better with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  39. Review If They Like You… www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  40. Satisfy Customers Through Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  41. Secure Your Listings • Secure the top business listings on directory sites • “Claim” your business • Use http://getlisted.org/ to asses your position • Focus on the top local listings • Be careful of what you pay for online – Superpages – Yellowpages – Other scammer nonsense www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  42. Selling with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  43. Turn Your Thinkers Into Thought Leaders www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  44. Understand Your Audience in Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  45. Video Connects Emotionally • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  46. Word of Mouth & Social Media 48 marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”) be aware talk consider form opinion buy use word-of-mouth Social content, networks, and interactions brand awareness keyword relative media spending www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  47. Social Media Excellence • Coordination 5 C’s of Social Media Excellence – Coordination of social media activities creates excellence. Mastery of media flow is achieved though deliberate orchestration. • Commitment – Commitment means engaging with your environment. It means deliberately pursuing social interactions. • Confidence – Contagious confidence creates social media excellence. You are interesting, with interesting ideas, so go tell it on the mountain. • Comprehension – Perpetually develop and deepen performance capacity. Comprehension drives social media mastery and excellence. • Cultivation – Cultivate worthwhile and friendly relationships. Foster interaction to develop overall well-being, social media excellence and prosperity. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  48. Zero Excuses! Top 10 Social Media Barriers 1. Lack of internal resources/time 2. Lack of knowledge/expertise 3. Not convinced about the value/ROI 4. Lack of clear guidelines/policies 5. Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partner www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  49. Your Social Media Barriers What Are the Barriers? How Will You Eliminate Them? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  50. Smile if you liked it! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Thanks You for Attending! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  51. For help with your Social Media Strategy,download our free Social Media e-books!marketingsavant.com/papers www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  52. Upcoming Webinars www.marketingsavant.com/webinars Thurs, Oct 6, 2011 | 9:00 AM PST / 11:00 AM CST / 12:00PM EST Email Marketing: Best Practices & Proven Strategies for Todays Digital Marketer Email Marketing is one of the most cost-effective and powerful forms of digital marketing, yet is often misunderstood by marketers and even dismissed in favor of experimentation with social media. For the seasoned digital marketer, email marketing often forms the basis of a comprehensive, permission-based online marketing strategy with a high return on investment. This Webinar is designed to help you stand out from the pack. You will learn about creating an effective email marketing strategy, formulating integrated campaigns, setting targets and objectives and creating well-designed emails with engaging content. Walk away with a knowledge of the Top 10 things that email marketers need to know to be successful: 1: How to grow a responsive house email list 2: How to develop effective email strategies and campaigns 3: How to create subject lines and copy to maximize response 4: How to stay in compliance and avoid SPAM filters 5: How to increase email conversion rates through testing 6: How to create triggered, drop and auto responder email campaigns 7: How to design emails that are compatible with today’s email reader clients 8: How to measure and report on email effectiveness to improve results 9: How to segment email lists and grow your understanding of subscribers 10: The criteria to use when selecting and email sending solution www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  53. The ABC’s of Social Media The MarketingSavant Group www.marketingsavant.com 26 Concepts to Engage Your Audience 888.989.7771 dana@marketingsavant.com with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  54. About The MarketingSavant Group The MarketingSavant Group is a specialist company that focuses on developing our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the- month tool. MarketingSavant helps clients leverage thought leadership and social media marketing through precise strategy development, targeted user-centric research, expert resource engagement for content creating and distribution, all using our proprietary Thought Leadership Marketing methodology. Like the thought leading clients we work with and in the spirit of the social media tools we employ, MarketingSavant is a transparent, honest, professional, credible, driven, responsive, hard working, open-minded, and results-oriented team that serves our clients with the utmost integrity and respect and treat their business and success as our own. Our value-forward approach means that our first priority is delivering wisdom to our clients and prospects to make us all better marketers and servants to the customers who trust us. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. MarketingSavant’s offerings range from thought leadership strategy development, training and workshops, campaign management, customer community development and anything else that helps to position you as the preeminent thought leader in your industry. Contact us if you’re interested in become your industry’s thought leader! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  55. MarketingSavant Has Served: Intel • American Marketing Association Chubb Insurance • Business Marketing Association Bayer Pharmaceuticals • American Advertising Federation American Cancer Society • Direct Marketing Association Quad/Creative • Association of IT Professionals Emerson, Inc. • Midwest Jewelers Association Krueger International • Chicago Area Direct Marketers McCain Foods • Trade Show Exhibitors Association Miron Construction, Inc. • Just Between Us Center for Sales Strategy • Herzing College PROMO Marketing Conference • St. Norbert College Internet Retailer Conference • University of Northern Illinois Seybold 365 Conference • Decision Sciences Institute The Golomb Group • Madison Area Technical College SRI Conferences • Mountain State University Northlich • Pheedo, Inc. Imaginasium • Adams Magnetic E-Marketing Learning Center of Erie, PA • Nicolet National Bank Life Meets Work • Green Bay Chamber of Commerce WSPRA • Fond du lac Area Chamber of Commerce NCMPR • Perfect Patients Pty Ltd. Betuitive Marketing, Inc. • WE Energies www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  56. On Target Social Media Advice! Since 2003, The MarketingSavant Group has trained over 3000 top level marketers on how to use social media for marketing and has influenced the success of dozens of social media marketing projects. We have also helped thousands more through our whitepapers, e- books, articles and interviews on social and emerging media marketing tools. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  57. Why MarketingSavant? • Deep Experience • Highly Regarded – Our founder began teaching HTML – MarketingSavant’s Dana VanDen Heuvel is a sought-sought after speaker and programming in 1995 and has been consultant in the areas of thought active in Internet Marketing and social leadership, social media and marketing media ever since. technology. • Wide Recognition • Thought Leadership – MarketingSavant’s Dana VanDen Heuvel – The MarketingSavant Group has published many articles and whitepapers along with has been featured in over 30 articles in several e-books, including: a dozen publications on marketing and • Marketech: The Guide to Marketing social media. Technology (2 editions) • Consulting-led • MySpace, YourSpace & TheirSpace Guide to Social Networking – We’re not an ad agency. In fact, we’re a • Marketing in a Downturn: Recession- consulting shop with passionate leader Proof Strategies for Smart Marketers who loves the intersection of thought • 30 Marketing Ideas in 30 Days – leadership marketing, social media, Entrepreneurs DIY Marketing Guide helping the insurgent marketer win the business. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

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