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Social Media Goals

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This outlines our goals for our social media strategy for 2010. With this medium changing all the time this will start as a guideline and be updated frequently. We share this with you in an effort to …

This outlines our goals for our social media strategy for 2010. With this medium changing all the time this will start as a guideline and be updated frequently. We share this with you in an effort to be transparent in our goals as it pertains to pet parents, veterinary partners, industry partners and even competitors.

Published in: Technology, Business

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  • 1. SOCIAL MEDIA & MARKETING
    • SPECTRUM LABS 2010-2011 STRATEGY
  • 2. WHAT IS SOCIAL MEDIA?
    • Evolved continuation of conversations started long ago
    • Developed due to a disconnect in the way people do business with each other
    • “ People want to buy from someone like them”
    • Allows you to monitor & participate in conversations, real time
    • Creates consumer advocates for your products/services
  • 3. Social Media is a conversation supported by online tools
  • 4. LIKE THESE…
  • 5. THE IMPORTANT THING IN SOCIAL MEDIA IS…
    • THE REAL PEOPLE WHO USE IT & THEIR INTERACTIONS
  • 6. I. GOALS
    • Generate Exposure for Brand
    • Increase Traffic (all touch points)
      • Blog
      • Website
    • Build New Business Partnerships
    • Bring in Qualified Leads
    • Build Credibility
  • 7. TOPICS TO COVER
    • Strategy
    • Tools
    • Time Commitment
    • Conclusion
  • 8. TARGET AUDIENCE
    • PET PARENTS
    • VETERINARIANS
    • ADDITIONAL PARTNERS
    II. STRATEGY
  • 9. PET PARENTS
    • Demographics:
      • Few Children or Grown Children
      • Some Disposable Income
      • More Than 1 Pet in the Home
      • Profile Still in Development
      • Strategy to quantify later
    II. STRATEGY
  • 10. VETERINARIANS
    • Criteria:
      • Currently Testing with other Labs
      • Interested in Dermatology (refer out)
      • Current Clients
      • Rural (expected to do more with less)
    II. STRATEGY
  • 11. ADDITIONAL PARTNERS
    • Criteria
      • Those with Similar Audiences
        • Topicals
        • Supplements
        • Shampoos
        • Hypoallergenic Foods/Treats
    II. STRATEGY
  • 12. III. TOOLS
    • People
    • Sites
  • 13. PEOPLE
    • Clinics who use us
    • Clinics who don’t use us but meet us at Tradeshows/Speaking Engagements
    • People we meet through SM Connections
    • Friends of People we meet on SM
    • Media Contacts
  • 14. SITES
    • How do SM sites work together?
      • Twitter: short, interesting information
      • Facebook: more interaction, personal
      • LinkedIn : interaction on business level
      • YouTube : builds credibility
  • 15. TWITTER: STATISTICS
    • 10 Billion tweets (March 2010)
    • 100 Million Users Worldwide
    • 25% no followers, 40% never send single tweet
    • 80% send fewer than 10 tweets
    • #1 Networking site for those interested in News (20% greater than FB)
  • 16. TWITTER: STATISTICS
  • 17. TWITTER: STATISTICS
  • 18. TWITTER: STATISTICS
  • 19. TWITTER: STATISTICS
  • 20. TWITTER: WHY A COMPONENT OF SM STRATEGY?
    • Benefits:
      • Prospecting Tool
      • Great Way to Build Brand
      • Listening Tool
      • Fun Way to Spread Message
      • Relationship Building Tool
      • Encourages Engagement & Staying Connected
  • 21. PROSPECTING TOOL
    • Find People who have a need (search topic)
      • Share advise
      • Solve a problem
      • Share knowledge
      • “ Not a sales pitch but advise they can use”
  • 22. BUILD BRAND
    • See Same questions over and over; answer those
    • Link back to website/blog
    • Make it easy to find & do business with your company
    • Support/Promote your Veterinarians, Partners
  • 23. LISTENING TOOL
    • What are people saying about you? Your products?
      • Issues with your company address right away
    • What are people saying about your competitors? Their products?
      • Offer to come in and help, even if not your client
    • What frustrations can you make better?
    • What are their biggest fears?
    • What triggers their decision to buy?
  • 24. FUN WAY TO SPREAD MESSAGE
    • 140 Characters –concise & empowering
    • What to tweet when?
      • 25% engage in existing conversations
      • 25% ask questions
      • 25% share personal information (hobbies, etc)
      • 25% share important industry information (showcase expertise)
  • 25. RELATIONSHIP BUILDING TOOL
    • Clients
      • Support/Promote your Veterinarians
      • RT important Information
      • Support their Causes
    • Industry Partners
      • Find those with Similar Audience
      • Engage in Conversations
      • Reach out about Partnership (create synergy that is mutually beneficial)
      • RT & promote their products
  • 26. ENGAGEMENT/STAY CONNECTED
    • Share things you see as Beneficial to Pass on
    • Train clients to Talk about You
    • Find out their Groups & Causes; Join
    • Make it so they See you Everywhere
  • 27. FACEBOOK: STATISTICS
    • As of May 20 th , over 460 Million people
    • 60 Million Status updates Daily
    • 50% of people with Profile log on daily (200 Million)
    • Neck and Neck with Twitter in terms of Volume of Messages
  • 28. FACEBOOK: STATISTICS
  • 29. FACEBOOK: STATISTICS
  • 30. FACEBOOK: STATISTICS
  • 31. FACEBOOK VS TWITTER & LINKEDIN
  • 32. FACEBOOK VS TWITTER & LINKEDIN
  • 33. FACEBOOK VS TWITTER & LINKEDIN
  • 34. FACEBOOK: WHY A COMPONENT OF SM STRATEGY?
    • Benefits:
      • Own Profile
      • Business Fan Pages & Groups
      • Ads
      • Applications
  • 35. OWN PROFILE
    • Most effective way to Establish self as Expert within Network
    • Reach out to Business Contacts in a Personal Way
    • See you as a Friend—People prefer to do Business With
    • Increase Network, Increase Reach
      • Upload gmail Contacts
      • Search keywords i.e. Veterinarians, Vets
      • Search personal interest of Target Audience
  • 36. BUSINESS PROFILE
    • Fan Pages
      • Name that Says What you do: i.e. vetallergy
      • Add additional Administrators (contributors to page)
      • Insights: who views, how active, how growing, popular topics
      • Promote Page: Fax Box on Website, etc.
    • Groups
      • Good at hosting Quick, Active discussions
      • Not Ideal for long-term Relationships
      • Don’t Increase SEO
      • No Insights
      • Can’t Create Events/Invitations in Groups
  • 37. BUSINESS PROFILE “ If you want a deeper relationship with your members and users who are going to come back after joining, then Facebook Fan pages are the way to go. They offer much more customization and allow further reach and interaction with users.” Spencer Spellman Writer & Web Consultant
  • 38. ADS
    • PPC-Pay Per Click
    • PPI- Pay Per Impression
    • Billed Weekly
    • Charges
      • Monitor, can change Frequently
      • More Targeted, typically More Expensive
    • Make Obvious what Company Does (especially PPC)
  • 39. APPLICATIONS
    • Slideshare
    • Promotions
    • Constant Contact
    • Surveys
  • 40. SLIDESHARE Slideshare is the world’s largest community for sharing presentations. Upload your presentations, documents, PDFs, add mp3 audio to make webinars or embed YouTube videos into them. You can also import your slideshare.net presentations into Facebook.
  • 41. PROMOTIONS Promotions for Fan Pages enables companies and agencies to easily create and launch interactive promotions and marketing campaigns on Facebook Fan Pages within minutes. Promotion formats include: contests, sweepstakes, coupons & giveaways, etc.
  • 42. CONSTANT CONTACT This application helps Facebook users interested in your business or organization to join your Constant Contact contact list. Use of this application requires a Constant Contact account.
  • 43. SURVEYS Socially Apps' Surveys application helps your business conduct next generation surveys and polls on Facebook: Your most loyal followers - your Facebook Fans, wil provide the feedback and respond to your survey. Drill down in the replies like never before: sort, compare and isolate results by respondents' sex, age, location, locale and number of friends.
  • 44. LINKEDIN: STATISTICS
    • 50 Million Members Worldwide, 11 Million in Europe Alone
    • India Fastest Growing: around 3 Million Users
    • Almost 15 Million unique Visitors, 70 Million visits per Month
    • 33% have Graduate Degree (internet can only boast 21%)
    • Older, more Educated, more Affluent
  • 45. LINKEDIN: STATISTICS
  • 46. LINKEDIN: STATISTICS
  • 47. LINKEDIN: STATISTICS
  • 48. LINKED IN: WHY A COMPONENT OF SM STRATEGY?
    • Benefits:
      • Another place people can Find your Company
      • Connect with Former Colleagues
      • Connect with Friends of Friends
      • Qualify Prospects, in a new Way
      • Research Competitors
  • 49. ANOTHER PLACE TO FIND COMPANY
    • Optimize Profile
    • Linked In Answers
    • Connectability
    • Groups
  • 50. OPTIMIZE PROFILE
    • Use Clean Headshot that Looks Professional
    • Use Keywords within profile (increase Findability)
    • Compel others to Read about You
    • Use all 2000 Characters they Give You
    • Use PAR statements (problems, actions, results)
  • 51. LINKEDIN ANSWERS
    • Use as a Tool to Showcase Expertise
    • Ask Questions you know the Answers to (put Thoughts in People’s Minds)
    • Ask at least one Question per Week (but not more than 3)
    • Search existing Questions to Answer (always add value to conversations)
  • 52. CONNECTABILITY
    • Groups-Existing
      • Find others with Common Interests
      • Allow for 1 st degree contacts without Connection
      • Share Brand in Targeted Way
      • Develop/Nurture relationships on Individual Basis (evangelists)
      • Don’t Pitch too Much (SPAM)
  • 53. CONNECTABILITY
    • Groups-Create New
      • Start your Own Group
      • (ours) Managing Pet Allergies, feel free to Join (global)
      • Promote group by Putting on email signature, newsletter, blogs, etc.
      • When others Join, the Opt-In to Receiving information from You
  • 54. CONNECT WITH FORMER COLLEAGUES
    • Search by Company
    • Search by School
    • Search by Name
  • 55. CONNECT WITH FRIENDS OF FRIENDS
    • See who Friends are Connected to; Get Introduction
    • Garner more than one Contact within Organization
    • Stay with Contacts regardless of where Employed
  • 56. QUALIFY CONTACTS, NEW WAY
    • Education
    • Background (professional, past organizations, etc.)
    • Tenure with Current Organization
    • Other people they can Introduce you To
  • 57. RESEARCH COMPETITORS
    • Search by Company to Connect with:
      • Former Employees:
        • Insight into Downfalls (advantages You might have)
      • New Hires:
        • Insight into possible Advantages (They might have)
    • Can See who Searched for that Company & Other Profiles Viewed
  • 58. YOUTUBE: STATISTICS
    • 2 ND Largest Search Engine (behind google)
    • 75% of Internet Users watching & using Online Video
    • 167 million US-based Web users Watched Video 1 month (Oct 2009)
    • August 2009, Google surpassed 10 Billion views in 1 month
  • 59. YOUTUBE: STATISTICS
  • 60. YOUTUBE: STATISTICS
  • 61. YOUTUBE: WHY A COMPONENT OF SM STRATEGY?
    • Benefits:
      • New Way to Deliver Information
      • Great way to Build Credibility
      • Adds content to Existing website
      • Additional Tracking Tools
      • Other Options
  • 62. NEW WAY TO DELIVER INFORMATION
    • Visual
    • Auditory
    • Adds more dimension to delivery
  • 63. BUILDS CREDIBILITY
    • Creates content for Search Engines
    • Show real Vets/Parents using Services
    • Shares support Mechanisms (shows accountability)
  • 64. ADDS CONTENT TO EXISING SITE
    • Rather than Reading Information, Video walks through Process
    • Content can be Shared :
      • On Blog
      • On other Social Media Sites i.e. Twitter, Facebook, etc.
      • Clinics who use us can Use on Their sites as well
    • 24% of People that View video make Purchase
  • 65. ADDITIONAL TRACKING TOOLS
    • Google Insights:
      • Total Number of Views
        • Vetallergyspot – 382 views in 2 months
      • Topics of Most Interest
        • Vetallergyspot – Allergy Treatment: Things to know; Allergies: What are they?
      • How Videos were found
        • Vetallergyspot – 64% via Youtube search, 15%related video, 13% viral, etc.
      • Demographics
        • Vetallergyspot – 50/50 gender split; 44% between ages of 25-54
  • 66. OTHER OPTIONS
    • No Video Camera
      • Mix Tools
        • Animotot.com
        • Onetruemedia.com
      • Screen Capture Software
        • Jingproject.com
        • PowerPoint
  • 67. IV. TIME COMMITMENT
    • Schedule
      • Block time Every Day (1 day per Weekend)
      • Pattern Create Consistency; Key
      • Refer back to Goals, have in mind when Interacting
    • Tools
      • Google Alerts
      • Hootsuite/Tweetdeck
      • Budurl.com
      • Twitpics/Flickr
      • Mrtweet.com
  • 68. TOOLS
    • Google Alerts
      • Key Topics
      • Competitors
      • Self
    • Hootsuite/Tweetdeck
      • Allows you to Schedule tweets (FB, LinkedIn, Twitter)
      • Put twitter followers into Groups
      • Check Statistics
      • Follow searches real time on Twitter
  • 69. TOOLS CONTINUED
    • Budurl.com
      • Shorten links (only have 140 characters)
      • Track Click through for links shortened
    • Twitpics/Flickr
      • Upload/share photos
      • before and after treatment pictures
  • 70. TOOLS CONTINUED
    • Mrtweet.com
      • Suggests who you should Follow
      • Ranks others by Klout (measure true reach)
        • Interaction
        • Quality of Tweet
        • RT
        • Followers to Friends Ratio
        • List Count
        • Who adding you in their List to Follow
  • 71. V. CONCLUSION
    • Not a sales pitch but Advise they can Use
    • Race for Space
    • Relationship first, then Business
      • How to measure Social Business
        • Investment
        • Action
        • Reaction
        • Non Financial Impact
        • Financial Impact
  • 72. V. CONCLUSION
  • 73. V. CONCLUSION
    • A successful Campaign, Always changing
    • Link to Us:
      • http://www.linkedin/in/lyndeekelver
      • www.twitter.com/vetallergy
      • www.youtube.com/vetallergyspot
      • www.vetallergyblog.com
      • www.facebook.com/vetallergy
  • 74. THANK YOU!!