Introduction to Social Media

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Bill Balderaz & Amy Marshall of Webbed Marketing talk about Social Media basics, Planning a Social Media Campaign, Facebook, Twitter, YouTube, Second Life, Word of Mouth / Social Media Case Studies at The National Council 2009 Conference in San Antonio.

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  • Introduction to Social Media

    1. 1. Click to edit Master title style Introduction to Social Media The National Council San Antonio April 6-8 Amy Marshall & Bill Balderaz Webbed Marketing www.webbedmarketing.com Twitter: @amymarshall @bbalderaz
    2. 2. Sound Familiar? title style Click to edit Master • “We can't open this up to our employees, it will pull them away from work.quot; • quot;What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable.quot; • quot;We lose control of our brand.quot;
    3. 3. Sound Familiar? title style Click to edit Master • Quick, that's a corporate executive talking about what? – Blogging? – Twitter? – Facebook? – LinkedIn?
    4. 4. Sound Familiar? title style Click to edit Master Wrong.
    5. 5. A Tripto edit Master title style Click Through Time • The year is 1997 and that's a conversation about email.
    6. 6. Otherto edit Master title style Click Parallels • We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. • Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed.
    7. 7. Otherto edit Master title style Click Parallels • Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. • The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment.
    8. 8. Otherto edit Master title style Click Parallels • Email is a fad and a disruptive element that new college grads want. • Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication.
    9. 9. Agenda edit Master title style Click to • What is a Social Network? • Why Social Networks Matter • Trends in Social Networking – Facebook – Twitter – YouTube – Second Life • Your (yes, your) social media presence • How To Measure • Case Study
    10. 10. Click to edit Master title style You? Is Social Media Marketing for • Are you goal-oriented? • Can you fast track legal, marketing and branding concerns? • Is it okay if EVERYONE hears about this program? • Can you stand behind your product and program in the face of criticism? • Can you be edgy?
    11. 11. What to a Social Network? Click is edit Master title style • An online meeting place for consumers and influencers • to create, • share and • interact with • content.
    12. 12. What to a Social Network? Click is edit Master title style • CitySearch • YouTube • Wikihow • Facebook • Wikipedia • MySpace • Craigs List • LinkedIn • Newsvine • Amazon • Yahoo! Answers • Technorati • Digg • Flickr
    13. 13. What to a Social Network? Click is edit Master title style • CGM – Consumer Generated Media • SMM – Social Media Marketing • WOM – Word of Mouth • Viral Marketing • Buzz Marketing
    14. 14. Why Social Networks Matter Click to edit Master title style • 47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; • 45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; • 22% said they would read or write a product review on a blog. --BrandWeek
    15. 15. Click to edit Master title style Networks Matter Another Reason Why Social CGM - Consumer Generated Media
    16. 16. Click to edit Master title style
    17. 17. Trends in Social Media style Click to edit Master title • Social Networks • Microblogging • Web 3.0 • Video
    18. 18. Mental and Behavioral Health Social Networks Click to edit Master title style More than 1,200 active members
    19. 19. Mental and Behavioral Health Social Networks Click to edit Master title style
    20. 20. You’re Creating Content style Click to edit Master title
    21. 21. Google Trends – Tracking Search Patterns Click to edit Master title style
    22. 22. You’re Creating Content style Click to edit Master title
    23. 23. Planning a Social Media Campaign
    24. 24. Clear to edit Master title style Click Goals • Can’t measure “more buzz” • Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% • Take baseline metrics before campaign starts – SEO metrics, Social Media metrics • Break metrics down into quantifiable goals – Mentions in blogs, social networks, links to the site… • You can quantify metrics
    25. 25. Determine the Hooktitle style Click to edit Master • Set goals before determining the “hook” • Questionnaire to determine need – What gets the participants excited • Examples: Free sample, white paper, video, online calculator/application, stunt
    26. 26. Determine Distribution Plan Click to edit Master title style • Earn your way into distribution • Don’t think of it as “Free” marketing • Look for specialized networks or “celebrity” bloggers that don’t often get pitched • Rate the value of each participant and determine the pitch
    27. 27. Determine Distribution Plan Click to edit Master title style • Think in terms of most efficient coverage • Examples: Pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn build a presence on targeted social networks • Great Content + Great Distribution=Great Word of Mouth
    28. 28. Facebook
    29. 29. Facebook Click to edit Master title style • Microsoft paid $240 million for a 1.6% stake in Facebook • Facebook is the 5th most popular site on the Internet • 110 million active users • No. 1 photo sharing application on the Web • More than 30 million photos uploaded daily • More than 6 million active user groups on the site
    30. 30. Most Popular Facebook Pages Click to edit Master title style 1. Barack Obama – 5.9 million supporters 3. Nutella – 3.0 million fans 5. Dr. House – 2.7 million fans 15. Twilight – 2.1 million fans
    31. 31. How can I use Facebook? Click to edit Master title style • To listen! Your competitors, vendors, customers and prospects are talking about you, right now. • To build a presence • To enhance search engine ranking • To communicate (but not to sell!) • Start connecting with friends, classmates, neighbors, clients, relatives…
    32. 32. Facebook Search title style Click to edit Master
    33. 33. Facebook Profile Search Click to edit Master title style
    34. 34. “Behavioral Health” on Facebook Click to edit Master title style
    35. 35. “Behavioral Health” on Facebook Click to edit Master title style
    36. 36. A Facebook Master title style Click to edit Group
    37. 37. A Facebook Master title style Click to edit Fan Page
    38. 38. Click to edit Master title style What is the difference between groups & fan pages?
    39. 39. Facebook Pages vs title style Click to edit Master Groups
    40. 40. Twitter
    41. 41. Twitter edit Master title style Click to • What are you doing right now? • Web, IM, Phone • Real time interaction in one sentence – 140 characters to be exact! – Twitter “handle” can only be 15 characters
    42. 42. Twitter edit Master title style Click to • Four million members • Traffic increased 800% in one year! • Twitter accounts have monetary value • Who uses Twitter: – State Department – Barack Obama – NASA – Reporter, buyers, analysts, media…..
    43. 43. Twitter edit Master title style Click to
    44. 44. Twitter edit Master title style Click to
    45. 45. Twitter edit Master title style Click to
    46. 46. Twitter edit Master title style Click to
    47. 47. How can I use Twitter? style Click to edit Master title • To listen! Consumers and the media are talking about you in real time, openly and honestly • Build brand perception • To learn about the competition • To communicate (but not to sell) • Build your profile and start connecting • Build personal relationships!
    48. 48. Advanced Search intitle style Click to edit Master Twitter
    49. 49. YouTube
    50. 50. YouTube Master title style Click to edit • 44% of online video market • 5 billion page views per month • 75% of Internet users watch video online • The average viewer watches 80 videos per month • 92 million viewers per month • $175,000 per day for a homepage ad • Nearly perfect representation of Internet users
    51. 51. YouTube Master title style Click to edit Tens of thousands of views!
    52. 52. YouTube for MasterTopicstyle Click to edit Every title • Philologist (the study of linguistics and etymology) – 185,700 subscribers – 28th most popular channel on YouTube – 10 million views • Delta Safety Video – Coverage on NPR, CNN and WSJ – 1.2 million views – 1,900 ratings
    53. 53. Click to edit Master title style
    54. 54. YouTube Master title style Click to edit Thousands of videos about “mental and behavioral health”
    55. 55. YouTube Master title style Click to edit Nearly 30,000 views!
    56. 56. How you canMaster title style Click to edit use YouTube • Buy a Flip camera • Or use PPT to create online demos • Set up a YouTube Channel • Start connecting with partners, prospects, clients, coworkers and friends • Cost per impression is next to nothing!!
    57. 57. Second edit Master title style Click to Life
    58. 58. Second edit Master title style Click to Life • Participants socialize, spend money and sue each other • With over 15 million registered users, on an average, $1 million is spent each day buying food, clothes, shelter and other virtual products • 1 million “active” members
    59. 59. Second Life Master title style Click to edit • The Second Life realtor who made more than $1 million real dollars selling real estate • The Second Life shoe store owner whose real job is selling virtual shoes • Dell & Sun hold press conferences on Second Life
    60. 60. Second edit Master title style Click to Life • Coke sells Coke in Second Life • HR Block does taxes • The National Council offer mental health awareness • CNN has a SL news bureau • A real court case over a virtual crime
    61. 61. Second edit Master title style Click to Life • The FBI gambling investigation • IBM’s company meetings • The Jesuit Order is encouraging priests and followers to join Second Life • And thousands of small businesses are active!
    62. 62. Second edit Master title style Click to Life
    63. 63. How can I use Second Life Click to edit Master title style • It is okay to market here • Build your business, market your business • Become a media darling
    64. 64. Word of Mouth / Social Media Case Study Shizuka Spa – aka “The Bird Poop Facial”
    65. 65. Shizuka edit Master title style Click to New York • Located in Midtown Manhattan • Cosmetology & skin care with “Eastern Holistic Knowledge” • Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar
    66. 66. Shizuka edit Master title style Click to New York • Following Word of Mouth program: – Mention on Jay Leno – Mention on CNN – Home page of CNN.com – E! “The Soup” – The Hollywood Reporter
    67. 67. With a Compelling Hookstyle Click to edit Master title • Highlighting “Bird Poop Facials”
    68. 68. The Right Channelstitle style Click to edit Master • SEO Press Release • Blogger Outreach • Video • Social Networks
    69. 69. And Goals Master title style Click to edit • Branding and awareness • Increased site traffic • New clients
    70. 70. SEO Press Releasetitle style Click to edit Master
    71. 71. SEO Press Releasetitle style Click to edit Master 1,250 Pickups
    72. 72. SEO Press Releasetitle style Click to edit Master 221,000 Results
    73. 73. SEO Press Release title style Click to edit Master Google News results were at two at the beginning of May and are now at 433
    74. 74. Blogger edit Master title style Click to Outreach • Identify bloggers in key categories: – Already talking – Skin Care – Pop Culture – News of the Weird
    75. 75. Blogger edit Master title style Click to Outreach • Read the blog! • Clearly identify who you are • Tailor your message • Provide only relevant content • Ask yourself again before you hit “send”
    76. 76. Blogger edit Master title style Click to Outreach 1,513 Posts
    77. 77. Blogger edit Master title style Click to Outreach
    78. 78. Videoto edit Master title style Click • Spoof interview produced • Uploaded to YouTube • Embedded in press release • Sent to bloggers
    79. 79. Video Click to edit Master title style The YouTube Geisha Facial video – 16,000+ views •
    80. 80. Socialto edit Master title style Click Networks • Use social networks to connect with influencers, reporters and consumers: – StumbleUpon – Mixx – Digg – MySpace
    81. 81. Social Networks Click to edit Master title style • 46% of site traffic in May and June came from Social Networks, including StumbleUpon, Mixx, YouTube and Digg
    82. 82. Click toResults Other edit Master title style • Site traffic • Inbound links • Web results
    83. 83. Site Traffic Click to edit Master title style • From March to June traffic increased more than 60% • Traffic increased from all sources • Inbound links increased from 529 to 1,326
    84. 84. Web Results Master title style Click to edit Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700
    85. 85. The “Weedit Master title style Click to Know It Works”
    86. 86. Measurement Summary style Click to edit Master title • Start with a strategic goal – more sales, leads, or media awareness • Break those into measurable “micro-goals” – inbound links, website traffic, blogger mentions • Create a baseline scorecard • Correlate progress against the strategic against progress on “micro-goals”
    87. 87. Get Social Today title style Click to edit Master • Attendance and enthusiasm are half the game – Don’t play in the space if you aren’t going to participate! • Dedicate time to making this work • Bring wine • Seek first to understand, then to be understood • The conversation is going on right now, the only decision is if you will be involved
    88. 88. For More Information style Click to edit Master title • www.webbedmarketing.com • @amymarshall or @bbalderaz • amarshall@webbedmarketing.com or bbalderaz@webbedmarketing.com

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