Social Media Training for The Vermont Council


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Bill Balderaz, from Webbed Marketing, provides Social Media Training for The Vermont Council.

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  • Social Media Training for The Vermont Council

    1. 1. Introduction to Social Media The Vermont Council June 10, 2009 Bill Balderaz Webbed Marketing Twitter: @bbalderaz
    2. 2. <ul><li>“ We can't open this up to our employees, it will pull them away from work.&quot; </li></ul><ul><li>&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; </li></ul><ul><li>&quot;We lose control of our brand.&quot; </li></ul>Sound Familiar?
    3. 3. <ul><li>Quick, that's a corporate executive talking about what? </li></ul><ul><ul><li>Blogging? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Facebook? </li></ul></ul><ul><ul><li>LinkedIn? </li></ul></ul>Sound Familiar?
    4. 4. <ul><li>Wrong. </li></ul>Sound Familiar?
    5. 5. <ul><li>The year is 1997 and that's a conversation about email. </li></ul>A Trip Through Time
    6. 6. <ul><li>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. </li></ul><ul><li>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. </li></ul>Other Parallels
    7. 7. <ul><li>Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. </li></ul><ul><li>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. </li></ul>Other Parallels
    8. 8. <ul><li>Email is a fad and a disruptive element that new college grads want. </li></ul><ul><li>Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication. </li></ul>Other Parallels
    9. 9. <ul><li>I see how it can be used for personal use, but not for business (or vice versa) </li></ul><ul><li>The “Routinzation Trap” social media isn’t just a better way to do email </li></ul>Other Parallels
    10. 10. Source: Tony O’Driscoll
    11. 11. <ul><li>What are Social Networks & Why Does This Matter? </li></ul><ul><li>Healthcare, Behavior Healthcare and Your Social Media Presence </li></ul><ul><li>Measuring and Tracking Social Media </li></ul><ul><li>Workshop & Review </li></ul>Agenda
    12. 12. <ul><li>Are you goal-oriented? </li></ul><ul><li>Can you fast track legal, marketing and branding concerns? </li></ul><ul><li>Is it okay if EVERYONE hears about this program? </li></ul><ul><li>Can you stand behind your program in the face of criticism? </li></ul>Is Social Media Marketing for You?
    13. 13. <ul><li>An online meeting place for consumers and influencers </li></ul><ul><li>to create, </li></ul><ul><li>share and </li></ul><ul><li>interact with </li></ul><ul><li>content. </li></ul>What is a Social Network?
    14. 14. What is a Social Network? <ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>LinkedIn </li></ul><ul><li>Amazon </li></ul><ul><li>Technorati </li></ul><ul><li>Flickr </li></ul><ul><li>CitySearch </li></ul><ul><li>Wikihow </li></ul><ul><li>Wikipedia </li></ul><ul><li>Craigs List </li></ul><ul><li>Newsvine </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>Digg </li></ul>
    15. 15. <ul><li>CGM – Consumer Generated Media </li></ul><ul><li>SMM – Social Media Marketing </li></ul><ul><li>WOM – Word of Mouth </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Buzz Marketing </li></ul>What is a Social Network?
    16. 16. What is a Social Network?
    17. 17. <ul><li>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; </li></ul><ul><li>45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; </li></ul><ul><li>22% said they would read or write a product review on a blog. </li></ul>Why Social Networks Matter --BrandWeek
    18. 18. Why Social Media Matters in Healthcare
    19. 19. Another Reason Why Social Networks Matter
    20. 21. You’re Creating Content
    21. 22. Google Trends – Tracking Search Patterns
    22. 23. You’re Creating Content
    23. 24. <ul><li>Social Networks </li></ul><ul><li>Microblogging </li></ul><ul><li>Web 3.0 </li></ul><ul><li>Video </li></ul>Trends in Social Media
    24. 25. Social Networks
    25. 26. Mental and Behavioral Health Social Networks More than 1,200 active members
    26. 27. Mental and Behavioral Health Social Networks
    27. 28. Facebook
    28. 29. Facebook <ul><li>Microsoft paid $240 million for a 1.6% stake in Facebook </li></ul><ul><li>Facebook is the 5 th most popular site on the Internet </li></ul><ul><li>110 million active users </li></ul><ul><li>No. 1 photo sharing application on the Web </li></ul><ul><li>More than 30 million photos uploaded daily </li></ul><ul><li>More than 6 million active user groups on the site </li></ul>
    29. 30. Most Popular Facebook Pages <ul><li>1. Barack Obama – 5.9 million supporters </li></ul><ul><li>3. Nutella – 3.0 million fans </li></ul><ul><li>5. Dr. House – 2.7 million fans </li></ul><ul><li>15. Twilight – 2.1 million fans </li></ul>
    30. 31. <ul><li>To listen! Your clients, policy makers, the media and the community are talking </li></ul><ul><li>To build a presence </li></ul><ul><li>To enhance search engine ranking </li></ul><ul><li>To communicate </li></ul><ul><li>Start connecting with clients, co-workers, friends, classmates, neighbors, clients, relatives… </li></ul>How can I use Facebook?
    31. 32. Facebook Search
    32. 33. Facebook Profile Search
    33. 34. “ Behavioral Health” on Facebook
    34. 35. “ Behavioral Health” on Facebook
    35. 36. A Facebook Group
    36. 37. A Facebook Fan Page
    37. 38. What is the difference between groups & fan pages?
    38. 39. Facebook Pages vs Groups
    39. 40. Twitter
    40. 41. <ul><li>What are you doing right now? </li></ul><ul><li>Web, IM, Phone </li></ul><ul><li>Real time interaction in one sentence </li></ul><ul><ul><li>140 characters to be exact! </li></ul></ul><ul><ul><li>Twitter “handle” can only be 15 characters </li></ul></ul>Twitter
    41. 42. <ul><li>Four million members </li></ul><ul><li>Traffic increased 800% in one year! </li></ul><ul><li>Twitter accounts have monetary value </li></ul><ul><li>Who uses Twitter: </li></ul><ul><ul><li>State Department </li></ul></ul><ul><ul><li>Barack Obama </li></ul></ul><ul><ul><li>NASA </li></ul></ul><ul><ul><li>Reporters, policy makers, clients </li></ul></ul>Twitter
    42. 43. Twitter
    43. 44. Twitter
    44. 45. Twitter
    45. 46. <ul><li>To listen! Clients and the media are talking about you in real time, openly and honestly </li></ul><ul><li>Build brand awareness </li></ul><ul><li>To learn about the industry </li></ul><ul><li>To communicate </li></ul><ul><li>Build your profile and start connecting </li></ul><ul><li>Build relationships! </li></ul>How can I use Twitter?
    46. 47. Advanced Search in Twitter
    47. 48. YouTube
    48. 49. <ul><li>44% of online video market </li></ul><ul><li>5 billion page views per month </li></ul><ul><li>75% of Internet users watch video online </li></ul><ul><li>The average viewer watches 80 videos per month </li></ul><ul><li>92 million viewers per month </li></ul><ul><li>$175,000 per day for a homepage ad </li></ul><ul><li>Nearly perfect representation of Internet users </li></ul>YouTube
    49. 50. YouTube Tens of thousands of views!
    50. 51. <ul><li>Philologist (the study of linguistics and etymology) </li></ul><ul><ul><li>185,700 subscribers </li></ul></ul><ul><ul><li>28 th most popular channel on YouTube </li></ul></ul><ul><ul><li>10 million views </li></ul></ul><ul><li>Delta Safety Video </li></ul><ul><ul><li>Coverage on NPR, CNN and WSJ </li></ul></ul><ul><ul><li>1.2 million views </li></ul></ul><ul><ul><li>1,900 ratings </li></ul></ul>YouTube for Every Topic
    51. 53. YouTube Thousands of videos about “mental and behavioral health”
    52. 54. YouTube Nearly 30,000 views!
    53. 55. <ul><li>Buy a Flip camera </li></ul><ul><li>Or use PPT to create online demos </li></ul><ul><li>Set up a YouTube Channel </li></ul><ul><li>Start connecting with partners, prospects, clients, coworkers and friends </li></ul><ul><li>Cost per impression is next to nothing!! </li></ul>How you can use YouTube
    54. 56. Second Life
    55. 57. Second Life <ul><li>Participants socialize, spend money and sue each other </li></ul><ul><li>With over 15 million registered users, on an average, $1 million is spent each day buying food, clothes, shelter and other virtual products </li></ul><ul><li>1 million “active” members </li></ul>
    56. 58. Second Life <ul><li>The Second Life realtor who made more than $1 million real dollars selling real estate </li></ul><ul><li>The Second Life shoe store owner whose real job is selling virtual shoes </li></ul><ul><li>Dell & Sun hold press conferences on Second Life </li></ul>
    57. 59. <ul><li>Coke sells Coke in Second Life </li></ul><ul><li>HR Block does taxes </li></ul><ul><li>The National Council offer mental health awareness </li></ul><ul><li>CNN has a SL news bureau </li></ul><ul><li>A real court case over a virtual crime </li></ul>Second Life
    58. 60. <ul><li>The FBI gambling investigation </li></ul><ul><li>IBM’s company meetings </li></ul><ul><li>The Jesuit Order is encouraging priests and followers to join Second Life </li></ul><ul><li>And thousands of non-profit & community organizations are active! </li></ul>Second Life
    59. 61. Second Life
    60. 62. <ul><li>Communicate with clients, the media and policy makers </li></ul><ul><li>Promote your agency & services </li></ul><ul><li>Become a media darling </li></ul>How can I use Second Life
    61. 63. Planning a Social Media Campaign
    62. 64. <ul><li>Can’t measure “more buzz” </li></ul><ul><li>Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% </li></ul><ul><li>Take baseline metrics before campaign starts </li></ul><ul><ul><li>SEO metrics, Social Media metrics </li></ul></ul><ul><li>Break metrics down into quantifiable goals </li></ul><ul><ul><li>Mentions in blogs, social networks, links to the site… </li></ul></ul><ul><li>You can quantify metrics </li></ul>Clear Goals
    63. 65. <ul><li>Set goals before determining the “hook” </li></ul><ul><li>Questionnaire to determine need – What gets the participants excited </li></ul><ul><li>Examples: Free sample, white paper, video, online calculator/application, stunt </li></ul>Determine the Hook
    64. 66. <ul><li>Earn your way into distribution </li></ul><ul><li>Don’t think of it as “Free” marketing </li></ul><ul><li>Look for specialized networks or “celebrity” bloggers that don’t often get pitched </li></ul><ul><li>Rate the value of each participant and determine the pitch </li></ul>Determine Distribution Plan
    65. 67. Determine Distribution Plan <ul><li>Think in terms of most efficient coverage </li></ul><ul><li>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 </li></ul><ul><li>Great Content + Great Distribution=Great Word of Mouth </li></ul>
    66. 68. Word of Mouth / Social Media Case Study Shizuka Spa – aka “The Bird Poop Facial”
    67. 69. <ul><li>Located in Midtown Manhattan </li></ul><ul><li>Cosmetology & skin care with “Eastern Holistic Knowledge” </li></ul><ul><li>Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar </li></ul>Shizuka New York
    68. 70. <ul><li>Following Word of Mouth program: </li></ul><ul><ul><li>Mention on Jay Leno </li></ul></ul><ul><ul><li>Mention on CNN </li></ul></ul><ul><ul><li>Home page of </li></ul></ul><ul><ul><li>E! “The Soup” </li></ul></ul><ul><ul><li>The Hollywood Reporter </li></ul></ul>Shizuka New York
    69. 71. <ul><li>Highlighting “Bird Poop Facials” </li></ul>With a Compelling Hook
    70. 72. <ul><li>SEO Press Release </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>Video </li></ul><ul><li>Social Networks </li></ul>The Right Channels
    71. 73. <ul><li>Branding and awareness </li></ul><ul><li>Increased site traffic </li></ul><ul><li>New clients </li></ul>And Goals
    72. 74. SEO Press Release
    73. 75. SEO Press Release 1,250 Pickups
    74. 76. SEO Press Release 221,000 Results
    75. 77. SEO Press Release <ul><li>Google News results were at two at the beginning of May and are now at 433 </li></ul>
    76. 78. <ul><li>Identify bloggers in key categories: </li></ul><ul><ul><li>Already talking </li></ul></ul><ul><ul><li>Skin Care </li></ul></ul><ul><ul><li>Pop Culture </li></ul></ul><ul><ul><li>News of the Weird </li></ul></ul>Blogger Outreach
    77. 79. <ul><li>Read the blog! </li></ul><ul><li>Clearly identify who you are </li></ul><ul><li>Tailor your message </li></ul><ul><li>Provide only relevant content </li></ul><ul><li>Ask yourself again before you hit “send” </li></ul>Blogger Outreach
    78. 80. Blogger Outreach 1,513 Posts
    79. 81. Blogger Outreach
    80. 82. <ul><li>Spoof interview produced </li></ul><ul><li>Uploaded to YouTube </li></ul><ul><li>Embedded in press release </li></ul><ul><li>Sent to bloggers </li></ul>Video
    81. 83. Video <ul><li>The YouTube Geisha Facial video – 16,000+ views </li></ul>
    82. 84. <ul><li>Use social networks to connect with influencers, reporters and consumers: </li></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Mixx </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>MySpace </li></ul></ul>Social Networks
    83. 85. Social Networks <ul><li>46% of site traffic in May and June came from Social Networks, including StumbleUpon, Mixx, YouTube and Digg </li></ul>
    84. 86. <ul><li>Site traffic </li></ul><ul><li>Inbound links </li></ul><ul><li>Web results </li></ul>Other Results
    85. 87. Site Traffic <ul><li>From March to June traffic increased more than 60% </li></ul><ul><li>Traffic increased from all sources </li></ul><ul><li>Inbound links increased from 529 to 1,326 </li></ul>
    86. 88. Web Results Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700
    87. 89. The “We Know It Works”
    88. 90. <ul><li>Start with a strategic goal </li></ul><ul><ul><li>more sales, leads, or media awareness </li></ul></ul><ul><li>Break those into measurable “micro-goals” </li></ul><ul><ul><li>inbound links, website traffic, blogger mentions </li></ul></ul><ul><li>Create a baseline scorecard </li></ul><ul><li>Correlate progress against the strategic against progress on “micro-goals” </li></ul>Measurement Summary
    89. 91. <ul><li>Attendance and enthusiasm are half the game </li></ul><ul><ul><li>Don’t play in the space if you aren’t going to participate! </li></ul></ul><ul><li>Dedicate time to making this work </li></ul><ul><li>Bring wine </li></ul><ul><li>Seek first to understand, then to be understood </li></ul><ul><li>The conversation is going on right now, the only decision is if you will be involved </li></ul>Get Social Today
    90. 92. <ul><li> </li></ul><ul><li>@bbalderaz </li></ul><ul><li>[email_address] </li></ul>For More Information