Getting Started With Social Media


Published on

Published in: Technology, Design
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Social media is about relationships. It may be more relevant to the marketing parts of your jobs that the PIO functions. IT can be used to send messages one way, but that is not it’s purpose. How does social media marketing fit with goals of organization? Who are the current customers? Who are the potential customers? What has worked and not worked in the past? The players – who does what? Where can I be helpful while learning the ropes? HOW DOES SOCIAL MEDIA MARKETING CONVERT TO SALES
  • MARKETING Fosters intimacy Maintains a larger circle of “friendships” Green Voyeuristic Addictive
  • Linked In, Library Thing
  • Can be visible on the wider internet to non-Facebook members (although only Facebook members can interact with them) Updates show on wall not in facebook mail – which makes them visible to anyone who visits that person’s page You can add applications Facebook presents you with visitor statistics to let you know how many visitors you pages are getting.
  • Apps?
  • I can go to this person and ask for video or more info to flesh it out for Measure B
  • 11% of online adults use Twitter or update their status online Retweets – authors, government, computer tips, follower content Increase followers Tweet topical link of the day Answer customer service questions Submit Twitter name to wefollow index Balance commenting/broadcasting early one in five (19%) online adults ages 18 to 24 have ever used Twitter and its ilk, as have 20% of online adults 25 to 34. Use of these services drops off steadily after age 35 with 10% of 35 to 44 year olds and 5% of 45 to 54 year olds using Twitter. The decline is even more stark among older internet users; 4% of 55-64 year olds and 2% of those 65 and older use Twitter.
  • Examples of retweets
  • Nail down branded URL ( Include Flickr “badge” on blog & FB Use popular key words and your web adress in description
  • Invite friends and cross promote at every opportunity
  • Listen, learn
  • Mavens – press
  • Aim for watchers and sharers Why do people share – to help Watchers watch a video, read a blog, download a podcast Sharers – share online video, upload photos, update profile Commenters – rate a product or service, comment on a blog or news story, write in a discussion forum Producers- write in a blog, upload a video Curators
  • Remember, building relationships is not something that is easily measured Net Promoter Score How Likely Are you to recommend to a colleage or a friend / measure across promotion channels Detractors, Promoters, Passives Measures customer loyalty Not the ROI of the blog it’s the ROI of the customers service using a blog – it’s just a tool
  • Getting Started With Social Media

    1. 1. Social media is how people engage, participate, and share online the experiences they leave behind. It is fundamentally changing the way we communicate. GETTING STARTED IN SOCIAL MEDIA
    2. 2. First…. a caveat <ul><li>The first step in any marketing campaign is to understand the strategic goals of the organization. </li></ul><ul><li>These are ideas, only ideas. A lot depends on your specific needs and goals. </li></ul>
    3. 3. Questions to consider: <ul><li>How does social media fit with goals of organization? </li></ul><ul><li>Who are the current customers? </li></ul><ul><li>Who are the potential customers? </li></ul><ul><li>What has worked and not worked in the past? </li></ul><ul><li>The players – who does what? </li></ul>
    4. 4. Social media can help to… <ul><li>Offer immediacy </li></ul><ul><li>Build relationships </li></ul><ul><li>Create opportunities for future face-to-face interactions </li></ul><ul><li>Bypass traditional media </li></ul><ul><li>Provide customer service/ solve problems </li></ul><ul><li>Encourage participation </li></ul><ul><li>Monitor and manage reputation </li></ul>
    5. 5. Steps <ul><li>1. Make sure your organization supports your efforts to explore the value of social media. </li></ul><ul><li>2. Give shareholders a chance to participate. </li></ul>WEBSITE/ BRAND
    6. 6. More steps… <ul><li>Consider forming committees to explore different aspects of social media. </li></ul><ul><li>Determine policy and procedure, so employees understand the rules and responsibilities for engaging in social media. </li></ul><ul><li>Determine the time and energy needed to properly maintain a social media campaign. </li></ul><ul><li>Allow employees to participate in Webinars or seminars to learn more about social media. </li></ul><ul><li>Experiment. See what works best for you. If it doesn’t work, regroup. </li></ul>
    7. 7. Creating a Presence <ul><li>What are the most relevant social media tools for our goals? </li></ul><ul><li>Echo current brand colors, style and imagery in social media channels, to the degree possible </li></ul><ul><li>Cross promote with social media channels and with website, print collateral, business cards, articles, email signature etc. </li></ul>
    8. 8. Plenty of Social Media Options <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Flicker </li></ul><ul><li>YouTube </li></ul><ul><li>Blogging </li></ul><ul><li>Web site enhancements </li></ul>
    9. 9. What is Facebook? <ul><li>Social media platform where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. </li></ul><ul><li>Originally created for college students, it is now open to all ages </li></ul><ul><li>45% of Facebook’s US audience is now 26 years old or older (according to </li></ul>
    10. 10. Why Facebook? <ul><li>Over 300 million active users, 50% of whom log in on any given day </li></ul><ul><li>Most popular social networking site </li></ul><ul><li>Powerful for building relationships </li></ul><ul><li>Inherently “sticky” with photos, videos, pokes, etc. </li></ul>
    11. 11. Facebook <ul><ul><li>Weekly + updates </li></ul></ul><ul><ul><li>Consider a fan page instead of group </li></ul></ul><ul><ul><li>Leverage multimedia opportunities </li></ul></ul> /
    12. 12. Leverage FB multimedia <ul><li>Text </li></ul><ul><li>Photos </li></ul><ul><li>Video </li></ul><ul><li>Links </li></ul>
    13. 13. Clayton PD, North Carolina Aug 12 Sept 1
    14. 14. Customer service example
    15. 15. Testimonial on Facebook
    16. 16. What is Twitter? <ul><li>The ability to send out text messages to a broad audience of “fans.” Each message, or “Tweet” is no more than 140 characters, so you’ll need to be brief. </li></ul><ul><li>Many Tweets simply call attention to new postings on Web sites, and direct “fans” there. </li></ul><ul><li>Twitter users can “follow” you for ongoing updates </li></ul><ul><li>They also find you using search or “retweets” from other followers </li></ul>
    17. 17. Why Twitter? <ul><li>“ Noisy” but relevant </li></ul><ul><li>Over 6 million users </li></ul><ul><li>Solve problems in real time </li></ul><ul><li>“ Listen” with Monitter, Tweet Deck etc. </li></ul><ul><li>New apps coming all the time </li></ul>
    18. 18. Twitter Presence <ul><li>Lock up a “handle” even if you’re not ready to use it </li></ul><ul><li>Frequency? – start with daily? </li></ul><ul><li>Add images/ avatar/bio to Twitter page – people more likely to follow you </li></ul><ul><li>Only tweet if it is useful, funny or related to an event </li></ul><ul><li>“ Retweet” </li></ul><ul><li>Use “#” to define tweet categories </li></ul><ul><li>(#H1N1; #hurricanebill; #station) </li></ul><ul><li>Consider TweetDeck to manage your </li></ul><ul><li>Twitter (it’s free) </li></ul>
    19. 19. Twitter Identity-Michigan Health Dept.
    20. 20. Future directions? <ul><li>Retweets – government, computer tips, follower content </li></ul><ul><li>Increase followers </li></ul><ul><li>Tweet topical link of the day </li></ul><ul><li>Answer customer service questions </li></ul><ul><li>Submit Twitter name to wefollow index </li></ul>
    21. 22. TweetDeck
    22. 23. What is Flickr <ul><li>An image and video sharing Web site and community. </li></ul><ul><li>Users share and archive personal photographs, some of which can be used in not-for-profit settings under a creative commons license. </li></ul><ul><li>According to Wikipedia, Flickr hosts more than 3.6 billion images. </li></ul>
    23. 24. Why Flickr? <ul><li>Builds community through sharing photos </li></ul><ul><li>Can be integrated into blog and Facebook </li></ul><ul><li>Can improve Search Engine Optimization (SEO) </li></ul><ul><li>At events, photograph guests and invite them to download to their personal collections </li></ul><ul><li>Archive team’s photos in central “location” </li></ul>
    24. 25. Station Fire on Flickr
    25. 26. What is a blog? <ul><li>Simply put, a Web Log or Blog for short is an online journal. Software today allows readers to comment, and thus a dialogue can ensue. </li></ul><ul><li>Blogs can include photos, video, links to other Web sites and more. </li></ul><ul><li>Blogs are usually personal opinion, but some businesses post blogs to field questions from the public. Your blog is what you make it. </li></ul>
    26. 27. Why Blog? <ul><li>Easy web updates in real time </li></ul><ul><li>Improve SEO </li></ul><ul><li>Drive traffic to site </li></ul><ul><li>Cultivate relationships with other bloggers </li></ul><ul><li>Discover potential evangelists through comments </li></ul>
    27. 28. Blog Presence <ul><li>Weekly (or more often) posts from team </li></ul><ul><li>Authenticity is key, but use PR know-how to help edit and pitch ideas for posts </li></ul><ul><li>Include photos, mini videos, links </li></ul><ul><li>Encourage readers to use RSS to post to Digg, Facebook, etc. and to forward via email </li></ul><ul><li>Comment on other blogs </li></ul><ul><li>Connect to website at every opportunity </li></ul>
    28. 29. Everyone knows YouTube, right? <ul><li>A free and easy place to post videos and “embed” on your own site. </li></ul><ul><li>You can create “channels” which will allow visitors to find all your videos in one easy place. </li></ul><ul><li>If YouTube is blocked from your workplace, you might be able to get IT to open up JUST your channel. </li></ul>
    29. 30. It’s not that hard <ul><li>Flip video cameras are $200 or less, and come with all the software and easy instructions for posting. </li></ul><ul><li>Editing software makes putting videos together easy. </li></ul><ul><li>Videos will bring your website to life. It can also provide useful information to the public and press. </li></ul><ul><li>Viewers often prefer a short video to a long piece of text </li></ul>
    30. 31. Embedded video on Web site
    31. 32. Other Web tricks <ul><li>Podcast: Simply posting audio interviews or conversations so users can download them onto their iPods, or listen to them as they use their computer. </li></ul><ul><li>Chat rooms: A place where conversation can take place. </li></ul><ul><li>Live chat: Technology that allows visitors to write questions that the moderator and/or guest can answer. </li></ul><ul><li>Slideshows, videos, photo galleries, surveys. All opportunities for multimedia and interactivity online. </li></ul>
    32. 33. Cross promotion and sharing Invite friends and cross promote at every opportunity Add This
    33. 34. Listen then Engage. <ul><li>Participate in social media, by having conversations </li></ul><ul><li>Encourage interactions (polls, questions, retweets, commenting) </li></ul><ul><li>Respond immediately </li></ul><ul><li>Be prepared for involvement across the organization – PIO, customer service, administration, “behind the scenes” folks </li></ul>
    34. 35. Getting in on the conversation
    35. 36. Influence the “Influentials” <ul><li>Mavens – experts others turn to for recommendations </li></ul><ul><li>Connectors- “masters of the weak tie” </li></ul><ul><li>Ambassadors – provide introductions to new or hard to reach groups </li></ul><ul><li>Salespeople – charismatic personalities </li></ul>Adapted from Malcolm Gladwell, The Tipping Point
    36. 37. Engagement Pyramid Write a blog; upload a video Rate a product or service; comment on a blog, write in a discussion forum Share online video; update profile, upload photos Watch online videos, read blogs, download podcasts Charlene Li – It’s All About the Relationships, Curators Producers Commenters Sharers Watchers
    37. 38. Measure & Adapt <ul><li>Net Promoter Score: How likely are you to recommend the library to a friend or colleague? </li></ul><ul><li>Traditional analytics: Page views, comments, friends, “retweets,” etc. </li></ul><ul><li>Plan for potential problems </li></ul><ul><li>Explore new tools & dump those that don’t work </li></ul>
    38. 39. Resources <ul><li>Mashable: a blog/website with rich collection of social media articles and “how-tos” </li></ul><ul><li>Twitter guidebook </li></ul><ul><li> shortens URLs and allows you to track them </li></ul><ul><li> compare Web sites and blogs for traffic info using a panel of 2 million consumers </li></ul>