2011 06 11_presentation_nic_apowerpoint


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  • Brands our the new media producers “Brand Journalism”
  • - groups are for collaboratin - Groups are going to be continually refined for these purposes. - Cannot transfer over group members to fans - You cannot buy ads, build apps and many other details. Examples:
  • Partner, Partner, Partner!
  • Maybe for leagues
  • Broadcasting, be respectful and genuine. Quality over Quantity
  • Dad’s Kitchen
  • * humility - admit when wrong, don’t use unsubstantiated claims and subjective qualifiers
  • Imagine the Facebook News feed is Google Search homepage. Is important because Page can fall of newsfeeds completely
  • Remember it is not about you!
  • 2011 06 11_presentation_nic_apowerpoint

    1. 1. Social Media Marketing <ul><li>National Interscholastic Cycling Association </li></ul>
    2. 2. THe Media <ul><li>Traditional </li></ul><ul><li>Audience Development: Radio Waves, direct mail, television, etc. </li></ul><ul><li>Engagement editorial content, advertising strategies and promotions </li></ul><ul><li>Revenue Source: Advertising sales </li></ul>
    3. 3. The Media <ul><li>Social </li></ul><ul><li>Audience Development: Facebook, Twitter, Foursquare </li></ul><ul><li>Engagement: Editorial Content & Promotions </li></ul><ul><li>Revenue Source: Brand Sales </li></ul>
    4. 4. SOcial Media Audience Development Audience Development <ul><li>The Argument Against </li></ul><ul><li>“Groups” for Organizations </li></ul><ul><li>Best for friends, Family & Classrooms </li></ul><ul><li>Facebook is still in development </li></ul><ul><li>Cannot transfer Group Members to Fans </li></ul><ul><li>No Ads, Apps, etc. </li></ul><ul><li>Less Control </li></ul><ul><li>No Measurement </li></ul>
    5. 5. SOcial Media Audience Development Audience Development
    6. 6. SOcial Media Audience Development Audience Development
    7. 7. SOcial Media Audience Development Audience Development
    8. 8. SOcial Media Audience Development Audience Development <ul><li>Facebook Objects </li></ul>
    9. 9. SOcial Media Audience Development Audience Development
    10. 10. SOcial Media Audience Development Audience Development <ul><li>Best ROI </li></ul><ul><li>PPC </li></ul><ul><li>Sponsored Stories </li></ul><ul><li>Test, Test Test </li></ul><ul><li>Artwork </li></ul><ul><li>Target: Friends, Fans and other Facebook Page Fans (Bicycling Magazine) </li></ul>
    11. 11. Who are Your Fans? <ul><li>Advocates </li></ul><ul><li>Looking for deal </li></ul><ul><li>Influentials </li></ul>
    12. 12. HOw to Talk to your Fans <ul><li>Be Genuine </li></ul><ul><li>Provide Sharable Information </li></ul><ul><li>Arm your Advocates </li></ul><ul><li>Ask Questions </li></ul>
    13. 13. <ul><li>BE REAL: </li></ul><ul><li>Profile Image </li></ul><ul><li>Show ownership </li></ul><ul><li>Show humility </li></ul>SOcial Media Engagement Engagement BE DEMOCRATIC: Allow users to post on page Don’t delete comments or posts from fans
    14. 14. SOcial Media Engagement Engagement EdgeRank
    15. 15. SOcial Media Engagement Engagement Terminology Edge: (Comment, “Like”, create, “tag,” viewing of photos, page, link). Affinity : relationship* between “engager” and news feed owner. *how much and how the two interact, how many mutual friends, Weight: Comments are weighted more than “Likes” Time Decay: Old “edges” get removed from news feed.
    16. 16. SOcial Media Engagement Engagement <ul><li>50% of Facebook users check only “Top News” </li></ul><ul><li>Develop a “Content Bank” </li></ul><ul><li>Develop a “Conversation Calendar” </li></ul><ul><li>Run Facebook promotions </li></ul><ul><li>Target your messages </li></ul>How Do you Not drop off the face of the Facebook News feed?
    17. 17. SOcial Media Engagement Engagement <ul><li>Content Bank </li></ul><ul><li>Photos/Videos </li></ul><ul><li>News Updates </li></ul><ul><li>Athlete Profile Stories </li></ul><ul><li>Gear Reviews </li></ul><ul><li>Training Plans </li></ul><ul><li>Promotions </li></ul><ul><li>Outside Content </li></ul><ul><li>Polls </li></ul><ul><li>Partner Messages </li></ul><ul><li>Trainer Q & A </li></ul>
    18. 18. SOcial Media Engagement Engagement Conversation Calendar
    19. 19. SOcial Media Engagement Engagement Facebook Promotions
    20. 20. SOcial Media Engagement Engagement Target Messages <ul><li>Segmentation </li></ul><ul><li>Events </li></ul><ul><li>Objects </li></ul>
    21. 21. SOcial Media Revenue Revenue <ul><li>Marketing </li></ul><ul><li>Added value for Sponsors </li></ul><ul><li>Brand Development </li></ul><ul><li>Volunteer Organization </li></ul>
    22. 22. Randoms <ul><li>Use 80 characters or less </li></ul><ul><li>Rule of 50/50, 50% Promotional, 50% editorial </li></ul><ul><li>Post before 9am or after 6pm (M-F) </li></ul><ul><li>Post Saturday & Sunday in the am. </li></ul>
    23. 23. NICA Twitter <ul><li>What you may not know </li></ul><ul><li>Twitter is best for B2B </li></ul><ul><li>Most Twitter users never post, but are listening - post photos, videos and news for the listeners </li></ul><ul><li>80% of your posts should be responses - make sure you engage with potential sponsors. Reply to their posts, retweet their posts. </li></ul><ul><li>Use those 20% to be a resource - Videos, news article links </li></ul>
    24. 24. Twitter Two Experiences, One Reality http://youtu.be/4AN4_N5N52U http://youtu.be/7jT0JT3N47g