Social Media Marketing Oct09


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Social Media Marketing Oct09

  1. 1. Social Media Marketing Social Networking <ul><li>Presented by: Sharron Swan </li></ul>
  2. 2. Is Social Media just a Fad? <ul><li>The BUZZ around the phrases ‘Social Media’ or ‘Social Networking’ </li></ul><ul><ul><li>and sites like: Facebook, Twitter, YouTube, BLOGs etc. all of these are cropping up EVERYWHERE </li></ul></ul><ul><li>Watch this VIDEO ... and you decide! </li></ul>
  3. 3. <ul><li>78% of consumers trust peer recommendations (Word of Mouth … Word of Mouse) Only 14% of consumers trust advertising </li></ul><ul><li>YouTube is the 2 nd largest Search Engine </li></ul><ul><li>25% of Search Results of Top 20 brands are links from generated content (ie. Social Media sites) </li></ul><ul><li>SM has overtaken porn as the #1 online activity </li></ul><ul><li>Facebook took less than 9 months to reach 100 million </li></ul><ul><li>If Facebook was a country it would be the 4th largest </li></ul>Quick Review Of Stats
  4. 4. <ul><li>80% of companies use LinkedIn to find employees </li></ul><ul><li>Females 55-65 fastest growing segment on Facebook </li></ul><ul><li>80% Twitter usage is from mobile devices </li></ul><ul><ul><li>Update anywhere – anytime (imagine what that means for bad customer experiences) </li></ul></ul><ul><li>24 of top 25 newspapers experiencing record declines </li></ul><ul><li>34% of Blogs/Tweets post opinions about products/brands </li></ul><ul><li>Google – 200 million searches per day/6 billion per month **above one not on previous video** </li></ul><ul><li>Social Media is NOT a fad but a shift in the way we communicate! </li></ul>
  5. 5. Social Media Marketing Social Networking What is the difference?
  6. 6. <ul><li>Social Media (SM) </li></ul><ul><ul><li>Provides the opportunity for anyone to create and publish information – YouTube </li></ul></ul><ul><li>Social Networking (SN) </li></ul><ul><ul><li>Refers to people with some shared interests associating together creating relationships & networks online – Facebook </li></ul></ul><ul><li>Both combine technology & social interaction </li></ul><ul><li>Often referred to as one of the same </li></ul>
  7. 7. In this workshop... <ul><li>Because both Social Media Marketing and Social Networking are often referred to as ‘one of the same’ </li></ul><ul><li>I will be calling it Social Media Marketing which will be encompassing both ;-) </li></ul>
  8. 8. What is Social Media ~ Social Networking? <ul><li>Represents low cost tools that combine technology and social interaction </li></ul><ul><li>Typically Internet or Mobile based </li></ul><ul><li>Popular ones Twitter, FaceBook, YouTube, BLOGs, LinkedIn, Digg </li></ul>
  9. 9. Social Media in Plain English <ul><li>This video illustrates : </li></ul><ul><ul><li>SM’s role in giving people the power to produce video, music, etc on the web </li></ul></ul><ul><ul><li>How SM compares to traditional media </li></ul></ul><ul><ul><li>How fans/followers/friends play a role in deciding what should be findable & popular </li></ul></ul><ul><ul><li>Benefits of SM to individuals and organizations </li></ul></ul>
  10. 10. Social Networking in Plain English <ul><li>This video illustrates : </li></ul><ul><ul><li>The role of people networks in business & personal life </li></ul></ul><ul><ul><li>The hidden nature of real-world people and networks (their connections) </li></ul></ul><ul><ul><li>How SN sites reveal hidden connections </li></ul></ul><ul><ul><li>The basic features of SN websites </li></ul></ul>
  11. 11. Social Media success... <ul><li>Headhunters use it to find job applicants </li></ul><ul><li>New businesses use it to introduce new products/services </li></ul><ul><li>Existing businesses use it to discover what consumers are saying about their product/service </li></ul><ul><li>Fortune 500 companies use it to strengthen their ‘Brand’ </li></ul>
  12. 12. (Traditional Methods) Outbound Marketing - Use broadcast media to advertise: TV, radio, newspaper - Use lead generation like: cold calling, mass mailing, email - Consumers have more ways of controlling & blocking what they do not want to see, hear or read - Resulting in traditional methods becoming less effective
  13. 13. Inbound Marketing <ul><li>The Internet is providing… </li></ul><ul><ul><li>- Consumers with new ways to learn & research information about products and services </li></ul></ul><ul><li>- Blogs, Search Engines, Social Media sites, etc . </li></ul>
  14. 15. Outbound Marketing - telemarketing - trade shows - direct mail - email blasts - print ads - TV/radio ads Inbound Marketing - SEO/SEM - Blogging - Social Media - RSS - Free tools/trials - Public Relations Marketing trends moving towards Permission Based Marketing
  15. 16. Role of Social Media in your Marketing <ul><li>Use it as a communication tool that makes you accessible to those interested in your product/service </li></ul><ul><li>Make yourself visible to potential customers who do not know about your product/service </li></ul><ul><li>Create a personality behind your brand – Brand building </li></ul><ul><li>Create relationships that you may otherwise not have had the opportunity to create </li></ul>>>
  16. 17. <ul><li>SM has never been more beneficial to business than now </li></ul><ul><li>Your next business prospect may be a mouse-click away </li></ul><ul><li>Like participating in local organizations ie. Chamber of Commerce you can spark new business opportunities BUT.... Online and you can reach 1000’s </li></ul><ul><li>Did you know Business Communities are being developed & thriving online as well through Social Media Networking! </li></ul>
  17. 18. Social Media ~ Doing it Right <ul><li>Do not depend on it alone for marketing, you must integrate it with other vehicles of marketing </li></ul><ul><li>Be yourself - reflect your personality. </li></ul><ul><li>There are no ‘right’ or ‘wrong’ rules in SM, only you can determine what will work best for you & your business </li></ul><ul><li>Be consistent, make it part of your daily marketing to keep the momentum and interest you need to be successful </li></ul>
  18. 19. Social Media is so diversified that it can be used in whatever way best suits the interests and the needs of your business!!
  19. 20. Is Social Media Right For Your Business? <ul><li>If you are looking for a quick fix for a struggling business OR </li></ul><ul><li>quick way to generate $$ revenue $$ Social Media Marketing Is NOT for you! </li></ul><ul><li>Social Media can affect your bottom line but it takes TIME-EFFORT-PLANNING </li></ul>
  20. 21. 5 Phases in SM Marketing <ul><li>#1 - Your Investment Setup (Time, Money, Resources) </li></ul><ul><li>#2 - Your Action (Part of your daily/weekly routine) </li></ul><ul><li>#3 - Consumer’s Reaction (Monitor what others say) </li></ul><ul><li>#4 - Non Financial Impact Occurs (increased visibility) </li></ul><ul><li>#5 - Financial Impact Occurs </li></ul>
  21. 22. Non Financial Impact >> Financial Impact <ul><li>Increase in number of visits to your site </li></ul><ul><li>Increase in Search Listings </li></ul><ul><li>Positive Press/Articles & BLOG Mentions </li></ul><ul><li>Positive word of mouth (mouse) </li></ul><ul><li>Increases followers through SM venues such as Facebook, Twitter, LinkedIn etc </li></ul><ul><li>All of the above will lead to Financial Impact </li></ul>
  22. 23. Marketing Must Be Measured <ul><li>Marketing ‘without measuring results’ is NOT good for business </li></ul><ul><li>Examples of monitoring tools </li></ul><ul><li>Technorati (Real time search for user generated media including BLOGs by ‘tag’ or ‘keyword”) </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Twitter Search </li></ul><ul><li>Google Alerts (email updates of the latest relevant Google results based on your choice or query or topic) </li></ul>
  23. 25. Where to start? There are soooooo many Social Media/Network sites out there! Start with a couple of the broader ones like: Twitter - Facebook - BLOGs then.... focus on audience specific ones that relate to your business & reach your target audience
  24. 26. Finding Your Audience <ul><li>Key to a successful SM campaign is knowing where to find YOUR audience </li></ul><ul><li>Each venue of SM attracts its own kind of audience </li></ul><ul><li>Check the demographics of various SM sites to determine which is best for you </li></ul><ul><li>Search your competitors by Name or Business Name to see which networks they are part of </li></ul><ul><li>Peek at the next slide before the ‘hands-on’ exercise! </li></ul>
  25. 27. I searched for ‘Lance Timmerman’ who is a dentist in Tukwila WA. Not only is his web site showing up on Page 1 but also his presence in : - YouTube - Twitter - Facebook - BlogCatalog - MyPlick - LinkedIn - VodPod - Maplandia & CitySearch (Geographical directories) ***MORE on page 2 as well! Exercise on next slide
  26. 28. Hands-on Time! 1. Explore the demographics of some of the top SM sites 2. Try to locate at least one SM site that you feel reaches your target audience HINT : You may need to search your competitor by name or business to locate some potential SM sites
  27. 29. Mind Your Manners <ul><li>Social media is ALL about interaction </li></ul><ul><li>When you interact you create relationships </li></ul><ul><li>From these relationships you create opportunities to share info about your products and services </li></ul><ul><ul><li>This doesn't happen overnight </li></ul></ul><ul><li>It takes time, consistency, and a genuine interest in the creation and building of these relationships. </li></ul>
  28. 30. Social Media Manners... <ul><li>No standard list of ‘right’ and ‘wrong’ in SM but there is one constant no matter what industry you are in </li></ul><ul><li>Do it badly and you WILL destroy your reputation </li></ul><ul><li>In Social Media you can save your reputation by remembering these >> </li></ul>
  29. 31. Social Media Marketing What NOT to do…
  30. 32. <ul><li>It's not all about you, interact. Get to know others; don't just try to sell and promote your products. It won't work. Work on building relationships </li></ul><ul><li>Spamming is not ok, ever. Spamming is becoming a problem in the social media networks, and we are being required to weed through it just like we do in our inboxes. Don't spam followers; if they didn't ask for it, don't send it. It's that simple! Permission marketing is key. </li></ul><ul><li>Inconsistency will lead to failure. You must be consistent when it comes to using social media. Participating once a month or once a week just won't get the results you desire. </li></ul>
  31. 33. <ul><li>Don't be a social media snob. Obviously social marketing is about being social; be willing to listen & learn from others, and this isn't just about others in your industry. </li></ul><ul><li>Want followers? You will have to be a follower . You cannot sign up and start off in social media thinking everyone is just going to come and follow you. You must be a follower to get followers – interact & build relationships. </li></ul><ul><li>S ocial marketing isn't about flying solo, participate - interact . </li></ul>
  32. 34. Privacy and Social Networks <ul><li>View this video from </li></ul><ul><ul><li>You need to be aware of this!! </li></ul></ul>
  33. 35. Social News Web Sites <ul><li> and </li></ul><ul><ul><li>People can research and share content from anywhere on the Internet by submitting links, articles etc. </li></ul></ul><ul><ul><li>People can vote and comment on submitted links, articles etc. </li></ul></ul>
  34. 36. Social Bookmarking Web Sites <ul><li> </li></ul><ul><ul><li>This site is used to store, share and discover web bookmarked sites/pages </li></ul></ul><ul><ul><li>More than 5 million users </li></ul></ul><ul><li> </li></ul><ul><ul><li>Allows users to discover and rate web pages, photos and videos </li></ul></ul><ul><ul><li>Personalized Recommendation Search Engine that uses peer & Social Networking principles </li></ul></ul>
  35. 37. Movie Time!!!! Next we are going to view a series of short videos that will provide you with more information about some of the various Social Media and Social Networking sites …where’s the popcorn?
  36. 38. Twitter in Plain English <ul><li>View this video </li></ul><ul><ul><li>A quick Plain English intro to the micro-blogging service called Twitter </li></ul></ul><ul><li>View this video </li></ul><ul><ul><li>This video provides more information on how Twitter Search is used </li></ul></ul>
  37. 39. BLOGs in Plain English <ul><li>View this video </li></ul><ul><ul><li>Plain English explanation about Blogging </li></ul></ul>
  38. 40. Social Bookmarking in Plain English <ul><li>View this video </li></ul><ul><li>Learn more about Social Bookmarking </li></ul>
  39. 41. LinkedIn in Plain English <ul><li> </li></ul><ul><li>Overview explaining what Linked is and how it works </li></ul>
  40. 42. On the Lighter Side ... Facebook Explained <ul><li>Facebook Cartoon </li></ul>
  41. 43. Nonprofits See SM Benefits <ul><li>Nonprofits setting the pace in SM marketing since 2007 </li></ul><ul><li>Stats show 85% of nonprofit organizations have implemented some form of Social Media Marketing </li></ul><ul><li>45% of these found that Social Media Marketing played a significant role in their fundraising </li></ul><ul><li>Stats show nonprofits are ahead of corporations and universities </li></ul><ul><li>If you are a Nonprofit and NOT using SM – you should be exploring it now! </li></ul>
  42. 44. Is Social Media just for B2C? <ul><li>B2B today are also decreasing their marketing dollars and spending more online </li></ul><ul><ul><li>48% of those surveyed are increasing their online marketing budgets </li></ul></ul><ul><li>69% of B2B buyers use SM to assist them in business development and decision making </li></ul>
  43. 45. B2B Decision Makers... <ul><li>Stats for SM participation </li></ul><ul><ul><li>90% Video </li></ul></ul><ul><ul><li>80% Blogs </li></ul></ul><ul><ul><li>80% Wikis (collaborative web sites for intranets, knowledge management systems etc) </li></ul></ul><ul><ul><li>69% Social NETWORKS </li></ul></ul><ul><ul><li>53% Podcasts (audio file publishing) </li></ul></ul>
  44. 46. The End.... Thank you so much for attending the workshop today! Sharron;-)
  45. 47. Longer Tutorial Videos <ul><li>How to Use Facebook for Business ( 1Video 1hr video ) </li></ul><ul><li>Using Twitter for Marketing & PR Twitter Marketing Video Tutorial (50 minutes) </li></ul><ul><li>Google’s SideWikis and ORM </li></ul>