Social media marketing class


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  • Whiteboard answers
  • Here’s is what I think it is in general Tool: not a means to an end—like an ad, needs CONTENT Idea of Content marketing
  • What area do they want to grow in? What event do they want to promote Have them keep goals in mind while learning about tools
  • What else? What are you currently on?
  • Who are you currently targeting? Let’s each come up with three other groups we could be targeting
  • Demonstrate
  • Have them find some good and bad examples of hash tags
  • Suggest to Dawn participating in a travel industry one on fitness while traveling, nutrition for foodies, etc.
  • Show my page
  • Check in at TMMM, explain adding more info
  • Have people pull up a fresh word document and type this out
  • Have people pull out fresh piece of paper draw spider web
  • Have them write this on their word document
  • Have them do an excel sheet
  • Have them return to social mention, take down stats. Also--
  • Have them social mention and twitter search themselves. Note pay services as well Reputation management is all about owning your brand, What are people saying about you? Where do they go when they look for you online and what do they find there?
  • Have them claim their yelp page, leave citysearch for now
  • Have everyone google their business: What do they find? What do you see in the google front page—just in the summaries. What about their industry and neighborhood? Seattle and industry? Have them register Show crow’s wing example and on phone—importance of mobile!
  • Social media marketing class

    1. 1. Social Media Marketing Taught by Naomi Bishop
    2. 2. What is Social Media?
    3. 3. What is Social Media? <ul><li>A tool, not a miracle </li></ul><ul><li>A manner of communication </li></ul><ul><ul><li>In multiple directions </li></ul></ul><ul><ul><li>With customers (and potential customers) </li></ul></ul><ul><li>A listening device </li></ul>
    4. 4. Is Social Media Marketing Free? <ul><li>Yes: </li></ul><ul><li>Tools are free </li></ul><ul><li>Client connections are free </li></ul><ul><li>Talking is free </li></ul><ul><li>No: </li></ul><ul><li>Your time is money </li></ul><ul><li>Contest prizes </li></ul><ul><li>SM Discounts </li></ul><ul><li>Designs, set up is money </li></ul><ul><li>Good strategy costs money (you paid for the class, right?) </li></ul>
    5. 5. Introduction <ul><li>Why use social media? </li></ul><ul><li>How is it different from traditional media? </li></ul><ul><li>How is it similar to traditional media </li></ul>
    6. 6. Why Use Social Media to Market? <ul><li>Connect directly to customers and clients </li></ul><ul><li>Find new audiences </li></ul><ul><li>Create a space for clients and customers to be in your business when not physically there </li></ul>
    7. 7. How is it Different from Traditional Media? <ul><li>Newer: not as many answers, known entities </li></ul><ul><li>Temporal, dynamic </li></ul>
    8. 8. How is it Similar to Traditional Media? <ul><li>Great content still makes it work </li></ul><ul><li>Quality of product matters </li></ul>
    9. 9. Planning a Social Media Strategy <ul><li>Making Goals </li></ul><ul><li>Choosing Platforms </li></ul><ul><li>Locating Target Audiences </li></ul><ul><li>Choosing Tools </li></ul><ul><li>Choosing Voice </li></ul><ul><li>Creating a plan </li></ul>
    10. 10. Make Goals <ul><li>Long Term Goals </li></ul><ul><li>Short Term Goals </li></ul>
    11. 11. Choosing Platforms <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blog </li></ul><ul><li>YouTube </li></ul><ul><li>Yelp </li></ul><ul><li>Citysearch </li></ul><ul><li>Foursquare </li></ul>
    12. 12. Choosing Platforms Twitter Facebook YouTube Blog Foursquare Short bits of content required Content required, needs to be varied Need video capabilities Involves a lot of writing Prize donations/Specials Daily time commitment (20 minutes or so) Small, regular time commitments Large amounts of time, not regularly Weekly time commitment No time commitment
    13. 13. Locating your Target Audiences <ul><li>Poor users think their intended audience is not on there </li></ul><ul><ul><li>CPA (Seattle Tax Man) says: my audience isn’t on Twitter: </li></ul></ul><ul><ul><li>IBS Company: nobody wants to talk about the shits </li></ul></ul><ul><li>Good users create an audience </li></ul><ul><ul><li>Example: Allium Restaurant—on Orcas, has positioned itself as a draw for Seattleites: </li></ul></ul>
    14. 14. Locating your Target Audiences <ul><li>Where are your current clients? </li></ul><ul><li>Where are people talking about your industry? </li></ul><ul><li>Why are these people on Twitter? </li></ul>
    15. 15. Choosing Tools <ul><li>Applications </li></ul><ul><ul><li>Desktop </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><li>URL Shortners/Picture Tools </li></ul><ul><li>Other tools </li></ul><ul><ul><li>Follow finders: wefollow, twibes </li></ul></ul><ul><ul><li>Unfollow Finders: twitterless, qwitter </li></ul></ul><ul><ul><li>More:, </li></ul></ul>
    16. 16. Choosing Tools: Picking an App <ul><li>Why use an app? </li></ul><ul><ul><li>Easy interface </li></ul></ul><ul><ul><li>Help save you time </li></ul></ul><ul><ul><ul><li>Notifications </li></ul></ul></ul><ul><ul><ul><ul><li>Mentions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Searches </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Certain lists </li></ul></ul></ul></ul><ul><ul><ul><li>Tweet delays </li></ul></ul></ul><ul><li>What App to use? </li></ul><ul><ul><li>Desktop </li></ul></ul><ul><ul><ul><li>Tweetdeck (Adobe Air) </li></ul></ul></ul><ul><ul><ul><li>Hootsuite (Web based) </li></ul></ul></ul><ul><ul><li>Iphone </li></ul></ul><ul><ul><ul><li>Tweetdeck </li></ul></ul></ul><ul><ul><li>Android </li></ul></ul><ul><ul><ul><li>Twidroid </li></ul></ul></ul>
    17. 17. Choosing Tools: URL Shortner <ul><li>Why use a URL Shortner? </li></ul><ul><ul><li>Save space </li></ul></ul><ul><ul><li>Monitor stats </li></ul></ul><ul><li>Why use </li></ul><ul><ul><li>Retweeted more than others </li></ul></ul><ul><ul><li> </li></ul></ul>
    18. 18. Choosing Tools: What not to do <ul><li>Do not use any tool that will connect your Facebook to your Twitter. In either direction </li></ul><ul><ul><li>Misses the point of SM Marketing </li></ul></ul><ul><ul><li>Tells audience you are not listening </li></ul></ul><ul><ul><li>Very difficult to hide (though possible) </li></ul></ul><ul><ul><ul><li>Hashtags </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><ul><li>@replies </li></ul></ul></ul>
    19. 19. Choosing the Voice <ul><li>Brand yourself as an expert </li></ul><ul><ul><li>Will you give direction or offer suggestions? </li></ul></ul><ul><li>Answer questions </li></ul><ul><ul><li>Link to outside sources or on your own reputation </li></ul></ul><ul><li>Outlook </li></ul><ul><ul><li>Snarky or positive? Entertaining or earnest? </li></ul></ul><ul><li>One person or multiple? </li></ul>
    20. 20. Platform Specific Tools and Techniques <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Foursquare </li></ul>
    21. 21. What to use Twitter for <ul><li>Community </li></ul><ul><li>Knowledge sharing </li></ul><ul><li>For business </li></ul><ul><ul><li>Word of mouth marketing </li></ul></ul><ul><ul><li>Industry watching </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><li>Why does your audience use Twitter? </li></ul><ul><ul><li>Support businesses—and be rewarded for it </li></ul></ul><ul><ul><li>Keep up on news </li></ul></ul><ul><ul><li>Entertainment/Friendship: </li></ul></ul>
    22. 22. A few of my favorite Twitter Analogies <ul><li>Cocktail Party </li></ul><ul><ul><li>Don’t just talk about yourself </li></ul></ul><ul><ul><li>Have multiple subjects </li></ul></ul><ul><ul><li>Be concise, but get your message out </li></ul></ul><ul><ul><li>Don’t randomly add unnecessary things (see hashtags) </li></ul></ul><ul><ul><li>Don’t be afraid to jump into the conversation </li></ul></ul><ul><li>River </li></ul><ul><ul><li>Be quick, eye-catching </li></ul></ul><ul><ul><li>Try to get tugged back up stream </li></ul></ul><ul><ul><li>Call to the shore </li></ul></ul>
    23. 23. A Few Twitter Basics <ul><li>Short, concise username </li></ul><ul><li>Fill out your bio/pic about yourself and what you tweet about </li></ul><ul><li>Use location </li></ul><ul><li>Get a background going: utilize the space </li></ul><ul><li>Reach out </li></ul><ul><li>Be yourself </li></ul><ul><li>Don’t be afraid: There is no wrong answer! </li></ul><ul><li>Fail and fail fast with few followers </li></ul>
    24. 24. Using Twitter <ul><li>Impersonal, shotgun approach=impersonal followers </li></ul><ul><ul><li> </li></ul></ul><ul><li>Thought, effort, advice, engagement=engaged, loyal followers </li></ul><ul><ul><li> </li></ul></ul><ul><li>Put out value (in knowledge, goods, etc.)=Receive etc. </li></ul><ul><ul><li> </li></ul></ul>
    25. 25. What the F##k is a hashtag? <ul><li>When to use one </li></ul><ul><ul><li>In place of parentheses </li></ul></ul><ul><ul><li>To make it more visible </li></ul></ul><ul><ul><li>For comedic effect </li></ul></ul><ul><ul><li>To categorize something </li></ul></ul><ul><li>When NOT to use one </li></ul><ul><ul><li>When the keyword/phrase is in the tweet </li></ul></ul><ul><ul><li>Instead of @ replying </li></ul></ul><ul><ul><li>Instead of geotagging </li></ul></ul>
    26. 26. How do you utilize a Trending Topic? <ul><li>Local v. National </li></ul><ul><li>Cater to one that is already trending </li></ul><ul><ul><li>How it relates to your business </li></ul></ul><ul><ul><li>How you use it in your business </li></ul></ul><ul><ul><li>Answer question/meme </li></ul></ul><ul><li>Create one (or try) </li></ul><ul><ul><li>Get people involved-have a mission </li></ul></ul>
    27. 27. Twitter Tips <ul><li>Think about when your audience will be on Twitter </li></ul><ul><ul><li>Most retweeted is at noon </li></ul></ul><ul><li>Use your manners </li></ul><ul><ul><li>Please (retweet) </li></ul></ul><ul><ul><li>Thanks (for talking me up, following, whatever) </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>In chats in your industry (or out of it) </li></ul></ul><ul><ul><li>#FollowFriday, etc. </li></ul></ul>
    28. 28. How to best use Facebook <ul><li>Front Page </li></ul><ul><li>User Generated Content </li></ul><ul><li>Posting Content </li></ul>
    29. 29. Facebook <ul><li>Create an online version of your business </li></ul><ul><ul><li>They can’t come to you everyday, but they can come here </li></ul></ul><ul><li>Posting is like putting up a sign </li></ul><ul><ul><li>Don’t have too many (too often) </li></ul></ul><ul><ul><li>Make sure it gels with your message/image </li></ul></ul><ul><li>You would invite your friends into your business, so why haven’t you invited them to your page? </li></ul>
    30. 30. Facebook <ul><li>Create a front page that makes you stand out </li></ul><ul><ul><li>They’ll get to the wall later </li></ul></ul><ul><ul><li>Present your content </li></ul></ul><ul><ul><li>Show off on your terms </li></ul></ul><ul><li>If you don’t know FBML hire someone—simple design should be less than $200 </li></ul>
    31. 31. Facebook <ul><li>If you post content to your wall your fans will see it (~50-200) </li></ul><ul><ul><li>For each fan who then likes or comments on the post, all their friends see it (~200 each) </li></ul></ul><ul><ul><li>Post interesting things by you, about you, related to your industry and occasionally (not too often!) totally random </li></ul></ul><ul><li>Even better, get tagged in their post or photo (User Generated Content) and it goes on your wall </li></ul>
    32. 32. How to use Fourquare (or similar) <ul><li>Figure out whether you want to reward loyalty (mayor) or multiple check-ins (10 th check in recieves) or numbers (check in to receive) </li></ul><ul><li>Set up your registry </li></ul><ul><li>Check in—but always add extra info (value!) </li></ul><ul><ul><li>Encourage users to as well </li></ul></ul><ul><li>Add tips (and have others do so as well </li></ul>
    33. 33. Creating a plan <ul><li>Create goals </li></ul><ul><ul><li>What will you do to achieve them </li></ul></ul><ul><ul><li>How will you measure them </li></ul></ul><ul><ul><li>Short and long term </li></ul></ul>
    34. 34. Creating a plan <ul><li>Design Path </li></ul><ul><ul><li>Where is ultimate goal? </li></ul></ul><ul><ul><ul><li>On your website </li></ul></ul></ul><ul><ul><ul><ul><li>Making purchase </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Browsing </li></ul></ul></ul></ul><ul><ul><ul><li>Physically in your store </li></ul></ul></ul>
    35. 35. Creating a Plan <ul><li>Choose Platforms </li></ul><ul><ul><li>Format purpose for each outlet </li></ul></ul><ul><ul><ul><li>i.e. Facebook as online version of physical space </li></ul></ul></ul><ul><ul><ul><ul><li>Geared toward current clients </li></ul></ul></ul></ul><ul><ul><li>How often will you post on each platform </li></ul></ul><ul><ul><ul><li>What type of post? </li></ul></ul></ul><ul><ul><ul><li>When will you design, write, and/or post? </li></ul></ul></ul>
    36. 36. Creating a Plan <ul><li>Create Schedule </li></ul><ul><ul><li>Specify what day/where content will go </li></ul></ul><ul><ul><li>Specify what type of content </li></ul></ul><ul><ul><li>Specify who will post it </li></ul></ul>
    37. 37. Schedule Example: Single Platform, goal event
    38. 38. Planning for things you can’t plan for <ul><li>How to respond to negative blog comments or Facebook posts </li></ul><ul><ul><li>Keep or delete? </li></ul></ul><ul><ul><li>Respond or ignore? </li></ul></ul><ul><li>What to do with positive posts </li></ul><ul><ul><li>Retweet </li></ul></ul><ul><ul><li>Thank </li></ul></ul>
    39. 39. Measuring Your Social Media <ul><li>Fans/Likes </li></ul><ul><ul><li>Go for increases, not hard numbers </li></ul></ul><ul><li>User Generated Content </li></ul><ul><ul><li>Separate comments from user initiated </li></ul></ul><ul><li>Retweets </li></ul><ul><li>@Replies </li></ul><ul><li>Positive/Negative </li></ul><ul><li>Link clicks ( </li></ul>
    40. 40. Other Business Uses of Social Media <ul><li>Reptutation Management </li></ul><ul><li>Customer Service </li></ul><ul><li>Feedback </li></ul><ul><li>Contests/Promotions </li></ul><ul><li>Industry Networking and B to B trades </li></ul>
    41. 41. Reputation Management <ul><li>People are talking about you on the web, you need to be listening! </li></ul><ul><ul><li>Social Mention </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Google Alert </li></ul></ul>
    42. 42. Reputation Management <ul><li>People are reviewing you </li></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Citysearch </li></ul></ul><ul><li>Free tools exist </li></ul><ul><ul><li>Don’t leave info entry to public </li></ul></ul><ul><ul><li>Start the page with YOUR message </li></ul></ul><ul><ul><li>Respond to criticism </li></ul></ul><ul><ul><ul><li>Determine if it is factual (are you dealing with a sane person) </li></ul></ul></ul><ul><ul><ul><li>Apologize either way </li></ul></ul></ul><ul><ul><ul><li>See if you can somehow fix it </li></ul></ul></ul>
    43. 43. Reputation Management <ul><li>Google </li></ul><ul><ul><li>Where is YOUR site in results </li></ul></ul><ul><ul><li>What else is in top 5? </li></ul></ul><ul><ul><li>What about your industry? </li></ul></ul><ul><li>Google Places </li></ul><ul><ul><li>Sign up </li></ul></ul><ul><ul><li>Coupon </li></ul></ul><ul><li>Google Webmaster Tools </li></ul>
    44. 44. Contests <ul><li>Facebook </li></ul><ul><li>Involve posting content </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blogposts </li></ul></ul><ul><li>Post rules directly in FB </li></ul><ul><ul><li>On wall </li></ul></ul><ul><ul><li>In note </li></ul></ul><ul><li>They’ll have to ‘like’ to enter </li></ul><ul><li>Twitter </li></ul><ul><li>Require use of a unique hashtag to track </li></ul><ul><li>Make it easy to retweet (short) </li></ul><ul><li>Ask for comment-use to gain insight </li></ul><ul><li>Have a static page with rules </li></ul><ul><ul><li>FB, blog or website </li></ul></ul><ul><li>Push multiple times </li></ul>
    45. 45. Next Steps <ul><li>Get going! Follow your plan </li></ul><ul><li>Monitor what works, what doesn’t </li></ul><ul><ul><li>Think about why </li></ul></ul><ul><ul><li>Edit plan </li></ul></ul><ul><li>Advanced Social Media at TMMM </li></ul><ul><ul><li>Linking Facebook and Twitter Kills Kittens </li></ul></ul><ul><ul><li>Creating a Contagious (Viral) Video </li></ul></ul><ul><li>Hire Socialize Me </li></ul><ul><ul><li>www </li></ul></ul>