Mastering Social Media


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Learn the fundamentals of social media and how to use it effectively. This presentation covers the do's and the don'ts, with a few examples and case studies in between.

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  • Is traditional Media Social? Why or why not?
  • People/Customers become vested: They relate to you and your brand Build relationships for future opportunities
  • PlanWhat are my goalsWho is my audienceHow frequently will I use social mediaWhat platforms are best for meHow will I address comments/criticismMeasurementWhen do I want to reach my goals (Month 1, M3, M6)Where is my baseline (# followers, page views, sales)ROIContentJack of all trades, master of noneDiversification: Video, Q&A, Blog Posts, Poll, PodcastsDo Not “Spray & Pray”Don’t self promoteWORDING: Make it interesting, even if it’s notOut of Touch- 7/26/11 “I can’t wait to take a trip to Norway” …. Saying this only days after a domestic terrorist attack is stupid!
  • Sequence of Even†sEmployee says something stupidGoes viralChrysler lies: Says “account was compromised”Later admits it was an employee and that he was fired
  • Treat like family, even if you don’t know them
  • Valuable ContentBe seen as a resourceBuild awarenessUSE A BLOG!!! Put together a list of websites to get inspiration/content: ProPublica, SFL Biz Journal, Florida Trend, StumbleUpon, Other blogsThought Leadership Question: What’s your favorite Quote? ….. Why does everybody quote someone else! Come up with your own quote!!!!- Me: "Happiness is a complete and utter appreciation and satisfaction of self."
  • Pepsi is funding amazing ideas that refresh the world. Dream it, submit it, get enough votes
and we'll help make it happen for your community!Submit or share great ideas (public good)Use Pepsi products to increase voting powerVoteDiscuss
  • Follow Your Audience Join Groups (Facebook, LinkedIn, Ning) SearchHashtages (Twitter)
  • FREE: Hosted in the cloud. No software or downloads needed. Can’t use your own FREE: Downloads to your server. Can use your own URLFree, Google
  • InteractivitySCENARIO- We all own a shoe store. Something exciting happens in the world. Give your best tweet. We vote. Break down why it’s the best
  • Mastering Social Media

    1. 1. Mastering Social Media <br />A YPN Miami Workshop<br />Presented by Chris Payne<br />CEO, Regal Spri Creative Group, LLC<br />7/30/11<br />1<br /><br />
    2. 2. What is Social Media?<br />7/30/11<br />2<br /><br />
    3. 3. Is this Social Media?<br />7/30/11<br />3<br /><br />
    4. 4. The Breakdown<br />Social<br /><ul><li>Conversing with People
    5. 5. Listening
    6. 6. Learning
    7. 7. Sharing</li></ul>Media<br /><ul><li>Platforms used to deliver information
    8. 8. Print
    9. 9. Radio
    10. 10. TV
    11. 11. Web</li></ul>7/30/11<br />4<br /><br />
    12. 12. It’s what WE DO... with the technology like facebook, twitter....<br />7/30/11<br />5<br /><br />
    13. 13. Why is being social important?<br />You learn what people want and are interested in<br />People/Customers become vested<br />Sparks Word-of-Mouth<br />Drives traffic<br />Visibility amongst extended network<br />7/30/11<br />6<br /><br />
    14. 14. Scenario #1<br /> You’re the Social Media team at Company XYZ<br />Product: XYZ<br />Target Audience: XYZ<br />Recent Event: Miami Heat lose in NBA Finals<br />Goal: Drive traffic to your website<br />Exercise: Create an interesting tweet in 20 words or less<br />7/30/11<br />7<br /><br />
    15. 15. DO’S & DON’TS<br />7/30/11<br />8<br /><br />
    16. 16. Social Media Pitfalls<br />Rush to action without a plan<br />Lack of objectives and measurement<br />Misguided content <br />Failing to engage audience<br />Limited Reach<br />Out of Touch<br />7/30/11<br />9<br /><br />
    17. 17. 10<br />7/30/11<br />Errant tweet on @ChryslerAutos branded account was caught quickly, but damage done.<br />Offending tweet posted on the Chrysler Twitter account. <br />Chrysler catches it later that same day, but not until after many other Twitter users retweet the post.<br />Chrysler posts a statement on its blog that an employee at New Media Strategies, Chrysler’s social media agency had posted that tweet. The post went on to say that the employee had been terminated and Chrysler would not be renewing it’s contract with NMS.<br />Fired employee blamed a bug in the Tweetdeck application, claiming the post was meant for his personal account, not Chrysler’s<br />Key Learnings:<br /><ul><li> Best to train your own employee team to tweet on your behalf.
    18. 18. If you do use outside agencies, ensure they are trained as well. Consider having an approval process in place for all posts. </li></ul>Source:!5780113/chrysler-loses-control-of-twitter-account-drops-f bomb<br /><br />
    19. 19. 11<br />7/30/11<br />@HabitatUK used top trending hashtags in an attempt to get more people to notice their tweets<br />Habitat (a furniture store) tried using top trending #Hashtags to get noticed by a wider audience.<br />Habitat even used hashtags #iranianelection and #mousavi)<br />The tweets were recognized for what they were…a spamming technique. <br />HabitatUK responded by deleting their tweets, but never apologized.<br />Key Learnings:<br /><ul><li> Don’t spam. Social Media is about developing relationships, not spamming them.
    20. 20. Apologize when you do something wrong. Use it as an opportunity to engage in conversations with those you offended.</li></ul>Source:<br /><br />
    21. 21. Social Media Etiquette<br />Treat your network like family and friend<br />Listen<br />Promptly answer their questions/concerns<br />Be Personable: Let them into your daily world<br />Be Authentic<br />Give thanks and praise<br />Share ideas<br />7/30/11<br />12<br /><br />
    22. 22. Social Media Black Belt<br />Valuable Content<br />Not Boring<br />Diversification<br />Thought Leadership<br />Video and/or Podcasts<br />Consistency<br />Engage<br />Direct Message<br />Ask Questions<br />Offer Discounts/Promotions<br />7/30/11<br />13<br /><br />
    23. 23. exhibit #1<br />7/30/11<br />14<br /><br />
    24. 24. In 2010, after 23 years and hundreds of millions of dollars spent on Super Bowl ads...<br />Pepsi ditched the SuperBowl and poured <br />1/3 of its' TOTAL annual marketing budget into a cause-driven social marketing campaign; The Refresh Project<br />7/30/11<br />15<br /><br />
    25. 25. Case Study: LinkedIn<br />Company: Doble Group, Tech Consulting Firm<br />2 Month Campaign<br />Day 1<br />Vanilla CEO profile <br />~ 350 connections<br />Day 60<br />Keyword Rich Personal & Biz Profile<br />1500+ Connections<br />30 Group Affiliations + 1 Group Created<br />3 Leads in one day after Direct Message initiative<br />7/30/11<br />16<br /><br />
    26. 26. Need Inspiration? People and Brands that get it Right<br />@SeanKent: Funny a** comedian<br />@KennethCole: Makes his brand relevant to what’s happening in the world<br />@BurgerKing: Direct, humorous & not overbearing<br />@IamDiddy: Himself. Let’s you into his world.<br />@UncleRUSH: Inspirational and Well-Rounded<br />@Bereolaesque: YPN Member that’s successfully building his brand<br />@YPNMiami: Greatest Org EVER!!!<br />7/30/11<br />17<br /><br />
    27. 27. The Tactical<br />7/30/11<br />18<br /><br />
    28. 28. How to gain Fans/Followers<br />Ask your personal network<br />Determine your audience<br />Follow your audience<br />Deliver content of VALUE!<br />Engage, Engage, Engage!!!<br />Ex. “I feel the same way”, “You’re a genius!”<br />Target key influencers<br />Follow-Up: @YPNMiami Great Social Media Workshop!!!<br />7/30/11<br />19<br /><br />
    29. 29. Great Social Networks<br /> Easily Create your own S Network<br />ICABA: Connect with affluent, professionals of color<br />YouTube or Upload and share video<br />Flickr: Upload and share photos<br />Google Alerts: Get notified when your brand is mentioned<br />RSS: Get an RSS Reader and follow your fav sites<br />LinkedIN: #1 Network for business<br />Mashable: News on digital culture, SM, & tech<br />Digg: Allows anyone to “Vote-Up” their fav web pages<br />HelpAReporterOut (HARO): Free PR. Become a source and pitch your product/service when appropriate<br />FourSquare: Let friends know where you are by “checking-in”<br />Groupon: Social Buying site<br />7/30/11<br />20<br /><br />
    30. 30. Scenario #2<br /> You’re the Social Media team at Company XYZ<br />Problem: Someone just posted on their blog<br />“Love Comp XYZ products, but I’ll probably shop at Competitor X since they don’t answer their phone!”<br />Goal: Retain the customer<br />Exercise: Discover the blog post. Make the customer happy.<br />7/30/11<br />21<br /><br />
    31. 31. Setting up a Wordpress Blog<br /><br />What’s the Difference?<br /><br />Sign Up<br />Get Familiar<br />Customize<br />Post!!!<br />7/30/11<br />22<br /><br />
    32. 32. Using StumbleUpon<br />Sign Up<br />Select categories of interest<br />Stumble… Upon great content!<br />Vote<br />Share via your networks<br />Set Up Notifications<br />7/30/11<br />23<br /><br />
    33. 33. Don’t be shy… BE SOCIAL!<br />7/30/11<br />24<br /><br />
    34. 34. Contact Information<br />YPN Miami<br /><br />E:<br />Facebook<br />Twitter<br />7/30/11<br /><br />25<br />Speaker: Chris Payne<br />CEO, Regal Spri Creative Group<br /><br /><br />P: +1 305.791.0901<br />Facebook<br />Twitter<br />LinkedIn<br />
    35. 35. 3rd most populated country<br />facebook<br />7/30/11<br />26<br /><br />
    36. 36. 75 million accounts<br />(of which15 million active)<br />65 million tweets per day<br />7/30/11<br />27<br /><br />
    37. 37. Setting Up Outlook<br /><br />MICROSOFT<br /><br />GMAIL<br /><br />7/30/11<br />28<br /><br />