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Social media &_engagement_marketing_4.25.11


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Social media &_engagement_marketing_4.25.11

  1. 1. Social Media & Engagement Marketing Sara Brueck Nichols April 25, 2011
  2. 2. Objectives <ul><li>Where are you coming from? </li></ul><ul><li>What are you expecting? </li></ul><ul><li>What do you want to end up with? </li></ul><ul><li>What do you hope to know in 120 minutes that you don’t know now? </li></ul>
  3. 3. Forget what you know.
  4. 4. Footer Text Why Social Media Matters
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  6. 6. How did you … <ul><li>Find out about the earthquake/tsunami in Japan? </li></ul><ul><li>Find the last new restaurant you ate at? </li></ul><ul><li>Last communicate with your best friend? </li></ul><ul><li>Organize your last event? </li></ul>
  7. 7. How do you get started? <ul><li>Use It. </li></ul>04/25/11 Footer Text
  8. 8. Listen. Be Social. Engage.
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  10. 10. How do you use it?
  11. 11. Getting Started <ul><li>Evaluation </li></ul>
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  13. 13. Footer Text If you don’t know where you are and where you are going, you won’t know if you have arrived and how successful you’ve been.
  14. 14. Getting Started <ul><li>What are your objectives/purpose? </li></ul><ul><li>What is working? Why? </li></ul><ul><li>What are your concerns? </li></ul><ul><li>How well do you know your audience? </li></ul><ul><li>Do you have stats about your web traffic? </li></ul><ul><li>How will you define success? </li></ul>
  15. 15. Ask Yourself… <ul><li>How good are we at listening? </li></ul><ul><li>How compelling is the story we want to tell? </li></ul><ul><li>How big is our universe? Where are they? </li></ul><ul><li>How much of our time is social media worth? </li></ul><ul><li>What are our competitors doing? </li></ul><ul><li>Who are the brands we want to emulate? </li></ul>
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  17. 17. Plan: Audience <ul><li>Who are you trying to reach? </li></ul><ul><li>Where are they on the social web? </li></ul><ul><li>How do they use the social web? </li></ul><ul><li>What do they want? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How well do they know you? </li></ul>
  18. 18. Plan: Objectives <ul><li>Brand </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><li>Members/Customers </li></ul><ul><ul><li>Recruitment/retention </li></ul></ul><ul><ul><li>Community building </li></ul></ul><ul><ul><li>Service/support </li></ul></ul><ul><li>Financial </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><li>Other? </li></ul>Awareness Education Action
  19. 19. Footer Text
  20. 20. Plan: Strategy <ul><li>Create your plan </li></ul><ul><li>Listen and Monitor. </li></ul><ul><li>Pay Attention! </li></ul><ul><li>Participate </li></ul><ul><li>Share content </li></ul><ul><li>Network </li></ul><ul><li>Spread awareness/generate buzz </li></ul><ul><li>Call to action </li></ul>
  21. 21. Plan: Content <ul><li>What are you passionate about? </li></ul><ul><li>About what are you an expert? </li></ul><ul><li>What is being said about you? </li></ul><ul><li>Follow: industry trends, competitors, interesting people </li></ul><ul><li>Build your online brand by association with other brands </li></ul><ul><li>New perspective and fresh content </li></ul>
  22. 22. Plan: Tools/Tactics <ul><li>Monitoring </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul>
  23. 23. 1-Hour Quick Start <ul><li>Listen – (30 minutes) </li></ul><ul><ul><li>What are you and your business passionate about? </li></ul></ul><ul><ul><li>Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends </li></ul></ul><ul><li>Be Social – (15 minutes) </li></ul><ul><ul><li>Comment </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><li>Contribute </li></ul></ul><ul><li>Engage – (15 minutes) </li></ul><ul><ul><li>Ask for opinions, insight, experiences </li></ul></ul><ul><ul><li>Respond to questions, queries and challenges </li></ul></ul><ul><ul><li>Produce content, communicate with customers </li></ul></ul><ul><ul><li>Offer new perspective </li></ul></ul>
  24. 24. Tips <ul><li>10 Things to Keep in Mind </li></ul>
  25. 25. Don’t Forget <ul><li>Keep your objectives in mind. </li></ul><ul><li>Get involved. Contribute. </li></ul><ul><li>Think BEFORE you Tweet/Post/Comment. </li></ul><ul><li>Integrate campaigns </li></ul><ul><li>Don’t fall into the “One” trap </li></ul><ul><li>Be in the right place at the right time </li></ul><ul><li>Have a clear message </li></ul><ul><li>Content IS CRITICAL </li></ul><ul><li>Be confident, transparent, honest & human </li></ul><ul><li>No: boring, spam, sales or spin content/updates </li></ul>
  26. 26. One Final Note <ul><li>Will social media hurt my brand? </li></ul>
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  31. 31. “ It stands to reason that budding businesspeople would be attracted to Weblogs, those do-it-yourself publishing sites that embody the very spirit of entrepreneurism. What do blogs add to the small-business dialogue that a whole host of magazines, cable channels and Web sites don't? In addition to transmitting news, industry gossip and occasional rants, the best small business blogs offer interactivity, allowing readers to chime into the dialogue with their own bright ideas. There are, unfortunately, too many small business blogs peddling the same prosaic resources you can get from a simple google search. The better ones at least offer fresh insight on the mundane and first-hand accounts from the entrepreneurial front lines.”
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  33. 33. QUESTIONS?
  34. 34. Resources & Contact Info. <ul><li>Social Media Club </li></ul><ul><ul><li>SLC </li></ul></ul><ul><ul><li>Utah Valley </li></ul></ul><ul><li>Utah Pulse </li></ul><ul><ul><li>Social Media Minute </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Sara Brueck Nichols </li></ul><ul><li> SaraBrueckNichols </li></ul><ul><li>@CandidMarketer </li></ul><ul><li>[email_address] </li></ul>