Social media &_engagement_marketing_8.17.11


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  • How many get overwhelmed just thinking where to start? Well, forget what you know. Forget all of the platforms, the technologies, the war between whether Facebook or Twitter is better. They won’t be around in 5 years. Okay, maybe they will, but that is irrelevant. WHAT the technology is doesn’t matter – as it is always changing. That is the tactical implementation part. The key to social media and engagement marketing is strategy and communication. There has been a fundamental shift not only in the way we communicate but in how we expect to send/receive information. Find it in Yellow Pages/Catalog. Find it on website. Find it on phone – with reviews from those that are like me. Social media is probably the most mis-understood term in the world of marketing today. There are as many definitions as there are technologies. In essence, while I use the term “social media” (and will in this presentation), “social media” really means a collection of media that allows one to be social. It involves three things: conversation, media and portability.
  • What makes social media marketing different is understanding this fundamental shift in communication. If you understand what the shift is (linear to multi-dimensional), it provides a benchmark against which you can measure all of your social media marketing efforts, to ensure it is performing the way you want it to. If you master this, you’re 75% of the way to being a social media “expert.”
  • Admittedly, this is an over-simplified piece of advice, but the more you understand what engages you, the better you understand how to use the tools, the more compelling your business campaign will be.
  • How I use social media -Friends/family -Trends -Work -Job/Networking Found new brands, organizations and contacts in areas of interest Food Environment Local movement
  • Social media is about trust – about confidence in what you have to say and how you say it. Part of every campaign is asking supporters to trust what you are saying, what you represent and who you are. If 75% is understanding the communication theory. 10% is understanding that social media demands transparency.
  • How do they use the social web? Creators? Joiners? Spectators? How well do they know you? Obviously easier to evangelize someone who knows/trusts you. Otherwise, you need to include an “education” component in your plan
  • Most campaigns are really going to aim for three things: Create Awareness – informational, casual Educate – form opinions, insights, equip to make a decision Inspire Action – financial, advocacy, task (do something) They may take days to move from one step to another (rare), weeks or months. Your audience will come in at different levels, ready for different kinds of interaction.
  • Defining objectives. What are you trying to accomplish? What messages will your campaign send? Are they the right ones?
  • LISTEN – THE most important step there is. Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
  • LISTEN – THE most important step there is. Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
  • This tends to be where people want to start. This is where it gets overwhelming. It is not as overwhelming though as it seems if you have a plan in place. Monitor = listen/measure Blog = thought leadership, engagement Facebook = social, informal, recruiting, blog traffic, event promotion, media sharing (video/photo), ask questions, post insights Twitter = listening, engagement, learning LinkedIn = engagement, networking, thought leadership YouTube = sharing stories, generating buzz
  • Keep your objectives in mind. Get involved. Contribute. Think BEFORE you Tweet/Post/Comment. Learn how engagement marketing impacts/is impacted by other activities: SEO (Search Engine Optimization) Public Relations Marketing Website traffic Don’t fall into the “One” trap -Multiple platforms, multiple mediums, - don’t fall into the trap of using “social” platforms for nothing more than fancy linear communication Be in the Right Place at the Right Time Understand where your audience is and target them on the social network where they can be found. Make sure you are on as many social mediums as possible. Don't waste your time selling your carpet business on MySpace Have a clear message – or the whole thing is useless Poor content = the whole thing is useless
  • Nobody likes to hear negative feedback about their work, product or service.  Many businesspeople fear that their social media profiles will be overrun by people posting complaints and competitors “flaming” their brand.  But the beauty of social media interaction is that transparency and responsiveness rule the day. If a customer chooses to voice a complaint publicly, you have the chance to demonstrate your customer service ability to a wider audience.  If the person is unreasonable and continues to post negative information, people observing the dialogue are more likely to admire your efforts to right the situation, rather take to heart the angry customer’s complaints. Plus, sometimes your customer base does the heavy lifting for you, like this gem from the American Airlines Facebook page. Crowdsourcing
  • Social media &_engagement_marketing_8.17.11

    1. 1. Social Media & Engagement Marketing Sara Brueck Nichols August 17, 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. Why Social Media Matters
    5. 5.
    6. 6. How did you … <ul><li>Share the last photo you took? </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>08/17/11 Footer Text
    8. 8. Listen. Be Social. Engage.
    9. 9. How do you use it?
    10. 10.
    11. 11. Getting Started <ul><li>Evaluation </li></ul>
    12. 12.
    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>
    16. 16.
    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. Plan: Strategy <ul><li>“ At its best, social media campaigns are intricate, daring, transgressive acts with the potential for a huge payoff — or a huge disaster . If you’ve never looked at it that way, more’s the pity, because a lot of the potential of social media is tied up in being willing to think big and then plan small, just like an art thief.” –Jesse Stanchak, SmartBlogs </li></ul>
    20. 20. Footer Text
    21. 21. 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>
    22. 22. 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>
    23. 23. 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>
    24. 24. 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>
    25. 25. Tips <ul><li>10 Things to Keep in Mind </li></ul>
    26. 26. 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: one tool, one person, one time, one minute </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>
    27. 27. One Final Note <ul><li>Will social media hurt my brand? </li></ul>
    28. 28.
    29. 29. Act Without Thinking
    30. 30. Apparently, CVS doesn’t care. And they’re actually not “Looking forward to hearing your stories! A “request to follow” sent a week ago, has gone unanswered. A locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL! “ After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,” No Interaction Attack Customer
    31. 31.
    32. 32.
    33. 33. “ 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.”
    34. 34.
    35. 35. QUESTIONS?
    36. 36. 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> </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>