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Social media &_engagement_marketing_8.27.12

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Social media &_engagement_marketing_8.27.12

  1. 1. SOCIAL MEDIA &ENGAGEMENTMARKETINGSara Brueck NicholsAugust 27, 2012 1
  2. 2. Objectives• Where are you coming from?• What are you expecting?• What do you want to end up with?• What do you hope to know tonight that you don’t know now? 2
  3. 3. Forget What You Know8/27/2012 3
  4. 4. Listen First, Sell Second 4
  5. 5. How do you get started? Use It. 5
  6. 6. How Do You Use It? 6
  7. 7. Engagement MarketingWHAT IT IS 7
  8. 8. The Monologue is Dead8/27/2012 8
  9. 9. What Social Media Is Conversational Candid Engagement Disruptive Igniting Quid Pro Quo Enabling Collaborative Excitement Relationships 9
  10. 10. What Social Media Is NOT Hype Transactional Gimmicks Selling Shouting Quick Fix Static Advertising Mass Corporate Communication 10
  11. 11. Empowered Customers. Infinite Access. “A brand is no longer what we tell consumers it is – it is what consumers tell each other it is.” ~ Scott D. Cook, Founder, Intuit & Board of Directors, P&G8/27/2012 11
  12. 12. Why Use It?• Transparency• Content Creation• Search Engine Optimization (SEO) of Your Website• Search Engine Optimization (SEO) of Your Brand• Learning• Responsiveness• Improved Support• Trouble-Shooting• Value Add Services• Fun• Word of Mouth8/27/2012 12
  13. 13. EvaluationGETTING STARTED 13
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  15. 15. 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.Footer Text 15
  16. 16. Getting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success? 16
  17. 17. Ask Yourself…• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to emulate? 17
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  19. 19. AudienceSEGMENTATION 19
  20. 20. Plan: Audience• Who are you trying to reach?• Where do they spend their time online?• How do they use the social web?• What do they want?• How much time do they have?• How well do they know you?• What motivates them? (Passion, Education, Community, Opinion) 20
  21. 21. Plan: Audience8/27/2012 21
  22. 22. Plan: Audience Pre-movie commercial at Harry Potter: Deathly Hallows Part 2 22
  23. 23. Objectives & StrategyGOING FOR GOLD 23
  24. 24. Plan: Objectives• Brand • Awareness • Thought leadership• Members/Customers Awareness • Recruitment/retention • Community building • Service/support• Financial Education • Sales • Donations• Other? Action 24
  25. 25. Plan: Strategy“At its best, social media campaigns are intricate, daring, transgressive acts with thepotential for a huge payoff or a big disaster. If you’ve never looked at it thatway, more’s the pity, because a lot of the potential of social media is tied up inbeing willing to think big and then plan small, just like an art thief.” –JesseStanchak, SmartBlogs 25
  26. 26. Footer Text 26
  27. 27. Plan: Strategy• Create your plan• Integrate• Listen & Monitor• Pay Attention• Participate• Inspire• Network• Spread awareness/generate buzz• Call to action 27
  28. 28. Plan: Strategy - Integrate 28
  29. 29. Plan Strategy - Integrate Curiosity Rover @MarsCuriosityCall me, maybe? All the ways I could phone home after landing on Mars[video] bit.ly/Pve8rV 8/27/2012 29
  30. 30. ContentEXECUTION 30
  31. 31. Plan: Content• What are you passionate about?• About what are you an expert?• What is being said about you?• Follow: industry trends, competitors, interesting people• Build your online brand by association with other brands• New perspective and fresh content 31
  32. 32. Plan: Content• What will your conversation be about?• What is important to your supporters?• What do your online stakeholders want to discuss?• What can you post that offers value?• How will you engage them?• How will you encourage them to take specific action? 32
  33. 33. Plan: Content • Content must be either: • Informative • Engaging • Entertaining • Graphical • Content must have a social purpose: • Passion • Education • Community • Opinion8/27/2012 33
  34. 34. Plan: Content - Informative8/27/2012 34
  35. 35. Plan: Content - Engaging8/27/2012 35
  36. 36. Plan: Content - Entertaining8/27/2012 36
  37. 37. Plan: Content - Graphical8/27/2012 37
  38. 38. Inspire v. Tell • Open from 12-5 today , come on out and play! • Were going to talk about why, but wed like to hear from you. Whats keeping your kids from riding bikes or walking to school? • Check out the two new Lync Server 2010 #MSJumpStart videos! • Bring your goggles & vinegar - #travel tips for one of the worlds best festivals: Burning Man http://ow.ly/dgLYy #lp • Have you taken any online courses? If so, what was your experience? Would you consider taking free online courses from M.I.T. and Harvard? • 20 places every Calif. kid should see. Thanks readers for input. Couldnt include all suggestions; please add them in the comments. • If you know what HSDPA means without Wikipedia, we may have a job for you! #Intel #Jobs intel.ly/MFBnRW • We did our long run this morning. How many miles are you all clocking this weekend? • this month were in a parisian state of mind—complete with glamorously graphic stripes, red lippie, and, of course, demure ballet flats. See how we put it all together in the latest edition of the style spy… http://bit.ly/PVir4i 38
  39. 39. Inspire v. TellTell: TNT is launching in Belgium in October!Inspire: To launch the high quality TV channel TNT in Belgium we placed abig red push button on an average Flemish square of an average Flemishtown. A sign with the text "Push to add drama" invited people to use thebutton. And then we waited... Discover here what happened or visithttp://www.tnt-tv.be for more info. 39
  40. 40. Plan: Tools/Tactics• Monitoring• Blog• Facebook• Twitter• LinkedIn• YouTube• Pinterest• Instagram 40
  41. 41. SocialManagementTool.com 41
  42. 42. 1-Hour Quick Start• Listen – (30 minutes) • What are you and your business passionate about? • Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) • Comment • Share • Contribute• Engage – (15 minutes) • Ask for opinions, insight, experiences • Respond to questions, queries and challenges • Produce content, communicate with customers • Offer new perspective 42
  43. 43. 10 Things to Keep in MindTIPS 43
  44. 44. Don’t Forget• Keep your objectives in mind.• Get involved. Contribute.• Think BEFORE you Tweet/Post/Comment.• Integrate campaigns• Don’t fall into the “One” trap: one tool, one person, one time, one direction• Be in the right place at the right time• Have a clear message• Content IS CRITICAL• Be confident, transparent, honest & human• No: boring, spam, sales or spin content/updates 44
  45. 45. Will social media hurt my brand?ONE FINAL NOTE 45
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  48. 48. A fun competition, an angry public – what could possibly go wrong? 48
  49. 49. Act Without Thinking 49
  50. 50. “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,”Apparently, CVS doesn’t care. And they’re actually not“Looking forward to hearing your stories! A “request tofollow” sent a week ago, has gone unanswered. A lockedTwitter stream for a Community Manager is not only anoxymoron, it’s one of the Internet’s silliest moves,perhaps ever. FAIL! No Interaction Attack Customer 50
  51. 51. QUESTIONS? 51

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