Social Networking and New Media

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Social media is an essential marketing and public relations tool for any business or organization.

Learn how to effectively utilize platforms such as Facebook and Twitter in your marketing campaigns.

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  • This happened in 2006. 5 years agoGoogle AOL Customer Service and see what’s near the top.
  • Over 100 miles awayI don’t know this person. A Facebook friend commented on their note and it came up on my newsfeedThat friend of mine has 699 other Facebook friends who saw this, not to mention the friends of the original poster and others who commented.
  • It doesn’t take much more time to do things rightA lot of what we’ll see today takes very little time to keep up
  • This is a good exampleThese customers don’t have to tell anyone, its on the FB wall for all to see!DON’T DELETE negative comments or criticism. Address it quickly and try to resolve any issues.
  • You don’t have to be a social media user to benefit from the conversationsLISTEN to what your customers are saying about you, your competitors, or your industry
  • BAD EXAMPLE
  • Set up KeywordsGet Emailed alertsCheck on business mentionsWatch trends affecting your target market
  • Searches Facebook, Twitter, Fickr, YouTube, and many other sites
  • Take customer suggestionsAnswer questionsResolve ComplaintsDAMAGE CONTROL
  • Social Networking and New Media

    1. 1. Social Networking& New Media<br />Clayton Kraby<br />
    2. 2.
    3. 3. (<br />,<br />)<br />
    4. 4. BENEFITS OF SOCIAL MEDIA<br />Low Cost & No Cost<br />Build relationships with your customers<br />Become a Thought Leader in your field<br />Make it easy for your customers to spread the word<br />Generate traffic to your store, event, or website<br />
    5. 5. Good news travels fast.<br />Bad news <br />travels faster<br />
    6. 6. Vincent Ferrari called AOL to cancel his membership.<br />It didn’t go well.<br />He recorded it and put it on his blog.<br />It ended up on YouTube. Then the Today Show. Then the New York Times and thousands of websites.<br />
    7. 7. The AOL Customer Service representative was fired.<br />LOTSof bad publicity.<br />Thousands of customers left.Thousands more likely decided not to go with AOL.<br />AOLfined $1.25 million by the State of New York for these practices.<br />
    8. 8. Why can't you get good service in [ ]?<br />1. I was at [ ] Lumber the other day close to an hour with 3 things on my list. NOT 1 person asked if I needed help. I was all over the store looking for these items. After getting put out by the lack of service, I put everything back that was in my cart and walked out. UGH!<br />2. Was at [ ] with a friend the other night. After 10 min of waiting for service I walked up to the waitress station and asked if I could get drinks and menus...The waitress looked at me like why are you bothering me? Can't you see I'm busy visiting with the bartender. UGH! <br />3. At [ ] Eye Care I got called 3x by the DOCTOR making sure I had enough money to pay for my appt. Cash or debit card only...are you kidding me?  Definitely cancelled my appointment and won't ever go back... <br />
    9. 9. SOCIAL MEDIA<br />MYTHS<br />
    10. 10. MYTH #1: The Medium is the Message<br />SOCIAL MEDIA<br />MYTHS<br />
    11. 11. MYTH #2‘Let’s createa viral marketing campaign’<br />SOCIAL MEDIA<br />MYTHS<br />
    12. 12.
    13. 13.
    14. 14. (Population of USA = 307,006,550)<br />
    15. 15. MYTH #3We don’t need it<br />SOCIAL MEDIA<br />MYTHS<br />
    16. 16. MYTH #4I don’t have the TIME<br />SOCIAL MEDIA<br />MYTHS<br />
    17. 17. MYTH #5We can hire it out<br />SOCIAL MEDIA<br />MYTHS<br />
    18. 18. SOCIAL MEDIA<br />MYTHS<br />
    19. 19. HAVE A STRATEGY<br /> Provide Valuable Content<br /> Develop Relationships <br /> Attract Customers<br />
    20. 20. Be Remarkable<br />Get permission to<br />tell them more<br />Tell it to those<br />who care<br />They will<br />tell others<br />
    21. 21. Know Your Audience<br />Who are they?<br />What do they care about?<br />
    22. 22. Have A GOAL In Mind<br />Web Traffic<br />Event Attendance<br />New Customers<br />Program Participation/Awareness<br />
    23. 23. 80/20 rule<br />80% should be beneficial for your fans: helpful articles, exclusive details, personal interaction, etc.<br />Only 20% should be promotional<br />
    24. 24.
    25. 25. Great features for businesses & groups<br />Over 70% of US internet users are on Facebook<br />2nd most visited website(behind Google)<br />750 million active users<br />(US Population = 307 million)<br />
    26. 26. 3rd Largest Population<br />(behind China and India)<br />
    27. 27. Create your fan page<br />Start the conversation<br />Expand your fan base<br />Analyze and optimize<br />
    28. 28. Create your fan page<br />
    29. 29. vs<br />Profile<br />Page<br />‘Fans’<br />No Fan Limit<br />Visible to Anyone<br />For businesses, products, celebrities, groups, etc.<br />‘Friend’ Requests<br />Friend Limit<br />Visible to Friends <br />ONLY for people<br />
    30. 30. www.Facebook.com/FacebookPages<br />Click on<br />
    31. 31.
    32. 32. ADD PAGEINFORMATION<br />Descriptions<br />Location<br />Contact Information<br />Websites<br />Location Map<br />History<br />Mission Statement<br />
    33. 33. PHOTOS<br />180 x 540pixels<br />Utilize photos at top of profile<br />(^ Position your thumbnail)<br />
    34. 34. UTILIZE APPS<br />Allows use of HTML code<br />Create landing pages<br />Encourage ‘Liking’<br />Static HTML: iFrame Tabs<br />
    35. 35. Start the conversation<br />
    36. 36. Know your business<br /> What is your unique voice?<br /> What value will you offer your fans?<br />Know your audience<br /> What content are they interested in?<br /> What would engage them?<br />Know your goals<br />Raise awareness?<br /> Increase sales?<br />STRATEGY<br />
    37. 37. WRITING POSTS<br />3 – 4 times a week<br />Be informal<br />Keep it social<br />20<br />80<br />
    38. 38. make announcements<br />share news<br />invite feedback<br />
    39. 39. mention others in posts<br />UTILIZEFEATURES<br />ask questions<br />share links<br />
    40. 40. HAVE FUN <br />
    41. 41.
    42. 42. NEGATIVE FEEDBACK<br />
    43. 43. Expand your fan base<br />
    44. 44. INFORMYOURCONTACTS<br />
    45. 45. SOCIAL PLUGINS<br />Like Button<br />Comment Box<br />Activity Feed<br />
    46. 46. MARKETYOURPAGE<br />
    47. 47. VANITY URL<br />facebook.com/nike<br />Pages with more than 25 fans can set up vanity URL<br />Go to facebook.com/usernameand ‘Set a username for your Pages’<br />
    48. 48. Use Facebook Ads<br />Target by interests & demographics <br />Pay per click or per impression<br />Set a lifetime or daily budget<br />
    49. 49. Analyze and optimize<br />
    50. 50. INSIGHTS<br />
    51. 51. Questions?<br />
    52. 52. For Business<br />FOR BUSINESS<br />
    53. 53. Easy to use<br />Increased Exposure<br />Share links, photos, & more<br />
    54. 54. Follow– To subscribe to a Twitter account<br />Tweet– Individual message<br />RT or Retweet– Reposting another’s account<br />Trending Topics – Most discussed terms<br />
    55. 55. @username – Your public Twitter name and URL<br />Hashtag – Using a # symbol before a term<br />Shortned URLs – Shorter URLs save characters<br />
    56. 56. 140 Characters<br />‘Micro-blog’<br />Tweet from phone or computer<br />
    57. 57. Post tips, advice, and articles<br />Give customer service &technical support<br />Reach out to your customers<br />
    58. 58. Be informal & friendly<br />Listen for feedback andrelevant conversations<br />Follow others, mention othersretweet, and use hash tags <br />
    59. 59.
    60. 60. TWITTERSTATS <br />
    61. 61. Any Questions?<br />
    62. 62.
    63. 63. More than 2 billion views per day<br />35 hours of video uploaded every minute<br />More video uploaded to YouTube in 60 days than the three major US television networks created in 60 years<br />
    64. 64. Why YouTube?<br />Easy & Cheap to Create & Upload<br />Gives your business a personal touch<br />Allows for greater interaction with your target audience<br />
    65. 65. What to post<br />Podcasts & Interviews<br />Product/Service/Site Tours<br />How-To Videos<br />
    66. 66. Best Practices<br />Keep it short (1 – 3 minutes)<br />It doesn’t have to be professional quality<br />Share it on your website, FB, Twitter, etc.<br />
    67. 67. Review Stats<br />
    68. 68. BLOGS<br />
    69. 69. Wordpress.com vs Wordpress.org<br />Platform is free<br />Limitless Templates & Customization<br />
    70. 70.
    71. 71. No software to download<br />No HTML knowledge needed<br />Easy to create & maintain<br />
    72. 72. www.ThemeForest.net<br />
    73. 73. QUESTIONS?<br />
    74. 74. So How Do You LISTEN?<br />(to other people’s private conversations without being creepy)<br />
    75. 75. So How Do You LISTEN?<br />Most online conversations are searchable!<br />
    76. 76.
    77. 77. You can use the Facebook Search tool to find out if anyone mentioned you<br />
    78. 78. www.Google.com/alerts<br />Check on Competitors<br />Search broad topics<br />
    79. 79. See Also:<br />
    80. 80. Finally, you have to be willing to RESPOND<br />
    81. 81. Address customer concerns and issues<br />Make changes in response to customer feedback<br />Let them know changes have been made<br />Reward good customers<br />
    82. 82. Social Networking& New Media<br />Clayton Kraby<br />THE END<br />

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