Introduce self. Have students introduce themselves and their business.
Leveraging the conversations from social media for your business using “Pull” marketing techniques. Twitter, Facebook, blogging, LinkedIN, Pinterest, Google +1, social bookmarks, social networking, social photosNot – websites, banner ads, classifieds, online newslettersShould be a part of your greater marketing plan in your business plan.
Foundation of Data – measure and monitor simultaneously,Audience’s Needs – better understanding due to researchTarget Audience – interact directly, no gatekeepers, engagementNew Tools – change quickly, learn quickly, initiatives shift to incorporate new toolsPeople have changed – expect social media marketing with an immediate response, not passive customers and don’t want to be pursued, want authenticity
Relationship building - ability to build relationships with actively engaged consumers, online influencers, peers and more. Brand building - raise brand awareness, boost brand recognition and recall and increase brand loyaltyPublicity - share important information and modify negative perceptionsPromotions - exclusive discounts and opportunities to your audience in order to make these people feel valued and special, as well as meet short-term goalsMarket Research - learn about your customers, find niche audiences, learn about consumers' wants and needs, and learn about competitors.
Personal, humanConversation starter with customers, InteractiveWord of mouth marketingLoyaltyEmpowermentSpy on competitionEstablish a brand/raise awarnessMarket researchStrengthen customer service/real-time customer satisfactionCheap marketing
Negative feedbackTrollingCompetition can spy on you
Phase 1: No online activityPhase 2: Small number of news/bloggers republishPhase 3: Many bloggers/news republishPhase 4: Republished by individuals as well as organizations, conversation starts, enters top trends, remakesPhase 5: Conversation spreads globally and in multiple languages
Social Media for the Workplace Day 1
Social Media for the Workplace BREANNA WESTON DIGITAL NATIVES: TECHNOLOGY COACH BREANNA@DIGITALNATIVESCOACH.COM (503) 567-8402
What is Social Media Marketing? See Wikipedia for Social Media definition. Social media marketing Social Media Marketing is any form of direct or indirect marketing that is used to build awareness, recognition, recall, and action for a brand, business, product, person , or other entity and is carried out using the tools of the social web, such as blogging, microblogging, social networking, social bookmarking, and content sharing.
How is it changing the marketing world? Foundation of Data Audience’s Needs Target Audience New Tools People have changed.
How it helps your business? Relationship Building Brand Building Publicity Promotions Market Research
Who should be doing this? Businesses whose target audience is online. Business Plan - Target Audience Pew Internet – Generations Report
Where should you be? Business Plan – Target audience Demographics of Social Media Household spending : who spends how much on what Statistical Abstract Consumer Expenditure Survey Marketing Plan Goals Time and money How you will accomplish those goals
Unrealistic Expectations Immediate success – Viral Takes time and work – marathon not sprint Not free Time Development and Apps Indirect and Word-of-Mouth Marketing
Social Media Marketing in 10 Steps1. Identify Goals2. Evaluate Your Resources3. Find Audience4. Create Consistent Content5. Diversify Social Media Presence6. Create a Schedule7. Join Online Conversations8. Allow Community to Control Conversation9. Analytics (Quality not Quantity)10. Persistency and Continue Learning
Incorporating Social Media into Your Marketing Plan
Marketing PlanMarketing Plan Social Media in Your Plan Overview Advertising Purpose/Goals Mention of the specific Products/Services tool. Market Target Market Budget Competition Include time. Pricing Action Plan Advertising SMART Objectives Budget Action Planhttp://www.missouribusiness.net/docs/marketing.pdf.
Sample Goals Encourage interaction and build relationships Syndicate your content Increase linkability and reward inbound links Listen to online conversations Identify key influencers in your space Develop content based on what you learn Participate, comment and generate interesting content Become a resourcehttp://expansionplus.com/impr/social-media.html
Example of SMART Objective Participate, comment and generate interesting content Create a Facebook Fan Page by August 1. Post 4 times per week and reply to 100% of the comments and wall posts. Review on November 1. Create a content calendar to organize and track content. And use content calendar. Review on November 1. Syndicate your content and become a resource Create a blog with RSS by August 1. Post 4 times per week and reply to 100% of the comments and wall posts. Review on November 1. Employ trackback and analytics on blog. Review on November 1.
Try It What are your marketing goals? Write down 2 SMART objectives.
Blogging Blogger WordPress LiveJournal Tumblr People do not have to have accounts to these websites to access your blog. Choosing a platform is based upon tools of the platform and personal preference.
Multimedia Youtube Slideshare Prezi iTunes People do not have to have accounts to these websites to access.
Others Wikis Research PBWorks Mendeley Wetpaint Zotero Books Location Based Goodreads Gowalla Paperback Swap FourSquare Virtual Worlds Second Life The Sims Online
Wednesday ANALYTICS SOCIAL MEDIA OPTIMIZATION (SMO)SEARCH ENGINE OPTIMIZATION (SEO) BEST PRACTICES
Open Lab• DEVELOP/REVISE MARKETING PLAN TO INCLUDE SOCIAL MEDIA• CREATE SMART OBJECTIVES• RESEARCH TOOLS TO DETERMINE WHICH ONES FIT YOUR TARGET AUDIENCE• CREATE ACCOUNTS TO RELEVANT TOOLS