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Social Media 201


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Drew Shope of Thrive Social Media's "Social Media 201" class, which covers a bit on social media basics and a bit on internet marketing strategy.

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Social Media 201

  1. 2. First of All: THERE IS NO SUCH THING AS A SOCIAL MEDIA EXPERT. This stuff changes about every 90 days or so. We are all learning what does what, and how it can work, and what doesn’t work. By the time the dust settles, it’s probably too late to catch up. We consider it a huge part of our job to keep up to date with the changes, and pass along the change’s relevance to you.
  2. 3. What is This Stuff? Wikipedia says: Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.
  3. 4. (via
  4. 5. Logizomechanophobia <ul><li>Fear of computers. </li></ul>
  5. 6. What’s “New” about it? <ul><li>Industrial Media = Television, Newspapers, Radio, Film (also called traditional media) </li></ul><ul><li>Social Media is user created , allowing a certain lack of filters and censorship (both good and bad). </li></ul><ul><li>This is really important. </li></ul>
  6. 7. Put it another way: <ul><li>You are competing for attention . </li></ul>
  7. 8. Not just for the Kiddos. <ul><li>Facebook has 500M active users (some estimates are closer to 570M) </li></ul><ul><ul><li>Each user averages 22 minutes a day on the site </li></ul></ul><ul><ul><li>This means that every minute, Facebook has 6 million users. </li></ul></ul><ul><ul><li>Fastest growing demographic is 55+ (~285%) </li></ul></ul><ul><ul><li>Second fastest growth is in 35-54 (~215%) </li></ul></ul><ul><ul><li>There are 16,000 YouTube uploads PER MINUTE </li></ul></ul><ul><ul><li>Average LinkedIn user is 40, and 60% of users make $93k + per year </li></ul></ul>
  8. 9. Benefits of Social Media <ul><li>Law of Attraction (pull marketing) </li></ul><ul><li>Cut through the noise </li></ul><ul><li>Allows you to establish yourself as an expert </li></ul><ul><li>Organically increases SEO (Search Engine Optimization) </li></ul><ul><li>Only investment is your time* </li></ul>
  9. 10. What is social media (really) <ul><li>It is another plank of your marketing plan </li></ul><ul><li>It is about broadcasting and about engagement </li></ul><ul><li>Most importantly, it is permission-based (The Pictures->Television->VCR->the Internet->Tivo->AppleTV) </li></ul>
  10. 11. <ul><li>Because it levels the playing field (it’s cheap) </li></ul><ul><li>Because it is targeted </li></ul><ul><li>It can take on a life of its own </li></ul><ul><li>It’s where people are! </li></ul>Why is Social Media important?
  11. 12. <ul><li>Social Media has changed the means of communication </li></ul><ul><li>Social Media also allows two-way and one-on-one communication </li></ul><ul><li>Social Media has not changed the need to know what your Product </li></ul><ul><li>Nor the necessity to understand what your customer’s needs are and how to meet those (It’s not about you, it’s about them !) </li></ul>
  12. 13. Let’s think of this another way… <ul><li>WHAT IS YOUR REAL PRODUCT? </li></ul>
  13. 14. Insurance
  14. 15. Travel
  15. 16. What are their psycho-graphic indicators? <ul><ul><li>*and what’s a psychlo-babli-graphli-wha? </li></ul></ul><ul><ul><li>What do they WANT? </li></ul></ul><ul><ul><li>What makes them tick? What makes them unique? </li></ul></ul><ul><ul><li>Think 25 y/o white male making $60k/year- One is a programmer, the other is a bouncer… </li></ul></ul>
  16. 17. in short... <ul><li>We are concerned with the your clients’ IAO variables </li></ul><ul><ul><ul><li>Interests </li></ul></ul></ul><ul><ul><ul><li>Activities </li></ul></ul></ul><ul><ul><ul><li>Opinions </li></ul></ul></ul>
  17. 18. Top FB hints: <ul><li>Add the phrase 'hit the like button if this is useful' </li></ul><ul><li>when adding links to the wall. </li></ul><ul><li>2. When canvassing opinion, ask question that only </li></ul><ul><li>require a short answer, (i.e.&quot;Do you like the new </li></ul><ul><li>site?&quot;, rather then &quot;What do you think of the new </li></ul><ul><li>site?&quot; </li></ul><ul><li>3. When possible tag people to posts. &quot;@Bill, I know </li></ul><ul><li>you'll like this...” </li></ul><ul><li>4. Ideally videos should upload directly to FB rather </li></ul><ul><li>then a YouTube embed so the Like button will </li></ul><ul><li>appear. </li></ul><ul><li>5. Links and pics are better than straight text links. </li></ul>
  18. 22. The Power of Twitter: <ul><li>Live Search </li></ul><ul><li>Track your customers </li></ul><ul><li>Anonymous Interview </li></ul><ul><li>Analytics </li></ul><ul><li>Social Intelligence Gathering </li></ul><ul><li>Competitive Analysis </li></ul>
  19. 23. Twitter <ul><li>What is Twitter </li></ul><ul><li>Who cares </li></ul><ul><li>Is Twitter for me? </li></ul><ul><li>Followers: how to get them, how to keep them, and why quantity is only as important as quality </li></ul>
  20. 24. Some tips for <ul><li>Watch your competition </li></ul><ul><li>Link back to your blog </li></ul><ul><li>Special offers keep people’s attention </li></ul><ul><li>Twitter buttons </li></ul><ul><li>Thanks followers </li></ul><ul><li>Give credit </li></ul><ul><li>Be honest and use your real voice </li></ul>
  21. 25. One final thought on Twitter <ul><li>Quality is as important as quantity! </li></ul>
  22. 26. Final Tips of Marketing <ul><li>Posts/tweets with “I” and “Me” do poorly </li></ul><ul><li>You are broadcasting, so it’s good to think about your audience. </li></ul><ul><li>Positive is better than negative </li></ul><ul><li>Breaking news is very powerful </li></ul><ul><li>Be careful with humor </li></ul><ul><li>“ politics religion and sex rarely improve with discussion” </li></ul>
  23. 27. Call to action Capture Conversion - (sale) Pique Interest Verify Legitimacy
  24. 28. SEO (search engine optimization) <ul><li>Keywords </li></ul><ul><li>Titles and Content matching </li></ul><ul><li>URL’s </li></ul><ul><li>Content and long tail searches </li></ul><ul><li>How to put all this stuff in a WP blog </li></ul>
  25. 29. Social Network Etiquette: yet another 80/20 rule
  26. 30. What makes for good blog content? <ul><li>The ‘Would I read this or Watch Lost ’ Rule </li></ul><ul><li>Brevity is Beautiful </li></ul><ul><li>The role the Blog plays on the Social Sales Process </li></ul><ul><li>SEO </li></ul><ul><li>Be honest, be edgy and don’t be afraid of being specific </li></ul>
  27. 31. Alternatives <ul><li>Tumbr - for artistic types </li></ul><ul><li>Quora - for consultants </li></ul><ul><li>MySpace  - For Musicians </li></ul><ul><li>Forums (or down the rabbit hole) </li></ul>
  28. 32. Other good ways to keep people on the site: <ul><li>Related posts </li></ul><ul><li>Featured Content </li></ul><ul><li>Pictures* </li></ul><ul><li>Top 10 lists* </li></ul><ul><li>Comics* </li></ul><ul><li>*Good etiquette is to ask permission and give credit for all material that you use from other peoples’ sites. </li></ul>
  29. 33. The Point is This: <ul><li>Be available to be found, have great content, and engage with your clients and customers. </li></ul><ul><li>Make a time commitment- whether it’s 15 minutes a week or an hour a day- to be active on Facebook, Twitter, or writing a blog post. </li></ul>
  30. 34. <ul><li>303.376.6220 </li></ul><ul><li> </li></ul>