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Do's And Don'ts of Social Media

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Comprehensive overview of five social media tools, rules of the road and social media metrics for the Louisville chapter of the American Marketing Association.

Published in: Business, Technology
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Do's And Don'ts of Social Media

  1. 1. The Do’s & Don’ts of Social Media Todd Earwood
  2. 3. Let’s Make A Deal
  3. 7. Confession
  4. 8. Todd, What is Social Media?
  5. 9. What is Social Media? <ul><li>Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings. </li></ul><ul><li>- Wikipedia </li></ul>
  6. 10. Company What is Social Media?
  7. 11. Translation: Share The Mic
  8. 12. Where to Start? Where to Start?
  9. 13. SM Examples A Few Options
  10. 14. Shift Over time… the web changed
  11. 15. Marketing
  12. 16. 06/05/09 © Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from: Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and Online Marketing Pro
  13. 17. Conversations Conversations are happening
  14. 18. If You Act Like you’re Listening If You Act Like You’re Listening
  15. 19. Share and Discuss
  16. 20. ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS. ONLY 78% OF PEOPLE TRUST RECOMMENDATIONS FROM OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
  17. 21. Company Rules of the Road
  18. 22. Know the Audience Know Your Audience
  19. 23. Listen Listen
  20. 24. Share Control Share Control
  21. 25. Trust Trust
  22. 26. Want to participate Participate
  23. 27. NOT… <ul><li>SOCIAL MEDIA IS </li></ul>
  24. 28. Show And Tell Show and Tell
  25. 29. Email Blasts Email Blasts
  26. 30. Magic Bullet Magic Bullet
  27. 31. Top 5 Tools Top 5 Tools
  28. 32. Blogs Blogs Take Work
  29. 33. <ul><li>Don’t think press release </li></ul><ul><li>Think conversation </li></ul><ul><li>Allow comments (share control) </li></ul><ul><li>Consistent content </li></ul><ul><li>Many free tools </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Blogger.com </li></ul></ul>Blog Rules
  30. 34. Blogging Don’ts Blogging Don’ts
  31. 35. Engage Bloggers
  32. 36. <ul><li>Web traffic </li></ul><ul><li>RSS subscribers </li></ul><ul><li>Comments </li></ul><ul><li>CPM for monetization </li></ul>Blog Metrics
  33. 37. Social Networks
  34. 38. Method 1: Build One
  35. 39. MetroMojo.com
  36. 40. Ning.com
  37. 41. Powered by Ning
  38. 42. Powered by Ning
  39. 43. Method 2: Join Them!
  40. 44. <ul><li>More than just college students </li></ul><ul><li>Fan/Brand Pages </li></ul><ul><li>Creative Advertising </li></ul>
  41. 45. Source: TheTrendWatch.com
  42. 47. Source: SocialMediaExplorer.com Source: SocialMediaExplorer.com
  43. 48. Source: RadicalTrust.ca
  44. 49. Facebook Ad Examples
  45. 50. Source: TechnoMarketer Targeted Advertising
  46. 51. Free e-book: technomarketer
  47. 52. <ul><li>Future Rolodex </li></ul><ul><li>Best Social Network for B2B </li></ul><ul><li>Profile </li></ul><ul><li>Hub </li></ul><ul><li>Expertise </li></ul>
  48. 53. Linkedin demographics LinkedIn Demographic Data Jun08 : ErickSchonfeld
  49. 54. Linkedin Decisionmakers LinkedIn Demographic Data Jun08 : ErickSchonfeld
  50. 55. Create a profile Step 1: Create a Personal Profile
  51. 56. Step 1.5: Complete Your Profile
  52. 57. Create A LinkedInGroup Step 2: Create an Organizational Group
  53. 58. Pose or Answer a LinkedIn Question Step 3: Pose or Answer a Question
  54. 59. <ul><li>Profile connections </li></ul><ul><li>Expertise in Answers </li></ul><ul><li>Group participation </li></ul>LinkedIn Metrics
  55. 60. <ul><li>Microblogging platform </li></ul><ul><li>Less than 140 characters </li></ul><ul><li>Immediate conversation </li></ul><ul><li>Easy to track metrics </li></ul>
  56. 61. Twitter stats Twitter Examples
  57. 62. Twitter stats Local Twitter
  58. 63. Twitter stats CEO Twitter
  59. 64. Twitter stats Customer Service Twitter
  60. 65. Trackable Conversations
  61. 66. Twitter stats
  62. 67. <ul><li>Keyword tracking (brand/competitor) </li></ul><ul><li>Search.Twitter.com (advanced) </li></ul><ul><li>TwitterLocal.net (geo) </li></ul><ul><li>TweetVolume.com (real-time) </li></ul>Twitter Metrics
  63. 68. Email Marketing Use Email For Participation
  64. 69. Email Marketing
  65. 70. SETH GODIN
  66. 71. Email Marketing <ul><li>Dear Todd, D oes the subject line above sound familiar? Reply to this email with the product it originally promoted and the year, to be entered in a drawing to win a deluxe ceramic MasterMine mug.. The winner's name and company will be published in the next end-user email. Good luck! </li></ul>
  67. 72. Email Marketing Many Fall For The FREE Prize
  68. 73. THEY REALLY LOVE FREE !
  69. 74. Measure For Margin
  70. 75. Email Providers <ul><li>My Emma.com </li></ul><ul><li>Real Magnet.com </li></ul><ul><li>Mail-Bots.com </li></ul>
  71. 76. Personal Metrics - Scott Monty
  72. 77. Remember. What happens in
  73. 78. … stays on
  74. 79. you think I’m making this stuff up?
  75. 81. red7e.com circa 2002
  76. 82. yourname.com SHAPE your brand
  77. 83. MONITOR your brand
  78. 85. Social Media Mantras <ul><li>Focus on delivering value, not taking </li></ul><ul><li>Engage, don't push </li></ul><ul><li>Measure results </li></ul><ul><li>It’s about people NOT tech </li></ul><ul><li>Be authentic </li></ul><ul><li>Don’t expect immediate results </li></ul>
  79. 86. Company Start Slow
  80. 87. Share and Discuss
  81. 88. Let’s Save the (Email) World
  82. 89. When You’re Mad…
  83. 90. <ul><li>Helpful </li></ul>It’s Very Clear! Not As Helpful !!!!!!!!! ALL CAPS
  84. 91. Let’s Connect <ul><li>ToddEarwood.com </li></ul><ul><li>Twitter.com/Earwood </li></ul><ul><li>Linkedin.com/in/ToddEarwood </li></ul>

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