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Brian groth’s quick guide to social media


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A few tips for earned media, owned media, and paid media

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Brian groth’s quick guide to social media

  1. 1. Brian Groth’sQuick Guide to Social Media<br /><br /><br />May 2010<br />
  2. 2. Overall Guidance: Earned Media<br />(Earned Media=Facebook, Twitter, YouTube, Fickr, Foursquare, etc.)<br />Be yourself: <br />A real picture of you or the team behind the service’s online profile (such as<br />Use your own voice; don’t speak like a press-release<br />Remember that this is relationship marketing<br />Think of your strategy:<br />Social media efforts are long term <br />Focus on your target segmentation <br />Solve the real needs of your community (people on different services have different needs)<br />Amplify existing efforts (leverage your owned media) <br />Be cost efficient (think of your ROI)<br />2<br />
  3. 3. Overall Guidance: Earned Media<br />Communicate:<br />No hard sales – support your customer, create something fun, etc.<br />Listen and share – it’s a two-way thing, not a one-way channel for your message<br />Let your customer be the hero/celebrity <br />Follow/”friend” your customers<br />Acquire customers/friends/fans/followers: <br />Share good, but relevant content<br />Reward followers with special offers<br />Re-tweet/like/share what your influentials in your industry say<br />Get your content shared/re-tweeted:<br />Name a follower or two in a tweet or comment<br />Give away stuff for re-tweeting/sharing your comment<br />Share breaking news<br />Use to shorten URLs (& track them)<br />3<br />
  4. 4. Overall Guidance: Earned Media<br />Drive traffic to your site<br />Share the same content multiple times (1 per major time-zone)<br />Pitch ideas to your community, asking for feedback<br />Have your profile point to your site or blog<br />Create unique metadata for your tweets (once released)<br />Listen:<br />Read the comments on your Facebook wall, your blog, etc.<br />Create Twitter lists to follow/listen to influentials<br />Use TweetDeck, Seesmic, or other always-on tools to participate<br />Use these same tools, plus Twitter Search,, or others to track your brand<br />4<br />
  5. 5. Overall Guidance: Earned Media<br />5<br />My Profile Examples:<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  6. 6. Overall Guidance: Owned Media<br />(Owned media = your own web site, like <br />This is your web site with your message<br />Include your own blog, regularly updated (like <br />Reuse content from your social media via Twitter @Anywhere, Facebook Open Graph, Messenger Connect, and embedded YouTube videos<br />6<br /><br />http://www.briangroth. com/<br />
  7. 7. Overall Guidance: Paid Media<br />(Paid Media = advertisements) <br />Use ads to drive traffic to your owned and/or earned media, depending on your strategy<br />Have the ad (image or text) match the tone-of-voice of the site you’re directing people to <br />7<br />Example of a theoretical banner ad<br />Search ad<br />
  8. 8. Useful Links<br />Know your Social Currency:<br />Twitter for Marketing:<br />Facebook for Marketing:<br />Facebook Page:<br />Good blog posting:<br />Words and phrases for Twitter:<br />