Social Media Engagement Training

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  • Use that as basis to pick tools to emphasize that\n
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  • Go over each area and tell them what it is, and what applications it’s used for. Give them some ideas on how people have used it. \n
  • The hub of your business, tone? Transparency, simplicity, ease to check out your other social profiles\n
  • Mail chimp\n
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  • http://www.marismith.com/facebook-timeline-for-business-pages-key-points-know/#\n
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  • https://www.facebook.com/ULTA?sk=app_289243091105634\n\nSocial proof, more believable\n
  • http://www.facebook.com/17Cosmetics?sk=app_279260718775452\n
  • http://www.facebook.com/lush.co.uk?sk=videos\n
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  • Coupons remain a leading driver of brand interactions in social networks,"\nDell Computers exemplifies a company that is selling products using social media. Its Twitter page, @DellOutlet, offers discounts exclusively to followers. Dell might tweet 15 percent off any Dell Outlet laptop or desktop with a special coupon code entered at checkout so they'll know which tweet you are seeing. @DellOutlet also points you to a specific web page. There is some interaction in terms of chats with tweeters. @DellOutlet has garnered more than 1.6 million followers and generated more than $2 million in incremental revenues for Dell. Traditionally, Dell would have spent a lot of money running print ads. Today, they can write a 140-character promotion to reach customers.\n
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  • http://www.facebook.com/17Cosmetics?sk=app_156789194417536\n
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  • Our hotel story\n
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  • Social Media Engagement Training

    1. 1. Social MediaEngagementTrainingDavid LiemPartner, Happy Marketerdavid@happymarketer.com Hello@HappyMarketer.com Hello@happymarketer.com
    2. 2. About Happy Marketer?• Headquartered in Singapore• Provides Strategic Consulting and Training Services• Focused on bringing market leading thought leadership in Social Media Marketing to APAC• Trained over 1500 professionals in less than 2 years• Yahoo & Google Certified Partners Hello@HappyMarketer.com Hello@happymarketer.com
    3. 3. David’s Profile Hello@HappyMarketer.com
    4. 4. Hello@HappyMarketer.com
    5. 5. Hello@HappyMarketer.com
    6. 6. Hello@HappyMarketer.com
    7. 7. IDK Hello@HappyMarketer.com
    8. 8. LOL Hello@HappyMarketer.com
    9. 9. OTOT Hello@HappyMarketer.com
    10. 10. FTW Hello@HappyMarketer.com
    11. 11. BF Hello@HappyMarketer.com
    12. 12. BFF4L Hello@HappyMarketer.com
    13. 13. BFFLTDDUP Hello@HappyMarketer.com
    14. 14. @}--->---- Hello@HappyMarketer.com
    15. 15. #Fail Hello@HappyMarketer.com
    16. 16. Friendzone Hello@HappyMarketer.com
    17. 17. Abuden Hello@HappyMarketer.com
    18. 18. Group Exercise!1. Your group will research, compare and decide to purchase a product / services: 1. Compact Digital Camera 2. Hotel in Singapore 3. Dentist in Los Angeles (challenge)2. Document your research process 1. Which sites did you visit? What videos did you watch? Articles did you read? 2. What influenced your buying decision? 3. Why did you choose that particular product/service Hello@HappyMarketer.com
    19. 19. Trust is harder to earn• How things used to be... Hello@HappyMarketer.com
    20. 20. How people are actually influenced Hello@HappyMarketer.com
    21. 21. What are the top reasons people choose ISEC?1. Doctor’s Expertise2. Word of Mouth3. Facilities4. Accreditation Hello@HappyMarketer.com
    22. 22. We have many tools to choose from... 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ usersSource: Official and Estimated statistics. Facebook,YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC Hello@HappyMarketer.com
    23. 23. TheSocial MediaLandscape Hello@HappyMarketer.com Hello@happymarketer.com
    24. 24. The Corporate Website Hello@HappyMarketer.com
    25. 25. Hello@HappyMarketer.comHello@happymarketer.com
    26. 26. Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for your social media channels Hello@HappyMarketer.com Hello@happymarketer.com
    27. 27. Strengths & Weaknesses Strengths• Effective for branding, sparking excitement with product announcements,• Information gathering from the official source Weaknesses• May appear ‘one-sided’, glossed over, fake• Info may not be as ‘cutting edge’ as 3rd party sites Hello@HappyMarketer.com
    28. 28. Facebook Hello@HappyMarketer.com
    29. 29. Timeline for Businesses, Features Hello@HappyMarketer.com
    30. 30. Hello@HappyMarketer.com
    31. 31. Strengths & Weaknesses Strengths• It’s where the fishes are• Repeat visitors, convenient channel to communicate• Great for branding, short term engagement Weaknesses• Hard to find direction/purpose, takes time• Not strong for conversions without significant incentives Hello@HappyMarketer.com Hello@happymarketer.com
    32. 32. Twitter Hello@HappyMarketer.com
    33. 33. Posting Company News Hello@HappyMarketer.com Hello@happymarketer.com
    34. 34. Customer Service Hello@HappyMarketer.com Hello@happymarketer.com
    35. 35. Strengths & WeaknessesStrengths•‘Faster than TV’, cutting edge•Easy to use, get ideas and answers•Used by mobile & tablet users•Share info quickly, directly interact, listenWeaknesses•140 characters, time consuming, narcissistic, boring, serviceoften overwhelmed, low engagement levels Hello@HappyMarketer.com Hello@happymarketer.com
    36. 36. YouTube Hello@HappyMarketer.com
    37. 37. Testimonials Hello@HappyMarketer.com
    38. 38. Strengths & WeaknessesStrengths•High degree of engagement, realism, more likely to be sharedand go ‘viral’•Powerful to shape user sentiment•Consistent content rewards consistent viewersWeaknesses•Costly (but high quality content almost always works) Hello@HappyMarketer.com Hello@happymarketer.com
    39. 39. Pintrest Hello@HappyMarketer.com
    40. 40. Strengths & Weaknesses Strengths• Fast growing network• Visually appealing• Easy to share Spark initial interest Weaknesses• Pictures must be visually appealing to attract attention• Cluttered• Lower degree of interactivity between brands and users Hello@HappyMarketer.com
    41. 41. The 4 Steps toSocial MediaSuccess Hello@HappyMarketer.com
    42. 42. Attract1. Existing Network2. Advertising3. Viral / Word of MouthGoal: Grow your community. Hello@HappyMarketer.com
    43. 43. In-House Promotion• Tags on TV, posters, brochures, website, events Hello@HappyMarketer.com
    44. 44. Advertise• Sponsored Ads, Facebook, Twitter Fan Page Web Page Hello@HappyMarketer.com
    45. 45. Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for your social media channels Hello@HappyMarketer.com
    46. 46. Advertise• Sponsored Ads on Mobile platforms• Hello@HappyMarketer.com
    47. 47. Viral / Word of Mouth Hello@HappyMarketer.com
    48. 48. Make it attractive to join Hello@HappyMarketer.com
    49. 49. Show off your satisfied customers Hello@HappyMarketer.com
    50. 50. Brainstorming Time• How can you spread the word about your social community? List out the mediums you will use• What’s the selling point? (“Why should I join?”)• How big do you want it to grow? (How many fans?) Hello@HappyMarketer.com
    51. 51. Attract1. Constant Content2. Community3. Customer ServiceGoal: Increase participation Hello@HappyMarketer.com
    52. 52. Create Constant Content1. Short videos2. Infographics3. Articles Hello@HappyMarketer.com
    53. 53. Care for your Community• Provide educational material Hello@HappyMarketer.com
    54. 54. Share community gen. content Hello@HappyMarketer.com
    55. 55. Lot’s of free stuff! Hello@HappyMarketer.com
    56. 56. ‘How it’s made’ videos Hello@HappyMarketer.com
    57. 57. Customer Service• Learn how to answers questions, complains. Hello@HappyMarketer.com
    58. 58. Hello@HappyMarketer.com
    59. 59. Responding to comments: LOFT• Fans complained that pants only look good on model, but not on real people. Demanded post pictures of real people. Hello@HappyMarketer.com
    60. 60. LOFT responded the next day• Use possible threats as opportunities• Stay calm and listen to comments: they may be valid• Respond and act quick: stay in the conversation. Hello@HappyMarketer.com
    61. 61. September 2009 – September 2010
    62. 62. Wall Strategy (December) From Tongue Twisters, Sing-a-long, Trivia’s…
    63. 63. Total comments 720 (average 8) Overall highest – 63 comments Total likes 680 (average 7) Overall highest – 70 likes
    64. 64. A TRIBUTE TO EARTH DAY (April 22, 2010) The theme for April isEnvironmental Awareness.Cheers is launching anapplication that serves as anawareness on how to maintainthe balance of a pond’s eco-system which will makehealthy water for fish andother living community in apond. An ECO FRIENDLY FUNACTIVITY for users keep thebalance in the eco-system tostop water pollution and actfast. Thus, we named theapplication as the Cheers ActFast Challenge.
    65. 65. Go Wild Over Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th
    66. 66. Wall activity just for the fans…
    67. 67. World Cup Finals (July 11/12 SGT)SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall…
    68. 68. Trivia on VideoPhoto Tagging
    69. 69. June 2010 interaction went to > 100 interactions. March’s highest interaction was 65. Avg. interaction would be 35 per month. Month Interaction Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193 March 2010
    70. 70. Hello@HappyMarketer.com
    71. 71. Hello@HappyMarketer.com
    72. 72. Activity Time!• How will your company constant engage fans?• What resources will you use? Self generated content? Other resources?• How often will you release content? Hello@HappyMarketer.com
    73. 73. Attract1. Contests2. Coupons3. Cell PhonesGoal: Influence perception, storevisits and purchases Hello@HappyMarketer.com
    74. 74. What level of engagement is appropriate?
    75. 75. Coupons• Exclusive discounts just for followers Hello@HappyMarketer.com
    76. 76. Quizzes Hello@HappyMarketer.com
    77. 77. Photo Contests Hello@HappyMarketer.com
    78. 78. Collaborations Hello@HappyMarketer.com
    79. 79. Hello@HappyMarketer.com
    80. 80. Hello@HappyMarketer.com
    81. 81. Hello@HappyMarketer.com
    82. 82. Activity• What action or decision do you want your customers to do Hello@HappyMarketer.com
    83. 83. Attract1. Size of Community2. Quality Conversations3. Revenue GeneratedGoal: Utilize metrics to makebetter business decisions Hello@HappyMarketer.com
    84. 84. Measuring Results Hello@HappyMarketer.com
    85. 85. Web Traffic Hello@HappyMarketer.com
    86. 86. Facebook Insights Hello@HappyMarketer.com
    87. 87. YouTube Insights Hello@HappyMarketer.com
    88. 88. Size of Active Community• The number of Facebook fans, Twitter followers• Blog posts, comments• The number of pictures, videos, article views Hello@HappyMarketer.com
    89. 89. Quality of Conversations• Did you learn anything from your customers? Did they learn anything about you?• Reviews? Hello@HappyMarketer.com
    90. 90. Revenue Generated• Sales from events, contests, and products promoted through social media• Reduction in marketing expenses• Set the right expectation about revenue Hello@HappyMarketer.com
    91. 91. Happy Marketer.more business from your website Online Reputation Tools Hello@HappyMarketer.com
    92. 92. Why it’s so important• Monitor, repair, and manage the status of the business• Stay in tune / connect with the customer, real time• Develop marketing ideas• Learn from the feedback it brings backs to you, whether positive or negative• Reformat your promotional materials to minimize the effects of a possible reputation threat Hello@HappyMarketer.com
    93. 93. Keyword monitoring Hello@HappyMarketer.com
    94. 94. Keyword Popularity Research Hello@HappyMarketer.com
    95. 95. Hello@HappyMarketer.com
    96. 96. Twitter Search Hello@HappyMarketer.com
    97. 97. Forum Monitoring Hello@HappyMarketer.com
    98. 98. Hello@HappyMarketer.com
    99. 99. Industry Monitoring Hello@HappyMarketer.com
    100. 100. Website Popularity Hello@HappyMarketer.com
    101. 101. Social Media Management Hello@HappyMarketer.com
    102. 102. Common challenges of growinga social network• Not enough fans• Not enough engagement• No variety in content• Not enough sales• No direction?• What are the solutions? Hello@HappyMarketer.com
    103. 103. The 4 Steps toSocial MediaSuccess Hello@HappyMarketer.com
    104. 104. The 4 Steps toSocial MediaSuccess Hello@HappyMarketer.com

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