Social Media 101


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Social Media 101

  1. 1. Social Media 101 How to create a winning social media strategy.
  2. 2. Topics covered today What is social media? Why should I care? How has it affected marketing? What does a social media strategy look like? What do I need to get started? How do I use social media in my business?
  3. 3. What is social media?
  4. 4. What is social media? <ul><li>Web 2.0 – The platform </li></ul><ul><li>Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” (Wikipedia) </li></ul><ul><li>But really, it’s the conservation happening online 24/7 around the world. </li></ul>
  5. 5. What is social media? <ul><li>These conversations are happening between friends and strangers on Facebook, YouTube, Twitter, Flickr, LinkedIn, personal blogs, private forums and many many more social media websites and tools </li></ul><ul><li>Who in the room uses what? </li></ul>
  6. 6. Why should I care?
  7. 7. Why should I care? <ul><li>Because… </li></ul><ul><ul><li>3 out of 4 Americans use social technology </li></ul></ul><ul><ul><li>2/3 of the internet population visit social media sites </li></ul></ul><ul><ul><li>Visiting social sites is now the 4 th most popular online activity – ahead of personal email </li></ul></ul><ul><ul><li>Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time </li></ul></ul>
  8. 8. Why should I care? <ul><li>It’s also changing the way we get information and news. BIG TIME. </li></ul><ul><ul><li>“ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” – Rupert Murdoch </li></ul></ul><ul><li>And anyone who markets anything needs to know it’s like word of mouth, but 10x more powerful </li></ul>
  9. 9. SHOCKING, isn’t it?
  10. 10. How has it affected marketing?
  11. 11. How has it affected marketing? <ul><li>Recession caused marketers to look at social media as viable tool due to the low cost to set up and manage </li></ul><ul><li>Social media is making it quicker, easier and faster to execute traditional marketing ideas </li></ul><ul><li>Great news for small business </li></ul><ul><li>Increased reach that was formerly expensive to set up and manage </li></ul>
  12. 12. How has it affected marketing? <ul><li>Shift from push to pull </li></ul><ul><li>Traditional marketing = shouting for attention </li></ul><ul><ul><li>Seth Godin calls this “interruption marketing” </li></ul></ul><ul><li>“ Permission marketing” builds relationships first and sells second </li></ul><ul><li>Turn strangers into friends and friends into customers </li></ul>
  13. 13. How has it affected marketing? <ul><li>93% of social media users believe a company should have a presence in social media </li></ul><ul><li>85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers </li></ul>
  14. 14. What does a social media strategy look like?
  15. 15. It’s NOT just another marketing tool…it is an integrated strategy that can include: <ul><ul><li>PR and Publicity </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Loyalty building </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Event Planning </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Client/sales leads </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Relationship nurturing </li></ul></ul><ul><ul><li>Community building </li></ul></ul><ul><ul><li>Brand supporting </li></ul></ul><ul><ul><li>Brand monitoring </li></ul></ul><ul><ul><li>Storytelling </li></ul></ul><ul><ul><li>Fundraising/Sales </li></ul></ul>
  16. 16. Use together to create synergy. <ul><li>Understand each social media tool has its own community who are already using that medium to talk, share and listen. </li></ul><ul><li>Use tools together to create campaigns to increase your visibility </li></ul><ul><li>Tap into different users and communities that are already established and leverage the way they communicate online </li></ul>
  17. 17. Where do I start?
  18. 18. Where do I start? <ul><li>Who is my target market? How are they using the web? </li></ul><ul><li>What are your competitors doing? </li></ul><ul><li>What does my brand talk about? (messaging, values, personality) </li></ul><ul><li>What am I an expert in? </li></ul><ul><li>What social media tools and strategies make sense for me and my business? </li></ul><ul><li>Who is in my tribe? </li></ul>
  19. 19. Where do I start? <ul><li>How much time am I willing to spend on this? </li></ul><ul><li>What's my online persona? </li></ul><ul><li>What boundaries do I want to set for myself? </li></ul><ul><li>What is my comfort level with being online? </li></ul><ul><li>What are my interests/values? </li></ul><ul><li>Is there something you want to learn more about? Social media will school you! </li></ul>
  20. 20. What’s next?
  21. 21. What’s next? <ul><li>Know the winning principles of a social media strategy </li></ul><ul><li>1. LISTEN </li></ul><ul><li>2. TALK </li></ul><ul><li>3. ENERGIZE </li></ul>
  22. 22. Listen <ul><li>Private vs. Public listening </li></ul><ul><li>What are you listening for? </li></ul><ul><li>How do I listen? – hire help or do it yourself </li></ul><ul><li>Use tools - @ replies, alerts, searches, newsfeeds, tags, groups, Hootsuite </li></ul><ul><li>Tap into influencers online </li></ul><ul><li>Invite feedback to generate new products and ideas </li></ul>
  23. 23. Listen <ul><li>Don’t forget a conversation isn’t just one sided </li></ul><ul><li>Listen…and then respond. Now that’s PR, customer service, collaboration, networking, brand supporting etc. </li></ul><ul><li>Choose someone internal to interpret and manage the results </li></ul>
  24. 24. Talk <ul><li>Traditionally marketers spend a lot of time speaking about their products using PR, advertising and flashy campaigns </li></ul><ul><li>Traditional advertising isn’t talking though…it’s mainly shouting. </li></ul><ul><li>With little to no control over middle stages of the thought process </li></ul><ul><li>People have always had these conversations, just not online </li></ul>
  25. 25. Talk <ul><li>How do I talk using social media? </li></ul><ul><ul><li>Post a viral video – product info, education, how-to </li></ul></ul><ul><ul><li>Engage in social media networks and user generated content sites (ie. Facebook, Twitter, MySpace) </li></ul></ul><ul><ul><li>Start blogging </li></ul></ul><ul><ul><li>Create a community </li></ul></ul>
  26. 26. Talk <ul><li>What do I talk about? </li></ul><ul><ul><li>Be an expert </li></ul></ul><ul><ul><li>Support your brand and beliefs </li></ul></ul><ul><ul><li>How can you help your community and customers? </li></ul></ul><ul><ul><li>Give information away, share, collaborate </li></ul></ul><ul><ul><li>Respond to people online and engage in conversation </li></ul></ul><ul><ul><li>Be supportive and community minded </li></ul></ul><ul><ul><li>Make information useful </li></ul></ul><ul><ul><li>Talk about what you like…be a spokesperson too </li></ul></ul>
  27. 27. Energize <ul><li>Use the power of word of mouth to reach your most loyal customers and make them your number one spokesperson </li></ul><ul><li>What energizes someone is a good experience with your brand…even a bad experience can energize your customer if you handle it right </li></ul>
  28. 28. Energize <ul><li>Why word of mouth is successful? </li></ul><ul><li>It’s believable </li></ul><ul><li>It’s self-reinforcing </li></ul><ul><li>It’s self-spreading </li></ul><ul><li>On average 1 out of 6 of your customers is already talking online </li></ul>
  29. 29. Energize <ul><li>3 proven techniques for energizing your base </li></ul><ul><li>Tap into your customers enthusiasm with ratings and reviews </li></ul><ul><li>Create a community to energize your customers </li></ul><ul><li>Participate in and energize online communities of your brand enthusiasts </li></ul>
  30. 30. Conclusion <ul><li>Review the topic questions – did I answer them all </li></ul><ul><li>Did I answer your questions/goals </li></ul><ul><li>What new questions do you have? </li></ul>
  31. 31. For more info: <ul><li>Created by Heather Briggs </li></ul><ul><li> </li></ul><ul><li>Twitter: @heathrbriggs and @buddhabranding </li></ul>