S And Mite Marketing V3 Slideshare


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S And Mite Marketing V3 Slideshare

  1. 1. Social Media, SMM and Growing your Digital Footprint<br />Jaime Leger<br />Sheppard Leger Nowak, Inc. <br />
  2. 2. Are you ready?<br />
  3. 3. Quick Survey…<br />Have you submitted content to a social network?<br />Do you or a client of yours do social media marketing<br />
  4. 4. 39%<br />subscribe to an RSS feed<br />55%<br />have uploaded videos<br />57%<br />have joined social networks<br />83%<br />have watched video clips<br />Did You Know?<br />
  5. 5. What is Social Media?<br />
  6. 6. It’s conversation online<br />What is Social Media?<br />
  7. 7. What is Social Media?<br />Customers<br />Employees<br />Critics<br />Competition <br />Anyone with online access and an opinion<br />Who’s Talking?<br />
  8. 8. What is Social Media?<br />Social Networks<br />News and Bookmarking<br />Blogs<br />Micro-blogging<br />Video Sharing<br />Photo Sharing<br />Message Boards<br />Wikis<br />It’s powered by…<br />
  9. 9. What is Social Media?<br />Learn what people are saying about you<br />Create buzz for events and campaigns<br />Increase brand exposure<br />Find new customers and new opportunities<br />Improve your search engine visibility<br />Get your message out fast<br />Retain clients by establishing personal relationships<br />Gain competitive intelligence<br />Free Focus Group<br />It’s practical…<br />
  10. 10. What is Social Media?<br />It’s measurable…<br />Reach<br />Website visits / views<br />Volume of reviews / comments<br />Incoming links<br />Action and Insight<br />Sales inquiries<br />New business<br />Customer satisfaction<br />Engagement and Influence<br />Time Spent<br />Downloads<br />Sentiment of reviews / comments<br />
  11. 11. What is Social Media?<br />It’s a new communication model – it’s a dialogue<br />Which means it’s…<br />It’s not…<br />transparent<br />inclusive<br />authentic<br />vibrant<br />consumer-driven<br />controlled<br />organized<br />exclusive<br />product-driven<br />“on-message”<br />SM is not a strategy or tactic – it’s a channel!<br />
  12. 12. 10 Keys To<br />Social Media Success<br />
  13. 13. Experiment<br />1<br />Experiment with Social Media<br />Start off personally before professionally<br />Try a variety of social media tools<br />Be yourself<br />Make some friends<br />Share information<br />
  14. 14. Listen<br />2<br />Listen before participating<br />Find where your audience is participating<br />Read industry blogs<br />Join industry focused community forums<br />Google your company and your competition<br />
  15. 15. Plan<br />3<br />Spend time upfront planning how you will use social media<br />How can you make it central to your plan?<br />Think Post<br />People<br />Objective<br />Strategy <br />Technology <br />
  16. 16. Transparency<br />4<br />Be transparent and honest<br />Avoid Puffery <br />(people will ignore you)<br />Avoid Evasion and Lying<br />(people won’t ignore you)<br />Companies watched their biggest screw-ups make the TOP 10 on Google<br />
  17. 17. Share<br />5<br />Don’t be afraid to share content<br />Make your content easy to share<br />Incorporate tools that promote sharing<br />RSS<br />Email<br />Videos<br />
  18. 18. Personalize<br />6<br />Be personal<br />Act like a person<br />Don’t shout<br />Don’t broadcast<br />Don’t brag<br />Speak like yourself<br />Not a corporate marketing shill or press secretary<br />Personify your brand<br />Give something people can relate to<br />
  19. 19. Contribute<br />7<br />Contribute in a meaningful way<br />Think like a contributor, not a marketer<br />Consider what is relevant to the community before contributing<br />Don’t promote your product on every post<br />Win friends by promoting other peoples content if it interests you<br />
  20. 20. Learn<br />8<br />Learn to take criticism <br />Don’t try to delete or remove criticism<br />Listen to your detractors<br />Admit your shortcomings<br />
  21. 21. Proactive<br />9<br />Be proactive<br />Don’t wait until you have a campaign to launch<br />Start planning and listening now<br />Build relationships so they’re ready when you need them<br />
  22. 22. Accept<br />Accept that you can’t do it all yourself<br />Get buy-in<br />Organization<br />Team<br />Staff<br />Educate<br />Convince folks that social media is relevant to your organization<br />Plan<br />Get your team together<br />Discuss the options<br />Divide and conquer<br />10<br />
  23. 23. What is Social Media Marketing?<br />
  24. 24. Social Media Marketing<br />The approach to spreading awareness of your web content or brand, via the vast variety of social media destination on the web.<br />
  25. 25. Social Media Marketing<br />Customer Engagement<br />Multi-way<br />brandcustomer<br />customercustomer<br />Participatory<br />User-generated<br />Traditional Marketing<br />Lead Generation<br />Image Reputation<br />One-way<br />brandcustomer<br />Push and interrupted<br />Brand-generated<br />Traditional Marketing versus SMM<br />Social<br />Media<br />Marketing<br />Traditional<br />Marketing<br />
  26. 26. Where to Start<br />Define Goals<br />Website traffic and user behavior<br />Conversion and sales tracking<br />Page views, ad exposure<br />Growing brand awareness<br />Creating a positive brand assoc, and keeping it<br />Business development and broader customer reach<br />Voice of customer / market pulse<br />
  27. 27. Why Create an SMM Strategy?<br />More time than money<br />Complement you existing marcom<br />Hope to build qualified / niche-targeted site traffic<br />Improve search engine presence (rankings)<br />Open conversations / gather feedback<br />Build a community<br />
  28. 28. Why Social Media Matters<br />Communicate with and gain insights from target customers<br />Social media provides tremendous reach at a fraction of the cost of traditional marketing methods<br />Create awareness and buzz around your brand, service, or product<br />Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts<br />
  29. 29. Top Social Media Mistakes<br />Not doing it<br />“I don’t have time…”<br />Not having a purpose and plan<br />Random, meaningless content<br />Copy and pasting content on every site<br />LinkedIn is not the same as Facebook<br />Being too promotional<br />Beware of the “Amway” guy<br />Not sticking with it<br />“I got busy…”<br />
  30. 30. Social Media Tools<br />User<br />Generated<br />Content<br />Social<br />News<br />Social<br />Networks<br />
  31. 31. Social Networking Sites<br />Connect with customers and businesses<br />People and organizations connect and interact with friends, colleagues and fans<br />Micro-sites for your business within the social framework<br />LinkedIn, Facebook, and MySpace<br />Create online profiles<br />Share photos, video and audio, links<br />Send private message and IM<br />Learn more about people and organizations<br />Join groups and gain fans<br />
  32. 32. Social Networking Sites<br />DO<br />Create a page to promote your brand<br />Point your fans to your company blog or contests<br />Encourage a discussion and participate frequently<br />Explore targeted advertising opportunities<br />DON’T<br />Create a page and fail to maintain it<br />Try a hard sell approach<br />Censor comment<br />Spam your fans / friends with frequent private messages<br />Post false information<br />+<br />-<br />
  33. 33. LinkedIn Case Study<br />
  34. 34. How does it work?<br />Jaime has<br />created<br /> industry<br />group<br />I need more leads!<br />Hey! That group Mike just joined may be a good place to look!<br />Hi Jaime!<br />Can you introduce<br />me to Mike?<br />Man, I need a job!<br />Hey, I see Mike joined an interesting group. I will join!<br />Hi everyone!<br />Take a look at this<br />Interesting article<br />I just read.<br />Jack just<br />joined<br /> industry<br />group<br />Patty just<br />joined<br /> industry<br />group<br />Welcome to<br />my group!<br />Let’s connect!<br />
  35. 35. E-Blast<br />So What Was The Return?<br />
  36. 36. So What Was The Return?<br />LinkedIn<br />
  37. 37. Blogs<br />Blogs serve to establish your company as transparent, relevant, active and expert<br />Engage in dialogue with your customers<br />Improve your search engine visibility<br />Promote product launches and events<br />Gain expert status by providing useful tips<br />
  38. 38. Blogs<br />DO<br />Post on a regular schedule<br />Encourage conversation by asking questions<br />Respond to customers questions<br />Use a few bloggers from your company for more viewpoints<br />Post product reviews from customers or industry experts<br />DON’T<br />Write press releases – be real about why something is exciting<br />Let complaints go unanswered<br />Make users register to comment<br />Delete fair but critical comments<br />+<br />-<br />“Don’t blog to get known, blog to be knowable”<br />
  39. 39. Micro-Blogging<br />Microblogs are blogs limited to a sentence or two<br />People use microblogging to follow their friends<br />Companies use it to market their product or services by giving them a voice/identity<br />
  40. 40. Micro-Blogging<br />DO<br />Sound like someone who just happens to work at your company<br />Put a friendly face on the products<br />Pose and answer questions<br />Announce sales, deals, news, and updates<br /> Build buzz about big releases and events<br />DON’T<br />Re-tweet without giving credit to the original tweet<br />Re-tweet trending news, unless you have something to add<br /> Ignore a genuine direct message<br />+<br />-<br />
  41. 41. Video and Image Sharing<br />Upload and share images and videos<br />Videos can<br />Spark interest without hard-sell<br />Gain exposure and drive traffic to your site<br />Showcase your leadership in a field and spread customer testimonials<br />Can be lo-fi and cheap to produce<br />Perfect repository for<br />Video blogs<br />Taped seminars<br />Presentations<br />How-Tos<br />Behind the scene look at your organization<br />
  42. 42. Video Sharing<br />DO<br />Be informative, concise, useful, or entertaining<br />Create a summary and detailed description<br />Post video replies to others<br />Allow commenting and participate in the conversation<br />You tube is the next Google<br />DON’T<br />Just upload infomercials<br />Be afraid to experiment until you find a formula that works<br />Pull down others videos<br />Make it longer than it needs to be<br />+<br />-<br />
  43. 43. Wikis and Reference Sites<br />A wiki is a website that allows visitors to create and collaborate<br />Contributors can easily add, remove and edit content making them great social tools<br />Wikipedia.org is an online encyclopedia<br />Volunteers from all over the world can contribute to the site<br />
  44. 44. Wikis and Reference Sites<br />DO<br />Find references to your organization and update inaccuracies<br />Read the terms of use<br />Research competition<br />Use wikis to collaborate with your team<br />DON’T<br />Rely on them to be accurate<br />Spam or overtly advertise<br />Use it for SEO<br />Don’t sabotage competitors<br />+<br />-<br />
  45. 45. Social Media Myths<br />
  46. 46. Social Media Myths<br />“It’s for kids”<br />“It’s just a fad that will go away”<br />“It’s inexpensive”<br />“I can just hire a kid to run this for me”<br />
  47. 47. Social Media Myths<br />“If we just delete all negative comments, no one will see them”<br />“If we put our content on line we’re just giving our expertise away for free”<br />“Tell the programmers to setup that social media thing… and get them to make it viral while they’re at it”<br />“If we build it, they will come”<br />
  48. 48. Social Media Myths<br />“Social media might work for certain industries and business models, but it won’t work for us”<br />“You Tube is that site for funny cat videos – you will cheapen our brand by putting our videos on there”<br />“No seriously, I don’t think anyone will notice if we delete those negative comments”<br />“I’ve started a Facebook page so I’ve got social media covered”<br />
  49. 49. Social Media Myths<br />“We can’t measure social media results”<br />“Social Media<br />is hard”<br />“We have to figure this all out before we can start using social media”<br />“Social Media<br />is easy”<br />
  50. 50. Summary<br />Peer-to-peer discussions are more<br />influential than the mass media<br />Participate by enabling and feeding<br />the conversation (follow the 10 keys)<br />Be transparent and honest<br />
  51. 51. The 3-Month Test<br />Take on ONE social media site a month for 3 months<br />(pick a site, log in, get started)<br />Guarantee - at least one new customer, product idea, <br />or business asset<br />Follow up with each other mid February 2010 <br />
  52. 52. Everyone is connected. Connect your business to everyone.<br />Thank You!<br />