Zeeland Business Academy - Social Media 201

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Part 2 of the City of Zeeland/Zeeland Chamber of Commerce Business Academy. Focused on Social Media integration in marketing and communication plans, how to measure ROI, metrics, potential pitfalls and social media faux pas.

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Zeeland Business Academy - Social Media 201

  1. 1. Social Media 201ZCC/COZHoward Miller Public LibraryThursday, February 24, 2011
  2. 2. Who am I?Jason Kehrer Husband. Father-to-be. Storyteller. Lifelong learner. Technophile.
  3. 3. What is TIG?The Image Group Creative. Strategic. People. Integration. Communication. Cultural Imapct.
  4. 4. Social media?Lots oʼpeople...talking to each other aboutyou, your brand, services,products, needs, desires,hopes, dreams, their pets, andalso some nonsense.
  5. 5. Social Media.Style of communication.Tools + networks.Twitter, Facebook, LBS, blogs.
  6. 6. Social Media. Short bursts. Constant stream, regularity. User-generated. Commenting + listening. Sharing.
  7. 7. “You canʼt just say it. Youhave to get the people tosay it to each other.” - James Farley CMO, Ford
  8. 8. “The old media paradigm was pay toplay. Now you get back what youauthentically put in. Youʼve got tobe willing to play to play.” - Alex Bogusky
  9. 9. Faux pas.
  10. 10. Faux pas. Kenneth Coles Egypt Tweet Offends Just About Everyone on Twitter
  11. 11. Faux pas.
  12. 12. Faux pas.
  13. 13. 0Faux pas. , 0 0 270
  14. 14. Faux pas.
  15. 15. Faux pas.
  16. 16. Location-Based Services.
  17. 17. Location-Based Services.
  18. 18. Location-based. “Own” your location. Specials. Find your regulars. Connect with otherbusinesses. See whoʼs busy.
  19. 19. ROI.Itʼs working if youare selling morestuff...sort of.
  20. 20. ROI. One metric of many. Layer themtogether. Not just numbers, impressions,friends or followers. Insight. Multiple touchpoints. Loyal customer base
  21. 21. ROI.Brandambassadorstelling your story.
  22. 22. ROI. Engagement. Trust. Insight. Involvement.
  23. 23. Benefits. Personality + brand essence. Direct connect to customers. Social search. SEO.
  24. 24. Metrics. Twitter: @mentions, retweets,diversity, new followers (Klout) (Topsy) Blogs: visits, length of stay, repeatvisits, RSS subscribers, referrals(Google Analytics) Facebook: interactions,demographics, post quality, etc.(Facebook Insights)
  25. 25. Big mistakes. Not listening, responding, engaging. Quick over-reactions. Not reciprocating. Fakeity-fake-fake. Forgetting about the handholds. Only worrying about numbers. You snooze, you lose.
  26. 26. Marketing & Comm PlanConsiderations. Pick the right tools to tell your story. Who are you talking to? Who is doing the talking? Are you listening? Whatʼs the voice and personality ofthe organization?
  27. 27. Setting a strategy.1. Observe + report.2. Set the stage.3. Socialize media.4. Find a voice...and a purpose.5. Words -> Actions. (Brian Solis/Mashable)
  28. 28. Setting a strategy.6. Humanize the brand!7. Community.8. Revise + Adapt...or die.9. Social Biz Process (CRM)10. Metrics
  29. 29. Policies.
  30. 30. Social media.No other tool like itto tell your story +showcase yourpersonality.
  31. 31. Upcomingevents.April Tech Lunch - ProductivityAppsThursday, April 14, 11:30ahollandchamber.org
  32. 32. Upcoming Macatawaevents.TEDxMacatawa PlanningFriday, February 25, 11:45aTIGTEDxMacatawa EventThursday, September 15Knickerbocker
  33. 33. Contact.@jasonkehrerjason.kehrer@imagegroup.com@imagegroupwww.imagegroup.com

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