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John Paul Fischbach Masterclass


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John Paul Fischbach Masterclass

  1. 1. So You Wanna… Effectively Use Social Marketing<br />
  2. 2. Network:<br />Password:<br />
  3. 3. Traditional Marketing<br />Paid ads: Newspaper/TV/Radio<br />Mailout/E-Newsletters<br />Posters<br />Postcards<br />Publicity<br />
  4. 4. New Marketing Principles<br /><ul><li>Word of Mouth is always your #1 form of marketing. 
  5. 5. Marketing is creating relationships based on trust.
  6. 6. Targeted to a specific niche.
  7. 7. Social Networking makes it easy for people to become ambassadors for you.
  8. 8. They can spread your message to a large amount of people with a minimum of effort.</li></li></ul><li>New Media Marketing<br /><ul><li>Transparency: allows your audience access ‘behind the scenes’
  9. 9. Collaboration and cooperation: creates a dialogue with your audience
  10. 10. Meet your audience where they are (Facebook, YouTube, Twitter, E-mail
  11. 11. Balances the personal and the professional</li></li></ul><li>How can you ignore this? <br /><ul><li>Facebook: 750 Million worldwide (almost 30% of which are in the 35-55 age group)
  12. 12. Twitter: 300 Million world wide (currently experiencing more than 100% growth every month, but with a high rate of recidivism) 
  13. 13. YouTube: 1 Billion views per day 
  14. 14. "It's not about age, it's about personality" </li></li></ul><li>The Plan: Nitty-Gritty<br />Social Media is an investment of time (how much?)<br />Start with the medium that you feel most comfortable with, move on to the next when have mastered that one<br />Choose someone to be your voice<br />Repurpose, repurpose, repurpose<br />All roads lead back to a central location <br />Own your name<br />
  15. 15. Social Marketing choices<br />The BIG 5 Some of the others<br />Facebook Page Twitter<br />YouTube Google+<br />Email Service Provider Blogs<br />2.0 Website<br />Foursquare<br />
  16. 16. E-Newsletters <br />Does list management for you<br />Creates HTML, across platform emails<br />Embeds graphics, links and fonts<br />Makes it easy for people to sign up<br />Tracks opens and click-throughs<br />Complies with privacy legislation<br />
  17. 17. E-Newsletter Choices<br />MailChimp<br />IContact<br />Constant Contact<br />Vertical Response<br />
  18. 18. Facebook<br />Personal, Group, Page<br />Page: available off FB, includes metrics<br />New ‘like’ feature brings FB to the web<br />Vanity URL: offline marketing <br />
  19. 19. Facebook Best Practices<br />Create a FB page<br />Populate the page: <br />Info<br />Photos<br />Events<br />Review tab<br />Pages to pages<br />Invite friends to ‘like’ your page<br />Post regularly<br />Linked to website<br />
  20. 20. YouTube<br />Interviews<br />Slide shows (photos)<br />Behind-the-scenes<br />Testimonials<br />Reviews<br />
  21. 21. YouTube Best Practices<br />Get a YouTube channel:<br />Fill out information, choose colours<br />Have YouTube address on collateral, etc<br />Share link on FB/Twitter<br />Embed in blog / email newsletters<br />
  22. 22. Twitter<br />Twitter is micro-blogging: 140 characters.<br />Hardest to understand, easiest to use, potentially most effective<br />The most personal platform<br />Establish parameters for your community before you start<br />Facebook is about keeping up with the friends you have, Twitter is about finding the friends you didn’t know you needed.<br />Twitter is constantly changing and growing<br />
  23. 23. Twitter ‘noise’sample of 2000 tweets<br />
  24. 24. Types of Tweets<br />Personal<br />Links<br />Direct<br />Indirect<br />Fun<br />Re-Tweets<br />Ask/Help tweets<br />TwitPics<br />
  25. 25. Twitter Terms<br />@: directs your tweet to a particular person, but it viewable to everyone<br />D: direct message, private to that person only<br />#: Hashtag: indicates a particular subject, makes it easy to follow <br />
  26. 26. Twitter Best Practices<br />Fill out all information, create an interesting profile and have a photo/logo<br />Check in 3 times/day for 5 minutes, respond to DMs and @replies<br />Create a custom background<br />Decide who you want to follow<br />Check out who your friends are following<br />Lists / Hootsuite<br />