About Kristin Warner 13 years of agency and corporate branding, advertising & PR experience. Co-founder of FirePath Communications, a social media marketing agency. Worked with start-ups to public corporations on communication, social media & brand strategy. Social media strategy & execution since 2006.
About the Class Build a social media foundation. Interactive. Ask questions. Have fun!
Today’s AgendaMORNING AFTERNOONSocial Media Review: Definitions & Uses YouTube 101Social Media by the Numbers LinkedIn 101Social Media Best Practices Promoting Your Social Media ProfilesTypes of Social Media Tracking & MeasurementBlogs 101 Strategy & Phases of EngagementFacebook 101 Social Media ToolsFacebook Exercise Q&ATwitter 101 (10-minute break at 2pm)(10-minute break at 10:30am)12pm-1pm: LUNCH
What is Social Media? Online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction between groups of people. These tools include blogs, message boards, podcasts, micro blogs, bookmarks, networks, communities, wikis, and vlogs.(from WebProNews.com)
Social Media is NOT A bulletin board for marketing & PR messages. One-sided. Immediate. A strategy in and of itself. The answer to your prayers.
Social Media Uses for Business Awareness. Word-of-mouth. Promotion: Build a sales funnel. Website visitors from social media stay TWICE as long and view 3X more pages than organic and PPC visitors. Customer satisfaction. Research & Insights. Recruitment.
Social Media Today Social networking accounts for 11% of time spent online in the US. (comScore) 89% of online shoppers read consumer reviews before making a purchase. 93% of people believe companies should have a presence in social media.
Social Media Today 133 million – The number of blogs on the Internet. (BlogPulse) 50 million – Number of tweets on Twitter per day. (Mashable, Feb 2010) 14.6 billion – Videos viewed per month on YouTube. (TechCrunch, June 2010) 20 million users become fans of Facebook Pages each day. WHY DOES THIS ALL MATTER?
Social Media Today It gives you the opportunity to speak with your customers everyday by going to them in the places they gather online, instead of working harder to bring a small percentage of them to you. BUT…You must be RELEVANT & USEFUL to break through the clutter.
Social Media MythsMYTH: Social media is free. TRUTH: Many sites and tools are currently free, but you still need to invest in advertising to drive traffic. Also plan to invest time…and time=money.MYTH: Social media will give my business an immediate boost.TRUTH: For almost all businesses building a loyal following takes time. Monetizing the following takes even longer. Plan on no monetization for at least 6-12 months.MYTH: Your number of Fans and Followers matters.TRUTH: Quality, not quantity, means business. Just because you have a large number of followers doesn’t mean they are engaged.
Social Media MythsMYTH: If you build it they will come.TRUTH: Just like a website, until you promote and drive traffic to your social communities, your content is a ‘tree falling in the forest.’MYTH: Social media isn’t measurable.TRUTH: There are a variety of tools and methods to measure mentions, sentiment, comments, traffic and click-thrus to your website, among others.MYTH: Social media killed traditional marketing.TRUTH: People still watch TV, visit websites, read email, etc. You need these media to to promote your social media profiles.
Do… Listen. Respond. Give. Keep it real. Think like your followers. Make sure your website is current. Think about what’s next.
Do Not… Be a robot. Sell. Sell. Sell. SPAM. Abandon your audience. Put up a social media outpost without content. Believe if you build it they will come.
Types of Social MediaIt’s more than just Facebook.
Social Networking Sites Websites that allow users to build online profiles, share information and connect with people who share interests. Sites usually consist of a profile/homepage for each user, links, photos and other info.
Blogs Short for ‘web log’, a blog is an online diary —a small website maintained by an individual that features regular entries of commentary, descriptions of events, or other material such as graphics or video.
MicroblogsLike blogs, microblogs areplatforms for people to postthoughts about topics but on amuch smaller scale. Amicroblog entry could consist ofnothing but a short sentencefragment, or an image orembedded video. It’s like apersonal news ticker.
Social Bookmarking Sites where a user can share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves arent shared, merely links that reference them.
Video & Photo Sharing Websites or software that allow users to share and distribute video clips and photos. Videos/ photos can be associated with a “channel” or “album” by user or company name.
Forums An online message board or an online discussion site where users gather to discuss subjects or topics. There is usually a moderator that sets guidelines for posting. Examples: Fodors, The Fashion Spot, Mac Rumors, Bodybuilding.com
Review & Opinion Sites A site where users can post product or service reviews and share personal experiences they’ve had with companies.
Wikis A website that allows the easy collaborative creation and editing of information on a topic, list or any number of interlinked web pages via a web browser.
Blog Platforms Wordpress Posterous TypePad Blogger Tumblr LiveJournal Moveable TypeTIP: HOST your own.
Blogging 101 Think value. Have an opinion. Offer something unique. Find a niche. Do it regularly. Find a voice and be an authority. Be transparent. Reveal sources & partnerships. Use keywords (tags) for every entry.
Comments Allow comments Don’t delete negative comments—it’s okay if people have a different opinion than you. Respond. Comment on other blogs (& include a link to yours).
Blog Promotion Find good keywords and topics using Google Trends and Google Keyword Tool. Submit your blog to Technorati, Blog Catalog and other blog directories so it can be found. Include an RSS feed. Link from your other social outposts. Link from your homepage.
Case Study: Harry Potter Theme Park Universal sought to communicate the new theme park to ensure acceptance and buy-in by the loyal fan base. Identified top 7 webmasters & owners of the biggest Harry Potter fan sites and message boards. "Secret" email invited them to a live webcast at midnight with Scott Trowbridge, SVP of Creative Services at Universal, and Stuart Craig, production designer of the Harry Potter movies for an announcement. After the webcast, news spread immediately across fan sites, online news sites, blogs and social media. This intensified after the original participants received video highlights. The results:• Over 1,000 pieces of coverage within 24 hours• More than 18,000 blog posts• 350 million impressionsAll from 7 bloggers.
Case Study: Wal-marting Across AmericaIn 2006, a blog called Wal-Marting Across America wasborn. It featured the journey of Laura and Jim, a couple ona trip in an RV, capturing lives and stories as they journeyacross the US, and park for free at Wal-Mart stores.Jim turned out to be a photographer for the WashingtonPost. Laura was a writer.The blog was funded by a fake organization created byWal-marts PR agency.Bloggers called them out. The media crucified them. Storiesappeared in Business Week, Fortune, Washington Post,Associated Press, Advertising Age, Media Daily, PR Week,Dow Jones and more.The agency behind it, Edelman, had their membership in theWord of Mouth Marketing Association placed in review. “Last week, Wal-Mart took a hit when bloggers on the Internet attacked the behemoth’s effort to burnish itsThey have since started a real blog, but it took years to image via its own bloggers, who were receiving compensation from the retailer for their efforts. Thegain back credibility with their influencers and consumers in episode may turn out to be an even bigger publicsocial media. relations disaster for Edelman, the retailer’s PR firm.” [Business Week, 10/17/06]
Now the No. 1 site on the Internet. Google is No. 2. 600 million active users. 120 million local businesses have Pages. 50% of users login every single day. Avg. user spends 55 minutes per day, and becomes a Fan of 4 Pages per month.
Facebook Pages Profiles are for people. Groups are for causes. Communities are out of your control. Pages are for businesses. If you create a Profile for your business and Facebook finds it, they may delete it. If you use your personal Profile to market your business, Facebook may delete it.
Page Best Practices Create good content before promoting your Page. Photos, videos, blog feed, links, discussions, polls, etc. Pick your Page name wisely…you cannot change it after you have more than 100 fans. Set username at facebook.com/username. Make it memorable, simple & searchable. Absolute Resorts vs. Absoluteresortsthailand Brand Tango vs. Brand Tango a marketing, technology firm
Settings Edit Page (left nav) to add Apps, change settings, add Admins. Use Facebook ads to drive traffic and add Likes (Fans). Use Insights to learn about your Fans and their actions. Create custom Welcome page. Like & Add Favorites. Claim your local business on Places.
Facebook Best Practices(for businesses) Post engaging content regularly. Your goal is interaction. Respond to questions in a timely manner—within hours or 1 day at most. Use contests, sweepstakes, exclusive offers and coupon codes. Ask questions. Use polls & surveys. Don’t go dark on the weekend—It’s typically the best time for interactions!
Facebook Apps Polls for Pages YouTube for Pages/Video Twitter for Pages Events Social RSS Payvment Ecommerce Storefront FBML (html for Facebook) Wildfire, Context Optional or Votigo: For contests, sweepstakes, coupons
Facebook Plug-ins Use to syndicate your Facebook Page interactions. Use to connect Facebook to your website. Find at http://developers.facebook.com/plugins
ExerciseBrainstorm 5 Facebook Page Wall posts. Wouldyou become a Fan?
Over 105 Million Registered Users 300,000 New Users/ Day 190 million Unique Visitors per Month—some use it only to consume media
Tweeting Message length: 140 characters or less including spaces. Using numbers instead of spelling out is ok. Abbreviations are common. Always cite your sources. Casual conversation. Provide value. Use shortened URLs (bit.ly, ow.ly, tinyurl).
Twitter CadenceTweeple, Tweeps, Twitterers: People using TwitterTweet: A message or status updateVia: Used to site sources. Used as “via @username”, “via Company/Name” or “via website URL”Visit: http://business.twitter.com/twitter101
Twitter Cadence(the language of Twitter)RT=RetweetResend a tweet from another user out to your followers.@usernameMessage to a user or citing a user, which will show up in your feed and theirs.#: HashtagCalling out a topic for others who may be searching for that topic. Great way to attract new followers.D: Direct messageA message that goes to another user’s inbox. It will not show up in their feed so no one else will see it.
Twitter Best Practices Listen first. Follow the leaders. Converse, don’t just broadcast. Thank users for Retweets. Monitor your brand, industry, competition with saved searches and lists. Complete your profile!
Do’s and Don’ts of Twitter DON’T focus on number of followers. DO respond. DO follow back IF they are of interest to you. DO leave room for a Retweet (less than 140 characters).
Make the most of Twitter with… Saved Searches Lists Organization tools like HootSuite and Tweetdeck Directory listings in WeFollow, Twellow, JustTweetIt, TweetFind
Twitter Apps & Tools Bit.ly: URL shortener with tracking twtpoll.com: Create Twitter surveys Social Oomph: Autoresponder and schedule tweets Social Identities: custombackgroundsfortwitter.comFind 1000s more at http://twitter.pbworks.com/w/page/1779726/Apps
Second largest search engine. 420 million unique visitors every month. 20 hours of new video uploaded to YouTube every minute. Google likes videos. The avg. Internet user watches 182 online videos per month.
YouTube Channels Channel is your branded profile on YouTube. Background/colors can be customized. Tag EVERY video. Use the word “video” in your tag. Find favorites to fill out your channel. Use YouTube Insights (in your profile) to view user stats. Complete your profile!
ExerciseWhat could you SHOW your customers thatwould add value to their lives and showcase yourbusiness?
Case Study: United Breaks Guitars Musician Dave Carroll said United Airlines’ baggage handlers broke his $3,500Taylor guitar. He went through the proper channels to be compensated but three employees hedealt with showed complete indifference. His fruitless negotiations with the airline lasted 9 months. So he wrote a song and recorded a video for YouTube. The YouTube video amassed 150,000 views within one day and over 8 million byMarch 2010. United contacted Carroll and said it would do the right thing. Attempting to put a positive spin on the PR nightmare, a United spokesman called theparody "excellent" and asked Carrolls permission to use the video internally fortraining. They also issued a public apology to him and paid him $3K.WATCH THE VIDEO: http://www.youtube.com/watch?v=5YGc4zOqozo
Largest B2B social networking site. Used for finding: Jobs Strategic partnerships Clients 80 million users in 200 countries. A new user joins every second. Executives from all Fortune 500 companies are on LinkedIn.
Your LinkedIn Profile Use keywords to highlight skills, accomplishments. Include professional photo – no beers or sunglasses. Stay current. Ask for Recommendations. Use apps to connect to other social media profiles like Twitter, blog.
LinkedIn Best Practices Be transparent. Tell them who you are and why you are connecting. Don’t oversell. Think mutual benefits. Be professional. This is a different tone than Facebook. Add Company Profile.
LinkedIn Groups Find your customers and business partners in Groups. Daily or weekly alerts via email that show excerpts from discussions within the group. Start and participate in discussions. Post events. Find new connections. Start your own niche Group.
LinkedIn Answers Discussion board where users ask questions in different subject categories. Establish yourself as an expert. Find people who need your services (or need a good partner).
Niche Sites Find hyper-targeted audiences on industry or topic- specific social sites. Find them at http://www.Traffikd.com
RSS Really Simple Syndication Content in. Content out. Subscribe through a feed reader like Google Reader, My Yahoo, NewsGator Your best friend because it: Automates content distribution Brings you good content
Promote Social Media Profiles Widgets/Links on your website & blog. Links in email signature. Cross pollinate: Links on all social outposts to your other social outposts. Links in email newsletter. Promote in-store. Use in traditional ads (print, TV, radio, etc.). Like & Share buttons on every website page.
Strategy Basics Social media strategy should support your overall business goals. Social media should support other marketing efforts. Define what you want and how success will measured. Own a concept, and think value. Write a 12-month plan with timelines.
3 Phases of Engagement PHASE : Building Create value through content Create awareness (links in) 3-6 months PHASE 2: Interaction Build trust & report Use contests, polls & other interactive tools 6-9 months PHASE 3: Conversion Ask for sales & feedback 9-12 months
What to Measure Traffic Comments Shares Offer code redemption Engagement / Interactions Sentiment (positive, negative, neutral) Buzz volume (how much conversation, is it up or down) Conversions (sales, leads/inquiries, downloads, subscriptions, calls, etc)
Tracking & Conversion Tactics Google Analytics Landing pages with unique URLs. (Google Analytics, Bit.ly) Offer codes that you ONLY use in social media. Website Sales & Traffic Stats—compare to social media activities… Unique visitors Length of stay Page views per visit Average sale Repeat customers
Other Great Tools Mashable.com: The best info on social media SM Monitoring Tools (paid): Radian6, BuzzMetrics, Sysomos, Sentiment Metrics, BuzzLogic, Guest Pulse (restaurants) Smart Brief (news curator) Alltop (news curator)
5 Key Takeaways Provide value. Have a strategy & plan. Always ask, “what do I want them to do?” Use the social sites that provide the best opportunity for return. Use a couple sites regularly rather than many sites inconsistently.
FirePath Services for Small Businesses3-month Social Media Boot Camp One-on-One Strategy Session-1-hour call per month Half-day, one-on-one counseling session where we will review your business and give you the tools and guidance you’ll need to easily-Unlimited email support – your “help desk” for social media create your 12-month social media strategy & plan. We will analyze-Basic technical assistance setting up social media tools your business goals and generate ideas for social media promotions and tactics that support them.-Support in creating annual strategic plan In the session we will:-Guidance on social media content, promotions -Select the right social media platforms for your business-Updates on latest social media techniques, tools and technology -Create a content topic list with ideas for blog entries, article topics-Ongoing assistance in analyzing results and optimizing your efforts$735 ($585 for students) -Review the essential components of the social media plan -Write social media goals for your business -Create specific tactics for your business to achieve the goals After you create your plan we’ll review it and provide feedback to help you refine it and solidify your plan. $645 ($485 for students) Social Media Audit We’ll look under the hood of your existing social media program and analyze your profiles, content, videos, photos and all other assets you currently have in place. Then we will create a report with critical findings, recommendations, optimization and enhancement opportunities. We’ll present this report with you in detail in an hour-long consultation call where you can ask questions, voice concerns or gain insights into social media. $425 ($375 for students) http://www.firepathinc.com/services
Presented by 13830 Oneida Dr. Suite F2" Delray Beach, FL 33446" 561.404.1097" www.ﬁrepathcommunications.com" kwarner@ﬁrepathinc.com" Twitter: @ﬁrepathinc"LinkedIn: http://www.linkedin.com/in/kristinwarner" LinkedIn Group: Social Media Thinktank"