Social Network Sites• Launched in 2004 from dorm room at Harvard• Demographic stats – Lifestyle networking – Most college students use it (85% market share!) – Young adults (largest segment 18 to 25) – Fastest growing networking site for 30 + age groups• Activity – 50% of active users return daily – Users spend an average of 20 minutes per day on site – Users connected to your company are called FANS – Users connected to you are called Friends
Social Network Sites• Launched in 2003• Demographic target: – Professional network (versus lifestyle network) – 80% college grad or post college grad – Tends to be “older” audience – average age is 41 – 65% male – Decision making authority within company• Activity: – Average connections ranges from 500+ (networking guru) to 50 (just looking around) – Users networked with you are called Connections – Use professional network to ask and answer questions Source: Slideshare Erickschonfeld, socialmediastatistics.com
Blogging• The single most effective Web 2.0 strategy• Blogging is easy and budget friendly to get started• You can contribute to other blogs or start your own• Blogs can be private, internal means of communication – Project teams – Management teams – Communicate & get feedback from staff• Or blogs can be public Blogger WordPress
Blogging• Twitter = micro-blogging• Twitter allows for very short messages• Messages have 140 character max• Twitter is easy to write, easy to read• Organizations and people stay connected via these quick burst of communications called “Tweets”• Followers & following
YouTube• Second largest search engine• Over 800 million unique users visit YouTube each month• Over 4 billion hours of video are watched each month on YouTube• 72 hours of video are uploaded to YouTube every minute• More than 20% of global YouTube views come from mobile devices• 3 hours of video is uploaded per minute to YouTube from mobile devices
Impact of Social Media• Social Media is growing very fast in small, mid and large size firms• Every company should have it as part of their marketing strategy (even if just a small part)• Social media strategies provide better results than other web marketing strategies you may already be using (especially SEO)
Marketing Strategy & Success• You Have a Plan for Your Marketing, right?• Basics of Marketing (Social needs to know) – Who are you? Are you Goofy or Mickey Mouse? – What are you offering? (Differentiators) What ONE thing? – Who are „they” - Who needs/wants your stuff and what are their points of pain? What do you want them to know? What are their wants, needs and challenges?• So – based on the above, what does your brand/voice need to be? (Social Content Strategy)• Determine how Social Media Marketing can align with your business goals
Going Social• Before Your Start Looking at Online Platforms – Look at Online People• Where is your target audience online? – Where are they on Social? How do they like to relate/communicate? – How much do they already know about you? – What do they want from you? – What do you want them to know?• Once you know this – then the Challenge is to create a schedule and generate content.
Step 1: Tools to Listen• Tools to help you listen: Many of these are “free”… – Google » Alerts » Blogsearch – Technorati – TweetScan – SocialMention
Wrapping up Listening• “Listen” lots of ways to on the internet• Don’t get carried away. Pick a few at first and keep it manageable.• Use what you “hear” to help you develop your content strategy.
Strategy & Success• NOW the challenge is to create a schedule and generate content.• Social media is a tool, not a goal. Develop a content strategy to create engagement, build trust and move people to action.• What is content?• What does your audience want to hear? (As you think through the buying cycle identify problems or concerns and write content that addresses your audiences needs.)• What action do you want your content to trigger?• Repurpose content.
Strategy & Success• Example: Gate City Rotary Club – Marketing Objective #1: Generate ticket sales. Create buzz surrounding the August 10th event and generate interest among primary target audience resulting in more than 5,000 total concert tickets sold. Connect and join the conversation. Follow @peterframpton and @gibsonguitar Like the Peter Frampton, Gibson Guitar, Gibson Custom Shop Traveling Exhibit Facebook pages…
Strategy & Success• Example: Gate City Rotary Club• Countdown to the concert. – Post weekly and then a daily countdown to the concert to serve as a reminder for fans to purchase tickets now if they haven‟t already.• Give fans something to talk about. – Ask fans to post when they have purchased their tickets and surprise the first 5 or so with a video from Peter Frampton thanking them each by name and saying he looks forward to performing for them in a few weeks. This will get them talking and generate some buzz.• Take them back in time. – Post photos and videos of Frampton in his early days to remind people of his top hits and remember when they were younger.
Strategy & Success• Measure and Adjust! – In order to effectively measure social media efforts, a combination of the following should be used.• Volume of mentions of your event• Volume of visits to your website• Volume of visits from specific social media sites• Number of new social media sites that mention your brand• Number of new fans and followers• Ticket Sales…