Forum sustentar 2011 social media workshop 25 august 2011

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Forum sustentar 2011 social media workshop 25 august 2011

  1. 1. Social Media Workshop Forum Sustentar 2011 25 August 2011
  2. 2. Who we are. What we do.
  3. 4. Who would you alert? How many people could you reach in a day?
  4. 5. Where we’re headed… <ul><li>Social Media 101 </li></ul><ul><ul><li>Why </li></ul></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>How </li></ul></ul><ul><li>Working with the Tools </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Google </li></ul></ul>
  5. 6. Are you using Social Media?
  6. 7. Does Anybody Really Care ?
  7. 8. 85% - companies must interact with customers 52% - voicing opinions on social networking sites can influence business decisions of companies.  31% - purchase more from companies/brands they like or follow on social networks than from those they do not.
  8. 9. So What is Social Media Marketing?
  9. 10. It’s NOT
  10. 11. FOR SURE it isn’t Advertising Advertising
  11. 12. Social media defines the activities that integrate technology, social interaction and the sharing of words, images, video and audio. ~ IfPeople
  12. 13. In other words… Social Media is a conversation that takes place online
  13. 14. It’s a conversation more people are joining everyday
  14. 15. People Like This … <ul><li>By 2011, millenials will outnumber baby boomers </li></ul><ul><li>$350 billion in spending power </li></ul><ul><li>Spend over 16 hours a week online </li></ul><ul><li>96% have joined a social network </li></ul><ul><li>They care about what their friends think and what they like, not traditional marketing and ads </li></ul>UniversalMcCan Comparative Study on Social Media Trends http://tinyurl.com/dlzqnx “ Consumer 2.0” by Mr.Youth and RepNation Media http://tinyurl.com/cpja9q
  15. 16. And This … <ul><li>41% of babyboomers have visited a social networking site </li></ul><ul><li>+55 Women fastest growing demographic on Facebook </li></ul><ul><li>More stable, dependable income </li></ul>“ The Fastest Growing Demographic on Facebook” http://tinyurl.com/bl99qo
  16. 17. Social Media is a DIALOGUE not a monologue
  17. 18. Social Media is… <ul><li>Consumer-driven </li></ul><ul><li>Transparent </li></ul><ul><li>Engaging </li></ul><ul><li>Inclusive </li></ul><ul><li>Sincere </li></ul>
  18. 19. It isn’t.. <ul><li>Controlled </li></ul><ul><li>Impersonal </li></ul><ul><li>Exclusive </li></ul><ul><li>Formal </li></ul><ul><li>One-sided </li></ul>
  19. 20. What can Social Media really do for you?
  20. 21. Public Relations
  21. 22. Customer Relations
  22. 23. Loyalty Building
  23. 24. Collaboration
  24. 25. Networking
  25. 26. Thought Leadership
  26. 27. Recruiting
  27. 28. And yes, new customer acquisition too!
  28. 29. Okay, but how do you do it?
  29. 30. Have a Strategy
  30. 31. HOPE IS NOT A STRATEGY
  31. 32. Assign Responsibility
  32. 33. Live by a Process
  33. 34. Follow Don’t Lead
  34. 35. Decide what Channel for what purpose The Conversation Prism
  35. 36. Social Media Toolkit PICK YOUR TOOLS
  36. 37. LISTEN
  37. 38. Monitor your Brand LISTEN
  38. 39. And…Your Competition LISTEN
  39. 40. I’m listening... Now what?
  40. 41. ENGAGE
  41. 42. Old Marketing = Target Practice - Target - Interrupt - Hope
  42. 43. New Marketing = Ping Pong - Dialog - Relationship Building From “Trying to Sell” To “Making Connections”
  43. 44. Be Interesting
  44. 45. Experiment
  45. 46. Talk When People are Listening
  46. 47. Humanize Create Approachability Influence how your company is perceived
  47. 48. Measure Analyze
  48. 49. Social Media is WORK
  49. 50. Social Media Isn’t the answer to everything
  50. 51. If your product is garbage Social Media Won’t Fix it
  51. 52. Social Media Can Help… Repeat Visits
  52. 53. Social Media can be a little scary at first… If you need Help ASK
  53. 54. The Basics… Worth Repeating
  54. 55. Rule #1 HAVE A PLAN
  55. 56. Rule #2 LISTEN
  56. 57. Rule #3 ENGAGE
  57. 58. Rule #4 MEASURE
  58. 59. Developing a Strategy
  59. 60. The Prerequisite <ul><li>Make sure upper-management believes in social media </li></ul><ul><li>Sell, sell, sell is NOT the 1st goal </li></ul><ul><li>Be in it to build relationships – if not get out </li></ul><ul><li>Social Media is a long-term commitment not a marketing gimmick </li></ul><ul><li>Testing and experimentation keys to success </li></ul><ul><li>Having a strategy prevents </li></ul><ul><ul><li>misunderstandings </li></ul></ul><ul><ul><li>emphasizes why Social Media is relevant to your business’ overall goals </li></ul></ul>
  60. 61. 5 Steps For a Successful Social Media Strategy
  61. 62. #1 Determine Goals & Objectives <ul><li>Determine who owns social media </li></ul><ul><ul><li>Marketing, PR, or communications, or…. </li></ul></ul><ul><li>Understand your social media goals and objectives and how they tie into your overall company goals . </li></ul><ul><li>Keep it Specific, Measurable, Attainable, Realistic/Relevant and Timing (SMART!) </li></ul>
  62. 63. #2 Research <ul><li>Don’t just jump in… Research to know what to expect </li></ul><ul><li>Develop a list of social media sites where you can potentially engage with people.  </li></ul><ul><li>Check out each of the social media sites on your list and do additional research to determine relevancy  by searching for </li></ul><ul><ul><li>your brand name </li></ul></ul><ul><ul><li>your competitors </li></ul></ul><ul><ul><li>your target keywords.   </li></ul></ul><ul><li>Listen to what’s out there, identify and understand your target audience. </li></ul>
  63. 64. #3 Create a Digital Rolodex of Contacts and Content <ul><li>When done correctly, relationships will build naturally .  </li></ul><ul><li>Begin making connections by following the conversation.  </li></ul><ul><li>Subscribe to industry blogs, make list of influencers relevant to your business </li></ul>
  64. 65. #4 Join the Conversation <ul><li>Start joining the conversation by  posting </li></ul><ul><li>Promote others 12x’s more than you promote yourself </li></ul><ul><li>Be Helpful and engaging </li></ul><ul><ul><li>Deliver interesting and helpful content </li></ul></ul>
  65. 66. #5 Measure Results <ul><li>What you measure will  tie into the goals and objectives of your social media strategy. </li></ul><ul><li>4 commonly used objectives: </li></ul><ul><ul><li>Improve brand presence across social channels — Goal - increase # of followers and fans, comments, times your brand is mentioned, etc. </li></ul></ul><ul><ul><li>Increase positive sentiment about your brand —Goal to convert the # of positive mentions while taking note of negative mentions.  Has the ratio of positive to negative comments improved?  With the good comes the bad in social media. Get used to it! </li></ul></ul>
  66. 67. #5 Measure Results cont. <ul><li>4 commonly used objectives (cont…) </li></ul><ul><ul><li>Develop relationships for future partnership opportunities —This goal is to keep track of those with whom you’ve connected.  </li></ul></ul><ul><ul><li>Increase traffic to your website —Keep track of visitors to your website who come from each of your social media sites.  Use Google Analytics to measure activity including campaigns </li></ul></ul>
  67. 68. <ul><li>Profile vs. Page </li></ul><ul><li>Page Set-up </li></ul><ul><li>Landing Pages </li></ul><ul><li>Advertising </li></ul><ul><li>Engaging </li></ul>
  68. 69. Landing Page http:// www.facebook.com/apps/application.php?id =190322544333196
  69. 70. <ul><li>Vocabulary </li></ul><ul><li>Create Account </li></ul><ul><li>Backgrounds </li></ul><ul><li>Followers </li></ul>
  70. 77. More Tips for Gaining Followers… <ul><li>Find great stories from other people and share them with a link. Do this 3 times or more a day. </li></ul><ul><li>Share useful information that others can use, too. </li></ul><ul><li>Respond to other people using the @reply method. </li></ul><ul><li>Use Twitter Search (http://search.twitter.com) to find people talking about the things YOU talk about, and follow them! </li></ul><ul><li>Add your Twitter URL to your signature line in your email! </li></ul><ul><li>Don’t talk about your food </li></ul><ul><li>Don’t use Twitter like IM (use DMs for that) </li></ul><ul><li>Don’t tweet all about you: tweet all about them. </li></ul>
  71. 78. <ul><li>What is it </li></ul><ul><li>Why you need </li></ul><ul><li>How to use it </li></ul>
  72. 79. <ul><li>Google APPS </li></ul><ul><li>Alerts </li></ul><ul><li>Email </li></ul>
  73. 81. Social Media Workshop Forum Sustentar 2011 25 August 2011

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