Social Media for MarketingNicole Jensen – Events Geek and Social Media Nerd For Edgeware, September 2nd 2012
Me Management, events, Events marketing business, marketing, Maximum exposure leisure psychology, Info share entrepreneurship Sourcing leads 80% volunteer and Community growth consultant work #BTUB Client work Personality marketing Learn Socialise
You Already have lots of knowledge and contacts What are your... Marketing goals? Existing profiles? Preferred social networks? Industries? Markets? B2C or B2B? Values and culture?
Today Outline Tips1. Importance and Have your websites up for considerations reference2. Suggested tools Ask throughout3. Strategy development Write down anything4. Resources and extras unrelated to ask later Feel free to tweet if you’re shy (#edgieNJ)
1. Importance and Considerations What are you here for?
The Crux of It Key Business Uses Aim Strategy Reason KPI Brand awareness Market research Customer service Marketing Goals Sustainability Reputation development • Thought leader or expert • Rogue or out-of-the-box 1. Importance and Possibilities
Some Basics Consistency When? Not straight away GOAL! Personal vs Business Keep recreational use separate If your brand is yourself (as a sole trader or personality) it all works too. Value people as individuals, not mere numbers Value manual activity over automatic 1. Importance and Possibilities
...Can Become Bashtags 1. Importance and Possibilities
2. Suggested Tools and Tactics Consider your brand. What would your business be like as a person?
Top 10 Social Media Trends - Randi Zuckerberg (20th Aug, 2012, SmartCompany)1. Luxury living, not luxury spending2. Loyalty programs3. Social media for customer service4. Mobile first5. Experts are curators6. Humour7. Crowdsourcing8. People as platforms and brands = uncontrolled messages9. Video and live-streaming10. Gamification 2. Suggested Tools and Tactics
Choosing Objectives and resources Long- and short-term Information to share Audience Dynamics Tech use Platform UI Size Culture Longevity Pic: Minh Uong/The New York Times, 2011 2. Suggested Tools and Tactics
The Worst Facebook Page Admin They: Consider Instead: “Like if...” and/or “share if...” Don’t ask for value, give it! “Fill in the blank:...” Variety of formats Use the same strategy 60-40 relatedness Only ask questions Direct Post image + unrelated text Indirect and URL Don’t profit from misfortune Comment on irrelevant Respectfully address current events – badly! feedback Are snarky to complaints 2. Suggested Tools and Tactics
The Worst Twerp They: Consider Instead: Ask for retweets or follows Follow slowly “RT if...” Grow organically “PLEASE RT!!!” Participate in conversation Follow many and hasn’t tweeted even once Know your industry tag Use too many hashtags Collate praise privately Retweet about themselves Have minimal apps Have too many third-party Don’t only link elsewhere apps connected Good customer services Exist only for traffic 2. Suggested Tools and Tactics
Publishing Platforms Professional Personal Wordpress Tumblr Young Blogger Pop culture, social justice, Slideshare politics, cats, NSFW Images, audio, video and text Email marketing Pinterest 79% females RSS Craft, fashion, weddings, DIY Images with links Medium (new!) Images and text 2. Suggested Tools and Tactics
Mobile Photos and Media Location and Gamification Instagram Foursquare Path Path Flock Yelp Facebook check-in Facedeals (video) Ethical considerations Who would use this? Why? 2. Suggested Tools and Tactics
Gamification Tasks and goals (mastery) Imagination (novelty) Created social environment Freedom (autonomy) Guidelines Feedback Peer Organiser Shared experiences 2. Suggested Tools and Tactics
Gamification Community Employees Participation The new “glass trophy” Referrals Motivation Behaviour information Creativity and competition Foursquare Have clear KPIs GetGlue Badgeville Fitocracy EpicWin 2. Suggested Tools and Tactics
Aggregation and MonitoringStorify Klout 2. Suggested Tools and Tactics
3. Strategy Development Be consistent, honest and relevant.
Setting up1. Identity Username and branding Static and dynamic information Business profiles vs employee accounts2. Credibility Content policies Introduce key individuals Keep content fresh (and know what’s popular)3. Trust Value for newcomers – e.g. FAQ or welcome video Value for existing community Do what you say 3. Strategy Development
Human Resources “The intern?” Possibly not! Marketing management You, the entrepreneur Encourage experience in new hires Resources Don’t block sites Routine Savvy workplace culture 3. Strategy Development
Writing Copy Have a decent profile bio/blurb short, honest, interesting not copied from your website Match your market – but stay true to your brand ‘We vs. I’ is a matter of strategy and taste Spell-check. Please. 3. Strategy Development
Personalising Approachability + value. Tips (Margin Media): 1. Avoid industry jargon 2. Show employees being themselves 3. Get in on conversation 4. Turn off the sales pitch once in a while 5. Humour builds priceless rapport – be tastefulPic: Anne Francis, Forbidden Planet, 1956 3. Strategy Development
Creative Strategy Integrate business strengths, connections Consider the community BBC America Livetumblr Be consistent and timeless Stay away from poor taste – be ethical Know fair use & IP law doctorpuppet.tumblr.com 3. Strategy Development
The Pfaff Tweet RaceLimitedscope 3. Strategy Development
Troubleshooting: Trolls, Haters and Others Have a clear policy Address legit concerns Legal obligation Sincere acknowledgment Keep watch Offer resolution Keep records Don’t only tell them to Remove phone or email • Private message Inform community • Use like you would email 3. Strategy Development
The secret? Effort. Plan around your GOALS Choose your platform wisely Build organically Be original, consistent and honest Value manual over automatic response Be interactive Stay on target Show, don’t just tell 3. Strategy Development
Resources Recap: Not Covered, But Useful: Presentation content Demographics in 2012 Slideshare pagemondo ROI infographic Storify (.png) Web strategy planning My social media basics table template By Bluewire Media and David Meerman Scott Creative Commons License, Attribution 3.0 Tweet @nicolejensen