How to create and run a social media program by Serena Ehrlich for Gravity Summit 2010


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How to create and run a social media program by Serena Ehrlich for Gravity Summit 2010

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  • Text: A great way to share additional details about your companyMultimedia: Boost your stories by adding relevant, catchy informationSocial Network: Repurpose your information to create network specific content ensuring maximum success
  • How to create and run a social media program by Serena Ehrlich for Gravity Summit 2010

    1. 1. Welcome to Social Media…Now what?<br />Easy steps to creating a viable social media program<br />
    2. 2. Agenda<br /><ul><li>Shhh! Listen to this!
    3. 3. Setting your baseline: Measurement
    4. 4. Where to begin
    5. 5. Creating content
    6. 6. Joining the party
    7. 7. Promoting your social media platforms
    8. 8. How to grow your audiences
    9. 9. Finding new places to play
    10. 10. Case studies
    11. 11. Showcase your success: Measurement</li></li></ul><li>Setting Strategy & Goals<br />What makes senior management happy? <br />What are your business goals?<br />Customer engagement<br />Product development<br />Message permeations<br />Increased website traffic<br /><ul><li>Reputation management
    12. 12. Email/information capture
    13. 13. In-store/foot traffic… (hardest of all)
    14. 14. …….Options are limitless</li></li></ul><li>Getting Started: Shhhh!<br />Where are people talking?<br />Yelp? TripAdvisor? YouTube?<br />What are people saying?<br />Competitive intelligence<br />Unfiltered feedback<br />Industry rumors<br />Like you? Hate you?<br />Don’t forget to read blog comments<br />Tip: Use this information to create outbound discussion topics!<br />
    15. 15. Getting Started: Name Grab<br />Reserve your name: 100+ social media sites/networks across the web<br />Easy registration services:<br />Knowem<br />Namechk<br />User Name Check<br />Three benefits:<br />Easy for customers to find you<br />Protects your brand reputation<br />Increased visibility in search results<br />
    16. 16. Getting Started: Measurement<br />Your objectives will determine what to measure:<br />Creating relationships? # of interactions, likes, retweets<br /> Messaging? Track increase # of conversations<br /> Sales? Website traffic, coupon codes<br /> Info gathering? Info received<br /> Product development Focus groups<br />Tip: Get familiar with Google Analytics, it is a great way measurement tool!<br />
    17. 17. Content is King!<br />People ingest information in various manners so why not create content for each audience <br />
    18. 18. Joining the Party<br />Don’t just broadcast your message<br />Listen to feedback<br />Respond to feedback<br />Respond to negative feedback<br />Modify your messaging based on feedback<br />Give your audience something to do!<br />Are you measuring yet? <br />
    19. 19. Promote Your Social Media!<br />Most successful social media campaigns have an off-line PR component<br />Include your social network addresses:<br />Website<br />Email signature files of all employees<br />All marketing materials<br />Registered on list services: Listorious, #wefollow<br />Press releases:<br />Including links to multimedia<br />Links to additional textual information<br />Links to supporting industry articles<br />
    20. 20. Grow Your Audience<br />Build your program based on your feedback:<br />Partnerships<br />Ask your off-line partners to promote you to their audiences<br />Contact startups with similar target audiences/themes<br /><br /><br />Foursquare<br />Create a hashtag event<br />Contests/giveaways<br />60% of consumers join a fan page because of offerings<br />Partner/create an off-line event<br />
    21. 21. Don’t Forget to Measure<br />How to measure:<br />Use online, free websites<br />Google News Alerts<br /><br /><br /><br />Sentiment search: Search for adjectives: Good, bad, happy, unhappy<br />ROI by time: What time of day yields best results?<br />Use URL abbreviators to see which yield most clicks<br />
    22. 22. Making Mistakes<br />Everyone makes mistakes<br />Not every program/platform works<br />Average program takes 6-12 months to perfect<br />Don’t ignore negative comments<br />Assess the situation/impact:<br />Size of site<br />Audience<br />Site visibility<br />Site tone<br />Determine response<br />Update your blog with correct industry knowledge<br />Outreach publically<br />Outreach privately<br />Know when to shut up<br />
    23. 23. Case Studies<br />Fans: Einstein Bagels<br />From 4,333 fans to 336,000<br />Increased in-store traffic (coupon redemption)<br />Data Capture: Yoplait coupons in exchange for address<br />Increased in-store traffic (coupon redemption)<br />Identification of raving fans<br />Media Sensation: Rancho Bernardo Inn<br />Sold 750+ rooms in 10 days via Twitter<br />Over 9,000 on and offline mentions<br />
    24. 24. Questions?<br />Contact Me<br />Serena Ehrlich<br />Director, Social Media – BLAZE PR<br /><br /><br /><br />