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Social Media SGIA
This document discusses social media marketing strategies for small businesses. It begins by introducing Mandel/Screentech as a small business that provides prepress and graphic design services. It then discusses using various social media platforms like LinkedIn, Facebook, YouTube, and Twitter to engage clients and prospects. The document provides tips on creating viral content, monitoring conversations, and using tools to link social media profiles. It emphasizes that social media is about conversation rather than overt selling. Overall, the document provides an overview of how a small business can leverage social media for marketing purposes.
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Social Media SGIA
- 1. SOCIAL MEDIA MARKETING RICK MANDEL PRESIDENT MANDEL/SCREENTECH MEMBER SGIA ASPT
- 2.
- 3. Who is MANDEL/SCREENTECH SMALL BUSINESS THAT WILL USE SMM PREPRESS FOR SCREEN PRINTING FILM POSITIVES AND DOT PROOFING PROFILING √ VIRTUAL FILM REMOTE ASSISTANCE/Mac √√ CUSTOM GRAPHIC SOLUTIONS LARGE FORMAT PRINT EVENT GRAPHICS RETAIL IMAGERY √ VARIABLE IMAGERY √√
- 4. My Goal Today…….. Introduce Social Media; Electronic Conversation Shock and awe…. Social media marketing is a conversation Where it fits the “smaller” biz
- 5. Behind the Curtain Web 2.0 Flash and Ajax Real time calculating and updating Kayak
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- 7. My Opinion forthe Small Print Company LinkedIn: Biz Focus: Sales and networking; Facebook: good to push to create a community. Personal and biz related Youtube: great technology to place within a site Twitter: nobody wants to know what I am doing, but they may follow you? Two way. Blogging: One way “twitter” and more verbose Success is if your client or prospect participates, which is the “buzz”, and when you learn more about your own biz through the eyes of others
- 8. So, Is ThisHow You Feel?
- 10. Who R U?Google and see.
- 11. Social Media aFad?
- 12. Is social mediareal?
- 13. Is Social MediaA Fad?
- 14. Is Social MediaA Fad?
- 15. Is Social MediaA Fad?
- 16. Is Social MediaA Fad?
- 17. Is Social MediaA Fad?
- 18. Is Social MediaA Fad?
- 19. Is Social MediaA Fad?
- 20. Is Social MediaA Fad?
- 21. Is Social MediaA Fad?
- 22. Is Social MediaA Fad?
- 23. Is Social MediaA Fad?
- 24. Is Social MediaA Fad?
- 25. Is Social MediaA Fad?
- 26. Is Social MediaA Fad?
- 27. Is Social MediaA Fad?
- 28. Is Social MediaA Fad?
- 29. Is Social MediaA Fad?
- 30. Is Social MediaA Fad?
- 31. Your Website IsNot the Center of the Universe and ever expanding
- 32. Your Website IsNot the Center of the Universe Forever Expanding It's common knowledge that the universe is expanding, as is the Internet. The "boom" is back on and with it being increasingly easy to establish a web presence mirroring the expansion of the universe.
- 33. Your Website IsNot the Center of the Universe Forever Expanding By 2010, Millenials/X’ers /Y’ers will outnumber Baby Boomers. These “digital natives” have never known life without ATM’s, Internet, or 24/7 TV. They have more online friends then real ones …. and they are our vendors and clients.
- 34. Your Website IsNot the Center of the Universe There probably isn't a company in America that isn't wresting with the problem of managing different generations. Baby boomers, Gen X, Millenials: they all seem to want something different. Boomers are good team players, love the social interaction at work, will work all hours and are willing to invest time in working their way up the corporate hierarchy. Gen Xers are so much more skeptical, think the boomers are crazy to work so hard, and are determined to do a good job -- but also to go home at night and have a life. And the latest crop -- Millenials -- have no patience at all; if they're not happy, they won't work through it: they just leave. Boomers like handwritten notes and phone calls, Gen X mostly do email and Millenials do text or instant messaging. How are you supposed to pull all these people into a team and get them to work well together? They don't talk the same language or use the same tools. Some days, it feels like herding cats.
- 35. Where the Buzzis Trending
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- 37. Create the Buzz ForeverExpanding
- 38. VIRAL MARKETING VIRALMARKETING -(n) A form of online marketing characterized by the voluntary spread of a piece of media from person to person, or host site to numerous people. Good or bad Coke/Starbucks
- 39. Viral Video HTTP://WWW.AWGBRANDS.COM/ BEENTHERE.HTML
- 40. Naked Cowboy HTTP://WWW.YOUTUBE.COM/WATCH? V=HBA775UJSR8
- 41.
- 42. More Viral Video http://www.youtube.com/watch?v=VpAuDrs5ocg
- 43. Brand Name “checkit out”
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- 46. Or Lack ofConversation Ads YELL Email can yell Pitchman yell Direct mail yells
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- 50. The Conversation Isn’tthat the gig? Electronic conversation Show a client a solution without yelling Create the avenue to converse; post a solution to elicit a response (comment/conversations) address people directly - @name to answer and ENGAGE people to speak with you @AlexInsideMedia
- 51. And What isthe Best Conversation? And what are the best conversations? When the other person is talking. And better, when the other person is talking about YOU.
- 52.
- 53. If I hadto start …. www.facebook.com (a place to show your product) www.twitter.com (create a buzz) www.linkedin.com (a place to network) www.youtube.com (a tool to use) www.yourwebsite.com (place to interact/portal) www.blogger.com (more buzz)
- 54. Your Web Site All websites should include a "blog", not separate from the website. Social media points back to key information and content available on your site which helps your search and rankings - FB/YT/Twitter
- 55. Your Web Site/Blog Wordpress.com
- 56. Combo Approach Theculture of social media is a non-selling one; attempts to blatantly make offers are sometime even met with hostility. Email, on the other hand, has always been a transactional environment – odd as it may seem, the same person who may be offended by your pitch on your blog might welcome your discount coupon through email. Sales or coupons work
- 57. A Framework forBranding Through Social Media Direct Communication Communications Catalyst Cooperative Communication Participatory Definition Brand Embodiment http://socialmediatoday.com/SMC/121581 by Jordan Julien
- 58. A Framework forBranding Through Social Media
- 59. A Framework forBranding Through Social Media
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- 67. LinkedIn NETWORK ASAN INDIVIDUAL Advance Sales Knowledge NETWORK AS A COMPANY Presence and Buzz NETWORK WITHIN A GROUP Sales Knowledge
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- 74. Creative Tweeting Saleslog to a sales manager Tech logging activity, time, and specifics
- 75. Need Followers forTwitter http://www.youtube.com/watch?v=hBXmVkGmVnA
- 76. Tools to LinkYour Sites Together http://friendfeed.com http://ping.fm http://hootsuite.com
- 77. How a GuruDoes It http://card.ly/AlexInsideMedia
- 78. How a GuruViews It http://card.ly/AlexInsideMedia “… it's like anything all people are different and consume messages differently - social sites are just another tool that's all. For some reason calling tools something special like ‘social media/ networking’ helps humans digest the newness of a concept and helps band people together to get insight and help.”
- 79. You Can Dothe Same http://card.ly/
- 80. I Did theSame http://card.ly/
- 81. Is Traditional MediaStill Relevant In A Social Media World? Traditional Media Has Immediate Recognition and Credibility Supports the Social Media Concept Be Everywhere - Reach Millions – Diversified Audience Creates Thought Leader Status Can Lead to Impressive Opportunities http://www.prweb.com/releases/2009/09/prweb2835364.htm www.prweb.com With Social Options www.pitchengine.com By National Media Strategist & Publicist, Annie Jennings
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- 83. How Do WEUse Social Media? Show legitimacy; how we advertise Video Slide shows Conversation regarding successes, installations, etc. Increase Google Order The more you post, the more you move up Increase Visibility, Buzz Utilize the Technology behind the Curtain Youtube Flickr Twitter SlideShare
- 84. What Did ILearn regarding Social Media? Show legitimacy; how we advertise Video and Slide shows Cross platform tools Conversation regarding successes, installations, etc. Messaging “Email”/Inboxes Which email is connected Focus on one site at a time Learning software, but all are similar
- 85. ONE OF MANYTOOLS TO ADVERTISE
- 86. Sometimes You haveto Take a Leap of Faith
- 87. Thank You Questions AND comments Rick.mandel@mandelcompany.com @MandelLive
- 88. Q&A LINKS/REFERENCES Rick.mandel@mandelcompany.com @AlexInsideMedia @MZKagen http://card.ly/ www.hubspot.com www.namechk.com http://www.socialmention.com www.blogger.com www.wordpress.com www.graspr.com http://www.mashable.com http://www.socialmediatoday.com http://marketingtips101.blogspot.com/ http://blog.linkedin.com/2007/07/25/ten-ways-to-use/ http://blog.guykawasaki.com/2006/02/the_art_of_schm.html http://pistachioconsulting.com/featured-articles/twitter-for-business/ http://www.businessweek.com/magazine/content/09_64/s0904046702617_page_2.htm http://www.cio.com/article/487319/Twitter_Tips_How_To_Search_Twitter_Smarter http://www.cio.com/article/479010/Twitter_How_to_Get_Started_Guide_for_Business_People
Editor's Notes
- #3 We where many hats as business owners and managers. As the economy creates challenges, we where more. Marketing is one of them.
- #4 We are a small biz that does prepress for screen printers and custom graphics.We are developing virtual assistance of prepress for screen printers, and where SMM can play a part.The custom graphics area fits to show samples and legitimacy.
- #5 This is not a how to about LinkedIn or Facebook or Twitter.I am not going to teach you how to set up an account.Though this conversation will be surrounding what in the world SM is.
- #6 Start with my conclusion. Right or wrong.
- #7 So, when you start a “software” project, don’t you feel like this?Hours go by and you just get sucked in. And then where does it stop?Just like Apps on the iPhone
- #8 So, you want to get started. Google yourself. Google your company.See what comes up and how the cyber world sees you.After you enter the abyss of SM, then try again.
- #9 I started on this adventure to figure out what is SM media … says it all.
- #10 The technology behind these sites is robust.You are tapping into them with user friendly tools that make you appear professional and active.
- #15 Again, more stats on how people get their info.Newspaper? Or journalist that uses Twitter?
- #16 And here we go. The ever increasing mediums for social interaction via the web. Just so many, and each person makes a choice (of one or many)Same was true in the past/present. Classic TV or Cable. Newspapers. Magazines. Radio. There were still choices by brand marketers of where to be.
- #18 Humor or invaluable information. Video links are spread all thru cyber space.
- #22 Let’s get started. The SM gurus say, use the same name for each place.Facebook, LinkedIn, Twitter, etc. Name recognition. If you are a digital printer, you may use your name or describe what makes you unique (Super Graphics)Coke may use “spread the red”.There is even a site that lets you know if that brand name is available.
- #23 You start getting going, and there is even a set that show you your buzz in the cyber world
- #24 Classic advertising is not two way. Try to get a hold of some one thru an add.What we are trying to understand is this social media is SOCIAL.
- #25 These promotions yell and try to get brand recognition thru volume
- #26 SM is a multiple person relationship, at minimum it is two. It’s a conversation
- #27 It is so convoluted to talk to a real person. By phone and now the email blitzes
- #28 So, the major marketers are trying to use SM create the buzz or converse.
- #29 Didn’t we always know that if you get clients talking about good things about you, success happens.SM makes it easier to recommend a vendor just by a link. Or a link to a site.
- #31 Here is a hodgepodge of sites. Ones to create the conversation. Ones to assist in imagery placement.
- #32 So, if I had to start, which I did, what would I do. I’d start with LinkedIn. I’d learn how to deal with video and pictures to upload to sites to place in my web site.I still want people to be attracted to my web site.Lastly, do I have a message that people would like to hear? My venture in the assistance for screen printers with prepress (mac) solutions, could fit. Tweets of advances in software?
- #33 A multi dimension approach to communicate with clients is key. How they connect to a sales pitch is very dependant on each individual.
- #34 Marketing and branding is a session on itself. The psychology of SM is vast.You need to know what your product is and how it affects the client.I would say that our print product is more direct communication.
- #35 Direct Communication: Occurs when a brand communicates its message directly to the audience. Communications Catalyst: Refers to a brand OR promo that encourages or provides the means of communication between two or more customers. Conduit to create customer to customer activity with in the site … a message board. The brand wins by customers just being there.Cooperative Communication: Is a type of participatory marketing, where the brand proactively participates with its audience. Coupons offered.Participatory Definition: The opening of a brand to influence, or re-design by its audience.Brand Embodiment: Happens when an individual, or group of individuals, develop such a strong affinity for the brand that they will recommend it without being prompted. (Of course this also means, that if prompted they’ll recommend the brand, and also means that it’s their brand of choice.) Apple.
- #36 Communications Catalyst: Refers to a brand OR promo that encourages or provides the means of communication between two or more customers. Conduit to create customer to customer activity with in the site … a message board. The brand wins by customers just being there.
- #37 A quick dance thru popular sites. This is my LinkedIn page.
- #38 You can be an individual and network as such or join groups that advance your agenda.Which may be sales or information.
- #39 Notice that SGIA has a group and is on the top
- #40 Groups have conversations that we used to call message boards that create threads. Now, conversations. No solicitation is the rule, but ways around it.Be creative on the topic that may swing it to one of your expertises. Or, again, information may be your real agenda.
- #41 Within the group are members, and you can access each member and request that they join your network.Careful, in that if too many say no to you, then you get cyber slapped. They do resist solicitation.
- #45 Now facebook is more personal. Instead of asking to join you network, you ask another to be a friend. They then can see your info and make comments on your wall. These comments usually can then be seen by all friends that are linked together.The upside is the technology behind the curtain is great to upload imagery and video.You can also create more of a business presence.
- #46 A Business page. Friends can become “fans” of this business. Once a fan, you can then broadcast info to your fans with one fall swoop. Again, imagery and video can be attached for a place to show your successes in printing.
- #47 You can also cyber stalk your teenager. But notice her status … Maddie Mandel would like to mention how fantastic her father is …. Long story.
- #48 Notice the name. and you can customize the background.The activity of twitter is to Tweet.
- #49 You can follow people that are tweeting and tweet yourself.All of these sites seem to have a means to message directly.
- #50 Use the technology to make it easier to do business
- #52 If you do decide to be on multiple platforms, there are Tools that will help you write once and place in many places.Create a face book status, and it creates a Twitter Tweet.
- #53 As I was going down the path of a novice social media-er, Alex was one that was great. Her background IS graphic arts, and I followed her tweeting and direction.This is how she set up her very organized brand marketing. She gets paid to help market, and she of course markets her brand.
- #54 Each person will utilize the technology differently. That is the beautyof it
- #57 Now the question is regarding the collision with old and new advertising.Mainstream exists. Generational scenarios exist.SO, NOW WE ASK AGAIN, WHAT IS SOCIAL MEDIA??
- #58 Print companies like to show final products to prove that they can do it.Print companies like to show equipment.That can be done utilizing technology.
- #59 Great way to post a video or slide show when a client ask “send me something” … send a link.Some clients communicate in email and others in SMJust like AOL of the past or Gmail that we have or a cell phone
- #60 One of many tools. Does take time. It is a software application that must be learned.Without a plan or focus, the return will be exactly what you get. The great part of Web based advertising is the viral activity may make the return exciting.