Maximizing Social Media
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Maximizing Social Media as presented by Sheryl Connelly of Marketing Media Management for the NAAM Conference 2011
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Maximizing Social Media
- 1. Maximizing Social Media Presented By: Sheryl Connelly CEO- Marketing Media Management
- 4. Building A Following On Social Media Is All About Wearing the KLT K- Know L- Like T- Trust Make Quality Interaction Your #1 Priority!
- 5. Current Trends PROCEED WITH CAUTION!!!
- 6. What’s HOTT For 2011 Consumer Content Curation Gamification and Social Gaming QR Codes Event Marketing
- 9. Strategic Social Media Marketing Plan Today's date Objectives Goals Strategies Tactics
- 10. Become a museum success story Build an effective online brand Grow patron base 10k website visits /mo 200 paid memberships /mo 100 Newsletter Sign ups/mo 1,000 inbound links 10k Twitter followers Optimize website Content Marketing Paid advertising Always ID Pitfalls and Opportunities Hire SEO consultant Multivariate testing Usability testing Optimize for mobile Hire social media mgr 8-20+ blog posts each mo Syndicate w/ RSS & API YouTube/FB channels PPC Ads on Google Banner ads on relevant sites Social search campaigns Text/SMS/ Mobile Ads Competitive Intelligence Review Analytics Weekly data reviews Online Reputation Management Strategic Social Media Marketing Plan (sample) Objectives Goals Strategies Tactics
- 11. Time Saving Tools I L-O-V-E
- 17. Mobile Marketing
- 19. QUESTIONS?
- 20. CONNECT WITH ME http:// www.managemmm.com h ttp:// www.facebook.com/onlinemarketingpros http:// www.blogtalkradio.com/searchpro http:// www.sherylconnelly.wordpress.com www.onlinemktpro.com http:// www.linkedin.com/sherylconnellyceo
Editor's Notes
- Good morning and thank you for joining me today. My name is Sheryl Connelly and I am the CEO of Marketing Media Management. We are a boutique full service marketing agency, specializing in social media marketing and marketing strategy. I’d like to also take a moment to thank Wendell Strode and the organizers of this year’s conference for inviting me here to speak to you on a topic that is very near and dear to my heart, Social Media. Many thanks for the coffee Now I usually enjoy an interactive presentation, but in the essence of time and learning outcomes, if you can hold your questions until the end, I think it will help us stay on track. There is a sign in sheet going around, so if you will kindly give me your name and email address, this presentation will be sent to you via a super-secret url from my Slideshare account, so you can put to use everything you learned here today. I am also going to email you two FREE social media marketing productivity tools that will help get you started. So don’t avoid me or you will miss out on the free stuff! Alright…let’s get started. (CLICK)
- Everybody stand up. I know that breakfast has you a tad sleepy, so let’s try a little exercise. I know, I hear the groans already. (laugh) But I want you to pay particular attention to the people who are around you. You’ve all heard of marketing plans… and I’m sure you have learned about GAP identification. Well right here and right now, you are going to get to see it in real-time! READ OFF SLIDE and ad lib: And finally- you are NOT overwhelmed with doing all these things for your museum. The herd got a little thin, huh? Ok, now your all probably going, geez, this is what we paid to hear? I could have stayed home and listed to my wife, husband, boyfriend, girlfriend, mother-in-law, etc. to hear about what I’m NOT doing, right? Well, don’t despair. This was really an exercise to show you the types of activity it takes to use social media to promote your museum and ultimately--- make money from it. We are now going to get into the meat and potatoes of what you really came here to learn…(CLICK)
- In social media part I, we learned what social media was and wasn’t. Social media is an umbrella term for at least 22 different activities online We also learned that in order to really make a splash on the social media scene, it takes one person more than 30 hours per week to develop and engage a community. There is no magic bullet. It’s all about developing relationships. (CLICK)
- Those organizations who are able to attribute revenue coming from their social networks wear the KLT- every single day. Now KLT is a sales anacronym for Know, Like, and Trust. Remember the video? Only 14% of consumers believe what they hear on radio and TV or read in an advertisement. The rest are listening to peer reviews in order to make a buying decision. Peer-to-peer interaction is what social media is all about. By allowing people to get to know you and your business via social media, they will grow to like (or dislike as the case may be), and trust you with their buying decision. Builiding a following is about developing relationships with your prospects. In short, creating a tribe of followers who feel passionate about what you have to offer. It is those people who will share you with their friends and encourage them to also become a member of the “tribe”. The number of platforms is irrelevant, it is how many quality interactions you have on those platforms that is the most important. (Click)
- Social media changes at the speed of light. A platform that is here today, might be gone tomorrow. Be wary of trends. Don’t feel compelled to follow what the self proclaimed “guru’s” tell you is the next great thing. Evaluate each new network and make your decisions to participate on them strategic. (CLICK)
- There are tons of top 10 lists out there, but I picked the best of the best just for you guys. There are only 3, which should be pretty manageable for you to implement into your social media campaigns. Consumer content curation means it’s not going to be enough to create content – you have to create content that gets curated or syndicated into people’s streams. If your content is truly compelling and share-worthy, it’ll get noticed and Liked… it will generate Comments and Retweets, and you’ll be okay because it will have legitimately earned its way into people’s streams. If not – you’ll have to have a combination of search optimization savvy, fans in high places (influencers), and maybe some PPC (pay per click) to Promote your content right under people’s Twitter noses. I have to admit I am a fanatic about social gaming and SCVNGR is a fantastic platform to make it easy. If you have an opportunity, hit up your nearest Buffalo Wild Wings and download the app onto your I-phone or Droid and play away. For museums, it can really take interactivity to the next step. QR codes have come a long way over the last few years. Make sure you use a competent professional for development and printing, but using QR codes can help add interactivity and trackability to traditionally un-trackable print and outdoor media, as well as a bit of whimsy and mystery to everyday objects and events. (CLICK)
- How many of you are parents? Do you remember when your children were babies and toddlers? What was the beverage they asked for time and time again? It wasn’t water and it wasn’t milk or formula. JUICE! Why? Because it was sweet and fruity. They just couldn’t get enough of that JUICE. After the first sip, they were addicted. One of the best tools in your social media toolbox is your organizational blog. Your blog is like a house. It’s foundation is built upon authoritative information. The walls are made of content chock full of keywords that the search engine spiders just love to gobble up. Your patrons come to the front door and feel welcome because you engage them by inviting them to comment, answer open ended questions, or voice their opinion. And Google keeps recommending you to searchers because you offer up valuable backlinks to specific website landing pages you’ve created about the content or to other web based informational resources outside of yourself. Your blog, is in essence, SEO Juice. It keeps your visitors coming back for more because it satisfies that deep seeded need for good information. When done the right way, you will have a host of blog addicts hanging on your every word. Whatever you do, make sure your blog is self hosted. (CLICK)
- Yes, it really does take more than 30 hours a week to manage a social media campaign. In order to get the best ROI, you MUST MUST MUST have a plan. Social Media and Online Marketing are too important to leave to the summer college intern or fly by the seat of your pants each day. To save your sanity, use the tri-fecta method: Plan, Use the tools, and Analyze your results. (CLICK) but there are some time saving tools I love…(CLICK)
- PASS OUT STRATEGY HANDOUT and explain
- This is an example of what your plan might look like. What I really want you to take away from this is that planning is the cornerstone of success on social media. Don’t skip this step and don’t be afraid to hire a professional.
- If you aren’t using a customer relationship management tool, Address Two is a fantastic option. It very easily integrates database management, email marketing, mobile marketing, event marketing, project management, and much, much more. It is built for bootstrapping small businesses, but is capable of handling blue chip volumes as well. If you have a website, Google Analytics is a must have. You don’t see what you don’t see… but Google Analytics is the magnifying glass that helps you uncover all those traffic secrets. Imagine being able to see what keywords the public is using to find you in the search engines…how long they are staying on your website…and what social media platforms are your best referrers. Google Analytics, don’t leave your website without it. Hootsuite not only helps you manage your social media platforms, but it provides fantastic analytics so you can report how successful your campaigns have been.
- If you aren’t using a customer relationship management tool, Address Two is a fantastic option. It very easily integrates database management, email marketing, mobile marketing, event marketing, project management, and much, much more. It is built for bootstrapping small businesses, but is capable of handling blue chip volumes as well. If you have a website, Google Analytics is a must have. You don’t see what you don’t see… but Google Analytics is the magnifying glass that helps you uncover all those traffic secrets. Imagine being able to see what keywords the public is using to find you in the search engines…how long they are staying on your website…and what social media platforms are your best referrers. Google Analytics, don’t leave your website without it. Hootsuite not only helps you manage your social media platforms, but it provides fantastic analytics so you can report how successful your campaigns have been.
- If you aren’t using a customer relationship management tool, Address Two is a fantastic option. It very easily integrates database management, email marketing, mobile marketing, event marketing, project management, and much, much more. It is built for bootstrapping small businesses, but is capable of handling blue chip volumes as well. If you have a website, Google Analytics is a must have. You don’t see what you don’t see… but Google Analytics is the magnifying glass that helps you uncover all those traffic secrets. Imagine being able to see what keywords the public is using to find you in the search engines…how long they are staying on your website…and what social media platforms are your best referrers. Google Analytics, don’t leave your website without it. Hootsuite not only helps you manage your social media platforms, but it provides fantastic analytics so you can report how successful your campaigns have been.
- If you aren’t using a customer relationship management tool, Address Two is a fantastic option. It very easily integrates database management, email marketing, mobile marketing, event marketing, project management, and much, much more. It is built for bootstrapping small businesses, but is capable of handling blue chip volumes as well. If you have a website, Google Analytics is a must have. You don’t see what you don’t see… but Google Analytics is the magnifying glass that helps you uncover all those traffic secrets. Imagine being able to see what keywords the public is using to find you in the search engines…how long they are staying on your website…and what social media platforms are your best referrers. Google Analytics, don’t leave your website without it. Hootsuite not only helps you manage your social media platforms, but it provides fantastic analytics so you can report how successful your campaigns have been.
- If you aren’t using a customer relationship management tool, Address Two is a fantastic option. It very easily integrates database management, email marketing, mobile marketing, event marketing, project management, and much, much more. It is built for bootstrapping small businesses, but is capable of handling blue chip volumes as well. If you have a website, Google Analytics is a must have. You don’t see what you don’t see… but Google Analytics is the magnifying glass that helps you uncover all those traffic secrets. Imagine being able to see what keywords the public is using to find you in the search engines…how long they are staying on your website…and what social media platforms are your best referrers. Google Analytics, don’t leave your website without it. Hootsuite not only helps you manage your social media platforms, but it provides fantastic analytics so you can report how successful your campaigns have been.
- If you aren’t using a customer relationship management tool, Address Two is a fantastic option. It very easily integrates database management, email marketing, mobile marketing, event marketing, project management, and much, much more. It is built for bootstrapping small businesses, but is capable of handling blue chip volumes as well. If you have a website, Google Analytics is a must have. You don’t see what you don’t see… but Google Analytics is the magnifying glass that helps you uncover all those traffic secrets. Imagine being able to see what keywords the public is using to find you in the search engines…how long they are staying on your website…and what social media platforms are your best referrers. Google Analytics, don’t leave your website without it. Hootsuite not only helps you manage your social media platforms, but it provides fantastic analytics so you can report how successful your campaigns have been.
- If you own an I-phone, Droid, Blackberry or other “smart phone”, hold it up for me. You are holding in your hand, a money making machine. Seriously. With approximately 70 percent of organizations banning social networks and, simultaneously, sales of smartphones on the rise, it's likely that employees will seek to feed their social media addictions on their mobile devices. What used to be cigarette breaks could turn into "social media breaks" as long as there is a clear signal and IT isn't looking. As a result, we may see more and/or better mobile versions of our favorite social drug of choice. Industry average open rates of mass email campaigns is only 25%. Out of every 100 emails you send, only 25 people will open it. But what happens when your cell phone buzzes or rings? Let’s say it’s 11:30am and your stomach is grumbling. Suddenly, your cell phone buzzes and it’s a text message from your favorite lunch spot. What are you likely to do? Have you noticed the ads that say text 12345 to this xyz number? Mobile marketing, and any social media for that matter, can and SHOULD be integrated to your traditional marketing.
- If you own an I-phone, Droid, Blackberry or other “smart phone”, hold it up for me. You are holding in your hand, a money making machine. Seriously. With approximately 70 percent of organizations banning social networks and, simultaneously, sales of smartphones on the rise, it's likely that employees will seek to feed their social media addictions on their mobile devices. What used to be cigarette breaks could turn into "social media breaks" as long as there is a clear signal and IT isn't looking. As a result, we may see more and/or better mobile versions of our favorite social drug of choice. Industry average open rates of mass email campaigns is only 25%. Out of every 100 emails you send, only 25 people will open it. But what happens when your cell phone buzzes or rings? Let’s say it’s 11:30am and your stomach is grumbling. Suddenly, your cell phone buzzes and it’s a text message from your favorite lunch spot. What are you likely to do? Have you noticed the ads that say text 12345 to this xyz number? Mobile marketing, and any social media for that matter, can and SHOULD be integrated to your traditional marketing.
- And finally--- are there any questions?
- Thanks for being such a great audience for me today. I hope I have given you something to think about and provided you with a few of the answers you hoped for. If not, feel free to contact me through any of the above listed venues and I’ll be happy to answer your questions. Since many of you are fans of early mornings, I invite you to start out your workweek with us on Blogtalk Radio under the handle “searchpro”, Monday mornings at 8am. If that is too early, you can catch our podcasts 24/7/365.