SlideShare a Scribd company logo
Social Media
   BootCamp
Wendy Maynard
marketing maven
What is a Brand?
...a brand is your
company’s face to
      the world.
It starts with the name, lives in a
logo, and is expressed through
many applied paths. But how it
is perceived and what people
say about a brand is its measure
of success.
Your Brand Can Leverage
SOCIAL MEDIA
?
So, what is social media?
Media is an instrument for communication, like
a newspaper or a radio. So social media would
be a social instrument of communication.
“media”




              Information/Data
     SENDER                      RECEIVER
“mass media”

                                  RECEIVER




               Information/Data
     SENDER                       RECEIVER




                                  RECEIVER
“social media”

                                      ta
                                n /Da
                           io
                         at
                     m
                                           PARTICIPANT


                    or
                 Inf




                                                            Info
                                                                rmation/Data
          PARTICIPANT




                                              PARTICIPANT
                    nf
                      or
                   I




                        ma
                             tion
                                  /Data
Social media is also a
fancy way to describe the
bajillion conversations
people are having online

24/7
Why should I care?
Welcome to the Revolution
Welcome to the Revolution
     • Social Media has overtaken porn as the #1 activity on the Web
     • 1 out of 8 couples married in the U.S. last year met via
       social media
     • Facebook added 100 million users in less than 9 months…
     • 1 in 6 higher education students are enrolled in
       online curriculum
     • 80% of companies using LinkedIn as a primary tool to
       find employees…
     • There are over 200,000,000 Blogs
     • 34% of bloggers post opinions about products & brands
     • More than 1.5 million pieces of content (web links, news stories,
       blog posts, notes, photos, etc.) are shared on Facebook…daily.
THE BIG DOGS OF SOCIAL MEDIA
but first
let’s talk
STRATEGY
The BIG DOGS of today’s social media may not be the same
ones tomorrow. Therefore, CREATE A STRATEGY THAT
TRANSCENDS THE TRENDS. Drive people back to your “home.”
Make your website the hub of
  all of your social media activity.
HOME
Why do businesses use
    social media?
1: BUZZ
2: CUSTOMER SERVICE
3: BUILDING BRAND LOYALTY
4: SEO
5: NETWORKING
6: THOUGHT
   LEADERSHIP
7: PROMOTION & SALES
8: DRIVE TRAFFIC
9: DEEPEN RELATIONSHIPS
10: GET FEEDBACK
Social Media
   Case Studies
Case Study: SHARPIE
Sharpie’s Social Media Landscape (as of October 2008).
Social Media Results: SHARPIE
(october 2009)

     595,667 fans
     Most viewed video had 57,426 views
     10,000 visits to blog in the first 6 months
     3,860 followers (@SharpieSusan)


SHARPIE’S PHILOSOPHY/STRATEGY:
  • Give Sharpie brand a human voice
  • Showcase content from real users to inspire and encourage
  • Build community of Sharpie users
  • Encourage consumer input/dialogue – listen/learn
  • Demonstrate passion and authority
Case Study: MARTELL HOME BUILDERS
Social Media Results: MARTELL
Company Growth:
16 units sold in 2007
40 units sold in 2008
100 projected to be sold in 2009 (in a tough economy)

Kicker: 80% of homes are sold direct to consumer with no real estate agent
fees to pay.

PIERRE MARTELL’S PHILOSOPHY/STRATEGY:
To have meaningful connection and relationships with consumers in today’s
world, you have to operate your business in a very human way. With a focus on
transparency, openness and establishing a real and powerful relationship with his
customers, he has bucked the trend and sold house after house after house. Social
Media is a tool for him to communicate his philosophy to his target audience.
Case Study: SEAN BAGSHAW
Sean Bagshaw
Social Media Results: SEAN BAGSHAW
“The reach is amazing and it’s free!”


  • 1,526 FB fans after only 3 months
  • FB fans are from all over the world
  • Holds contests to give away prints to fans
  • Asks fans for their opinions


SEAN BAGSHAW’S PHILOSOPHY/STRATEGY:
I’m not pushing for sales; I’m sharing my story. I want to communicate my
enthusiasm for photography. Through social media, people are able to
participate in my adventures – they can follow my journey.
SOCIAL MEDIA:
     Strategy
     • Objectives
     • Target Audience
     • Perceptions
     • Desired Response
     • Tone/Personality
     • Brand Values
about twitter
   • Twitter lets you write messages up to
     140 characters (includes punctuation
     and spaces)

   • The messages are called Tweets. They
     are public.

   • You can send Tweets via your PC or
    your mobile phone.
Establish A Twitter
GAME PLAN
the steps...
    • Define a strategy for Twitter
    • Target audience
    • Desired outcomes
    • Tie-in to overall social media strategy
    • How does it relate to your brand?
    • Twitter policies?
    • Twitter persona?
YOUR TWITTER PERSONA
     • Decide who will Tweet. Tweeting takes time
       and marketing smarts.

     • Twitter is about real time. Streamline your
       guidelines and oversight policies to allow for
       speed and agility in response to Tweets.

     • Storytellers have the advantage.

     • Be a community player – must love people.
A Ham Helps.




  ...but make it a smart ham.
your twitter profile...
        • Choose a name (better to be
          clear than clever)

        • SHORT BIO: Make it interesting
          and descriptive

        • NAME: Reserve your name in
          variations

        • Have alternate names post feed
          to feed of preferred name
AVATAR
• Your social media
  logo/persona

• Don’t change

• Ties in with your brand,
  values, and persona
USER
           NAME
AVATAR                BIO




                  ACTIVITY



                  FAVORITE
                   TWEETS




TIMELINE
FOLLOWERS
   UPDATE
                      FOLLOWING
    YOUR
   STATUS




FOLLOWING
 TIMELINE                DIRECT
                        MESSAGE
            RETWEET
            MESSAGE


                       TRENDING
                         TOPIC
HOW TO BUILD FOLLOWERS
      • Start with your organization — follow co-workers

      • Follow colleagues, clients, vendors, and competitors

      • Post regularly

      • RT often and liberally

      • Help, help, help

      • Thank people

      • Participate in #followfriday

      • Incorporate Twitter handle into other materials

      • Follow those who follow those you like to read
What do I Tweet About?
       • Share information and links.
       • Breaking news
       • Ask questions. Answer questions.
       • Give updates.
       • Provide tips and techniques.
       • Quotes, jokes, statistics
       • Share pictures (www.twitpic.com).
Twitter is social.
BE SOCIAL.
about facebook
    • Numero Uno! Most trafficked social media site

    • More than 300 million active users

    • Adding 250,000 users each day

    • Fastest growing demographic is 35 and over

    • Nearly 50% of FB users are over 35

    • Nearly 20% are over 45
HOW TO GET STARTED
     • Set up a personal page first and find
       your friends

     • Set up a business page and invite your
       personal friends to be fans.
       (www.facebook.com/pages/create.php)

     • Invite your friends to invite their friends to
       be fans
PUBLISHER   REQUESTS
   FILTERS




                        NEWS FEED




                                     HIGHLIGHTS




LINKS TO APPLICATIONS                  FACEBOOK CHAT

                                                       NOTIFICATIONS
Tips for Using Facebook
    • Participate actively – you are a member of
      a community.

    • TRIBES – Facebook is ideal for leading
      a movement.

    • Add value to others in the community/tribe.

    • Promote interesting content
Create engaging content on
your Facebook Fan Page
      • Hold events         • Upload photos

      • Post videos         • Create contests

      • Start discussions   • Give tips

      • Share links
Case Study: RED BULL

 • Fun content

 • Associates with popular athletes: Includes Tweets
   from skateboarder Ryan Shekler and snowboarder
   Shaun White

 • Custom applications. Ex: custom application that lets
   fans rate customer “drunk‐dial” phone calls to Red Bull

 • Contests. Ex: “Red Bull Stash” – hidden Energy shots
   as thanks to Facebook fans
Case Study: HUMANE SOCIETY OF
            THE UNITED STATES
                • Encourages interaction and
                  opportunities to “pass it on”
                • Content, content, content
                • Action alerts
                • YouTube videos
                • Specific sub‐groups such as
                  “End Dogfighting”
                • Videos
                • Contests
How to Promote your
Facebook Fan Page
          • Be a leader of your Facebook page

          • Engage your “tribe”

          • Use applications

          • Leverage the news feed

          • Make your page publicly searchable

          • Use Facebook ads for an extra push
            (www.facebook.com/advertising)
Facebook is about being a leader.
ENGAGE
YOUR COMMUNITY
REMEMBER!
  Social Media is about being social.

  Social Media is a powerful
  leverage point for any business
  or organization.

  Social media activities should all be
  based on strategy.
THANK YOU!
email: wendy@kinesisinc.com
facebook: www.FaceBook.com/WendyMaynard
twitter: @WendyMaynard
website: www.kinesisinc.com
Q&A

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Social Media Bootcamp by Wendy Maynard

  • 1. Social Media BootCamp
  • 2.
  • 4. What is a Brand?
  • 5. ...a brand is your company’s face to the world.
  • 6. It starts with the name, lives in a logo, and is expressed through many applied paths. But how it is perceived and what people say about a brand is its measure of success.
  • 7. Your Brand Can Leverage SOCIAL MEDIA
  • 8. ? So, what is social media?
  • 9. Media is an instrument for communication, like a newspaper or a radio. So social media would be a social instrument of communication.
  • 10. “media” Information/Data SENDER RECEIVER
  • 11. “mass media” RECEIVER Information/Data SENDER RECEIVER RECEIVER
  • 12. “social media” ta n /Da io at m PARTICIPANT or Inf Info rmation/Data PARTICIPANT PARTICIPANT nf or I ma tion /Data
  • 13. Social media is also a fancy way to describe the bajillion conversations people are having online 24/7
  • 14. Why should I care?
  • 15. Welcome to the Revolution
  • 16. Welcome to the Revolution • Social Media has overtaken porn as the #1 activity on the Web • 1 out of 8 couples married in the U.S. last year met via social media • Facebook added 100 million users in less than 9 months… • 1 in 6 higher education students are enrolled in online curriculum • 80% of companies using LinkedIn as a primary tool to find employees… • There are over 200,000,000 Blogs • 34% of bloggers post opinions about products & brands • More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.
  • 17. THE BIG DOGS OF SOCIAL MEDIA
  • 19. The BIG DOGS of today’s social media may not be the same ones tomorrow. Therefore, CREATE A STRATEGY THAT TRANSCENDS THE TRENDS. Drive people back to your “home.”
  • 20. Make your website the hub of all of your social media activity.
  • 21. HOME
  • 22. Why do businesses use social media?
  • 25. 3: BUILDING BRAND LOYALTY
  • 28. 6: THOUGHT LEADERSHIP
  • 29. 7: PROMOTION & SALES
  • 33. Social Media Case Studies
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  • 36. Sharpie’s Social Media Landscape (as of October 2008).
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  • 42. Social Media Results: SHARPIE (october 2009) 595,667 fans Most viewed video had 57,426 views 10,000 visits to blog in the first 6 months 3,860 followers (@SharpieSusan) SHARPIE’S PHILOSOPHY/STRATEGY: • Give Sharpie brand a human voice • Showcase content from real users to inspire and encourage • Build community of Sharpie users • Encourage consumer input/dialogue – listen/learn • Demonstrate passion and authority
  • 43. Case Study: MARTELL HOME BUILDERS
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  • 47. Social Media Results: MARTELL Company Growth: 16 units sold in 2007 40 units sold in 2008 100 projected to be sold in 2009 (in a tough economy) Kicker: 80% of homes are sold direct to consumer with no real estate agent fees to pay. PIERRE MARTELL’S PHILOSOPHY/STRATEGY: To have meaningful connection and relationships with consumers in today’s world, you have to operate your business in a very human way. With a focus on transparency, openness and establishing a real and powerful relationship with his customers, he has bucked the trend and sold house after house after house. Social Media is a tool for him to communicate his philosophy to his target audience.
  • 48. Case Study: SEAN BAGSHAW
  • 50. Social Media Results: SEAN BAGSHAW “The reach is amazing and it’s free!” • 1,526 FB fans after only 3 months • FB fans are from all over the world • Holds contests to give away prints to fans • Asks fans for their opinions SEAN BAGSHAW’S PHILOSOPHY/STRATEGY: I’m not pushing for sales; I’m sharing my story. I want to communicate my enthusiasm for photography. Through social media, people are able to participate in my adventures – they can follow my journey.
  • 51. SOCIAL MEDIA: Strategy • Objectives • Target Audience • Perceptions • Desired Response • Tone/Personality • Brand Values
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  • 53. about twitter • Twitter lets you write messages up to 140 characters (includes punctuation and spaces) • The messages are called Tweets. They are public. • You can send Tweets via your PC or your mobile phone.
  • 55. the steps... • Define a strategy for Twitter • Target audience • Desired outcomes • Tie-in to overall social media strategy • How does it relate to your brand? • Twitter policies? • Twitter persona?
  • 56. YOUR TWITTER PERSONA • Decide who will Tweet. Tweeting takes time and marketing smarts. • Twitter is about real time. Streamline your guidelines and oversight policies to allow for speed and agility in response to Tweets. • Storytellers have the advantage. • Be a community player – must love people.
  • 57. A Ham Helps. ...but make it a smart ham.
  • 58. your twitter profile... • Choose a name (better to be clear than clever) • SHORT BIO: Make it interesting and descriptive • NAME: Reserve your name in variations • Have alternate names post feed to feed of preferred name
  • 59. AVATAR • Your social media logo/persona • Don’t change • Ties in with your brand, values, and persona
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  • 67. USER NAME AVATAR BIO ACTIVITY FAVORITE TWEETS TIMELINE
  • 68. FOLLOWERS UPDATE FOLLOWING YOUR STATUS FOLLOWING TIMELINE DIRECT MESSAGE RETWEET MESSAGE TRENDING TOPIC
  • 69. HOW TO BUILD FOLLOWERS • Start with your organization — follow co-workers • Follow colleagues, clients, vendors, and competitors • Post regularly • RT often and liberally • Help, help, help • Thank people • Participate in #followfriday • Incorporate Twitter handle into other materials • Follow those who follow those you like to read
  • 70. What do I Tweet About? • Share information and links. • Breaking news • Ask questions. Answer questions. • Give updates. • Provide tips and techniques. • Quotes, jokes, statistics • Share pictures (www.twitpic.com).
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  • 74. about facebook • Numero Uno! Most trafficked social media site • More than 300 million active users • Adding 250,000 users each day • Fastest growing demographic is 35 and over • Nearly 50% of FB users are over 35 • Nearly 20% are over 45
  • 75. HOW TO GET STARTED • Set up a personal page first and find your friends • Set up a business page and invite your personal friends to be fans. (www.facebook.com/pages/create.php) • Invite your friends to invite their friends to be fans
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  • 77. PUBLISHER REQUESTS FILTERS NEWS FEED HIGHLIGHTS LINKS TO APPLICATIONS FACEBOOK CHAT NOTIFICATIONS
  • 78. Tips for Using Facebook • Participate actively – you are a member of a community. • TRIBES – Facebook is ideal for leading a movement. • Add value to others in the community/tribe. • Promote interesting content
  • 79. Create engaging content on your Facebook Fan Page • Hold events • Upload photos • Post videos • Create contests • Start discussions • Give tips • Share links
  • 80. Case Study: RED BULL • Fun content • Associates with popular athletes: Includes Tweets from skateboarder Ryan Shekler and snowboarder Shaun White • Custom applications. Ex: custom application that lets fans rate customer “drunk‐dial” phone calls to Red Bull • Contests. Ex: “Red Bull Stash” – hidden Energy shots as thanks to Facebook fans
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  • 82. Case Study: HUMANE SOCIETY OF THE UNITED STATES • Encourages interaction and opportunities to “pass it on” • Content, content, content • Action alerts • YouTube videos • Specific sub‐groups such as “End Dogfighting” • Videos • Contests
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  • 84. How to Promote your Facebook Fan Page • Be a leader of your Facebook page • Engage your “tribe” • Use applications • Leverage the news feed • Make your page publicly searchable • Use Facebook ads for an extra push (www.facebook.com/advertising)
  • 85. Facebook is about being a leader.
  • 87. REMEMBER! Social Media is about being social. Social Media is a powerful leverage point for any business or organization. Social media activities should all be based on strategy.
  • 88. THANK YOU! email: wendy@kinesisinc.com facebook: www.FaceBook.com/WendyMaynard twitter: @WendyMaynard website: www.kinesisinc.com
  • 89. Q&A