The document discusses using social media for marketing and provides tips for developing an effective social media strategy, including choosing appropriate platforms, creating consistent posting schedules, developing engaging content, and utilizing tools like hashtags, videos and mobile applications to build an online community and brand awareness. Recommendations are provided for social media platforms like Facebook, Twitter, blogs and more as well as potential pitfalls to avoid.

1. Social Media for Marketing
Nicole Jensen – Events Geek and Social Media Nerd
For Edgeware, September 2nd 2012

2. 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

3. 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?

4. Today
Outline Tips
1. Importance and  Have your websites up for
considerations reference
2. Suggested tools  Ask throughout
3. Strategy development  Write down anything
4. Resources and extras unrelated to ask later
 Feel free to tweet if you’re
shy (#edgieNJ)

5. 1. Importance and
Considerations
What are you here for?

6. 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

7. 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

8. Hashtags...
1. Importance and Possibilities

9. ...Can Become Bashtags
1. Importance and Possibilities

10. Avoiding Pitfalls
 Contingency plans
 Info released early? At all? Wrong?
 Inappropriate manners?
 Watch for negative results
 FOMO, alienation
 Change aversion
 Know your privacy settings
 Site’s terms of use
 What strategy is permitted?
1. Importance and Possibilities

11. 2. Suggested Tools and Tactics
Consider your brand.
What would your business be like as a person?

12. Top 10 Social Media Trends
- Randi Zuckerberg
(20th Aug, 2012, SmartCompany)
1. Luxury living, not luxury spending
2. Loyalty programs
3. Social media for customer service
4. Mobile first
5. Experts are curators
6. Humour
7. Crowdsourcing
8. People as platforms and brands = uncontrolled messages
9. Video and live-streaming
10. Gamification
2. Suggested Tools and Tactics

14. 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

15. Networks
 Facebook  You
 Twitter  Photos
 Events
 Google+
 Status updates
 LinkedIn (B2B, HR)
 Audience
 Bookmark communities –
 Comment
e.g. Reddit
 Like/favourite
 Repost
 Attend
2. Suggested Tools and Tactics

16. 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

17. 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

18. 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

20. 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

21. Gamification
 Tasks and goals (mastery)
 Imagination (novelty)
 Created social environment
 Freedom (autonomy)
 Guidelines
 Feedback
 Peer
 Organiser
 Shared experiences
2. Suggested Tools and Tactics

22. 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

23. Additional Tools
Crowdsourcing Events
 Financial  Eventbrite
 Kickstarter  Meetup
 Pozible (Australia)
 Offbeatr (NSFW)
Video
 Information
 Livestream
 Branch
 MonkeySurvey  Ustream
 YouTube
 Vimeo
2. Suggested Tools and Tactics

25. Aggregation and Monitoring
Storify Klout
2. Suggested Tools and Tactics

26. 3. Strategy Development
Be consistent, honest and relevant.

28. Setting up
1. Identity
 Username and branding
 Static and dynamic information
 Business profiles vs employee accounts
2. 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

29. 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

30. 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

31. 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 tasteful
Pic: Anne Francis, Forbidden Planet, 1956
3. Strategy Development

32. 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

33. The Pfaff Tweet Race
Limited
scope
3. Strategy Development

34. 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

35. 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

36. 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