The document discusses the shift from traditional media to social media platforms like Facebook and Twitter, highlighting significant engagement increases in these channels compared to decreasing newspaper circulation. It emphasizes the importance of understanding consumer needs and preferences, advocating for listening and monitoring real-time social media conversations to build brand awareness. Additionally, it provides actionable steps for creating an online marketing dashboard, optimizing social media profiles, and effective content strategies to engage audiences.

1. Social Media

2. What Happened to Tradition?It’s Right here!

3. Where is everyone going?NewsprintFacebook & TwitterTop 25 newspapers = -12.009% the past 6 monthsFacebook = + 83% the past 6 monthsTwitter = + 82.6% the past 6 months

4. But don’t worry about the tools yet

5. After all…..

6. Here’s a Secret…No one likes advertising!

7. Consumers like…LearningEventsValueRelevanceExclusivityEntertainment

8. What do I do?First, Listen

10. How to listen…Create a DashboardGreat User Interface and WidgetsPerfect for Sharing Privately with a TeamStable and Info in a StreamStep by Step How Tohttp://www.slideshare.net/rlewis1686/how-to-make-an-online-marketing-dashboard-1397883

11. Web Keyword Search

12. Advanced Search on TwitterFeatures to Notice

13. Think about that…Real time monitoring of key influencerGeographic relevance filteringTone and emotion about topicsLinks that are being shared

14. Real Time Conversations on Twitter

15. The feed goes hereAnd comes out hereAnd it’s all in real time!!!

16. In a… Information

17. MYTHPerception80% of CEO’s believe their brand provides superior customer experienceReality8% of their customer agree(Bain & Company)

18. Second, Know ThyselfFocus on your strengths PhotosFlickr, Picasa, Facebook, TwitpicVideoYouTube, Facebook, Vimeo, White PagesScribd, issuu, docstocEducationSlideshare, YouTubeCommunicationTwitter, Facebook, LinkedIn

19. Third, Know Thy CustomerDemographicsBehaviorsNeedshttp://www.forrester.com/groundswell/profile_tool.html

20. Fourth….BUILD! Company ProfileCompany PageCompany Blog

21. A BlogControlled messageSimple to manageRSS feed streamFoundation for all outgoing messagingAutomationSEO CompliantRepurpose Industry Material

22. AutomationBlogGroupPageAll you have to do is blog and RSS does the rest

23. The Set UpEducation?Branding?Start a GroupDrive awareness, but do not brandRally and inspire to actLimit messaging (1 per week max)Invite all friends to groupStart a CauseCause applicationInvite all friends to causeBuild a Page http://www.facebook.com/advertising/?pagesBuild page completelyUpload pictures/videoIncorporate Blog RSS feed into notesAdd applications –Twitter, Youtube, FlickrInvite all friends to become a fanClaim your page URL at facebook.com/username

24. Why? Precise Demographics

25. Why?300,000,000 Active Users!(and all activities are viral on the newsfeed)

26. The Set UpOn Twitter.comApplicationsName – Use a person’s nameURL – Get close to your business nameIcon – 48x48 logo Background Customization – No more than 800kInvite all friends in contact list – Gmail, Yahoo, HotmailHootSuiteBuild profileAdd Twitter accountsImport RSS feed (under settings)Bonus: schedule tweets

27. Why?Twitter Page SEO Google & Bing are indexing Tweets and including them in search results

28. Why?Research What are people saying?

29. Why?PR Gravity Journalist are using Twitter!

30. Digital Marketing Frequency FunnelContent Frequency1-23-4UnlimitedPicsVideoCopyPRMisc.Company/Industry ContentCompany BlogFrequency By WeekFacebookTwitter

31. Digital Marketing Frequency FunnelContent Size200-350 WordsTypically no multi media100-350 WordsEmbedded Video, Slideshows, Industry Reports, Images, Audio100-200 Characters Links to content, uploaded video and images140 Characters Shortened hyperlinks to content, conversational