The How To Guide To Social Media Marketing


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Presentation given at Knowledge Village, Organized by Murdoch University, Dubai

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The How To Guide To Social Media Marketing

  1. 1. Social Media And Us The How-to Guide For Marketing 2.0
  2. 2. We Have Too Many Choices, Too Many Good Choices, And We've Gotten Too Good At Ignoring Messages.
  3. 3. 1. How-to Start Taking Social Media Seriously 2. How-to Develop A Social Media Strategy For Your Business 3. How-to Choose From An Overwhelming The Conversation Number Of Social Media Tools a) Why Care For The Chosen Tools? b) How To Make The Best Of Them? c) Success Stories d) Resources 4. How –To Measure Social Media ROI On Business 5. How-to Get Your Business Involved 6. How-to Make The Most Of This Seminar
  4. 4. How-To Start Taking Social Media Seriously
  5. 5. “Professional marketers were trained to talk. They were the “spinners”, the ones who could come up with the talking points, the unique selling proposition. Whether a customer was ready to listen wasn’t a big concern. We just had to figure out what shows they were watching and hope they stayed on the couch.”
  6. 6. Social Media: Not Just A Passing Fad, Its Here To Stay
  7. 7. “Search, as we know it, is dead.” What he means is that, with the rise of social networking sites such as Facebook, MySpace, Twitter, Second Life, LinkedIn, the next generation of Web users may find what they want by using their social network rather than a search algorithm. After all, the people in your online social network should know you better than a mathematical equation, right? ” Glenn Derene
  8. 8. How-To Develop A Social Media Strategy For Your Business
  9. 9. Step 1: LISTEN
  10. 10. Step 2: PREPARE • Find The People • Set Rules of Engagement • Define Your Strategy Read: Jeremiah Owyang’s list of social media strategies from enterprise corporations.
  11. 11. Step 3: ENGAGE
  12. 12. Step 4: GO OFFLINE Social media is simply a group of tools that help facilitate conversations, but there’s really no replacement for face-to-face interaction. Use trade shows and other events as opportunities to build even stronger relationships with the members of your online community.
  13. 13. Step 5: Measure Success  Did we learn something about our customers that we didn’t know before?  Did our customers learn something about us?  Were we able to engage our customers in new conversations?  Do our employees have an effective new tool for external feedback and reputation management?
  14. 14. How-To Choose From an Overwhelming Number of Social Media Tools
  15. 15. There Are Some Safe Places To Start
  16. 16. Why Should You Care? Sites like these are revolutionizing how people and businesses communicate. Seriously.
  17. 17. Posts Can Be Funny
  18. 18. Or Silly…
  19. 19. Or Informative
  20. 20. How businesses use twitter
  21. 21. How-To Use Twitter To Service and Create Brand Equity With Your Customers
  22. 22. Step 1 - Understand • Understand why twitter is an ideal customer-service platform: Problem resolution Positive brand image Staff involvement Cost reduction
  23. 23. Step 2 - Track • Track The Entire Conversation Around Your Brand
  24. 24. Step 3: Respond Quickly & Transparently • Make Your Customers Aware Of Your Presence
  25. 25. Step 4,5,6,...: Do-It-Right • Be Engaged In The Conversations • Be Authentic
  26. 26. RESOURCES • Must Read: 40 of the best twitter brands and the people behind them, By Jennifer Van Grove. • A funny one: What’s a dry cleaner doing on twitter? By, Ann Handley.
  27. 27. FACEBOOK
  28. 28. Why Should You Care? • Social networks have become the hubs of people's online lives. • They may visit lots of sites, but their networks are where they live. More Reasons? Read: 10 Reasons to use Facebook for business, By Mari Smith
  29. 29. RESOURCES • Read: 5 tips to optimizing your brands Facebook presence, By Steve Coulson
  30. 30. BLOGGING “ I see no reason for any company not to blog – unless they’re sleazy. Every company needs a feedback system, and the easiest way to do that is through a Blog. It’s almost a truth serum.” Jackie Huba – Church of the Customer
  31. 31. Why Should You Care ? • Blogs are now a standard source of news and info 77% of active Internet users read blogs 133 million blogs created since 2002 Roughly half of all bloggers are over 35 • Bloggers are influential even beyond their blogs • A little time and money goes a long way • 8 of 10 bloggers post product reviews • Search engines love blogs
  32. 32. How-To Reach Out To Bloggers
  33. 33. It’s All About The LOVE
  34. 34. The Golden-Rule To Follow
  35. 35. RESOURCES • For the new marketing exec, who will be asked to do the dirty work: 40+ topics for corporate bloggers, By Aaron Uhrmacher • Not Confident? Read: 35+ examples of corporate social media in action, By Aaron Uhrmacher
  36. 36. How-To NOT Be Afraid
  37. 37. “The real risk doesn't lie in having a project that doesn't succeed, or doesn't succeed in quite the way you'd hoped. The real risk is being taken by organizations that aren't investing in learning those conversational skills – because increasingly, the public is coming to expect them. And if a company, organization or agency isn't listening, they'll turn to one that does” Canadian Marketing Association's Word of Mouth Marketing Conference
  38. 38. How-To Measure Social Media Return On Investment On Business Measuring Social Media Is easy in practice, but difficult in theory
  39. 39. Qualitative • Are we currently part of conversations about our product/industry? • How are we currently talked about versus our competitors? Then to measure success, we ask whether we were able to: • Build better relationships with our key audiences? • Participate in conversations where we hadn’t previously had a voice? • Move from a running monologue to a meaningful dialogue with customers?
  40. 40. Quantitative
  41. 41. How-To Measure Social Media Influence
  42. 42. Here is a starting point • Incoming Traffic - Page views, Incoming traffic from search engines, rss subscribers • Incoming Links - Primarily manual links such as blogrolls, in-post deep links • Reader Engagement - Internal searches, time on site • Recommendations - Retweets, share stats • Connections - Number of mutual connections, number of mutual connections on multiple sites • Track Record - Age of domain, number of blog posts, length of engagement • Engagement - How often and long a person has engaged with a service online
  43. 43. RESOURCES • Top 10 Free Tools For Monitoring Your Brand’s Presence, By Dan Schawbel • Top 10 Reputation Tracking Tools worth paying for, By Dan Schawbel
  44. 44. Where Do You Start? How-To Get Your Business Involved
  45. 45. List To Stimulate Ideas • HR • Marketing/Comm Introduce a new Public Relations employee International News Employee Newsletter room Training Better Customer • Sales Engagement Sales Collateral Thought Leadership Lead Generation • Product/Design Group Management Customer Support Communication Product Prototype Innovation
  46. 46. How-To Make The Most Of This Seminar
  47. 47. Start Today • Attendance and enthusiasm is half the game • Dedicate time to making this work • Seek first to understand, and then to be understood • The conversation is going on right now, the only decision is, if you will be involved • Bonus How-To: Find a Job on twitter, by Sarah Evans
  48. 48. “We can’t solve problems using the same thinking we used when we created them.” --Albert Einstein
  49. 49. CONTACT • Twitter: @AkankshaGoel • LinkedIn • Email: