Quick Steve HistoryQuick around the room: Are you already on facebook?What is the key thing you want to get out of this?
Grouponad in Superbowl: By the time the game was over, they needed to apologize.Another Super Bowl example: VW Ad with Darth Vader. They leaked the ad - before it even aired it had been seen by nearly 10 million people youTube.
It’s not just kids… Recent study 45% of Moms 18-44 AND 45+ used their phones to locate the closest store..(also used to price compare, new product research…YourFavorite stores? – what would you like to hear from them?What would they send that would have you “unfriend” them?Why do people use social media and what do they want from you?
Content targeted to you audience: Who are they? If you were standing in your store and had to out 50 bucks down on who the next customer would be - what would that description be? Talk to that person 1 on 1 in your socal interactions.
Think: No posts after a bottle of wine…Comments – brings up negativity
Blogs/Facebook/Twitter/LinkedIn in more depth..
Go into LinkedIn to show how to add Twitter, Website, Blog, etc.
Target: will determine your content. Different
Content strategy: Who will do it, how frequently,
SOCIAL MEDIA Clear Channel Seminar
Social Media Marketing<br />Step by step to your success!<br />
Watch the reaction of your brand in real time: Groupon.</li></li></ul><li>Why Social Media?<br />It’s not just kids.<br />People make recommendations based on their social Network “friends.”<br />When someone becomes a fan of your business, they are giving you permission to market to them- in fact, they WANT information from you – Demand marketing!<br />
Social Media Necessities<br />Build Trust.<br /> Earned by creating a “Highly satisfied” customer experience.<br />Starts with a foundation of authenticity and open communication.<br />Add value from the customers perspective.<br />It’s all about the content.<br />Your ability to create compelling text, audio, video and images is directly related to building interest in your site and business.<br />Content should be targeted to your audience<br />Use key words in content.<br />ALWAYS respond in an open, honest manner – be transparent.<br />How you respond to negative comments says a lot about you. <br />
Social Media Etiquette <br />Think before you speak.<br />Don’t sell incessantly. Add value. Give as much as you get.<br />Speak like a real person, not a marketing piece.<br />Listen. Social Media is a two way street.<br />Share other people’s work – and attribute it a such.<br />If someone comments on your page, acknowledge their comment.<br />Be genuine. Reflect the personality of your company (or self)<br />
Restaurant reviews</li></li></ul><li>Blogs<br />Having content that is updated on a regular basis will help your search drastically.<br />An extension of the rest of your social media efforts.<br />Caveat: You must have something to say.<br />
Blogs<br />As a separate entity?<br />The main content area of your website?<br />Added to your current website?<br />
LinkedIn<br />70 Million Members and Growing<br />560,000 Professionals visit their homepage every day.<br />80% of companies use it for recruiting<br />Over 70% of members are college grad and above.<br />
Twitter<br />150 Million Accounts<br />67% of brand followers will buy that brand<br />45% login via mobile device<br />140 characters – or is it?<br />
Twitter<br /><ul><li>140 character “micro-blog”</li></li></ul><li>Twitter: Grow your following <br />Twellow.com<br />Search.twitter.com<br />Follow your potential customers<br />To follow back, or not to follow back?<br />
Facebook<br /><ul><li>Nearly 600 million active users
More than 200 million active users access FB through their smart phone.</li></li></ul><li>Facebook<br />Set up your page – as a business – not a person.<br />Use available tools & apps <br />welcome tabs <br />constant contact tabs<br />Sell products on your Facebook page <br />Include call to action<br />
Facebook Strategies <br />Create a strategy <br />Define your target audience<br />What are you trying to achieve?<br />Increased traffic to your website?<br />Better customer service?<br />Deepen the relationship with your customers?<br />Increase sales?<br />
More FB Strategies…<br />What does success look like?<br />Sales will increase by x%<br />Marketing costs will be reduced by $xx<br />Facebook fans/Twitter followers will increase by xx/month<br />Create SMART goals.<br />Specific, Measurable, Attainable, Realistic, Timely<br />
Tactics – 2 things…<br />Monitor<br />Content <br />What’s your plan?<br />How you gonna do it?<br />
Content<br />Content generation plan<br />Who updates when?<br />How frequently?<br />What will the content be?<br />Where will it come from?<br />
Content<br />Create an editorial calendar<br />What are the specials?<br />What product are we featuring?<br />Industry specific tips<br />Follow 80/20 rule<br />Ask questions – ask for responses<br />
Content<br />Reflect the personality of your business<br />Speak to the target<br />Post regularly<br />How much is too much/how much is not enough<br />Time of day?<br />
Monitor<br />Pay attention to Facebook/Twitter notifications<br />Respond to all comments/questions<br />Tools<br />Hootsuite<br />Tweetdeck<br />Radian6/TwoBolt<br />Facebook Insights<br />
How do you get it done?<br />DON’T put it in the hands of an intern<br />DO<br />Assign a key member of your team <br />Align with a partner<br />
Tools and Resources<br />Hootsuite<br />Tweet Deck<br />Radian6<br />Mashable.com<br />Socialmediatoday.com<br />http://www.slideshare.net/stevepeck/social-media-marketing-101<br />Inside facebook<br />Social Media Examiner<br />Seth Godin<br />Brian Solis<br />Groundswell<br />6 Pixels of Separation<br />Socialnomics<br />
PIAT/Next Steps <br />Get your pages set up – completely.<br />Facebook? Twitter? Blog? YouTube?<br />Create a content strategy.<br />Who, When, What?<br />Promote your pages<br />Web: Like Buttons, Facebook box, facebook ads?<br />In store: signs – contest?<br />External: Ads, business cards<br />Stay on track! Don’t start then stop. <br />Remember that Social Media is one piece of your marketing puzzle.<br />