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Social Media Is Not About Me

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An introduction to Social Media Marketing and tips for success with social media for business. Social media is like dating, you have to learn to LOVE.

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Social Media Is Not About Me

  1. 1. Social Media is NOT about Mewith Susan BarnesKeynote for 1st Annual Social Media Marketing ForumAsian Business AssociationUniversity of California at BerkeleySeptember 25, 2012Haas School of Business 1
  2. 2. Hands UpAre you on Facebook?Are you on Twitter?Are you on LinkedIn?Are you on YouTube/Vimeo?Other networks? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 2
  3. 3. What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 3
  4. 4. What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 4
  5. 5. What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 5
  6. 6. “News doesn’t break, it Tweets” Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 6
  7. 7. What is Marketing? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 7
  8. 8. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 8
  9. 9. Let’s do some marketing• Television• Radio• Print• Billboards• Public Relations• Advertising• Trade Shows Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 9
  10. 10. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 10
  11. 11. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 11
  12. 12. Who wants control? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 12
  13. 13. YOUAsian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 13
  14. 14. Social + Media = We are the media• Listening• Sharing• Participating• Voting• Communicating• Connecting• Collaborating• PINNING!!!!• Posting Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 14
  15. 15. The Funnel has ReversedWe (consumers) have a voice.I.e. Your customers have something to sayand people are listening to each other Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 15
  16. 16. Social MediaYes, it’s Social, but is it Me dia…social my day, social me day?Me Me ME, my my myLook at me, I’m awsome!“Look ma, no hands!”Me dia  My IDEA[Especially in Business]Social Media is Not About “Me” Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 16
  17. 17. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 17
  18. 18. “Don’t report crap.”   - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 18
  19. 19. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 19
  20. 20.  “Stop pimping.”  - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 20
  21. 21. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 21
  22. 22. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 22
  23. 23.  “There’s a reason doesn’t work for you… It’s not Facebook… it’s YOU!” - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 23
  24. 24. New Media Marketing?Traditional Marketing Social Media Marketing – Broadcast – Personal Conversations – Big Budget – Smaller Budget – Mass Media, – One to One, One to One to Many Many, Many to Many – Brand Equity – Brand Ambassadors – ROInvestment – ROInfluence Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  25. 25. What is marketing today? Experience Influence Value Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 25
  26. 26. AKA InteractionMarketing Money Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 26
  27. 27. P The 4 P’sRODUCTRICELACEROMOTION Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 27
  28. 28. What is the 5th P in Marketing? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 28
  29. 29. “Participation is Marketing.” – Brian Solis http://www.youtube.com/watch?v=3SuNx0UrnEo Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  30. 30. “The People in your life make your world better. People are literally the best thing in the world.” – Gary Vaynerchuck http://www.youtube.com/watch?v=5p2BZg94Eb0 Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  31. 31. The 4 P-ShiftPRODUCTRICELACEROMOTION P EOPLE ROXIMITY ROMISES ARTNERSHIPS ARTICIPATION Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 31
  32. 32. What are relationships made of? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 32
  33. 33. Your Social Media (or dating) Plan LOVE L - Listen O - Offer V - Visit E - Engage Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 33
  34. 34. Your Social Media PlanLISTEN (You’ll need some listening tools: SocialMention.com, Google Alerts, Radian6?) to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?) Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential) Participate in conversation with questions, comments, likes, follows etc. (Participation is marketing)OFFER Share what interests your community (Content, Content, Content) Create good content, content worth sharing (Content, Content, Content) Value and ENTERTAINMENT (Content, Content, Content)VISIT Build your network so you have people to talk with and connect with Grow through learning about others and understanding what they likeENGAGE Nurture your community members, show that you care, because you do You want the answer to be “YES!” What would that take? (Content and Frequency) Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 34
  35. 35. How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 35
  36. 36. How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 36
  37. 37. How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 37
  38. 38. LOVE R’sReal-time, REAL, Relationships: Think A(B)CDBe Authentic – Respond in a Real wayBe Human – Relationships are built on trustFocus on your Community – think ReachBe Dedicated to your customers – be Resilient … and Revelant Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  39. 39. Be Human Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  40. 40. Fish where the fish areFish where the fish are Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 40
  41. 41. Think Three R’s Reach Relevance Return Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  42. 42. REVERSE that thought Return Relevance Reach Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  43. 43. Be Different, Be Remarkable Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 43
  44. 44. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 44
  45. 45. Get to Know Your AudienceDo you want a relationship…or a one-night stand? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 45
  46. 46. Facebook Insights Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 46
  47. 47. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 47
  48. 48. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 48
  49. 49. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 49
  50. 50. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 50
  51. 51. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 51
  52. 52. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 52
  53. 53. What is “talking about this”? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 53
  54. 54. What is “talking about this”? For AJ Bombers, of 11, 550 likes, 1,164 (or about 10%) were talking about the brand/page or a post on the page on Facebook within the last 7 days. Source: http://www.insidefacebook.com/2012/01/10/people-talking-about-this-defined/ Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 54
  55. 55. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 55
  56. 56. What is “talking about this”?For Chocolate for Breakfast: 7,278 were talking about this out of 11,036 likes. = 66%  Very High Engagement Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 56
  57. 57. How to reach engagement successSocial media marketing is like DATING.Learn everything you can about your your crush.Preparedness and deep understanding gets the “Yes.”Be highly responsive, compassionate and polite.Listen attentively. Let the other person speak. Listenmore. Learn what works and practice it.Offer value. Entertain, impress, inspire.EXTRA CREDIT: Tell them they are AWSOME! Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 57
  58. 58. How to reach engagement success 1. Foreign Accent 2. Confidence 3. Talent (of ANY kind) 4. Food – be a good cook 5. Intelligence … 10. SmilingSource: http://www.howaboutwe.com/date-report/10-instant-turn-ons-that-work-for-both-sexes/ Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 58
  59. 59. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 59
  60. 60. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 60
  61. 61. Asian Business Association Social Media Marketing Forumat Haas School of Business, UC Berkeley 61
  62. 62. How to make a lasting impression, something worth sharing, or a Viral Video 1. Tell a story 2. Make it about THEM, i.e. your date, your audience, your customer 3. Include a lot of ACTION! 4. Get a celebrity (friend, teacher, colleague) endorsement 5. Leave them wanting more, “To be continued…”Inspiration:http://www.businessweek.com/articles/2012-03-16/five-reasons-the-kony-video-went-viral Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 62
  63. 63. http://www.youtube.com/watch?v=CHtyQJzTy70 Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 63
  64. 64. PEOPLE, LOVE, Relationships.P eopleE njoyO therP eopleL isteningE mmensely PEOPLE LOVE Relationships. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 64
  65. 65. Do• Use a photo for profile pictures – Remember PEOPLE• Post as often as possible without being annoying• L isten• O ffer / Share• V isit and Give credit (RT)• E ngage and Participate• Always ask “Who is this for?” Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 65
  66. 66. Don’t• Write or say anything you wouldn’t do or say in front of your mother• Broadcast• SHOUT• Copy• Forget about the elephant! Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 66
  67. 67. Remember Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 67
  68. 68. Q&A Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  69. 69. Thank YOU! Connect with Suse (Susan) Barnes: Suse@susby.com http://www.susby.com http://twitter.com/susby http://www.facebook.com/susbyDigital http://www.linkedin.com/in/susanbarnes http://www.pinterest.com/susby http://gplus.to/susby Asian Business Association Social Media Marketing Forum Phone/SMS: (415) 305-6403 at Haas School of Business, UC Berkeley 69

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