Unleash Your Social Media Mojo

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Dr. Kaye Sweetser, APR, from the University of Georgia discusses social media at Mobile's Red Square Agency on Oct. 6, 2010. Sweetser suggests a 4-step process to adopting social media: policy, planning, connecting & measuring.

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Unleash Your Social Media Mojo

  1. 1. UNLEASH YOUR SOCIAL MEDIA MOJO Kaye Sweetser, Ph.D., APR Associate Professor // University of Georgia sweetser@uga.edu
  2. 2. Pure pwnage. Social media can be overwhelming.
  3. 3. 1 Let loose! 4 Step Process 2 Case the neighborhood. 3 Connect, but not in a stalkish way. 4 Know that size doesn’t always matter.
  4. 4. Did you get the memo? Dear Corporate America: You never had control in the first place. OK, Thanks. XOXOX, Your Customers
  5. 5. Develop a social policy  Encourage good ethical actions, like:  Transparency  Disclaimers  Respecting copyright, confidentiality & other people  Communicate expectations & train everyone:  Do employees have to report their social sites?  What can employees say online as themselves?  Who speaks about the organization?  Evaluate the ―IT‖ issues & possible risks, but don’t let them hold you back.  Be inspired by others’ policy, like Coca-Cola.
  6. 6. 1 Let loose! 4 Step Process 2 Case the neighborhood. 3 Connect, but not in a stalkish way. 4 Know that size doesn’t always matter.
  7. 7. Know before you go •Monitor the community & note what is culturally acceptable. •Follow the rules & community values. •Know what people are saying about you, your competitors & your issues before you jump in. •Determine your time commitment & set your goals. •Make a plan for reporting (metrics), based on goals. •You don’t need a social media strategy; look how incorporate engagement into campaigns.
  8. 8. 1 Let loose! 4 Step Process 2 Case the neighborhood. 3 Connect, but not in a stalkish way. 4 Know that size doesn’t always matter.
  9. 9. Friend of a friend … •Notion of ―six degrees of separation‖ introduced by author Frigyes Karinthy in 1929. •Milgram conducted ―small-world experiments‖ in 1967, finding 5.5 – 6 degrees of separation. •Facebook connections remained on par. •Twitter argued to bring us closer.
  10. 10. And once you connect …  Talk about your audience more than you talk about yourself. It is not all about the sale.  Talk like a 5th grader, speaking in short sentences & use simple words.  When you want something, ask. Include a call to action when appropriate.  You can get someone’s attention when you use his name. Remember to @ your audience.  Gatorade Mission Control has had 2k+ one-on-one convos.  Structure conversation so that it can continue.
  11. 11. Tweets taste good •Restaurants tweet daily specials. •Mobile food trucks tweet location. •Big chains have FT SM staff to monitor & respond to customers. •FourSquare rewards loyalty with ―mayor‖ship, badges & discounts. •Wow Bao in Chicago replied & issued gift cards to tweeters. •Restaurant owner Graham Elliot in Chicago lets tweeters help make decisions about the restaurant—such as what music to play.
  12. 12. Passion for fashion •Upload pictures of new merchandise. •Create stlyin’ video shorts highlighting latest fashions or celebrity/hot looks. •Ask customers to upload their pix with your merchandise. •Follow & friend locals & create incentive to come to the store through tweets. •Reach out to bloggers. •Create apps that bring value to your customer.
  13. 13. 1 Let loose! 4 Step Process 2 Case the neighborhood. 3 Connect, but not in a stalkish way. 4 Know that size doesn’t always matter.
  14. 14. of page views came from top social networks. Wow.
  15. 15. Holla at your girl. Dr. Kaye Sweetser University of Georgia http://kayesweetser.com sweetser@uga.edu

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