Social Media Brass Tacks

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Learn the fundamental 'brass tacks' of social media for business and personal branding and communication featuring speakers Michael Clawson and Patty Clawson of Big Fish Creations.

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Social Media Brass Tacks

  1. 1. Social Media Brass TacksWednesday, May 1, 13
  2. 2. “First learn the meaningof what you say, andthen speak.”EpictetusWednesday, May 1, 13
  3. 3. What is SocialMedia?Wednesday, May 1, 13
  4. 4. Social MediaSocial media is mediafor social interaction,using highly accessibleand scalable publishingtechniques, utilizingweb and mobile baseddelivery.Source:en.wikipedia.org/wiki/Social_mediaWednesday, May 1, 13
  5. 5. Key Word:Social InteractionWednesday, May 1, 13
  6. 6. What isSocial Interaction?Wednesday, May 1, 13
  7. 7. Communication!Wednesday, May 1, 13
  8. 8. Focus ChannelsWednesday, May 1, 13
  9. 9. Focus Channel•Facebook is the largest social medianetwork with one billion users.•One million websites have integrated withFacebook.•Facebook pages are powerful for brands.Wednesday, May 1, 13
  10. 10. Focus Channel•Twitter has 580 million users.•Twitter offers real-time interaction withyour brand.•140 characters or less.•Faster messaging.Wednesday, May 1, 13
  11. 11. Focus Channel•Yelp is reputation management.•Crowd source reviews of your brand.•Monitor Yelp, even if you do not havesocial media channels established withyour own brand.Wednesday, May 1, 13
  12. 12. Focus Channel•Linkedin networks your brand.•A source to find leads.•Join groups and active discussions.Wednesday, May 1, 13
  13. 13. Focus Channel•You Tube visually broadcasts your brand’smessage.•Largest video sharing social community.Wednesday, May 1, 13
  14. 14. Kick StartYour ContentAfter you’ve built yoursocial media page,uploaded all the prettycover photos, logos andasked your fans to “like”your page - the realdialogue begins.Wednesday, May 1, 13
  15. 15. Actively participating in socialmedia becomes a commitment.You’ve asked for the friendrequest, like or follow - time toengage the audience.Wednesday, May 1, 13
  16. 16. Without this commitment, it’slike calling someone on the phoneand setting the receiver downafter they’ve said hello.Wednesday, May 1, 13
  17. 17. Here are some ways you can kickstart your dialogue and begin theconversation.A few of our favorite content tips are fromKatrina RookerSource: Katrina Rookerwww.katrinarooker.com/content-tips-for-facebookWednesday, May 1, 13
  18. 18. Post Breaking News•Announce new products, let your friends knowabout sales on your products.•Announce any events going on in your area.•Share the results from any poll related to yourbusiness.Wednesday, May 1, 13
  19. 19. Post Like A Friend•Write the same way you would when sharingsomething with your friends and family.•Don’t just sound like an advertisement.Wednesday, May 1, 13
  20. 20. Post Weekly Tips•Post tips from experts in your field.•By posting tips from experts in your field, younot only have active dialogue, but buildcredibility with your brand.•Ask a friend to “Like” it.Wednesday, May 1, 13
  21. 21. Celebrate ImportantMilestones•When someone joins your team, announce it.•Let your friends celebrate with you.•Update your status when someone on yourteam wins a great prize (car, cruise etc.)Wednesday, May 1, 13
  22. 22. Post Stats or Facts•Add a question related to the stats or fact tosee what response you get.•Have fun with these stats and facts, be clever.•Use the data to inform, reinforce or createawareness about your product or brand.Wednesday, May 1, 13
  23. 23. Source: Mashable Post - Scott Steinberg10 Commandments of Social Media for Brandswww.mashable.com/2013/03/13/social-media-business-commandments/10 Commandmentsof Social Mediafor BrandsWednesday, May 1, 13
  24. 24. Thou Shalt Be PatientAnd Considerate•While many campaigns seem to go viralovernight, it’s important to remember thatbusiness rarely experience instantbreakthroughs.•Engage the audience by creating helpful andinsightful content that addresses key concernsor speaks to consumer needs.•Be relevant, generous and sincere.Wednesday, May 1, 13
  25. 25. Thou Shalt ThinkBefore You Post•Trade secret: Every post or status update you shareshould add value for your audience, regardlesswhether that value comes in the form ofenlightenment, entertainment or an upliftingexchange.•Think about what you can add to the conversationthat others cannot.•Retweet posts to share information, then add yourown opinion or links to further resources.•Key question to to ask yourself: What’s in it for them?Wednesday, May 1, 13
  26. 26. Thou Shalt Be Brief•Keep it short and sweet on social media.•You have only a few seconds to catch someone’sattention, and even less time to keep it.•Posts should have immediate impact.•Concise language.•Use links, references or visual assets, such asphotos, videos and infographics to quicklyconvey key information at a glance.Wednesday, May 1, 13
  27. 27. •Think of social media as the world’s largestmegaphone or amplifier.•It can project your online voice louder, fasterand farther than ever before.•Always be engaging and upbeat.•Material you post should be less promotionalthan beneficial in nature, designed to helpviewers save time or money, enhance learningand awareness, or offer key opinions andinsights.Thou Shalt Be BriefWednesday, May 1, 13
  28. 28. Thou Shalt Do Good•Point out trends and make connections.•Look for ways to aid, assist and uplift youraudience.Wednesday, May 1, 13
  29. 29. More Content TipsWednesday, May 1, 13
  30. 30. Break It Down•When introducing a new product to youraudience, break it down.•Separate each of the components and create apost or tweet about it. Or make a series of postsabout the item.•Products with multiple items give you theopportunity to post multiple times.•Think of pulling each item out of a bag one byone, and explaining the product to your friend.Wednesday, May 1, 13
  31. 31. Tell Me More•Post about products or your brand in greaterdetail.•Tell the audience why? Explain how theproduct or brand works so well, or what make’sit different.•Describe how the audience can benefit fromits use, experience or enjoyment.•If you offer gourmet desserts on the menudescribe the mouth watering details.Wednesday, May 1, 13
  32. 32. •Elaborate on the pound of hand churned butterand sweet cream that went into batter. Or theEuropean chocolate that was imported from aFrench Chocolatier from a small village insouthern France.•Remember, your product or brand hascompetition - so entice the audience to devouryour dessert.Tell Me MoreWednesday, May 1, 13
  33. 33. Post Images With Intent•When posting a picture of your brand or product, thinkabout the intent of the image before you post it.•Determine what you are trying to communicateto the audience.•Evoke a response?•Open dialogue?•Ask a question?•By posting images with intent, you can visuallycommunicate the relevancy and purpose of themessage.Wednesday, May 1, 13
  34. 34. •No one knows their brand better than you.•Be true to your brand and its message.•Leverage positive content related to yourbrand.•Repost. Retweet. Reiterate.•Most of all, tell your story!Become yourbrand’s evangelistWednesday, May 1, 13
  35. 35. Technical TipsWednesday, May 1, 13
  36. 36. •Avoid using a service that automatically makesposts at a specific time.•Timed posts can backfire.•Automation transforms your social interactioninto an answering machine.Minimize AutomationWednesday, May 1, 13
  37. 37. Case Study -Women’s Health MagazineRead MoreSource:Wednesday, May 1, 13
  38. 38. Don’t Exploit aTragic Situation•Real-time mistakes can happen.•Use common sense about sensitive issues orcurrent events.Wednesday, May 1, 13
  39. 39. Case Study -Kenneth ColeWednesday, May 1, 13
  40. 40. Case Study - Kenneth ColeWednesday, May 1, 13
  41. 41. Case Study - Kenneth ColeRead MoreWednesday, May 1, 13
  42. 42. Trolls and Spammers•Don’t feed them!•Watch your social channels daily.•Pay attention to your alerts.•Report and block spammers.•Be aware that an unhappy customer mayappear to be a spammer.•Don’t over-react.•Be professional. Be nice.•Worse case: take it offline - email or personalmessage.•With a strong brand, your fans may help.Wednesday, May 1, 13
  43. 43. Engage and Adapt•Leverage positive content related to yourbrand.•Repost. Retweet. Reiterate.•Be true to your brand and its message.•Listen, monitor, and adapt.•Act accordingly.•Seize the opportunity.Wednesday, May 1, 13
  44. 44. Case Study - OreoRead MoreWednesday, May 1, 13
  45. 45. MICHAEL CLAWSONFacebook: michaelclawsonTwitter: @michaelclawsonInstagram: bigfishFlickr: michaelclawson500px: bigfishLinkedin: michaelclawsonGoogle+ michaelclawsonPATTY CLAWSONFacebook: pattyclawsonTwitter: @patriciaclawsonInstagram: patriciaclawsonFlickr: pattyclawsonPinterest: patriciaclawsonLinkedin: pattyclawsonGoogle+ pattyclawsonTHANKYOUWednesday, May 1, 13

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