Unleashing Your Social Media Mojo

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Presentation about social media delivered by Dr. Kaye Sweetser of University of Georgia to Red Square Agency in Mobile, Ala. on Oct. 6, 2010.

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Unleashing Your Social Media Mojo

  1. 1. UNLEASH YOUR SOCIAL MEDIA MOJO<br />Kaye Sweetser, Ph.D., APR<br />Associate Professor // University of Georgia<br />sweetser@uga.edu<br />
  2. 2. Pure pwnage. <br />Social media can be overwhelming. <br />
  3. 3. 4 Step Process<br />Let loose!<br />1<br />2<br />Case the neighborhood.<br />3<br />Connect, but not in a stalkish way. <br />4<br />Know that size doesn’t always matter.<br />
  4. 4. Did you get the memo?<br />Dear Corporate America:<br />You never had control in the first place. OK, Thanks. <br /> XOXOX, <br /> Your Customers<br />
  5. 5. Develop a social policy<br />Encourage good ethical actions, like:<br />Transparency<br />Disclaimers<br />Respecting copyright, confidentiality & other people<br />Communicate expectations & train everyone:<br />Do employees have to report their social sites?<br />What can employees say online as themselves?<br />Who speaks about the organization?<br />Evaluate the “IT” issues & possible risks, but don’t let them hold you back. <br />Be inspired by others’ policy, like Coca-Cola.<br />
  6. 6. 4 Step Process<br />Let loose!<br />1<br />2<br />Case the neighborhood.<br />3<br />Connect, but not in a stalkish way. <br />4<br />Know that size doesn’t always matter.<br />
  7. 7. Know before you go<br /><ul><li>Monitor the community & note what is culturally acceptable.
  8. 8. Follow the rules & community values.
  9. 9. Know what people are saying about you, your competitors & your issues before you jump in.
  10. 10. Determine your time commitment & set your goals.
  11. 11. Make a plan for reporting (metrics), based on goals.
  12. 12. You don’t need a social media strategy; look how incorporate engagement into campaigns. </li></li></ul><li>4 Step Process<br />Let loose!<br />1<br />2<br />Case the neighborhood.<br />3<br />Connect, but not in a stalkish way. <br />4<br />Know that size doesn’t always matter.<br />
  13. 13. Friend of a friend …<br /><ul><li>Notion of “six degrees of separation” introduced by author FrigyesKarinthy in 1929.
  14. 14. Milgram conducted “small-world experiments” in 1967, finding 5.5 – 6 degrees of separation.
  15. 15. Facebook connections remained on par.
  16. 16. Twitter argued to bring us closer. </li></li></ul><li>And once you connect …<br />Talk about your audience more than you talk about yourself. It is not all about the sale.<br />Talk like a 5th grader, speaking in short sentences & use simple words. <br />When you want something, ask. Include a call to action when appropriate. <br />You can get someone’s attention when you use his name. Remember to @ your audience.<br />Gatorade Mission Control has had 2k+ one-on-one convos.<br />Structure conversation so that it can continue. <br />
  17. 17. Tweets taste good<br /><ul><li>Restaurants tweet daily specials.
  18. 18. Mobile food trucks tweet location.
  19. 19. Big chains have FT SM staff to monitor & respond to customers.
  20. 20. FourSquare rewards loyalty with “mayor”ship, badges & discounts.
  21. 21. Wow Baoin Chicago replied & issued gift cards to tweeters.
  22. 22. Restaurant owner Graham Elliot in Chicago lets tweeters help make decisions about the restaurant—such as what music to play.</li></li></ul><li>Passion for fashion<br /><ul><li>Upload pictures of new merchandise.
  23. 23. Create stlyin’ video shorts highlighting latest fashions or celebrity/hot looks.
  24. 24. Ask customers to upload their pix with your merchandise.
  25. 25. Follow & friend locals & create incentive to come to the store through tweets.
  26. 26. Reach out to bloggers.
  27. 27. Create apps that bring value to your customer.</li></li></ul><li>4 Step Process<br />Let loose!<br />1<br />2<br />Case the neighborhood.<br />3<br />Connect, but not in a stalkish way. <br />4<br />Know that size doesn’t always matter.<br />
  28. 28. 25%<br />of page views came from top social networks. Wow. <br />
  29. 29.
  30. 30. Holla at your girl.<br />Dr. Kaye Sweetser <br />University of Georgia<br />http://kayesweetser.com<br />sweetser@uga.edu<br />

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