Published on February 5, 2009
SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
SOCIAL MEDIA DEFINED The conversation is not: controlled o organized o “on message” o The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
SOCIAL MEDIA DEFINED Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release o
SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 39% subscribe to an RSS feed o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
SOCIAL MEDIA DEFINED Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a follower o
SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of reviews/comments o volume of reviews/comments o Brand affinity o Incoming links o Commenter authority/influence o Time spent Action & Insight o Favourites / Friends / Fans o Sales inquiries o Viral forwards o New business o Number of downloads o Customer Satisfaction / loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
SOCIAL MEDIA DEFINED WHAT DOES THIS MEAN FOR YOU? Build an actionable game plan for your Social Media Marketing o Who are your Best Buyers? o How can you educate them? o What’s their reason to engage with you? Go where your buyers are o Start and build Groups o Give buyers ways to interact and engage with you o Provide a channel to communicate with them
KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS
KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
KEYS TO SUCCESS o Spend time upfront planning how you will use social media o Think POST: People o Objectives o Strategy o Technology o
KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
KEYS TO SUCCESS o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
SOCIAL MEDIA DEFINED WHAT DOES THIS MEAN FOR YOU? Build your Social Media presence NOW (your competition is too) o Get involved in Linked-In groups o Create a following with a Facebook Business Page o Develop your Twitter following Reset your market’s ‘buying criteria’ with education o Send regular info articles o Be a viral resource
THE TOOLS SOCIAL MEDIA TOOLS
THE TOOLS Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release o
THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Facebook and MySpace pages provide a micro site for your business within the social framework.
THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o join groups and gain fans
THE TOOLS Do Don’t o create a page to promote your o create a page and fail to brand maintain it o point your fans to your o try a hard sell approach company blog or contest o censor comments o encourage a discussion and participate frequently o spam your fans/friends with frequent private messages – o explore targeted advertising you’ll drive them away opportunities o post false information
THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert
THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
THE TOOLS Do Don’t o post on a regular schedule o write press releases – be real about why something is exciting o encourage conversation by asking questions o let complaints go unanswered o respond to customers' questions and concerns o make users register to comment – they won’t bother o use a few bloggers from your company for more viewpoints o delete fair but critical comments o post product reviews from customers or industry experts
THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to follow their friends o Companies use it to market their product or services by giving them a voice/identity.
THE TOOLS o promote contests o share timely information o spread useful links o personify your brand o build credibility and influence o follow competitors
THE TOOLS Do’s Don'ts o sound like someone who just o sound like a press release happens to work at your company o spam with constant links to your company website, either o put a friendly face on your in tweets or private messages product o pose and answer questions o announce sales, deals, news, updates, and build buzz for big releases or events
THE TOOLS o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
THE TOOLS Do Don’t o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and find a formula that works. detailed description o pull down other people’s o post video replies to others videos showcasing your product for copyright infringement o allow commenting and participate in the conversation o make your video longer than it needs to be – keep it concise o save bandwidth costs on your and entertaining website by hosting videos on YouTube
THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
THE TOOLS Do Don’t o keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seeding o collect minimal information o forget to moderate - during registration spammers and trolls will drive users away o keep focus and attract users by clearly identifying your o censor or allow militant community purpose and moderators to take too much target audience control over the conversation. You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website
SOCIAL MEDIA DEFINED 6 Steps to Social Media Marketing Success 1. Follow a proven successful game plan o Trial and error on your own o Utilize a proven plan 2. Determine the strategy best for your business o Understand your buyers o Establish your time vs. the investment 3. Set up your profiles and group pages o Optimize your bio o Strategically create groups of interest to your buyers
SOCIAL MEDIA DEFINED 6 Steps to Social Media Marketing Success 4. Reset the ‘buying criteria’ with education o Systematize your info o Provide regular content that’s resourceful 5. Engage in conversation o Provide ‘viral’ info that encourages conversation o Allow an open platform 6. Monitor and measure o Have systems in place to track results o Only utilize practices that are profitable in revenue
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SOCIAL MEDIA DEFINED A Due Diligence Cost ROI AVERAGE COST AND TIME ANALYSIS o Troubleshooting an Ongoing and Successful Social Media Marketing Strategy: TIME: 8 hours / INVESTMENT: $800.00 o Creating, Optimizing and Updating Multiple Profile Pages, Groups and Bios: TIME: 5 hours / INVESTMENT: $500.00 o Researching and Creating Monthly Resourceful Educational Articles: TIME: 7 hours / INVESTMENT: $700.00 continued >
SOCIAL MEDIA DEFINED A Due Diligence Cost ROI AVERAGE COST AND TIME ANALYSIS o Strategizing, Creating, Engaging In and Writing Communications via Discussion Board Posts, Wall Posts, Feedback Responses, etc.: TIME: 6 hours / INVESTMENT: $600.00 o Managing Multiple Strategic Group Interactions and Discussions: TIME: 6 hours / INVESTMENT: $600.00 o TOTAL TIME: 32 hours / TOTAL INVESTMENT: $3,200.00
SOCIAL MEDIA DEFINED A Due Diligence Cost ROI AVERAGE COST AND TIME ANALYSIS o TOTAL TIME: 32 hours / TOTAL INVESTMENT: $3,200.00 o As an Entrepreneur or Executive, if your worth PER HOUR is $100.00 or GREATER, contact Growth Strategies to have this done for you for $295. o ACT NOW to exponentially EXPAND your exposure, build a GROWING loyal following and INCREASE your sales revenue.
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