Powers, stephanie social media marketing

PRESENTED BYSTEPHANIE POWERS

HAGERSTOWN COMMUNI TY COLLEGEHAGERSTOWN, MD

SAPOWERS@HAGERSTOWNCC.EDU240 -500 -2490

Social Media Marketing for

Business

Agenda

21st Century MarketingWhere does social media fit?Specific Opportunities for GovernmentsStrategies and Best Practices Questions/Discussion/Idea Sharing

What is Marketing?

“Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business

on a regular basis.

The key words to remember are EVERYTHING and REGULAR BASIS.”

-Jay Conrad LevinsonAuthor of the Guerrilla Marketing series

A New Economy

Old Economy New Economy

Organized by products Organized by customer segments 

Focused on transaction valueFocused on the lifetime customer value 

Shareholder Stakeholder 

Marketing by marketing dept. Marketing by EVERYONE 

Customer acquisition Customer retention

Overpromise, under-deliver Under-promise, over-deliver 

Image credit: xedos4

Why the Change?

Varied media

Access to information

Targeted messaging

Technology

Consumer intelligence

Transparency

Improved consumer data

More data

Information sharing

What else?

Where Does Social Media Fit?

SocialInteractiveUser-centeredTwo-way communicationInformation sharingWeb or mobile based

CommunityUser experienceRelationship buildingSharingOthers?

Image credit: jscreationzs

What is social media?

How Can this Work for Business?

Search Engine Optimization (SEO)Customer ServicePublic RelationsTargeted Communications

How Does this Work for Business?

http://www.youtube.com/watch?v=kWN8WdKgerA&feature=related

27:46 to 28:55

Where do I Start?

Determine a Realistic Level of Use Consider your organization’s…

Level of expertise & experience

Available time & resources

Expected outcomes

Image credit: jannoon028

Step 1: Listen

Google alerts - http://www.google.com/alertsTwitter discussions– Custom feeds in

HootSuite.com Your company Industry topics Hashtags #

Facebook Delete & report spam! Respond to questions

Claim your business on Foursquare, Yelp, Google Places, etc.

Step 2: Join the Conversation

Determine which networks are right for your business – www.google.com/adplanner

Determine your goals for each platform/campaign - http://socialmediatoday.com/node/424216 Customer service Promotion Awareness

Leads Web traffic

Set up tracking tools & evaluate success HootSuite analytics Website referral

numbers

Klout score TwitSprout Google analytics

Step 3: Become an Industry Expert

Get involved in industry-related conversations Track Twitter for questions – respond with expert info,

NOT product/service promotion – www.twitter.com/search

Answer LinkedIn questions and get involved in groupsContent, Content, Content!

Blog Video Testimonials

Strategies & Best Practices

Inbound links Link back to your website often

Shareable Content Use social plugins – What are social plugins?

Post frequently Use your strategy!

Start & participate in conversationsPromote your partners

http://www.youtube.com/watch?v=kWN8WdKgerA&feature=related

56:45

Strategies & Best Practices Cont’d

Respond in a timely manner -

www.facebook.com/sungevity

Facebook-Specific SEO Strategies

Choose your Facebook page name carefullyCreate a custom URL

Example: www.facebook.com/nikeUse your keywords in “About” sectionOther “Info” items of importance

Address – important for location-specific companies Company Overview, Mission, Products – Keywords! Photo captions – Keywords!

Censorship, Integrity & Crisis Management

DO NOT delete negative commentsDO set guidelines for deleting spam,

profanity, slander, etc. Example: www.facebook.com/libraryofcongress

DO have a crisis management plan http://www.mackcollier.com/social-media-crisis-manag

ement/

Articles of Interest

How to Develop a Social Media Content Strategy - http://www.socialmediaexaminer.com/how-to-develop-a-social-media-content-strategy/

The Ultimate Glossary: 120 Social Media Marketing Terms Explained - http://blog.hubspot.com/blog/tabid/6307/bid/6126/The-Ultimate-Glossary-120-Social-Media-Marketing-Terms-Explained.aspx

Articles of Interest

Top 10 Marketing Trends for 2012 - http://www.business2community.com/marketing/top-ten-marketing-trends-for-2012-0112545

Resources

Management tools www.hootsuite.com www.tweetdeck.com www.ping.fm

Blogs Mashable –

www.mashable.com HubSpot – www.hubspot.com Facebook Pages Resources Tab

–www.facebook.com/facebookpages

LinkedIn Groups Social Media Today Fans of Mashable

eMarketing Association Network

YouTube Channels SocialMedia Today Social Media Examiner

Industry Experts Mack Collier –

www.mackcollier.com Chris Brogan –

www.chrisbrogan.com Scott Stratten –

www.unmarketing.com