Social media course 9 21-11

“Facebook, YouTube LinkedIn, Twitter, Tumblr, Flickr…

Bobbie CarltonCarlton PR & MarketingContact: bobbie@carltonprmarketing.com

Taught by a digital nativeFacebook and Twitter for DummiesFree

Who are you?Who am I?What is Social Media?

Some examplesWhy should you care?Sounds expensiveGetting started – guided tour

20+ years in high tech marketing & PR Social media for kids Consulting & Mass Innovation Nights My Social Media cred:

@Bobbiec and @MassInno LinkedIn, Facebook, Friendfeed & more My Blog: http://www.carltonprmarketing.com My site: http://massinnovationnights.com

Common Goals for Social Media Projects Decrease reliance on expensive

traditional marketing Keeping up with competition

Today’s goals Open discussion on different strategies

and options Educate group on basic Web marketing &

social media tools Your goals?

The ability to connect to connections of connections (create a network)

Reaching out to a wider network than you might otherwise be able to reach

User-created contentTwo-way conversationsSharing Immediate customer/prospect

connections

Advertising Local newspaper, TV, Radio, phone book,

direct mail (coupons), magazines, coupons/partnerships

PR (what’s new?) Store openings, events, new products,

new people Press release to the local media

Word of Mouth/referrals (effective)

The Classic 4 “Ps” Pricing Promotion Product Place (distribution)

Target audience – “who” is your customer? Where do you reach them? How?

(http://www.groundswell.com)

Search is brand Word of mouth works

The Movie Nut model Websites & Social Media -- Expand

WOM Harnessing search

Google is the world Think about the last purchase you made

Social media gives good Google “juice”

TrafficContent -- Relevance & site structureLinks

Incoming only Relevance Labels From high “PageRank” pages Number of links on a site

AlexaCompeteHitwiseGoogle

Analytics AdWords

Google Adword Keyword Selector tools

4 billion “things” shared on Facebook per day 750 million active users today 2009 million users two years ago

Twitter – 300 million registered 6 million in February 2009

LinkedIn – 100 million at beginning of 2011 October 2009 – 50 million

Burger King

Subservient Chicken (2004) http://www.subservientchicken.com/

Easter eggs: Crispin, Taco BellWithin the first 24 hours the website

had received more than a million hits, with this number soaring to an impressive 385 million “hits” by April 2005.

Reversed sales decline

Cadbury Gorilla

Gorilla campaign (August 2007) YouTube – 500,000 page views in one

week By November 2007, it had been viewed

over six million times Mashups/spoofs/parodies/UGC created

new buzz Reversed decline in sales Sales of Dairy Milk increased 9% from the

same period in 2006.

Hawthorne Heights

Punk rock band (2004/2005)No sig. radio airplay, posted songs on

MySpaceDebut album sold 500,000 copies in a

down market (post-Napster)Spring 2008 – 500,000 MySpace friends

More than 3M bands on MySpace today

Mass Innovation Nights

A place for new products & new

connections

Monthly real world events

Discover what’s innovative in

Massachusetts online at

Mass.InnovationNights.com

Build case study for social mediaPromote face-to-face networkingShowcase MA-based innovationProvide inspirationHelp to connect job seekers and jobs Help stimulate local economy  

Twitter real world

meetings/tweetups

Web Inno free meetings drawing 1200+

Trade shows “dying”

Face-to-face meetings more important

Partnerships important to low cost Free locations (Museum)

▪ Visibility▪ Access to new

list/donors/volunteers/customersEvents free for attendees and

companiesDevelopment donatedSocial Media used for marketing

Twitter and other social media (85% of Website

traffic)

Word of mouth/SEO website/PR/Mass media

Newsletter (list expanding) and marketing

Partnerships

Boston World Partnerships

128 Innovation Capital Group

Mass High Tech

April 167 attendees, now regularly 200-300

10 companies present each month Dozens of people attended after-

partyMajor media coverage – GlobeThousands of tweets, blog posts,

video, picturesOctober 12 -- #MIN31

Next Steps

Website – low cost optionsE-newslettersSocial Media basics

Facebook groups and fan pages LinkedIn profiles, groups Twitter accounts YouTube & other video options

▪ Qik, Viddler Bookmarking sites

Buy your domain GoDaddy can help you search, host &

buildUse Blogger, WordPress or other host

siteLow-cost, template-driven sitesLocal developersTeach yourself to do it!

Cheaper than postageRemarketingBuilding trafficUsing existing contentChoosing a topic based on keywordsNewsletter content builds site --

leverageTools – ConstantContact, MailChimp,

What’s NewCollect email addresses legally

Start with a personal page – get comfortable

Create a “group”“Stock” it

Relevant links Interesting articles News, etc.

Focused on professional linksUse the address book scraperSearch for relevant groupsAsk questions/offer input/advice

Create an accountStart tweetingUse the address scraper in your mailListenFollow Connect, retweet, respondPictures, blog posts, video, etc.

YouTube (create your own channel) Instant video uploading – multiple

services Qik Viddler

Industry specific http://How2heroes.com

Vloggers – http://www.NOMx3.com Steve Garfield’s book, Get Seen

Add a blog page to your websiteBloggerWordpressMicro-blogging

Twitter helps populate my website

FourSquare, SCVNGR, LevelUp,Gowalla

Check-ins“Mayors”Great for local marketing

Talk to Customers About Social Media Start with your family & friends & employees &

partners Grow & leverage what you currently do

Add SocMed info to business cards, ads, signs Use social media to experiment with online

presence Create or find useful content for your customers Create buzz-worthy content Find the influencers Friend social media users – be friendly Ride the wave – piggyback on trends Listen, listen, listen before you leap

Getting started on Twitter Helpful Twitter tools Social media marketing resources

Top recommended books Websites and tools

How to build your own marketing plan Win-win marketing programs

Give me your card & I’ll email them all.

Bobbie CarltonCarlton PR & Marketingbobbie@carltonprmarketing.com