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SATELLITE MARKETINGUsing Social Media to Create Engagement
@KevinPopovic | @SatelliteMktg
EXPERT IN COMMUNICATIONS78,714 Hours of Experience over 26 Years
@KevinPopovic | @SatelliteMktg
PUBLISHED AUTHOR2 Books, 2 eBooks, 2 Journal Articles
@KevinPopovic | @SatelliteMktg
INTERNATIONAL SPEAKERConferences, Associations, Organizations
@KevinPopovic | @SatelliteMktg
EXPERIENCED TEACHERTop 15 Most Influential Educators in Digital Marketing
@KevinPopovic | @SatelliteMktg
INTRO TO SATELLITE MARKETING™
Using Social Media to Create Engagement@KevinPopovic | @SatelliteMktg
ORIGINS OF SATELLITE MARKETINGThe Discovery of Social Media
@KevinPopovic | @SatelliteMktg
MOJOPAGES30 Days to Launch: Behind the Scenes of a Startup
@KevinPopovic | @SatelliteMktg
DEFINING SOCIAL MEDIAIdentifying a Common Understanding
@KevinPopovic | @SatelliteMktg
@KevinPopovic | @SatelliteMktg
DEFINING SOCIAL MEDIA
“Websites and applications that enable users to create and share content or to participate in social networking.”
- Oxford Dictionary
@KevinPopovic | @SatelliteMktg
DEFINING SOCIAL MEDIA
“Forms of electronic communication (as web sites for social networking and micro-blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).”
- Merriam-Webster
@KevinPopovic | @SatelliteMktg
DEFINING SOCIAL MEDIA
“Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.”
- Wikipedia
@KevinPopovic | @SatelliteMktg
DEFINING SOCIAL MEDIA
“A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”
- ESCP Europe Business School
@KevinPopovic | @SatelliteMktg
DEFINING SOCIAL MEDIA
“People using content and technology to communicate with other people using social networks.”
- Popović
TYPES OF SOCIAL MEDIAAn Understanding of Social Media
Kevin Popović | @SatelliteMktg
CONVERSATION PRISMBrian Solis’ 26 Types of Social Media
Kevin Popović | @SatelliteMktg
Kevin Popović | @SatelliteMktg
Conversation Prism
• Social Networks
• Social Streams
• Location
• Quantified Self
• Events
• Livecasting
• Enterprise
• Content
• Niche Working
• Business
• Influence
• Music
• Pictures
• Blog / MicroBlog
• Content / Documents
• Wiki
• Communicate
• Discussion & Forums
• Social Bookmarks
• Social Curation
• Q&A
• Crowd Wisdom
• Social Commerce
• Service Networking
• Reviews & Ratings
• Social Marketplace
SOCIAL NETWORKINGPeople Connecting with Other People
Kevin Popović | @SatelliteMktg
Kevin Popović | @SatelliteMktg
• People use social networking to communicate: to share what they think (micro-blog) and to respond to others (comments).
• People share where they are (location) and what they’re doing (events), providing additional context to their messages.
SOCIAL NETWORKING
Kevin Popović | @SatelliteMktg
• Structured conversations, like a question and answer (Q&A), can provide a framework for communicating and can be scaled as necessary to accommodate the number of people and what they want to discuss (discussion and forums, crowd wisdom).
SOCIAL NETWORKING
CONTENT SHARINGPeople Sharing and Exchanging Content with Other People
Kevin Popović | @SatelliteMktg
Kevin Popović | @SatelliteMktg
• Content Sharing sites help people share all the different types of information and electronic media that can be shared using a social networking service or a website.
• People can share text, documents, pictures, video, music, multimedia and the like.
CONTENT SHARING
Kevin Popović | @SatelliteMktg
• Content sharing sites provide the ability to construct content (blogs), to create an archive of content (social bookmarks, social curation) and to monitor its development (social streams).
• People share their comments on the content at the source (ratings and reviews, discussion and forums) or at any place the content is shared.
CONTENT SHARING
Kevin Popović | @SatelliteMktg
• Although people create most content in advance of sharing, some sites enable people to share their content while they are creating by broadcasting a real-time, synchronous stream (livecasting).
CONTENT SHARING
COLLABORATIONPeople Working with Other People
Kevin Popović | @SatelliteMktg
Kevin Popović | @SatelliteMktg
• Social networking sites enable people to communicate, and content sharing sites enable people to share content.
• Collaboration sites enable people to create a social network and to share content for a purpose.
COLLABORATION
Kevin Popović | @SatelliteMktg
• A group of people can collaborate on a small project (nicheworking) with a particular interest or with more people on a larger scale (wiki).
COLLABORATION
Kevin Popović | @SatelliteMktg
• People may collaborate to create social capital (influence) or for capital gain (social marketplace, social commerce), and a large group of people may collaborate on an (enterprise level) interest or with more people on a larger scale (wiki).
COLLABORATION
Kevin Popović | @SatelliteMktg
• IF we agree that’s all social media is – another technology for people to communicate with other people – we can start applying what we know about communicating using technology and other media to communicate better.
TYPES OF SOCIAL MEDIA
SATELITE MARKETING PROCESSA Proven Methodology for Communicating
Kevin Popović | @SatelliteMktg
@KevinPopovic | @SatelliteMktg
IDENTIFYING GOALS
If you don't know where you're going, how will you know when you get there?
@KevinPopovic | @SatelliteMktg
IDENTIFYING GOALS
• Start with “why?”• “Identify the purpose, cause, or belief that
inspires you to do what you do.” – Simon Sinek
• Why social?
@KevinPopovic | @SatelliteMktg
IDENTIFYING GOALS
• I’m investing in social media to create a contemporary perception of my brand, to increase the reach of my message and to generate new customers.
@KevinPopovic | @SatelliteMktg
UNDERSTANDING THE AUDIENCE
Knowing with whom you're speaking to determines what to say and how to say it.
@KevinPopovic | @SatelliteMktg
UNDERSTANDING THE AUDIENCE
• Demographics• Title, Age, Gender, Education, Experience,
Knowledgebase, Environment, Geographic Location
• Quantitative
@KevinPopovic | @SatelliteMktg
UNDERSTANDING THE AUDIENCE
• Psychographics• What do they know, what makes them
unique, WIIFM?• Qualitative
@KevinPopovic | @SatelliteMktg
CREATING A STRATEGY
Start with what you know.
@KevinPopovic | @SatelliteMktg
CREATING A STRATEGY
• A well thought out step-by-step of how a business is going to accomplish its goals.
• A plan, every plan, even the best plan, is a best guess of what will happen in the future.
• It is not a purchase agreement for results.
@KevinPopovic | @SatelliteMktg
CREATING A STRATEGY
Prioritized Goals+ Ordered Actions = Strategy
@KevinPopovic | @SatelliteMktg
SELECTING SOCIAL MEDIA
Each type of social media provides opportunities to support your strategy by helping reach your audience and by supporting the actions you've identified as important.
@KevinPopovic | @SatelliteMktg
SELECTING SOCIAL MEDIA
Think about the people you are trying to reach, and what you are trying to get them to do.
@KevinPopovic | @SatelliteMktg
SELECTING SOCIAL MEDIA
Social Networking sites enable people to connect with other people—to establish a channel of communication.
@KevinPopovic | @SatelliteMktg
SELECTING SOCIAL MEDIA
Content Sharing sites help people share different types of information and media.
@KevinPopovic | @SatelliteMktg
SELECTING SOCIAL MEDIA
Collaboration sites help people create influence, generate capital gain or collaborate on an enterprise level.
@KevinPopovic | @SatelliteMktg
COMMUNICATIONS PLANNING
Creating engagement with an audience over time just doesn’t happen. Somebody executed a well thought-out plan.
@KevinPopovic | @SatelliteMktg
COMMUNICATIONS PLANNING
What + When + Impact + Hours + Budget= Plan
@KevinPopovic | @SatelliteMktg
COMMUNICATIONS PLANNING
• How you will communicate with your audience.
• Everyone works from the same plan.• Demonstrates best practices from all types
of communications.• Examine each opportunity to generate the
greatest reach, impact and ROI.
@KevinPopovic | @SatelliteMktg
COMMUNICATIONS PLANNING
@KevinPopovic | @SatelliteMktg
CREATING ENGAGEMENT
To engage users means to attract the audience you seek, to draw them into a conversation and to hold their attention over a period of time.
@KevinPopovic | @SatelliteMktg
ATTRACTING AN AUDIENCE
The words you share become your voice, the pictures become your face and the way you interact becomes your visible personality.
@KevinPopovic | @SatelliteMktg
STARTING A CONVERSATION
Sharing the right content and asking the right questions can start a conversation.
@KevinPopovic | @SatelliteMktg
HOLDING ATTENTION OVER TIME
Holding an audience’s attention over a period of time is dependent upon the amount of time required relative to your business goals.
@KevinPopovic | @SatelliteMktg
MEASURING PERFORMANCE
Measuring what we have done based on the plan.
@KevinPopovic | @SatelliteMktg
MEASURING PERFORMANCE
Evaluating what we have done… against the goals we’ve already defined, against the plan we put in place, to reach the audience we have defined, and using the metrics we’ve already agreed upon.
@KevinPopovic | @SatelliteMktg
MEASURING PERFORMANCE
Kevin Popović | @SatelliteMktg
Q&A
DěkujiSatellite Marketing: Using Social Media to Create Engagement
@KevinPopovic | @SatelliteMktg
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