Beginning Social Media Marketing Workshop

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Earthsite Beginngin Social Media workshop held at Earthsite Headquarters in Fairfax, California.

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SOCIAL MEDIA MARKETINGbeginning-intermediate workshop

WELCOME TO EARTHSITE

• Web Strategy for Sustainable Brands

• Strategy and Branding• Web Design and Development• Social Media Marketing

ROADMAP

1. Concepts

2. Listening

3. LinkedIn

4. Facebook

5. Twitter

KEY CONCEPTS

WHAT IS SOCIAL MEDIA?

• Social Networking

• Online Video

• Blogging

• Ratings/Reviews

• Sharing Content

WHAT IS SOCIAL MEDIA?

• Disruptive technology

• peer to peer

• real time

• near free

• fun/social

PEOPLE TRUST PEOPLE

0%

20%

40%

60%

80%

World of Mouth

Editorial

Advertising

What People Trust

IF YOU ARE NOT TRANSPARENTThey Will See Right Through You

UNDERSTAND SOCIAL CURRENCY

• Like a bank account, add social capital, withdraw social capital.

• Generate valuable content, share valuable content

• Become known as an expert in your field

• Ask questions, answer questions, respond to customers!

• Be noteworthy, stand out

RESOURCES NEEDED

SKILLS OF SOCIAL MEDIA

1. Strategy

2. Moderation

3. Blogging and Writing Skills

4. Creative and Production

5. Technical Development

6. Targeted Advertising

7. Search Engine Optimization

8. Analytics and Monitoring

RESOURCES NEEDED

Phase/Budget Corporate Small Biz Do it yourself

1. Strategy

2. Setup

3. Maintenance

Hire Consultant Workshops and Webinars Read Blogs

Hire Agency Marketing RoleSelf-Teaches Self-Setup

Hire Dedicated Social Media

Manager

Marketing Role part time on Social

Media

30 minutesper day

SOCIAL MEDIA MARKETINGBASICS

START WITH LISTENING

•Google RSS Reader

•Google Analytics

•Google Alerts

•Tweet Beep

!

BASICS

Social Networking for Professionals

Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.

!

•Setup Complete Profile

•Import Address Book

•Join Groups

SETUP

!

•Ask for Introductions•Get Recommendations•Answer/Ask Business Questions•Follow up with after networking

MAINTENANCE

!

!

BASICS

It’s like a user profile, but for your business

Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.

!

•Setup and Configure Page

•Content and App Strategies

•Invite Friends to become Members

SETUP

!

•Produce Content

•Develop relationships with advocates

•Interact in Facebook Groups

MAINTENANCE

!

BASICS

People Powered Customer Support

Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are.

HOW TO TWITTERHow to Guide

WHAT IS TWITTER?

•Microblogging

•Real Time

•Public

•Always On

BASIC TWITTER USE

•Presence information

•Responses to others (@user)

•Sharing Links (tiny URL)

•Retweeting (RT)

•Direct Messages

BEST PRACTICES

• Get your user account NOW

• Tweet consistently, 1-6 per day

• Provide value to your community

• Increase ‘signal’ by using #hashtags

•Setup Account Page

•Follow a ton of people

•Content/Value Strategy

SETUP

•Listen and Respond

•Measure

•Follow and Unfollow, Prune

MAINTENANCE

KEY STRATEGIES

•Use Twitter Search for finding Customers

•Provide Exclusive Deals

•Provide links to free downloads

•Gather Feedback

• Identify Influencers

BEST APPS

• Twitter Search

• Bit.ly

• Open Brands

• Twitalyzer

RECOMMENDED TWITTER APPS

PC Mac iPhone Blackberry

Tweet Deck or Twhirl

Tweetieor Twhirl

or Tweet DeckTweetie Twitterberry

MEASURING SOCIAL MEDIA

NEW MEASUREMENTS

B2C C2CAdvertisement Conversation

Paid Per View Free / Viral

Page View Social Action

One Time Accumulates

TIPS FOR DOING SOCIAL MARKETING RIGHT

• Social Media Marketing is worth more

• Don't pay for social marketing.

• Give out samples

• Give a place to talk about your product online publicly

• Ask questions to stimulate conversations

By Augustine Fou, ClickZ, Apr 9, 2009

SO WHAT'S THE ROI OF MARKETING IN SOCIAL REALMS?

It's higher than traditional advertising because:

• Some social actions drive new revenues at no cost to the advertiser.

• No advertising costs are required to blast the ad out at people who don't want it in the first place.

• Social actions archived online provide lasting and ongoing value to future seekers of information at no extra cost to advertisers.

• There's a potential for amplification while traditional ads are over once they air.

By Augustine Fou, ClickZ, Apr 9, 2009

KEY MEASUREMENTS

•Focus on Social Actions: Use traditional media to drive target users online to do something -- take a social action -- not just arrive on a site.

•Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -- rate, comment, share, recommend, etc..

•Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time -- e.g. users rate and share tips about restaurants -- Yelp.com. This builds an asset that has lasting value.

By Augustine Fou, ClickZ, Feb 11, 2009

GO FURTHERResources

FOLLOW US ON

@earthsite

@joeyshepp

@openbrands