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PRESENTED BYSTEPHANIE POWERS
HAGERSTOWN COMMUNI TY COLLEGEHAGERSTOWN, MD
[email protected] -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
