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SpoonerSkadron / CMC Jan’12
January 25, 2012Social Media Strategies for Small Business II
1
Tuesday, January 24, 12
SpoonerSkadron / CMC Jan’12
1. What’s Happening Today
• Review key points from last week• Content• Look at Facebook • Discuss Twitter• Review Blogs • Touch on YouTube, LinkedIn• Summary
2
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SpoonerSkadron / CMC Jan’12
2. Key Points of Social Media Marketing
3
From the NY Times homepage:
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2. Key Points of Social Media Marketing
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http://www.youtube.com/watch?v=4-94JhLEiN0
It’s about the people.
Adopt the social media mindset before the social media toolkit.
- Authenticity- Transparency- Integrity - Openness
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2. Key Points of Social Media Marketing
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In SM, the tools and technology are getting all the attention.
http://www.youtube.com/watch?v=eZAAZ7iXN-o
I Just Bought This
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2. Key Points of Social Media Marketing
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Social Media Marketing Strategy:
Listen. Engage. Measure.
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2. Key Points of Social Media Marketing
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Listen:To who’s talking, what they’re saying, their tone, their attitude...
Where to listen: twitter.com/search; blogsearch.google.com; google alerts; radian6.com; socialmention.com (The service provides a real-time analysis of what’s being discussed
around the web)
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2. Key Points of Social Media Marketing
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Engage:
How do you “engage” in the social media world? Play on Facebook Start a blog Find a blog you like and comment Start an email campaign for your users Tweet
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2. Key Points of Social Media Marketing
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Measure:Define and meet objectives & goals, Use Google analyticsFacebook Insights, Qualitative v. Quantitative
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2. Key Points of Social Media Marketing
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Social Media complements traditional marketing. It doesn’t take its place.
Excused TV
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2. Key Points of Social Media Marketing
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The Take-away:
It’s not about the tools. It’s about the people and their conversation.Adopt the SM mindset.Listen. Engage. Measure.Take your gaze off the bottom line.
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SpoonerSkadron / CMC Jan’12
2. Key Points of Social Media Marketing
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Your customers are everywhere.
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SpoonerSkadron / CMC Jan’12
2. Key Points of Social Media Marketing
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New PlatformsTumblr effortlessly share everything
foursquare note your location with a mobile phone and find out where friends are
getglue social network for entertainment. See what friends are watching
klout uses social network data to measure influence
spotify music streaming service
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2. Key Points of Social Media Marketing
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Tips on how to stay safe on the internethttp://www.google.com/goodtoknow/
Websites, including google, use tiny crumbs of stored information (“cookies”) to remember your previous visits.
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2. Key Points of Social Media Marketing
• Your mission statement. – Make it speak “one-on-one”
Write your mission statement!
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2. Key Points of Social Media Marketing
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ObjectiveHigh level achievement. Simple is best.Make it easy to remember.“We want to improve customer loyalty”
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2. Key Points of Social Media Marketing
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Decide what business objectives you want to accomplish with SM that you weren’t doing before SM.
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2. Key Points of Social Media Marketing
• Attract new customers• Raise awareness and create buzz• Share info online to make it easier for people to
find us• Foster a community and give them a reason to
tell others about us• Become a reliable source of friendly, smart,
[“insert your skill/product/service here”] advice, and establish “my company” as experts.
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2. Key Points of Social Media Marketing
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What you want: Go viral
http://www.youtube.com/watch?v=-5x5OXfe9KY
Dancing Baby ’96
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5. Content
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Content. It’s your competitive advantage.
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5. Content
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We’re now “publishers”.
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5. Content
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• Is appealing to your would-be constituents.• They find value in.• Keeps ‘em coming back for more.
Your goal is to create content that:
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5. Content
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Burger King’s Subservient Chicken
http://www.youtube.com/watch?v=DzoOlnzCsRY
http://www.bk.com/en/us/campaigns/subservient-chicken.html
Subservient Chicken
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5. Content
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Produce great content and your customers will come to you.
Produce really great content, and your customers will spread the message for you.
Ann Handley & CC Chapman, from “Content Rules”
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5. Content
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Flea Market Montgomery
http://www.youtube.com/watch?v=FJ3oHpup-pk
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5. Content
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http://www.youtube.com/watch?v=qvlyJVS75GY
The Cleveland Show Flea Market Mini Mall
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5. Content
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“...cool features...that fans appreciate and make the page look better? As an example, check out the Whole Foods [fan] page, and notice how they have a section just for "recipes" or "newsletters."
http://www.facebook.com/wholefoods
I was asked about:
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5. Content
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Produce good content: The Rules– Understand that you’re a “publisher”. – Inspire originality: get your brand story straight and give it an original
voice.– Pursue your “objective”– Talk like a person: (I hate buzzwords and corporate speak.)– Re-think, don’t recycle: evolve content for various tools– Share don’t sell: Position yourself as a go-to and get your gaze off the
bottom line.– Show, don’t just tell: Demonstrate how it works. Don’t preach. Don’t sell.– Surprise!: Do something unexpected– Stoke the fire: Ignite a conversation among your customers– Pick your best: you don’t have to blog and tweet and FB and...but you
have to do something.
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5. Content
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Jarvie DigitalScott Jarvie is a photographer who shares resources on his website and through his social sites, demonstrating his expertise and generosity to other photographers and prospects.
Good content from a small business:
Lesson
1) Differentiate personal profile for biz page
2) Sharing resources grows your fan base and your perceived expertise.
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5. Content
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Ana is a carpenter with a website to empower women to do carpentry projects. She has created a following among those who love her easy-to-follow, do-it-yourself projects.
Good content from a small business:
Lesson
1. Create a community where users can talk about themselves.
2. Empower your fans to share their experiences with other users.
3. Have clear strategies for your blog and Facebook page.
Ana White, Carpenter
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5. Content
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Now that I have good content, how do I get it out there?
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5. Content
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Create an Editorial Calendarto plan, produce, and publish content
DailyWeeklyMonthlyQuarterly
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5. Content
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Daily
– Twitter updates with value to your followers– Post a news item to your FB page– Respond to blog comments
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5. Content
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Weekly
– Make at least one new blog post– Participate in a discussion group on LinkedIn– Update a section on your webpage
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5. Content
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Monthly
– Post an deeper article on your blog– Create and mail an e-mail newsletter– Produce a short video; 2-3 minutes works– Contribute a powerpoint and post on SlideShare– Publish a customer success story– Organize a MeetUp
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5. Content
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PinkStinks: Content Strategy and Social Media Program
The campaign for real role models
Blogspinkstinks.wordpress.com
NewsletterFacebook (group)Facebook (fan)TwitterYouTube
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5. Content
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Kodak: Content Strategy and Social Media Program
Expand reach and Engage.
Blogs1000 WordsPlugged InGrow Your Biz
FacebookTwitterUser-generated content
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5. Content
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Long-tail Keywords- more specific search phrases- generate lower volume of hits- takes searchers to sites with rich content more closely matching what searchers look for.
- include in blogs
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5. Content
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Long-tail KeywordsNumber of hits
Quality of hits
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6. Facebook
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The #1 Facebook Mistake Small Businesses Make?
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6. Facebook
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Not taking the steps to get your current customers to “like” you on Facebook.
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6. Facebook
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Consider: - Personally asking your customers to join. - Sending a dedicated email. - Have a customers-only contest.
Get creative. Remember to work with people who already know and love you.
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6. Facebook
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8 Brands That Have Found Success on FB
- Dave Kerpen,
http://www.likeable.com
Handout
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6. Facebook
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Set up a business page
http://www.facebook.com/pages/create.php
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6. Facebook
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6. Facebook
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7 tips to Customize your FB page for business:1) Claim your vanity URL: http://www.facebook.com/username
2) Get creative with your picture
3) Create a custom welcome page (takes tech skills): http://www.facebook.com/skittles
4) Create custom tabs
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6. Facebook
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5) Get creative with the “photostrip”
6) Target your posts (response to google+ circles) Use this feature to segment and personalize Facebook posts to different audiences of fans on your page
7) Run a contest or promotion (FB has strict rules)Checkout Wildfire do-it-yourself promo builder.
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6. Facebook
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Among the 84 Facebook brand pages examined:• 88% said they posted video content • 82% solicited fan stories or comments • 79% had their wall open for fan comments 66% • actively replied to fan posts and comments
From study by Wong, Doody, Crandall, Wiener
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6. Facebook
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“Personal Search Results”“Social media replacing SEO as Google makes search results personal”
• In the old search model, you optimized the headline with keywords like “Aspen’s Fresh Powder″ so everyone searching Google for that phrase sees your story. A simple, one-size-fits-all solution.
• In the new model, Stacy’s search results will feature that story if her friend Jim previously shared or promoted it. But Vigi’s results could instead highlight a different story that her friend Carolyn shared.
http://www.poynter.org/latest-news/media-lab/social-media/159102/social-media-seo-google-makes-search-results-personal/
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7. Twitter
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“Twitter is a real-time information network that connects you to the latest information about what you find interesting.”
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7. Twitter
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Two main components: Follow and Followers
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7. Twitter
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“#” (hashtag) = It’s the theme. It connects tweets about a specific topic.
“@” = to direct to a particular person, “@steve”
“RT” = re-tweet..forward the message
“Trending” = what’s popular now
“Search” = powerful to find topics inside twitter
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7. Twitter
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A Quick #Hashtag Lesson
from: likeable.com
The key is readability & relevance. So:
1) Don’t use too many.2) Keep them relevant3) Leave “#” at the end 4) Stay away from numbers and special characters 5) Use caps in multiple word “#” (#Green#Architect)
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7. Twitter
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“The Cup” espresso cafe in Boulder.
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7. Twitter
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Ch. 14
Publicized Customer Service.
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7. Twitter
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140 characters so...
Make every word countKeep tweets really shortKeep it simple - no big wordsLink directly to blogs or other online sourceProvide context with kewords and hastagsWrite a good headlinePeople keep things interesting
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7. Twitter
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Southwest Airlines
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7. Twitter
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Eating, Sleeping, Praying, and Writing All About It
Sunday was spent using Twitter or Facebook to tell The New York Times what you did on Sunday.
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8. Blogs
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The central location through which you can share your thoughts.
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8. Blogs
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Blogging: - Blogs make it easy to communicate more effectively with the audience you care about. - Easy way to update a Web site. - Simple way of organizing the content - Way to collect feedback - Public blogs are a great complement to the communications technologies you already use, such as email newsletters, conference calls and mailings.
Key part of the engagement in the social media equation:
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8. Blogs
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Blogs can be hosted on their own site:
WordPress.comTypePad.comBlogger.com
or, integrated into your website.
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8. Blogs
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10 Guideline before you blog:1) Define your purpose: who and what?2) Schedule: you decide but try once or twice a week http://modernpilatesboston.com/3) Mix it up: short, long, funny, serious, heavy, light posts all work4) Use photos: graphics inside paragraphs make for good reading5) Size is important: long enough to make your case; short enough to stay interesting
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8. Blogs
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6) Headlines are compelling: learn to write good ones-Curiosity: “What’s a Pastry Chef doing on Twitter?”-Use numbers (especially odd!): “19 Facebook Secrets to Grow Your Small Business”-Simplify complexity: “Still Single? This is Why.”
7) Design has value: Give it a style and personality that reflects you. Include tools...sm icons, archives of recent posts...
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8. Blogs
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8) Call to Action: “Get our free newsletter” http://blog.hubspot.com/ 9) Never Edit Comments, but moderate to keep away inappropriateness.10) Make categories and tags: good for readers and search engines11) Write How You Speak: Some editing is good, but a blog post doesn’t have to be perfect.12) Don’t Overthink It: posts don’t have to be balanced and comprhensive.
From “Conten Rules”- Ann Handley, CC Chapman
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YouTube & LinkedIn
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April 23, 2005
http://www.youtube.com/watch?v=jNQXAC9IVRw&feature=player_embedded
First YouTube upload:
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YouTube & LinkedIn
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YouTube & LinkedIn
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Charlie
Sneezing Panda
Susan Boyle
Paul Potts
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YouTube & LinkedIn
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Audi channel4 minute commercial/260,000 views/Audience specific
Branded/Fresh user content/Speaks to specific audience
Whole Foods
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9. Summary
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Quick Start Guide for Social Media- from “Facebook Marketing”, by Chris Treadway & Mari Smith
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9. Summary
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Use Social Media as a tool for small business to:
• Listen • Engage• Measure
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9. Summary
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• What to expect when starting a social media campaign:
– It takes time.• So, decide what you’re promoting: business, brand, product,
people– It takes resources
• Money, time and who’s the manager– Facebook, Twitter, YouTube won’t do the job for you
– It gives you a new way to reach people, if done right– Focus on the content
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9. Summary
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We’re now content providers:
Bite-sized tweets on TwitterAdvice on a blog postHuman interest videosReal-time news feed on Facebook
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9. Summary
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Start creating content that tells your story and positions you as an expert people seek.
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9. Summary
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Join the conversation.Stay with it.Start now.
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9. Summary
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Credit to:
mashable.comhubspot.comsocialmedia.bizlikeable.commarketingprofs.comUnMarketing, by Scott StrattenFacebook Marketing, Chris TreadwayContent Rules, Ann Handley and CC ChapmanThe Social Media Bible, Lon Safko
Tuesday, January 24, 12