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Social Media 101:
What You Need To Know To Stay In The Game
Michelle Smalls Booz Allen Hamilton
and Tanesha Boldin
PNC Bank
Description. Marketing through social media platforms, such as Facebook and blogs, can be quick and powerful. Social media present unique marketing opportunities and methods of success. Objectives. At the end of this session, participants will be able to: 1. Launch a blog 2. Set up and manage Facebook, Twitter, and LinkedIn pages 3. Build a social media dashboard to spot engagement opportunities 4. Leverage analytical tools (Google Analytics)
Description & Objectives
• The Business Case for Social Media • Your Social Media Marketing Strategy
• Joining the Conversation • Blogs, Podcasts and Vlogs: Building Your Blog
• Popular Social Media Marketing Sites
• Getting to Know Facebook • Getting to Know Twitter • Getting Know LinkedIn
• Managing Your Cybersocial Campaign: Creating a Social Media Dashboard
• Measuring Your Results & Building on Your Success
• Personal Stories
Agenda
• Making Your Social Debut • The Benefits of Social Media
• Casting a wide net to catch your
target market • Branding • Building relationships • Improving business processes • Improving search engine rankings • Selling when opportunity arises • Saving money on advertising
• Understanding the Cons of Social Media
The Business Case for Social Media
• Establishing Goals
• Setting Quantifiable Objectives
• Identifying Your Target Markets
• Estimating Costs
• Valuing Social Media ROI (return on investment)
Your Social Media Marketing Strategy
• Lurking and Listening • Listening actively • Hearing an opportunity and taking it
• Minding Your Social P’s & Q’s
• Sticking to business • Selling them softly with your song
• Engaging Your Audience
• Keeping it short and sweet • Finding your voice
• Staying Engaged
• Asking questions • ….and asking questions
• Being helpful • Finding content • Handling critics
Joining the Conversation
• Setting Up Your “Blogger” Blog
• Create a Google account • Name your blog • Choose a starter template • Customize how your blog looks • Start posting!
• Discovering the Fine Art of Blogging
• Doing your homework • Creating a post • Adding keywords and tags • Making posts public, private, or sticky • Keeping posts timely • Handling comments and spam and other delights • Creating meaningful categories • Using trackbacks
Building Your Blog
Building Your Blog
http://www.blogger.com http://www.youtube.com/watch?v=rA4s3wN_vK8
• Facebook – www.facebook.com
• Twitter – www.twitter.com
• LinkedIn – www.linkedin.com
• Ning – www.ning.com
• MySpace – www.myspace.com
• Flickr – www.flickr.com
• Delicious – http://delicious.com/
Popular Social Media Marketing Sites
Getting to Know Facebook http://www.facebook.com/pages/Women-of-Color-in-Technology-STEM-Conference/80358122469?sk=wall&filter=2
Getting to Know Facebook http://www.facebook.com/pages/create.php
Getting To Know Facebook
http://www.facebook.com/ http://www.facebook.com/pages/create.php
Getting To Know Twitter http://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-using-twitter
What's Twitter Anyway? How is it Useful?
How to Start Using Twitter: reading Tweets and discovering new information whenever you check in on your Twitter timeline is where you’ll find the most value on Twitter.
1. DISCOVER SOURCES: find and follow others Tip: One great way to find more interesting accounts is see who those you know
or admire are following.
2. CHECK IT OFTEN: pay attention to what’s happening
3. TAKE IT WITH YOU: connect your mobile Tip: Using Twitter via SMS allows you to pick and choose which updates you want
from those you follow, so you can get mobile updates from the accounts that matter most to your life on-the-go.
Getting To Know Twitter http://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-using-twitter
How to Start Tweeting:
1. BUILD A VOICE: retweet, reply, react Tip: If you're a new user, others are more likely to find your messages if they are
retweets or replies.
2. MENTION: include others in your content Tip: Can’t think of anything to write? Don’t worry! Like I said, the real magic lies
in locating and reading content on Twitter.
3. GET FANCY: explore advanced features Tip: The best way to gain followers on Twitter is to regularly engage and
contribute in a meaningful way.
Getting to Know Twitter
http://twitter.com/ https://business.twitter.com/
Getting To Know LinkedIn http://www.linkedin.com/groups/Women-Color-in-STEM-Conference-4087716
Getting To Know LinkedIn http://www.linkedin.com/static?key=what_is_linkedin&trk=hb_what
Creating a Social Media Dashboard http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/
Threadsy: Unify your email, social networks
Myweboo: Organize your information streams
Hootsuite: Integrate all your platforms
Spredfast: For teams of social marketers
MediaFunnel: Collaborative, permission-based system
CoTweet: Advanced features for Enterprise users
Seesmic: Free, clean & credible
Netvibes: Share your widgets with the world
TweetDeck: Connect with your contacts
Brizzly: Simplify your updating
Sample of Social Media Dashboard Tools
Brand Monitoring and Analysis 1. What do consumers like/dislike about my brand? What is the impact of these opinions? 2. Who are the opinion makers and what do you know about them? Who are the key influencers for your brand? How do you change their perceptions/ opinions to positively impact the brand? Where to seed conversations/ participate in these conversations? 3. What are the viral marketing opportunities? 4. Which product features are appreciated? Which features are not appreciated? 5. Which are the pain points that consumers are facing? Which are the often repeated product problems? Who and Which posts are complaining about your products or services, company, and staff 6. Which blogs/ websites you need to actively listen to protect your brand reputation? 7. What are the key drivers of value in your product space? What are interesting suggestions on product development? 8. What are the needs and motivations of your audience? Source: http://www.nettscience.com/brand-monitoring-and-analysis.html (nettscience)
Creating a Social Media Dashboard
Competition Monitoring and Analysis 1. What are the opinions and perceptions of the audience about your brand vis a vis your competition? What are they saying about your competitors? 2. What is the share of conversation for your brand against competition? 3. Who are the competitors and what story is most talked about? Who are your unknown competitors? Who is your biggest competitor in terms of share of voice? 4. Who are the key influencers for your competitor? How do you influence their opinions to positively impact your brand? 5. Which product features of your competition are appreciated? Which features are not appreciated? Can you leverage this to your advantage? Source: http://www.nettscience.com/brand-monitoring-and-analysis.html (nettscience)
Creating a Social Media Dashboard
Metrics: Google Analytics http://www.google.com/analytics/
Metrics: Google Analytics http://www.google.com/analytics/
• Delving into the Data
• Comparing Metrics from Different Marketing Techniques
• Tallying the Bottom Line
• Making Decisions by the Numbers
• Multiplying Your Impact
• Staying Ahead of the Curve
Measuring Your Results & Building on Your Success
• The AGENDA for Social Business Success
• Align Organizational Goals and Culture
• Gain Social Trust
• Engage Through Experiences
• (Social) Network Your Business Processes
• Design for Reputation and Risk Management
• Analyze Your Data
• Technology as a Competitive Ingredient
• Draw Up Your Agenda
Personal Stories & Book Review “Get Bold: Using Social Media to Create a Type of Social Business” By Sandy Carter
References • “Get Bold: Using Social Media to Create a Type of Social Business” By Sandy
Carter
• “Social Media Marketing: All-In-One For Dummies” by Jan Zimmerman and Doug Sahlin
Contact Information
• Michelle Smalls, Associate, Booz Allen Hamilton, [email protected]
• Tanesha Boldin, VP and Maryland Market Manager, PNC Bank,
References & Contact Information
