A Marketers Guide to Social Media Marketing

Q & AQ & A#owurufo

Thursday, March 24, 2011Ohio Wesleyan University, The Woltemade Center

#owurufo

Top Priorities

Introducing:Samantha RufoPresident, nxtConcepts, Ltd.President, nxtConcepts, Ltd.

• 19 years marketing & technology experience• NOW Marketing: Traditional marketing foundation with continual learning of new t l d th dtools and methods• Interactive Marketing focus for 13 years

Storyteller Speaker Tech Geek Skier BeachcomberStoryteller. Speaker. Tech Geek. Skier. Beachcomber. Curious. Lover of Scotch w/ a Taste for Adventure.

Agenda

1 The Rules have changed1. The Rules have changed2.Building a Strategy 3.Social Media Landscapep4.Network Highlights5.Top Tools6 P tti It All T th6.Putting It All Together7.Engaging Tips8 Don’t Go the Wrong Way8.Don t Go the Wrong Way9.Where to Go From Here10. Resources

The Rules Have Changed-People don’t need marketingPeople don t need marketing

#owurufo#owurufo

NOW MediaWh i it i t t?Why is it important?

Old Media – newspaper, radio, TV – are one-way forms of communication

Social Media – is a two-way communication system

Bookmarking (sharing and promoting websites Del.icio.us)News (sharing comments, blogging, forums, Twitter) Networking (online meeting places – Facebook, LinkedIn)Social photo/video sharing (YouTube, Flickr)Wikis (Wikipedia, Wiki.com)

So, what is it exactly?

Wikipedia:“Social media is an umbrella term that defines#owurufo Social media is an umbrella term that defines the various activities that integrate technology, interaction social interaction, and the construction of words and pictures.”

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Sam’s Definition:Sam s Definition:“Social media is like going to a large party. Put on your best outfit, try to be entertaining, don't put own foot in mouth .”

All About You

How we receive information has changed• News is broadcast & viraled throughInternet communities (blogs, forums, socialnetworks)networks)

• Valued news is forwarded: retweet, reblogpost to Facebook, send link to friend (1 to 100)100)

•You receive news from the people you care about

•You trust the news because you know these people

•Conclusion-Social Media ensures values and authenticity of recommended information #owurufo

The LureGo where the customer is and where the conversation is already going on.

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Cost-effectiveness in reaching large groups of people that can be converted into a niche audience

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that can be converted into a niche audience

The Challenge

A marketer’s challenge and job is to enter

The Challenge

that conversation. And when you do join in, you had better be prepared to add value.

Remember the 3 R’s

Reach:Social media has overtaken email and search in popularity#owurufo p p y#owurufo

Relationships: Relevance:Relationships:Strength in personal connections

Bringing people back again & again

Relevance:Content & connections

Keep consumers engaged

6 Phases of Social Media Marketing

1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance

B ildi St tBuilding a Strategy #owurufo#owurufo

Building a Strategy

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Before you begin…

WHAT/WHERE

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What are the goals and objectives of

Who is the target customer?

How should customer relationships

What applications should be built?Which technologies

WHY WHO HOW

objectives of the social marketing campaign?

customer?How is the customer best engaged?

pchange?How will the campaign be measured?

gshould be used?

Where should the campaign be run?campaign be run?

Focus

1. Set clear objectives#owurufo

Increase overall awareness

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Getting positive reviews

I h b f b d dIncrease the number of brand advocates

Fuel pass-along; give them a reasonFuel pass along; give them a reason

It used to be about developing a brand. Now it’s about giving the brand a voice.

Focus

2. Evaluate opportunities#owurufo#owurufo

Focus

3. Track your footprint#owurufo#owurufo

To find buzz (good and bad)

Focus

4. Build Your Fan Base#owurufo

Relationships aren’t built overnight.

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They are cultivated and earned.

I t t ith t diti l k tiIntegrate with traditional marketing

Digital word-of-mouth (bloggers, editors, forum moderators)g

Paid or partnering

The Landscape

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One is Not Enough

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Chart of 840 respondents on LinkedIn.  April 2010

Popularity Contest

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FACTS:• 59% ages 18-44

Tips to Marketing Effectively-Send updates to fansU d t t t

g• More than 4 million users become fans of pages daily• Facebook users share more than 1 billion forms of

-Update your page status-create polls-post events-Develop interactive applicationsmore than 1 billion forms of

content every weekp pp

-Encourage fan participation-advertise your page-convert visitors to fansbuild loyalty-build loyalty

-use Places to connect your customers

Profile vs Page

Company Fan Page account: Represents the company as a wholewhole.

Personal Profile account: Used by an individual employee at the companyat the company.

Make it Match Your Brand

Fill out your INFOPage completely

Landing Page

Create a nicely done y

custom welcome page for your newyour new

fans

Get Creative Go Custom

Get Creative. Get iframes.

Get Creative. Go Custom .http://www.facebook.com/developers/

Edit Your Page

Get Target Fans…Fast

Get Target Fans…Fast

Inexpensive Opportunity

Drive qualified traffic

Use the Events

Use Offers

Post Often

LISTEEN

Promote Everywhere

Facebook Everywhere

Focus5 Measure the results5. Measure the results

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Measurement

How They Do It

How They Do It

Rules of Thumb

Frictionless: simple, less is moreAudience: on Facebook for their friendsCommunications: integrate into the viral channelsEngagement: hook users to return regularlyEngagement: hook users to return regularlyBusiness model: design with conversion in mindObjective: establish goals and success metricsObjective: establish goals and success metricsObvious: make each page's purpose clearKKeep working: develop, test, repeat

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TwitterTwitter

Tweets

20% of tweets are invitations for product info and answers from

FACTS• 62% of users are ages 25-54• More than 90% of Twitter com

product info and answers from companies

48% of users introduced to a• More than 90% of Twitter.com visitors are moderate or heavy Internet users

48% of users introduced to a brand on Twitter went further to search online compared to 34% on other social networksother social networks

27% are receptive to special offers

25% visited a website after a tweet

44% have recommended a product on social networks, 39% on Twitter

Personal or Company Brand?

1) Send a short message to a bunch of people publicly2) Send a short message to a specific person publicly3) Send a short message to a specific person privately

Company account: Represents the company as a whole

Personal account: Used by an individual employee at the company whole. at the company.

Please. Personalize Your Profile.

Let Your Brand Shine

Twitter Tips

Who’s Talking About You?http://search.twitter.com/search?q=%22Crystal+Mountain%22

Follow People Who Follow You

Use Twitter for Eventshttp://search twitter com/http://search.twitter.com/

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Make Long URLs Usable

http://www.facebook.com/note.php?note_id=212315725448789

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http://on.fb.me/sm10tips

Or www.facebook.com/nxtconcepts

YouTubeMarketing Tips

- Upload content to YouTube, even on a t i l b i t i I i ht d t fi t h d

FACTS• Average daily visitors: 16.6 million

trial basis, to review Insight data first-hand.

-Learn the lifecycle of your videos to see how long their popularity lasts, and upload

• Videos viewed monthly: Approximately 6 billion

g p p y pnew videos to build on the popularity of your existing content.

Explore who’s watching your videos and-Explore who s watching your videos and where to see how that matches up with your target audience.

-Review where videos are embedded to determine whether online promotional programs and advertising campaigns are impacting views or might help your videosimpacting views or might help your videos gain even more visibility.

YouTube-SXSW

Top Tools

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Putting Putting It All T g thTogether

Why SoMe is Important

Social Media can drive sales when consumers are on-the-fence

Measurement is more than getting followers it’s about endorsement

Cuts across many departments-PR, marketing, customer service

A th ti it iAuthenticity reigns

Share information: thoughts, videos, links, photos events tipsphotos, events, tips (things guest would find valuable)

Innovation, creativity, and out-of-the-box thinking leads to successful experiences

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At Least 30 Minutes a Day

Content IdeasLinks to resources on your websiteArticles you are readingArticles you are readingTake-Away’s with conversations you’ve had with guestsHeadlines from local or industry sites

FrequencyAverage once or twice a day6-20 posts a week6 20 posts a weekEnough so people know you post new things but not enough to clutter

Timeline1. Once a day (morning or afternoon) update your status. (5 minutes)2. Interact with followers thru posts, messages, comments, etc (5-10 minutes)3. Repeat on the next network

Engaging Tips

Make friends#owurufo Make friends• Find your existing connections• Network through groups

Add t il i t bl ti l

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• Add to your email signature, blog articles, bio or profile…

Be helpful• Answer questions• Share interesting content Share interesting content• Make connections

Engaging Tips

Measure the results#owurufo

•Amount of friends or followers a social media account has

Samples#owurufo

•Using trackable URL’s when posting information/links to these social media accounts•Amount of discussions generated within social pages•Amount of photo or video comments•Amount of comments on profile page•Amount of retweets a tweet getsAmount of downloads or installs an application or attachment•Amount of downloads or installs an application or attachment

has•Amount of questions asked or answered on a site•Size of your networkSize of your network•Amount of fans your page has

Benefits are Worth It

The first step … in order to keep up… is to have the right mindset.

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1. Know what’s coming and how it will impact your industry.

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2. Building warm & fuzzies.

3 B ildi b d3. Building your brand

4. Instant focus groups

5. Networking on steroids

Don’t Do It the#owurufo

Wrong Way#owurufo

Wrong Way

-Wrong purpose#owurufo

-Wrong methods

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-Wrong toneg

-Wrong language-Wrong language

Where to go from hereI id ’ G id Ch kli t

Keep content current.#owurufo

Insider’s Guide Checklist

Pick and choose the best for you.

Measure. Test. Measure again.

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Embrace conversation

A picture speaks louder than words

Be friendlyBe friendly

Give customers a reason to participate

Resist the temptation to sell sell sellResist the temptation to sell, sell, sell

Jump on the bandwagon now

Oh, the humanityO , t e u a ty

Local Resourcehttp://smccolumbus orghttp://smccolumbus.org

#SMCColumbus

Free to joinOnlineOnlineCard

Thank you!

Samantha Rufo

@ f#owurufo Twitter: @srufoBlog: SamanthaRufo.comFacebook: ‘nxtConcepts’

#owurufo

p

888-215-0820

Download the presentation onlinehtt // tC thttp://www.nxtConcepts.com