Introduction to Social Media Marketing:

A Strategic Approach to Get the Word Out

Welcome to

Getting Started with Social Media

Marketing

The New Consumer• Well versed in online research• Prefers visual stories over text• Wants facts over selling points• Connected• Doesn’t trust advertising• Trusts opinions by word-of-mouth over marketing

messages, and has access to it• Needs immediate call to action• Expects immediate response• Wants to be engaged and have a say• Wants to know all facts, and make educated

decisions• Accesses non-traditional media as much as

traditional news outlets, if not more

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Getting Started with Social Media

Marketing

A New Approach to Marketing

• Inform & educate – don’t sell

• Develop visual messages

• Ask opinions and suggestions

• Build a system of quick response

• Enable online word-of-mouth

• Capture interest and commitment immediately

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Getting Started with Social Media

Marketing

How Can We Do That?

Welcome to

Getting Started with Social Media

Marketing

Social Media Marketing

Welcome to

Getting Started with Social Media

Marketing

What is Social Media?

Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives.

Social media can take many different forms, including text, images, audio, and video.

Source: Wikipedia

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Getting Started with Social Media

Marketing

Over 47 million members in over 200 countries

Over 500 million members across the world

Every minute, 13 hours of video is uploaded to YouTube.

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Getting Started with Social Media

Marketing

Source: guardian.co.uk

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Getting Started with Social Media

Marketing

If Facebook were a country, it would be the third most populated in the world

Welcome to

Getting Started with Social Media

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Guess which segment is the fastest growing on Facebook…….

Did you guess between 15 and 30 year old?

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Getting Started with Social Media

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Women between 45 and 55

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Getting Started with Social Media

MarketingWorld’s Second Most Popular Search Engine

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Getting Started with Social Media

Marketing

Who’s On Social Media?

• Donors• Members• Businesses• Employees• Volunteers

• Elected Officials• Neighbor• Media Representatives• Vendors• Employers

Many you know, and those you want to know

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Getting Started with Social Media

Marketing

Available Social Media Platforms

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Getting Started with Social Media

Marketing

Social Media

Communication

BlogsSocial

NetworkingMicro-

Blogging

Multimedia

Photo Sharing Video Sharing Presentations

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Getting Started with Social Media

Marketing

What’s a Blog and Why Should I have One?

• No (or at least little) HTML knowledge required• Online News Center• Enable Subscription to News• Easy to distribute links on other platforms

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Getting Started with Social Media

Marketing

Message Approach

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Getting Started with Social Media

Marketing

Platform Approach

Syndication Link

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Getting Started with Social Media

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Platform Approach

www.floridatrust.org/blog

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Getting Started with Social Media

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Platform Approach

Welcome to

Getting Started with Social Media

Marketing

Platform Approach

Welcome to

Getting Started with Social Media

Marketing

Platform Approach

Welcome to

Getting Started with Social Media

Marketing

Platform Approach

Welcome to

Getting Started with Social Media

Marketing

Platform Approach

Welcome to

Getting Started with Social Media

Marketing

Platform Approach

Syndication Link

Welcome to

Getting Started with Social Media

MarketingIntegrated Approach to Social Media: Treat every platform as your first handshake with a potential donor or member

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Getting Started with Social Media

Marketing

Facebook Profile Vs. Page

Your Facebook profile allows you to access profiles of Facebook friends

A Facebook page doesn’t.

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Getting Started with Social Media

Marketing

Facebook Vs. LinkedIn

Welcome to

Getting Started with Social Media

MarketingProfessional Vs. Personal

Welcome to

Getting Started with Social Media

Marketing1. Sphere of Influence

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Getting Started with Social Media

Marketing

2. Word of Mouth

Welcome to

Getting Started with Social Media

Marketing3. Free or Inexpensive

Welcome to

Getting Started with Social Media

Marketing4. Event Marketing

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Getting Started with Social Media

Marketing5. Feedback & Opinions

Welcome to

Getting Started with Social Media

Marketing6. Be the News Source

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Getting Started with Social Media

Marketing

7. Avoid Out of Mind, Out of Sight

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Getting Started with Social Media

Marketing8. Professional Connections

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Getting Started with Social Media

Marketing9. Monitor & Interact

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Getting Started with Social Media

Marketing

10. Publicity through Non-Traditional Media

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Getting Started with Social Media

Marketing

Social Media: Essential Component of Marketing Mix

Marketing

Sales Promotion Advertising Public Relations

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Getting Started with Social Media

Marketing

Organizational Considerations

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Getting Started with Social Media

Marketing

Risks of Working with Social Media

Ruin Trust and Credibility

Alienate Individuals and Groups

Time Consuming

Rumors

Legal Risks

Brand Loss

Loss of Privacy

Guilty by Association

Wrong Perception

Immediate Distribution

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Getting Started with Social Media

Marketing

Reasons for Failure With Social Media

• Nobody knows you’re on social media platforms• Unable to convert visitors and fans to members• Lack of strategic approach to support organizational

goals• Too promotional• Not responsive enough

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Getting Started with Social Media

Marketing

Organizational Considerations

Who’s responsible for social media marketing?

What is appropriate for your organization and what is not?

Do you have a social media policy for employees and volunteers?

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Getting Started with Social Media

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Personal Considerations

How to Damage Your Reputation in Eight Easy Steps

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Getting Started with Social Media

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Brand Integrity

Social Media =

Virtual Cocktail Party

Choose Your Content CarefullyAvoid content through which consumers and other professionals may obtain a negative perception of you.

Opinions – Politics – Religion – Online Groups and Associations – Humor – Pictures

Guilty by Association

Your Online Content May Last Forever

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Social Media Marketing 101

Always Ask:

Would you be comfortable with your blog post published on the front page of the New York Times?

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How to Damage Your Reputation in Eight Easy Steps

1. Branding Yourself as a Fan of Playboy Magazine

2. Enough with the FaceBook Quizzes

3. Online Photo Album 101: No, I don’t want to see your Speedos

4. Use Platforms for Both Business and Pleasure

5. Cyber-TMI: Finding a Balance of What You Share

6. Tell Them Like It Is!

7. Want to Be My friend?

8. Nobuddy Cares About My Speling

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Getting Started with Social Media

Marketing

Social Media Time Management1. To Be or Not to Be On Social Networks2. Avoid Mixing Business and Pleasure3. Set Goals, and Enter to Execute4. Define the Purpose of Your Networks5. Limit Your Time

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Social Media Time Management6. Manage Your Tweets and Updates7. Be a Resource, Not a Chatterbox8. Publish Once, Appear Everywhere9. Allow Readers to Subscribe to New Blog Posts

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Getting Started with Social Media

Marketing

Action Plan1. Define target audience

2. Define unique selling point / key messages

3. Select platforms to focus on

4. Define purpose of each platform

Blog

Website

LinkedIn • YouTube • FaceBook • Twitter

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Getting Started with Social Media

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Action Plan

1. Develop strategies and tactics

2. Set a timeline for activities

3. Develop list of required materials and information• Pictures• Videos• Fact sheets• White papers

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My Action Plan

1. Register for social media platforms

2. Implement required materials and incorporate into selected platforms.

3. Make sure links to all your online profiles are posted on all platforms

4. Make sure every profile remains consistent with your brand

5. Include web addresses to social media platforms on business card and flyers, mention it in your listing presentation, bring it up in networking, and publish them in ads and flyers.

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My Action Plan

1. Consider all audiences and share information they will be interested in

2. Post content frequently

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Getting Started with Social Media

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Upcoming Sessions

Session 2: How to Increase Attendance and Membership, Raise Money and Reach New Audiences through Social Media Marketing

Wednesday, September 29, 20101:00 p.m. - 2:00 p.m.

Session 3: Integrated Approach to Social MediaWednesday, October 6, 20101:00 p.m. - 2:00 p.m.