Social Media Navigating the Slippery Slope

Where to go and Whatrsquos NextSkiMaine amp NorthEast Summit 91510

Introducing

Samantha RufoPresident

nxtConcepts Ltd

Tom HorrocksCommunicationsPR Manager

Killington Resort

Darcy Morse-LibertyDirector of Communications

Sunday River

Doug (Doc) TulinDirector of MarketingAttitash Ski Resort

1 Is one network enough 2CYA (Cover Your Assets)

i Social Media Policy

3Building a Strategyi 6 Phases of Social Media

4 Facebooka) FBMLb) Ads Events Offersc) Measurementd) Twittere) Tweepsf) Whorsquos Talking About Youg) Bitlyrsquosh) Tools

5Putting it all Together

Agenda

One is Not Enough

Chart of 840 respondents on LinkedIn April 2010

Popularity ContestBought Owned Earned

Before we go any furtherhellipits time to CYA

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Introducing

Samantha RufoPresident

nxtConcepts Ltd

Tom HorrocksCommunicationsPR Manager

Killington Resort

Darcy Morse-LibertyDirector of Communications

Sunday River

Doug (Doc) TulinDirector of MarketingAttitash Ski Resort

1 Is one network enough 2CYA (Cover Your Assets)

i Social Media Policy

3Building a Strategyi 6 Phases of Social Media

4 Facebooka) FBMLb) Ads Events Offersc) Measurementd) Twittere) Tweepsf) Whorsquos Talking About Youg) Bitlyrsquosh) Tools

5Putting it all Together

Agenda

One is Not Enough

Chart of 840 respondents on LinkedIn April 2010

Popularity ContestBought Owned Earned

Before we go any furtherhellipits time to CYA

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

1 Is one network enough 2CYA (Cover Your Assets)

i Social Media Policy

3Building a Strategyi 6 Phases of Social Media

4 Facebooka) FBMLb) Ads Events Offersc) Measurementd) Twittere) Tweepsf) Whorsquos Talking About Youg) Bitlyrsquosh) Tools

5Putting it all Together

Agenda

One is Not Enough

Chart of 840 respondents on LinkedIn April 2010

Popularity ContestBought Owned Earned

Before we go any furtherhellipits time to CYA

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

One is Not Enough

Chart of 840 respondents on LinkedIn April 2010

Popularity ContestBought Owned Earned

Before we go any furtherhellipits time to CYA

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Popularity ContestBought Owned Earned

Before we go any furtherhellipits time to CYA

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Before we go any furtherhellipits time to CYA

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

bull Do you know which of your employees are active in social media

bull Do you know what theyrsquore saying about your company

bull Have you given them any guidelines as to what types of content are and are not acceptable

Questions You Should Ask

Social Media Policy

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online

ndash Identifying himselfherself as an employee of the company

ndash Use the company name logo product photos or other trademarked materials

ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as

on LinkedIn)ndash Posting on social media sites during business hours

What a Good SM Policy Should Have

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like

hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions

should be referred to the corporate marketing department)

hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind

Donrsquothellip

Spell it Out

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Therersquos no delete button on the web

What happens when an employee doesnrsquot follow the policybull Write‐uprsquos or termination

What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy

Consequences

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks

Make Sure Staff ldquoGet Itrdquo

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Sample Handout

Or visitnxtConceptscomDownloads section

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

The Rules Have Changed-People donrsquot need marketing

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Phase 1 - Discovery In this phase we explore three variables

People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)

Competition What are your competitors doing online Where can you leapfrog them What is their online reputation

Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)

6 Phases of Social Media Marketing

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Phase 2 ndash Strategy

In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include

bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more

This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks

6 Phases of Social Media Marketing

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Phase 3 ndash Skills

Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect

6 Phases of Social Media Marketing

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Phase 4 ndash Execution

bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc

6 Phases of Social Media Marketing

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Phase 5 ndash Measurement

bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals

6 Phases of Social Media Marketing

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Phase 6 ndash Maintenance

Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online

Goal a stepped approach and methodology to launching your organization safely into the social realm

6 Phases of Social Media Marketing

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Building a Strategy

What are the goals and objectives of the social marketing campaign

Who is the target customerHow is the customer best engaged

How should customer relationships changeHow will the campaign be measured

What applications should be builtWhich technologies should be used

Where should the campaign be run

WHY WHO HOW

WHATWHERE

It used to be about developing a brand Now itrsquos about giving the brand a voice

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Relationships arenrsquot built overnightThey are cultivated and earned

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week

Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Company Fan Page account Represents the company as a whole

Personal Profile account Used by an individual employee at the company

Profile vs Page

Need this To Do This

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Matter of Time

Businessesusing personalprofiles WILLlose them

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Fill out your INFOPage completely

Make it Match Your Brand

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Create a nicely done

custom welcome page for your new

fans

Landing Page

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Get Creative Go Custom HTML or FBML

Get Creative Get FBML

Use Offers

Promote Everywhere

Facebook Everywhere

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Measurement

Measurement

Measurement

How They Do It

Promote Everywhere

Facebook Everywhere

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Measurement

Measurement

Measurement

How They Do It

Facebook Everywhere

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Measurement

Measurement

Measurement

How They Do It

6 Phases of Social Media Marketing

1Discovery2Strategy3Skills4Execution5Measurement6Maintenance

Measurement

Measurement

Measurement

How They Do It

Measurement

Measurement

Measurement

How They Do It

Measurement

Measurement

How They Do It

Measurement

How They Do It

How They Do It

How They Do It

Twitter

Tweets

FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom visitors are moderate or heavy Internet users

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

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

Please Personalize Your Profile

Let Your Brand Shine

Tweets

FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom visitors are moderate or heavy Internet users

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

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

Please Personalize Your Profile

Let Your Brand Shine

Please Personalize Your Profile

Let Your Brand Shine

Let Your Brand Shine

Let Your Brand Shine

Follow Top Ski amp Media People

Twitter Tips

Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22

Twitter Tips

Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22

Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22

Use Twitter for Eventshttpsearchtwittercom

Make Long URLs Usable

httpwwwsnowplacescommediamhomehtm

httpbitlybTZI9u

Trace Links Back to Your Site

Measurement

Measurement

httpwwwtweetstatscomgraphscrystalmountain

Measurement

Measurement

What do you Measure

ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel

Top Tools

Measurement

What do you Measure

ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel

Top Tools

What do you Measure

ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel

Top Tools

Top Tools

Putting It All Together

bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has

Measure the resultsSamples

Engaging Tips

Where to go from here

1 Keep content current

2 Pick and choose the best for you

3 Measure Test Measure again

4 Embrace conversation

5 A picture speaks louder than words

6 Be friendly

7 Give guests a reason to participate

8 Resist the temptation to sell sell sell

9 Jump on the bandwagon now

10Oh the humanity

Download the presentation onlinehttpwwwnxtConceptscom

Thank you

Samantha RufoTwitter srufo

Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo

888-215-0820

Doug Tulin

Tom HorrocksTwitter TommyHorrocks

Darcy Morse-LibertyTwitter DarcyMorse

LinkedIn linkedincomindarcymorse

bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has

Measure the resultsSamples

Engaging Tips

Where to go from here

1 Keep content current

2 Pick and choose the best for you

3 Measure Test Measure again

4 Embrace conversation

5 A picture speaks louder than words

6 Be friendly

7 Give guests a reason to participate

8 Resist the temptation to sell sell sell

9 Jump on the bandwagon now

10Oh the humanity

Download the presentation onlinehttpwwwnxtConceptscom

Thank you

Samantha RufoTwitter srufo

Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo

888-215-0820

Doug Tulin

Tom HorrocksTwitter TommyHorrocks

Darcy Morse-LibertyTwitter DarcyMorse

LinkedIn linkedincomindarcymorse

Where to go from here

1 Keep content current

2 Pick and choose the best for you

3 Measure Test Measure again

4 Embrace conversation

5 A picture speaks louder than words

6 Be friendly

7 Give guests a reason to participate

8 Resist the temptation to sell sell sell

9 Jump on the bandwagon now

10Oh the humanity

Download the presentation onlinehttpwwwnxtConceptscom

Thank you

Samantha RufoTwitter srufo

Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo

888-215-0820

Doug Tulin

Tom HorrocksTwitter TommyHorrocks

Darcy Morse-LibertyTwitter DarcyMorse

LinkedIn linkedincomindarcymorse

Download the presentation onlinehttpwwwnxtConceptscom

Thank you

Samantha RufoTwitter srufo

Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo

888-215-0820

Doug Tulin

Tom HorrocksTwitter TommyHorrocks

Darcy Morse-LibertyTwitter DarcyMorse

LinkedIn linkedincomindarcymorse