SOCIAL MEDIA MARKETINGbeginning-intermediate workshop
WELCOME TO EARTHSITE
• Web Strategy for Sustainable Brands
• Strategy and Branding• Web Design and Development• Social Media Marketing
ROADMAP
1. Concepts
2. Listening
3. LinkedIn
4. Facebook
5. Twitter
KEY CONCEPTS
WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content
WHAT IS SOCIAL MEDIA?
• Disruptive technology
• peer to peer
• real time
• near free
• fun/social
PEOPLE TRUST PEOPLE
0%
20%
40%
60%
80%
World of Mouth
Editorial
Advertising
What People Trust
IF YOU ARE NOT TRANSPARENTThey Will See Right Through You
UNDERSTAND SOCIAL CURRENCY
• Like a bank account, add social capital, withdraw social capital.
• Generate valuable content, share valuable content
• Become known as an expert in your field
• Ask questions, answer questions, respond to customers!
• Be noteworthy, stand out
RESOURCES NEEDED
SKILLS OF SOCIAL MEDIA
1. Strategy
2. Moderation
3. Blogging and Writing Skills
4. Creative and Production
5. Technical Development
6. Targeted Advertising
7. Search Engine Optimization
8. Analytics and Monitoring
RESOURCES NEEDED
Phase/Budget Corporate Small Biz Do it yourself
1. Strategy
2. Setup
3. Maintenance
Hire Consultant Workshops and Webinars Read Blogs
Hire Agency Marketing RoleSelf-Teaches Self-Setup
Hire Dedicated Social Media
Manager
Marketing Role part time on Social
Media
30 minutesper day
SOCIAL MEDIA MARKETINGBASICS
START WITH LISTENING
•Google RSS Reader
•Google Analytics
•Google Alerts
•Tweet Beep
!
BASICS
Social Networking for Professionals
Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
!
•Setup Complete Profile
•Import Address Book
•Join Groups
SETUP
!
•Ask for Introductions•Get Recommendations•Answer/Ask Business Questions•Follow up with after networking
MAINTENANCE
!
!
BASICS
It’s like a user profile, but for your business
Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.
!
•Setup and Configure Page
•Content and App Strategies
•Invite Friends to become Members
SETUP
!
•Produce Content
•Develop relationships with advocates
•Interact in Facebook Groups
MAINTENANCE
!
BASICS
People Powered Customer Support
Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are.
HOW TO TWITTERHow to Guide
WHAT IS TWITTER?
•Microblogging
•Real Time
•Public
•Always On
BASIC TWITTER USE
•Presence information
•Responses to others (@user)
•Sharing Links (tiny URL)
•Retweeting (RT)
•Direct Messages
BEST PRACTICES
• Get your user account NOW
• Tweet consistently, 1-6 per day
• Provide value to your community
• Increase ‘signal’ by using #hashtags
•Setup Account Page
•Follow a ton of people
•Content/Value Strategy
SETUP
•Listen and Respond
•Measure
•Follow and Unfollow, Prune
MAINTENANCE
KEY STRATEGIES
•Use Twitter Search for finding Customers
•Provide Exclusive Deals
•Provide links to free downloads
•Gather Feedback
• Identify Influencers
BEST APPS
• Twitter Search
• Bit.ly
• Open Brands
• Twitalyzer
RECOMMENDED TWITTER APPS
PC Mac iPhone Blackberry
Tweet Deck or Twhirl
Tweetieor Twhirl
or Tweet DeckTweetie Twitterberry
MEASURING SOCIAL MEDIA
NEW MEASUREMENTS
B2C C2CAdvertisement Conversation
Paid Per View Free / Viral
Page View Social Action
One Time Accumulates
TIPS FOR DOING SOCIAL MARKETING RIGHT
• Social Media Marketing is worth more
• Don't pay for social marketing.
• Give out samples
• Give a place to talk about your product online publicly
• Ask questions to stimulate conversations
By Augustine Fou, ClickZ, Apr 9, 2009
SO WHAT'S THE ROI OF MARKETING IN SOCIAL REALMS?
It's higher than traditional advertising because:
• Some social actions drive new revenues at no cost to the advertiser.
• No advertising costs are required to blast the ad out at people who don't want it in the first place.
• Social actions archived online provide lasting and ongoing value to future seekers of information at no extra cost to advertisers.
• There's a potential for amplification while traditional ads are over once they air.
By Augustine Fou, ClickZ, Apr 9, 2009
KEY MEASUREMENTS
•Focus on Social Actions: Use traditional media to drive target users online to do something -- take a social action -- not just arrive on a site.
•Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -- rate, comment, share, recommend, etc..
•Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time -- e.g. users rate and share tips about restaurants -- Yelp.com. This builds an asset that has lasting value.
By Augustine Fou, ClickZ, Feb 11, 2009
GO FURTHERResources
FOLLOW US ON
@earthsite
@joeyshepp
@openbrands
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