BRW’S SOCIAL MEDIA
& MARKETING THINK
TANK
Created by: Jeff Zelaya
http://www.JeffZelaya.com
OVERVIEW
Social Media Introduction 6 Steps to Create BRW’s Social Media
Plan Interact, Brainstorm, Collaborate Q & A
WHAT IS SOCIAL MEDIA?
“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.”
-Wikipedia.org
AGAIN ,WHAT IS SOCIAL MEDIA?
An ongoing conversation that’s happening RIGHT NOW A promotional channel for content distribution A long-term return on efforts A steady stream of information for:
Research Feedback Building Relationships
SOCIAL MEDIA STATISTICS
3 out of 4 people use social networks regularly
Social media has overtaken email as the #1 activity on the web 17% of all web usage
Over 200 Million Blogs 900,000 Blog Posts Everyday 34% Post opinions about companies, brands and products
93% of Social Media users believe companies should have a presence in social media
SOCIAL MEDIA PLATFORMS
400 Million users, 20 million join fan pages everyday
5 Billion links are shared 35 years & older is fast growing
segment FB adds 100 million users in 6 months
SOCIAL MEDIA PLATFORMS
Over 80 Million users Over 10 Million daily updates
SOCIAL MEDIA PLATFORMS
2nd largest search engine on the web 4th largest site on the web Over 1 Billion views per day
HOW IS SOCIAL MEDIA USED?
Customer Service Feedback Networking Promotions News/company
update Lead Generation Referrals Research
CASE STUDY: MARTELL HOME BUILDERS SM Launch May
2007 Twitter, FB, YouTube,
Blog Sold 16 homes in
2007, 40 in 2008 and over 100 in 2009
CASE STUDY: MARTELL HOME BUILDERS
Fresh Content helps SEO
YouTube videos Weekly project
photos
Customer Centric Strategy
CASE STUDY: MARTELL HOME BUILDERS
Relationships w/ Customers
Transparency Clear Goals Vision Streamlined Sell experience
Why were they successful?
CASE STUDY: BROWARD OUTREACH SM launched in May 2009 Twitter, FB, YouTube, Blog Started with 10 regular volunteers Last week we had 30+ volunteers Over 200 total volunteers Raised over $1,000 worth of donations Created 3 Key Partnerships
CASE STUDY: BROWARD OUTREACH
CASE STUDY: BROWARD OUTREACH
Results: Top Volunteer Group Award!
CREATING A SOCIAL MEDIA PLAN
Preplanning Listen to the conversation Create target profile Set goals Join the conversation Measure ROI
Steps:
STEP 1: PREPLANNING
How does info flow in our industry? Where do people get their info? How do clients interact in our industry? Do they hang out in networks? What influences our clients?
STEP 1: PREPLANNING
What channels are we currently using? Drip Marketing Websites Ads Direct Mail Newsletter
STEP 1: PREPLANNING
Who are we? What do we want to be? How can social media be used to
compliment our business goals? Make a list of questions
STEP 2: LISTEN
Secure our brand on SM platforms
Monitor Platforms Google Alerts Socialmention.com Technorati Twitter Search Radian6
STEP 2: LISTEN
Key Industry Influencers Competitors Industry news sources Blog comments Secure our Brand – BRW Inc. Set up monitoring channels
STEP 3: TARGET MARGET
Who is our target audience? Research the networks that our target
use Market Segmentation
Demographic, Geographic, Psychographic, Behavior
Continually gather client info Establish Target Profile Create Labels
STEP 4: SET GOALS
Brand Awareness Increase Traffic / Opt-ins Business Partnerships Search Engine Results Generate Leads Reduce CRM costs &
accuracy Increase Revenue Write Goals
STEP 5: JOIN THE CONVERSATION Awareness
Low Equity Value & Fun Qualify Fans & Followers
Engagement Medium Equity Increase long-term communication
Social Commerce High Equity Referrals, Exclusive Pricing, Reviews,
Registration
STEP 5: JOIN THE CONVERSATION Calendar Transparent & Authentic Think Conversation, Not
Campaign Be the Expert in The
Industry Rules of Engagement Expectations
STEP 6: MEASURE ROI
Non-financial Visitors, Hits, Fans, Followers, Mentions
Financial Sales, Revenue, Transactions, Coupons,
Leads
“ROI does not have to be $$$ to be valuable.”
STEP 6: MEASURE ROI
Qualitative Part of our industry’s conversation Perception vs. Competitors Key Relationships Dialogue
Quantitative Analytics Mentions SEO Clicks Subscribers Fans
STEP 6: MEASURE ROI
Establish Baseline Develop Activity Timelines Look at Key Performance Indicators Measure transactional precursors Monitor Patterns & Prove Relationship Track Activity Set Up Analytic Compare Metrics to Goals