GET SOCIAL MEDIA READYSocial Media Introduction for Associations
Marc Campman
25+ years of marketing, branding, advertising & PR experience. 10+ years online marketing
Founder of Marccampman.com and Partner in LoveSocialMedia
Worked with start-ups and established businesses on communication, social media & brand strategy
Social media strategy & execution since 2007
About the Class
Extend social media foundation Practical Interactive Ask questions Start discussions Have fun!
Mission: GET THE BASICS
SOCIAL MEDIA INTRODUCTION
Amazing Social Media facts
Twitter encountered 24,000 tweets per second during the London 2012 Olympics Opening Ceremony
1 hour of video is being uploaded on Youtube every second
1 billion items are being liked on facebook every day
5000 photos are being uploaded on Flickr every minute
12 billion miles are being driven on Google Maps each year
38% of adults say they use search engines to search for businesses
Coldplay became the top page on Google+ with 618,356 followers
Users spend a total of 6.7 billion hours on social networks towards the close of 2011
82% of the worlds online population are using social media networks, boasting 1.2 billion users
http://www.pixelpulsemedia.com/blog/article/social-media-facts-worth-knowing-for-2012
Media Consumption
What is Social Media?
DEFINITIONS:
Online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. These tools include blogs, message boards, podcasts, micro blogs, bookmarks, networks, communities, wikis, and vlogs. (WebProNews.com)
A new set of internet tools that enable shared community experiences, both online and in person. (Technology in Translation)
What is Social Media
Social Media earnsonline and offline
coverage
Digital Marketing buys online and offline
coverage
Social Media Vs. Website
Social media sends to website, creates prospects and builds relationships.
Social Media Vs. Website
Website converts prospect from social media and advertising into sale or lead
Social Media Vs. Website
Social media holds onto customer, prompts them to buy again and helps them refer
Social Media Myths
MYTH: Social media is free. TRUTH: Most sites are free to participate, and there are a lot of free
tools, but you still need to invest in advertising to drive traffic. You should also plan to invest a considerable amount of time into building your social media presence…and time=money.
MYTH: Social media will give my business an immediate boost.
TRUTH: For almost all businesses building a loyal following takes time. Monetizing the following takes even longer. Plan on no monetization for at least 6-12 months.
MYTH: Your number of Fans and Followers matters.TRUTH: Quality, not quantity, means business. Just because you
have a big number of followers doesn’t mean they are engaged with the brand and interacting with it, or considering doing business with you.
Social Media Myths
MYTH: If you build it they will come.TRUTH: Just like a website, until you promote and drive traffic to your
social media, your content is a ‘tree falling in the forest.’
MYTH: Social media isn’t measurable.TRUTH: There are a variety of tools and methods to measure
mentions, sentiment, comments, traffic and click-thrus to your website, among other metrics.
MYTH: Social media killed traditional marketing.TRUTH: People still watch TV, visit websites, read email, etc. You
need these media to inform your audience of your social media profiles. You need social media to support your other marketing efforts.
The Truth(why all this is important)
Your customers are using social media to make buying decisions, with or without your participation.
Social media content—both personal and business related—is “permanent.”
Social media can hurt and help you. It takes a lot of time and a lot of effort.
Social Networking Sites
Websites that allow users to build online profiles, share information and connect with people who share interests. Sites usually consist of a profile of each user, his/her social links, and a variety of other services.
Blogs
Short for ‘web log’, a blog is an online diary—a website maintained by an individual that features regular entries of commentary, descriptions of events, or other material such as graphics or video.
Microblogs
Like blogs, microblogs are platforms for people to post thoughts about topics but on a much smaller scale. A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.
Social Bookmarking
Sites where a user can share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them.
Video & Photo Sharing
Websites or software that allow users to share and distribute video clips and photos. Videos/photos can be associated with a “channel” or “album” by user or company name.
Forums
An online message board or an online discussion site where users gather to discuss subjects or topics. There can be hundreds of topics being discussed on one forum and there is usually a moderator that sets guidelines for posting.
Examples: Fodors, The Fashion Spot, Mac Rumors, Bodybuilding.com
Review & Opinion Sites
A site where users can post product or service reviews and share personal experiences they’ve had with companies.
Article Distribution Sites
A directory or collection of topical articles posted for other sites to use and distribute as content. Articles normally include a slugline at the end that includes a description of the author and link to their site.
Presentation sharing site
SlideShare is the world's largest community for sharing presentations. Upload and share on blogs, Twitter, Facebook or LinkedIn. Over 60 million people use SlideShare every month for research, sharing ideas, connecting with others, and generating business leads. SlideShare also supports documents, PDFs, and videos.
Wikis
A website that allows the easy collaborative creation and editing of information on a topic, list or any number of interlinked web pages via a web browser.
Mission: HOW TO GET STARTED
SOCIAL MEDIA STRATEGY
The Executive point of view
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.
As a direct result, markets are getting smarter—and getting smarter faster than most companies.
The Cluetrain Manifesto
The Cluetrain Manifesto
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
Most companies only know how to talk in
the soothing, humorless monotone
of the mission statement,
marketing brochure, and your-call-is-
important-to-us busy signal. No wonder
networked markets have no respect for
companies unable or unwilling to speak as
they do.
The Cluetrain Manifesto
What is it NOT for business
A bulletin board for marketing & PR messages.
A cheap way of advertising. One-sided. About self-promotion. A place for you to vent about your
competition. The only way to market your business. The answer to your prayers.
What is it for Business…
Awareness. Word-of-mouth. New people willing to consider doing business
with you. Customer satisfaction. Research & Insights. Positioning. Recruitment. Promotion. Audience building. Immediate.
“Social Media is the biggest change in business I have seen in my corporate career.”
Marc Campman
March 2012
Tools vs. Strategy
Define your Social Media Goals
Generate exposure for my business Improve traffic to my web site Develop myself as a thought leader Establish new business partnerships Generate new leads Improve SEO for my web site Improve customer satisfaction
Integration with Business Strategy
SOCIAL MEDIA FOR BUSINESS
Social Networks – User Activity
Social Networks – User Activity
Social Networks – User Activity
Top 5 Reasons to Use Facebook
Connect with old friends Access to engaged and qualified
users Viral opportunity for messaging Targeted advertising Facebook adoption
Getting started Sign up for Facebook
with a dummy account Create your Facebook
Page Invite people to like your
page Share content and
information Use Apps to promote
your content
Facebook Pages
Your Facebook Page - Features
Timeline
Cover photo
Profile picture
AboutApps
Pinned post
Message
Your Facebook Page - Features
Milestone
Facebook Pages - dimensions
Getting people to “Like” you
• Promotion. Promote your facebook page on all your marketing collateral (print and online)
• Suggest to friends. a simple and free way to get the word out that you have a business Page and to ask friends to Like it.
Increase your following
• Use the share button. build your fan base by regularly using the Share button at the bottom of each “link” you post on your business Wall.
• Events: The event feature comes with its own Share button which insures that you can distribute your Event beyond just your fan base to your friends.
Engage with Facebook Apps
Maximum 12 apps per page You can change the order (except photo app is
always 1st) You can change icon You can create your own Facebook App
Top 5 reasons to Use Twitter Develop and promote your brand Interact with your customer base Track what people are saying about your
brand Create buzz around upcoming events Promote your content
Getting started Sign up for Twitter Personalise your profile Find some friends/clients to follow Find some friends/clients to follow
you Start tweeting Engage with your network
Twitter – How to get started
Your Twitter Profile - old
Your Twitter profile - new
Your Twitter Activity Feed
Your Twitter Discovery
Twitter terminology
Tweet: When you post or write your 140 characters on Twitter and hit send it’s called a tweet or tweeting.
Handle: That’s your Twitter name: short and descriptive (get your personal name if you can even if you don’t plan to use it right now. It’s like your URL and will have value someday)
Follow: This is simply the act of adding someone to your list of people you are following — this makes their tweets show up on your home page.
Replies: This is what it is called when someone writes a tweet directly at your handle, this is often an invite to engage with a follower.
Twitter Search – made simpler
• Spelling corrections
• Related Suggestions
• Results with real names and user names
• Results from people you follow
Twitter Search
Twitter terminology
Retweet: This is a tactic of republishing someone else’s tweet, the original tweet along with author stays intact, but you are basically showing someone’s tweet to your followers
DM: This is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages
Hashtag: This is a way people categorize tweets so that others might use the same tag and effectively create a way for people to view related tweets—it will look something like #marketing
Use Twitter Search Use Twitter’s “Who to
follow” Follow people your followers
are following Follow thought leaders and
bloggers Collect people’s twitter
names at events Follow Hashtags at events
Finding People to follow
Finding People to follow www.followerwonk.com
Make your company’s twitter name easy to find
Place follow buttons on your blog and web site
Interact with the people you follow but don’t follow you back
Make your tweets useful
Getting people to follow you
Start tweeting An observation What you are reading What you are watching What events you are attending Your content Someone else’s content Chat with someone Retweet what someone else has
tweeted
Twitter – Start tweeting
Top 5 Reasons to Use Linkedin Make local, national and international
professional connections Position yourself as an authority Improve your customer knowledge Trusted contacts Legitimate
Linkedin – Getting Started
Getting Started Sign up for Linkedin Personalise your Linkedin profile Grow your network Join Groups Use Apps Engage with your network Create company page
Personalise your Linkedin Profile
5 elements of your profile: Your “Teaser”: Picture, Name,
Professional Headline, Location and Industry.
Short Overview: Current, Past, Education, Recommendations, Connections, Websites, Twitter, and Public Profile.
The Core: Summary and Specialties.
The Specifics: Experience, Education, and Sections.
The Details: Additional Information, Personal Information, and Contact Settings.
Visualise your Linkedin Profile vizualize.me
The new Linkedin Profile
The new profile setup will make it easier to:
Tell your professional story
Discover people and opportunities
Engage with your network
Your Linkedin Activity Feed
Expanding your connections
Step 1: Upload your email contacts and connect with the ones already on LinkedIn
Step 2: Find current and former colleagues and classmates and connect with them
Step 3: Discover people you may know and connect with the ones you actually know
Step 4: Promote your LinkedIn Profile with a LinkedIn Email Signature and LinkedIn Profile Badge for your website and blog
Using Linkedin
Ways to use Linkedin for lead generation
Linkedin Groups Linkedin Answers Linkedin Search Linkedin Applications Company Pages Linkedin Ads
Linkedin Apps
Linkedin Company Page
Products
Careers
Linkedin Advertising
Google+
Photo credit: http://www.flickr.com/photos/tomsaint/2987926396/
• Google products• Forced upon you• Search rankings• Back and forth with Facebook• 400 Million users – September 2012
Why should you care
CirclesCategorize your
customers SparksMonitor your
brand
Claim your profile
Enhance your profile
Embrace business
tools
• http://www.google.com/+/business/
• Share • Promote• Measure
• Plays nice with Analytics
Create your profile
Google Circles
• Video chat• 10 people• Q&A, demo a product, meet the CEO• 5 Creative Ways Businesses Are Using Google+ Hangouts
Hangouts
• See your posts spread through Google+• Identify influencers
Ripples
• Trends happening around the web• Business to do? Use to create content?
Sparks
• Integrates with Google Calendar• Party mode – share video and photos at the event
Google+ Events
• Google+ posts• Search results• Articles• YouTube videos• Display ads
+1 Button - Endorse
BRAND YOUR BUSINESS ON PINTEREST
Pinterest is a virtual pinboard which allows users to organize and share beautiful and interesting content they find on the web.
Pinterest’s goal is to connect everyone in the world through the 'things' they find interesting.
What does a user profile look like?
Your boards are of all the things that (P)interest you….
Follow people or just the pinboards you like
With the iPhone app you can ‘pin’ wherever you are
Users can pin, re-pin, follow, like and create boards of interests.
Showcase your products and most importantly, their prices
And you can also browse for gifts too. Along with being able to filter by price….
Find out who has pinned your website content. Insert your website URL after /source. You might be surprised….
Take aways
• Great potential for retailers
• Boost your brand image by sharing cool but relevant images
• If you have a catalogue this is one opportunity to digitize it
• Inspire people and generate a viral effect
• Generate lead, find out what’s interesting for users
• Never SPAM your followers
• Share what’s interesting and drive traffic to your website
• Pin, re-pin and like other users’ images that you find relevant
• Brands that only share own content are uninteresting
• Keep in mind, social network rules apply