Introduction to Social Media Marketing

Introduction to Social Media Marketing

Why should you care?Nikki Stephan

Identity Marketing & Public RelationsSocial Media Strategist

Definition:

Social media are media for social

interaction, using highly accessible and

scalable communication techniques. Social

media is the use of Web-based and mobile

technologies to turn communication into

interactive dialogue.

- Wikipedia

Definition:

Social media are media for social

interaction, using highly accessible and

scalable communication techniques. Social

media is the use of Web-based and mobile

technologies to turn communication into

interactive dialogue.

- Wikipedia

Interesting stats for marketers…

78% of Internet users conduct product research online.

57% of businesses have acquired a customer

through their company blog.

The number of marketers who say Facebook is “critical” or

“important” to their business has increased 83%

in just 2 years.

Social media has changed the way we find, create and share information online.

Getting started – what you need to determine...

1. Social media goals

2. Available resources

3. Risk assessment

How would you handle an “oops” tweet?

4. Where are your customers spending time online?

The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network.

Online conversations affect company divisions:

• Sales• Product• Support• Marketing• PR• Community• Crisis• HR• Finance* Credit: Brian Solis

5. Map out your strategy (course of action)

Website

Blog

6. Choose a home base, connect social outposts, build and grow an online presence.

7. Measure your results (refer back to original goals).

• ROI is a term that’s loosely tossed around

• (Profit – Investment) Investment

• Other ways to measure: Google Analytics (website traffic), share of voice, inbound links, sentiment, traffic referrals, offer redemptions, comments/tweets/likes

• Engagement data (retweets, comments, fans, likes, followers, members) – 66%• Sentiment (overall opinion of what people say) – 46%• Website traffic – 40%• Conversions or leads – 35%• Customer satisfaction rates (net promoter, survey satisfaction) – 34%• Share of voice or total mentions – 28%• Actual product revenue – 22%• Other – 10%

Who’s doing social media marketing right?

Moosejaw Mountaineering

CME Group

You’re doing it wrong (and making people upset) if you’re…

• Just repurposing content from your website or other social networks (can be exceptions for private companies)

• Only talking about yourself

• Never responding to questions/criticism

• Creating pages but not updating them

• Being unprofessional/rude/offensive

NO

NO

To sum it up, social media makes it easy to create and distribute content for marketing purposes.

BUT ALWAYS REMEMBER…

Conversation trumps broadcasting.

Transparency is critical.

QUESTIONS?

• Twitter - @nikkistephan, @identitypr

• LinkedIn - http://www.linkedin.com/in/nikkistephan

• Blogs – http://nikkistephan.com,

http://identitypr.com/blog

• Email – [email protected]

Connect with me:

Photo & Source Creditshttp://www.aismedia.com/social_media_marketing.php

http://www.flickr.com/photos/54031162@N00/3156373103/


http://www.theconversationprism.com/

http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know

http://www.emarketer.com/blog/index.php/9-adults-twitter-monthly-2010

http://www.flickr.com/photos/didmyself/4019157830/sizes/l/








http://www.slideshare.net/GasPedal/blog-well-chi-cme-group-ss



http://www.slideshare.net/jeremiah_owyang/career-social-strategist


http://www.aismedia.com/social_media_marketing.php



http://www.theconversationprism.com/

http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know

http://www.emarketer.com/blog/index.php/9-adults-twitter-monthly-2010

http://www.flickr.com/photos/didmyself/4019157830/sizes/l/






Education

Introduction to Social Media Marketing