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Social Media Workshop 2:Marketing & Promotion is second workshop series sponsored by the Anguilla Chamber of Commerce.
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Social Media Workshop 2:Marketing & Promotion
LeRoy Hill PhD @leroyh [email protected]
Workshop Agenda1. What is social media marketing?2. Why social media marketing 3. Skills of social media
– Activity 1: Listening tools & skills
4. Social media Strategy– Activity 2: your social media strategy
5. The Legal implication– Social media Policy – copyright– Activity 3: your social media policy
What is Social Media Marketing
http://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @trevoryoung
Conversations in…• Twitter: I am having a great time in
#Anguilla• Facebook: I Like Anguilla• LinkedIn: My skills on Anguilla dives• YouTube: Here I am diving in Anguilla• Foursquare: This is where I want to live• Pinterest: see collection of fav. Anguillian
recipes here•
Why Social media?
To achieve business objectives:• Advertising• Human Resource• Communication / Collaboration• Personal Branding• Social Activism• Sales• Public Relations• Customer Service• Market Research
“social media… achieve three times the coverage as traditional releases.”
http://www.showmenumbers.com/
Because…Markets Are Conversations
“…markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business. The voices are back, and voice brings craft: work by unique individuals motivated by passion.” Chapter 4, the cluetrain manifesto
http://www.cluetrain.com/book/markets.html
Social Media skills
• Listening & monitoring• Strategy• Targeted advertising• Moderating online discussions• Blogging and writing skills• Search Engine Optimization• Web analytics
Are you listening?• RSS Feed Reader• Google Alerts/Tweet beeps• Google Analytics• Social Media monitoring (Icerocket,
Addict-o-matic, Board tracker, Social mention)
• Account Management (Hootsuite, TweetDeck)
• Search Engines (Topsy.com, Icerocket.com)
Which
Is right for
you?Photo by Brian Solis http://www.briansolis.com/
“Social
Media conversations flow through many
channels”
Understanding your strategy
• Strategy is more than just using tools!
• Understand your market and develop an appropriate strategy.
http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg
Different approaches…
• A number of approaches to developing can be adopted.
• -Social Media Calendar: outline content by date
• Mind map
Establish your goals and Objectives
• Specific
• Measurable
• Attainable
• Realistic and relevant
• Timely
• Social Media Return On Investment (ROI)
http://goodgeneration.files.wordpress.com/2012/01/return-on-investment.jpg
ROI = Gain from (investment) social media activities – Cost of social media activities (Investment)
Cost of (investment) social media activities
Find ways and time to listen
• Continuous research• Follow the major influencers in your area even
if its your competitor• Find places where your potential
clients/customers meet and communicate online.
• Find ways to enter the conversation
Develop relationships through conversations
• Become a reporter of events in the industry/area
http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg
Join a cause
• Partner with a cause that customer care about.
Find ways to reward your customers.
• Surveys, competitions, short polls provide an avenue to help direct company decisions.
• Develop a profile of your ideal client /customer
Use that profile to focus on
approaches on curating content.
Make it personal
• Add engaging and personal content that customers would want to share with their networks.
Evaluate your social impact & presence
Make adaptations
Activity: Your Strategy
• The one-page Plan
TACTICS
TACTICS
Which comes first?
Business card link up in LinkedIn
Search for them on Twitter
Add them to Facebook only
after some conversations.
Twitter Tactics
• Develop an objective strategy for using twitter • Use twitter to offer real-time customer service• Offer valuable discounts• Provide simple amusement• Listen first then talk• Be transparent – is it one person or team
• Over 140 million users
Twitter Tactics
• Use #hashtags in your post • Offer people value to follow you.
– Offer resources: photos, links, files• Create a brand profile
– Custom background image– Company logo as profile photo– Include contact information
http://janetboyer.typepad.com/.a/6a013485f24774970c01538e20ca1a970b-pi
Twitter Tactics
• Follow, follow, follow– Experts in your field – Potential customers – Current customers
is world’s largest Professional Social Network with:
– Resume– Expertise– connections– Recommendations– Link to social channel– Link to company blog
• Over 150 million users• All fortune 500 companies• 170 countries
Encourage your employees to: – setup complete profiles on LinkedIn. –Join professional development groups–Link your twitter stream to your
account*–Measure time, connections,
conversations
Tactics
–Import your contacts from your address book
–Invite friends to introduce you to others–Solicit recommendations – post comments and ask questions in
groups.
Tactics
Tactics
• Create landing page to encourage non-fans to become a fan
• Offer deals, discounts and incentives exclusively for your fans
• Create fan page not personal page
Tactics
• Offer discounts for your fans.• Comment of fan post rather than just drop a
post or picture or link.• Make your fan feel special
– Photo of fan of the week– Invitation for open house
Policy
• Know your customer :– their networks – how they use social media– Level of involvement with the competition – Focus first on
• Transparency• Privacy • Legal action• Professional conduct• Affiliates and links
Stevens & Tate Marketing White paper http://www.stevens-tate.com/white-papers.cfm
http://www.socmedsean.com/wp-content/uploads/2011/03/building_a_social_media_strategy_cartoon.gif
Transparency
• Your views are your views!– clearly indicate if writing reflect your views and
not that of your company. • Your opinions should not be take for company
policy even if you use company email.
Privacy
• The work done in and on company time and resources belongs to your employer.
• Employer has right to access your data (files, folders and devices)
Legal action
• If you break employment contract company has right to restrict you access, remove your created material from company site, blog, Twitter or Facebook accounts.
Professional conduct
• Your customers , competitors monitor what you write or post. – ‘funny’ statements can be misunderstood as
being offensive or insensitive– Be respectful at all times.
No dead air
• Be consistent and remain active if you don’t have to time get social media volunteers or hire a consultant.
Affiliates & links
• Be sure to let link to affiliates that build company image/brand
• Be transparent about links.
Attributing content
• Attribute your content with clear copyright information.
http://www.flickr.com/photos/libraryman/2799490154/sizes/m/in/photostream/
Templates & examples
• Social Media GovernanceEmpowerment with Accountability by Chris Boudreaux
• 57 Social Media Policy Examples and Resources
• Social media policy
www.hillconcepts.comTwitter: @leroyh
THANK YOU
• Workshop 3 - Tweeting: A bird’s eye view ..…. April 26, 2012Workshop 4 – Facebook and LinkedIn for business ……. May 24, 2012Workshop 5 – Business blogging ……. June 21, 2012Workshop 6 – Web analytics ……. July 10, 2012