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what is socialSocial media use
web-based technologies to transform & broadcast
media monologuesinto social media dialogues.
Benefits & Relevance of Using Social Media Marketing
1. Enhance Branding & Awareness
2. Protect Your Reputation
3. Enhance Public Relations
4. Build Community
5. Enhance Customer Service
6. Facilitate Research & Development
7. Drive Sales & Leads
•Facebook 1.39b MAU
•Twitter 500m tweets/day
•YouTube 6b hrs watched/m
•LinkedIn 347m members
•Google+ 300m MAU
•Instagram 200m MAU
Why is Social Media Important?
Logos courtesy of Aquaticus
•WHO is the audience?
•WHAT is their preference?
•WHEN do they want to hear?•WHERE are they?•WHY are you there?
Market Research or 5 W’s
I like Pew Internet Research, Mashable, Comscore, and Hubspot as resources.
Employees
Vendors
Events
Hot Topics
Seasons
Case Studies
Testimonials
New Products
Differentiate
Identify Obstacles
FAQ
WHAT
http://bit.ly/KRCeasyblog
Content Folder
Each room of your
social house has
a different feel
and theme.
Social is NOT
the end result.
Social is the
slippery slide
to your
profit centers
Measuring Success
•Create metric report•Track month over month•Not all metrics are created equal• Interpretation and adjustment•How do the #s match goals?• It’s not always #s•Learn to tell the story of the #s
Need a Social Media Policy?
•Add internet tools
•Communicate with staff
•Train for best practices
•Update legal wording
Obstacles
• Lack of Time
• Lack of Manpower/Resources
• Lack of Training & Knowledge
• Can’t Measure
• Decision Makers don’t get it
• Blank Page Syndrome
• Negativity
What is Reputation Management?
“The practice of understanding or influencingan individual or business brand. It wasoriginally coined as a public relations term, butadvancement in computing, the internet, andSocial Media made it primarily an issue ofsearch results.”
-Wikipedia
First Page of Search Results
Data byCompete, Jacob Nielsen, OptifyImage courtesyInternetReputationManagement.com
85% never get
off the first
page!
Internet
Reputation
Management
•Your photo
•Spelling
•Duplicate names
•Style of communication
•Damaging info
Web Items That Can Be Damaging
Own Your Name (Everywhere)
.net
misspellings
with a middle initial, if necessary
Find Available Channels www.namevine.com
Consumers changed their minds about arecommended purchase based solely on negativeinformation they found online.- 2011 Cone Online Influence Trend Tracker
4 out of 5
• You provide terrible service• You are bad at your job• You are overpriced• They would never return and
encourage others not to use your services
• Your product is defective
What They Will Say About You
How to Deal with Negativity
•How do you deal with it normally?•Listen, respond, react•Your character shines through•All service providers have unhappy
customers•Editorial control, settings•Don’t erase negative posts!•Control is only an illusion
Resources
• BethKanter.org• https://www.pinterest.com/kante
r/• PewInternet.org• Hubspot.com• SocialMediaGovernance.com
Appreciation – Advocacy - Appeals
High Ranking Social Media• Facebook Pages• LinkedIn Personal Profiles• Twitter• Google Local/Places• Google +• Directories• Blogs• Pinterest• Slideshare• YouTube
Action Items•Perform a vanity search
•Own your name
•Monitor your name
• List your org/business
•Address negative content
•Crisis planning
•Create policy
•Post your own content
THANK YOU!@kregobiz
www.KerryRegoConsulting.comwww.Slideshare.net/KerryRegoConsulting