Beginning Social Media Marketing Workshop

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Earthsite Beginngin Social Media workshop held at Earthsite Headquarters in Fairfax, California.


  • 1. SOCIAL MEDIA MARKETINGbeginning-intermediate workshop

2. WELCOME TO EARTHSITE Web Strategy for Sustainable Brands Strategy and Branding Web Design and Development Social Media Marketing 3. ROADMAP 1. Concepts2. Listening3. LinkedIn4. Facebook5. Twitter 4. KEY CONCEPTS 5. WHAT IS SOCIAL MEDIA? Social Networking Online Video Blogging Ratings/Reviews Sharing Content 6. WHAT IS SOCIAL MEDIA? Disruptivetechnology peer to peer real time near free fun/social 7. PEOPLE TRUST PEOPLEWhat People Trust80% 60% 40%20% World of Mouth Editorial0%Advertising 8. IF YOU ARE NOTTRANSPARENT They Will See Right Through You 9. UNDERSTANDSOCIAL CURRENCY Like a bank account, add social capital, withdraw social capital. Generate valuable content, share valuable content Become known as an expert in your eld Ask questions, answer questions, respond to customers! Be noteworthy, stand out 10. RESOURCES NEEDED 11. SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Development 6. Targeted Advertising 7. Search Engine Optimization 8. Analytics and Monitoring 12. RESOURCES NEEDEDPhase/BudgetCorporateSmall Biz Do it yourselfWorkshops and 1. StrategyHire Consultant WebinarsRead Blogs Marketing Role 2. SetupHire AgencySelf-TeachesSelf-SetupHire DedicatedMarketing Role30 minutes 3. MaintenanceSocial Media part time on Social per day Manager Media 13. SOCIAL MEDIA MARKETING BASICS 14. START WITH LISTENING Google RSS Reader Google Analytics Google Alerts Tweet Beep 15. ! BASICS 16. !Social Networking for Professionals Have your employees build full Proles on LinkedIn, which in turn will build a powerful prole for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts. 17. SETUPSetup Complete Prole Import Address Book Join Groups! 18. MAINTENANCEAskfor Introductions Get Recommendations Answer/Ask Business Questions Follow up with after networking! 19. ! BASICS 20. !Its like a user prole, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community. 21. SETUPSetupand Congure Page Contentand App Strategies Invite Friends to become Members ! 22. MAINTENANCEProduceContent Developrelationships with advocates Interact in Facebook Groups! 23. BASICS 24. People PoweredCustomer Support Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are. 25. HOW TO TWITTER How to Guide 26. WHAT IS TWITTER? Microblogging Real Time Public Always On 27. BASIC TWITTER USE Presence information Responsesto others (@user) Sharing Links (tiny URL) Retweeting (RT) Direct Messages 28. BEST PRACTICES Get your user account NOW Tweet consistently, 1-6 per day Provide value to your community Increase signal by using #hashtags 29. SETUPSetup Account Page Follow a ton of people Content/Value Strategy 30. MAINTENANCEListen and Respond MeasureFollow and Unfollow, Prune 31. KEY STRATEGIES Use Twitter Search for nding Customers ProvideExclusive Deals Providelinks to free downloads Gather Feedback Identify Inuencers 32. BEST APPS Twitter Search Open Brands Twitalyzer 33. RECOMMENDED TWITTER APPSPCMac iPhoneBlackberry Tweetie Tweet Deckor TwhirlTweetie Twitterberry or Twhirl or Tweet Deck 34. MEASURING SOCIAL MEDIA 35. NEW MEASUREMENTSB2C C2CAdvertisementConversationPaid Per ViewFree / Viral Page ViewSocial Action One Time Accumulates 36. TIPS FOR DOING SOCIAL MARKETING RIGHT Social Media Marketing is worth more Don'tpay for social marketing. Give out samples Give a place to talk about your product online publicly Ask questions to stimulate conversations By Augustine Fou, ClickZ, Apr 9, 2009 37. SO WHAT'S THE ROI OF MARKETING IN SOCIAL REALMS? It's higher than traditional advertising because: Some social actions drive new revenues at no cost to the advertiser. No advertising costs are required to blast the ad out at people who don't want it in the rst place. Social actions archived online provide lasting and ongoing value to future seekers of information at no extra cost to advertisers. There's a potential for amplication while traditional ads are over once they air.By Augustine Fou, ClickZ, Apr 9, 2009 38. KEY MEASUREMENTS Focus on Social Actions: Use traditional media to drive targetusers online to do something -- take a social action -- not just arrive on a site. MeasureBefore and After: Measure social intensitybefore and after to see if campaigns successfully caused target customers to take social actions --rate, comment, share, recommend, etc.. Accumulate Social Capital: Devise social actions that leadto an accumulation of value for the community of users over time -- e.g. users rate and share tipsabout restaurants -- This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009 39. GO FURTHERResources 40. FOLLOW US ON @earthsite@joeyshepp@openbrands