Social Media. BootCamp
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- Dennis Paul
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1 Social Media BootCamp
2
3 Shawn Busse Kinesis Brand Strategist
4 Wendy Maynard Social Guru Shawn Busse Social Pragmatist
5 What is a Brand?
6 ...a brand is your company s face to the world.
7 It starts with the name, lives in a logo, and is expressed through many applied paths. But how it is perceived and what people say about a brand is its measure of success.
8 Your Brand Can Leverage SOCIAL MEDIA
9 ? So, what is social media?
10 Media is an instrument for communication, like a newspaper or a radio. So social media would be a social instrument of communication.
11 media SENDER Information/Data RECEIVER
12 mass media RECEIVER SENDER Information/Data RECEIVER RECEIVER
13 social media Information/Data PARTICIPANT PARTICIPANT Information/Data Information/Data PARTICIPANT
14 Social media is also a fancy way to describe the bajillion conversations people are having online 24/7
15 Why should I care?
16 Welcome to the Revolution
17 Welcome to the Revolution Social Media has overtaken porn as the #1 activity on the Web 1 out of 8 couples married in the U.S. last year met via social media Facebook added 100 million users in less than 9 months A third of online users post on social sites like Facebook and Twitter; 70% are spectators (WSJ) 80% of companies using LinkedIn as a primary tool to find employees There are over 200,000,000 Blogs 34% of bloggers post opinions about products & brands More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook daily.
18 THE OUTLOOK IS CHANGING
19 The QUESTION is no longer whether or not you should use social media. That decision has already been made by YOUR CUSTOMERS.
20 Instead, ask questions such as: How are we monitoring online dialogue? Have we created social media policies? How do we measure the impact of social media?
21 THE BIG DOGS OF SOCIAL MEDIA
22 but first let s talk STRATEGY
23 The BIG DOGS of today s social media may not be the same ones tomorrow. Therefore, CREATE A STRATEGY THAT TRANSCENDS THE TRENDS. Drive people back to your home.
24 Make your website the hub of all of your social media activity.
25 HOME
26 Why do businesses use social media?
27 1: BUZZ
28 2: CUSTOMER SERVICE
29 3: BUILDING BRAND LOYALTY
30 4: SEO
31 5: NETWORKING
32 6: THOUGHT LEADERSHIP
33 7: PROMOTION & SALES
34 8: DRIVE TRAFFIC
35 9: DEEPEN RELATIONSHIPS
36 10: GET FEEDBACK
37
38 the BAD: This company is VERY hard to work with Honestly, I would not be able to personally recommend them. If you go with this company you will be sorry. The staff is inexperienced and lacks proper training They are CLOWNS who will take your money!
39 the GOOD: I highly recommend this company to anyone! An awesome FOUNT of knowledge. I give an A+ for product performance and customer service. Extremely kind people who genuinely care. I highly recommend.
40 Social Media Case Studies
41 Case Study: SHARPIE
42
43 Sharpie s Social Media Landscape (as of October 2008).
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49 Social Media Results: SHARPIE (october 2009) 595,667 fans Most viewed video had 57,426 views 10,000 visits to blog in the first 6 months 3,860 followers (@SharpieSusan) SHARPIE S PHILOSOPHY/STRATEGY: Give Sharpie brand a human voice Showcase content from real users to inspire and encourage Build community of Sharpie users Encourage consumer input/dialogue listen/learn Demonstrate passion and authority
50 Case Study: MARTELL HOME BUILDERS
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54 Social Media Results: MARTELL Company Growth: 16 units sold in units sold in sold in 2009 (in a tough economy) Kicker: 80% of homes are sold direct to consumer with no real estate agent fees to pay. PIERRE MARTELL S PHILOSOPHY/STRATEGY: To have meaningful connection and relationships with consumers in today s world, you have to operate your business in a very human way. With a focus on transparency, openness and establishing a real and powerful relationship with his customers, he has bucked the trend and sold house after house after house. Social Media is a tool for him to communicate his philosophy to his target audience.
55 Case Study: SEAN BAGSHAW
56 Sean Bagshaw
57 Social Media Results: SEAN BAGSHAW The reach is amazing and it s free! 1,526 FB fans after only 3 months FB fans are from all over the world Holds contests to give away prints to fans Asks fans for their opinions SEAN BAGSHAW S PHILOSOPHY/STRATEGY: I m not pushing for sales; I m sharing my story. I want to communicate my enthusiasm for photography. Through social media, people are able to participate in my adventures they can follow my journey.
58 SOCIAL MEDIA: Strategy Objectives Target Audience Perceptions Desired Response Tone/Personality Brand Values
59
60 This Guy Matters...
61 To More Than Southwest
62 about twitter Twitter lets you write messages up to 140 characters (includes punctuation and spaces) The messages are called Tweets. They are public. You can send Tweets via your PC or your mobile phone.
63 Establish A Twitter GAME PLAN
64 the steps... Define a strategy for Twitter Target audience Desired outcomes Tie-in to overall social media strategy How does it relate to your brand? Twitter policies? Twitter persona?
65 YOUR TWITTER PERSONA Decide who will Tweet. Tweeting takes time and MARKETING SMARTS. Twitter is about real time. Streamline your guidelines and oversight policies to allow for speed and agility in response to Tweets. Storytellers have the advantage. Be a COMMUNITY PLAYER must love people.
66 A Ham Helps....but make it a smart ham.
67 your twitter profile... Choose a name (better to be clear than clever) SHORT BIO: Make it interesting and descriptive NAME: Reserve your name in variations Have alternate names redirect to preferred name
68 AVATAR Your social media logo/persona Don t change Ties in with your brand, values, and persona
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76 AVATAR USER NAME BIO ACTIVITY FAVORITE TWEETS TIMELINE
77 UPDATE YOUR STATUS FOLLOWING FOLLOWERS FOLLOWING TIMELINE DIRECT MESSAGE RETWEET MESSAGE LISTS TRENDING TOPICS
78 HOW TO BUILD FOLLOWERS Start with your organization follow co-workers Follow colleagues, clients, vendors, and competitors Post regularly RT often and liberally Help, help, help Thank people Participate in #followfriday Incorporate Twitter handle into other materials Follow those who follow those you like to read
79 What do I Tweet About? Share information and links. Breaking news; industry-specific information Ask questions. Answer questions. Give updates. Provide tips and techniques. Quotes, jokes, statistics Share pictures (
80 Twitter is social.
81 BE SOCIAL.
82
83 about facebook Numero Uno! Most trafficked social media site More than 400 million active users (up from 300 this last fall) 50% of active users log on to FB in any given day Fastest growing demographic is 35 and over 37% of FB users over over 35
84 HOW TO GET STARTED Set up a personal page first and find your friends Set up a business page and invite your personal friends to be fans (like). ( Invite your friends to invite their friends to be fans (like)
85
86 NOTIFICATIONS PUBLISHER REQUESTS FILTERS APPS NEWS FEED ONLINE FRIENDS FACEBOOK CHAT
87 Tips for Using Facebook PARTICIPATE ACTIVELY You are a member of a community. TRIBES Facebook is ideal for leading a movement. ADD VALUE to others in the community/tribe. PROMOTE interesting content
88 Create ENGAGING CONTENT on your Facebook Fan Page Hold events Post videos Start discussions Share links Upload photos Create contests Give tips Surveys
89 HOW TO PROMOTE your Facebook Fan Page Be a leader of your Facebook page Engage your tribe Use applications Leverage the news feed Make your page publicly searchable Use Facebook ads for an extra push (
90 Facebook is about being a LEADER.
91
92 about linked in Well-established social site: 7 years old 66 Million users as of May 2010 A new member added about every second Half of the membership is US-based Targeted at businesses and professionals
93 LINKED IN: GETTING STARTED Make sure your profile is 100% completed Upload a profile photo Ask friends, associates, colleagues, clients for recommendations Give lots of recommendations to vendors and friends (in social media, givers get) Include a link to your company website/blog Get a vanity URL (set up under Edit Profile)
94
95 BRIEF BIO CONNECTIONS WORK EXPERIENCE
96 BUILD YOUR NETWORK Start by connecting with people you know Find people by company Start asking and answering questions on LinkedIn Answers Update your status often Connect your Twitter account Set up a company profile
97 GOING DEEPER Start a LinkedIn Group Create group that is topic-based, not for your company Create a group icon on your website/blog to drive new people to your group Display your Group in LinkedIn s Group Directory Invite co-workers, friends and associates Invite industry leaders
98 DEVELOP NEW BUSINESS Position yourself as an expert by answering questions Use LinkedIn s Direct Ads Form a Group and invite people to join it at networking events and in your other marketing materials Add your LinkedIn profile URL to your signature Post relevant content on industry-specific Groups and provide value (don t spam) Create LinkedIn landing pages on your website
99 REMEMBER! Social Media is about being social. Social Media is a powerful leverage point for any business or organization. Social media activities should all be based on strategy.
100 One Last Thing...
101 THANK YOU! facebook: website:
Welcome to. The Social Media System Twitter Success System
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