Presentation by Erin Martinez. Graphic Design Supervisor, MCCS Marketing

Transcription

1 Social Media 101 What Marketing & Facebook will do for you! Presentation by Erin Martinez Graphic Design Supervisor, MCCS Marketing

2 INTRODUCTION o Social media overview 20:00 o Social media tools 20:00 o 10 keys to social media success 10:00 o Marketing Resources 5:00 o 3 take away messages 2:00 o Q & A 3:00

3 SOCIAL MEDIA DEFINED Social media is a conversation online. Look who s talking: o your customers o your volunteers o your critics o your fans o anyone who has internet access and an opinion.

4 SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic it s simply a channel.

5 SOCIAL MEDIA DEFINED Word of Mouth is Key Element of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.

6 SOCIAL MEDIA DEFINED o 91% % say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend s recommendation over critic s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group

7 What is

8 THE TOOLS o Fastest growing social network in the world (500 million members) o Powerful tools to engage and understand your audience: o Fan pages o Event Listings o Audience insights/metrics o Opinion polls

9 Facebook Facts The Facebook was founded on February 4, 2004 by Harvard University student, Mark Zuckerberg. Facebook has over 500 million users. Monthly amount of time spent on Facebook: 8.3 billion hours

10 Facebook Facts An average Facebook user spends about: 55 minutes a day on the site 6.50 hours a week on the site Women have 55% more wall posts than men Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

11 What makes so popular?

12 Why Facebook??

13 Facebook Facts It s free! It s a quick and easy way to communicate ca and collaborate with friends, family, and associates (the average user has 130+ friends). Provides access to our often disconnected feeling customers. Users have control of the information that is posted on their profile. It s FUN!

14 Why Facebook?

15 Social Network Policies & As Administrators of your Facebook fan pages you are mandated by: MARDMIN 181/10 MCCS Policy

16 Social Network Policies MARDMIN 181/10 RESPONSIBLE AND EFFECTIVE USE OF INTERNET-BASED CAPABILITIES: It is our goal to provide information and news about the Marine Corps as well as an open forum of discussion i about Marine Corps related topics. Your opinions i and feedback on social media sites are welcome so long as they are presented in an objective and respectful way that allows for a continued information relationship. While these sites provide an open forum, they are intended to maintain respect for those who participate (i.e. family-friendly). friendly). Please keep your comments clean. Participants are asked to follow our posting guidelines. Violation of the guidelines may result in your post being removed.

17 Social Network Policies MARDMIN 181/10 We do not under any circumstance allow graphic, obscene, explicit or racial comments or submissions nor do we allow comments that are abusive, hateful or intended to defame e anyone or any organization. at o We do not allow solicitations or advertisements. This includes promotion or endorsement of any financial, commercial or non- governmental agency. Similarly, we do not allow attempts to defame or defraud any financial, commercial or non-governmental agency. We do not allow comments that suggest or encourage illegal activity. You participate at your own risk, taking personal responsibility for your comments, your username and any information provided. Lastly, the appearance of external links on this site does not constitute official endorsement on behalf of the U.S. Marine Corps or Department of Defense.

18 Social Network Policies STANDARD OPERATING PROCEDURE Building credibility/public trust: everything we do (credibility) balances on public trust. This is the foundation upon which the success of public affairs and social media is built. Trust must be given freely, it cannot be mandated. Although social media will have a direct effect on public trust, public trust cannot be controlled through social media. Some of the key elements of building trust to be considered when posting content or maintaining a social network site:

19 SOP (CONT D) Social Network Policies 1. Be open with the public when declaring what our Corps values and principles are. 2. Provide a means for direct invitation of key publics to engage in dialogue (and potentially contrasts or principles). 3. Develop methods of engagement to maintain i dialogue with key publics. 4. Deliberate mirror imaging of actions and the information we communicate. 5. Take certain risks with negative public statements and allow for a public forum (your fans) to defend your position. 6. Do not over moderate social media networks to the point of disrupting freedom of information and public opinion. 7. Manage the Corps reputation and relationships built on social networks (by ensuring there are adequate methods to maintain decorum, rules of engagement g and site/content moderation). 8. Provide full disclosure of who you are when engaging in the social media network.

20 SOP (CONT D) Social Network Policies Guidance for Posting: 1. Post only approved content. Have a method in place to ensure thorough content review before posting being mindful of OPSEC, FOUO, FOIA, SAPP, etc. 2. Respond to all necessary topics and comments. This is an opportunity to leverage e the tools for what they are a means of solid communication. ca o Avoid od the tendency to defend and protect every comment made though. Given time, social networks normally self correct negative aspects. Let users explain and work out the issues and ideas being expressed. 3. Do not stray from negative comments. An open forum comes with certain risk of negativity and to shy from it will tarnish credibility. However, responses must be vetted / approved and accurately express the Corps position without editorializing or straying from the facts. 4. Allow your fans to fight your battles for you, as well, when possible. They are, by virtue of their nature, not the official Corps responders and, as such, carry with them a different level of credibility.

21 SOP (CONT D) Social Network Policies Guidance for Posting (Cont d): 5. Replace error or misrepresentations of the Corps with fact not argument, immediately. 6. Stay in your lane. Do not comment on what you do not know. 7. No endorsements. Do not use the Marine Corps name to promote products, opinions or causes other than those already officially endorsed by the Marine Corps. 8. Admit mistakes. 9. If uncertain whether a response is necessary refer to higher for guidance. 10.Only delete or block comments or users when a clear pattern of malicious, derogatory behavior is apparent and they are in violation of the terms of participation. 11.Keep a log of all malicious material which has been deleted. 12.All discussion boards and comments must be closely monitored but not over moderated. 13.Follow all applicable DoD, SecNav and Marine Corps rules and regulations with regard to social media.

22 & As Administrators of your Facebook fan pages you are mandated d by MARDMIN 181/10 & SOP Pages must be monitored on a daily basis for: Anything that violates the guidelines Advertisements/Solicitations Spam Anyone that violates these guidelines should be blocked and the post removed (When clicking the X to remove, a drop down list will appear select remove post & ban user )

23 Social Network Policies MCCS Policy: You will be responsible to monitor your page on a daily basis based on your work schedule You will need to post on your page, at minimum, on a weekly basis Post open ended questions if no events or details. Daily Practices: Replies should be immediate Don t ignore a comment, positive or negative. Fans are appreciative of the interaction that FB can provide and even if we aren t able to solve the problem will respond positively if addressed.

24 Marketing Facebook Fan Page

25 Marketing o MCCS 29 Palms currently has 1,645 Fans o Each facility page will be added d as a favorite page o Cross promotions will occur as requested o Primary Demographics of our page: o 70% are Female (Age 18-24: 27%, 25-34: 23%) o 30% are Male (Age 18-24: 8.1%, 25-34: 7.8%) o Marketing staff will monitor all pages o Resources are available at MCCS29Palms.com/marketing.html

26 KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS

27 KEYS TO SUCCESS o Experiment by asking open ended questions o Lead up to an announcement, if you can. Post teasers to generate interest o Be yourself,, make some friends and share The weekend arrived quick this week, any fun plans? No plans, is anything going on aboard the base?

28 KEYS TO SUCCESS 1. Discovery 2. Strategy (people and competition) (opportunities, objectives) 3. Skills (identify internal 4. Execution resources and gaps) (tools, policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing

29 KEYS TO SUCCESS o This is a chance to directly dialogue with your audience and indentify their influencers o Read their posts to learn from your customers (including comments) o Find tools that can help you listen (listed on the Marketing web page)

30 KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away

31 KEYS TO SUCCESS o Don t beafraidto share. If you have information that needs to get out there, share it! o Post often, but stagger your posts throughout the day. o This is an avenue for listening, not spamming! o Interaction ti is key

32 KEYS TO SUCCESS o Don't Don t shout shout.. Don't Don t broadcast.. Don t brag broadcast o Speak like yourself not a corporate marketing shill or press secretary P if your brand b d o Personify give people something they can relate to to.

33 KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don t promote your product on every post o Win friends by promoting other people s e content t if it interests you

34 KEYS TO SUCCESS o Don t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution

35 KEYS TO SUCCESS o Don t wait until you have a campaign to post - start posting so that you can listen NOW o Build relationships so they re ready when you need them

36 KEYS TO SUCCESS o The Marketing department is here to help o Resources are available o Talk to us or your manager and discuss the options, then divide and conquer

37 KEYS TO SUCCESS 1. Experiment with social media 2. Make a plan 3. Listen 4. Be transparent & honest 5. Post often, but not all at once 6. Be personal and act like a person 7. Contribute in a meaningful way 8. See criticism as an opportunity 9. Be proactive 10. Don t do it all yourself

38 THE TOOLS o A website with regular entries of commentary or news o Your division level web page will host the full details of your events/programs o This will also be part of your duties, but more information will be provided once established

39 RESOURCES Social Media Resources: o Seesmic Desktop Monitor your page without logging into Facebook o LaterBro Send status updates when you re not in front of a computer or at work o Bit.ly allows users to shorten a URL to save on space on posts Marketing Resources: o Entire presentation o Policies o Further Reading

40 3 TAKE AWAY MESSAGES 3 TAKE AWAY MESSAGES

41 3 TAKE AWAY MESSAGES 1. Word of Mouth peer-to- peer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Be transparent & honest