EMPOWERMENT THROUGH EDUCATION
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1 Social Media Marketing: Building Relationships with Customers Rob Leeds, Julie Fox, Ph,D. & Eric Barrett, The Ohio State University Extension/OARDC EMPOWERMENT THROUGH EDUCATION
2 How To Crawl, Walk, Run Establish online presence Website.. listening Enrich Content Podcasts, Videos, Engage online influencers Blog outreach Embrace community Social network, Contests, Mobile
3 Understanding Social Media What? Social Media Technology-based forms of communication that enable individuals to comment on or contribute content which is distributed among a broad network (AMA) Online Social Networking Sites Online community where people share information and explore interests and activities Different than traditional media (Web 2.0) Transforming people from content readers into content publishers participation Public Conversations Social Connections Viral Marketing
4 Think Like Customers All Your Customers - Influencers Listen Watch Read What They Read How do They use Social Media?
5 Understanding Social Media Trends Most trusted source of information #1 A person like yourself Who s doing what online? Watch video form other users Read online forums Visit social networking sites Read customer ratings & reviews Read blogs Contribute (Groundswell)
6 Approach Based on things you already know (marketing, experience economy, relationships) Goal in mind/then the tools/then goals (use same content in many places ) Fits with your existing communication activities traditional & social media Yours, Mine & Ours
7 Understanding Social Media Social Media What? Transforming people from content readers into co-creators Public Conversations Social Connections Viral Marketing Beyond visibility -- conversations and relationship building Emerging stay close with customers
8 Understanding Social Media Why? Brand Awareness (Know You) Website Traffic (Visit You) Customer Communication & Loyalty (Connect With You) Trial (Experience You) Follower Customer Friend Fan (Share connect with one another) Most trusted source of information #1 A person like yourself (Edelman Trust Barometer)
9 Social Media Trends for 2012 Location-based marketing (Four Square) Video goes live Game on Deals (Groupon, Living Social) QR codes business/barcode.html Social Commerce (Facebook) Mobile, Co-Creation Control
10 Establish online presence Become familiar with Social media sites Blogs and micro blogs (wordpress) Twitter, Photo and Video sharing sites YouTube, Social Networking Sites Facebook, Mobile Apps Other Where are reviews posted? TripAdvisor
11 Establish online presence Become familiar with Social media sites
12 Establish online presence Know what is being said about you online Your customers are online participating in social media and taking you with them Blogs Videos Flickr Others Google Alerts, Social Mention,
13 QR codes Social Media
14 Generating a QR code Search generating QR codes QR- Code Generator QR-Code Generator. Free QR code generator
15 Things to Remember with Video Your not in Hollywood Grab Their Attention Keep Brief Talk to The Camera Learn to Edit
16 Example: YouTube Video Post by Guest
17 Example Video
18 Remarkable Content: Videos NAFDMA 2010:Class Project Nafdma video
19 youtube help upload video
20 Search Engine Optimization Know Keywords Include Links in Profile Pages Write a Unique, Keyword-Rich Description Select a Suitable Thumbnail Take advantage of YouTube Insights
21 Facebook, Cherry Crest
22 Carnival
23 Facebook Fan Page - Fan pages are indexed by the search engines - A minimum of 25 fans, you can create a custom URL - Fan pages are available to the general public, - You can update all of your fans regardless how many
24 Responding to Customers Don t Take it Personally Respond quickly Be Honest Provide Information Let Fans Speak For You Know When to Drop it
25 Groupon
26
27 Bloggers
28 BMPs for Blogs Be Friendly, Inviting Make Your Post Relevant Stay on Point Look Outside Your World Encourage Comments
29 Enrich Content Draft your plan Develop the message relationship you want to develop Set a calendar. Consider the timing
30 Engage online influencers More than telling your story Customers communicate with one another Conversation starter feedback on products the opportunity to tell their experience with your business Find ways for your customers to get to know your business When customers connect with a business they become friends of the business. Friends want to see want to see you succeed.
31 Example: Telling your story and keeping customers engaged Customers can see, hear and experience without leaving the home
32 Example Remarkable Content Create remarkable online content Now that you know what types of: Messages to convey Start conversations
33 Enrich Content Titles & Tags get your customers attention days/ improve search engine optimization
34 Enrich Content Developing Photos capture people s attention evaluate the total photo
35 Enrich Content Videos Proficient, will takes some time Avoid zooming in and out too much Keep it steady Beware of background noise Remember your scenery Keep it short Keep it legal
36 Integrated Approach
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