Social Media Navigating the Slippery Slope. Wednesday, 10am April 28, 2010 PNSAA

Transcription

1 Social Media Navigating the Slippery Slope Wednesday, 10am April 28, 2010 PNSAA

2 Introducing: Samantha Rufo President, nxtconcepts, Ltd. & the myguidesites.com 13 years ski industry experience NOW Marketing: Traditional marketing foundation with continual learning of new tools and methods Interactive Marketing focus for 11 years

3 Quick poll Facebook? Twitter? Blog? YouTube? Yelp?

4 Top Priorities

5 1. The Rules have changed 2. Why It Is Important 3. Social Media Landscape 4. Building a Strategy 5. How do I keep up? 6. Does it Pay Off? 7. Don t Go the Wrong Way 8. Putting it all Together 9. Resources Agenda

6 The Rules Have Changed- People don t need marketing

7 NOW Media Why is it important? Old Media Newspaper, radio, TV are one-way forms of communication + New Media Social Media is a two-way communication system Bookmarking (sharing and promoting websites Del.icio.us) News (sharing comments, blogging, forums, Twitter) Networking (online meeting places Facebook, LinkedIn) Social photo/video sharing (YouTube, Flickr Wikis (Wikipedia, Wiki.com)

8 So, what is it exactly? Wikipedia: Social media is an umbrella term that defines the various activities that integrate technology, interaction social interaction, and the construction of words and pictures. Sam s Definition: Social media is like going to a large party. Put on your best outfit, try to be entertaining, don't put own foot in mouth.

9 All About You How we receive information has changed News is broadcast & viraled through Internet communities (blogs, forums, social networks) Valued news is forwarded: retweet, reblog post to Facebook, send link to friend (1 to 100) You receive news from the people you care about You trust the news because you know these people Conclusion-Social Media ensures values and authenticity of recommended information

10 The Lure Go where the guest is and where the conversation is already going on. Cost-effectiveness in reaching large groups of people that can be converted into a niche audience The Challenge A marketer s challenge and job is to enter that conversation. And when you do join in, you had better be prepared to add value.

11 Social Media Marketing is not free

12 6 Phases of Social Media Marketing Phase 1 - Discovery In this phase, we explore three variables: People: Who are your prospects and customers, and how do they feel about your brand, service and products? Are they talking about you online? If so, what is your online reputation? (Positive, negative, neutral?) Competition: What are your competitors doing online? Where can you leapfrog them? What is their online reputation? Spiders: How easy is it for you to be found by an average searcher who may be searching for your products online? (Keywords, site optimization, Search Engine Optimization [SEO], etc. come into play here.)

13 6 Phases of Social Media Marketing Phase 2 Strategy In this phase, we explore the opportunities and establish the objectives of a social media plan - based on the lessons we've learned in the Discovery phase. Questions include: What do you want your prospects and customers to think of you, and how do you want them to experience you, once you've begun your dialogue? How is this different from their current perception? How can you develop your brand voice, and distinguish your customer experience from competitors? and many more This Phase is usually highly collaborative; involving key players from around your organization, not just the marketing folks.

14 6 Phases of Social Media Marketing Phase 3 Skills Review internal resources to identify gaps. Whose skills need building? How might we best train participants? Do you need specific staff? And to what extent would it be wise to train the employee base about what to expect?

15 6 Phases of Social Media Marketing Phase 4 Execution Are your systems all operating together as desired? Is there a crisis communications plan in place? Do participants know what it is? Are your company policies updated for blogging, texting and IM and other social media tools? Are your employees aware of your policies? If not, what training? Will your CRM system interface with your social media tools? How will you move people into your sales process? etc.

16 6 Phases of Social Media Marketing Phase 5 Measurement What are the benchmarks? What tools will we use? What data is important? What are short term and long term goals?

17 6 Phases of Social Media Marketing Phase 6 Maintenance Be available for whatever comes up: checking in weekly with the team, make suggestions on content, make reminders for activities, generally ensure the organization is thriving online. Goal: a stepped approach and methodology to launching your organization safely into the social realm.

18 Remember the 3 R s Reach: Social media has overtaken in popularity Relationships: Strength in personal connections Bringing people back again & again Relevance: Content & connections Keep consumers engaged

19 Best Practices Social Media can drive sales when consumers are on-the-fence Measurement is more than getting followers it s about endorsement Cuts across many departments-pr, marketing, customer service Authenticity reigns Share information: thoughts, videos, links, photos, events, tips (things guest would find valuable) Innovation, creativity, and out-of-the-box thinking leads to successful experiences

20 The Landscape

21 FACTS: Unique U.S. visitors: 67.5 million (comscore, April 2009) 59% ages More than 4 million users become fans of pages daily Facebook users share more than 1 billion forms of content every week Tips to Marketing Effectively -Send updates to fans/likers -Update your page status -Create polls -Post events -Develop interactive applications -Encourage liker participation -Advertise your page -Convert visitors to likers

22 Facebook-Diamond Peak

23 Measuring

24 YouTube Marketing Tips FACTS Unique U.S. visitors: 89.7 million (comscore, 4/2009) Average daily visitors: 16.6 million Videos viewed monthly: Approximately 6 billion - Upload content to YouTube, even on a trial basis, to review Insight data firsthand. -Learn the lifecycle of your videos to see how long their popularity lasts, and upload new videos to build on the popularity of your existing content. -Explore who s watching your videos and where to see how that matches up with your target audience. -Review where videos are embedded to determine whether online promotional programs and advertising campaigns are impacting views or might help your videos gain even more visibility.

25 YouTube-Burton

26 Twitter 1) Send a short message to a bunch of people publicly 2) Send a short message to a specific person publicly 3) Send a short message to a specific person privately Personal account: Used by an individual employee at the company. Company account: Represents the company as a whole.

27 Tweets Marketing Tips Be authentic: Write with a human voice FACTS Unique U.S. users: 17 million (comscore, 4/ 2009) 62% of users are ages More than 90% of Twitter.com visitors are moderate or heavy Internet users Listen: Pay attention to what people are saying Converse: Talk to others even when they re not specifically talking to you Be responsive: Monitor Twitter at least daily Quality over quantity: Attracting the right followers is more important than racking up a body count Stick around: use as part of an ongoing program rather than a one-off campaign

28 Twitter-Park City Mtn

29 Building a Strategy

30 Focus 1. Set clear objectives Increase overall awareness Getting positive reviews Increase the number of brand advocates Fuel passalong give them a reason It used to be about developing a brand. Now it s about giving the brand a voice.

31 2. Evaluate opportunities Focus

32 Focus 3. Track your snowflake (footprint) To find buzz (good and bad)

33 Focus 4. Build Your Fan/Like Base Relationships aren t built overnight. They are cultivated and earned. Integrate with traditional marketing Digital word-of-mouth (bloggers, editors, forum moderators) Paid or partnering

34 Focus Samples 5. Measure the results Amount of friends or followers a social media account has Using trackable URL s when posting information/links to these social media accounts Amount of discussions generated within social pages Amount of photo or video comments Amount of comments on profile page Amount of retweets a tweet gets Amount of downloads or installs an application or attachment has Amount of questions asked or answered on a site Size of your network Amount of fans your page has

35 How Do I Keep Up?

36 Top Tools

37 Does it pay off?

38 Maven or Wallflower? Butterfly Maven Selective Wallflower

39 Engaging Tips Make friends Find your existing connections Network through groups Add to your signature, blog articles, bio or profile Be helpful Answer questions Share interesting content Make connections

40 Benefits are Worth It The first step in order to keep up is to have the right mindset. 1. Know what s coming and how it will impact our industry. 2. Building warm & fuzzies. 3. Building your brand 4. Instant focus groups 5. Networking on steroids

41 Don t Go The Wrong Way

42 Wrong Way -Wrong purpose -Wrong methods -Wrong tone -Wrong language

43 Putting It All Together

44 Where to go from here 1. Keep content current. 2. Pick and choose the best for you. 3. Measure. Test. Measure again. 4. Embrace conversation 5. A picture speaks louder than words 6. Be friendly 7. Give guests a reason to participate 8. Resist the temptation to sell, sell, sell 9. Jump on the bandwagon now 10.Oh, the humanity

45 Visit my blog: Resources

46 Thank you! Samantha Rufo Download the presentation online Questions? Call