A Marketers Guide to Social Media Marketing Q & A #owurufo Thursday, March 24, 2011 Ohio Wesleyan University, The Woltemade Center
#owurufo
Top Priorities
Introducing: Samantha Rufo President, nxtconcepts, Ltd. 19 years marketing & technology experience NOW Marketing: Traditional marketing foundation with continual learning of new tools and methods Interactive Marketing focus for 13 years Storyteller Speaker Tech Geek Skier Beachcomber Storyteller. Speaker. Tech Geek. Skier. Beachcomber. Curious. Lover of Scotch w/ a Taste for Adventure.
Agenda 1. The Rules have changed 2. Building a Strategy 3. Social Media Landscape 4. Network Highlights 5. Top Tools 6. Putting It All Together 7. Engaging Tips 8. Don t Go the Wrong Way 9. Where to Go From Here 10. Resources
The Rules Have Changed- People don t need marketing #owurufo
NOW Media Why is it important? t? Old Media newspaper, radio, TV are one-way forms of communication 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)
So, what is it exactly? #owurufo 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: 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.
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 #owurufo
The Lure Go where the customer is and where the conversation is already going on. #owurufo 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.
Remember the 3 R s #owurufo Reach: Social media has overtaken email and search in popularity p Relationships: Strength in personal connections Bringing people back again & again Relevance: Content & connections Keep consumers engaged
6 Phases of Social Media Marketing 1.Discovery 2.Strategy 3.Skills 4.Execution 5.Measurement 6.Maintenance
#owurufo Building a Strategy t
Building a Strategy Before you begin #owurufo WHAT/WHERE WHY WHO HOW What are the goals and objectives of the social marketing campaign? Who is the target customer? How is the customer best engaged? How should customer relationships change? How will the campaign be measured? What applications should be built? Which technologies should be used? Where should the campaign be run?
Focus #owurufo 1. Set clear objectives Increase overall awareness Getting positive reviews Increase the number of brand advocates Fuel pass-along; along; give them a reason It used to be about developing a brand. Now it s about giving the brand a voice.
Focus #owurufo 2. Evaluate opportunities
Focus #owurufo 3. Track your footprint To find buzz (good and bad)
Focus #owurufo 4. Build Your Fan Base Relationships aren t built overnight. They are cultivated and earned. Integrate t t with traditional marketing Digital g word-of-mouth (bloggers, editors, forum moderators) Paid or partnering
#owurufo The Landscape
One is Not Enough #owurufo Chart of 840 respondents on LinkedIn. April 2010
#owurufo Popularity Contest
FACTS: 59% ages 18-44 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 -Update your page status t -create polls -post events -Develop interactive applications -Encourage fan participation -advertise your page -convert visitors to fans -build loyalty -use Places to connect your customers
Profile vs Page Personal Profile account: Used by an individual employee at the company. Company Fan Page account: Represents the company as a whole.
Make it Match Your Brand Fill out your INFO Page completely
Landing Page Create a nicely done custom welcome page for your new fans
Get Creative. Get iframes. Get Creative. Go Custom. http://www.facebook.com/developers/
Edit Your Page
Get Target Fans Fast
Get Target Fans Fast
Drive qualified traffic Inexpensive Opportunity
Use the Events
Use Offers
L I S T E N Post Often
Promote Everywhere
Facebook Everywhere
5. Measure the results Focus #owurufo
Measurement
How They Do It
How They Do It
Rules of Thumb Frictionless: simple, less is more Audience: on Facebook for their friends Communications: integrate into the viral channels Engagement: hook users to return regularly Business model: design with conversion in mind Objective: establish goals and success metrics Obvious: make each page's purpose clear Keep working: develop, test, repeat #owurufo
Tweets FACTS 62% of users are ages 25-54 More than 90% of Twitter.com visitors are moderate or heavy Internet users 20% of tweets are invitations for product info and answers from companies 48% of users introduced to a brand on Twitter went further to search online compared to 34% on other social networks 27% are receptive to special offers 25% visited a website after a tweet 44% have recommended a product on social networks, 39% on Twitter
Personal or Company Brand? 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.
Please. Personalize Your Profile.
Let Your Brand Shine
Twitter Tips
Who s Talking About You? http://search.twitter.com/search?q=%22crystal+mountain%22
Follow People Who Follow You
Use Twitter for Events http://search.twitter.com/ twitter com/ #owurufo
Make Long URLs Usable http://www.facebook.com/note.php?note_id=212315725448789 #owurufo http://on.fb.me/sm10tips Or www.facebook.com/nxtconcepts
YouTube Marketing Tips FACTS Average daily visitors: 16.6 million Videos viewed monthly: Approximately 6 billion - Upload content to YouTube, even on a ti trial lbasis, to review Insight htdata first-hand. th -Learn the lifecycle of your videos to see how long their popularity p 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.
YouTube-SXSW
#owurufo Top Tools
Putting It All Together
Why SoMe is Important 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 ti it 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 #owurufo
At Least 30 Minutes a Day Content Ideas Links to resources on your website Articles you are reading Take-Away s with conversations you ve had with guests Headlines from local or industry sites Frequency Average once or twice a day 6-20 posts a week Enough so people know you post new things but not enough to clutter Timeline 1. Once a day (morning or afternoon) update your status. (5 minutes) 2. Interact with followers thru posts, messages, comments, etc (5-10 minutes) 3. Repeat on the next network
Engaging Tips #owurufo Make friends Find your existing connections Network through groups Add to your email signature, blog articles, bio or profile Be helpful Answer questions Share interesting content Make connections
Engaging Tips #owurufo Samples 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
Benefits are Worth It The first step in order to keep up is to have the right mindset. #owurufo 1. Know what s coming and how it will impact your industry. 2. Building warm & fuzzies. 3. Building your brand 4. Instant focus groups 5. Networking on steroids
#owurufo Don t Do It the Wrong Way
Wrong Way #owurufo -Wrong purpose -Wrong methods -Wrong tone -Wrong language
Where to go from here Insider s Guide Checklist #owurufo Keep content current. Pick and choose the best for you. Measure. Test. Measure again. Embrace conversation A picture speaks louder than words Be friendly Give customers a reason to participate Resist the temptation to sell, sell, sell Jump on the bandwagon now Oh, the humanity
Local Resource http://smccolumbus.orgorg #SMCColumbus Free to join Online Card
Thank you! Samantha Rufo #owurufo Twitter: @srufo Blog: SamanthaRufo.com Facebook: nxtconcepts 888-215-0820 Download the presentation online http://www.nxtconcepts.com tc t