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Focus on how to be social, Not how to do social

Focus on how to be social, Not how to do social. Bill Schankel VP, Marketing SCTE. Businesses in the good old days. Connected with customers on a personal level Were a source to find solutions/answers Thrived on word-of-mouth business Built trust with the customers.

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Focus on how to be social, Not how to do social

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  1. Focus on how to be social, Not how to do social Bill Schankel VP, Marketing SCTE

  2. Businesses in the good old days Connected with customers on a personal level Were a source to find solutions/answers Thrived on word-of-mouth business Built trust with the customers

  3. Businesses in today’s Social Media focused world Connect with customers on a personal level Are a source to find solutions/answers Thrive on word-of-mouth business Build trust with the customers

  4. Some fun social media stats 2 New Users join LinkedIn every second Facebook Users have gone from liking an average of 4.5 pages in 2009 to 40 in 2013 The fastest growing demographic on Twitter – 55- 64 year olds YouTube reaches more US adults ages 18 – 34 than any cable network Source: Global Web Index, May 2013

  5. 6 Tips to starting or enhancing your Social Media Campaigns

  6. Tip #1: Know the tools Use tools for your chapter, that you use yourself The audience you want to connect with is likely using those same tools Understand what the tools are for If you don’t have video, don’t use YouTube Appreciate the time commitment of each Twitter will not take up the same amount of resources as a WordPress blog

  7. Top Tool Overview Facebook– Create profiles and provide timeline/newsfeed updates with text, photos and videos. Twitter – Create short posts linking back to articles or sites. LinkedIn – Create a group where people can establish themselves as experts through posting documents, discussions and presentations. YouTube Create a video channel of short educational & promotional videos.

  8. Other Tools to consider Facebook– Create a blog for your Chapter to position you and your officers/members as experts. Twitter – Create a photo sharing stream from your chapter. LinkedIn – Create your own wiki for your chapter or technical training topic.

  9. Tip #2: Know your goals What do you want to achieve? Validate Recruit Engage How will you know if you achieved it? Measurements Social Media measurement is still very difficult

  10. Measuring social media success Create your own success matrix Assign points for Social Media interaction Set a Point Total as a goal (i.e. Social Media Goal = 70/month

  11. Tip #3: Keep it focused Pick one or two tools Just because there are hundreds of options, doesn’t mean you have to use them all Maintain a consistent content feel Your end user needs to know what to expect when they interact with you Stick with the tools you picked for at least six months before adding others Don’t ask your members to follow you in too many places

  12. Samples of inconsistency A professional banking firm that encouraged people to follow them on Twitter for financial tips began tweeting out photos from a leadership retreat at a 5 Star resort. Keep it professional or keep it personal – don’t do both A retailer asked for customer feedback, but upon receiving negative feedback, fired out some negative posts and shut down their Social Media sites If you don’t want feedback, Don’t Ask

  13. Tip #4: Social media is only an extension Do not replace all of your other channels, including personal networking Social Media sites are only supposed to generate leads for your regular site/Chapter Deliver more on your actual website/chapter event Your Social Media shouldn’t serve as the entrée – just an appetizer

  14. Marketing your marketing Unlike most marketing/communication tools, Social Media needs to be marketed People generally won’t go to a Social Media site to find you, but instead your content Don’t use it as straight marketing Social Media works best when you use it to position yourself as a “thought” leader

  15. Tip #5: Don’t Just regurgitate information Make each post unique. Add more information to your social media than just straight facts Share relevant articles and presentations, but provide some personalized editorial comments Commenting on articles shares relevant information, but also showcases your expertise.

  16. Tip #6: Make it a two way conversation Encourage Feedback Ask questions related to upcoming topics, encourage members to post comments Answer their questions and reply to their comments Don’t let the conversation die once your members start posting

  17. Social media trends for 2014

  18. Trends to watch for Social Media is mainly mobile If you’re posts are driving people to your website, keep in mind they will be viewing on a phone A Picture (or Video) is worth a 1,000 words Where ever possible, include video/imagery into your campaigns Users are aging Don’t assume you are going to attract a younger demographic by going Social Social Media Blackouts Self-imposed blackouts are growing by users

  19. SCTE Chapter Examples

  20. Youtube - SCTE Alaska Chapter

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