Topics… Social Media Defined10 Keys to Social Media SuccessSocial Media Tools
Company Website? Quick Survey Personal Facebook or Twitter account? Business Facebook or Twitter account?
Officially, social media is “an umbrella termthat defines the various activities that integratetechnology, social interaction, and the constructionof words, pictures, videos, and audio.” - Wikipedia
It’s also a fancy way to describe the zillions of conversationspeople are having online 24/7.
The Social Media conversation is not... CONTROLLED ORGANIZED “ON MESSAGE” Social Media is the opposite of traditional marketing. Traditional marketing is interruption-based where social media is participation-based.
The Social Media conversation is... ORGANIC COMPLEX HUMAN ENGAGINGCUSTOMER-FOCUSED
The Social Media conversation is powered by... SOCIAL NETWORKS NEWS & BOOKMARKING BLOGS MICROBLOGGING VIDEO SHARING WIKIS PHOTO SHARING
“ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” - Rupert Murdoch Social Media is changing our world. • It is democratizing communications.
Social Media influences people SAY CONSUMER REVIEWS ARE THE #1 AID TO BUYING DECISIONS • 91% 3x MORE LIKELY TO TRUST PEER OPINIONS OVER ADVERTISING
Social Media has overtaken porn as the #1 activity on the web. Time spent on social networks is growing at 3X the overall internet rate.
Leveraging Social Media IT’S SO MUCH MORE THAN A MARKETING CHANNEL...
Social Media is practical. • - Learn what people are saying about you • - Create buzz for events • - Increase brand exposure • - Identify and recruit influencers to spread your message • - Find new opportunities and customers • - Support your products and services • - Improve your search engine visibility • - Gain competitive intelligence • - Get your message out fast • - Retain clients by establishing a personal relationship • - Be an industry leader – not a follower
Engagement & Influence • Sentiment of reviews & comments • Brand affinity • Time spent interacting • Favorites / Friends / Fans • Viral forwards • Number of downloads Social Media is measurable. • Action & Insight • Sales inquiries • Sales conversion/new business • Customer satisfaction & loyalty • Marketing efficiency • Reach • Website visits / views • Volume of reviews & comments • Incoming links
Social Media isn’t just about Twitter & Facebook The tools are constantly changing, so don’t hang your hat on a particular one.
The tools might be free, but the investment to make it worthwhile is not free. • STRATEGY • TRAINING • CONTENT CREATION • INTEGRATING THE TOOLS • RELATIONSHIP MANAGEMENT • MEASUREMENT Social Media is not free.
Experiment 1 • Experiment personally before professionally • Try a variety of social media sites/tools • Experimenting will build your comfort level - social media won’t seem so daunting after you try it
2 Make a Plan • 1. Discovery (people, competition, and search engines) • 2. Strategy (opportunities, objectives) • 3. Skills (identify internal resources and gaps) • 4. Execution (tools, integration, policies and process) • 5. Maintenance (monitor and adapt)
3 Listen • Find where your audience is participating & identify the influencers • Read industry blogs (including comments) • Google your company name & your competition • Utilize tools that can help you listen: • Google Alerts • Tweetdeck • Social Mentions
4 Be Transparent • Own up to your mistakes – opportunity to tell how you will fix them • Acknowledge and respond publicly to customer concerns/questions – this creates trust in your brand
5 Be Personal • Act like a person • Speak like yourself • Don't shout. Don't broadcast. Don’t brag. • Personify your brand – give people something they can relate to • Get to know your followers – start conversations with your customers
6 Share • Don’t be afraid to share (just don’t over-share) • Companies, like people, need to share information to get the value out of social media • Make your content easy to share. Incorporate tools that promote sharing from your website: Share This, RSS feeds, Email a friend.
7 Contribute - meaningfully • Consider what is relevant to the community before contributing • Don’t promote your service/product on every post • Gain friends by promoting other people’s content if it’s relevant and interesting to your audience
8 Learn from criticism • Don’t delete or remove criticism (unless it’s inappropriate/offensive) – it’s an important part of remaining transparent • See criticism as an opportunity to improve. Often you will learn more from negative reviews than praise. • If you do receive negative feedback, follow up with the customer to try to right the situation. Not only will you make that customer happy, but they will be more likely to recommend you in the future.
9 Accept that you can’t do it all by yourself • Get your communications team together, discuss the options, then divide and conquer • Certain people in your organization will have a knack for Social Media - tap into their interest • Meet regularly with your team - review who owns what and check in on progress
10 Be Passionate • Social Media is centered around PASSION, both yours and your customers’ • Social Media rewards the bold, the interactive, the interesting, the unique
What if… • Your AD CAMPAIGN motivated prospects to follow your TWITTER updates which motivated them to visit your WEBSITE where they signed up for your EMAIL NEWSLETTERS in which you promoted your BLOG that captured DIRECT MAIL opt-ins which included your CUSTOM MAGAZINE that enticed the readers to not only BUY YOUR BRAND, but to love it enough to YELP! about it and write about it on their FACEBOOK wall?
Hub and Spokes Model • All outreach elements, digital and traditional, lead back to the center of your strategy – your website – the digital embodiment of your brand.
Social Networking • Powerful tools to engage & understand your audience: • Fan pages • Targeted advertising • Audience insights/metrics
Your company’s homepage on Facebook • Allows you to post photos, videos, events and other messages • Users interact with you by… • Becoming fans • Commenting on your posts • Participating in discussions • Post photos to your page • Fans see your page updates in their news feed Facebook Fan Pages
Must have personal profile in order to create a Fan Page for your company • Can add admins who are allowed to administer the Facebook Fan Page in addition to you • Just because you’re an admin doesn’t mean people can see your personal profile - Privacy Settings • Visit bodyshopbusiness.com/socialmedia to learn more tactical how-tos Facebook Fan Pages
Fan Page Analytics Facebook Insights
Facebook ads give you the ability to advertise directly to specific demographic groups • Targeting: • Location • Age • Sex • Keywords • Education • Workplace • Relationship status • Relationship interests • Languages Facebook Advertising
Facebook Advertising • Pricing • Very affordable and easy to control your budget • You can specify a daily budget • Schedule specific dates for your ad to run • Pay for clicks (CPC) or impressions (CPM)
Facebook Advertising • Ad Design • What you need: • Ad message (title and body) • Image (make it compelling) • Destination URL (where you want the ad to take people who click through)
Facebook Advertising • Analytics • Facebook Insights provides information about your ad campaign: • Track ad performance with real-time reporting • Gain demographic and psychographic insights about people that view or take action on your ad • Use this information to identify how you can improve your campaign to maximize your results.
Or any social network Do establish a presence (if your customers and colleagues use it) create a page to promote your brand point your fans to your company blog or contest encourage discussion and participate frequently explore targeted advertising opportunities Don’t create a page and fail to maintain it try a hard sell approach censor comments spam your fans/friends with frequent private messages – you’ll drive them away post false information post just to post Facebook