advanced internet and social media marketing
DESCRIPTION
Social Media has gotten a lot of buzz in the last few years but is it worth all the hype? This workshop will take a more in-depth look at some of social media's most popular websites: Twitter, Facebook, LinkedIn, Google+ and more. We will look at the strategic roles they can play as part of small businesses’ integrated internet marketing plan. We will look at each site's strengths, weaknesses and find which, if any, are a good fit for your business, your workflow and your customers.TRANSCRIPT
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Advanced Internet-
Social Media Marketing
Amanda O’Brien
Hall Internet Marketing
Social Media Breakfast Maine
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Who I am
Amanda O’Brien
VP of Marketing, Hall Internet Marketing
www.hallme.com
@hall_web
Organizer, Social Media Breakfast Maine
www.socialmediabreakfastmaine.com
#smbme
Blogger at large
Guiding Stars, PROXI, SocialMediaB2B,
amandapants, Hall, SMBME etc.
@amanda_pants
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Who you are
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What we will talk about
• What is Social Media?
• What does it have to do with business?
• Where should you be?
• How has this changed business?
• What should you be doing?
• How do you measure success?
• Questions!
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What is Social Media?
Conversations happening online
Word of Mouth Marketing with a new twist.
Photo credit: http://www.flickr.com/photos/earlg/163755542/
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Why did this happen to me?
X9,000 Laptop
$499.00
Seller: cumputerforu
Features: It is a laptop and
it goes wicked fast. You
can type on it and draw on
it and email your friends.
You can use Facebook
and listen to your illegally
downloaded music too.
Buy Now
X9,000 Laptop
$499.00
Seller: iluvcomputers 99% positive feedback
Read 213 reviews of iluvcomputers
Features: It is a laptop and
it goes wicked fast. You
can type on it and draw on
it and email your friends.
You can use Facebook
and listen to your illegally
downloaded music too.
Buy Now
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Why did this
happen to me?
Photo credit: http://www.flickr.com/photos/captainfancypants/2855551551/
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What does this have to do MY with business?
This is where your
customers are spending
their time
1 out of every 6 minutes
online is participating in
social networking sites
Americans use social
media more than
anything else online
Referrals mean more
than advertisements
Establish trust and that
your are an expert in
your industry
Free powerful marketing
tool you can manage in-
house
Tailored specific
messages, for your
demographic
Empathy and caring
mean more than
strategy and $$
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Most popular Social media sites
Site Monthly Visitors Who are these people?
Facebook 750,000,000 Everyone
Twitter 200,000,000 News sharers, mobile
users
LinkedIn 100,000,000 Business folks and job
seekers
MySpace 80,500,000 Young, music lovers
Google+ 32,000,000 Early adopters
Article: http://www.ebizmba.com/articles/social-networking-websites
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How has this changed your prospects and
customers?
Discovery, research and investigation
Looking to establish trust online
Consumers have more control
Consumers have higher expectations
Two way conversations – wary of one way messaging
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Choose the right tools for you
What will fit into your day?
What features do you want?
What seems to be working?
What are your customers using?
Always tie in with your website/email
Photo credit: http://www.flickr.com/photos/freefoto/3436970425/
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• More website traffic
• More donations
• More online donations
• More volunteers
• More media coverage
Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
Tie social media goals to organizational goals
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Things you can measure
• Traffic data
• Fan/follower data
• Interaction data
• Content performance
Photo credit: http://www.flickr.com/photos/427/2110349532/
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Traffic Data
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Fan/Follower Data
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Interaction data
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Content Performance
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Tools
Photo credit: http://www.flickr.com/photos/judy-van-der-velden/4481986596/
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Photo credit: http://www.flickr.com/photos/will-lion/2595051813/
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Facebook is great:
Everyone is there and knows how to use it
Very sharable
Events
Dedicated organization pages
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Facebook advanced options:
Create a landing tab for fans and non fans
Update content by region
Use Facebook Analytics to measure engagement
Use as your organization
Facebook advertising
HyperAlerts
Photo credit: http://www.flickr.com/photos/halversonmtn/3378042012/
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“Twitter’s a stream. Dip in when you can. Get what you need. Close it and reenter life.”
Chris Brogan of chrisbrogan.com
Photo credit: http://www.flickr.com/photos/makelessnoise/240072417/sizes/l/in/photostream/
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Twitter is great:
Users are mobile
Great for meeting people
Follow by content not network
Very searchable
Photo credit: http://www.flickr.com/photos/myeye/2181264107/
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Twitter for Good
Twitter4good.com
@ClaireD
Target
Write
Engage
Explore
Tracking
http://youtu.be/nP9FyY9BFM8
http://slidesha.re/soc-med-biz
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Twitter advanced options:
Use a URL Shortner – Bit.ly
Schedule tweets
Use hashtags (#)
Participate in Tweetchats
Use tools – Tweetchat, Hootsuite
Use Twitter search (advanced)
Photo credit: http://www.flickr.com/photos/slayer23/2508790690/
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Photo credit: http://www.flickr.com/photos/99zeros/474752493/
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Photo credit: http://www.flickr.com/photos/lostprophet/3773408594/
LinkedIn is great:
A professional social network
Connect with your VIPs
Stay in touch when people move
Participate in Groups
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LinkedIn Advanced
Optimize your profile
LinkedIn Answers
Participate in groups with links
Add applications
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A video is worth 1,000,000 words
2nd most popular search engine
Youtube.com/nonprofits
Use video annotations
Interview people close to your organization
Embed on your site and other networks
Photo credit: http://www.flickr.com/photos/chelzd/5374376912/
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What else?
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Which tools to use
• Check with top donators
• Volunteers
• Friends
• Staff
What is going to help you
achieve your goals?
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How much time should it take?
You get out what you put in
Track your time
Try one post and one reactions a day
Add more as you get more comfortable
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Should you have multiple accounts or pages?
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Content Hardest thing | Editorial Calendar | Mix it up | Say the same thing but different
Photo credit: http://www.flickr.com/photos/kamiller/2210486321/
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What content do you already have?
What staff and time do you have?
What existing campaigns can you tie social media into?
Bring it up at staff meetings
Photo credit: http://www.flickr.com/photos/jarodcarruthers/3933636337/
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Protecting your
organization,
staff,
volunteers and more
Photo credit: http://www.flickr.com/photos/dushyk/5008372956/
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Social Media policy
Photo credit: http://www.telegraph.co.uk/news/picturegalleries/worldnews/5213346/The-bullfights-of-Feria-de-Abril-in-Seville-Spain.html
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Talk about what could happen first and work backwards
Photo credit: http://www.flickr.com/photos/mag3737/2684872622/
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Biggest rules of the road
• Add value
• Be consistent – not just once a year
• Integrate with all your events and marketing
• Partner up and promote your network
Photo credit: http://www.flickr.com/photos/matthigh/1831381353/
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Recruit more volunteers
Share photos | Encourage sharing | Ask for testimonials | Praise
Photo credit: http://www.flickr.com/photos/vastateparksstaff/5330626403/
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Get more donations
Donate online option | Do a little research | Reward and acknowledge gifts
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Resources
• 501 Mission place
• Marc Pitman
• Beth Kanter
Photo credit: http://www.flickr.com/photos/bowena/2632507358/
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We did it!
Thank you!
Amanda O’Brien
VP of Marketing, Hall Internet Marketing
www.hallme.com
@hall_web
Organizer, Social Media Breakfast Maine
www.socialmediabreakfastmaine.com
#smbme
@amanda_pants