coa soc med.111710
TRANSCRIPT
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Don’t Throw Out Your Rolodex!
Building Your Network Through Social Media Marketing
Brian MackDirector of Marketing & AdmissionsPilgrim Manor Retirement Community &Pilgrim Home Care Services
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FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS.
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The Paradigm Shift
Social Media has fundamentally & irreversibly changed the nature of relationships between
producers [providers] & consumers.
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How Engaged are Council on Aging Members
in the use of Social Media Tactics?
(A totally unscientific survey)
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53%
47%
Do you actively use Social Media?(47 Responded)
Yes No
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74%
66%
14%11% 11%
What SM platforms do you use most?(35 of 47 Responded)
YouTube
Other
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70%
26%
4%
Does your org. support using SM?(45 of 47 Responded)
Yes
No
NA
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74%
62%
31%
26%24%
12%10%
What is your #1 purpose for using SM?(42 of 47 Responded)
NetworkingSharing InfoSocializingProspectingContact Mgmt.Recruiting/HiringNA
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68%
62%
53%
35%
15%
12%
What are your goals for SM?(34 of 37 Responded)
Promote Prod./Svcs.Grow NetworkGrow Sales/ReferralsGauge Brand PerceptionCustomer FeedbackOther
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13%
20%
33%
13%
7%
15%
How often do you "check in" w/ SM?(45 of 47 Responded)
More than 1X Per Day1X Per Day2-3X Per Week2-3X Per MonthLess than 1X Per MonthNever
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76%
26%24%
19%
14%
7%9%
Greatest barriers to adopting SM tools?(42 of 47 Responded)
TimeTechnical SupportPersonal ResistanceOrganization ResistanceBudget ConstraintsMetrics/ROIOther
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What Kind of Marketer are You?
A Push Me?
Or
A Pull You?
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Traditional Marketing Channels
• Broadcast
• Electronic
• Display
NewspapersPeriodicalsDirect MailTelevisionRadioWebsiteBanner Ads (PPC)Billboards “Intercept” Signage
“Push” Tactics
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Social Media Marketing
Is:- Based on “Pull” tactics
- A robust tool for enhancing traditional efforts
-Highly cost efficient
-Highly quantifiable
Is NOT:- A strategy in and of itself
- An excuse to eliminate traditional media
- A free ride
- A “magic bullet”
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The Evolution of Social Media Engagement
Observing /Listening
Responding /Conversing
Pushing /Creating
Engaging
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Discovering the “New World” of Social Media
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Set Your Course(Before You Weigh Anchor)
1. Define your goals2. Define success3. Develop strategy4. Know your positioning5. Identify target6. Recruit resources7. Confirm infrastructure8. Establish Policies
X
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Lay Up Your Provisions(Be prepared to feed the monster!)
Social Media is first and foremost a content-based medium.
Your organization likely has reams of appropriate content already created.
That information will likely require some modification before it can be posted online.
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Regularly Check Your Progress
• Quantifiable results bring marketing credibility
• Employ available tracking tools like Google Analytics
• Monitor your online presence
• Create a means of gathering contact data
• Incorporate links to your most common referrers
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Time Management
• Schedule SM Time• Delegate• Don’t Recreate Wheel• Manage Disruptions• Control Info Overload• Leverage Tools• Annotate & Share• Create Templates• Unplug!
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Stock Your SM Tool Box
• Google Analytics• Fan Pages & Groups• Hootsuite• Google Reader• Wordpress (Blogs)• Google Alerts• Delicious (Bookmarks)
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Resources
• Groundswell by Charlene Li & Josh Bernoff
• Search Engine Marketing by Mike Moran & Bill Hunt
• Permission Marketingby Seth Godin
• www.dailygrind.com• www.mashable.com• www.hubspot.com• http://twitter.com/BFMack• http://twitter.com/pilgrimmanorgr
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Questions?
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Thank You!