EIOSocial Media Marketing

Melissa Pelto MASix Degrees Communications

Who is this Gal?

• Six Degrees Communications – Social Media, Mining,

Green Tech, Event Promotion and most of the “Relations”

• MBA Student• MA- Professional

Communication• BA- Sociology• Sommelier, Drag-Racer,

Pop-Culture Junkie, Social Media Evangelist

… and where is she taking me?

• Social Media Revolution• Social media for business• Who is “rocking it”?• Social media toolkit for professionals• SM prescriptions• Metrics for evaluation• Discussion• Q&A

Social Media Revolution

….. but really social media is a conversation

Social Media Core Concepts

• Engaging with communities

• Value added• Become a hub• Genuine

conversation- communicating WITH, not TO

• Spin vs. relevance• Dialogue• Transparency• Relationships• Conversations tools

and networks

Reasons Businesses are Scared

• Time• Haters• Loose control of

the brand• Expensive• Legal/ Corporate

secrets

www.socialmediatoday.com

Why Social Media for Business?

• Position yourself as an expert- be a hub!

• Lead generation and referrals

• Demographic targeting

• Social listening & Market intelligence

• SEO• Promotions• Customer relations• Ignoring social

media CAN hurt you!

10 Smartest Big Brands in Social Media

• Blendtec- Blends everything on Youtube

• Burger King- Wopper Sacrifice

• Starbucks- “My Starbucks Idea”

• Sun Microsystem- CEO Blog

• IBM- IBMers’ Blog

• Zappos- Twitter• Comcast- CSR

@comcastcares• Graco- Flicker• Dell- Twitter,

Network of Blogs, and Facebook

Mashable.com

Social Media Tools for Business

• Blogs• Twitter• LinkedIn• Video Sharing • Photo Sharing• slideshare

Blogs

• A blog is a “web log”• Entries are commonly

displayed in reverse-chronological order

• Contains tags and categories

• One of the most pervasive forms of social media

• Not every blog is created equal

Types of Blogs

• Personal• Corporate and Organizational

o Internal/ External

• By Genre• By Device

– device is used to compose it

• By Media Type

Corporate and Organizational Blogs

• Delight your audience• Demonstrate openness• Express goodwill• Provide thoughtful

leadership• Mitigate PR damage risks• Control the conversation

in your market• Develop a product with

customers in real time

• Harness the power of rapid response

• Casually release products and get feedback

• Create word of mouth marketing

• Amplify a strategic message

• Use blog as a competitive positioning tool to create visibility and

Jeremiah Owyang discusses how to get the most out of business blogging in “Web Strategy: How to Be a Corporate Blog Evangelist:

Social Media Prescription- Blogs

• Noob– Create a blog– Start reading and

commenting

• K-Rad– Build blog roll in

new business direction

– Set goals for new readers

Join

Blogosphere

Twitter (Micro Blogging)

• Tweets are text-based posts of up to 140 characters

• Displayed on the author's profile page

• Delivered to the author’s followers

• @username• #hashtag• RT@username

Twitter Tips for SEO

• Choose a good handle

• Select account name wisely

• Make your bio count

• Add your site URL to your bio

• Show off your handle

• Maximize on your twitter “lead-in”

• Use key-word rich text in your tweets

• Be retweetable • Spread the link

love

Mashable.com

Social Media Prescription

• Noob– Register your

handle– Start to follow key

industry people

• K-Rad– Integrating your

twitter with you other social media

– Start using a professional twitter client

Join

twitosphere

Professional Twitter ClientsTweet Deck

tweetdeck.com

Hootsuitehootsuite.com

LinkedIn

• Harnessing the power of your professional network

• 138 = 1,085,140 people

• Groups• Searches• Jobs• Follow Companies-

new feature!

Social Media Prescription

• Noob– Create account– Add company

name, contact info and picture

• K-Rad– Ensure your profile

is 100% complete– Add your company

profile and tweet to get followers

Link.. link..

Link.. Link

Link..

Video/Photo Sharing

• Youtube– Second largest

search engine

• Vlogging• Flicker• Sociable

Campaign

Social Media Prescription

• Noob– Upload your

corporate video to Youtube

– Create Flicker account and upload product/property pictures

• K-Rad– Start a vlog– Register a channel

for your business

Post your

content

slideshare

• Site for sharing presentations– Power Point– Keynote– Word & PDF

Social Media Prescription

• Noob– Upload your

corporate presentation

• K-Rad– Add presentation to

your LinkedIn profile

Post

your

corporate

presentations

Social Media Revolution

Measurements- Qualitative

• Are you a part of the conversation?

• How are you currently being talked about versus competitors?

• What is the brand sentiment?

Measurements- Quantitative

• Reach• Engagement

Ratio• Referral Rate• Click Rate• Conversions

Discussion Questions

1. What were the a-ha moments for you? What insight did you gain? How are you going to implement it?

2. What parts of the social media tool box are you going to add to your Marketing/Communications strategy? How? What are the barriers to participation?

3. Noob: Brainstorm twitter usernames, bio, and potential images. Brainstorm a title for your blog, what niche are you going to develop.

Once upon a time….

Melissa PeltoSix Degrees

Communicationsmelissa@sixdegreescommunications

.com778.558.8582