social media for the workplace day 1
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BREANNA WESTONDIGITAL NATIVES: TECHNOLOGY [email protected]
(503) 567-8402
Social Media for the Workplace
Introduction to Social Media Marketing
What is Social Media Marketing?
See Wikipedia for Social Media definition.
Social media marketing Social Media Marketing is any form of direct or indirect marketing that is used to build awareness, recognition, recall, and action for a brand, business, product, person , or other entity and is carried out using the tools of the social web, such as blogging, microblogging, social networking, social bookmarking, and content sharing.
How is it changing the marketing world?
Foundation of DataAudience’s NeedsTarget AudienceNew ToolsPeople have changed.
How it helps your business?
Relationship BuildingBrand BuildingPublicityPromotionsMarket Research
Successes
Coconut Bliss http://coconutbliss.com/ Broadway Books
http://www.inc.com/magazine/20091201/saving-broadway-books.html
Failures
#McDStories – McDonald’s Horror stories
#CamryEffect – Toyota Spamming
Volkswagen Facebook Deleted unfavorable comments
Four Pillars
30 Minute Social Media Marketing by Susan Gunelius
1. Read2. Create3. Share4. Discuss
Read
Ongoing Research: Industry websites, news, press releases
Periodicals (Print and Online)Blogs and EbooksSocial Media (Twitter and Facebook)Podcasts and Videos
Alerts
http://www.google.com/alertsTwitter > Enter Search > Gear Icon > Save
Searchhttp://alerts.yahoo.com/
Create (Great Content)
Use own voice: personableTarget audience language and toneConsistencyNo jargon or rhetoricTransparency80/20 Rule
80% interacting 20% self promoting
Share
Other people's contentYour own content
Discuss
Having Conversations with your Online Audience
They comment or share your content
Then, you respond back.
What do you currently do?
Benefits
Consequences
Who should be doing this?
Businesses whose target audience is online. Business Plan - Target Audience
Pew Internet – Generations Report
Where should you be?
Business Plan – Target audience Demographics of Social Media Household spending : who spends how much on
what Statistical Abstract Consumer Expenditure Survey
Marketing Plan Goals Time and money How you will accomplish those goals
Unrealistic Expectations
Immediate success – Viral Takes time and work – marathon not sprint
Not free Time Development and Apps
Indirect and Word-of-Mouth Marketing
Viral Marketing
Phase 1: StaticPhase 2:RepetitionPhase 3: SocialPhase 4: ViralPhase 5: Global
Social Media Marketing in 10 Steps
1. Identify Goals2. Evaluate Your Resources3. Find Audience4. Create Consistent Content5. Diversify Social Media Presence6. Create a Schedule7. Join Online Conversations8. Allow Community to Control Conversation9. Analytics (Quality not Quantity)10. Persistency and Continue Learning
Incorporating Social Media into Your Marketing Plan
Marketing PlanSocial Media in Your Plan
Overview Purpose/GoalsProducts/ServicesMarketTarget MarketCompetitionPricing AdvertisingBudgetAction Planhttp://www.missouribusiness.net/docs/marketing.pdf.
Advertising Mention of the specific
tool.Budget
Include time.Action Plan
SMART Objectives
Marketing Plan
Sample Goals
Encourage interaction and build relationshipsSyndicate your contentIncrease linkability and reward inbound linksListen to online conversationsIdentify key influencers in your spaceDevelop content based on what you learnParticipate, comment and generate
interesting contentBecome a resourcehttp://expansionplus.com/impr/social-media.html
SMART Objectives
SpecificityMeasurableAchievable Relevant Time-boundEvaluate Reevaluate
Example of SMART Objective
Participate, comment and generate interesting content Create a Facebook Fan Page by August 1. Post 4 times per week and reply to 100% of the
comments and wall posts. Review on November 1. Create a content calendar to organize and track content.
And use content calendar. Review on November 1. Syndicate your content and become a resource
Create a blog with RSS by August 1. Post 4 times per week and reply to 100% of the
comments and wall posts. Review on November 1. Employ trackback and analytics on blog. Review on
November 1.
Try It
What are your marketing goals?Write down 2 SMART objectives.
HTTP: / /EN.WIKIPEDIA.ORG/WIKI /SOCIAL_MEDIA
Tools
Social Networking
FacebookTwitter (microblogging)LinkedInGoogle Plus+CafeMomNingCaringBridgeGeniEons
Social Photos
FlickrPicasaPhotobucketPictureSocial
Social Bookmarking
DeliciousStumbleUponPinterestDiigo
Blogging
BloggerWordPressLiveJournalTumblr
People do not have to have accounts to these websites to access your blog. Choosing a platform is based upon tools of the platform and personal preference.
Multimedia
YoutubeSlidesharePreziiTunes
People do not have to have accounts to these websites to access.
Others
Wikis PBWorks Wetpaint
Books Goodreads Paperback Swap
Virtual Worlds Second Life The Sims Online
Research Mendeley Zotero
Location Based Gowalla FourSquare
ANALYTICSSOCIAL MEDIA OPTIMIZATION (SMO)
SEARCH ENGINE OPTIMIZATION (SEO)BEST PRACTICES
Wednesday
• DEVELOP/REVISE MARKETING PLAN TO INCLUDE SOCIAL MEDIA
• CREATE SMART OBJECTIVES• RESEARCH TOOLS TO DETERMINE
WHICH ONES FIT YOUR TARGET AUDIENCE
• CREATE ACCOUNTS TO RELEVANT TOOLS
Open Lab