social media marketing...social media marketing changing the future of public relations. welcome to...
TRANSCRIPT
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Social Media Marketing
Changing the future of
Public Relations
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Welcome to the World of
Socialnomics
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• Not standard communications campaign
• Completely interactive
• Two-way communication channel
• Supposed to be two-way – now it is
• No longer enough to just have a website
New way of thinking
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What is Social Media?
People having a conversation online
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Social Media
• All about conversations
• The best communicators start as the
best listeners
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The old P‟s
• No longer about the
four P‟s
– Product
– Promotion
– Place
– Price
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All about the 5 C‟s
• Content
• Community
• Conversation
• Collaboration
• Connections
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Who is using social media?
Real people
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It‟s a major shift in the way
we communicate….
It‟s not a fad
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Now a dialogue
Which means it‟s:
– Transparent
– Inclusive
– Authentic
– Vibrant
– Consumer-driven
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It‟s not:
– Controlled
– Organized
– Product-driven
– „On message‟
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90% of people who
can skip TV ads,
DO!
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The average person
is exposed to 3,000
advertising messages
per day
Only 14% of people
trust these ads.
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78% of people trust
the recommendations
of other consumers
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To reach 50 million users….
– Radio takes 38 years
– TV takes 13 years
– Internet takes 4 years
– Social media takes
hours/days….
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A brief look into the future• Millennials/Gen-yers outnumber baby
boomers
• They yield $350 billion/year in direct
spending power
• Millennials spend close to 16
hours/week online
• Overtaken porn as the number 1 activity
• 1 out of 8 couples married in the US last
year met via social media
• 96% have joined a social network
• They care what their friends think
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Friends vs. marketing
• Relationships are more powerful than marketing
• Everyone has their own circle of trust
• People whose opinion they listen to and respect
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• 70% of 18 to 34 year olds have watched TV on the web
• 25% of Americans in the last month said they watched a short video…on their phone
• 35% of book sales on Amazon are for the Kindle
• 24 of 25 of the largest newspapers are experiencing record declines in circulation
Some interesting facts
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Social media messaging
• About building relationships
• Ensure information is accurate and „on brand‟
• Clear, concise and conversational
• Reread everything
• Share some personal details
• Be regular
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Cost
• Mediums are free
• Time is not
• Someone assigned responsibility
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Wikipedia
Almost 4,000,000 articles
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YouTube
Almost 100,000,000
videos
65,000 new videos per day
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Slideshare
• Upload and share your presentations, Word &
PDF documents and professional videos
• Add audio to make a webinar
• 25Mn unique visitors and 70Mn page
views/month
• Millions of business and technology
influencers and decision-makers use
SlideShare to exchange ideas every day
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Some of the things you can do
on SlideShare
• Embed slideshows into blog or website
• Share slideshows publicly or privately
• Synch audio to your slides
• Market event
• Join groups to share your interests
• Download the original file
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• „Followers‟
• Concise – only 140 characters
• Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire population of Ireland, Norway and Panama
• 80% of Twitter usages are on mobile devices
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• Virtual water cooler
• Don‟t sell – converse
• Listen more than you tweet
• Be helpful – tweets can‟t be perceived as ads
• Short messages
• More conversational than blogs / discussion forums
• Build brand
• Great way to build and sustain relationships
How to use Twitter properly
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• Status updates
• Share links
• Ask and answer questions
• Retweet
• Business announcements
• Events
• Photos
• Registration forms
• Product announcements/sales
What to Tweet about
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• “Friends”, family, and acquaintances
• Status updates – no limit
• Share photos, videos, links, etc.
• Issue invitations and event alerts too
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• Facebook now has over 500 million users
• Facebook added 100 million users in less
than 9 months
• Fastest growing website in December 2009
• Surpassed Google‟s growth rate
• If Facebook were a country it would be the
world‟s 3rd largest
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• The fastest growing segment on
Facebook is 55-65 year old females
• Average user is a member of 12 groups
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• Event registration/promotion
• Videos
• Photos
• Comments
• Must be discussion – reply
• Can monitor comments
• Link to website
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Conversations will happen
People talk and talk…
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What do you need to do?
• Listen
• Participate
• Relinquish control
• Engage
• Start using social media in a smart way
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Common social media
mistakes
• Completely ignoring social media
• Incomplete profiles
• Faking it
• Trying to sell users instead of listening
• Launching then ignoring
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Measurements
• Google insights http://www.google.com/insights/search/
• Twitter http://search.twitter.com
• Trendsmap http://www.trendsmap.com
• Facebook Fan Page valuator http://evaluator.vitrue.com
• Mentions and RTs
• Leads
• Customer service conversations
• Connections made
• Conversations that convert