Download - Introduction to social media florida trust
Introduction to Social Media Marketing:
A Strategic Approach to Get the Word Out
Welcome to
Getting Started with Social Media
Marketing
The New Consumer• Well versed in online research• Prefers visual stories over text• Wants facts over selling points• Connected• Doesn’t trust advertising• Trusts opinions by word-of-mouth over marketing
messages, and has access to it• Needs immediate call to action• Expects immediate response• Wants to be engaged and have a say• Wants to know all facts, and make educated
decisions• Accesses non-traditional media as much as
traditional news outlets, if not more
Welcome to
Getting Started with Social Media
Marketing
A New Approach to Marketing
• Inform & educate – don’t sell
• Develop visual messages
• Ask opinions and suggestions
• Build a system of quick response
• Enable online word-of-mouth
• Capture interest and commitment immediately
Welcome to
Getting Started with Social Media
Marketing
How Can We Do That?
Welcome to
Getting Started with Social Media
Marketing
Social Media Marketing
Welcome to
Getting Started with Social Media
Marketing
What is Social Media?
Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives.
Social media can take many different forms, including text, images, audio, and video.
Source: Wikipedia
Welcome to
Getting Started with Social Media
Marketing
Over 47 million members in over 200 countries
Over 500 million members across the world
Every minute, 13 hours of video is uploaded to YouTube.
Welcome to
Getting Started with Social Media
Marketing
Source: guardian.co.uk
Welcome to
Getting Started with Social Media
Marketing
If Facebook were a country, it would be the third most populated in the world
Welcome to
Getting Started with Social Media
Marketing
Guess which segment is the fastest growing on Facebook…….
Did you guess between 15 and 30 year old?
Welcome to
Getting Started with Social Media
Marketing
Women between 45 and 55
Welcome to
Getting Started with Social Media
MarketingWorld’s Second Most Popular Search Engine
Welcome to
Getting Started with Social Media
Marketing
Who’s On Social Media?
• Donors• Members• Businesses• Employees• Volunteers
• Elected Officials• Neighbor• Media Representatives• Vendors• Employers
Many you know, and those you want to know
Welcome to
Getting Started with Social Media
Marketing
Available Social Media Platforms
Welcome to
Getting Started with Social Media
Marketing
Social Media
Communication
BlogsSocial
NetworkingMicro-
Blogging
Multimedia
Photo Sharing Video Sharing Presentations
Welcome to
Getting Started with Social Media
Marketing
What’s a Blog and Why Should I have One?
• No (or at least little) HTML knowledge required• Online News Center• Enable Subscription to News• Easy to distribute links on other platforms
Welcome to
Getting Started with Social Media
Marketing
Message Approach
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Syndication Link
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
www.floridatrust.org/blog
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Welcome to
Getting Started with Social Media
Marketing
Platform Approach
Syndication Link
Welcome to
Getting Started with Social Media
MarketingIntegrated Approach to Social Media: Treat every platform as your first handshake with a potential donor or member
Welcome to
Getting Started with Social Media
Marketing
Facebook Profile Vs. Page
Your Facebook profile allows you to access profiles of Facebook friends
A Facebook page doesn’t.
Welcome to
Getting Started with Social Media
Marketing
Facebook Vs. LinkedIn
Welcome to
Getting Started with Social Media
MarketingProfessional Vs. Personal
Welcome to
Getting Started with Social Media
Marketing1. Sphere of Influence
Welcome to
Getting Started with Social Media
Marketing
2. Word of Mouth
Welcome to
Getting Started with Social Media
Marketing3. Free or Inexpensive
Welcome to
Getting Started with Social Media
Marketing4. Event Marketing
Welcome to
Getting Started with Social Media
Marketing5. Feedback & Opinions
Welcome to
Getting Started with Social Media
Marketing6. Be the News Source
Welcome to
Getting Started with Social Media
Marketing
7. Avoid Out of Mind, Out of Sight
Welcome to
Getting Started with Social Media
Marketing8. Professional Connections
Welcome to
Getting Started with Social Media
Marketing9. Monitor & Interact
Welcome to
Getting Started with Social Media
Marketing
10. Publicity through Non-Traditional Media
Welcome to
Getting Started with Social Media
Marketing
Social Media: Essential Component of Marketing Mix
Marketing
Sales Promotion Advertising Public Relations
Welcome to
Getting Started with Social Media
Marketing
Organizational Considerations
Welcome to
Getting Started with Social Media
Marketing
Risks of Working with Social Media
Ruin Trust and Credibility
Alienate Individuals and Groups
Time Consuming
Rumors
Legal Risks
Brand Loss
Loss of Privacy
Guilty by Association
Wrong Perception
Immediate Distribution
Welcome to
Getting Started with Social Media
Marketing
Reasons for Failure With Social Media
• Nobody knows you’re on social media platforms• Unable to convert visitors and fans to members• Lack of strategic approach to support organizational
goals• Too promotional• Not responsive enough
Welcome to
Getting Started with Social Media
Marketing
Organizational Considerations
Who’s responsible for social media marketing?
What is appropriate for your organization and what is not?
Do you have a social media policy for employees and volunteers?
Welcome to
Getting Started with Social Media
Marketing
Personal Considerations
How to Damage Your Reputation in Eight Easy Steps
Welcome to
Getting Started with Social Media
Marketing
Brand Integrity
Social Media =
Virtual Cocktail Party
Choose Your Content CarefullyAvoid content through which consumers and other professionals may obtain a negative perception of you.
Opinions – Politics – Religion – Online Groups and Associations – Humor – Pictures
Guilty by Association
Your Online Content May Last Forever
Welcome to
Getting Started with Social Media
Marketing
Social Media Marketing 101
Always Ask:
Would you be comfortable with your blog post published on the front page of the New York Times?
Welcome to
Getting Started with Social Media
Marketing
How to Damage Your Reputation in Eight Easy Steps
1. Branding Yourself as a Fan of Playboy Magazine
2. Enough with the FaceBook Quizzes
3. Online Photo Album 101: No, I don’t want to see your Speedos
4. Use Platforms for Both Business and Pleasure
5. Cyber-TMI: Finding a Balance of What You Share
6. Tell Them Like It Is!
7. Want to Be My friend?
8. Nobuddy Cares About My Speling
Welcome to
Getting Started with Social Media
Marketing
Social Media Time Management1. To Be or Not to Be On Social Networks2. Avoid Mixing Business and Pleasure3. Set Goals, and Enter to Execute4. Define the Purpose of Your Networks5. Limit Your Time
Welcome to
Getting Started with Social Media
Marketing
Social Media Time Management6. Manage Your Tweets and Updates7. Be a Resource, Not a Chatterbox8. Publish Once, Appear Everywhere9. Allow Readers to Subscribe to New Blog Posts
Welcome to
Getting Started with Social Media
Marketing
Action Plan1. Define target audience
2. Define unique selling point / key messages
3. Select platforms to focus on
4. Define purpose of each platform
Blog
Website
LinkedIn • YouTube • FaceBook • Twitter
Welcome to
Getting Started with Social Media
Marketing
Action Plan
1. Develop strategies and tactics
2. Set a timeline for activities
3. Develop list of required materials and information• Pictures• Videos• Fact sheets• White papers
Welcome to
Getting Started with Social Media
Marketing
My Action Plan
1. Register for social media platforms
2. Implement required materials and incorporate into selected platforms.
3. Make sure links to all your online profiles are posted on all platforms
4. Make sure every profile remains consistent with your brand
5. Include web addresses to social media platforms on business card and flyers, mention it in your listing presentation, bring it up in networking, and publish them in ads and flyers.
Welcome to
Getting Started with Social Media
Marketing
My Action Plan
1. Consider all audiences and share information they will be interested in
2. Post content frequently
Welcome to
Getting Started with Social Media
Marketing
Upcoming Sessions
Session 2: How to Increase Attendance and Membership, Raise Money and Reach New Audiences through Social Media Marketing
Wednesday, September 29, 20101:00 p.m. - 2:00 p.m.
Session 3: Integrated Approach to Social MediaWednesday, October 6, 20101:00 p.m. - 2:00 p.m.