seedco october 12 2011
TRANSCRIPT
Social Media Marketing
FSC Interactive
Andy Kutcher
What is Social Media?
But, What is Social Media?Social Media is any online or mobile network that allows people to congregate, share and communicate. It’s a party….
online
Why Should I Use Social Media
Facebook: Social Networking Site that allows for open communication between people and brands.
800+ Million Active Users
46% of Facebook users are 25-44 years old81% of Facebook users have some level of higher education
Twitter: A Social Networking and Microblogging site that allows for open, public communication in 140 characters or less.
Over 200 Million Users
57% of Twitter users are 25-44 years old37% of Twitter users have a Bachelors Degree, at least
YouTube: A video sharing website, owned by Google. The second largest search engine on the web.
Over 3 Billion Videos Viewed Daily
Average age of YouTube is 27 with 20% being 35+78% of YouTube users have some level of higher education
LinkedIn: A Social Networking site for business professionals.
More than 120 Million Members
Average age of LinkedIn is 25-54LinkedIn is used by 69 of the Fortune 100 Companies
Flickr: A Social Networking site that allows anyone to upload photo or video and organize into albums.
10.9 Million Unique Visitors Daily
Average age of Flickr is 25-45Over 6 Billion Images Live on Flickr
Review Sites: A Social Networking site that allows to customer reviews
61% of people rely on user reviews for product information or research before a buying decision is made
Google Places, Yelp, Urban Spoon, BBB, Angie’s List, etc.
Consumer reviews are significantly more trusted -- nearly 12 times more -- than descriptions that come from manufacturers
survey of US mom Internet users by online video review site EXPO.
53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product.
(ROI Research for Performance, June 2010)
78% of companies said they use Facebook, Twitter, and other
sites to conduct research, improve customer service,
push marketing and PR initiatives, and
ultimately boost sales.
(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)
Let’s Get Started!
How to Develop your Social Media Strategy
What are your Goals?
What are your Goals?• Specific • Measurable• Realistic
I want to increase traffic to my website by 10%
We want a monthly average of 70 interactions on Facebook
I want 20 new Followers on Twitter every Month
Who is your Audience?• Age, Race, Gender• How do they talk to you• How do they talk to each other• What is the best way to reach them
What (and who) are your Resources?• In-house vs. Outsourced• Team Size• Available Time• Accountability
What Channels should you use?
The Four “C’s” of Social Media
No matter what platforms you choose, these four things will keep your strategy moving in the right
direction
CustomizationConsistencyCommunityContent
We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help user access and allow for advertising placement.
– Tom Curley, CEO of The Associated Press
Content
What to Post
• News About Your Business • Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!
“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”
- John Jakes, author
Consistency
Create a Schedule(and stick to it!)
Customization
You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT!
- James Bond, Tomorrow Never
Dies
com·mu·ni·ty /kəˈmyunɪti/ noun, plural -ties.
a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists
Community
Anyone you interact
with, even if only one time, is a
part of your community
http://www.coolinfographics.com/blog/2010/10/14/map-of-online-communities-2.html
What Else Should I Do?
Good Question!
It’s Ok to Eavesdrop!
Google Alerts
Social Mention
Open Book
www.search.twitter.com“search term” near:zipcode
TweetBeep
Topsy
Let’s Talk Specifics
FacebookTwitter
YouTubeLinkedIn
The ‘book
Facebook tops Google for weekly traffic in the US.
Using Facebook as a BrandEngaging on Facebook as a Page
Customizing Your PageGrowing your Community through Targeted Ads
Measuring Success with Insights
Being Your Brand on Facebook
Engage With Things You Like
Share Your Favorite Content
Customize Your Page
Page Settings
Cross Promote Your Partners
Facebook Deals
Customized Tab
Reach Your Audience Through Ads
Facebook Ads
For Example…
In Louisiana, who like:- N.O. Saints: 258,360- Cooking: 78,520- Shopping: 149,040- Travel: 75,780
In Louisiana, who are:- Married: 531,200- Engaged: 50,400- Single: 272,880- College Graduates: 423,760
Real Life ExamplesSituation: Need to Drive Traffic to the New Orleans Saints Pre-Season Games.Primary Target: Men in LouisianaSecondary Target Demographics: Like New Orleans Saints and Football. Are 21+
Situation: Wedding Shop in New Orleans that specializes in high-end, handmade wedding dressesPrimary Target: Women in New Orleans, LASecondary Target Demographics: Engaged, 25+ and College Graduates.
Measuring Success with Insights
There are more people on Twitter than the population of Sweden, Israel, Switzerland or Norway
Using Twitter as a BrandSpeaking the Language
Why Twitter MattersUsing Twitter Lists
Measuring Success on Twitter
Cocktail Party Rules of Engagement
Cocktail Party Rules of Engagement
– Don’t talk all about yourself
– Find the people who interest you
– Try to add value to the conversation
– Follow up with your new friends
Speaking the language
RT @fscnola hosting a #socialmedia101 training session this morning!
Twitter Translator
Replies
@ denotes a tweet sent to another Twitter user.
@TiffanyStarnes see you in the park tonight!
Retweet
Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good.
RT @andyknola: Help raise money for Tsunami Relief: http://bit.ly/awsjah0
Direct Message
DM is a private message that you can only send to those who follow you.
D Adeletiblier Here’s my e-mail address [email protected]
Hashtag
# makes a term into a keyword that is searchable, also used to imply sarcasm or humor
@tiffanystarnes is speaking in tongues at #socialsummit
@nolamaven @AmieSaint @glamourstar this makes me weep for America. #mariahcareybabynames
Why Twitter Matters
Twitter Can be Used For…
• PR• Crisis Communication• Customer Feedback• Achieving Goals• Customer Relations• Recruitment • Sales• Driving Traffic
Manage(on your computer)
Manage(on the go)
Beauty in Brevity
Measuring Success on Twitter
Success = ____________?
“A leader has to be positive about all things that happen to his team. Look at nothing in the past as failure.”
- Coach Mike Krzyzewski
Bit.ly
Who.Unfollowed.Me
TweetStats
Measuring Success on TwitterReTweetist- Allows you to discover trends, popular topics and popular people by tracking Retweets (RTs) across Twitter. http://retweetist.com/
Twitalyzer- Twitter's most popular measurement solution for business and personal users, focusing on influence, impact and engagement. http://www.twitalyzer.com
BackTweets- Get a comprehensive understanding of how your content is shared on Twitter, including tweet graphs, reach & impressions stats, influencer lists and more! http://backtweets.com/
TwitterCounter – Allows you to review your friends and follower growth by week, month or 3-month intervals. You can also compare your growth to competitors. http://twittercounter.com
OneForty – All of the latest and greatest online and social media tools. http://oneforty.com/category/Analytics
YouTube
There are more than 3 billion views of YouTube videos everyday
Using YouTube as a BrandPopular Content
Customizing Your ChannelAdding Other Videos
Measuring Success with Insights
Popular Content
How-To Videos
Behind The Scenes
Professional Videos
Keep it Short.
Customize Your Channel
Make Your YouTube Channel all About You!
Tag Videos & Create Playlists
Search Optimization
Adding Other Videos
Find Other Channels Like Yours
And…Comment!
(with keywords!)
And…Subscribe!
How Do I Know if it’s Working?
YouTube Insights
Who Do You Know?
Who Do THEY Know?
Who Are You Trying to Reach?
How Do You Expand Your Network?
How Do You Set Yourself Apart?
What is Linked In?
Using LinkedIn as a ProfessionalYour Profile
Getting Connected Own YOUR Brand
Your Company Page
Your Profile
First, Let’s Talk About ME.COMPLETE your Profile…- Add Your Picture- Include ALL job history- Ask For and Make Recommendations- Optimize EVERYTHING
- Job Titles- Updates- Summary
Getting Connected
Who Do You Know?
- Always personalize requests!
- Include an introduction and why you would like to connect
- Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST
Who Do They Know?
Expand Your NetworkJoin Groups & Organizations– Some are open and others require invitation– Seek Professional Organizations – Seek with Potential Customers
Updates Keep you Updated
Owning YOUR Brand
Position Yourself as a ProQuestions and Answers- Search open questions - Offer your expert opinion- Don’t know the answer, share it with someone who might
Get RecommendationsRecommendations- Give to receive…. recommend former coworkers, employers and employees- Ask them to reciprocate- Not so glowing, you can hide it
Your Company Page
Companies can have a Presence, Too!
Brand Overview, Recruitment and Services
Linking it all Together
Share Whatchya Got
Print Materials
Email Signature
Website (above the fold!)
TV Ads
Media Buys
Anywhere Relevant
Andy Kutcher
E-mail: [email protected]
LinkedIn: www.linkedin.com/in/andykutcher
Twitter: www.twitter.com/andyknola
Facebook: www.facebook.com/andy.kutcher
FSC Interactive1943 Sophie Wright Place
New Orleans, LA 70130(504) 894-8011
E-mail: [email protected]
Facebook: www.facebook.com/fscinteractive
Twitter: www.twitter.com/fscnola
Get More Slides: http://www.slideshare.net/fscnola