social media: 0-60
DESCRIPTION
One of Astek's original presentations on using and ramping up social media practices for your business!TRANSCRIPT
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0 - 60 Social Media
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Viral Growth – Creating the Petri Dish
Provide value or entertainment• Funny or Freaky• Something surprising they couldn’t find out
any other way• Something free (that isn’t normally)
Make it easy to spread• Email• Twitter• Facebook
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What is Facebook?The largest social networking site• Over 300 Million Users
Web-basedAllows users to connect with other members by public and private messages, photos, chat, games, etc.
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What do my customers do on Facebook?
Talk about themselves and read about “Friends”Change “Status Updates”Check the “News Feed”Post on “Walls”Send “Private Massages”Post “Links”Post photos and “Tag” their friends in them
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Take quizzes and surveysWatch vides and post them to their profilesCreate and RSVP to “Events”Create and join “Groups”
What do my customers do on Facebook? Cont.
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What can I do on Facebook as a company?
Create a “Page” or Group for a company• Only people can create a profile
Post PhotosPost Status UpdatesCreate EventsSend “Updates”Look at statistics of page – “Insights”
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What can a company NOT do on Facebook?
Create a profileRequest to be someone’s friendSend a message to someone who is NOT a fan of their page
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So How Do We Gain Fans?
Invite your friends and ask them to share your fan page• This means you need to build up your personal network
Send an email to your existing customers• Typically with an incentive to become a fan
Include a link on your Web siteInclude links from your other social media accountsAdvertise through FacebookOptimize your search options
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Now What?Post a few times a week to a few times a dayRespond promptly when fans interact with your page
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What do we post?Ideal Facebook posts are items people will interact with:• Contests• Events• Photos – Especially on Events• Video
Get people talking about you• When someone else talks about you or interact with your
page, all of their friends see what they said.
Post regular status updatesImport a blog• Should be no more than 50% of your content
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What is Twitter?“Microblogging” Service140 Character LimitMore than 6 Million UsersWeb-based but many regular uses Tweet from mobile phone, desktop or some other tool
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Why do my customers use Twitter?To “follow” friends and relativesTo follow individuals and organizations whom they find interesting/informative/entertainingTo “tweet” information to their followers• Very personal• Of general interest• Related to their industry• Related to a specific event or project
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What do all these new words mean?“Retweet”Tweet @ (Tweet “at”)# (“Hash” tag)Shortening “URL” Services• Bitly• tinyURL• twurl• tr.im• is.gd
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What can I do on Twitter as a company?
Same thing as a person canTwitter may be adding a paid upgrade for companies soon with• Certified account name• Metrics
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How do I gain followers?Following others for “follow backs”• Restrictions for follow numbers• Finding people worthy of following
Promote through emailPromote on Web site and on Social MediaGet Retweeted – say something worth repeatingCreate a contest with a really good give awayTweet @BigNamePerson
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Now What?Ideally you’ll have at least a few Tweets a dayIt’s acceptable for a company to have multiple authors on their Twitter account though they should share a “voice”There are tools that can be used to set up many tweets to be posted at a later time
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What should I Tweet?Ideal Twitter content is short and timely• Current events• Day-of promotions• Quick tips• Links to relevant articles
Give valuable informationShare opinions/insights when you share a linkAvoid importing just a feed of something else
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ToolsTwitter HawkObjective MarketerHootSuiteCo-TweetTweetMeme
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Goldstar Events
Emails highly targeted by geography, and event typeEmails and Web site are optimized for sharing on Facebook et al.Uses Facebook Connect
Who: Goldstar sells last-minute discount tickets for theatre, concerts and events. Profit Model: Ticket processing fees.
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Goldstar Events - Targeted Emails
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Goldstar Events - Easy to Share
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Thrillist
Excellent share-by-email feature• Easy to use• Attractive emails• Witty enough to earn viral sharing
Uses Facebook to share event photos
Who: Thrillist daily emails and corresponding Web site features "your city's finest new food, drinks, gear, travel, and entertainment."
Profit Model: Ads & Purchased "Allied" eBlasts. $5-$10 Mil estimated annual rev.
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Craft Magazine
Twittering craft tips • More than just broadcasting• Interacting, reading and responding
Flicker “Round-Up” of readers work• Featured in a weekly post• Readers participate for a chance at wider exposure
Facebook blog feed • Allows users to easily share enjoyable articles with their
friends.
Who: The Craft Blog features dozens of articles a day about projects, artists and how-to instructions. Profit Model: Advertising and Sales of the related Craft Magazine.