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Social Media 101Social Media 101What Marketing & What Marketing &

Facebook will do for you!Facebook will do for you!Facebook will do for you!Facebook will do for you!

Presentation by Erin MartinezPresentation by Erin MartinezGraphic Design Supervisor, MCCS Marketing

INTRODUCTIONINTRODUCTION

oo Social mediaSocial media overviewoverview 20:0020:00oo Social media Social media overviewoverview 20:0020:00

oo Social media Social media toolstools 20:0020:00

oo 10 keys10 keys to social media to social media successsuccess 10:0010:00

oo Marketing ResourcesMarketing Resources 5:005:00

oo 3 take away 3 take away messagesmessages 2:002:00

oo Q Q && AA 3:003:00

SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED

Social media is aSocial media is aSocial media is a Social media is a conversation online.conversation online.

Look Look who’s talkingwho’s talking::oo your your customerscustomersoo your your volunteersvolunteersoo your your criticscritics

youryour fansfansoo your your fansfansoo anyone who has anyone who has internetinternet

access and an access and an opinionopinion..


The conversation isThe conversation is notnot::The conversation is The conversation is notnot::oo controlledcontrolledoo organizedorganized

The conversation The conversation isis::iioo organicorganic

oo complexcomplexoo speaks in aspeaks in a human voicehuman voiceoo speaks in a speaks in a human voicehuman voice

Social media isSocial media is not anot aSocial media is Social media is not a not a strategystrategy or a or a tactictactic ––it’s simply a it’s simply a channelchannel..yy

Word of Mouth is Key Element ofWord of Mouth is Key Element ofSOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED

Word of Mouth is Key Element of Word of Mouth is Key Element of MarketingMarketing

Marketers can effectively use social media byMarketers can effectively use social media byinfluencing the conversation. influencing the conversation. gg

One way to do this is by delivering One way to do this is by delivering y y gy y ggreat customer service experiences.great customer service experiences.


oo 9191% say consumer reviews are the% say consumer reviews are the #1 aid to buying#1 aid to buyingoo 9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying #1 aid to buying decisionsdecisions -- JC Williams GroupJC Williams Group

oo 8787% % trust a friend’s recommendation trust a friend’s recommendation over critic’s over critic’s review review -- Marketing SherpaMarketing Sherpa

oo 33 times more likely to times more likely to trust peer opinions over trust peer opinions over advertising for purchasing decisionsadvertising for purchasing decisions -- Jupiter Research Jupiter Research g p gg p g pp

oo 11 wordword--ofof--mouth conversation has mouth conversation has impact of impact of 200 TV d200 TV d200 TV ads200 TV ads -- BuzzAgentBuzzAgent

** S f f GS f f G* * Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group

What isWhat is

THE TOOLSTHE TOOLS

oo Fastest growingFastest growing socialsocialoo Fastest growing Fastest growing social social network in the world network in the world (500 million members)(500 million members)

oo Powerful tools to engage Powerful tools to engage and understand yourand understand yourand understand your and understand your audience:audience:oo Fan Fan pagespagesp gp goo Event ListingsEvent Listingsoo Audience Audience insights/metricsinsights/metricsoo Opinion Opinion pollspolls

Facebook FactsFacebook Facts

“The Facebook” was founded on February 4, 2004 b H d2004 by Harvard University student, Mark ZuckerbergZuckerberg.

Facebook has over 500 million usersmillion users.

Monthly amount of time spent on Facebook: 8 3spent on Facebook: 8.3 billion hours


• An average Facebook user spends about:

• 55 minutes a day on the site

• 6.50 hours a week on the site

• Women have 55% more wall posts than men

• Average user is connected to 80 community pages groupsAverage user is connected to 80 community pages, groups and events

• Average user creates 90 pieces of content each month• Average user creates 90 pieces of content each month

• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

What makes

so popular?so popular?

Why Facebook?Why Facebook?

??


• It’s free!

• It’s a quick and easy way to communicate and s a qu c a d easy ay o co u ca e a dcollaborate with friends, family, and associates (the average user has 130+ friends).

• Provides access to our often “disconnected” feeling customers.

• Users have control of the information that is posted on their profile.p

• It’s FUN!

Why Facebook?Why Facebook?

Social Network PoliciesSocial Network Policies

&&&&• As Administrators of your Facebook fan pages you are y p g ymandated by:

• MARDMIN 181/10MARDMIN 181/10

• MCCS Policy

MARDMIN 181/10MARDMIN 181/10



RESPONSIBLE AND EFFECTIVE USE OF INTERNETRESPONSIBLE AND EFFECTIVE USE OF INTERNET BASED CAPABILITIESBASED CAPABILITIESRESPONSIBLE AND EFFECTIVE USE OF INTERNETRESPONSIBLE AND EFFECTIVE USE OF INTERNET--BASED CAPABILITIES:BASED CAPABILITIES:

•• It is our goal to provide information and news about the Marine Corps It is our goal to provide information and news about the Marine Corps ll f f di i b M i C l dll f f di i b M i C l das well as an open forum of discussion about Marine Corps related as well as an open forum of discussion about Marine Corps related

topics. topics.

Y i i d f db k i l di it l lY i i d f db k i l di it l l•• Your opinions and feedback on social media sites are welcome so long Your opinions and feedback on social media sites are welcome so long as they are presented in an objective and respectful way that allows for as they are presented in an objective and respectful way that allows for a continued information relationship.a continued information relationship.

•• While these sites provide an open forum, they are intended to maintain While these sites provide an open forum, they are intended to maintain respect for those who participate (i.e. familyrespect for those who participate (i.e. family--friendly).friendly). Please keep Please keep your comments cleanyour comments cleanyour comments clean.your comments clean.

•• Participants are asked to follow our posting guidelines. Violation of the Participants are asked to follow our posting guidelines. Violation of the guidelines may result in your post being removedguidelines may result in your post being removedguidelines may result in your post being removed.guidelines may result in your post being removed.




•• We do not under any circumstance allow graphic, obscene, explicit or We do not under any circumstance allow graphic, obscene, explicit or racial comments or submissions nor do we allow comments that are racial comments or submissions nor do we allow comments that are abusive, hateful or intended to defame anyone or any organization.abusive, hateful or intended to defame anyone or any organization.abus e, ate u o te ded to de a e a yo e o a y o ga at oabus e, ate u o te ded to de a e a yo e o a y o ga at o

•• We do not allow solicitations or advertisements. This includes We do not allow solicitations or advertisements. This includes promotion or endorsement of any financial, commercial or nonpromotion or endorsement of any financial, commercial or non--promotion or endorsement of any financial, commercial or nonpromotion or endorsement of any financial, commercial or nongovernmental agency. Similarly, we do not allow attempts to defame or governmental agency. Similarly, we do not allow attempts to defame or defraud any financial, commercial or nondefraud any financial, commercial or non--governmental agency. governmental agency.

•• We do not allow comments that suggest or encourage illegal activity. We do not allow comments that suggest or encourage illegal activity.

•• You participate at your own risk, taking personal responsibility for yourYou participate at your own risk, taking personal responsibility for yourYou participate at your own risk, taking personal responsibility for your You participate at your own risk, taking personal responsibility for your comments, your username and any information provided. comments, your username and any information provided.

•• Lastly, the appearance of external links on this site does not constituteLastly, the appearance of external links on this site does not constituteLastly, the appearance of external links on this site does not constitute Lastly, the appearance of external links on this site does not constitute official endorsement on behalf of the U.S. Marine Corps or Department official endorsement on behalf of the U.S. Marine Corps or Department of Defense.of Defense.


STANDARD OPERATINGSTANDARD OPERATINGSTANDARD OPERATING STANDARD OPERATING PROCEDUREPROCEDURE

http://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspxhttp://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspx

Building credibility/public trust: everything we do (credibility) balances onBuilding credibility/public trust: everything we do (credibility) balances onBuilding credibility/public trust: everything we do (credibility) balances on Building credibility/public trust: everything we do (credibility) balances on public trust. This is the foundation upon which the success of public public trust. This is the foundation upon which the success of public affairs and social media is built. Trust must be given freely, it cannot be affairs and social media is built. Trust must be given freely, it cannot be mandated Although social media will have a direct effect on publicmandated Although social media will have a direct effect on publicmandated. Although social media will have a direct effect on public mandated. Although social media will have a direct effect on public trust, public trust cannot be controlled through social media.trust, public trust cannot be controlled through social media. Some of Some of the key elements of building trust to be considered when posting the key elements of building trust to be considered when posting content or maintaining a social network site:content or maintaining a social network site:content or maintaining a social network site:content or maintaining a social network site:

SOP (CONT’D)SOP (CONT’D)Social Network PoliciesSocial Network Policies

SOP (CONT D)SOP (CONT D)

http://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspxhttp://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspxhttp://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspxhttp://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspx

1.1. Be open with the public when declaring what our Corps values and principles Be open with the public when declaring what our Corps values and principles areareare. are.

2.2. Provide a means for direct invitation of key publics to engage in dialogue (and Provide a means for direct invitation of key publics to engage in dialogue (and potentially contrasts or principles). potentially contrasts or principles).

33 D l th d f t t i t i di l ith k bliD l th d f t t i t i di l ith k bli3.3. Develop methods of engagement to maintain dialogue with key publics. Develop methods of engagement to maintain dialogue with key publics. 4.4. Deliberate mirror imaging of actions and the information we communicate. Deliberate mirror imaging of actions and the information we communicate. 5.5. Take certain risks with negative public statements and allow for a public forum Take certain risks with negative public statements and allow for a public forum g p pg p p

(your fans) to defend your position. (your fans) to defend your position. 6.6. Do not over moderate social media networks to the point of disrupting freedom Do not over moderate social media networks to the point of disrupting freedom

of information and public opinion. of information and public opinion. p pp p7.7. Manage the Corps’ reputation and relationships built on social networks (by Manage the Corps’ reputation and relationships built on social networks (by

ensuring there are adequate methods to maintain decorum, rules of ensuring there are adequate methods to maintain decorum, rules of engagement and site/content moderation).engagement and site/content moderation).g g )g g )

8.8. Provide full disclosure of who you are when engaging in the social media Provide full disclosure of who you are when engaging in the social media network. network.



Guidance for Posting:Guidance for Posting:1.1. Post only approved content.Post only approved content. Have a method in place to ensure thorough Have a method in place to ensure thorough

content review before posting content review before posting –– being mindful of OPSEC, FOUO, FOIA, SAPP, being mindful of OPSEC, FOUO, FOIA, SAPP, p gp g g , , , ,g , , , ,etc. etc.

2.2. Respond to all necessary topics and comments.Respond to all necessary topics and comments. This is an opportunity to This is an opportunity to leverage the tools for what they are leverage the tools for what they are –– a means of solid communication.a means of solid communication. Avoid Avoid e e age e oo s o a ey a ee e age e oo s o a ey a e a ea s o so d co u ca oa ea s o so d co u ca o o do dthe tendency to defend and protect every comment made though.the tendency to defend and protect every comment made though. Given time, Given time, social networks normally self correct negative aspects.social networks normally self correct negative aspects. Let users explain and Let users explain and work out the issues and ideas being expressed. work out the issues and ideas being expressed. g pg p

3.3. Do not stray from negative comments. An open forum comes with certain risk Do not stray from negative comments. An open forum comes with certain risk of negativity and to shy from it will tarnish credibility.of negativity and to shy from it will tarnish credibility. However, responses However, responses must be vetted / approved and accurately express the Corps’ position without must be vetted / approved and accurately express the Corps’ position without pp y p p ppp y p p peditorializing or straying from the facts.editorializing or straying from the facts.

4.4. Allow your fans to fight your battles for you, as well, when possible.Allow your fans to fight your battles for you, as well, when possible. They are, They are, by virtue of their nature, not the official Corps’ responders and, as such, carryby virtue of their nature, not the official Corps’ responders and, as such, carryby virtue of their nature, not the official Corps responders and, as such, carry by virtue of their nature, not the official Corps responders and, as such, carry with them a different level of credibility. with them a different level of credibility.



Guidance for Posting (Cont’d):Guidance for Posting (Cont’d):Guidance for Posting (Cont d):Guidance for Posting (Cont d):5.5. Replace error or misrepresentations of the Corps with fact not argument, Replace error or misrepresentations of the Corps with fact not argument,

immediately. immediately. 66 Stay in your lane Do not comment on what you do not knowStay in your lane Do not comment on what you do not know6.6. Stay in your lane. Do not comment on what you do not know. Stay in your lane. Do not comment on what you do not know. 7.7. No endorsements. Do not use the Marine Corps’ name to promote products, No endorsements. Do not use the Marine Corps’ name to promote products,

opinions or causes other than those already officially endorsed by the Marine opinions or causes other than those already officially endorsed by the Marine CorpsCorpsCorps.Corps.

8.8. Admit mistakes. Admit mistakes. 9.9. If uncertain whether a response is necessary refer to higher for If uncertain whether a response is necessary refer to higher for guidance. guidance. 10.10.Only delete or block comments or users when a clear pattern of malicious, Only delete or block comments or users when a clear pattern of malicious,

derogatory behavior is apparent and they are in violation of the terms of derogatory behavior is apparent and they are in violation of the terms of participation.participation.

11.11.Keep a log of all malicious material which has been deleted. Keep a log of all malicious material which has been deleted. 12.12.All discussion boards and comments must be closely monitored but not over All discussion boards and comments must be closely monitored but not over

moderated. moderated. 13.13.Follow all applicable Follow all applicable DoDDoD, , SecNavSecNav and Marine Corps rules and regulations and Marine Corps rules and regulations

with regard to social media.with regard to social media.

&&&&• As Administrators of your Facebook fan pages you are

d t d b MARDMIN 181/10 & SOPmandated by MARDMIN 181/10 & SOP

• Pages must be monitored on a daily basis for:

• Anything that violates the guidelines

• Advertisements/Solicitations• Advertisements/Solicitations

• Spam

• Anyone that violates these guidelines should be blocked and the post removed (When clicking the X to remove, a drop down list will appear – select remove post & ban user”)


• MCCS Policy:

• You will be responsible to monitor your page on a daily basis based on your work schedule

• You will need to post on your page, at minimum, on a weekly basis

• Post open ended questions if no events or details.

• Daily Practices:

• Replies should be immediate

• Don’t ignore a comment, positive or negative.

• Fans are appreciative of the interaction that FB can provide and even if we aren’t able to solve the problem will respond positively ifeven if we aren t able to solve the problem will respond positively if addressed.

Marketing Facebook Fan PageMarketing Facebook Fan PageMarketing Facebook Fan PageMarketing Facebook Fan Page

MarketingMarketing

oo MCCS 29 Palms currently has 1,645 FansMCCS 29 Palms currently has 1,645 FansE h f ilit ill b dd d “f it ”E h f ilit ill b dd d “f it ”oo Each facility page will be added as a “favorite page”Each facility page will be added as a “favorite page”

oo Cross promotions will occur as requestedCross promotions will occur as requested

oo Primary Demographics of our page:Primary Demographics of our page:oo Primary Demographics of our page:Primary Demographics of our page:oo 70% are Female (Age 1870% are Female (Age 18--24: 27%, 2524: 27%, 25--34: 23%) 34: 23%) oo 30% are Male (Age 1830% are Male (Age 18--24: 8.1%, 2524: 8.1%, 25--34: 7.8%)34: 7.8%)% ( g% ( g %,%, %)%)

oo Marketing staff will Marketing staff will monitormonitor all pagesall pagesoo Resources are available atResources are available atoo Resources are available at Resources are available at

MCCS29Palms.com/marketing.htmlMCCS29Palms.com/marketing.html

KEYS TO SUCCESSKEYS TO SUCCESS

10 KEYS10 KEYS10 KEYS10 KEYSTOTO SOCIAL MEDIASOCIAL MEDIATO TO SOCIAL MEDIA SOCIAL MEDIA

SUCCESSSUCCESSSUCCESSSUCCESS


oo Experiment byExperiment by askingaskingoo Experiment byExperiment by asking asking open ended questions open ended questions

L d tL d t

The weekend arrived quick this week,

oo Lead up to an Lead up to an announcement, announcement, if you if you can Post teasers tocan Post teasers to

any fun plans?

can. Post teasers to can. Post teasers to generate interestgenerate interest

oo Be Be yourselfyourself, make some , make some friends friends and and shareshare No plans, is anything

going on aboard thegoing on aboard the base?


1. Discovery1. Discovery 2 Strategy2 Strategy1. Discovery1. Discovery(people and competition)(people and competition)

2. Strategy2. Strategy(opportunities, (opportunities, objectives)objectives)

3. Skills3. Skills(identify internal (identify internal 4. Execution4. Executionresources and gaps)resources and gaps) (tools, policies, and (tools, policies, and

process)process)5. Maintenance5. Maintenance

(monitor and adapt)(monitor and adapt)

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789


oo This is a chance toThis is a chance tooo This is a chance to This is a chance to directly dialogue with your directly dialogue with your audienceaudience and indentify and indentify their their influencersinfluencers

oo Read their posts to Read their posts to learn from your learn from your customerscustomers (including(includingcustomers customers (including (including comments)comments)

oo Find tools Find tools that can help that can help you listen (listed on the you listen (listed on the Marketing web page)Marketing web page)


oo AvoidAvoid pufferypufferyoo Avoid Avoid pufferypuffery(people will ignore it)(people will ignore it)

oo Avoid Avoid evasionevasion and and lyinglying(people (people won’t won’t ignore it)ignore it)

oo Companies have watched Companies have watched th ith i bi tbi t ''their their biggest screwbiggest screw--up's up's rise to the top 10 of a rise to the top 10 of a Google searchGoogle searchGoogle searchGoogle search

oo Admit your mistakes Admit your mistakes oo d t you sta esd t you sta esright awayright away


oo Don’t be afraidDon’t be afraid to share.to share.oo Don t be afraid Don t be afraid to share. to share. If you have information If you have information that needs to get out that needs to get out there, share it!there, share it!

oo Post often but staggerPost often but staggeroo Post often, but stagger Post often, but stagger your posts throughout the your posts throughout the day. day. yy

oo This is an avenue for This is an avenue for listening, not spamming!listening, not spamming!

I t ti i kI t ti i koo Interaction is keyInteraction is key


oo Don'tDon't shoutshout Don'tDon'too Don t Don t shoutshout. Don t . Don t broadcastbroadcast. Don’t . Don’t bragbrag

oo Speak like yourself Speak like yourself –– not not a corporate marketing a corporate marketing shill or press secretaryshill or press secretary

P if b dP if b doo Personify your brand Personify your brand ––give people something give people something they can relate tothey can relate tothey can relate to.they can relate to.


oo Think like aThink like a contributorcontributoroo Think like a Think like a contributorcontributor, , not a marketernot a marketer

oo Consider what is Consider what is relevant relevant to the communityto the community before before contributingcontributing

D ’t tD ’t too Don’t promote Don’t promote your your product on every postproduct on every post

oo Win friends by Win friends by promoting promoting other people’s content other people’s content if if ot e peop e s co te tot e peop e s co te tit interests youit interests you


oo Don’t try to deleteDon’t try to delete ororoo Don t try to delete Don t try to delete or or remove criticism (it will remove criticism (it will just make it worse)just make it worse)

oo ListenListen to your detractorsto your detractors

oo AdmitAdmit your shortcomingsyour shortcomings

oo Work openly Work openly towards an towards an explanationexplanation andandexplanationexplanation and and legitimate legitimate solutionsolution


oo Don’t wait until youDon’t wait until youoo Don t wait until you Don t wait until you have a campaign have a campaign to post to post -- start posting so that you start posting so that you can listen NOWcan listen NOW

oo Build relationships Build relationships so so they’re ready when you they’re ready when you need themneed themneed themneed them


oo The The Marketing Marketing department department is here to is here to helphelp

oo Resources Resources are availableare available

oo Talk to us or your Talk to us or your manager and discuss themanager and discuss themanager and discuss the manager and discuss the options, then divide and options, then divide and conquerconquer


1.1. ExperimentExperiment with social mediawith social mediapp2.2. Make a Make a planplan3.3. ListenListen4.4. Be Be transparenttransparent & & honesthonest5.5. Post often, Post often, but not all at oncebut not all at once66 Be personalBe personal and act like aand act like a6.6. Be personal Be personal and act like a and act like a

personperson7.7. ContributeContribute in a meaningful in a meaningful

way way 8.8. See criticism as an See criticism as an

opportunityopportunityopportunityopportunity9.9. Be proactive Be proactive 10.10. Don’t Don’t do it all yourselfdo it all yourself

THE TOOLSTHE TOOLS

oo A website with A website with regular regular entries of commentary entries of commentary or or newsnews

oo Your division level web Your division level web page will host the fullpage will host the fullpage will host the full page will host the full details of your details of your events/programsevents/programsp gp g

oo This will also be part ofThis will also be part ofoo This will also be part of This will also be part of your duties, but more your duties, but more information will be information will be provided once provided once establishedestablished

RESOURCESRESOURCES

Social Media Resources:Social Media Resources:Social Media Resources:Social Media Resources:oo SeesmicSeesmic Desktop Desktop –– Monitor your page without logging Monitor your page without logging

into Facebook into Facebook oo LaterBroLaterBro –– Send status updates when you’re not in front Send status updates when you’re not in front

of a computer or at of a computer or at workworkoo Bit lyBit ly –– allows users to shorten a URL to save on spaceallows users to shorten a URL to save on spaceoo Bit.ly Bit.ly allows users to shorten a URL to save on space allows users to shorten a URL to save on space

on on postsposts

Marketing Resources:Marketing Resources:oo Entire presentationEntire presentationoo PoliciesPoliciesoo Further ReadingFurther Reading

3 TAKE AWAY MESSAGES3 TAKE AWAY MESSAGES

3 TAKE AWAY3 TAKE AWAY3 TAKE AWAY3 TAKE AWAYMESSAGESMESSAGES

3 TAKE AWAY MESSAGES3 TAKE AWAY MESSAGES

1.1. Word of Mouth peerWord of Mouth peer--toto--1.1. Word of Mouth peerWord of Mouth peer totopeer peer discussions are discussions are more influentialmore influential than than the mass mediathe mass media

2.2. Participate Participate by enabling by enabling and feeding the and feeding the conversationconversationconversationconversation(follow the 10 keys to (follow the 10 keys to success)success)))

3.3. Be Be transparenttransparent & & honesthonest

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