social media marketing and video
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Social Media Marketing
An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue
Gail M. Romero, Executive Producer
Online Marketing is the art and science of leveraging the internet to get your message across so that you can move people to take action.
Social Media is the act of leveraging specifically social media platforms (where people connect and communicate) to promote a product or a service to large numbers of people to create buzz and thus to increase awareness, thought change and support.
Be thought of as the leader in the global cancer mission◦Move cancer up the global health agenda
through policy and advocacy Women and girls and the global cancer burden Expert on global economics of cancer
◦Tobacco control – Africa Global policy and advocacy
Increase financial support to American Cancer Society – Global Health
Potential Actions We Desire Example
Email - Listservs Ebooks Online commentary Blogs Social Networking – Facebook, Twitter,
LinkedIn, MySpace, international sites! Video and photo sharing – YouTube, Flickr,
Vimeo Chat rooms and message boards Wikis Social Bookmarking – Digg, Delicious
Social Media
The ACT Methodology
Successful Online
Marketing
Targeted Information◦Relevant◦Valuable◦Compelling
Highlighting Expertise Creating the Stories Niche Authority
You are the Publisher
Building the Framework
‣Drive the right people to the website
‣Have the right content on the website
‣Have the right contacts at the website
‣Our people are our strength
‣Our expertise is in our people
‣Our people are our best networkers and PR
Brand – what is our word or tag line?◦In progress◦Establishes our framework
Outcome◦Tobacco Goals◦Advocacy Goals
Differentiating from the competition –
Attract
Stranger turns into a consumer◦ Consumer of information◦ Converted
Stranger turns into a collaborator(customer) or supporter◦ Consumer of information◦ Likes – converted – engages
Stranger turns into a connector◦ Interested but not a consistent consumer◦ Connects you to a stranger with like interests
Studies show people who sample are more likely to buy Old marketing adage – 7 times!
Convert
Make it easy Do a good job – your success will attract
more success Share stories
◦Establish expertise◦Attract viewers◦Video interviews◦Audio interviews◦Pictures of those you help – learning, sharing,
growing
Transform
We own it! It’s free! It can become content rich environment that
positions and…◦ Brands the organization◦ Introduces the mission and vision, ◦ Highlights the goals, ◦ Introduces the partners, ◦ Presents the successes and stories, ◦ Emphasizes the team, ◦ Shares the travels, and the possibilities
What is The Best Conversion Tool? Our WEBSITE!
It’s expected It’s efficient It converts
◦ First we ATTRACT with social media
◦ Drive to the website to CONVERT
◦TRANSFORM them into supporters, advocates, collaborators, connectors, and believers
Website mandate - ACT
Online Marketing TacticsMethod Attrac
t?Convert? Transfor
m?
Social media marketing Yes Yes consumer NOT customer
Yes
Website/blog/podcast Yes Yes consumer AND customer
Yes
Email marketing No Yes consumer AND customer
Yes
Giveaway on site to build email list
Yes Yes consumer No
Search engine optimization
Yes Yes consumer AND customer
No
Video Yes Yes consumer ANDCustomer
Yes
Design – we have it! Structure – is it easy to find us? Content – do we have our people, our
mission, our vision, our goals, our programs and our stories?
Optimization – we have it! Maintenance – think of a retail store…do
we have new product to share, new ideas for the season, new colors and trends?
5 Elements of a Great Website
Target our market – write the description of who we want to transform
Target our search phrases Write and edit page content
◦Repetition is key for SEO◦Alt tags count (buttons, logos, diagrams,
charts)◦Tag the website – Title. Content, Description,
Keywords
SEO (Search Engine Optimization)
The Difference Between Marketing and Social Media Marketing
Traditional Marketing Online Marketing/Social Media Marketing
Dominate the market Create a community within the market
Shout out loud Listen, and then whisper
Me, me, me Us, us, us
Push the product or service Pull in people with your message/story
Advertising Word of mouth
Control Allow
Pursue “leads” Nurture relationships
49% of recently polled web users engaged through recommendations they received through a social media site – including donors, and thought changers.
Social media sites are where people are. People interested in your mission and vision are
looking for a place to find information – be the provider and the expert!
Trust in advertising continue to erode and trust in nonprofits is not immune – others can be the best WOM you can find!
People are already talking about you – join the conversation!
Why Bother?