Social Media 101
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The document outlines the importance of social media for businesses, highlighting statistics that show customer expectations for company engagement online. It provides strategies for effective social media marketing, including reputation management, audience engagement, and messaging tactics. Additionally, it discusses various social media platforms and their uses for promoting events, gathering feedback, and maintaining customer relations.
![Questions? Chris Sietsema Director, Interactive Marketing [email_address] 480.505.4529 linkedin.com/in/sietsema](https://image.slidesharecdn.com/flagstaffcvbsocialmedia101-123930574371-phpapp01/85/Social-Media-101-42-320.jpg)
Social Media 101
- 1. Flagstaff Convention & Visitors Bureau Social Media 101 April 9, 2009
- 2. Chris Sietsema Directory of Interactive Marketing
- 3. Social Media & The Brand Your brand is your baby, but it has a life of its own.
- 4. Why Social Media 93% of Americans believe a company should have a social media presence 85% believe a company should be active with customers in social media 56% feel a stronger connection with companies they interact with in social media Cone research of 1000+ Americans. September, 2008
- 5. Why Social Media Marketing Uses Targeting to Convince Conversation Uses Human Engagement to Drive Brand Preference & Loyalty
- 6. Social Media In Action Reputation Management Understand how your business is being positioned to the public Proactive Customer Service Deal with issues in real time for the world to see Audience Engagement Identify & reward brand champions and raving fans
- 7. Real World Examples an absolute horrible stay. staff was consistently rude saying “NO” was a constant occurrence concierge’s directions sent us all in the wrong directions building needs major touchup staff really needs some training
- 10. Listening Active Research Simple monitoring on your own Google Alerts Keyword Based Emails news / updates as they happen More Sophisticated Tools A 30-Day Rear View Blogs, Micro-Blogs, Forums, Photos, Videos Facebook & MySpace are Walled Gardens
- 11. Listening
- 12. Listening Implications John Q. Customer
- 15. Messaging What to Say Have Core Messages in Tact Identify Cues that will Resonate What Makes You Different / Better? Reminders Your Use of Language Defines You Reply to Messages Sent to You “ If you don’t have anything nice to say, don’t say anything at all.” My mom (and probably yours too)
- 16. Messaging How to Say It: Be Transparent Provide Information that Breeds Action Embrace Regular Posting Schedules, Be Engaged Accentuate the Positive How NOT to Say It: Sell as Opposed to Educate Be Unresponsive Script Your Responses Keep Negative Conversations Going
- 17. Messaging Negative Review, Now What? Allows you to respond The Misguided, The Unhappy and the Whackos Sorry for their experience Here’s how we’re improving Take it offline if possible Allows your fans to respond (even better) Validates other positive reviews – shows they are real, unbiased
- 18. Home Base vs. Outposts
- 20. Facebook Facebook Opportunities Promote Events Feature Specials & Programs Communicate with Visitors Share & Elicit Content 175 million active user base 52,500,000 in the United States The fastest growing demographic: 35 years old and older http://www.facebook.com/press/info.php?statistics
- 21. Social Media Venues Facebook vs. MySpace
- 22. Facebook
- 23. Facebook 60 Fans 1019 Fans in 3 weeks
- 24. Facebook
- 25. Facebook
- 26. Twitter Recommended Uses Gain Valuable Feedback List Events, Programs, Updates Provide Real Time Customer Service Submit TwitPic Photos & Host “Tweet Ups”
- 27. Twitter
- 28. Twitter
- 29. Twitter
- 30. Twitter
- 31. YouTube Recommended Uses Create a Channel Feature Interesting Video Content Event Footage Interviews with Staff Commercial Videos User Generated Content Imbed Video on Your Site Compliment Text Content Event Landing Pages Monitor Reputation
- 32. YouTube
- 33. Flickr Flickr Share & Elicit Photos Interact with Amateur Photogs Post Photo Streams Use Flickr Content / Sets as Web Site Galleries Photo Contests
- 34. Monitoring & Response Hospitality/ Tourism Social Media Venues
- 35. Trip Advisor
- 36. Yelp
- 37. Social Media Venues Other Important Social Media Venues MySpace Blogging BrightKite StumbleUpon Digg LinkedIn Event Sites
- 38. Creative Engagement 100 Web Savvy People Keys, Gas, Insurance for 6 mos. YouTube, Flickr, Twitter No Policing by Ford
- 39. Time & Resources Time Internal Operators for monitoring, reaction and engagement Based on Seasonality Time investment can grow based on level of audience involvement Tools Web Site Analytics Alerts and/or Social Media Monitoring Software
- 40. Measurement Activity Followers / Fans Comments, Posts, Mentions Sentiment Site Traffic Overall Site Traffic Specific Pages Spikes with Social Media Posts Real ROI New Guests Return Visits
- 41. Next Steps Recommended Clarify Your Existing Social Media Presence/Status Confirm Core Messages & Communication Guidelines Define / Assign Internal Resources & Roles For Your Consideration Create Social Media Profiles Develop Posting Schedule & Checklist Setup Social Media Monitoring Account Venture into the Great Wide Open
- 42. Questions? Chris Sietsema Director, Interactive Marketing [email_address] 480.505.4529 linkedin.com/in/sietsema