Forum sustentar 2011 social media workshop 25 august 2011
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The document provides an overview of social media marketing. It discusses who uses social media and its benefits for businesses, including customer relations, loyalty building, and new customer acquisition. It emphasizes that social media is about dialogue and engagement, not advertising. The document then offers tips for developing a successful social media strategy, including determining goals, researching audiences, creating a contact list, joining conversations, and measuring results.
Forum sustentar 2011 social media workshop 25 august 2011
- 1. Social Media Workshop Forum Sustentar 2011 25 August 2011
- 2. Who we are. What we do.
- 4. Who would you alert? How many people could you reach in a day?
- 5. Where we’re headed… Social Media 101 Why What How Working with the Tools Facebook Twitter Hootsuite Google
- 6. Are you using Social Media?
- 7. Does Anybody Really Care ?
- 8. 85% - companies must interact with customers 52% - voicing opinions on social networking sites can influence business decisions of companies. 31% - purchase more from companies/brands they like or follow on social networks than from those they do not.
- 9. So What is Social Media Marketing?
- 10. It’s NOT
- 11. FOR SURE it isn’t Advertising Advertising
- 12. Social media defines the activities that integrate technology, social interaction and the sharing of words, images, video and audio. ~ IfPeople
- 13. In other words… Social Media is a conversation that takes place online
- 14. It’s a conversation more people are joining everyday
- 15. People Like This … By 2011, millenials will outnumber baby boomers $350 billion in spending power Spend over 16 hours a week online 96% have joined a social network They care about what their friends think and what they like, not traditional marketing and ads UniversalMcCan Comparative Study on Social Media Trends http://tinyurl.com/dlzqnx “ Consumer 2.0” by Mr.Youth and RepNation Media http://tinyurl.com/cpja9q
- 16. And This … 41% of babyboomers have visited a social networking site +55 Women fastest growing demographic on Facebook More stable, dependable income “ The Fastest Growing Demographic on Facebook” http://tinyurl.com/bl99qo
- 17. Social Media is a DIALOGUE not a monologue
- 18. Social Media is… Consumer-driven Transparent Engaging Inclusive Sincere
- 19. It isn’t.. Controlled Impersonal Exclusive Formal One-sided
- 20. What can Social Media really do for you?
- 21. Public Relations
- 23. Loyalty Building
- 24. Collaboration
- 25. Networking
- 27. Recruiting
- 28. And yes, new customer acquisition too!
- 29. Okay, but how do you do it?
- 30. Have a Strategy
- 31. HOPE IS NOT A STRATEGY
- 32. Assign Responsibility
- 33. Live by a Process
- 35. Decide what Channel for what purpose The Conversation Prism
- 36. Social Media Toolkit PICK YOUR TOOLS
- 37. LISTEN
- 38. Monitor your Brand LISTEN
- 40. I’m listening... Now what?
- 41. ENGAGE
- 42. Old Marketing = Target Practice - Target - Interrupt - Hope
- 43. New Marketing = Ping Pong - Dialog - Relationship Building From “Trying to Sell” To “Making Connections”
- 44. Be Interesting
- 45. Experiment
- 46. Talk When People are Listening
- 47. Humanize Create Approachability Influence how your company is perceived
- 48. Measure Analyze
- 49. Social Media is WORK
- 50. Social Media Isn’t the answer to everything
- 51. If your product is garbage Social Media Won’t Fix it
- 52. Social Media Can Help… Repeat Visits
- 53. Social Media can be a little scary at first… If you need Help ASK
- 54. The Basics… Worth Repeating
- 55. Rule #1 HAVE A PLAN
- 56. Rule #2 LISTEN
- 57. Rule #3 ENGAGE
- 58. Rule #4 MEASURE
- 60. The Prerequisite Make sure upper-management believes in social media Sell, sell, sell is NOT the 1st goal Be in it to build relationships – if not get out Social Media is a long-term commitment not a marketing gimmick Testing and experimentation keys to success Having a strategy prevents misunderstandings emphasizes why Social Media is relevant to your business’ overall goals
- 61. 5 Steps For a Successful Social Media Strategy
- 62. #1 Determine Goals & Objectives Determine who owns social media Marketing, PR, or communications, or…. Understand your social media goals and objectives and how they tie into your overall company goals . Keep it Specific, Measurable, Attainable, Realistic/Relevant and Timing (SMART!)
- 63. #2 Research Don’t just jump in… Research to know what to expect Develop a list of social media sites where you can potentially engage with people. Check out each of the social media sites on your list and do additional research to determine relevancy by searching for your brand name your competitors your target keywords. Listen to what’s out there, identify and understand your target audience.
- 64. #3 Create a Digital Rolodex of Contacts and Content When done correctly, relationships will build naturally . Begin making connections by following the conversation. Subscribe to industry blogs, make list of influencers relevant to your business
- 65. #4 Join the Conversation Start joining the conversation by posting Promote others 12x’s more than you promote yourself Be Helpful and engaging Deliver interesting and helpful content
- 66. #5 Measure Results What you measure will tie into the goals and objectives of your social media strategy. 4 commonly used objectives: Improve brand presence across social channels — Goal - increase # of followers and fans, comments, times your brand is mentioned, etc. Increase positive sentiment about your brand —Goal to convert the # of positive mentions while taking note of negative mentions. Has the ratio of positive to negative comments improved? With the good comes the bad in social media. Get used to it!
- 67. #5 Measure Results cont. 4 commonly used objectives (cont…) Develop relationships for future partnership opportunities —This goal is to keep track of those with whom you’ve connected. Increase traffic to your website —Keep track of visitors to your website who come from each of your social media sites. Use Google Analytics to measure activity including campaigns
- 68. Profile vs. Page Page Set-up Landing Pages Advertising Engaging
- 69. Landing Page http:// www.facebook.com/apps/application.php?id =190322544333196
- 70. Vocabulary Create Account Backgrounds Followers
- 77. More Tips for Gaining Followers… Find great stories from other people and share them with a link. Do this 3 times or more a day. Share useful information that others can use, too. Respond to other people using the @reply method. Use Twitter Search (http://search.twitter.com) to find people talking about the things YOU talk about, and follow them! Add your Twitter URL to your signature line in your email! Don’t talk about your food Don’t use Twitter like IM (use DMs for that) Don’t tweet all about you: tweet all about them.
- 78. What is it Why you need How to use it
- 79. Google APPS Alerts Email
- 81. Social Media Workshop Forum Sustentar 2011 25 August 2011