Social Media Marketing 101 Workshop (Earthsite)

Speaker · Workshop · Earthsite · Fairfax, CA · 12 June 2009

Beginning-to-intermediate hands-on workshop on social media marketing for business: key concepts, listening first, the skills and budgets needed, then setting up and maintaining LinkedIn, Facebook and Twitter.

Part of Earthsite

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SOCIAL MEDIA MARKETING beginning-intermediate workshop
WELCOME TO EARTHSITE • Web Strategy for Sustainable Brands • Strategy and Branding • Web Design and Development • Social Media Marketing
ROADMAP 1. Concepts 2. Listening 3. LinkedIn 4. Facebook 5. Twitter
KEY CONCEPTS
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
WHAT IS SOCIAL MEDIA? • Disruptive technology • peer to peer • real time • near free • fun/social
PEOPLE TRUST PEOPLE What People Trust 80% 60% 40% 20% World of Mouth Editorial 0% Advertising
IF YOU ARE NOT TRANSPARENT They Will See Right Through You
UNDERSTAND SOCIAL CURRENCY • Like a bank account, add social capital, withdraw social capital. • Generate valuable content, share valuable content • Become known as an expert in your field • Ask questions, answer questions, respond to customers! • Be noteworthy, stand out
RESOURCES NEEDED
SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Development 6. Targeted Advertising 7. Search Engine Optimization 8. Analytics and Monitoring
RESOURCES NEEDED Phase/Budget Corporate Small Biz Do it yourself Hire Consultant Workshops and Webinars Read Blogs 2. Setup Hire Agency Marketing Role Self-Teaches Self-Setup 3. Maintenance Hire Dedicated Social Media Manager Marketing Role part time on Social Media 30 minutes per day 1. Strategy
SOCIAL MEDIA MARKETING BASICS
START WITH LISTENING • Google RSS Reader • Google Analytics • Google Alerts • Tweet Beep
! BASICS
! Social Networking for Professionals Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
SETUP • Setup Complete Profile • Import Address Book • Join Groups !
MAINTENANCE • Ask for Introductions • Get Recommendations • Answer/Ask Business Questions • Follow up with after networking !
! BASICS
! It’s like a user profile, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.
SETUP • Setup and Configure Page • Content and App Strategies • Invite Friends to become Members !
MAINTENANCE • Produce Content • Develop relationships with advocates • Interact in Facebook Groups !
BASICS
People Powered Customer Support Start a customer support community. Add some of your employees to the community. Respond to all comments and see how happy your customers are.
HOW TO TWITTER How to Guide
WHAT IS TWITTER? • Microblogging • Real Time • Public • Always On
BASIC TWITTER USE • Presence information • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages
BEST PRACTICES • Get your user account NOW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘signal’ by using #hashtags
SETUP • Setup Account Page • Follow a ton of people • Content/Value Strategy
MAINTENANCE • Listen and Respond • Measure • Follow and Unfollow, Prune
KEY STRATEGIES • Use Twitter Search for finding Customers • Provide Exclusive Deals • Provide links to free downloads • Gather Feedback • Identify Influencers
BEST APPS • Twitter Search • Bit.ly • Open Brands • Twitalyzer
RECOMMENDED TWITTER APPS PC Mac iPhone Blackberry Tweet Deck or Twhirl Tweetie or Twhirl or Tweet Deck Tweetie Twitterberry
MEASURING SOCIAL MEDIA
NEW MEASUREMENTS B2C C2C Advertisement Conversation Paid Per View Free / Viral Page View Social Action One Time Accumulates
TIPS FOR DOING SOCIAL MARKETING RIGHT • Social Media Marketing is worth more • Don't pay for social marketing. • Give out samples • Give a place to talk about your product online publicly • Ask questions to stimulate conversations By Augustine Fou, ClickZ, Apr 9, 2009
SO WHAT'S THE ROI OF MARKETING IN SOCIAL REALMS? It's higher than traditional advertising because: • Some social actions drive new revenues at no cost to the advertiser. • No advertising costs are required to blast the ad out at people who don't want it in the first place. • Social actions archived online provide lasting and ongoing value to future seekers of information at no extra cost to advertisers. • There's a potential for amplification while traditional ads are over once they air. By Augustine Fou, ClickZ, Apr 9, 2009
KEY MEASUREMENTS • Focus on Social Actions: Use traditional media to drive target users online to do something — take a social action — not just arrive on a site. • Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -rate, comment, share, recommend, etc.. • Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time — e.g. users rate and share tips about restaurants — Yelp.com. This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009
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