How to create and run a social media program by Serena Ehrlich for Gravity Summit 2010
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Transcript of How to create and run a social media program by Serena Ehrlich for Gravity Summit 2010
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Welcome to Social Media…Now what?
Easy steps to creating a viable social media program
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Agenda
Shhh! Listen to this! Setting your baseline: Measurement Where to begin Creating content Joining the party Promoting your social media platforms How to grow your audiences Finding new places to play Case studies Showcase your success: Measurement
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Setting Strategy & Goals
• What makes senior management happy? • What are your business goals?
• Customer engagement• Product development• Message permeations• Increased website traffic• Reputation management• Email/information capture• In-store/foot traffic… (hardest of all)• …….Options are limitless
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Getting Started: Shhhh!• Where are people talking?
• Yelp? TripAdvisor? YouTube?• What are people saying?
• Competitive intelligence• Unfiltered feedback• Industry rumors• Like you? Hate you?
• Don’t forget to read blog comments• Tip: Use this information to create
outbound discussion topics!
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Getting Started: Name Grab
• Reserve your name: 100+ social media sites/networks across the web
• Easy registration services:• Knowem• Namechk• User Name Check
• Three benefits:• Easy for customers to find you• Protects your brand reputation• Increased visibility in search results
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Getting Started: Measurement
Your objectives will determine what to measure:
Creating relationships?# of interactions, likes, retweets
Messaging? Track increase # of conversations
Sales? Website traffic, coupon codes
Info gathering? Info received
Product development Focus groups
Tip: Get familiar with Google Analytics, it is a great way measurement tool!
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Content is King!
People ingest information in various manners so why not create content for each audience
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Joining the Party
• Don’t just broadcast your message• Listen to feedback• Respond to feedback• Respond to negative feedback• Modify your messaging based on
feedback• Give your audience something to do!• Are you measuring yet?
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Promote Your Social Media!
• Most successful social media campaigns have an off-line PR component
• Include your social network addresses:• Website• Email signature files of all employees• All marketing materials• Registered on list services: Listorious,
#wefollow• Press releases:
» Including links to multimedia» Links to additional textual information» Links to supporting industry articles
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Grow Your Audience
• Build your program based on your feedback:• Partnerships
» Ask your off-line partners to promote you to their audiences
» Contact startups with similar target audiences/themeso 43things.como Whrrl.como Foursquare
• Create a hashtag event• Contests/giveaways
» 60% of consumers join a fan page because of offerings• Partner/create an off-line event
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Don’t Forget to Measure
• How to measure:• Use online, free websites
» Google News Alerts» Socialmention.com» Peoplebrowsr.com» Hootsuite.com
• Sentiment search: Search for adjectives: Good, bad, happy, unhappy
• ROI by time: What time of day yields best results?• Use URL abbreviators to see which yield most
clicks
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Making Mistakes
• Everyone makes mistakes• Not every program/platform works• Average program takes 6-12 months to perfect• Don’t ignore negative comments• Assess the situation/impact:
• Size of site• Audience• Site visibility• Site tone
• Determine response• Update your blog with correct industry knowledge• Outreach publically• Outreach privately• Know when to shut up
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Case Studies
• Fans: Einstein Bagels• From 4,333 fans to 336,000• Increased in-store traffic (coupon redemption)
• Data Capture: Yoplait coupons in exchange for address• Increased in-store traffic (coupon redemption)• Identification of raving fans
• Media Sensation: Rancho Bernardo Inn• Sold 750+ rooms in 10 days via Twitter• Over 9,000 on and offline mentions
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Questions?
Contact Me
Serena EhrlichDirector, Social Media – BLAZE PR
[email protected]/serena
www.facebook.com/serena.ehrlich