Mike freeman presentation 11 19 12

www.scorenashville.org

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http://www.scorenashville.org

Social Media Marketing programs usually center on efforts

to create content that attracts attention, generates online

conversations, and encourages readers to share it with

their social networks. The message spreads from user to

user and presumably resonates because it is coming from a

trusted source, as opposed to the brand or company itself.

• It’s a conversation

• It drives engagement

• It’s your brand’s voice

• It’s your customer base

What is Social Media?

Social Marketing efforts, as apposed to Mass Marketing, start

small and build outward. Through likes, shares, retweets, etc.

your message is carried to a large group.

What is Social Media?

• Build a loyal following

• Communicate information

• Listen to the online community

• Maintain top-of-mind awareness

• Deepen customer relationships

• Improve brand loyalty

• Improve search marketing results

• An advertisement

• A monologue

• All about you or your business

• Buy, Buy, Buy

• Non stop sales pitch

• Invasive

Don’t spam people with advertising type

messaging: It’s not always about you!

What Social Media isn’t?

• No

• Every Fortune 500 company founded before

2008 found their success without the use of

ANY social media.

So why is everyone doing

it?

Do I need social media?

Because EVERYONE is doing

it.

Do I need social media?

Facebook

• 167 Million users in the US

• 54% of population

• Average CPC - $.55

• 54% Female / 46% Male

• 1 Million new member 18-

24/mo.

• 70% of online users

• 40% users ages 45-54

Biggest Brand

• Walmart – 24 Million

• Target – 20 Million

• Samsung – 19 Million

1 out of 7 minutes spent

online is spent on

facebook

Twitter

• ~140 Million users in the US




• 50% users between 25-45

Biggest Brands

• Barrack Obama – 79,052

• Taylor Swift– 44,895

• Lady Gaga – 34,860

Info

• 140 Characters

• ~340 Million per day

Pinterest



• 50% of users are parents

• 80% of content is repins

Uses

• Quickly scan products by

category• 1/20th of a second to process vs. 200-

300 words per minute.

• Share things you like

• Promote your product

Instagram

• 80 Million+ Users

• 1 Billion+ Photos

• 5 Million+ Photos per day

• 81 Comments per second

• 50% users under 25 years old

Uses

• Photos are how younger people

communicate.

• Show off your product

• How it’s made/behind the

scenes

• Take followers with you

• Bring followers in

LinkedIn





• 71% users between 25-45

• 2 new members a second.

• 2 Million companies have

pages

• 20% users in the tech field

Info

• 98% of college grads have a

profile

• Quickly see connections

• Ask for references /

endorsements

YouTube

• 60 hrs. video consumed per

min.

• 4 Billion videos viewed a day

• Just over 1 Trillion views in

2011

• 1 Trillion views in 2011

• 1 Trillion

• Mobile 3X 2011 and 5X 2012

• 100 years of content added a

day

Info

• 2nd largest search engine

• Video is engaging

• Sharable

Blogs

• Quickly deliver content to public

• Huge SEO value

• Allows you to promote yourself

• Be shared across the internet

• Present yourself as a thought

leader.

• Drives conversation

Platforms

• Blogger

• Wordpress

• Tumblr

• Movable Type

• Expression Engine

• Drupal

Reddit

• Content is split into sub-

categories

• 2 BILLION page views

• 34 Million unique visitors

• 16 minutes on site on average

• 100,000 categories

• 8,500 categories with 100+

users

Uses

• Reach potential follower based

on their interests

• Quickest way to release news

to a large group (often beats

news channels to the punch)

Create a map• What are your goals?

• Where do you want to be in 6

months?

• How many followers do you want?

• How will you get those followers?

• Why will they follow you?

Just having a social media

presence doesn’t mean

you’re engaging in social

media.

Best Practices

Use the right tool• Pick the platforms that most of your

demographic uses.

• Don’t think you have to use

something just because it’s out

there.

• Focus your efforts on a few

platforms instead of spreading

yourself too thin.

The right tool makes the job

easier, same goes with social

media.

Best Practices

Create a schedule• Keep yourself accountable

• Don’t overwhelm your users

• Spend one hour a month planning

Scheduling posts can be

done through a number of

different social media tools.

Best Practices

80/20 Rule• Don’t spam your users with sales

info

• Create info they will be interested in that’s relevant to your industry

• Set yourself apart as a thought leader in your industry

• Become a resource in your industry

Too much sales info will make people stop listening to you.

80% relevant to your industry

20% about you

Best Practices

Experiment• What works for one campaign, won’t

work for them all.

• Try new things and track what works

over what doesn’t work.

Don’t be afraid to push

yourself outside of what is

immediately the correct

choice.

Best Practices

Brand It• Most social networks allow you to

customize an avatar or profile

• Make your visual brand clear across

every platform you use

• Your brand goes beyond just

pictures, your brand has a voice.

Develop your brand first, then

carry it out across the

platforms you use.

Best Practices

Communicate• Take part in conversing with your

followers on a regular basis.

• Respond to comments on your

page.

• Communicate to other businesses

and brands through your page.

By speaking with your

followers, you’re bringing

them behind the curtain.

Best Practices

ArtistArtist @GregBurney promised to sketch

every twitter follower he had. He started

with just 70 followers and wound up

with over 5,000 followers.

Give them a reason to follow

you.

Off Platform

Wi-Fi AccessThe Seattle Seahawks decided to give

fans FREE wi-fi access in and around

the stadium. What they found was this

increased trending on different social

media platforms. People were posting

photos from the game, which meant

that their friends were able see what

was going on “pre-game”.

Don’t stop fans from talking

about your product.

Off Platform

Haunted HouseDevil’s Dungeon set up a photo booth at

the end of their haunted house. As

visitors set up to get their photo taken, a

chainsaw wielding madman jumped out

and a photo was snapped. The photos

were then posted on facebook, and

hundreds of people tagged themselves

and their friends which increased their

total reach 7X their following.

Give people a reason to go

back to your page.

Off Platform

Old Spice manOld Spice had their iconic “Old Spice

Man” answer questions live over twitter.

Users would ask questions, and he

would record the answer. The answers

were then posted on their page. It

increased awareness of their brand by

the enormous amount of social sharing.

Speak to your followers on

their level.

Off Platform

Hootsuite

• Schedule Posts

• Sends out tracking URL’s

• Manage multiple accounts in

one place

• See in program analytics that

allow you to measure success

• Quickly develop content

• Create reports that let you

understand ROI

Hootsuite won’t run

your social media

for you, but it makes

it a lot easier.

How do you create a plan?

R – Reach

E – Engage

A – Activate

N - Nurture

Reach

• First introduction with your

brand

• Potential customers need to be

able to understand your “it”

without having to think too

much.

• Needs to be engaging and

sharable.

The set of activities

needed to raise

prospects' attention

for your brand,

product or service

Engage

• Bring them in the door

• Show your value prop.

• Explains why you’re a company

to partner with.

The gradual,

typically multi-

channel, often

recursive set of

activities needed to

engage the

prospects you just

won

Activate

• Convert

• Drive them to a specific action.

(buy, download, attend, etc)

• Clearly deliver your customers

directions on how they become

a customer

The activities

needed for your

prospects to take,

eventually, the

actions you wanted

them to take

Nurture

• Nurture the relationship with

your customers

• It’s cheaper to convert a

returning customer rather than

a new one

• Drive customers back to your

door through discounts and

new products and services.

The activities

needed to nurture

the customer

relationship you just

managed to create

Content Marketing

…is an umbrella term encompassing all marketing formats that

involve the creation and sharing of content in order to attract,

acquire and engage clearly defined and understood current

and potential consumer bases with the objective of driving

profitable customer action. Content Marketing’s basic premise is

to “provide some valuable information or entertainment –

“content” – that stops short of a direct sales pitch or call to

action, but which seeks to positively influence a customer

in some way.” This information can be presented in a variety of

media, including text, video, Q&A’s, photos, etc.-Wikipedia

Types of Media

• Blog

• Text

• Video

• Infographic

• Image

• Podcast

Decide on which

forms of media fit

your company and

your budget

Blog

• You control the conversation

• Put your thoughts online

• Share your expertise

• Inform your audience

Blogs drive

conversation and

engagement directly

with users

Text

• Keep it short

• Drive action

• Keep it relevant

• Don’t just talk about yourself

Create conversation

starters or ask

questions that you

know your audience

will enjoy.

Video

• Make it exciting

• Have fun with it

• Think of things that will make

people share the video.

Don’t spend tons of

money and hours of

work on your video,

make the quick and

cheap.

Images

• Pictures of your product

• User submitted images

• Photos you know your

audience will enjoy/appreciate

Images don’t have

to be 100% all your

own. Share things

you like and you

know your followers

will like.

Infographics

• Share data on your business

• Create data in a visual format

• Make data sharable through tons of social platforms

• Companies like Infographicworld can create them for you

• SEO value

People want to see something, not read something.

Pictures

• Content should include your

products as well as interests

• Share behind the scenes types

of photos

• Create images that aren’t 100%

specific to what you sell

The younger

generation

communicates

through images.

Podcasting

• Keep them short

• Speak with experts

• Share advice, hints, and tips

about what services you

provide

• Be an expert yourself

Podcasts are

searchable through

a number of audio

platforms.

ROI - Analytics

• Create campaigns using

Tracking URL’s with Google

tools

• Track to conversions based

on traffic sources

• Split traffic based on

referring domains

• Programs like hootsuite let

you see engagement across

multiple platforms

ROI - Offers

• Offers are trackible to your

doorstep

• As users cash in on offers,

it’s shared on their profile to

their friends

• You control the price,

timeframe, and how many

you give out

• It’s not Groupon

ROI – Promo Codes

• Using promo codes lets you

segment different campaigns

based on where you share

them.

• Allow users to print off

promo codes / coupons off of

twitter, facebook, etc so

they’re able to bring it to your

store or use on your site.

ROI– Impression

• Compare what your social

media impression is vs. what

it would cost you to get the

same amount through

traditional advertising

80/20 Rule

80% of the content you share should be about:

Informing

Teaching

Sharing

Entertaining

Relationship Building

Promoting Thought Leadership

Being an Expert

20% of the content you share should be about:

Sales

80/20 Rule

Who would you rather have introduce a brand to you?

or

Mistakes Made By Others

Chic-Fil-A

The PR team at Chic-Fil-A created a fake person to take

their side. This person was a cute young girl. “She” went

on and fought for Chic-Fil-A.

What wound up happening was some gumshoe on

facebook recognized the face as a stock photo model. The

fall out was people realized they were being lied to by the

brand.


Rampart

To promote his new movie “Rampart” Woody Harrelson

scheduled an AMA. This is basically the online equivalent

to a press conference. What ensued were personal

questions about Woody Harrelson.

Participants grew annoyed at the fact that this time was

only being used to promote the movie and not to take part

in the conversation.

By breaking the 80/20 rule, users felt they were being only

sold to. Ramparts marketing teams results were less

positive than they had hoped.


McDonalds

Social Media can’t change the truth. Fast food giant

McDonalds learned this lesson when they unleashed a

social media campaign about how “healthy” their food was

and asked users to tell stories about their McDonalds

experiences by using the hashtag #McDStories.

Not surprisingly, people criticized the food quality and the

fact that the food is anything but healthy.


Kenneth Cole

The fashion company Kenneth Cole decided to put out a

handful of tweets about global catastrophes. Thinking

these offensive one liners were going to make people

laugh.

What wound up happening was the brand was seen as a

company that’s hateful thoughts had no compassion for

people going through struggle.

In the end, Kenneth Cole got rid of their social media

person and apologized for the error in judgment. The

brand’s voice wasn’t consistent with the rest of their

messaging.

Weeks later, Twitter users created a handle to mock the

original kenneth cole tweet all related to catastrophic

events.


Chrysler

A guy from New Media Strategies, the company that

handled social media for Chrysler, sent out a tweet that

read:

“I find it ironic that #Detroit is know as #motorcity, yet

nobody in this city knows how to drive”

The only is that he sent the tweet out from @Chrysler. New

Media Strategies quickly went into damage control and

fired the guy that sent the tweet. But the damage had been

done, and New Media Strategies lost Chrysler as a client

by the end of the week.

Chrysler went on to spend Hundreds of thousands of

dollars in advertising to reaffirm their commitment to their

motorcity campaign.

Final Thoughts

Make me say wow.

By creating content that’s unique and inspiring, people will be motivated to share your content with their friends.

Make it relevant to your audience.

By creating things that your audience will be interested in sharing, you are creating conversation related to your brand

and your industry.

Don’t make me think too much.

Create content that is easy to digest and understand. Don’t make 30 minute long videos and write blog posts that are

dissertations on your industry. Create content that’s memorable, focused on a topic, and easy to read.

Take part in the conversation.

Be part of the conversation that you start. It’s an honest open conversation, social media has a tendency to tear apart

things that aren’t transparent.

Mike freeman presentation 11 19 12

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