Social Media and the Future of Audience Development | from the 2014 Social + Mobile Conference
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#somoconf August 2014 Chicago, IL
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Dream Local Digital’s, Shannon Kinney, presents in two sessions at the 2014 Social + Mobile Conference in Chicago (http://bit.ly/1oe2bJ2). Her sessions cover best practices for media companies using social media and recent industry changes as the major social media platforms build out their advertising and business support models. Want Shannon to speak at your event? Book it >> http://dreamlocal.com/seminar-request/
Transcript of Social Media and the Future of Audience Development | from the 2014 Social + Mobile Conference
#somoconf August 2014 Chicago, IL
Your PresentersBeth LawtonSocial media trainer, consultant, founder of Canoe Media Services
@bethlawton and @canoemedia
Shannon KinneyFounder and Client Success Officer, Dream Local Digital
@shannonkin and @dreamlocal
Endless OptionsHundreds of social networks – where do you focus?• Depends on the community, your audience
and the media outlet’s own strengths, weaknesses.
Universal Tips
• No matter the platform, social media is a not a broadcast medium – engage, thank, answer questions.
• Get creative – it’s not just breaking news and tragedies.• Think visually. • Focus on analytics and results; experiment frequently.
Mistakes to Avoid
• Not engaging, ignoring messages and questions.
• Broadcasting mass messages without customization, consideration for audience.
• Automated posting with no human interaction.
Post tips• Know your audience and your channel• Timing is important• Clarity• Mix it up and create balance• Encourage conversation• Encourage sharing / tagging• LISTEN! Respond!• Utilize photos and videos regularly > 60% lift!
Outbound Marketing
• “Tagging”, Links, #hashtags• Posts• Comments• “Likes”, Featured Likes• Grow your audience, business outreach
Fan Base Growth: Promote your pages• On your web site • Email signatures• Signs in location, on vehicles• Stationary• All marketing – when in doubt of what to
promote, promote Facebook• Also promote review sites!!
The Key is to build ENGAGEMENT#notaonewaystreet
What does it take?
Listening
What does it take?CONNECTING
#hashtags, RT, Like, Favorite, Reply
Going BEYOND LIKES takes CREATIVE
CONTENT that CAPTURES people
Tips on Serving SMBs
• You need to sell differently – you are the trusted advisor, and you are there to solve their marketing challenges
• Avoid shiny new thing mentality in sales• Incent reps to hit digital goals and hold them
to it• Social media can bring very powerful results• Be relentless. Be creative!
Selling Differently: Solutions• NO space selling, NO individual
product selling• YES: ongoing campaigns based
on CLIENT NEEDS• How this sales process helps
you sell more of everything else & builds trust
• How these products are GLUE
Facebook• SAVE feature
released Aug. 2014
• Storyful/Facebook project: Newswire
• Embeds up significantly
• Telegraph experiment
Facebooknow has more than
1.2 Billion ACTIVE users
Storytelling with Personality
Storytelling with Personality
Twitter• New profile design
emphasizes engagement.
• More photos.• ‘Set it and forget it’ is
not effective. • Can be used as a
reporting tool.
Twitter: listening and customer service powerhouse
Ways To Monetize Social MediaCase Study
James Hendrix,Organo Gold
Organo Gold is a network marketing opportunity and Entrepreneur James Hendrix was seeking to grow his customer base of coffee and tea lovers world-wide
“The product is well received once it’s in people’s hands, and if I can talk to them I have a high conversion rate”
Converting Tweets to Cash
If you would like a free sample of coffee, please inbox me and I will mail it to you #coffee #tea #caffeine
Recommended sending a free sample with this Tweet and Hashtags:
Results
Within ONE HOUR:- 4,400 orders- 14 different
countries- Average profit
$13/customer$57,200
• Most changes in the past few months have been on the e-commerce side.
• More focus on place pins (especially real estate, restaurants, local guides, archives/history).
Google+
YouTube
Foursquare / Swarm
Instagram, Vine, Short Videos• Snapchat has a video feature; FB
announced better video metrics. • Use effective and consistent
hashtags, maps and other features; SEO your captions.
Instagram & Vine
Snapchat, WhatsApp, etc.
• Still not much clarity, but potential in (breaking) news situations to ‘snap’ or ‘chat’ information to mobile-device users.
• Brands are already using it to launch new products/offer sneak peeks at items, even give coupons to customers.
Snapchat, WhatsApp and more
Takeaway
• “Brands need to become people in order to develop an authentic online presence…. The most effective way to do this is for companies to think and act like individuals with unique personalities and voices that people can actually see and trust.” – Upstart/BizJournals
Questions?Thank you!
www.facebook.com/dreamlocal@shannonkin, @dreamlocal
