Social Media and Marketing: Why Social Media is Good for Marketing
Social Media for Business Marketing
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Transcript of Social Media for Business Marketing
Social Media for Marketing
Nicole Jensen – Events Geek and Social Media NerdFor Edgeware, September 2nd 2012
Me
Management, events, business, marketing, leisure psychology, entrepreneurship
80% volunteer and consultant work
Events marketingMaximum exposureInfo shareSourcing leads
Community growth#BTUBClient work
Personality marketingLearnSocialise
You
Already have lots of knowledge and contactsWhat are your...
Marketing goals?Existing profiles?Preferred social networks?Industries?Markets?B2C or B2B?Values and culture?
Today
Outline
1. Importance and considerations
2. Suggested tools3. Strategy development4. Resources and extras
Tips
Have your websites up for reference
Ask throughoutWrite down anything
unrelated to ask laterFeel free to tweet if you’re
shy (#edgieNJ)
1. Importance and Considerations
What are you here for?
The Crux of It
Key Business UsesBrand awarenessMarket researchCustomer service
Marketing GoalsSustainabilityReputation development• Thought leader or expert• Rogue or out-of-the-box
1. Importance and Possibilities
Aim Strategy Reason KPI
1. Importance and Possibilities
Some Basics
ConsistencyWhen? Not straight away
GOAL!Personal vs Business
Keep recreational use separateIf your brand is yourself (as a sole trader or personality) it all
works too.Value people as individuals, not mere numbersValue manual activity over automatic
Hashtags...
1. Importance and Possibilities
...Can Become Bashtags
1. Importance and Possibilities
Avoiding Pitfalls
Contingency plansInfo released early? At all? Wrong?Inappropriate manners?
Watch for negative resultsFOMO, alienationChange aversion
Know your privacy settingsSite’s terms of use
What strategy is permitted?
1. Importance and Possibilities
2. Suggested Tools and Tactics
Consider your brand. What would your business be like as a person?
Top 10 Social Media Trends - Randi Zuckerberg
1. Luxury living, not luxury spending2. Loyalty programs3. Social media for customer service4. Mobile first5. Experts are curators6. Humour7. Crowdsourcing8. People as platforms and brands = uncontrolled messages9. Video and live-streaming10. Gamification
(20th Aug, 2012, SmartCompany)
2. Suggested Tools and Tactics
2. Suggested Tools and Tactics
Choosing
Pic: Minh Uong/The New York Times, 2011
Objectives and resourcesLong- and short-term
Information to shareAudience
DynamicsTech use
PlatformUISizeCultureLongevity
2. Suggested Tools and Tactics
Networks
FacebookTwitterGoogle+LinkedIn (B2B, HR)Bookmark communities –
e.g. Reddit
YouPhotosEventsStatus updates
AudienceCommentLike/favouriteRepostAttend
The Worst Facebook Page Admin
They:
“Like if...” and/or “share if...”“Fill in the blank:...”Use the same strategy
Only ask questionsPost image + unrelated text
and URLComment on irrelevant
current events – badly!Are snarky to complaints
Consider Instead:
Don’t ask for value, give it!Variety of formats60-40 relatedness
DirectIndirect
Don’t profit from misfortuneRespectfully address
feedback
2. Suggested Tools and Tactics
2. Suggested Tools and Tactics
The Worst Twerp
They:
Ask for retweets or follows“RT if...”“PLEASE RT!!!”
Follow many and hasn’t tweeted even once
Use too many hashtagsRetweet about themselvesHave too many third-party
apps connectedExist only for traffic
Consider Instead:
Follow slowlyGrow organicallyParticipate in conversationKnow your industry tagCollate praise privatelyHave minimal appsDon’t only link elsewhereGood customer services
2. Suggested Tools and Tactics
Publishing Platforms
Professional
WordpressBloggerSlideshare
Email marketingRSS
Personal
TumblrYoungPop culture, social justice,
politics, cats, NSFWImages, audio, video and text
Pinterest79% femalesCraft, fashion, weddings, DIYImages with links
Medium (new!)Images and text
2. Suggested Tools and Tactics
Mobile
Photos and Media
InstagramPathFlock
Location and Gamification
FoursquarePathYelpFacebook check-inFacedeals (video)
Ethical considerationsWho would use this? Why?
Gamification
Tasks and goals (mastery)Imagination (novelty)
Created social environmentFreedom (autonomy)GuidelinesFeedback
PeerOrganiser
Shared experiences
2. Suggested Tools and Tactics
Gamification
Community
ParticipationReferralsBehaviour informationFoursquareGetGlueFitocracy
Employees
The new “glass trophy”MotivationCreativity and competitionHave clear KPIsBadgevilleEpicWin
2. Suggested Tools and Tactics
2. Suggested Tools and Tactics
Additional Tools
Crowdsourcing
FinancialKickstarterPozible (Australia)Offbeatr (NSFW)
InformationBranchMonkeySurvey
Events
EventbriteMeetup
LivestreamUstreamYouTubeVimeo
Video
2. Suggested Tools and Tactics
Aggregation and Monitoring
Storify Klout
3. Strategy Development
Be consistent, honest and relevant.
Setting up
1. Identity Username and branding Static and dynamic information Business profiles vs employee accounts
2. Credibility Content policies Introduce key individuals Keep content fresh (and know what’s popular)
3. Trust Value for newcomers – e.g. FAQ or welcome video Value for existing community Do what you say
3. Strategy Development
3. Strategy Development
Human Resources
“The intern?”Possibly not!Marketing managementYou, the entrepreneurEncourage experience in
new hiresResources
Don’t block sitesRoutineSavvy workplace culture
3. Strategy Development
Writing Copy
Have a decent profile bio/blurbshort, honest, interestingnot copied from your website
Match your market – but stay true to your brand‘We vs. I’ is a matter of strategy and tasteSpell-check. Please.
Personalising
Approachability + value.Tips (Margin Media):
1. Avoid industry jargon2. Show employees being
themselves3. Get in on conversation4. Turn off the sales pitch
once in a while5. Humour builds priceless
rapport – be tasteful
3. Strategy Development
Pic: Anne Francis, Forbidden Planet, 1956
Creative Strategy
Integrate business strengths, connections
Consider the communityBBC America Livetumblr
Be consistent and timeless
Stay away from poor taste – be ethical
Know fair use & IP lawdoctorpuppet.tumblr.com
3. Strategy Development
The Pfaff Tweet Race
3. Strategy Development
Limited scope
3. Strategy Development
Troubleshooting: Trolls, Haters and Others
Have a clear policyLegal obligation
Keep watchKeep recordsRemoveInform community
Address legit concernsSincere acknowledgmentOffer resolutionDon’t only tell them to
phone or email• Private message• Use like you would email
3. Strategy Development
The secret? Effort.
Plan around your GOALSChoose your platform wiselyBuild organicallyBe original, consistent and honestValue manual over automatic responseBe interactiveStay on targetShow, don’t just tell
Resources
Recap:
Presentation contentSlideshareStorify
Web strategy planning templateBy Bluewire Media and David
Meerman Scott Creative Commons License,
Attribution 3.0
Not Covered, But Useful:
Demographics in 2012pagemondo ROI infographic (.
png)My social media basics table
Tweet @nicolejensen