Social Media Goals
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SOCIAL MEDIA& MARKETING
SPECTRUM LABS 2010-2011 STRATEGY
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WHAT IS SOCIAL MEDIA?
Evolved continuation of conversations started long ago
Developed due to a disconnect in the way people do business with each other
“People want to buy from someone like them”
Allows you to monitor & participate in conversations, real time
Creates consumer advocates for your products/services
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Social Media is a
conversation
supported by online tools
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LIKE THESE…
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THE IMPORTANT THING IN SOCIAL MEDIA IS…THE REAL PEOPLE WHO USE IT & THEIR INTERACTIONS
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I. GOALS
Generate Exposure for Brand
Increase Traffic (all touch points) Blog Website
Build New Business Partnerships
Bring in Qualified Leads
Build Credibility
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TOPICS TO COVER
Strategy
Tools
Time Commitment
Conclusion
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TARGET AUDIENCE
PET PARENTS
VETERINARIANS
ADDITIONAL PARTNERS
II. STRATEGY
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PET PARENTS
Demographics:
Few Children or Grown Children
Some Disposable Income
More Than 1 Pet in the Home
Profile Still in Development
Strategy to quantify later
II. STRATEGY
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VETERINARIANS
Criteria:
Currently Testing with other Labs
Interested in Dermatology (refer out)
Current Clients
Rural (expected to do more with
less)
II. STRATEGY
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ADDITIONAL PARTNERS
Criteria
Those with Similar Audiences
Topicals
Supplements
Shampoos
Hypoallergenic Foods/Treats
II. STRATEGY
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III. TOOLS
People
Sites
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PEOPLE
Clinics who use us
Clinics who don’t use us but meet us at
Tradeshows/Speaking Engagements
People we meet through SM
Connections
Friends of People we meet on SM
Media Contacts
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SITES
How do SM sites work together?
Twitter: short, interesting
information
Facebook: more interaction, personal
LinkedIn: interaction on business
level
YouTube: builds credibility
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TWITTER: STATISTICS
10 Billion tweets (March 2010)
100 Million Users Worldwide
25% no followers, 40% never send single tweet
80% send fewer than 10 tweets
#1 Networking site for those interested in News (20% greater than FB)
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TWITTER: STATISTICS
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TWITTER: STATISTICS
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TWITTER: STATISTICS
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TWITTER: STATISTICS
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TWITTER: WHY A COMPONENT OF SM STRATEGY?
Benefits:
Prospecting Tool
Great Way to Build Brand
Listening Tool
Fun Way to Spread Message
Relationship Building Tool
Encourages Engagement & Staying Connected
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PROSPECTING TOOL
Find People who have a need (search topic)
Share advise
Solve a problem
Share knowledge
“Not a sales pitch but advise they can use”
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BUILD BRAND
See Same questions over and over; answer those
Link back to website/blog
Make it easy to find & do business with your company
Support/Promote your Veterinarians, Partners
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LISTENING TOOL
What are people saying about you? Your products?
Issues with your company address right away
What are people saying about your competitors? Their products?
Offer to come in and help, even if not your client
What frustrations can you make better?
What are their biggest fears?
What triggers their decision to buy?
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FUN WAY TO SPREAD MESSAGE
140 Characters –concise & empowering
What to tweet when?
25% engage in existing conversations
25% ask questions
25% share personal information (hobbies, etc)
25% share important industry information (showcase
expertise)
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RELATIONSHIP BUILDING TOOL
Clients
Support/Promote your Veterinarians
RT important Information
Support their Causes
Industry Partners
Find those with Similar Audience
Engage in Conversations
Reach out about Partnership (create synergy that is mutually
beneficial)
RT & promote their products
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ENGAGEMENT/STAY CONNECTED
Share things you see as Beneficial to Pass on
Train clients to Talk about You
Find out their Groups & Causes; Join
Make it so they See you Everywhere
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FACEBOOK: STATISTICS
As of May 20th, over 460 Million people
60 Million Status updates Daily
50% of people with Profile log on daily (200 Million)
Neck and Neck with Twitter in terms of Volume of Messages
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FACEBOOK: STATISTICS
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FACEBOOK: STATISTICS
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FACEBOOK: STATISTICS
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FACEBOOK VS TWITTER & LINKEDIN
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FACEBOOK VS TWITTER & LINKEDIN
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FACEBOOK VS TWITTER & LINKEDIN
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FACEBOOK:WHY A COMPONENT OF SM STRATEGY?
Benefits:
Own Profile
Business Fan Pages & Groups
Ads
Applications
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OWN PROFILE
Most effective way to Establish self as Expert within Network
Reach out to Business Contacts in a Personal Way
See you as a Friend—People prefer to do Business With
Increase Network, Increase Reach
Upload gmail Contacts
Search keywords i.e. Veterinarians, Vets
Search personal interest of Target Audience
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BUSINESS PROFILE
Fan Pages
Name that Says What you do: i.e. vetallergy
Add additional Administrators (contributors to page)
Insights: who views, how active, how growing, popular topics
Promote Page: Fax Box on Website, etc.
Groups
Good at hosting Quick, Active discussions
Not Ideal for long-term Relationships
Don’t Increase SEO
No Insights
Can’t Create Events/Invitations in Groups
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BUSINESS PROFILE
“If you want a deeper relationship with your members and
users who are going to come back after joining, then Facebook
Fan pages are the way to go. They offer much more
customization and allow further reach and interaction with
users.”
Spencer Spellman
Writer & Web Consultant
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ADS
PPC-Pay Per Click
PPI- Pay Per Impression
Billed Weekly
Charges
Monitor, can change Frequently
More Targeted, typically More Expensive
Make Obvious what Company Does (especially PPC)
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APPLICATIONS
Slideshare
Promotions
Constant Contact
Surveys
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SLIDESHARE
Slideshare is the world’s largest community for sharing
presentations. Upload your presentations, documents, PDFs,
add mp3 audio to make webinars or embed YouTube videos
into them. You can also import your slideshare.net
presentations into Facebook.
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PROMOTIONS
Promotions for Fan Pages enables companies and agencies to
easily create and launch interactive promotions and marketing
campaigns on Facebook Fan Pages within minutes. Promotion
formats include: contests, sweepstakes, coupons & giveaways,
etc.
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CONSTANT CONTACT
This application helps Facebook users interested in your
business or organization to join your Constant Contact contact
list. Use of this application requires a Constant Contact
account.
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SURVEYS
Socially Apps' Surveys application helps your business conduct next
generation surveys and polls on Facebook:
Your most loyal followers - your Facebook Fans, wil provide the
feedback and respond to your survey.
Drill down in the replies like never before: sort, compare and isolate
results by respondents' sex, age, location, locale and number of
friends.
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LINKEDIN: STATISTICS
50 Million Members Worldwide, 11 Million in Europe Alone
India Fastest Growing: around 3 Million Users
Almost 15 Million unique Visitors, 70 Million visits per Month
33% have Graduate Degree (internet can only boast 21%)
Older, more Educated, more Affluent
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LINKEDIN: STATISTICS
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LINKEDIN: STATISTICS
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LINKEDIN: STATISTICS
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LINKED IN:WHY A COMPONENT OF SM STRATEGY?
Benefits:
Another place people can Find your Company
Connect with Former Colleagues
Connect with Friends of Friends
Qualify Prospects, in a new Way
Research Competitors
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ANOTHER PLACE TO FIND COMPANY
Optimize Profile
Linked In Answers
Connectability
Groups
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OPTIMIZE PROFILE
Use Clean Headshot that Looks Professional
Use Keywords within profile (increase Findability)
Compel others to Read about You
Use all 2000 Characters they Give You
Use PAR statements (problems, actions, results)
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LINKEDIN ANSWERS
Use as a Tool to Showcase Expertise
Ask Questions you know the Answers to (put Thoughts in People’s Minds)
Ask at least one Question per Week (but not more than 3)
Search existing Questions to Answer (always add value to conversations)
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CONNECTABILITY
Groups-Existing
Find others with Common Interests
Allow for 1st degree contacts without Connection
Share Brand in Targeted Way
Develop/Nurture relationships on Individual Basis (evangelists)
Don’t Pitch too Much (SPAM)
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CONNECTABILITY
Groups-Create New
Start your Own Group
(ours) Managing Pet Allergies, feel free to Join (global)
Promote group by Putting on email signature, newsletter, blogs, etc.
When others Join, the Opt-In to Receiving information from You
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CONNECT WITH FORMER COLLEAGUES
Search by Company
Search by School
Search by Name
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CONNECT WITH FRIENDS OF FRIENDS
See who Friends are Connected to; Get Introduction
Garner more than one Contact within Organization
Stay with Contacts regardless of where Employed
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QUALIFY CONTACTS, NEW WAY
Education
Background (professional, past organizations, etc.)
Tenure with Current Organization
Other people they can Introduce you To
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RESEARCH COMPETITORS
Search by Company to Connect with:
Former Employees:
Insight into Downfalls (advantages You might have)
New Hires:
Insight into possible Advantages (They might have)
Can See who Searched for that Company & Other Profiles Viewed
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YOUTUBE: STATISTICS
2ND Largest Search Engine (behind google)
75% of Internet Users watching & using Online Video
167 million US-based Web users Watched Video 1 month (Oct 2009)
August 2009, Google surpassed 10 Billion views in 1 month
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YOUTUBE: STATISTICS
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YOUTUBE: STATISTICS
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YOUTUBE:WHY A COMPONENT OF SM STRATEGY?
Benefits:
New Way to Deliver Information
Great way to Build Credibility
Adds content to Existing website
Additional Tracking Tools
Other Options
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NEW WAY TO DELIVER INFORMATION
Visual
Auditory
Adds more dimension to delivery
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BUILDS CREDIBILITY
Creates content for Search Engines
Show real Vets/Parents using Services
Shares support Mechanisms (shows accountability)
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ADDS CONTENT TO EXISING SITE
Rather than Reading Information, Video walks through Process
Content can be Shared:
On Blog
On other Social Media Sites i.e. Twitter, Facebook, etc.
Clinics who use us can Use on Their sites as well
24% of People that View video make Purchase
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ADDITIONAL TRACKING TOOLS
Google Insights:
Total Number of Views
Vetallergyspot – 382 views in 2 months
Topics of Most Interest
Vetallergyspot – Allergy Treatment: Things to know; Allergies: What are they?
How Videos were found
Vetallergyspot – 64% via Youtube search, 15%related video, 13% viral, etc.
Demographics
Vetallergyspot – 50/50 gender split; 44% between ages of 25-54
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OTHER OPTIONS
No Video Camera
Mix Tools
Animotot.com
Onetruemedia.com
Screen Capture Software
Jingproject.com
PowerPoint
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IV. TIME COMMITMENT
Schedule
Block time Every Day (1 day per Weekend)
Pattern Create Consistency; Key
Refer back to Goals, have in mind when Interacting
Tools
Google Alerts
Hootsuite/Tweetdeck
Budurl.com
Twitpics/Flickr
Mrtweet.com
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TOOLS
Google Alerts
Key Topics
Competitors
Self
Hootsuite/Tweetdeck
Allows you to Schedule tweets (FB, LinkedIn, Twitter)
Put twitter followers into Groups
Check Statistics
Follow searches real time on Twitter
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TOOLS CONTINUED
Budurl.com
Shorten links (only have 140 characters)
Track Click through for links shortened
Twitpics/Flickr
Upload/share photos
before and after treatment pictures
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TOOLS CONTINUED
Mrtweet.com
Suggests who you should Follow
Ranks others by Klout (measure true reach)
Interaction
Quality of Tweet
RT
Followers to Friends Ratio
List Count
Who adding you in their List to Follow
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V. CONCLUSION
Not a sales pitch but Advise they can Use
Race for Space
Relationship first, then Business
How to measure Social Business
Investment
Action
Reaction
Non Financial Impact
Financial Impact
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V. CONCLUSION
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V. CONCLUSION
A successful Campaign, Always changing
Link to Us:
http://www.linkedin/in/lyndeekelver
www.twitter.com/vetallergy
www.youtube.com/vetallergyspot
www.vetallergyblog.com
www.facebook.com/vetallergy
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THANK YOU!!