Social Media Marketing Social Networking

Presented by: Sharron Swan

Is Social Media just a Fad?

The BUZZ around the phrases ‘Social Media’ or ‘Social Networking’

and sites like: Facebook, Twitter, YouTube, BLOGs etc. all of these are cropping up EVERYWHERE

Watch this VIDEO... and you decide!

78% of consumers trust peer recommendations (Word of Mouth … Word of Mouse)Only 14% of consumers trust advertising

YouTube is the 2nd largest Search Engine25% of Search Results of Top 20 brands are links from

generated content (ie. Social Media sites) SM has overtaken porn as the #1 online activityFacebook took less than 9 months to reach 100 millionIf Facebook was a country it would be the 4th largest

Quick ReviewOf Stats

80% of companies use LinkedIn to find employeesFemales 55-65 fastest growing segment on

Facebook80% Twitter usage is from mobile devices

Update anywhere – anytime (imagine what that means for bad customer experiences)

24 of top 25 newspapers experiencing record declines

34% of Blogs/Tweets post opinions about products/brands

Google – 200 million searches per day/6 billion per month **above one not on previous video**

Social Media is NOT a fad but a shift in the way we communicate!

Social Media MarketingSocial Networking

What is the difference?

Social Media (SM)Provides the opportunity for anyone to create and publish information – YouTube

Social Networking (SN)Refers to people with some shared interests associating together creating relationships & networks online – Facebook

Both combine technology & social interactionOften referred to as one of the same

In this workshop...

Because both Social Media Marketing and Social Networking are often referred to as ‘one of the same’

I will be calling it Social Media Marketing which will be encompassing both ;-)

What is Social Media ~ Social Networking?

Represents low cost tools that combine technology and social interaction

Typically Internet or Mobile based

Popular ones Twitter, FaceBook, YouTube, BLOGs, LinkedIn, Digg

Social Media in Plain English

This video illustrates:

SM’s role in giving people the power to produce video, music, etc on the web

How SM compares to traditional media

How fans/followers/friends play a role in deciding what should be findable & popular

Benefits of SM to individuals and organizations

Social Networking in Plain English

This video illustrates:The role of people networks in business & personal life

The hidden nature of real-world people and networks (their connections)

How SN sites reveal hidden connections

The basic features of SN websites

Social Media success...Headhunters use it to find job applicants

New businesses use it to introduce new products/services

Existing businesses use it to discover what consumers are saying about their product/service

Fortune 500 companies use it to strengthen their ‘Brand’

(Traditional Methods) (Traditional Methods) Outbound MarketingOutbound Marketing

- Use broadcast media to advertise: TV, radio, newspaper- Use broadcast media to advertise: TV, radio, newspaper- Use lead generation like: cold calling, mass mailing, email - Use lead generation like: cold calling, mass mailing, email - Consumers have more ways of controlling & blocking - Consumers have more ways of controlling & blocking what they do not want to see, hear or read what they do not want to see, hear or read- Resulting in traditional methods becoming less effective- Resulting in traditional methods becoming less effective

Inbound Marketing

The Internet is providing… The Internet is providing… - Consumers with new ways to learn & research - Consumers with new ways to learn & research informationinformation about products and services about products and services

- Blogs, Search Engines, Social Media sites, etc- Blogs, Search Engines, Social Media sites, etc..

Outbound Marketing

- telemarketing- trade shows- direct mail- email blasts- print ads- TV/radio ads

Outbound Marketing

- telemarketing- trade shows- direct mail- email blasts- print ads- TV/radio ads

Inbound Marketing

- SEO/SEM- Blogging- Social Media- RSS- Free tools/trials- Public Relations

Inbound Marketing

- SEO/SEM- Blogging- Social Media- RSS- Free tools/trials- Public Relations

Marketing trends moving Marketing trends moving towards Permission Based towards Permission Based

MarketingMarketing

Role of Social Media in your Marketing

Use it as a communication tool that makes you accessible to those interested in your product/service

Make yourself visible to potential customers who do not know about your product/service

Create a personality behind your brand – Brand building

Create relationships that you may otherwise not have had the opportunity to create

>>

SM has never been more beneficial to business than now

Your next business prospect may be a mouse-click away

Like participating in local organizations ie. Chamber of Commerce you can spark new business opportunities BUT.... Online and you can reach 1000’s

Did you know Business Communities are being developed & thriving online as well through Social Media Networking!

Social Media ~ Doing it Right

Do not depend on it alone for marketing, you must integrate it with other vehicles of marketing

Be yourself - reflect your personality.

There are no ‘right’ or ‘wrong’ rules in SM, only you can determine what will work best for you & your business

Be consistent, make it part of your daily marketing to keep the momentum and interest you need to be successful

Social Media is so diversified that it can be used in whatever way best suits the interests and the needs of your business!!

Is Social Media Right For Your Business?

If you are looking for a quick fix for a struggling business OR

quick way to generate $$ revenue $$

Social Media Marketing Is NOT for you!

Social Media can affect your bottom line but it takes TIME-EFFORT-PLANNING

5 Phases in SM Marketing

#1 - Your Investment Setup (Time, Money, Resources)

#2 - Your Action (Part of your daily/weekly routine)

#3 - Consumer’s Reaction (Monitor what others say)

#4 - Non Financial Impact Occurs (increased visibility)

#5 - Financial Impact Occurs

Non Financial Impact >> Financial Impact

Increase in number of visits to your site

Increase in Search Listings

Positive Press/Articles & BLOG Mentions

Positive word of mouth (mouse)

Increases followers through SM venues such as Facebook, Twitter, LinkedIn etc

All of the above will lead to Financial Impact

Marketing Must Be Measured

Marketing ‘without measuring results’ is NOT good for business

Examples of monitoring tools

Technorati (Real time search for user generated media including BLOGs by ‘tag’ or ‘keyword”)

Google Blog SearchTwitter SearchGoogle Alerts (email updates of the latest relevant Google results based on your choice or query or topic)

Where to start?There are soooooo many

Social Media/Network sites out there!

Start with a couple of the broader ones like:

Twitter - Facebook - BLOGsthen....

focus on audience specific ones that relate to your

business & reach your target audience

Where to start?There are soooooo many

Social Media/Network sites out there!

Start with a couple of the broader ones like:

Twitter - Facebook - BLOGsthen....

focus on audience specific ones that relate to your

business & reach your target audience

Finding Your AudienceKey to a successful SM campaign is knowing where to find YOUR audience

Each venue of SM attracts its own kind of audience

Check the demographics of various SM sites to determine which is best for you

Search your competitors by Name or Business Name to see which networks they are part of

Peek at the next slide before the ‘hands-on’ exercise!

I searched for ‘Lance Timmerman’ who is a dentist in Tukwila WA.Not only is his web site showing up on Page 1 but also his presence in :- YouTube- Twitter- Facebook- BlogCatalog- MyPlick- LinkedIn- VodPod- Maplandia & CitySearch (Geographical directories)***MORE on page 2 as well!

I searched for ‘Lance Timmerman’ who is a dentist in Tukwila WA.Not only is his web site showing up on Page 1 but also his presence in :- YouTube- Twitter- Facebook- BlogCatalog- MyPlick- LinkedIn- VodPod- Maplandia & CitySearch (Geographical directories)***MORE on page 2 as well!

Exercise on next slide

Hands-on Time!1. Explore the demographics of some of the top SM sites

2. Try to locate at least one SM site that you feel reaches your target audience

HINT: You may need to search your competitor by name or business to locate some potential SM sites

Hands-on Time!1. Explore the demographics of some of the top SM sites

2. Try to locate at least one SM site that you feel reaches your target audience

HINT: You may need to search your competitor by name or business to locate some potential SM sites

Mind Your MannersSocial media is ALL about interaction

When you interact you create relationships

From these relationships you create opportunities to share info about your products and services

This doesn't happen overnight

It takes time, consistency, and a genuine interest in the creation and building of these relationships.

Social Media Manners...

No standard list of ‘right’ and ‘wrong’ in SM but there is one constant no matter what industry you are in

Do it badly and you WILL destroy your reputation

In Social Media you can save your reputation by remembering these >>

Social Media Marketing

What NOT to do…

It's not all about you, interact. Get to know others; don't just try to sell and promote your products. It won't work. Work on building relationships

Spamming is not ok, ever. Spamming is becoming a problem in the social media networks, and we are being required to weed through it just like we do in our inboxes. Don't spam followers; if they didn't ask for it, don't send it. It's that simple! Permission marketing is key.

Inconsistency will lead to failure. You must be consistent when it comes to using social media. Participating once a month or once a week just won't get the results you desire.

Don't be a social media snob. Obviously social marketing is about being social; be willing to listen & learn from others, and this isn't just about others in your industry.

Want followers? You will have to be a follower. You cannot sign up and start off in social media thinking everyone is just going to come and follow you. You must be a follower to get followers – interact & build relationships.

Social marketing isn't about flying solo, participate - interact.

Privacy and Social Networks

View this video from PrivacyCom.gc.ca

You need to be aware of this!!

Social News Web SitesDIGG.com and Reddit.com

People can research and share content from anywhere on the Internet by submitting links, articles etc.

People can vote and comment on submitted links, articles etc.

Social Bookmarking Web Sites

Delicious.comThis site is used to store, share and discover web bookmarked sites/pagesMore than 5 million users

StumbleUpon.comAllows users to discover and rate web pages, photos and videosPersonalized Recommendation Search Engine that uses peer & Social Networking principles

Movie Time!!!!

Next we are going to view a series of short videos that will provide you with more information about some

of the various Social Media and Social Networking sites

…where’s the popcorn?

Twitter in Plain EnglishView this video

A quick Plain English intro to the micro-blogging service called Twitter

View this videoThis video provides more information on how Twitter Search is used

BLOGs in Plain EnglishView this video

Plain English explanation about Blogging

Social Bookmarking in Plain English

View this videoLearn more about Social Bookmarking

LinkedIn in Plain English

http://www.youtube.com/watch?v=IzT3JVUGUzM

Overview explaining what Linked is and how it works

On the Lighter Side ... Facebook Explained

Facebook Cartoon

Nonprofits See SM BenefitsNonprofits setting the pace in SM marketing since 2007

Stats show 85% of nonprofit organizations have implemented some form of Social Media Marketing

45% of these found that Social Media Marketing played a significant role in their fundraising

Stats show nonprofits are ahead of corporations and universities

If you are a Nonprofit and NOT using SM – you should be exploring it now!

Is Social Media just for B2C?

B2B today are also decreasing their marketing dollars and spending more online

48% of those surveyed are increasing their online marketing budgets

69% of B2B buyers use SM to assist them in business development and decision making

B2B Decision Makers...

Stats for SM participation90% Video80% Blogs80% Wikis(collaborative web sites for intranets, knowledge management systems etc)

69% Social NETWORKS53% Podcasts (audio file publishing)

The End....Thank you so much for attending

the workshop today!

Sharron;-)

Longer Tutorial VideosHow to Use Facebook for Business(1Video 1hr video)

Using Twitter for Marketing & PRTwitter Marketing Video Tutorial (50 minutes)

Google’s SideWikis and ORM