Post on 13-May-2015
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thinktank mediasocial media | digital | website design
Coach Propulsion ProgramSocial Media Intensive Workshop April 2010
thinktank mediasocial media | digital | website design
Social Media
- Why?
- What?
- How?
Social: - Interaction, Conversation, Connection, Relationships.
Media: - Tools you use to connect. Video, Pictures, Text, Audio.
Examples of popular SM platforms - Twitter, Facebook, Linkedin,
Blog (wordpress), Flickr, Youtube, Foursquare.
thinktank mediasocial media | digital | website design
Stats - April 22nd 20101. 70% of Australian companies are active on social media sites
2. More than a quarter have Facebook presence
3. More than half of the organisations had switched money away
from traditional media to fund social media
4. Most of this money (47%) was shifted away from print media
5. About 30 %of businesses had not measured the effectiveness of
their on-line marketing
thinktank mediasocial media | digital | website design
This is a way we have always done business
however now it’s quicker and on a larger scale.
Word of mouth - networking - trust
thinktank mediasocial media | digital | website design
How does it work- Word of mouth that start on social networks
- It’s not who you know anymore…it’s who knows you!
- Connections
- Relationships
- Sharing
- Trust
thinktank mediasocial media | digital | website design
Mates are now the hottest marketing channel- We don’t care about your ad. We care about what our mates think!
- Facebook, Twitter, Foursquare, conversation, opinions,sharing.
thinktank mediasocial media | digital | website design
Some Benefits of Social Media- Generate exposure for your business
- New business partnerships
- Generate quality leads
- Reduce overall marketing expenses
thinktank mediasocial media | digital | website design
Help you rise in the search engine ranking
thinktank mediasocial media | digital | website design
Commonly used social media tools
By a long shot, twitter, facebook, linkedin and blogs were the top four
social media tools used by marketers, with Twitter leading the pack
by only a hair. All of the other social media tools paled in comparison
to these top four.
It should be noted that in 2009, facebook was in fourth place at 77%
and blogs were in second place at 79%. It would appear that blogs,
while still popular, are used less and Facebook in clearly growing.
thinktank mediasocial media | digital | website design
Social Media Qualities- Authentic
- Trustworthy
- Shares quality information
- Engaging
- Build relationships
- Shows to remember
- Cares
- Enthusiastic with substance
Who do you know that matches many of these qualities?
Creative is also a social media quality
thinktank mediasocial media | digital | website design
Social Media Etiquette- The purpose of these sites is to network, not to promote in a
one-way fashion. Participating in these social networks needs to
promotion of yourself and your services.
- Be Balanced in your messages
thinktank mediasocial media | digital | website design
“A brand isn’t a brand to you until it
develops an emotional connection
with you.”
thinktank mediasocial media | digital | website design
Personal brandingYou are a brand, a mixture of interactions and feelings! When
people see, hear and experience you they are experiencing a
brand of you too! Just like Roger Federer is a brand…you are too!
thinktank mediasocial media | digital | website design
Gary Vaynerchuk
A good example of someone who uses personal
branding to get attention for his business
thinktank mediasocial media | digital | website design
Personal Branding - 8 steps- Be everywhere - social networks
- Be social - honest, authentic, REAL
- Be yourself
- Be a giver as well as a taker. Care!
- Be searchable - Google
- Niche yourself
- Own your own domain, www.sammutimer.com
thinktank mediasocial media | digital | website design
Be different - stand out from the rest
thinktank mediasocial media | digital | website design
Capture the moment
thinktank mediasocial media | digital | website design
Match em up! PB Game- Match each personal brand with the most likely brand they would
choose.
- Queen, Paris Hilton, David Beckham, Kevin Rudd
- BMW, Ferrari, Porsche, Mercedes, Audi, Rolls Royce
thinktank mediasocial media | digital | website design
Who are you?- What does your personal brand stand for?
- What does it give your clients?
- How are you different from your competitors?
- Why should someone come to you?
- Describe yourself in 3 words.
thinktank mediasocial media | digital | website design
A welcome video - let’s film!
Name, Business name and what need you fill
thinktank mediasocial media | digital | website design
What are people saying about you/your service?
Search tools:
Twitter - www.search.twitter.com
Social Mention - www.socialmention.com
thinktank mediasocial media | digital | website design
How to use Google Alerts
- Identify what you’re searching for – “sam mutimer + thinktank media”
- Use the (+) to link things
- Use (“ )to search”
thinktank mediasocial media | digital | website design
Great place to start!- Set up google alerts for:
- Your name, nickname and your blog’s name “sam mutimer”
- Track incoming links to your site - link: www.yourdomain.com
- Set up an alert that focuses on the keywords you want to rank for,
see who’s your competition. always use ( “) “social media speaking
events”
thinktank mediasocial media | digital | website design
Social Mention is a social media search and analysis platform that
aggregates user generated content from across the universe into a
single stream of information.
thinktank mediasocial media | digital | website design
Why Twitter?- Marketing and Communication.
worked the platform well.
- Great place to connect-build up
- Exposure, Interaction,
Connection,Relationships
- Business networking
- Word of mouth
Joint Ventures, Partnerships
- Ideas, creativity
- Instant Google helper ;;-)
- Breaking news
- Story telling
thinktank mediasocial media | digital | website design
What is Twitter- Micro blogging
- 140 characters or less
- Real time conversation
- Networking hub
- Word of mouth on speed!
- Sharing and discovery site
thinktank mediasocial media | digital | website design A visual guide to twitter
thinktank mediasocial media | digital | website design
4 ways to Communicate on Twitter- Tweet, sharing an update with your followers
choose to. @sammutimer
- RT, Retweet – sharing another persons tweet with your follow base.
Can go viral.
to their tweet mail and email inbox
thinktank mediasocial media | digital | website design
Tweets per day rising every year
thinktank mediasocial media | digital | website design
Twitter - The How to- Set up an account - www.twitter.com
- Bio, How to write a catchy bio
- Picture, What picture to use
- Personality, Be yourself
- Branding
thinktank mediasocial media | digital | website design
Twitter Applications, For a more effective use of twitter.
- Tweetdeck, download application to computer iphone smartphone
- Groups, Lists, Stats, Search
- Cross posting, be careful not to cross post all the time.
thinktank mediasocial media | digital | website design
There are multiple ways to search
for people on twitter
thinktank mediasocial media | digital | website design
Finding people on twitter
the following criteria:
- Have tweeted about your industry or cause
- Are regional to you
- Have mentioned your interest in their bio
- Your workshop leader @sammutimer @nataliegiddings and myself
@jaymcc
thinktank mediasocial media | digital | website design
- Your competition
- Generally I would recommend not following friends and family on
your work account, create a second account for your personal life
making it easy to “stay on message” with twitter
By Jay MacCormack, @jaymcc
thinktank mediasocial media | digital | website design
Search tools
- Twitter search, www.search.twitter.com
- Tweet ups list (local), eg. @tweetupmellers
to follow
thinktank mediasocial media | digital | website design
Bit.ly- URL shortener used on twitter due to limitation on characters.
- Records stats, How many people clicked the link, where were they
from, what day did they click it, conversation on twitter using that link,
referrers of that link.
- www.bit.ly, you can synch this up with tweetdeck
thinktank mediasocial media | digital | website design
What is a Blog?
- An online journal, your business personality
- A website
- Home base - connects the social networking sites and your website
together.
- A place to create quality content that your target market will enjoy
and hopefully share
- A place to engage and build up trust
- A place to share and connect
- Niches works best
thinktank mediasocial media | digital | website design
Blogging platforms- Wordpress - www.wordpress.com
- Blogger - www.blogger.com
- Smaller blogging sites (great for quick posts)
- Larger than a status update, shorter than a blog post – check these
two out!
- Posterous - www.posterous.com
- Tumblr - www.tumblr.com
thinktank mediasocial media | digital | website design
Wordpress is one of the biggest blogging platform at the moment.
thinktank mediasocial media | digital | website design
Write your blog bio- Firstly consider why you are blogging, what are your goals?
- What will your readers expect to gain from this blog?
- Who are you?
- How can they get the best from you?
thinktank mediasocial media | digital | website design
How to blog- Tell stories
- Give away your knowledge (yet not all of it) ;;-)
- Lists and “how to’s” are great grabbers
- Debate a popular member of your community, or take the opposing
- point of view on a current topic.
thinktank mediasocial media | digital | website design
Interview people in your industry/clients
thinktank mediasocial media | digital | website design
Write great headlines- Follow through on the promise of your headline
- Tell your audience what’s in it for them
- Link with other blogs to share your view
- Include quality images
- Leave last sentence with an opening question
- Add video when necessary
thinktank mediasocial media | digital | website design
Identify Goals - Step 1- What is the purpose of your blog?
- What will it focus on?
- How many posts will you commit to a week?
- Who do you want to attract?
- Do you want to build a list?
- Do you want advertising space on your blog?
- Will you softly sell your products from this space?
- Will it be used as lead generation?
thinktank mediasocial media | digital | website design
Build posts based on listening - what is
trending/what is community talking about?Listen - Step 2
thinktank mediasocial media | digital | website design
What is the #1 reason people buy?
TRUST
thinktank mediasocial media | digital | website design
Prepare - Step 3
- Notice what is getting attention
thinktank mediasocial media | digital | website design
Know your audience - key to what you prepare.
thinktank mediasocial media | digital | website design
Search the trends- Bullet point a list to search and begin by researching if any top
bloggers are talking about this.
- Great places to search – technorati, del.icio.us, Google Blogsearch,
social mention.
thinktank mediasocial media | digital | website design
Build a community - Step 4
blogs where target market hang out. see
- Be transparent, authentic, REAL!
- Be niched
- Have an opt in on your blog
thinktank mediasocial media | digital | website design
Contribute – Quality information
thinktank mediasocial media | digital | website design
Compose your first blog post- Refresh yourself and look back at your goals
- What will your target market want to read? How do you know this?
- Incorporate video
- Catchy heading
- End with an open question
thinktank mediasocial media | digital | website design
Facebook- Over 400 million users
- Treat this space like your website…it’s probably more powerful.
thinktank mediasocial media | digital | website design
Facebook was australia’s best visited
social media website of 2009
thinktank mediasocial media | digital | website design
Set up a fanpage
Create a vanity URL - must have 25 fans/likes
thinktank mediasocial media | digital | website design
YouTube- 2nd biggest search engine in the world
- Video testimonials
- Interviews
- Speaking gigs
- How to’s
- Video blogging
- Write down 2 things you will do to incorporate video into your
business.
- Explaining competition details
- Brand yourself
thinktank mediasocial media | digital | website design
thinktank mediasocial media | digital | website design
Small business case study- Caroline Serviced Apartments, 3 months
- Increase in facebook fans 242
- Increase in twitter followers 345
- Sales from twitter 5
- Sales from facebook 3
- Increase in blog subscribers 43
- Bloggers writing about this – 13
- Exposure
thinktank mediasocial media | digital | website design
Campaign ideas
thinktank mediasocial media | digital | website design
Social Media Strategy- What is a Strategy? An Action Plan
- Roadmap from A to B
thinktank mediasocial media | digital | website design
Why have a strategy?- Lessen Impact
- Mixed Messages
- Procrastination
- Time Suck
- Compromise return on investment (ROI)
- Social media marketing is a key driver in brand awareness, sales &
lead generation but you must.
- Have a strategy
thinktank mediasocial media | digital | website design
Make sure you have a strategy
thinktank mediasocial media | digital | website design
Indentify a Social Media Plan- Objective
- Your unique value proposition
- Target Audience
- Action Plan
- Measure & Monitor
thinktank mediasocial media | digital | website design
Objective, Business Goals- Before you get started, think about your business goals. Common
ones are:
- Brand Awareness?
- Sales?
- Engagement?
- Connect with current & potential customers?
- Create a community around your business?
- Promote other content you create (e.g. Webinars, blog articles, etc)?
thinktank mediasocial media | digital | website design
Position yourself as an expert
thinktank mediasocial media | digital | website design
What is your unique value proposition? - The thing that makes you unique. Just simply copying what your
competitors is doing leads to nowhere.
thinktank mediasocial media | digital | website design
Target Audience: Average age, gender, demographic, lifestyle etc
thinktank mediasocial media | digital | website design
A few observations:- The average social network user is 37 years old.
- LinkedIn, with its business focus, has a predictably high average
user age;; 44.
- The average Twitter user is 39 years old.
- The average MySpace user is 31 years old.
- Bebo has by far the youngest users, as witnessed earlier, with an
Source: Google Ad Planner US data sited March 2010
thinktank mediasocial media | digital | website design
The Nitty Gritty - Action Plan - What are the everyday, every week & every month activities you
need to do to reach these goals?
thinktank mediasocial media | digital | website design
Make sure you have an action plan
thinktank mediasocial media | digital | website design
Sample Action Plan - Per Month
- Meet Two New People on Twitter In my Target Marketing (15 Mins
Per Day, Max)
- Listen, Set Up Google Alerts
- Update Facebook FanPage – Every 3-5 Days with best article,
latest blog post, question to audience
- Run a campaign to encourage newsletter sign ups or new friends
on Facebook with a Giveaway
- 4 Blog Posts Per Month
thinktank mediasocial media | digital | website design
- 1 Podcasts, Free Download, Own Radio Channel
- 1 Video Testimonial – You Tube – Third Party Advocates Rock!
- 1 The “How-To” Article or List
- Present a Theory or Argument
thinktank mediasocial media | digital | website design
Every other month- Create a Resource like a free report, whitepaper or e-course
White Paper
- Organise an Event
- Be Consistent!
thinktank mediasocial media | digital | website design
Measure & Analysis- Metrics to try:
- Engagement: RT, Comments, Likes, interactions, comments, etc.
- Sales Enquires:
- Top Refers-Which sites are they coming from
spend.
thinktank mediasocial media | digital | website design
Don’t forget to monitor
thinktank mediasocial media | digital | website design
Where from here?- If you are keen to adopt a social media presence for your business
then possible next steps:
- Outline a basic strategy
- Set up a blog
- Utilise video platforms
- Twitter, Facebook, Linkedin, Most popular
- Flickr, all photos
- Benchmark, monitor and measure success
thinktank mediasocial media | digital | website design
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