AAB Interactive Essentials: Social Media
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12-Sep-2014 -
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Transcript of AAB Interactive Essentials: Social Media
Interactive Essentials: Social Media“Taking Part in the Conversation”
Social media are primarily Internet and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.
Wikipedia, 11/08’
In the context of Internet marketing, Social Media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property.
-Wikipedia, 11/08’
Social Media Optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites.
Social media marketing, on the other hand, is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.
Source: Wikipedia, 11/08’
What does Social Media mean for Your Agency?
You Can’t Control the Message
You Must:Empower your customers to use word of mouth
Credit: http://flickr.com/photos/nsocialmedia
•94.1 million US blog readers in 2007 (50% of Internet users)
4 out of 5 Bloggers post brand or product reviews.
Source: Technorati “State of the Blogosphere, 2008”
Forrester Research: 2008 Consumer Poll
•75% of Internet Users Use Some Form of Social Media (up from 56% in 2007)•35-44 Age Group Increasingly Joining “Critics” Category
BestBuy.com
Tools for Sharing
Power of Reviews
Your Clients’ Opinion:
-University of Mass., 8/08’
Other Benefits:
•Increased indexing by search engines;•People don’t buy from companies…•The opportunity of a conversation.
Enough stats and theory, let’s look at some real-life examples.
Ideastorm Site•Crowdsourcing•9,800+ Ideas Generated•Employee Storm: Generated 2,700+ Ideas
Direct2Dell Blogs•3.5 Million pageviews/month•9 Official Internal Blogs•Hundreds of Departmental Blogs
Dell on Twitter•22 Corporate Accounts•17 Individuals Using @Dell Handles
Adobe’s Delicious Page
Google’s YouTube Channel
#Motrinmoms
http://search.twitter.com
VS.
Lastly, Social Media is Not a Stand Alone Channel, it is Most Effective When Integrated into the Overall Marketing Strategy.
Okay, I get it.Social Media is influential.Now what?
•Monitoring/Listening•Engagement•Tracking ROI/Analytics
3 Steps to Help your Agency Join the Conversation
1. Listen
•People are already talking about you;•Understand the norms of communication;•Identify key influencers within networks;•Identify target audiences.
Tools for Listening
www.AllTop.com
RSS is your Best Friend
Don’t forget to monitor your competition.
Credit: www.briansolis.com
2. Joining the Conversation
Start a Blog
• Focus on delivering useful/helpful content• Be Human• Focus on the reader
Build “Outposts”
Build Your Audience
Credit: www.flickr.com/photos/patrickmayon
•Reciprocity: Comment on Other Blogs•Be Helpful•Be Responsive•Customers vs. Peers
Remember, you can’t take back what you say.
SPAM vs. Real Engagement
•It’s about your audience, not about you. •Add Value•Social proof
3. Tracking ROI/ Analytics
What are your Goals?
SMO vs. Social Media Marketing (Goals are Different)
Free Tools:
Website Analytics
RSS Statistics
RSS Feed
RSS Feed
“Dr. Pepper”
www.TweetScan.com
Use Service Searches/Tracking
RSS Feed
Tracking Buzz: RSS is your Best Friend
Your Inbox
Tools that Cost Money
Now that You’ve Accumulated the Analytics, Analyze What they Mean.
QUESTIONS?