BGC Social Media 2010 & Beyond

©Copyright Laurie Boettcher 2010

Social Media2010and

Beyond


How many of you . . .


Tonight:1. Social media basics



2. Social media as a marketing tool




3. Campaign ideas




3. Campaign ideas

4. What’s coming next




3. Campaign ideas

4. What’s coming next

5. Q&A


Social media basics.What is social media?

Basically, it is web sites where, for free, we can connect and interact with other people.


Obviously confusing and intimidating.


But, we can break this down into something manageable.


Social Media Landscape


Social Media Use


Why should we care?• Connect with family and friends

• Professional networking

• Stay current on industry/clients/etc.

• Fun and entertainment

• Take control of our online identities


Why else should we care?http://www.youtube.com/watch?v=sIFYPQjYhv8


SM as a marketing toolWhat it is NOT: What it is:


SM as a marketing toolWhat it is NOT:• The answer

What it is:• An invaluable tool


SM as a marketing toolWhat it is NOT:• The answer• A stand-alone

What it is:• An invaluable tool• Another tool


SM as a marketing toolWhat it is NOT:• The answer• A stand-alone• 100% free

What it is:• An invaluable tool• Another tool• Uses time and talent rather than $$$



• Low-maintenance

What it is:• An invaluable tool• Another tool• Uses time and talent rather than $$$• Requires consistent managing and monitoring



• Low-maintenance

• A fleeting fad

What it is:• An invaluable tool• Another tool• Uses time and talent rather than $$$• Requires consistent managing and monitoring• Fundamental shift in the way we communicate


Social media is taking a step back to see how we can integrate social media marketing into traditional marketing to achieve optimum results with the lowest possible cost.


Social media vs traditional marketing


Direct marketing and brand marketing.Direct marketing. Focuses directly on generating members, donors, and funding: tradeshows, websites, e-mail blasts, direct mail, etc.

Brand marketing. Seeks to create an image or reputation for our Club in the mind of our members: advertising, public relations, sponsorships, logos, tag lines, etc.


Direct marketing and brand marketing are not enough anymore.

People, consumers, want to be engaged.

We want to interact.

We want to connect.

We want to feel part of organizations we love.


Social media marketing.It's a multi-way dialog. Clubs talk to members, members talk to clubs, and - most importantly - members talk to each other.

It's participatory. SMM depends on user participation – that’s what makes it social.

It's user-generated. Most content is created by users.


So, let’s say we want to get in the game.

What are our first steps?


Listen first.

• Members

• Schools

• Community leaders

• Donors and sponsors

• Trade organizations

• Competitors


Then plan.

• Goals, objectives, strategies, and tactics

• Platform selection (side tangent)

• Definition of success

• Schedule of consistency

• Social media policy (side tangent)


Create a presence.

Using our plan, create accounts with appropriate social media platforms.

Use our Club logo, tagline, etc. to incorporate branding.


Engage and interact.

Once our presence is created, start inviting followers.

People are always worried about quantity, when we should be worried about quality followers.

Strong content along with engagement and interaction will attract more followers.


Manage and monitor.

Stay the course with our social media plan and manage our accounts appropriately and consistently.

In our social media plan, how did we define success? Are we there? What can we do to take it to the next level?


This process must constantly continue, and constantly incorporate new technologies and trends.

• Listen

• Plan

• Create a presence

• Engage and interact

• Manage and monitor


CampaignIdeasWe have an event approaching.

What traditional media can we use?

How can we use social media?


Table exercise.


What’s coming next?• Continued evolution.



• Increase niche platforms.




• Business suaveness.





• Location-based software.





• Location-based software.

• Payers, spammers, and porn.


Before I go . . .For the continued health, vitality, and growth of your Club, I implore you to become a member of LinkedIn.

Use it to control your professional identity and gain credibility.

Build a professional rolodex.


Questions?

Laurie BoettcherSpeaker, Trainer, and Social Media Enthusiast

BGC Social Media 2010 & Beyond

Education

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