Facebook & Twitter Fortunes: Mari Smith's slides from BlogWorld09
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Transcript of Facebook & Twitter Fortunes: Mari Smith's slides from BlogWorld09
1©2009 Mari Smith - MariSmith.com
Presents
Facebook & Twitter Fortunes
withMari Smith
Social Media Speaker, Trainer & ConsultantPresident, International Social Media Association
Bubbly Scottish-Canadian! Two tracks Relationship +
Internet … Social Media!
©2009 Mari Smith - MariSmith.com 2
“The Pied Piper of Facebook” Overnight success… 10 years in the
making!
A Wee Bit About Mari
©2009 Mari Smith - MariSmith.com 3
Most Influential Marketer
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4 Ways Social Media Is Changing Business
1) From “Trying to Sell” to “Making Connections”
@Mashable
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@GleneaglesHotel
4 Ways Social Media Is Changing Business
2) From “Large Campaigns” to “Small Acts”
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3) From “Controlling Our Image” to “Being Ourselves”
4 Ways Social Media Is Changing Business
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4 Ways Social Media Is Changing Business
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Social Media = “butterfly effect”
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4) From “Hard to Reach” to “Available Everywhere”
4 Ways Social Media Is Changing Business
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300+ million active
members.
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2nd most trafficked website in the world
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Largest photo-sharing platform. 2bn/mo
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>70% of Facebook users = outside the United States
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Fastest growing demographic = age 35+
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More degrees, more mature, more money!!
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Rigorous Terms of Use!
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>65 million on Facebook mobile
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50% MORE active!!
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Text “fan marismith” to32665 [FBOOK]
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Why Social Media?
Meets the human need to be heard, validated,
acknowledged.
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Facebook’s Mission
“To help the world connect &communicate more
effectively.”
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Main barrier to social media adoption:
Inability to measure ROI [ Source: MarketingSherpa]
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#1 reason people fail with Social Media
Lack of a viable (proven) strategy
24©2009 Mari Smith - MariSmith.com
Your Social Media Vision
25©2009 Mari Smith - MariSmith.com
Social Media Strategy
Mari’s Four-Part Formula
Quality NETWORK +
Quality CONTENT +
CONSISTENCY+
Genuine, AUTHENTIC, PASSIONATE CARING =
Profitable RELATIONSHIPS
26©2009 Mari Smith - MariSmith.com
Your Customer’s Value
• How much is a customer worth? • How much does the average customer spend
per transaction? • Is a customer more likely to purchase a
product after some sort of social media interaction?
• How much is it worth to convert an unhappy customer to a happy customer?
• On average how many people does a happy customer tell about a product or service?
• How much can an unhappy customer hurt you?
[Source: Jacob Morgan, MarketingProfs]
27©2009 Mari Smith - MariSmith.com
What you CAN measure:
1. Activity (web analytics of blog or site)
2. Tone (sentiment) [PeopleBrowsr.com]
3. Velocity (spread over time, URLs, trackbacks)
4. Attention (duration on site)5. Participation (comments, trackbacks)6. Many qualitative attributes
(comments, what did they say, what did they mean)
[Source: Shel Israel]
28©2009 Mari Smith - MariSmith.com
Facebook’s Primary Features
Personal Profile
29©2009 Mari Smith - MariSmith.com
Faceook’s Primary Features
Fan Page
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Facebook’s Primary Features
Groups
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Facebook’s Primary Features
Events
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Facebook’s Primary Features
Photos
Videos
Apps
News Feed Wall
33©2009 Mari Smith - MariSmith.com
Strategic Planning
• Who is your target market?• What problems are they having?• Where are they most active?• How do you reach them?• How can you authentically engage with them?
• What is your overall objective?• How will you measure your results?
34©2009 Mari Smith - MariSmith.com
Your Facebook Fan Page
35©2009 Mari Smith - MariSmith.com
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Facebook Fan Page Checklist
• POST Method Source: Forrester Research/Groundswell.
• What target market would you most like to
attract to your Facebook Fan Page? [PEOPLE]:
• What is the primary OBJECTIVE of your
Facebook Fan Page?
• What STRATEGIES do you plan to implement?
• What TECHNOLOGIES will you use?
37©2009 Mari Smith - MariSmith.com
http://www.facebook.com/pages/create.php
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http://www.facebook.com/pages/create.php
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http://www.facebook.com/pages/create.php
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Facebook Fan Page Checklist
Title – person's name vs. company name:
Tag line? (additional keyword rich text):
Category: Popular = Brand, Product, or
Organization > Professional Service.
Image: Ideal size = 200px by 600px
Company Details
“Mini bio”
41©2009 Mari Smith - MariSmith.com
Adding custom content
Static FBML app:
Which will be non-fan landing page? Examples: Welcome, About us, Be our Fan, Contest, Free Tips, Free Download, Free Stuff, Our Blog, etc.
Check character length, shorter is better. To select the non-fan landing page, click
Settings > select the tab you want from the drop-down menu next to Default Landing Tab for Everyone Else.
42©2009 Mari Smith - MariSmith.com
Sample Content
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Sample Content
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Sample Content
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Browse Pages
• http://www.facebook.com/pages/?browse• http://www.facebook.com/dellsocialmedia• http://www.facebook.com/barackobama• http://www.facebook.com/PizzaHut• http://www.facebook.com/cocacola• http://www.facebook.com/zappos• http://www.facebook.com/SF• http://www.facebook.com/wholefoods• http://www.facebook.com/Starbucks
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55©2009 Mari Smith - MariSmith.com
Where should you start?#1. Facebook (Profile + Fan Page)#2. Twitter#3. LinkedInBlogYouTubePodcasting, Articles, Teleseminars, Webinars, Press Releases, Radio, Live Events, Tweetups, Widgets, Public Speaking, TV, JV’s, Ads
***RADICAL STRATEGIC VISIBILITY***
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Success Stories
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Connect With Mari
www.marismith.com
www.whyfacebook.com
www.facebook.com/marismith
www.twitter.com/marismith
[@marismith]
www.linkedin.com/in/marismith
International Social Media Association
www.imaconnects.org