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Secrets of Social Media Marketing Paul Gillin PRSA Teleseminar May 19, 2009
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Social media marketing, in its many forms, has taken the business world by storm. The compelling speed, costeffectiveness and customer engagement benefits of social media campaigns are rewriting the rules of marketing. But so much is happening so fast that it’s impossible to keep track of all the options. The good news is that you don’t have to boil the ocean. Effective social media campaigns require a disciplined approach to setting strategy, choosing tools and building customer affinity. Stay focused and you’ll be fine. In this presentation, you will learn: * The strengths and weaknesses of the major social media platforms as marketing and public relations tools. * How to choose the right tools for a campaign. * Strategies for tracking performance and measuring success.
Transcript of Secrets of
Secrets of Social Media Marketing
Paul GillinPRSA Teleseminar
May 19, 2009
10 Secrets of Social Media Marketing
Secret #1: Don’t Fear Negativity
Old Tactics No Longer Work
“Please remove the posting located at the following link: http://consumerist.com/consumer/insiders/22-...It contains information that is confidential and proprietary to Dell.”
June 14, 2007
Dell's 23 Confessions Now's not the time to mince words, so let me just say it... we blew it…. instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn't do that, and now we're paying for it.
June 16, 2007
Be Human
“If a company does something wrong and then fixes it, it stirs up much more customer loyalty than if they didn’t do something wrong
in the first place.”Ben Popken
Editor-in-chief, The Consumerist
Secret #2: Start With the Goal, Not the Tool
Business Goal Social Media Tool
Blog Podcast VideoSocialNetwor
k
Private Comm-unity
Recom-mendation
Engine
Build Customer Community ● ● ● ● ●
Counter Negative Publicity ● ● ● ●
Crisis Management ● ● ● ● ●
Customers Conversation ● ● ●
Expose Employee Talent ● ● ● ●
Generate Website Traffic ● ● ●
Humanize The Company ● ● ● ●
Strategy Drives Technology
Tools at Your Disposal Discussion Forums – tactical and impersonal Blogs – The online equivalent to
publications Microblogs – Short, fast and frequent Podcasts – Add depth, lose interactivity Social Networks – Listening posts Social Bookmarking Sites – Drive awareness Online Video – Flexible but complex Search Engines – Your traffic driver
Secret #3: Embrace
Niche Markets
Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders
Secret #4: Empower Your People To Speak
For The Company
The New PR Mandate“A company’s true character is expressed by its people. The strongest opinions – good or bad – about a company are shaped by the
words and deeds of its employees…It is the responsibility of corporate communications to
support each employee’s capability and desire to be an honest, knowledgeable
ambassador to customers, friends, shareowners and public officials.”
--From The Authentic Enterprise: Relationships,
Values And The Evolution Of Corporate Communications
Arthur W. Page Society, Dec., 2007
The Power of Peers
Secret #5: Listen Before You Talk
Listening Posts
Little-known GemsSocial bookmarking
sites
Meta Search
Specialized Search
Secret #6: Think Like a Publisher
Traditional Media in Decline
Decline in circulation of top 10 newspapers in 2008: 635,000
Average age of daily newspaper reader in US: 57
Reduction in US newsroom staffs since 2001: 25%
Magazine newsstand sales growth, US, 2008: -12%
In 2009: -22%
Growth in NBC prime time audience, 2008: -14.3%
Age of average network evening news viewer: 63
Percent of time teenagers spend with television, compared to their parents: 60
Percent they spend online: 600
Growth in Twitter membership, 2/08 - 2/09: 1,400%
Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33
Information Democratization
Advise and Educate
Secret #7: Ditch the 13-week Campaign
Social Media Campaigns Take TimeWeek Goal
1-13 Build awarenessShow steady growth
14-39 Gain search tractionGenerate inbound links
40-52 Make top 10 results for targeted queriesTraffic becomes self-sustaining
53+ Daily visits 3X to 4X week 14 averageConsider spinoffs
Many Ways to InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
Influence Inversion
Courtesy Digitas
Secret #8: Put Communities to Work
Ready-made Markets
The Value of Communities
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
Opinion Panelists
Deputized Designers
Product Developers
Secret #9: Use the STRAIGHT Principle in
All Communications
Play it STRAIGHT Succinct Transparent Responsive Accepting Insightful Genuine Humorous Timely
Secret #10: Give to Get
Offer Value
Artful Homes Community
Woot Community
Jockey’s Customer Reviews
Tap customer innnovation
Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: pgillin
Available on Amazon or from www.NewInfluencers.com
Available on Amazon or from www.SSMMbook.com
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