Social Media & Social Media & Engagement Engagement

MarketingMarketingSara Brueck NicholsDecember 8, 2010

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ObjectivesObjectives• What are you expecting?

• What do you want to end up with?

• What do you hope to know in 120 minutes that you don’t know now?

• Where are you coming from?

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Forget what you Forget what you know.know.

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ConversatConversationion

MediMediaa

PortabilityPortability

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Talking Talking TOTO

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Talking Talking WITHWITH

QuizQuiz

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Why Social Media Matters

How do you get How do you get started?started?

Use It.Use It.

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Done it?Done it?• Sent/received a text• Read a blog• Posted a status update on Facebook• Posted a link on Facebook• Searched yourself on Google• Created a LinkedIn profile• Joined a LinkedIn group• Commented on a blog• Subscribed to an RSS feed (and read it)• Answered a question on Twitter

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Done it?Done it?• Used Google alerts• Written a blog• Had a conversation with a brand online• Used a photo-sharing service• Participated in a webinar• Accessed the Internet from a cell phone• Used a social bookmarking site• Shared information you got from somewhere else• Developed a new passion/insight/appreciation

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How do you use it?How do you use it?

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Getting StartedGetting StartedEvaluation

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If you don’t know where you are and If you don’t know where you are and where you are going, you won’t know if where you are going, you won’t know if you have arrived and how successful you have arrived and how successful you’ve been.you’ve been.

Getting StartedGetting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success?

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Ask Yourself…Ask Yourself…• How good am I at listening?• How compelling is the story I want to tell?• How big is my universe? Where are they?• How much of my time is engagement marketing

worth?• What are my competitors doing?• Who are the brands I want to emulate?

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Plan: AudiencePlan: Audience• Who are you trying to reach?• Where are they on the social web?• How do they use the social web?• What do they want?• How much time do they have?• How well do they know you?

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Where is Your Audience?

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Plan: ObjectivesPlan: Objectives• Brand

o Awarenesso Thought leadership

• Members/Customerso Recruitment/retentiono Community buildingo Service/support

• Financialo Saleso Donations

• Other?

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AwarenessAwareness

EducationEducation

ActionAction

Plan: StrategyPlan: Strategy• Create your plan

• Listen and Monitor. • Pay Attention! • Participate• Share content• Network• Spread awareness/generate buzz• Call to action

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Plan: Tools/TacticsPlan: Tools/Tactics• Monitoring• Blog• Facebook• Twitter• LinkedIn• YouTube

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TipsTips10 Things to Keep in Mind

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Don’t ForgetDon’t Forget• Keep your objectives in mind.• Get involved. Contribute.• Think BEFORE you Tweet/Post/Comment.• Integrate campaigns• Don’t fall into the “One” trap• Be in the right place at the right time• Have a clear message• Content IS CRITICAL• Be confident, transparent and honest• BE HUMAN

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One Final NoteOne Final NoteWill social media hurt my brand?

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There Are Rules There Are Rules

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Small Does Not = Small Does Not = InvisibleInvisible

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Innovation Is Not Innovation Is Not EnoughEnough

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QUESTIONS?QUESTIONS?

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Resources &Resources &Contact Info.Contact Info.

• Social Media Clubo SLC http://smcslc.orgo Utah Valley http://smcuv.org

• Utah Pulseo Social Media Minute

• Mashable.com• ChrisBrogan.com• DuctTapeMarketing.com• CodellaMarketing.com

Sara Brueck Nichols

LinkedIn.com/in/

SaraBrueckNichols

@CandidMarketer

SaraBrueck@gmail.com

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Skittles redesigned its website to function as a Twitter page in March 2009, with new updates for every Skittles-related tweet, as well as links to a number of social media pages on YouTube, Facebook, Wikipedia and Flickr. It was praised at the time for being innovative, experimental and brave, and for giving consumers some control of their brand reputation. It allowed Skittles to engage with customers who may not normally have visited their home page and traffic increased dramatically.

The success was however short-lived as interest dropped off dramatically. In the long-term, the site did not engage with customers or offer them any content of value. Skittles didn’t actively participate or contribute to online conversations, they merely pulled in streams from different social media sites. Pranksters also decided to add to the Skittles Twitter feed with vulgar language and profanities so they would end up on the website, forcing the Mars family to abandon the campaign as the Skittles’ target market includes families and children.

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