social media marketing in web 2.0

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A Quick Peek….

“Social Media is anything that uses the Internet to facilitate conversations between people.”

Source: Brian Solis, author and speaker on Web 2.0

Social Media Defined

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• Discover what you need BEFORE diving into Web 2.0

• Introduce social media as an emerging arm of traditional marketing

• Learn about today’s most popular social media platforms: blogging, Facebook, Twitter, LinkedIn, Flickr and YouTube

• Help you assess whether your organization should pursue a social media strategy

• Determine at what level your organization should participate

Training Objectives

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• Who are you?

• What do you do?

• Who are you trying to reach?

Positioning – A Reminder

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social media overview

Courtesy of CommonCraft.com

A Video (not by us)

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Who is Participating?

Wrong reasons to participate:

•It’s human tendency to want the newest car on the block

• People believe it’s cheap and easy

• You want to spy on your children

Why are people participating?

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The right reasons:

 •Networking with business contacts

•General exposure

•Reconnecting with colleagues

•Finding information

•Keep up on competitors

•Reaching a new demographic

•Appealing for donations

•Recruiting volunteers

•Improved search engine rankings

Why are people participating?

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Simplified…

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Creating Policies so that Social Media Works

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•Recognize: There are blurry lines between personal and professional social media use.

•Recognize: Employees will visit social media sites while at work.

•Recognize: You can’t entirely prevent consumers from saying negative words about

you and your brand.

Why do I need a policy in place?

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Recognize: You must plan ahead to act quickly and authentically.

Your policy:

•Make it public

•Keep it short

•Leverage the positive

•Make it clear to employees they are responsible for themselves

•Make it clear you monitor

•Respect copyrights

•Be transparent but respect confidential information

*Content adapted from Mashable.com

Why do I need a policy in place?

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• Blog= short for weblog

• Type of website

• Usually maintained by one person, but not always

• Regular entries displayed in reverse-chronological order

• Commentary, stories, events, text, pictures, video. Usually has a place for comments and links to other blogs

• Major types of blogs include: personal genre, and corporate

Blogging

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• Defined purpose

• Credibility

• Character

• Community

The elements of a good blog

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• Why?• Keeps you current• Helps people find you on the web• Less formal

• Should we?• Do you have the right employee in-house?• Do you have enough content?

• How?• Read other blogs• Find the right platform• Take a test drive• Promote, promote, promote

Blogging basics

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What is Twitter all about, anyway?

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• Information

• Access to experts

• Building a personal brand

• Traffic to your site

• Building community online

• Connecting with local community

• Listening

• Mobilizing

• Raising money

Why is Twitter important?

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How people are using Twitter:

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Facebook

Why is Facebook important?

• There’s a place for everyone- from individuals, to companies to nonprofits

• So many functions

• Access to power

• Ability to mobilize and fundraise

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Brands on Facebook

There are so many options…. Where do I start? Profile vs. Fan Page vs. Group vs. Cause? Answer:

Set up a Facebook Fan Page as your main presence or outpost and use a group for more adhoc, smaller organizing.

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Facebook: Fan Page

Pros: •Facebook Pages get indexed

•Activity on your Page increases “viral visibility”

•Backend is CMS (spiffy!)

•Ability to add apps

•Set up for advertising

•Ability to add events Cons:•Can’t send mass messages

•Not sure how and why certain things show up

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Using Linked In

•What is it?

•Why is it important?

•How will I be successful?

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Using Video

OptionsYouTube, Vimeo, Animoto

What works best?

• Funny, or makes people go “Ah ha!”

• Creating a series

• Short (under 2 minutes, often as short as 30 seconds)

• Marketed to the right networks- find “power’” users

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Using Picture Sharing Sites

•What are they?

•Why are picture sites important?

•How will you be successful?

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Using Collaboration Sites

•Examples: Yelp, Delicious, GoogleReader

•What are the purposes of each?

•Why should they be used?

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conclusion

Do I have to do it all?

NO!

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Next Steps: What do we do tomorrow?

• Discuss your goals

• Build a social media strategy

• Make the rules known

• Start slow

• Set benchmarks

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Review

Universal Social Media Success Factors

•Be a giver

•Be a lover

•Be courageous

•Be respectful

•Be interesting

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Wrapping it all Up

• Social media won’t replace all the functions of a marketing strategy

• Social media opens up marketing avenues that weren’t formerly available

• Get excited, start brainstorming, and join us on Web 2.0

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