Social Media: What Is It? Why You Need Strategy & How To Get It.
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2011 Finch
what?
Social MediaWhat Is It? Why You Need Strategy & How to Get It
why?
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social media:The use of web-based and mobile technologies to turn communication into an interactive dialogue.
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key word: dialogue
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how do you communicate with a digital world?
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more importantly... how does a digital world communicate with you?
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you may want to consider: • Over 50% of the world’s population is under 30 years old• In 10 years over 40% of the Fortune 500 will no longer be here• Social Media has overtaken porn as the #1 activity on the Web• Facebook tops Google for weekly traffic in the U.S.• 1 in 5 couples meet online• What happens in Vegas no longer stays in Vegas!• If Facebook were a country it would be the world’s 3rd largest & 2x the size of U.S.• 80% of companies use social media for recruitment; 95% use LinkedIn
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PortfolioWebsite
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Blog
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flickr
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why social? what fuels the industry?
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Top Reasons Brands are Investing in Social...1. To generate word of mouth advocacy2. Develop brand loyalty and build closer relationships with customers3. Address customer care issues4. Educate customers and media about company-related issues5. Support product/service sales & events
Source: FedEx Social Brand Study
why social? what fuels the industry?why?
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why businesses fail at social media.
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why businesses fail at social media.(sound familiar?)
We are going to“Do Facebook”
We are going to“Do Facebook”
We are going to“Do Social Media”
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please don’t.
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1. have a reason, a strategy.
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strategy: Strategy is when you have a plan to accomplish something.
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tactics: Tactics are specific actions, sequences of actions, & schedules you use to fulfill your strategy.
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tactics without strategy is dumb.
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where are you headed? what do you want to do?
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where should a brand start?
“Brand positioning indicates how these brands may have entered
into social media. Where they move from here depends on
how their customers need them most over time.”
David Rollo, 22squared
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Activate
Amplify
Serve
Activate
Earn
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2. choose a platform(s).
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let your strategy dictate your platform.
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A social networking service, birthed by college students. The site still maintains a youthful & unguarded culture. Users must register & create a profile, add other users as friends, & exchange messages & receive notifications when they update their profile. Users express themselves through status updates & by joining common-interest groups.
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A social networking and microblogging service that enables its users to send & read text-based posts up to 140 characters known as “tweets.”
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A business-related social networking site. In some respects similar to Facebook but with a more professional, business-like culture. Users register & create a profile, “connect” with other users, recommend others & display work related experiences & resumes.
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A video-sharing website where users can upload, share & view videos.
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3. conversational = credible. post like a friend. add value.
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do what friends do.
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listen.
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engage.
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engage.
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engage.
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engage.
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engage.
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engage.
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engage.
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content is king.
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2 questions must be asked.
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2 questions must be asked.1. Is it helpful?
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2 questions must be asked.1. Is it helpful?2. Is it entertaining?
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authentic messaging.A necessity for transparency & authenticity in every socialmedia program, no matter its simplicity or sophistication.
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think long term.
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4. images & videos rule.
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“Provide the ultimate social experience for sports fans.” Buffalo Wild Wings
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Provide the ultimate social experience for sports fans BWW.
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“ The volcano has been turned off, visit Iceland.”
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The volcano has been turned off, visit Iceland.
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words rule too, but only whenentertaining or helpful.
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The Chair:One Man’s Crusade to Own the World’s Coolest Chair... EVER!
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5. promote others. share the love.
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TwitChangeHow Social Media Is Changing the World.
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Help PortraitA Global Movement of Photographers using their time, gear & expertise to give back to those in need.
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highlight partners & vendors.
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now what?
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finally... invest, track & measure.
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5. invest. track & measure.
FacebookAnalytics
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Analytics
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Social Media Studies
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social must become a way of life.
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let’s connect!@johnbenfinchfacebook.com/benfinchphotographyben@benfinchphotography.comlinkedin.com/in/benfinch
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