Social Media Strategies: Real-world Approaches Anchorage Marketing Association, Anchorage Chapter April 9, 2009
Jan 28, 2015
Social Media Strategies: Real-world
Approaches Anchorage Marketing
Association, Anchorage Chapter
April 9, 2009
Social Media and Web 2.0 Applications: “Evolving
Explosively”
Social Media and Web 2.0 Applications: “Evolving
Explosively”
Breaking Down Social Media Strategies
1. What is Social Media2. Social Media How-to3. Anchorage Case Studies4. Business Applications for Social
Media
What is Social Media?
• Wikipedia - “Participatory online media where news, photos, videos and podcasts are made public through websites and user submission.”
• Me- “Online communities built through many-to-many interactions.”
What is Social Media?
Three Elements:1. Platforms – websites, SMS
(Facebook, Twitter)2. Content – text, photos, videos, etc.3. Interactions – ratings, comments,
sharing
Breaking Down Social Media Strategies
1. What is Social Media2. Social Media How-to3. Anchorage Case Studies4. Business Applications for Social
Media
How-to: Network on LinkedIn
Uses:• Hiring, professional
promotion, research• Online resume• Somewhat exclusive
–have to know someone to connect
• Or, need referral
How-to: Network on LinkedIn
How to Take Advantage:• Do a full profile• Request and write
recommendations• Answer questions
posted on networks• Quality over quantity –
don’t get caught up in number of contacts
• Start or join a group of professional interest
• Key: Exclusivity adds to its power
How-to: Examples of LinkedIn Tactics
Personal Branding
Hire People
Get Feedbac
kNetwork
ing
Online Resume
Contact CustomersEvent
Updates
Market Researc
hFind leads
Get a Job
RFP Process
How-to: Experiment with Twitter
Who is out there?• 752% growth in 2008 – up to
4.43 million unique users in December
• Approximately 400 people Twittering in Anchorage area in January, now almost 1,000 (Twellowhood)
• Many technology professionals, but all “early adopters.”
• More likely male, 35-44, affluent, educated, and living in an urban area.
How-to: Experiment with Twitter
How-to: Experiment with Twitter
How to Take Advantage:• Don’t stick to the website: Use Twhirl,
Feedalizr or Tweetdeck for desktop updates.
• Use SMS capability for updates on your cellphone as text messages.
• With data accounts: PocketTweets, Twitterberry for Blackberry, Twitterific or iTweet for the iPhone.
• Retweet info that may be interesting to followers.
• Comment on other posts• Still small community = relative trust
and engagement
How-to: Examples of Twitter Strategies
Personal Branding
Hire People
Project Manage
ment
Web Traffic
Get Feedbac
k
Make Friends
NetworkingGet
Feedback
Customer Service
Event Updat
es
Find Leads
Read News
Get Votes
Set Up
Meetings
How-to: Engage on Social Networks
Who is out there?• Facebook- 150 million active
users; highest growth rate is 25+
• Facebook:– Anchorage: 89,000, 50,000
30+ years– Alaska: 106,000, 52,000 30+
years• Facebook is the number one
photo sharing site on the Internet
• MySpace- 76 million active users in the U.S.
• Hundreds of smaller, niche networks as well
How-to: Engage on Social Networks
How best to participate?
• Business Pages• Groups• Polls• Applications• Advertising• Individual profiles
How-to: Facebook Tactics
Regularly Update Status
Write on friends’
walls
Post Photos
and VideosPost links you like
1. Create an account, Create a page, Advertise, Then:
Create and promote events
Click on “like”
buttons frequently
Create quizzesDevelop
an applicati
on
Do a Poll
Breaking Down Social Media Strategies
1. What is Social Media2. Social Media How-to3. Anchorage Case Studies4. Business Applications for Social
Media
Case Study: Spenard Roadhouse
Situation:• Opened Late
February• Yelp – poor
initial reviews - brutal
• Some negative buzz on Twitter
Case Study: Spenard Roadhouse
Reaction:• Responded
immediately as part of launch plan
• Connected with evangelists
• SMS Meet-up hosting• New accounts on
Twitter, Yelp, TripAdvisor, Facebook
Case Study: Spenard Roadhouse
Current Activity:• Monitoring and
engaging in conversations
• Befriending Anchoragites, etc.
• Posting specials• Traditional marketing
– email, etc.
Case Study: Spenard Roadhouse
Current Activity:• Tapping their
evangelists• Passing on the
passion• Capitalizing
on the spirit of early adopters to help
Case Study: Spenard Roadhouse
Take-aways:• Social communities
bring out best and worst – wider spectrum than in person
• Thrilled with new ways community engages – online and in person
Case Study: Anchorage Concert Association
• Why do Facebook? – Entertainment core
product– Content engagement
was a match to medium
– Other media more fragmented
– Word-of-mouth critical
• Community engagement
• Post events, interesting articles, video, photos
Case Study: Anchorage Concert Association
• Advertise events, etc. – point to fan page or a website.
• Engage discussion – on page and via fan newsfeeds
• Targeting– Age– Gender– Geography– Keywords
• Low cost-per-entry
Case Study: Anchorage Concert Association
Ads Plus Social Equals Viral:
• FB advertises to your friends when you are the fan of something or comment– In news feed– In “Highlights”
column
• “Like” Function– For ads– For news feed
items – comments, photos, videos, whatever
Case Study: Anchorage Concert Association
Results:• 162 new fans• Advertising – 7 days,
55,000 impressions, less than $30.00
• Most are NOT subscribers – exploring meaning, but obviously new audience access
• 65% 25 – 44 – part of core audience
• Minimal time investment – two hours initially, one hour per week
• Fans – possibly more engaged than email
Case Study: Brand Discussions
Anchorage Brand Discussions on Twitter:1. New neighborhood bakery opening in South Addition 2. Comparison of internet access in Anchorage3. Bad service at a local café4. Rave reviews about a new restaurant in town5. Alaska Ferry articles posted
TweetScan – weekly reports on tweets that include a search term of choice– At a minimum – monitor your brand– Be ready to respond
Breaking Down Social Media Strategies
1. What is Social Media2. Social Media How-to3. Anchorage Case Studies4. Business Applications for
Social Media
Business Applications for Social Media
Reminders:• Social media is a community where people
interact• Direct contact is good, viral distribution is
great• Right message to the right people at the right
time• Early adopters = most distrustful, greatest
evangelists
Business Applications for Social Media
More Reminders:• These are tools, not solutions• Don’t connect with everyone – identify
your “Passionistas”• Speak with authenticity and genuineness
- not easy• Doing a good job takes time, not
necessarily money
Business Applications for Social Media
Marketing principles still apply:1. Make a plan
a. Goals?b. Target audience?c. Where can you reach them?d. Right message/conversation?
2. Time is Money – allocate staff time appropriately3. You will fail before you succeed4. This stuff is all evolving – expect change5. Nervous? Participate personally first.6. These tools are not for all businesses. 7. Selling the idea: Relatively uncluttered voice vs.
competitors
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