Forum sustentar 2011 social media workshop 25 august 2011

Social Media Workshop Forum Sustentar 2011

25 August 2011

Who we are.

What we do.

Who would you alert?

How many people could you reach in a day?

Where we’re headed…

• Social Media 101– Why– What– How

• Working with the Tools– Facebook– Twitter– Hootsuite– Google

Are you using Social Media?

Does Anybody Really Care ?

85% - companies must interact with customers

52% - voicing opinions on social networking sites can influence business decisions of companies. 

31% - purchase more from companies/brands they like or follow on social networks than from those they do not.

So What is Social Media Marketing?

It’s NOT

FOR SURE it isn’t

Advertising

Advertising

Social media defines the activitiesthat integrate technology, social

interaction and the sharing of words, images, video and audio.

~ IfPeople

In other words…

Social Media is a conversation that takes place online

It’s a conversation morepeople are joining everyday

People Like This … By 2011, millenials will

outnumber baby boomers

$350 billion in spending power

Spend over 16 hours a week online

96% have joined a social network

They care about what their friends think and what they like, not traditional marketing and ads

UniversalMcCan Comparative Study on Social Media Trends http://tinyurl.com/dlzqnx “Consumer 2.0” by Mr.Youth and RepNation Media http://tinyurl.com/cpja9q

And This …

41% of babyboomers have visited a social networking site

+55 Women fastest growing demographic on Facebook

More stable, dependable income

“The Fastest Growing Demographic on Facebook” http://tinyurl.com/bl99qo

Social Media is a DIALOGUEnot a monologue

Social Media is…

Consumer-driven Transparent

Engaging Inclusive Sincere

It isn’t..Controlled Impersonal

Exclusive Formal

One-sided

What can Social Media really do for you?

Public Relations

Customer Relations

Loyalty Building

Collaboration

Networking

Thought Leadership

Recruiting

And yes, new customer acquisition too!

Okay, but how do you do it?

Have a Strategy

HOPE IS NOT A STRATEGY

Assign Responsibility

Live by a Process

Follow Don’t Lead

Decide what Channel for what purpose

The ConversationPrism

Social Media

Toolkit

PICK YOUR TOOLS

LISTEN

Monitor your Brand

LISTEN

And…Your Competition

LISTEN

I’m listening...Now what?

ENGAGE

Old Marketing = Target Practice - Target - Interrupt - Hope

New Marketing = Ping Pong - Dialog - Relationship Building

From “Trying to Sell”To “Making Connections”

Be Interesting

Experiment

Talk When People are Listening

Humanize

Create Approachability

Influence how your company is perceived

Measure

Analyze

Social Media is WORK

Social Media Isn’t the answer to everything

If your product is garbage

Social Media Won’t Fix it

SocialMediaCan Help…

Repeat Visits

Social Media can be a little scary at first…

If you need Help ASK

The Basics…

Worth Repeating

Rule #1 HAVE A PLAN

Rule #2 LISTEN

Rule #3

ENGAGE

Rule #4 MEASURE

Developing a Strategy

The Prerequisite• Make sure upper-management believes in social

media• Sell, sell, sell is NOT the 1st goal• Be in it to build relationships – if not get out• Social Media is a long-term commitment not a

marketing gimmick• Testing and experimentation keys to success• Having a strategy prevents

– misunderstandings– emphasizes why Social Media is relevant to your

business’ overall goals

5 Steps For a Successful Social Media Strategy

#1 Determine Goals & Objectives

• Determine who owns social media– Marketing, PR, or communications, or….

• Understand your social media goals and objectives and how they tie into your overall company goals.

• Keep it Specific, Measurable, Attainable, Realistic/Relevant and Timing (SMART!)

#2 Research

• Don’t just jump in… Research to know what to expect

• Develop a list of social media sites where you can potentially engage with people.

• Check out each of the social media sites on your list and do additional research to determine relevancy by searching for• your brand name• your competitors• your target keywords.

• Listen to what’s out there, identify and understand your target audience.

#3 Create a Digital Rolodex of Contacts and Content

• When done correctly, relationships will build naturally.

• Begin making connections by following the conversation.

• Subscribe to industry blogs, make list of influencers relevant to your business

#4 Join the Conversation

• Start joining the conversation by posting

• Promote others 12x’s more than you promote yourself

• Be Helpful and engaging– Deliver interesting and helpful content

#5 Measure Results• What you measure will tie into the goals and objectives of

your social media strategy.• 4 commonly used objectives:

– Improve brand presence across social channels— Goal - increase # of followers and fans, comments, times your brand is mentioned, etc.

– Increase positive sentiment about your brand —Goal to convert the # of positive mentions while taking note of negative mentions. Has the ratio of positive to negative comments improved? With the good comes the bad in social media. Get used to it!

#5 Measure Results cont.• 4 commonly used objectives (cont…)

– Develop relationships for future partnership opportunities —This goal is to keep track of those with whom you’ve connected.

– Increase traffic to your website —Keep track of visitors to your website who come from each of your social media sites. Use Google Analytics to measure activity including campaigns

•Profile vs. Page

•Page Set-up

•Landing Pages

•Advertising

•Engaging

Landing Page

http://www.facebook.com/apps/application.php?id=190322544333196

•Vocabulary

•Create Account

•Backgrounds

•Followers

More Tips for Gaining Followers…• Find great stories from other people and share them with

a link. Do this 3 times or more a day.• Share useful information that others can use, too.• Respond to other people using the @reply method. • Use Twitter Search (http://search.twitter.com) to find

people talking about the things YOU talk about, and follow them!

• Add your Twitter URL to your signature line in your email! • Don’t talk about your food• Don’t use Twitter like IM (use DMs for that)• Don’t tweet all about you: tweet all about them.

•What is it•Why you need•How to use it

•Google APPS

•Alerts

•Email

Social Media Workshop Forum Sustentar 2011

25 August 2011