Jan Zimmerman, Author Social Media Marketing All-in-One for Dummies Web Marketing for Dummies Watermelon Mountain Web Marketing [email protected].

Jan Zimmerman, AuthorSocial Media Marketing All-in-One for Dummies

Web Marketing for Dummies

Watermelon Mountain Web Marketingwww.watermelonweb.com

[email protected] 4614 Sixth St. NW, Albuquerque, NM 87107

505-344-4230

Slides at: watermelonweb.com/marketingresources.htm

Workshop Goals

• An overview of social media• The big 3 and lots of little ones• Play the social media marketing game• Decide which social media are best for your business on

the basis of target audience, marketing goal, and resources

• Create a mini-social media marketing plan to implement two social media techniques for your own business

• Use social media tools to improve performance

© 2011 Watermelon Mountain Web Marketing

Where Social Media Fits Into Your Business


Management & Hiring

Planning

Marketing

& Sales

Accounting & Finance

Operations

Online Marketing

Social Media

Terminology

Social media Social media channels Social media services

bookmarking social news social sharing buttons



What Makes Media “Social”

Social Media is 2-Way Communication You have two ears and one mouth – spend

twice as much time listening as you do talking!

Pros of Using Social Media • Cast a wider net• Branding• Build relationships• Improve business processes• Improve search engine ranking• Sell when opportunity arises• Mostly free (except for labor)• Save money on advertising • You must still have a website!


Cons of Using Social Media• Requires time

• Difficult to gain visibility

• Requires discipline, structure, and time

schedule

• Need a Web site or blog to function as

your online baseline

- for information sharing

- for capturing contact info


Social Media Channels

Social Networking (Facebook) Microblogging (Twitter) Professional Networking (LinkedIn) Social Content Sharing

Text, video, photos, audio, slides

Social Media in the Real WorldGeosocial, Meetups, Review Sites, Coupons


Social NetworkingFacebook: Why Use It?

• Relationship builder

• Brand exposure to target market customers – you are

engaging with people who follow the brand

• Good for giveaways, contests, surveys, support, feedback

• Can customize with video, events, discussion boards, blog

feeds, and more.

• Create links to your e-newsletter, event registration pages

and special offers on your Web site


www.facebook.com/mayasantafe


Microblogging: Twitter Why: brand exposure, building, and

monitoring, viral outreach, communicating and engaging with customers, getting quick feedback.

What: content that is updated frequently (such as news, online offers, etc.) or that is time dependent.

Why not: not useful if done for personal musings or product promotion only. Must find ways to incorporate social 2-way element.


http://twitter.com/#!/BODYofSantaFe


Twitter Tricks

• Reduce time needed to use Twitter wello Retweet others’ tweetso Use news aggregateso Use hashtags (#) to follow topicso Lots of different Twitter apps to make using

Twitter easiero Use a link shortener (like bit.ly) with

analytics


Professional Networking LinkedIn

• Considered the web’s “professional social network”

• On average 36.5 million people visit LinkedIn.com every month

• 25,000,000 users in USA



www.linkedin.com/company/positive-energy_2

Social Content Sharing Blogs Video

YouTube, Vimeo, Ustream Photo

Flickr, Photobucket, Picasa Audio

Podcast Alley, BlogTalkRadio Slides & Presentations

Slideshare.net



Blogs: Social Sharinghttp://santafe-1.com/tonys-blog

Videowww.youtube.com/watch?v=1nYqo-i7i78&feature=related


Photohttps://picasaweb.google.com/112803030979296721328/

LinsonSDesignSource#5585906395633095826


Audiohttp://santafealliance.com/blog/category/podcast/


Audio www.santafe.com/podcasts/listen/stephanie-hatfield-drops-new-album


Slideshare.netwww.slideshare.net/avikhadiraberman/welcome-to-

salsa-suave-online-497942


Geolocation Foursquare, Gowalla, Loopt

Shared Coupons Groupon, Living Social, DealMeInNM

Meetings Meetup.com, Tweet-ups

Product Reviews TripAdvisor, Urbanspoon, Yelp, Angie’s List, Epinions

Putting People in Places


Geolocation https://foursquare.com/v/del-charro/4bdb5d143904a59354074a9e


Shared Couponshttp://www.groupon.com/deals/touched-by-an-angels-wing


Meetingswww.meetup.com/sfsingles-org/events/37731232/


Product Reviewswww.yelp.com/biz/tia-sophias-santa-fe


Niche Social Media: Source Lists

• Mashable.comhttp://mashable.com/social-media (then search)

• SEOmoz.com www.seomoz.org/article/social-media-marketing-tactics

• Wikipediahttp://en.wikipedia.org/wiki/List_of_social_networking_websites


Bookmarkingo Recommendation: StumbleUpon, Delicious,

Google.com/bookmarkso Social Shopping: Kaboodle, ThisNexto Specialty Bookmarks, e.g. book recommendations

Newso Digg, reddit, google.com/news


Social Bookmarking & News

Stylehive.com


Digg.com Social News


“Follow Us On” Chiclets• Post everywhere to cross-link Web site, blog,

newsletter, etc.

• Use a call to action (Like Us on _______)

• Programmer may have to add for you; links to other elements of your Web presence

• Get from many places or source sites, e.g. www.openshareicons.com

• These link to your social pages© 2011 Watermelon Mountain Web

Marketing

Social Sharing Buttons

• Goes viral - makes it easy for others to

recommend

• Addthis.com, sharethis.com; always

register for “analytics”

• Generates code that goes on a page;

programmer inserts

• Remember: these links go to other

people’s social media or email

• Always include Email Link and

Bookmark as options


Let’s take a break!


Social Media Marketing Game

• Gather into teams of 2-3• Team has 20 minutes to solve a social media

marketing problem• Decide who will report your findings: max 5

minutes/team:o Read the problem statemento Explain what your team decided and why

• Discussion


Social Media Marketing Goals & Objectives

• What are you trying to achieve?• Leads, customers, online sales, visitors offline?

• What objectives can you specify?• How will you measure success?• What is your budget?• How long will it take you to recover your

investment?


Social Media Strategy & Tactics

• Who is your target market (demographics)?• What social media do they use?• What skills, staff, and other resources do you

have available?• How much time will you allocate to social media

vs. other marketing - estimate 2 hours/channel/week!

• What social media channels will you use? Try to do only 1-2 major channels at a time.


Social Media Implementation Plan

• Who will do the work?• When will they do it?

o Use google.com/calendar or calendar.yahoo.com

• What performance metrics will they report and when?

• What social media tools will you deploy?


Researching Social Media Demographics


Determine which social media are used by your target market and industry

Quantcast.com

Alexa.com

Hubspot.com

Alexa.com


comparative usage rankings, demographics, related sites, click stream

Quantcast.com


provides usage, demographic profile

What to Monitor and Why


• Track what’s being said about your company & products

• Research markets and competitionStay up-to-date on industry

• Watch trendlines on topics on volume of comments

o Monitor success of press release or other promotion

o Monitor for intellectual property infringement

o Obtain customer feedback and input

Social Mention www.socialmention.com


Search for Company Name


Google Alerts


Your Own Social Media Marketing Plan Spend 10 minutes writing up your plan Spend 10 minutes discussing results


Jan Zimmerman, Author Social Media Marketing All-in-One for Dummies Web Marketing for Dummies Watermelon Mountain Web Marketing [email protected].

Documents

media social social

social media marketing

social media fits

overview of social media

social media techniques

dummies web marketing

marketing goal

web site