Mastering Social Media

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Mastering Social Media

A YPN Miami WorkshopPresented by Chris Payne

CEO, Regal Spri Creative Group, LLC7/30/11

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What is Social Media?

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Is this Social Media?

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The Breakdown

Social- Conversing with

People- Listening- Learning- Sharing

Media- Platforms used to

deliver information- Print- Radio- TV- Web

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It’s what WE DO... with the technology like facebook, twitter....

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Why is being social important?

• You learn what people want and are interested in

• People/Customers become vested• Sparks Word-of-Mouth• Drives traffic• Visibility amongst extended network

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Scenario #1

You’re the Social Media team at Company XYZ• Product: XYZ• Target Audience: XYZ• Recent Event: Miami Heat lose in NBA Finals• Goal: Drive traffic to your website• Exercise: Create an interesting tweet in 20

words or less

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DO’S & DON’TS

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Social Media Pitfalls

1. Rush to action without a plan2. Lack of objectives and measurement3. Misguided content 4. Failing to engage audience5. Limited Reach6. Out of Touch

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Errant tweet on @ChryslerAutos branded account was caught quickly, but damage done.

• Offending tweet posted on the Chrysler Twitter account.

• Chrysler catches it later that same day, but not until after many other Twitter users retweet the post.

• Chrysler posts a statement on its blog that an employee at New Media Strategies, Chrysler’s social media agency had posted that tweet. The post went on to say that the employee had been terminated and Chrysler would not be renewing it’s contract with NMS.

• Fired employee blamed a bug in the Tweetdeck application, claiming the post was meant for his personal account, not Chrysler’s

Source: http://jalopnik.com/#!5780113/chrysler-loses-control-of-twitter-account-drops-f bomb

Key Learnings: • Best to train your own employee team to tweet on your behalf.

• If you do use outside agencies, ensure they are trained as well. Consider having an approval process in place for all posts.

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@HabitatUK used top trending hashtags in an attempt to get more people to notice their tweets

• Habitat (a furniture store) tried using top trending #Hashtags to get noticed by a wider audience.

• Habitat even used hashtags #iranianelection and #mousavi)

• The tweets were recognized for what they were…a spamming technique.

• HabitatUK responded by deleting their tweets, but never apologized.

Key Learnings: • Don’t spam. Social Media is about

developing relationships, not spamming them.

• Apologize when you do something wrong. Use it as an opportunity to engage in conversations with those you offended.

Source: http://socialmediatoday.com/SMC/103334

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Social Media Etiquette

• Treat your network like family and friend• Listen• Promptly answer their questions/concerns• Be Personable: Let them into your daily world• Be Authentic• Give thanks and praise• Share ideas

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Social Media Black Belt

• Valuable Content– Not Boring– Diversification– Thought Leadership

• Video and/or Podcasts• Consistency• Engage– Direct Message– Ask Questions– Offer Discounts/Promotions7/30/11

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exhibit #1

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In 2010, after 23 years and hundreds of millions of dollars spent on Super Bowl ads...

Pepsi ditched the SuperBowl and poured 1/3 of its' TOTAL annual marketing budget into a

cause-driven social marketing campaign; The Refresh Project

http://www.refresheverything.com/

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Case Study: LinkedIn

• Company: Doble Group, Tech Consulting Firm• 2 Month Campaign• Day 1– Vanilla CEO profile – ~ 350 connections

• Day 60– Keyword Rich Personal & Biz Profile– 1500+ Connections– 30 Group Affiliations + 1 Group Created– 3 Leads in one day after Direct Message initiative7/30/11

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Need Inspiration? People and Brands that get it Right

• @SeanKent: Funny a** comedian• @KennethCole: Makes his brand relevant to

what’s happening in the world• @BurgerKing: Direct, humorous & not overbearing

• @IamDiddy: Himself. Let’s you into his world.• @UncleRUSH: Inspirational and Well-Rounded• @Bereolaesque: YPN Member that’s successfully

building his brand• @YPNMiami: Greatest Org EVER!!!7/30/11

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The Tactical

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How to gain Fans/Followers

1. Ask your personal network2. Determine your audience3. Follow your audience4. Deliver content of VALUE!5. Engage, Engage, Engage!!!

1. Ex. “I feel the same way”, “You’re a genius!”

6. Target key influencers7. Follow-Up: @YPNMiami Great Social Media

Workshop!!!7/30/11

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Great Social Networks1. Ning.com: Easily Create your own S Network2. ICABA: Connect with affluent, professionals of color3. YouTube or Vimeo.com: Upload and share video4. Flickr: Upload and share photos5. Google Alerts: Get notified when your brand is mentioned6. RSS: Get an RSS Reader and follow your fav sites7. LinkedIN: #1 Network for business8. Mashable: News on digital culture, SM, & tech9. Digg: Allows anyone to “Vote-Up” their fav web pages10. HelpAReporterOut (HARO): Free PR. Become a source and pitch your

product/service when appropriate11. FourSquare: Let friends know where you are by “checking-in”12. Groupon: Social Buying site7/30/11

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Scenario #2

You’re the Social Media team at Company XYZ• Problem: Someone just posted on their blog“Love Comp XYZ products, but I’ll probably shop

at Competitor X since they don’t answer their phone!”

• Goal: Retain the customer• Exercise: Discover the blog post. Make the

customer happy.

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Setting up a Wordpress Blog

Wordpress.com vs Wordpress.orgWhat’s the Difference?

Wordpress.com1. Sign Up2. Get Familiar3. Customize4. Post!!!

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Using StumbleUpon

1. Sign Up2. Select categories of interest3. Stumble… Upon great content!4. Vote5. Share via your networks6. Set Up Notifications

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Don’t be shy… BE SOCIAL!

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Contact Information

YPN Miamiwww.YPNMiami.comE: [email protected]

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Speaker: Chris PayneCEO, Regal Spri Creative Group

www.RegalSpri.comE: [email protected]: +1 305.791.0901FacebookTwitterLinkedIn

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facebook

3rd most populated country

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75 million accounts(of which15 million active)

65 million tweets per day

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Setting Up Outlook

• http://products.secureserver.net/email/email_outlook.htm

• MICROSOFT– http://support.microsoft.com/kb/287532

• GMAIL– http://mail.google.com/support/bin/answer.py?hl

=en&ctx=mail&answer=75726

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