Aaron C. Newman Founder, Techigy http://sm2.techrigy.com January 2009 1 PRSA – Rochester Social Media Marketing 101
May 10, 2015
Aaron C. NewmanFounder, Techigy
http://sm2.techrigy.com
January 2009
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PRSA – RochesterSocial Media Marketing 101
What is Social Media?
• Social Networks– Facebook, MySpace, Ning, Orkut
• Blogs/Wikis– Blogger, WordPress
• Microblogs– Twitter, Identi.ca, Tumblr
• Photo/Video sharing– Flickr, Youtube
• Message boards/Forums– Yahoo Finance, Yahoo Groups
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.
-Wikipedia
What is Social Media Marketing?
• Other buzz words to understand (all highly-related)– Word-of-mouth – Viral marketing– Grassroots marketing– Buzz marketing– Conversational marketing
Social media marketing is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.
-Wikipedia
What is NOT Social Media Marketing?
• SMM is not just about advertising on FaceBook
• Astroturfing or Shilling– DON’T DO IT – you will be exposed
• Lack of Transparency– Blogging for the CEO– Fictional characters
• Walmarting Across America blog
• Why has SMM becoming relevant?
• The Year 2000– Blogs were people talking about their cats
• The Year 2009– Social media is people talking about your brand
• Critical mass of people participating– Facebook added 20 million users in past 3 months
Why do I care?
Who owns your brand?
Your brand is the conversations occurring through word-of-mouth
Old World:Advertising was shouting as loud
as possible to reach a mass market.
What happened:People learned how to tune your message out
New World:Renaissance in WOM
Tapping into the conversations
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Evolution in Marketing
• Typical initial thoughts on social media– Can I stop those evil negative opinions?
• Not the BEST reason to engage– Wouldn’t you rather listen and learn
• Decreased effectiveness of traditional marketing– We have learned to ignore advertising/PR
• Reaching your customers where there are– Can’t always bring them to your site
Should I Engage?
Getting Started
• First Consider Your Social Media Strategy– What are you try to accomplish?– How will you measure it?– How does it fit in with your overall strategy
• Get commitment from management– Half hearted participation is not effective– Need to build social capital and credibility
Getting the Most Value
• Social Media creates 1-to-Many Conversations– 1-to-1 Conversations are expensive– Social media broadcasts to many readers– Social media is indexed and searched later
• Finding Influencers with the highest 1-to-Many– Dunbar’s Law places limitations on number of relationship we
can maintain at ~150– Malcolm Gladwell’s Connectors– Albert Laszlo’s Network Hubs
• Social Media Optimization (Rohit Bhargava)– Like SEO for social sites– Increase Linkability/Get communities Connected
Stage 1: Listening
• http://techrigy.com/pdf/EngagingSocialMediaWhiteP.pdf
• Step #1 – Listen to what people are saying about your brand.
• Step #2 – Listen to what people are saying about your competitors.
• Step #3 – Listen to what people are saying in your industry.
Stage 2: Engaging
• Step #4 Start your company blogging– CEO blog or employee
blogs?
• Step #5 Comment on other blogs– Participate, don’t pitch
• Step #6 Participate in conversations on tools such as Twitter.– Create conversations
Stage 2: Engaging
• Step #7 Engage your customers through social networks– Setup your own + find existing ones
• Step #8 Contribute to sources such as Wikipedia.– Delicate balance – not for brochures
• Step #9 Encourage your customers to talk about your product, good or bad.– Address problems, show them you care
Resources
• Books“Social Media Marketing: An Hour a Day” By Dave Evans
(originally from Webster)
“The New Rules of Marketing and PR” By David Meer Scott
• Blogshttp://www.micropersuasion.com/
http://www.briansolis.com/
http://www.web-strategist.com/blog/
• Podcastshttp://www.insidepr.ca/
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Resources
• Social Media Monitoring and Analytics: SM2 from Techrigy Provides Visibility Into Social Media
• Designed for PR and Brand Professionals
• Monitors Blogs, Wikis, Microblogs like Twitter, Social Networks, any User-Generated Content
• Analysis includes tone, sentiment, demographics, location, share of voice and more
• Fully functional listening and engagement tool, Freemium version at http://sm2.techrigy
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Questions?
Social media marketing will be a central function of any marketing strategy going forward.
Contact information:
Aaron Newman - [email protected]
http://twitter.com/aaronnewman
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