Social media marketing_hks

Social Media Will Not Make You Smarter, Richer or

Thinner

March 19, 2012Morra Aarons-Mele

Adapted from KPCB Internet Trends 2011

Adapted from KPCB Internet Trends 2011

Adapted from KPCB Internet Trends 2011

Adapted from KPCB Internet Trends 2011

Social Networks

Micro-blogging

Location-based services

Types of Social Media

Live streaming

Niche Networks

Social bookmarks / Crowd sourced content

Types of Social Media

Social Q&A sites

Social Gaming

Group Buying

Types of Social Media

Enterprise Social Communications Tools

Blog Communities

Wiki

Types of Social Media

What You're Up Against

• Each day, US adults absorb:• 34 GB data over 11.8 hours (

USCD)• 65% of online adults use

social media (Pew)• Adults using the internet as

primary news source up 17% between 2009-2010 (Pew)

• 1 in 4 adults accessed most of their 2010 campaign news online (Pew)

• 3-fold increase from 2002

Social Media is not the Silver Bullet

• Social media isn’t a SOLUTION, it’s a tool that can be deployed strategically in support of a larger organizational or campaign goal. 

 • A brilliant social media

strategy cannot compensate for a campaign or organization that lacks a strong, memorable brand.  

• Social networks are the interactive visibility tool of the digital age

• Thousands of followers or “likes” don't directly translate action or sales

• Social networks are only one tool at your disposal

Names (leads, email addresses)

Awareness (consumer, trade, elites)

Names (leads, email addresses)

Awareness (consumer, trade, elites)

Roadmap for Digital PR1) Know what you stand for

Baseline: Website

• Your website houses your content

• Content’s purpose:o Who we are (delivering on the brand promise)o How you can join uso What we’re doing and why it’s awesomeo Who pays the bills/Contact/Customer Service

• Most people won’t come back to your site voluntarily…you need to go out and get them

Use Your Channels for Messaging

Getting to know you• Search engine visibility• Presence on major platforms and networks• Supplement w/ads if you can

Building the Relationship• Twitter (esp. for media and influentials)• Email list• Know what your competitors are doing• Influencers

Niche marketing, not mass• Use channels to tailor your message and make it relevant• Build relationships

Source: Quantcast; http://www.slideshare.net/FredSolop/social-media-and-politics-may-20-2009

Assess Channels

LinkedIn

Tailor the Message: Blog

• Share unique information with assets (e.g. videos, photos)

• Be yourself

• 600-800 words

• Great headlines (SEO)

• Tag, categories

• Link and blogroll

Tailor the Message: Facebook

• Will people really care about relating to you on Facebook?

Tailor the Message: Twitter

• Don’t be a press release

• Be yourself

• Remember the New York Times rule

Start to Make FriendsIdentify Your Landscape

• Who is influential

• Where do they hang out?

• Who is their network?

• Do they want to get to know you?

Use Twitter to connect directly with influencers

Use Facebook to connect professionally via pages

Use Linked-In to connect with colleagues via groups

• Write

• Publish

• Connect

• Reciprocate

The Power of Women & Social Media

• 42 million women log on to social network sites weekly• Women compose the majority of nearly every major social

media networking site• Women are twice as likely as men to blog• Women are more likely to use blogs as a source of

information and to aid in decision-making• (BlogHer, iVillage 2009)

BlogHer Poll: Blog Snapshot

• The BlogHer network of women:• Female: 95%• Median age: 30• Median range: 25-40 (67%)• Married: 75%• Work outside the home: 52%• Stay at Home: 33%• Are bloggers themselves: 52%• Recommend products to friends online: 56%• Bought product on blogger rec: 63%

“I want free stuff!!”

“I have bills to pay!!”

Now, go do it

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If you/staff have 30 minutes per week• Set up social media accounts

• Create a Facebook fan page and post an update or photo a few times during the week…or Tweet

• Set up your business account on Yelp, TripAdvisor and Foursquare so you can review what your customers are saying about your business

• Set up an online retail presence

• Explore creating a deal with Groupon, LivingSocial, Google or Yelp. Google Checkout. Etsy. Think about the best experience that will be suitable for new and repeat customers

Courtesy Edelman

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If you/staff have 30 minutes per week• Paid media

• Create a self-serve ad on LinkedIn/Facebook

• Your ad consists of a headline, description, company name, image and URL

• Select a target audience

• Set your budget and bid

• Pay per click (most common) – you pay when someone clicks on your ad

• Pay per 1,000 impressions – determines the number of times your ad is shown

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If you/staff have 30 minutes per day• Make friends online

• Engage on social media sites on a daily basis

• Respond to customer service inquiries

• Monitor and respond your online reviews

• Tweet three times a day and update your Facebook twice a day

• Write a blog post

• Create and maintain your blog with a daily blog post or use the time to write 2-3 blog posts per week

• Set up paid media

• Set up an online deal

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If you/staff have 30 hours per week • Hire a great community manager

• Engage on social media sites on a daily basis

• Write a blog post

• Set up paid media

• Set up an online deal

• Monitor, set up key metrics, report

• Everyone owns it

Social Media Monitoring Tools

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