Wizard of Social Media Danielle Willis (773)243-9917 www.facebook.com/ metamorphosisvbs
Jan 13, 2015
Wizard of Social Media
Danielle Willis(773)243-9917
www.facebook.com/metamorphosisvbs
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Wizard of Social Media
What is Social Media?Why do I need it?How do I use it?
Wizard of Social Media
Wizard of Social Media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.
Social media is a conversation online.
Look who’s talking:your customers
your donorsyour volunteersyour employeesyour investors
your criticsyour fans
your competition.... anyone who has internet access and an opinion.
The power to define and control a brand is shifting from corporations and institutions
to individuals and communities.
Marketers can effectively use social media byinfluencing the conversation.
Social media can help you in all stages of
marketing, self-promotion, public
relations, and customer service:
researchstrategic planningimplementation
evaluation
1. Experiment with social media
o Experiment personally before professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
KEYS TO SUCCESS
2. Make a plan
1. Discovery(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
H & R Block – Multi-tier Social Media Approach
CASE STUDY
o YouTubeo MySpaceo Facebooko Twittero EHarmonyo “Digits” (their own online
community)o Virtual communities –
Second Life
Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success
H & R Block – Clear Goals
CASE STUDY
Leveraged core goals across all networks:
1. Reinforce their brand as tax experts
2. Deliver on advocacy positioning of the brand
3. Present the brand as being innovative
o Through “unexpected and meaningful interactions with consumers”
H & R Block – Observations
CASE STUDY
o Be community appropriateand relevant (interacting on Second Life is different than YouTube)
o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
3. Listen
o Find where your audience is participating and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
KEYS TO SUCCESS
4. Be transparent & honest
o Avoid puffery (people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
KEYS TO SUCCESS
5. Share your content
o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds, Email a
friend
KEYS TO SUCCESS
6. Be personal and act like a person
o Don't shout. Don't broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS
7. Contribute in a meaningful way
o Think like a contributor, not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
8. See criticism as an opportunity
o Don’t try to delete or remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
KEYS TO SUCCESS
9. Be proactive
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
KEYS TO SUCCESS
10. Accept you can’t do it all yourself
o You need buy in from everyone in the organization
o Convince your CEO that social media is relevant to your organization
o Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS