Ama Social Media Prez 090415

Social Media Strategies: Real-world

Approaches Anchorage Marketing

Association, Anchorage Chapter

April 9, 2009

Social Media and Web 2.0 Applications: “Evolving

Explosively”

Breaking Down Social Media Strategies

1. What is Social Media2. Social Media How-to3. Anchorage Case Studies4. Business Applications for Social

Media

What is Social Media?

• Wikipedia - “Participatory online media where news, photos, videos and podcasts are made public through websites and user submission.”

• Me- “Online communities built through many-to-many interactions.”

What is Social Media?

Three Elements:1. Platforms – websites, SMS

(Facebook, Twitter)2. Content – text, photos, videos, etc.3. Interactions – ratings, comments,

sharing



Media

How-to: Network on LinkedIn

Uses:• Hiring, professional

promotion, research• Online resume• Somewhat exclusive

–have to know someone to connect

• Or, need referral

How-to: Network on LinkedIn

How to Take Advantage:• Do a full profile• Request and write

recommendations• Answer questions

posted on networks• Quality over quantity –

don’t get caught up in number of contacts

• Start or join a group of professional interest

• Key: Exclusivity adds to its power

How-to: Examples of LinkedIn Tactics

Personal Branding

Hire People

Get Feedbac

kNetwork

ing

Online Resume

Contact CustomersEvent

Updates

Market Researc

hFind leads

Get a Job

RFP Process

How-to: Experiment with Twitter

Who is out there?• 752% growth in 2008 – up to

4.43 million unique users in December

• Approximately 400 people Twittering in Anchorage area in January, now almost 1,000 (Twellowhood)

• Many technology professionals, but all “early adopters.”

• More likely male, 35-44, affluent, educated, and living in an urban area.


How to Take Advantage:• Don’t stick to the website: Use Twhirl,

Feedalizr or Tweetdeck for desktop updates.

• Use SMS capability for updates on your cellphone as text messages.

• With data accounts: PocketTweets, Twitterberry for Blackberry, Twitterific or iTweet for the iPhone.

• Retweet info that may be interesting to followers.

• Comment on other posts• Still small community = relative trust

and engagement

How-to: Examples of Twitter Strategies

Personal Branding

Hire People

Project Manage

ment

Web Traffic

Get Feedbac

k

Make Friends

NetworkingGet

Feedback

Customer Service

Event Updat

es

Find Leads

Read News

Get Votes

Set Up

Meetings

How-to: Engage on Social Networks

Who is out there?• Facebook- 150 million active

users; highest growth rate is 25+

• Facebook:– Anchorage: 89,000, 50,000

30+ years– Alaska: 106,000, 52,000 30+

years• Facebook is the number one

photo sharing site on the Internet

• MySpace- 76 million active users in the U.S.

• Hundreds of smaller, niche networks as well

How-to: Engage on Social Networks

How best to participate?

• Business Pages• Groups• Polls• Applications• Advertising• Individual profiles

How-to: Facebook Tactics

Regularly Update Status

Write on friends’

walls

Post Photos

and VideosPost links you like

1. Create an account, Create a page, Advertise, Then:

Create and promote events

Click on “like”

buttons frequently

Create quizzesDevelop

an applicati

on

Do a Poll



Media

Case Study: Spenard Roadhouse

Situation:• Opened Late

February• Yelp – poor

initial reviews - brutal

• Some negative buzz on Twitter


Reaction:• Responded

immediately as part of launch plan

• Connected with evangelists

• SMS Meet-up hosting• New accounts on

Twitter, Yelp, TripAdvisor, Facebook


Current Activity:• Monitoring and

engaging in conversations

• Befriending Anchoragites, etc.

• Posting specials• Traditional marketing

– email, etc.


Current Activity:• Tapping their

evangelists• Passing on the

passion• Capitalizing

on the spirit of early adopters to help


Take-aways:• Social communities

bring out best and worst – wider spectrum than in person

• Thrilled with new ways community engages – online and in person

Case Study: Anchorage Concert Association

• Why do Facebook? – Entertainment core

product– Content engagement

was a match to medium

– Other media more fragmented

– Word-of-mouth critical

• Community engagement

• Post events, interesting articles, video, photos


• Advertise events, etc. – point to fan page or a website.

• Engage discussion – on page and via fan newsfeeds

• Targeting– Age– Gender– Geography– Keywords

• Low cost-per-entry


Ads Plus Social Equals Viral:

• FB advertises to your friends when you are the fan of something or comment– In news feed– In “Highlights”

column

• “Like” Function– For ads– For news feed

items – comments, photos, videos, whatever


Results:• 162 new fans• Advertising – 7 days,

55,000 impressions, less than $30.00

• Most are NOT subscribers – exploring meaning, but obviously new audience access

• 65% 25 – 44 – part of core audience

• Minimal time investment – two hours initially, one hour per week

• Fans – possibly more engaged than email

Case Study: Brand Discussions

Anchorage Brand Discussions on Twitter:1. New neighborhood bakery opening in South Addition 2. Comparison of internet access in Anchorage3. Bad service at a local café4. Rave reviews about a new restaurant in town5. Alaska Ferry articles posted

TweetScan – weekly reports on tweets that include a search term of choice– At a minimum – monitor your brand– Be ready to respond


1. What is Social Media2. Social Media How-to3. Anchorage Case Studies4. Business Applications for

Social Media

Business Applications for Social Media

Reminders:• Social media is a community where people

interact• Direct contact is good, viral distribution is

great• Right message to the right people at the right

time• Early adopters = most distrustful, greatest

evangelists


More Reminders:• These are tools, not solutions• Don’t connect with everyone – identify

your “Passionistas”• Speak with authenticity and genuineness

- not easy• Doing a good job takes time, not

necessarily money


Marketing principles still apply:1. Make a plan

a. Goals?b. Target audience?c. Where can you reach them?d. Right message/conversation?

2. Time is Money – allocate staff time appropriately3. You will fail before you succeed4. This stuff is all evolving – expect change5. Nervous? Participate personally first.6. These tools are not for all businesses. 7. Selling the idea: Relatively uncluttered voice vs.

competitors

Get this presentation:

www.apokrisis.com/ama

www.apokrisis.com [email protected]

twitter.com/apokrisislinkedin.com/in/kristenlindseyhttp://www.facebook.com/pages/Anchorage-AK/Apokrisis/22638807110

Ama Social Media Prez 090415

Business

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