BRW’S SOCIAL MEDIA

& MARKETING THINK

TANK

Created by: Jeff Zelaya

http://www.JeffZelaya.com

OVERVIEW

Social Media Introduction 6 Steps to Create BRW’s Social Media

Plan Interact, Brainstorm, Collaborate Q & A

WHAT IS SOCIAL MEDIA?

“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.”

-Wikipedia.org

AGAIN ,WHAT IS SOCIAL MEDIA?

An ongoing conversation that’s happening RIGHT NOW A promotional channel for content distribution A long-term return on efforts A steady stream of information for:

Research Feedback Building Relationships

SOCIAL MEDIA STATISTICS

3 out of 4 people use social networks regularly

Social media has overtaken email as the #1 activity on the web 17% of all web usage

Over 200 Million Blogs 900,000 Blog Posts Everyday 34% Post opinions about companies, brands and products

93% of Social Media users believe companies should have a presence in social media

SOCIAL MEDIA PLATFORMS

400 Million users, 20 million join fan pages everyday

5 Billion links are shared 35 years & older is fast growing

segment FB adds 100 million users in 6 months

SOCIAL MEDIA PLATFORMS

Over 80 Million users Over 10 Million daily updates

SOCIAL MEDIA PLATFORMS

2nd largest search engine on the web 4th largest site on the web Over 1 Billion views per day

HOW IS SOCIAL MEDIA USED?

Customer Service Feedback Networking Promotions News/company

update Lead Generation Referrals Research

CASE STUDY: MARTELL HOME BUILDERS SM Launch May

2007 Twitter, FB, YouTube,

Blog Sold 16 homes in

2007, 40 in 2008 and over 100 in 2009

CASE STUDY: MARTELL HOME BUILDERS

Fresh Content helps SEO

YouTube videos Weekly project

photos

Customer Centric Strategy

CASE STUDY: MARTELL HOME BUILDERS

Relationships w/ Customers

Transparency Clear Goals Vision Streamlined Sell experience

Why were they successful?

CASE STUDY: BROWARD OUTREACH SM launched in May 2009 Twitter, FB, YouTube, Blog Started with 10 regular volunteers Last week we had 30+ volunteers Over 200 total volunteers Raised over $1,000 worth of donations Created 3 Key Partnerships

CASE STUDY: BROWARD OUTREACH

CASE STUDY: BROWARD OUTREACH

Results: Top Volunteer Group Award!

CREATING A SOCIAL MEDIA PLAN

Preplanning Listen to the conversation Create target profile Set goals Join the conversation Measure ROI

Steps:

STEP 1: PREPLANNING

How does info flow in our industry? Where do people get their info? How do clients interact in our industry? Do they hang out in networks? What influences our clients?

STEP 1: PREPLANNING

What channels are we currently using? Drip Marketing Websites Ads Direct Mail Newsletter

STEP 1: PREPLANNING

Who are we? What do we want to be? How can social media be used to

compliment our business goals? Make a list of questions

STEP 2: LISTEN

Secure our brand on SM platforms

Monitor Platforms Google Alerts Socialmention.com Technorati Twitter Search Radian6

STEP 2: LISTEN

Key Industry Influencers Competitors Industry news sources Blog comments Secure our Brand – BRW Inc. Set up monitoring channels

STEP 3: TARGET MARGET

Who is our target audience? Research the networks that our target

use Market Segmentation

Demographic, Geographic, Psychographic, Behavior

Continually gather client info Establish Target Profile Create Labels

STEP 4: SET GOALS

Brand Awareness Increase Traffic / Opt-ins Business Partnerships Search Engine Results Generate Leads Reduce CRM costs &

accuracy Increase Revenue Write Goals

STEP 5: JOIN THE CONVERSATION Awareness

Low Equity Value & Fun Qualify Fans & Followers

Engagement Medium Equity Increase long-term communication

Social Commerce High Equity Referrals, Exclusive Pricing, Reviews,

Registration

STEP 5: JOIN THE CONVERSATION Calendar Transparent & Authentic Think Conversation, Not

Campaign Be the Expert in The

Industry Rules of Engagement Expectations

STEP 6: MEASURE ROI

Non-financial Visitors, Hits, Fans, Followers, Mentions

Financial Sales, Revenue, Transactions, Coupons,

Leads

“ROI does not have to be $$$ to be valuable.”

STEP 6: MEASURE ROI

Qualitative Part of our industry’s conversation Perception vs. Competitors Key Relationships Dialogue

Quantitative Analytics Mentions SEO Clicks Subscribers Fans

STEP 6: MEASURE ROI

Establish Baseline Develop Activity Timelines Look at Key Performance Indicators Measure transactional precursors Monitor Patterns & Prove Relationship Track Activity Set Up Analytic Compare Metrics to Goals

THANK YOU!

http://www.JeffZelaya.com