Social Media Marketing: Separating Truth from Fiction
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Social Media Marketing: Separating Truth from Fiction Dorothea Sieber @D_Sieber Natascha Thomson @NaThomson November 3rd, 2012 #MCSV
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Are you tired of hearing how social media is the best invention since sliced bread? Are you confused about what social media can actually deliver? Would you like to cut through the hype and get to the facts? A lot of claims are being made about social media in the press and in blogs every day. But what can social media really deliver? Is social media good or bad? In this presentation, we aim to help you figure out what in social media works = the truth, and what to avoid = claims that are fictional or untrue.
Transcript of Social Media Marketing: Separating Truth from Fiction
Social Media Marketing: Separating Truth from Fiction
Dorothea Sieber @D_SieberNatascha Thomson @NaThomson
November 3rd, 2012
#MCSV
Who We Are
@NaThomson
@D_Sieber
Agenda
Positive & Negative Social Media ExamplesWhat WorksWhat Doesn’t Work
#Social Fiction
– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media
x
@D_Sieber
CHANNEL PROLIFERATIONNegative Way to Use Social Media
Social Media Strategy #FAIL
Social Media Channel Proliferation
Source: Altimeter Group (http://www.slideshare.net/jeremiah_owyang/smms-report-010412finaldraft)
How does this happen?
SAP
200+ Twitter Accounts100+ Facebook Accounts
300+ Social Accounts
What Can You Do?
• Governance model• Set up Policies• Audit• Performance Measurements• Shut down unsuccessful accounts• EDUCATE, EDUCATE, EDUCATE
TWEETCHATPositive Way to Use Social Media
Engage via TweetChat – Why?• Customers share brand experiences on
Twitter with or without you
Example:• SAP’s new technology “HANA” triggers
discussions on Twitter• Instant responses
Source: http://www.intersectionconsulting.com/2009/social-media-roi/
How to Set Up a TweetChat – First Steps
• Is your audience having discussions on Twitter? Only think about setting up a tweet chat if your answer is YES
• Choose the right hashtag • Use the URL www.tweetchat.com • Choose a moderator• Who should be your experts?
1. Twitter Savvy2. Influential on Twitter 3. Choose between 2-3 in total4. At least 1 participant should be external
Important to Remember
• Choose a topic (directional) & arrange date/time• Write a Preview Blog Post • Announce 3-4 weeks via relevant channels use the chat
hashtag and relevant industry hashtags• Set up a phone line with the ‘speakers’ and some experts
while the tweet chat is running • Prepare 2-3 questions in advance
• Be flexible
After the TweetChat: To-Do’s
• Share the key take aways of the tweet chat in a post-chat blog and provide transcript of the chat
• Ask for next topics• Monitor if sentiment changes • Answer follow-up questions with executive blog series• Measure participation
More questions?• Read this blog with some tips
@NaThomson
KITCHENAIDHPCISCO
Negative Way to Use Social Media
KitchenAid #debate2012
YouTube Views
“You might have better odds playing the lottery than of becoming a viral video sensation.”
EVTECHNOLOGIES BODYFORM
Positive Ways to Use Social Media#MCSV
“A Tweetup is an event where people who
tweet come together to meet in person.”
TweetUp Tips from Eric Vallo
• Know your audience• Piggyback on the main event hashtag • Be an event sponsor to get access to event @handle• Set up a simple page outlining the event, the time, the
place, and the rules• “Bring your own booze or buy it”• Come and network like crazy with fans of the show• Don’t try to sell anything. It's just time for friends to get
together and make connections• Don’t count on a spontaneous venue
https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow
https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow
“I am sorry we have lied to you. SORRY.”
“We wanted to protect you from the truth of a period.”
“You exposed men to a truth we hoped they’d
never have to face.YOU DID THAT.”
x
#Social Fiction
– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media
#Social Truths
– Social media is not for everybody– Social media requires resources– Social media is also for B2B– The intern might be able to do it– Viral video = lottery win– You can’t control social media
Contact us on Twitter!@D_Sieber@NaThomson
Bibliography & Resources
• Twitter gets you fired in 140 characters or less• The Day HP got killed• Bodyform responds: YT video• 42 Rules for B2B Social Media Marketing• Cisco fails with Old Spice Copy Cat Campaign• Will my video get 1 million views on YT?• BBC: Tom Daley Twitter abuse• Social Media ROI Article• YT: English by Germans for Germans• What is a Tweetup
