Social Media Workshop 2: Marketing & Promotion

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Social Media Workshop 2: Marketing & Promotion is second workshop series sponsored by the Anguilla Chamber of Commerce.

Transcript of Social Media Workshop 2: Marketing & Promotion

  • 1. Social Media Workshop 2:Marketing & Promotion LeRoy Hill PhD@leroyhleroyhill@gmail.com

2. Workshop Agenda1. What is social media marketing?2. Why social media marketing3. Skills of social media Activity 1: Listening tools & skills4. Social media Strategy Activity 2: your social media strategy5. The Legal implication Social media Policy copyright Activity 3: your social media policy 3. What is Social Media Marketinghttp://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @trevoryoung 4. Conversations in Twitter: I am having a great time in#Anguilla Facebook: I Like Anguilla LinkedIn: My skills on Anguilla dives YouTube: Here I am diving in Anguilla Foursquare: This is where I want to live Pinterest: see collection of fav. Anguillianrecipes here 5. Why Social media?To achieve business objectives: Advertising Human Resourcesocial media Communication / Collaboration Personal Brandingachieve three times Social Activism the coverage as Sales traditional releases. Public Relations http://www.showmenumbers.com/ Customer Service Market Research 6. BecauseMarkets Are Conversationsmarkets have become networkedand now know more than business,learn faster than business, are morehonest than business, and are a hell ofa lot more fun than business. Thevoices are back, and voice brings craft:work by unique individuals motivatedby passion. Chapter 4, the cluetrain manifestohttp://www.cluetrain.com/book/markets.html 7. Social Media skills Listening & monitoring Strategy Targeted advertising Moderating online discussions Blogging and writing skills Search Engine Optimization Web analytics 8. Are you listening? RSS Feed Reader Google Alerts/Tweet beeps Google Analytics Social Media monitoring (Icerocket,Addict-o-matic, Board tracker,Social mention) Account Management (Hootsuite,TweetDeck) Search Engines (Topsy.com,Icerocket.com) 9. SocialMediaconversationsflow throughmanychannelsWhichIs rightforyou?Photo by Brian Solis http://www.briansolis.com/ 10. Understanding your strategy 11. Strategy ismore thanjust usingtools! Understand your market and develop an appropriate strategy.http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg 12. Different approaches A number of approaches to developing can beadopted. -Social Media Calendar: outline content bydate Mind map 13. Establish your goals and Objectives Specific Measurable Attainable Realistic and relevant Timely 14. Social Media Return On Investment (ROI)ROI = Gain from (investment) social media activities Cost of social media activities (Investment) Cost of (investment) social media activitieshttp://goodgeneration.files.wordpress.com/2012/01/return-on-investment.jpg 15. Find ways and time to listen Continuous research Follow the major influencers in your area evenif its your competitor Find places where your potentialclients/customers meet and communicateonline. Find ways to enter the conversation 16. Developrelationships throughconversations Become a reporter of events in the industry/areahttp://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg 17. Join a cause Partner with a cause that customer careabout. 18. Find ways to reward your customers. Surveys, competitions,short polls provide anavenue to help directcompany decisions. 19. Develop a profile of your ideal client /customer Use that profile tofocus onapproaches on curating content. 20. Make it personal Add engaging and personal content thatcustomers would want to share with theirnetworks. 21. Evaluate your social impact & presenceMake adaptations 22. Activity: Your Strategy The one-pagePlan 23. T S TA AC CT TI IC C 24. Which comes first? Add them to Search forlink up inFacebook onlyBusiness card them on LinkedIn after some Twitterconversations. 25. Twitter Tactics Over 140 million users Develop an objective strategy for using twitter Use twitter to offer real-time customer service Offer valuable discounts Provide simple amusement Listen first then talk Be transparent is it one person or team 26. Twitter Tactics Use #hashtags in your post Offer people value to follow you. Offer resources: photos, links, files Create a brand profile Custom background image Company logo as profile photo Include contact informationhttp://janetboyer.typepad.com/.a/6a013485f24774970c01538e20ca1a970b-pi 27. Twitter Tactics Follow, follow, follow Experts in your field Potential customers Current customers 28. is worlds largest ProfessionalSocial Network with: Resume Expertise connections Recommendations Link to social channel Link to company blog Over 150 million users All fortune 500 companies 170 countries 29. TacticsEncourage your employees to: setup complete profiles on LinkedIn.Join professional development groupsLink your twitter stream to your account*Measure time, connections, conversations 30. TacticsImport your contacts from your address bookInvite friends to introduce you to othersSolicit recommendations post comments and ask questions in groups. 31. Tactics Create landing page to encourage non-fans tobecome a fan Offer deals, discounts and incentivesexclusively for your fans Create fan page not personal page 32. Tactics Offer discounts for your fans. Comment of fan post rather than just drop apost or picture or link. Make your fan feel special Photo of fan of the week Invitation for open house 33. Policy Know your customer : their networks how they use social media Level of involvement with the competition Focus first on Transparency Privacy Legal action Professional conduct Affiliates and linksStevens & Tate Marketing White paper http://www.stevens-tate.com/white-papers.cfm 34. http://www.socmedsean.com/wp-content/uploads/2011/03/building_a_social_media_strategy_cartoon.gif 35. Transparency Your views are your views! clearly indicate if writing reflect your views andnot that of your company. Your opinions should not be take for companypolicy even if you use company email. 36. Privacy The work done in and on company time andresources belongs to your employer. Employer has right to access your data (files,folders and devices) 37. Legal action If you break employment contract companyhas right to restrict you access, remove yourcreated material from company site, blog,Twitter or Facebook accounts. 38. Professional conduct Your customers , competitors monitor whatyou write or post. funny statements can be misunderstood asbeing offensive or insensitive Be respectful at all times. 39. No dead air Be consistent and remain active if you donthave to time get social media volunteers orhire a consultant. 40. Affiliates & links Be sure to let link to affiliates that buildcompany image/brand Be transparent about links. 41. Attributing content Attribute your content with clear copyrightinformation.http://www.flickr.com/photos/libraryman/2799490154/sizes/m/in/photostream/ 42. Templates & examples Social Media GovernanceEmpowerment with Accountability by Chris Boudreaux 57 Social Media Policy Examples and Resources Social media policy 43. THANKYOU Workshop 3 - Tweeting: A birds eye view... April 26, 2012Workshop 4 Facebook and LinkedIn for business . May 24, 2012Workshop 5 Business blogging. June 21, 2012Workshop 6 Web analytics . July 10, 2012www.hillconcepts.comTwitter: @leroyh