Social Media Workshop 2:Marketing & Promotion

LeRoy Hill PhD @leroyh leroyhill@gmail.com

Workshop Agenda1. What is social media marketing?2. Why social media marketing 3. Skills of social media

– Activity 1: Listening tools & skills

4. Social media Strategy– Activity 2: your social media strategy

5. The Legal implication– Social media Policy – copyright– Activity 3: your social media policy

What is Social Media Marketing

http://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @trevoryoung

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. Anguillian

recipes here•

Why Social media?

To achieve business objectives:• Advertising• Human Resource• Communication / Collaboration• Personal Branding• Social Activism• Sales• Public Relations• Customer Service• Market Research

“social media… achieve three times the coverage as traditional releases.”

http://www.showmenumbers.com/

Because…Markets Are Conversations

“…markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business. The voices are back, and voice brings craft: work by unique individuals motivated by passion.” Chapter 4, the cluetrain manifesto

http://www.cluetrain.com/book/markets.html

Social Media skills

• Listening & monitoring• Strategy• Targeted advertising• Moderating online discussions• Blogging and writing skills• Search Engine Optimization• Web analytics

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)

Which

Is right for

you?Photo by Brian Solis http://www.briansolis.com/

“Social

Media conversations flow through many

channels”

Understanding your strategy

• Strategy is more than just using tools!

• Understand your market and develop an appropriate strategy.

http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg

Different approaches…

• A number of approaches to developing can be adopted.

• -Social Media Calendar: outline content by date

• Mind map

Establish your goals and Objectives

• Specific

• Measurable

• Attainable

• Realistic and relevant

• Timely

• Social Media Return On Investment (ROI)

http://goodgeneration.files.wordpress.com/2012/01/return-on-investment.jpg

ROI = Gain from (investment) social media activities – Cost of social media activities (Investment)

Cost of (investment) social media activities

Find ways and time to listen

• Continuous research• Follow the major influencers in your area even

if its your competitor• Find places where your potential

clients/customers meet and communicate online.

• Find ways to enter the conversation

Develop relationships through conversations

• Become a reporter of events in the industry/area

http://www.viralblog.com/wp-content/uploads/2011/09/social-media-strategy1.jpg

Join a cause

• Partner with a cause that customer care about.

Find ways to reward your customers.

• Surveys, competitions, short polls provide an avenue to help direct company decisions.

• Develop a profile of your ideal client /customer

Use that profile to focus on

approaches on curating content.

Make it personal

• Add engaging and personal content that customers would want to share with their networks.

Evaluate your social impact & presence

Make adaptations

Activity: Your Strategy

• The one-page Plan

TACTICS

TACTICS

Which comes first?

Business card link up in LinkedIn

Search for them on Twitter

Add them to Facebook only

after some conversations.

Twitter Tactics

• 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

• Over 140 million users

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 information

http://janetboyer.typepad.com/.a/6a013485f24774970c01538e20ca1a970b-pi

Twitter Tactics

• Follow, follow, follow– Experts in your field – Potential customers – Current customers

is world’s largest Professional Social Network with:

– Resume– Expertise– connections– Recommendations– Link to social channel– Link to company blog

• Over 150 million users• All fortune 500 companies• 170 countries

Encourage your employees to: – setup complete profiles on LinkedIn. –Join professional development groups–Link your twitter stream to your

account*–Measure time, connections,

conversations

Tactics

–Import your contacts from your address book

–Invite friends to introduce you to others–Solicit recommendations – post comments and ask questions in

groups.

Tactics

Tactics

• Create landing page to encourage non-fans to become a fan

• Offer deals, discounts and incentives exclusively for your fans

• Create fan page not personal page

Tactics

• Offer discounts for your fans.• Comment of fan post rather than just drop a

post or picture or link.• Make your fan feel special

– Photo of fan of the week– Invitation for open house

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 links

Stevens & Tate Marketing White paper http://www.stevens-tate.com/white-papers.cfm

http://www.socmedsean.com/wp-content/uploads/2011/03/building_a_social_media_strategy_cartoon.gif

Transparency

• Your views are your views!– clearly indicate if writing reflect your views and

not that of your company. • Your opinions should not be take for company

policy even if you use company email.

Privacy

• The work done in and on company time and resources belongs to your employer.

• Employer has right to access your data (files, folders and devices)

Legal action

• If you break employment contract company has right to restrict you access, remove your created material from company site, blog, Twitter or Facebook accounts.

Professional conduct

• Your customers , competitors monitor what you write or post. – ‘funny’ statements can be misunderstood as

being offensive or insensitive– Be respectful at all times.

No dead air

• Be consistent and remain active if you don’t have to time get social media volunteers or hire a consultant.

Affiliates & links

• Be sure to let link to affiliates that build company image/brand

• Be transparent about links.

Attributing content

• Attribute your content with clear copyright information.

http://www.flickr.com/photos/libraryman/2799490154/sizes/m/in/photostream/

Templates & examples

• Social Media GovernanceEmpowerment with Accountability by Chris Boudreaux

• 57 Social Media Policy Examples and Resources

• Social media policy

www.hillconcepts.comTwitter: @leroyh

THANK YOU

• Workshop 3 - Tweeting: A bird’s 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, 2012