5/1/13 Introduction to Social Media Marketing

An Introduction to Social Media Marketing terenceklein.com twitter.com/terenceklein facebook.com/kleinterence terenceklein@yahoo.com What is YOUR Brand??? May 1st, 2013 Whatcom Community College Community Education Presented by: Terence Klein Presented By: Terence Klein Photo Credit: Down tilt-shift town Bellingham, Washington USA By rickkennedy on flickr (Why are you here?!) Web 2.0 Photo credit: Ludwig Gatzke @ Flickr.com The Honorable Mentions... And many MANY more! You probably already know... That times have changed... In a BIG Way... photo credits: pagedooley aka kevindooley via flickr Photo credit: Ralph Hockens via Flickr 1870's Telephone / Radio Timeline of (social) media 1920's Television 1970's Email 1980's "Internet" Chat Rooms Forums 1990's Blogs, Wikis, MySpace, Facebook, Youtube, Twitter, WEB 2.0 2000's Photo Credit: screenpunk via Flickr So...What's Next? QR Codes... Used to extend your message beyond the print. Add to Business Cards, Print Ads, Storefront, etc. One of my Favorites.. Coming soon to a smartphone near you... Don't Forget SlideShare!!! "Without ambition, desire & focus, social media is a recipe for personal chaos" @Terence Klein Create a living social media plan, review it and update it, but LIVE by it! Why people USE Social Media... http://www.shoptab.net/blog/social-shopping-2011-study-ecommerce-social-media-and-customer-reviews/ http://mashable.com/2011/09/20/google-plus-open-beta/ Start here! https://www.facebook.com/help/ http://www.handcrankfilms.com/wp2/blog/ https://www.linkedin.com/ads/start?src=en-all-el-li-nus_ads&trk=NUS_UNIU_NEW_DIRECTAD_MBR-directad http://www.wibiya.com/ for "social buttons" ...is word of mouth marketing with a megaphone. -Lori Richardson http://mashable.com/2011/09/21/tech-tools-business/ Awesome business tech tools http://www.quora.com/ Social Media... Photo credits by PSD via flickr photo credits by MC =) via Flickr Measureable Marketing Results... It's a... The most important content starts NOW! How to build S.M.profiles, pages, and portfolios Create an email account Create a youtube accoun -record a video -upload the video -do something productive Create a Facebook account -add a picture -find some friends -connect! Create a Facebook page -add a picture -add content -invite your connections -add a post and more pictures and or videos Create a Twitter account -add a picture -add content -add connections -post -RT -DM -Search -#learnabouthashtags Create a LinkedIn account -add a photo (head shot) -connect -search -answer -connect -build your profile -build your resume -connect -explore -connect -post to your Twitter account Go back to YouTube -enjoy your new video -check out the "stats" -check out keyword-relations -accept that you created something for EVERYONE. -Post your awesome video to Facebook Twitter LinkedIn Vimeo YOUR BLOG Photo credit Swansea Photographer Photo credit: veryuseful via Flickr Social Media is only one tool in your marketing toolbox. Hiring tech savvy college interns to manage your social networks is NOT a good strategy! (The S.M. stragegy should come from the top.) Photo credit: calebkimbrough via Flickr To have a succesful social media program, you need to... Intergrate S.M. with your other marketing efforts -Add phrases like "find us on Facebook, Twitter, etc." on buisness cards, print advertising, TV commercials, etc. (More on this in the upcoming "Best Practices" class.) Understand that S.M is NOT a vehicle for selling, but rather a tool to expand brand awareness, customer relations, transparency, value delivery, etc. Fish where the fish are! Media consumption has experienced a drastic shift from "Outbound Marketing" to "Inbound Marketing". "People don't want to be sold, but they want to buy!" -Dan Jourdan What the heck is "Inbound Marketing"!? Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to "buy, beg, or bug their way in" (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively). Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense. Antonym for this usage: Traditional marketing (outbound marketing) is a marketing strategy that focuses on finding customers by building brand awareness through advertising and promotion. In contrast to "permission marketing," a pejorative term for this type of marketing is "interruption marketing." http://en.wikipedia.org/wiki/Inbound_marketing Your Blog Twitter Facebook YouTube LinkedIn Newsletter Business Cards Emails Website The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies. In other words... Web 2.0 is a term to describe the evolution of online media consumption to reflect a new era. Pre "Web 2.0", most online interaction was static and creator based. In this new era, time spent online is much more dynamic, interactive and user based. Basically, you control your experience...To an extent. Does Web 2.0 sound like more fun? It is! Unfortunately, it's not that easy... (Effective social marketing takes continued time and resources.) Take it or leave it tip: Make sure everyone in your organization understand that you support (and even encourage) their participation in social networks. Set expectations on conduct, but encourage, and even reward your employees for their engagement. They can be your best social media brand ambassadors... http://www.slideshare.net/KyleLacy/140-twitter-tips Click HERE! http://kimgarst.com/reasons-should-have-fan Click HERE! http://gigaom.com/2009/07/13/33-ways-to-use-linkedin-for-business/ Click HERE! If you loose your email or phone contacts, you can still find them on via social media... http://mashable.com/2010/04/23/youtube-small-business/ Click HERE! Click HERE! (Or website...) (or blog...) http://www.toprankblog.com/2013/04/best-marketing-investment/ http://mobile.nytimes.com/2013/04/29/business/media/social-medias-effects-on-markets-concern-regulators.xml http://www.socialmediaexaminer.com/facebook-partner-categories/ http://www.fastcompany.com/3004448/plus-one-proof-google-plus-will-prevail