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

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

2. Workshop Agenda
1. 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

3. What is Social Media Marketing
http://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. Anguillian
recipes here
•

5. Why Social media?
To achieve business objectives:
• Advertising
• Human Resource “social media…
• Communication / Collaboration
• Personal Branding
achieve three times
• Social Activism the coverage as
• Sales traditional releases.”
• Public Relations http://www.showmenumbers.com/
• Customer Service
• Market Research

6. 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

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

9. 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)

10. “Social
Media
conversations
flow through
many
channels”
Which
Is right
for
you?
Photo by Brian Solis http://www.briansolis.com/

12. Understanding your strategy

13. • 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

14. Different approaches…
• A number of approaches to developing can be
adopted.
• -Social Media Calendar: outline content by
date
• Mind map

15. Establish your goals and Objectives
• Specific
• Measurable
• Attainable
• Realistic and relevant
• Timely

16. • Social Media Return On Investment (ROI)
ROI = Gain from (investment) social media activities – Cost of social media activities (Investment)
Cost of (investment) social media activities
http://goodgeneration.files.wordpress.com/2012/01/return-on-investment.jpg

17. 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

18. 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

19. Join a cause
• Partner with a cause that customer care
about.

20. Find ways to reward your customers.
• Surveys, competitions,
short polls provide an
avenue to help direct
company decisions.

21. • Develop a profile of your ideal client /customer
Use that profile to
focus on
approaches on
curating content.

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

23. Evaluate your social impact & presence
Make adaptations

24. Activity: Your Strategy
• The one-page
Plan

25. T S T
A A
C C
T T
I I
C C

26. Which comes first?
Add them to
Search for
link up in Facebook only
Business card them on
LinkedIn after some
Twitter
conversations.

27. 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

28. 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

29. Twitter Tactics
• Follow, follow, follow
– Experts in your field
– Potential customers
– Current customers

30. 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

31. Tactics
Encourage your employees to:
– setup complete profiles on LinkedIn.
–Join professional development groups
–Link your twitter stream to your
account*
–Measure time, connections,
conversations

32. Tactics
–Import your contacts from your address
book
–Invite friends to introduce you to others
–Solicit recommendations
– post comments and ask questions in
groups.

33. 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

34. 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

35. 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

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

37. 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.

38. 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)

39. 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.

40. 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.

41. No dead air
• Be consistent and remain active if you don’t
have to time get social media volunteers or
hire a consultant.

42. Affiliates & links
• Be sure to let link to affiliates that build
company image/brand
• Be transparent about links.

43. Attributing content
• Attribute your content with clear copyright
information.
http://www.flickr.com/photos/libraryman/2799490154/sizes/m/in/photostream/

44. Templates & examples
• Social Media Governance
Empowerment with Accountability by Chris Boudreaux
• 57 Social Media Policy Examples and Resources
• Social media policy

45. THANK
YOU
• Workshop 3 - Tweeting: A bird’s eye view ..…. April 26, 2012
Workshop 4 – Facebook and LinkedIn for business ……. May 24, 2012
Workshop 5 – Business blogging ……. June 21, 2012
Workshop 6 – Web analytics ……. July 10, 2012
www.hillconcepts.com
Twitter: @leroyh