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Six Degrees Communications Word Of Mouth And Social Media

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SixDegreesCommunications

Here is a presentation I originally developed for a session with Leadership Victoria on using social media to generate word of mouth.

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Generating Word of Mouth with Social Media Melissa Pelto MA Six Degrees Communications
Social Media is… Participatory online media where news, photos, videos and podcasts are made public via social media websites through submissions. Normally accompanied with voting process to make media items “popular” Wikipedia Friday, January 12, 2008
….. but really social media is a conversation"
Word of Mouth Word of mouth is a reference to the passing of information from person to person. Originally the term referred specifically to oral communication, but now includes any type of human communication, such as face to face, telephone, email, and text messaging. Wikipedia January 12, 2010
Word of Mouth Core Concepts" •  Everyone talks about products and services o Not about celebrities- it is about everybody o Mom Bloggers •  Fundamentally different from other “alternative” forms of marketing o Honest, genuine sharing of opinions o Can be stimulated but not controlled
Word of Mouth Core Concepts •  Word of mouth proliferates in unpredictable ways o Tickle Tap Apps in the Globe and Mail •  There are limited word of mouth windows o There has to be something new or noteworthy •  Word of mouth is product story telling o People tell stories about their experiences and the marketing messages get woven into the stories and changed in the process
Word of Mouth Core Concepts •  Word of mouth does not have to be good or bad o Can provide an opportunity for a company to gain credibility, create loyalists and bring out quiet advocates •  Word of mouth is the basis for a new approach to marketing •  Third party credibility!!
Social Media Revolution
Social Media Core Concepts •  Engaging with communities •  Spin vs. relevance •  Value added •  Becoming an information hub •  Genuine conversations- communicating with, not to •  Dialogue •  Transparency •  Relationships •  Conversation tools and networks
Social
 Media

Social Media Tools •  Blogs •  Facebook •  Micro Blogging •  Personal Pages o Twitter •  Fan Pages o Tweetdeck •  Groups o Hootsuite •  Events •  Causes
Blogs •  A blog is a “web log” •  Type of website usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video •  Entries are commonly displayed in reverse- chronological order •  Contains tags and categories •  One of the most pervasive forms of social media •  Not every blog is created equal
Bottle and a Cork
Types of Blogs •  Personal o ongoing diary or commentary by an individual •  Corporate and Organizational o Internal- communication o External- marketing, branding and PR •  By Genre o Travel Blogs
Types of Blogs •  By Device o Defined by which type of device is used to compose it o Moblog- a blog composed from a mobile device •  By Media Type o Vlog o Photoblog
Wine Library Vlog- Gary Vaynerchuk
Corporate and Organizational Blogs Jeremiah Owyang discusses how to get the most out of business blogging in “Web Strategy: How to Be a Corporate Blog Evangelist: •  Delight your audience •  Harness the power of rapid •  Demonstrate openness response •  Express goodwill •  Casually release products and •  Provide thoughtful leadership get feedback •  Mitigate PR damage risks •  Create word of mouth marketing •  Control the conversation in your market •  Amplify a strategic message •  Use blog as a competitive •  Develop a product with positioning tool to create customers in real time visibility and
Blog Community •  Blogosphere o The collective community of all blogs is known as the blogosphere •  Blog Search Engines o Technorati- most popular blog search engines, provides current information on both popular searches and tags used to categorize blog posting o Google Blog Search
Twitter (Micro Blogging) •  Send and read messages known as tweets •  Tweets are text-based posts of up to 140 characters •  Displayed on the author's profile page •  Delivered to the author’s followers •  Internet Text Message •  @username •  #hashtag •  RT@username
www.twitter.com
Tools for managing tweets •  Tweet Deck •  www.tweetdeck.com •  Software for managing accounts •  Can program searches to monitor twittisphere
Tools for managing twitter accounts •  Hootsuite •  Professional twitter client •  Allows you to manage more than one twitter account
Facebook •  Social Networking site where users can add friends and send them messages, and update their personal profiles to notify friends about themselves •  Users can join networks organized by city, workplace, school, and region •  As of January 2009, facebook was the most used social networking site
Facebook Pages •  Personal Pages •  Fan Pages •  Groups •  Events •  Causes
Personal Pages
Fan Pages
Creating Fan Pages
Groups
Creating Groups
Events
Creating Events
Causes
Creating Causes
Facebook Advertising
Once upon a time….
Bitches Who Brunch
Bitches Who Brunch Events
Bitches who Brunch on Twitter @bitchesbrunch
Bitches who Brunch Blog" www.bitchesbrunch.wordpress.com
Objectives of Campaigns •  Increasing revenues from new sources? •  Engage current supporters? •  Build awareness? •  Recruit volunteers?
Audience •  Who is your audience? •  What kinds of social media do they participate in? •  What are they talking about? •  How can I add value to the conversation?
Measurements •  Google Alerts •  Hash Tags •  Facebook Fans •  Twitter Followers •  Web Traffic •  Blog Comments •  Brand Sentiment
Social Media Revolution

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Six Degrees Communications Word Of Mouth And Social Media

  • 1. Generating Word of Mouth with Social Media Melissa Pelto MA Six Degrees Communications
  • 2. Social Media is… Participatory online media where news, photos, videos and podcasts are made public via social media websites through submissions. Normally accompanied with voting process to make media items “popular” Wikipedia Friday, January 12, 2008
  • 3. ….. but really social media is a conversation"
  • 4. Word of Mouth Word of mouth is a reference to the passing of information from person to person. Originally the term referred specifically to oral communication, but now includes any type of human communication, such as face to face, telephone, email, and text messaging. Wikipedia January 12, 2010
  • 5. Word of Mouth Core Concepts" •  Everyone talks about products and services o Not about celebrities- it is about everybody o Mom Bloggers •  Fundamentally different from other “alternative” forms of marketing o Honest, genuine sharing of opinions o Can be stimulated but not controlled
  • 6. Word of Mouth Core Concepts •  Word of mouth proliferates in unpredictable ways o Tickle Tap Apps in the Globe and Mail •  There are limited word of mouth windows o There has to be something new or noteworthy •  Word of mouth is product story telling o People tell stories about their experiences and the marketing messages get woven into the stories and changed in the process
  • 7. Word of Mouth Core Concepts •  Word of mouth does not have to be good or bad o Can provide an opportunity for a company to gain credibility, create loyalists and bring out quiet advocates •  Word of mouth is the basis for a new approach to marketing •  Third party credibility!!
  • 9. Social Media Core Concepts •  Engaging with communities •  Spin vs. relevance •  Value added •  Becoming an information hub •  Genuine conversations- communicating with, not to •  Dialogue •  Transparency •  Relationships •  Conversation tools and networks
  • 11. Social Media Tools •  Blogs •  Facebook •  Micro Blogging •  Personal Pages o Twitter •  Fan Pages o Tweetdeck •  Groups o Hootsuite •  Events •  Causes
  • 12. Blogs •  A blog is a “web log” •  Type of website usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video •  Entries are commonly displayed in reverse- chronological order •  Contains tags and categories •  One of the most pervasive forms of social media •  Not every blog is created equal
  • 13. Bottle and a Cork
  • 14. Types of Blogs •  Personal o ongoing diary or commentary by an individual •  Corporate and Organizational o Internal- communication o External- marketing, branding and PR •  By Genre o Travel Blogs
  • 15. Types of Blogs •  By Device o Defined by which type of device is used to compose it o Moblog- a blog composed from a mobile device •  By Media Type o Vlog o Photoblog
  • 16. Wine Library Vlog- Gary Vaynerchuk
  • 17. Corporate and Organizational Blogs Jeremiah Owyang discusses how to get the most out of business blogging in “Web Strategy: How to Be a Corporate Blog Evangelist: •  Delight your audience •  Harness the power of rapid •  Demonstrate openness response •  Express goodwill •  Casually release products and •  Provide thoughtful leadership get feedback •  Mitigate PR damage risks •  Create word of mouth marketing •  Control the conversation in your market •  Amplify a strategic message •  Use blog as a competitive •  Develop a product with positioning tool to create customers in real time visibility and
  • 18. Blog Community •  Blogosphere o The collective community of all blogs is known as the blogosphere •  Blog Search Engines o Technorati- most popular blog search engines, provides current information on both popular searches and tags used to categorize blog posting o Google Blog Search
  • 19. Twitter (Micro Blogging) •  Send and read messages known as tweets •  Tweets are text-based posts of up to 140 characters •  Displayed on the author's profile page •  Delivered to the author’s followers •  Internet Text Message •  @username •  #hashtag •  RT@username
  • 21. Tools for managing tweets •  Tweet Deck •  www.tweetdeck.com •  Software for managing accounts •  Can program searches to monitor twittisphere
  • 22. Tools for managing twitter accounts •  Hootsuite •  Professional twitter client •  Allows you to manage more than one twitter account
  • 23. Facebook •  Social Networking site where users can add friends and send them messages, and update their personal profiles to notify friends about themselves •  Users can join networks organized by city, workplace, school, and region •  As of January 2009, facebook was the most used social networking site
  • 24. Facebook Pages •  Personal Pages •  Fan Pages •  Groups •  Events •  Causes
  • 35. Once upon a time….
  • 38. Bitches who Brunch on Twitter @bitchesbrunch
  • 39. Bitches who Brunch Blog" www.bitchesbrunch.wordpress.com
  • 40. Objectives of Campaigns •  Increasing revenues from new sources? •  Engage current supporters? •  Build awareness? •  Recruit volunteers?
  • 41. Audience •  Who is your audience? •  What kinds of social media do they participate in? •  What are they talking about? •  How can I add value to the conversation?
  • 42. Measurements •  Google Alerts •  Hash Tags •  Facebook Fans •  Twitter Followers •  Web Traffic •  Blog Comments •  Brand Sentiment