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Social Media Marketing Workshop | Beau Mueller17 May 2013
Workshop at the Patsy T. Mink Center for
Business & Leadership at the YWCA of O’ahu
Presented by Beau Mueller
Hawaii Web Strategist
SOCIAL MEDIA MARKETING
SOCIAL MEDIA? NOT A TOOL!
“Social Media is not a specific
tool. It is not Facebook,
Twitter or Pinterest. Social
media is about reaching out
and building relationships.” –
Doug the Debunker
17 May 2013
FACEBOOK – “ENVISION A WORLD…”
Social Media Marketing Workshop | Beau Mueller
17 May 2013
LET’S GET STOKED! SOME BENEFITS:
Social Media Marketing Workshop | Beau Mueller
 Generate Leads
 Build a following
 Get Customers
 Buzz! Buzz!
 $$$
For your business:
 Establish yourself as an expert in your field
 Build your network
 Manage your reputation
 Get you work
For you!
 Traffic
 PR/Reputation
 Feedback
 SEO
 Educate
SOME OF THE (MANY) PLATFORMS
FACEBOOK
“Facebook is the only place
where it is acceptable to talk
to a wall”
17 May 2013
FACEBOOK – “THINK SOCIAL FIRST”
Social Media Marketing Workshop | Beau Mueller
TWITTER
“Twitter provides us with a
wonderful platform to
discuss/confront societal
problems. We trend Justin
Bieber instead.” – Lauren Leto
17 May 2013
TWITTER – 140 CHARS TO SUCCESS
Lorem ipsum dolor sit amet,
vestibulum eleifend nec mi,
wisi sollicitudin et sed pede.
Ante platea posuere aliquam
nunc pede rhoncus,
pellentesque purus, sociis
porttitor dignissim. Maecenas
massa pellentesque nullam
vestibulum mollis, tincidunt
mauris orci duis dignissim, sit
integer scelerisque lorem
natoque, faucibus lacus
vivamu.
Social Media Marketing Workshop | Beau Mueller
17 May 2013
TWITTER CASE STUDY #1 – REGAL CINEMAS
Social Media Marketing Workshop | Beau Mueller
“@RegalMovies significantly increased engagement during their campaign.
In fact, they received over 8,900 Retweets—a 4x increase compared to
similar, organic campaigns. Overall, @RegalMovies saw an engagement
rate of 3.5% with their Promoted Tweets. They also gained more than
10,000 new followers in the first four days of the campaign.”
17 May 2013
TWITTER CASE STUDY #2 – RED CROSS
Social Media Marketing Workshop | Beau Mueller
 Ask a Fun and Simple Question
 Retweet Partners
 Ask for Retweets
3 Keys to Success:
17 May 2013
TWITTER – TACTICAL TIPS
Social Media Marketing Workshop | Beau Mueller
1. Promote others
2. Be the first to break the news
3. Infuse personality into your profile
4. Ask for a retweet
5. Connect people
6. Tweet again
7. Leave space
8. “The biggest mistake we see companies make when
they first hit Twitter is to think about it as a channel
to push information.” – O’reilly & Milstein, The Twitter
Book
EIGHT TIPS
PINTEREST
“Twitter is about what I’m
doing right now, Facebook is
about my online identity—
who I am and who I know.
Pinterest is about who I want
to be.”
17 May 2013
PINTEREST CASE STUDY - KOTEX
Social Media Marketing Workshop | Beau Mueller
“We had a ripple effect and women who were
not involved in the campaign posted statuses like
‘What is this deal with all the Kotex gifts, can I
have one too?!’ The main purpose was to have
woman talk about the brand and the
experience and it worked.”
Summary
KITS SENT Interactions Impressions
50 2,284 694,853
17 May 2013
HAWAII ORGANIZATIONS ROCKING PINTEREST
Social Media Marketing Workshop | Beau Mueller
17 May 2013
PINTEREST – TACTICAL TIPS
Social Media Marketing Workshop | Beau Mueller
1. Appeal to users’ aspirations
2. Act as a resource
3. Promote pins on other social media
4. Follow others
5. Post on Saturday Mornings
MORE TIPS
YELP!
LINKEDIN
“You will get all you want in
life, if you help enough people
get what they want”
17 May 2013
LINKEDIN – 5 STEPS TO GROWING YOUR BIZ
• Complete your profile
• Connect with everyone
• Endorse and recommend
others
• Create your own,
targeted group
• Optimize your profile
Social Media Marketing Workshop | Beau Mueller
5 STEPS
17 May 2013
LINKEDIN CASE STUDY – JMF INTERNATIONAL
Social Media Marketing Workshop | Beau Mueller
1. Brush up your profile
2. Join 50(!) Groups
3. Scour the Group Digests
4. Engage in Discussions
5. Connect
6. Move the conversation
online
7. Reevaluate
SEVEN (MORE) STEPS TO CULTIVATING
SUCCESSFUL BUSINESS RELATIONSHIPS
17 May 2013
AND MANY MORE
Social Media Marketing Workshop | Beau Mueller
WordPress
Tumblr
Blogging/Microblogging
Instagram
Flickr
Photo Sharing
YouTube
Vimeo
Video Sharing
Kickstarter
CauseVox
Crowdfunding/Crowdsourcing
17 May 2013
CRAFTING A STRATEGY – ONE 8 STEP MODEL
Social Media Marketing Workshop | Beau Mueller
8 EASY STEPS
1. Define your objectives
2. Determine your
audience
3. Decide on platforms
4. Set a social media
policy
5. Determine roles &
responsibilities
6. Engage
7. Promote your presence
8. Listen & measure your
success
Source: NatalieGovender.com
17 May 2013
8 STEP “TOOL-AGNOSTIC” APPROACH
Social Media Marketing Workshop | Beau Mueller
17 May 2013
GROUP ACTIVITY
Social Media Marketing Workshop | Beau Mueller
In groups of 3-4, use what
you’ve learned today
(and what you already
know) and one of the 8
step models to put
together a basic social
media marketing plan for
MCBL.
MAKE A PLAN
Present your ideas to the
class and class will
discuss/comment.
Let’s get MCBL rockin’ on
social media!
PRESENT IDEAS
17 May 2013
HOMEWORK
Social Media Marketing Workshop | Beau Mueller
Make a plan for your business or organization. If a plan is
already in place, put together some ideas on how it can be
improved. Be prepared to say a bit about what you came up
with!
MAKE A PLAN!
In the course of making the plan you will surely have some
questions. Bring them and hopefully I or the class members
can help! For example, “Knowing that x is my goal, what
tools or apps can I use to help.”
BRING QUESTIONS!
Do something crazy!
“ Focus on how to be social, not on how
to do social!” – Jay Baer
PHONE
808.321.1594
EMAIL
beau@beaumueller.com
WEBSITE
www.beaumueller.com
Mahalo! Questions?

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Social Media Marketing

  • 1. Social Media Marketing Workshop | Beau Mueller17 May 2013 Workshop at the Patsy T. Mink Center for Business & Leadership at the YWCA of O’ahu Presented by Beau Mueller Hawaii Web Strategist SOCIAL MEDIA MARKETING
  • 2. SOCIAL MEDIA? NOT A TOOL! “Social Media is not a specific tool. It is not Facebook, Twitter or Pinterest. Social media is about reaching out and building relationships.” – Doug the Debunker
  • 3. 17 May 2013 FACEBOOK – “ENVISION A WORLD…” Social Media Marketing Workshop | Beau Mueller
  • 4. 17 May 2013 LET’S GET STOKED! SOME BENEFITS: Social Media Marketing Workshop | Beau Mueller  Generate Leads  Build a following  Get Customers  Buzz! Buzz!  $$$ For your business:  Establish yourself as an expert in your field  Build your network  Manage your reputation  Get you work For you!  Traffic  PR/Reputation  Feedback  SEO  Educate
  • 5. SOME OF THE (MANY) PLATFORMS
  • 6. FACEBOOK “Facebook is the only place where it is acceptable to talk to a wall”
  • 7. 17 May 2013 FACEBOOK – “THINK SOCIAL FIRST” Social Media Marketing Workshop | Beau Mueller
  • 8. TWITTER “Twitter provides us with a wonderful platform to discuss/confront societal problems. We trend Justin Bieber instead.” – Lauren Leto
  • 9. 17 May 2013 TWITTER – 140 CHARS TO SUCCESS Lorem ipsum dolor sit amet, vestibulum eleifend nec mi, wisi sollicitudin et sed pede. Ante platea posuere aliquam nunc pede rhoncus, pellentesque purus, sociis porttitor dignissim. Maecenas massa pellentesque nullam vestibulum mollis, tincidunt mauris orci duis dignissim, sit integer scelerisque lorem natoque, faucibus lacus vivamu. Social Media Marketing Workshop | Beau Mueller
  • 10. 17 May 2013 TWITTER CASE STUDY #1 – REGAL CINEMAS Social Media Marketing Workshop | Beau Mueller “@RegalMovies significantly increased engagement during their campaign. In fact, they received over 8,900 Retweets—a 4x increase compared to similar, organic campaigns. Overall, @RegalMovies saw an engagement rate of 3.5% with their Promoted Tweets. They also gained more than 10,000 new followers in the first four days of the campaign.”
  • 11. 17 May 2013 TWITTER CASE STUDY #2 – RED CROSS Social Media Marketing Workshop | Beau Mueller  Ask a Fun and Simple Question  Retweet Partners  Ask for Retweets 3 Keys to Success:
  • 12. 17 May 2013 TWITTER – TACTICAL TIPS Social Media Marketing Workshop | Beau Mueller 1. Promote others 2. Be the first to break the news 3. Infuse personality into your profile 4. Ask for a retweet 5. Connect people 6. Tweet again 7. Leave space 8. “The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push information.” – O’reilly & Milstein, The Twitter Book EIGHT TIPS
  • 13. PINTEREST “Twitter is about what I’m doing right now, Facebook is about my online identity— who I am and who I know. Pinterest is about who I want to be.”
  • 14. 17 May 2013 PINTEREST CASE STUDY - KOTEX Social Media Marketing Workshop | Beau Mueller “We had a ripple effect and women who were not involved in the campaign posted statuses like ‘What is this deal with all the Kotex gifts, can I have one too?!’ The main purpose was to have woman talk about the brand and the experience and it worked.” Summary KITS SENT Interactions Impressions 50 2,284 694,853
  • 15. 17 May 2013 HAWAII ORGANIZATIONS ROCKING PINTEREST Social Media Marketing Workshop | Beau Mueller
  • 16. 17 May 2013 PINTEREST – TACTICAL TIPS Social Media Marketing Workshop | Beau Mueller 1. Appeal to users’ aspirations 2. Act as a resource 3. Promote pins on other social media 4. Follow others 5. Post on Saturday Mornings MORE TIPS
  • 17. YELP!
  • 18. LINKEDIN “You will get all you want in life, if you help enough people get what they want”
  • 19. 17 May 2013 LINKEDIN – 5 STEPS TO GROWING YOUR BIZ • Complete your profile • Connect with everyone • Endorse and recommend others • Create your own, targeted group • Optimize your profile Social Media Marketing Workshop | Beau Mueller 5 STEPS
  • 20. 17 May 2013 LINKEDIN CASE STUDY – JMF INTERNATIONAL Social Media Marketing Workshop | Beau Mueller 1. Brush up your profile 2. Join 50(!) Groups 3. Scour the Group Digests 4. Engage in Discussions 5. Connect 6. Move the conversation online 7. Reevaluate SEVEN (MORE) STEPS TO CULTIVATING SUCCESSFUL BUSINESS RELATIONSHIPS
  • 21. 17 May 2013 AND MANY MORE Social Media Marketing Workshop | Beau Mueller WordPress Tumblr Blogging/Microblogging Instagram Flickr Photo Sharing YouTube Vimeo Video Sharing Kickstarter CauseVox Crowdfunding/Crowdsourcing
  • 22. 17 May 2013 CRAFTING A STRATEGY – ONE 8 STEP MODEL Social Media Marketing Workshop | Beau Mueller 8 EASY STEPS 1. Define your objectives 2. Determine your audience 3. Decide on platforms 4. Set a social media policy 5. Determine roles & responsibilities 6. Engage 7. Promote your presence 8. Listen & measure your success Source: NatalieGovender.com
  • 23. 17 May 2013 8 STEP “TOOL-AGNOSTIC” APPROACH Social Media Marketing Workshop | Beau Mueller
  • 24. 17 May 2013 GROUP ACTIVITY Social Media Marketing Workshop | Beau Mueller In groups of 3-4, use what you’ve learned today (and what you already know) and one of the 8 step models to put together a basic social media marketing plan for MCBL. MAKE A PLAN Present your ideas to the class and class will discuss/comment. Let’s get MCBL rockin’ on social media! PRESENT IDEAS
  • 25. 17 May 2013 HOMEWORK Social Media Marketing Workshop | Beau Mueller Make a plan for your business or organization. If a plan is already in place, put together some ideas on how it can be improved. Be prepared to say a bit about what you came up with! MAKE A PLAN! In the course of making the plan you will surely have some questions. Bring them and hopefully I or the class members can help! For example, “Knowing that x is my goal, what tools or apps can I use to help.” BRING QUESTIONS! Do something crazy!
  • 26. “ Focus on how to be social, not on how to do social!” – Jay Baer PHONE 808.321.1594 EMAIL beau@beaumueller.com WEBSITE www.beaumueller.com Mahalo! Questions?

Notas do Editor

  1. I apologize in advance for the tone of this video. I promise the content is good.Cheeky little guy!Thoughts, takeaways?
  2. https://business.twitter.com/success-stories/american-red-cross
  3. So, I don’t have much to say about Yelp except to say that if you have a physical or service-related business you should absolutely be there. Many live and die by what they read on yelp and other review sites. Anyone here on Yelp, either as a user or business owner? Positive or negative experiences? (Anyone work for a hotel or tourism-related business?) TripAdvisor is a must for you.