Social Media—Guiding Principles and Application Uses

fluid educational series

©Fluid Studio, 2010

presentation presented by


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john dye
801.631.4736
johnd@fluid-studio.net
www.fluid-studio.net
twitter @dyejo

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PHILIP CASE
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©2009 Fluid Studio

previous presentations


how many have heard of facebook?
twitter? linkedin? youtube?


how many are on facebook?
twitter? linkedin? youtube?


there is no silver bullet


social Media is just one tool in the toolbox


We all have a circle of influence.
people are influenced by those they trust


CIRCLE OF CONCERN

WHAT YOU CARE ABOUT.

WHAT YOU CAN DO
SOMETHING ABOUT.

CIRCLE OF INFLUENCE


viral Marketing

CIRCLE OF CONCERN

WHAT YOU CARE ABOUT.

WHAT YOU CAN DO
SOMETHING ABOUT.

CIRCLE OF INFLUENCE

+
=
viral Marketing


people do not Want to be sold to.
they Want to interact and be heard


ENGAGE

RESPOND

LISTEN


you cannot control the conversation,
but you can participate in it


although social Media is “one-to-Many” broadcast
Marketing, at the end of the day real results Will occur
When “one-to-one” relationships are forMed


4 p’s


4 p’s
product


4 p’s product, price


4 p’s product, price,
place


4 p’s product, price
place, proMotion


3 r’s


3 r’s
relevant


3 r’s relevant, real


3 r’s relevant, real, responsive


4 r’s relevant, real, responsive,
relationship


side-by-side coMparison


soMe realities to consider . . .

using social Media is like riding a bull—
getting on is the easy part.
it requires an investment of time–not only researching and
writing, but also reading and engaging



there are no prereQuisites–just a desire to try



you need a strategy



you need a strategy
carve out a certain amount of time each week to spend on
social media



you need a strategy
try to "pull" clients to you by sharing valuable information
rather than pushing yourself out to them



knoW Where your leads are coMing froM



70-20-10 rule
(70%=share/educate, 20%=soft sell,
10%=show you are a real person)


key Questions . . .

hoW Much tiMe should i be spending on this?
hoW do i knoW that it's Working?


advertise


Make inforMation available
electronically


create group/fan pages


bloW up your fan base!


Why do you Want More fans?



the future is in “earned” Media, not paid.

Facebook and other social networks are
primary platforms for earned media.



large coMpanies With Well-knoWn brands Will
have associates set up pages and those pages can
often groW to Millions of users organically and
Without Much effort.

sMall to MediuM-sized businesses often cannot
just set up a page and let the people do the rest.



sMaller and lesser-knoWn brands need to invest
heavily in brand developMent and leverage the
various social Media channels available to theM
to interact directly With their folloWers, fans,
and custoMers.



the Measure of success should not be Whether
your page boasts 30 or 30,000 fans, but Whether
you have successfully attracted a large nuMber
of targeted fans.


tips to add More
Quality fans and folloWers


tips

1. use current fans to drive invitations
to your facebook page


tips


Facebook currently has no limitation on the
number of fans that users can invite to a public
profile. This makes invitations one of the most
important components of generating fans.


tips


Contests are probably the single best tool for
driving more users to your Facebook page if
you encourage fans to invite their friends.


tips

2. create contests often


tips


Think of new and unique giveaways for those
that push new fans your way
(and reward them often).


tips


Most of the time, it is better to give away more
things more frequently than a large grand prize
every so often.


tips


Examples of potential contests:


tips


Examples of potential contests:
• Ticket giveaways (movies, concerts, etc.)
• Restaurant gift certificates
• Etc.


use a "Widget" to
proMote your business


Widgets

Widgets are like portable Websites that operate
With the saMe functionality as the host site but can
be eMbedded into a blog, Webpage, or other internet
property.

this is an optiMal tool for lead generation that can
attract clients froM diverse deMographics.



united Way



national Multiple sclerosis society



rhodes rolls



Widgets are viral!


e-Mail Marketing

• although it has been around for some time, e-mail
advertising is one of the most effective forms of
direct electronic marketing.
• like most things that are web-based, analytics can
be collected and analyzed to help you hone your
messaging. used effectively, analytics will help
you improve the open and click-through rates over
time.


e-Mail Marketing

When Marketing using e-Mail, use the aida strategy.

• attention: the first part of your write-up grabs
the readers’ attention.
• information: the second part gives them
information.
• desire: the third part makes them desire your
product/service.
• action: the fourth part spurs them to action
(buy, click through to a website, etc.)


e-Mail Marketing

your e-mail provider should allow you to review
the analytics from your campaign. see “hot spots,”
trends, and patterns to help you improve future
mailings.


sMs (texting) services

94% open rate

15%-50% redeMption rate

connect With your custoMers and
consuMers on a personal level



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exaMples
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Social Media—Guiding Principles and Application Uses

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