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Mike freeman presentation 11 19 12

  1. 615/736-7621
  2. What is Social Media? Social Media Marketing programs usually center on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself. • It’s a conversation • It drives engagement • It’s your brand’s voice • It’s your customer base
  3. What is Social Media? Social Marketing efforts, as apposed to Mass Marketing, start small and build outward. Through likes, shares, retweets, etc. your message is carried to a large group. • Build a loyal following • Communicate information • Listen to the online community • Maintain top-of-mind awareness • Deepen customer relationships • Improve brand loyalty • Improve search marketing results
  4. What Social Media isn’t? • An advertisement • A monologue • All about you or your business • Buy, Buy, Buy • Non stop sales pitch • Invasive Don’t spam people with advertising type messaging: It’s not always about you!
  5. Do I need social media? • No • Every Fortune 500 company founded before 2008 found their success without the use of ANY social media. So why is everyone doing it?
  6. Do I need social media? Because EVERYONE is doing it.
  7. Facebook • 167 Million users in the US • 54% of population • Average CPC - $.55 • 54% Female / 46% Male • 1 Million new member 18- 24/mo. • 70% of online users • 40% users ages 45-54 Biggest Brand • Walmart – 24 Million • Target – 20 Million • Samsung – 19 Million 1 out of 7 minutes spent online is spent on facebook
  8. Twitter • ~140 Million users in the US • 46% of population • 60% Female / 40% Male • 55% of online users • 50% users between 25-45 Biggest Brands • Barrack Obama – 79,052 • Taylor Swift– 44,895 • Lady Gaga – 34,860 Info • 140 Characters • ~340 Million per day
  9. Pinterest • ~17 Million users in the US • 80% Female / 20% Male • 50% of users are parents • 80% of content is repins Uses • Quickly scan products by category • 1/20th of a second to process vs. 200- 300 words per minute. • Share things you like • Promote your product
  10. Instagram • 80 Million+ Users • 1 Billion+ Photos • 5 Million+ Photos per day • 81 Comments per second • 50% users under 25 years old Uses • Photos are how younger people communicate. • Show off your product • How it’s made/behind the scenes • Take followers with you • Bring followers in
  11. LinkedIn • ~72 Million users in the US • 24% of population • 48% Female / 54% Male • 35% of online users • 71% users between 25-45 • 2 new members a second. • 2 Million companies have pages • 20% users in the tech field Info • 98% of college grads have a profile • Quickly see connections • Ask for references / endorsements
  12. YouTube • 60 hrs. video consumed per min. • 4 Billion videos viewed a day • Just over 1 Trillion views in 2011 • 1 Trillion views in 2011 • 1 Trillion • Mobile 3X 2011 and 5X 2012 • 100 years of content added a day Info • 2nd largest search engine • Video is engaging • Sharable
  13. Blogs • Quickly deliver content to public • Huge SEO value • Allows you to promote yourself • Be shared across the internet • Present yourself as a thought leader. • Drives conversation Platforms • Blogger • Wordpress • Tumblr • Movable Type • Expression Engine • Drupal
  14. Reddit • Content is split into sub- categories • 2 BILLION page views • 34 Million unique visitors • 16 minutes on site on average • 100,000 categories • 8,500 categories with 100+ users Uses • Reach potential follower based on their interests • Quickest way to release news to a large group (often beats news channels to the punch)
  15. Best Practices Create a map • What are your goals? • Where do you want to be in 6 months? • How many followers do you want? • How will you get those followers? • Why will they follow you? Just having a social media presence doesn’t mean you’re engaging in social media.
  16. Best Practices Use the right tool • Pick the platforms that most of your demographic uses. • Don’t think you have to use something just because it’s out there. • Focus your efforts on a few platforms instead of spreading yourself too thin. The right tool makes the job easier, same goes with social media.
  17. Best Practices Create a schedule • Keep yourself accountable • Don’t overwhelm your users • Spend one hour a month planning Scheduling posts can be done through a number of different social media tools.
  18. Best Practices 80/20 Rule • Don’t spam your users with sales info • Create info they will be interested in that’s relevant to your industry • Set yourself apart as a thought leader in your industry • Become a resource in your industry Too much sales info will make people stop listening to you. 80% relevant to your industry 20% about you
  19. Best Practices Experiment • What works for one campaign, won’t work for them all. • Try new things and track what works over what doesn’t work. Don’t be afraid to push yourself outside of what is immediately the correct choice.
  20. Best Practices Brand It • Most social networks allow you to customize an avatar or profile • Make your visual brand clear across every platform you use • Your brand goes beyond just pictures, your brand has a voice. Develop your brand first, then carry it out across the platforms you use.
  21. Best Practices Communicate • Take part in conversing with your followers on a regular basis. • Respond to comments on your page. • Communicate to other businesses and brands through your page. By speaking with your followers, you’re bringing them behind the curtain.
  22. Off Platform Artist Artist @GregBurney promised to sketch every twitter follower he had. He started with just 70 followers and wound up with over 5,000 followers. Give them a reason to follow you.
  23. Off Platform Wi-Fi Access The Seattle Seahawks decided to give fans FREE wi-fi access in and around the stadium. What they found was this increased trending on different social media platforms. People were posting photos from the game, which meant that their friends were able see what was going on “pre-game”. Don’t stop fans from talking about your product.
  24. Off Platform Haunted House Devil’s Dungeon set up a photo booth at the end of their haunted house. As visitors set up to get their photo taken, a chainsaw wielding madman jumped out and a photo was snapped. The photos were then posted on facebook, and hundreds of people tagged themselves and their friends which increased their total reach 7X their following. Give people a reason to go back to your page.
  25. Off Platform Old Spice man Old Spice had their iconic “Old Spice Man” answer questions live over twitter. Users would ask questions, and he would record the answer. The answers were then posted on their page. It increased awareness of their brand by the enormous amount of social sharing. Speak to your followers on their level.
  26. Hootsuite • Schedule Posts • Sends out tracking URL’s • Manage multiple accounts in one place • See in program analytics that allow you to measure success • Quickly develop content • Create reports that let you understand ROI Hootsuite won’t run your social media for you, but it makes it a lot easier.
  27. How do you create a plan? R – Reach E – Engage A – Activate N - Nurture
  28. Reach • First introduction with your brand • Potential customers need to be able to understand your “it” without having to think too much. • Needs to be engaging and sharable. The set of activities needed to raise prospects' attention for your brand, product or service
  29. Engage • Bring them in the door • Show your value prop. • Explains why you’re a company to partner with. The gradual, typically multi- channel, often recursive set of activities needed to engage the prospects you just won
  30. Activate • Convert • Drive them to a specific action. (buy, download, attend, etc) • Clearly deliver your customers directions on how they become a customer The activities needed for your prospects to take, eventually, the actions you wanted them to take
  31. Nurture • Nurture the relationship with your customers • It’s cheaper to convert a returning customer rather than a new one • Drive customers back to your door through discounts and new products and services. The activities needed to nurture the customer relationship you just managed to create
  32. Content Marketing …is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content Marketing’s basic premise is to “provide some valuable information or entertainment – “content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.” This information can be presented in a variety of media, including text, video, Q&A’s, photos, etc. -Wikipedia
  33. Types of Media • Blog • Text • Video • Infographic • Image • Podcast Decide on which forms of media fit your company and your budget
  34. Blog • You control the conversation • Put your thoughts online • Share your expertise • Inform your audience Blogs drive conversation and engagement directly with users
  35. Text • Keep it short • Drive action • Keep it relevant • Don’t just talk about yourself Create conversation starters or ask questions that you know your audience will enjoy.
  36. Video • Make it exciting • Have fun with it • Think of things that will make people share the video. Don’t spend tons of money and hours of work on your video, make the quick and cheap.
  37. Images • Pictures of your product • User submitted images • Photos you know your audience will enjoy/appreciate Images don’t have to be 100% all your own. Share things you like and you know your followers will like.
  38. Infographics • Share data on your business • Create data in a visual format • Make data sharable through tons of social platforms • Companies like Infographic world can create them for you • SEO value People want to see something, not read something.
  39. Pictures • Content should include your products as well as interests • Share behind the scenes types of photos • Create images that aren’t 100% specific to what you sell The younger generation communicates through images.
  40. Podcasting • Keep them short • Speak with experts • Share advice, hints, and tips about what services you provide • Be an expert yourself Podcasts are searchable through a number of audio platforms.
  41. ROI - Analytics • Create campaigns using Tracking URL’s with Google tools • Track to conversions based on traffic sources • Split traffic based on referring domains • Programs like hootsuite let you see engagement across multiple platforms
  42. ROI - Offers • Offers are trackible to your doorstep • As users cash in on offers, it’s shared on their profile to their friends • You control the price, timeframe, and how many you give out • It’s not Groupon
  43. ROI – Promo Codes • Using promo codes lets you segment different campaigns based on where you share them. • Allow users to print off promo codes / coupons off of twitter, facebook, etc so they’re able to bring it to your store or use on your site.
  44. ROI– Impression • Compare what your social media impression is vs. what it would cost you to get the same amount through traditional advertising
  45. 80/20 Rule 80% of the content you share should be about: Informing Teaching Sharing Entertaining Relationship Building Promoting Thought Leadership Being an Expert 20% of the content you share should be about: Sales
  46. 80/20 Rule Who would you rather have introduce a brand to you? or
  47. Mistakes Made By Others Chic-Fil-A The PR team at Chic-Fil-A created a fake person to take their side. This person was a cute young girl. “She” went on and fought for Chic-Fil-A. What wound up happening was some gumshoe on facebook recognized the face as a stock photo model. The fall out was people realized they were being lied to by the brand.
  48. Mistakes Made By Others Rampart To promote his new movie “Rampart” Woody Harrelson scheduled an AMA. This is basically the online equivalent to a press conference. What ensued were personal questions about Woody Harrelson. Participants grew annoyed at the fact that this time was only being used to promote the movie and not to take part in the conversation. By breaking the 80/20 rule, users felt they were being only sold to. Ramparts marketing teams results were less positive than they had hoped.
  49. Mistakes Made By Others McDonalds Social Media can’t change the truth. Fast food giant McDonalds learned this lesson when they unleashed a social media campaign about how “healthy” their food was and asked users to tell stories about their McDonalds experiences by using the hashtag #McDStories. Not surprisingly, people criticized the food quality and the fact that the food is anything but healthy.
  50. Mistakes Made By Others Kenneth Cole The fashion company Kenneth Cole decided to put out a handful of tweets about global catastrophes. Thinking these offensive one liners were going to make people laugh. What wound up happening was the brand was seen as a company that’s hateful thoughts had no compassion for people going through struggle. In the end, Kenneth Cole got rid of their social media person and apologized for the error in judgment. The brand’s voice wasn’t consistent with the rest of their messaging. Weeks later, Twitter users created a handle to mock the original kenneth cole tweet all related to catastrophic events.
  51. Mistakes Made By Others Chrysler A guy from New Media Strategies, the company that handled social media for Chrysler, sent out a tweet that read: “I find it ironic that #Detroit is know as #motorcity, yet nobody in this city knows how to drive” The only is that he sent the tweet out from @Chrysler. New Media Strategies quickly went into damage control and fired the guy that sent the tweet. But the damage had been done, and New Media Strategies lost Chrysler as a client by the end of the week. Chrysler went on to spend Hundreds of thousands of dollars in advertising to reaffirm their commitment to their motorcity campaign.
  52. Final Thoughts Make me say wow. By creating content that’s unique and inspiring, people will be motivated to share your content with their friends. Make it relevant to your audience. By creating things that your audience will be interested in sharing, you are creating conversation related to your brand and your industry. Don’t make me think too much. Create content that is easy to digest and understand. Don’t make 30 minute long videos and write blog posts that are dissertations on your industry. Create content that’s memorable, focused on a topic, and easy to read. Take part in the conversation. Be part of the conversation that you start. It’s an honest open conversation, social media has a tendency to tear apart things that aren’t transparent.