Let's be real. Most of us don't have a whole full time + community manager to nurture our business' social media presence. You've been tasked with "figuring this social thing out" or decided to tackle social presence in your "free" time.
This presentation is for you. We break down some fundamental guidelines and best practices for managing your social media presence pragmatically.
Presented as part of the Portland Business Journal's BizDev series.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Social Media Strategies for Real World Budgets
1. SOCIAL MEDIA
STRATEGIES
FOR REAL WORLD BUDGETS
Dayn Wilberding, Director of Digital Culture : Grady Britton
PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #2
@PDXBizJournal @Dayn @GradyBritton
Tuesday, September 28, 2010
2. 100,0
00
friend
THING 1 RE: SOCIAL MEDIA o ve r n s
ight!
Social Media Expert
I’m not.
Tuesday, September 28, 2010
3. THING 2 RE: SOCIAL MEDIA
It’s OK to feel overwhelmed.
I am.
Tuesday, September 28, 2010
4. USERS
Life cycle of social networks
TIME
Tuesday, September 28, 2010
5. Social Media Technologies that make creating and sharing
content possible
Social Influence Understanding the influence we have on
Marketing each other in Social Media & techniques for
utilizing it for business goals
Tuesday, September 28, 2010
6. CONTENTS UNDER PRESSURE
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
Tuesday, September 28, 2010
7. Influence has evolved.
early
WWI&II
®
mid-century
information age
Tuesday, September 28, 2010
11. CONTENTS UNDER PRESSURE
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
Tuesday, September 28, 2010
12. HOW BIG IS SOCIAL?
Tuesday, September 28, 2010
13. of all online time is spent
36%
for the
on social networks or blogs
66%
1:00 in every 4:30
average MORE TIME
internet THAN A YEAR
user: AGO
Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
Tuesday, September 28, 2010
14. BY THE NUMBERS use social
49%51%
read
blogs
HOW? 3/4
networks
97 %
participate in social media in some way
have watched a 51% post
have
searched
for a brand
online
77
PERCENT
commercial on out of 100content
original
consumers,
YouTube posted product reviews
73
SOCIAL MEDIA IS MAINSTREAM
Neilsen, Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Tuesday, September 28, 2010
15. “ Despite the almost unlimited nature of what you can do on the
web, 40 percent of U.S. online time is spent on just three
activities – social networking, playing games and emailing...
Tuesday, September 28, 2010
What Americans Do Online: Social Media And Games Dominate Activity - NeilsenWire Aug 2, 2010
17. Don’t social users hate marketing?
76% welcome brand advertising
66% friended or followed a brand
65% have had their mind changed about a brand
97% say that influenced a purchase decision
Razorfish - FEED 2008, 2009
Tuesday, September 28, 2010
18. CONTENTS UNDER PRESSURE
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
Tuesday, September 28, 2010
19. Fine. It’s popular.
But why should my biz bother?
Tuesday, September 28, 2010
20. But why should my biz bother?
Your customers Your competition
expect you to be is already there. It’s where the next
there. influencers are.
Serve your It’s fantastic
Presence customers better, for SEO.
equals trust. earn points.
Tuesday, September 28, 2010
21. CONTENTS UNDER PRESSURE
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
Tuesday, September 28, 2010
22. SOCIAL MEDIA
QUICK START PLAN FOR REALISTS
7 Guidelines for Planning Social Participation
Tuesday, September 28, 2010
23. SOCIAL MEDIA
QUICK START
PLAN 1 NETWORKS
Quantcast.com
Forrester Social Technographics Tool
Tuesday, September 28, 2010
24. SOCIAL MEDIA
QUICK START
PLAN 2 PURPOSE
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
26. SOCIAL MEDIA
QUICK START
PLAN 2 PURPOSE
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
28. SOCIAL MEDIA
QUICK START
PLAN 2 PURPOSE
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
29. Enhance Customer Service
750 1500
followers followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that
today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone
watching? Social media customer service case study right here.
@dayn Just spoke to the Store Manager, and they'll be calling you soon.
Happy Thanksgiving, and thanks for your business!
@DiscountTire will be giving me $50 rebate, even though it wasn't avail
yesterday. Thanks to Rex for fielding the call from corporate. ;)
Tuesday, September 28, 2010
30. Enhance Customer Service
1100
followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco
prices and we have all terrain tires & love them
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online
price from tirerack.com. Big props for that
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the
rebate as well. It is only a day difference & they should honor that
SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great
customer service. FTW
27
followers
storeistold:@daynThere's a state law, Discount Tire has to give you your $50
back - if the sale is within 30 day
Tuesday, September 28, 2010
31. SOCIAL MEDIA
QUICK START
PLAN 2 PURPOSE
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
33. SOCIAL MEDIA
QUICK START
PLAN 2 PURPOSE
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
34. SOCIAL MEDIA
QUICK START
PLAN 3 MEASUREMENT
fans, followers, subscribers, likes,
retweets, mentions, shares,
comments, pageviews, time
on page, referrals, share of voice,
sentiment, click - throughs, sales...
START HERE:
likes mentions referrals participation
Tuesday, September 28, 2010
35. SOCIAL MEDIA
QUICK START
PLAN 4 PERSONALITY
Who personifies your brand?
Be a friend. Participate. Stumble. Adapt.
Transparency is the message.
Tuesday, September 28, 2010
36. Personal
interaction
trumps stale
brand
messaging
Tuesday, September 28, 2010
37. SOCIAL MEDIA
QUICK START
PLAN 5 POLICIES
SocialMediaGovernance.org
@kellyrfeller
Tuesday, September 28, 2010
38. SOCIAL MEDIA
QUICK START
PLAN 6 CONTENT
What is most memorable about your brand
right now? What’s share worthy?
Center your content around what is poorly
served or missing in the market.
Turn questions customers are asking of your
competition, your sales or customer service
departments into topics.
Tuesday, September 28, 2010
39. Will It Blend?
iPhone:
2,281,902 views
Vuvuzela:
1,309,488 views
Tuesday, September 28, 2010
40. SOCIAL MEDIA
QUICK START
PLAN 6 CONTENT
What is most memorable about your brand
right now? What’s share worthy?
Center your content around what is poorly
served or missing in the market.
Turn questions customers are asking of your
competition, your sales or customer service
departments into topics.
Tuesday, September 28, 2010
41. SOCIAL MEDIA
QUICK START
PLAN 7 NEXT PHASE
Plan for success, failure, and the more
likely blindside.
Have an objective 3rd party available.
Tuesday, September 28, 2010
42. REAL WORLD EXPECTATIONS
Social Influence takes time. A lot of time.
The tools are not the strategy.
Social Media should be part of your
larger online presence, not a silo.
Tuesday, September 28, 2010
43. Best Practices
Social Influence is a real thing.
Schedule it in.
Set aside time. Make nurturing your
social relationships a regular part of
your day.
Tuesday, September 28, 2010
44. Best Practices
Get your co-workers involved.
Encourage them to generate content.
Tuesday, September 28, 2010
45. Best Practices
Start blogging.
Try WordPress, Blogger, Tumblr or
Posterous.
Tuesday, September 28, 2010
46. Best Practices
Aim for and enable share-ability in
all your content.
Facebook Like button, Retweet this,
comments...
Tuesday, September 28, 2010
47. Best Practices
Develop an editorial calendar.
Mon Tue We Thur Fri
✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on
✓ 4 tweets ✓ bookmark 1 ✓ bookmark 3 ✓ 4 tweets YouTube
✓ bookmark 3 story story ✓ share 2 stories ✓ 10 tweets for
stories ✓ share 2 stories ✓ share 1 video on on Facebook Follow Friday
✓ share 2 stories on Facebook Facebook ✓ share 2 videos on
on Facebook Facebook
Tuesday, September 28, 2010
48. Best Practices
Host video and images externally.
Increase your exposure by uploading
imagery and video to Flickr & YouTube,
then embedding it on your site.
Tuesday, September 28, 2010
49. Best Practices
Always consider the user connected
to his or her social graph.
Tuesday, September 28, 2010
50. Thank you.
delicious.com / daynw / pbj2
GradyBritton.com For my card, txt: DAYN to 50500
GradyBritton daynw@gradybritton.com dayn
Tuesday, September 28, 2010