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Introduction to Social Media

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Introduction to Social Media

  1. 1. Social Media Lisa Myers CEO, Verve Search
  2. 2. <ul><li>What is Social Media? </li></ul>
  3. 3. <ul><li>Is it ? </li></ul>
  4. 4. <ul><li>NO.. </li></ul>
  5. 5. <ul><li>So, smartarse..... </li></ul><ul><li>what is it then? </li></ul>
  6. 6. <ul><li>It’s YOU! </li></ul>
  7. 7. It’s what WE DO... with the technology like facebook, twitter....
  8. 8. “ Social Media is like water. On its own, water does some cool things, but when combined with other compounds it enabled the evolution of all forms of life.” Mike Volpe, VP Marketing, HubSpot
  9. 9. 500 BILLION minutes spent on facebook per month .
  10. 10. facebook 3 rd most populated country
  11. 11. <ul><li>>500 million active users </li></ul><ul><li>- of which 50% log on every day! </li></ul><ul><li>- over 60 million status updates every day </li></ul>
  12. 12. <ul><li>75 million accounts </li></ul><ul><li>(of which15 million active) </li></ul>65 million tweets per day
  13. 14. In 2010, after 23 years and hundreds of millions of dollars spent on Super Bowl ads... Pepsi ditched the SuperBowl and poured 1/3 of its' TOTAL annual marketing budget into a cause-driven social marketing campaign; The Refresh Project http://www.refresheverything.com/
  14. 15. <ul><li>So...how do you use </li></ul><ul><li>Social Media for business? </li></ul>
  15. 16. The Rules <ul><li>#1 LISTEN </li></ul><ul><li>#2 ENGAGE </li></ul><ul><li>#3 BE HONEST </li></ul><ul><li>#4 DON’T BE A DICK </li></ul>
  17. 18. <ul><li>Branding/Awareness </li></ul><ul><li>Traffic generation </li></ul><ul><li>Link generation </li></ul><ul><li>Conversions </li></ul>What is Your Objective? ALL?
  18. 19. <ul><li>Who’s your target audience? </li></ul><ul><li>Age, gender, location? </li></ul>
  19. 20. Social Media Elements Social Media Content Marketing Social Networking Link baiting Viral Blogging ORM and Monitoring Site Seeding
  20. 21. <ul><li>blogging </li></ul>{ your social home on the web }
  21. 22. Blogging – the opportunity <ul><li>Give your product/services a personable voice </li></ul><ul><li>Develop a positive online reputation </li></ul><ul><li>Expansion of content, reaching a wider audience </li></ul><ul><li>BUT </li></ul><ul><li>It’s not as easy as setting up and go... </li></ul>
  22. 23. Before you start <ul><li>What is going to be the main topics of the blog (categories) </li></ul><ul><li>Who is going to be blogging (source appropriate bloggers) </li></ul><ul><li>Who is going to be managing the blog? </li></ul>
  23. 24. Blogs need Personality
  24. 25. Tips <ul><li>Find the right blogger(s) </li></ul><ul><li>Use Wordpress </li></ul><ul><li>Use social plugins to make it easier to SPREAD the content </li></ul>
  25. 26. <ul><li>online PR </li></ul><ul><li>{ getting your content out on the web } </li></ul>
  26. 27. Give something back <ul><li>Have something to trade, why they should </li></ul><ul><li>publish your content.. </li></ul><ul><ul><li>Content (must be relevant!) </li></ul></ul><ul><ul><li>Discount/competition </li></ul></ul><ul><ul><li>Breaking news </li></ul></ul><ul><ul><li>Free “something” </li></ul></ul>
  27. 28. The Process <ul><li>Do your research (list of sites, find out as much about the site as you can) </li></ul><ul><li>Hunt down most appropriate contact </li></ul><ul><li>Tone of voice in email, although best to call! </li></ul><ul><li>Tailor your email to person </li></ul><ul><li>Be direct, don’t waffle. </li></ul><ul><li>Develop a relationship </li></ul><ul><li>Follow up </li></ul><ul><li>ALWAYS, ALWAYS be polite and personable! </li></ul>
  28. 29. viral { usually larger campaigns that appeal to a broader audience }
  29. 30. Simples....just spend lots of money....
  30. 31. <ul><li>Doesn’t need to be a BIG </li></ul><ul><li>expensive campaign to be effective... </li></ul>
  31. 32. <ul><li>BUT </li></ul><ul><li>you need great creative/idea </li></ul><ul><li>+ </li></ul><ul><li>solid execution </li></ul>
  32. 33. don’t just sit and wait for it to be discovered
  33. 34. <ul><li>SPREAD the word... </li></ul><ul><li>this is when you should be using: </li></ul>
  34. 35. exhibit #1
  35. 36. <ul><li>PS: </li></ul><ul><li>When doing social marketing, particular </li></ul><ul><li>viral, don’t forget SEO, harness those </li></ul><ul><li>potential links! </li></ul>
  36. 37. <ul><li>social networking </li></ul>{ where friends meet tweeps }
  37. 39. When you want to get to know your neighbour, do you start by shouting?
  38. 40. Rules of Twitter <ul><li>Don’t over think it, be personable. </li></ul><ul><li>Share information, links. </li></ul><ul><li>Listen. </li></ul><ul><li>Use #hastags to organise and search </li></ul><ul><li>Twitterlists are useful if you are following hundreds. Also to discover new people. </li></ul>
  39. 41. MONITOR your Social Media
  40. 45. Free Social Monitoring Tools <ul><li>www.raventools.com </li></ul><ul><li>www.socialmention.com </li></ul><ul><li>www.blogpulse.com </li></ul><ul><li>www.tweetbeep.com </li></ul><ul><li>http://klout.com/ </li></ul><ul><li>http://tweetmeme.com </li></ul>
  41. 46. Paid Monitoring tools <ul><li>www.radian6.com </li></ul><ul><li>http://www.buzzcapture.com/ </li></ul><ul><li>http://www.lithium.com/ </li></ul><ul><li>http://www.trackur.com/ </li></ul><ul><li>http://www.sentimentmetrics.com/ </li></ul>
  42. 47. <ul><li>real examples </li></ul><ul><li>{social media examples} </li></ul>
  43. 48. Meet Paulo...... .......he’s social!
  44. 49. 1275 members.
  45. 52. <ul><li>#SEScrapmas </li></ul>
  46. 54. #1
  47. 55. City Inn Advent Calendar <ul><li>Generated the equivalent of 50% of their average monthly traffic </li></ul><ul><li>Increased email database considerably </li></ul><ul><li>Significant visibility and reach through referring traffic </li></ul><ul><li>Twitter followers increased by 300% </li></ul>
  48. 57. Give-aways & Competitions
  49. 58. Best Practise & White Papers
  50. 61. HALF of the human race is under 30..... ..they’ve never known a world without the internet..
  51. 62. @LisaDMyers Thank You! Email: [email_address] Web: www.vervesearch.com www.seo-chicks.com
  52. 63. Sources <ul><li>http://www.facebook.com/press.php#!/press/info.php?statistics </li></ul><ul><li>http://www.penn-olson.com/2011/01/02/social-media-timeline-2010/ </li></ul><ul><li>http://techcrunch.com/2010/06/08/twitter-190-million-users </li></ul><ul><li>Photos: all iStock </li></ul>