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Social Media for Business Marketing
1. Social Media for Marketing
Nicole Jensen – Events Geek and Social Media Nerd
For Edgeware, September 2nd 2012
2. Me
Management, events, Events marketing
business, marketing, Maximum exposure
leisure psychology, Info share
entrepreneurship Sourcing leads
80% volunteer and Community growth
consultant work #BTUB
Client work
Personality marketing
Learn
Socialise
3. You
Already have lots of knowledge and contacts
What are your...
Marketing goals?
Existing profiles?
Preferred social networks?
Industries?
Markets?
B2C or B2B?
Values and culture?
4. Today
Outline Tips
1. Importance and Have your websites up for
considerations reference
2. Suggested tools Ask throughout
3. Strategy development Write down anything
4. Resources and extras unrelated to ask later
Feel free to tweet if you’re
shy (#edgieNJ)
6. The Crux of It
Key Business Uses Aim Strategy Reason KPI
Brand awareness
Market research
Customer service
Marketing Goals
Sustainability
Reputation development
• Thought leader or expert
• Rogue or out-of-the-box
1. Importance and Possibilities
7. Some Basics
Consistency
When? Not straight away
GOAL!
Personal vs Business
Keep recreational use separate
If your brand is yourself (as a sole trader or personality) it all
works too.
Value people as individuals, not mere numbers
Value manual activity over automatic
1. Importance and Possibilities
10. Avoiding Pitfalls
Contingency plans
Info released early? At all? Wrong?
Inappropriate manners?
Watch for negative results
FOMO, alienation
Change aversion
Know your privacy settings
Site’s terms of use
What strategy is permitted?
1. Importance and Possibilities
11. 2. Suggested Tools and Tactics
Consider your brand.
What would your business be like as a person?
12. Top 10 Social Media Trends
- Randi Zuckerberg
(20th Aug, 2012, SmartCompany)
1. Luxury living, not luxury spending
2. Loyalty programs
3. Social media for customer service
4. Mobile first
5. Experts are curators
6. Humour
7. Crowdsourcing
8. People as platforms and brands = uncontrolled messages
9. Video and live-streaming
10. Gamification
2. Suggested Tools and Tactics
13.
14. Choosing
Objectives and resources
Long- and short-term
Information to share
Audience
Dynamics
Tech use
Platform
UI
Size
Culture
Longevity
Pic: Minh Uong/The New York Times, 2011
2. Suggested Tools and Tactics
16. The Worst Facebook Page Admin
They: Consider Instead:
“Like if...” and/or “share if...” Don’t ask for value, give it!
“Fill in the blank:...” Variety of formats
Use the same strategy 60-40 relatedness
Only ask questions Direct
Post image + unrelated text Indirect
and URL Don’t profit from misfortune
Comment on irrelevant Respectfully address
current events – badly! feedback
Are snarky to complaints
2. Suggested Tools and Tactics
17. The Worst Twerp
They: Consider Instead:
Ask for retweets or follows Follow slowly
“RT if...”
Grow organically
“PLEASE RT!!!”
Participate in conversation
Follow many and hasn’t
tweeted even once Know your industry tag
Use too many hashtags Collate praise privately
Retweet about themselves Have minimal apps
Have too many third-party Don’t only link elsewhere
apps connected
Good customer services
Exist only for traffic
2. Suggested Tools and Tactics
18. Publishing Platforms
Professional Personal
Wordpress Tumblr
Young
Blogger
Pop culture, social justice,
Slideshare politics, cats, NSFW
Images, audio, video and text
Email marketing Pinterest
79% females
RSS
Craft, fashion, weddings, DIY
Images with links
Medium (new!)
Images and text
2. Suggested Tools and Tactics
19.
20. Mobile
Photos and Media Location and Gamification
Instagram Foursquare
Path Path
Flock Yelp
Facebook check-in
Facedeals (video)
Ethical considerations
Who would use this? Why?
2. Suggested Tools and Tactics
21. Gamification
Tasks and goals (mastery)
Imagination (novelty)
Created social environment
Freedom (autonomy)
Guidelines
Feedback
Peer
Organiser
Shared experiences
2. Suggested Tools and Tactics
22. Gamification
Community Employees
Participation The new “glass trophy”
Referrals Motivation
Behaviour information Creativity and competition
Foursquare Have clear KPIs
GetGlue Badgeville
Fitocracy EpicWin
2. Suggested Tools and Tactics
28. Setting up
1. Identity
Username and branding
Static and dynamic information
Business profiles vs employee accounts
2. Credibility
Content policies
Introduce key individuals
Keep content fresh (and know what’s popular)
3. Trust
Value for newcomers – e.g. FAQ or welcome video
Value for existing community
Do what you say
3. Strategy Development
29. Human Resources
“The intern?”
Possibly not!
Marketing management
You, the entrepreneur
Encourage experience in
new hires
Resources
Don’t block sites
Routine
Savvy workplace culture
3. Strategy Development
30. Writing Copy
Have a decent profile bio/blurb
short, honest, interesting
not copied from your website
Match your market – but stay true to your brand
‘We vs. I’ is a matter of strategy and taste
Spell-check. Please.
3. Strategy Development
31. Personalising
Approachability + value.
Tips (Margin Media):
1. Avoid industry jargon
2. Show employees being
themselves
3. Get in on conversation
4. Turn off the sales pitch
once in a while
5. Humour builds priceless
rapport – be tasteful
Pic: Anne Francis, Forbidden Planet, 1956
3. Strategy Development
32. Creative Strategy
Integrate business
strengths, connections
Consider the community
BBC America Livetumblr
Be consistent and
timeless
Stay away from poor
taste – be ethical
Know fair use & IP law
doctorpuppet.tumblr.com
3. Strategy Development
34. Troubleshooting: Trolls, Haters and Others
Have a clear policy Address legit concerns
Legal obligation Sincere acknowledgment
Keep watch Offer resolution
Keep records Don’t only tell them to
Remove
phone or email
• Private message
Inform community
• Use like you would email
3. Strategy Development
35. The secret? Effort.
Plan around your GOALS
Choose your platform wisely
Build organically
Be original, consistent and honest
Value manual over automatic response
Be interactive
Stay on target
Show, don’t just tell
3. Strategy Development
36. Resources
Recap: Not Covered, But Useful:
Presentation content Demographics in 2012
Slideshare pagemondo ROI infographic
Storify (.png)
Web strategy planning My social media basics table
template
By Bluewire Media and David
Meerman Scott
Creative Commons License,
Attribution 3.0
Tweet @nicolejensen