Presentation 2/8/11 for Promotional Products Association of the Midsouth conference in Tunica, MS.
Overview:
The Internet is moving at an ever-increasing pace, so understanding how to use online tools promote your business has become a necessity to stay competitive. This session will cover the basics of marketing to search engines, as well as a 4-step P.L.E.T. methodology for social media marketing. Then you will take a detailed look at two of the most widely used social networks, Twitter & Facebook.
Join us on 2/8/11 from 8:30-10:00am where James Hutto, an industry expert with over a decade of experience in online marketing, will show you:
* How search engines work, and how to market on them
* What social media marketing is, and why your business needs it
* Best practices for marketing on any of the social networks
* How to setup your Facebook profile to separate business & personal
* Which one is right for you: Facebook Groups vs. Fan Pages
* How to measure online efforts and know your are generating results
39. Be conversational Ask Questions Post news (links), facts, events, comments, etc Share experiences and opinions I had just ate some fruit loops, and now I’m going to the gym. I don’t care
54. Twitter is a Microblog. Established in 2006 as a side project at a podcasting company in CA. Why user Twitter? Accounts are free People are talkingCustomers, Competitors, Potential Prospects, Stakeholders, the World Why not? Twitter is like…
55. Customer Service Comcast multiple users on Twitter that allows them to take customer service request 24/7
59. Get started on Twitter Get a unique background Use a real picture of yourself Timeless, classic Don’t change it Write a compelling bio Serious or Fun, Business or Personal?
60. Followers People who follow you to see the updates (tweets) that you post are your followers You follow other people to see their posts. These are the people that you’re following So… How do I get followers?
61. Following Who to follow? Leaders in your field Bloggers Competitors Customers By title Where to find them? Directories: Twollow, WeFollow, Twellow Services like MrTweet, TweepSearch
64. TweetDeck Searches and Filters Bit.ly integration Also manages others Social Media accounts(Facebook, MySpace, and now - LinkedIn, too!) Support for Twitter Lists
65. Hootsuite Integrated analytics Handles Facebook, LinkedIn, Twitter, Pages Web-based Multi-user: better for teams iPhone app doesn’t require sync
68. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)
69. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)
70. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)
71. The Audience is Different More engaged: longer periods of time Watch much closer than some on Twitter. Facebook is more personal. It has to be treated that way
72. It’s ok to play Facebook changes all the time Constantly adding new features/tweaks It is expected that your presence will continue to grow/evolve/develop It’s ok to play and experiment
73. You’re not going to hurt anything by trying this free marketing tool that gives you access to 300+ million people. Just don’t say anything really stupid (STUPID GRAPHIC) and you’ll be ok! You’re not going to do any real damage without knowing it (usually)
74. Separate Personal & Professional Do NOT create two accounts. This is against Facebook’s terms & conditions (whoops!)
78. Facebook Groups Simple Creation Messaging – Inbox Accessible only through Facebook Recruiting – bulk invite friends Content – must be posted manually Applications – do not integrate
79. Fan Pages Creation- more steps/info Messaging- in Live Feed Accessibility- indexed & show in SERPs More flexibility with Content Applications- Yes
81. Claim your name! Give your page a unique URL Facebook.com/yourBusiness Use a redirect? FB.youcompany.com JoinUs.yourcompany.com Go to Facebook.com/username
82. What’s in it for them? A promotion Value-based offer Information Giving Feedback Customer Service
84. Build your social capital Add users to your page by: Joining other relevant pages/groups Friend people on those networks Interact, Engage, be friendly Suggest they Fan your page (…wait for it) Repeat P.S. – Lists are really helpful for this…
85. Someone will have to be the “Face” that you will use. Can be multiple people as well…
86. Common Mistakes Inconsistent brand identities Failing to engage Confusing selling with engaging Campaignitis Failing to appreciate fans Attempting to control the conversation Giving up before you can succeed
87. So you heard about that 600 million thing, huh? (that’s cool, we’ll take your ad dollars as well as your time)
The number of Internet Devices has multiplied exponentially
The number of Internet Devices has multiplied exponentially
The number of Internet Devices has multiplied exponentially
4x 10*19Exabyte is a million terabytes
NTT JAPAN has successfully tested a cable that pushed 14 trillion bits per second down a single strand of fiberThat is 2,660 CDs or 210 million phone callsThose numbers are TRIPLING every 6 months and are expected to do so for the next 20 YEARS
1 person buys a device to access the Internet2 blogs are started 3 YouTube videos are posted4 people sign up for FaceBook500 words are added to Wikipedia1 out of 8 couples married last year in the U.S. met onlineA recent study showed that 49% of online American use search engines in a typical day.
Interruptive marketing
Interruptive MarketingCostly UntargetedTune it out
First and Foremost! Be where the people are looking!
SEO
WOW- that is an effective ToolWord of Web
Before you we talk about ‘why’ social media, I want to make sure that everyone has a basic understanding of the ‘what’ first.
Well not really
Enables people to talk ... Running Office... OprahWe listen/laugh/think about/comment on/share many different views and opinions in these online conversations. Sometimes we act… or change our mind…. or just forget about it altogether… but we enjoy the experience and come back for more.
It’s really that simple!
According to 1997 book from David Shenk: In 1971 the average American was targeted by at least 560 daily advertisingmessages. Twenty years later, that number has risen six fold, to 3,000 messages per day.
You won’t be able to find out unless Try some things
Ask QuestionsPost news (links), facts, events, comments, etcShare experiences and opinionsWhat to PostRelevance TimingHave a strategy with what/when you postLinking & CredibilityEtiquette People are skimming! Use Keywords, write a compelling headline
I’ll bet you ?’s about your business: pain points, where you’re struggling and where you could use help….. If I explained why our strategy would work…. Talked about previous successes and showed you tangible results….If I did all of those things throughout the course of a long conversation, I have ZERO doubt that you would want to work with my firm. That is what you need to focus on in social media. People ONLY see what you put out there! That’s your content! Put out good content, because if you form some relationships and get involved in some conversations relative to what you do, and you really sound like you know your stuff, and you have published articles and case studies and success stories, YOU WILL accomplish your goals if you do all of those things effectively.
Think of it as a crowded bar! Short and sweet gets the job doneTwitter people are usually skimmingLooking for key words
Don’t post the same crap that you’ve already seen posted 9 times, come onDon’t be that Tweeter
PermanentDiscoverableReal-time
Welcome the Party
50 million tweets per dayExpected to be the first web service to amass 1 Billion users (by 2013) (Fast Company)1200-1400% growth50% of new users off in 60 days
Frank Eliason:ImmediacyTackle the Positive & NegativeContinuous customers service support
If you don’t tell your story, someone else willParticipateRespondPromoteBe Human
Ford does a great job of this now as well
Other uses I can think of: Spy on your competitorsListen for complaints
There are a variety of sites with custom backgrounds, templates, etc. that will help you get one done
NOTES: Take Homes
ContextDon’t OveruseAdd valueOctothorpe
Facebook is the champ for the foreseeable future
Different ball gameThink about other ways to connect:
Audience is different. More engaged for longer periods. Keep that in mind!
Don’t think about your social media presence like marketers have thought about websites for year: set it up and let it run!
With that being said- READ!!! You’re playing on Facebook, which is based on the INTERNETTHE SINGLE GREATEST RESEARCH TOOL KNOWN TO MAN!
These are things that you need to understand, so go and play around and figure it out. It will be a learning experience for you. Besides, what’s the worst that could happen?
More widely known (probably just because they’ve been around longer)
More than 10 million users become fans of Pages each day
For the sake of this class….
We call this ‘building your social capital”
It’s easy to setup- spend time to be consistent and communicate within the organization, b/t departments. listen! People self congregate- reach out 3) Listen! 4. On-going process, no set timelines and budgets 5)Don’t just ask ‘how can we get more’? Maybe you have all you need to be successful- make them evangelists for you!