S And Mite Marketing V3 Slideshare

Social Media, SMM and Growing your Digital Footprint

Jaime LegerSheppard Leger Nowak, Inc.

S H E P PA R D L E G E R N O WA K I N C .

Are you ready?

S H E P PA R D L E G E R N O WA K I N C .

Quick Survey…

•MySpace•Facebook

?•Flickr?•LinkedIn?•Digg?

Do you have an account on…

•Wikipedia

•Yahoo?•Google?•Ask?

Have you ever searched for anything on…

•Blogs?•Online

Forum?•Twitter?•RSS

Feeds?

Do you read…

Have you submitted

content to a social

network?

Do you or a client of yours

do social media

marketing

S H E P PA R D L E G E R N O WA K I N C .

39% subscribe to an RSS feed

55% have uploaded videos

57% have joined social networks

83% have watched video clips

Did You Know?

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What is Social Media?

S H E P PA R D L E G E R N O WA K I N C .

It’s conversation onlineWhat is Social Media?

S H E P PA R D L E G E R N O WA K I N C .

What is Social Media?

• Customers• Employees• Critics• Competition• Anyone with online access and an opinion

Who’s Talking?

S H E P PA R D L E G E R N O WA K I N C .

What is Social Media?

• Social Networks• News and Bookmarking• Blogs• Micro-blogging• Video Sharing• Photo Sharing• Message Boards• Wikis

It’s powered by…

S H E P PA R D L E G E R N O WA K I N C .

What is Social Media?

• Learn what people are saying about you• Create buzz for events and campaigns• Increase brand exposure• Find new customers and new opportunities• Improve your search engine visibility• Get your message out fast• Retain clients by establishing personal relationships• Gain competitive intelligence• Free Focus Group

It’s practical…

S H E P PA R D L E G E R N O WA K I N C .

What is Social Media?

• Reach– Website visits / views– Volume of reviews / comments– Incoming links

• Action and Insight– Sales inquiries– New business– Customer satisfaction

• Engagement and Influence– Time Spent– Downloads– Sentiment of reviews / comments

It’s measurable…

S H E P PA R D L E G E R N O WA K I N C .

What is Social Media?It’s a new communication model – it’s a dialogue

Which means it’s… It’s not…

transparentinclusiveauthentic

vibrantconsumer-driven

controlledorganizedexclusive

product-driven“on-message”

SM is not a strategy or tactic – it’s a channel!

S H E P PA R D L E G E R N O WA K I N C .

10 Keys ToSocial Media Success

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Experiment• Experiment with Social Media• Start off personally before

professionally• Try a variety of social media

tools• Be yourself• Make some friends• Share information

1

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Listen• Listen before participating• Find where your audience is participating• Read industry blogs• Join industry focused community forums• Google your company and your competition

2

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Plan• Spend time upfront planning how you will use social media

– How can you make it central to your plan?

• Think Post– People– Objective– Strategy – Technology

3

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Transparency• Be transparent and honest• Avoid Puffery

– (people will ignore you)

• Avoid Evasion and Lying– (people won’t ignore you)

• Companies watched their biggest screw-ups make the TOP 10 on Google

4

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Share• Don’t be afraid to share content• Make your content easy to share• Incorporate tools that promote sharing

– RSS– Email– Videos

5

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Personalize• Be personal

– Act like a person– Don’t shout– Don’t broadcast– Don’t brag

• Speak like yourself– Not a corporate marketing shill or press secretary

• Personify your brand– Give something people can relate to

6

S H E P PA R D L E G E R N O WA K I N C .

Contribute• Contribute in a meaningful way• Think like a contributor, not a marketer• Consider what is relevant to the community before

contributing• Don’t promote your product on every post• Win friends by promoting other peoples content if it interests

you

7

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Learn• Learn to take criticism • Don’t try to delete or remove criticism• Listen to your detractors• Admit your shortcomings

8

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Proactive• Be proactive

– Don’t wait until you have a campaign to launch– Start planning and listening now

• Build relationships so they’re ready when you need them

9

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Accept• Accept that you can’t do it all yourself• Get buy-in

– Organization– Team– Staff

• Educate– Convince folks that social media is relevant to your organization

• Plan– Get your team together– Discuss the options– Divide and conquer

10

S H E P PA R D L E G E R N O WA K I N C .

What is Social Media Marketing?

S H E P PA R D L E G E R N O WA K I N C .

Social Media Marketing

The approach to spreading awareness of your web content or brand, via the vast variety of social media destination on the web.

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• Social Media Marketing– Customer Engagement– Multi-way

• brand customer• customer customer

– Participatory– User-generated

• Traditional Marketing– Lead Generation– Image Reputation– One-way

• brand customer– Push and interrupted– Brand-generated

Traditional Marketing versus SMM

SocialMedia

Marketing

TraditionalMarketing

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Where to Start• Define Goals

– Website traffic and user behavior– Conversion and sales tracking– Page views, ad exposure– Growing brand awareness– Creating a positive brand assoc, and keeping it– Business development and broader customer reach– Voice of customer / market pulse

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Why Create an SMM Strategy?• More time than money• Complement you existing marcom• Hope to build qualified / niche-targeted site traffic• Improve search engine presence (rankings)• Open conversations / gather feedback• Build a community

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Why Social Media Matters• Communicate with and gain insights from target customers• Social media provides tremendous reach at a fraction of the

cost of traditional marketing methods• Create awareness and buzz around your brand, service, or

product• Successful social media marketing campaigns attract links, and

as a result, enhance SEO efforts

S H E P PA R D L E G E R N O WA K I N C .

Top Social Media Mistakes1. Not doing it

– “I don’t have time…”

2. Not having a purpose and plan– Random, meaningless content

3. Copy and pasting content on every site– LinkedIn is not the same as Facebook

4. Being too promotional– Beware of the “Amway” guy

5. Not sticking with it– “I got busy…”

S H E P PA R D L E G E R N O WA K I N C .

Social Media Tools

UserGenerated

Content

SocialNews

SocialNetworks

S H E P PA R D L E G E R N O WA K I N C .

Social Networking Sites• Connect with customers and businesses

– People and organizations connect and interact with friends, colleagues and fans

• Micro-sites for your business within the social framework– LinkedIn, Facebook, and MySpace– Create online profiles– Share photos, video and audio, links– Send private message and IM– Learn more about people and organizations– Join groups and gain fans

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Social Networking Sites• DO

– Create a page to promote your brand

– Point your fans to your company blog or contests

– Encourage a discussion and participate frequently

– Explore targeted advertising opportunities

• DON’T– Create a page and fail to

maintain it– Try a hard sell approach– Censor comment– Spam your fans / friends with

frequent private messages– Post false information

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LinkedIn Case Study

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How does it work? Jaime hascreated industrygroup

I need more leads!Hey! That group Mike just joined may be a good place to look!

Man, I need a job!Hey, I see Mike

joined an interesting group. I will join!

Welcome tomy group!

Let’s connect!

Jack justjoined

industrygroup

Hi everyone!Take a look at thisInteresting article

I just read.

Patty justjoined

industrygroup

Hi Jaime!Can you introduce

me to Mike?

S H E P PA R D L E G E R N O WA K I N C .

E-BlastSo What Was The Return?

Result Cost

Reponses: 0 $1,000

S H E P PA R D L E G E R N O WA K I N C .

So What Was The Return?

Result Cost

Contacts:Meetings:

Engagements:

1512

3 $0

LinkedIn

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Blogs• Blogs serve to establish your

company as transparent, relevant, active and expert

• Engage in dialogue with your customers

• Improve your search engine visibility

• Promote product launches and events

• Gain expert status by providing useful tips

S H E P PA R D L E G E R N O WA K I N C .

Blogs• DO

– Post on a regular schedule– Encourage conversation by

asking questions– Respond to customers questions– Use a few bloggers from your

company for more viewpoints– Post product reviews from

customers or industry experts

• DON’T– Write press releases – be real

about why something is exciting– Let complaints go unanswered– Make users register to comment– Delete fair but critical comments

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“Don’t blog to get known, blog to be knowable”

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Micro-Blogging• Microblogs are blogs limited to a

sentence or two• People use microblogging to follow

their friends• Companies use it to market their

product or services by giving them a voice/identity

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Micro-Blogging• DO

– Sound like someone who just happens to work at your company

– Put a friendly face on the products

– Pose and answer questions– Announce sales, deals, news, and

updates– Build buzz about big releases

and events

• DON’T– Re-tweet without giving credit to

the original tweet– Re-tweet trending news, unless

you have something to add– Ignore a genuine direct message

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S H E P PA R D L E G E R N O WA K I N C .

Video and Image Sharing• Upload and share images and

videos• Videos can

– Spark interest without hard-sell– Gain exposure and drive traffic to your site– Showcase your leadership in a field and

spread customer testimonials– Can be lo-fi and cheap to produce

• Perfect repository for– Video blogs– Taped seminars– Presentations– How-Tos– Behind the scene look at your organization

S H E P PA R D L E G E R N O WA K I N C .

Video Sharing• DO

– Be informative, concise, useful, or entertaining

– Create a summary and detailed description

– Post video replies to others– Allow commenting and

participate in the conversation– You tube is the next Google

• DON’T– Just upload infomercials– Be afraid to experiment until you

find a formula that works– Pull down others videos– Make it longer than it needs to be

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S H E P PA R D L E G E R N O WA K I N C .

Wikis and Reference Sites• A wiki is a website that allows

visitors to create and collaborate– Contributors can easily add, remove

and edit content making them great social tools

• Wikipedia.org is an online encyclopedia– Volunteers from all over the world can

contribute to the site

S H E P PA R D L E G E R N O WA K I N C .

Wikis and Reference Sites• DO

– Find references to your organization and update inaccuracies

– Read the terms of use– Research competition– Use wikis to collaborate with

your team

• DON’T– Rely on them to be accurate– Spam or overtly advertise– Use it for SEO– Don’t sabotage competitors

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S H E P PA R D L E G E R N O WA K I N C .

Social Media Myths

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Social Media Myths

“It’s just a fad that will go away”

“It’s inexpensive”

“It’s for kids”

“I can just hire a kid to run this

for me”

S H E P PA R D L E G E R N O WA K I N C .

Social Media Myths“If we put our content on line

we’re just giving our expertise away

for free”

“If we build it, they will come”

“If we just delete all negative comments,

no one will see them”

“Tell the programmers to setup that social

media thing… and get them to make it viral while they’re at it”

S H E P PA R D L E G E R N O WA K I N C .

Social Media Myths

“No seriously, I don’t think anyone will notice if we delete

those negative comments”

“You Tube is that site for funny cat videos – you will cheapen our brand by putting our

videos on there”

“Social media might work for certain industries and

business models, but it won’t work for us”

“I’ve started a Facebook page

so I’ve got social media covered”

S H E P PA R D L E G E R N O WA K I N C .

Social Media Myths

“We have to figure this all out

before we can start using social

media”

“Social Mediais easy”

“Social Mediais hard”

“We can’t measure social media results”

S H E P PA R D L E G E R N O WA K I N C .

Summary

Peer-to-peer discussions are moreinfluential than the mass media

Participate by enabling and feedingthe conversation (follow the 10 keys)

Be transparent and honest

S H E P PA R D L E G E R N O WA K I N C .

The 3-Month Test

Take on ONE social media site a month for 3 months(pick a site, log in, get started)

Guarantee - at least one new customer, product idea, or business asset

Follow up with each other mid February 2010

Everyone is connected. Connect your business to everyone.

Thank You!