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Jan Zimmerman, AuthorSocial Media Marketing All-in-One for Dummies
Web Marketing for Dummies
Watermelon Mountain Web Marketingwww.watermelonweb.com
[email protected] 4614 Sixth St. NW, Albuquerque, NM 87107
505-344-4230
Slides at: watermelonweb.com/marketingresources.htm
Workshop Goals
• An overview of social media• The big 3 and lots of little ones• Play the social media marketing game• Decide which social media are best for your business on
the basis of target audience, marketing goal, and resources
• Create a mini-social media marketing plan to implement two social media techniques for your own business
• Use social media tools to improve performance
© 2011 Watermelon Mountain Web Marketing
Where Social Media Fits Into Your Business
© 2011 Watermelon Mountain Web Marketing
Management & Hiring
Planning
Marketing
& Sales
Accounting & Finance
Operations
Online Marketing
Social Media
Terminology
Social media Social media channels Social media services
bookmarking social news social sharing buttons
© 2011 Watermelon Mountain Web Marketing
© 2011 Watermelon Mountain Web Marketing
What Makes Media “Social”
Social Media is 2-Way Communication You have two ears and one mouth – spend
twice as much time listening as you do talking!
Pros of Using Social Media • Cast a wider net• Branding• Build relationships• Improve business processes• Improve search engine ranking• Sell when opportunity arises• Mostly free (except for labor)• Save money on advertising • You must still have a website!
© 2011 Watermelon Mountain Web Marketing
Cons of Using Social Media• Requires time
• Difficult to gain visibility
• Requires discipline, structure, and time
schedule
• Need a Web site or blog to function as
your online baseline
- for information sharing
- for capturing contact info
© 2011 Watermelon Mountain Web Marketing
Social Media Channels
Social Networking (Facebook) Microblogging (Twitter) Professional Networking (LinkedIn) Social Content Sharing
Text, video, photos, audio, slides
Social Media in the Real WorldGeosocial, Meetups, Review Sites, Coupons
© 2011 Watermelon Mountain Web Marketing
Social NetworkingFacebook: Why Use It?
• Relationship builder
• Brand exposure to target market customers – you are
engaging with people who follow the brand
• Good for giveaways, contests, surveys, support, feedback
• Can customize with video, events, discussion boards, blog
feeds, and more.
• Create links to your e-newsletter, event registration pages
and special offers on your Web site
© 2011 Watermelon Mountain Web Marketing
Microblogging: Twitter Why: brand exposure, building, and
monitoring, viral outreach, communicating and engaging with customers, getting quick feedback.
What: content that is updated frequently (such as news, online offers, etc.) or that is time dependent.
Why not: not useful if done for personal musings or product promotion only. Must find ways to incorporate social 2-way element.
© 2011 Watermelon Mountain Web Marketing
Twitter Tricks
• Reduce time needed to use Twitter wello Retweet others’ tweetso Use news aggregateso Use hashtags (#) to follow topicso Lots of different Twitter apps to make using
Twitter easiero Use a link shortener (like bit.ly) with
analytics
© 2011 Watermelon Mountain Web Marketing
Professional Networking LinkedIn
• Considered the web’s “professional social network”
• On average 36.5 million people visit LinkedIn.com every month
• 25,000,000 users in USA
© 2011 Watermelon Mountain Web Marketing
Social Content Sharing Blogs Video
YouTube, Vimeo, Ustream Photo
Flickr, Photobucket, Picasa Audio
Podcast Alley, BlogTalkRadio Slides & Presentations
Slideshare.net
© 2011 Watermelon Mountain Web Marketing
Photohttps://picasaweb.google.com/112803030979296721328/
LinsonSDesignSource#5585906395633095826
© 2011 Watermelon Mountain Web Marketing
Audio www.santafe.com/podcasts/listen/stephanie-hatfield-drops-new-album
© 2011 Watermelon Mountain Web Marketing
Slideshare.netwww.slideshare.net/avikhadiraberman/welcome-to-
salsa-suave-online-497942
© 2011 Watermelon Mountain Web Marketing
Geolocation Foursquare, Gowalla, Loopt
Shared Coupons Groupon, Living Social, DealMeInNM
Meetings Meetup.com, Tweet-ups
Product Reviews TripAdvisor, Urbanspoon, Yelp, Angie’s List, Epinions
Putting People in Places
© 2011 Watermelon Mountain Web Marketing
Geolocation https://foursquare.com/v/del-charro/4bdb5d143904a59354074a9e
© 2011 Watermelon Mountain Web Marketing
Shared Couponshttp://www.groupon.com/deals/touched-by-an-angels-wing
© 2011 Watermelon Mountain Web Marketing
Niche Social Media: Source Lists
• Mashable.comhttp://mashable.com/social-media (then search)
• SEOmoz.com www.seomoz.org/article/social-media-marketing-tactics
• Wikipediahttp://en.wikipedia.org/wiki/List_of_social_networking_websites
© 2011 Watermelon Mountain Web Marketing
Bookmarkingo Recommendation: StumbleUpon, Delicious,
Google.com/bookmarkso Social Shopping: Kaboodle, ThisNexto Specialty Bookmarks, e.g. book recommendations
Newso Digg, reddit, google.com/news
© 2011 Watermelon Mountain Web Marketing
Social Bookmarking & News
“Follow Us On” Chiclets• Post everywhere to cross-link Web site, blog,
newsletter, etc.
• Use a call to action (Like Us on _______)
• Programmer may have to add for you; links to other elements of your Web presence
• Get from many places or source sites, e.g. www.openshareicons.com
• These link to your social pages© 2011 Watermelon Mountain Web
Marketing
Social Sharing Buttons
• Goes viral - makes it easy for others to
recommend
• Addthis.com, sharethis.com; always
register for “analytics”
• Generates code that goes on a page;
programmer inserts
• Remember: these links go to other
people’s social media or email
• Always include Email Link and
Bookmark as options
© 2011 Watermelon Mountain Web Marketing
Social Media Marketing Game
• Gather into teams of 2-3• Team has 20 minutes to solve a social media
marketing problem• Decide who will report your findings: max 5
minutes/team:o Read the problem statemento Explain what your team decided and why
• Discussion
© 2011 Watermelon Mountain Web Marketing
Social Media Marketing Goals & Objectives
• What are you trying to achieve?• Leads, customers, online sales, visitors offline?
• What objectives can you specify?• How will you measure success?• What is your budget?• How long will it take you to recover your
investment?
© 2011 Watermelon Mountain Web Marketing
Social Media Strategy & Tactics
• Who is your target market (demographics)?• What social media do they use?• What skills, staff, and other resources do you
have available?• How much time will you allocate to social media
vs. other marketing - estimate 2 hours/channel/week!
• What social media channels will you use? Try to do only 1-2 major channels at a time.
© 2011 Watermelon Mountain Web Marketing
Social Media Implementation Plan
• Who will do the work?• When will they do it?
o Use google.com/calendar or calendar.yahoo.com
• What performance metrics will they report and when?
• What social media tools will you deploy?
© 2011 Watermelon Mountain Web Marketing
Researching Social Media Demographics
© 2011 Watermelon Mountain Web Marketing
Determine which social media are used by your target market and industry
Quantcast.com
Alexa.com
Hubspot.com
Alexa.com
© 2011 Watermelon Mountain Web Marketing
comparative usage rankings, demographics, related sites, click stream
What to Monitor and Why
© 2011 Watermelon Mountain Web Marketing
• Track what’s being said about your company & products
• Research markets and competitionStay up-to-date on industry
• Watch trendlines on topics on volume of comments
o Monitor success of press release or other promotion
o Monitor for intellectual property infringement
o Obtain customer feedback and input