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Social Media Training Boot Camp - Intro to Social Media Tools and Strategy
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JJ Lassberg | Schipul - The Web Marketing Company | blog.schipul.com
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Social Media Basics
What We’ll Cover
• What is social media?• Why should you care about social media?• How do businesses and organizations use social media?• What are the types of social media tools out there?• Social media marketing strategy?
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Social Media
Social Engagement
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What’s all the buzz?What’s this Social Media Thing-a-ma-bob anyway?
• Talk WITH People
• Meaningfully CONNECT
• Build Lasting and LOYAL Relationships
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It’s a conversation… online
But I Already Have a Web Site!
Why Do I Need Social Media Too?
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Town Square Marketing
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Word of Mouth Marketing
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Let’s Talk
• Sharing of Contributed Content
• Give Fans a Voice
• Wide Open Communication
You speak, they listen, THEY RESPOND! You listen, YOU RESPOND!
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Why Should I Care?
Facebook has more than 500 million active users
Average user is connected to 80 community pages, groups and events
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Social Media Pros
• People are talking
• Be where They Are
• Competitors are doing it
• SEO ~ get found!
• Low cost, high reward
• Create Raving Fans!
People go to Facebook and Twitter multiple times a day. Billboards on busy highways cost more … this is FREE
Ignore It at Your Own Risk
How to Use It?For business purposes, it’s really nothing more than traditional marketing carried over into social networks and online media.
• Building/Enhancing relationships
• Promoting products or services
• Brand impressions
• Customer Service
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Building Relationships
Promoting a Product
Strong Brand Impressions
Frank Eliason - @comcastcares
• Simple question: “Can I help?”• Take it offline when needed• Turned around Comcast’s reputation• “We didn’t have a choice”
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Comcast Cares
Customer Service
Step One: ConsultingFirst defining objectives for online communication in social networks.
• Which Tools
• Tone, Creation, Approval
• Monitor = Listen
• Effective Engagement is Genuine and Committed
• Your Audience is Always Available… are you?
Step Two: TrainingIt is essential to understand online interaction so representatives of your organization are prepared when situations arise.
• Social Media Marketing ≠ Just Content
• Know how to communicate & interact
• Know your company, product, culture, and strategy
Step Three: RecruitingAre your leaders already in your community?
• Identify who already “Gets It”
• Who’s Interested? What are their passions?
• New Hires – get the right people on the bus.
Step Four: Promotion
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Get out there (intelligently)
1. Social media runs on good karma… be honest, be transparent.
2. It’s not all about you… generously promote others.
3. Build it and they MAY come… but it may already be build.
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Let’s RecapWhat we covered so far…
1. Social media is just another way of having conversations you’re already having or want to have – but they’re online.
2. Organizations are using Social Media to Build Relationships, Promote Products, Support Strong Branding, and for Customer Service
3. The four pillars of blogging and/or social media marketing success are: Consulting, Recruiting, Training, and Promotion.
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Now… How ‘bout them tools?
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Social Media Tools
Social Networks Blogs Video Photos Micro-Blog Link Share /
Bookmarking Podcasting Wiki Merchandise Amazon Book Store
General Suggested Frequencies New Content on Site: At least once a week. Ideal
would be 3 times per week. New Blog Post: At least once per week. Ideal would be
daily. Facebook Updates: At least once per 48 hours. Ideal
would average 2 times per day – with some days being more and some days being only once. Note: Answer all questions within 12 hours. Thank all those
who share. Monitor daily for negative and junk posts. Twitter Updates: At least 3 times a week. Ideal would
be 2 times per day. Note: Answer all questions within 12 hours. Thank all those
who share. Monitor daily for negative and junk posts. Flickr and/or YouTube: As needed in support of posted
content or events.
Success!
Contests Short,
Intense Goal Focused Campaigns
Events
Photos, Photos, Photos! http://www.flickr.com/photos/calamity_photography/4787412161/sizes/z/in/photostream/
Ideas
Facebook Tabs Photo Contests Flickr Groups Scavenger Hunts Video Interviews Give-Aways Hashtag Q&A Be a Community Resource Promote Others – A 4:1 Ratio Share Knowledge
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So Now What?
Lessons For Any Organization Social media presents
opportunities for those willing to make a commitment to it.
Any social media effort must be genuine, meaning it must come from YOU!
Start with small steps (industry and conversation research, light participation). Then build your own social media empire.
How to Get StartedReady, Set… Hello World!
ResearchParticipateMonitorStrategizeJUMP!
Research ? Monitor?
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Listen First… then respond, then create.
Tips for Success
1. Stay honest & transparent2. Be interesting3. Learn by doing
Get a personal account Do a lot of listening
4. Spread the love Comment and friend others Promote good karma
5. Make yourself available Provide links on the website Cross link content Encourage partcipation
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Questions?
