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Here's the presentation I gave to SMG technology and marketing workshop on March 17, 2010. With the exception of seeing the videos, you should be able to get the general idea.
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Milena RegosBlog: MilenaRegos.comTwitter: @milenaregosLinkedIn: regosEmail: [email protected]
38% trust business to do what is right
18% trust advertising
20% believe what they hear from the news
42% believe in ghosts
76% believe in miracles
Stats from MediaPost04, Edelman09, Sacred Heart University Poll 2008, AdWeek Dec09, Courtesy of WhuffieWorkshop by Tara “missrougue” Hunt
Source: eMarketer.com April 2009
92% trust recommendations from people they
know
Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% Year over Year
Source: Anderson Analytics LLC, 2010. MENG (Marketing Executives Networking Group)
Social Media
Social Networking
Yet 72% of
marketers plan new social media initiatives in 2010.
Source: Anderson Analytics LLC, 2010. MENG
Why people are on social networks?
Keep in touch with friends 75%
For fun 55%
Keep in touch with family 41%
Invited by someone they know 30%
Keep in touch with classmates 30%
Keep in touch with business network 5%
Job searching 4%
Business dev’t/Sales 3%
Searching for new hires 1%
Other 4%
Stats from eMarketerJul09
Facebook up 236%. Twitter up 368%
> 400 mil active users 50% of active users log on to Facebook in
any given day57% are women
70% are outside of the USAverage user has:
130 friends spends >55 min/day
likes 9 pieces of content each month
writes 25 comments each month Fans 4 Pages each month
is invited to 3 events per month is a member of 13 groups
There are more than 100 million active users currently accessing Facebook through their mobile devices.
Stats from Facebook.com March 2010
10 easy steps to use Facebook for business
Fan Pages vs Groups
Use an image that stands out and carries your brand
Heavenly Facebook
Profile Photo –
Nice!
Use the TABS
Fill out your info page completely
Great use of TABS!
Create a nicely done
custom welcome
page for your new fans
Update your fans – but not too often
Use the Events function
Link to your page from everywhere: web, email, blog
LISTEN
Post Often
The Social Media Process
Listen Plan Engage Measure
LISTEN
Get foundConnect and engageCreate a community Promote content you
create
Increase your Facebook fans
Keep content fresh
EngagePromote a contest via Facebook
Give fans something they can’t get anywhere else
Encourage interaction
Keep content
fresh
Engage
Engage
Engage
Engage your fans. Reward.
Have fun
ROI from social media
Promote further engagement
Measurements
Interactions/Fans= % Active Fans
(Positive Comments/Fans)/Posts=
% Fan Promoter
(Negative Comments/Fans)/Posts= % Fan Detractor
Source: OneupWeb.com
18m + estimated ‘users’57% women
men have 15% more followers66% under 25 yrs old
85% tweet <1x per day1.1% tweet >10x per day
75% all Twitter activity comes from 5% of users
94% of Twitter users have <100 followers0.68% of Twitter users have >1000 followers
92% follow <100 others
Stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct 09. Courtesy of Tara ‘missrogue’ Hunt
People are tweeting to connect with your company
20% of tweets are invitations for product info and answers from companies
48% of users introduced to a brand on Twitter went further to search online compared to 34% on other SN
27% are receptive to special offers
25% visited a website after a tweet
44% have recommended a product on SN, 39% on Twitter
Journal of the American Society for Information Sciences and Technology
The Social Media Process
Listen Plan Engage Measure
Use the advanced search on search.twitter.com
• Your name
• Your Twitter account name
• Your company, brand or product
• Your competitors
Advance your advanced search
TweetGridMonitterRSS feedsTweetBeep
Use a desktop/smartphone client
Twitter for Business
• Interact with your customer base• Track what people are saying about your
company • Create buzz about upcoming events• Develop and promote your brand• Help individual employees act as liasons to the
public• Promote other content you’ve created• Develop direct relationships with PR people,
bloggers and people in general
Network
Meet on #mrktchat
Every Thursday 2pm PST
Anatomy of Twitter profile
Have Clear Goals
Integrate Twitter in your other channels
Be conversational. Post mostly notabout your company.
Retweet your customers
Be helpful. Offer customer support.
Engage. Post personal updates. Link clever to your website. Use humor.
Run a Special
The 11 Commandments of Twitter for companies
We can articulate the company vision in 140 characters or less, minus PR puffery and cliché.We are willing to give credit to cool, innovative, or thought-provoking ideas, even if coined by someone
else.We are willing to challenge a potentially destructive position even if our position generates criticism.We are willing to listen to and engage with others, even if "others" = employees, customers, or activists.We will not get carried away, never tweeting about a fresh "cuppa," or worse, some banal corporate
achievement.We will dedicate time each week to reading what others have to say and promise to retweet ("RT") the
most clever, valuable, and even humorous.We will never include in a press release, speech, or annual report our "Twitter followers" figure, no
matter how tempting.
We actually have something meaningful to say.If we don't have something to say, we'll find the person in the organization best suited for
speaking/tweeting on behalf of the company.If we cannot live up to these commandments we will reflect on whether corporate marketing is the
right role for us.We will use our Twitter channel not just to bump out cheery news, but to keep customers informed in
the event of bad news (i.e., a product recall, a hostile take-over, a PR crisis), too.
TheBigMoney.com
What do you measure?
Reach
Response rate
Branding and awareness
Twitter Grade
Sales Funnel
Track links to your
page
Measurement tools - Retweetrank
Measurement tools – Tweetstats.com
Measurement tool - Twitalyzer
Milena [email protected]
775-771-6863 twitter: @milenaregos
LinkedIn: regoshttp://milenaregos.com
http://slideshare.net/milenaregosImages from Flickr.com
