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Learn how to integrate social media with traditional communications to boost your brand. Learn the various social media tools, case studies, why social media is important and ways to make social media integration easier for you and your business or organization.
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A Closer Look At Social Media
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Integrating Social Media With Traditional Communications To
Boost The Brand Lauren Donohue Gulde
www.SantaClaraDesign.com
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I’ll Cover The Following:
Definitions
Why it Matters
Case Studies
5 Lies
How to Integrate Social Media with Communications
Tools to Help
Conclusions
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Definitions: Social Media
Social Networks: Facebook, Google+, Linkedin
Blogging & Microblogging: Blogs, Twitter, Tumbler,
Social Bookmarking: Del.icio.us, digg, Stumbleupon
Media Sharing: Youtube, Flickr, Vimeo, Pinterest
User Generated Content: Wikipedia, Forums, Review Sites
Social Reviews: Yelp, Urban Spoon, Trip Advisor
LOcation-Based SM: Foursquare, Facebook Check-in
Presentation Sharing: Slideshare, Scribd
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IT’S REALLY NOT
AS BAD AS IT LOOKS!
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Examples Of ‘Traditional Media’
Static Web Content
Brochures
Newsletters
Print Advertising
Direct Mail
BillBoards
Tv/Radio
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Define: Branding
Seth Godin’s Definition: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
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Our goal here today is to discuss how to develop relationships and connections that entice a consumer to choose us over the others and spread the word.
So, let’s put all that together:
**That doesn’t sound TOO different from what we’ve been saying for the past 100 years.
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My Humble Theory (MHT)
The basic objective of every successful marketing strategy has been the same – establish or develop stronger connections or relationships with people.
Has everything changed?
Is traditional media dead?
Media and communication IS new, more real, more organic, and less controlable.
But, it is still very much the same: creating relationships, building trust and demonstrating quality.
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Why Does It Matter?
Social networks and blogs are now the 4th most popular kinds of online activities. 67% of the world online population are social networks and blogs. Social networks are now visited more often than personal email is read. Facebook tops Google for weekly traffic in the U.S.80% of companies use social media for recruitment; 95% of these use LinkedInThe average profile age on LinkedIn is 40 years, Twitter 35 years. Facebook's biggest age group of followers is now in the 35-54 range.Some social networks have grown to such enormous proportions that they rival entire countries in terms of population—if Facebook was a country, it would be the third-most-populated in the world (right after China and India).
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Why Does It Matter?
Social networks and blogs are now the 4th most popular kinds of online activities. 67% of the world online population are social networks and blogs. Social networks are now visited more often than personal email is read. Facebook tops Google for weekly traffic in the U.S.80% of companies use social media for recruitment; 95% of these use LinkedInThe average profile age on LinkedIn is 40 years, Twitter 35 years. Facebook's biggest age group of followers is now in the 35-54 range.Some social networks have grown to such enormous proportions that they rival entire countries in terms of population—if Facebook was a country, it would be the third-most-populated in the world (right after China and India).
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Why Does It Matter?
Social networks and blogs are now the 4th most popular kinds of online activities. 67% of the world online population are social networks and blogs. Social networks are now visited more often than personal email is read. Facebook tops Google for weekly traffic in the U.S.80% of companies use social media for recruitment; 95% of these use LinkedInThe average profile age on LinkedIn is 40 years, Twitter 35 years. Facebook's biggest age group of followers is now in the 35-54 range.Some social networks have grown to such enormous proportions that they rival entire countries in terms of population—if Facebook was a country, it would be the third-most-populated in the world (right after China and India).
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CASE STUDIES
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Case Study: Virginia Ear thquake
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Case Studies: Virginia Ear thquake
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Case Study: Spoons
15,000 + Likes On FacebookUses For Facebook:
Flavors Of The Day (practical)Simple “answer The Question Right And Get Free Yogurt” GiveawaysLocal Running Club And Sorority Support And Fundraisers
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MORE CASE STUDY: SPOONS
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Case Study: Spoons
Great example of business connecting with customers,
Generating excitement about their brand
Involving themselves in the community
Engaging with customers
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Case Study: Urban Outfitters
Etsy artist makes I Love NY pendant and sells it on etsy. Urban Outfitters rips off the artists pendant and markets it online and in stores.
It goes VIRAL.
Amber Karnes from myaimistrue.com tweets:
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Case Study: Urban Outfitters
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Case Study: Urban Outfitters
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Case Study: Urban Outfitters
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Case Study: Urban Outfitters
In a matter of hours, Urban Outfitters had removed the product from their site.
Story was picked up by Huffington Post and review site Boing Boing.
Amber was interviewed by the Washington Post, got a job offer, was on the local newsand her blog post was shared 25,000 times that day.
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Case Study: Urban Outfitters
Don’t underestimate the power of “tribes”
Lessons Learned:
If you have customers, social media matters
People love a cause
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CASE STUDY: TAMU SOCIAL MEDIA SCAVENGER HUNT
3 day scavenger hunt launched by TAMU
Used 4 platforms for students to check in at locations around campus and win prizes
YouTube, Twitter, Facebook and Foursquare
Designed to “Increase Campus Social Media activity, enhance business relationships and vivify student Life.”designed to increase campus social media activity, enhance business relationships and vivify student life,
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Case Study: TAMU Social Media Scavenger Hunt
80 Student Participants
10% increase in Twitter followers
Increase Traffic At Campus bookstores
Grew FourSquare Following to 6,350 friends
Unified Students, Staff and Faculty
RESULTS“The student connections and exploration of the campus were the overwhelming student rewards for participating. There are so many social media platforms that serve different purposes, and finding a way to pull together the best ones into a cohesive social media package that builds a brand, is difficult to do – Texas A&M pulled it off.”
- Diane McDonald, Director of Social Media for TAMU Marketing and Communications
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Case Study:Hyatt-Regency Lost Pines Resor t
The perfect, timely example of a company using social media to boost their brand. And more.
Already had a great social media following. I found them from a giveaway and won a free night’s stay last year via Facebook.
Since the Bastrop fires, their Facebook page became one of the main places for the community to go to find reliable and timely updates and information.
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Case Study:Hyatt-Regency Lost Pines Resor t
Teddy Bear Drive for local children affected by fires
Donated rooms to firefighters and local residents
Highlighted other community organizations that offered assistance
Let staff know where to call for assistance
Hyatt LP Used Social Media:
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Case Study:Hyatt-Regency Lost Pines Resor t
Fire victims who are living at Resort say “Thank You”
True sense of community
Staff responded to every comment made on Facebook page, with a personal tone
Past guests posted to offer help and promise future visits
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Case Study:Hyatt-Regency Lost Pines Resor t
Fire victims who are living at Resort say “Thank You”
True sense of community
Staff responded to every comment made on Facebook page, with a personal tone
Past guests posted to offer help and promise future visits
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Case Study:Hyatt-Regency Lost Pines Resor t
Fire victims who are living at Resort say “Thank You”
True sense of community
Staff responded to every comment made on Facebook page, with a personal tone
Past guests posted to offer help and promise future visits
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Case Study:Hyatt-Regency Lost Pines Resor t
Fire victims who are living at Resort say “Thank You”
True sense of community
Staff responded to every comment made on Facebook page, with a personal tone
Past guests posted to offer help and promise future visits
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Case Study:Hyatt-Regency Lost Pines Resor t
Hyatt Lost Pines built loyalty
They garnered the sympathy and gratitude of their community and customers
Through using Social Media: Being human, communicating and reaching out
Nothing Builds loyalty like true engagement and sincerity
WE START WITH THIS
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Case Study:Hyatt-Regency Lost Pines Resor t
Hyatt Lost Pines built loyalty
They garnered the sympathy and gratitude of their community and customers
Through using Social Media: being human, communicating and reaching out
Nothing Builds loyalty like true engagement and sincerity
WE START WITH THIS
AND END WITH THIS
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5 Lies Regarding Social Media
Social Media can be Effectively Outsourced
Bigger is Always Better
The medium is the message
You should leave it all to the Social media ‘Gurus’
Social Media is the ‘New’ Media
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Smar t Social Media Integration
Use real names and real photos.
Spotlight 3rd party coverage of your organization.
Email should include Social Media Invites.
Social Media links and Badges should be prominent on your website.Quality content is essential.
Updates should be frequent and consistent.
Let each platform have it’s own personality.
Be aware the Social Media is a mid/long term process. Be patient.Social Media is NOT an infomercial.Be cohesive with your other marketing efforts.Monitor online conversations about your brand.Compare competitors and colleagues. What do they do that works?
Don’t forget to contribute as a community member as well.
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Tools
SocialBakers: Monitors Facebook, Twitter and Linkedin Stats
Social Mention: Measure awareness for specific keywords
Twitterfall: Monitor what’s being said about your brand or topics of interest
Klout: Measures your influence online
Paper.li: Generates digital newspaper from your tweets, posts and keywords.
Instapaper: Easily save and organize web content for later use
Slideshare: Upload presentations and share
Sexy bookmark Plugin: Easily add social media links to your pages and posts.
Tweetdeck/Hootsuite: Manage all your Social Media accounts in one location. Hootsuite allows you to schedule your tweets and posts. Manage more than one ‘organization’.
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The thing about Social Media that frustrates marketers to no end is that
you can’t buy attention and that if you have no choice but to think and act small, then you’ll try to say:
“Well, here is a 100,000 person community. How can we buy it? “
What will you say instead if you’re just four people?
“How can we amaze them?”
That change in posture, that change in attitude is the single biggest shift, that’s going on the Internet right now. Seth Godin, sethgodin.typepad.com
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Finally:
Be real. Be personal. Be Engaged.
Make your ultimate goal to form Real relationships.
You don’t have to do everything.
Find what works and Get Going!
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Thank you!
www.SantaClaraDesign.com
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