1. Social media is how people engage, participate, and share online the experiences they leave behind. It is fundamentally changing the way we communicate. GETTING STARTED IN SOCIAL MEDIA
37. Engagement Pyramid Write a blog; upload a video Rate a product or service; comment on a blog, write in a discussion forum Share online video; update profile, upload photos Watch online videos, read blogs, download podcasts Charlene Li – It’s All About the Relationships, Marketingprofs.com Curators Producers Commenters Sharers Watchers
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Hinweis der Redaktion
Social media is about relationships. It may be more relevant to the marketing parts of your jobs that the PIO functions. IT can be used to send messages one way, but that is not it’s purpose. How does social media marketing fit with goals of organization? Who are the current customers? Who are the potential customers? What has worked and not worked in the past? The players – who does what? Where can I be helpful while learning the ropes? HOW DOES SOCIAL MEDIA MARKETING CONVERT TO SALES
MARKETING Fosters intimacy Maintains a larger circle of “friendships” Green Voyeuristic Addictive
Linked In, Library Thing
Can be visible on the wider internet to non-Facebook members (although only Facebook members can interact with them) Updates show on wall not in facebook mail – which makes them visible to anyone who visits that person’s page You can add applications Facebook presents you with visitor statistics to let you know how many visitors you pages are getting.
Apps?
I can go to this person and ask for video or more info to flesh it out for Measure B
INSERT PICTURE OF TWEETDECK
11% of online adults use Twitter or update their status online Retweets – authors, government, computer tips, follower content Increase followers Tweet topical link of the day Answer customer service questions Submit Twitter name to wefollow index Balance commenting/broadcasting early one in five (19%) online adults ages 18 to 24 have ever used Twitter and its ilk, as have 20% of online adults 25 to 34. Use of these services drops off steadily after age 35 with 10% of 35 to 44 year olds and 5% of 45 to 54 year olds using Twitter. The decline is even more stark among older internet users; 4% of 55-64 year olds and 2% of those 65 and older use Twitter.
CHANGE PICTURE
Examples of retweets
Nail down branded URL ( www.flickr.com/photos/solanolibrary/) Include Flickr “badge” on blog & FB Use popular key words and your web adress in description
NEW PICTURES
SHOW TEEN BLOG AND LIBRARY BLOG
PHOTO of SW AIRLINES PLANNER BLOG
Invite friends and cross promote at every opportunity
Listen, learn
Mavens – press
Aim for watchers and sharers Why do people share – to help Watchers watch a video, read a blog, download a podcast Sharers – share online video, upload photos, update profile Commenters – rate a product or service, comment on a blog or news story, write in a discussion forum Producers- write in a blog, upload a video Curators
Remember, building relationships is not something that is easily measured Net Promoter Score How Likely Are you to recommend to a colleage or a friend / measure across promotion channels Detractors, Promoters, Passives Measures customer loyalty Not the ROI of the blog it’s the ROI of the customers service using a blog – it’s just a tool
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