Learn the fundamentals of social media and how to use it effectively. This presentation covers the do's and the don'ts, with a few examples and case studies in between.
Disclaimer: Content in this presentation was taken from multiple sources
12. It’s what WE DO... with the technology like facebook, twitter.... 7/30/11 5 YPNMiami.com
13. Why is being social important? You learn what people want and are interested in People/Customers become vested Sparks Word-of-Mouth Drives traffic Visibility amongst extended network 7/30/11 6 YPNMiami.com
14. Scenario #1 You’re the Social Media team at Company XYZ Product: XYZ Target Audience: XYZ Recent Event: Miami Heat lose in NBA Finals Goal: Drive traffic to your website Exercise: Create an interesting tweet in 20 words or less 7/30/11 7 YPNMiami.com
16. Social Media Pitfalls Rush to action without a plan Lack of objectives and measurement Misguided content Failing to engage audience Limited Reach Out of Touch 7/30/11 9 YPNMiami.com
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18. If you do use outside agencies, ensure they are trained as well. Consider having an approval process in place for all posts. Source: http://jalopnik.com/#!5780113/chrysler-loses-control-of-twitter-account-drops-f bomb YPNMiami.com
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20. Apologize when you do something wrong. Use it as an opportunity to engage in conversations with those you offended.Source: http://socialmediatoday.com/SMC/103334 YPNMiami.com
21. Social Media Etiquette Treat your network like family and friend Listen Promptly answer their questions/concerns Be Personable: Let them into your daily world Be Authentic Give thanks and praise Share ideas 7/30/11 12 YPNMiami.com
22. Social Media Black Belt Valuable Content Not Boring Diversification Thought Leadership Video and/or Podcasts Consistency Engage Direct Message Ask Questions Offer Discounts/Promotions 7/30/11 13 YPNMiami.com
24. In 2010, after 23 years and hundreds of millions of dollars spent on Super Bowl ads... Pepsi ditched the SuperBowl and poured 1/3 of its' TOTAL annual marketing budget into a cause-driven social marketing campaign; The Refresh Project http://www.refresheverything.com/ 7/30/11 15 YPNMiami.com
25. Case Study: LinkedIn Company: Doble Group, Tech Consulting Firm 2 Month Campaign Day 1 Vanilla CEO profile ~ 350 connections Day 60 Keyword Rich Personal & Biz Profile 1500+ Connections 30 Group Affiliations + 1 Group Created 3 Leads in one day after Direct Message initiative 7/30/11 16 YPNMiami.com
26. Need Inspiration? People and Brands that get it Right @SeanKent: Funny a** comedian @KennethCole: Makes his brand relevant to what’s happening in the world @BurgerKing: Direct, humorous & not overbearing @IamDiddy: Himself. Let’s you into his world. @UncleRUSH: Inspirational and Well-Rounded @Bereolaesque: YPN Member that’s successfully building his brand @YPNMiami: Greatest Org EVER!!! 7/30/11 17 YPNMiami.com
28. How to gain Fans/Followers Ask your personal network Determine your audience Follow your audience Deliver content of VALUE! Engage, Engage, Engage!!! Ex. “I feel the same way”, “You’re a genius!” Target key influencers Follow-Up: @YPNMiami Great Social Media Workshop!!! 7/30/11 19 YPNMiami.com
29. Great Social Networks Ning.com: Easily Create your own S Network ICABA: Connect with affluent, professionals of color YouTube or Vimeo.com: Upload and share video Flickr: Upload and share photos Google Alerts: Get notified when your brand is mentioned RSS: Get an RSS Reader and follow your fav sites LinkedIN: #1 Network for business Mashable: News on digital culture, SM, & tech Digg: Allows anyone to “Vote-Up” their fav web pages HelpAReporterOut (HARO): Free PR. Become a source and pitch your product/service when appropriate FourSquare: Let friends know where you are by “checking-in” Groupon: Social Buying site 7/30/11 20 YPNMiami.com
30. Scenario #2 You’re the Social Media team at Company XYZ Problem: Someone just posted on their blog “Love Comp XYZ products, but I’ll probably shop at Competitor X since they don’t answer their phone!” Goal: Retain the customer Exercise: Discover the blog post. Make the customer happy. 7/30/11 21 YPNMiami.com
31. Setting up a Wordpress Blog Wordpress.comvsWordpress.org What’s the Difference? Wordpress.com Sign Up Get Familiar Customize Post!!! 7/30/11 22 YPNMiami.com
32. Using StumbleUpon Sign Up Select categories of interest Stumble… Upon great content! Vote Share via your networks Set Up Notifications 7/30/11 23 YPNMiami.com
36. 75 million accounts (of which15 million active) 65 million tweets per day 7/30/11 27 YPNMiami.com
37. Setting Up Outlook http://products.secureserver.net/email/email_outlook.htm MICROSOFT http://support.microsoft.com/kb/287532 GMAIL http://mail.google.com/support/bin/answer.py?hl=en&ctx=mail&answer=75726 7/30/11 28 YPNMiami.com
Hinweis der Redaktion
Is traditional Media Social? Why or why not?
People/Customers become vested: They relate to you and your brand Build relationships for future opportunities
PlanWhat are my goalsWho is my audienceHow frequently will I use social mediaWhat platforms are best for meHow will I address comments/criticismMeasurementWhen do I want to reach my goals (Month 1, M3, M6)Where is my baseline (# followers, page views, sales)ROIContentJack of all trades, master of noneDiversification: Video, Q&A, Blog Posts, Poll, PodcastsDo Not “Spray & Pray”Don’t self promoteWORDING: Make it interesting, even if it’s notOut of Touch- 7/26/11 “I can’t wait to take a trip to Norway” …. Saying this only days after a domestic terrorist attack is stupid!
Sequence of Even†sEmployee says something stupidGoes viralChrysler lies: Says “account was compromised”Later admits it was an employee and that he was fired
Treat like family, even if you don’t know them
Valuable ContentBe seen as a resourceBuild awarenessUSE A BLOG!!! Put together a list of websites to get inspiration/content: ProPublica, SFL Biz Journal, Florida Trend, StumbleUpon, Other blogsThought Leadership Question: What’s your favorite Quote? ….. Why does everybody quote someone else! Come up with your own quote!!!!- Me: "Happiness is a complete and utter appreciation and satisfaction of self."
Pepsi is funding amazing ideas that refresh the world. Dream it, submit it, get enough votes and we'll help make it happen for your community!Submit or share great ideas (public good)Use Pepsi products to increase voting powerVoteDiscuss
Follow Your Audience Join Groups (Facebook, LinkedIn, Ning) SearchHashtages (Twitter)
Wordpress.com: FREE: Hosted in the cloud. No software or downloads needed. Can’t use your own URLWordpress.org: FREE: Downloads to your server. Can use your own URLFree Themeswordpress.org/extend/themesPaidThemesThemeForest, Google SearchPluginsFree:wordpress.org/extend/plugins/
InteractivitySCENARIO- We all own a shoe store. Something exciting happens in the world. Give your best tweet. We vote. Break down why it’s the best