Social Media Smarts

Social Media Smarts
An Introduction to the
Social Web, Tools and Strategies

by G io va n ny G ut ie rrez

Wednesday, August 5, 2009

Twitter
Bio
Director of Interactive
Media for Tinsley
Advertising. Instructor
at Miami Dade College
since 2001. I'm a dork
and I love what I do!


Why am I here?


Why am I here?
Learn the who, what, where and why
Understand the mechanics of the social web
including online reputation management
Create new relationships with potential clients
Generate great quality, relevant links
Drive direct and indirect sales
Improve Customer Service
Increase Customer Satisfaction
Discover social media tools plus do's and don'ts


Evolution
or
Revolution?


Marketing Has Changed...

Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google

Product Proliferation

Source: Strike up the Brands. McKinsey & Company, December 2003
Source: Darwin Day Conference, Google

Media Proliferation

Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)

Media Proliferation

Today, media is fragmented
13,500 radio stations
(4,400 in 1960)
17,300 magazine titles
(8,400 in 1960)


Media Proliferation

(4,400 in 1960)
(8,400 in 1960)
82.4 TV channels per home
(5.7 in 1960)


Media Proliferation

(4,400 in 1960)
(8,400 in 1960)
(5.7 in 1960)
And the Web:


Media Proliferation

(4,400 in 1960)
(8,400 in 1960)
(5.7 in 1960)
And the Web:
Millions of sites


Media Proliferation

(4,400 in 1960)
(8,400 in 1960)
(5.7 in 1960)
And the Web:
Millions of sites
Billions of pages


Access Proliferation


The Audience isn’t
listening anymore


I believe the bloggers and
their ideas. They are my
friends and will tell me the
truth, unlike advertisements.


The Audience is creating
Blogs (speech) YouTube (videos)

Wikipedia Flickr (photos)
(reference)
Amazon (shopping)
Digg (news)
Yahoo Groups
Delicious (discussions)
(bookmarks)


I post on blogs because I can
express myself to millions of
people at once. I like the rush,
and I feel empowered.


The Audience is selecting

Drive to work - XM Satellite

Watch podcasts

Pop-up blocker on browser

Subscribe to blogs via RSS

DVR all shows


Unlike newspapers and TV where
the advertisers are speaking at
consumers, the Internet allows for
more back and forth interaction.


What is Social Media?

Social media describes the online
technologies and practices that people
use to share opinions, insights,
experiences, and perspectives with each
other (Wikipedia 2007)


Social Media is...

Sharing
Cooperation
Collaboration
Collectivism


Growth of Social Media


Content is king, immersive
conversation is quickly
challenging the throne.


Reputation Management
If you're going to be talked about, you
might as well hear what they say.
Every business should have a digital
presence.
Employees on twitter talking... no
policy... except to encourage it.
Transparency trends - What is good and
not so good about you... builds trust.


You are talking with
customers not
screaming at them.


What’s this Facebook
thingy all about?


Why Facebook for
your business?

There are over 150 million active users on Facebook

More businesses large and small are actively reaching and
engaging customers through Facebook

Global chains all the way down to the local pub are building
social marketing strategies that leverage the strengths of
Facebook to drive traffic to their pages and feet to their
premises.


Make your business a
Facebook Page


Facebook Pages
A Facebook Page is a public profile that enables you to share
your business and products with Facebook users.

Create a presence that looks and behaves like user profiles to
connect and engage with your customers

A Facebook Page is created by a user but it is not a user.

Users will become Fans as opposed to a Friend with a
Facebook Page

You can have more than one admin for a Facebook Page

Facebook Pages have metrics (called Insights) to monitor
your social activity


5 things all businesses
should be doing on Facebook
1. Create a Facebook Page

2. Create Facebook events for promotions and special
occasions

3. Link to Facebook from your website

4. Publish fresh photos, videos, and updates to your
Facebook page

5. Talk to your customers


5 MORE things you could be
doing on Facebook
1. Brand your own Facebook Page with custom tabs

2. Promote your page/events with highly targeted
social ads

3. Add contests and voting applications to your
Facebook Page to give your customers a voice

4. Integrate Facebook Connect on your website

5. Sponsor popular applications with ads and virtual
gifts


Facebook Ads


Facebook Username

You can personalize your Facebook URL (web
address) by selecting a unique username.

Secure own Facebook Username
Example: facebook.com/vw

You need 100 Fans

Choose yours at Facebook.com/username

Promote your custom URL


Facebook Insights

Count of active fans this week, with full age/sex/
location breakdown.

Post quality rating, from 1 to 5 stars

Graphs for Interactions, Interactions per Post, Post
Quality, Stream CTR, Posts, Page views, Media
Consumption, Reviews


Facebook & Twitter
Add the Twitter Application to your Facebook Page


What the *%!$
is Twitter?


What’s up?


Why Twitter for your
business?
Everyday, millions of users create, share and discover ideas

Users also find great value in connecting with businesses of
all kinds on Twitter to:

Share their experiences, both good and not so good

Provide feedback on recent events and launches

Discuss product ideas

Learn about exclusive deals or offers

Get customer service


A few of many Twitter
success stories
Twitter users follow Dell Outlet for exclusive deals
on electronics—and have driven more than $3M in
sales through Twitter

Ice cream eaters in New York give local chain Tasti-
D-Lite marketing feedback via Twitter—and
sometimes get surprise dessert deliveries

Coffee drinkers in Houston choose CoffeeGroundz
for the personal relationships they’ve built on
Twitter—and the shop’s Twitter-based ordering


A few of many Twitter
success stories
Costa Vida had “February Free Burrito”.
80 followers tweeted, forwarded it to friends, more
than 2,500 people inundated one of their stores
looking for the free burrito.

Silicon Valley pizza chain called Tony & Alba.
Looking at keywords "pizza". Local man asking
around where he can get pizza. After offering free
soft drinks and reserving a table, it clinched the deal.
Positive experience = future business


A few personal stories
Obama speech in Biscayne Park was so packed that
you couldn’t get in. I get a tweet apologizing from the
Obama Team with a link to watch the event
streaming. Right there on my iPhone.

Zappos CEO watches Twitter and saw my tweet that
I just purchased new sneaks with a link to them. I
receive an email from him that he upgraded my
deliver to overnight. Had the shoes in 24 hours.

Method Soap sent me a replacement Omop after I
tweeted how mine broke.


Horror stories

Ketchum executive used his Twitter account to
insult Memphis, the hometown of his client Fedex,
the morning he was to meet with them there in
Memphis. The tweet was copied to Fedex’s
marketing management.


You're a professional, but you're also a
human being. In our technologically
integrated world today, it's hard to
remember that there's always a line.
And the world may see you cross it.


How does it work?

Twitter lets you write and read messages of up to
140 characters, or the very length of this sentence,
including all punctuation and spaces.

The messages (also known as tweets) are public,
and you decide which accounts you want to receive
messages from

Twitter works equally well from your desktop or
mobile phone


Before you dive in

If you want to spend time listening first, you don’t
need an account to search at twitter.com

Try searching for your company and a few key
topics in your field

Listening can help you get a sense of how you want
to engage on Twitter


Getting started is easy

Signing up for an account takes just a few minutes

To help people recognize and trust your account, fill
out your profile completely and include a picture


Follow relevant accounts

To find people talking about your company or
topics in your field, remember to use Twitter’s
search.

Following somebody means you’ve subscribed to
their tweets

You can also choose to interact without following an
account, just send them a tweet


Post t weets

People like tips, links to interesting stories and
blogposts (they don’t have to be about your
company), exclusive deals and a good sense of
humor.

People like the human touch and will appreciate
posts with your thoughts and experiences more
than you think

They also like it when you say hi, respond to their
questions, comments, praise, complaints and jokes


Key terms…
To follow somebody is to subscribe to their
messages
A tweet is an individual message
A DM or direct message is a private message on
Twitter (think email)
RT or retweet is to repost a valuable message from
somebody else on Twitter and give them credit
(think forwarding an email)
Trending topics are the most-discussed terms on
Twitter at any given moment


…and some special lingo

@username is a public message to or about an
individual on Twitter

A hashtag—the # symbol followed by a term and
included in tweets—is a way of categorizing all the
posts on a topic

Shortened URLs. To fit links into the short
messages, Twitter shrinks some URLs down
automatically


Build relationships on
Twitter
Listen for comments about you

Respond to comments and queries

Ask questions

Post links to things people would find interesting

Retweet messages you would like to share

Use a friendly, casual tone


Advantages

It’s instant feedback

Multiple devices (phones, desktops, sms)

Target geographic

Target keywords/key phrases

Did I mention it’s free?


Everyone is using it


Books & Books
“Discussions and signing with...”

Coral Gables Cinema
“Films opening this weekend...”

Giardinos Salad
“Soup of the day is...”

Por Fin
“Join us for happy hour from,...”


Paper Emporium
“Paper sale, buy 75 get 25 free...”

Peter Brooke
“Wednesday, Scoops are .99...”

Ortanique
“Tuesday: Mojito Madness”

Fritz & Franz
“Tonight’s musical guest is...”


Promote it


Tricks of the Trade


Popularity Contest
How to find followers How to get discovered
MrTweet.com TwitterPacks.pbwork
s.com
CrazyBob.org/
Twubble WeFollow.com
TweepBeep.com
ExecTweets.com Remember, promote!
TwitterFall.com Twitter.com/badges
TweetGrid.com


Twitter on your desktop

Twhirl (Mac & PC)

TweetDeck (Mac & PC)

Twitter Explorer (PC)

Twitterlex (Mac)

Tweetie (Mac & iPhone)


Tricks of the trade

How to schedule & automate your tweets

TweetLater.com

HootSuite.com

How to analyze your activity

Klout.net

Google.com/Analytics


5 Steps to Getting Started
1. Pick your name and customize your page.

2. Start following people (not just friends). Follow their
ideas. Remember you can search.

3. Get to posting. What are you doing? What’s
happening?

4. Reply to people - interact.

5. RT. Give credit. Etiquette. Viral communication.
Sharing the idea.


Can I do this myself?


Twitter.com/ShopCoralGables


Facebook.com/DowntownCoralGables


fin.
Any Questions?

ht tp:/ io gu tier re z.com /t ra in ing
/g


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