An introduction to Social Media Marketing and tips for success with social media for business. Social media is like dating, you have to learn to LOVE.

1. Social Media is NOT about Me
with Susan Barnes
Keynote for 1st Annual Social Media Marketing Forum
Asian Business Association
University of California at Berkeley
September 25, 2012
Haas School of Business
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2. Hands Up
Are you on Facebook?
Are you on Twitter?
Are you on LinkedIn?
Are you on YouTube/Vimeo?
Other networks?
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3. What do you post?
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4. What do you post?
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5. What do you post?
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6. “News doesn’t break, it Tweets”
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7. What is Marketing?
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8. Asian Business Association Social Media Marketing Forum
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9. Let’s do some marketing
• Television
• Radio
• Print
• Billboards
• Public Relations
• Advertising
• Trade Shows
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10. Asian Business Association Social Media Marketing Forum
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11. Asian Business Association Social Media Marketing Forum
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12. Who wants control?
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13. YOU
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14. Social + Media = We are the media
• Listening
• Sharing
• Participating
• Voting
• Communicating
• Connecting
• Collaborating
• PINNING!!!!
• Posting Asian Business Association Social Media Marketing Forum
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15. The Funnel has Reversed
We (consumers) have a voice.
I.e. Your customers have something to say
and people are listening to each other
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16. Social Media
Yes, it’s Social, but is it Me dia
…social my day, social me day?
Me Me ME, my my my
Look at me, I’m awsome!
“Look ma, no hands!”
Me dia  My IDEA
[Especially in Business]
Social Media is Not About “Me”
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17. Asian Business Association Social Media Marketing Forum
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18. “Don’t report crap.”
- Avinash Kaushik, Google Digital Marketing Evangelist
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19. Asian Business Association Social Media Marketing Forum
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20. “Stop pimping.”
- Avinash Kaushik, Google Digital Marketing Evangelist
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23.
“There’s a reason doesn’t work for you…
It’s not Facebook… it’s YOU!”
- Avinash Kaushik, Google Digital Marketing Evangelist
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24. New Media Marketing?
Traditional Marketing Social Media Marketing
– Broadcast – Personal Conversations
– Big Budget – Smaller Budget
– Mass Media, – One to One, One to
One to Many Many, Many to Many
– Brand Equity – Brand Ambassadors
– ROInvestment – ROInfluence
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25. What is marketing today?
Experience
Influence
Value
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26. AKA
Interaction
Marketing
Money
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27. P
The 4 P’s
RODUCT
RICE
LACE
ROMOTION
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28. What is the 5th P in Marketing?
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29. “Participation is Marketing.” – Brian Solis
http://www.youtube.com/watch?v=3SuNx0UrnEo
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30. “The People in your life
make your world
better. People are
literally the best
thing in the world.”
– Gary Vaynerchuck
http://www.youtube.com/watch?v=5p2BZg94Eb0
Asian Business Association Social Media Marketing Forum
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31. The 4 P-Shift
P
RODUCT
RICE
LACE
ROMOTION P EOPLE
ROXIMITY
ROMISES
ARTNERSHIPS
ARTICIPATION
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32. What are relationships made of?
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33. Your Social Media (or dating) Plan
LOVE
L - Listen
O - Offer
V - Visit
E - Engage
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34. Your Social Media Plan
LISTEN (You’ll need some listening tools: SocialMention.com, Google Alerts, Radian6?)
to everything that is being said about your product/service and industry ->
RESEARCH (who is your friend?)
Your market, Your Competition, Potential Partners, Current Trends,
Customers (Existing and Potential)
Participate in conversation with questions, comments, likes, follows etc.
(Participation is marketing)
OFFER
Share what interests your community (Content, Content, Content)
Create good content, content worth sharing (Content, Content, Content)
Value and ENTERTAINMENT (Content, Content, Content)
VISIT
Build your network so you have people to talk with and connect with
Grow through learning about others and understanding what they like
ENGAGE
Nurture your community members, show that you care, because you do
You want the answer to be “YES!” What would that take? (Content and Frequency)
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35. How Do You Spell LOVE?
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36. How Do You Spell LOVE?
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37. How Do You Spell LOVE?
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38. LOVE R’s
Real-time, REAL, Relationships: Think A(B)CD
Be Authentic – Respond in a Real way
Be Human – Relationships are built on trust
Focus on your Community – think Reach
Be Dedicated to your customers – be Resilient
… and Revelant
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39. Be Human
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40. Fish where the fish are
Fish where the fish are
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41. Think Three R’s
Reach
Relevance
Return
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42. REVERSE that thought
Return
Relevance
Reach
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43. Be Different, Be Remarkable
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45. Get to Know Your Audience
Do you want a relationship…
or a one-night stand?
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46. Facebook Insights
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53. What is “talking about this”?
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54. What is “talking about this”?
For AJ Bombers, of 11, 550 likes,
1,164 (or about 10%) were talking
about the brand/page or a post on
the page on Facebook within the last
7 days.
Source: http://www.insidefacebook.com/2012/01/10/people-talking-about-this-defined/
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56. What is “talking about this”?
For Chocolate for Breakfast:
7,278 were talking about this out of 11,036 likes.
= 66%  Very High Engagement
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57. How to reach engagement success
Social media marketing is like DATING.
Learn everything you can about your your crush.
Preparedness and deep understanding gets the “Yes.”
Be highly responsive, compassionate and polite.
Listen attentively. Let the other person speak. Listen
more. Learn what works and practice it.
Offer value. Entertain, impress, inspire.
EXTRA CREDIT: Tell them they are AWSOME!
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58. How to reach engagement success
1. Foreign Accent
2. Confidence
3. Talent (of ANY kind)
4. Food – be a good cook
5. Intelligence
…
10. Smiling
Source: http://www.howaboutwe.com/date-report/10-instant-turn-ons-that-work-for-both-sexes/
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62. How to make
a lasting impression,
something worth sharing,
or a Viral Video
1. Tell a story
2. Make it about THEM, i.e. your date, your audience, your
customer
3. Include a lot of ACTION!
4. Get a celebrity (friend, teacher, colleague) endorsement
5. Leave them wanting more, “To be continued…”
Inspiration:
http://www.businessweek.com/articles/2012-03-16/five-reasons-the-kony-video-went-viral
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63. http://www.youtube.com/watch?v=CHtyQJzTy70
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64. PEOPLE, LOVE, Relationships.
P eople
E njoy
O ther
P eople
L istening
E mmensely
PEOPLE LOVE Relationships.
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65. Do
• Use a photo for profile pictures – Remember PEOPLE
• Post as often as possible without being annoying
• L isten
• O ffer / Share
• V isit and Give credit (RT)
• E ngage and Participate
• Always ask “Who is this for?”
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66. Don’t
• Write or say anything you wouldn’t do or say
in front of your mother
• Broadcast
• SHOUT
• Copy
• Forget about the elephant!
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67. Remember
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68. Q&A
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69. Thank YOU!
Connect with Suse (Susan) Barnes:
Suse@susby.com
http://www.susby.com
http://twitter.com/susby
http://www.facebook.com/susbyDigital
http://www.linkedin.com/in/susanbarnes
http://www.pinterest.com/susby
http://gplus.to/susby
Asian Business Association Social Media Marketing Forum
Phone/SMS: (415) 305-6403
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