2. Rebecca
Shine
Intro
The
early
part
of
my
career
was
at
Red
Bull
UK
where
I
spent
eight
exci3ng
years
immersed
in
the
product
and
brand.
Being
a
part
of
the
marke3ng
team
for
such
a
brand
lead
company
provided
me
with
an
invaluable
understanding
of
the
importance
of
strategic
marke3ng
and
brand
building.
Since
arriving
in
NY
six
years
ago
I
have
freelanced
within
marke3ng
and
events
and
owned
my
own
company,
Off
The
Sidewalk,
which
helped
expat
families
from
UK
and
around
the
world
integrate
into
NY
life.
As
the
owner
of
NY
Shine
I
am
drawing
on
my
marke3ng
experience
when
I
coach
businesses
and
entrepreneurs
in
the
development
of
their
marke3ng
plans.
Social
Media
can
be
both
a
blessing
and
a
curse
for
many
business
owners.
It
provides
countless
opportuni3es
to
leverage
a
business
yet
it
can
be
uLerly
confusing
and
3me
consuming.
The
aim
of
this
presenta3on
is
to
demys3fy
and
simplify
the
process
so
you
can
start
to
execute
Social
effec3vely
and
efficiently.
Rebecca Shine
www.nyshine.com
2
3. Social:
your
own
private
media
channel
Social
Media
is…
1. Engagement.
A
two
way
conversa3on
with
your
chosen
audience.
2. From
mass
communica3ons
to
mass
communicators
3. Ubiquitous.
4. New
&
In
constant
evolu3on
5. Dangerous
in
the
wrong
hands
6. Science
Vs
Art?
7. Dangerous
in
the
wrong
hands
–
everyone’s
an
expert.
8. A
promo3onal
tac3c
not
a
promo3onal
strategy
Libera3ng,
confusing,
enlightening,
3me
consuming,
frustra3ng,
costly…
3
4. The
process:
Business
Planning
-‐
Tac3cal
promo3onal
ac3vity
Business
plan
Strategic
marke3ng
plan
Brand
building
Strategic
Promo3onal
plan
Tac3cal
promo3onal
plan
(includes
SM
plan)
4
Strategic
marke3ng
plan
should
be
in
place
in
advance
of
Social
Media
plans.
Social
will
be
a
key
considera3on
in
the
Strategic
marke3ng
plan
and
will
be
executed
as
a
tac3c.
5. 5
The
role
of
Social
in
the
purchase
loop
The
TV
age
was
dominated
by
the
purchase
funnel:
Adver3sing
aided
awareness,
PR
generated
credibility,
Sales
promo3ons
prompted
purchase.
The
digital
age
sees
the
consumer
in
a
constant
loop
of
receiving
and
processing
informa3on
on
and
offline.
There
is
no
brand
loyalty.
Social
exists
alongside
adver3sing
and
PR.
Social
“is”
adver3sing
and
PR.
6. Social
Media:
Communica3on
flow
Tradi3onal
PR
&
reviews
used
by
customers
and
press
to
communicate
their
take
on
a
product.
Social
Media
allows
for
ongoing
two-‐way
communica3on
and
open
discourse
between
company
and
customer
Companies
use
tradi3onal
adver3sing
to
communicate
marke3ng
messages
to
customers
6
Paid
media
Earned
media
Earned
&
owned
media
7. Facebook
Users
Over 1 billion of 2 billion internet users. Experiencing its slowest growth since 2008
B2C
Scheduling
Timing
Promo3ons
/
compe33ons
Content
Engagement
ideas
Generally brands and companies engaging with customer as end user. B2B as an
industry resource?
Use FB or Hootesuite to schedule posts in advance. Research best day of week and
time of day for your business.
Posts remain in newsfeed approx 10-24hrs according to Edgerank.
Use a FB apps (not legal to carry out a promotion without one)
Create a content bucket
Refer to mashable.com, Huffington Post.com/smallbusiness
7
8. TwiLer
Users
Over 500 million users of the microblogging site.
B2B
&
B2C
Scheduling
Aps
Promo3ons
/
compe33ons
TwiLer
Chats
#
&
TwiLer
phenomena
B2C or B2B dependent on your end user. Big value in B2B over Facebook.
“Tweetspot” is 4 x day. Use Hootesuite to schedule posts in advance. Research best
time of day for your business. 9-5 more popular with Tw than FB.
TwitLonger, Twitstats, Register & use #, Vine, if you request RT leave space for your
TW handle mention.
Twitter contest with clear criteria : based on RT, followers, promote your handle -
http://sproutsocial.com/insights/2010/11/twitter-tip-tuesday-how-to-run-a-twitter-
contest/
Become industry expert
Register # on Twubs. Keep up with changing Twitter phenomena
8
@
TwiLerhandle
Is a direct reply to a person even if they don’t follow you. Only their followers and
yours see the Tweet.
9. Linkedin
Users
Over 200 million users on the professional networking site
B2B
Status
update
Personal
&Company
Profile
Endorsement
Groups
Content
B2B, online resume. Professional networking based on the 3 degrees of separation
theory.
Include a status update a couple times a week..
Create a company profile in addition to your personal page. Complete both pages
100%
Request endorsements from previous clients / employers. Pay it back in return!
Join relevant groups to your line of work and engage in conversation
Upload content in the form of presentations, videos, event updates and comments on
third party posts. Share your expertise.
9
10. Pintrest
Users
Over 25 million users. Growing faster than FB and Tw did at the same point in their
history.
B2C
and
B2B
Users
Uses
Content
Tips
Engagement
ideas
Used as a virtual scrapbook it lends itself as an awareness tool to big name, high
value brands as much as individuals posting for fun.
Female bias – 80% Lifestyle & fashion bias.
Organize, share, collect and comment on images and ideas.
Pin, re-pin, follow and comment.
Use high resolution images. Experiment with video.
Be creative. What does your audience want?
10
11.
Planning
for
Social
Media
Plaoorm
-‐
Facebook
Target
Market:
(Forget
the
old
demographics
model.
Your
TM
is
influenced
by
social,
economic
and
cultural
status
&
aspira3ons):
Affluent
professional
female
in
NYC,
LI
&
upstate.
Mothers
of
young
children
between
6months
and
6
years
old.
Household
income
of
over
$500K.
Is
used
to
outsourcing
help
at
home.
Promo3onal
strategy
/
big
idea
for
Social:
Leverage
PR,
create
PR,
create
advocates.
Share
technical
exper3se
and
make
mothers’
lives
easier.
Engage
on
an
emo3onal
level.
Message
&
Voice:
Personalized
service
from
one
mother
to
another.
Aim
is
to
preserve
the
most
unique
and
precious
moments
in
a
family’s
life
through
the
technical
exper3se
of
SmiLen
founder,
Lisa
Ridd.
11
12. Content
Marke3ng
Engaging
with
NYC
moms
12
327
likes
Posts
3/day
Photo
Meal
ideas
Photo
Recipe
ideas
Picky
eaters
Nutri3on
Press
ar3cles
Workshops
NewsleLers
webinars
Picky
eaters
Link
to
Recipe
ideas
Picky
eaters
Food
allergies
Restaurant
recs
promo3ons
Blog
13. TwiLer
Content
bucket
–
NY
Shine
Brands
&
Best
Prac7ce
Exper7se
Industry
News
Photos
Best
prac3ce
photos
of
local
companies
/
brands
w/
comment
Upload
NY
Shine
marke3ng
infographs
Share
third
party
marke3ng
infographs
Celebrity
as
brand
Video
Link
to
video
content
-‐
best
&
worst
prac3ce
Upload
link
to
recording
of
presenta3on
Upload
link
to
third
party
presenta3ons
/
events
Web
link
Link
to
ar3cles
rela3ng
to
best
marke3ng
prac3ce
Link
to
online
NY
Shine
101
talks:
brand
&
SM
Link
to
notes
taken
from
external
presenta3ons:
SM
week
Link
to
series
of
NY
Shine
infographs
Link
to
NY
Shine
PR
or
press
Link
to
trade
experts
on
Mashable,
HuffPost,
FastCompany
etc…
Link
to
third
party
websites
offering
news
related
to
relevant
aps,
tools,
3ps,
SM
“need
to
know”
Comment
Engage:
share
140
character
3ps
from
external
events,
brands,
marke3ng
ac3vity
Series
of
“how
to…”
in
less
than
140
characters
Comment
on
external
training
session.
Share
best
prac3ce
in:
brand
building,
integrated
comms,
crea3ng
a
mktng
strategy
NY
Shine’s
opinion
of
marke3ng
ar3cle
from
press.
Review
Review
events
with
a
marke3ng
slant
Review
a
campaign
Share
a
third
party
review
and
comment.
13
14. Metrics:
Does
Social
translate
into
sales?
Quan7ta7ve
Qualita7ve
*Ac7vity
&
engagement
-‐
company
ini7ated
posts
on
FB
Update
frequency
(Edgerank)
TwiLer
impression
reach
(incl
RT)
Website
traffic
from
SM
(Google
analy3cs)
**Bitly
to
measure
links
impact
Comments
Shared
content
Influence
(use
Klout)
ChaLer
level
(Radian6)
Pin
likes
Interac7vity
–
response
from
social
media
comments
as
%
of
followers
followers
/
fans
/
likes
page
views
Retweets
Re-‐pins
Share
of
voice
(SocialMen3on)
Customer
sen3ment
Men3ons
(TwiLer
@....)
Buzz
Brand
Awareness
PR
success
stories
Learnings
Returns
–
financial
based
revenue
and
cost
metrics
Sales
leads
Track
your
costs
in
Hours
spent
on
social
PR
14
*Use
Argyle
Social
&
Facebook
Metrics
to
help
measure
&
keep
track
**
Use
Bitly.com
to
shorten
a
link
in
TwiLer
and
FB
(save
on
space)
and
to
aid
in
metrics
and
analy3cs
15. Be
Hyper-‐connected
not
Hyper-‐ac3ve
Hyper-‐connected
Hyper-‐ac3ve
15
Remember,
the
greatest
asset
of
social
capital
is
benevolence.
Pay
it
forward!
16. Synopsis:
The
role
of
Social
• Social
does
not
replace
tradi3onal
adver3sing
or
marke3ng.
It
is
another
piece
in
the
puzzle.
It
works
alongside
it.
Not
budget
marke3ng.
It
is
a
tac3c
not
a
strategy.
It
is
not
the
new
coupon.
Creates
brand,
company
and
product
momentum
through
engagement.
• Engage
advocates.
People
who
will
fly
your
company
flag
for
you.
Give
them
added
value
and
then
make
it
easy
for
them
to
communicate
your
message
for
you.
• Which
plaoorm
will
work
for
your
company?
Each
plaoorm
has
its
own
currency
and
its
own
cons3tuents.
Your
audience
on
one
plaoorm
may
differ
from
your
audience
on
another,
so
don’t
link
your
plaoorms
and
posts
unless
it
makes
sense.
• If
social
media
is
having
your
own
audience
with
a
group
of
chosen
cons3tuents
then
what
does
success
look
like?
These
cons3tuents
bringing
more
fans
into
the
fold,
crea3ng
and
leading
conversa3ons
and
taking
the
conversa3on
away
from
the
virtual
world
to
the
real
world.
• How
do
you
get
to
that
stage?
Marke3ng
Strategy,
Promo3onal
Strategy
followed
by
Tac3cs…
• Role
of
adver3sing
is
to
build
awareness.
Ul3mately
it
will
drive
people
to
your
SM
plaoorm
and
fills
that
space,
crea3ng
your
audience.
• Role
of
PR
is
building
awareness
&
credibility.
This
drives
people
to
your
SM
plaoorm.
People
are
trus3ng
of
3rd
party
reviews
from
strangers
and
pure
editorial.
(PR)
Use
social
to
engage
your
audience
through
deligh2ng
them,
inspiring
them
and
making
them
laugh;
make
their
lives
easier.
A
day
of
listening
will
always
be
worth
far
more
than
a
day
of
Twee2ng.
16
17. Websites
&
Events
• Facebook’s
own
marke3ng
page
• Mashable.com
• Linkedin
Today
• Huffington
Post
• FastCompany.com
• SproutSocial.com
Free
events:
Social
Media
Week
–
September
2013
Constant
Contact
hosts
weekly
events
17
