2. Definition
Social media is media designed to be
disseminated through social
interaction, created using highly accessible
and scalable publishing techniques
(Wikipedia)
3. Or put it simply
“It’s stuff created online by people like you and me for people
like you and me.”
4. Setting Expectations
Social Media is NOT the silver bullet for your media outreach
Nor is it a replacement for traditional marketing/PR
Nor is it free or just a way for you to share your propaganda
You can hook them by Advertising, Pay per impression or
click
However it’s a great way for your customers to get their POV
across and for you to have a 2-way conversation
5. It’s the next next Gold Rush:
The Key Players-1
Social Networks
Facebook
LinkedIn
Google +
MySpace (remember them)
PowerPoint Sharing
SlideShare
Photo Sharing
Flickr
Pinterest
Instagram
Video Sharing
YouTube
Vimeo
Veoh
• Micro-Blogging
– Twitter
– Tumblr
• Blogging
– WordPress
– TypePad
– Blogger
• BookMarking
– Delicious
– Digg
– StumbleUpon
–
6. It’s the next next Gold Rush:
The Key Players-2
Widgets
FanBox
WidgetBox
Widgepedia
Video Streaming
Ustream
Qik
Flixwagon
Wikis
WikiPedia
GoodSearch
• Events
– Evite
– Meetup
– Facebook
• Geo-Location
– Foursquare
• Other
– Goodreads
7. Social Media: What’s it about?
Web 1.0 was about the push model of creating static
websites with corporate lingo. Everyone talked, no one
listened
Just like NATO (No Action Talk Only)
8. Social Media is todays Revolution
Web 2.0 is about listening.
Not hearing but active listening.
The tables have turned and companies and organizations
need a Social Media Plan.
9. So where do you start?
Well you can be reactive and wait for crisis.
But you don’t really want to do that.
First identify your audience.
Are they your customers, members, prospects, general public…?
Can you break down the demographics, psychographics?
Boomers, Millennials, Male, Female, …
10. What do you want to accomplish using
social media and how will you measure
success?
Eg To cultivate relationships with our customers
Provide a forum for our customers to voice
questions, concerns, and feedback
Promote programs , challenges and campaigns that
engage our target audience
Build awareness and or a fanbase for your program
or cause
Have audience trial your wares
Engage audience so they share feedback and
experiences
11. How do you want your audience to
feel?
Your voice and tone will set the stage for
brand to be reinforced.
Is it informal, friendly, fun, conversational?
Or is it formal, by the book, and strictly
business?
Will you use buzzwords to make them feel
inclusive or is this an exclusive club?
12. What resources can you tap into?
Is there a dedicated Social
Media team?
If not can you leverage
other marketing/PR folks?
If not can you leverage
volunteers?
Social Media is not free it
takes time and resources.
13. How are you complimenting your
Social Media?
Advertising
PR and Press
Influencers, Partners,
Email, Newsletter, Direct Mail
Leveraging existing members
SEO
14. Social Media
Space out your communications
Use a content calendar
Promote your social media presence on
• Website, Newsletters, Blog
• Success is measured by the conversations you can start or
engage. Eg How many times someone Favorites, Re-
tweets, comments on a post.
• Use Online brand monitoring eg Google Alerts to flag keywords
that show coverage of brand
• Use Analytics (eg Google Analytics) to measure response and
fine-tune your campaign
15. Content is King
Share, Share, Share
Stories, Photos, Video, Cool graphics
Ask their opinion, make a provocative statement, ask
questions
Tell them what’s going on in your neighborhood
Share insights, predict the future, spotlight the past
Reblog, Retweet, and share other posts
Schedule Posts eg Hootsuite
Experiment, Learn, and Repeat
16. Sample Content Calendar
Date Post Content Twitter FacebookBlog LinkedIn Pinterest Instagram
7/8/2014Blah xxx x x
7/9/2014Blah xxx x x
7/10/2014Blah Blah xxx x x x
7/11/2014You get the picture xxx x
7/12/2014 xxx x x
7/13/2014 xxx x
7/14/2014 xxx
17. Blogging
WordPress, Blogger, Tumblr are some of the
main blogging platforms.
WordPress and Blogger are more long-
form, Tumblr is more of a micro-blogging site, ie
images with some text.
There are gazillions of blogs. As of July
2013, there are 68M WordPress blogs, 108M+
Tumblr, Blogger, doesn’t seem to disclose, but
anyway you’re looking at upwards of 200M+
blogs
18. Blogging
How do you make your blog stand out?
Pick a niche, write, and write regularly, have a POV, show
your expertise
Enable comments, and respond to them
Register with Technorati
It’s a subject in and of it self. Think of it as one more piece
to the content puzzle.
If you need a more serious content management system
you can host your own blog from
Wordpress.org, Jumla, or Drupal.
19. Facebook
There are over 1.2Billion FB Users as of July 2013
That’s like 1 in 7 people in the world
Average user spends more time on FB than all the major
social networks combined
Friend pages are for individuals; Fan pages are for
businesses and groups for causes
20. Facebook
As with all Social Networks to get and grow
fan base need consistency
Answer
questions, comment, acknowledge, engage
Share information even if from competitor
Remember you’re doing it for the social
good and hope the vibes come in your
favor
21. Facebook
FB and other networks are about being
transparent, don’t try to have a hidden
agenda or you will get called out
Cross promote your blog posts, tweets and
other content
Explore paid advertising
22. LinkedIn
Over 225M users
Main focus is for professionals and for networking
Great Rolodex as you can use the power of the network in
going from your 1st level direct contacts to 2nd and 3rd.
Create a company or organization profile
Encourage employees to link to company profile
Join and Engage in relevant group conversations
23. LinkedIn
First listen, then contribute
Avoid propaganda
Cross promote your blog posts, tweets and FB content, but
don’t saturate with the same content.
Post status updates and or respond to requests
Share presentations, webinars and other content
Be a resource
Use search feature for lead generation
Explore paid advertising
24. Twitter
500M total users, >140-200M active
Avg Twitter user has 27 followers
>50% active Twitter users follow companies or brands
Share original content in 140 chars
Retweet content, inc press
releases, announcements, interesting stats, and cross
promote blog and other networks
Link up with famous personalities and use them to get your
name out
Use real time search for lead generation and customer
service
25. SM Success Metrics
Measure how many visits, leads, and customers is each
individual social channel is generating.
Google Analytics
HubSpot
Want your audience to grow in terms of audience (followers)
but also engagement. Otherwise Likes, Retweets do not
show the full picture
26. SM Success Metrics: measuring ROI
Source Visits Contacts Conversion/Customers
Organic Search
121,00
0 1815 54
Paid Search 1,999 30 1
Social Media 25,000 375 11
Email mktng 50,000 750 23
Direct Traffic
135,00
0 2025 61
27. Reference
All images are copyright of respective owners and obtained
from public domain
Copyright 2013
Javed_mohammed@hotmail.com
A K2Vista Production