Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Social Media Toolbox- ADDP Technology Day - May 31, 2012
1. Social Media Toolbox
May 31, 2012
ADDP Technology Day
Julia Campbell, J Campbell Social
Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com
2. What is “Social Media”?
Any online technology or practice that people use to
share
(content, opinions, insights, experiences, perspectives
and media).
REAL interactions in REAL time.
3. Is social media just a fad?
Facebook had 845 million monthly active users at the
end of December 2011 and 483 million daily active
users on average.
Twitter now has around half a billion registered
profiles, with over 100 million in the USA alone.
Collectively, Twitter users now send 175 million tweets
every day.
4. Is social media just a fad?
As of February 9, 2012, LinkedIn operates the world’s
largest professional online network with more than 150
million members in over 200 countries and territories.
In January 2012 Pinterest had 11.7 million unique U.S.
visitors, making it the fastest site ever to break through
the 10 million unique visitor mark.
YouTube: 60 hours of video are uploaded every minute,
or one hour of video is uploaded to YouTube every
second.
Over 4 billion videos are viewed on YouTube per day.
Over 800 million unique users visit YouTube each
month
5. 4 Things You Need To Know
This is not a cure for your
own ambivalence about
marketing your business.
Your Social Media
Manager/Marketer
cannot operate in a silo.
If you do not have a
website or your website is
awful, social media will
not be effective.
You get out what you put
in – time, resources.
6. Approach social media like a cocktail party
Mingle and chat.
Laugh and listen to
amazing stories.
Don’t be a wallflower.
Do not be the guy with
the lampshade on his
head.
Do not oversell or
come on too strong!
Each “party” (network)
has it’s own etiquette
and rules.
7. Facebook 101
The place where people go to connect/reconnect with
friends and family.
People come to Facebook to make personal
connections and to have fun.
Strategy – Help customers feel more connected to your
business; show them who you are as individuals; help
them connect to each other.
Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
Easy, light, fun. Include media with all posts –
links, photos, videos.
9. Twitter 101
A space where people share the content that excites
them, in short 140 character bursts. “Micro-blogging”
The link reigns supreme!
Strategy – Don’t get too personal; share the best content
you can find; drive traffic to your website.
Get people to “ReTweet” your content; follow “key
influencers” and ask them to spread your message.
ReTweet, Thank – create good Twitter karma.
Statistics, quotes, links. Be creative!
11. LinkedIn 101
A professional network where people go to build
networks and connect to resources.
Strategy – Unlike Facebook, people actually want to talk
about work and work issues on LinkedIn.
Longer, wordier responses, more professional tone.
Look for potential employees and customers, share
professional networking events, join Groups and ask
questions and start discussions.
Thought leadership in your industry.
13. Pinterest 101
Third largest social network, fastest growing.
Very popular with women.
The “ability to create your own lifestyle magazine on the
Internet” via bulletin boards (pin boards).
11.7 million unique U.S. visitors in January 2012, making
it the fastest site ever to break through the 10 million
unique visitor mark.
Strategy – Compelling images! Great for
retail, art, fashion, jewelry, architecture, travel – visual
mediums.
15. YouTube 101
Video-sharing website
where users can upload,
view and share videos.
Strategy – Create a
branded channel,
upload videos!
Videos should be quick,
simple, engaging and
professional.
20. Social Media Planning
Create a social media plan.
Using social media means long term commitment.
You will not get results in one day.
What is your capacity? Staff time, etc.?
You get out what you put in (like everything else).
21. Social Media Planning
What do you do?
140 characters, clear & concise, short & sweet.
Set a goal.
What has to happen so that you can say “it’s working”?
Sales
Brand awareness
Brand reputation
Customer loyalty
Put a number on it.
What gets measured gets done!
Hard to measure “brand reputation” – but try to quantify what
you can.
22. Social Media Planning
Who is your audience?
Select the target group that is most
likely to be persuaded by your
message.
Who are the people that have the
most to gain by what you do?
The “general public” is NOT a
target market.
Which market is most likely to
engage in social media?
What channels are they using?
What are they doing there?
1-9-90 rule (1% of people
participate actively, 9% comment
and interact occasionally and 90%
are lurkers)
23. Social Media Planning
Do they know who you are?
Where should you start?
Start with Fans/Brand Advocates
Recruit them to spread the word and
bring others over to their way of thinking.
Might initially be a small group.
Turn what you do into a simple message. (Think
tagline.)
Why do people buy from you? Why do people participate with
you?
More than just the “unique selling proposition” – should be
emotional and meaningful
24. Social Media Planning
Get set up
Square avatar
Compelling images – purchase some, you will need them!
Search Engine Optimization – SEO
SEO visibility – key word research
Google Trends - http://www.google.com/trends/
Google Key word Tool
Type in any word, phrase or website name. Google gives a
list of keyword ideas plus data showing how often words are
searched and their ad bid competition.
25. Social Media Planning
Plan your content.
Make a schedule/Content
Calendar
3 blog posts per week
One video
Update your status every day
Build time in for interaction –
answering comments and
feedback
26. Ideas for generating content
• Industry blogs, • Events, anniversa
newsletters, ries, celebrations
websites , birthdays
• Google Alerts & • Email newsletter
New York • Tie current
Times alerts events to your
cause/issue
• Competitors
• Read everything
• Success Stories and follow
• Inspirational everyone!
quotes • Figure out what’s
• Reached a goal working for
others and adapt
• Want input on it!
an issue
27. Social Media Planning
Writing style
Don’t use big words and jargon.
Relax, act normally.
People like personality.
Put some passion into it.
Be excited but don’t hype.
28. Social Media Planning
Promote your social media networks!
If you build it, they will come. (Well, no…)
Use all communication channels, including:
Add the social media buttons to the main page of your
website (ideally visible on all pages, easy to find, make
sure links work!)
Email newsletter template (social media buttons)
Brochures, Annual Report, any and all printed materials
29. Social Media Planning
Promote your social media networks!
If you build it, they will come. (Well, no…)
Use all communication channels, including:
Add the social media buttons to the main page of your
website (ideally visible on all pages, easy to find, make
sure links work!)
Email newsletter template
(social media buttons)
Brochures, Annual Report,
any and all printed materials
30. Social Media Planning
Your “Welcome to our email newsletter!” email
(Add a sentence – Connect with us on Facebook!)
Your store front, cash register, lobby, waiting room,
anywhere you have a captive audience
Build your connections. Ask the staff, interns,
customers to connect with and be sending people
to the Facebook page, Twitter account and
LinkedIn Company Page.
31. Julia’s Social Media Philosophy
Social media is a TOOL
– it is not a silver bullet.
In other words, you still
need a good product
or service to get people
to care.)
Integrate it with an
overall marketing
campaign, just as you
would other tools
(direct mail, newsletter,
website, ads, customer
service).
32. Julia’s Social Media Philosophy
Not all social media channels
are right for you.
Pick and choose.
Do a few well than many
poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that are perceived as
spammy.