My presentation from Social Media Art Camp (Smart Camp) at the Roger Smith Hotel. March 6, 2010.

1. So, You Want a Social Media Strategy? How to Use Social Media to: Talk to the right people Build brand awareness Promote your business Michelle Shildkret michelles@cakegroup.com @miishi

2. Why Social Media? There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting daily To reach 50 million people, it took… Radio 38 years. TV 13 years. The Internet 4 years. The iPod 3 years. Facebook added 100 million users in less than 9 months. 1 out of 8 couples married in the US last year met via social media By 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social network More than 1.5 million pieces of content are shared on Facebook daily Social media has overtaken porn as the #1 activity on the web iPod application downloads hit 1 billion in 9 months 34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendations YouTube has over 100,000,000 videos Ashton Kutcher and Ellen DeGeneres have more followers than the entire populations of Ireland Norway and Panama If Facebook were a country, it would be the 4th largest.

3. OK! I GET it! Everyone is hanging out in “social media”. What do I do to reach them?

4. Lets make a Facebook page RIGHT NOW! Awesome! I’ll sign us up on Twitter!

5. Social Media is more than just Facebook and Twitter

6. Slow down You need to answer a few questions first: Who do I want to reach/talk to? What are they interested in? Where do they hang out online? How do I take the cool stuff I have to share and use it to get involved in their conversations? How do I do it without looking like a marketing twat?

7. 5 Basic Steps

8. Step 1: Listen and Learn Social media = tools that facilitate conversations Understand what people are already talking about so you can figure out how to best get involved Choose the right keywords Some tools to get you started: Google Blogger Alerts Alltop Twitter Search Be specific and optimize

9. Step 2: Get Ready Now it’s time to figure out the communications plan Set guidelines Define your target Define your strategy Don’t go overboard Figure out how you’ll measure success

10. Step 3: Say Hi This is the fun part! Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable content Make sure all activity furthers dialogue and builds relationships Stick your strategy Plan ahead

11. Step 4: Get Offline Social media is no replacement for face-to-face interaction Use events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online community This can be one-on-one or en masse, formal or totally casual

12. Step 5: Measure How You’re Doing Measuring social media success begins by asking more questions: Did we learn something about our target that we didn’t know before? Did they learn something about us? Were weable to engage in new dialogue? What am I doing with the information I’m learning? Some free tools you can use: Trendpedia (blogs) Facebook analytics Twitter Grader / Twitalyzer

14. Impressions

15. Positive word of Mouth/Complaints

16. Interactions

17. Click-throughs

18. Positive press

19. ReTweets & @mentions

20. Media views (YouTube views, etc)

21. Facebookfans

22. Twitter followers

23. Blog Buzz

24. Comments

25. Embeds, Downloads & Installs

26. Ratings

27. Social Bookmarks

28. Percentage of buzz containing links

29. Influence of consumers reached

30. Demographics of audience reached

31. Social Media habits/interests of target audience

32. Geography of participating consumers

33. Polls taken / votes received

34. Number of user generated submissions / Amount of user generated content

35. Contest entries

36. Attendance generated at in-person events

37. Redemption rates from couponsMeasuring Return of Influence

38. Being Human Online

40. Be human

41. Listen to your audience and talk with them not at them

42. Establish an ongoing dialogue

43. Respect the knowledge and opinion of your followers / fans

44. Create content which can be shared and adds value for the user

45. Engagement comes in many forms - mix it up

46. Don’t mislead

48. Good Content Builds Buzz Communications Content Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identities Blogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM and community management Online Word of Mouth Offer Value

49. Let’s Summarize Social media is a powerful tool- its not just Facebook You can use social media to understand what your audience thinks about you and how you can make yourself stronger You can use these channels to talk to influencers who might ignore you otherwise But you have to talk WITH them, not at them And make a plan so you know how to go

51. Creators / Critics / Collectors / Joiners / Spectators

52. What’s your thing? What makes you different?

53. How will you make sure to be a human, not a marketing machine?

54. What 3 metrics are you going to use to measure success/ROI?

55. Who are you and what do you do, in less than 140 characters?

56. Why are you in social media?

57. What is your current relationship with your audience?

58. Nothing, they don’t even know me!

59. They’re aware of me, but there’s no give and take