Social Media Class 1: Basic Social Media Strategy

1. Social Media Class 1:Basic Social Media Strategy Jason Elkins Managing Partner Transparent Social Media

2. Transparent Social Media • Custom Facebook Fan Pages • Welcome Tabs, Apps, Internal Navigation • Strategy • Sell Products, Lead Capture, Branding, Promotion • Support • Status Updates, Feature Explanation/Direction • Education • Classes – Open vs. Closed, Monthly Support

3. Class 1: Basic Social Media Strategy • What are Different Social Media Mediums? (Assessment based on goals)  • Why businesses should get involved • Incorporate mediums to generate leads and awareness for your brand. • Learn tips to stay connected with potential leads and customers. • Setup Twitter and Fan Page Account if Necessary

4. Class 1: BIG IDEA • BASIC MARKETING • Anyone Can Become The Authority in Their Field • People Want Someone to Follow

5. Examples of Social Media • Facebook (MySpace, Friendster, etc.) • Twitter - microblogging • YouTube – video sharing • LinkedIn – professional networking • FourSquare – check-in • Flickr - photo-sharing sites • Quora – Q&A services • Wikipedia – Collaborative information • Yelp - Reviews

6. Why Get Involved With Social Media? • Go where the customers are. • Consumers are diversifying, and your messages need to do the same to ensure you hit as many potential consumers as possible. • Content varieties are changing, shifting toward more engaging types like video and interactive elements. • Consumers are lazy… make it easy for them. • Free. • In many cases, if you don’t move into social media—where the customers are hanging out—you will lose relevance.

7. Know This About Social Media for Your Business: • 1. An organization’s social media program doesn’t have to focus on generating positive ROI, but it can.  • 2. An organization’s social media program can (and should) serve more than one purpose. • 3. Whether a Social Media program should generate positive ROI is really up to the organization’s leadership. 

8. How do you Fit Social Media into Your Business? • PR • Branding • Customer Service • Special Promotions and Sales

9. How Do I Plug Social Media In? “ You will never fully scale your operation by just adding a headcount to a central social media team. You scale more smartly when you enlist your existing employee population to listen and engage on behalf of the brand. - @RichardatDELL ”

10. What Specific Objectives will my Social Media Activity Support? “ Social media isn’t a department or a function. In order to yield the best results (whatever they may be, based on the organization’s needs) it must be a fully-integrated competency deployed across every department in an organization. - Olivier Blanchard The Brand Blog ”

11. How Can You Measure Social Media Success? • Conversation • Engagement • Full Integration of Social Media Across the Entire Company

12. Social Media Sites and Tools

13. Twitter (Microblogging) • Definition: Enables users to send, read, and respond directly to “tweets”—micro messages 140 characters or less. Users connect via the web, mobile devices, or even third-party apps. • Quick Stat: Over 100 million users worldwide, with 65 million Tweets per day. • Business Uses: Connect, share, discuss, and interact with your customers. Push updates directly to them. (Gee, where have I heard that before?) • Examples for business: Q’doba trivia, Predators • Examples for users: Nashville Flood, snowstorm, real-time news (TDOT) • Competitors: Tumblr, Google Buzz

14. YouTube (Video) • Definition: YouTube is a video-sharing website on which users can upload, share, and view videos, created by three former PayPal employees in February 2005 • Quick Stats: • Over 2 billion video views per day • Over 35 hours of footage uploaded every minute. • Google is the most-searched site in the world. YouTube is second. • Search engines are starting to weight video • Video is the most popular action for customers upon hitting your landing page for the first time. • Soon enough, if you don’t have video, you won’t matter. • Doesn’t even have to be video you created.

15. YouTube (Video) cont. • Business Uses: Connect, share, converse, and interact with your customers. Entertain. Push updates directly to them. Video is more engaging than text content. YouTube eats the bandwidth and you still get to put the clip on your site. • Examples for business: Will It Blend, TPS Film Studio, Winnipeg Humane Society Kitty Midnight Madness Sale • Competitors: Vimeo, Daily Motion, a host of others

16. LinkedIn (professional networking) • Definition: Professional social networking site that takes the 6-Degrees-Of-Separation approach. • Quick Stats: 90 million registered users from over 200 countries. Adds a new member every second. • Business Uses: Partnerships, employees • Examples for Business: One of our clients found a Flash developer through LinkedIn network just by asking for an introduction • Competitors: Viadeo, Gist, Xing

17. FourSquare (check-in services) • Definition: Location-based social network that uses GPS to communicate users’ locations to their friends. Check-in at various locations around town and earn titles (mayor) and rewards (discounts). • Quick Stats: 6 million registered users • Business Uses: Claim your venue (free), create a special, roll the FourSquare element into existing marketing. • Examples: Paxti’s Pizza in San Francisco, which rewards each of their four locations’ FourSquare mayors a free pizza every week. • Competitors: Facebook’s own location service, SCVNGR

18. Flickr (Photo-Sharing Sites) • Definition: Image hosting service with networking, sharing, and community features built in. • Quick Stats: currently hosting over 5 billion images • Business Uses: host photos for your blog or website to use, slick slideshow function for easy embedding, show off your work. Photos, like video, are a richer content variety that engages visitors more than text. • Examples for Business: handyman/remodeling photos, Pedal Train User Photos • Competitors: Photobucket, Snapfish, ImageShack

19. Quora (Q&A Services) • Definition: Online knowledge market that lets users ask and answer questions (and collaborate), and vote on the best answers. • Quick Stats: Launched in 2009, Quora has not publicly disclosed the number of users the service has. • Business Uses: Still developing. Likely related to authority on a topic. • Examples for Business: For instance, a contractor might wish to have his answers voted the best for a lot of questions so he’s seen as the main authority and his business grows. • Competitors: Stack Overflow, Facebook’s own Q&A service

20. Wikipedia (Collaborative Resource) • Definition: A free, web-based collaborative encyclopedia supported by a nonprofit organization. • Quick Stats: Over 3.5 million articles in English, over 300,000 editors. • Business Uses: Businesses are allowed to have a Wikipedia entry about their business, but there are strict guidelines against marketing language and biased information. • Examples for Business: Not much more than creating an entry for your business or becoming an editor and focusing on a particular topic or industry to gain authority. • Competitors: Google’s Knol, not much else

21. Yelp (Business Reviews) • Definition: Online clearinghouse for customer reviews of businesses. • Quick Stats: 39 million unique visitors per month. • Business Uses: These reviews show up in search results frequently. Businesses don’t always have a chance to respond, but some do. • Examples for Business: Some businesses offer rewards to customers that leave reviews, though many review services specifically prohibit this behavior. • Competitors: Google Places, Urban Spoon (+app)

22. Facebook (Social Networking) • Definition: Online service that focuses on building and reflecting social relationships between people with common interests or histories. • Quick Stat: Over 500 million users worldwide • Business Uses: Connect, share, converse, and interact with your customers. Push updates directly to them. • Example: The Nothing • Competitors: MySpace, Friendster, Disapora

23. Why Focus on Facebook? • Facebook Video: http://vimeo.com/20198465 • Stats: http://www.facebook.com/press/info.php?statistics • More than 500 million active users • 50% of our active users log on to Facebook in any given day • Average user has 130 friends • People spend over 700 billion minutes per month on Facebook

24. Why Focus on Facebook?

25. Why Focus on Facebook? Why Focus on Facebook?

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32. Why Facebook? Stats

33. Facebook Secret • Facebook Algorithm = How Facebook Works • Activity = Engagement • Setting the pace for how we will interact online long-term

34. Section 2

35. ReThinking Marketing • Old Paradigm vs. New Paradigm • How to interact on Facebook effectively

36. Concepts • The Party • Lumberjacks and Chainsaws • Bull Horn Guy

37. The Party

38. Bull Horn Guy

39. Lumberjacks and chainsaws

40. Old Paradigm Marketing • Old Paradigm Folks Use Internet Like This: • Controlled Mediums • One-Directional • Corporate • Distant

41. New Paradigm Marketing • New Paradigm Folks Use Internet Like This: • Transparent • Informal • Collaborative • Conversational

42. New Paradigm Marketing • New Paradigm Folks Use Internet Like This • Transparent • Tell People What You are Working on • Talk about real life • Prosonal – Bill Seaver-ism • Professional and Personal

43. Transparent • What to Say? Use the {Status5P} Technique • Projects (what are you working on) • Pictures (what are your ‘tools’) • People (who are you working with) • Places (where are you, who’s with you) • Pose a Question (ask ask ask)

44. Projects

48. Lead!