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Social MediaGaining a Voice without Yelling,[object Object]
Would you like to be this ostrich and just ignore it?  You can’t.,[object Object],Social media has revolutionized how we communicate.  Look at how it has changed the way we receive the news.  Once only the domain of newspaper reporters and broadcasters, today anyone can be the reporter and the broadcaster.  Print media has transitioned from off line to online – just to survive.,[object Object]
Social Media by the Numbers,[object Object],Consider these astounding numbers:,[object Object],Skype – 560 Million,[object Object],Facebook – 515 million (100 million added in past nine months).  If it was a country – it would be the 3rd largest in the world.,[object Object],Twitter – 175 million,[object Object],LinkedIn – 80 million,[object Object],eHarmony – 20 million users in 191 countries – responsible for 236 marriages per day in the US.  One in every 8 couples met through social media,[object Object],Delicious - 8.5 million,[object Object],YouTube – 2 billion videos are being uploaded every day – ranked as the #2 search engine,[object Object],In 2010 Gen Xers (born from the 60’s to early 80’s) out number the Baby Boomers and 96 percent of them have joined social networks.,[object Object]
Facebook will soon outnumber Google for the number of visitors.,[object Object]
Smart Phone Use is Climbing,[object Object],According to Neilson, there are currently 60 million users.  In 2012 we expect 80 million more.,[object Object]
Circle of Trust,[object Object],The sales & marketing funnel isn’t linear and it’s not a funnel.  ,[object Object],With the online community – a circle of trust has been created.,[object Object]
Circle of Trust,[object Object],It’s more like concentric circles of participation, conversation, affinity, awareness, community and trust.,[object Object]
At the recent 2011 CES Show, Chief Executive of Comcast, Gary Shapiro admitted “the consumer is king”,[object Object],A brand is no longer what a company says it is.  It’s what their customers say it is.  Companies still need to influence their brand though.  How do they do that?  Not by interrupting your customers with brand-making promises, delivered as advertisements.  You influence a brand by encouraging people associated with that brand – forging direct relationships, relationships built on action and experience . . . and CARING.,[object Object]
“Likeonomics”,[object Object],In 2011, the power and reach of individual affinity will leads to the rise of Likeonomics.  Likeonomics describes how personal relationships, individiual opinions, powerful storytelling and social capital are helping brands and their products or services become more believeable. . . . And likeable,[object Object]
Advantages of Social Media,[object Object],Improves organic search results (SERP’s),[object Object],Builds brand engagement,[object Object],It’s fast and easy to monitor results ,[object Object],Ability to listen & see what others are saying,[object Object],Inexpensive,[object Object]
From Marketing 101,[object Object],Why prospects become your customer,[object Object],Their experiences,[object Object],Your product or service benefits,[object Object],The value they receive,[object Object],Your trustworthiness ,[object Object],Easy, safe, secure transaction,[object Object],Solve their problem,[object Object]
The best metaphor for social media is that social media is a giant cocktail party.  No one is going to listen and stay engaged with someone that only talks about themselves.  If you want to take something meaningful away in terms of a relationship, the rules are exactly the same: get involved, listen emphatically, and look to give more than you get.  The returns are really the same as well:  lasting, loyal relationships that can make a difference to your business and your happiness.,[object Object],Bottom line:  To build a new relationship, you need to be serving, not selling.                 Having a conversation – not yelling BUY ME.  ,[object Object]
Making Connections,[object Object],In this “Age to Engage” it’s all about making connections.  Taking strangers – moving them to followers and creating true friends and fans.  Find topics people are passionate about and make real connections.  It’s not all about numbers.   Think quantity over quality.,[object Object]
70 – 20 - 10,[object Object],The idea is that 70 percent of what you’re sharing is helpful, pertinent referrals; the great blog you read, product you bought, or restaurant you ate at.  ,[object Object],Twenty percent is original content that you produce.  Hopefully this is content that helps people solve problems.  ,[object Object],And 10 percent is just you being you, letting your audience get a peek at your day-to-day triumphs and tribulations.,[object Object]
“Social media is not about quantity, it’s about quality. . . . . . Rather is begins with a sincere desire to grow and nourish a genuine relationship and with doing whatever it takes to ensure they happen.  If you do this, the money will follow.”,[object Object],Mitch Meyerson,[object Object],Online Marketing Guru,[object Object]
Teen Sex,[object Object],Google’s Analytics Evangelist Avinash Kaushik said “Social media is like teen sex.  Everyone wants to do it.  Nobody knows how.  When it’s finally done, there is surprise it’s not better. “ ,[object Object]
State of Mind,[object Object],First – think about your state of mind.  You may think you are in the business of selling tickets – little paper stubs granting entry to live entertainment events.  ,[object Object],You’re in the entertainment business and guess what you are selling – EXPERIENCES. LIVE ENTERTAINMENT.  People love it – they are entertained, they can brag to their friends, I’d argue that you are in a really cool business. What other industry has so many raving fans? People come to your venues because they want to be entertained.  Think about how many people envy your access. ,[object Object]
The Age to Engage,[object Object]
#1 – Use Online Communities for PR,[object Object]
Blogging,[object Object]
Facebook & Twitter are Word of Mouth on Steroids,[object Object]
#2,[object Object],Focus on Facebook,[object Object]
#2.  Focus on Facebook,[object Object],Facebook Pages can serve as a great hub for fans.  For venues, it’s great to get people to like you, become “fans” and hopefully follow you, becoming engaged in your site.  AND becoming a part of the community you are creating.  People want to feel like they belong.  It’s a basic human need.  ,[object Object]
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Building a community,[object Object]
Who knew “a little birdie told me” could get so big?  My #3 is Twitter. ,[object Object],Use Twitter as a broadcast medium to post interesting content and to share.  It is a great way to post quick messages.  You can share content quickly and easily.  It’s also a great medium to listen.,[object Object]
#3.  Use Twitter to share great content,[object Object]
For broadcasting,[object Object]
For Listening,[object Object],Twitter can be used for customer service.  ,[object Object],Guy Kawasaki shared a story about someone who was aboard Jet Blue.  They were really thirsty but couldn’t get a drink.  The tweeted this to Jet Blue, and provided his seat number.  Someone on the ground responded and radioed the flight crew.  Lo and behold, a drink was delivered to the parched customer.  ,[object Object],Guy Kawasaki decided to try it.  He tweeted that he needed a soda to Jet Blue and told his seat number.  Someone at Jet Blue tweeted back – just ring the call button for flight attendant.  He had to laugh.,[object Object]
Media Tool,[object Object]
#4.  Listen to your customersboth on- and off-line,[object Object],Dave Carroll’s YouTube video “United Broke my Guitar” has over 9 million views.,[object Object]
Tools like HootSuite , Tweetdeck and Google Alerts make listening easy,[object Object]
#5.  Have a Response Plan,[object Object],Take reasonable action to fix issue and let customer know action taken,[object Object],Negative,[object Object],Positive,[object Object],Yes,[object Object],Yes,[object Object],No,[object Object],Assess the message,[object Object],Evaluate the purpose,[object Object],Do you want to respond?,[object Object],Does customer need/deserve more info?,[object Object],Unhappy Customer?,[object Object],No Response,[object Object],Yes,[object Object],Are the facts correct?,[object Object],Gently correct the facts,[object Object],Yes,[object Object],No,[object Object],No,[object Object],No,[object Object],Can you add value?,[object Object],DedicatedComplainer?,[object Object],Are the facts correct?,[object Object],Yes,[object Object],Yes,[object Object],No,[object Object],No,[object Object],Yes,[object Object],Respond in kind & share,[object Object],Thank the person,[object Object],Comedian Want-to-Be?,[object Object],Explain what is being done to correct the issue.,[object Object],Is the problem being fixed?,[object Object],Yes,[object Object],No,[object Object],Yes,[object Object],Let post stand and monitor.,[object Object]
#6.  Use Social-only Exclusives,[object Object]
#7.  Leverage Linking Strategies,[object Object],Promote cross-linking:,[object Object],Your website,[object Object],Email Campaigns,[object Object],Facebook page,[object Object],Blog,[object Object],Twitter feed,[object Object],Email signature, etc.,[object Object]
#8.  Leverage Off-line Marketing Opportunities,[object Object],Encourage people to follow you via:,[object Object],Advertisements,[object Object],Signage,[object Object],Promotions,[object Object],Use QR codes for quick links,[object Object]
#9.  Test location based social media,[object Object],Foursquare/Gowalla,[object Object],Facebook places,[object Object],Groupon,[object Object]
Social media tips & tricks to get a voice without yelling
#10.  Social Media Calendar,[object Object]
Social media tips & tricks to get a voice without yelling
Top 10 Social Media List,[object Object],Use online communities for PR,[object Object],Focus on Facebook,[object Object],Use Twitter as a well rounded tool,[object Object],Listen to what consumers are saying,[object Object],Have a response plan,[object Object],Reward fans with ‘Social-only’ exclusives,[object Object],Leverage linking your social media sites,[object Object],Use offline marketing to drive social media,[object Object],Test Location based social media,[object Object],Just do it.  Use a social media schedule,[object Object]
Advice for 2011,[object Object],This is the Age to Engage!,[object Object]
More information,[object Object],Email:  jyerzik@tickets.com,[object Object],Twitter:  jyerzik,[object Object],LinkedIn  :  janyerzik,[object Object],Facebook:  ProVenue,[object Object],www.ProVenue.com,[object Object],Slideshare (visit our ProVenue Facebook page),[object Object]

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Social media tips & tricks to get a voice without yelling

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