3. What is Social Media?
• A tool, not a miracle
• A manner of communication: A hearing aid,
not a megaphone
• Content marketing
4. Is Social Media Marketing Free?
Yes:
• Tools are free
• Connections are free
• Talking is free
No:
• Your time is money
• Contest
prizes/discounts
• Designs/Strategy
5. Introduction
• Why use social media?
• How is it the same or different from
traditional media?
6. Why Use Social Media to Market?
• Direct connection to customers
• Find new clients
• Create a space for people to be in your
business when not physically there
– Or at a time when they aren’t looking for you
7. How is it Different from Traditional
Media?
• There is no right way to do it
• Fast moving
8. How is it Similar to Traditional Media?
• Awesome content wins
• Garbage product still means garbage
reputation
9. Planning a Social Media Strategy
• Making Goals
• Choosing Platforms
• Locating Target Audiences
• Choosing Tools
• Choosing Voice
• Creating a plan
12. Choosing Platforms
Twitter Facebook YouTube Blog Foursquare
Short bits of
content
required
Content
required,
needs to be
varied
Need video
capabilities
Involves a lot of
writing
Prize
donations/Spec
ials
Daily time
commitment
(20 minutes or
so)
Small, regular
time
commitments
Large amounts
of time, not
regularly
Weekly time
commitment
Minimal time
commitment
13. Locating your Target Audiences
• Poor users think their intended audience is not
on there
– CPA (Seattle Tax Man) says: my audience isn’t on
Twitter: http://twitter.com/seattletaxman
– IBS Company: nobody wants to talk about the shits
www.twitter.com/glutenfreedr
• Good users create an audience
– Example: Allium Restaurant—on Orcas, has
positioned itself as a draw for Seattleites:
http://twitter.com/alliumonorcas
14. Locating your Target Audiences
• Where are your current clients?
• Where are people talking about your industry?—
and you!
• Why are these people on social media?
16. Choosing Tools: Picking an App
• Why use an app?
• Easy interface
• Help save you time
• Notifications
• Mentions
• Searches
• Certain lists
• Tweet delays
• What App to use?
• Desktop
• Tweetdeck (Adobe
Air)
• Hootsuite (Web
based)
• Iphone
• Tweetdeck, Twitter,
Echofon
• Android
• Twidroid, Twitter,
Tweetdeck
17. Choosing Tools: URL Shortner
• Why use a URL Shortner?
– Save space
– Monitor stats
• Why use bit.ly?
– Retweeted more than others
– Bit.ly/+
18. Choosing Tools: What not to do
• Do not use any tool that will connect your
Facebook to your Twitter. In either direction
– Kills Kittens
• Misses the point of SM Marketing
• Tells audience you are not listening
• Very difficult to hide (though possible)
– Hashtags
– Links
– @replies
19. Choosing the Voice
• Brand yourself as an expert
– Will you give direction or offer suggestions?
• Answer questions
– Link to outside sources or on your own reputation
• Outlook
– Snarky or positive? Entertaining or earnest?
• One person or multiple?
21. What to use Twitter for
• Community
• Knowledge sharing
• For business
– Word of mouth
marketing
– Industry watching
– Customer Service
• Why does your
audience use Twitter?
– Support businesses—
and be rewarded for it
www.twitter.com/pacific
_place
– Keep up on news
www.twitter.com/cnn
– Entertainment/Friendshi
p:
www.Twitter.com/conan
obrien
22. A few of my favorite Twitter Analogies
• Cocktail Party
– Don’t just talk about
yourself
– Have multiple subjects
– Be concise, but get your
message out
– Don’t randomly add
unnecessary things (see
hashtags)
– Don’t be afraid to jump
into the conversation
• River
– Be quick, eye-catching
– Try to get tugged back
up stream
– Call to the shore
23. A Few Twitter Basics
• Short, concise username
• Fill out your bio/pic about yourself and what you
tweet about, location
• Get a background going: utilize the space
• Reach out
• Be yourself
• Don’t be afraid: There is no wrong answer!
• Fail and fail fast with few followers
• Use your manners
24. Using Twitter
• Impersonal, shotgun approach=impersonal
followers
– www.twitter.com/Rainshadowmeats
• Thought, effort, advice,
engagement=engaged, loyal followers
– www.twitter.com/sassyfitseattle
• Put out value (in knowledge, goods, time
etc.)=Receive etc.
– www.twitter.com/herbguy
25. Twitter Tips
• Think about when your audience will be on
Twitter
– Most retweeted is at noon
• Use your manners
– Please (retweet)
– Thanks (for talking me up, following, whatever)
• Participate
– In chats in your industry (or out of it)
– #FollowFriday, etc.
26. How to best use Facebook
• Front Page
• User Generated Content
• Posting Content
27. Facebook
• Create an online version of your business
– They can’t come to you everyday, but they can
come here
• Posting is like putting up a sign
– Don’t have too many (too often)
– Make sure it gels with your message/image
• You would invite your friends into your
business, so why haven’t you invited them to
your page?
28. Facebook
• Create a front page that makes you stand out
– They’ll get to the wall later
– Present your content
– Show off on your terms
• If you don’t know FBML hire someone—
simple design should be less than $200
29. Facebook
• If you post content to your wall your fans will
see it (~50-200+)
– For each fan who then likes or comments on the
post, all their friends see it (~200+ each)
– Post interesting things by you, about you, related
to your industry and occasionally (not too often!)
totally random
• Even better, get tagged in their post or photo
(User Generated Content) and it goes on your
wall
30. How to use Fourquare (or similar)
• Figure out whether you want to reward loyalty
(mayor) or multiple check-ins (10th
check in recieves)
or numbers (check in to receive)
• Register
• Check in—but always add extra info (value!)
– Encourage users to as well
• Add tips (and have others do so as well)
• Leave tips at various places
– Photogs leave at venues
– Caterers at preferred place
31. Creating a plan
• Create new goals
– What will you do to achieve them
– How will you measure them
– Short and long term
32. Creating a plan
• Design Path
– Where is ultimate goal?
• On your website
– Making purchase
– Browsing
• Physically in your store
33. Creating a Plan
• Choose Platforms
– Format purpose for each outlet
• i.e. Facebook as online version of physical space
– Geared toward current clients
– How often will you post on each platform
• What type of post?
• When will you design, write, and/or post?
34. Creating a Plan
• Create Schedule
– Specify what day/where content will go
– Specify what type of content
– Specify who will post it
36. Planning for things you can’t plan for
• How to respond to negative blog comments or
Facebook posts
– Keep or delete?
– Respond or ignore?
• What to do with positive posts
– Retweet
– Thank
37. Measuring Your Social Media
• Fans/Likes
– Go for increases, not hard numbers
• User Generated Content
– Separate comments from user initiated
• Retweets
• @Replies
• Positive/Negative
• Link clicks (bit.ly)
38. Other Business Uses of Social Media
• Reptutation Management
• Customer Service
• Feedback
• Contests/Promotions
• Industry Networking and B to B trades
39. Reputation Management
• People are talking about you on the web, you
need to be listening!
– Social Mention
– Twitter Search
– Google Alert
40. Reputation Management
• People are reviewing you
– Yelp
– Google Places
• Free tools exist
– Don’t leave info entry to public
– Start the page with YOUR message
– Respond to criticism
• Determine if it is factual (are you dealing with a sane person)
• Apologize either way
• See if you can somehow fix it/get them back in for a better
experience
41. Contests
Facebook
• Involve posting content
– Photos
– Videos
– Blogposts
• Post rules directly in FB
– On wall
– In note
• They’ll have to ‘like’ to
enter
Twitter
• Require use of a unique
hashtag to track
• Make it easy to retweet
(short)
• Ask for comment-use to
gain insight
• Have a static page with
rules
– FB, blog or website
• Push multiple times
42. Next Steps
• Get going: Follow your plan
• Experiment
• Monitor what works, what doesn’t
– Think about why
– Edit plan
• Twit-Twitter Class
• Hire Socialize Me
– www.socializemeseattle.com
Notas del editor
You won’t learn everything. But you will understand, and from there you can explore more!
Whiteboard answers
Here’s is what I think it is in general
Tool: not a means to an end—like an ad, needs CONTENT
Idea of Content marketing
Tools are free, but you need to know how to use them
Connections are free but you need to make them
Talking is free, but you need to know what to say
Good strategy costs money (you paid for the class, right?)
What area do they want to grow in? What event do they want to promote
Have them keep goals in mind while learning about tools
Have them write them down
What else? What are you currently on?
Then have them pick which one they would want to do and why?
Who are you currently targeting? Let’s each come up with three other groups we could be targeting
Explain why this is important
Demonstrate
Have them find some good and bad examples of hash tags
#Wine Weds, #TravelTues, #MusicMon,
Show my page
Hear ideas of how you can incite people to put things into your wall/comment, etc.
Check in at colmubia, explain adding more info—Talk about Facebook places, SVNGR
Have people pull up a fresh word document and type this out
Have someone come up for example
Have them write this on their word document
Have them do an excel sheet
Have them go to social mention, take down stats. Also--
Have them social mention and twitter search themselves. Note pay services as well Reputation management is all about owning your brand, What are people saying about you? Where do they go when they look for you online and what do they find there?
Have them claim their yelp page, leave citysearch for now
Have everyone google their business: What do they find? What do you see in the google front page—just in the summaries. What about their industry and neighborhood? Seattle and industry?
Have them register
Show crow’s wing example and on phone—importance of mobile!
