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The Do’s & Don’ts of Social Media Todd Earwood

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Let’s Make A Deal

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Confession

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Todd, What is Social Media?

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What is Social Media? <ul><li>Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings. </li></ul><ul><li>- Wikipedia </li></ul>

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Company What is Social Media?

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Translation: Share The Mic

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Where to Start? Where to Start?

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SM Examples A Few Options

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Shift Over time… the web changed

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Marketing

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06/05/09 © Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from: Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and Online Marketing Pro

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Conversations Conversations are happening

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If You Act Like you’re Listening If You Act Like You’re Listening

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Share and Discuss

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ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS. ONLY 78% OF PEOPLE TRUST RECOMMENDATIONS FROM OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007

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Company Rules of the Road

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Know the Audience Know Your Audience

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Listen Listen

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Share Control Share Control

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Trust Trust

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Want to participate Participate

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NOT… <ul><li>SOCIAL MEDIA IS </li></ul>

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Show And Tell Show and Tell

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Email Blasts Email Blasts

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Magic Bullet Magic Bullet

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Top 5 Tools Top 5 Tools

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Blogs Blogs Take Work

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<ul><li>Don’t think press release </li></ul><ul><li>Think conversation </li></ul><ul><li>Allow comments (share control) </li></ul><ul><li>Consistent content </li></ul><ul><li>Many free tools </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Blogger.com </li></ul></ul>Blog Rules

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Blogging Don’ts Blogging Don’ts

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Engage Bloggers

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<ul><li>Web traffic </li></ul><ul><li>RSS subscribers </li></ul><ul><li>Comments </li></ul><ul><li>CPM for monetization </li></ul>Blog Metrics

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Social Networks

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Method 1: Build One

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MetroMojo.com

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Ning.com

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Powered by Ning

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Powered by Ning

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Method 2: Join Them!

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<ul><li>More than just college students </li></ul><ul><li>Fan/Brand Pages </li></ul><ul><li>Creative Advertising </li></ul>

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Source: TheTrendWatch.com

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Source: SocialMediaExplorer.com Source: SocialMediaExplorer.com

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Source: RadicalTrust.ca

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Facebook Ad Examples

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Source: TechnoMarketer Targeted Advertising

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Free e-book: technomarketer

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<ul><li>Future Rolodex </li></ul><ul><li>Best Social Network for B2B </li></ul><ul><li>Profile </li></ul><ul><li>Hub </li></ul><ul><li>Expertise </li></ul>

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Linkedin demographics LinkedIn Demographic Data Jun08 : ErickSchonfeld

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Linkedin Decisionmakers LinkedIn Demographic Data Jun08 : ErickSchonfeld

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Create a profile Step 1: Create a Personal Profile

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Step 1.5: Complete Your Profile

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Create A LinkedInGroup Step 2: Create an Organizational Group

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Pose or Answer a LinkedIn Question Step 3: Pose or Answer a Question

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<ul><li>Profile connections </li></ul><ul><li>Expertise in Answers </li></ul><ul><li>Group participation </li></ul>LinkedIn Metrics

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<ul><li>Microblogging platform </li></ul><ul><li>Less than 140 characters </li></ul><ul><li>Immediate conversation </li></ul><ul><li>Easy to track metrics </li></ul>

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Twitter stats Twitter Examples

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Twitter stats Local Twitter

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Twitter stats CEO Twitter

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Twitter stats Customer Service Twitter

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Trackable Conversations

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Twitter stats

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<ul><li>Keyword tracking (brand/competitor) </li></ul><ul><li>Search.Twitter.com (advanced) </li></ul><ul><li>TwitterLocal.net (geo) </li></ul><ul><li>TweetVolume.com (real-time) </li></ul>Twitter Metrics

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Email Marketing Use Email For Participation

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Email Marketing

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SETH GODIN

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Email Marketing <ul><li>Dear Todd, D oes the subject line above sound familiar? Reply to this email with the product it originally promoted and the year, to be entered in a drawing to win a deluxe ceramic MasterMine mug.. The winner's name and company will be published in the next end-user email. Good luck! </li></ul>

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Email Marketing Many Fall For The FREE Prize

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THEY REALLY LOVE FREE !

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Measure For Margin

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Email Providers <ul><li>My Emma.com </li></ul><ul><li>Real Magnet.com </li></ul><ul><li>Mail-Bots.com </li></ul>

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Personal Metrics - Scott Monty

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Remember. What happens in

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… stays on

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you think I’m making this stuff up?

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red7e.com circa 2002

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yourname.com SHAPE your brand

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MONITOR your brand

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Social Media Mantras <ul><li>Focus on delivering value, not taking </li></ul><ul><li>Engage, don't push </li></ul><ul><li>Measure results </li></ul><ul><li>It’s about people NOT tech </li></ul><ul><li>Be authentic </li></ul><ul><li>Don’t expect immediate results </li></ul>

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Company Start Slow

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Share and Discuss

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Let’s Save the (Email) World

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When You’re Mad…

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<ul><li>Helpful </li></ul>It’s Very Clear! Not As Helpful !!!!!!!!! ALL CAPS

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Let’s Connect <ul><li>ToddEarwood.com </li></ul><ul><li>Twitter.com/Earwood </li></ul><ul><li>Linkedin.com/in/ToddEarwood </li></ul>