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Social Media MARKETING explained http://shanq/net

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<ul><li>“ No profession stands to influence social media more than public relations .” Paul Gillin , The New Influencers, A Marketers Guide to the New Social Media </li></ul><ul><li>INTRODUCTION </li></ul>

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<ul><li>Social media defined 20:00 </li></ul><ul><li>10 keys to social media success 30:00 </li></ul><ul><li>Social media tools 20:00 </li></ul><ul><li>3 take away messages 2:00 </li></ul><ul><li>Q & A 3:00 </li></ul><ul><li>INTRODUCTION </li></ul>

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<ul><li>Social media is a conversation online. </li></ul><ul><ul><li>Look who’s talking : </li></ul></ul><ul><ul><li>your customers </li></ul></ul><ul><ul><li>your donors </li></ul></ul><ul><ul><li>your volunteers </li></ul></ul><ul><ul><li>your employees </li></ul></ul><ul><ul><li>your investors </li></ul></ul><ul><ul><li>your critics </li></ul></ul><ul><ul><li>your fans </li></ul></ul><ul><ul><li>your competition .... </li></ul></ul><ul><ul><li>anyone who has internet access and an opinion . </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>The conversation is not : </li></ul><ul><ul><li>controlled </li></ul></ul><ul><ul><li>organized </li></ul></ul><ul><ul><li>“ on message ” </li></ul></ul><ul><li>The conversation is : </li></ul><ul><ul><li>organic </li></ul></ul><ul><ul><li>complex </li></ul></ul><ul><ul><li>speaks in a human voice </li></ul></ul><ul><li>Social media is not a strategy or a tactic – it’s simply a channel . </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Related: </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Real Simple Syndication (RSS) </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>The power to define and control a brand is shifting from corporations and institutions to individuals and communities . </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>“ It is about putting the ‘ public ’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” </li></ul><ul><li>Brian Solis, The Social Media Manifesto </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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Word of Mouth is the Future of Marketing <ul><li>Marketers can effectively use social media by </li></ul><ul><li>influencing the conversation. </li></ul><ul><li>One way to do this is by delivering </li></ul><ul><li>great customer service experiences. </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Zappos, an online shoe retailer, makes customer service central with a focus on “ making personal and emotional connections .” </li></ul><ul><li>Divert marketing budget to customer service ( they outsource marketing to their customers ; they don’t outsource their call centre) </li></ul><ul><li>Use Twitter to promote their brand </li></ul><ul><ul><li>Website displays any public tweets mentioning of their brand </li></ul></ul><ul><ul><li>CEO has over 400,000 followers </li></ul></ul><ul><ul><li>430 employees on Twitter </li></ul></ul><ul><li>$1billion in sales last year and their expanding into new product categories </li></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group </li></ul><ul><li>87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa </li></ul><ul><li>3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research </li></ul><ul><li>1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent </li></ul><ul><li>* Slide courtesy of Digital Influence Group </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>web, doubling their traffic over the last year. </li></ul><ul><ul><li>73 % of active online users have read a blog </li></ul></ul><ul><ul><li>45 % have started their own blog </li></ul></ul><ul><ul><li>57 % have joined a social network </li></ul></ul><ul><ul><li>55 % have uploaded photos Social media sites are the fastest-growing category on the </li></ul></ul><ul><ul><li>83 % have watched video clips Universal McCann’s Comparative Study on Social </li></ul></ul><ul><ul><ul><li>Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day </li></ul></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>40 % of Canadian internet users have visited a community or social networking site </li></ul><ul><li>22 % of Canadians over 60 </li></ul><ul><li>50 % of Internet users under 30 </li></ul><ul><li>25 % of users 25-29 do so daily </li></ul><ul><li>43 % English speaking Canadians and 24% of French speaking Canadians visit these sites </li></ul><ul><ul><li>Canada Online, The Internet, Media and Emerging Technologoes </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>SOCIAL MEDIA DEFINED </li></ul><ul><li>Younger users (under 45) and women use these sites for socializing </li></ul><ul><li>Older users use these sites to obtain and share information </li></ul><ul><li>Youth (12-17) use these sites for entertainment </li></ul>

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<ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Social media can help you in all stages of marketing , self-promotion , public relations , and customer service : </li></ul><ul><ul><li>research </li></ul></ul><ul><ul><li>strategic planning </li></ul></ul><ul><ul><li>implementation </li></ul></ul><ul><ul><li>evaluation </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><ul><li>Learn what people are saying about you </li></ul></ul><ul><ul><li>Create buzz for events & campaigns </li></ul></ul><ul><ul><li>Increase brand exposure </li></ul></ul><ul><ul><li>Identify and recruit influencers to spread your message </li></ul></ul><ul><ul><li>Find new opportunities and customers </li></ul></ul><ul><ul><li>Support your products and services </li></ul></ul><ul><ul><li>Improve your search engine visibility </li></ul></ul><ul><ul><li>Gain competitive intelligence </li></ul></ul><ul><ul><li>Get your message out fast </li></ul></ul><ul><ul><li>Retain clients by establishing a personal relationship </li></ul></ul><ul><ul><li>Be an industry leader – not a follower </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>&quot; What's the ROI for putting on your pants every morning? But it's still important to your business.&quot; </li></ul><ul><li>Scott Monty, Digital Communications Manager at Ford </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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<ul><li>Reach </li></ul><ul><ul><li>Website visits / views </li></ul></ul><ul><ul><li>volume of reviews and comments </li></ul></ul><ul><ul><li>Incoming links </li></ul></ul><ul><li>Action & Insight </li></ul><ul><ul><li>Sales inquiries </li></ul></ul><ul><ul><li>New business </li></ul></ul><ul><ul><li>Customer satisfaction and loyalty </li></ul></ul><ul><ul><li>Marketing efficiency </li></ul></ul><ul><li>Engagement & Influence </li></ul><ul><ul><li>Sentiment of reviews and comments </li></ul></ul><ul><ul><li>Brand affinity </li></ul></ul><ul><ul><li>Commenter authority/influence </li></ul></ul><ul><ul><li>Time spent </li></ul></ul><ul><ul><li>Favourites / Friends / Fans </li></ul></ul><ul><ul><li>Viral forwards </li></ul></ul><ul><ul><li>Number of downloads </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>Source: The Digital Influence Group, Measuring the Influence of Social Media

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<ul><li>Resources required for social media may include: </li></ul><ul><ul><li>Strategic consultation </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Creating content </li></ul></ul><ul><ul><li>Integrating tools </li></ul></ul><ul><ul><li>Distributing content </li></ul></ul><ul><ul><li>Relationship management </li></ul></ul><ul><ul><li>Measuring value </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>

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10 KEYS TO SOCIAL MEDIA SUCCESS <ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Experiment personally before professionally </li></ul><ul><li>Try a variety of social media tools </li></ul><ul><li>Be yourself , make some friends , and share </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>1. Discovery (people, competition, and search engines) </li></ul><ul><li>3. Skills (identify internal resources and gaps) </li></ul><ul><li>5. Maintenance (monitor and adapt) </li></ul><ul><li>2. Strategy (opportunities, objectives) </li></ul><ul><li>4. Execution (tools, integration, policies, and process) </li></ul><ul><li>KEYS TO SUCCESS </li></ul>Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

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<ul><li>CASE STUDY </li></ul><ul><li>YouTube </li></ul><ul><li>MySpace </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>EHarmony </li></ul><ul><li>“ Digits” (their own online community) </li></ul><ul><li>Virtual communities – Second Life </li></ul><ul><li>Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Leveraged core goals across all networks: </li></ul><ul><ul><li>Reinforce their brand as tax experts </li></ul></ul><ul><ul><li>Deliver on advocacy positioning of the brand </li></ul></ul><ul><ul><li>Present the brand as being innovative </li></ul></ul><ul><li>Through “ unexpected and meaningful interactions with consumers” </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Be community appropriate and relevant (interacting on Second Life is different than YouTube) </li></ul><ul><li>It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it? </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Brand Perception </li></ul><ul><ul><li>Evaluated brand metrics through a brand tracking study </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>600,000 YouTube views </li></ul></ul><ul><ul><li>1 million unique visits to their community site </li></ul></ul><ul><li>Word of Mouth </li></ul><ul><ul><li>Increased online mentions in blogs, forums, and other social media </li></ul></ul>

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<ul><li>Find where your audience is participating and indentify the influencers </li></ul><ul><li>Read industry blogs (including comments) </li></ul><ul><li>Google your company name & your competition </li></ul><ul><li>Find tools that can help you listen </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight </li></ul><ul><li>Companies that use crowd sourcing include: </li></ul><ul><ul><li>Starbucks (MyStarbucks) </li></ul></ul><ul><ul><li>Dell (Ideastorm) </li></ul></ul><ul><ul><li>DuPont </li></ul></ul><ul><ul><li>Netflix </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>iStockphoto.com </li></ul></ul><ul><ul><li>Threadless.com </li></ul></ul><ul><ul><li>Mechanical Turk (Amazon) </li></ul></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Amelia </li></ul><ul><li>KEYS TO SUCCESS </li></ul><ul><li>Arlington </li></ul>

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<ul><li>KEYS TO SUCCESS </li></ul><ul><li>56 unanimous responses in under 4 minutes from YouBeMom.com </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Chevy contest asks people to create a winning commercial for the Tahoe SUV </li></ul><ul><li>Website gives people online tools to make their own commercials including the ability to customize text </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Users subvert contest with ads slamming the Tahoe brand </li></ul><ul><li>Chevy eventually removes the website displaying videos critical of their product </li></ul><ul><li>Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube) </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Lessons learned: </li></ul><ul><li>Be careful when you ask for …. user generated content can’t be controlled </li></ul><ul><li>If you’re going to ask people their opinions be prepared to have a conversation </li></ul>

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<ul><li>Avoid puffery (people will ignore it) </li></ul><ul><li>Avoid evasion and lying (people won’t ignore it) </li></ul><ul><li>Companies have watched their biggest screw-up's rise to the top 10 of a Google search </li></ul><ul><li>Admit your mistakes right away </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>CASE STUDY </li></ul><ul><li>Belkin employee busted offering payment for fake positive product reviews </li></ul><ul><li>Belkin president claims it’s an isolated incident </li></ul><ul><li>Influential tech blogs expose a larger cover up and name more employees involved </li></ul>

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<ul><li>Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Incorporate tools that promote sharing: </li></ul><ul><ul><li>Share This, RSS feeds, Email a friend </li></ul></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Don't shout . Don't broadcast . Don’t brag . </li></ul><ul><li>Speak like yourself – not a corporate marketing shill or press secretary </li></ul><ul><li>Personify your brand – give people something they can relate to. </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>CASE STUDY </li></ul>

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<ul><li>Think like a contributor , not a marketer </li></ul><ul><li>Consider what is relevant to the community before contributing </li></ul><ul><li>Don’t promote your product on every post </li></ul><ul><li>Win friends by promoting other people’s content if it interests you </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Don’t try to delete or remove criticism (it will just make it worse) </li></ul><ul><li>Listen to your detractors </li></ul><ul><li>Admit your shortcomings </li></ul><ul><li>Work openly towards an explanation and legitimate solution </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Don’t wait until you have a campaign to launch - start planning and listening now </li></ul><ul><li>Build relationships so they’re ready when you need them </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>You need buy in from everyone in the organization </li></ul><ul><li>Convince your CEO that social media is relevant to your organization </li></ul><ul><li>Get your communications team together, discuss the options, then divide and conquer </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>Experiment with social media </li></ul><ul><li>Make a plan </li></ul><ul><li>Listen </li></ul><ul><li>Be transparent & honest </li></ul><ul><li>Share your content </li></ul><ul><li>Be personal and act like a person </li></ul><ul><li>Contribute in a meaningful way </li></ul><ul><li>See criticism as an opportunity </li></ul><ul><li>Be proactive </li></ul><ul><li>Accept you can’t do it all yourself </li></ul><ul><li>KEYS TO SUCCESS </li></ul>

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<ul><li>THE TOOLS </li></ul>SOCIAL MEDIA TOOLS

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<ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Related: </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Real Simple Syndication (RSS) </li></ul></ul><ul><ul><li>Social Media Press Release </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>People and organizations connect and interact with friends, colleagues and fans . </li></ul><ul><li>Popular social networks include Facebook and MySpace , Linkedin , bebo , and Ning . </li></ul><ul><li>There are niche social networks for just about everything. </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>create online profiles </li></ul><ul><li>share photos , video , and audio , links </li></ul><ul><li>send private message and instant message </li></ul><ul><li>learn more about people and organizations </li></ul><ul><li>Follow brands, celebrities, and gain your own fans </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Contains profiles of Fortune 500 executives and leading entrepreneurs </li></ul><ul><ul><li>average individual salary on LinkedIn is $109,000 </li></ul></ul><ul><li>On LinkedIn your can: </li></ul><ul><ul><li>Post a profile and resume </li></ul></ul><ul><ul><li>Connect with colleagues </li></ul></ul><ul><ul><li>Share professional recommendations </li></ul></ul><ul><ul><li>Find jobs </li></ul></ul><ul><ul><li>Forums to demonstrate expertise and find answers </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Fastest growing social network in Canada and the world (200 million members) </li></ul><ul><li>Powerful tools to engage and understand your audience: </li></ul><ul><ul><li>Brand pages </li></ul></ul><ul><ul><li>Custom applications </li></ul></ul><ul><ul><li>Targeted advertising </li></ul></ul><ul><ul><li>Audience insights/metrics </li></ul></ul><ul><ul><li>Opinion polls </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Your brand’s homepage on Facebook. </li></ul><ul><li>Allow you to post photos, videos, events and other messages. </li></ul><ul><li>Users interact with you by </li></ul><ul><ul><li>Becoming fans </li></ul></ul><ul><ul><li>Commenting on your posts </li></ul></ul><ul><ul><li>Participating in discussions </li></ul></ul><ul><ul><li>Post photos to your page </li></ul></ul><ul><li>Fans see your page updates in their newsfeed </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul><ul><li>This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship status </li></ul><ul><li>Relationship interests </li></ul><ul><li>Languages </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>THE TOOLS </li></ul>

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<ul><li>What you need: </li></ul><ul><li>Ad message (title and body) </li></ul><ul><li>Image (make it compelling) </li></ul><ul><li>Destination URL (where you want the ad to take people) </li></ul><ul><li>Social actions (optional) </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Social actions show related stories about a user’s friends alongside your ad. </li></ul><ul><li>People can vote whether they like or dislike your ad. </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Very affordable and easy to control your budget </li></ul><ul><li>You can specify a daily budget </li></ul><ul><li>Schedule specific dates for your ad to run </li></ul><ul><li>Pay for clicks (CPC) or impressions (CPM) </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Facebook Insights provides information about your ad campaign: </li></ul><ul><ul><li>Track ad performance with real-time reporting </li></ul></ul><ul><ul><li>Gain demographic and psychographic insights about people that view or take action on your ad </li></ul></ul><ul><li>Use this information to identify how you can improve your campaign to maximize your results </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Identify clear goals for your ad </li></ul><ul><li>Know who you’re trying to reach </li></ul><ul><li>Ensure ad headline, copy and image is relevant </li></ul><ul><li>Experiment to get it right </li></ul><ul><li>Monitor your campaign and adjust </li></ul><ul><li>Know when to quit </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Applications are entertainment and productivity tools that run within facebook </li></ul><ul><ul><li>Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page </li></ul></ul><ul><ul><li>When fans use your applications social stories are created that appear in their friends news feed and link back to your page </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>THE TOOLS </li></ul>

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<ul><li>Add social capabilities to your website by integrating with Facebook: </li></ul><ul><ul><li>Users log in to your website with their facebook identity </li></ul></ul><ul><ul><li>You can access their profile information to learn more about them and deliver targeted content </li></ul></ul><ul><ul><li>Publish information back to their friends’ streams on Facebook to bring their friend to your website </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Do </li></ul><ul><li>establish a presence on the social networks your customers and colleagues use </li></ul><ul><li>create a page to promote your brand </li></ul><ul><li>point your fans to your company blog or contest </li></ul><ul><li>encourage a discussion and participate frequently </li></ul><ul><li>explore targeted advertising opportunities </li></ul><ul><li>Don’t </li></ul><ul><li>create a page and fail to maintain it </li></ul><ul><li>try a hard sell approach </li></ul><ul><li>censor comments </li></ul><ul><li>spam your fans/friends with frequent private messages – you’ll drive them away </li></ul><ul><li>post false information </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>A blog is a website with regular entries of commentary or news </li></ul><ul><ul><li>Blogs serve to establish your company as transparent , relevant , active , and expert . </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>engage in dialogue with your customers </li></ul><ul><li>improve your search engine visibility </li></ul><ul><li>promote product launches and events </li></ul><ul><li>gain expert status by providing useful tips </li></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Do </li></ul><ul><li>post on a regular schedule </li></ul><ul><li>encourage conversation by asking questions </li></ul><ul><li>respond to people that comment on your posts </li></ul><ul><li>use a few bloggers from your company for more viewpoints </li></ul><ul><li>Don’t </li></ul><ul><li>write press releases – be real about why something is exciting </li></ul><ul><li>let complaints go unanswered </li></ul><ul><li>make users register to comment – they won’t bother </li></ul><ul><li>delete fair but critical comments </li></ul><ul><li>THE TOOLS </li></ul>

68.
<ul><li>Microblogs are blogs limited to a sentence or two (about 140 characters ) </li></ul><ul><ul><li>People use microblogging to promote themselves, share content and follow friends, celebrities and brands </li></ul></ul><ul><ul><li>Companies use it for marketing, public relations and customer service by giving their brand a voice within the community </li></ul></ul><ul><li>THE TOOLS </li></ul>

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<ul><li>Twitter can help you: </li></ul><ul><li>share timely information </li></ul><ul><li>promote useful content including resources, contests, deals, etc. (not just your own) </li></ul><ul><li>personify your brand </li></ul><ul><li>connect with your customers and develop leads </li></ul><ul><li>build credibility and influence </li></ul><ul><li>listen to consumer buzz </li></ul><ul><li>research competitors </li></ul><ul><li>network and learn from experts in your field </li></ul><ul><li>THE TOOLS </li></ul>

70.
<ul><li>Churches useTwitter to: </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Share insights </li></ul></ul><ul><ul><li>Highlight content </li></ul></ul><ul><ul><li>Hype events </li></ul></ul><ul><li>Trinity Church uses Twitter to tell Passion of Christ </li></ul><ul><li>Westwinds Church experiments with Twitter during services </li></ul><ul><li>Distracting or Enriching ? </li></ul><ul><li>CASE STUDY </li></ul>

71.
<ul><li>September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia. </li></ul><ul><li>Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well </li></ul><ul><li>The &quot; social media birthday &quot; was born; asking for donations from online friends to celebrate your birthday </li></ul><ul><li>CASE STUDY </li></ul>

72.
<ul><li>January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: </li></ul><ul><ul><li>202 real-life meetups across the globe, hosted by volunteers </li></ul></ul><ul><ul><li>$250,000 USD raised at these events </li></ul></ul><ul><ul><li>55 wells are planned across Africa & India </li></ul></ul><ul><li>CASE STUDY </li></ul>

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<ul><li>April 09: The first &quot;well that Twitter built&quot; is dug </li></ul><ul><li>April 09: Actor Hugh &quot;Wolverine&quot; Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support </li></ul><ul><li>Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity </li></ul><ul><li>CASE STUDY </li></ul>

74.
<ul><li>Social media campaign expands: </li></ul><ul><ul><li>Staff post Twitter updates delivering the results of donations </li></ul></ul><ul><ul><li>Website hosts videos of drilling progress made in Africa </li></ul></ul><ul><ul><li>A driller tweets live from Central African Republic </li></ul></ul><ul><ul><li>Hundreds of videos uploaded to YouTube by charity and supporters http:// www.youtube.com/user/charitywater </li></ul></ul><ul><ul><li>Facebook Causes page with over $61,000 donated </li></ul></ul><ul><li>CASE STUDY </li></ul>

75.
<ul><li>Do </li></ul><ul><li>find and share useful content </li></ul><ul><li>pose questions and reply to others </li></ul><ul><li>keep it fun - put a friendly face on your brand </li></ul><ul><li>promote sales, deals, news, updates, and build buzz for big releases or events </li></ul><ul><li>know what people are saying about your brand </li></ul><ul><li>Don’t </li></ul><ul><li>sound like a press release – you’re in a social space </li></ul><ul><li>spam with constant links to your company website, either in tweets or private messages </li></ul><ul><li>post useless information – do people really care what you had for lunch? </li></ul><ul><li>THE TOOLS </li></ul>

76.
<ul><li>THE TOOLS </li></ul><ul><li>Video sharing sites let you upload videos and share them with people. </li></ul><ul><li>They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization. </li></ul>

77.
<ul><li>THE TOOLS </li></ul><ul><li>helps you gain exposure and direct traffic back to your website </li></ul><ul><li>sparks interest without a hard-sell </li></ul><ul><li>videos can be low-fi and cheap to produce - immediacy and content is more important than quality. </li></ul><ul><li>videos can be a place to showcase your leadership in a field, and spread customer testimonials </li></ul>

78.
<ul><li>CASE STUDY </li></ul><ul><li>Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign </li></ul><ul><li>Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout </li></ul><ul><li>Launched the website WillitBlend.com and a YouTube channel </li></ul><ul><li>http://www.youtube.com/blendtec </li></ul>

79.
<ul><li>CASE STUDY </li></ul><ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views: 3,469,098 </li></ul></ul><ul><ul><li>Subscribers: 183,949 </li></ul></ul><ul><li>Online Blendtec blender sales increased 500% </li></ul><ul><li>The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre </li></ul>

80.
<ul><li>CASE STUDY </li></ul><ul><li>Lessons learned: </li></ul><ul><li>Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) </li></ul><ul><li>Experiment – the idea might not have worked, but what could they lose? </li></ul>

81.
<ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>be informative , useful , or entertaining </li></ul><ul><li>create a summary and detailed description </li></ul><ul><li>post video replies to others </li></ul><ul><li>allow commenting and participate in the conversation </li></ul><ul><li>save bandwidth costs on your website by hosting videos on YouTube </li></ul><ul><li>Don’t </li></ul><ul><li>just upload infomercials </li></ul><ul><li>be afraid to experiment until you find a formula that works. </li></ul><ul><li>pull down other people’s videos showcasing your product for copyright infringement </li></ul><ul><li>make your video longer than it needs to be – keep it concise and entertaining </li></ul>

82.
<ul><li>Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks . </li></ul><ul><li>Community votes on your submissions so they either rise to the top or drop to the bottom. </li></ul><ul><li>THE TOOLS </li></ul>

83.
<ul><li>Do </li></ul><ul><li>link to relevant articles about news in your field (not just your own content) </li></ul><ul><li>make friends with other bookmarkers in a legitimate way. </li></ul><ul><li>respect the terms of service </li></ul><ul><ul><li>(reddit allows self-promotion, digg does not) </li></ul></ul><ul><li>Don’t </li></ul><ul><li>spam by consistently bookmarking your own material </li></ul><ul><li>cheat by tagging your bookmarks with irrelevant popular keywords </li></ul><ul><li>open multiple accounts and vote for yourself – you’ll be exposed </li></ul><ul><li>THE TOOLS </li></ul>

84.
<ul><li>THE TOOLS </li></ul><ul><li>Photo sharing sites give you a place to upload and organize your photos </li></ul><ul><li>You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos. </li></ul>

85.
<ul><li>THE TOOLS </li></ul><ul><li>detail the launch of a new product , from initial sketches to the launch party </li></ul><ul><li>promote special events , charitable campaigns , and awards ceremonies </li></ul><ul><li>provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative </li></ul>

86.
<ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>tag your photos with relevant keywords </li></ul><ul><li>use your web site address or brand name as your Flickr screen name </li></ul><ul><li>upload quality photos of your products/services , and things related to your business </li></ul><ul><li>link prominently from your web site to your Flickr photostream </li></ul><ul><li>Don’t </li></ul><ul><li>stuff linked keywords into your photo descriptions or comments </li></ul><ul><li>plaster your URL all over the photos you upload </li></ul><ul><li>discourage people from using your photos (as long as they provide attribution such as a link back to your website) </li></ul>

87.
<ul><li>An Internet forum, or message board, is a bulletin board system in the form of a discussion site </li></ul><ul><li>conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads </li></ul><ul><li>THE TOOLS </li></ul>

88.
<ul><li>Do </li></ul><ul><li>keep the message board active by regularly participating in the conversation </li></ul><ul><li>collect minimal information during registration </li></ul><ul><li>keep focus and attract users by clearly identifying your community purpose and target audience </li></ul><ul><li>promote popular discussions throughout your website </li></ul><ul><li>Don’t </li></ul><ul><li>build it and expect people to start participating without encouragement and seeding </li></ul><ul><li>forget to moderate - spammers and trolls will drive users away </li></ul><ul><li>censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it. </li></ul><ul><li>THE TOOLS </li></ul>

89.
<ul><li>THE TOOLS </li></ul><ul><li>A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools </li></ul><ul><li>Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it </li></ul>

90.
<ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>find references to your organization and have inaccuracies updated </li></ul><ul><li>read the terms of use to ensure you are allowed to edit an entry about you </li></ul><ul><li>research competition </li></ul><ul><li>use wikis to collaborate with your team </li></ul><ul><li>Don’t </li></ul><ul><li>rely on social reference websites to be accurate </li></ul><ul><li>spam or overtly advertising – it could get you banned </li></ul><ul><li>use it for Search Engine Optimization (Wikipedia prevents search engines from following links) </li></ul><ul><li>Don’t sabotage competitor’s entries about competitors (You could get caught) </li></ul>

91.
<ul><li>Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding </li></ul><ul><li>people interact through characters called avatars </li></ul><ul><li>residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another </li></ul><ul><li>THE TOOLS </li></ul>

92.
<ul><li>hold media conferences in Second Life to generate buzz (World Bank reports in world) </li></ul><ul><li>create and sell branded products accompanied by coupons and advertising for real-world stores </li></ul><ul><li>purchase land, build stores, and open for business </li></ul><ul><li>publish streams of audio or video on people’s properties </li></ul><ul><li>THE TOOLS </li></ul>

93.
<ul><li>Do </li></ul><ul><li>Use it to generate publicity publicity for real world activities </li></ul><ul><li>find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated! </li></ul><ul><li>be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds. </li></ul><ul><li>THE TOOLS </li></ul><ul><li>Don’t </li></ul><ul><li>just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. </li></ul><ul><li>be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother. </li></ul>

94.
<ul><li>THE TOOLS </li></ul><ul><li>A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. </li></ul><ul><li>Podcasts can be simple recordings of conversations , presentations , or interviews </li></ul><ul><li>They’re a chance to provide build an audience around your brand or message. </li></ul>

95.
<ul><li>THE TOOLS </li></ul><ul><li>Do’s </li></ul><ul><li>come up with a format ( form, topic, and duration) </li></ul><ul><li>prepare don’t script (or you’ll sound stiff) </li></ul><ul><li>use a good microphone (but no need to over produce) </li></ul><ul><li>promote your podcast on your website and podcast directories </li></ul><ul><li>Dont’s </li></ul><ul><li>worry about length </li></ul><ul><li>invest in a lot of equipment – simple tools and software are all you need to get going </li></ul><ul><li>leave too much time between podcasts – it could prevent you from building an audience </li></ul>

96.
<ul><li>THE TOOLS </li></ul><ul><li>RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers. </li></ul><ul><li>an effective way to distribute your content and lead users back to your website </li></ul>

97.
<ul><li>THE TOOLS </li></ul>

98.
<ul><li>THE TOOLS </li></ul><ul><li>Don’t </li></ul><ul><li>offer RSS feeds for your website’s blog , news , events , and podcasts </li></ul><ul><li>subscribe to RSS feeds relevant to your industry or interests </li></ul><ul><li>include a title and description only so subscribers need to visit your site for the full story </li></ul><ul><li>track your subscribers </li></ul><ul><li>Don’t </li></ul><ul><li>spam your subscribers by including excessive advertising in your RSS feed </li></ul><ul><li>go overboard – limit RSS feeds to content frequently updated </li></ul><ul><li>freak out when a splogger hijacks your content – this could actually help your search engine rank </li></ul>

99.
<ul><li>THE TOOLS </li></ul>

100.
3 TAKE AWAY MESSAGES <ul><li>5 TAKE AWAY MESSAGES </li></ul>

101.
<ul><li>Word of Mouth peer-to-peer discussions are more influential than the mass media </li></ul><ul><li>Participate by enabling and feeding the conversation (follow the 10 keys to success) </li></ul><ul><li>Be transparent & honest </li></ul><ul><li>3 TAKE AWAY MESSAGES </li></ul>

103.
SOCIAL MEDIA MYTHS <ul><li>THE MYTHS </li></ul>

104.
“ Social media is just a fad – it will go away.” <ul><li>THE MYTHS </li></ul>

105.
“ Social media is inexpensive .” <ul><li>THE MYTHS </li></ul>

106.
“ If we put our content online we’re just giving our expertise away for free! ” <ul><li>THE MYTHS </li></ul>

107.
“ We can’t measure social media results. ” <ul><li>THE MYTHS </li></ul>

108.
“ Social media might work for certain industries and business models but it won’t work for us . ” <ul><li>THE MYTHS </li></ul>

109.
“ Tell the programmers to setup that social media thing….and get them to make it viral while they’re at it!” <ul><li>THE MYTHS </li></ul>

110.
“ YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!” <ul><li>THE MYTHS </li></ul>

111.
“ I’ve started a Facebook page so I’ve got social media covered !” <ul><li>THE MYTHS </li></ul>

112.
“ If we just delete all negative comments no one will see them .” <ul><li>THE MYTHS </li></ul>

113.
“ No seriously, I don’t think anyone will notice if we delete those negative comments.” <ul><li>THE MYTHS </li></ul>

114.
“ If we build it they will come .” <ul><li>THE MYTHS </li></ul>

115.
“ Social media is for kids .” <ul><li>THE MYTHS </li></ul>

116.
“ We have to figure this all out before we start using social media.” <ul><li>THE MYTHS </li></ul>

117.
“ Social Media is hard .” <ul><li>THE MYTHS </li></ul>

118.
“ Social Media is easy .” <ul><li>THE MYTHS </li></ul>