2. OUTLINE
1. OVERVIEW ON SOCIAL
NETWORKS
2. MCCS YUMA STRATEGY
3. HOW CAN MCCS
DEPARTMENTS
PARTICIPATE?
4. DO’S AND DON’T’S OF SN
5. TOOLS AVAILABLE
6. CREATE ACCOUNTS
3.
4. Marketers are Budgeting and Betting on Social Media in 2010-11
One thing MarketingSherpa consistently looks at to determine if a tactic is established or
emerging is how people are spending and planning to spend on it. In this case, there are
only two tactics that reflect a rising budget.
5. Critical Barriers to the Adoption and Integration of Social Media
Now that we know the drivers, let’s look at the barriers to social media
Critical Barriers to the Adoption and Integration of Social Media
Now that we know the drivers, let’s look at the barriers to social media
6.
7.
8. To begin, let’s take a look at some of the most
popular social media networks and tools, with a
quick primer on what’s good and not-so-good about
each of them.
9. Facebook is, by numbers alone, the most popular
social networking site today, with more than 350
million registered users. It’s a site that lets people
share updates, photos, videos, articles, and more
with ―Friends,‖ who they have to approve to be in
their network. Businesses and organizations can
create ―Fan Pages,‖ which other Facebook users
can become fans of, just like they do sports teams,
musicians, and celebrities.
What’s good about it?
• The user base is huge, and that means many of your customers and
constituents are already there.
• It’s easy to use.
• Multimedia content can be integrated with your profile.
• You can separate your personal and professional use. Unless you
Deploy custom apps
What’s not so good about it?
• You have limited ability to customize your Fan Page.
• Fan Pages do not have email alerts; you will have to check to see if there
is any activity. ( Unless you deploy Social Monitoring System)
• It’s a closed environment — only Facebook users can become fans or
friends of your business or organization.
10. Twitter is a social networking service that allows users to
communicate with their ―Followers.‖ It’s open to anyone, so
you can follow or be followed by people you know and
people you don’t. Users choose a ―handle‖ that is their user
name preceded by the @ symbol, and communicate via
short messages and updates (called ―Tweets‖) that have a
maximum length of 140 characters. Tweets can be very
easily ―Retweeted‖ (RT) and shared with the simple click of
a button.
What’s good about it?
• The ―Timeline‖ (or the Twitter feed) is public, which can help to give your business or organization greater
exposure in web search results.
• The site is more open than Facebook, so it’s easier to build a community of potential customers you don’t
personally know.
• Fans can ―follow you‖ without you having to reciprocate.
• There is a quick way to share links to content.
• Users are very vocal, so if they are happy with your business or organization, they’ll say so.
What’s not so good about it?
• The site is text only — pictures and video are shared through secondary links.
• It’s challenging to say something of significance in only 140 characters.
• Lots of ―noise.‖ With so many identical-looking Tweets, it’s hard to make a single one stand out in the crowd.
• Spammers are increasingly targeting the service.
• Users are very vocal, so if they have a problem with something, they’ll say so.
11. LinkedIn is the more ―professional‖ social network of the
Big Three. It lets users create what amounts to an online
resume and connect with other peers — be it friends,
colleagues, or other business associates — through online
networking. Businesses and organizations can also set up
profiles on the site; many businesses use it to recruit (and
check references) for new hires.
What’s good about it?
• The ―six-degrees‖ nature of the site allows you to reach out to people through already existing connections.
• Profiles are straightforward and connections can be easily made.
• Not a lot of ―noise‖ and clutter.
• Allows for Question and Answer inquiries with a professional slant.
What’s not so good about it?
• It’s the smallest of the Big Three social networks, though its population is growing.
• It’s a more stodgy environment, which doesn’t convey fun.
• Job seekers are more active on the site than those already employed.
• People use the site for purely professional purposes, so marketing messages are not always welcome
12. MySpace was one of the first social networking sites to rocket
to popularity. Today, the site is populated mainly by younger
users; the majority are under the age of 35, according to
Quantcast.
What’s good about it?
• Pages are highly customizable.
• It’s great for sharing or promoting music.
What’s not so good about it?
• The user base is shrinking.
• Many pages are amateurish and poorly designed
Blogs
A blog, by definition, is simply a content publishing tool that displays your posts in cronological order, with
the most recent on top and earlier ones below. Your content can be whatever you wish:
opinions, education, news, product reviews, etc.
What’s good about them?
• They provide an easy way to manage articles and content.
• Each new post adds a new web page and increases your web presence — and helps your search
engine optimization.
• Blogs can serve as an archive for your newsletter content.
What’s not so good about them?
• Blogs must be updated somewhat regularly to derive value.
• They take more time than Facebook, Twitter, or LinkedIn, etc. to keep current. (unless you integrate
with site)
• Templates through free services can be limiting.
• Employing an advanced design requires some knowledge of HTML and CSS.
13. Foursquare is a location-based social
networking website, software for mobile devices, and also a
game. Users "check-in" at venues using a mobile website, text
messaging or a device-specific application.[1] They are then
awarded points and sometimes "badges."
14.
15. THE THREE SECRET SYNERGIES
Social Media Should Complement
current web initiatives not compete against them
16. THE THREE SECRET SYNERGIES
There are three secret synergies between Search Engine Optimization and social
marketing. These synergies are common aspects of social media and SEO, but when they
work together, they create the power that drives social media and SEO success.
1. Content. The material on your site needs to be relevant to your audience. Together,
social media and SEO analytics tell you what content is most important.
2. Link Building. How many people are linking to you? Who are they? Link building is
an essential piece of social media. As your content earns links, your SEO ranks increase.
3. Search Queries. How many people are searching on your keywords? Social media
drives more people to
17. Content
You may have heard the phrase ―Content is king.‖ Nowhere is this truer
than in social media. Following are a few guidelines to help you select
and create the right content for your audience.
•Write a Quality Headline
•Follow with a Great Opening
•Be Conversational
•Don’t Be a Salesman
•Use Pictures/Video ( These two are the most ―share content‖ in
social media
•Be a Resource ( Give reviews, product demos, customer
service)
23. Link Building
Your site needs lots of relevant, trusted links from a variety of sources
before your site will rise in the natural search results.
Using Web Analytics
We were able to determine who was
linking to us and enabled us to
engage them to add additional links
24. Search Queries
Sometimes, when companies engage in social media and online social
networking, they don’t see any immediate, track able results. Using the
right SEO strategy for a content it enables similar content to appear.
Our
Proper SEO tagging similar
enables to cross content
promote similar appears
content of ours. in search
due to
correct
SEO
strategy
26. Most Social Media
Implementations
require the user to
navigate to multiple
social networks to join
the conversation, and
also require more and
keep them up 2
personnel to manage all
these networks
28. XML Feed
Users can join conversation from official site
without need of going to other network
Most interactions
in networks are
automated in order
to maintain equal
messaging across
ecosystem
29. HOW CAN MCCS YUMA
PROGRAMS JOIN THE
CONVERSATION
30. Currently
1. Provide Content
1. Photos
1. Check out Camera From Marketing
2. Return day after event
2. Video ( Schedule time slot to shoot video)
3. Suggest Surveys or sweepstakes
4. Start Discussions (Facebook)
2. Educate Patrons of Social Media Outlets
3. Listen & Respond to messaging regarding your program
4. Update Fans on Events
5. Foursquare -Develop foursquare initiative to interact with patrons
Near Future
1. Manage Blog – this will be available with new CMS system
2. Send out Tweets
3. Respond on Comment API in own site
32. 1. Ensure Content is Search Engine Optimized (SEO)
1. Photos (SEO Tag, Optimize, Brand Content)
2. Video (Shoot, Edit, Tag, & Brand Content)
3. Suggested Surveys ( Program and Implement )
4. Monitor & Optimize Ecosystem base on latest technological developments.
5. Listen to interaction between MCCS depts and patrons and R & D tools to
automate ―the conversation(APPS)‖
2. Educate Program managers on latest trends of Social Media Outlets
3. Create Events on Facebook based on approved special events calendar.
4. Measuring effectiveness – Provide analytics reports to departments in order to
shape the conversation.
5. Brand Protection
1. Official Website
2. Logos
3. OFFICIAL Social Networks
1. http://www.facebook.com/mccsyuma
2. http://twitter.com/mccsyuma
1. Working on additional twitter lists (MCFTBYUMA,CYTYUMA.SMP, and others.
3. http://www.flickr.com/photos/mccsyuma/
4. http://www.youtube.com/user/mccsyuma
6. Implement Management Automation Tools for Social Media Management
7. Conversation Monitoring
35. According to a new survey of 1,400 CIOs of companies with 100 or
more employees, 54% now completely block employees from
accessing social networking sites at work. Another recent report
indicated that 8% of companies in the US
have fired staff over social media misuse
36.
37. Rules of Engagement
•Stick to your area of expertise and provide unique, individual perspectives on
what's going on at MCCS YUMA and in the world.
•Post meaningful, respectful comments—in other words, no SPAM and no
remarks that are off-topic or offensive.
•Always pause and think before posting. That said, reply to comments in a timely
manner, when a response is appropriate.
•Respect proprietary information, content, and confidentiality.
•When disagreeing with others' opinions, keep it appropriate and polite.
•Know and follow the MCCS YUMA Code of Ethics, Privacy Policy and
Employee Forum Guidelines.
You should make sure that your online activities do not
interfere with your job or work commitments.
Installation level policy being written to take into account
various other orders that include (Web Utilization, HR, PII and
others)
38. Facebook Rules of Engagement
•-We do not allow graphic, obscene, explicit or racial comments or submissions
nor do we allow comments that are abusive, hateful or intended to defame
anyone or any organization.
-We do not allow solicitations or advertisements. This includes promotion or
endorsement of any financial, commercial or non-governmental agency.
Similarly, we do not allow attempts to defame or defraud any financial,
commercial or non-governmental agency.
-We do not allow comments that suggest or encourage illegal activity.
-You participate at your own risk, taking personal responsibility for your
comments, your username and any information provided.
(Patrons Only) Also, the appearance of external links on this site does not
constitute official endorsement on behalf of the USMC or Department of
Defense.
•No OFFICIAL MCCS POSTS WITH OUTSIDE LINKS WITHOUT
SPONSONSHIP APPROVAL
39. Tools Available
•Official MCCS Yuma Facebook
•Event Updates
•Discussion Forum
•Wall Updates
•Email list registration ( APP)
•MCCS YUMA iBar (DEMO)
•MCCSiTV- Virtual TV channel (Studio time available Mon & Tues
10am-12, Must give 1 day advance notice to marketing)
•Nutshell Mail-Social Network updates in Inbox.
•PPC Paid Advertising
•File Download
•Foursquare Campaign
Future tools Available
•Official MCCS Yuma Facebook
•Blog Integration on Face Book & Website
•Live Video Streaming
•Event Ticketing ( Special Events)
•More Custom Apps
•Hootsuite – Multiple Twitter Account Management system
The sad fact is that many major brands fall short when it comes to engineering a true social media strategy. I have had many conversations with my colleagues and we all can agree that a Facebook strategy is much more than simply offering a weakly branded Facebook application where you pick your five favorite ice cream flavors. It's about creating awareness of one's brand, interaction with one's brand, and then evangelism of one's brand. It's about creating a connection, a bond, and then forging that bond with information and content. It's about sharing, listening, and then sharing some more. It is a dialogue, not a monologue.Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. Many brands engage advertising or creative agencies for the sole purpose of increasing their fan base on Facebook. The question is, once a brand reaches the desired milestone of ten thousand, one hundred thousand, or even 1 million fans...then what? What are they truly aiming for? Now that a brand has all of these people "liking" them, what are they going to tell them?This is where a lot of brands fail to deliver. They don't disseminate any information once they have a participant as a "fan." There is no follow up, no dialogue, no participation. It is just an occasional arbitrary update pimping out the latest product or service. This is a fail, which often results in a loss of advocacy.A lot of the same points above could be said about a big brand's involvement with Twitter as part of their social strategy. Many brands come to Moxie desiring a presence on Twitter merely because everyone else is doing it. We guide our clients with strategic recommendations, but many companies aren't fortunate enough, or do not seek, such guidance. Many brands tweet too much, focusing on quantity as opposed to quality. They also offer nothing more than sales messages instead of giving the participant, or follower, exclusive information that they wouldn't normally find on a website or news wire.So how do you create a meaningful and lasting social media relationship with your fans?
Keep your fans engagedA good starter for major brands when creating a social strategy is to formulate a plan. Figure out how you are going to create awareness of your brand. Are you going to create an advertising campaign driving participants to your Facebook fan page as opposed to a website or micro site? Are you going to buy a promoted tweet on Twitter? Are there going to be web banners promoting your product or service? Or perhaps a brand wants to create a banner campaign solely promoting their Facebook page. Either way, a plan is in order. One must decide what the objectives are, what they are trying to promote, and how to first engage users.Once a participant arrives at your Facebook fan site how do you keep them there? How do you procure them as a repeat visitor? How do you stay in touch and create a dialogue? There are several methods, but perhaps the most popular is "like-gating." Like-gating is the act of offering a participant valued content but then only making it available to them after they "like" your branded Facebook page. After they click the "like" button, the exclusive content is revealed to them and they are free to interact with the page and exclusive contentThe exclusive content given should be entertaining, informative, or useful. Some brands use exclusive video clips to reward their participants while others offer games, applications, or just access to information. Regardless of what a brand is delivering, it must be pertinent and desirable to that participant.
Engage in consistent and meaningful conversationIn order for a brand to keep a participant engaged, they must continue to deliver content to them on a regular basis. It is bad practice to engage a fan and then maintain radio silence. On Twitter, you must respond to engagement. When a person mentions your brand, acknowledge them and continue the conversation. When a person gets no response, they stop engaging. It works the same way in the real world. Your loyal fans will lose interest quickly and move on to find a brand that values what they have to say.Make distribution of information part of your Facebook social plan. Create a matrix or schedule and keep that participant engaged and informed. Ask the participant questions and let them have a voice. This speaks volumes to a consumer and makes them feel. For example in yuma airshow site we build a schedule of postings and press releases to be released day by day.
Engage in consistent and meaningful conversationIn order for a brand to keep a participant engaged, they must continue to deliver content to them on a regular basis. It is bad practice to engage a fan and then maintain radio silence. On Twitter, you must respond to engagement. When a person mentions your brand, acknowledge them and continue the conversation. When a person gets no response, they stop engaging. It works the same way in the real world. Your loyal fans will lose interest quickly and move on to find a brand that values what they have to say.Make distribution of information part of your Facebook social plan. Create a matrix or schedule and keep that participant engaged and informed. Ask the participant questions and let them have a voice. This speaks volumes to a consumer and makes them feel. For example in yuma airshow site we build a schedule of postings and press releases to be released day by day.
Turn participants into evangelistsFinally, brands must learn how to turn participants into evangelists. This is the hardest yet most important challenge of any major brand attempting to execute a social strategy. It can be done in several ways but the best methodology is to just to put your best idea forward.The philosophy "build it and they will come" comes to mind when speaking about Facebook and Twitter endeavors. Big brands shouldn't try to force something viral. They shouldn't try to encourage shares or a pass-a-long mentality. Brands should work hand-in-hand with their agencies to just come up with the best idea they possibly can. Make it original, make it fun, make it memorable, and make it count. If brands create something truly unique, it will be seen and create a "spread fast" reaction organically that, in turn, will gain recognition and lead to evangelism. In the example above video a patron commented and critique a video game review a MCX employee did and gave us tips, and was then engaged to come do his own video reviews for us. He ended up doing about a dozen of them and were highly rated by our users. This turned our target market into our personal brand evangelists.
In the above example this posting was posted to Facebook…. What is interesting is that the poster happens to be a lane maintainance person at the bowling alley…. The question to ask is…. Is the in the position to know the financial reasoning business decisions where made? Probably not…. But to the 150+ friends that saw his posting… it sure seemed like it… what does that do to our image?