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Presentation to LACTLD March 2012, San Jose, Costa Rica.Using social media for marketing and communication for Latin American ccTLD managers.
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Social Media
BLACKNIGHT
• Michele Neylon• Founder / CEO Blacknight • Contact: http://mneylon.tel• @mneylon (@blacknight)• http://michele.me/blog• http://www.blacknight.me
Topics
• Social Media in Latin America• How to do it?• Why to do it?• Why not to do it / a word of warning
Some Stats
• Facebook 93 million+ users in Latin America• Google+ more popular with Spanish speakers• LinkedIn 8.6 million+ members• Flickr 5bn+ images• Wikipedia 17m+ articles• YouTube – 24hrs of video uploaded every minute• 88% of Latin America internet users on social
networks!
• Are YOU using social media now?• If you aren’t .. Why not?
• Opportunities
– Customer service– Sales channel– Marketing / PR – Brand building– Costs are relatively low compared to other media
• Punch above your weight!• Small energetic company can have a BIG
impact• You DO NOT need a massive budget
Things To Do
• Things you probably should do (if you haven’t already)
– Develop a social media policy– Monitor it– Try it (if you can…or aren’t already)– Monitor it some more– Engage or get left behind ..
Things NOT To Do
• Things you probably shouldn’t do
– Argue with users– Delete stuff (heard of RSS?)– Overthink it (you do have a policy, right?)
Tools
• Plenty of tools available:– Hootsuite– Twitter app– Buffer app – Analytics tools (+hook into Google analytics)
• Risks
– Username “squatting”– Impersonation– Phishing links– Scams– App permission “hijacking”– Privacy– Security
• The internet + social media = fast• People expect (demand) speed
• Give people a reason to “follow” and “engage”• Make it worthwhile • Provide “value”
• Avoid shortcuts – building a following should be “natural”
• People do business with other people• Don’t be a robot
• Users access social media on mobile – you can too (and you should!)
• Remember – social media is about humans + engagement
• Done right social media >>> users love you • Competitive advantage
• Questions? Complaints?• Photo credits:• IStockPhoto• http://www.flickr.com/photos/forbairt/
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