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Let's be real. Most of us don't have a whole full time + community manager to nurture our business' social media presence. You've been tasked with "figuring this social thing out" or decided to tackle social presence in your "free" time. This presentation is for you. We break down some fundamental guidelines and best practices for managing your social media presence pragmatically. Presented as part of the Portland Business Journal's BizDev series.
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SOCIAL MEDIA STRATEGIESFOR REAL WORLD BUDGETSDayn Wilberding, Director of Digital Culture : Grady Britton
PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #2
@PDXBizJournal @Dayn @GradyBritton
Tuesday, September 28, 2010
Social Media Expert
THING 1 RE: SOCIAL MEDIA
I’m not.
100,000 friendsovernight!
Tuesday, September 28, 2010
It’s OK to feel overwhelmed.
THING 2 RE: SOCIAL MEDIA
I am.
Tuesday, September 28, 2010
USERS
TIME
Life cycle of social networks
Tuesday, September 28, 2010
Social Media Technologies that make creating and sharing
content possible
Social Influence Marketing
Understanding the influence we have on
each other in Social Media & techniques for
utilizing it for business goals
Tuesday, September 28, 2010
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
CONTENTS UNDER PRESSURE
Tuesday, September 28, 2010
WWI&II
mid-century®
information age
early
Influence has evolved.
Tuesday, September 28, 2010
Identity has evolved.
®
Tuesday, September 28, 2010
Identity has evolved.
Tuesday, September 28, 2010
Tuesday, September 28, 2010
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
CONTENTS UNDER PRESSURE
Tuesday, September 28, 2010
HOW BIG IS SOCIAL?
Tuesday, September 28, 2010
36% of all online time is spenton social networks or blogs
1:00 in every 4:30
66%for theaverageinternetuser:
MORE TIME THAN A YEAR AGO
Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
Tuesday, September 28, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?97%have searched for a brand online
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
SOCIAL MEDIA IS MAINSTREAM
Neilsen, Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Tuesday, September 28, 2010
What Americans Do Online: Social Media And Games Dominate Activity - NeilsenWire Aug 2, 2010”“Despite the almost unlimited nature of what you can do on the
web, 40 percent of U.S. online time is spent on just three
activities – social networking, playing games and emailing...
Tuesday, September 28, 2010
Don’t social users hate marketing?
Tuesday, September 28, 2010
Don’t social users hate marketing?
97% say that influenced a purchase decision
Razorfish - FEED 2008, 2009
76% welcome brand advertising
66% friended or followed a brand
65% have had their mind changed about a brand
Tuesday, September 28, 2010
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
CONTENTS UNDER PRESSURE
Tuesday, September 28, 2010
But why should my biz bother?Fine. It’s popular.
Tuesday, September 28, 2010
But why should my biz bother?
Your customers expect you to be there.
Your competition is already there.
It’s where the next influencers are.
Serve your customers better, earn points.
Presence equals trust.
It’s fantastic for SEO.
Tuesday, September 28, 2010
Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan
CONTENTS UNDER PRESSURE
Tuesday, September 28, 2010
SOCIAL MEDIAQUICK START PLAN FOR REALISTS7 Guidelines for Planning Social Participation
Tuesday, September 28, 2010
1 NETWORKSSOCIAL MEDIA QUICK START PLAN
Quantcast.com
Forrester Social Technographics Tool
Tuesday, September 28, 2010
2 PURPOSESOCIAL MEDIA QUICK START PLAN
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
Increase Awareness
Tuesday, September 28, 2010
2 PURPOSESOCIAL MEDIA QUICK START PLAN
Increase Awareness
Enhance Customer Service
Establish Thought Leadership
Stimulate Sales or Leads
Tuesday, September 28, 2010
Stimulate Sales or Leads
Tuesday, September 28, 2010
2 PURPOSESOCIAL MEDIA QUICK START PLAN
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.
@dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!
@DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;)
750followers
1500followers
Enhance Customer Service
Tuesday, September 28, 2010
1100followers
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that
SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that
SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW
storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day
27followers
Enhance Customer Service
Tuesday, September 28, 2010
2 PURPOSESOCIAL MEDIA QUICK START PLAN
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
Establish Thought Leadership
Tuesday, September 28, 2010
2 PURPOSESOCIAL MEDIA QUICK START PLAN
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Tuesday, September 28, 2010
3 MEASUREMENTSOCIAL MEDIA QUICK START PLAN
fans, followers, subscribers, likes, retweets, mentions, shares, comments, pageviews, time on page, referrals, share of voice, sentiment, click - throughs, sales...
likes mentions referrals participation
START HERE:
Tuesday, September 28, 2010
4 PERSONALITYSOCIAL MEDIA QUICK START PLAN
Be a friend. Participate. Stumble. Adapt.
Transparency is the message.
Who personifies your brand?
Tuesday, September 28, 2010
Personal interaction trumps stale brand messaging
Tuesday, September 28, 2010
5 POLICIESSOCIAL MEDIA QUICK START PLAN
SocialMediaGovernance.org@kellyrfeller
Tuesday, September 28, 2010
6 CONTENTSOCIAL MEDIA QUICK START PLAN
What is most memorable about your brand right now? What’s share worthy?
Center your content around what is poorly served or missing in the market.
Turn questions customers are asking of your competition, your sales or customer service departments into topics.
Tuesday, September 28, 2010
Will It Blend?
iPhone:2,281,902 views
Vuvuzela:1,309,488 views
Tuesday, September 28, 2010
6 CONTENTSOCIAL MEDIA QUICK START PLAN
What is most memorable about your brand right now? What’s share worthy?
Center your content around what is poorly served or missing in the market.
Turn questions customers are asking of your competition, your sales or customer service departments into topics.
Tuesday, September 28, 2010
7 NEXT PHASESOCIAL MEDIA QUICK START PLAN
Plan for success, failure, and the more likely blindside.
Have an objective 3rd party available.
Tuesday, September 28, 2010
REAL WORLD EXPECTATIONS
Social Influence takes time. A lot of time.
The tools are not the strategy.
Social Media should be part of your larger online presence, not a silo.
Tuesday, September 28, 2010
Best Practices
Social Influence is a real thing.Schedule it in.
Set aside time. Make nurturing your social relationships a regular part of your day.
Tuesday, September 28, 2010
Best Practices
Get your co-workers involved.
Encourage them to generate content.
Tuesday, September 28, 2010
Best Practices
Start blogging.
Try WordPress, Blogger, Tumblr or Posterous.
Tuesday, September 28, 2010
Best Practices
Aim for and enable share-ability in all your content.
Facebook Like button, Retweet this, comments...
Tuesday, September 28, 2010
Best Practices
Develop an editorial calendar.
Mon Tue We Thur Fri
✓ blog post✓ 4 tweets✓ bookmark 3 stories✓ share 2 stories on Facebook
✓ 6 tweets✓ bookmark 1 story✓ share 2 stories on Facebook
✓ 2 tweets✓ bookmark 3 story✓ share 1 video on Facebook
✓ blog post✓ 4 tweets✓ share 2 stories on Facebook
✓ fav 2 videos on YouTube✓ 10 tweets for Follow Friday✓ share 2 videos on Facebook
Tuesday, September 28, 2010
Best Practices
Host video and images externally.
Increase your exposure by uploading imagery and video to Flickr & YouTube, then embedding it on your site.
Tuesday, September 28, 2010
Best Practices
Always consider the user connected to his or her social graph.
Tuesday, September 28, 2010
Thank you.
GradyBritton.com GradyBritton
For my card, txt: DAYN to 50500dayn
delicious.com / daynw / pbj2
daynw@gradybritton.com
Tuesday, September 28, 2010
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