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Presentation to San Jose Chamber September 24, 2011 By Julie Gallaher Get on the Map Local Search Marketing http://getonthemap.us
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SOCIAL MEDIA DISASTERSAND HOW TO AVOID THEM
Get on the Map Local Search Marketing All Rights Reserved 2011
Fish Where the Fish Are
Online ImportanceAdults who went online to get news or information about the 2010 electionsAdults who did not go online to get news or informa-tion about the 2010 elections
Get on the Map Local Search Marketing All Rights Reserved 2011
Winners Use Social Media
2010 Congressional Campaigns
Election Winners who had more Facebook fans than their opponentsElection Winners who had fewer Facebook fans than their opponents
Get on the Map Local Search Marketing All Rights Reserved 2011
Beware the Land Mines
Get on the Map Local Search Marketing All Rights Reserved 2011
Don’t Do This!
Ignore a Social Media EruptionMotrin, KFC, United Airlines
Use a phony name to bash your opponent or praise yourselfWhole Foods, Wal Mart, Hi-Media, Honda
Rogue TweetsRed Cross, Chrysler
Misunderstand Your AudienceKenneth Cole, GoDaddy, Groupon, Pepsi
Intimidate or Threaten to suppress InformationNestle, Cook Source, Horizon Realty, Louis Vuitton, Barbara Streisand
Get on the Map Local Search Marketing All Rights Reserved 2011
Do This Instead
Never Ignore a Social Media Eruption – constantly monitor, even on the weekends so you can respond if something happens
Never use a phony name to bash your opponent or praise yourself it is SO easy to identify IP addresses & digital footprints
Discourage Rogue Tweeting with a social media policy for staff and key supporters. But be prepared if it happens (see point 1)
Remember that Humor is in the eye of the beholder, sarcasm & wittiness are easily misunderstood and can offend
Don’t censor, threaten or use other forms of intimidation – the backlash is frequently worse than the original
Get on the Map Local Search Marketing All Rights Reserved 2011
Control What You Can
Implement SEO & Reputation Management – make sure your best stuff is on Google’s first page
Create a lot of content – post articles, photos, videos, commentary frequently
Spread your own message in your own words
Have a social media policy and training so your inner circle doesn’t get you in trouble
Get on the Map Local Search Marketing All Rights Reserved 2011
Monitor What’s Being Said
Create list of keywords that are important to you – your name, key staff, opponent, campaign issues
Set Google, Yahoo, Bing & Twitter alerts for these keywords
If this is an overwhelming amount of information subscribe to a monitoring service
Get on the Map Local Search Marketing All Rights Reserved 2011
Marketing on Social Media
Use Social Media to Lower the Cost of Creating a Brand
Identify some niche markets and advertise to them
Micro Niche Targeting – your ad seen by: • Retired Military Officers who own businesses• Married College Students who are religious• Cyclists who work at HP and live in Los Gatos
Get on the Map Local Search Marketing All Rights Reserved 2011
Tips
Start participating in social media today – results take time
Establish personal profiles – invite everyone you know to connect with you on all the platforms
Facebook, LinkedIn, Twitter, Youtube and Google Plus could all be important for your campaign
Create a social media strategy plan
Don’t assign social media to an intern – Get some professional social media consulting.
Julie GallaherGoogle Me!Klout Score 67Twitter Followers 7,500 +http://twitter.com/juliegallaherFacebook Friends/Fans/Subscribers 3,000 +http://facebook.com/getonthemapLinkedIn Connections 1,500+http://linkedin.com/in/juliegallaherhttp://getonthemap.us916-265-2521
Or come to my FREE online webinar on Political Reputation Management on Thursday, October 6, 2011 at 1:30pm Info at http://www.youtube.com/watch?v=6VEZ1MMPnsc
Get on the Map Local Search Marketing All Rights Reserved 2011
