Social Media for Business Marketing

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My slides for Edgeware's social media and marketing presentation.


<p>Web 2.0 and Social Media for Marketing</p> <p>Social Media for Marketing</p> <p>Nicole Jensen Events Geek and Social Media NerdFor Edgeware, September 2nd 2012</p> <p>Me</p> <p>Management, events, business, marketing, leisure psychology, entrepreneurship80% volunteer and consultant work</p> <p>Events marketingMaximum exposureInfo shareSourcing leadsCommunity growth#BTUBClient workPersonality marketingLearnSocialise</p> <p>2</p> <p>You</p> <p>Already have lots of knowledge and contactsWhat are your...Marketing goals?Existing profiles?Preferred social networks?Industries?Markets?B2C or B2B?Values and culture?</p> <p>3</p> <p>Today</p> <p>Outline</p> <p>Importance and considerationsSuggested toolsStrategy developmentResources and extras</p> <p>Tips</p> <p>Have your websites up for referenceAsk throughoutWrite down anything unrelated to ask laterFeel free to tweet if youre shy (#edgieNJ)</p> <p>4</p> <p>1. Importance and Considerations</p> <p>What are you here for?</p> <p>5</p> <p>The Crux of It</p> <p>Key Business UsesBrand awarenessMarket researchCustomer serviceMarketing GoalsSustainabilityReputation developmentThought leader or expertRogue or out-of-the-box</p> <p>1. Importance and Possibilities</p> <p>Aim</p> <p>Strategy</p> <p>Reason</p> <p>KPI</p> <p>6</p> <p>Some Basics</p> <p>ConsistencyWhen? Not straight awayGOAL!Personal vs BusinessKeep recreational use separateIf your brand is yourself (as a sole trader or personality) it all works too.Value people as individuals, not mere numbersValue manual activity over automatic</p> <p>1. Importance and Possibilities</p> <p>Hashtags...</p> <p>1. Importance and Possibilities</p> <p>...Can Become Bashtags</p> <p>1. Importance and Possibilities</p> <p>Avoiding Pitfalls</p> <p>Contingency plansInfo released early? At all? Wrong?Inappropriate manners?Watch for negative resultsFOMO, alienationChange aversionKnow your privacy settingsSites terms of useWhat strategy is permitted?</p> <p>1. Importance and Possibilities</p> <p>2. Suggested Tools and Tactics</p> <p>Consider your brand. What would your business be like as a person?</p> <p>11</p> <p>Top 10 Social Media Trends - Randi Zuckerberg</p> <p>Luxury living, not luxury spendingLoyalty programsSocial media for customer serviceMobile firstExperts are curatorsHumourCrowdsourcingPeople as platforms and brands = uncontrolled messagesVideo and live-streamingGamification</p> <p>(20th Aug, 2012, SmartCompany)</p> <p>2. Suggested Tools and Tactics</p> <p>12</p> <p>Choosing</p> <p>2. Suggested Tools and Tactics</p> <p>Pic: Minh Uong/The New York Times, 2011</p> <p>Objectives and resourcesLong- and short-termInformation to shareAudienceDynamicsTech usePlatformUISizeCultureLongevity</p> <p>14</p> <p>Networks</p> <p>FacebookTwitterGoogle+LinkedIn (B2B, HR)Bookmark communities e.g. Reddit</p> <p>YouPhotosEventsStatus updatesAudienceCommentLike/favouriteRepostAttend</p> <p>2. Suggested Tools and Tactics</p> <p>15</p> <p>The Worst Facebook Page Admin</p> <p>They:</p> <p>Like if... and/or share if...Fill in the blank:...Use the same strategyOnly ask questionsPost image + unrelated text and URLComment on irrelevant current events badly!Are snarky to complaints</p> <p>Consider Instead:</p> <p>Dont ask for value, give it!Variety of formats60-40 relatednessDirectIndirectDont profit from misfortuneRespectfully address feedback</p> <p>2. Suggested Tools and Tactics</p> <p>16</p> <p>The Worst Twerp</p> <p>They:</p> <p>Ask for retweets or followsRT if...PLEASE RT!!!Follow many and hasnt tweeted even onceUse too many hashtagsRetweet about themselvesHave too many third-party apps connectedExist only for traffic</p> <p>Consider Instead:</p> <p>Follow slowlyGrow organicallyParticipate in conversationKnow your industry tagCollate praise privatelyHave minimal appsDont only link elsewhereGood customer services</p> <p>2. Suggested Tools and Tactics</p> <p>Publishing Platforms</p> <p>Professional</p> <p>WordpressBloggerSlideshare</p> <p>Email marketingRSS</p> <p>Personal</p> <p>TumblrYoungPop culture, social justice, politics, cats, NSFWImages, audio, video and textPinterest79% femalesCraft, fashion, weddings, DIYImages with linksMedium (new!)Images and text</p> <p>2. Suggested Tools and Tactics</p> <p>19</p> <p>Mobile</p> <p>Photos and Media</p> <p>InstagramPathFlock </p> <p>Location and Gamification</p> <p>FoursquarePathYelpFacebook check-inFacedeals (video)Ethical considerationsWho would use this? Why?</p> <p>2. Suggested Tools and Tactics</p> <p>20</p> <p>Gamification</p> <p>Tasks and goals (mastery)Imagination (novelty)Created social environmentFreedom (autonomy)GuidelinesFeedbackPeerOrganiserShared experiences</p> <p>2. Suggested Tools and Tactics</p> <p>21</p> <p>Gamification</p> <p>Community</p> <p>ParticipationReferralsBehaviour informationFoursquareGetGlueFitocracy</p> <p>Employees</p> <p>The new glass trophyMotivationCreativity and competitionHave clear KPIsBadgevilleEpicWin</p> <p>2. Suggested Tools and Tactics</p> <p>22</p> <p>Additional Tools</p> <p>Crowdsourcing</p> <p>FinancialKickstarterPozible (Australia)Offbeatr (NSFW)InformationBranchMonkeySurvey</p> <p>Events</p> <p>EventbriteMeetup</p> <p>LivestreamUstreamYouTubeVimeo</p> <p>2. Suggested Tools and Tactics</p> <p>Video</p> <p>23</p> <p>Aggregation and Monitoring</p> <p>Storify</p> <p>Klout</p> <p>2. Suggested Tools and Tactics</p> <p>25</p> <p>3. Strategy Development</p> <p>Be consistent, honest and relevant.</p> <p>Setting up</p> <p>IdentityUsername and brandingStatic and dynamic informationBusiness profiles vs employee accountsCredibilityContent policiesIntroduce key individualsKeep content fresh (and know whats popular)TrustValue for newcomers e.g. FAQ or welcome videoValue for existing communityDo what you say</p> <p>3. Strategy Development</p> <p>Human Resources</p> <p>The intern?Possibly not!Marketing managementYou, the entrepreneurEncourage experience in new hiresResourcesDont block sitesRoutineSavvy workplace culture</p> <p>3. Strategy Development</p> <p>29</p> <p>Writing Copy</p> <p>Have a decent profile bio/blurbshort, honest, interestingnot copied from your websiteMatch your market but stay true to your brandWe vs. I is a matter of strategy and tasteSpell-check. Please.</p> <p>3. Strategy Development</p> <p>Personalising</p> <p>Approachability + value.Tips (Margin Media):Avoid industry jargonShow employees being themselvesGet in on conversationTurn off the sales pitch once in a whileHumour builds priceless rapport be tasteful</p> <p>3. Strategy Development</p> <p>Pic: Anne Francis, Forbidden Planet, 1956</p> <p>Creative Strategy</p> <p>Integrate business strengths, connectionsConsider the communityBBC America LivetumblrBe consistent and timelessStay away from poor taste be ethicalKnow fair use &amp; IP law</p> <p></p> <p>3. Strategy Development</p> <p>32</p> <p>The Pfaff Tweet Race</p> <p>3. Strategy Development</p> <p>Limited scope</p> <p>33</p> <p>Troubleshooting: Trolls, Haters and Others</p> <p>Have a clear policyLegal obligationKeep watchKeep recordsRemoveInform community</p> <p>Address legit concernsSincere acknowledgmentOffer resolutionDont only tell them to phone or emailPrivate messageUse like you would email</p> <p>3. Strategy Development</p> <p>34</p> <p>The secret? Effort.</p> <p>Plan around your GOALSChoose your platform wiselyBuild organicallyBe original, consistent and honestValue manual over automatic responseBe interactiveStay on targetShow, dont just tell</p> <p>3. Strategy Development</p> <p>Resources</p> <p>Recap:</p> <p>Presentation contentSlideshareStorifyWeb strategy planning templateBy Bluewire Media and David Meerman Scott Creative Commons License, Attribution 3.0</p> <p>Not Covered, But Useful:</p> <p>Demographics in 2012pagemondo ROI infographic (.png)My social media basics table</p> <p>Tweet @nicolejensen</p> <p>36</p>