Social Media for Marketing

Nicole Jensen – Events Geek and Social Media NerdFor Edgeware, September 2nd 2012

Me

Management, events, business, marketing, leisure psychology, entrepreneurship

80% volunteer and consultant work

Events marketingMaximum exposureInfo shareSourcing leads

Community growth#BTUBClient work

Personality marketingLearnSocialise

You

Already have lots of knowledge and contactsWhat are your...

Marketing goals?Existing profiles?Preferred social networks?Industries?Markets?B2C or B2B?Values and culture?

Today

Outline

1. Importance and considerations

2. Suggested tools3. Strategy development4. Resources and extras

Tips

Have your websites up for reference

Ask throughoutWrite down anything

unrelated to ask laterFeel free to tweet if you’re

shy (#edgieNJ)

1. Importance and Considerations

What are you here for?

The Crux of It

Key Business UsesBrand awarenessMarket researchCustomer service

Marketing GoalsSustainabilityReputation development• Thought leader or expert• Rogue or out-of-the-box

1. Importance and Possibilities

Aim Strategy Reason KPI

1. Importance and Possibilities

Some Basics

ConsistencyWhen? Not straight away

GOAL!Personal vs Business

Keep 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

Hashtags...

1. Importance and Possibilities

...Can Become Bashtags

1. Importance and Possibilities

Avoiding Pitfalls

Contingency plansInfo released early? At all? Wrong?Inappropriate manners?

Watch for negative resultsFOMO, alienationChange aversion

Know your privacy settingsSite’s terms of use

What strategy is permitted?

1. Importance and Possibilities

2. Suggested Tools and Tactics

Consider your brand. What would your business be like as a person?

Top 10 Social Media Trends - Randi Zuckerberg

1. Luxury living, not luxury spending2. Loyalty programs3. Social media for customer service4. Mobile first5. Experts are curators6. Humour7. Crowdsourcing8. People as platforms and brands = uncontrolled messages9. Video and live-streaming10. Gamification

(20th Aug, 2012, SmartCompany)

2. Suggested Tools and Tactics

2. Suggested Tools and Tactics

Choosing

Pic: Minh Uong/The New York Times, 2011

Objectives and resourcesLong- and short-term

Information to shareAudience

DynamicsTech use

PlatformUISizeCultureLongevity

2. Suggested Tools and Tactics

Networks

FacebookTwitterGoogle+LinkedIn (B2B, HR)Bookmark communities –

e.g. Reddit

YouPhotosEventsStatus updates

AudienceCommentLike/favouriteRepostAttend

The Worst Facebook Page Admin

They:

“Like if...” and/or “share if...”“Fill in the blank:...”Use the same strategy

Only ask questionsPost image + unrelated text

and URLComment on irrelevant

current events – badly!Are snarky to complaints

Consider Instead:

Don’t ask for value, give it!Variety of formats60-40 relatedness

DirectIndirect

Don’t profit from misfortuneRespectfully address

feedback

2. Suggested Tools and Tactics

2. Suggested Tools and Tactics

The Worst Twerp

They:

Ask for retweets or follows“RT if...”“PLEASE RT!!!”

Follow many and hasn’t tweeted even once

Use too many hashtagsRetweet about themselvesHave too many third-party

apps connectedExist only for traffic

Consider Instead:

Follow slowlyGrow organicallyParticipate in conversationKnow your industry tagCollate praise privatelyHave minimal appsDon’t only link elsewhereGood customer services

2. Suggested Tools and Tactics

Publishing Platforms

Professional

WordpressBloggerSlideshare

Email marketingRSS

Personal

TumblrYoungPop culture, social justice,

politics, cats, NSFWImages, audio, video and text

Pinterest79% femalesCraft, fashion, weddings, DIYImages with links

Medium (new!)Images and text

2. Suggested Tools and Tactics

Mobile

Photos and Media

InstagramPathFlock

Location and Gamification

FoursquarePathYelpFacebook check-inFacedeals (video)

Ethical considerationsWho would use this? Why?

Gamification

Tasks and goals (mastery)Imagination (novelty)

Created social environmentFreedom (autonomy)GuidelinesFeedback

PeerOrganiser

Shared experiences

2. Suggested Tools and Tactics

Gamification

Community

ParticipationReferralsBehaviour informationFoursquareGetGlueFitocracy

Employees

The new “glass trophy”MotivationCreativity and competitionHave clear KPIsBadgevilleEpicWin

2. Suggested Tools and Tactics

2. Suggested Tools and Tactics

Additional Tools

Crowdsourcing

FinancialKickstarterPozible (Australia)Offbeatr (NSFW)

InformationBranchMonkeySurvey

Events

EventbriteMeetup

LivestreamUstreamYouTubeVimeo

Video

2. Suggested Tools and Tactics

Aggregation and Monitoring

Storify Klout

3. Strategy Development

Be consistent, honest and relevant.

Setting up

1. Identity Username and branding Static and dynamic information Business profiles vs employee accounts

2. Credibility Content policies Introduce key individuals Keep content fresh (and know what’s popular)

3. Trust Value for newcomers – e.g. FAQ or welcome video Value for existing community Do what you say

3. Strategy Development

3. Strategy Development

Human Resources

“The intern?”Possibly not!Marketing managementYou, the entrepreneurEncourage experience in

new hiresResources

Don’t block sitesRoutineSavvy workplace culture

3. Strategy Development

Writing Copy

Have a decent profile bio/blurbshort, honest, interestingnot copied from your website

Match your market – but stay true to your brand‘We vs. I’ is a matter of strategy and tasteSpell-check. Please.

Personalising

Approachability + value.Tips (Margin Media):

1. Avoid industry jargon2. Show employees being

themselves3. Get in on conversation4. Turn off the sales pitch

once in a while5. Humour builds priceless

rapport – be tasteful

3. Strategy Development

Pic: Anne Francis, Forbidden Planet, 1956

Creative Strategy

Integrate business strengths, connections

Consider the communityBBC America Livetumblr

Be consistent and timeless

Stay away from poor taste – be ethical

Know fair use & IP lawdoctorpuppet.tumblr.com

3. Strategy Development

The Pfaff Tweet Race

3. Strategy Development

Limited scope

3. Strategy Development

Troubleshooting: Trolls, Haters and Others

Have a clear policyLegal obligation

Keep watchKeep recordsRemoveInform community

Address legit concernsSincere acknowledgmentOffer resolutionDon’t only tell them to

phone or email• Private message• Use like you would email

3. Strategy Development

The secret? Effort.

Plan around your GOALSChoose your platform wiselyBuild organicallyBe original, consistent and honestValue manual over automatic responseBe interactiveStay on targetShow, don’t just tell

Resources

Recap:

Presentation contentSlideshareStorify

Web strategy planning templateBy Bluewire Media and David

Meerman Scott Creative Commons License,

Attribution 3.0

Not Covered, But Useful:

Demographics in 2012pagemondo ROI infographic (.

png)My social media basics table

Tweet @nicolejensen