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Robin Frank [email protected] @greenrobeen
Social Media:
Integrated Engagement
Blue Sky Skincare
2/14/2011
The Reason We’re Here Today
Agenda
• Social Media Overview
• Strategy
• Platforms
– Facebook– Twitter– Linkedin - maybe
– Streamlining your presence
• Great Social Media: Examples
Every Word Online is an Opportunity for Branding and Promotion
• Twitter/Facebook - the cocktail conversation/dinner party
– Facebook : maintaining relationships with friends and family– Twitter: creating new relationships - then move to LI/ FB– Tips
• Intersection between social and professional lives• Valuable business tools AND stay in touch• Keep it professional but a bit more playful
• Linkedin - the business meeting– Interactive resume and rolodex– Keep it professional
5,000,000,000The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook
50,000,000The number of Tweets per day on Twitter.com
Social Media Influences People
• 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group
• 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
• 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
• 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
Who is talking about your company?
• your customers
• your donors
• your volunteers
• your employees
• your investors
• your critics
• your fans
• your competition....
• anyone who has internet access and an opinion.
Small Markets are the New Mass Market
“It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”
Brian Solis, The Social Media Manifesto
1. LISTEN
Step 1: Listen
• Find where your audience is participating and indentify the influencers
• Read industry blogs (including comments)
• Google your company name & your competition
• Find tools that can help you listen
Step 1: Listen
2. LEARN
Step 2: Learn What do your customers need?
• What customer types exist?
• What are they looking for?
• Where do they go?
• How do they like to interact?
• How much time do they have?
• How willing are they to share openly?
• Do they want exposure?
• Do they want to shape the industry or influence the next generation?
3. LAUNCH
Step 3: Create Your Social Media Launch Plan
• Business Goals• Engagement Plan• Measure Success
Business Goals
Boil it down to one sentence that gets to the core
•Increase Brand Awareness , Personalize Your Brand•Collaborate with Customers , Gain Insight , Co-create Products•Decrease Cost of Customer Service•Optimize Site, Better Search Results, More Traffic•Establish Yourself as a Thought Leader, Educate Customers•Increase Sales
Engagement Plan
• What will you publish?
• Where will you publish?
• How often will you publish?
• Balance (content, events, 1:1, outreach)
• Integrate with traditional channels
• Tips
Share your content
• Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
• Make your content easy to share
• Incorporate tools that promote sharing:– Share This, RSS feeds, Email
a friend
Contribute in a meaningful way
• Think like a contributor, not a marketer
• Consider what is relevant to the community before contributing
• Don’t promote your product on every post
• Win friends by promoting other people’s content if it interests you
Be personal and act like a person
• Don't shout. Don't broadcast. Don’t brag.
• Speak like yourself – not a corporate marketing shill or press secretary
• Personify your brand – give people something they can relate to.
• Don’t be a social media schizo – have a consistent presence online
Measure Your Success
Success Metrics
• # fans, # followers, # friends• # of comments• # of retweets• # mentions• # links clicked
Sales Response time Issues resolved Traffic increase to site Subscriptions
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
Leveraging Social Media– Learn what people are saying about you
– Create buzz for events & campaigns
– Increase brand exposure
– Identify and recruit influencers to spread your message
– Find new opportunities and customers
– Support your products and services
– Improve your search engine visibility
– Gain competitive intelligence
– Get your message out fast
– Retain clients by establishing a personal relationship
– Be an industry leader – not a follower
Get to know me…
Facebook Now Commands 41% of Social Media Traffic
Source: comScore
• Fastest growing social network in the world (400 million active members)
• 56% of site in US is women!
• Powerful tools to engage and understand your audience:– Brand pages– Custom applications– Targeted advertising– Audience insights/metrics– Opinion polls
Why Create a Facebook Page
• People spend a lot of time on FB daily
• They are in a relaxed frame of mind when they are there
• The average time users spend in FB monthly is almost 3x higher than the runner up
• FB is an amazing tool for sharing stories, videos, and pictures.
• FB updates show up conveniently in their stream (they don't have to go to other sites to find them)
– Gets around the challenge of getting them to your website/blog
• Items can be shared very quickly with others.
• FB has become one of the most popular ways, if not the most popular, to invite people to events.
– Easy to remind people of events, share events with friends, synch with calendar
Some Compelling FB Data• People spend over 700 billion minutes per month on Facebook
• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
• Average user is connected to 80 community pages, groups and events
• There are more than 150 million active users currently accessing Facebook through their mobile devices
• People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users.
• Trendsetters: The average “liker” has 2.4x the amount of friends than that of a typical Facebook user
• Active Explorers: Facebookers click 5.3x more links to external sites
Facebook Pages• Your brand’s homepage on
Facebook.
• Allow you to post photos, videos, events and other messages.
• Users interact with you by
– Becoming fans
– Commenting on your posts
– Participating in discussions
– Post photos to your page
• Fans see your page updates in their newsfeed
Some Thoughts on Facebook Strategy
• Set a clear objective – know why you’re on FB
– Create new awareness
– Increase attendance
– Drive traffic/sales
• Who is your audience?
– Several of them?
• What do we want them to do?
– Know, share, attend, visit blog, buy
• Decide on a scoreboard
– How will we know/measure it is working?
Creating a Facebook Fan Base• Offer your customers consistent value that they are not already
getting through other means. • Promotional offers can be a good source of material once you
have an established fan page, posting only true content for the first 30 days.
Get People Talking/Liking
• Encourage comments by asking yes/no questions – Require very little effort to answer
• Comment and “like” your own posts– Leverage the promotional power of your own network (as
an administrator) to help get the ball rolling. Thus, having multiple administrators and moderators can be to your page’s benefit
• Ask fans to “like” your update
Make Posts Shareable/Add Value• Keep your updates short and to the point
– Focus on creating headlines that grab attention
• Create experiences
– Ask fans to post their favorite link, tip, etc.
– Expert Friday or Happy Hour Tips?
• Encourage sharing
– Ask your audience questions, start conversations and reach out directly to them. This is about building a social community, not a marketing channel.
• Post third-party articles
– Share relevant content without simply promoting your own material.
– Ask for feedback and comments
• Keep the content fresh
– Offer different kinds of content — using different sources and alternating administrator voices and multimedia features.
– Make it ready to cut and paste!
Copywrite your FB updates as Headlines
FB Strategy Logistics
• Create a team who will post content
– Decide when and how often
– Use a scheduling tool - Hootsuite
• Create a few admins to respond to questions and comments
• Distribute tasks – divide and conquer
• Write easy to follow guidelines
• Be flexible
– Adapt to your audience
– Adapt as FB and Social Media evolve
Success Metrics: Suggestions
• Increased sales
• Increased attendance at events
• Increased visits to website
• Increased sharing of events/updates
• New Likes
• Monthly/Daily Active Users
• Daily Page activity
• Daily blog post feedback
– Use FB data to improve your content – get blog post recommendations, process recommendations, etc.
Plan for Negative Feedback
• Always support feedback
• Always address negative comments
• Take them offline if necessary
• Provide a discussion outlet
• If you delete say so, and explain why
• Set hours of operation – where you will respond
Use Video
• If you post videos, use the FB video uploader – you get a like button inside the video
Target Messages
• Send different messages to different segments of your audience
Facebook Integrated!
IKEA: photo tagging genius
http://www.youtube.com/watch?v=0TYy_3786bo
Sacrifice a Friend
Adobe: Real or Fake?• Guess whether an image was real or
manipulated in Photoshop.
• Results
– 10% of page visitors played the game
– Of those who played, 6% clicked the “Share” button
– 6% clicked “Buy Now” at the end of the game
– Over 6,000 new fans
Apps for Doing Business on FB
• Great article: 30 Apps for Doing Business on FB
– http://mashable.com/2009/01/22/business-facebook-apps/
• Blog promotion: Networked blogs, Social RSS
– Add FB Like Button to Your Blog
Custom Landing Pages are Sexy
• Custom content– DIY/WYSIWYG
• tabsite.com• Custom
– hyperarts.com– customfanpagedesigns
.com– fanpagegenerator.com
• App suites + custom– involver.com– northsocial.com
• Fan engagement solutions– buddymedia.com– contextoptional.com– vitrue.com
Facebook Updates Comment Plugin with Votes and More
• The voting system gives users the ability to rate a comment positively or negatively, similar to Digg’s voting system.
• This feature will transform Facebook’s commenting platform for third-party websites into something far more advanced.
FB Instant Search App – Great Tool
Facebook Groups• The good
– Create instant private or public spaces for your friends, co-workers, fellow hobbyists, you name it
– Designating smaller circles of friends within your overall list of Facebook friends makes sharing easier
• Some things to think about– All messages sent to a group are e-mailed to the address stored
in your Facebook account. You can disable these in Account Settings
– Group memberships can spiral out of control. Any of your friends can add you to any group, without your permission. Facebook won’t prompt you for your permission. If you’re not interested, you have to leave.
– Groups can grow unwieldy as friends you added to a group you create start adding friends of theirs who aren’t friends of yours.
– Admins can edit the group’s membership to remove people they don’t want which can be awkward
Proven Tips for Loyalty & Engagement
• Activate fans, don’t collect them
• Create more content, more often– Allocate resources you have, decide on a schedule
• Know when you want to post– ie, evenings, weekends for example are popular times– Schedule in advance (Hootsuite)
• Make it worth your fan’s while to look out for your updates! Here some ideas to brainstorm how they could apply to CB
– Razorfish published a study that asked consumers why they fan and follow brands. The greatest percentage of people, by far, responded ‘for the exclusive deals & offers’
– If you want fans to watch out for and look forward to your updates, reward them from time to time with special offers
• For many businesses, this can be coupons, giveaways, contests and even special info and access.
• Regular deals (e.g. Friday specials or Tuesday giveaways) have also been shown to build highly engaged fan bases
#smfail
• You think social media will solve all your problems
• You don’t have a clear/focused strategy• You lack storytelling• You don’t listen first• You start then stop
#smfail: Facebook News Feed 2006
• The History: Facebook launched one of the most revolutionary features in social media during September 2006: the Facebook News Feed.
– Within a week, 750,000 users were protesting the feature. After several days, Facebook added privacy controls and created a Facebook group to discuss privacy and news feed issues.
• The Lesson: Prepare users for major changes and be proactive in responding to criticism. Now Facebook rolls out new features gradually.
#smfail: Motrin Moms• The celebration of International
Baby Wearing Week also serves as a platform for the Motrin brand’s launch of their new ads touting the tagline “we feel your pain”
– Moms were not pleased with babies being made into fashion statements
• The Lesson: Understand your audience before engaging with it. People don’t mess around when you talk about their kids.
#smfail: Pepsi AMP UP• Pepsi apologizes for
iPhone app to promote their AMP energy drink that helps guys score with pickup lines for 24 types of women – to help guys “get the job done”
• Following the outpouring of criticism, Pepsi and AMP offered an apology over Twitter to irate consumers
#smfail: Gap Logo Redesign• Gap puts forth a logo
redesign - met with severe backlash from passionate fans, critics, and media.
– Thousands of comments, logo redesign websites, Twitter spoof accounts and even Facebook accounts setup to lead this branding revolt.
– Clearly consumers take just as much ownership in the logo as the brand.
Social Media ROI Rule #1
• Define a clear Social Media Strategy and customize your analytics to measure your success
• Include hard numbers
– Sales
– Visits
– Traffic
• Include softer numbers
– Tie your activity to something and measure that:
• registrations, referrals, links, votes, reduced customer service issues, reduced costs and processes, lead generation, conversion, reduced sales cycles, inbound activity, customer insight, etc.
Social Media ROI• Return on engagement – the duration of time spent either in
conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement.
• Return on participation – measuring and valuing the time spent participating in social media through conversations or the creation of, social objects.
• Return on involvement – touchpoints for documenting states of interaction and tying metrics and potential return of each.
• Return on attention - assess the means to seize attention, hold it and as such measure the responses activities that we engender.
• Return on trust – A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business..
Facebook Advertising
• Facebook ads give you the ability to advertise directly to specific demographic groups
• This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
Facebook Ads
• Consensus says that clickthrough rates for Facebook ads remain at 0.1% compared to search (which hovers around 12%)
• Facebook will argue that these are good rates for undirected search
Facebook Advertising - Targeting
• Location
• Age
• Sex
• Keywords (appear in your users profile)
• Education
• Workplace
• Relationship status
• Relationship interests
• Languages
• Friends of friends
Facebook Advertising - Placement
• THE TOOLS
Facebook Advertising – Design
What you need:• Ad message
(title and body)
• Image(make it compelling)
• Destination URL (where you want the ad to take people – keep it within Facebook!)
• Social actions (optional)
Facebook Advertising – Social Actions
• Social actions show related stories about a user’s friends alongside your ad.
• People can vote whether they like or dislike your ad.
Facebook Advertising – Pricing
• Very affordable and easy to control your budget
• You can specify a daily budget
• Schedule specific dates for your ad to run
• Pay for clicks (CPC) or impressions (CPM)
Facebook Advertising – Analytics
• Facebook Insights :
– Track ad performance with real-time reporting
– Gain demographic and psychographic insights about people that view or take action on your ad
• Use this information to identify how you can improve your campaign to maximize your results
Facebook Ads – What to Expect
• Consensus says that clickthrough rates for Facebook ads remain at 0.1% compared to search (which hovers around 12%)
• Facebook will argue that these are good rates for undirected search
Facebook Advertising – Recommendations
• Identify clear goals for your ad• Know who you’re trying to reach• Ensure ad headline, copy and image is
relevant• Experiment to get it right• Monitor your campaign and adjust• Know when to quit
Facebook Applications
• Applications are entertainment and productivity tools that run within Facebook
– Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page
– When fans use your applications social stories are created that appear in their friends news feed and link back to your page
Facebook Applications
Facebook Connect
Add social capabilities to your website by integrating with Facebook:– Users log in to your website
with their Facebook identity– You can access their
profile information to learn more about them and deliver targeted content
– Publish information back to their friends’ streams on Facebook to bring their friend to your website
LinkedIn – Professional Social Network
• Contains profiles of Fortune 500 executives and leading entrepreneurs
– average individual salary on LinkedIn is $109,000
– 60 million users in 200 countries
• On LinkedIn your can:– Post a profile and resume– Connect with colleagues– Share professional recommendations– Find jobs– Forums to demonstrate expertise and
find answers
Linkedin Groups
• Similar to Facebook pages
• Search for relevant groups based on keywords– professional interest, alumni, professional, etc.– Invitation and approval: can pre-approve
• Admins can email the entire group
– Reach members even if they don’t login to Linkedin
• Learn, contribute, build relationships and credibility
– Answer questions that relate to your expertise– Ask questions and start discussions to find out what
prospects care about and to become more visible– Link blog posts to your group on LI– Import RSS to news area, can do multiple feeds
Linkedin Profiles
• Buff up your account• Upgrade your account - send inmails• Join groups
– Post to discussions - get yourself known• Event listings• Drive traffic
– Links to blogs, websites, articles, books, etc• Update your status - engage your network - goes to
email• Connect - paid, intro, or outside Linkedin• Job posting and job search• Send out a monthly “tip sheet” in your area just for
your contacts.
Simplify Your Social Media Routine
• Use simple tools– Twitter Desktop: Hootsuite– Link/automate updates - Twitter, Linkedin, Facebook– Mobile apps– Twinfluence, Tweetreach– Signatures
• Focus on sending high impact messages• Figure out which social media platforms give you
the most value • Let go of the need to read everything. Learn to
scan• Form close relationships with people who give you
the most value, not everyone
Defeating Social Clutterreaching the limit of the attention span
• Big scale– More than 80% of US online users are on social media
• Big reach– Just a tiny handful of Mass Connectors will create 256
billion influence impressions in the US this year.
• The majority of your messages won’t get through!
• Here’s what to do:– Go through the clutter – a trusted source (hint: this may not be you)
• Peer influence will grow as social networking does
– Give them something interesting to talk about
– Look hard for new experiences and new content to offer
– Look for open spaces – audiences where clutter isn’t a problem yet
– Find secondary audiences for your brand
• Diaspora: – Disaspora has the most buzz by a country mile. it’s an open-source social network that
allows users total control over their information. Diaspora is set to officially launch on Sept. 15. Privacy is obviously the big hook here, but it will be interesting to see if the site’s feature set is robust enough to provide a compelling Facebook alternative.
• AllMyBiz: – I confess, I do not love the name, but I love the idea — a social network that makes it
easy to partition your personal and professional lives. A lot of people (myself included) neglect either Facebook or LinkedIn because we just don’t have the bandwidth to fit in another network. The ability to separate my professional life (journalism, content aggregation, e-mail newsletters) from my after-hours pursuits (running, video games, homemade pickles) without a lot of fuss makes a lot of sense to me. Sadly, it’s still in closed beta.
• Face2Face– Whenever I hear someone object to location-aware social networks, the word “creepy”
invariably comes up. And lets face it, there are certain risks that come with choosing to broadcast your location. But I like the possibility of serendipity that comes with location-based networks. Everyone likes to unexpectedly bump into a friend — at a party, in an airport, on the street — and Face2Face makes that more likely by telling you when someone you know is nearby, without actually telling you exactly where they are. That way, if you’d like to make plans to meet, you’ve got avenue for doing so — and if not, you can always pretend you didn’t get the message in time.
• Pip.io– Like Diaspora, part of Pip.io’s pitch is that it’s easy to control your
privacy settings. But what I like about the network is the way it focuses content around actual conversations
• Grouply:– I totally understand why Ning got rid of its free option — it was the
right move for that company. But not all Ning users could afford to keep their own specialized social networks going under the new pay system. For those people, there is Grouply. I’m not sure Grouply competes with Ning’s feature set, but the price is definitely right.
• Scoop– Remember when Facebook was “thefacebook” and you had be in
college to joinWell a new generation of studious youngsters is set to get their exclusive network, in the form of Scoop. What sets Scoop apart from old-school Facebook is the new network’s mobile angle. With investment dollars coming from Google CEO Eric Schmidt’s TomorrowVentures, Scoop is showing a lot of promise, though, it’s still not open to the public.
Hootsuite
Delicious - Bookmarking
Wisestamp.com
A Few Thoughts
• Social Media is a Toolset not a Checklist• As they say..
– It’s not what you know, it’s who you know• Control spectrum
– Blog-Facebook-Twitter• Automate as much as possible
– Increase exposure not workload• You don’t need to respond to everything
– Blog, tweet, wall post, etc.– Make people feel loved and listened to in a larger
way without it being a direct one-to-one dialogue
Inspiration and Credits
• Social media Is....slideshare.net/leewhite/social-media-is
• What the F**K is social mediaslideshare.net/mzkagan/what-the-fk-social-media
• The Social Media Manifestobriansolis.com/2007/06/future-of-communications-manifesto-for.html
• Groundswell Blogblogs.forrester.com/groundswell/2007/12/the-post-method.html
• Tactica Interactive Communications tactica.ca
• SmartBrief on Social Media smartbrief.com/socialmedia/
• Inside Facebook insidefacebook.com
• Sorel Denholtz
Great Social Media
Blendtec – Will it Blend?
• Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
• Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
• Launched the website WillitBlend.com and a YouTube channel
http://www.youtube.com/blendtec
Blendtec – ROI
• Videos went viral generating “millions of dollars in brand recognition”
– Channel Views: 3,469,098
– Subscribers: 183,949
• Online Blendtec blender sales increased 500%
• The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
Charity: Water – From Twitter to Africa
• September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
• Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
• The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
Charity: Water - $250,000 raised
• January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
– 202 real-life meetups across the globe, hosted by volunteers
– $250,000 USD raised at these events
– 55 wells are planned across Africa & India
Charity: Water – Breakthrough Exposure
• April 09: The first "well that Twitter built" is dug
• April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
• Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
Charity: Water – Phase 2
• Social media campaign expands:
– Staff post Twitter updates delivering the results of donations
– Website hosts videos of drilling progress made in Africa
– A driller tweets live from Central African Republic
– Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
– Facebook Causes page with over $61,000 donated
IKEA: photo tagging genius
http://www.youtube.com/watch?v=0TYy_3786bo
Engaging with People: Starbucks asks for ideas
My Starbucks Idea
People vote
The best ideas are implemented
T-Mobile: An emotional connection
18.5M views to date
Instead of a 2010 Super Bowl ad… Pepsi decided to
give money away
Doing good: Pepsi Refresh Project
$1.3M every month
Pepsi Refresh Project
Based on community voting
GAP: Extending the brandInteractive Facebook page
Facebook refers more traffic to calacademy.org than any site but search engines.
~6000 visits monthly.
Building the web audience: California Academy of Sciences
NightLife at the California Academy of Sciences
1300onFillmore
Local businesses: Getting people in the door
Wikipedia
Crowdsourcing
Location-based tools
Budweiser asks consumers to help select which commercial to show during the big game
What is Twitter• Twitter is like public instant messaging with a timeline.
• Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.
• Tweets can be sent from the Twitter website, other platforms, and your mobile phone.
• By “following” another Twitter user, their messages appear in your Twitter view so you can see the conversations that are taking place in real time.
Twitter Feed
Links to websites, photos, videos,
etc.
Links to websites, photos, videos,
etc.
People I am following, and what they are saying
People I am following, and what they are saying
Search box
Search box
My messages
My messages
Me !Me !
Trending topics
Trending topics
Twitter ProfileMe !Me !
My statsMy stats
My listsMy lists
People I follow
People I follow
Links to websites, photos, videos,
etc.
Links to websites, photos, videos,
etc.
Twitter is now mainstream
• Ranked 15th most popular website in the world.
• So far in 2010, Twitter’s usage has continued to show significant growth. Currently: 70 million users.
• The number of tweets per day has soared 30% in the past four months to about 53 million in late-March, compared with 40 million in early-December 2009.
• Free to set up and get started.
• Can be linked to your Facebook account.
How Do I Get Started?• Create a user-friendly Twitter ID
• Search for people to follow
• Learn the lingo
• Know who @ replies to you
• Read the bio of those who follow you
• Reach out and say something
• Promote others and share your best information
• Learn the etiquette
• Add your Twitter ID to all of your signatures
• Direct Message (DM) private conversations
Twitter Etiquette
• #hashtags: great ways to tag your Twitter update on a specific subject. This way, followers and non-followers can find your update using the Twitter search box on the Twitter homepage, or using one of the Trending Topics.
• #followfriday: Probably one of the most popular #hashtags is #followfriday. Follow Friday is the day when you recommend users to all of your followers, and anyone watching the #followfriday trend, by including @username and #followfriday in the same tweet.
• URL shorteners: tinyurl.com/, bit.ly/ ow.ly – these will show a history of your recent shortened URL’s, as well as the number of clicks this shortened URL has received, and also additional Bit.ly links that have been created for the article.
REI - Updates and Promos
Sephora - Brand Personality
Gather Customer Feedback
Customer/Brand Building
ZAPPOS: Extending the brand
o Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”
o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)
o Use Twitter to promote their brando Website displays any public tweets mentioning
of their brando CEO has over 400,000 followerso 430 employees on Twitter
o $1billion in sales last year and their expanding into new product categories
Emergency: CDC Issues Swine Flu Alerts
Not all Followers are Equal• Are your followers active? Active users share your links,
they give you feedback, they talk to you.
• Do the people who follow you have influence? Would you rather get 50 retweets from users with 10 to 100 random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers?
Twitter for (Local) Businesses• Track your sales, promotions, coupons
• Twitter is not Facebook
– Real-time communication (if they don’t check for an hour might miss your deal)
– Re-cycle tweets
• Create a conversation
– Don’t blast promotions non-stop, intersperse them with news, stories, industry, fun
• Sell last-minute inventory
– Pump up business during lulls, discount last-minute unsold goods
• Tools
– Twitter search, Tweepsearch
– Twitterlocal, NearbyTweets
THE TOOLS
o Photo sharing sites give you a place to upload and organize your photos
o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
THE TOOLS
o detail the launch of a new product, from initial sketches to the launch party
o promote special events, charitable campaigns, and awards ceremonies
o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
THE TOOLS
Doo tag your photos with relevant
keywords
o use your web site address or brand name as your Flickr screen name
o upload quality photos of your products/services, and things related to your business
o link prominently from your web site to your Flickr photostream
Don’to stuff linked keywords into
your photo descriptions or comments
o plaster your URL all over the photos you upload
o discourage people from using your photos (as long as they provide attribution such as a link back to your website)
Video sharing
• helps you gain exposure and direct traffic back to your website
• sparks interest without a hard-sell
• videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
• videos can be a place to showcase your leadership in a field, and spread customer testimonials
Video sharing
Do
• be informative, useful, or entertaining
• create a summary and detailed description
• post video replies to others
• allow commenting and participate in the conversation
• save bandwidth costs on your website by hosting videos on YouTube
Don’t
• just upload infomercials
• be afraid to experiment until you find a formula that works.
• pull down other people’s videos showcasing your product for copyright infringement
• make your video longer than it needs to be – keep it concise and entertaining
