Introduction to Satellite Marketing™

SATELLITE MARKETINGUsing Social Media to Create Engagement

@KevinPopovic | @SatelliteMktg

EXPERT IN COMMUNICATIONS78,714 Hours of Experience over 26 Years


PUBLISHED AUTHOR2 Books, 2 eBooks, 2 Journal Articles


INTERNATIONAL SPEAKERConferences, Associations, Organizations


EXPERIENCED TEACHERTop 15 Most Influential Educators in Digital Marketing


INTRO TO SATELLITE MARKETING™

Using Social Media to Create Engagement@KevinPopovic | @SatelliteMktg

ORIGINS OF SATELLITE MARKETINGThe Discovery of Social Media


MOJOPAGES30 Days to Launch: Behind the Scenes of a Startup


DEFINING SOCIAL MEDIAIdentifying a Common Understanding



DEFINING SOCIAL MEDIA

“Websites and applications that enable users to create and share content or to participate in social networking.”

- Oxford Dictionary



“Forms of electronic communication (as web sites for social networking and micro-blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).”

- Merriam-Webster



“Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.”

- Wikipedia



“A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”

- ESCP Europe Business School



“People using content and technology to communicate with other people using social networks.”

- Popović

TYPES OF SOCIAL MEDIAAn Understanding of Social Media

Kevin Popović | @SatelliteMktg

CONVERSATION PRISMBrian Solis’ 26 Types of Social Media



Conversation Prism

• Social Networks

• Social Streams

• Location

• Quantified Self

• Events

• Livecasting

• Enterprise

• Content

• Niche Working

• Business

• Influence

• Music

• Pictures

• Blog / MicroBlog

• Content / Documents

• Wiki

• Communicate

• Discussion & Forums

• Social Bookmarks

• Social Curation

• Q&A

• Crowd Wisdom

• Social Commerce

• Service Networking

• Reviews & Ratings

• Social Marketplace

SOCIAL NETWORKINGPeople Connecting with Other People



• People use social networking to communicate: to share what they think (micro-blog) and to respond to others (comments).

• People share where they are (location) and what they’re doing (events), providing additional context to their messages.

SOCIAL NETWORKING


• Structured conversations, like a question and answer (Q&A), can provide a framework for communicating and can be scaled as necessary to accommodate the number of people and what they want to discuss (discussion and forums, crowd wisdom).

SOCIAL NETWORKING

CONTENT SHARINGPeople Sharing and Exchanging Content with Other People



• Content Sharing sites help people share all the different types of information and electronic media that can be shared using a social networking service or a website.

• People can share text, documents, pictures, video, music, multimedia and the like.

CONTENT SHARING


• Content sharing sites provide the ability to construct content (blogs), to create an archive of content (social bookmarks, social curation) and to monitor its development (social streams).

• People share their comments on the content at the source (ratings and reviews, discussion and forums) or at any place the content is shared.

CONTENT SHARING


• Although people create most content in advance of sharing, some sites enable people to share their content while they are creating by broadcasting a real-time, synchronous stream (livecasting).

CONTENT SHARING

COLLABORATIONPeople Working with Other People



• Social networking sites enable people to communicate, and content sharing sites enable people to share content.

• Collaboration sites enable people to create a social network and to share content for a purpose.

COLLABORATION


• A group of people can collaborate on a small project (nicheworking) with a particular interest or with more people on a larger scale (wiki).

COLLABORATION


• People may collaborate to create social capital (influence) or for capital gain (social marketplace, social commerce), and a large group of people may collaborate on an (enterprise level) interest or with more people on a larger scale (wiki).

COLLABORATION


• IF we agree that’s all social media is – another technology for people to communicate with other people – we can start applying what we know about communicating using technology and other media to communicate better.

TYPES OF SOCIAL MEDIA

SATELITE MARKETING PROCESSA Proven Methodology for Communicating



IDENTIFYING GOALS

If you don't know where you're going, how will you know when you get there?


IDENTIFYING GOALS

• Start with “why?”• “Identify the purpose, cause, or belief that

inspires you to do what you do.” – Simon Sinek

• Why social?


IDENTIFYING GOALS

• I’m investing in social media to create a contemporary perception of my brand, to increase the reach of my message and to generate new customers.


UNDERSTANDING THE AUDIENCE

Knowing with whom you're speaking to determines what to say and how to say it.



• Demographics• Title, Age, Gender, Education, Experience,

Knowledgebase, Environment, Geographic Location

• Quantitative



• Psychographics• What do they know, what makes them

unique, WIIFM?• Qualitative


CREATING A STRATEGY

Start with what you know.


CREATING A STRATEGY

• A well thought out step-by-step of how a business is going to accomplish its goals.

• A plan, every plan, even the best plan, is a best guess of what will happen in the future.

• It is not a purchase agreement for results.


CREATING A STRATEGY

Prioritized Goals+ Ordered Actions = Strategy


SELECTING SOCIAL MEDIA

Each type of social media provides opportunities to support your strategy by helping reach your audience and by supporting the actions you've identified as important.



Think about the people you are trying to reach, and what you are trying to get them to do.



Social Networking sites enable people to connect with other people—to establish a channel of communication.



Content Sharing sites help people share different types of information and media.



Collaboration sites help people create influence, generate capital gain or collaborate on an enterprise level.


COMMUNICATIONS PLANNING

Creating engagement with an audience over time just doesn’t happen. Somebody executed a well thought-out plan.



What + When + Impact + Hours + Budget= Plan



• How you will communicate with your audience.

• Everyone works from the same plan.• Demonstrates best practices from all types

of communications.• Examine each opportunity to generate the

greatest reach, impact and ROI.




CREATING ENGAGEMENT

To engage users means to attract the audience you seek, to draw them into a conversation and to hold their attention over a period of time.


ATTRACTING AN AUDIENCE

The words you share become your voice, the pictures become your face and the way you interact becomes your visible personality.


STARTING A CONVERSATION

Sharing the right content and asking the right questions can start a conversation.


HOLDING ATTENTION OVER TIME

Holding an audience’s attention over a period of time is dependent upon the amount of time required relative to your business goals.


MEASURING PERFORMANCE

Measuring what we have done based on the plan.



Evaluating what we have done… against the goals we’ve already defined, against the plan we put in place, to reach the audience we have defined, and using the metrics we’ve already agreed upon.




Q&A

DěkujiSatellite Marketing: Using Social Media to Create Engagement
