Transcript Document 7426481

“A marketing campaign has a short life; it
is singular in desired action and is usually
focused on demand generation. A social
media program is a commitment to engage
and communicate with consumers where
the consumer wants to communicate.”
Paula Drum – former VP of Marketing for H&R Block
Why do this?
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Social media is considered a best practice
Drives traffic to your website
Improves your search engine ranking
Allows you to be part of the conversation
Opportunity for you to amplify your
marketing messages
Downsides
• Requires discipline - potential time suck
• Metrics aren’t as clear cut as other forms of
marketing and brand management
• Might not be necessary for some businesses
Twitter
• Popular with a younger
demographic
• Just hitting mainstream
courtesy of Oprah and Ashton
Kutcher
• No. 1 place to have a presence
for the “conversation”
• Large number of third party
applications add useful
functionality
• Regularly goes offline
LinkedIn
• *The* social media network for
business connections
• Easy to find people - scans
address book and IM clients
• Ideal for IDing partnership
opportunities, professional
support
• Working to be more like
Facebook - more interactivity
Facebook
• Biggest network - optimized for
keeping up with friends and
acquaintances
• Well integrated with other
social media applications
• Sophisticated but easy to use
advertising model - by
geography and demographics
• Auto-scans address book for
users
• Apps for iPhone and Blackberry
Measuring social media success
• Are you being heard & getting responses?
• Is your list of followers growing & are they
relevant people / influencers?
• Are others referring to you?
• Are you seeing increased click through rates?
• What kind of negative feedback are you
getting?
Nine Twitter tips - (aka Twitterquette)
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Be nice
Retweet
Share your expertise
Be succinct
Don’t spam
Integrate @you into email, profiles, website, biz cards
#hastags are your friend
Create a good Twitter profile
Don’t overdo it
Ticking off the Twitterverse
• Call it “the Twitterverse”
• Assume that everyone needs to know that you just
made popcorn
• Horde followers but only follow a few
• Spam people (see previous slide)
• Repeat a tweet because you think people really need to
know about it
• Use a bot to auto-respond to new followers
• Try to be sneaky in marketing your products
Tips for Facebook and LinkedIn
• Upon registering, have them scan your email
contacts list for other members
• After making a new business contact, search for
them on both services and request a
connection
• Occasionally comment on other peoples’ status
updates
• Under no circumstances link your Twitter feed
to your Facebook status update!
Case studies in screwing up
Social Media toolkit
• LinkedIn - Membership w/email alerts
• Facebook - Membership & check in regularly
• Twitter - Tweetdeck for the laptop, Tweetie for
the iPhone
• Google Alerts for biz-related keywords
• Google Groups for biz-related discussions
• TweetBeep - For #keyword updates from
Twitter
• RSS - For tracking website/blog updates
My personal tips
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Listen
Your brand is public
Be yourself
Have fun
How Tony & Alba’s stole $75 from
Jakes Pizza
@schnaars: @ryankuder speaking of which, are there any plans post practice?
@ryankuder: @schnaars We’re in. Should we round up the posse and head to Jake’s for
pizza?
@tonyalba_pizza: @ryankuder or Tony & Alba’s maybe?
@ryankuder: @TonyAlba_Pizza Could you save us a table for 12 at Stephen’s Creek so
we don’t have to wait?
@tonyalba_pizza: @ryankuder You got it what time? Do you want to pre order? I’ll
throw in fountain drinks.
@tonyalba_pizza: @ryankuder Just say that you are Ryan I’ll have the table set in the
TV room and I will send them a note. Just tweet like a bird-Just kidding
Just get started
Thanks to the following people whose writings greatly
influenced (or contributed to) the content of this
presentation:
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@graywolf (Michael Gray)
@JennyCromie
@RyanKuder
@theleftbox (Samir Balwani)
@pauladrum
@tonyalba_pizza (Al)
Thanks :)
Jim Graham
Satellite Telework Centers, Inc.
6265 Hwy. 9 * Felton, CA * 95018
[email protected] * www.thesatelliteinc.com
phone: 831 222-2100 * cell: 831 234-4337
Twitter: @TheSatellite
Also
@ronjon & @desertdingo
[email protected] | [email protected] | [email protected]
AIM | Yahoo | GTalk | Skype: jgprdotcom
Facebook: http://profile.to/jimgraham/
LinkedIn: http://www.linkedin.com/in/jgprdotcom