Social Media Marketing for Business 11 June09
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A presentation I gave at the Social Media Marketing conference in Johannesburg on 11 June 2009
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Social Media Marketing for Business 11 June09
- 1. Identifying & Engaging with Key Online Communities Social Media Marketing for Business Johannesburg 11 June 2009 Melissa Attree - www.melissaattree.co.za
- 2. Strategic Planning Conversation Content Community
- 5. ★ Information overload. ★ Partial Attention Disorder. ★ 90% of people who can skip TV ads, do. ★ Remember when you didnʼt have email? ★ email + sms + RSS + social networking + reading + tv + radio + outdoor. ★ Filters
- 6. Frank Lloyd Wright, Fallingwater, 1936
- 10. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
- 11. Conversation
- 13. ★ LISTEN to the conversation (ORM / Tracking tools ★ Map the trends. ★ Start engaging with key fans / haters and opinion leaders ★ Start to shape & influence the conversation.
- 14. Content
- 16. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way convo ★ Great content travels. Help it
- 17. Find The Fans
- 19. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
- 20. Communities
- 22. quot;The royal road to a man's heart is to talk to him about the things he treasures most.quot; Dale Carnegie
- 23. Community Management ★ Establish purpose / objective ★ Must add value to marketing mix ★ ID suitable channels ★ Cast a wide net but maintain focus ★ Develop an internal policy (who? how? when?)
- 24. Community Management ★ Be true to your initial purpose ★ Set a precedent ★ Balance - 2 way Conversation ★ Content adds context ★ Track mentions / links / related queries ★ Response times
- 25. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
- 26. What is the shortest word in the English language that contains the letters: abcdef? Answer: feedback. Don't forget that feedback is one of the essential elements of good communication.
- 27. Melissa Attree Social Media Consultant, Blogger, Brand Strategist GetOn eMarketing www.melissaattree.co.za // www.geton.co.za melattree on twitter MelissaAttree on delicious Melissa Attree on Facebook Melissa Attree on LinkedIn melattree on skype MelAttree on FriendFeed
Editor's Notes
- Only acknowledged in 1991 as a US Architectural Masterpiece. Cut through the clutter, be remarkable, make an impact.
- SM is a individual skill / speciality Bridge the gap Add value Take advantage of the variety of content channels
- Typical Social Media Map / Plan. Success requires a combination of these factors.
- Who is the ‘Media’? Build real relationships. Start to shape & influence the conversation. Carnegie, Dale on Communication
- One shot Pick your timing Attention grabbing ‘Spin’ it Tailormade Cut through the clutter
- There is a community / interest in almost everything that exists. Find them.
- •HUMAN •Engage •Encourage •Respond •Collective •UGC •manage channels audit modify •Have ` puropose / aim / objective embod that breed trust social contract expectations set a precedent internal policy to manage responses evolve and audit progress and channels response times cast a wide net / but focused quality use / involve the community you can say sorry / thank you