What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media?
All your questions (and more) are answered here for you...
2. SOCIAL MEDIA DEFINED
Social media is a
conversation online.
Look who’s talking:
o your customers
o your employees
o your investors
o your critics
o your fans
o your competition....
o anyone who has internet
access and an opinion.
3. SOCIAL MEDIA DEFINED
The conversation is not:
o controlled
o organized
o “on message”
The conversation is:
o organic
o complex
o speaks in a human voice
Social media is not a
strategy or a tactic –
it’s simply a channel.
4. SOCIAL MEDIA DEFINED
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release
5. SOCIAL MEDIA DEFINED
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.
6. SOCIAL MEDIA DEFINED
o 91% say consumer reviews are the #1 aid to buying
decisions - JC Williams Group
o 87% trust a friend’s recommendation over critic’s
review - Marketing Sherpa
o 3 times more likely to trust peer opinions over
advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
7. SOCIAL MEDIA DEFINED
Social media sites are the fastest-growing category on the
web, doubling their traffic over the last year.
o 73% of active online users have read a blog
o 45% have started their own blog
o 39% subscribe to an RSS feed
o 57% have joined a social network
o 55% have uploaded photos
o 83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends,
April 2008. 17,000 respondents from 29 countries, *using internet
at least every other day
8. SOCIAL MEDIA DEFINED
Social media can help you in all stages of your PR
campaign:
o research
o strategic planning
o implementation
o evaluation
9. SOCIAL MEDIA DEFINED
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
10. SOCIAL MEDIA DEFINED
Reach Engagement & Influence
o Website visits / views o Sentiment of
o volume of reviews/comments
reviews/comments o Brand affinity
o Incoming links o Commenter
authority/influence
Action & Insight o Time spent
o Sales inquiries o Favourites / Friends / Fans
o New business o Viral forwards
o Customer Satisfaction / o Number of downloads
loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media
12. KEYS TO SUCCESS
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share
13. KEYS TO SUCCESS
o Spend time upfront
planning how you will
use social media
o Think POST:
o People
o Objectives
o Strategy
o Technology
14. KEYS TO SUCCESS
o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen
15. KEYS TO SUCCESS
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched
their biggest screw-up's
rise to the top 10 of a
Google search
o Admit your mistakes
right away
16. KEYS TO SUCCESS
o Don’t be afraid to share.
Corporations, like people,
need to share information
to get the value out of
social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend
17. KEYS TO SUCCESS
o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not
a corporate marketing
shill or press secretary
o Personify your brand –
give people something
they can relate to.
19. KEYS TO SUCCESS
o Think like a contributor,
not a marketer
o Consider what is relevant
to the community before
contributing
o Don’t promote your
product on every post
o Win friends by promoting
other people’s content if
it interests you
20. KEYS TO SUCCESS
o Don’t try to delete or
remove criticism (it will
just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and
legitimate solution
21. KEYS TO SUCCESS
o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them
22. KEYS TO SUCCESS
o You need buy in from
everyone in the
organization
o Convince your CEO that
social media is relevant to
your organization
o Get your communications
team together, discuss
the options, then divide
and conquer
24. THE TOOLS
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release
25. THE TOOLS
o People and organizations
connect and interact
with friends, colleagues
and fans.
o Facebook and MySpace
pages provide a micro
site for your business
within the social
framework.
26. THE TOOLS
o create online profiles
o share photos, video, and
audio, links
o send private message and
instant message
o learn more about people and
organizations
o join groups and gain fans
27. THE TOOLS
Do Don’t
o create a page to promote your o create a page and fail to
brand maintain it
o point your fans to your o try a hard sell approach
company blog or contest
o censor comments
o encourage a discussion and
participate frequently o spam your fans/friends with
frequent private messages –
o explore targeted advertising you’ll drive them away
opportunities
o post false information
28. THE TOOLS
o Social bookmarking sites
allow users to save,
share, organize,
comment on and search
webpage bookmarks
o Community votes on
your submissions so they
either rise to the top or
drop to the bottom
29. THE TOOLS
Do Don’t
o link to relevant articles about o spam by consistently
news in your field bookmarking your own
(not just your own content) material
o make friends with other o cheat by tagging your
bookmarkers in a legitimate bookmarks with irrelevant
way popular keywords
o respect the terms of service o open multiple accounts and
o (reddit allows self-promotion, vote for yourself – you’ll be
digg does not) exposed
30. THE TOOLS
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert
31. THE TOOLS
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches
and events
o gain expert status by
providing useful tips
32. THE TOOLS
Do Don’t
o post on a regular schedule o write press releases – be real
about why something is
o encourage conversation by exciting
asking questions
o let complaints go unanswered
o respond to customers'
questions and concerns o make users register to
comment – they won’t bother
o use a few bloggers from your
company for more viewpoints o delete fair but critical
comments
o post product reviews from
customers or industry experts
33. THE TOOLS
o Microblogs are blogs
limited to a sentence or
two (about 140
characters)
o People use microblogging
to follow their friends
o Companies use it to
market their product or
services by giving them
a voice/identity.
34. THE TOOLS
o promote contests
o share timely information
o spread useful links
o personify your brand
o build credibility and influence
o follow competitors
35. THE TOOLS
Do’s Don'ts
o sound like someone who just o sound like a press release
happens to work at your
company o spam with constant links to
your company website, either
o put a friendly face on your in tweets or private messages
product
o pose and answer questions
o announce sales, deals, news,
updates, and build buzz for
big releases or events
36. THE TOOLS
o Video sharing sites let
you upload videos and
share them with people.
o They’re a perfect
repository for video
blogs, taped seminars,
witty Power Points,
commercials, how-to’s
and a behind-the-scene
look at your organization.
37. THE TOOLS
o helps you gain exposure and
direct traffic back to your
website
o sparks interest without a
hard-sell
o videos can be low-fi and
cheap to produce -
immediacy and content is more
important than quality.
o videos can be a place to
showcase your leadership in
a field, and spread customer
testimonials
38. THE TOOLS
Do Don’t
o be informative, useful, or o just upload infomercials
entertaining
o be afraid to experiment until
o create a summary and find a formula that works.
detailed description
o pull down other people’s
o post video replies to others videos showcasing your
product for copyright
o allow commenting and infringement
participate in the conversation
o make your video longer than it
o save bandwidth costs on your needs to be – keep it concise
website by hosting videos on and entertaining
YouTube
39. 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.
40. 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
41. THE TOOLS
Do Don’t
o tag your photos with relevant o stuff linked keywords into
keywords your photo descriptions or
comments
o use your web site address or
brand name as your Flickr o plaster your URL all over the
screen name photos you upload
o upload quality photos of your o discourage people from
products/services, and things using your photos (as long
related to your business as they provide attribution such
as a link back to your website)
o link prominently from your web
site to your Flickr photostream
42. THE TOOLS
o An Internet forum, or
message board, is a
bulletin board system in
the form of a discussion
site
o conversation takes place
between registered
members who post
topics (threads) and
make public comments
(posts) on those threads
43. THE TOOLS
Do Don’t
o keep the message board active o build it and expect people to
by regularly participating in start participating without
the conversation encouragement and seeding
o collect minimal information o forget to moderate -
during registration spammers and trolls will drive
users away
o keep focus and attract users by
clearly identifying your o censor or allow militant
community purpose and moderators to take too much
target audience control over the conversation.
You want to encourage open
o promote popular discussions discussion, not stifle it.
throughout your website
44. THE TOOLS
o A podcast is a series of audio
or video files which is
distributed by syndicated
download to your computer, for
use on an MP3 player or
computer.
o Podcasts can be simple
recordings of conversations,
presentations, or interviews
o They’re a chance to provide
build an audience around
your brand or message.
45. THE TOOLS
Do’s Dont’s
o come up with a format (form, o worry about length
topic, and duration)
o invest in a lot of equipment –
o prepare don’t script (or you’ll simple tools and software are
sound stiff) all you need to get going
o use a good microphone (but o leave too much time
no need to over produce) between podcasts – it could
prevent you from building an
o promote your podcast on audience
your website and podcast
directories
46. THE TOOLS
o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and
other content available to
subscribers.
o an effective way to
distribute your content
and lead users back to
your website
48. THE TOOLS
Don’t Don’t
o offer RSS feeds for your o spam your subscribers by
website’s blog, news, events, including excessive advertising
and podcasts in your RSS feed
o subscribe to RSS feeds o go overboard – limit RSS feeds
relevant to your industry or to content frequently updated
interests
o freak out when a splogger
o include a title and description hijacks your content – this
only so subscribers need to could actually help your search
visit your site for the full story engine rank
o track your subscribers
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