Social Media Marketing Overview presented at the 11/18/10 Pathways to Entrepreneurial Success Forum held at Monroe Community College. Contains an overview of the top social media platforms, 5 steps to get started with social media marketing and the 4 rules you must follow.
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How to Engage Customers & Prospects in a Social Media World
1. SEM MARKETING • SOCIAL MEDIA • ONLINE PROMOTIONS • MARKETING STRATEGY
1
How To Engage Customers and Prospects in
Today's Social Media World
Presented by - Donna DeClemente
November 18, 2010
PATHWAYS TO
ENTREPRENEURIAL
SUCCESS
2. 2
Speaker - Donna DeClemente
Introduction
DDC Marketing Group - President, Founder
Promotional, social media, brand marketing and
Internet advertising
Blogs: Donna’s Promo Talk
The Lip-Sticking Blog
Twitter: @ddeclemente #PWays
@skeeterharris
@sirlinkedalot
3. Overview
Welcome and Introductions
• Social Media Today
• SM Platforms - Stats and figures
• Social Media Marketing – Setting Goals
• 5 Steps to Getting Started
• 4 Basic Rules to Follow
3
7. Use of Social Media Continues to Grow
• Social networking has become one
of the most popular online activities
• 127 million people in the U.S. are
expected to sign on to a social
network at least 1x/month in 2010*
– 57.5% of total population
• By 2014 that number is predicted to
reach 165.9 million
– 65.8% of total population
*eMarketer, August 2010
7
8. 8
Usage among users
ages 50+ nearly
doubled during the
past year from
25% - 47%
Use of Social Media Continues to Grow
9. • More than 500 million worldwide active users
- 150 million in the U.S.
- 50% log on in any given day
- Average user has 130 friends
- People spend over 700 billion minutes/month
• #2 Search Engine behind Google/You Tube
• Growing in video views - #2 site in Aug.
9
World’s Largest
Social Network
17. Facebook Messages
Talk to Friends via:
• SMS Text
• Chat
• Email
• Messages
Now providing@facebook.com
email addresses
18. Fastest growing Web brand
- 145 million WW active users
- 26 million active U.S. adults
- 300,000 a day signing up
- 2.64 billion tweets in August, an increase of
33% over May, 115% more than January
- 100 million tweets daily
- Totals over 10 billion Tweets
18
19. 19
Not just for Tweeting:
• Search Tool
• Listening Tool
• Survey/Feedback Tool
• Competitive Research Tool
• SEO Tool
• Sharing Tool
20. • 80 million users;
over 38 million U.S.
• LinkedIn & Twitter
partnered to share
tweets and status
updates
• Recently launched
Company Pages
20
The Office of Social Networks
22. • Promote Content on YouTube
– Create your own channel
• Advertise next to You Tube content
– Audience demo targeting and content targeting
October stats of U.S. Internet user per comScore:
• 175 million watched online video content
• You Tube had over 146 million views
• 5.4 billion viewing sessions
comScore measures online viewership 22
2nd Largest search engine behind Google
27. 5 Steps to start engaging your
customers utilizing Social Media
28. Why do you want to use social media?
• Increase in brand awareness
• Increase lead generation
• Brand engagement -
• Publicity, positive buzz and word of mouth
• Build Relationships
• Drive traffic to a website
• Convert sales – both online and offline
• Strengthen inbound link generation,
– Benefits SEO
Defining your key goals then help gauge your ROI
Step 1. Define your goal
31. Step 2. Identify your audience
Clarify who you need to reach
and how they use Social Media
– Start with existing
communication tools & channels
• Include a survey in an e-newsletter
• Interview a cross-section of
customers/members by phone
32. Step 3. Research & Develop your network
See who’s doing what and where they’re doing it:
– Research, read, & comment on blogs of similar topics.
Google Blogs, Technorati
– Check Facebook for business pages
– LinkedIn for company pages
– Search on Twitter - follow those with good content
– Look for niche social network communities - Ning
– Search on YouTube & Flickr – who’s got video & images
35. Step 5. Measure and refine
How do you measure social media?
• # of Comments on blog/Facebook page - are they positive?
• How often are you being mentioned & by whom?
• Have more people engaged: Facebook fans, team members
volunteer s base
• Who is participating and have they become advocates?
• Has your blog/website traffic increased?
• Rankings on search engines improved?
• Has your database increased via newsletter/email updates?
36. 4 Basic Rules to Follow
1. Transparency
Clearly communicate who
you are - be real
Teach your team to state
that they are employees
Address negative comments
People want to do business
with people they connect
with
37. 4 Basic Rules to Follow
2. Relevancy
Remember who your
audience is and make it
important for them
Listen & ask them what info
they want and how they
want it
38. 4 Basic Rules to Follow
3. Brevity
Learn how to write
Keep your messages short
Average person’s attention
span is now 2.7 seconds
….time it takes to read a
text message or tweet
39. 4 Basic Rules to Follow
4. Network
Be SEEN –
Make use of
today’s social
media tools and
put yourself out
there
42. Thank You
Contact: Donna DeClemente
ddeclemente@ddcmarketing.com
585-261-5020
Website:
www.ddcmarketing.com
Blogs:
www.donnaspromotalk.com
www.lipsticking.com
Connect:
www.Twitter.com/ddeclemente
www.facebook.com/donna.declemente
www.linkedin.com/donnadeclemente
Notes de l'éditeur
1/30/2015 6:43 AM
Accounts for a significant portion of the time Internet users spend online and the pages they consume
Accounts for a significant portion of the time Internet users spend online and the pages they consume
Accounts for a significant portion of the time Internet users spend online and the pages they consume
It’s a way to build strong relationships because it enables two-way conversations
It’s connecting with people by putting yourself out there on-line. Relationships that can increase awareness,, loyalty and advocacy
It’s not about direct sales, at least not in the beginning or for quite along time.
Email is still the most common daily activity online, but social media has become the most time-intensive activity on the web a
A new “Digital Life” survey of internet users around the world found in September 2010 that on average, surfers spent 4.6 hours a week on social sites, compared with 4.4 hours on email,
The largest gain came from males ages 18 to 25, followed by women 26 to 34. Despite the already-large base of users under 35, those groups also posted the highest rates of growth. Increases in usage among older users, which was relatively stronger earlier in 2009, had slowed.
Accounts for a significant portion of the time Internet users spend online and the pages they consume
Worldwide pageviews are up more than 150 percent to 220 billion a month (more than Yahoo or Microsoft).
On average, across all visitors, people log in 11 times a month, up from 8.5 times a month a year ago.
Total time spent on the site is 134 billion minutes/month, or about 7.5 percent of all time spent on the Internet.
Read more: http://techcrunch.com/2010/04/21/facebook-500-million-visitors-comscore/#ixzz0mRbUsnHX
Persons age 25-34 account for the largest segment of Facebook users, with people over the age of 55 accounting for 13 percent of visitors.
The largest gain came from males ages 18 to 25, followed by women 26 to 34. Despite the already-large base of users under 35, those groups also posted the highest rates of growth. Increases in usage among older users, which was relatively stronger earlier in 2009, had slowed.
But not only will you see this "Like" button on Facebook, you'll see it on many websites throughout the Internet. The tech community is all over this right now and they're using lots of verbiage such as publisher plug-ins, semanic mark-up and developer API. And of course there is the privacy issue. Senator Chuck Schumer from right here in New York is already on it and doesn't "Like" it at all.
Consumers can now customize their online shopping experience based on what they like and then share with friends. Levi's has put this "Like" plug-in button next to individual pairs of jeans, so you can just click what you like and that like gets populated on to your news feed. Oh and by the way, friends news feeds can show up on these websites as well. Levi's has also created the friend's store which means you can virtually go jeans shopping with your friends and family.
Consumers can now customize their online shopping experience based on what they like and then share with friends. Levi's has put this "Like" plug-in button next to individual pairs of jeans, so you can just click what you like and that like gets populated on to your news feed. Oh and by the way, friends news feeds can show up on these websites as well. Levi's has also created the friend's store which means you can virtually go jeans shopping with your friends and family.
NOTE: While it’s valuable to look at Twitter’s Web traffic, the true picture won’t emerge until all the third-party traffic from mobile phones and API clients is accounted for
top 10 Tweeters - five pop singers two talk show hosts, a reality TV star and the president of the United States.
Lady Gaga, Britney, Justin Beiber, Taylor Swift, Katy Perry,
NOTE: While it’s valuable to look at Twitter’s Web traffic, the true picture won’t emerge until all the third-party traffic from mobile phones and API clients is accounted for
designed to help businesses better showcase products and services with additional features and functionality.
Allow administrators to highlight particular products or services and tailor product lists to different types of audiences. The new layout also lets companies feature product videos as well as targeted display advertising.
Follow company pages similar to Twitter and Like on Facebook
Accounts for a significant portion of the time Internet users spend online and the pages they consume
175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer. The total U.S. Internet audience engaged in more than 5.4 billion viewing sessions during the course of the month.
Welcome to Technorati's State of the Blogosphere 2010 report. Since 2004, our annual study has followed growth and trends in the blogosphere. For 2010, we took a deeper dive into the entire blogosphere, with a focus on female bloggers. This year's topics include: brands embracing social media, traditional media vs. social media, brands working with bloggers, monetization, smartphone and tablet usage, importance of Twitter and Facebook, niche blogging, and changes within the blogosphere over 2010.
Among Part-Time, Corporate, and Self-Employed bloggers, who are all paid for their blogging services, the most popular topics to blog about are technology and business.
Among Hobbyist bloggers, who make up 64% of the total sample, the most popular topics to blog about are personal musings and technology.
The diversity of the blogosphere, and the passion for sometimes very niche topics, is also reflected in this question—even given 23 choices, including most broad fields of inquiry, nearly half of respondents say that their primary subject is "Other."
Objective/Goal
Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
Objective/Goal
Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
Objective/Goal
Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
Objective/Goal
Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
You can get some valuable insights just by asking a few questions and to try and understand how your audience would like to interact with you.
Decide which platform(s) you want to use by first reviewing existing social media campaigns and start to listen in on some.
See what others are doing in your industry field and then engage in the conversation when you feel comfortable:
We all have limited resources so utilize whatever assets you’ve developed for other media and make sure the message is consistent. Don’t reinvent the wheel and create a totally different brand image for social media.
We all have limited resources so utilize whatever assets you’ve developed for other media and make sure the message is consistent. Don’t reinvent the wheel and create a totally different brand image for social media.
How do you measure social media? Don’t just add up the number of Facebook fans or Twitter followers. You need to track the amount of engagement that you have facilitated, not just eyeballs!
Include your contact information and provide links.
Engage your friends and associates and get their help in spreading the word
Make sure to comment and talk back to people that give you feedback – whether good or bad
Get on Facebook and connect with your network. Check to see who has a birthday today and send them a greeting. I took Peter's advice and sent two this morning and now will be meeting for coffee with one person I’ve been meaning to reconnect with.
I light of what I just experienced with the passing of my mom, I realize more than ever that it all comes back down to relationships and how we communicate with one another. The "friend" who sent me a tender poem, a prayer, shared a personal story or just told me they were thinking about me through various forms of communications, including social media, will always mean more to me than a little thumbs up "Like" button.