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MIMA Summit Social Marketing 101 presentation

Social Marketing 101 presentation given by Greg Swan of Weber Shandwick and Nathan T. Wright of Lava Row at the 2009 MIMA Summit in Minneapolis, Minnesota.

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MIMA Summit Social Marketing 101 presentation

  1. SOCIAL MARKETING 101 Everything you think you should already know. Presented by two people who work at:
  2. DIGITAL STRATEGIST @ WEBER SHANDWICK Counsels clients on social marketing strategies. Music blogger, citizen journalist, egoist. FOR MORE INFO, GOOGLE HIM. GREG SWAN
  3. FOUNDER @ LAVA ROW Ad agency hack for seven years, fired self in 2007. 6’2” LIKES: RYE WHISKEY, RC COLA, CRYPTOZOOLOGY. NATHAN T. WRIGHT
  4. SHOUT OUT YOUR GUT REACTIONS TO SOCIAL MEDIA
  5. SO ⋅ CIAL ME ⋅ D ⋅ IA DEFINITION: people having conversations online
  6. it’s an EVOLUTION of how we communicate (photo via misserion / flickr.com) the first form of social media
  7. The last 210 years of information (+10 years) (A.K.A. 220 years of marketers trying to connect businesses with publics) Source: http://www.baekdal.com/articles/Management/market-of-information/
  8. who uses SOCIAL MEDIA? AKA: Why should you care?
  9. 3 out of 4 Americans use social technology. - FORRESTER, THE GROWTH OF SOCIAL TECHNOLOGY ADOPTION, 2008
  10. 93% of social media users believe a company should have a presence in social media. - CONE, BUSINESS IN SOCIAL MEDIA, SEPTEMBER 2008 photo via victoriapeckham flickr.com
  11. Social networking is the 4 TH most popular form of online activity, ahead of personal email. - NIELSEN, GLOBAL FACES AND NETWORKED PLACES, 2009
  12. Concepts You Should Know
  13.  
  14. How businesses are using social media: Business intelligence / research Reputation management Customer support Crisis communications Expanding digital footprint Lead generation User-generated content
  15. Things to consider before getting started: Have a plan. Do your research. Develop process and policy. Build a team.
  16. start with listening (photo via DerrickT / flickr.com)
  17. <ul><li>Use free tools like Google Alerts & Google Reader </li></ul><ul><li>to track mentions of your name, your company’s name, </li></ul><ul><li>competitors, relevant topics for “as-it-happens” notifications. </li></ul><ul><li>Paid services: Radian6, ScoutLabs, FiltrBox, Techrigy, Microsoft’s Looking Glass </li></ul>
  18. Google is your friend 1.26 billion search engine queries every day, globally. - Piper Jaffray & Co. Google has 72% of all U.S. searches. - Hitwise, October 2008 “ Your reputation is shaped by ten blue links on a white background.” - Andy Beal
  19. Be honest. Be responsive. Be respectful. Be human. Be enthusiastic. Don’t market. Listen and converse. Be transparent (No astroturfing). Ready to join the conversation?
  20.  
  21. Choose a path that works for you. Start tweeting, blogging, livestreaming w/ purpose. Provide blog-friendly info (Top 10 lists, etc.) Share the love: Make it about others, not just you. Link to MSM, other blogs, add your two cents. Get started publishing your own content:
  22.  
  23. “ MICROBLOGGING” (Blogging in 140 characters or less.) Twitter is accessed via web, IM, mobile devices and third-party apps. What is it?
  24. 24/7/365 cocktail party “ Ambient intimacy” -Leisa Reichelt “ Follow” (subscribe to) interesting people What’s the appeal?
  25. WHO CARES IF I’M EATING A SANDWICH?! (photo via randysonofrobert / flickr.com)
  26. <ul><li>Largest age population: 35-49 year olds (42%) - Nielsen Online, March 2009 </li></ul><ul><li>Fastest-growing segment: 12-24 year olds </li></ul><ul><li>comScore, September 2009 </li></ul><ul><li>Most popular among working adults </li></ul><ul><li>- Nielsen Online, March 2009 </li></ul>Who is using it?
  27. Business executives
  28. Business executives
  29. Celebrities
  30. Brands
  31. Leaders of terrorist organizations
  32. BTW: do we really want teens on Twitter? (Updates from an anonymous Chaska teenager.)
  33. Keyword monitoring (search.twitter.com) Subscribe to key influencer & advocate feeds. Tweet about areas of your business. Encourage employees to tweet. Use Twitter for media outreach. Use it for live focus groups & research. Starter moves for Twitter:
  34. … but don’t do this!
  35. Comcast has a team devoted to customer support on Twitter
  36. BE READY TO RESPOND: Twitter has broken the news cycle down to seconds @usairwaysgirl
  37. National Pork Board uses #H1N1 hashtag to influence public discourse
  38.  
  39. 300 million+ users and growing. 5 billion minutes spent on Facebook each day. Women over 55 are the fastest-growing demo. Your mom will join this year. www.myparentsjoinedfacebook.com Facebook stats:
  40. Foster an organic community around your company/brand using Facebook Pages. (NOT Groups or Profiles!) Experiment with micro-targeted ads. Excellent for cause- and advocacy-related marketing. Extend Facebook functionality to your site. Starter moves for Facebook:
  41.  
  42.  
  43. More reasons to use Facebook Pages “ Get more fans with SMS” feature Try it! Text “fan lavarow” to 32665 (FBOOK) Text “fan perfectporridge” to 32665 (FBOOK) INSIGHTS
  44.  
  45. Use it as your living, breathing resume. Fill out your profile to become more findable. Take advantage of recommendations. Research employees, competition, prospects. Position yourself as an expert (LinkedIn Answers). Utilize your social graph for introductions. Starter moves for LinkedIn:
  46.  
  47. Video Networks
  48. Use simple, cheap video recording and sharing tools to educate your customers
  49. Motrin angers moms with ad campaign, took almost 3 days to respond
  50. Domino’s USA uses YouTube to respond to negative food safety incident
  51. Company Blogs
  52.  
  53.  
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  55.  
  56. “ The FTC Guides that are to be released very soon are certainly going to require disclosure by bloggers or representatives of the advertisers of material information.” - Tony DiResta Blogger outreach: Know the rules
  57. Branded Social Networks
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  61. User-Generated Marketing
  62.  
  63. Best practices for user-generated marketing Know your audience. What motivates them? Know your brand. Will this add value? Be transparent with the fine print. Incentivize. (Prizes, fame, etc.) Evaluate, adjust, rinse, repeat.
  64. Wikipedia
  65. Grows by 30 million words per month. 20 million homepage views per day. Critical to SEO. (usually in top 3 results of Google searches) 1% of all Wikipedia users are editors of content. Number of articles exceeds 13 million. Wikipedia stats:
  66. Don’t edit articles about you or your company. (and don’t hire someone to do it!) Factual errors? Join the discussion and cite third-party links verifying information. Monitor and subscribe to relevant entries. Be thick-skinned. Wikipedia best practices:
  67. What’s next?
  68. SmartPhones are everywhere. Apple’s exclusivity contract with AT&T ends in 2010. Participation among social networks is no longer restricted to the laptop or desktop. Next arrived yesterday.
  69. Social technology will be all around us! Wearable: In cars and planes:
  70. Social commenting will be attached to everything and “unlockable” via browser… “ The impacts are far reaching, now every web page on the Internet is social and can have consumer opinion – both positive and negative.” - Jeremiah Owyang
  71. … or mobile device (photo via moriza / flickr.com)
  72. … spawning location-based social networks
  73.  
  74. See you at happy hour!! YEAH!
  75. GREG SWAN Weber Shandwick [email_address] twitter: @perfectporridge NATHAN T. WRIGHT Lava Row [email_address] twitter: @nathanTwright

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