Boost Yourself With Social Media (by Marjorie Kase)

transcript

BOOST YOURSELF WITH SOCIAL MEDIA

Marjorie Kase

Co-Founder, MarKyr Media

4/10/2010

WHY USE SOCIAL MEDIA?

Why Use?WHY USE SOCIAL MEDIA?

REASONS

• Cost effective

• Builds awareness of your product

• Builds community around your brand

• Builds community at the office

• Online reputation management

Why Use - stats

twitter versus facebookWHY USE SOCIAL MEDIA? MARKET SHARE

• Facebook: 400 million

• Twitter: 75 million

58.6% versus 1.8% of social networking market share

• Twitter: 75 million

• LinkedIn: 60 million

BenefitsWHY USE SOCIAL MEDIA?

BENEFITS

• Generate leads

• Broaden access to consumers and new demographics

• Establish thought leadership• Establish thought leadership

• Market research

• Better platforms for consumer education

• Product development crowd-sourcing

• Improve search engine optimization

• Extensive traffic and metrics

DefiningADVERTISING

• Make publicity for; try to sell (a product); "The salesman is aggressively

pushing the new computer model"

wordnetweb.princeton.edu/perl/webwn

• Advertising is a form of communication that typically attempts to persuade

potential customers to purchase or to consume more of a particular brand of

DEFINING ADVERTISING

potential customers to purchase or to consume more of a particular brand of

product or service.

en.wikipedia.org/wiki/Advertise

• Advertising - A paid, mediated, form of communication from an identifiable

source, designed to persuade the receiver to take some action, now or in the

future.

www.nadbank.com/en/resource/glossary

• Advertising - Any paid form of nonpersonal presentation and promotion of

ideas, goods, or services by an identified sponsor.

www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/gloss.shtml

AGGRESSIVE, PUSH, PAID, MEDIATED, NON-PERSONAL

Defining

SOCIAL MEDIA

• Social media is content created by people using highly accessible and

scalable publishing technologies.

http://en.wikipedia.org/wiki/Social_media

• A category of sites that is based on user participation and user-

generated content…sites that are centered on user interaction.

DEFINING SOCIAL MEDIA

SOCIAL MEDIAwww.searchenginewatch.com/define

• Online technologies and practices that people use to share opinions,

insights, experiences, and perspectives with each other.

www.tvb.org/multiplatform/Multiplatform_Glossary.aspx

• Software tools that allow groups to generate content and engage in

peer-to-peer conversations and exchange of content (examples are

YouTube, Flickr, Facebook, MySpace etc)www.bottlepr.co.uk/glossary.html

ACCESSIBLE, SCALABLE, PARTICIPATION, INTERACTION, SHARE OPINIONS

Cult Title

The Cult of Personality

vs.vs.

The Cult of Conversation

Cult of personality early roots

CULT OF PERSONALITY

early ROOTS

ASPIRATIONAL, IMAGE-DRIVEN, TOP-DOWN

Cult of personality 80s

CULT OF PERSONALITY80s - PRESENT

CELEBRITY BRAND AMBASSADORS

Cult of Convo - new Brand Ambass

CULT OF CONVERSATIONthe new BRAND AMBASSADORS

AUTHENTIC, ACCESSIBLE, RELATABLE, TRACKABLE

Cult of Convo -PEPSI speaks

CULT OF CONVERSATION BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY

BEST PRACTICES

Building Strategy

DETERMINING

YOUR GOALS

SETUPBUILDING YOUR STRATEGY

CONSIDERATIONS

• Long Term/Short Term

• Monetary

• Fans/Followers

• Community

• Branding

• Available Resources

• Potential Road Blocks

• Site Preferences

• Other Questions/Issues

• Messaging

Core Values

CORE VALUES OF

SOCIAL MEDIA

• Authenticity

• Transparency• Transparency

• Community Building

• Engagement

• Participation

The 3 C'sBEST PRACTICES

THE THREE C's

Conversation

• Listen

• Participate In the Conversation

• Engage Your Audience

• Build Community

ConnectionCommunity

• Build Community

FACEBOOK CASE

STUDYFACEBOOK CASE STUDY

DELL vs. HP

Case Study:

Encouraging fans to “step into” their community

case study: DELL

community and “join the conversation”

Case Study:

Missing opportunity for conversation

case study: DELL

conversation with fansconversation with fans

Ignoring complaintsIgnoring complaints

Case Study:

“why such HORRIBLE HORRIBLE customer service?”

case study: DELL

“Please, Dell Support?”“Please, Dell Support?”

Case Study:

“If I were to treat my customers the way DELL has treated me, I am confident that “If I were to treat my customers the way DELL has treated me, I am confident that

“I think I've spoken to about 20 different reps, been hung up on 3x, been called a liar...it's a nightmare. The last guy told me he was throwing my laptop in the trash and I would never see it again.”

case study: DELL

DELL has treated me, I am confident that I would not be in business as we speak. Good luck to everyone with their Dell woes. Chin up, everyone. If nothing else, if we all post our disgust, it WILL have a negative impact on DELL, and we just might be able to save other innocent victims from making the costly mistake of investing in Dell.”

“I swear, I will NEVER buy another thing from Dell.”“I swear, I will NEVER buy another thing from Dell.”

Case Study: Dellcase study: DELL

�� Conversation �� Connection �� Community

Join HP

Encourages fans to join the “Customer

Support”

conversation

Encourages fans to join the “Customer

Support”

conversation

case study: HP

Conversation:

HP on Facebook� Conversation

case study: HP

“A Face and a Name! Officially Introducing Your HP Facebook Community

Contact.My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company

“A Face and a Name! Officially Introducing Your HP Facebook Community

Contact.My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company

an…”an…”

Thank you everyone for your warm welcome! Mostafa, I don't have finite details just yet …If you're looking for an immediate buy - let me see what I can find out tomorrow when I get back in the office about our upcoming deals for this week.

Community:

HP on Facebook

� Community

case study: HP

“Compared to the gap

between xp and vista.

“Compared to the gap

“go with 64bit, esply if

you have your

laptop/pc purchased

this year, it's definitely

worth the change.”

“go with 64bit, esply if

you have your

laptop/pc purchased

this year, it's definitely

worth the change.”

“yeah... am very

excited abt the

same.... am sure it will

do a lot better than

Vista…”

“yeah... am very

excited abt the

same.... am sure it will

do a lot better than

Vista…”

The distance between

Vista and windows 7 is

not enough for me to

change software. Well,

At least not at the

moment.”

The distance between

Vista and windows 7 is

not enough for me to

change software. Well,

At least not at the

moment.”

Connection: HP on

Facebook

� Connection

case study: HP

“HP has been listening to your valued comments and feedback over the last few

“HP has been listening to your valued comments and feedback over the last few feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…”

feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…”

Wrap-up HP

� Conversation

� Connection

case study: HP

� Community

HOW DO YOU KNOW?

HOW DO YOU KNOW IF YOU ARE GETTING IT RIGHT?IF YOU ARE GETTING IT RIGHT?

Social PersonalityDEFINING

THE SOCIAL PERSONALITY

ConversationBEST PRACTICES

CONVERSATION

ASK YOURSELF:

• Are you "listening" to your audience?

• Are you addressing their issues?• Are you addressing their issues?

• Are you offering value in your conversation with them?

• What are you doing with their feedback?

• Are you giving them what they want?

Connection

ASK YOURSELF:

• Am I providing my readers with content they WANT to see?

• Am I responding to wall posts and tweets that mention my name or brand?

BEST PRACTICESCONNECTION

• Am I responding to wall posts and tweets that mention my name or brand?

• What DOES my audience want from me?

• Do I acknowledge the good works of my fans?

• What am I doing to truly CONNECT with people?

Community

ASK YOURSELF:

• What have I done to create a sense of community with my fans/followers?

• Do I support my community with special events, deals or education?

BEST PRACTICESCOMMUNITY

• Do I support my community with special events, deals or education?

• Does my community feel I provide value?

Wrap up

• Facebook, Twitter, Flickr and YouTube provide extensive tools for customer

service, SEO, and market research and tracking and metrics that can assist you in

product development and sales

• The Cult of Personality versus the Cult of Conversation concept has transformed the way we reach out to customers

Summary of Points

the way we reach out to customers

• Social Media allows companies to develop relationships with customers that

result in long-term brand loyalty

• Using the 3 C's: Community, Conversation, and Connection are requisites for

results-driven Social Media campaigns

BRAINSTORMHow can we apply

these concepts to your

overall Social Media

strategy?

• Brand Messaging

• Verticals/Niche Markets• Verticals/Niche Markets

• Target Demo

About MarKyr

Bio - Marjorie KaseABOUT Marjorie Kase

Co-Founder of MarKyr Media

Marjorie Kase holds close to 15 years experience in online marketing, publicity,

and content production in the entertainment and tech space.

Prior to co-founding Markyr Media, Marjorie founded Blogger Reps, a Blogger

Relations firm located in San Francisco and Los Angeles, working with clients

such as Fast Company, FX Networks and eSmart Tax. The Blogger Reps

Network, comprised of top entertainment and tech sites, possesses a collective

reach of over 44 million unique monthly visitors and 420 million monthly page reach of over 44 million unique monthly visitors and 420 million monthly page

views.

Marjorie was the Managing Editor of TV with MeeVee, where she oversaw

editorial and marketing efforts, blogger relations, TV network relations, and red

carpet reporting. She has also held promotions project management positions at

Yahoo, Red Bull GmbH, and Yoyodyne Entertainment.

Marjorie holds a B.A. in American History and Film from Oberlin College, and an

M.A. in Media Studies from the University of Texas at Austin. She has guest

lectured at UCLA, USC, and UT Austin and has spoken at a number of social

media conferences including, BlogWorld Expo, BloggerCon, the 2009 Women in

Technology International (WITI) Social Media Conference and will be presenting at SXSW Interactive 2010.

About MarKyr

About MarkyrABOUT MARKYR MEDIA

Based in Los Angeles, MarKyr Media is a Social Media consulting firm that

provides leading-edge Social Media services for the Tech, Entertainment,

and Consumer Product industries. MarKyr’s services include Social Media Strategy, Coaching, Education, Consulting, and Social Profile Design. Our

extensive experience in Social Media and core values of community, radical transparency, innovation, and education are what drives the firm’s unique ability to deliver customized solutions that are authentic and results-

driven.

About MarKyr

Contact MarkyrCONTACT MARJORIE KASE

marjorie@markyr.comhttp://www.markyr.comskype: marjoriekaseskype: marjoriekasetwitter: @marjoriekasefacebook: http://www.facebook.com/marjoriekaselinkedin: http://www.linkedin.com/in/marjoriekase