202 SOCIAL MEDIA

Thanks @rickharris

A business social marketing reviewKatie Laird | www.schipul.com | @happykatie

GROUND RULES

http://www.flickr.com/photos/moranga/91023118 http://www.flickr.com/photos/renolauren/3630510488

1. Ask questions

2. Go easy on yourself

3. Find 2 tools / techniques

Lots to cover:

THE WEB IS ABOUTRELATIONSHIPS

http://www.flickr.com/photos/jfchenier/76721307/

It’s the story, not the technology

LET’S TALK...

• Your foundation

• Marketing steps for your biz

• A quick Facebook chat

• Twitter voice and tools

• Get your sales team on board

http://www.flickr.com/photos/tgkw/4858749906

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w.fl

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com

Facebook = 38 years old

LinkedIn = 48 years old

YouTube = 27 years old

Twitter = 30+ years old

Average social network user age

A NEW KIND OF PHONE TIME

Your business online marketing basicsSection 1

The Big Idea:

Personal Brands are Profitable for Your Businesswww.flickr.com/photos/joshuacraig/3075437046

www.flickr.com/photos/mattcameasarat/3842296392

http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/

★ Pure Corporate

★ Corporate w/ a Persona

★ Employee w/ Corp Ties

★ Pure Personal

4 Brand Types

www.foursquare.com FOURSQUARE

• Giant market share• Offers analytics to learn about your customers better• Gaming element (badges) makes it FUN!• Great for large conferences and events too

www.google.com/places

GOOGLE PLACES

• Claim and optimize• Use rich media and promotions• Encourage participation• Integrate into your website plan

Social Media = Online Public Relations

www.flickr.com/photos/pilax/38289753

The steps for a successful PR campaign

• Research

• Strategic Planning

• Implementation

• Evaluation

Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

1. Research

www.flickr.com/photos/lord-jim/3575271834

www.google.com/alerts Email updates for your company

name and keywords

http://alerts.yahoo.com Yahoo! alerts you of any occurrences

of defined terms and names

www.technorati.com Email updates for your company

name and keywords

http://search.twitter.com Search Twitter for what’s being

said about you

Nothing happens until you listen

www.flickr.com/photos/lord-jim/3571575685

2. Strategic Planning

Plan ahead• Quarterly planning works great

• Connect sales, marketing and online teams

• Utilize collaborative tools

• Create editorial calendar

http://farm4.static.flickr.com/3148/3022781883_c04d9f0077.jpg

3. Implementation

www.flickr.com/photos/lord-jim/3574474673

Life gets busy. That’s what your scheduling

feature is for.

DEDICATED TEAM

4. Evaluation

www.flickr.com/photos/lord-jim/3574452593

What value are you providing with your content?

What do your customers tell you? Do you even ask?www.getsatisfaction.com

Analytics tools exist - but you decide successwww.google.com/analytics + www.scoutlabs.com

BRAND DEVELOPMENT

CYCLE

Business marketing in actionSection 2

http://www.flickr.com/photos/emilsjoblom/5135525683

HOW DO BUSINESSES USE SOCIAL MEDIA?

1.Build relationships

2.Promote products or services

3.Provide customer service

4.Share info, be awesome

http://www.flickr.com/photos/tgkw/4858749906

1. BUILD THOSERELATIONSHIPS

Ford Fiesta crowd sources content and fun (with prizes!)www.fiestamovement2.com/hou/team-profile/team-houston

http://www.flickr.com/photos/icatus/3300490484

The brand of all brands...

... finding even more diverse audiences on Facebookwww.facebook.com/coca-cola

2. PROMOTE YOURPRODUCTS + SERVICES

A computer company...

... that made $3 million by chatting on Twitter...www.twitter.com/delloutlet

A zoo...

...that skyrocketed memberships because of bloggingwww.houstonzooblogs.com

3. PROVIDECUSTOMER SERVICE

A fashion magazine...

...that partners with a YouTube star for visual how-to’shttp://www.youtube.com/user/MichellePhan

A software company...

... that makes an impact being helpful + playful on callhttp://twitter.com/#!/techsmith

Text

4. BE YOUR GENEROUS,AWESOME SELF

A liquor store...

... that exploded because of a wine tasting online showhttp://tv.winelibrary.com

An office supply company...

... that made pens and markers the coolest thing everhttp://blog.sharpie.com/

Some Facebook thoughtsSection 3

http://www.flickr.com/photos/emilsjoblom/5135525683

FACEBOOK SUCCESS

• Know your audience

• Be consistent

• Be interesting

• Vary your content

• Watch your stats

• Repeat

Then go register:

www.schipul.com/events

Profile image

Regular posts

Use of tabs for cool content

Fresh pictures with tags! Admins!

Know what works

What tools make your job easier? USE THEM!

Twitter voice and Tweetin’ toolsSection 4

http://www.flickr.com/photos/emilsjoblom/5135525683

BUSINESS TWITTER VOICES

• Customer support voice (@comcastcares)

• CEO voice (@eschipul)

• Product / service voice (@titosvodka)

• Playful trickster (@CorpzFlowrLois)

• What fits your brand best?

My Twitter lifesaver

www.hootsuite.com

1. Publisher:

Bulk + approved scheduling

2. Analytics + Reports:

Facebook + Twitter

3. Assignments / team work

4. Easy List management

5. Geo-location friendly

6. MOBILE!!!!!

Twitter elements for business• Solid brand name (no numbers or weird abbreviations, short)

• Hashtags

• Photos (www.twitpic.com // www.yfrog.com)

• Videos (www.twitvid.com)

• Frequency (2 posts / day - know your peak hours)

• Responsiveness (within 24 hours - good or bad)

• Sense of humor

Business development on the WebSection 5

http://www.flickr.com/photos/emilsjoblom/5135525683

GET YOUR SALES TEAM BUY-IN

• Give them the tools they need

(they are mobile, make it easy)

• Train the heck out of them!

• Turn them into rock stars online

• Provide a clear direction, make it a game

Be master content creators

A new morning coffee routine?

SEARCH THE MATRIX

BUSINESS CARD PARTY

www.cardmunch.com/

www.moo.com

Include your SMM links

Go wild for a conference!

WE MADE IT!

http://www.flickr.com/photos/moranga/91023118 http://www.flickr.com/photos/renolauren/3630510488

1. What do the analytics say?

2. Schedule, plan, Schedule, plan

3. Play with your voice

4. Continue to recruit passion

Quick review:

THANK YOU!

Katie Laird | Head Communications Geek | @happykatie

Schipul - The Web Marketing Company | www.schipul.com