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Social Media for the Workplace

Introduction to Social Media Marketing

What is Social Media Marketing?

See Wikipedia for Social Media definition.

Social media marketing Social Media Marketing is any form of direct or indirect marketing that is used to build awareness, recognition, recall, and action for a brand, business, product, person , or other entity and is carried out using the tools of the social web, such as blogging, microblogging, social networking, social bookmarking, and content sharing.

How is it changing the marketing world?

Foundation of DataAudience’s NeedsTarget AudienceNew ToolsPeople have changed.

How it helps your business?

Relationship BuildingBrand BuildingPublicityPromotionsMarket Research

Successes

Coconut Bliss http://coconutbliss.com/ Broadway Books

http://www.inc.com/magazine/20091201/saving-broadway-books.html

Failures

#McDStories – McDonald’s Horror stories

#CamryEffect – Toyota Spamming

Volkswagen Facebook Deleted unfavorable comments

Four Pillars

30 Minute Social Media Marketing by Susan Gunelius

1. Read2. Create3. Share4. Discuss

Read

Ongoing Research: Industry websites, news, press releases

Periodicals (Print and Online)Blogs and EbooksSocial Media (Twitter and Facebook)Podcasts and Videos

Alerts

http://www.google.com/alertsTwitter > Enter Search > Gear Icon > Save

Searchhttp://alerts.yahoo.com/

Create (Great Content)

Use own voice: personableTarget audience language and toneConsistencyNo jargon or rhetoricTransparency80/20 Rule

80% interacting 20% self promoting

Share

Other people's contentYour own content

Discuss

Having Conversations with your Online Audience

They comment or share your content

Then, you respond back.

What do you currently do?

Benefits

Consequences

Who should be doing this?

Businesses whose target audience is online. Business Plan - Target Audience

Pew Internet – Generations Report

Where should you be?

Business Plan – Target audience Demographics of Social Media Household spending : who spends how much on

what Statistical Abstract Consumer Expenditure Survey

Marketing Plan Goals Time and money How you will accomplish those goals

Unrealistic Expectations

Immediate success – Viral Takes time and work – marathon not sprint

Not free Time Development and Apps

Indirect and Word-of-Mouth Marketing

Viral Marketing

Phase 1: StaticPhase 2:RepetitionPhase 3: SocialPhase 4: ViralPhase 5: Global

Social Media Marketing in 10 Steps

1. Identify Goals2. Evaluate Your Resources3. Find Audience4. Create Consistent Content5. Diversify Social Media Presence6. Create a Schedule7. Join Online Conversations8. Allow Community to Control Conversation9. Analytics (Quality not Quantity)10. Persistency and Continue Learning

Incorporating Social Media into Your Marketing Plan

Marketing PlanSocial Media in Your Plan

Overview Purpose/GoalsProducts/ServicesMarketTarget MarketCompetitionPricing AdvertisingBudgetAction Planhttp://www.missouribusiness.net/docs/marketing.pdf.

Advertising Mention of the specific

tool.Budget

Include time.Action Plan

SMART Objectives

Marketing Plan

Sample Goals

Encourage interaction and build relationshipsSyndicate your contentIncrease linkability and reward inbound linksListen to online conversationsIdentify key influencers in your spaceDevelop content based on what you learnParticipate, comment and generate

interesting contentBecome a resourcehttp://expansionplus.com/impr/social-media.html

SMART Objectives

SpecificityMeasurableAchievable Relevant Time-boundEvaluate Reevaluate

Example of SMART Objective

Participate, comment and generate interesting content Create a Facebook Fan Page by August 1. Post 4 times per week and reply to 100% of the

comments and wall posts. Review on November 1. Create a content calendar to organize and track content.

And use content calendar. Review on November 1. Syndicate your content and become a resource

Create a blog with RSS by August 1. Post 4 times per week and reply to 100% of the

comments and wall posts. Review on November 1. Employ trackback and analytics on blog. Review on

November 1.

Try It

What are your marketing goals?Write down 2 SMART objectives.

HTTP: / /EN.WIKIPEDIA.ORG/WIKI /SOCIAL_MEDIA

Tools

Social Networking

FacebookTwitter (microblogging)LinkedInGoogle Plus+CafeMomNingCaringBridgeGeniEons

Social Photos

FlickrPicasaPhotobucketPictureSocial

Social Bookmarking

DeliciousStumbleUponPinterestDiigo

Social News

SlashdotDiggReddit

Blogging

BloggerWordPressLiveJournalTumblr

People do not have to have accounts to these websites to access your blog. Choosing a platform is based upon tools of the platform and personal preference.

Multimedia

YoutubeSlidesharePreziiTunes

People do not have to have accounts to these websites to access.

Others

Wikis PBWorks Wetpaint

Books Goodreads Paperback Swap

Virtual Worlds Second Life The Sims Online

Research Mendeley Zotero

Location Based Gowalla FourSquare

ANALYTICSSOCIAL MEDIA OPTIMIZATION (SMO)

SEARCH ENGINE OPTIMIZATION (SEO)BEST PRACTICES

Wednesday

• DEVELOP/REVISE MARKETING PLAN TO INCLUDE SOCIAL MEDIA

• CREATE SMART OBJECTIVES• RESEARCH TOOLS TO DETERMINE

WHICH ONES FIT YOUR TARGET AUDIENCE

• CREATE ACCOUNTS TO RELEVANT TOOLS

Open Lab