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Social Media Solving the Puzzle Monday, August 9, 2010 MSAA
Social Media Solving the Puzzle
Monday, August 9, 2010MSAA
Everything is Debatable
What Could Have Been
Introducing:
Samantha RufoPresident, nxtConcepts, Ltd.& the myGuideSites.com
• 14 years ski industry experience• NOW Marketing: Traditional marketing foundation with continual learning of new tools and methods• Interactive Marketing focus for 12 years
1. Building a Strategy2. 6 Phases of Social Media3. Facebook
a) Dissecting a Fan Pageb) FBMLc) Ads, Events, Offersd) Measuremente) Rules of Thumb
4. Twittera) Anatomy of a Profileb) Tweepsc) Who’s Talking About You?d) Bit.ly’se) Tools
5.Putting it all Together
Agenda
One is Not Enough
Chart of 840 respondents on LinkedIn. April 2010
Popularity ContestBought. Owned. Earned.
Before we go any further…its time to CYA
• Do you know which of your employees are active in social media?
• Do you know what they’re saying about your company?
• Have you given them any guidelines as to what types of content are and are not acceptable?
Questions You Should Ask
Social Media Policy
• YOUR definition of social media• Do’s and don’ts of posting online
– Identifying himself/herself as an employee of the company
– Use the company name, logo, product photos, or other trademarked materials.
– Discussing customers, partners, or other employees.– Offering recommendations for other employees (such as
on LinkedIn).– Posting on social media sites during business hours
What a Good SM Policy Should Have
…divulge proprietary or confidential information about the company, its products, and/or its services, including financial data, pricing, strategy, and the like
…discuss or link to your competitors…talk directly to the media (those discussions
should be referred to the corporate marketing department)
…use vulgar words, ethnic or racial slurs, or derogatory comments of any kind
Don’t…
Spell it Out
There’s no delete button on the web
What happens when an employee doesn’t follow the policy?• Write‐up’s or termination
What about the responsibility of an employee to report the actions of another employee who violates any of the terms of policy?
Consequences
• Announce the social media policy to staff• Include in employee handbook• Post on internal website• Send monthly email or text reminders• Do spot checks on social networks
Make Sure Staff “Get It”
Sample Handout
Or visitnxtConcepts.comDownloads section
6 Phases of Social Media Marketing
1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance
Building a Strategy
What are the goals and objectives of the social marketing campaign?
Who is the target customer?How is the customer best engaged?
How should customer relationships change?How will the campaign be measured?
What applications should be built?Which technologies should be used?
Where should the campaign be run?
WHY WHO HOW
WHAT/WHERE
It used to be about developing a brand. Now it’s about giving the brand a voice.
6 Phases of Social Media Marketing
1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance
Relationships aren’t built overnight.They are cultivated and earned.
Company Fan Page account: Represents the company as a whole.
Personal Profile account: Used by an individual employee at the company.
Profile vs Page
Need this To Do This
Matter of Time
Businessesusing personalprofiles WILLlose them.
Dissecting a Facebook Fan Page
Dissecting a Facebook Fan Page
Dissecting a Facebook Fan Page
Watch for Changes
Fill out your INFOPage completely
Make it Match Your Brand
Create a nicely done
custom welcome page for your new
fans
Landing Page
Get Creative. Go Custom HTML or FBML
Get Creative. Get FBML.
http://developers.facebook.com/docs/reference/fbml/
Use your Favorite Editor
Edit Your Page
Add Your Custom HTML/FBML
See It Live
Get Target Fans…Fast
Get Target Fans…Fast
Drive qualified traffic
Inexpensive Opportunity
Use the Events
http://www.facebook.com/skiTyrol?v=app_2344061033
Use Offers
LISTEN
Post Often
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance
Measurement
After
Measurement
After
Measurement
Measurement-3 day Change
Up 2
Measurement
Measurement
How They Do It
http://www.facebook.com/redbull?v=wall
How They Do It
http://www.facebook.com/redbull#!/redbull?v=app_148818938468735
Frictionless: simple, less is moreAudience: on Facebook for their friendsCommunications: integrate into the viral channelsEngagement: hook users to return regularlyBusiness model: design with conversion in mindObjective: establish goals and success metricsObvious: make each page's purpose clearKeep working: develop, test, repeat
Rules of Thumb
Tweets
FACTS• Unique U.S. users: 19.2 million (comScore, 10/ 2009) • 62% of users are ages 25-54• More than 90% of Twitter.com visitors are moderate or heavy Internet users
20% of tweets are invitations for product info and answers from companies
48% of users introduced to a brand on Twitter went further to search online compared to 34% on other social networks
27% are receptive to special offers
25% visited a website after a tweet
44% have recommended a product on social networks, 39% on Twitter
6 Phases of Social Media Marketing
1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance
Personal or Company Brand?
1) Send a short message to a bunch of people publicly2) Send a short message to a specific person publicly3) Send a short message to a specific person privately
Company account: Represents the company as a whole.
Personal account: Used by an individual employee at the company.
Please. Personalize Your Profile.
Let Your Brand Shine
http://twitter.com/skiwildmtn
Let Your Brand Shine
http://twitter.com/skiwildmtn
Anatomy of a Twitter Profile
http://twitter.com/skiwildmtn
6 Phases of Social Media Marketing
1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance
Follow People
Follow Top Ski & Media People
Who’s Talking About You?http://search.twitter.com/search?q=%22Crystal+Mountain%22
http://search.twitter.com/search?q="Crystal+Mountain"
Follow People Who Follow You
Use Twitter for Eventshttp://search.twitter.com/
http://search.twitter.com/search?q=#msaa
Make Long URLs Usable
http://www.snowplaces.com/media/mhome.htm
http://bit.ly/bTZI9u
http://www.bit.ly/
Trace Links Back to Your Site
http://www.backtweets.com/
Make Twitter Useful
6 Phases of Social Media Marketing
1.Discovery2.Strategy3.Skills4.Execution5.Measurement6.Maintenance
Measurement
http://www.twittergrader.com/crystalmountain
Measurement
http://www.tweetstats.com/graphs/crystalmountain
http://www.tweetstats.com/graphs/crystalmountain
Measurement
Measurement
Top Tools
http://hootsuite.com/dashboard
Putting It All Together
At Least 30 Minutes a Day
Content IdeasLinks to resources on your websiteArticles you are readingTake-Aways with conversations you’ve had with guestsHeadlines from local or industry sites
FrequencyAverage once or twice a day6-20 posts a weekEnough so people know you post new things but not enough to clutter
Timeline1. Once a day (morning or afternoon) update your status. (5 minutes)2. Interact with followers thru posts, messages, comments, etc (5-10 minutes)3. Repeat on the next network
•Amount of friends or followers a social media account has•Using trackable URL’s when posting information/links to these social media accounts•Amount of discussions generated within social pages•Amount of photo or video comments•Amount of comments on profile page•Amount of retweets a tweet gets•Amount of downloads or installs an application or attachment has•Amount of questions asked or answered on a site•Size of your network•Amount of fans your page has
Measure the resultsSamples
Engaging Tips
Getting Advanced
http://developers.facebook.com/plugins
Engaging Tips
Make friends• Find your existing connections• Network through groups• Add to your email signature, blog articles, bio or profile…
Be helpful• Answer questions• Share interesting content• Make connections
Benefits are Worth It
The first step … in order to keep up… is to have the right mindset.
1. Know what’s coming and how it will impact our industry.
2. Building warm & fuzzies.
3. Building your brand
4. Instant focus groups
5. Networking on steroids
Where to go from here
1. Keep content current.
2. Pick and choose the best for you.
3. Measure. Test. Measure again.
4. Embrace conversation
5. A picture speaks louder than words
6. Be friendly
7. Give guests a reason to participate
8. Resist the temptation to sell, sell, sell
9. Jump on the bandwagon now
10.Oh, the humanity
Download the presentation onlinehttp://www.nxtConcepts.com
Thank you!
Samantha [email protected]
Twitter: @srufoBlog: SamanthaRufo.comFacebook: ‘nxtConcepts’
888-215-0820
http://www.nxtconcepts.com/mailto:[email protected]
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