Social Media Navigating the Slippery Slope
Where to go and Whatrsquos NextSkiMaine amp NorthEast Summit 91510
Introducing
Samantha RufoPresident
nxtConcepts Ltd
Tom HorrocksCommunicationsPR Manager
Killington Resort
Darcy Morse-LibertyDirector of Communications
Sunday River
Doug (Doc) TulinDirector of MarketingAttitash Ski Resort
1 Is one network enough 2CYA (Cover Your Assets)
i Social Media Policy
3Building a Strategyi 6 Phases of Social Media
4 Facebooka) FBMLb) Ads Events Offersc) Measurementd) Twittere) Tweepsf) Whorsquos Talking About Youg) Bitlyrsquosh) Tools
5Putting it all Together
Agenda
One is Not Enough
Chart of 840 respondents on LinkedIn April 2010
Popularity ContestBought Owned Earned
Before we go any furtherhellipits time to CYA
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Introducing
Samantha RufoPresident
nxtConcepts Ltd
Tom HorrocksCommunicationsPR Manager
Killington Resort
Darcy Morse-LibertyDirector of Communications
Sunday River
Doug (Doc) TulinDirector of MarketingAttitash Ski Resort
1 Is one network enough 2CYA (Cover Your Assets)
i Social Media Policy
3Building a Strategyi 6 Phases of Social Media
4 Facebooka) FBMLb) Ads Events Offersc) Measurementd) Twittere) Tweepsf) Whorsquos Talking About Youg) Bitlyrsquosh) Tools
5Putting it all Together
Agenda
One is Not Enough
Chart of 840 respondents on LinkedIn April 2010
Popularity ContestBought Owned Earned
Before we go any furtherhellipits time to CYA
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
1 Is one network enough 2CYA (Cover Your Assets)
i Social Media Policy
3Building a Strategyi 6 Phases of Social Media
4 Facebooka) FBMLb) Ads Events Offersc) Measurementd) Twittere) Tweepsf) Whorsquos Talking About Youg) Bitlyrsquosh) Tools
5Putting it all Together
Agenda
One is Not Enough
Chart of 840 respondents on LinkedIn April 2010
Popularity ContestBought Owned Earned
Before we go any furtherhellipits time to CYA
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
One is Not Enough
Chart of 840 respondents on LinkedIn April 2010
Popularity ContestBought Owned Earned
Before we go any furtherhellipits time to CYA
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Popularity ContestBought Owned Earned
Before we go any furtherhellipits time to CYA
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Before we go any furtherhellipits time to CYA
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
bull Do you know which of your employees are active in social media
bull Do you know what theyrsquore saying about your company
bull Have you given them any guidelines as to what types of content are and are not acceptable
Questions You Should Ask
Social Media Policy
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
bull YOUR definition of social mediabull Dorsquos and donrsquots of posting online
ndash Identifying himselfherself as an employee of the company
ndash Use the company name logo product photos or other trademarked materials
ndash Discussing customers partners or other employeesndash Offering recommendations for other employees (such as
on LinkedIn)ndash Posting on social media sites during business hours
What a Good SM Policy Should Have
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
hellipdivulge proprietary or confidential information about the company its products andor its services including financial data pricing strategy and the like
hellipdiscuss or link to your competitorshelliptalk directly to the media (those discussions
should be referred to the corporate marketing department)
hellipuse vulgar words ethnic or racial slurs or derogatory comments of any kind
Donrsquothellip
Spell it Out
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Therersquos no delete button on the web
What happens when an employee doesnrsquot follow the policybull Write‐uprsquos 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
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
bull Announce the social media policy to staffbull Include in employee handbookbull Post on internal websitebull Send monthly email or text remindersbull Do spot checks on social networks
Make Sure Staff ldquoGet Itrdquo
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Sample Handout
Or visitnxtConceptscomDownloads section
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
The Rules Have Changed-People donrsquot need marketing
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Phase 1 - Discovery In this phase we explore three variables
People Who are your prospects and customers and how do they feel about your brand service and products Are they talking about you online If so what is your online reputation (Positive negative neutral)
Competition What are your competitors doing online Where can you leapfrog them What is their online reputation
Spiders How easy is it for you to be found by an average searcher who may be searching for your products online (Keywords site optimization Search Engine Optimization [SEO] etc come into play here)
6 Phases of Social Media Marketing
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Phase 2 ndash Strategy
In this phase we explore the opportunities and establish the objectives of a social media plan - based on the lessons weve learned in the Discovery phase Questions include
bullWhat do you want your prospects and customers to think of you and how do you want them to experience you once youve begun your dialoguebullHow is this different from their current perceptionbullHow can you develop your brand voice and distinguish your customer experience from competitorsbulland many more
This Phase is usually highly collaborative involving key players from around your organization not just the marketing folks
6 Phases of Social Media Marketing
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Phase 3 ndash Skills
Review internal resources to identify gaps bullWhose skills need building bullHow might we best train participants bullDo you need specific staffbullAnd to what extent would it be wise to train the employee base about what to expect
6 Phases of Social Media Marketing
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Phase 4 ndash Execution
bullAre your systems all operating together as desiredbullIs there a crisis communications plan in place Do participants know what it isbullAre your company policies updated for blogging texting and IM and other social media toolsbullAre your employees aware of your policies If not what trainingbullWill your CRM system interface with your social media tools How will you move people into your sales process etc
6 Phases of Social Media Marketing
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Phase 5 ndash Measurement
bullWhat are the benchmarksbullWhat tools will we usebullWhat data is importantbullWhat are short term and long term goals
6 Phases of Social Media Marketing
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Phase 6 ndash Maintenance
Be available for whatever comes up bullchecking in weekly with the team bullmake suggestions on content bullmake reminders for activities bullgenerally ensure the organization is thriving online
Goal a stepped approach and methodology to launching your organization safely into the social realm
6 Phases of Social Media Marketing
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Building a Strategy
What are the goals and objectives of the social marketing campaign
Who is the target customerHow is the customer best engaged
How should customer relationships changeHow will the campaign be measured
What applications should be builtWhich technologies should be used
Where should the campaign be run
WHY WHO HOW
WHATWHERE
It used to be about developing a brand Now itrsquos about giving the brand a voice
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Relationships arenrsquot built overnightThey are cultivated and earned
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
FACTSUnique US visitors 675 million (comScore April 2009)bull 59 ages 18-44bull More than 4 million users become fans of pages dailybull Facebook users share more than 1 billion forms of content every week
Tips to Marketing Effectively-Send updates to fanslikers-Update your page status-Create polls-Post events-Develop interactive applications-Encourage liker participation-Advertise your page-Convert visitors to likers
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
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
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Matter of Time
Businessesusing personalprofiles WILLlose them
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
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
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Create a nicely done
custom welcome page for your new
fans
Landing Page
Get Creative Go Custom HTML or FBML
Get Creative Get FBML
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Get Creative Go Custom HTML or FBML
Get Creative Get FBML
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Use Offers
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Promote Everywhere
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Facebook Everywhere
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
6 Phases of Social Media Marketing
1Discovery2Strategy3Skills4Execution5Measurement6Maintenance
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
How They Do It
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
How They Do It
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Tweets
FACTSbull Unique US users 192 million (comScore 10 2009) bull 62 of users are ages 25-54bull More than 90 of Twittercom 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
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Please Personalize Your Profile
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Let Your Brand Shine
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Let Your Brand Shine
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Follow Top Ski amp Media People
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Twitter Tips
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Whorsquos Talking About Youhttpsearchtwittercomsearchq=22Crystal+Mountain22
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Use Twitter for Eventshttpsearchtwittercom
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Make Long URLs Usable
httpwwwsnowplacescommediamhomehtm
httpbitlybTZI9u
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Trace Links Back to Your Site
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
httpwwwtweetstatscomgraphscrystalmountain
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Measurement
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
What do you Measure
ReachResponse RateBranding and awarenessGrade-Facebook and TwitterSales Funnel
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Top Tools
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Putting It All Together
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
bullAmount of friends or followers a social media account hasbullUsing trackable URLrsquos when posting informationlinks to these social media accountsbullAmount of discussions generated within social pagesbullAmount of photo or video commentsbullAmount of comments on profile pagebullAmount of retweets a tweet getsbullAmount of downloads or installs an application or attachment hasbullAmount of questions asked or answered on a sitebullSize of your networkbullAmount of fans your page has
Measure the resultsSamples
Engaging Tips
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
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
10Oh the humanity
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse
Download the presentation onlinehttpwwwnxtConceptscom
Thank you
Samantha RufoTwitter srufo
Blog SamanthaRufocomFacebook lsquonxtConceptsrsquo
888-215-0820
Doug Tulin
Tom HorrocksTwitter TommyHorrocks
Darcy Morse-LibertyTwitter DarcyMorse
LinkedIn linkedincomindarcymorse