aab interactive essentials: social media

Interactive Essentials: Social Media“Taking Part in the Conversation”

Social media are primarily Internet and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.

Wikipedia, 11/08’

In the context of Internet marketing, Social Media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property.

-Wikipedia, 11/08’

Social Media Optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites.

Social media marketing, on the other hand, is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.

Source: Wikipedia, 11/08’

What does Social Media mean for Your Agency?

You Can’t Control the Message

You Must:Empower your customers to use word of mouth

Credit: http://flickr.com/photos/nsocialmedia

•94.1 million US blog readers in 2007 (50% of Internet users)

4 out of 5 Bloggers post brand or product reviews.

Source: Technorati “State of the Blogosphere, 2008”

Forrester Research: 2008 Consumer Poll

•75% of Internet Users Use Some Form of Social Media (up from 56% in 2007)•35-44 Age Group Increasingly Joining “Critics” Category

BestBuy.com

Tools for Sharing

Power of Reviews

Your Clients’ Opinion:

-University of Mass., 8/08’

Other Benefits:

•Increased indexing by search engines;•People don’t buy from companies…•The opportunity of a conversation.

Enough stats and theory, let’s look at some real-life examples.

Ideastorm Site•Crowdsourcing•9,800+ Ideas Generated•Employee Storm: Generated 2,700+ Ideas

Direct2Dell Blogs•3.5 Million pageviews/month•9 Official Internal Blogs•Hundreds of Departmental Blogs

Dell on Twitter•22 Corporate Accounts•17 Individuals Using @Dell Handles

Adobe’s Delicious Page

Google’s YouTube Channel

#Motrinmoms

http://search.twitter.com

VS.

Lastly, Social Media is Not a Stand Alone Channel, it is Most Effective When Integrated into the Overall Marketing Strategy.

Okay, I get it.Social Media is influential.Now what?

•Monitoring/Listening•Engagement•Tracking ROI/Analytics

3 Steps to Help your Agency Join the Conversation

1. Listen

•People are already talking about you;•Understand the norms of communication;•Identify key influencers within networks;•Identify target audiences.

Tools for Listening

www.AllTop.com

RSS is your Best Friend

Don’t forget to monitor your competition.

Credit: www.briansolis.com

2. Joining the Conversation

Start a Blog

• Focus on delivering useful/helpful content• Be Human• Focus on the reader

Build “Outposts”

Build Your Audience

Credit: www.flickr.com/photos/patrickmayon

•Reciprocity: Comment on Other Blogs•Be Helpful•Be Responsive•Customers vs. Peers

Remember, you can’t take back what you say.

SPAM vs. Real Engagement

•It’s about your audience, not about you. •Add Value•Social proof

3. Tracking ROI/ Analytics

What are your Goals?

SMO vs. Social Media Marketing (Goals are Different)

Free Tools:

Website Analytics

RSS Statistics

RSS Feed

RSS Feed

“Dr. Pepper”

www.TweetScan.com

Use Service Searches/Tracking

RSS Feed

Tracking Buzz: RSS is your Best Friend

Your Inbox

Tools that Cost Money

Now that You’ve Accumulated the Analytics, Analyze What they Mean.

QUESTIONS?