etahec social media bootcamp

D.I. : Andrea F. HillD.I. : Mark J. MarositsWorldways Social Marketing

© 2009 Worldways, Inc. and Others

Social Media is:

Ever-changing building block technologies.

Online and mobile services and utilities.

People connecting, communicating and sharing in bold new ways.

© 2009 Worldways, Inc. and Others

Social Media is Most of Us:

U.S. Social Online Network Users: 79.5%

Millions join in monthly

Digital divide is closing fast

© 2009 Worldways, Inc. and Others

Five Key Building Blocks:

Blogosphere/BlogosphereSocial NetworksE-CommunityRSSBuzz Metrics Monitoring

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Easily updated chronological entriesMay be written by an individual or on

the behalf of an organizationReaders may “subscribe” to get

updates, or leave commentsThe most common platforms are

Wordpress, Typepad and Blogger/Blogspot

© 2009 Worldways, Inc. and Others

People “subscribe” to particular topics they’re interested in

The content is delivered to them via email or “feed readers”

The barrier to receiving information is lowered

© 2009 Worldways, Inc. and Others

Social Media (“Buzz”) is about surveying the online space for mention of your service or brand

Reputation management is about monitoring and responding appropriately to ensure a good (or at least accurate) public perception

© 2009 Worldways, Inc. and Others

Most well-known are MySpace, Facebook, LinkedIn

MySpace demographic is younger, more about self-expression and entertainment

LinkedIn demographic is older, more about professional networking

Facebook is “a bit of everything” – both personal and professional

© 2009 Worldways, Inc. and Others

Niche social networks are established for a particular group

Can be “invite only” for classified information

A common platform is ning.com – communities may be set up for free (ad-funded), or ads may be removed for a monthly fee

http://worldways.ning.com© 2009 Worldways, Inc. and Others

Widgets or badges are pieces of code that can be added to websites or social networking profiles

An organization can offer a widget for others to use, or include widgets from others on their site

Often includes frequently updated information

© 2009 Worldways, Inc. and Others

A service that allows individuals to send and receive short (140 character) messages

By default, all messages are public, and you can sign up to receive messages from specific people or that mention specific terms

Messages may be sent or received via the web or text messaging

© 2009 Worldways, Inc. and Others

Forget the 4Ps of marketing, social media is about the 4Cs:

ContentConversationCommunityCommitment

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IT’S NO LONGER US TALKING AT THEM

IT’S NOW THEM TALKING ABOUT US

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

Using a personal name helps people identify with the message

Using a reference to your organization helps establish credibility

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

Directories like wefollow.com or twellow.com let users list themselves under certain categories

Either click “follow” on their profile page, or send the message “follow {username}”

Ex: “follow ETMC”

© 2009 Worldways, Inc. and Others

Messages can be 140 characters maximum

Remember that generally all messages are public and not easily deleted once sent

© 2009 Worldways, Inc. and Others

Twitter can be accessed via text message as well as via the web

You can text updates to “40400”, or use a twitter client from a smart phone (iPhone, blackberry)

© 2009 Worldways, Inc. and Others

Tweetdeck lets you place friends in ‘groups’, see “trending topics”, and also run searches for specific terms

http://www.tweetdeck.com/beta/

© 2009 Worldways, Inc. and Others

‘@’ before a username is a reply to a user; their name will link automatically

Ex: “@jnwilliams76 unfortunately”

© 2009 Worldways, Inc. and Others

‘d’ before a username (with a space) sends a direct (private) message. They will only receive this message if they “follow” you

Ex: “d daveiam I will be in Austin tonight”

© 2009 Worldways, Inc. and Others

“RT” stands for “retweet” – people forwarding a message someone else sent originally

© 2009 Worldways, Inc. and Others

‘#’ before a term is called a hashtag – this offers additional context around a tweet

#sxsw was added to tweets sent out during this event to allow people to search for related tweets

© 2009 Worldways, Inc. and Others

POST is a planning model originally presented by Charlene Li. It stands for:

PEOPLEOBJECTIVESSTRATEGIESTECHNOLOGY

© 2009 Worldways, Inc. and Others

The following are our principles for using the POST model most effectively:

People: User research to develop personas. Objectives: Use WSM’s “Cycle of Relationship

Management” model to set objectives. Strategy: Directly connect what they (your

personas) care about to what you care about. Technology: Choose tech that fits the right

point in the relationship cycle-attraction, engagement, growth.

© 2009 Worldways, Inc. and Others

ASK

ASK

STORIESANDDATA

WHY?

BENEFITS

What do you want your prospect to do?

How do his/her interests benefit?

What proofcan you offer?

Why should he/sheact now?

What do you want your prospect to do?

© 2009 Worldways, Inc. and Others

It’s not just about ads“Keywords” let you know what exact

phrases people are searching on (related to your site content)

https://adwords.google.com/select/KeywordToolExternal

© 2009 Worldways, Inc. and Others

Keywords may be included: in the site URL as the page title within the text of the page in the alt text of images as meta tags (keywords and

descriptions)

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

In source code: <meta name=“description” value=“{a

descriptive phrase}” /> <meta name=“keywords” value=“{our

keyword list}” />

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Even if we get traffic to the site, can they access the content?

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

addThis and shareThis are services you can add to your page to allow this functionality.

Each lists a variety of services, and statistics on how users are bookmarking and sharing your content

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

1. Write good content. The number one way to achieve social success is to write content that is worthy of people wanting to share and save for later.

2. Make it easy to promote. Many blogs or sites use services like “Add this” or “Share this” to encourage visitors to bookmark or promote the site.

3. Understand the value of social sharing, and buy into it. If you expect others to bookmark or share your content, you should also be engaging in the same activity. This will help you understand what’s worthy content, and also help create that sense of community.

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

© 2009 Worldways, Inc. and Others

(2009 Worldways, Inc. and Others)

• Use your POST Model to PLAN BY AUDIENCE• Practice with Technology:Use it or Lose It• Participate in the E-Community• Research Additional AHEC Collaboration Tools• (Bring Us Back to Help Implement)

© 2009 Worldways, Inc. and Others