social network marketing
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Social Network Marketing
What is it?
Why should I care?
Sandy Ketcham
The Word Pro
www.thewordpro.com
Some Statistics
There are over 200,000,000 active Facebook users
1,000,000,000 tweets go out every month
Gen Ys now outnumber baby boomers; 96% of them have joined a social network
Social Networking
Focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others…
—Wikipedia
Social Network Marketing
It’s all about…
Using social influencers, social media platforms and online communities for marketing, public relations and customer service (Wikipedia)
Finding ways for “fans” of a brand or company to promote it themselves (Wikipedia)
Allowing customers to interact with companies
“…It’s about brands having conversations”
–Lloyd Simmons
Traditional Marketing
Social Network Marketing
Not Traditional Marketing…
Social Networks are considered “grassroots” networks
Direct marketing is considered astroturfing and WILL ruin your reputation on these sites
Take the time to understand the needs and wants of your customers and to engage with them before you try to sell to them
Social Media “On-Ramps”
Blogs Business Linking Sites Social Sites Video Blogs MicroBlogs On-Line Classified Ads On-Line Rating Sites
The Blog
A Website or Webpage Posts are presented in reverse chronological order As easy to use as email Informational blogs are the most successful Can be on any subject Using the right keywords and tags, blogs are often
ranked higher than Websites
Why Blog?
133 Million Blogs have been indexed since 2002.
346 Million people READ blogs (ComScore 2008)
Used to advertise your main website or to keep interested parties up to date on your company, your product, your industry, your interests, or anything else
Business Linking Sites
Business Introductions Find an employee,
Find a job Ask/answer questions Collaborate with other
professionals Groups formed around
Co., Industry, School, etc.
45 Million active members 500 of Fortune 500 Companies have a presence
on Linked In; most at Director Level and Above Representatives from 170 industries in 200
countries Average income of LinkedIn member - $100K
“Social” Sites
There are hundreds of thousands of social sites
Some are big, some small, some private, some public
What are your interests? There are sites for you
All you have to do is look
Traffikd.com/social-media-websites gives over 400 SN sites!
Started as “personal” social site Now allows Companies to be entities via
“Pages” Banner Ads are targeted to users’ interests 200,000,000 active users; 100,000,000 log
on every day
Business Uses
A “word of mouth” advertising strategy A Market Research Tool A Customer Service Tool “Fan” Specials – Coupons or special offers
(makes fans feel special) Monitor your brand – what are people
saying? Answer positive and negative comments.
Video Blogging 1 Billion YouTube videos
are viewed each day!
90% of the 50 top advertisers have run ads on YouTube
Once you have a video, post it to multiple sites
Using VideoBlogging
Tell your story Explain the benefits of your product Show people how to use the product Demonstrate how your product is superior
to others Entertain your customers Engage your customers
The one no one “gets”
Done right, it’s one of the most powerful tools available
Microblog Short posts (140 characters) People “follow” and are
“followed” by others Companies can be an entity on
Twitter Politicians, celebrities and
journalists use it extensively Many apps being written every
day to make it more useful
Business Uses of Microblogs
Monitor what is being said about your company, your brand, or you
Respond to positive and negative comments Find customers for your products or services
(When they tweet a problem, tweet back w/an answer)
Announce an event Publish Specials Send links to blogs, websites or interesting articles
Twitter Apps
Twitpic –Lets you tweet photos Tweetdeck – a browser that shows tweets
for keywords you select (e.g. your town) Digsby – Centralizes email, IM and social
network sites into one desktop program Twitterfeed – Automatically tweets posts
posted on a user’s blog Twitterholic – Ranks the most popular
twitter users
All Things Social
On-Line Rating sites (e.g. Yelp) Allows people to share experiences they have with local businesses – good and bad. Are you monitoring your business?
On-Line Classifieds (e.g. Craigslist)– 50 Billion Page Views per month– 20 Million people use Craigslist– Your Competition is probably already there…
Choose your “on ramp”
What is your objective? Who are you targeting? What do you want them to know? What do you want them to do?
Join the sites that make sense for you and use them in ways that will help you meet your goals
Streamliners
Use an “aggregator” to send your posts to multiple sites (e.g. ping.fm)
Use applications that send news feeds to your computer (e.g. RSS Feeds)
Hire a Virtual Assistant to keep your Social Networking sites up to date
The New Paradigm
Join– Carefully craft your profile and other information; this is your
chance to tell your story
Monitor– Look at how others are using the sites, how are they behaving?
How are they being received?
– Follow leaders; check out competitors; watch some videos
Participate– Once you understand how the sites work, participate. Ask and
answer questions, post useful information
– Provide feedback to people you want to engage
Are you ready to join the conversation?
Sandy KetchamThe Word Pro
www.thewordpro.com
(815) 556-5505
Twitter.com/thewordpro
Linkedin.com/sandyketcham
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