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The Marketing Power of Social Media
Mindie Burgoyne
MEDA – 11/12/13
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Social Media?
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Marketing Has Changed
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Customer Choices
Economy of Scarcity
Economy of Abundance
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Customers Drive Advertising
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Markets have become Conversations
"These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation."
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The G.A.F. Principle
• Know Your Core Customer• Give Them MORE Than What They Want• Make it FREE or a bargain• MAKE IT EASY
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Where are the Conversations?
• Groups• Blog Posts• Newsfeeds
• Forums• News
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Profile
MessageUpdate
sJob Sch.Groups
Connect
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LinkedIn Groups
• Searchable by term / location
• Narrow down fields
• Make new contacts
• Learn about a niche
• Develop Expert Credibility
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5 Biggest Mistakes on LinkedIn Profile
• No Profile Picture
• No Headline
• Incomplete Information
• “Website”
• No Contact Information
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LinkedIn Success
• 4 of last 5 hires. LinkedIn is primary tool for talent search
• Outreach through LinkedIn led to generation of conversation Technology job inquiry discussions about the incubator, innovation, entrepreneurship - who's doing what in these fields.
• 325 Connections – ALL ED Related
• Over 500 Connections – Mostly ED
• Newsletter is huge success• Newsletter Creates Conversations
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10 Tips for Using LinkedIn
• Maximize Profile Power
• Use the Status Feed (posts / comments)
• Post Daily
• Built a targeted network
• Find Conversations in Groups
• Find Answers in Groups
• Make Connections through Groups
• Send a welcome inmail
• Reach out to every new contact
• Don’t be stuffy
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Profile
MessageUpdate
s
Driver to Content
Connect
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Use Twitter for …
• What’s Hot in your Niche?• Finding Conversations• Finding Niche Connections• Getting the word out• Getting news
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Top Twitter Mistakes
• Tweeter not results oriented• Weak profile - no picture• No weblink to Twitter Profile• Being a link – bank• Posting uninteresting crap• Posting same post multiple
times
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• 3 Billion videos viewed daily
• 70% YT traffic is outside US
• 800 million Users monthly
• 2nd largest search engine
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• Demographic – 18 to 54 years
• 17 million users link to other platforms
• More videos uploaded in a month than 3 US Networks in 60 years
• 48 hours of video are uploaded every minute = 8 linear years of content daily
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Friends
PhotosVideo
GroupsNotes
Pages
Timeline
TickerApps
Network
INFO
Status
Comment
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Facebook Timeline
• Great opportunity for branding / niche
• A deeper look at “you”
• Links to Friends, Photos, Notes,
Subscribers
• Your Online Brochure
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Facebook Newsfeed
• All your friends’ updates
• Live feed
• Can sort by lists
• View video and pics in line
• Commenting is easy
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Facebook Pages
• A Page Serves the fans
• Meant to engage not preach
• Community involvement
• Niche focused
• Dependent on Engagement
• Boost Posts *****
• Think Like a PublisherLet’s take a Look!
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FACEBOOK SUCCESS
• Dependent on “being social”• Comment more than you post• Use Lists• Don’t be afraid of controversy• Be a “person”• Be interested• Post engaging content
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FACEBOOK MISTAKES
• Pushing Marketing Copy• Uninteresting Content• Not engaging – one way poster• Too many or too few posts• Dozens of pictures at once• Selfies please…. • Politics, Religion, Controversy
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FACEBOOK TIPS
• Post one picture• Use a headline w/ caps• Space every 3 lines• Tag people in posts and
comments• Try to post something that
engages others.• Marketing copy is a withdrawl –
make sure you have deposits.• Boost key posts on Pages• Develop a tribe for every niche
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News
FeedComments
Pages
Shape Conversation
Content lives here
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WEBSITE
Blog ---> Newspaper
Throw-away Content
Website is static
What’s the Conversation Today?
Every Conversation is a tentacle to draw into the main site
Blogging is Constant
BLOGS
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Blogs – the Ultimate Conversation
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How doyouharnessthe power?
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Engage
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Fill The Hole
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BALANCE
Typical Ideal
Marketin
g
Networking
Conversation
NetworkingConversatio
n
Marketing
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Contact Me!
Mindie Burgoyne5775 Charles Cannon RoadMarion Station, MD [email protected]
www.travelhag.comwww.WritingtheVision.com
@travelhagswww.facebook.com/mindie.burgoyne