ihaf social media 101
DESCRIPTION
AJ Gerritson, Founding Partner at 451 Marketing, discusses the basics of social media in this webinar hosted by IHAF.TRANSCRIPT
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Part I:
Social Media 101
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AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
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Agenda • Defining Social Media
• Review of Major Tools and Goals
• Blog
• Social Media Best Practices
• Q & A
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What is Social Media?
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Communication is Changing
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of people say that they trust
peer recommendations
(Qualmann, Socialnomics, 2010)
…what has changed is where they get
their recommendations
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of marketers use social media for business
(Qualmann, Socialnomics, 2010)
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Why Should Our
Brand Use Social
Media?
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Demonstrate Value – Users See You
as Reliable, Responsive, Intelligent
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Increase Sales, Loyalty and
Awareness
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Gauge Your Audience:
The New, Digital Focus Group
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Today We’ll Cover Four Major Tools
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I’m eating a #doughnut
I ‘like’ doughnuts and doughnut-eating groups
I have doughnut-eating skills and expertise
These are my opinions and expertise on doughnuts
Social Tools Explained…
…Using Doughnuts
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(I’m eating a #doughnut)
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January 15, 2009
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> 200 Million Accounts
91% of active users
polled follow a brand
7.8 million brand
recommendations
each month
39% of companies
have acquired new
customers using Twitter
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Goals for Using Twitter:
1.Engage Current Fans & Increase Awareness
2. Increase Traffic to Website
3.Customer Service
4.Marketing/Competitive Research
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Content
#Hashtag
Credit the Source
Link
Check out our latest blog post by @maxesilver "Not -So-Quiet Riot: Why Boston’s #RubyRiot Was a Success" http://ow.ly/4Zn3D
@451Heat
≤ 140 Characters
Anatomy of a Tweet Handle
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What is a #Hashtag?
Twitter users use the # symbol,
called a hashtag, to mark keywords
or topics in a tweet.
Hashtags help to categorize the content
and context of Twitter messages.
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Trending Topics (Often comprised of #hashtags)
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Question
@Reply
Retweet With Context
Content
Twitter Interactions
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Opportunity to Extend Your Brand
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Proven Ways to Get
More Followers
(Dan Zarella, HubSpot)
1. Show who you are – a complete bio
2. Stop talking about yourself – don’t be that guy
at the cocktail party
3. Identify yourself authoritatively
4. Avoid negativity - like sadness, aggression,
negative emotions and feelings, and morbid
comments
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Who Should You Follow?
• People you want to engage with:
• Customers • Potential customers
• People in your industry:
• Competitors • Partners • Industry influencers
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(I ‘like’ doughnuts and doughnut-eating groups)
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Over 800 Million Users
41% of companies using Facebook
have acquired new customers
from it
51% of Facebook fans more
likely to buy from a
company they
40% of users 35 years
or older
(if it were a country, it would be the 3rd most populated)
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Goals for Using Facebook:
1.Branding and Loyalty
2. Increase Fans & Awareness
3.Sales (sometimes)
4.Customer Service
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Anatomy of a FB Post
Content
Picture
Link
≤ 250Characters
@Mashable -
Author
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Opportunity to Extend Your Brand
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(I have doughnut-eating skills and expertise)
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Over 131 Million
43 years old/
$107,000 annual income
(a new member joins every second)
Members
Women 42%
Men 58%
>880,000 groups
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Goals for Using LinkedIn:
1.Network with Potential Clients
2.Build Profile and Network in Your Industry
3.Showcase Brand, Products, Thought Leaders
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Optimize Profile
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Engage in Community
AJ Gerritson
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Leverage Groups
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Set Alerts
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(These are my opinions and expertise on doughnuts)
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55% more web traffic
Companies With a
70% more leads
57% have acquired a customer
through their blog
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Goals for Using a Blog:
1. Increase Brand Awareness
2. Increase Traffic to Website, Online Visibility
3.Establish Brand/Corporate Figures as Thought
Leaders
4.Show Personality
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Central place for content creation, establishing voice, and positioning thought leaders
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Opportunity to Extend Your Brand
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Social Media Best Practice
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Listen
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WHAT are people saying about
your brand or product/services?
WHERE are people discussing
your brand or products/services?
WHO is discussing your brand
online?
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Also Listen For…
Industry
Competitors
#TrendingTopics News
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Establish Your Voice
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Depending on your brand, your voice
can take on different tone…
Conversational/Casual News Source/Formal
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Show Brand Personality
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Ask
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Respond
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Reward
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Champion Your Stakeholders
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Use Your Tools
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Questions?
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– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011
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AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
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Part II: Developing a Social Media Strategy
Thursday, March 22nd