social media course 9 21-11
DESCRIPTION
Overview of social media marketing for Lexington Community EducationTRANSCRIPT
“Facebook, YouTube LinkedIn, Twitter, Tumblr, Flickr…
Bobbie CarltonCarlton PR & MarketingContact: [email protected]
Taught by a digital nativeFacebook and Twitter for DummiesFree
Who are you?Who am I?What is Social Media?
Some examplesWhy should you care?Sounds expensiveGetting started – guided tour
20+ years in high tech marketing & PR Social media for kids Consulting & Mass Innovation Nights My Social Media cred:
@Bobbiec and @MassInno LinkedIn, Facebook, Friendfeed & more My Blog: http://www.carltonprmarketing.com My site: http://massinnovationnights.com
Common Goals for Social Media Projects Decrease reliance on expensive
traditional marketing Keeping up with competition
Today’s goals Open discussion on different strategies
and options Educate group on basic Web marketing &
social media tools Your goals?
The ability to connect to connections of connections (create a network)
Reaching out to a wider network than you might otherwise be able to reach
User-created contentTwo-way conversationsSharing Immediate customer/prospect
connections
Advertising Local newspaper, TV, Radio, phone book,
direct mail (coupons), magazines, coupons/partnerships
PR (what’s new?) Store openings, events, new products,
new people Press release to the local media
Word of Mouth/referrals (effective)
The Classic 4 “Ps” Pricing Promotion Product Place (distribution)
Target audience – “who” is your customer? Where do you reach them? How?
(http://www.groundswell.com)
Search is brand Word of mouth works
The Movie Nut model Websites & Social Media -- Expand
WOM Harnessing search
Google is the world Think about the last purchase you made
Social media gives good Google “juice”
TrafficContent -- Relevance & site structureLinks
Incoming only Relevance Labels From high “PageRank” pages Number of links on a site
AlexaCompeteHitwiseGoogle
Analytics AdWords
Google Adword Keyword Selector tools
4 billion “things” shared on Facebook per day 750 million active users today 2009 million users two years ago
Twitter – 300 million registered 6 million in February 2009
LinkedIn – 100 million at beginning of 2011 October 2009 – 50 million
Burger King
Subservient Chicken (2004) http://www.subservientchicken.com/
Easter eggs: Crispin, Taco BellWithin the first 24 hours the website
had received more than a million hits, with this number soaring to an impressive 385 million “hits” by April 2005.
Reversed sales decline
Cadbury Gorilla
Gorilla campaign (August 2007) YouTube – 500,000 page views in one
week By November 2007, it had been viewed
over six million times Mashups/spoofs/parodies/UGC created
new buzz Reversed decline in sales Sales of Dairy Milk increased 9% from the
same period in 2006.
Hawthorne Heights
Punk rock band (2004/2005)No sig. radio airplay, posted songs on
MySpaceDebut album sold 500,000 copies in a
down market (post-Napster)Spring 2008 – 500,000 MySpace friends
More than 3M bands on MySpace today
Mass Innovation Nights
A place for new products & new
connections
Monthly real world events
Discover what’s innovative in
Massachusetts online at
Mass.InnovationNights.com
Build case study for social mediaPromote face-to-face networkingShowcase MA-based innovationProvide inspirationHelp to connect job seekers and jobs Help stimulate local economy
Twitter real world
meetings/tweetups
Web Inno free meetings drawing 1200+
Trade shows “dying”
Face-to-face meetings more important
Partnerships important to low cost Free locations (Museum)
▪ Visibility▪ Access to new
list/donors/volunteers/customersEvents free for attendees and
companiesDevelopment donatedSocial Media used for marketing
Twitter and other social media (85% of Website
traffic)
Word of mouth/SEO website/PR/Mass media
Newsletter (list expanding) and marketing
Partnerships
Boston World Partnerships
128 Innovation Capital Group
Mass High Tech
April 167 attendees, now regularly 200-300
10 companies present each month Dozens of people attended after-
partyMajor media coverage – GlobeThousands of tweets, blog posts,
video, picturesOctober 12 -- #MIN31
Next Steps
Website – low cost optionsE-newslettersSocial Media basics
Facebook groups and fan pages LinkedIn profiles, groups Twitter accounts YouTube & other video options
▪ Qik, Viddler Bookmarking sites
Buy your domain GoDaddy can help you search, host &
buildUse Blogger, WordPress or other host
siteLow-cost, template-driven sitesLocal developersTeach yourself to do it!
Cheaper than postageRemarketingBuilding trafficUsing existing contentChoosing a topic based on keywordsNewsletter content builds site --
leverageTools – ConstantContact, MailChimp,
What’s NewCollect email addresses legally
Start with a personal page – get comfortable
Create a “group”“Stock” it
Relevant links Interesting articles News, etc.
Focused on professional linksUse the address book scraperSearch for relevant groupsAsk questions/offer input/advice
Create an accountStart tweetingUse the address scraper in your mailListenFollow Connect, retweet, respondPictures, blog posts, video, etc.
YouTube (create your own channel) Instant video uploading – multiple
services Qik Viddler
Industry specific http://How2heroes.com
Vloggers – http://www.NOMx3.com Steve Garfield’s book, Get Seen
Add a blog page to your websiteBloggerWordpressMicro-blogging
Twitter helps populate my website
FourSquare, SCVNGR, LevelUp,Gowalla
Check-ins“Mayors”Great for local marketing
Talk to Customers About Social Media Start with your family & friends & employees &
partners Grow & leverage what you currently do
Add SocMed info to business cards, ads, signs Use social media to experiment with online
presence Create or find useful content for your customers Create buzz-worthy content Find the influencers Friend social media users – be friendly Ride the wave – piggyback on trends Listen, listen, listen before you leap
Getting started on Twitter Helpful Twitter tools Social media marketing resources
Top recommended books Websites and tools
How to build your own marketing plan Win-win marketing programs
Give me your card & I’ll email them all.
Bobbie CarltonCarlton PR & [email protected]