social media strategies for real world budgets

SOCIAL MEDIA STRATEGIESFOR REAL WORLD BUDGETSDayn Wilberding, Director of Digital Culture : Grady Britton

PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #2

@PDXBizJournal @Dayn @GradyBritton

Tuesday, September 28, 2010

Social Media Expert

THING 1 RE: SOCIAL MEDIA

I’m not.

100,000 friendsovernight!


It’s OK to feel overwhelmed.

THING 2 RE: SOCIAL MEDIA

I am.


USERS

TIME

Life cycle of social networks


Social Media Technologies that make creating and sharing

content possible

Social Influence Marketing

Understanding the influence we have on

each other in Social Media & techniques for

utilizing it for business goals


Evolution of Influence

How big is social media?

Why bother?

Quick Start Plan

CONTENTS UNDER PRESSURE


WWI&II

mid-century®

information age

early

Influence has evolved.


Identity has evolved.

®


Identity has evolved.




Why bother?

Quick Start Plan



HOW BIG IS SOCIAL?


36% of all online time is spenton social networks or blogs

1:00 in every 4:30

66%for theaverageinternetuser:

MORE TIME THAN A YEAR AGO

Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010


BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?97%have searched for a brand online

77PERCENT

have watched a

commercial on

YouTube

51% postoriginal content

posted product reviewsout of 100 consumers, 73

SOCIAL MEDIA IS MAINSTREAM

Neilsen, Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009


What Americans Do Online: Social Media And Games Dominate Activity - NeilsenWire Aug 2, 2010”“Despite the almost unlimited nature of what you can do on the

web, 40 percent of U.S. online time is spent on just three

activities – social networking, playing games and emailing...


Don’t social users hate marketing?


Don’t social users hate marketing?

97% say that influenced a purchase decision

Razorfish - FEED 2008, 2009

76% welcome brand advertising

66% friended or followed a brand

65% have had their mind changed about a brand




Why bother?

Quick Start Plan



But why should my biz bother?Fine. It’s popular.


But why should my biz bother?

Your customers expect you to be there.

Your competition is already there.

It’s where the next influencers are.

Serve your customers better, earn points.

Presence equals trust.

It’s fantastic for SEO.




Why bother?

Quick Start Plan



SOCIAL MEDIAQUICK START PLAN FOR REALISTS7 Guidelines for Planning Social Participation


1 NETWORKSSOCIAL MEDIA QUICK START PLAN

Quantcast.com

Forrester Social Technographics Tool


2 PURPOSESOCIAL MEDIA QUICK START PLAN

Increase Awareness

Stimulate Sales or Leads

Enhance Customer Service

Establish Thought Leadership


Increase Awareness


Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?

@dayn Let me know which store you visited and I'll see what I can do :-)

@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.

@dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!

@DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;)

750followers

1500followers



1100followers

@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that

SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them

SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that

SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW

storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day

27followers




Increase Awareness





3 MEASUREMENTSOCIAL MEDIA QUICK START PLAN

fans, followers, subscribers, likes, retweets, mentions, shares, comments, pageviews, time on page, referrals, share of voice, sentiment, click - throughs, sales...

likes mentions referrals participation

START HERE:


4 PERSONALITYSOCIAL MEDIA QUICK START PLAN

Be a friend. Participate. Stumble. Adapt.

Transparency is the message.

Who personifies your brand?


Personal interaction trumps stale brand messaging


5 POLICIESSOCIAL MEDIA QUICK START PLAN

SocialMediaGovernance.org@kellyrfeller


6 CONTENTSOCIAL MEDIA QUICK START PLAN

What is most memorable about your brand right now? What’s share worthy?

Center your content around what is poorly served or missing in the market.

Turn questions customers are asking of your competition, your sales or customer service departments into topics.


Will It Blend?

iPhone:2,281,902 views

Vuvuzela:1,309,488 views


6 CONTENTSOCIAL MEDIA QUICK START PLAN

What is most memorable about your brand right now? What’s share worthy?

Center your content around what is poorly served or missing in the market.

Turn questions customers are asking of your competition, your sales or customer service departments into topics.


7 NEXT PHASESOCIAL MEDIA QUICK START PLAN

Plan for success, failure, and the more likely blindside.

Have an objective 3rd party available.


REAL WORLD EXPECTATIONS

Social Influence takes time. A lot of time.

The tools are not the strategy.

Social Media should be part of your larger online presence, not a silo.


Best Practices

Social Influence is a real thing.Schedule it in.

Set aside time. Make nurturing your social relationships a regular part of your day.


Best Practices

Get your co-workers involved.

Encourage them to generate content.


Best Practices

Start blogging.

Try WordPress, Blogger, Tumblr or Posterous.


Best Practices

Aim for and enable share-ability in all your content.

Facebook Like button, Retweet this, comments...


Best Practices

Develop an editorial calendar.

Mon Tue We Thur Fri

✓ blog post✓ 4 tweets✓ bookmark 3 stories✓ share 2 stories on Facebook

✓ 6 tweets✓ bookmark 1 story✓ share 2 stories on Facebook

✓ 2 tweets✓ bookmark 3 story✓ share 1 video on Facebook

✓ blog post✓ 4 tweets✓ share 2 stories on Facebook

✓ fav 2 videos on YouTube✓ 10 tweets for Follow Friday✓ share 2 videos on Facebook


Best Practices

Host video and images externally.

Increase your exposure by uploading imagery and video to Flickr & YouTube, then embedding it on your site.


Best Practices

Always consider the user connected to his or her social graph.


Thank you.

GradyBritton.com GradyBritton

For my card, txt: DAYN to 50500dayn

delicious.com / daynw / pbj2

[email protected]


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social media strategies for real world budgets

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