J Campbell Social Marketing

Social Media ToolboxMay 31, 2012ADDP Technology DayJulia Campbell, J Campbell Social Marketingwww.jcsocialmarketing.com julia@jcsocialmarketing.com What is Social Media?Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media).REAL interactions in REAL time.

Is social media just a fad?Facebook had 845 million monthly active users at the end of December 2011 and 483 million daily active users on average.Twitter now has aroundhalf a billion registered profiles, with over 100 million in the USA alone. Collectively, Twitter users now send 175 million tweets every day.

Is social media just a fad?As of February 9, 2012, LinkedIn operates the worlds largest professional online network with more than 150 million members in over 200 countries and territories.In January 2012Pinterest had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark.YouTube: 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.Over 4 billion videos are viewed on YouTube per day.Over 800 million unique users visit YouTube each month

4 Things You Need To KnowThis is not a cure for your own ambivalence about marketing your business. Your Social Media Manager/Marketer cannot operate in a silo. If you do not have a website or your website is awful, social media will not be effective.You get out what you put in time, resources.

Approach social media like a cocktail partyMingle and chat.Laugh and listen to amazing stories.Dont be a wallflower.Do not be the guy with the lampshade on his head.Do not oversell or come on too strong!Each party (network) has its own etiquette and rules.

Facebook 101The place where people go to connect/reconnect with friends and family. People come to Facebook to make personal connections and to have fun. Strategy Help customers feel more connected to your business; show them who you are as individuals; help them connect to each other. Share behind the scenes photos and videos, ask questions, share compelling statistics and success stories. Easy, light, fun. Include media with all posts links, photos, videos.

Facebook 101

Twitter 101A space where people share the content that excites them, in short 140 character bursts. Micro-bloggingThe link reigns supreme! Strategy Dont get too personal; share the best content you can find; drive traffic to your website.Get people to ReTweet your content; follow key influencers and ask them to spread your message.ReTweet, Thank create good Twitter karma.Statistics, quotes, links. Be creative!

Twitter 101

VOCABULARY:HashtagMentionDirect Message (DM)ReTweetLinkedIn 101A professional network where people go to build networks and connect to resources.Strategy Unlike Facebook, people actually want to talk about work and work issues on LinkedIn. Longer, wordier responses, more professional tone. Look for potential employees and customers, share professional networking events, join Groups and ask questions and start discussions.Thought leadership in your industry.

LinkedIn 101

Pinterest 101Third largest social network, fastest growing. Very popular with women.The ability to create your own lifestyle magazine on the Internet via bulletin boards (pin boards).11.7 million unique U.S. visitors in January 2012, making it the fastest site ever to break through the 10 million unique visitor mark.Strategy Compelling images! Great for retail, art, fashion, jewelry, architecture, travel visual mediums.

Pinterest 101

YouTube 101Video-sharing website where users can upload, view and share videos. Strategy Create a branded channel, upload videos! Videos should be quick, simple, engaging and professional.

Google+ 101

Google+ 101

But what comes first?

Social Media PlanningCreate a social media plan.Using social media means long term commitment.You will not get results in one day.What is your capacity? Staff time, etc.?You get out what you put in (like everything else).

Social Media PlanningWhat do you do?140 characters, clear & concise, short & sweet.Set a goal. What has to happen so that you can say its working?SalesBrand awarenessBrand reputationCustomer loyaltyPut a number on it. What gets measured gets done!Hard to measure brand reputation but try to quantify what you can.

Social Media PlanningWho is your audience? Select the target group that is most likely to be persuaded by your message.Who are the people that have the most to gain by what you do?The general public is NOT a target market. Which market is most likely to engage in social media?What channels are they using? What are they doing there?1-9-90 rule (1% of people participate actively, 9% comment and interact occasionally and 90% are lurkers)

Social Media PlanningDo they know who you are?Where should you start? Start with Fans/Brand AdvocatesRecruit them to spread the word and bring others over to their way of thinking.Might initially be a small group. Turn what you do into a simple message. (Think tagline.)Why do people buy from you? Why do people participate with you?More than just the unique selling proposition should be emotional and meaningful

Social Media PlanningGet set upSquare avatarCompelling images purchase some, you will need them!Search Engine Optimization SEOSEO visibility key word researchGoogle Trends - http://www.google.com/trends/Google Key word ToolType in any word, phrase or website name. Google gives a list of keyword ideas plus data showing how often words are searched and their ad bid competition.Social Media PlanningPlan your content.Make a schedule/Content Calendar3 blog posts per weekOne videoUpdate your status every dayBuild time in for interaction answering comments and feedback

Ideas for generating contentIndustry blogs, newsletters, websitesGoogle Alerts & New York Times alertsCompetitorsSuccess StoriesInspirational quotesReached a goalWant input on an issue

Events, anniversaries, celebrations, birthdaysEmail newsletterTie current events to your cause/issueRead everything and follow everyone! Figure out whats working for others and adapt it!

Social Media PlanningWriting styleDont use big words and jargon.Relax, act normally. People like personality.Put some passion into it. Be excited but dont hype.

Social Media PlanningPromote your social media networks! If you build it, they will come. (Well, no)Use all communication channels, including:Add the social media buttons to the main page of your website (ideally visible on all pages, easy to find, make sure links work!)Email newsletter template (social media buttons)Brochures, Annual Report, any and all printed materialsSocial Media PlanningPromote your social media networks! If you build it, they will come. (Well, no)Use all communication channels, including:Add the social media buttons to the main page of your website (ideally visible on all pages, easy to find, make sure links work!)Email newsletter template (social media buttons)Brochures, Annual Report, any and all printed materials

Social Media PlanningYour Welcome to our email newsletter! email (Add a sentence Connect with us on Facebook!)Your store front, cash register, lobby, waiting room, anywhere you have a captive audienceBuild your connections. Ask the staff, interns, customers to connect with and be sending people to the Facebook page, Twitter account and LinkedIn Company Page.

Julias Social Media PhilosophySocial media is a TOOL it is not a silver bullet.In other words, you still need a good product or service to get people to care.)Integrate it with an overall marketing campaign, just as you would other tools (direct mail, newsletter, website, ads, customer service). Julias Social Media PhilosophyNot all social media channels are right for you. Pick and choose. Do a few well than many poorly. QUALITY over QUANTITY one quality Facebook post per day (or every few days) is worth more than 100 posts that are perceived as spammy.

To learn more:www.socialmediaexaminer.com www.hubspot.comwww.johnhaydon.comwww.jcsocialmarketing.com

Questions, comments, feedback?Email: julia@jcsocialmarketing.comWebsite: www.jcsocialmarketing.comCell: 978-578-1328Twitter: @skullsflyingFacebook: www.facebook.com/jcsocialmarketing