WHAT THE *TWEET* IS SOCIAL MEDIA MARKETING? – EVENT HANDOUT

May 19, 2009

www.whatthetweet.org

Green Bay Area Chamber of Commerce 300 N. Broadway, Ste. 3A

P.O. Box 1660 Green Bay, WI 54305-1660

Phone: 920-437-8704 www.titletown.org

EVENT AGENDA

What the *Tweet* is Social Media Marketing? | www.whatthetweet.org| May 19, 2009| Green Bay Area Chamber of Commerce

7:30 – 7:45AM Introduction & Housekeeping

Dana VanDen Heuvel of MarketingSavant will welcome the guests, speakers and panelists and highlight the key points for the day before introducing the first speaker

7:45 - 7:50AM Table Networking (while SNC clears our breakfast plates)

7:50 - 8:30AM Caitlin McCabe, Director of Social Media, Sway, Inc.

Social Media DIY – How to make social media work for you if you’re the only one working on social media. Using the tools that the experts use without breaking the bank.

8:30 – 9:15AM Pat Hopkins, CEO, Imaginasium, Green Bay, WI

What happens to brands in social media. How does social media change company cultures and corporate brands when consumers are in control, and what can you do about it. Client or case study example of a brand transformed (or that is being transformed) by social media

9:15 – 9:30AM Break

9:30 - 10:00AM Susan Finco, CEO, Leonard & Finco Public Relations

Sharing the results of the Northeast WI social media study and the results of the chamber study – what does social media mean to the area.

10:00 – 10:30AM Greg Linnemanstons, President, The Weidert Group

How social media has changed public relations and working with the media over all. Discuss the democratization of expertise (HARO, blogs, everyone’s a source…) and how businesses can leverage social media to obtain media coverage.

10:30 – 11:00AM Dana VanDen Heuvel of Marketing and Kiar Olsen of Element Creative

Kiar and Dana will be sharing some best social media cases featuring both local and national brands.

11:00 - 11:15AM Break

11:15 - 11:45AM Panel Discussion

We’ll bring the panel on and go through a set of questions about the unique experiences of how each of the panel members’ organizations are using social media to their advantage, what some of the pitfalls are and ask what their recommendations are for the audience. Jeff Gahnz, Jody Weyers, Amanda Brooker, Kiar Olson

11:45 – 12:00PM Wrap Up & Take Aways

We'll answer any remaining questions for the panel + any of the day’s speakers

12:00 PM Event Close - Thank You For Attending!

business toward social media. Fifty-two per-cent stated they are somewhat familiar with SM, with less than a third (27%) very familiar with SM. Text messaging, Face-book, LinkedIn, blogs and YouTube are most used. Despite the seem-ingly low numbers, nearly 70% of the busi-nesses responded they are using some form of social media in their business, primarily to communicate with oth-ers (30%) or to market. And 100% of the re-spondents said SM has a place in the business world.

Sure you’ve seen oodles of stories and media coverage about social media, but who is really using it and why? A number of recent sur-veys provide some in-teresting insights to consider when develop-ing your social media program. Leonard & Finco Public Relations conducted two social media sur-veys; one focused on social media use among Northeast Wisconsin media and the other on social media use among Northeast Wisconsin business / community leaders. The findings: the news media is lead-ing the way when it comes to social media (SM) use in business.

Some 68% of journalists say they find contacts and interviews through SM outlets and more than half generate story ideas and do background infor-mation gathering through social media. Business and community leaders are more cau-tious, with a surprising 44% stating they do not use social media at all for business. Of those who do, they tend to use it to connect/communicate with clients (31%) and to gather information or research specific topics. Meanwhile, an extensive social media survey con-ducted by the Green Bay Area Chamber of Com-merce also reflects the cautious approach of

The surveys said……..

On the national scene….. A national, Online Har-ris Poll conducted in spring of 2009 found that 51% of Americans do not use Twitter or have a MySpace or Face-book account. And while the media may be using Twitter, only 5% of Americans are currently using it.

Still, 58% of adults say they have either a MySpace or a Facebook page. Age seems to play a prominent role in the use of social media (SM), with younger gen-erations using SM far more often than those over 40.

Education is also a fac-tor in SM usage. Fifty-five percent (55%) of those with some college education have a Face-book or MySpace ac-count and 52% of col-lege grads or beyond use social media sites.

Connecting the Dots: Who is Using Social Media & Why

Survey Highlights

• 100% of businesses & or-ganizations surveyed say there is a place for social media in the business world.

• The media has embraced

social media for its work; businesses are taking a more cautious approach.

• Nationally, younger and

more educated individuals tend to use SM far more often than those over 40 or those with a high school or less education.

What does it mean?

• Social media use is growing, but its use is still being defined.

• Understand who is using SM and why. Then build your social media plans accordingly.

It’s a 24/7 Communications World. You need to be ready at a moment’s notice.

We can help.

www.LFpublicrelations.com

55 Tips for Integrating Social Media

1. Before investing a minute on SM, get your website right; driving traffic is a primary SM goal.

2. Recognize that traditional media deliver more reach than SM, while SM has the potential toconnect with your most engaged customers.

3. Use SM to measure the impact of traditional media; listen for qualitative and measurequantitative.

4. Fully articulate your brand character internally so that you can define how it's expressed in SMchannels - blogs, twitter, video, Facebook, et al.

5. Search for all opportunities to cross-channel promote between traditional and social media.

44 Twitter Tips

Do use twitter to provide value in the formof links to articles, meaningful insights, anduseful data.

Do reveal personality, but not so much thatthe world knows you were hungover Mondayor that you dislike your boss intensely.

Don't be inane, dull or obvious. No one cares that you're enjoying your coffee, thatyou have an overdue book (unless it's theGutenberg Bible) or that your cat looks cutecuddled up on the couch.

Do use the 60/30/10 rule: tweet 60% valuablecontent, 30% personal opinions or insights, and10% chatting of a more personal nature. Giveor take.

Social Media What’s all

the talk about?

33 Ways To Make TheMost of LinkedIn

Extend your reach. Once you've established aLinkedIn profile for your company, you can usethis as an outlet to promote your company'swebsite or blog.

Learn & teach. LinkedIn gives you theopportunity to ask questions to your networkand other professionals in your field.You canalso position yourself or your company as anexpert on a specific topic by replying to postedquestions with useful information.

Establish professional networking groups.LinkedIn allows you to establish your own net-working groups with others in your field. For anexample, check out Weidert Group's 'Synapse:NE WI Marketing Connection' networkinggroup.

66 Reasons To Be Blogging

1. Your brand will become humanized asprospects get a sense of your company's culture.

2. You'll position your company as an authenticand knowledgeable thought leader.

3. A blog offers the opportunity to build a realcommunity, making it easy for customers,clients, prospects, and similar-minded profes-sionals to engage in a dialogue with you.

4. It's an inexpensive way to get your compa-ny's name out.

5. You'll increase your brand's rankings by regu-larly having fresh content on your web site.

6. Studies have shown that customers andprospects think more highly of companiesthat blog.

A Video's WorthA Thousand Words

Video has it all: sight, sound and motion. Creatingone doesn’t have to be hugely expensive, and thepotential to reach and influence a wide audience isimmense.Wondering what to put on the video?How about:

l Demonstrate a product, process or procedure.

l Diffuse a PR crisis by having upper managementspeak.

l Present a new product.

l Entertain and, in turn, give people a better senseof your corporate culture and attitudes.

l Encourage people to share – interesting orfunny material can go viral quickly.

About UsWeidert Group has been generatingsmart ideas for local, regional andnational clients since 1980.We are afull-service marketing firm withcapabilities in marketing research,planning, design, public relations, media,and interactive/web. Interact with us!

©20

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blog.weidert.com

weidert.com

twitter.com/weidertgroup

920.731.2771

Facts You Didn't KnowAbout Social Media

1. In a TEK group survey, 60% of mediacontacts polled say they want companiesto use social media links.

2. In the first 2 months of ‘09, social net-working sites grew faster than any otheronline sector (Nielsen, 2009).

3. Twitter added 5 million users in March‘09 (Content, based on comScore stats)

4. 45-54 year olds are the highest indexingage group on Twitter (comScore).

5. Social Networks 68% more popular thanemail 65% (Nielsen, Cnet, March 2009).

6. According to ComScore, [LinkedIn traf-fic has] gone from about 3.6 millionunique monthly visitors a year ago to 7.7million today (Adage, March 2, 2009).

How to grow your business through digital and social media marketing

Social Media 101What is Social Media?

Social Media ToolsFree blogs:

Blogger - www.blogger.com Word Press - http://wordpress.com/

TechnoratiBlog search engine technorati.com

Free Micro Blogging sites:Twitter - twitter.com/

Plurk - www.plurk.com

RSS ReadersGoogle Reader - www.google.com/reader

Photo SharingFlickr - www.flickr.com

Video SharingYouTube - www.youtube.com

Social BookmarkingDelicious - www.delicious.com

Jaiku - www.jaiku.com

No doubt you’ve heard plenty about social media by this point, but many business owners are challenged with how to make it relevant for their business. According to Wikipedia, Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommu-nications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspec-tives and "building" of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Essential Steps to Social Media Success1. Establish Clear Business Objectives and Metrics Social media mar-keting should not be an executive pet project. As a marketer responsible for a social media initiative, you should never move off the starting mark without clear and measurable business goals.

2. Marketing Communications Moves from Monologue to Connected Dialogue When customers control content, marketers inevitably lose some control of the message. But that doesn’t diminish the capability of good mar-keters to communicate effectively with their markets—in fact it can create a significant competitive advantage.

3. Clarify Your Positioning For all the novelty of social media, successful execution invariably hinges on an age-old fundamental—a clear and con-sistent position across all business touch points.

4. Identify the Influencers The first meaningful step of engagement is to identify where the conversations are taking place that are relevant to your market community, and who is shaping those conversations.

5. Listen Before You Launch In any conversation, a smart communicator spends time listening to the dialog before they engage.

6. Integrate Your Social Media with SEO One of the most powerful ca-pabilities of social media, especially blogging, is the ability to dramatically

impact search engine positioning.

7. Engage Your Audience Whether you’re launching your own social media application or engaging in others, the key to building influence in your com-munity is getting involved.

8. Engage Your Employees Social media programs are a valuable opportu-nity to build cross functional teams in your organization.

9. Engage Your Customers Nothing filters up good ideas and new content like talking directly to customers. Interview a few of your customers or part-ners and ask for their take on the issues.

10. Be Honest and Up Front Whether you’re launching your own social me-dia site or just participating in discussions around the Web, be conspicuously honest and straightforward about who you are and who you represent.

11. Define Metrics According to Business Objectives Get involved in de-fining what business outcomes are relevant for your social media program, and look for ways to measure progress toward the goal. Chances are, the data is available.

12. Fail Quickly. Fail Cheaply If you are launching your first social media program, focus on an initiative with minimal investment in time and money.

Social Media Platforms

How much time & money will this take?Most businesses can implement a social media strategy for very little money; how-ever, the best strategies that generate leads and revenue are launched in con-junction with professional help and can cost a few hundred to several thousand dollars. Moreover, social media takes time and personal involvement that are unprec-edented in the world of mass media.

Source: Universal McCann Wave 3 Report

www.marketingsavant.com 888.989.7771 info@marketingsavant.com

MarketingSavant Blogging Services:

Social Media 101

www.marketingsavant.com 888.989.7771 info@marketingsavant.com

MarketingSavantSocial Media Marketing

Social media consulting and coaching by an award-winning blogger.

Award-winning blogger and internet market-ing expert, Dana VanDen Heuvel, provides social media education and consulting to corporations, non-profits and educational in-stitutions.

Our training and content consulting services are the product of more than five yearsyears of intensive study, training, writing and practice in the area of social and new media. MarketingSavant can save you months of learning and prepare you to enter the global online conversation with a strategy, and voice that stands out from your competitors. Our training and custom consulting services ad-dress these key business priorities:

1. Understanding social media’s growing im-portance in the changing media landscape;

2. Tools and tactics for tracking online conver-sations;

3. Turning online feedback into actionable in-formation;

4. Overcoming internal obstacles to social me-dia initiatives;

5. Selecting tools and metrics to match busi-ness objectives; and

6. Building and sustaining effective online communities.

Services begin with the strategic education phase and proceed through strategy and implementation.

Contact us:www.marketingsavant.com

www.marketingsavant.com/newsletter888-989-7771

dana@marketingsavant.com

Connect with us:LinkedIn: http://www.linkedin.com/in/

danavandenheuvel Twitter: www.twitter.com/danavan Blog: www.marketingsavant.com

Friendfeed: http://friendfeed.com/danavan

What is it? What is it good for?Blog A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

Free to low-cost User comments are free feedback on services,

prices Creates searchable archive for search engines Acceptable to discuss topics or ideas that are

not yet fully developed

Message Boards/Chat Rooms/ForumsAn Internet forum, or message board, is an online dis-cussion site. It is the modern equivalent of a traditional bulletin board. From a technological standpoint, forums or boards are web applications managing user-gener-ated content.

Educational information Ability to increase traffic through repeat

visitors Organization gains more creditability Builds relationship with visitors

Micro Blogging (Twitter)Micro-blogging is a form of multimedia blogging that allows users to send brief text updates (140 characters or fewer) or micromedia (photos or audio clips) and publish them, either to be viewed by anyone or by a restricted group. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the Web. Micro-blogs provide short commentary on a person-to-person level or to share news about a company's products and services.

VERY simple to use Multiple ways to send updates: text mes-

saging, instant messaging, email, MP3 or the Web. Computer not needed to send an update, can

use a mobile phone

Photo Sharing (Flickr)Photo sharing is the publishing or transfer of a user's digital photos online, thus enabling the user to share them with others (whether publicly or privately). This functionality is provided through both Web sites and applications that facilitate the upload and display of images. The term can also be loosely applied to the use of online photo galleries that are setup and managed by individual users, including photo blogs.

Free or low-cost Easy to use and share photos Great tagging and organizing system Can be incorporated into personal blogs and

Web sites Easy to buy prints and other photo specialty

items Good backup for paper and digital photos

Podcasts A podcast is a series of audio or video digital-media files which is distributed over the Internet by syndicated download, through Web feeds, to portable media players and personal computers. Though the same content may also be made available by direct download or streaming, a podcast is distinguished from other digital-media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added.

Communicate with large numbers of people via the Internet Incorporates video, audio, music and effects Syndicated via RSS feed or archived on the

Web Listeners can download podcasts to their mo-

bile players or listen to at their computers Production is fairly inexpensive with the right

equipment

Listen to the conversationAs part of our social-media strategy, let’s presume all businesses need a way to listen to their audience, their customers, their partners, and their detractors. Let’s begin with the tools we use to listen to the conversation. Start with Google Alerts and subscribe to keywords pertinent to your brand. You’ll get daily emails telling you when your keywords show up on the Web.

www.google.com/alerts

www.keotag.com

www.technorati.com

www.summize.com

http://crazyegg.com

Social BookmarkingSocial bookmarking is an excellent way to share the collective intelligence of the Internet. This is near the top because you may want to “bookmark” some of these other sites using del.icio.us.

http://delicious.com/

www.digg.com

www.reddit.com

www.diigo.com

Subscribe to Blogs of InterestReading blogs through RSS readers is how blogs were meant to be read. Use Google Blogsearch and other resources to find blogs you like using keywords from your hobbies, company or indus-try. Subscribe using your new Bloglines RSS reader account.

google.com/blogsearch

www.blogpulse.com

www.technorati.com

RSS Feed AggregatorsSign up for Bloglines, a free Web-based RSS reader that will allow you to follow numerous blogs and news sites. Add the feed from www.danavan.net to get started, then look for the RSS button on your favorite news sites to subscribe to more feeds.

http://www.bloglines.com

Google.com/reader

WikipediaDo you know what’s been written about your brand (or your competitors) on Wikipedia? If you’re not in Wikipedia, write a mock version of your own Wikipedia entry.

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2009 Sway, Inc | Do Not Duplicate

Social Media Basics by Sway Inc.

Banner AdsPay-per-click

SEOEmail Marketing

Affiliate Programs

User Generated MediaBlogs

PodcastsMobile Phone

RSSOnline Video

Widgets“Web 1.0 is about

commerce, Web 2.0 is about people.”

-- Ross Mayfield

Companies are jumping into social media marketing every day, but not all of them are doing it right. When considering a social media strategy, keep in mind the following:

“Web 1.0 is about commerce, Web 2.0 is

about people.”

-- Ross Mayfield

Find. Where is your target audience spending time online? Examine the types of conversations they are having the what content is resonating with them.

Learn. Spend time exploring different components of social media to see what’s right for your brand.

Do. Develop a plan, goals and objectives then execute with the right social media platform.

Social media is a phenomenon. And it takes a phenomenal approach to wrangle it.

Well, what did you think?

Please take the post-event online survey.

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