ypn social media presentation (pdf)
DESCRIPTION
Slides from my presentation to the Young Professionals Network Bendigo.TRANSCRIPT
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S i l M diSocial Media
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SASI Marketing Group
Phil GutteridgeSASI Marketing Group
Marketing ConsultantMarketing ConsultantOnline Marketing – Last 5 Years
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Socialnomics Video
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Social is the ability to share information
What is social media?Social is the ability to share information quickly and easily within your personal
and / or professional network.and / or professional network.
In short ... being connected.g
A social network has always existed, but the h h h h d d llway in which it connects has changed dramatically.
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Networks can be defined by how
What is social media?Networks can be defined by howyou know the people in the group.
This can be family, friends, work colleagues customerswork colleagues, customers, clubs / organisations, etc.
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Media is the content that is being shared
What is social media?Media is the content that is being shared.
Is your content worth sharing?Is your content worth sharing? Is your content remarkable?
Content isn’t just words –it can be photos video webinars etcit can be photos, video, webinars, etc.
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If your content is of value to your
What is social media?If your content is of value to your
target audience, people will be willing to share this information with othersto share this information with others.
Within all your marketing efforts empower yourWithin all your marketing efforts, empower your customers to promote your business for you.
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Understand the behaviour not the technology
What is social media?Understand the behaviour, not the technology.
Technology just sped the process upTechnology just sped the process up.
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Social media policy
Where are your manners?Social media policy.Purpose and scope.
The rules of engagement.Celebrate the good, accept the bad,
but won’t tolerate the ugly.
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Social media strategy
A frame of referenceSocial media strategy.
What are your objectives?What platforms are to be used?
How will your efforts be measured?What is the tactical approach?
What is the implementation and timeframe?What is the implementation and timeframe?
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What is assumed to be social media
ToolsWhat is assumed to be social media ...
But don’t forget ...
More than 300 others
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Source: http://www.socialnomics.net/2011/08/15/social‐network‐adoption‐infographic/
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Facebook has over 750 million users worldwide
FacebookFacebook has over 750 million users worldwide
250 million access Facebook through a mobile device50% of active users log on to Facebook every day
In Australia over 9 million people over the age of 18 p p gRoughly 40% of our population
Over 33% of women 18 34 checkOver 33% of women 18 ‐ 34 check Facebook when they first wake up
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Mainstream media:
It’s mainstreamMainstream media:Live to Air ProgrammingCommercial Advertising
We don’t want you to go to our website,connect with us through Facebook instead
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Huh?
Zero Moment of TruthHuh?
FMOT > First moment ... The 7 seconds prior to making a purchase decision.
SMOT > Second moment ... When back home, did the purchase deliver the promise – yes or no.
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Zero Moment of Truth
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Zero Moment of Truth
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The buying decision journey has changed
Zero Moment of TruthThe buying decision journey has changed.
What was once a message is now a conversation.Word of mouth is stronger than ever.
No MOT is too small.The MOTs are meeting.
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Our approach
Content within contextOur approach:
Goals (Setting the Benchmarks)Strategy (Target Market / Value Proposition)Strategy (Target Market / Value Proposition)
Tactics (Design, Communicate and Deliver Value)Implementation Paid vs Owned vs Earned MediaImplementation – Paid vs Owned vs Earned Media
Performance EvaluationROI AnalysisROI Analysis
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Four key metrics that any business measures
Where does social media fit?Four key metrics that any business measures:
TrafficLeadsSales
Repat Sales
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Where does social media fit?
Metric to be Measured Primary Offering Secondary Offering
Traffic Blogging SEO / Social MediaTraffic Blogging SEO / Social Media
Leads Lead Generation PPC Advertising / Email MarketingEmail Marketing
Sales Lead Nurturing / Email Marketing Advanced Content
Improvement Over Time Closed Loop Marketing Analytics Website + CRM Integration
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Research the conversations
What are some of the rules?Research the conversationsListen, don't just "hear"Be real and transparent
Give them what they want and what they needy yDon't just count followers, count the engagement
Acknowledge the experiencesAcknowledge the experiences
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1 Digital Dirt
5 ways to ensure you never get hired1. Digital Dirt
You may have “digital dirt” lying all over the internet.
Things like self‐incriminating photos, discussions of your drug‐induced night out, etc.y g g
Make the dirt as dirty as possible, soiling all the k b k bmajor networks – Facebook, Twitter, YouTube.
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2 Terrible Troll
5 ways to ensure you never get hired2. Terrible Troll
Be sure to troll your social networks as much as possible leaving as many annoying and pointless comments as– leaving as many annoying and pointless comments as
possible on blogs, Twitter, etc.
Don’t forget to swear as much as possible.
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3 Big Mouth
5 ways to ensure you never get hired3. Big Mouth
Talk about your previous employers in a negative light.
Talk about how much you hated your last job and how your boss was a “powermonger” and a poor excuse for ayour boss was a “powermonger” and a poor excuse for a manager. If you really want to go all out, bring to light
confidential information about your previous employersconfidential information about your previous employers.
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4 Copious contacts and comments
5 ways to ensure you never get hired4. Copious contacts and comments
Add as many sketchy “people” to your networks as possible and solicit strange comments from thempossible and solicit strange comments from them.
It’s especially good if all your “friends”It’s especially good if all your “friends” post filthy content on your Facebook wall.
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5 Positively Negative
5 ways to ensure you never get hired5. Positively Negative
Keep everything negative.
Don’t post anything positive – including your achievements awards education and skillsachievements, awards, education and skills.
Source: http://www.prdaily.com/Main/Articles/9184.aspxp // p y / / / p
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Positive
What employers are finding from profilesPositive:
18% of employers found content on social sites that influenced them to hire a candidate.
Negative:35% of employers found content on social sites that
caused them to NOT hire a candidate.
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Positive
What employers are finding from profilesPositive:
50% ‐ A good feel for the candidate’s personality39% ‐ Truth about candidate’s professional qualifications
38% ‐ Creativityy35% ‐ Communication skills
15% Awards and accolades received15% ‐ Awards and accolades received
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Negative
What employers are finding from profilesNegative:
53% ‐ Provocative / inappropriate photos or information44% ‐ Content about them drinking alcohol or drugs35% ‐ Bad mouthing previous employers or clientsg p p y
29% ‐ Poor communication skills24% Lies about qualifications24% ‐ Lies about qualifications
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Downloads
ThanksDownloads
This presentation:/ /www.slideshare.net/philgutteridge/
Socialnomics 2011 Video:http://www.socialnomics.net/2011/07/05/social‐media‐videos‐2011/