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Social media

Integrating. Social media. Why social media?. Because…social media has changed marketing, advertising and public relations. Consumer dictated and community generated Businesses are having to be more transparent New opportunities have emerged http://vimeo.com/2897291.

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Social media

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  1. Integrating Social media

  2. Why social media?

  3. Because…social media has changed marketing, advertising and public relations • Consumer dictated and community generated • Businesses are having to be more transparent • New opportunities have emerged http://vimeo.com/2897291

  4. http://spotthezombiemanitoba.com

  5. What is social media?

  6. What is social media? • Content sharing on the web • Thoughts, photos, video, games, events • Platforms: Facebook, Twitter, Blogs, Email, YouTube, Flickr, 4Square…? • Personal Connections Socialnomics http://www.youtube.com/watch?v=fpMZbT1tx2o

  7. Common SM tools • http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/ Complementary marketing channels

  8. What do they do? • Facebook: The premier social networking site where you can add friends, post photos, share your life and join groups • Twitter: Share information, “follow” other people and get your information out as a “live” stream. • YouTube: It is the Social media channel where you can upload and share Videos, subscribe to channels and again add friends • LinkedIn: A social media site that operates primarily in the professional networking and business relationships segment • Flickr: An image/ video hosting website, web services suite, and online community • Digg: A social platform that enables you to post your articles and others can vote on whether they like your story or not. • Blogs: An interactive way of sharing content and receiving comments • Wikipedia: The socially generated encyclopedia which is updated and edited constantly by the online community • Foursquare: and other geofinding/mapping technologies • Others? PinInterest, Google’s Instagram…..

  9. When do you use social media?

  10. When your audience wants it. • Voyageur Game to orient 8 – 14 year olds pre-arrival to Manitoba • Name the Infrastructure Gallery with interactive contest and games

  11. Where does it go?

  12. Beyond borders and platformsAIME Credit Union Awards

  13. Who uses it?

  14. Who uses it? Larger corporations • Customer service • Increase awareness of new products/services/innovations • Humanize your brand • Fun campaigns Small Business • Increase awareness of new products/services to people who already know you • Customer service • Make more personal connections • Group buying Non-profit • Awareness • Event promotion

  15. If you build it will they come?

  16. Map Directory • Add street level information • Add pictures of key service buildings

  17. How does it work?

  18. The Globe and Mail says… • Be short, fast and on trend with messaging (before trend is better) • Connect your brand to popular content or trending topics. • Facebook: act like a person, not a brand – users are already tired of obvious marketing ploys. • Twitter: be interesting, not salesy – don’t bombard, and only put up on-brand tweets – the appropriate frequency is once a day. • LinkedIn: start or join a group, post a job, keep all employee accounts up to date. • YouTube: act like an expert, not a salesperson or a commercial (same as above). • Use social media as a bridge – direct mass media and trade publications to your platforms to capture individuals.

  19. THE PLAN • Objectives, strategies and tactics • Then, target your audience • Solve your community’s most important problems • Allocate resources to generate/manage content • Create the plan: • Mindmapping/logic models (Freemind, Xmind, Mindjet) • Editorial content plan (docs.google.com) • Keyword plan (Google AdWords, Wordtracker) • Schedule publishing (TweetDeck, HootSuite, SocialOomph)

  20. Tag the Living Flag, you’re it! Social Media Strategy 4 Canada Day Living Flag 2011  Use multiple social networks to reach target audiences to pre-register to participate in the Canada Day Living Flag 2011 event, and to stay engaged with Downtown BIZ social media post-event. Tactics • Have Downtown Peggy “Like” the event on Facebook and have it showing as an event on her calendar. (Participants need to be Facebook friends to be tagged in picture.) • Post the event on Twitter and seed prime blog sites. • Encourage tagging of friends in aerial photo on Facebook. • Apply to enter the event into the Guinness World Book of Records as “the most participated “aerial” one-day outdoor event in Canada”. (Research is required to scope the criteria that would qualify for a record.) • Online volunteer registration and process. • Online participant registration including T-shirt size. • Printable forms and confirmation of enter to win Bombers tickets. • Incentives to participants to tag themselves and friends in the flag photo post-event to win tickets to Bombers games. • Interactive online map game “scavenger hunt” for coupons to BIZ restaurants and retailers (driving traffic from social media to BIZ website), if interactive new media sponsor is available.

  21. How Fast is SM growing? • Twitter grew 1444% in the last year • Twitter registers 18 million new users every year • Time spent on Twitter is up by 175% • Every day bloggers publish approx. 900,000 posts • YouTube is now the second largest search engine • Facebook is now the number one photo sharing site • Social networks now rate second only to email in marketing tools

  22. Facebook • Build pages http://www.facebook.com/pages/create.php • Connect https://www.facebook.com/ads/ • Create (offers, expertise, fun, insider’s peek) • Engage with community content (anticipate, it’s too late if you are just responding) • Measure through FB Insights http://www.facebook.com/VW?sk=app_6009294086 http://www.facebook.com/NHL

  23. YouTube • Second largest search engine • Go viral • Compliments other social media tools http://www.youtube.com/watch?v=N9oxmRT2YWw&feature=mfu_in_order&list=UL

  24. What is Twitter? • A micro blogging site that allows you to “network” with whoever you want, whenever you want • 140 character posts • Searchable • Convenient mobile phone app

  25. Do Twitter • Plan is advance • Be consistent • Monitor Twitter to find out who's talking about you, your employer, your colleagues and your competitors using Twittersearch • Be personable yet professional; don't say anything you don't want everyone to hear • Share links to interesting content • "Follow" people whose tweets you find interesting • Don't feel you have to keep up with reading every message in your Twitter feed • Keep it casual. It’s about relationships http://video.pbs.org/video/1282932868

  26. Don’t Twitter • Don’t choose a hard to remember username • Post more than about 120 characters • Tweet too little—or too much • Ask for more than you give • Use the reply function when you should use a direct message • Post when you are frustrated or angry • Forget about your profile page

  27. Group Buying • Social awareness opportunity • 30,000 people on the Groupon mailing list • encouraged to share the deal to earn credits • SwarmJam - Newspaper exposure • Cost: The discount + 1/2 the revenues • Beware: • Over-selling • Ratings • Have a follow-up plan! http://youtu.be/QhkecE3-VRs

  28. Paid Advertising • PPC (Pay-per-click) vs CPM (Cost per thousand impressions) • Use PPC when you have a specific goal ie. drive traffic to site/page, make a sale, increase “Likes” • CPM – awareness • Pay LESS CPM by starting with PPC

  29. How do you measure it?

  30. 3rd Party Website Network • Allows service providers to monitor traffic • Allows IMD to monitor network usage

  31. Tracking Results - ROI • Social Media ROI • What is your goal? • Tracking • Comparative analysis • Technorati, Google Developer Tools • Search Engine Marketing • Organic vs Paid Search (Google Adwords, http://freekeywords.wordtracker.com) • Keywords • Bidding • Ad Copy

  32. Legal Help Centre Share Space Awareness Building Tactics • Editorial Plan • Website (visual, navigation, and CanadaHelps.rog • Social Media Tactics • Facebook with emphasis on Manitoba Justice processes contrasted against traditional aboriginal and ethic newcomer justice experiences – from the client’s perspective. Leverage community justice spokespeople. • Publish events including community workshops, consult opportunities and referrals. • Publish success stories. • Link to main service provider referral websites, if these are grade 6 English and client-centric. • Link Twitter and other networking engines to Facebook. • Add interactive, moderated content. • Connect with positive constituent blogs on Facebook. • Leverage appliances on Facebook to extend friends network. • Register and position CanadaHelps.org buttons to donate directly online by PayPal on website and Facebook to attract $25,000 for training video modules and other AV. Crowd funding. • Potentially partner with Broadway Neighbourhood Community Centre “Just TV” community access production facilities. • Develop an online social networking donation campaign leveraging Facebook, Twitter, strategic blog, discussion groups, and other agencies online networks. • Develop training sponsorship campaign to recruit youth advocates • Share Space Media launch • Community e-news, e-blast and newsletter

  33. Legal Help Centre Evaluation • Awareness: Intermedia baseline before campaign launch, incremental indicators • Web metrics: • Website indicators unique visitors, transactions, average duration, search engine referrals. • Online pop-up survey for client and volunteer inquiries. • Online hidden pages for media or mentor volunteers containing personal stories and profiles will be tracked based on unique URL address. • Twitter, Facebook and other social media tracking devices to be determined (e.g. Technorati.com, Google Analytics) • Youth Advocate/Video Production Fund: CanadaHelps.org PayPal and direct donations

  34. Introducing today’s journalist

  35. Why Social Media Newsrooms? Traditional – one way communication Social media – multi-channel communication • Encourages broad, bi-directional communication and information sharing among a more diverse audience. • Accessible not only to media, but anyone you want to connect with • More than 80% of internet users are active in social media • These people expect business to have a social media presence too • Journalists and bloggers need good content with pictures, videos, etc • Makes it easy for journalists and blogger to find and share your content • Traditional • http://www.rbc.com/newsroom/2011/0119-rrsp-less.html • http://www.georgebrown.ca/medianewsroom/index.aspx • http://www.caamanitoba.com/news/newsroom.jsp • Social media newsroom • http://www.opel-connect.com/ • http://newsroom.cisco.com/dlls/index.html • http://newsroom.electrolux.com/us/ • http://www.google.com/press/

  36. Why blog? • To express your thoughts and opinions • To market or promote something • To help people • To establish yourself as an expert • To connect with people like you • To make a difference • To stay active or knowledgeable in a field or topic • To stay connected with friends and family • To make money • To have fun and be creative • http://www.chrisd.ca • http://www.winnipegfreepress.com/opinion/blogs/ • http://manitobaliberals.blogspot.com/

  37. Are bloggers journalists? • 52% of bloggers consider themselves journalists. (source: PR newswire study 2010) • This is up from 1/3 of bloggers felt this way in the previous survey • 91% of bloggers use blogs and social networks “always” or “sometimes” for research • Compared to 35% for newspapers • 64% of bloggers and 36% of online reporters use Twitter as a research tool for stories • Compared to only 19% of newspaper and 17% of print magazine reporters

  38. Bloggers are new mainstream • Treat them the same way you would a journalist! • Don’t inundate them with press releases • Target bloggers by topic, reach • Start with the blogger, then go to the community. • Engage in conversation, not spin. • Utilize the same resources for blogs as you would for a newspaper reporter. • RESPECT!

  39. Tips for Good Blog Posts • Make your opinion known • Link like crazy • Write less • 250 words is enough • Make headlines snappy • Write with passion • Include bullet point lists • Edit your post • Make your posts easy to scan • Be consistent with your style • Litter the post with keywords

  40. Connection Community Customer Relationship Management Content Communication Context Commerce Customization SEO Challenge: fude.ca

  41. www.fude.ca

  42. Connection Links to Outside Sites • Reserve Online - opentable.com • Mobile Maitre D – mobilemaitred.com • Manitoba Chicken Producers – chicken.mb.ca • Google Map, Pay Pal • Social Media: Facebook, Twitter, Blog Posts Outside Links to Site • Urban Spoon Winnipeg • Menu Manitoba • Various Reviews done and no link provided ex Yelp • Blogs • Listed on Winnipeg restaurants sites – not all are linked such as winnipegrestaurants.ca Most links do not open a new window, which will stray the consumer away from the original site.

  43. Community • Shared interest = Contemporary Fine Dining + Unique Experience • Firm-to-User – “about us” section, catering, promos • User-to-Firm – vlogs, written reviews, menu & food ideas • User-to-User – “Tell a Friend”, social network connections

  44. Customer Relationship Management • Relational Databases • log in upon entry • Integrated Marketing Communications • promo offers for new guests • discounts to regulars • Capabilities for Dialogue • social networking • vlogs • message boards • reviews • Loyalty • customer input • customization brings loyalty • promos/discounts

  45. Content • Pop- up screen with offers • Links to: - Facebook - Twitter - Mobile Maitre D • Testimonials (graphic animation – scrolling words) • Drop-down menus • Contact information

  46. Communication • Firm-to-User: (primary static broadcasting at clients, mimics dialogue) • Segmentation VIP detected thru Pop-up offer • Firm generates Facebook (701 friends) events, video reviews (stale) • Mass emails, pop-up data collect, auto response to subscribers • Non-fillable PDF apply to work online, unable to email back • No auto content update of FAQ • User-to-Firm: (none on Fude.ca) • Leverages PayPal gift cert. and OpenTable reserve software • No user submit reviews (produced, edited and filtered) • No RSS Twitter or user blog feeds detected • Customer Service Request (OpenTable 1986 NA users) • No Contact Us accessible • User-to-User: (none to minimum moderated) • No Instant Messaging, social frame built • Facebook promotes events, not owned by community • Twitter – not found, communication controlled by firm

  47. Search Engine Optimization • Web Page Title – Winnipeg Restaurants, great Winnipeg Restaurants • Keywords “best restaurant in winnipeg, winnipegs top restaurant, winnipeg restaurants“ • When keywords are googled – Fude comes up in the top 5 searches • Fude’s website – Java Script - Search engines target html • Site Map is missing • A few other points + Horizontal top-page navigation bar + All internal pages link to home page + Exchanged links with reputable sites such as Urban Spoon, 10 Best, winnipeg.menuplace,

  48. Context • Ease of navigation • Usability • Crude menu writing • Media available • Good graphics • opportunity Provides Does not provide

  49. Commerce • Online reservations • Order gift certificates • Order food for delivery • Ease of use instructions

  50. Customization • Monthly featured specials • News & Events • Reviews • Links for social network sites • Not a lot of personalization Tailoring Personalization

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