2011 06 11_presentation_nic_apowerpoint
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Social Media MarketingNational Interscholastic Cycling Association
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THe Media
Traditional
•Audience Development: Radio Waves, direct mail, television, etc. •Engagement editorial content, advertising strategies and promotions•Revenue Source: Advertising sales
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The Media
Social
Audience Development: Facebook, Twitter, Foursquare Engagement: Editorial Content & Promotions Revenue Source: Brand Sales
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SOcial Media Audience Development
The Argument Against “Groups” for Organizations
Best for friends, Family & Classrooms
Facebook is still in development
Cannot transfer Group Members to Fans
No Ads, Apps, etc.
Less Control
No Measurement
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SOcial Media Audience Development
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SOcial Media Audience Development
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SOcial Media Audience Development
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SOcial Media Audience Development
Facebook Objects
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SOcial Media Audience Development
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SOcial Media Audience Development
Best ROI
PPC
Sponsored Stories
Test, Test Test
Artwork
Target: Friends, Fans and other
Facebook Page Fans (Bicycling Magazine)
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Who are Your Fans?
Advocates
Looking for deal
Influentials
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HOw to Talk to your Fans
1.Be Genuine
2.Provide Sharable Information
3.Arm your Advocates
4.Ask Questions
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BE REAL:
Profile Image
Show ownership
Show humility BE DEMOCRATIC:
Allow users to post on page
Don’t delete comments or posts from fans
SOcial Media Engagement
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SOcial Media Engagement
EdgeRank
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SOcial Media Engagement
TerminologyEdge: (Comment, “Like”, create, “tag,” viewing of photos, page, link).
Affinity: relationship* between “engager” and news feed owner. *how much and how the two interact, how many mutual friends,
Weight: Comments are weighted more than “Likes”
Time Decay: Old “edges” get removed from news feed.
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SOcial Media Engagement
50% of Facebook users check only “Top News”
Develop a “Content Bank”
Develop a “Conversation Calendar”
Run Facebook promotions
Target your messages
How Do you Not drop off the face of the Facebook News feed?
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SOcial Media Engagement
Content Bank
Photos/Videos
News Updates
Athlete Profile Stories
Gear Reviews
Training Plans
Promotions
Outside Content
Polls
Partner Messages
Trainer Q & A
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SOcial Media Engagement
Conversation Calendar
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SOcial Media Engagement
Facebook Promotions
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SOcial Media Engagement
Target Messages
Segmentation
Events
Objects
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SOcial Media Revenue
Marketing
Added value for Sponsors
Brand Development
Volunteer Organization
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Randoms
Use 80 characters or less
Rule of 50/50, 50% Promotional, 50% editorial
Post before 9am or after 6pm (M-F)
Post Saturday & Sunday in the am.
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NICA Twitter What you may not know
•Twitter is best for B2B•Most Twitter users never post, but are listening - post photos, videos and news for the listeners•80% of your posts should be responses - make sure you engage with potential sponsors. Reply to their posts, retweet their posts. •Use those 20% to be a resource - Videos, news article links
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Two Experiences, One Reality
http://youtu.be/4AN4_N5N52U
http://youtu.be/7jT0JT3N47g