mass transmit: getting started in social media
DESCRIPTION
"Getting Started in Social Media" covers the basic social media topics businesses need to understand to begin their venture into social media. The presentation includes Preparing for Social Media, Executing Your Plan, Choosing Social Media Channels, Participation, Measuring and includes several case studies.This version is meant to be used for the presentation. See our other files for a more comprehensive deck covering the same topics meant to be used as a leave-behind.TRANSCRIPT
GETTING STARTED IN SOCIAL MEDIA
TABLE OF CONTENTS
PREPARING FOR SOCIAL MEDIA
EXECUTING YOUR PLAN
CHOOSE YOUR CHANNELS
PARTICIPATE
MEASURE
CASE STUDIES
PREPARING FOR SOCIAL MEDIA
How Marketing is changing…
OLD: OUTBOUND MARKETING
• Telemarketing
• Direct Mail
• TV/Radio
• Print Ads
How Marketing is changing…
NEW: INBOUND MARKETING
• Blogs
• Social Media channels
• Search (SEO & SEM)
• RSS & Email Subscriptions
INBOUND MARKETING = being found by those looking for your products or services
You are not late to the game
69% have been using social media “a few months” or less
Why use social media?
93% of Americans believe a company should have a social media presence
Social Media Benefits
73.8% say social media has helped them close business
Define your Goals
Start with a Plan
Identify Your Audience
Over 90% of B2B buyers are using social media channels to research purchases
Create Guidelines and Schedules
Guiding Principles
EXECUTING YOUR PLAN
Choose Your Identity
• Pick a name to use on all channels
• Pick a graphic avatar/icon
• Create a social media style guide
Listen
• What is being said?
• Who is saying it?
• Where are they saying it?
• Is it positive or negative?
• How much reach or impact does it have?
Listening/Monitoring Tools
FREE TOOLS:
• Google Alerts (google.com/alerts)
• Social Mention (socialmention.com)
• Twitter search (search.twitter.com)
Tip: subscribe to a Twitter search result or Social Mention alert via RSS
Listening/Monitoring Tools
ENTRY-LEVEL TOOLS:
• Trackur (trackur.com)
• ViralHeat (viralheat.com)
• Sysomos Heartbeat (sysomos.com)
• UberVU (ubervu.com)
Listening/Monitoring Tools
SOPHISTICATED TOOLS:
• Radian6 (radian6.com)
• Sysomos (sysomos.com)
• Scout Labs (scoutlabs.com)
• Alterian SM2 (alterian.com)
Other Social Media Tools
ADDITIONAL USEFUL TOOLS:
• Flowtown (flowtown.com) - turn an email address into a full social profile
• Rapleaf (rapleaf.com) - data to help round out customer contact profiles
• Swix (swix.com) - helpful tool for determining social media ROI
• Addict-o-matic (addictomatic.com) - create a custom web page with the latest buzz on any topic
• HowSociable? (howsociable.com) - Measure your brand’s visibility on social channels
Social Media Management Systems (SMMS)
WHAT IS AN SMMS?A SMMS is a tool that allows you to manage, monitor and measure your social media activity in one place.
SMMS OPTIONS:
• HootSuite (hootsuite.com)
• Social Talk (socialtalk.com)
• Spredfast (spreadfast.com)
• Awareness Social Marketing Hub
(awarenessnetworks.com)
CHOOSE YOUR CHANNELS
Blogs
Blogs are the cornerstone of social marketing. Nearly all of your social media efforts will point back to your blog.
Blogs
Blogs
Blogs
Blogs
• 85% of large businesses will be increasing their Twitter activities
• 87% of Americans familiar with Twitter in 2010, up from 5% in 2008
http://search.twitter.com/advanced
B2B Highlight:
IBM used Twitter to generate 40% of their event registration goals within 72 hours via social channels.
• 85.4% of large businesses plan on increasing Facebook activity
• Average value of a fan is $3.60
B2B Highlight:
Hubspot uses Facebook to create leads through a variety of free offerings such as webinars, trials of services, marketing kits, whitepapers, etc.
http://facebook.com/hubspot
How B2B uses Facebook
B2B Facebook Page Examples:
Cintashttp://facebook.com/cintas
SalesForce.comhttp://facebook.com/salesforce
Forrester Research: http://facebook.com/forrester
Sodexo (Careers example):http://facebook.com/sodexocareers
• 50% are business decision makers
• 7.8% are C-level executives
• 72% of B2B companies plan on increasing use of LinkedIn
YouTube
• YouTube generates 90% of online video consumption
• YouTube Search is the world’s 2nd largest search engine
• 73% of marketers plan on increasing YouTube/video marketing
YouTube
Social Communities
Social Communities can be a great way for businesses to facilitate and manage a social environment. Communities can provide the social tools which drive visitor engagement all while managing and moderating the community content.
Social Media Tools people want to learn more about:
Delicious
Delicious is a Social Bookmarking tool. Catalog the articles, sites, pages, etc. you enjoy, tag them and share with your network. Easily search your bookmarks by tag when you need to find relevant content.
Slideshare
Slideshare is the world’s largest community for sharing presentations, documents and PDF files.
Flickr
Flickr is a web-based photo management and sharing application. Users can upload photos and video, tag them, share with connections, and comment on other photos.
Check-in Geo-location Apps
BENEFITS:
• Opportunities for location-based marketing
• Promote your business through check-ins
• Generate on-site/in-store traffic
• Generate awareness through friend activity
PARTICIPATE
Create Conversation and Engage
Maintain Your Channels
• Be Original
• Be Helpful
• Be Passionate
• Be Respectful
• Be a Motivator
• Be a Leader
What Not To Do
• DON’T only talk about yourself/your business
• DON’T oversell
• DON’T force it
• DON’T be inconsistent in approach or timing
• DON’T do anything that doesn’t help achieve goals
Marketing Your Social Media Channels
Add your social media channels to your online and offline communications/collateral
• Emails
• Web Site
• Direct Mail
• Ad Units
• Packaging
• Business Cards
• Print Ads
• Radio/TV
MEASURE
MEASURE: Awareness
• Social mentions
• Fans/Followers/Friends
• Web site traffic
• Search rankings
• Reach
MEASURE: Lead Generation
• Opt-Ins/Database Growth
• Offer redemptions
• Repeat Visits
• Inquiries
MEASURE: Retention
• Increase in positive sentiment
• Increase in feedback (comments, mentions, etc.)
• Decrease in churn rate
• Reduction in support channels
Social Medium ROI
Twitter • 10% of traffic to site from Twitter generate opt-ins• Customer Service calls down by 20%
Facebook • Webinar attendance up 20%• Event sold-out due to 150 Facebook fans signing up
LinkedIn • Reduced costs of talent acquisition by 50%• Helped find targeted audience at $0 cost
YouTube • 50 product sales originated from YouTube.com• Generated 100 new opt-ins
Blogging • SEO improvements generated additional web traffic• Generated 250 leads via whitepaper download
Slideshare • 20% increase in service inquiries• 50 new opt-ins
MEASURE: ROI
84% of social media professionals
DO NOT measure ROI
OUTSOURCING25.7% of large businesses are outsourcing social media. That number is expected to double in the next year.
What You Should Consider Outsourcing:• Consulting/strategy
• Profile setups
• Getting listed
• Automated status updates
• Automated tasks
• Assistance with generating content
What You Should Not Outsource:• Conversation
• Business content development
• Support
B2B SOCIAL MEDIA CASE STUDIES
INDIUM
Indium manufactures electronic components. They use social media as one of the pillars of
its thought leadership program. They use a network of blogs (14 bloggers, 70 blogs),
Facebook, Twitter, Linkedin and YouTube. They strive to be considered the best, most
authoritative trusted source in their industry.
Results: • Increase in customer contacts
• Significant increase in leads
• 25% reduction in marketing costs
INTEL SOFTWARE PARTNER PROGRAM
Challenge: Intel’s Software Partner Program wanted to attract new participants
Goal: Increase program participations by 25%
Solution: Coordinate a consistent brand experience across all channels. ISPP created blog
guidelines and topics, generated fresh content, and then announced it via Twitter, Facebook
and LinkedIn using automation tools. ISPP also utilized the blog content for email newsletters
and added social sharing links to their email campaigns.
Results: • 400% increase in Twitter followers
• LinkedIn Group increase of 100%
• Facebook Fan increase of 2000%
• Overall program participation increase of 32%
INTEL SOFTWARE PARTNER PROGRAM
AMEX OPEN Forum
AMEX Open is an online community of business owners. It gives users tools to connect and
collaborate. The social site includes the Idea Hub, a digital trading post of ideas and
insights from industry experts and owners. It includes articles, videos, discussion boards
and event listings as well as a lead generation tool.
Results: • Increased users 525% in one year, from 160,000 in December 2008 to over 1 million in
December 2009
THANK YOUAdam Q. Holden-Bache8701 Mallard Creek Dr.
Charlotte, NC 28262704-706-2670 x200
Twitter: @adamholdenbache