promoting your programs through social media
DESCRIPTION
Session @ the Catholic Immigration Network Conference in Toronto entitled "Promoting Your Programs through Social Media"TRANSCRIPT
PROMOTING YOUR PROGRAMS THROUGH
SOCIAL MEDIADR. ROBIN YAP, LLB, MSC, DM, CTDP
Professional Development Workshop Series
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•Conformity to Norms•Social Media Mental Models•Four Components of Social
Promotion•Multi-Channel Approach
•Strategies in Social Marketing
AGENDA
Mental Models
Definition
MENTAL MODELS explain someone’s thought process about how something works in the real world
AGREE OR DISAGREE?
Social Media is Optional
AGREE OR DISAGREE?
Social Media is difficult to
understand
AGREE OR DISAGREE?
You can make a big splash in
a short time
AGREE OR DISAGREE?
You can't measure social
media marketing results
AGREE OR DISAGREE?
Social Media is FREE
ATTENTIONRETENTION
REPRODUCTIONMOTIVATION
ATTENTION
Which one draws you?
RETENTION
How
do
you
deliv
er y
our
onlin
e so
cial
voi
ce?
Del
iver
ing
your
soc
ial v
oice
REPRODUCTION
Multi-channel Promotion uses many different channels to
reach their identified audienceMulti-channel Promotion allows you to reach your prospective or current
audience in a channel of his/her liking
MULTI-CHANNEL PROMOTION APPROACH
WH
AT
SO
CIA
L M
ED
IA C
HA
NN
ELS
AR
E U
SE
D H
ER
E?
MOTIVATION
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Who are you?
CommunicationBlogs and Micro-blogging / Presence applications Social networkingSocial network aggregation
CollaborationWikisSocial bookmarking (or social tagging) Social news
MultimediaPhotography and art sharingVideo sharingLivecastingMusic and audio sharing
Reviews and opinionsProduct reviews Business reviews Community Q&A
EntertainmentMedia and entertainment platforms
AnalysisSocial media monitoringSocial media analytics
MashupsVirtual worlds Game sharing Information aggregators
Does it meet our marketing
objectives?
Does it use oursocial media
arsenal?
Does it followsocial media
best practices?What is the value
exchange betweenconsumer &
marketer?
SOCIAL MARKETING STRATEGIC LENS
10 WAYS LEARNING ORGANIZATIONS SHARE INFORMATION USING SOCIAL MEDIA
1.Gathering and Sharing Information2.Showcasing Employee/Department Work3.Providing a Platform to Broadcast Events4.Emergency Notification5.Connecting People6.Producing, Not Just Promoting7.Creating a Dialogue and Communicating to
Learners8.Online Office Hours9.Coaching for the Spotlight10.Getting Wired Via Mobile
ideation
• 2.6MMinfluencers• 18.5MM in social media• Prefer blogs, forums & review sites
• 2.6MMinfluencers• 18.5MM in social media• Prefer blogs, forums & review sites
Joiner
Creator
MySpace
Facebook Critic
Spectator
Creator
Critic
Blogs Review SitesReview Sites
Digg YouTube
Blogger
• 2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets
• 2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets
• 3.7MM influencers• 55.9MM in social media• Prefer Review Sites
• 3.7MM influencers• 55.9MM in social media• Prefer Review Sites
Entertainment Techie Influential Dads Influential Boomers
APPROACH AUDIENCES DIFFERENTLY BASED ON SOCIAL TECHNOGRAPHICS
FINAL THOUGHTS