What You Don’t Know About Social Media

Can Hurt You:Strategy & Reputation

Kerry Rego4/21/15

What Happens in Vegas…

…doesn’t stay there, thanks to social media.

what is socialSocial media use

web-based technologies to transform & broadcast

media monologuesinto social media dialogues.

Benefits & Relevance of Using Social Media Marketing

1. Enhance Branding & Awareness

2. Protect Your Reputation

3. Enhance Public Relations

4. Build Community

5. Enhance Customer Service

6. Facilitate Research & Development

7. Drive Sales & Leads

•Facebook 1.39b MAU

•Twitter 500m tweets/day

•YouTube 6b hrs watched/m

•LinkedIn 347m members

•Google+ 300m MAU

•Instagram 200m MAU

Why is Social Media Important?

Logos courtesy of Aquaticus

Where Do You Start?

• Goal

• Audience Mockup

• Tools

• Routine

• Measure

• Adjust

• Persist

Concept by Peter Drucker

•WHO is the audience?

•WHAT is their preference?

•WHEN do they want to hear?•WHERE are they?•WHY are you there?

Market Research or 5 W’s

I like Pew Internet Research, Mashable, Comscore, and Hubspot as resources.

Age

Gender

Location

Education

Socio-Economic

Needs

WHO

Employees

Vendors

Events

Hot Topics

Seasons

Case Studies

Testimonials

New Products

Differentiate

Identify Obstacles

FAQ

WHAT

http://bit.ly/KRCeasyblog

Content Folder

Daily

Weekly

Monthly

Quarterly

RoutineTHE WHEN

Marketing Editorial Calendar

WHERE

We’ll get back to this…..

Each room of your

social house has

a different feel

and theme.

Social is NOT

the end result.

Social is the

slippery slide

to your

profit centers

70% Value

20% Promotion

10% Human=

100% Awesome

•Bookmarking Pinterest

•News Twitter

Kinds of Media

•Networking Facebook, LinkedIn

•Photo/Video Instagram, Youtube

Kinds of Media

•Email Marketing Constant Contact

•Blogs Wordpress

•Events Eventbrite

Kinds of Media

Tool Management

Advanced Tool Management

I also recommend dlvr.it for blogs, Facebook Scheduler,

and Everypost.

what are you measuring?

ROI Formula

(Benefits-Costs) / Costs

=

Social Media ROI

Measuring Success

•Create metric report•Track month over month•Not all metrics are created equal• Interpretation and adjustment•How do the #s match goals?• It’s not always #s•Learn to tell the story of the #s

Set up a Crisis Plan

•Plan procedure

•Document

•Mock exercise

•Train

Need a Social Media Policy?

•Add internet tools

•Communicate with staff

•Train for best practices

•Update legal wording

Obstacles

• Lack of Time

• Lack of Manpower/Resources

• Lack of Training & Knowledge

• Can’t Measure

• Decision Makers don’t get it

• Blank Page Syndrome

• Negativity

Social Media ≠ Magic

What is Reputation Management?

“The practice of understanding or influencingan individual or business brand. It wasoriginally coined as a public relations term, butadvancement in computing, the internet, andSocial Media made it primarily an issue ofsearch results.”

-Wikipedia

First, Google yourself

First Page of Search Results

Data byCompete, Jacob Nielsen, OptifyImage courtesyInternetReputationManagement.com

85% never get

off the first

page!

Internet

Reputation

Management

•Your photo

•Spelling

•Duplicate names

•Style of communication

•Damaging info

Web Items That Can Be Damaging

Monitoring Tools

• Google Alerts• Social Mention• Klout• Hootsuite

Own Your Name (Everywhere)

.net

misspellings

with a middle initial, if necessary

Find Available Channels www.namevine.com

Own a Business? Map It

http://bit.ly/MasterListDirectories

Consumers changed their minds about arecommended purchase based solely on negativeinformation they found online.- 2011 Cone Online Influence Trend Tracker

4 out of 5

• You provide terrible service• You are bad at your job• You are overpriced• They would never return and

encourage others not to use your services

• Your product is defective

What They Will Say About You

How to Deal with Negativity

•How do you deal with it normally?•Listen, respond, react•Your character shines through•All service providers have unhappy

customers•Editorial control, settings•Don’t erase negative posts!•Control is only an illusion

Resources

• BethKanter.org• https://www.pinterest.com/kante

r/• PewInternet.org• Hubspot.com• SocialMediaGovernance.com

Appreciation – Advocacy - Appeals

High Ranking Social Media• Facebook Pages• LinkedIn Personal Profiles• Twitter• Google Local/Places• Google +• Directories• Blogs• Pinterest• Slideshare• YouTube

Action Items•Perform a vanity search

•Own your name

•Monitor your name

• List your org/business

•Address negative content

•Crisis planning

•Create policy

•Post your own content

Social Media = You

Social Media is SOCIAL

It’s About Relationships AND VALUE

THANK YOU!@kregobiz

www.KerryRegoConsulting.comwww.Slideshare.net/KerryRegoConsulting

Kerry@KerryRegoConsulting.com