social media goals

SOCIAL MEDIA& MARKETING

SPECTRUM LABS 2010-2011 STRATEGY

WHAT IS SOCIAL MEDIA?

Evolved continuation of conversations started long ago

Developed due to a disconnect in the way people do business with each other

“People want to buy from someone like them”

Allows you to monitor & participate in conversations, real time

Creates consumer advocates for your products/services

Social Media is a

conversation

supported by online tools

LIKE THESE…

THE IMPORTANT THING IN SOCIAL MEDIA IS…THE REAL PEOPLE WHO USE IT & THEIR INTERACTIONS

I. GOALS

Generate Exposure for Brand

Increase Traffic (all touch points) Blog Website

Build New Business Partnerships

Bring in Qualified Leads

Build Credibility

TOPICS TO COVER

Strategy

Tools

Time Commitment

Conclusion

TARGET AUDIENCE

PET PARENTS

VETERINARIANS

ADDITIONAL PARTNERS

II. STRATEGY

PET PARENTS

Demographics:

Few Children or Grown Children

Some Disposable Income

More Than 1 Pet in the Home

Profile Still in Development

Strategy to quantify later

II. STRATEGY

VETERINARIANS

Criteria:

Currently Testing with other Labs

Interested in Dermatology (refer out)

Current Clients

Rural (expected to do more with

less)

II. STRATEGY

ADDITIONAL PARTNERS

Criteria

Those with Similar Audiences

Topicals

Supplements

Shampoos

Hypoallergenic Foods/Treats

II. STRATEGY

III. TOOLS

People

Sites

PEOPLE

Clinics who use us

Clinics who don’t use us but meet us at

Tradeshows/Speaking Engagements

People we meet through SM

Connections

Friends of People we meet on SM

Media Contacts

SITES

How do SM sites work together?

Twitter: short, interesting

information

Facebook: more interaction, personal

LinkedIn: interaction on business

level

YouTube: builds credibility

TWITTER: STATISTICS

10 Billion tweets (March 2010)

100 Million Users Worldwide

25% no followers, 40% never send single tweet

80% send fewer than 10 tweets

#1 Networking site for those interested in News (20% greater than FB)

TWITTER: STATISTICS

TWITTER: WHY A COMPONENT OF SM STRATEGY?

Benefits:

Prospecting Tool

Great Way to Build Brand

Listening Tool

Fun Way to Spread Message

Relationship Building Tool

Encourages Engagement & Staying Connected

PROSPECTING TOOL

Find People who have a need (search topic)

Share advise

Solve a problem

Share knowledge

“Not a sales pitch but advise they can use”

BUILD BRAND

See Same questions over and over; answer those

Link back to website/blog

Make it easy to find & do business with your company

Support/Promote your Veterinarians, Partners

LISTENING TOOL

What are people saying about you? Your products?

Issues with your company address right away

What are people saying about your competitors? Their products?

Offer to come in and help, even if not your client

What frustrations can you make better?

What are their biggest fears?

What triggers their decision to buy?

FUN WAY TO SPREAD MESSAGE

140 Characters –concise & empowering

What to tweet when?

25% engage in existing conversations

25% ask questions

25% share personal information (hobbies, etc)

25% share important industry information (showcase

expertise)

RELATIONSHIP BUILDING TOOL

Clients

Support/Promote your Veterinarians

RT important Information

Support their Causes

Industry Partners

Find those with Similar Audience

Engage in Conversations

Reach out about Partnership (create synergy that is mutually

beneficial)

RT & promote their products

ENGAGEMENT/STAY CONNECTED

Share things you see as Beneficial to Pass on

Train clients to Talk about You

Find out their Groups & Causes; Join

Make it so they See you Everywhere

FACEBOOK: STATISTICS

As of May 20th, over 460 Million people

60 Million Status updates Daily

50% of people with Profile log on daily (200 Million)

Neck and Neck with Twitter in terms of Volume of Messages

FACEBOOK: STATISTICS

FACEBOOK VS TWITTER & LINKEDIN

FACEBOOK:WHY A COMPONENT OF SM STRATEGY?

Benefits:

Own Profile

Business Fan Pages & Groups

Ads

Applications

OWN PROFILE

Most effective way to Establish self as Expert within Network

Reach out to Business Contacts in a Personal Way

See you as a Friend—People prefer to do Business With

Increase Network, Increase Reach

Upload gmail Contacts

Search keywords i.e. Veterinarians, Vets

Search personal interest of Target Audience

BUSINESS PROFILE

Fan Pages

Name that Says What you do: i.e. vetallergy

Add additional Administrators (contributors to page)

Insights: who views, how active, how growing, popular topics

Promote Page: Fax Box on Website, etc.

Groups

Good at hosting Quick, Active discussions

Not Ideal for long-term Relationships

Don’t Increase SEO

No Insights

Can’t Create Events/Invitations in Groups

BUSINESS PROFILE

“If you want a deeper relationship with your members and

users who are going to come back after joining, then Facebook

Fan pages are the way to go. They offer much more

customization and allow further reach and interaction with

users.”

Spencer Spellman

Writer & Web Consultant

ADS

PPC-Pay Per Click

PPI- Pay Per Impression

Billed Weekly

Charges

Monitor, can change Frequently

More Targeted, typically More Expensive

Make Obvious what Company Does (especially PPC)

APPLICATIONS

Slideshare

Promotions

Constant Contact

Surveys

SLIDESHARE

Slideshare is the world’s largest community for sharing

presentations. Upload your presentations, documents, PDFs,

add mp3 audio to make webinars or embed YouTube videos

into them. You can also import your slideshare.net

presentations into Facebook.

PROMOTIONS

Promotions for Fan Pages enables companies and agencies to

easily create and launch interactive promotions and marketing

campaigns on Facebook Fan Pages within minutes. Promotion

formats include: contests, sweepstakes, coupons & giveaways,

etc.

CONSTANT CONTACT

This application helps Facebook users interested in your

business or organization to join your Constant Contact contact

list. Use of this application requires a Constant Contact

account.

SURVEYS

Socially Apps' Surveys application helps your business conduct next

generation surveys and polls on Facebook:

Your most loyal followers - your Facebook Fans, wil provide the

feedback and respond to your survey.

Drill down in the replies like never before: sort, compare and isolate

results by respondents' sex, age, location, locale and number of

friends.

LINKEDIN: STATISTICS

50 Million Members Worldwide, 11 Million in Europe Alone

India Fastest Growing: around 3 Million Users

Almost 15 Million unique Visitors, 70 Million visits per Month

33% have Graduate Degree (internet can only boast 21%)

Older, more Educated, more Affluent

LINKEDIN: STATISTICS

LINKED IN:WHY A COMPONENT OF SM STRATEGY?

Benefits:

Another place people can Find your Company

Connect with Former Colleagues

Connect with Friends of Friends

Qualify Prospects, in a new Way

Research Competitors

ANOTHER PLACE TO FIND COMPANY

Optimize Profile

Linked In Answers

Connectability

Groups

OPTIMIZE PROFILE

Use Clean Headshot that Looks Professional

Use Keywords within profile (increase Findability)

Compel others to Read about You

Use all 2000 Characters they Give You

Use PAR statements (problems, actions, results)

LINKEDIN ANSWERS

Use as a Tool to Showcase Expertise

Ask Questions you know the Answers to (put Thoughts in People’s Minds)

Ask at least one Question per Week (but not more than 3)

Search existing Questions to Answer (always add value to conversations)

CONNECTABILITY

Groups-Existing

Find others with Common Interests

Allow for 1st degree contacts without Connection

Share Brand in Targeted Way

Develop/Nurture relationships on Individual Basis (evangelists)

Don’t Pitch too Much (SPAM)

CONNECTABILITY

Groups-Create New

Start your Own Group

(ours) Managing Pet Allergies, feel free to Join (global)

Promote group by Putting on email signature, newsletter, blogs, etc.

When others Join, the Opt-In to Receiving information from You

CONNECT WITH FORMER COLLEAGUES

Search by Company

Search by School

Search by Name

CONNECT WITH FRIENDS OF FRIENDS

See who Friends are Connected to; Get Introduction

Garner more than one Contact within Organization

Stay with Contacts regardless of where Employed

QUALIFY CONTACTS, NEW WAY

Education

Background (professional, past organizations, etc.)

Tenure with Current Organization

Other people they can Introduce you To

RESEARCH COMPETITORS

Search by Company to Connect with:

Former Employees:

Insight into Downfalls (advantages You might have)

New Hires:

Insight into possible Advantages (They might have)

Can See who Searched for that Company & Other Profiles Viewed

YOUTUBE: STATISTICS

2ND Largest Search Engine (behind google)

75% of Internet Users watching & using Online Video

167 million US-based Web users Watched Video 1 month (Oct 2009)

August 2009, Google surpassed 10 Billion views in 1 month

YOUTUBE: STATISTICS

YOUTUBE:WHY A COMPONENT OF SM STRATEGY?

Benefits:

New Way to Deliver Information

Great way to Build Credibility

Adds content to Existing website

Additional Tracking Tools

Other Options

NEW WAY TO DELIVER INFORMATION

Visual

Auditory

Adds more dimension to delivery

BUILDS CREDIBILITY

Creates content for Search Engines

Show real Vets/Parents using Services

Shares support Mechanisms (shows accountability)

ADDS CONTENT TO EXISING SITE

Rather than Reading Information, Video walks through Process

Content can be Shared:

On Blog

On other Social Media Sites i.e. Twitter, Facebook, etc.

Clinics who use us can Use on Their sites as well

24% of People that View video make Purchase

ADDITIONAL TRACKING TOOLS

Google Insights:

Total Number of Views

Vetallergyspot – 382 views in 2 months

Topics of Most Interest

Vetallergyspot – Allergy Treatment: Things to know; Allergies: What are they?

How Videos were found

Vetallergyspot – 64% via Youtube search, 15%related video, 13% viral, etc.

Demographics

Vetallergyspot – 50/50 gender split; 44% between ages of 25-54

OTHER OPTIONS

No Video Camera

Mix Tools

Animotot.com

Onetruemedia.com

Screen Capture Software

Jingproject.com

PowerPoint

IV. TIME COMMITMENT

Schedule

Block time Every Day (1 day per Weekend)

Pattern Create Consistency; Key

Refer back to Goals, have in mind when Interacting

Tools

Google Alerts

Hootsuite/Tweetdeck

Budurl.com

Twitpics/Flickr

Mrtweet.com

TOOLS

Google Alerts

Key Topics

Competitors

Self

Hootsuite/Tweetdeck

Allows you to Schedule tweets (FB, LinkedIn, Twitter)

Put twitter followers into Groups

Check Statistics

Follow searches real time on Twitter

TOOLS CONTINUED

Budurl.com

Shorten links (only have 140 characters)

Track Click through for links shortened

Twitpics/Flickr

Upload/share photos

before and after treatment pictures

TOOLS CONTINUED

Mrtweet.com

Suggests who you should Follow

Ranks others by Klout (measure true reach)

Interaction

Quality of Tweet

RT

Followers to Friends Ratio

List Count

Who adding you in their List to Follow

V. CONCLUSION

Not a sales pitch but Advise they can Use

Race for Space

Relationship first, then Business

How to measure Social Business

Investment

Action

Reaction

Non Financial Impact

Financial Impact

V. CONCLUSION

V. CONCLUSION

A successful Campaign, Always changing

Link to Us:

http://www.linkedin/in/lyndeekelver

www.twitter.com/vetallergy

www.youtube.com/vetallergyspot

www.vetallergyblog.com

www.facebook.com/vetallergy

THANK YOU!!

social media goals

Technology