Social Media MarketingKSC Continuing Education

10/14/09 and 10/21/096-9pm

Stephanie Jacques Kleinewww.stephaniejacques.com

Stephanie Jacques Kleinewww.stephaniejacques.com

My mission:To build, energize and support

community partnerships

Introductions

• Name• Favorite hobby• Reason for being here tonight• What you do for work

?

Where do the majority of your customers come from?

Overview• Define Social Media• Who’s using it and is it “working”?• A look at most popular S.M. tools (sites)• Worksheet• 12 month marketing plan

List social media websites

and tools

Your List

What is Social Media

• User generated content (online)• Accessible by mobile device and desktop

computers• Information sharing and discussion• Searchable and Rankable in search engines• Linkable• User friendly• Mostly free

Something for everyone

• Music• Photos• Videos• Journal writing• Discussion• Technical help• Audio

When did this all begin?

• LinkedIn and MySpace, 2003• Facebook (Harvard), Flickr 2004• Youtube, Facebook (high school), 2005• Facebook (corporate, then everyone), Twitter,

2006….• Everything continued to evolve and

experienced the most growth since 2008

Fears and Myths

• Too new, just a fad• Misunderstood, leadership doesn’t get it• Overwhelming, too many options• Fear of transparency, loss of control• Distraction, interferes with work• No policy yet for it’s use in our workplace• Not a fit for our company• Not ready for new strategy• Don’t see the ROI

A new perspective• Communicating is not a fad, tools now make it

easier and quicker• President gets it, to employ social media is to trust

the people will speak their truths so you can listen• Include S.M. into your marketing strategy• Can’t measure human interaction and conversation

in numeric quantities • Time to speak and listen is not time wasted when

strategically implemented

Who’s not afraid?

• 35%+ fortune 100 companies on Social Media– GE, Ford, Intel, Dell (Twitter users!)– Also Wells Fargo, Starbucks, H&R Block, etc.

Why is this so “catchy?”• Technology, communication driven• Economical changes• The need for collaborating and uniting• The new tools allow the people to have a voice• Businesses using new business models to adapt

to using the web• Over 76% Americans have computers• Obama used it in his campaign to reach Gen Y

What practical uses have people found for social media?

• Legos (Mindstorm team)• Newspapers, Radio stations (news spreading)• Non-profits (United Way Greater Twin Cities)• Sprout and PBS (public kids TV station)• Ski resorts (Granite Gorge)• Emergency crews (PSNH, Red Cross)• Advocacy groups (PETA)• Customer service departments (Dell)

Can you compare it to paper ads?

• Two sided, enables reader to have a voice and to portray multiple perspectives

• Allows reader to qualify the information source and choose without coercion

• Web presence is an expectation now, like being in the yellowpages

How do you measure ROI?

• Increase in bottom line?• More traffic arriving through your website?• Dominating the online market for your niche?• More return clients?• More long term relations with clients?• Ability to differentiate yourself through your web

presence?• Connect with next generation consumer?• Challenging status quo and keeping up with

change?

How does it really work?

• Culture• Links• Connectivity• Branding• A marketing tool for the marketing plan• Who’s responsible for this marketing

implementation• Finding time• Using new resources

Social media culture

• Openness and responsiveness• Learning, listening, info sharing• Transparency• Adding personality• Connectivity• Relationship building• Virality• Vulnerability• Energizing and empowering consumers• Engage key influencers• Create and drive “buzz”

Levels of Engagement

Different Categories

Social Networks

Blogs

Micro blogs

Vlog

Reviews/Ratings

Forums/Communities

Others

Worksheet Overview

• Twitter• Youtube• Facebook• Interactive Websites• 12 Month Social Media Marketing Plan

(establishing reasonable goals)

The Interactive Website• Demos:• Goals: To keep readers coming back, to allow

them to subscribe for more, to get their input, to provide freebies, to keep them on your site or within your web presence

• Become the news source for your niche market• Give readers the tools and make it easy and

rewarding for them to spread the word about you.

What is TWITTER?

• Microblog• 140 characters or less• Accessible by mobile device or desktop• A social network• A means for communicating to many people

at once• Free and available to anyone

Why use TWITTER?• Broadcast quick news announcements to many people

at once.• Assisting the spread of printed news through feeds• To get help, opinion, advice, insight from many-

quickly.• To meet new people and drive traffic to your profiles

online, to your website, to your blog• To be involved in real time conversations and

discussions• To become accessible to a wider pool of potential

consumers• For planning

Video on Twitter

http://vimeo.com/1466612

How do people use TWITTER?

• Set up profile when first registering• Add photo, choose background• Select a handle with keywords to help lead

people to you or to help identify what you’re about

• Post regularly but don’t be obnoxious• Respond to people’s posts• Ask questions and answer questions• Don’t be afraid to make mistakes

Is TWITTER safe?• If you have a website, a white pages or yellow pages listing,

or operate your business in public this is very similar• Think about the varied audience you could be reaching and

post accordingly. • Block followers who you don’t feel comfortable with.• Don’t post that you are someplace alone or that you are

leaving your home for vacation.• Don’t include your home address.• Don’t post names of people who don’t want to be or

shouldn’t be bothered by the general public.• Don’t post negative things about people or businesses, they

will find out and you could get in trouble.• Don’t complain.

TWITTER Topics

• Create your own micro-press releases, share history• Share your vision/mission• Reveal industry insights• Recognize employees, clients or vendors (etc.)• Profile customer successes, use headline in Tweet and

link to a blog story, video or website• Ask questions of the future, survey, look for feedback• Make arrangements or plans with people in real time

TWITTER Tips

• Find people you know (use a tool to find friends on other networks like AOL, Yahoo, Gmail, etc.)

• Find local people (do Twitter Search/Advanced Search Option or use TwellowHood or Localtweeps)

• Get a desktop (or mobile for iphone) client, (use Tweetdeck or Seesmic

• Get help and additional ideas from a Twitter application directory (Twitdom)

• Check out websites or Google Twitter questions (Mashable is a good resource for anything Twitter)

Live Practice

• Twitter Video: http://vimeo.com/1466612• Set up profile on Twitter• Find each other on Twitter and invite each other and send a

tweet to each other• Send a direct message to someone• Retweet a tweet• Use a hash tag (#keene)in a tweet (or find one

search.twitter.com)• Find a news item to share on Twitter and send it• Insert a URL link in a Tweet and sent it

To do this week• Complete your Twitter profile, add photo and

customize it• Practice finding people, following people, and tweeting• Include hash tag #Keene or create your own• Tell people on Facebook you’re using Twitter• Find news on Mashable or other news sources to send

to Twitter• Set up Facebook page if you haven’t already• Read Wordpress, Blogger, Typepad blogs to see which

you like best, make a comment on one

Contacts

• Stephanie’s Cell: 209-4151• www.stephaniejacques.com• http://stephaniejacques.activerain.com• www.twitter.com/keenenhrealtor

Class 2• Check-in• Questions, experiences, observations• Review• Additional tips, advanced Twitter• Search Engine Optimization• Domain names• Youtube• Blogging• Facebook

“The Trophy Kids Grow up:How the Millenial Generation is

Shaking up the Workplace”By Ron Alsop, Harvard Business Review, Nov. 08

“Trophy kids”: behavior shaped by rewards– Achievement oriented- standardized tests era– Grew up on the computer – Are open and more transparent online– Demand and generally accept feedback, – Give their “followers” what they want (use feedback)– Are more environmentally and socially aware

Just wait until I grow up… I’m already hardwired for Web 3.0!

TWITTER Tips

• Find people you know (use a tool to find friends on other networks like AOL, Yahoo, Gmail, etc.)

• Find local people (do Twitter Search/Advanced Search Option or use TwellowHood or Localtweeps)

• Get a desktop (or mobile for iphone) client, (use Tweetdeck or Seesmic

• Get help and additional ideas from a Twitter application directory (Twitdom)

• Check out websites or Google Twitter questions (Mashable is a good resource for anything Twitter)

How do people use TWITTER?

• Set up profile when first registering• Add photo, choose background• Select a handle with keywords to help lead

people to you or to help identify what you’re about

• Post regularly but don’t be obnoxious• Respond to people’s posts• Ask questions and answer questions• Don’t be afraid to make mistakes

Live Practice

• Twitter Video: http://vimeo.com/1466612• Set up profile on Twitter• Find each other on Twitter and invite each other and send a

tweet to each other• Send a direct message to someone• Retweet a tweet• Use a hash tag (#keene)in a tweet (or find one

search.twitter.com)• Find a news item to share on Twitter and send it• Insert a URL link in a Tweet and sent it

What’s all this jargon?

• d keenenhrealtor – direct message to this user, public will not see it

• #keene – hashtag forms groups• @keenenhrealtor – Replies to a Twitterer.

They and their followers are able to see it• RT @keenenhrealtor : congrats to my 1st x

buyers on this am’s closing! Yay (congrats)

Additional tips• Search for like-minded people to follow and

comment on their tweet (either reply, “RT”, “@”, or direct “d”)

• Make Twitter an added place you are available to be reached at, check it twice daily at least

• Post 2-5 times daily and “try it out” for a few weeks• Follow people with lots of followers• Look within you followers’ followers to find more like

minded people (this is like prospecting in public)

What is Social Media

• User generated content (online)• Accessible by mobile device and desktop

computers• Information sharing and discussion• Searchable and Rankable in search engines• Linkable• User friendly• Mostly free

Social Media is just the online version of what

we do everyday!

• Social Network Sites= cocktail parties• Ratings/Reviews= referrals• Blogs/ Vlogs/ Microblogs= story telling• Podcasts= Record and replay trainings• Wikis= encyclopedia, Googling for information• Communities/Forums= clubs, groups, associations• Interactive Websites= video games or “surfing the

net”

Connectivity is key!• Buyer chose me because my profile indicated we

were of the same age• Met a buyer at a 4 year old birthday party (building

community through commonalities)• Buyer chose me because we both attended

Antioch University (shared common culture)• Received a referral from a Boston agent because of

an online real estate community we both participate in

• My niche market is Gen X & Y

Developing new relationships• Identify stakeholders, establish goals for each of them

(consider new hires, volunteers, funders, clients and their networks)

• Become aware of keywords used in searches related to our industry (Google Adwords)

• Find out who they influence and who/what influences them?

• Communicate with them in ways they are comfortable with, build relations

• Reward them (info, feedback, referrals, acknowledgement)

Youtube, SEO Video

http://www.youtube.com/watch?v=jq4rUcmALhY&feature=related

Social media• Don’t sell, use meaningful stories• Be aware of your assumptions, biases• Connect through content, personality, humor• Present yourself regularly and be open• Consider your diverse audience at all times• Offer 90% of the information to help you drive more

traffic • Subscribe to content you like, they will reciprocate• Let your personality speak! • Link, link, link!

What’s a Blog?

• Blog is short for Web Log• (Vlog is short for Video Log)• Reverse chronological journal-style article

published online• Enriched with engaging content, strategically

placed and selected keywords, photos and videos

• Organized with tags and metatags

Why is it social media?

• Searchable • Rank-able (digg, technorati, del.ic.ious)• Share-able (RSS, post to Social Network sites)• Allows for commentary and discussion• Accessible to the internet engaged world

Statistics

Who engages in the blogosphere?

• Creators of content– Offering advice, knowledge sharing, informing– Seeking advice or input of others– Organizing data – Sharing stories– Enlisting the help of others bloggers to present

their idea through linking– Seeking attention from like-minded people

The 4 E’s

Educate, Entertain,

Engage and Enrich the lives of your readers

Deciding what to write about

• Something you are passionate about• Something you get asked about often• Something new about your industry or

product• Story about someone’s experience/success• Collection of information and resources • Multimedia expression of your keypoints

Who engages in the blogosphere?

• Readers:– Looking for information, help, enrichment– Looking for support– Needing help making informed decisions– Needing validation or to verify credibility– Voicing their opinions– Looking to engage the author and others– Seeking interaction from like minded people– Looking for other people’s experiences/reviews

Objective

• Attract potential buyers and convert them into paying customers (focus today is on attracting them)– Know your consumer– Select the right language to reach them– Offer informative bits of your knowledge– Study your traffic results carefully **90% of knowledge can be shared, it’s the 10% that

can’t be shared that you use to leverage (how to’s)

Offer a multimedia experience

Tips:• Consider using a YouTube video to convey a message• Start a blog and link to your site to create a face to

your organization or brand• Participate in a forum, create a profile that links to

your site or blog• Create news regularly on your site• Add a widget to give functionality to your site

Parts of a Blog

• Title• Body• Tags• Profile

Creating a Title Phrase

• Incorporate top keywords– 80% of traffic could arrive from you top keywords– Know your top 10, but have available your top 200

• Don’t be misleading, make it relevant to content

Finding the keywords

• www.wordtracker.com – tool to help find similar keywords, find where the real money terms lie. Also helps quantify niche markets. *Use it to identify approximately 200 keywords and short phrases

• http://50.lycos.com (tracks top 50 keywords)• http://www.mostpopularkeywords.com (top 10)• http://google.com/trends (daily tracking)• http://www.freekeywords.wordtracker.com• http://buzz.yahoo.com (hourly tracking)

– Sex, money, work at home, Google…

Keyword Tips

Longtail Keywords: Use to dominate a particular market using a more descriptive phrase: i.e., Chocolate

-Keep to 2-3 words (chocolate gifts, corporate chocolate gifts)

-Also consider related keywords (gourmet chocolate, luxury foods, fudge, truffles)

www.wordpress.com• Pros

– Built in trackback system– Better comment system than blogger.com– Lots of themes/widgets– Tracks stats for you

• Cons– Can’t add 3rd party tracking script– No ads allowed– $9.97 w/existing domain name, $14.97 to register

domain name (per year)

www.blogger.com

• Owned by Google, unproven rumors that this increases search engine ranking

• Pros– Design templates easy to use/modify– Ads/affiliate banners permitted– Use own domain name for free

• Cons– Limited # of plug-ins/widgets allowed – Must use email address for contact form– Customizing can be confusing for a beginner

Facebook / LinkedIn / MySpace

1. Social Network Sites2. Share information about yourself3. Become connected or are invited to connect based on

this information4. Learn about industries, people, and events5. Ask questions6. Help others7. Find people8. Trendy9. Virality10.Addictability

Using Facebook.com

• Maintain a profile, connect and interact with each other

• Invite through “friending”

• Use applications to manage event invitation, create fundraising campaigns, promote your events or band.

Other Resources:• Snaptweet – snap mobile photo, upload to flickr.com, post it

to twitter stream through snaptweet• Pingtwitter – ping twitter account from your blog so it auto

updates when you post a blog• Tweetdeck – split main feed (all tweets) into groups or

topics/columns allowing broader overview of tweets (a Tweetfeed too)

• Mashable – everything twitter, very informative• www.Search.twitter.com – search for people or topics using

key words• www.hashtag.org – find/form groups using “ #keyword ”

Strategy

• Build your web presence• Add links and keyword rich content• Maintain 3-5 profiles for different audiences• Be personable and not “in your face”• Monitor what is being written about you, your

organization and your industry• Include a social network and visit it frequently• Provide reviews, especially to local sources if local

is your target market