Using Social Media as a Marketing Tool

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Using Social Media as a Marketing Tool

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Social Media as a Marketing Tool? . . . . No Way ! UHY Advisors, Inc. 27725 Stansbury ~ Farmington Hills ~ Michigan ~ 48223 www.uhy-us.com

Social Media . . .Random Notes : 

A host of other social media channels: Yelp Social Media Social Media . . .Random Notes Innovation Chart from 2009 . . . . Your company could be 3 to 5 years behind if you have not incorporated Social Media as a communications / marketing tool

What is Social Media? : 

What is Social Media? Social Media refers to . . .”the use of web-based and mobile technologies to turn communication into an interactive dialogue” Another definition . . . " a group of internet-based applications that build on the ideological and technological foundations of the web that facilitate the creation and exchange of user-generated content ” Social Media

What is Social Media? : 

What is Social Media? In brief, Social Media is a “Social Instrument of Communication” The core of Social Media is CONTENT . . . content created and shared by individuals on the web using freely available websites . . Key words are . . . Sharing , Collaboration and Engagement Social Media is a methodology to initiate conversation(s) about your business, products, services, etc. Social Media is participating in online conversations that shape perceptions about your brand. Social Media S ocial Media is NOT simply a tool or avenue to sell your p roducts or services every time you engage in an online conversation. It is NOT about the number of Followers or Fans . . it’s about engaging your base.

Social Media Examples: 

Social Media Examples Social media takes on many different forms, including: Collaborative Projects . . . . . Wikipedia Blogs and Microblogs . . . . . WordPress / Twitter Content Communities . . . . . YouTube Social Networking . . . . . . . . Facebook Virtual Game Worlds . . . . . . World of Warcraft Virtual Social Worlds . . . . . . Second Life Virtual property in the mass multiplayer online game Entropia Universe sold for $ 635,000 in real dollars . . Made half million dollars from the sale. Forbes (November 2010) Social Media

Social Media . . .Value Proposition: 

Social Media . . .Value Proposition Social media is commonly referred to as consumer-generated media ( CGM): A blending of technology and social interaction to create value. Social Media . . . 5 Key Points: Reach - S ocial M edia is capable of reaching a global audience and is more decentralized and less hierarchical than traditional forms of print media. Social Media is distinguished by multiple points or methods by which a customer base can be touched. Accessibility - Social M edia tools are generally available to the public at little or no cost. Social Media

Social Media . . .Value Proposition: 

Social Media . . .Value Proposition Social Media: Usability - Most social media production does not require specialized skills and training, or requires only modest reinterpretation of existing skills; in theory, anyone with access can operate the means of social media production. Immediacy - Social media is capable of virtually instantaneous responses. Permanence - Social media can be altered almost instantaneously by comments or editing. S ocial Business . . . This reflects that social media is not just a marketing discipline, but that it has multiple touch-points in an organization such as customer service, sales, human resource management and R&D. Social Media

Social Media . . .Value Proposition: 

Social Media . . .Value Proposition What People See . . . Social Media

Just Some Facts . . . : 

Just Some Facts . . . Social networking now accounts for 22% of all time spent online in the U.S. Android is activating 300,000 smartphones . . Per Day Twitter averages almost 40 million tweets . . Per Day The number of social media users age 65 and older grew 100 percent throughout 2010 As of June 2011 Facebook has 750 million users If Facebook were a country it would be the world's 3rd largest YouTube is the 2nd largest search engine in the world In four minutes and 26 seconds 100+ hours of video will be uploaded to YouTube 3 rd Quarter 2011 . . .Apple sold 9.25 million iPads and 20.3 million iPhones Social Media

Leading Question . . . How Do I Make $$$ with Social Media?: 

Leading Question . . . How Do I Make $$$ with Social Media? It’s probably the wrong question to ask . . .Better question might be . . . What is our business strategy regarding the incorporation of social media as an element of our marketing efforts? Since s ocial media has become a platform that is easily accessible to anyone with internet access, it can rapidly increase communications about an organization, foster brand awareness and often, improve customer service. Additionally , social media i s a relatively inexpensive platform for organizations to implement marketing campaigns. Social Media

Leading Question . . . Does Social Media Fit Our Business?: 

Leading Question . . . Does Social Media Fit Our Business? Social Media

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Some of the Leading Media “Tools” A Social Media Primer Strategic Supplier Relationships QR Code

How Do We Get Started?: 

How Do We Get Started? Social Media

Getting Started . . . : 

Getting Started . . . Remember . . . Social Media allows individuals (or organizations) to interact with one another and build relationships. When products or companies utilize social media, people can interact . . . . .with the product or company. Social media can allow individual followers to “ retweet ” or “repost” comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth . . . as the information about the product is repeated , more traffic can be directed toward the product/company . Social Media

Social Media . . .Getting Started : 

Social Media . . .Getting Started Gain an understanding of Social Media Channels . . . http ://www.socialquickstarter.com / Develop a Social Media Strategy : Social media  cannot be efficiently used unless a strategy is aligned with  your business intent because strategy drives tactics, initiatives and ultimately results. Cultural Strategy Relationship Strategy Content strategy Distribution Strategy Actions Social Media

Social Media . . .Getting Started : 

Social Media . . .Getting Started No social media site is a Silver Bullet . . . You need an integrated strategy: Social Media

Social Media . . .Getting Started : 

Social Media . . .Getting Started Develop and implement a Tactical Social Media Plan: http ://falkowinc.com/pdf/Social_% 20Media_Strategy_Module_Whitepaper_12_steps.pdf Most companies are expected to have a presence on at least Facebook, YouTube, LinkedIn and Twitter. An additional value-added presence can be gained by a Blog S ocial media channel or tool categories: News Feeds . . .RSS . . (Really Simple Syndication) “Share This” buttons, tagging, and bookmark applications Blogs and Microblogging (Twitter) Podcasts and Video Social Networks such as LinkenIn and Facebook Social Media News Sites . . . Newsvine , StumbleUpon , Digg Social Media

Social Media . . .Getting Started : 

Social Media . . .Getting Started Tactical Social Media Plan: Social Media

z: 

z With over 800 million active members, Facebook is the most widely used social network worldwide As a business . . .how do you get “on” Facebook? http :// www.facebook.com/pages/create.php Create a Brand Page: K eep your Brand Page public and allow people to comment. Why? Customers like being able to interact with you on Facebook. Facebook Brand Page will allow you to incorporate video, photos, and detailed descriptions. Social Media

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LinkedIn reports more than 120 million registered users in more than 200 countries and territories. . . .44 million in U.S. LinkedIn is a social networking service that is focused on building and reflecting “social relations” among people who, for example, share interests and/or activities. LinkedIn lets you connect with people you don’t know through the people you do know. You can see your personal network, but also the networks of your friends and colleagues.  You can discover connections, request introductions, and learn about anyone’s professional career. Social Media

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Start by creating a LinkedIn Profile: https :// www.linkedin.com/reg/join Your profile serves as your online business card: It tells people why they should connect with you and what types of content you might be sharing. It makes it easy for friends, colleagues, and potential customers or donors to find you online because your public profile is searchable. Join a “Group” (there are over 850,000!) and/or create a group that demonstrates you're a leader in your industry.  Social Media

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Social Media

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YouTube is a video-sharing website on which users can upload, share and view videos . . .it is currently the 2nd largest search engine in the world after Google. Unregistered users may watch videos . . . registered users may upload an unlimited number of videos. Video is currently the fastest growing website feature for small businesses. The most popular videos are simple, straightforward, and shot by amateurs. . . they are short - less than 3 minutes . Videos uploaded to YouTube by standard account holders are limited to 15 minutes in duration. Social Media

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A key feature of YouTube is the ability of users to view its videos on web pages outside the site. Each YouTube video is accompanied by a piece of Hypertext Language (HTML) which is embedded on a page outside the YouTube website. T his functionality is often used to embed YouTube videos in social networking pages and blogs. Embedding , as well as ranking and commenting, can be disabled by the video owner. Other video choices: Vimeo is ideal for high-end videos like documentaries, short features, and full-length movies. You can post videos longer than 15 minutes. Vimeo also accepts High Quality HD video Social Media

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Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets ". Twitter has 200 million users as of 2011, generating over 200 million tweets and handling over 1.6 billion search queries per day. Getting started . . . Go to http:// twitter.com and set up your profile. Social Media

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Twitter Search . . . http ://twitter.com/#!/search-home/ With Twitter Search you can: Monitor what people are saying about your business and industry. Keep track of things that are interesting to you and find new and interesting people to follow. Research and monitor your competition . Find and follow interesting people based on your search criteria. Interact with people already talking about your search topic by sending them an “@” message. Use the info as market research to find out what others are saying about a particular topic… including your competitors. Social Media

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A blog gives your company a way to showcase its personality and culture in a sort of online headquarters.  There are a lot of software platforms available for blogging, including Blogger , Posterous , Tumblr , Movable Type, and TypePad . One of the most popular blog platform choices is WordPress . According to a study by Hubspot , the average company that blogs has 55% more website visitors, 97% more inbound links, and 434% more indexed pages than those that don't. Social Media

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Getting started . . . http://www.wordpress.com / The Benefits of Blogging: Demonstrate “Thought Leadership” Improve SEO: Or “Search Engine Optimization ” Build Brand Awareness Build Relationships Provide Customer Support Build Community Communicate News Social Media

QR Code : 

A QR Code (abbreviated from Quick Response code) is a type of matrix barcode (or two-dimensional code). QR Codes were first designed for the automotive industry . . . More recently, they have become popular outside of the industry due to its fast readability and comparatively large storage capacity. A QR Code consists of black modules arranged in a square pattern on a white background. The information encoded can be made up of any kind of data (e.g., binary, alphanumeric, or Kanji symbols ) The use of QR codes is free of any license. The QR code is clearly defined and published as an ISO standard . Denso Wave owns the patent rights on QR codes, but has chosen not to exercise them . Social Media QR Code

QR Code : 

QR Code Usage Ideas: In-Store :  If you have a physical location, you can post signage with a QR Code for a website where people can learn more about a featured product, get a special offer, or sign up for your mailing list. On Your Business Card:  Your business card can only say so much about you, but a direct link to special content can help potential customers get to know you and your business better, right away. At Events :  With QR codes on printed materials, customers can access additional content or promotions during or after the event. In print ads :  QR Codes provide an instant call-to-action that can tell your story beyond what can be included in a small ad, and offer special rewards to those who scan it . Social Media QR Code

QR Code : 

Since the entire experience of scanning a QR code and visiting a website is done with a person's mobile device, you’ll want to make sure the content is mobile friendly.  By “mobile friendly”, we just mean that the content will look good and be easy to access on a phone . Getting Started . . . Pick a code generator website. . . .Most QR Code generators are free to use and fast to set up.  Here are three popular free sites: http://www.qrstuff.com/ http://qrcode.kaywa.com/ http://goqr.me/ Social Media QR Code

QR Code : 

With a QR Code, you can decide what type of content you want to share . . .y ou can set the code generator to show text, place a phone call, send a text message, or send your customers to a specific URL . Using http://goqr.me / . . .This QR Code took less than one minute to create, download and include in this slide! QR Readers: Apple iPhone . . . i- nigma , nabfly , Fell Free, Block5, TapMedia , Android . . . . . . . QR Droid, SimpleAct Inc , Excelsior Studios Back Berry . . . . . The Jared Company, Code Muncher Other types of QR Codes . . . Microsoft Tag: High Capability Color Barcode Social Media QR Code

Social Media . . .Random Notes : 

A host of other social media channels: Yelp is one of the top ratings and review sites with more than 50 million unique visitors a month . . . Location-Based Services use the “ geolocation ” functionality of a mobile phone or smart phone to provide people with information to “Check-in” An INC 500 company survey: 91 % are using at least one social media tool 80 % have a company page on a social networking site 79 % post status updates or articles of interest on social media sites 57 % build a network through a site such as LinkedIn 54 % monitor feedback about the business 65 % maintain a blog 52 % are active on Twitter Social Media Social Media . . .Random Notes

Social Media . . .Random Notes : 

Social media offers you the opportunity of doing in-depth research at little cost . . . .it is possible to get an ROI if you know where you are going and what you want to achieve. LISTEN . . . to conversations . . . establish “Listening Posts”: iGoogle Social Mention NetVibes The public is already becoming desensitized from the multitude of social media . . . Your content must be creative, unique , inspiring and involving. Remember . . . At this time Social Media is NOT about the Hard Sell. Social e-Commerce is different and is coming. Social Media Social Media . . .Random Notes

Social Media . . .Random Notes : 

Social Media DOWN SIDE: Privacy: Public postings on a public site . . . .not private Court case . . . “no reasonable expectation of privacy” Intellectual Property: Original author owns the copyright to their posts Trade secrets can easily be leaked . . .once leaked, it’s fair game. Communications Decency Act (CDA): Social media networking site are typically immune from liability Evidence and Social Media: Postings online is discoverable and can lead to liability http :// www.slideshare.net/DaliahSaper/legal-implications-of-social-media Social Media Social Media . . .Random Notes

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Social Media For Additional Information Alan Lund UHY Advisors, Inc. Farmington Hills ~ Michigan (248) 355-1040 Alund@uhy-us.com