Jan Zimmerman, Author Social Media Marketing All-in-One for Dummies Web Marketing for Dummies Watermelon Mountain Web Marketing Sixth St. NW, Albuquerque, NM Slides at: watermelonweb.com/marketingresources.htm

Workshop Goals An overview of social media The big 3 and lots of little ones Play the social media marketing game Decide which social media are best for your business on the basis of target audience, marketing goal, and resources Create a mini-social media marketing plan to implement two social media techniques for your own business Use social media tools to improve performance © 2011 Watermelon Mountain Web Marketing

Where Social Media Fits Into Your Business © 2011 Watermelon Mountain Web Marketing Management & Hiring Planning Marketing & Sales Accounting & Finance Operations Online Marketing Social Media

Terminology Social media Social media channels Social media services bookmarking social news social sharing buttons © 2011 Watermelon Mountain Web Marketing

What Makes Media “Social”  Social Media is 2-Way Communication  You have two ears and one mouth – spend twice as much time listening as you do talking!

Pros of Using Social Media Cast a wider net Branding Build relationships Improve business processes Improve search engine ranking Sell when opportunity arises Mostly free (except for labor) Save money on advertising You must still have a website! © 2011 Watermelon Mountain Web Marketing

Cons of Using Social Media Requires time Difficult to gain visibility Requires discipline, structure, and time schedule Need a Web site or blog to function as your online baseline - for information sharing - for capturing contact info © 2011 Watermelon Mountain Web Marketing

Social Media Channels  Social Networking (Facebook)  Microblogging (Twitter)  Professional Networking (LinkedIn)  Social Content Sharing Text, video, photos, audio, slides  Social Media in the Real World Geosocial, Meetups, Review Sites, Coupons © 2011 Watermelon Mountain Web Marketing

Social Networking Facebook: Why Use It? Relationship builder Brand exposure to target market customers – you are engaging with people who follow the brand Good for giveaways, contests, surveys, support, feedback Can customize with video, events, discussion boards, blog feeds, and more. Create links to your e-newsletter, event registration pages and special offers on your Web site © 2011 Watermelon Mountain Web Marketing

© 2011 Watermelon Mountain Web Marketing

Microblogging: Twitter  Why: brand exposure, building, and monitoring, viral outreach, communicating and engaging with customers, getting quick feedback.  What: content that is updated frequently (such as news, online offers, etc.) or that is time dependent.  Why not: not useful if done for personal musings or product promotion only. Must find ways to incorporate social 2-way element. © 2011 Watermelon Mountain Web Marketing

e © 2011 Watermelon Mountain Web Marketing

Twitter Tricks Reduce time needed to use Twitter well o Retweet others’ tweets o Use news aggregates o Use hashtags (#) to follow topics o Lots of different Twitter apps to make using Twitter easier o Use a link shortener (like bit.ly) with analytics © 2011 Watermelon Mountain Web Marketing

Professional Networking LinkedIn Considered the web’s “professional social network” On average 36.5 million people visit LinkedIn.com every month 25,000,000 users in USA © 2011 Watermelon Mountain Web Marketing

Social Content Sharing Blogs Video YouTube, Vimeo, Ustream Photo Flickr, Photobucket, Picasa Audio Podcast Alley, BlogTalkRadio Slides & Presentations Slideshare.net © 2011 Watermelon Mountain Web Marketing

Blogs: Social Sharing

Video © 2011 Watermelon Mountain Web Marketing

Photo rce# © 2011 Watermelon Mountain Web Marketing

Audio © 2011 Watermelon Mountain Web Marketing

Audio © 2011 Watermelon Mountain Web Marketing

Slideshare.net salsa-suave-online © 2011 Watermelon Mountain Web Marketing

Geolocation Foursquare, Gowalla, Loopt Shared Coupons Groupon, Living Social, DealMeInNM Meetings Meetup.com, Tweet-ups Product Reviews TripAdvisor, Urbanspoon, Yelp, Angie’s List, Epinions Putting People in Places © 2011 Watermelon Mountain Web Marketing

Geolocation © 2011 Watermelon Mountain Web Marketing

Shared Coupons © 2011 Watermelon Mountain Web Marketing

Meetings / © 2011 Watermelon Mountain Web Marketing

Product Reviews © 2011 Watermelon Mountain Web Marketing

Niche Social Media: Source Lists Mashable.com media (then search) SEOmoz.com ial-media-marketing-tactics Wikipedia List_of_social_networking_ websites © 2011 Watermelon Mountain Web Marketing

Bookmarking o Recommendation: StumbleUpon, Delicious, Google.com/bookmarks o Social Shopping: Kaboodle, ThisNext o Specialty Bookmarks, e.g. book recommendations News o Digg, reddit, google.com/news © 2011 Watermelon Mountain Web Marketing Social Bookmarking & News

Stylehive.com © 2011 Watermelon Mountain Web Marketing

Digg.com Social News © 2011 Watermelon Mountain Web Marketing

“Follow Us On” Chiclets Post everywhere to cross-link Web site, blog, newsletter, etc. Use a call to action (Like Us on _______) Programmer may have to add for you; links to other elements of your Web presence Get from many places or source sites, e.g. These link to your social pages © 2011 Watermelon Mountain Web Marketing

Social Sharing Buttons Goes viral - makes it easy for others to recommend Addthis.com, sharethis.com; always register for “analytics” Generates code that goes on a page; programmer inserts Remember: these links go to other people’s social media or Always include Link and Bookmark as options © 2011 Watermelon Mountain Web Marketing

Let’s take a break! © 2011 Watermelon Mountain Web Marketing

Social Media Marketing Game Gather into teams of 2-3 Team has 20 minutes to solve a social media marketing problem Decide who will report your findings: max 5 minutes/team: o Read the problem statement o Explain what your team decided and why Discussion © 2011 Watermelon Mountain Web Marketing

Social Media Marketing Goals & Objectives What are you trying to achieve? Leads, customers, online sales, visitors offline? What objectives can you specify? How will you measure success? What is your budget? How long will it take you to recover your investment? © 2011 Watermelon Mountain Web Marketing

Social Media Strategy & Tactics Who is your target market (demographics)? What social media do they use? What skills, staff, and other resources do you have available? How much time will you allocate to social media vs. other marketing - estimate 2 hours/channel/week! What social media channels will you use? Try to do only 1-2 major channels at a time. © 2011 Watermelon Mountain Web Marketing

Social Media Implementation Plan Who will do the work? When will they do it? o Use google.com/calendar or calendar.yahoo.com What performance metrics will they report and when? What social media tools will you deploy? © 2011 Watermelon Mountain Web Marketing

Researching Social Media Demographics © 2011 Watermelon Mountain Web Marketing Determine which social media are used by your target market and industry Quantcast.com Alexa.com Hubspot.com

Alexa.com © 2011 Watermelon Mountain Web Marketing comparative usage rankings, demographics, related sites, click stream

Quantcast.com © 2011 Watermelon Mountain Web Marketing provides usage, demographic profile

What to Monitor and Why © 2011 Watermelon Mountain Web Marketing Track what’s being said about your company & products Research markets and competition Stay up-to-date on industry Watch trendlines on topics on volume of comments o Monitor success of press release or other promotion o Monitor for intellectual property infringement o Obtain customer feedback and input

Social Mention © 2011 Watermelon Mountain Web Marketing

Search for Company Name © 2011 Watermelon Mountain Web Marketing

Google Alerts © 2011 Watermelon Mountain Web Marketing

Your Own Social Media Marketing Plan  Spend 10 minutes writing up your plan  Spend 10 minutes discussing results © 2011 Watermelon Mountain Web Marketing