S OCIAL M EDIA W ORKSHOP Welcome!

P UTTING W HY B EFORE H OW : F OCUSING Y OUR S OCIAL M EDIA S TRATEGY Marketplace Media

T HE O LD W AY : U SE T ARGETING AND I NTERRUPTION TO C ONVINCE T HE N EW W AY : U SE H UMAN E NGAGEMENT AND D IALOG TO D RIVE B RAND P REFERENCE AND L OYALTY Marketplace Media

A S UCCESSFUL S OCIAL MEDIA P ROGRAM : U SES H UMANIZATION AND A PPROACHABILITY TO I NFLUENCE H OW THE C OMPANY I S P ERCEIVED BY C USTOMERS AND P ROSPECTS Marketplace Media

S OCIAL MEDIA I SN ’ T A C ONVERSATION. I T ’ S W HERE THE C ONVERSATION T AKES P LACE. Marketplace Media

W ORRY ABOUT THE TOOLS LAST, NOT FIRST T OOLS C HANGE. A LWAYS.. Y AHOO … N ETSCAPE … M Y S PACE … Marketplace Media

S TEP 1: W HAT ’ S Y OUR P ITCH ? W HAT DOES YOUR COMPANY DO … IN 120 CHARACTERS OR LESS ! Marketplace Media

S TEP 2: W HAT ’ S THE P OINT ? W HAT TYPE OF PROGRAM IS THIS ? - A WARENESS ? - S ALES ? - L OYALTY ? P ICK ONE! Marketplace Media

S TEP 3: C URRENT R ELATIONSHIP W HAT D OES T HE A UDIENCE K NOW A BOUT Y OU ? - N OTHING - A WARE, N O A CTION - S INGLE A CTION - R EPEAT /E NTHUSIASTS - A DVOCATES Marketplace Media

P ICK U P TO T WO A DJACENT C ONCENTRATE ON ONE SET OF AUDIENCE AT A TIME D ON ’ T TRY TO BE EVERYTHING TO EVERYONE AT THE SAME TIME Marketplace Media

S TEP 4: H OW D OES THE A UDIENCE U SE S OCIAL M EDIA ? T HE WORLD ACCORDING TO SOCIAL MEDIA … Marketplace Media

T HE LARGEST COUNTIES IN THE WORLD … 1. C HINA 2. INDIA 3. UNITED STATES 4. INDONESIA 5. FACEBOOK - OVER 300 MILLION GLOBAL MEMBERS Marketplace Media

N O SUCH THING AS A “ SOCIAL MEDIA TYPE ” SOCIAL MEDIA IS INCREASING TO BE THE “ WORLD ” W E ’ RE N OT A LL S PIELBERG Marketplace Media

V IDEOS CREATED TO SPREAD THE WORD ABOUT YOUR BRAND YOUR FANS MAY NOT BE ABLE Marketplace Media

M AP D EMOGRAPHICS T O S OCIAL M EDIA U SAGE : Marketplace Media

D ETERMINE W HO Y OU ’ RE G OING TO R EACH. S ELECT 1 TO 3. Marketplace Media

S TEP 5: W HAT ’ S Y OUR O NE T HING ? Y OUR CAREFULLY CRAFTED BROCHURE COPY FILLED WITH BULLET POINTS ABOUT PRODUCT FEATURES AND BENEFITS D OES NOT M AKE T HIS H APPEN … Marketplace Media

S OCIAL MEDIA H INGES ON P ASSION. F IND Y OUR O NE T HING A ND B UILD A ROUND I T. Marketplace Media

Finding the One Thing Isn’t Easy

B RAND A NTHROPOLOGY A SK Y OUR A GENCY A SK Y OUR C USTOMERS D ON ’ T T HINK – L ISTEN AND O BSERVE W HAT YOUR CUSTOMERS IS THINKIS MORE IMPORTANT THAN WHAT YOU THINK. Marketplace Media

S TEP 6: H OW W ILL Y OU B E H UMAN ? I T ’ S A BOUT P EOPLE … N OT L OGOS C AN YOU MAKE YOUR PEOPLE THE STAR OF THE SHOW ? Marketplace Media

F IND THE PEOPLE WITHIN YOUR COMPANY THAT HAVE PASSION THAT CAN REPRESENT YOUR BRAND. D ON ’ T JUDGE BY “ RANK ”. Marketplace Media

S TEP 7: I DENTIFY S UCCESS K NOW W HAT S UCCESS L OOKS L IKE B EFORE Y OU S TART Marketplace Media

I F P OINT = A WARENESS M EASURES YOU COULD USE … - W EB T RAFFIC - W EB T RAFFIC R EFERRALS - S EARCH V OLUME T RENDS - F OLLOWERS, F ANS, F RIENDS - S OCIAL M ENTIONS - S HARE OF V OICE Marketplace Media

I F P OINT = S ALES M EASURES YOU COULD USE … - W EB T RAFFIC - T IME S PENT ON S ITE - R EPEAT V ISITS - C ONTENT A CCEPTANCE R ATE - F OLLOWERS, F ANS, F RIENDS - S OCIAL M ENTIONS - S HARE OF V OICE - S OCIAL C ONNECTIVITY W ITHIN - S ALES F UNNEL Marketplace Media

I F P OINT = L OYALTY M EASURES YOU COULD USE … - T IME S PENT ON S ITE - R EPEAT V ISITS - F OLLOWERS, F ANS, F RIENDS - R EPEAT S OCIAL M ENTIONS - S HARE OF V OICE - R ECOMMENDATIONS AND R EVIEWS - S OCIAL C ONNECTIVITY A MONG P URCHASERS - C USTOMER S ERVICE M ETRICS Marketplace Media

U LTIMATELY, A RE YOU M AKING O R S AVING M ORE M ONEY T HAN Y OU D ID B EFORE Y OU G OT I NVOLVED ? Marketplace Media

N OW Y OU C AN FOCUS ON THE T OOLS. G O A HEAD, I T ’ S O KAY. Marketplace Media

C REATE SOCIAL MEDIA OUTPOSTS TO INTERACT WITH CUSTOMERS, PROSPECTS, & PROSPECTIVE EMPLOYEES Marketplace Media

C REATE SOCIAL MEDIA OUTPOSTS TO INTERACT WITH CUSTOMERS, PROSPECTS, & PROSPECTIVE EMPLOYEES. S OCIAL MEDIA RECRUITING PLACES WHERE YOUR CUSTOMERS ARE … FACEBOOK, TWITTER, MYSPACE Marketplace Media

Sweet Leaf Tea Objective: Loyalty Audience: Single Action and Repeat/Loyalists Social Media Usage: Creators, Joiners, Spectators One Thing: Music Humanization: Employee Focus A Good Example…

A RE Y OU R EADY TO T URN THE SOCIAL MEDIA STRATEGY K EY ? L ET ’ S GET STARTED ! Marketplace Media

A RE Y OU R EADY TO T URN THE SOCIAL MEDIA STRATEGY K EY ? L ET ’ S GET STARTED ! Marketplace Media