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                      Social media
                      for buSineSS
                           beGinnerS

                       create your
                     StrateGic plan
“The future of marketing integrates traditional and social tools, connected by successful,
ongoing relationships with media, influencers, and people. That’s right…it’s about
relationships and it’s about people. Relationships serve as the foundation for everything,
whether its traditional or new media, and the constant reminder that we’re reaching
people, and not audiences, will keep us on a path to relevance.”

                                                                                   Brian Solis 2007
                                                                International publisher in new media.
TWEETS GALORE!

Feel free to tweet!

Hashtag: #SSMM

@secretstomedia




  whoo hoo learning all about @secretstomedia #ssmm
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08855 ssmm beginners presentation
GROUP ACTIVITY.

Tell us about yourself,
your social media experiences and
expectations for today.
AGENDA.
I.     Social media landscape
II.    Personal v’s Professional
III.   7 Essential Ingredients Of A Successful
       Social Media Campaign.
IV.    Risks
V.     Just do it!
Social networks in 2011 are dominated by Facebook world wide
2010: 1.97 billion internet users – 29% of the worlds population
SOCIAL MEDIA IS NOT AN ATM.
WHAT IS SOCIAL MEDIA?
Everyone defines social media differently. So, how can you make sense of all those
definitions, and which one should you use for your business?

The answer is to accept the diversity and decide, as a business, what social media means
to you.

GROUP ACTIVITY

Define a term for social media in your own words relating to your
business.
WHY IS SOCIAL MEDIA GOOD FOR
BUSINESS?
As little as two years ago, social media may not have even been considered in the flow of
product information.
Brand reputation and awareness top the chart. Overall, the results show:
  •	 Social media is a very effective branding strategy
  •	 SEO uses social media to improve rankings and drive traffic
  •	 Lead generation effectiveness may be lower on the list, but best practices are
     emerging rapidly
  •	 Used in purchasing decisions
PERSONAL V’S PROFESSIONAL.
When using social media for personal and professional there will alway be a blur between
the two. The trick is to make sure you understand the implications and tools avaliable
to keep the the separated as clear as you can. The first step is to ensure you have done
these things on your personal profile:
  •	 hide your year of date
  •	 update your bio
  •	 have a profile photo that is recent and looks exactly like you to build trust
  •	 make sure you are happy with your contact information,
  •	 revise privacy settings.
  •	 Facebook - make friend lists - control who see what, filter news feeds, control chat
     avaliability.
SOCIAL MEDIA AND YOUR BUSINESS.
Why are you choosing to use social media? Why not advertising?
OR beefing up your marketing?


GROUP ACTIVITY


What business objectives are you linking your social media to?
COMMITMENT AND READINESS.

Determine and prepared for the time
commitment and resources necessary to be
successful.

Assess if this venture will complement or take
away from your existing activities.
7SECRET INGREDIENTS FOR
DAZZLING SUCCESS WITH SOCIAL MEDIA.
      1. KNOW your niche

      2. CREATE a world class, consistent brand

      3. set CLEAR aims and objective

      4. fish where the fish are

      5. have a social media POLICY and STRATEGIC plan

      6. drive traffic into your funnel

      7. track, measure and monitor
1.   KNOW YOUR NICHE.
2.   CREATE A WORLD CLASS
     CONSISTENT BRAND.
CUSTOMISED PAGES.
If your business is on Facebook, adding a custom landing page can have a big impact on
your presence there. A custom landing page can help drive web traffic, add value to your
online marketing efforts and increase sales.

A custom Facebook landing page can:

  1. Highlight a call to action.
  2. Drive interest in current promotions, events and products.
  3. Do something DIFFERENT.
  4. Personalize your company in an impersonal world.
  5. Welcome visitors to your page.
  6. Determine ROI with iFramed landing page tabs.
  7. Highlight special offers for “Liking” your page..
  8. Draw attention to your “Like” button.
  9. Showcase your creativity or humor with unique content.
  10. Call attention to your value propositions.
3.   SET CLEAR AIMS AND OBJECTIVES.


               S pecific
              M easurable
               A ttainable
               R elevant
               T ime-bound
GOALS.
Goal-setting, and writing those goals down,
is an essential component of success. It’s also
essential to really managing your social media
expectations as well.

When you have something to work for, rather
than despairing over what you don’t have,
you’re just more productive.

GROUP ACTIVITY.
SOME HELPFUL HINTS ON SETTING
SOCIAL MEDIA AIMS.
Starting at this broad level and thinking about the goals you have for your business can help
you begin to write up a list of realistic ways in which social media might help you reach those
goals.

Some pointers before you dive in:
  •	   Set only a few very specific goals.
  •	   Be realistic.
  •	   Make sure you can measure the results.
  •	   Make sure your monthly goals are aligned with the general objectives of having your business online.
  •	   Choosing a goal that is bigger than you are. Be pulled forward by it, instead of pushing yourself.
  •	   Knowing what is unique about your business. And design your plan to fully promote them.
  •	   Learning how your business naturally operates. Come to honour your business dynamic.
  •	   Making what you don’t know more interesting than what you do know. Enjoy learning more than demonstrating what
       you’ve learned.
  •	   Stopping resistance. Assimilate and learn from events the first time they occur.
  •	   Connecting with a compelling vision. It’s easier to create a plan of action when you know where you want to go.
  •	   Focusing on the source of the problem, not the symptom. Do complete work and move forward, rather than in
       circles.
  •	   Making the present perfect. You’ll make the most of today because you’re not wishing it were different.
  •	   Detaching from the outcome. You’ll enjoy the journey when you aren’t focusing only on results.
  •	   Your goals are business goals. What do you hope to achieve using social media?
  •	   Brain-Storming marketing goals - I always suggest to brainstorm and get input from all the business participants
       when it comes to setting marketing goals for the coming year.
4.   FISH WHERE THE FISH ARE.
YOUR TOOLKIT.
5.        HAVE A SOCIAL MEDIA POLICY
          AND STRATEGIC PLAN.
Social media is growing up and requires grown-up social media strategists.

It not appropriate in 2011 to take social media strategy advice from your 16-year old
nephew who set up your Facebook fan page. If you business is going on the feeling that
‘this is something important so I’m going to do it even if I don’t know why.’ Or worse,
your competitors earn accolades in the press for their work in social media, and your
afraid of losing any more ground.

Solution: If social media is your job, invest in professional development or hire help.
Businesses can no longer afford to invest their time, people and resources in social media
recklessly. Social media needs to part of an integrated media strategy - fast.
THE “AGE OF STRATEGY”
SOCIAL MEDIA POLICY CHECKLIST.
The principles of transparency and openness are key. This checklist will help you identify
the appropriate ways to interact with the social media community in line with your overall
brand identity and business ethos.

 •	 Disclosure Of Identity
 •	 Personal/Unofficial Use Of Social Media
 •	 Community Relations
 •	 Compensation And Incentives
 •	 Agency And Contractor Disclosure
 •	 Creative Flexibility
 •	 Consequences
DO YOUR HOMEWORK AND PIN
POINT YOUR DIRECTION.
This way you can concentrate your efforts and not waste time, remember time is
money.

Just because Facebook boasts 600 million users, it doesn’t mean that they are all
active, in fact around half add status updates on there daily and “not everybody is
interested in what you have to offer!”
THE POWER OF SOCIAL MEDIA.




Thanks to facebook and other social media channels Nestle has an enormous public
relations mess to deal with in March 2011 when Greenpeace created a parody video.
6. THE NEW SALES FUNNEL.
SOCIAL MEDIA HAS CHANGED THE
SALES CYCLE TO THE BUYING CYCLE.
    1.    Acknowledging the need
    2.    Awareness
    3.    Research
    4.    Consideration (the short list)
    5.    Evaluation
    6.    Purchase
    7.    Applications
    8.    The Experience
    9.    Reaction
    10.   Opportunity for advocacy
08855 ssmm beginners presentation
RETHINKING MARKETING.

OUTBOUND MARKETING.         INBOUND MARKETING.
Interrupt consumers                Permission to
                                   communicate
• Telemarketing
                                         • SEO/SEM
• Trade Shows
                                           • Blogging
                      V’S
• Direct mail
                                      • Social Media
• Email Blasts
                                                • RSS
• Print ads
                                    • Free tools/trials
• TV/Radio ads
                                        • Viral videos
DO YOU KNOW WHERE YOUR
AUDIENCE IS?
One key reason companies fail in social media is because they don’t know where their audience
is. Too many times, overexcited business owners see the latest and greatest social media tools
talked about on the cable news channels and think, “we have to be there.”

Profiles of internet users

Think of your“target audiences” in terms of:

    •	Passionates

    •	Influencers

    •	Ad-Hocs
SO HOW DO YOU DETERMINE WHO
IS WHO.
Every case is different but typically:

        a) Pay attention to the Ad-Hocs immediately, ubiquitously, forever;

        b) Seek out and engage the Passionates; then, when you’re ready,

        c) Approach the Influencers.

The Ad-Hocs should be buzzing about you in a nice way to give you the street cred to say
hello to the Passionates — who are particularly wary of marketers.

Win them over and you’ll have staunch defenders online, as well as a better-defined path
to the Influencer communities.
ENGAGEMENT.
Social media in B2B marketing is a fascinating place to be at the moment. The
temptation to chase after the latest shiny object used in social media marketing is just too
easy…not to mention distracting.
Absolutely, social media needs to be integrated into existing marketing methods.
However, it’s more than simply adding a Twitter icon to the bottom of an email campaign.
The core value of social media is the fact that you meet, greet, chat and interact with
PEOPLE.
Here are some tips for engaging your social network:
      1. Listen Then Leap
      2. Be a person – Not a logo
      3. Be Responsive
      4. Ask And You Shall Receive
      5. Act Within Social Media Guidelines
7.   TRACK, MEASURE AND MONITOR.
RISK MANAGEMENT.


 Increased presence on social media, means increased interaction with consumers




 Engaging in conversations that break down traditional barriers to communication.




                       Businesses open to new risks as well.
STEPS TO MINIMISING RISK.
To minimize the risk of a loss or damage to the company’s reputation, companies can take a
number of steps:

     1. Actively engage on social network venues to understand how reputation can be
        impacted by the interactions

     2. Gather information on the social media activities your company is considering. Then
        assess the areas of vulnerability, create counteraction plans and communicate them
        to employees.

     3. Develop a comprehensive “new media” policy. The policy should establish the
        ground rules for all employees — not just those in marketing — on communicating
        online, including social networking.

     4. Establish a social media point person. There should be at least one person, if not a
        team, in charge of overseeing the company’s social media activities and responding
        in the event of a crisis.

     5. Review general liability policies have very restrictive coverage regarding advertising
        injuries.
HOMEWORK ASSIGNMENT.
I challenge you to develop your own Facebook engagement spreadsheet and fill
it with your data. Spend the rest of January and February plugging in your weekly
numbers from Insights and answer these questions:


   •	 Is the activity on your page increasing parallel to the growth of your fan base?

   •	 Are you maintaining more page activity than content hides on a consistent
      basis?

   •	 Where is the strongest concentration of your fan base geographically, and is
      it where it should be?
LOOKING TOWARDS THE FUTURE.

To understand how we got to this point so quickly, here is how the web has evolved:

          •	 1996 we had Web 1.0

          •	 2006 Web 2.0

          •	 2011 In Web 3.0
ENGAGE IN THE CONVERSATION!
THANK YOU!


            www.pomo.com.au
      www.facebook.com/pomocreative
www.facebook.com/secretstosocialmediamastery
    www.youtube.com/user/pomocreative
   www.au.linkedin.com/in/lisaharrison74
              @POMOCreate
              @secretstomedia
                  #ssmm

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08855 ssmm beginners presentation

  • 1. with LISA HARRISON Social media for buSineSS beGinnerS create your StrateGic plan
  • 2. “The future of marketing integrates traditional and social tools, connected by successful, ongoing relationships with media, influencers, and people. That’s right…it’s about relationships and it’s about people. Relationships serve as the foundation for everything, whether its traditional or new media, and the constant reminder that we’re reaching people, and not audiences, will keep us on a path to relevance.” Brian Solis 2007 International publisher in new media.
  • 3. TWEETS GALORE! Feel free to tweet! Hashtag: #SSMM @secretstomedia whoo hoo learning all about @secretstomedia #ssmm
  • 4. ACCESS THESE SLIDES ON. http://www.slideshare.net/ IS O N HARR L IS A w it h edia al m Soci uSineSS b for beGinner S ur te yo creaGic plan te Stra nalp ciGetartS ruoy etaerc SrenniGeb SSeniSub rof aidem laicoS
  • 6. GROUP ACTIVITY. Tell us about yourself, your social media experiences and expectations for today.
  • 7. AGENDA. I. Social media landscape II. Personal v’s Professional III. 7 Essential Ingredients Of A Successful Social Media Campaign. IV. Risks V. Just do it!
  • 8. Social networks in 2011 are dominated by Facebook world wide 2010: 1.97 billion internet users – 29% of the worlds population
  • 9. SOCIAL MEDIA IS NOT AN ATM.
  • 10. WHAT IS SOCIAL MEDIA? Everyone defines social media differently. So, how can you make sense of all those definitions, and which one should you use for your business? The answer is to accept the diversity and decide, as a business, what social media means to you. GROUP ACTIVITY Define a term for social media in your own words relating to your business.
  • 11. WHY IS SOCIAL MEDIA GOOD FOR BUSINESS? As little as two years ago, social media may not have even been considered in the flow of product information. Brand reputation and awareness top the chart. Overall, the results show: • Social media is a very effective branding strategy • SEO uses social media to improve rankings and drive traffic • Lead generation effectiveness may be lower on the list, but best practices are emerging rapidly • Used in purchasing decisions
  • 12. PERSONAL V’S PROFESSIONAL. When using social media for personal and professional there will alway be a blur between the two. The trick is to make sure you understand the implications and tools avaliable to keep the the separated as clear as you can. The first step is to ensure you have done these things on your personal profile: • hide your year of date • update your bio • have a profile photo that is recent and looks exactly like you to build trust • make sure you are happy with your contact information, • revise privacy settings. • Facebook - make friend lists - control who see what, filter news feeds, control chat avaliability.
  • 13. SOCIAL MEDIA AND YOUR BUSINESS. Why are you choosing to use social media? Why not advertising? OR beefing up your marketing? GROUP ACTIVITY What business objectives are you linking your social media to?
  • 14. COMMITMENT AND READINESS. Determine and prepared for the time commitment and resources necessary to be successful. Assess if this venture will complement or take away from your existing activities.
  • 15. 7SECRET INGREDIENTS FOR DAZZLING SUCCESS WITH SOCIAL MEDIA. 1. KNOW your niche 2. CREATE a world class, consistent brand 3. set CLEAR aims and objective 4. fish where the fish are 5. have a social media POLICY and STRATEGIC plan 6. drive traffic into your funnel 7. track, measure and monitor
  • 16. 1. KNOW YOUR NICHE.
  • 17. 2. CREATE A WORLD CLASS CONSISTENT BRAND.
  • 18. CUSTOMISED PAGES. If your business is on Facebook, adding a custom landing page can have a big impact on your presence there. A custom landing page can help drive web traffic, add value to your online marketing efforts and increase sales. A custom Facebook landing page can: 1. Highlight a call to action. 2. Drive interest in current promotions, events and products. 3. Do something DIFFERENT. 4. Personalize your company in an impersonal world. 5. Welcome visitors to your page. 6. Determine ROI with iFramed landing page tabs. 7. Highlight special offers for “Liking” your page.. 8. Draw attention to your “Like” button. 9. Showcase your creativity or humor with unique content. 10. Call attention to your value propositions.
  • 19. 3. SET CLEAR AIMS AND OBJECTIVES. S pecific M easurable A ttainable R elevant T ime-bound
  • 20. GOALS. Goal-setting, and writing those goals down, is an essential component of success. It’s also essential to really managing your social media expectations as well. When you have something to work for, rather than despairing over what you don’t have, you’re just more productive. GROUP ACTIVITY.
  • 21. SOME HELPFUL HINTS ON SETTING SOCIAL MEDIA AIMS. Starting at this broad level and thinking about the goals you have for your business can help you begin to write up a list of realistic ways in which social media might help you reach those goals. Some pointers before you dive in: • Set only a few very specific goals. • Be realistic. • Make sure you can measure the results. • Make sure your monthly goals are aligned with the general objectives of having your business online. • Choosing a goal that is bigger than you are. Be pulled forward by it, instead of pushing yourself. • Knowing what is unique about your business. And design your plan to fully promote them. • Learning how your business naturally operates. Come to honour your business dynamic. • Making what you don’t know more interesting than what you do know. Enjoy learning more than demonstrating what you’ve learned. • Stopping resistance. Assimilate and learn from events the first time they occur. • Connecting with a compelling vision. It’s easier to create a plan of action when you know where you want to go. • Focusing on the source of the problem, not the symptom. Do complete work and move forward, rather than in circles. • Making the present perfect. You’ll make the most of today because you’re not wishing it were different. • Detaching from the outcome. You’ll enjoy the journey when you aren’t focusing only on results. • Your goals are business goals. What do you hope to achieve using social media? • Brain-Storming marketing goals - I always suggest to brainstorm and get input from all the business participants when it comes to setting marketing goals for the coming year.
  • 22. 4. FISH WHERE THE FISH ARE.
  • 24. 5. HAVE A SOCIAL MEDIA POLICY AND STRATEGIC PLAN. Social media is growing up and requires grown-up social media strategists. It not appropriate in 2011 to take social media strategy advice from your 16-year old nephew who set up your Facebook fan page. If you business is going on the feeling that ‘this is something important so I’m going to do it even if I don’t know why.’ Or worse, your competitors earn accolades in the press for their work in social media, and your afraid of losing any more ground. Solution: If social media is your job, invest in professional development or hire help. Businesses can no longer afford to invest their time, people and resources in social media recklessly. Social media needs to part of an integrated media strategy - fast.
  • 25. THE “AGE OF STRATEGY”
  • 26. SOCIAL MEDIA POLICY CHECKLIST. The principles of transparency and openness are key. This checklist will help you identify the appropriate ways to interact with the social media community in line with your overall brand identity and business ethos. • Disclosure Of Identity • Personal/Unofficial Use Of Social Media • Community Relations • Compensation And Incentives • Agency And Contractor Disclosure • Creative Flexibility • Consequences
  • 27. DO YOUR HOMEWORK AND PIN POINT YOUR DIRECTION. This way you can concentrate your efforts and not waste time, remember time is money. Just because Facebook boasts 600 million users, it doesn’t mean that they are all active, in fact around half add status updates on there daily and “not everybody is interested in what you have to offer!”
  • 28. THE POWER OF SOCIAL MEDIA. Thanks to facebook and other social media channels Nestle has an enormous public relations mess to deal with in March 2011 when Greenpeace created a parody video.
  • 29. 6. THE NEW SALES FUNNEL.
  • 30. SOCIAL MEDIA HAS CHANGED THE SALES CYCLE TO THE BUYING CYCLE. 1. Acknowledging the need 2. Awareness 3. Research 4. Consideration (the short list) 5. Evaluation 6. Purchase 7. Applications 8. The Experience 9. Reaction 10. Opportunity for advocacy
  • 32. RETHINKING MARKETING. OUTBOUND MARKETING. INBOUND MARKETING. Interrupt consumers Permission to communicate • Telemarketing • SEO/SEM • Trade Shows • Blogging V’S • Direct mail • Social Media • Email Blasts • RSS • Print ads • Free tools/trials • TV/Radio ads • Viral videos
  • 33. DO YOU KNOW WHERE YOUR AUDIENCE IS? One key reason companies fail in social media is because they don’t know where their audience is. Too many times, overexcited business owners see the latest and greatest social media tools talked about on the cable news channels and think, “we have to be there.” Profiles of internet users Think of your“target audiences” in terms of: • Passionates • Influencers • Ad-Hocs
  • 34. SO HOW DO YOU DETERMINE WHO IS WHO. Every case is different but typically: a) Pay attention to the Ad-Hocs immediately, ubiquitously, forever; b) Seek out and engage the Passionates; then, when you’re ready, c) Approach the Influencers. The Ad-Hocs should be buzzing about you in a nice way to give you the street cred to say hello to the Passionates — who are particularly wary of marketers. Win them over and you’ll have staunch defenders online, as well as a better-defined path to the Influencer communities.
  • 35. ENGAGEMENT. Social media in B2B marketing is a fascinating place to be at the moment. The temptation to chase after the latest shiny object used in social media marketing is just too easy…not to mention distracting. Absolutely, social media needs to be integrated into existing marketing methods. However, it’s more than simply adding a Twitter icon to the bottom of an email campaign. The core value of social media is the fact that you meet, greet, chat and interact with PEOPLE. Here are some tips for engaging your social network: 1. Listen Then Leap 2. Be a person – Not a logo 3. Be Responsive 4. Ask And You Shall Receive 5. Act Within Social Media Guidelines
  • 36. 7. TRACK, MEASURE AND MONITOR.
  • 37. RISK MANAGEMENT. Increased presence on social media, means increased interaction with consumers Engaging in conversations that break down traditional barriers to communication. Businesses open to new risks as well.
  • 38. STEPS TO MINIMISING RISK. To minimize the risk of a loss or damage to the company’s reputation, companies can take a number of steps: 1. Actively engage on social network venues to understand how reputation can be impacted by the interactions 2. Gather information on the social media activities your company is considering. Then assess the areas of vulnerability, create counteraction plans and communicate them to employees. 3. Develop a comprehensive “new media” policy. The policy should establish the ground rules for all employees — not just those in marketing — on communicating online, including social networking. 4. Establish a social media point person. There should be at least one person, if not a team, in charge of overseeing the company’s social media activities and responding in the event of a crisis. 5. Review general liability policies have very restrictive coverage regarding advertising injuries.
  • 39. HOMEWORK ASSIGNMENT. I challenge you to develop your own Facebook engagement spreadsheet and fill it with your data. Spend the rest of January and February plugging in your weekly numbers from Insights and answer these questions: • Is the activity on your page increasing parallel to the growth of your fan base? • Are you maintaining more page activity than content hides on a consistent basis? • Where is the strongest concentration of your fan base geographically, and is it where it should be?
  • 40. LOOKING TOWARDS THE FUTURE. To understand how we got to this point so quickly, here is how the web has evolved: • 1996 we had Web 1.0 • 2006 Web 2.0 • 2011 In Web 3.0
  • 41. ENGAGE IN THE CONVERSATION!
  • 42. THANK YOU! www.pomo.com.au www.facebook.com/pomocreative www.facebook.com/secretstosocialmediamastery www.youtube.com/user/pomocreative www.au.linkedin.com/in/lisaharrison74 @POMOCreate @secretstomedia #ssmm