PCMA Social Media UR Doing it Wrong
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Slide deck from PCMA POWER Chapter meeting 10/21/11 in Cleveland.
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PCMA Social Media UR Doing it Wrong
- 2. 1. Understand why people join social networking sites.
- 3. 2. Discuss eight social media practices or mindsets that need a re-boot!
- 4. networks?
- 5. 5
- 6. 6
- 7. 7
- 8. 8
- 9. Communities of… Action or Practice 9
- 10. 2. Discuss eight social media practices or mindsets that are in need of an upgrade.
- 11. #1 Our customers aren‘t on social media 11
- 12. How „bout your Future Customers? 12
- 13. 80% of Internet users
- 14. Nielsen 2011 Social Media Report
- 15. Nearly 25%... time on blogs & social networks Nielsen 2011 Social Media Report
- 16. Nielsen 2011 Social Media Report
- 18. Brainstorm a list of why we hide/ hings un-follow/ignore person or brand 18
- 19. 2. Broadcasting vs. helping 19
- 21. New Attendee Attributes Shift From Push To Pull 21
- 22. Broadcast Example Don’t do this!
- 23. As technology evolves, we find ourselves communicating more digitally.
- 24. Practice Conversational Marketing • Listening • Helping • Serving • Sharing
- 25. Angela Mairs’ Twitter Engagement Formula 70% - Resource sharing 20% - Conversation and Co-creation 10% - Self promotion Schedule your tweets! 25
- 26. Poor follow example Don’t do this! 26
- 27. 3. Not being human
- 28. Social is something you are, not something you do. Outsourced or non- empowered relationships don‟t work.
- 29. Don’t hide behind the logo
- 30. Automation is NOT Being social!
- 31. 4. Ignored due to lack of relevance
- 32. About pull strategies, opt-in two way conversations Image by Debra Askanase
- 33. Schedule Posts! Use Hashtags! 33
- 34. Don‟t Post Across Platforms! 34
- 35. Segment Followers for Sharing 35
- 36. 5. Paying attention to the wrong metrics
- 37. 95%+ of people that “Like” you, don‟t! 37
- 38. Four Best Social Media Metrics Avinash Kaushik 38
- 39. 1. Conversation Rate # of comments or replies per post 39
- 40. 2. Amplification Rate Shares and Re-Tweets Tie Connection 40
- 41. 3. Applause Rate Likes, favorites +1’s
- 42. 4. Economic Value =Sum (Revenue + Cost Savings)
- 43. Consider
- 44. Platform Strategy Pick 2 or 3 and do them really well! 44
- 46. #7 – Poor home-base strategy
- 47. SOCIAL OMNIPRESENCE – THE HUB & SPOKE MODEL • Promote blog • Optimize channel to content link back hub • Ask questions • Share videos on • Conversation and The Hub Outposts community • Website or blog • Optimized for search • Easy for users to consume , share and co-create • Sharing helpful information • Links to outposts • Optimize Google+ • Outpost links back to page with links to hub hub • Circle strategy for • Nurturing relevance relationships
- 48. What content or tools would encourage your to visit or return to conference website? 48
- 53. Nielsen 2011 Social Media Report
- 54. 8. Not having & enforcing good rules
- 55. Must be a safe place! relationship before the pitch Relationship Before Pitch!
- 56. “When you say it about yourself it’s bragging. When someone else says it about you its proof.” ~ Jeffrey Gitomer
Editor's Notes
- CommunityRelationshipsNetworking (keeping in touch)SharingA sense of belonging
- According to The Zen of Social Media Marketing authorWe join a social media site or community because it says something about us. It’s to showcase who we are.
- We want to build and grow relationships. Develop Trust. Earn referrals.
- Sense of belonging
- Remember people join a social network because it is about establishing their identity, not to consume your marketing messages. You need to think about this as you develop your social media strategy.
- Social media should be used as a way to draw people into your community. Community management and social media strategy should be in alignment.
- Posting frequency, not relevant, too salesie, political, religious
- Searchable (online and onsite)
- New study – 71% of companies ignore complaints via twitterAnswer the social phone!
- Hiding behind a brand, outsourcing.
- But not on FB, LinkedIn
- CVB’s and Hotels don’t send me your transient crap.
- Did you grab attention? Did you initiate a discussion?
- Did you cause people to want to share? Did you cause people to take an action?
- Did you deliver delight?
- Did your participation deliver economic value? Referrals?
- Don’t abandon your platform or profile.
- Content Marketing – White papers, research, case studies, blog posts, infographics.
- Search Engine Optimization, Co-creation, Fresh Content