Powers, stephanie social media marketing

Powers, stephanie social media marketing

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  Social Media Marketing for Business PRESENTED BY STEPHANIE POWERS HAGERSTOWN COMMUNITY COLLEGE HAGERSTOWN, MD [email protected] 240-500-2490
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  Agenda  21st CenturyMarketing  Where does social media fit?  Specific Opportunities for Governments  Strategies and Best Practices  Questions/Discussion/Idea Sharing
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  What is Marketing? “Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business on a regular basis. The key words to remember are EVERYTHING and REGULAR BASIS.” -Jay Conrad Levinson Author of the Guerrilla Marketing series
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  A New Economy Old Economy New Economy Organized by products Organized by customer segments Focused on transaction value Focused on the lifetime customer value Shareholder Stakeholder Image credit: xedos4 Marketing by marketing dept. Marketing by EVERYONE Customer acquisition Customer retention Overpromise, under-deliver Under-promise, over-deliver
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  Why the Change? Varied media  Transparency  Access to information  Improved consumer data  Targeted messaging  More data  Technology  Information sharing  Consumer intelligence  What else?
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  Where Does SocialMedia Fit? What is social media?  Social  Community  Interactive  User experience  User-centered  Relationship building  Two-way communication  Sharing  Information sharing  Others?  Web or mobile based Image credit: jscreationzs
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  How Can thisWork for Business?  Search Engine Optimization (SEO)  Customer Service  Public Relations  Targeted Communications
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  How Does thisWork for Business? http://www.youtube.com/watch?v=kWN8 WdKgerA&feature=related 27:46 to 28:55
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  Where do IStart? Determine a Realistic Level of Use Consider your organization’s…  Level of expertise & experience  Available time & resources Image credit: jannoon028  Expected outcomes
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  Step 1: Listen Google alerts - http://www.google.com/alerts  Twitter discussions– Custom feeds in HootSuite.com  Your company  Industry topics  Hashtags #  Facebook  Delete & report spam!  Respond to questions  Claim your business on Foursquare, Yelp, Google Places, etc.
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  Step 2: Jointhe Conversation  Determine which networks are right for your business – www.google.com/adplanner  Determine your goals for each platform/campaign - http://socialmediatoday.com/node/424216  Customer service  Leads  Promotion  Web traffic  Awareness  Set up tracking tools & evaluate success  HootSuite analytics  TwitSprout  Website referral numbers  Google analytics  Klout score
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  Step 3: Becomean Industry Expert  Get involved in industry-related conversations  Track Twitter for questions – respond with expert info, NOT product/service promotion – www.twitter.com/search  Answer LinkedIn questions and get involved in groups  Content, Content, Content!  Blog  Video  Testimonials
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  Strategies & BestPractices  Inbound links  Link back to your website often  Shareable Content  Use social plugins – What are social plugins?  Post frequently http://www.youtube.c  Use your strategy! om/watch?v=kWN8W dKgerA&feature=relate  Start & participate in conversations d 56:45  Promote your partners
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  Strategies & BestPractices Cont’d  Respond in a timely manner - www.facebook.com/sungevity
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  Facebook-Specific SEO Strategies Choose your Facebook page name carefully  Create a custom URL  Example: www.facebook.com/nike  Use your keywords in “About” section  Other “Info” items of importance  Address – important for location-specific companies  Company Overview, Mission, Products – Keywords!  Photo captions – Keywords!
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  Censorship, Integrity &Crisis Management  DO NOT delete negative comments  DO set guidelines for deleting spam, profanity, slander, etc.  Example: www.facebook.com/libraryofcongress  DO have a crisis management plan  http://www.mackcollier.com/social-media-crisis- management/
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  Articles of Interest How to Develop a Social Media Content Strategy - http://www.socialmediaexaminer.com/how-to- develop-a-social-media-content-strategy/  The Ultimate Glossary: 120 Social Media Marketing Terms Explained - http://blog.hubspot.com/blog/tabid/6307/bid/6126 /The-Ultimate-Glossary-120-Social-Media- Marketing-Terms-Explained.aspx
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  Articles of Interest Top 10 Marketing Trends for 2012 - http://www.business2community.com/marketing/t op-ten-marketing-trends-for-2012-0112545
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  Resources  Management tools  YouTube Channels  www.hootsuite.com  SocialMedia Today  www.tweetdeck.com  Social Media Examiner  www.ping.fm  Industry Experts  Blogs  Mack Collier –  Mashable – www.mashable.com www.mackcollier.com  HubSpot – www.hubspot.com  Chris Brogan –  Facebook Pages Resources Tab – www.chrisbrogan.com www.facebook.com/facebookpages  Scott Stratten –  LinkedIn Groups www.unmarketing.com  Social Media Today  Fans of Mashable  eMarketing Association Network