Social Media Bootcamp by Wendy Maynard
- 6. It starts with the name, lives in a
logo, and is expressed through
many applied paths. But how it
is perceived and what people
say about a brand is its measure
of success.
- 9. Media is an instrument for communication, like
a newspaper or a radio. So social media would
be a social instrument of communication.
- 10. “media”
Information/Data
SENDER RECEIVER
- 11. “mass media”
RECEIVER
Information/Data
SENDER RECEIVER
RECEIVER
- 12. “social media”
ta
n /Da
io
at
m
PARTICIPANT
or
Inf
Info
rmation/Data
PARTICIPANT
PARTICIPANT
nf
or
I
ma
tion
/Data
- 13. Social media is also a
fancy way to describe the
bajillion conversations
people are having online
24/7
- 16. Welcome to the Revolution
• Social Media has overtaken porn as the #1 activity on the Web
• 1 out of 8 couples married in the U.S. last year met via
social media
• Facebook added 100 million users in less than 9 months…
• 1 in 6 higher education students are enrolled in
online curriculum
• 80% of companies using LinkedIn as a primary tool to
find employees…
• There are over 200,000,000 Blogs
• 34% of bloggers post opinions about products & brands
• More than 1.5 million pieces of content (web links, news stories,
blog posts, notes, photos, etc.) are shared on Facebook…daily.
- 19. The BIG DOGS of today’s social media may not be the same
ones tomorrow. Therefore, CREATE A STRATEGY THAT
TRANSCENDS THE TRENDS. Drive people back to your “home.”
- 42. Social Media Results: SHARPIE
(october 2009)
595,667 fans
Most viewed video had 57,426 views
10,000 visits to blog in the first 6 months
3,860 followers (@SharpieSusan)
SHARPIE’S PHILOSOPHY/STRATEGY:
• Give Sharpie brand a human voice
• Showcase content from real users to inspire and encourage
• Build community of Sharpie users
• Encourage consumer input/dialogue – listen/learn
• Demonstrate passion and authority
- 47. Social Media Results: MARTELL
Company Growth:
16 units sold in 2007
40 units sold in 2008
100 projected to be sold in 2009 (in a tough economy)
Kicker: 80% of homes are sold direct to consumer with no real estate agent
fees to pay.
PIERRE MARTELL’S PHILOSOPHY/STRATEGY:
To have meaningful connection and relationships with consumers in today’s
world, you have to operate your business in a very human way. With a focus on
transparency, openness and establishing a real and powerful relationship with his
customers, he has bucked the trend and sold house after house after house. Social
Media is a tool for him to communicate his philosophy to his target audience.
- 50. Social Media Results: SEAN BAGSHAW
“The reach is amazing and it’s free!”
• 1,526 FB fans after only 3 months
• FB fans are from all over the world
• Holds contests to give away prints to fans
• Asks fans for their opinions
SEAN BAGSHAW’S PHILOSOPHY/STRATEGY:
I’m not pushing for sales; I’m sharing my story. I want to communicate my
enthusiasm for photography. Through social media, people are able to
participate in my adventures – they can follow my journey.
- 51. SOCIAL MEDIA:
Strategy
• Objectives
• Target Audience
• Perceptions
• Desired Response
• Tone/Personality
• Brand Values
- 53. about twitter
• Twitter lets you write messages up to
140 characters (includes punctuation
and spaces)
• The messages are called Tweets. They
are public.
• You can send Tweets via your PC or
your mobile phone.
- 55. the steps...
• Define a strategy for Twitter
• Target audience
• Desired outcomes
• Tie-in to overall social media strategy
• How does it relate to your brand?
• Twitter policies?
• Twitter persona?
- 56. YOUR TWITTER PERSONA
• Decide who will Tweet. Tweeting takes time
and marketing smarts.
• Twitter is about real time. Streamline your
guidelines and oversight policies to allow for
speed and agility in response to Tweets.
• Storytellers have the advantage.
• Be a community player – must love people.
- 58. your twitter profile...
• Choose a name (better to be
clear than clever)
• SHORT BIO: Make it interesting
and descriptive
• NAME: Reserve your name in
variations
• Have alternate names post feed
to feed of preferred name
- 59. AVATAR
• Your social media
logo/persona
• Don’t change
• Ties in with your brand,
values, and persona
- 67. USER
NAME
AVATAR BIO
ACTIVITY
FAVORITE
TWEETS
TIMELINE
- 68. FOLLOWERS
UPDATE
FOLLOWING
YOUR
STATUS
FOLLOWING
TIMELINE DIRECT
MESSAGE
RETWEET
MESSAGE
TRENDING
TOPIC
- 69. HOW TO BUILD FOLLOWERS
• Start with your organization — follow co-workers
• Follow colleagues, clients, vendors, and competitors
• Post regularly
• RT often and liberally
• Help, help, help
• Thank people
• Participate in #followfriday
• Incorporate Twitter handle into other materials
• Follow those who follow those you like to read
- 70. What do I Tweet About?
• Share information and links.
• Breaking news
• Ask questions. Answer questions.
• Give updates.
• Provide tips and techniques.
• Quotes, jokes, statistics
• Share pictures (www.twitpic.com).
- 74. about facebook
• Numero Uno! Most trafficked social media site
• More than 300 million active users
• Adding 250,000 users each day
• Fastest growing demographic is 35 and over
• Nearly 50% of FB users are over 35
• Nearly 20% are over 45
- 75. HOW TO GET STARTED
• Set up a personal page first and find
your friends
• Set up a business page and invite your
personal friends to be fans.
(www.facebook.com/pages/create.php)
• Invite your friends to invite their friends to
be fans
- 77. PUBLISHER REQUESTS
FILTERS
NEWS FEED
HIGHLIGHTS
LINKS TO APPLICATIONS FACEBOOK CHAT
NOTIFICATIONS
- 78. Tips for Using Facebook
• Participate actively – you are a member of
a community.
• TRIBES – Facebook is ideal for leading
a movement.
• Add value to others in the community/tribe.
• Promote interesting content
- 79. Create engaging content on
your Facebook Fan Page
• Hold events • Upload photos
• Post videos • Create contests
• Start discussions • Give tips
• Share links
- 80. Case Study: RED BULL
• Fun content
• Associates with popular athletes: Includes Tweets
from skateboarder Ryan Shekler and snowboarder
Shaun White
• Custom applications. Ex: custom application that lets
fans rate customer “drunk‐dial” phone calls to Red Bull
• Contests. Ex: “Red Bull Stash” – hidden Energy shots
as thanks to Facebook fans
- 82. Case Study: HUMANE SOCIETY OF
THE UNITED STATES
• Encourages interaction and
opportunities to “pass it on”
• Content, content, content
• Action alerts
• YouTube videos
• Specific sub‐groups such as
“End Dogfighting”
• Videos
• Contests
- 84. How to Promote your
Facebook Fan Page
• Be a leader of your Facebook page
• Engage your “tribe”
• Use applications
• Leverage the news feed
• Make your page publicly searchable
• Use Facebook ads for an extra push
(www.facebook.com/advertising)
- 87. REMEMBER!
Social Media is about being social.
Social Media is a powerful
leverage point for any business
or organization.
Social media activities should all be
based on strategy.