Integrating Social Media and How To Use It

Integrating Social Media and How To Use It Jared Roy President, Risdall Integration Group @jaredroy [email_address] #AdaptOrDie

Social Media ROI: Socialnomics http://www.youtube.com/watch?v=ypmfs3z8esI

Social Media Sites Are Just Tools Once you define your objectives, some tools will be more appropriate than others … Not Silver Bullets

Social Media is… ..…a Conversation

Conversations Are Happening Whether You Are There Or Not What’s Your ROI? Return On Ignoring

From Interruption to Engagement Move from interruption to engaging in conversations Push marketing needs to be replaced by engagement marketing

Are you a Tradigital Marketer?

Traditional Purchase Funnel Awareness Identify and brief key influencers Discovery Leverage social channels for outreach through listening and engagement Purchase Validation Listening to conversations for post purchase and buying criteria Analytics

19% of internet users say they use Twitter or another service to share updates about themselves, or to see updates about others Data source: Pew Internet

Facebook and YouTube largest gain of online usage over the past 3 years

Social Media is Not Just for Kids 70% of online adults use social media The median age of a LinkedIn user is 40 More than two-thirds of Facebook users are older then 21 - The fastest growing demographic is those 35 years old and older Twitter age demographics - Ages: 25-34 = 20% - Ages: 35-49 = 42% - Ages: 55+ = 17%

Social Media Tools Social Networks Blogs Social Ads Micro-Blogs RSS Feeds Wikis Applications Widgets Social Bookmarking Multi-Media Sharing Tagging Forums Communities

Facebook “ What we see at Facebook is that there’s a shift going on from an information economy to the social web. Google will continue to be important, the search for sites, but we believe in the wisdom of friends………..The world is shifting towards real-time sharing.” Facebook COO Sheryl Sandberg

Facebook Fan pages, groups Knowledge sharing Create awareness for events, contests, campaigns Facebook social ads

Targeted Facebook Ads - Sentiment profile-targeted (age, sex, location, relationship status, interests, education), imagine if you could target users according to their mood in real time.

LinkedIn Groups Jobs Answers People Companies

Twitter Web 2.0 Conference Evan Williams of Twitter "Twitter is not a social network, but an information network." …. One way he sees Twitter being used is to provide front-line information and service to consumers

Blogs Express your opinions and report on company happenings Media relations/blogger outreach Sources for information you can’t find anywhere else

Communities, Forums, Newsgroups The original social media - Usenet groups 1979 Where the “real” conversations are happening Trends

Using Social Media-Identify Identify Set your objectives and goals Social media mapping Identify social media habits of your audience Identify influencers Identify channels

Using Social Media-Listen Listen Market intelligence Monitor conversations to learn what is being said about your brand, competitors, and opportunities Early warning system Gauge public opinion Trends

Using Social Media-Strategy Strategy The foundation for all social media outreach initiatives Voice development Channel leveraging Content planning

Using Social Media-Engage Engage Building relationships with audiences or customers or sources Address concerns Clarify statements or assumptions Continue discussion Get advice / sources / leads

Using Social Media-Measure Set Goals Traffic Funnels Mentions Sentiment ROI

Using Social Media-Measure Tools Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Digg (Diggs) Flickr (photo views) Facebook (analytics, fans,…) Feedburner (subscribers) Google Analytics

Get Started Today Know what you are talking about Always be transparent Be yourself Post frequently Add value Respond Listen to what others have to say Learn from your mistakes Have fun

Making it work for You Register your name and company name Join LinkedIn, Facebook, Twitter, YouTube, Flickr… Identify trends & stories Read blogs Monitor social networks Track brands & topics Set up an RSS reader Set up alerts Make connections Cultivate your network Share information

Large websites and brands are adopting social media. It’s not something we can stop and it’s not a fad that’s going to go away. There is no point in being scared about the social web, it’s going to exist with or without you. Final Thoughts From Last Week’s Web 2.0 Conference

Corporate sites should be the hub of a robust Web strategy that goes to where the conversations are outside .com. Final Thoughts From Last Week’s Web 2.0 Conference

Departments - Customers Don’t Care - Customers just want their problems solved. They don’t care what department you work for as long as you can help them. This means that you need to be integrating all of your customer information; i.e. your CRM systems/databases/and monitoring tools. There’s no point in having these things fragmented, they need to interconnect. Final Thoughts From Last Week’s Web 2.0 Conference

Social Personalization People are using information on their personal profiles that is more accurate than information they use to sign up or register to purchase a product or service. Websites are now allowing users to access information by logging in with their Facebook or Twitter accounts. This means that a company knows who their customers are and where they exist online, hence they should be able to provide targeted and relevant messages/information to people. This information can plug neatly into a CRM tool that a company may be using. Final Thoughts From Last Week’s Web 2.0 Conference

Thank you! @jaredroy [email_address] Questions?

Integrating Social Media and How To Use It

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