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Slide 1: D.I. : Andrea F. Hill D.I. : Mark J. Marosits Worldways Social Marketing © 2009 Worldways, Inc. and Others
Slide 2: Social Media is:    Ever-changing building block technologies. Online and mobile services and utilities. People connecting, communicating and sharing in bold new ways. © 2009 Worldways, Inc. and Others
Slide 3: Social Media is Most of Us:    U.S. Social Online Network Users: 79.5% Millions join in monthly Digital divide is closing fast © 2009 Worldways, Inc. and Others
Slide 4: Five Key Building Blocks:      Blogosphere/Blogosphere Social Networks E-Community RSS Buzz Metrics Monitoring © 2009 Worldways, Inc. and Others
Slide 5: Easily updated chronological entries  May be written by an individual or on the behalf of an organization  Readers may “subscribe” to get updates, or leave comments  The most common platforms are Wordpress, Typepad and Blogger/Blogspot  © 2009 Worldways, Inc. and Others
Slide 6: People “subscribe” to particular topics they’re interested in  The content is delivered to them via email or “feed readers”  The barrier to receiving information is lowered  © 2009 Worldways, Inc. and Others
Slide 7: Social Media (“Buzz”) is about surveying the online space for mention of your service or brand  Reputation management is about monitoring and responding appropriately to ensure a good (or at least accurate) public perception  © 2009 Worldways, Inc. and Others
Slide 8:     Most well-known are MySpace, Facebook, LinkedIn MySpace demographic is younger, more about self-expression and entertainment LinkedIn demographic is older, more about professional networking Facebook is “a bit of everything” – both personal and professional © 2009 Worldways, Inc. and Others
Slide 9: Niche social networks are established for a particular group  Can be “invite only” for classified information  A common platform is ning.com – communities may be set up for free (adfunded), or ads may be removed for a monthly fee  http://worldways.ning.com © 2009 Worldways, Inc. and Others
Slide 10: Widgets or badges are pieces of code that can be added to websites or social networking profiles  An organization can offer a widget for others to use, or include widgets from others on their site  Often includes frequently updated information  © 2009 Worldways, Inc. and Others
Slide 11: A service that allows individuals to send and receive short (140 character) messages  By default, all messages are public, and you can sign up to receive messages from specific people or that mention specific terms  Messages may be sent or received via the web or text messaging  © 2009 Worldways, Inc. and Others
Slide 12: Forget the 4Ps of marketing, social media is about the 4Cs:     Content Conversation Community Commitment © 2009 Worldways, Inc. and Others
Slide 13: IT’S NO LONGER US TALKING AT THEM IT’S NOW THEM TALKING ABOUT US © 2009 Worldways, Inc. and Others
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Slide 15: Using a personal name helps people identify with the message  Using a reference to your organization helps establish credibility  © 2009 Worldways, Inc. and Others
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Slide 17:    Directories like wefollow.com or twellow.com let users list themselves under certain categories Either click “follow” on their profile page, or send the message “follow {username}” Ex: “follow ETMC” © 2009 Worldways, Inc. and Others
Slide 18: Messages can be 140 characters maximum  Remember that generally all messages are public and not easily deleted once sent  © 2009 Worldways, Inc. and Others
Slide 19: Twitter can be accessed via text message as well as via the web  You can text updates to “40400”, or use a twitter client from a smart phone (iPhone, blackberry)  © 2009 Worldways, Inc. and Others
Slide 20:  Tweetdeck lets you place friends in ‘groups’, see “trending topics”, and also run searches for specific terms http://www.tweetdeck.com/beta/ © 2009 Worldways, Inc. and Others
Slide 21: ‘@’ before a username is a reply to a user; their name will link automatically  Ex: “@jnwilliams76 unfortunately”  © 2009 Worldways, Inc. and Others
Slide 22: ‘d’ before a username (with a space) sends a direct (private) message. They will only receive this message if they “follow” you  Ex: “d daveiam I will be in Austin tonight”  © 2009 Worldways, Inc. and Others
Slide 23:  “RT” stands for “retweet” – people forwarding a message someone else sent originally © 2009 Worldways, Inc. and Others
Slide 24: ‘#’ before a term is called a hashtag – this offers additional context around a tweet  #sxsw was added to tweets sent out during this event to allow people to search for related tweets  © 2009 Worldways, Inc. and Others
Slide 25: POST is a planning model originally presented by Charlene Li. It stands for:     PEOPLE OBJECTIVES STRATEGIES TECHNOLOGY © 2009 Worldways, Inc. and Others
Slide 26: The following are our principles for using the POST model most effectively:  People: User research to develop personas.  Objectives: Use WSM’s “Cycle of Relationship Management” model to set objectives.  Strategy: Directly connect what they (your personas) care about to what you care about.  Technology: Choose tech that fits the right point in the relationship cycle-attraction, engagement, growth. © 2009 Worldways, Inc. and Others
Slide 27: ASK BENEFITS STORIES AND DATA WHY? ASK What do you want your prospect to do? How do his/her interests benefit? What proof can you offer? Why should he/she act now? What do you want your prospect to do? © 2009 Worldways, Inc. and Others
Slide 28: It’s not just about ads  “Keywords” let you know what exact phrases people are searching on (related to your site content)   https://adwords.google.com/select/KeywordToolExternal © 2009 Worldways, Inc. and Others
Slide 29:  Keywords may be included:  in the site URL  as the page title  within the text of the page  in the alt text of images  as meta tags (keywords and descriptions) © 2009 Worldways, Inc. and Others
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Slide 36:  In source code:  <meta name=“description” value=“{a descriptive phrase}” />  <meta name=“keywords” value=“{our keyword list}” /> © 2009 Worldways, Inc. and Others
Slide 37:  Even if we get traffic to the site, can they access the content? © 2009 Worldways, Inc. and Others
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Slide 39: addThis and shareThis are services you can add to your page to allow this functionality.  Each lists a variety of services, and statistics on how users are bookmarking and sharing your content  © 2009 Worldways, Inc. and Others
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Slide 44: Write good content. The number one way to achieve social success is to write content that is worthy of people wanting to share and save for later. 2. Make it easy to promote. Many blogs or sites use services like “Add this” or “Share this” to encourage visitors to bookmark or promote the site. 3. Understand the value of social sharing, and buy into it. If you expect others to bookmark or share your content, you should also be engaging in the same activity. This will help you understand what’s worthy content, and also help create that sense of community. 1. © 2009 Worldways, Inc. and Others
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Slide 50: • Use your POST Model to PLAN BY AUDIENCE • Practice with Technology:Use it or Lose It • Participate in the E-Community • Research Additional AHEC Collaboration Tools • (Bring Us Back to Help Implement) (2009 Worldways, Inc. and Others)
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