Integrated Social Media

rustnatureInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

80 views

Integrating

Why social media?

Because…social media has changed
marketing, advertising and public relations


Consumer dictated and community
generated


Businesses are having to be more
transparent


New opportunities have emerged

http://vimeo.com/2897291


http://spotthezombiemanitoba.com

What is social media?

What is social media?


Content sharing on the web


Thoughts, photos, video, games, events


Platforms: Facebook, Twitter, Blogs,
Email, YouTube, Flickr, 4Square…?


Personal Connections


Socialnomics
http://www.youtube.com/watch?v=fpMZb
T1tx2o


Common SM tools


http://www.socialmediaexaminer.com/social
-
media
-
marketing
-
industry
-
report
-
2011/


Complementary
marketing
channels

What do they do?


Facebook: The premier social networking site where you can add friends,
post photos, share your life and join groups


Twitter: Share information, “follow” other people and get your information
out as a “live” stream.


YouTube: It is the Social media channel where you can upload and share
Videos, subscribe to channels and again add friends


LinkedIn: A social media site that operates primarily in the professional
networking and business relationships segment


Flickr: An image/ video hosting website, web services suite, and online
community


Digg: A social platform that enables you to post your articles and others can
vote on whether they like your story or not.


Blogs: An interactive way of sharing content and receiving comments


Wikipedia: The socially generated encyclopedia which is updated and
edited constantly by the online community


Foursquare: and other geofinding/mapping technologies


Others? PinInterest, Google’s Instagram…..


When do you use social media?

When your audience wants it.


Voyageur Game to orient 8


14 year olds pre
-
arrival to Manitoba


Name the Infrastructure Gallery with interactive contest and games


Where does it go?

Beyond borders and platforms

AIME Credit Union Awards

Who uses it?

Who uses it?

Larger corporations


Customer service


Increase awareness of new products/services/innovations


Humanize your brand


Fun campaigns


Small Business


Increase awareness of new products/services to people who already
know you


Customer service


Make more personal connections


Group buying


Non
-
profit


Awareness


Event promotion

If you build it will they come?

Map Directory




Add street
level
information


Add pictures
of key

service
buildings

How does it work?

The Globe and Mail says…


Be short, fast and on trend with messaging (before trend is better)


Connect your brand to popular content or trending topics.


Facebook: act like a person, not a brand


users are already tired of
obvious marketing ploys.


Twitter: be interesting, not salesy


don’t bombard, and only put up
on
-
brand tweets


the appropriate frequency is once a day.


LinkedIn: start or join a group, post a job, keep all employee
accounts up to date.


YouTube: act like an expert, not a salesperson or a commercial
(same as above).


Use social media as a bridge


direct mass media and trade
publications to your platforms to capture individuals.


THE PLAN


Objectives, strategies and tactics


Then, target your audience


Solve your community’s most important problems


Allocate resources to generate/manage content


Create the plan:


Mindmapping/logic models (Freemind, Xmind, Mindjet)


Editorial content plan (docs.google.com)


Keyword plan (Google AdWords, Wordtracker)


Schedule publishing (TweetDeck, HootSuite,
SocialOomph)


Tag the Living Flag,

you’re it!


Social Media Strategy 4 Canada Day Living Flag 2011


Use multiple social networks to reach target audiences to pre
-
register to participate in the Canada
Day Living Flag 2011 event, and to stay engaged with Downtown BIZ social media post
-
event.



Tactics


Have Downtown Peggy “Like” the event on Facebook and have it showing as an event on her
calendar. (Participants need to be Facebook friends to be tagged in picture.)


Post the event on Twitter and seed prime blog sites.


Encourage tagging of friends in aerial photo on Facebook.


Apply to enter the event into the Guinness World Book of Records as “the most participated
“aerial” one
-
day outdoor event in Canada”. (Research is required to scope the criteria that
would qualify for a record.)


Online volunteer registration and process.


Online participant registration including T
-
shirt size.


Printable forms and confirmation of enter to win Bombers tickets.


Incentives to participants to tag themselves and friends in the flag photo post
-
event to win
tickets to Bombers games.


Interactive online map game “scavenger hunt” for coupons to BIZ restaurants and retailers
(driving traffic from social media to BIZ website), if interactive new media sponsor is available.


How Fast is SM growing?



Twitter grew 1444% in the last year


Twitter registers 18 million new users every year


Time spent on Twitter is up by 175%


Every day bloggers publish approx. 900,000 posts


YouTube is now the second largest search engine


Facebook is now the number one photo sharing
site


Social networks now rate second only to email in
marketing tools


Facebook


Build pages
http://www.facebook.com/pages/create.php


Connect
https://www.facebook.com/ads/


Create (offers, expertise, fun, insider’s peek)


Engage with community content (anticipate,
it’s too late if you are just responding)


Measure through FB Insights

http://www.facebook.com/VW?sk=app_6009294086

http://www.facebook.com/NHL


YouTube



Second largest search engine


Go viral


Compliments other social media tools


http://www.youtube.com/watch?v=N9oxmRT2YWw&feature=mfu_in_order&list=UL



What is Twitter?



A micro blogging site that allows you to
“network” with whoever you want,
whenever you want


140 character posts


Searchable


Convenient mobile phone app



Do Twitter


Plan is advance


Be consistent


Monitor Twitter to find out who's talking about you,
your employer, your colleagues and your competitors
using Twittersearch


Be personable yet professional; don't say anything
you don't want everyone to hear


Share links to interesting content


"Follow" people whose tweets you find interesting


Don't feel you have to keep up with reading every
message in your Twitter feed


Keep it casual. It’s about relationships

http://video.pbs.org/video/1282932868


Don’t Twitter


Don’t choose a hard to remember
username


Post more than about 120 characters


Tweet too little

or too much


Ask for more than you give


Use the reply function when you should
use a direct message


Post when you are frustrated or angry


Forget about your profile page


Group Buying



Social awareness opportunity



30,000 people on the Groupon mailing list


encouraged to share the deal to earn credits


SwarmJam
-

Newspaper exposure


Cost: The discount + 1/2 the revenues


Beware:


Over
-
selling


Ratings


Have a follow
-
up plan!

http://youtu.be/QhkecE3
-
VRs

Paid Advertising



PPC (Pay
-
per
-
click) vs CPM (Cost per
thousand impressions)


Use PPC when you have a specific goal
ie. drive traffic to site/page, make a sale,
increase “Likes”


CPM


awareness


Pay LESS CPM by starting with PPC

How do you measure it?



Allows service providers to monitor traffic


Allows IMD to monitor network usage

3
rd

Party Website Network

Tracking Results
-

ROI


Social Media ROI


What is your goal?


Tracking


Comparative analysis


Technorati, Google Developer Tools


Search Engine Marketing


Organic vs Paid Search (
Google Adwords
,
http://freekeywords.wordtracker.com)


Keywords


Bidding


Ad Copy


Legal Help Centre

Share Space Awareness Building Tactics

1.
Editorial Plan

2.
Website (visual, navigation, and CanadaHelps.rog

3.
Social Media Tactics


Facebook with emphasis on Manitoba Justice processes contrasted against traditional aboriginal and ethic
newcomer justice experiences


from the client’s perspective. Leverage community justice spokespeople.


Publish events including community workshops, consult opportunities and referrals.


Publish success stories.


Link to main service provider referral websites, if these are grade 6 English and client
-
centric.


Link Twitter and other networking engines to Facebook.


Add interactive, moderated content.


Connect with positive constituent blogs on Facebook.


Leverage appliances on Facebook to extend friends network.


Register and position CanadaHelps.org buttons to donate directly online by PayPal on website and Facebook
to attract $25,000 for training video modules and other AV. Crowd funding.


Potentially partner with Broadway Neighbourhood Community Centre “Just TV” community access production
facilities.


Develop an online social networking donation campaign leveraging Facebook, Twitter, strategic blog,
discussion groups, and other agencies online networks.


Develop training sponsorship campaign to recruit youth advocates

4.
Share Space Media launch

5.
Community e
-
news, e
-
blast and newsletter


Legal Help Centre

Evaluation


Awareness: Intermedia baseline before campaign launch, incremental
indicators


Web metrics:

o
Website indicators unique visitors, transactions, average duration, search
engine referrals.

o
Online pop
-
up survey for client and volunteer inquiries.

o
Online hidden pages for media or mentor volunteers containing personal stories
and profiles will be tracked based on unique URL address.

o
Twitter, Facebook and other social media tracking devices to be determined
(e.g. Technorati.com, Google Analytics)


Youth Advocate/Video Production Fund: CanadaHelps.org PayPal and
direct donations


Introducing today’s journalist





Why Social Media Newsrooms?


Traditional


one way communication

Social media


multi
-
channel communication



Encourages broad, bi
-
directional communication and information sharing
among a more diverse audience.


Accessible not only to media, but anyone you want to connect with


More than 80% of internet users are active in social media


These people expect business to have a social media presence too


Journalists and bloggers need good content with pictures, videos, etc


Makes it easy for journalists and blogger to find and share your content



Traditional


http://www.rbc.com/newsroom/2011/0119
-
rrsp
-
less.html


http://www.georgebrown.ca/medianewsroom/index.aspx


http://www.caamanitoba.com/news/newsroom.jsp


Social media newsroom


http://www.opel
-
connect.com/


http://newsroom.cisco.com/dlls/index.html


http://newsroom.electrolux.com/us/


http://www.google.com/press/


Why blog?



To express your thoughts and opinions


To market or promote something


To help people


To establish yourself as an expert


To connect with people like you


To make a difference


To stay active or knowledgeable in a field or topic


To stay connected with friends and family


To make money


To have fun and be creative



http://www.chrisd.ca


http://www.winnipegfreepress.com/opinion/blogs/


http://manitobaliberals.blogspot.com/


Are bloggers journalists?



52% of bloggers consider themselves journalists.
(source: PR newswire study 2010)


This is up from 1/3 of bloggers felt this way in the
previous survey



91% of bloggers use blogs and social networks
“always” or “sometimes” for research


Compared to 35% for newspapers



64% of bloggers and 36% of online reporters use
Twitter as a research tool for stories


Compared to only 19% of newspaper and 17% of
print magazine reporters


Bloggers are new mainstream



Treat them the same way you would a
journalist!


Don’t inundate them with press releases


Target bloggers by topic, reach


Start with the blogger, then go to the
community.


Engage in conversation, not spin.


Utilize the same resources for blogs as you
would for a newspaper reporter.


RESPECT!


Tips for Good Blog Posts



Make your opinion known


Link like crazy


Write less


250 words is enough


Make headlines snappy


Write with passion


Include bullet point lists


Edit your post


Make your posts easy to scan


Be consistent with your style


Litter the post with keywords



Challenge: fude.ca


Connection

Community

Customer Relationship Management

Content

Communication

Context

Commerce

Customization


SEO





www.fude.ca

Connection

Links to Outside Sites


Reserve Online
-

opentable.com


Mobile Maitre D


mobilemaitred.com


Manitoba Chicken Producers


chicken.mb.ca


Google Map, Pay Pal


Social Media: Facebook, Twitter,
Blog Posts

Outside Links to Site


Urban Spoon Winnipeg


Menu Manitoba


Various Reviews done and no
link provided ex Yelp


Blogs


Listed on Winnipeg restaurants
sites


not all are linked such
as winnipegrestaurants.ca



Most links do not open a new window, which will stray the consumer
away from the original site.

Community


Shared interest = Contemporary Fine Dining + Unique Experience



Firm
-
to
-
User


“about us” section, catering, promos


User
-
to
-
Firm


vlogs, written reviews, menu & food ideas


User
-
to
-
User


“Tell a Friend”, social network connections



Customer Relationship Management


Relational Databases

o
log in upon entry




Integrated Marketing
Communications

o
promo offers for new guests

o
discounts to regulars


Capabilities for Dialogue



social networking



vlogs



message boards



reviews



Loyalty

o
customer input

o
customization brings loyalty

o
promos/discounts

Content


Pop
-

up screen with offers


Links to:


-

Facebook


-

Twitter


-

Mobile Maitre D


Testimonials (graphic animation


scrolling words)


Drop
-
down menus


Contact information


Communication


Firm
-
to
-
User: (primary static broadcasting at clients, mimics
dialogue)

o
Segmentation VIP detected thru Pop
-
up offer

o
Firm generates Facebook (701 friends) events, video reviews (stale)

o
Mass emails, pop
-
up data collect, auto response to subscribers

o
Non
-
fillable PDF apply to work online, unable to email back

o
No auto content update of FAQ


User
-
to
-
Firm: (none on Fude.ca)

o
Leverages PayPal gift cert. and OpenTable reserve software

o
No user submit reviews (produced, edited and filtered)

o
No RSS Twitter or user blog feeds detected

o
Customer Service Request (OpenTable 1986 NA users)

o
No Contact Us accessible


User
-
to
-
User: (none to minimum moderated)

o
No Instant Messaging, social frame built

o
Facebook promotes events, not owned by community

o
Twitter


not found, communication controlled by firm

Search Engine Optimization


Web Page Title


Winnipeg Restaurants, great Winnipeg Restaurants


Keywords “best restaurant in winnipeg, winnipegs top restaurant,
winnipeg restaurants“


When keywords are googled


Fude comes up in the top 5 searches


Fude’s website


Java Script
-

Search engines target html


Site Map is missing



A few other points

+ Horizontal top
-
page navigation bar

+ All internal pages link to home page

+ Exchanged links with reputable sites such as Urban Spoon, 10
Best, winnipeg.menuplace,

Context

Provides

Does not provide


Ease of navigation


Usability


Crude menu writing


Media available


Good graphics


opportunity

Commerce


Online reservations


Order gift certificates


Order food for delivery


Ease of use instructions

Customization


Tailoring

Personalization


Monthly featured
specials


News & Events


Reviews


Links for social
network sites


Not a lot of
personalization

Bonus Challenge


How do you encourage newcomers
overseas to plan finances for settling in
Manitoba, before they immigrate?





Planning Calculator



50% did not make a financial plan


60% did not research working in their career


Small sample, based on participants in 2009 focus session.


What’s trending in 2013?

http://www.youtube.com/watch?v=YFUMZ_o6l2
s


Stay ding free!


Words with Wings Communications

e
wordswithwings@shaw.ca


Yvonne Swiderek