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
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