Download Social media marketing

SECRETS OF
SOCIAL
MEDIA
MARKETING
By: Paul Gillin
Presented by: Anjali C. Wadhwa
“Blogging’s wave has already crested, now that millions of online
diarists are realizing that not many people actually read this stuff.”
- Paul Gillin (2003)
“ Social media is just another evolution of consumer-toconsumer communication that marketers are getting to listen
in on. Only the people in social media are not playing the role
of consumers with purchase intent; rather, they are just being
social with each other.”
- Joe Marchese
What is social media marketing?
Social media marketing is a set of online marketing
techniques that leverage social media. In the context
of Internet marketing, Social Media refers to a
collective group of web properties whose content is
primarily published by users.
- Wikipedia
It’s the age of New Media
• Traditional media is downsizing
• Your constituencies have the capacity to
talk to each other
• The message is in your control now
• There is so many options available for you
to try
• Social media is cheap if you know what
works for you
How to deal with Social Media?
• Don’t fear Negativity/ feedback
• Be willing to admit fallibility and promise
to improve. This can stop negative
discussions. Eg. Dell
• Tools are secondary. Start with business
goals and not with tools.
tool selection chart*
Business goals
Appropriate social media tools
Blog
Podcast
Video
Social
Network
Prime
Community
*
*
*
Build customer community
*
Counter Negative Publicity
*
*
*
Crisis Management
*
*
*
Customer conversation
*
Expose Employee Talent
*
Generate Website Traffic
*
Humanize the Company
*
Market Research/focus group
testing
*
Media relations
*
Generate new product ideas
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
Virtual
world
*
*
*
Customer
review
engine
*
*
*
*
*
*
*
*
• Every tool is not right for every job
• Embrace niche markets – small is beautiful
• Make your people your brand managers
- Encourage and train them to Blog
• Be a good listener- tap into the conversation and know where
to focus your energy
• Resisting the voice of the customer is futile
• Remember the “STRAIGHT” rule for your
blog’s success
Basics of social media campaign:
•
•
•
•
Think long-term
Search engine performance is central
Make it human
Be passionate or at least committed
Viral Marketing
Refers to marketing techniques that use preexisting social networks to produce increases
in brand awareness or to achieve other
marketing objectives.
Eg: http://www.willitblend.com/
1.
2.
3.
4.
Have a plan
Don’t get fancy
Be creative with promotion
Plan for success
Fundamentals of online promotion
•
•
•
•
•
•
Write for search
Update often
File a site map
Use tags
Promote link exchanges
Cross-link within whatever sites you
control
• Syndicate everywhere
• Use social bookmarking sites
Discussion Questions…
• Should all social media influencers be treated
equally?
• How much control do you give up?