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- Social Media Marketing
- Julie Fox, Ph.D. & Rob Leeds
- 4 February 2009 * Savannah, GA
- NAFDMA Annual Convention
- http://www.nafdma.blogspot.com/
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- Introductions
- Approach
- Based on ‘things’ you already know
- (marketing, experience
economy, relationships)
- Goal in mind/then the tools,…
- (use same content in many ‘places’)
- Fits with your existing communication activities
- Yours, Mine & Ours
- Audience/s
- Their Expectations & Their Experience/s
- Agenda (time ‘limit’ today)
- Understanding Social Media
- Opportunities & Examples
- How To’s & Resources
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- Social Media
- Technology-based forms of communication that enable individuals to
comment on or contribute content which is distributed among a broad
network (AMA)
- Online Social Networking Sites
- Online community where people share information and explore interests
and activities
- Different than traditional media (Web 2.0)
- Transforming people from content readers into content publishers…
participation
- ‘Public’ Conversations
- ‘Social’ Connections
- Viral Marketing
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- Brand Awareness (Know You)
- Social media can have a dramatic impact on your brand’s reputation.
- (Universal McCann’s Social Media Research Wave 3 research report, -
17,000 Internet users in 29 countries)
- Website Traffic (Visit You)
- Customer Communication & Loyalty
- (Connect with You)
- ‘Converse’ with your market
- Members/Subscribers: Engage with Members
- Build and reward loyalty by cultivating a brand's loyal following of
“friends”
- ‘Trial’ (Experience You)
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- Customer Community
- (Connect with one Another)
- Power of Peers / Key ‘Intermediaries’
- User-Generated Content: Create Excitement
- Peer Support: Help Each Other
- Enthusiasts: Stimulate a Passion
- Innovation (Help Guide You)
- Product development feedback
- Test advertising and promotion/marketing creative
- Seek new growth areas
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- 1 ‘Basic’ Communications
- 2 Forums & Blogs
- 3 Podcasts (Sharing audio+)
- 4 Sharing Photos & Videos
- 5 Social Networking Sites/Professional…
- 6 Collaborative Tools
- 7 Online Events
- 8 Virtual Worlds
- 9 Mash-Ups
- More… Social Bookmarking &
Tagging, Widgets, Gaming, Polls & Surveys, …
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- Most trusted source of information
- #1 A person like yourself
- Regular company employee (more than CEO)
- (Edelman Trust Barometer 2008)
- Who’s doing what online?
- Watch video form other users
- Read online forums
- Visit social networking sites
- Read customer ratings & reviews
- Read blogs
- Contribute…
- (Groundswell)
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- Who’s doing what online?
- The share of adult internet users who have a profile on an online
social network site has more than quadrupled in the past four years --
from 8% in 2005 to 35% in 2008.
- 62% of all Americans are part of a wireless, mobile population that
participates in digital activities away from home or work.
- Pew Internet & American
Life Project's
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http://www.pewinternet.org/links.asp
- Other trend information sources:
- http://www.forrester.com/Groundswell/profile_tool.html
- http://mashable.com/2008/08/28/how-to-find-statistics-on-social-media
- http://www.nielsen-online.com
- http://www.cymfony.com
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- “There appears to be a natural synergy between leisure categories and social
networking sites.” (comScore Chairman Gian Fulgoni)
- The Social Technographics™ Ladder
- How people use social technologies
- Creators
- Critics
- Collectors
- Joiners
- Spectators
- Inactives
- Source: Groundswell
- Obama’s Tiers of Engagement
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- Email
- E-mail Marketing – Can tie it all together
- Texting (Short Message Service, SMS, Maze txt)
- Chat / Instant Messaging
- Twitter (tweets) http://twitter.com
- http://www.twitterhandbook.com/
- Skype, http://www.skype.com
- Free video and voice calls
- Tri-messaging: sending out an:
- E-mail, Tweet and SMS text at the same time.
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- Discussion Forums/Message Boards
- Blogs
- Journals incorporated into website to keep guests posted on what is
happening, product availability, …online equivalent to a publication
- 133,000,000 - number of blogs indexed by Technorati since 2002
- Blogger, Typepad, Wordpress feedburner.com
- www.blogpulse.com, //blogsearch.google.com,
- Microblogs – Short, fast and frequent
- RSS - Really Simple Syndication
- A method to syndicate online content, enabling
- others to subscribe to
- receive content automatically
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- http://eckertagrimarketing.com/blog/2009/01/new-agritourism-blog-to-share-trends-and-ideas/
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- Podcasts
- Audio ‘radio’ program
- News, Take behind the scenes…
- Currently, 19% of all internet users say they have downloaded a podcast
so they could listen to it or view it later.(Pew)
- Vodcasts or Vcasts
- (Video podcasts)
- Tools to capture, edit,
- post, audacity.sourceforge.net
- podnova, podcast.com
- podcastalley, iTunes
- NAFDMA Participation Day Downloads
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- AgBites
- Farm TV
- From Field to Fork
- Artisan Cheese Center
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- Show ‘guest’ experiences
- “trial” – social sharing
- Photos:
- Flickr, Photobucket
- Tools to Organize & Size photos
- Microsoft Photo Gallery or http://picasa.google.com
- Videos
- YouTube, http://www.youtube.com
- Google Video, http://video.google.com
- Tools to capture, edit, post video
- Camstudio, http://camstudio.org/
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- http://www.flickr.com/groups/californiavines
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- http://www.ohiowinetv.com/
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- MySpace
- Face Book (groups, events, …)
- Linked in
- Niche, special interest communities
- Private Communities
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- Wiki
- Wikipedia.org
- Mediawiki.org
- pbwiki
- Google Docs
- ZOHO - http://www.zoho.com/
- http://en.wikipedia.org/wiki/Agritourism
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- Events: Build and Maintain Buzz
- Conference Calls
- Web Conferencing
- Calendar
- Scheduling
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- Mash-ups
- Content created using a mix of existing material
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- Social Bookmarking, Tagging, Inboxes (Bebo)
- Social Bookmarking in Plan English, http://www.youtube.com/watch?v=x66lV7GOcNU
- Ratings/Reviews
- Widgets
- A widget is anything that can be embedded within a page of HTML, i.e. a
web page. Browser-based tools for creating and hosting widgets include Microsoft
Popfly, Widgetbox, and zembly.
- Polls & Surveys
- Survey Monkey, http://www.surveymonkey.com
- Gaming
- Mobile
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- Largest Social Bookmarking Sites
- 1 | digg.com
2 | Yahoo! Buzz
3 | Technorati.com
4 | del.icio.us
5 | Propeller.com
6 | StumbleUpon.com
7 | reddit.com
8 | mixx.com
9 | Fark.com
10 | MyBlogLog.com
11 | Slashdot.org
12 | kaboodle.com
13 | Bloglines.com
- Inbound Links | Compete Monthly Visitors | Quantcast Monthly Visitors |
Alexa Ranking 1/14/2009 |
- http://www.ebizmba.com/articles/social-bookmarking
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- Establish online presence
- Enrich Content
- Engage online influencers
- Embrace community
- Social network, Contests, … Mobile
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- How Social Media Fits with your existing activities
- Listen Before You Speak
- Learn from others (like/unlike your business) Report on Obama's Use of
Social Media
- http://www.edelman.com/image/insights/content/Social%20Pulpit%20%20Barack%20Obamas%20Social%20Media%20Toolkit%201.09.pdf
- "The Social Pulpit" is a very interesting analysis
- Find some starting places
- Basic Tools
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- Tags (8-10 keywords)
- Incorporate into existing
- communications,…
- Work with others
- (CVB, Food, Enthusiasts, …)
- Niche Markets
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- Tell everyone
- Help search engines find you
- www.searchenginewatch.com
- Use traditional media
- Your website
- Page errors: www.netmechanic.com/toolbox/html-code.htm
- Load speed: www.optiview.com (Click on Cool Tools lower left)
- Accessibility: www.cast.org/bobby
- Be unique
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- Connect with Awareness..
- www.awarenessnetworks.com/resources
- Twitter: Follow us on Twitter
- Facebook: Join Social Media Marketing Best Practices and Social Media
Marketing Mavens
- LinkedIn: Join our Social Media Marketing Mavens Group
- Blog: Participate in the Awareness Online Community and Blog
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- Your Goals …
- Audience, Unique Visitors
- Influence, Engagement, Action, Loyalty
- Resources
- http://www.google.com/analytics/
- http://www.technorati.com (rank & fans)
- http://www.alexa.com (traffic rankings)
- http://delicious.com/ (bookmarks)
- www.forrester.com/Groundswell/profile_tool.html
- http://www.clickdensity.com
- Newsletter subscribers
- Campaigns Take Time
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- Important Considerations - Issues
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- Books – general & tool specific
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- Rob Leeds
- Ohio State University Extension
- E-Mail leeds.2@osu.edu
- Phone 740.833.2030
- Julie M. Fox, Ph.D., fox.264@osu.edu
- Direct Marketing Specialist, The OSU South Centers
- College of Food, Ag. & Environ. Sciences - Extension & OARDC
- Tel: +740.289.2071
- E-mail: fox.264@osu.edu
- Web: http://directmarketing.osu.edu/
- blog: http://directmarketing.osu.edu/blog
- Twitter: http://twitter.com/foxosu
- Skype & AIM: julie.fox264
- Facebook: Julie Fox
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Notes
