FREE TUTORIAL - SOCIAL MEDIA DEMYSTIFIED

11 replies
Social Media, Social Marketing, Social Networks, Web 2.0.....whatever name you use, can be quite confusing. Even the almighty Google has has a hard time figuring out how to enter into this channel. [Google's Social Site Attempts]

As I talk with colleagues, clients and even members of this forum, I realize that most people are perplexed about not only what some of the terms mean but also how to use this channel for the benefit of their company (or a client), so answering those two questions for the warrior community will be the thrust of this post.

Who knows, maybe before long we'll have a Social Media section on the forum!

Step #1: Understand terminology of the online social space

Online Users: These are all of the users within an online social network including the site owner. When they interact it is "social networking".

Social Networks: These are networks/connections of people (friends, family, business contacts) enabled by social network sites such as Facebook, LinkedIn, Twitter, YouTube. In addition, these sites allow you to not only keep track of your network but to connect to other peoples networks. These types of sites fall into the Web2.0 category of sites.

Web2.0 Sites: This term is often used interchangeably with Social Networks but is more about a website's functionality than its purpose. Web2.0 sites are a step up from old fashioned Web1.0 sites that only allowed the user to read the website's content...a one-way interaction. In the Web2.0 world, the users of the site (including the site owner) can add, share, and comment on content from all other users. Blogs, Forums and Social bookmarking sites also fall into the Web2.0 category but they are not considered social networks because you are not always able to create a personal network or identify people in someone else's network.

Social Media: The term "social media" is often confused with the term "social marketing". Social media is defined as the actual content posted on social networks by the users in a variety of formats. Think of social media as you would media for any other channel. "Online Media" is often used to refer to banner advertising so the banners are the content/media. "Media" is usually the term given to content delivered by businesses vs. individuals. User generated content (UGC) is the term usually given to define content submitted by individuals.

Social Marketing: This is a marketing activity that involves using your company generated social media to market to online users via social networks in a proactive and targeted way.


Click here to get your visual aid of the above


Step #2: Determine if social marketing is right for your or your client's business


The easiest way to answer this question is to first ask yourself, "Would my social network (or prospective network) of people feel comfortable in a physical room socializing about my business/product/industry?" Visualize the topics of the conversations in detail. Would they be invigorating or dry as dirt? Is there a genuine reason they would want to connect and share? The dynamics of an online social network is practically identical to in-person social activity, so that analogy is a good initial test.

If the answer is YES, then you should consider a presence on some of the more prominent social network sites. If the answer is NO or MAYBE, then you need to do some research before you dive into this arena. Try as they might, some products/services just don't lend themselves very well to social networking...they are either too dry, too utilitarian, or too circumstance specific in nature.

Below is a table that gives a general idea of what works and what does easily work with the concept of being in a physical room. How many people really WANT to socialize about toilet paper???..but people are extremely opinionated when it comes to their running shoes or sharing recipes for their favorite ice cream flavor.

NOTE: The table below is just a general guide and is not set in stone. If you are creative you can find a way to engage people concerning your product/service. The important thing to understand is that engaging people can be done with traditional marketing channels like email so social networking doesn't need to be the priority. Social networking, involves users who are sharing and connecting with each other, and each other's networks iand that is a very different dynamic than just B2C engagement. Many times you can just disregard your product/service all together and just humor your audience. Geico does this very well with their commercials...you hardly even notice the product pitch but you always remember the Gecko.



What if you are selling your Social Marketing expertise to a client?

Anderson Analytics and Marketing Executives Networking Group recently released a report titled "Marketing Trends 2010" with some interesting insight into the minds of marketing executives. When selecting a vendor for social media initiatives, marketing executives focus on the influence over a target market and the extent of a consultant's network as major deciding factors. The table below shows the total breakdown of the importance of specific criteria when choosing a social media consultant:



Step #3 Decide which social network site(s) make sense to use

Each social network and/or Web2.0 site has its pros and cons. Here is a helpful infographic that demonstrates how various departments and functions within company can take advantage of this channel.



Step #4 Determine what type of social media you will share with your social network


The overall primary goal of using social media content is to get a conversation started between the network owner and users as well as between users and other users. Just like certain products aren't an easy fit for social marketing, the same applies to certain kinds of content. That being said, it doesn't mean that you can't include traditional one-way content here and there in your commnications. Below are some ideas for social media content for contrast and comparison purposes.

More Conversational/Social
  • Results from poll/survey
  • Review of an event
  • Case studies for tips/tricks
  • Tools from other sites
  • Funny Cartoons
  • High scorers of a game
  • Top 10 lists
  • How-to video
  • Controversial articles
  • Interviews prominent experts
  • PICs/videos of contest winners receiving awards
  • Community contributions/charity
  • Admit a company mistake
  • Product demos
Less Conversational/Social
  • Poll/survey invite
  • Event announcements
  • Generic article
  • Contests
  • Sweepstakes/Drawings
  • Press release
  • Company/product announcements

  • Sales and promotions
Step 5. Nurture and grow your social network

Well it goes without saying that in order for your social network to be successful that you need to...well....socialize. Below are some useful tips to remember.



As usual I will add more to this post (and the visual aid) over time based on community comments and feedback.

Feedback and comments are always welcome and helpful to all so please participate.

If this post was helpful to you just click the "Thanks" button on the bottom right.
#101 #chart #free #marketing #social
  • Profile picture of the author pearlydean
    Great visual aid there searchnology.

    I also love the idea of getting people in a room to talk about their niche...it really does show which are suitable or not!

    Luckily a client I am seeing today does fit into the suitable category..phew.
    Signature
    SEO and Reputation Services

    Need SEO Advice? Happy to help just get in touch.
    {{ DiscussionBoard.errors[2348945].message }}
    • Profile picture of the author searchnology
      Thanks for the feedback guy!

      True story...after doing some research, I advised a client NOT to go into the social media space because they really didn't have anything enlightening to share(didn't use words that strong)...out of vanity they did it anyway. The result?....a train wreck!....pratically every comment on their wall (over 200) were negative complaints and they didn't have much positive info to add to the conversation so it just snowballed.

      Originally Posted by pearlydean View Post

      Great visual aid there searchnology.

      I also love the idea of getting people in a room to talk about their niche...it really does show which are suitable or not!

      Luckily a client I am seeing today does fit into the suitable category..phew.
      Signature
      Google's Keyword Tool is Gone!..You will NEED this! - Watch Demo that Uncovers 1000s of KEYWORDS Other Tools Miss! »


      {{ DiscussionBoard.errors[2348963].message }}
  • Profile picture of the author pearlydean
    Ouch! It's amazing how many people ask for advice and then don't take it! Usually I find they don't want your advice but want you to confirm what they are thinking is right and if you don't they go ahead anyway..

    Good luck buddy with your other clients.

    Cheers
    Keith
    Signature
    SEO and Reputation Services

    Need SEO Advice? Happy to help just get in touch.
    {{ DiscussionBoard.errors[2349014].message }}
  • Profile picture of the author xnice
    Very good information. Now I know professional service do not use social marketing.
    Signature
    Need Quality Backlinks: Check Out How To Buy Quality Backlinks in 2018?
    {{ DiscussionBoard.errors[2349065].message }}
    • Profile picture of the author searchnology
      Well, that is mostly true but not always...What I am really suggesting is that segments like professional services don't naturally work well but you can get creative with it.

      Originally Posted by xnice View Post

      Very good information. Now I know professional service do not use social marketing.
      Signature
      Google's Keyword Tool is Gone!..You will NEED this! - Watch Demo that Uncovers 1000s of KEYWORDS Other Tools Miss! »


      {{ DiscussionBoard.errors[2352165].message }}
  • Profile picture of the author leschwaar
    I'll admit that I just skimmed your post, but I would disagree with your table in that I think social media can definitely benefit professionals like chiropractics, doctors, dentists, and the like. I think social media can be a great way to find local people who might be interested in your service and then creating a relationship with potential clients, along with strengthening loyalties with existing clients.

    Just a thought, and I know that's not always the case. But I still think there's a lot to be said for 2.0 in professional service arenas.
    {{ DiscussionBoard.errors[2352180].message }}
    • Profile picture of the author searchnology
      Thanks, all POVs are welcome

      As I mentioned, the table isn't set in stone as law or fact. It is just presnented as a guideline to help in understanding what is an "easy fit" vs. those that take a bit more creativity to work in the social network space.

      I agree that social media can help anyone IF executed correctly. Progessive and Geico have both done wonders for one of the most boring and dry industries there is...insurance....however most in that industry do not execute to that level.

      Originally Posted by leschwaar View Post

      I'll admit that I just skimmed your post, but I would disagree with your table in that I think social media can definitely benefit professionals like chiropractics, doctors, dentists, and the like. I think social media can be a great way to find local people who might be interested in your service and then creating a relationship with potential clients, along with strengthening loyalties with existing clients.

      Just a thought, and I know that's not always the case. But I still think there's a lot to be said for 2.0 in professional service arenas.
      Signature
      Google's Keyword Tool is Gone!..You will NEED this! - Watch Demo that Uncovers 1000s of KEYWORDS Other Tools Miss! »


      {{ DiscussionBoard.errors[2352199].message }}
  • Profile picture of the author Nonny
    Talking about being creative with social media, I've been enjoying the recent Old Spice campaign.

    Their "spokesman" was taking questions via Twitter and posting video responses on YouTube and Facebook.

    Facebook - OldSpice
    Old Spice (OldSpice) on Twitter
    YouTube - OldSpice's Channel

    It's interactive, funny and viral and counters the association between "Old Spice" and old-fashioned.

    Of course it helps to have a writing team and a funny and sexy spokesman wearing only a towel, but it seems like something video-savvy IMer's could imitate - if only the personal video response part.
    {{ DiscussionBoard.errors[2352777].message }}
    • Profile picture of the author searchnology
      I agree, you can't help but smile while watching those campaigns. Most personal hygiene content is full of movie trailer type hype and/or factoids. These are actually pleasant to watch.

      What's particularly interesting is that the product is targeting men but women really like them as well.

      Originally Posted by Nonny View Post

      Talking about being creative with social media, I've been enjoying the recent Old Spice campaign.

      Their "spokesman" was taking questions via Twitter and posting video responses on YouTube and Facebook.

      Facebook - OldSpice
      Old Spice (OldSpice) on Twitter
      YouTube - OldSpice's Channel

      It's interactive, funny and viral and counters the association between "Old Spice" and old-fashioned.

      Of course it helps to have a writing team and a funny and sexy spokesman wearing only a towel, but it seems like something video-savvy IMer's could imitate - if only the personal video response part.
      Signature
      Google's Keyword Tool is Gone!..You will NEED this! - Watch Demo that Uncovers 1000s of KEYWORDS Other Tools Miss! »


      {{ DiscussionBoard.errors[2353928].message }}
      • Profile picture of the author Nonny
        Originally Posted by searchnology View Post

        What's particularly interesting is that the product is targeting men but women really like them as well.
        The campaign did a good job of creating a spokesman who is appealing to both men and women, but the TV version of the ad targets women directly ("Hello Ladies, How are you? Fantastic! Does your man look like me? No! Can he smell like me? Yes!").

        Very different from the Axe ad campaign, which makes it look like it's the ideal scent for 18-year-olds desperate for female attention - not something women are likely to buy for their boyfriends.
        {{ DiscussionBoard.errors[2354325].message }}
  • Profile picture of the author searchnology
    Updated with lots of new visual aids...enjoy!
    Signature
    Google's Keyword Tool is Gone!..You will NEED this! - Watch Demo that Uncovers 1000s of KEYWORDS Other Tools Miss! »


    {{ DiscussionBoard.errors[2363174].message }}

Trending Topics