FREE TUTORIAL - SOCIAL MEDIA DEMYSTIFIED
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
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.
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
- Poll/survey invite
- Event announcements
- Generic article
- Contests
- Sweepstakes/Drawings
- Press release
- Company/product announcements
Sales and promotions
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.
Need SEO Advice? Happy to help just get in touch.
Need SEO Advice? Happy to help just get in touch.