際際滷

際際滷Share a Scribd company logo

Social Media Is Not About Me

Susby Digital
Susby Digital

An introduction to Social Media Marketing and tips for success with social media for business. Social media is like dating, you have to learn to LOVE.

1 of 69
Social Media is NOT about Me with Susan Barnes Keynote for 1st Annual Social Media Marketing Forum Asian Business Association University of California at Berkeley September 25, 2012 Haas School of Business 1
Hands Up Are you on Facebook? Are you on Twitter? Are you on LinkedIn? Are you on YouTube/Vimeo? Other networks? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 2
What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 3
What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 4
What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 5
News doesnt break, it Tweets Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 6
What is Marketing? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 7
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 8
Lets do some marketing Television Radio Print Billboards Public Relations Advertising Trade Shows Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 9
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 10
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 11
Who wants control? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 12
YOU Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 13
Social + Media = We are the media Listening Sharing Participating Voting Communicating Connecting Collaborating PINNING!!!! Posting Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 14
The Funnel has Reversed We (consumers) have a voice. I.e. Your customers have something to say and people are listening to each other Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 15
Social Media Yes, its Social, but is it Me dia social my day, social me day? Me Me ME, my my my Look at me, Im awsome! Look ma, no hands! Me dia My IDEA [Especially in Business] Social Media is Not About Me Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 16
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 17
Dont report crap. - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 18
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 19
Stop pimping. - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 20
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 21
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 22
Theres a reason doesnt work for you Its not Facebook its YOU! - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 23
New Media Marketing? Traditional Marketing Social Media Marketing Broadcast Personal Conversations Big Budget Smaller Budget Mass Media, One to One, One to One to Many Many, Many to Many Brand Equity Brand Ambassadors ROInvestment ROInfluence Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
What is marketing today? Experience Influence Value Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 25
AKA Interaction Marketing Money Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 26
P The 4 Ps RODUCT RICE LACE ROMOTION Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 27
What is the 5th P in Marketing? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 28
Participation is Marketing. Brian Solis http://www.youtube.com/watch?v=3SuNx0UrnEo Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
The People in your life make your world better. People are literally the best thing in the world. Gary Vaynerchuck http://www.youtube.com/watch?v=5p2BZg94Eb0 Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
The 4 P-Shift P RODUCT RICE LACE ROMOTION P EOPLE ROXIMITY ROMISES ARTNERSHIPS ARTICIPATION Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 31
What are relationships made of? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 32
Your Social Media (or dating) Plan LOVE L - Listen O - Offer V - Visit E - Engage Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 33
Your Social Media Plan LISTEN (Youll need some listening tools: SocialMention.com, Google Alerts, Radian6?) to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?) Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential) Participate in conversation with questions, comments, likes, follows etc. (Participation is marketing) OFFER Share what interests your community (Content, Content, Content) Create good content, content worth sharing (Content, Content, Content) Value and ENTERTAINMENT (Content, Content, Content) VISIT Build your network so you have people to talk with and connect with Grow through learning about others and understanding what they like ENGAGE Nurture your community members, show that you care, because you do You want the answer to be YES! What would that take? (Content and Frequency) Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 34
How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 35
How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 36
How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 37
LOVE Rs Real-time, REAL, Relationships: Think A(B)CD Be Authentic Respond in a Real way Be Human Relationships are built on trust Focus on your Community think Reach Be Dedicated to your customers be Resilient and Revelant Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
Be Human Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
Fish where the fish are Fish where the fish are Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 40
Think Three Rs Reach Relevance Return Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
REVERSE that thought Return Relevance Reach Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
Be Different, Be Remarkable Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 43
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 44
Get to Know Your Audience Do you want a relationship or a one-night stand? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 45
Facebook Insights Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 46
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 47
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 48
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 49
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 50
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 51
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 52
What is talking about this? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 53
What is talking about this? For AJ Bombers, of 11, 550 likes, 1,164 (or about 10%) were talking about the brand/page or a post on the page on Facebook within the last 7 days. Source: http://www.insidefacebook.com/2012/01/10/people-talking-about-this-defined/ Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 54
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 55
What is talking about this? For Chocolate for Breakfast: 7,278 were talking about this out of 11,036 likes. = 66% Very High Engagement Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 56
How to reach engagement success Social media marketing is like DATING. Learn everything you can about your your crush. Preparedness and deep understanding gets the Yes. Be highly responsive, compassionate and polite. Listen attentively. Let the other person speak. Listen more. Learn what works and practice it. Offer value. Entertain, impress, inspire. EXTRA CREDIT: Tell them they are AWSOME! Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 57
How to reach engagement success 1. Foreign Accent 2. Confidence 3. Talent (of ANY kind) 4. Food be a good cook 5. Intelligence 10. Smiling Source: http://www.howaboutwe.com/date-report/10-instant-turn-ons-that-work-for-both-sexes/ Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 58
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 59
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 60
Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 61
How to make a lasting impression, something worth sharing, or a Viral Video 1. Tell a story 2. Make it about THEM, i.e. your date, your audience, your customer 3. Include a lot of ACTION! 4. Get a celebrity (friend, teacher, colleague) endorsement 5. Leave them wanting more, To be continued Inspiration: http://www.businessweek.com/articles/2012-03-16/five-reasons-the-kony-video-went-viral Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 62
http://www.youtube.com/watch?v=CHtyQJzTy70 Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 63
PEOPLE, LOVE, Relationships. P eople E njoy O ther P eople L istening E mmensely PEOPLE LOVE Relationships. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 64
Do Use a photo for profile pictures Remember PEOPLE Post as often as possible without being annoying L isten O ffer / Share V isit and Give credit (RT) E ngage and Participate Always ask Who is this for? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 65
Dont Write or say anything you wouldnt do or say in front of your mother Broadcast SHOUT Copy Forget about the elephant! Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 66
Remember Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 67
Q&A Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
Thank YOU! Connect with Suse (Susan) Barnes: Suse@susby.com http://www.susby.com http://twitter.com/susby http://www.facebook.com/susbyDigital http://www.linkedin.com/in/susanbarnes http://www.pinterest.com/susby http://gplus.to/susby Asian Business Association Social Media Marketing Forum Phone/SMS: (415) 305-6403 at Haas School of Business, UC Berkeley 69

More Related Content

Social Media Is Not About Me

  • 1. Social Media is NOT about Me with Susan Barnes Keynote for 1st Annual Social Media Marketing Forum Asian Business Association University of California at Berkeley September 25, 2012 Haas School of Business 1
  • 2. Hands Up Are you on Facebook? Are you on Twitter? Are you on LinkedIn? Are you on YouTube/Vimeo? Other networks? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 2
  • 3. What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 3
  • 4. What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 4
  • 5. What do you post? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 5
  • 6. News doesnt break, it Tweets Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 6
  • 7. What is Marketing? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 7
  • 8. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 8
  • 9. Lets do some marketing Television Radio Print Billboards Public Relations Advertising Trade Shows Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 9
  • 10. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 10
  • 11. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 11
  • 12. Who wants control? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 12
  • 13. YOU Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 13
  • 14. Social + Media = We are the media Listening Sharing Participating Voting Communicating Connecting Collaborating PINNING!!!! Posting Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 14
  • 15. The Funnel has Reversed We (consumers) have a voice. I.e. Your customers have something to say and people are listening to each other Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 15
  • 16. Social Media Yes, its Social, but is it Me dia social my day, social me day? Me Me ME, my my my Look at me, Im awsome! Look ma, no hands! Me dia My IDEA [Especially in Business] Social Media is Not About Me Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 16
  • 17. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 17
  • 18. Dont report crap. - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 18
  • 19. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 19
  • 20. Stop pimping. - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 20
  • 21. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 21
  • 22. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 22
  • 23. Theres a reason doesnt work for you Its not Facebook its YOU! - Avinash Kaushik, Google Digital Marketing Evangelist Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 23
  • 24. New Media Marketing? Traditional Marketing Social Media Marketing Broadcast Personal Conversations Big Budget Smaller Budget Mass Media, One to One, One to One to Many Many, Many to Many Brand Equity Brand Ambassadors ROInvestment ROInfluence Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 25. What is marketing today? Experience Influence Value Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 25
  • 26. AKA Interaction Marketing Money Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 26
  • 27. P The 4 Ps RODUCT RICE LACE ROMOTION Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 27
  • 28. What is the 5th P in Marketing? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 28
  • 29. Participation is Marketing. Brian Solis http://www.youtube.com/watch?v=3SuNx0UrnEo Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 30. The People in your life make your world better. People are literally the best thing in the world. Gary Vaynerchuck http://www.youtube.com/watch?v=5p2BZg94Eb0 Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 31. The 4 P-Shift P RODUCT RICE LACE ROMOTION P EOPLE ROXIMITY ROMISES ARTNERSHIPS ARTICIPATION Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 31
  • 32. What are relationships made of? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 32
  • 33. Your Social Media (or dating) Plan LOVE L - Listen O - Offer V - Visit E - Engage Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 33
  • 34. Your Social Media Plan LISTEN (Youll need some listening tools: SocialMention.com, Google Alerts, Radian6?) to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?) Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential) Participate in conversation with questions, comments, likes, follows etc. (Participation is marketing) OFFER Share what interests your community (Content, Content, Content) Create good content, content worth sharing (Content, Content, Content) Value and ENTERTAINMENT (Content, Content, Content) VISIT Build your network so you have people to talk with and connect with Grow through learning about others and understanding what they like ENGAGE Nurture your community members, show that you care, because you do You want the answer to be YES! What would that take? (Content and Frequency) Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 34
  • 35. How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 35
  • 36. How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 36
  • 37. How Do You Spell LOVE? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 37
  • 38. LOVE Rs Real-time, REAL, Relationships: Think A(B)CD Be Authentic Respond in a Real way Be Human Relationships are built on trust Focus on your Community think Reach Be Dedicated to your customers be Resilient and Revelant Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 39. Be Human Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 40. Fish where the fish are Fish where the fish are Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 40
  • 41. Think Three Rs Reach Relevance Return Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 42. REVERSE that thought Return Relevance Reach Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 43. Be Different, Be Remarkable Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 43
  • 44. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 44
  • 45. Get to Know Your Audience Do you want a relationship or a one-night stand? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 45
  • 46. Facebook Insights Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 46
  • 47. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 47
  • 48. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 48
  • 49. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 49
  • 50. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 50
  • 51. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 51
  • 52. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 52
  • 53. What is talking about this? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 53
  • 54. What is talking about this? For AJ Bombers, of 11, 550 likes, 1,164 (or about 10%) were talking about the brand/page or a post on the page on Facebook within the last 7 days. Source: http://www.insidefacebook.com/2012/01/10/people-talking-about-this-defined/ Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 54
  • 55. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 55
  • 56. What is talking about this? For Chocolate for Breakfast: 7,278 were talking about this out of 11,036 likes. = 66% Very High Engagement Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 56
  • 57. How to reach engagement success Social media marketing is like DATING. Learn everything you can about your your crush. Preparedness and deep understanding gets the Yes. Be highly responsive, compassionate and polite. Listen attentively. Let the other person speak. Listen more. Learn what works and practice it. Offer value. Entertain, impress, inspire. EXTRA CREDIT: Tell them they are AWSOME! Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 57
  • 58. How to reach engagement success 1. Foreign Accent 2. Confidence 3. Talent (of ANY kind) 4. Food be a good cook 5. Intelligence 10. Smiling Source: http://www.howaboutwe.com/date-report/10-instant-turn-ons-that-work-for-both-sexes/ Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 58
  • 59. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 59
  • 60. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 60
  • 61. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 61
  • 62. How to make a lasting impression, something worth sharing, or a Viral Video 1. Tell a story 2. Make it about THEM, i.e. your date, your audience, your customer 3. Include a lot of ACTION! 4. Get a celebrity (friend, teacher, colleague) endorsement 5. Leave them wanting more, To be continued Inspiration: http://www.businessweek.com/articles/2012-03-16/five-reasons-the-kony-video-went-viral Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 62
  • 63. http://www.youtube.com/watch?v=CHtyQJzTy70 Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 63
  • 64. PEOPLE, LOVE, Relationships. P eople E njoy O ther P eople L istening E mmensely PEOPLE LOVE Relationships. Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 64
  • 65. Do Use a photo for profile pictures Remember PEOPLE Post as often as possible without being annoying L isten O ffer / Share V isit and Give credit (RT) E ngage and Participate Always ask Who is this for? Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 65
  • 66. Dont Write or say anything you wouldnt do or say in front of your mother Broadcast SHOUT Copy Forget about the elephant! Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 66
  • 67. Remember Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley 67
  • 68. Q&A Asian Business Association Social Media Marketing Forum at Haas School of Business, UC Berkeley
  • 69. Thank YOU! Connect with Suse (Susan) Barnes: Suse@susby.com http://www.susby.com http://twitter.com/susby http://www.facebook.com/susbyDigital http://www.linkedin.com/in/susanbarnes http://www.pinterest.com/susby http://gplus.to/susby Asian Business Association Social Media Marketing Forum Phone/SMS: (415) 305-6403 at Haas School of Business, UC Berkeley 69

Editor's Notes

  1. How did we get here?
  2. How did we get here?
  3. How did we get here?
  4. How did we get here?
  5. How did we get here?
  6. How did we get here?
  7. And consumers have taken control
  8. Yay!
  9. Yay!
  10. Your digital experience should delight and make people happy
  11. How did we get here?
  12. How did we get here?
  13. Where are they?
  14. Questions are a good way to start conversations.
  15. Sponsored, fewer followers, more about SAP, so not working as well.
  16. Being Responsive
  17. Value Add
  18. Choice to opt-in