Social Media Principles and Applications

fluid educational series
©Fluid Studio, 2010

presentation presented by

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John Dye
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©2009 Fluid Studio

previous presentations

how many have heard of facebook?
twitter? Linkedin? YOutube?

how many are on facebook?
twitter? Linkedin? YOutube?

there is no silver bullet

Social media is just one tool in the toolbox

We all have a circle of influence.
People are influenced by those they trust

CIRCLE OF CONCERN
WHAT YOU CARE ABOUT.
WHAT YOU CAN DO

SOMETHING ABOUT.
CIRCLE OF INFLUENCE

viral marketing
CIRCLE OF CONCERN
WHAT YOU CARE ABOUT.
WHAT YOU CAN DO

SOMETHING ABOUT.

CIRCLE OF INFLUENCE
viral marketing
+ =

People do not want to be sold to.
they want to interact and be heard

ENGAGE
RESPOND
LISTEN

You cannot control the conversation,
but you can participate in it

Although social media is “one-to-many” broadcast
marketing, at the end of the day real results will occur
when “one-to-one” relationships are formed

4 P’S

4 P’S
PRODUCT

4 P’S PRODUCT, PRICE

4 P’S PRODUCT, PRICE,
PLACE

4 P’S PRODUCT, PRICE
PLACE, PROMOTION

3 R’S

3 R’S
RELEVANT

3 R’S RELEVANT, REAL

3 R’S RELEVANT, REAL, RESPONSIVE

4 R’S RELEVANT, REAL, RESPONSIVE,
RELATIONSHIP

side-by-side comparison

Some realities to consider . . .
Using social media is like riding a bull—

getting on is the easy part.
It requires an investment of time–not only researching and
writing, but also reading and engaging

There are no prerequisites–just a desire to try

You need a strategy

You need a strategy

Carve out a certain amount of time each week to spend on
social media

You need a strategy

Try to "pull" clients to you by sharing valuable information
rather than pushing yourself out to them

Know where your leads are coming from

70-20-10 rule
(70%=share/educate, 20%=soft sell,
10%=show you are a real person)

Key questions . . .
How much time should I be spending on this?

How do I know that it's working?

Advertise

Make information available
electronically

Create group/fan pages

BLOW UP YOUR FAN BASE!

WHY DO YOU WANT MORE FANS?

The future is in “earned” media, not paid.
Facebook and other social networks are

primary platforms for earned media.

Large companies with well-known brands will

have associates set up pages and those pages can
often grow to millions of users organically and
without much effort.
Small to medium-sized businesses often cannot

just set up a page and let the people do the rest.

Smaller and lesser-known brands need to invest

heavily in brand development and leverage the
various social media channels available to them
to interact directly with their followers, fans,
and customers.

The measure of success should not be whether

your page boasts 30 or 30,000 fans, but whether
you have successfully attracted a large number
of targeted fans.

Tips to Add More
Quality Fans and Followers

tips
1. Use Current Fans to Drive Invitations

To Your Facebook Page

tips

Facebook currently has no limitation on the

number of fans that users can invite to a public
profile. This makes invitations one of the most
important components of generating fans.

tips

Contests are probably the single best tool for

driving more users to your Facebook page if
you encourage fans to invite their friends.

tips


tips
2. Create Contests Often

tips
Think of new and unique giveaways for those

that push new fans your way
(and reward them often).

tips
Most of the time, it is better to give away more

things more frequently than a large grand prize
every so often.

tips
Examples of potential contests:

tips
Examples of potential contests:

• Ticket giveaways (movies, concerts, etc.)
• Restaurant gift certificates
• Etc.

use a "widget" to
promote your business

widgets
Widgets are like portable websites that operate

with the same functionality as the host site but can
be embedded into a blog, webpage, or other internet
property.
This is an optimal tool for lead generation that can

attract clients from diverse demographics.

What does a widget look like
and how does it function?
Big Brothers Big Sisters of Utah

©2009 Fluid Studio
united way

National Multiple Sclerosis Society

rhodes rolls

Widgets are viral!

E-mail marketing
• Although it has been around for some time, e-mail

advertising is one of the most effective forms of
direct electronic marketing.
• Like most things that are web-based, analytics can
be collected and analyzed to help you hone your
messaging. Used effectively, analytics will help
you improve the open and click-through rates over
time.

E-mail marketing
When marketing using e-mail, use the AIDA strategy.
• Attention: The first part of your write-up grabs

the readers’ attention.
• Information: The second part gives them
information.
• Desire: The third part makes them desire your
product/service.
• Action: The fourth part spurs them to action
(buy, click through to a website, etc.)

E-mail marketing
Your e-mail provider should allow you to review

the analytics from your campaign. See “hot spots,”
trends, and patterns to help you improve future
mailings.

SMS (Texting) Services
94% Open Rate
15%-50% Redemption Rate
Connect with your customers and

consumers on a personal level

Recent Campaign EXCLUSIVE NEWS

Examples
TO SUBSCRIBE: Text: Village
To: 29222
MESSAGE: IT’S FREE*

Receiving mobile alerts costs you nothing,
Village aside from your normal text messaging fees.
SEND TO: NO SPAM*

29222 Because of our no-spam policy, you’ll only
receive the messages you’ve subscribed to.
FOR EXAMPLE: To subscribe
1
1 CREATE a new text message
2
2 TYPE “ Village
3
3 SEND the message to “29222
4
4

*This program enforces a strict NO SPAM policy. To cancel at any time text STOP
to 29222 For assistance text HELP to 29222
Recent Campaign
Examples
Sign Up to Receive Promotions & Special Offers Via Text Message on Your Mobile Phone
Example: 208-351-1234 Example: 208-351-1234

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Social Media Principles and Applications

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fluid educational series

©Fluid Studio, 2010

©Fluid Studio, 2010

Free service provided by

©Fluid Studio, 2010

Free service provided by

©2009 Fluid Studio

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

WHAT YOU CARE ABOUT.

WHAT YOU CAN DO

©Fluid Studio, 2010

WHAT YOU CARE ABOUT.

WHAT YOU CAN DO

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

Using social media is like riding a bull—

©Fluid Studio, 2010

There are no prerequisites–just a desire to try

©Fluid Studio, 2010

You need a strategy

©Fluid Studio, 2010

You need a strategy

©Fluid Studio, 2010

You need a strategy

©Fluid Studio, 2010

Know where your leads are coming from

©Fluid Studio, 2010

©Fluid Studio, 2010

How much time should I be spending on this?

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

©Fluid Studio, 2010

The future is in “earned” media, not paid.

Facebook and other social networks are

©Fluid Studio, 2010

Large companies with well-known brands will

Small to medium-sized businesses often cannot

©Fluid Studio, 2010

Smaller and lesser-known brands need to invest

©Fluid Studio, 2010

The measure of success should not be whether