How to Use Social Media

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How to Use Social Media
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This is NOT for people who are just enjoying
getting together. (Which is great!)
Were are talking about Social Networking for
brands! (Personal Corporate)
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The social media is not the answer
It is an enabler!
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There are no experts!
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70 of Social Media Effort is Wasted
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• So Why are you involved?

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Because we are all becoming.
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Our own Personal Brands
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Because in the 21st Century its
Not the Return on Investment
Its the Return on Engagement
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Engagement is measured by Buzz
Buzz is 3 conversations or more in depth
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But do you know what you want them to buzz about?
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The Social Media Players
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Content Providers
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Content Users
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And the majority, a bit of both
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The Rise of the Fourth Screen
Over 50 of business travelers plan to buy smart
phones over the next 12 months to access social
media and email Iphones experienced a 509
growth in second quarter sales in 2009 In
emerging markets more consumers access the Web
through mobile devices than a PC or Laptop
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What are they practicing?

• Ambient intimacy

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Whats going wrong?
Social Media should be a rifle approach
Not a shotgun
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What can social media do for your business Pt.1

• Increase customer base.
• Generate leads.
• Drive sales.
• Build awareness.
• Make money from your content.
• Establish thought leadership.

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What can social media do for your business? Pt2

• Educate customers.
• Customer-source part of your product
  development.
• Reach new channels of customers.
• Improve internal communications.
• Increase buzz about your business
• Build social and political capital (remember it
  is part of Public Relations)

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Why 70 Fail No Map
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The Four Pillars of Strategy

• 1. Communication
• 2. Collaboration
• 3. Education
• 4. Entertainment

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8 Strategy Headings Pt1

1. What are your Social Media goals?
2. What are your Social Media objectives?
3. Who are your Communities of Common Interest?

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8 Strategic Headings Pt 2

• Who are your Key Influencers?
• Assign your Community Managers Evangelists
• What Community Platforms are they using?

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8 Strategic Headings Pt 3

• Create your content test it
• How do you know if you are a success or a
  failure?

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Uncover your Communities
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Communities of Common Interest
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The Publics of Public Relations

• 1 Press (media) relations (dont forget
  bloggers)
• 2 Employee relations
• 3 Community relations
• 4 Educator relations
• 5 Consumer relations (this is the biggie)
• 6 Stakeholder relations
• 7 Management relations

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Key Influencers The gateway to success!
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What Platforms are they Using
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Stop and Listen to the Conversations
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Assign Community Managers
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Listening
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How it Works (The most important slide)
Who you are
What you know
Support by SEM
What you do
Support by SEO
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Create your Message
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Test
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Measure your Success
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Relax

• Its all in my book How to Market Tourism in
  the 21st Century on Amazon.com
• More about social media on my blog
  www.buzzmaster.wordpress.com
• A sample Social Media Strategy can be found on my
  About section on my website www.johnhopejohnsto
  ne.com

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The End

• Crashing waves of applause!!
• www.johnhopejohnstone.comwww.buzzmaster.wordpress
  .com