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What if I Were to tell You
Understand Social Media
Two Kinds of Story
Fan Page Part I
Fan Page Part II
Seven similarities to a website
Seven Things a website can't do
Managed Social Media
A Social Media Manager
"What If I Were to Tell You?"
hat if I were to tell you that 43% of America's fortune 500 companies aggressively use social media as a primary marketing tool, and that most of the others plan to do so soon?
What if I were to tell you about a friend of mine who recently resigned a multi-year post as head of a broadcast conglomerate's advertising sales force. The primary stated reason...the inroads Social Media has made on his market share for advertising dollars.
Would you want to know more?
Here you will find several brief packages of additional thought, our take on Social Media, what it is, why and how it works.
Does this spell the end of websites? NO! Some companies have so much going on that the information architecture they require, and the navigation needed outstrips the capacity of a Fan Page. For such a company a Fan Page is a powerful complement to their website because of the things it can do so well. Do a quick search for Coca Cola Fan Page. They obviously think this is true.
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"Help Me Understand Social Media?"
ou must see the hidden element. Until you see the hidden element, you may resist the abrupt change we are seeing. However, when you see the hidden element, you will most likely embrace the change and sprint to get in on it. What is the hidden element? It is simply this: the place people put their trust is changing.
It plays out in two ways.
1. Sandy asks for and trust the recommendations of her friends (people whose faces she trusts). She connects with these friends off line and on hundreds of different social networks, the largest being Facebook.
2. Wayne trusts a company that will show its face. The old mindset was to promote one's professionalism. That Is what brand building was all about. Today it's more about portraying the heart of the people behind the brand. Wayne wants professionalism with a face he can trust.
To market well, convey face. To convey face, tell stories
Two kinds of stories: The formal story and the informal story. The formal story is like a snap shot, the informal story is like an everyday flowing stream.
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"Formal Story, Informal Story"
t's 1946. Most of the town's business was situated around the town square. Mr. Furniture Store, Mr. Dentist, Mister Barber, Mister Undertaker (usually around the corner a short distance from the square). Even though it wasn't in town center, people were still dying to get in there. Sorry.
There was Mr. Drug Store with the soda bar...root beer floats in frosty copper mugs. This, incidentally, was the casual meeting place for all the others. You'd find a Mr. Editor and the town rag on every square. He provided the formal story, fixed in print, like the story he wrote and printed, with picture, about Mr. Furniture Store's son just back from war.
The informal story streamed day in and day out. It was told in the status reports--conversations at the soda bar. Mr. Auto Dealer comments on how things are popping at his place this month. Furniture registers that the truck is two hours late with Mrs. Jones's sofa. Barber jokes about how Dentist has been down in the mouth all day and when the preacher walks in all the cussing stops. No one had a logo. The Barber's face was his logo. Today we need logos, but it's the face behind the logo that matters to Harry and Helen.
The informal story, for most people, went away as population migrated to cities, but a human longing for it never did go away. Today, technology has given us back the informal story and human beings are taking to it as though they were born with a need for it. That's because we were. We also need the formal story in print or video. It deepens our grasp of face and builds trust.
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"How the Fan Page Works Part I"
he Facebook Fan Page How does it work? To understand takes a little imagination.
It's like the grandfather who shows his grandson an apple seed and asks what he sees. The grandson says with question marks in his eyes, "Grandpa, I see a seed"? The grandfather says, "There is something hidden in this seed that you can see if you use your imagination." After a silent moment he said, "Son, when I look at this apple seed, I see an apple orchard."
In the same way, the value of a Fan Page will appear only to someone who can see the hidden element that's in it.
Let's say your business has a Facebook Fan Page and you have one fan. You have JUST ONE FAN!!!
Not to worry. On the average she has 130 Facebook friends. So, you are already connected to 130 people through her. Please go to Part II.
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"Fan Page Part II - Only One Fan..."
hat Can You Do and What WILL Happen?"
1. First you can have a conversation with your fan about what's on her mind and about stuff that's on yours. Remember, this is hypothetical and it is in the public space. We are using a one fan example to demonstrate the power of the fan page. Also, watch for the hint of strategy in this scenario.
2. First, don't try to sell her something, just be interesting, funny, or helpful. Find out your fan's hot topics and give her some information about that topic she doesn't have. You are building a person to person relationship.
3. Next, let's suppose you learn that your fan has just had a picture published in Arizona Highways. You can celebrate her accomplishment . You can invite her to upload one of her pictures to your fan page. Suggest she add a picture of herself showing the issue to a group of her friends and they're going crazy.
4. She does. Suddenly you have 26 fans. The six friends in the picture have become fans and twenty of the 130 friends on her personal account have joined your page to see what the fuss is all about. Now you are connected, not to 130 fans, but 26 times 130 people. That's 2990 people. Chill bump warning. When these 26 people joined your page, all 2990 people could see that activity, a few of them will also join.
"Seven Similarities to A Website"
he Facebook Fan Page--Seven of the things you can do with a traditional web site you can also do with a Facebook Fanpage.
1. Like a web site, you can give it a domain name so people can search for it and find it.
2. Search engines can see a Fan Page just like they can see a website. (Not so with a personal Facebook page which is totally private.
3. You can load a Fan Page with any information you might place on a website.
4. You can have many pages on a Fan Page with the same sort of graphics you might use on a web site.
5. You can place photographs on the page.
6. You can place slideshows and videos on a Fan Page.
7. On a Fan Page, you can even create an online store with products for sale and a shopping cart so people can purchase them from you over the internet. Put your best selling items on the site.
"Seven Things A Website Can't Do"
he Facebook Fan Page-Seven of the things you can do on a Fan Page that you can't do at all or as easily with a traditional website.
1. Reviews. Unlimited people can give their opinions. The value of this one thing: Priceless!
2. Add a discussion page where you can host unlimited different discussions that can create thoughtful content about the value of your services and products.
3. Fans can upload pictures, slide shows and videos of themselves using your products.
4. Fans can converse with each other and you with them, just like on a personal Facebook page.
5. You can feature fan pages that belong to business owners who are your customers or businesses you do business with. THIS IS HOT! Now, all of Their fans and yours are connected. The synergism of interconnected relationships becomes possible.
6. You can stream information from around the world on the hottest topics of interest to your fans.
7. Depending on your enterprise, a Fan page could take the place of a traditional website.
"Social Media Services"
Three Social Media Services J3 offers.
1. Setup...Mike, to give him a name, an expert in the technical side of Social Media platforms, will set up all of your accounts for you...Facebook, Twitter, Linkedin, etc. Everything you need, nothing you don't. In addition he will automate your system. This means you can work with all your accounts at once without having to log in to them one at a time.
2. Consultation...Britani, to give her a name, a hands on expert in social media account management will train you and your employees. Britani will be like a funnel gathering from all we are learning and passing it on to you. You will be the first to know when it comes to dos and don'ts, best practices and the latest developments.
3. Account management...Britani, if it makes sense to you, can do the heavy lifting when it comes to getting the most out of your social media marketing. Think of it this way. 24/7 you have a virtual company rep (your social media presence) working for you, making good things happen, even while you sleep. IN ADDITION, you have a real live person checking and responding, stoking the fires, growing your fan base, sending you new customers...keeping the effectiveness of your stream white hot.
NOTE: In the next section you will see just a few things a social media manager can make happen. You will be amazed at what you get for the little it costs.
"What a Social Media Manager Will Do For You"
o conceive the value of this strategy, imagine in comparison a static yellow page ad, which costs a lot more, and a Fan Page on the internet, with an expert fanning the flames of its effectiveness every working day. Here are some of the things our social media manager can do for you.
1. Invite other business owners who relate to you as customers or vendors to include their pages on yours, linking all your clients to each other.
2. Monitoring and engaging the chatter...everything from small talk to feeding relevant helpful information.
3. Britani interacts strategically with your fans, to discover things that are happening in their lives that should be celebrated. She invites them to upload celebration pictures, stories, and videos so you and your other fans can celebrate with them. This stirs up even more chatter and attracts more fans. Your growing business is the inevitable byproduct of this ongoing social interaction.
5. She starts discussions and encourages reviews, then, keeps you posted so you can take advantage of things people are saying. This creates priceless thoughtful content that ties people to your company.
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