101

Introduction to Social Media and Networking

Presented by:

Barbara Burgie

BurgieMediaFusion.com

614.273.0783

Current Stats

• 48% of Adults (18+) are on Facebook• 16% of adults are updating their page at least once a

day– The average user has 130 friends

• 5% of Americans use Twitter• 13 hours of video are posted to YouTube every

minute– Approximately 65,000 videos a day

• Be Real and Different• Show substance and think of others• Talk with your friends not AT THEM!

*Photo courtesy of zazzle.com

Keys to Success on Social Media

• Save your time and save your sanity• Manage multiple social networks through one

client

Hootsuite Introduction

• How to open the account• How to load social media pages within the

account• How to use the timer on the posting settings to

ensure that you are posting regularly

Hootsuite Introduction

• Fan/Business/Personal Page; which is right for you?• Personal versus professional• Clients versus friends• Content within your posting

Facebook

• Appeal to your audience• Ask questions and have conversations• Update with photos of people, videos and

original content

*Facebook has come to dominate social networking in the US, and

overtook MySpace in 2009. *Facebook has announced 400mm users, Feb 5, 2010. via mashable

Keys to a good Facebook Page

• Privacy Control Settings

Keys to a Good Facebook Page

http://www.allfacebook.com/2009/06/holygrail-facebook-privacy/

LinkedIn• Now has 60mm users. As of last December, the network

had 55 million members, so its grown by 5 million in less than two months. *reports Techcrunch, Feb 11

• Executives from all Fortune 500 companies are LinkedIn members

• Invitation Etiquette• Be sure to know who you are asking and who

is asking you• LinkedIn users vary in their views on how well you must know

someone before connecting to him or her, but it's inappropriate to send connection invitations to people who have never met you, heard of you, or had any inkling of your existence

• Be personal in your messages• Express your personal brand in the LinkedIn summary show

who you are, what you do, and why it's unique

The Business Within LinkedIn

• Build relationships• Get recommendations

• The recommendations feature on LinkedIn can be a powerful way to show that your work has been endorsed by influential people

• Keep up on position changes and people in the industry

The Business Within LinkedIn

• Past Jobs• Books• Join Groups• Start Discussions

Develop a Personality Using the LinkedIn Tools

Twitter

• Be a follower first• Don't be afraid to take some risks and follow someone outside your

immediate circle • Be useful and not all about you

• Twitter should be place where you want to share common interests and ask insightful questions, and, ideally, read the interesting answers you get back

*three to six million people use Twitter- Forrester

• Retweet• The retweet (or “RT”) allows Twitter users to share the best links, tweets,

and gems they find from others using the service

• Retweeting someone else’s content is an act of kindness, and for the

most part bloggers like to return such acts

Re-Tweet: To post a copy of someone else's tweet on your own account.

• Be active, don’t start an account unless you can keep up!

• *On an account level, 25% of Twitter accounts have no followers, and 40% have never sent out a single Tweet. Put in perspective: 30 million Twitter accounts have never been updated. Taken even farther, 80% of all Twitter users have sent out less than ten tweets- MAKE IT WORK!

* RJMetrics

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Intermediate Social Media and Networking

• How is it going?• How many new connections?

• How many people responded to your posting?

Brief Review From Previous Week

• Instant business versus instant branding• Friends, family, fans, connections, clients,

prospects• Relationship building

What is the Purpose?

http://vimeo.com/335019• 6 words or less

What is Your Message?

• Have impact and be useful

• Concise optimization in terms of content, layout, timing and other aspects play a vital role in making sure your underlying message remains relevant and impactful to your target audience

• Leaving any element to chance may sacrifice the response rate in the end, which in turn sacrifices the overall campaign objective of generating the highest ROI possible.

What is Your Message?

• The power of integration• Your Message + Your Methods multiply to get

results• Set Goals

Your Marketing Plan

• The W’s– Why do the campaign?– Who is the target?– Who will be responsible for the campaign?– What do you want to say?– What do you want to learn?– What do you want the audience to do?

• Establish a key company contact to control and use staff to come up with content

Your Marketing Plan

Common Mistakes

• Using social media to respond to the negative• Targeting the wrong audience• Using it incorrectly• Talking AT people• Not talking enough

• Google Reader• If you are still reading blogs the old-fashioned way, by clicking

from one page to the next, use Google Reader and your productivity will skyrocket

How to Find Content

• Blogs• Key Sites

• As a blog publisher, it is a good idea to have your feeds in your Google Reader account. The reason is that if you have these here, there is a higher chance that other readers will find your feed to read your content. Have a variety of related blogs that you also follow and mark posts that you like in the reader. This will help people find your content, which they will most likely enjoy since it's relevant to the blogs they are already reading. Read more: http://www.articlesnatch.com/Article/-finding-Related-Content-Using-Google-Reader-google-Reader---Related-Content/1062422#ixzz0kzYbwEnH

How to Find Content

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Advanced Social Media

and Networking

• How is it going?• How many new connections?

• How many people responded to your posting?

Brief Review From Previous Week

• The W’s– Why do the campaign?– Who is the target?– Who will be responsible for the campaign?– What do you want to say?– What do you want to learn?– What do you want the audience to do?

• Establish a key company contact to control and use staff to come up with content

Your Marketing Plan

• What are currently in place?• Do you have any current restrictions?• What do worry about most?

Corporate Policies

Keys to Corporate Policies

• Are you identifying where you work and what you do?• Be Truthful and honest (if this is your opinion be sure to

note that in your postings)• Know what is confidential

Key’s Cont’d

• Train your staff and yourself• Monitor what is happening online• Know the consequences!

Sample Policies• http://humanresources.about.com/od/socialmediaandwor

k/a/social_media_2.htm• http://docs.google.com/View?docid=df4n5v7k_216g5jdd

7c8&hgd=1• http://cms.bsu.edu/About/AdministrativeOffices/UMC/

WhatWeDo/Web/~/media/DepartmentalContent/UMC/pdfs/BallState_SocialMediaPolicy.ashx

• http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf

• http://www.dell.com/content/topics/global.aspx/policy/en/policy?c=us&l=en&s=corp&~section=019&redirect=1

• http://blogs.webtrends.com/about-this-blog/social-media-guidelines/

Privacy

• Policies are complete• Your accounts are set-up• Your purpose is defined• Your goals are established• Now it is time to set- up your privacy settings

Facebook Privacy Settings

Personal Info & Posts

Photo Album Privacy

Photo Album Privacy

Contact Info. Privacy

Contact Info. Privacy

Friends,Tags,Connections

Friends,Tags,Connections

Search Privacy

Search Privacy

Block List

Block List

Twitter Privacy Policy

Protect your account to keep your tweets private. Approve who can follow you and keep your tweets out of search results.

ROI

Understand that social media is not free… it takes people, technology, and time. Each of which are limited resources. Thus, if you are going to

allocate resources to social media it has to make business sense… financially. Guess what? It

Does! Social Media will result in cost reduction and generate more revenue.

ROI

Measuring the return on your social media investment will take time. Things happen in sequence.

You will not be able to see your ROI until the last part of the sequence… financial impact. ROI will not be measurable

from non-financial impact items.

Non-financial impact items include, but are not limited to• Number of site visitors

• Number of retweets • Number of followers/fans

• youtube views • Inbound calls • +WOM/ -WOM

• Client complaints

Where Do I Start?1. Establish a base and key indicators… Where does your

company stand before social media implementation? – ie. Look at year over year growth in the past years, look at

monthly revenue, number of current clients, etc.

2. Create Social Media activity timelines…

3. Track key indicators: collect the data from the indicators that you have previously decided upon.

– ie. Monthly sales revenue, number of new followers, number of new clients, average $ spent per client, number of retweets, etc.

Note: ROI is a business metric, not a media metric. Only measuring your social efforts will get you nowhere.

4. Look for patterns:– ie. Are there spikes in site traffic when you tweet about a certain

topic?

5. Prove Relationships: This is a process of elimination. Rule out what is not driving returns and focus your

efforts on what is.

Google Analytics

Tracking Tools from F.B

Tracking Tools from HootSuite

Tracking Tools from HootSuite

Tracking Tools

http://www.google.com/analytics/

http://socialmention.com

http://www.google.com/alerts

http://search.twitter.com

What’s Next?

• Yelp• Four Square/Gowalla• Google Local, Yahoo Local, Bing• YouTube