Social 101
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Social Media 101 for Business
AJ GerritsonFounding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Agenda• Defining Social Media • Review of Major Tools and Goals
• Twitter• Facebook• LinkedIn• Blog
• Social Media Best Practices• Q & A
What is Social Media?
Social media uses web-based technologies to transform and broadcast media monologues into social media dialogues.
Social media is an umbrella term that defines the various activities that integrate technology, social interactions, and the construction of words and pictures.
Communication is Changing
90%14%
of people trust peer recommendations
Only trust advertisements(Qualmann, Socialnomics, 2010)
Facebook population
Friends of fans
60M friends
Fan base500K fans US data
Word of mouth at unprecedented scale
2011 2012 2013 2014 2015 2016$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000 +314%
(Forrester Research, 2011)
US
$ S
pen
t o
n S
oci
al
(Mil
lio
ns)
Why Should Our Brand Use Social
Media?
Demonstrate Value – Users See You as Reliable, Responsive, Intelligent
Increase Sales, Loyalty and Awareness
Gauge Your Audience: The New, Digital Focus Group
Today We’ll Cover Four Major Tools
I’m eating a #doughnut
I ‘like’ doughnuts and doughnut-eating groups
I have doughnut-eating skills and expertise
These are my opinions and expertise on doughnuts
Social Tools Explained…
…Using Doughnuts
(I’m eating a #doughnut)
January 15, 2009
> 500 Million Accounts
91% of active users
polled follow a brand 7.8 million brand
recommendations each month
39% of companies
have acquired new customers using Twitter
Goals for Using Twitter:
1.Engage Current Fans & Increase Awareness
2. Increase Traffic to Website
3.Customer Service
4.Marketing/Competitive Research
Content
#Hashtag
Credit the Source
Link
Check out our latest blog post by @maxesilver "Not -So-Quiet Riot: Why Boston’s #RubyRiot Was a Success" http://ow.ly/4Zn3D
@451Heat
≤ 140 Characters
Anatomy of a TweetHandle
What is a #Hashtag?Twitter users use the # symbol,
called a hashtag, to mark keywords or topics in a tweet.
Hashtags help to categorize the content and context of Twitter messages.
Trending Topics(Often comprised of #hashtags)
Question
@Reply
Retweet With Context
Content
Twitter Interactions
Opportunity to Extend Your Brand
Proven Ways to Get More Followers
(Dan Zarella, HubSpot)
1. Show who you are – a complete bio
2. Stop talking about yourself – don’t be that guy at the cocktail party
3. Identify yourself authoritatively
4. Avoid negativity - like sadness, aggression, negative emotions and feelings, and morbid comments
Who Should You Follow?
• People you want to engage with:• Customers • Potential customers
• People in your industry: • Competitors• Partners• Industry influencers
(I ‘like’ doughnuts and doughnut-eating groups)
Over 900 Million Users
41% of companies using Facebook
have acquired new customers from it
51% of Facebook fans more likely to buy from a company they
40% of users 35 years or older
(if it were a country, it would be the 3rd most populated)
Goals for Using Facebook:
1.Branding and Loyalty
2. Increase Fans & Awareness
3.Sales (sometimes)
4.Customer Service
Anatomy of a FB PostContent
Picture
Link
≤ 250Characters
Author
Opportunity to Extend Your Brand
(I have doughnut-eating skills and expertise)
Over 161 Million
43 years old/$107,000 annual income
(a new member joins every second)
Members
Women42%
Men58%
>1,000,000 groups
Goals for Using LinkedIn:
1.Network with Potential Clients
2.Build Profile and Network in Your Industry
3.Showcase Brand, Products, Thought Leaders
Optimize Profile
Engage in Community
AJ Gerritson
Leverage Groups
Set Alerts
(These are my opinions and expertise on doughnuts)
55% more web traffic
Companies With a
70%more leads
57%have acquired a customer through their blog
Goals for Using a Blog:
1. Increase Brand Awareness
2. Increase Traffic to Website, Online Visibility
3.Establish Brand/Corporate Figures as Thought Leaders
4.Show Personality
Central place for content creation, establishing voice, and positioning thought leaders
Opportunity to Extend Your Brand
Leverage Thought Leaders
Social Media Best Practice
Listen
WHAT are people saying about
your brand or product/services?
WHERE are people discussing
your brand or products/services?
WHO is discussing your brand
online?
Also Listen For…
IndustryCompetitors
#TrendingTopicsNews
Establish Your Voice
Depending on your brand, your voice can take on different tone…
Conversational/Casual News Source/Formal
Show Brand Personality
Ask
Respond
Reward
Champion Your Stakeholders
Use Your Tools
Questions?
– Founded in 2004
– 30 Communications Professionals Based in Boston
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
AJ GerritsonFounding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Social Media 101 for Business
