Social Media and Its Role in Buisness
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Transcript of Social Media and Its Role in Buisness
Social Media & Its Role in Business
Presented by
Stephanie Powers, Hagerstown Community College
For
MD Society of Professional Engineers October 12, 2011
Stephanie Powers, 240‐500‐2490 Social Media & Its Role in Business [email protected] October 12, 2011
What is Marketing?
“Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business on a regular basis.
The key words to remember are EVERYTHING and REGULAR BASIS.”
-Jay Conrad Levinson
Author of the Guerrilla Marketing series
A New Economy
Organized by products Organized by customer segments
Focused on transaction value Focused on the lifetime customer value
Shareholder Stakeholder
Marketing by marketing dept. Marketing by EVERYONE
Customer acquisition Customer retention
Overpromise, under-deliver Under-promise, Over-deliver
Old Marketing Process
Product Promotion People
21st Century Market Process
People Product Promotion
Why the change from product to people driven markets?
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Stephanie Powers, 240‐500‐2490 Social Media & Its Role in Business [email protected] October 12, 2011
What does this have to do with social media?
Definition of Social Media:
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Why is this important for my business?
Search Engine Optimization (SEO) _____________________________________________________________________ _____________________________________________________________________
Customer Service _____________________________________________________________________ _____________________________________________________________________
Qualified Leads _____________________________________________________________________ _____________________________________________________________________
Public Relations _____________________________________________________________________ _____________________________________________________________________
Targeted Marketing _____________________________________________________________________ _____________________________________________________________________
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Determine a Realistic Level of Use
Based on your company’s…
Level of expertise & experience Available time & resources
Expected outcomes
Level 1: Monitor the web for mentions of your company
Set up a Google alert for news, blog posts and online discussions that mention your company
o Google will email weekly, daily or real-time updates of search term mentions o Monitoring your mentions and media coverage allows you to calculate the value
of your social media and public relations campaigns – i.e. What would equivalent advertising cost your company?
Set up a custom Twitter feed for industry/company related search terms – examples: company name, product names, industry trends, etc. (recommend using HootSuite for this function)
Facebook o IF you have a Facebook business page, be sure to monitor it daily
Claim your business on foursquare, Gowalla, Yelp, Google Places, etc.
Level 2: Create accounts and start promoting your business
Determine which social networks are right for your business – Go to your customers o Google Ad Planner can help you research the demographics of various sites –
use networks who’s user demographics match your customer and/or target audience demographics
Identify goals for each account and campaign – What do you want to accomplish? o Customer service o Promotion o Awareness
o Leads o Web traffic
Set up tracking tools to evaluate success – Use tools like… o HootSuite analytics o Website referral numbers
o Klout score o TwitSprout
Level 3: Establish yourself as an industry expert
Get involved in industry-related conversations o Track Twitter for questions relevant to your industry – respond with expert
information NOT product promotion o Get involved in applicable LinkedIn Groups o Monitor and respond to LinkedIn Answers o Comment on blog posts
Publish informational content
Stephanie Powers, 240‐500‐2490 Social Media & Its Role in Business [email protected] September 13, 2011
Strategies and Best Practices
Social Media Strategies to Boost Your Search Engine Optimization (SEO)
Inbound links – link back to your website often Sharable web content – make sure people can share and interact with all of your web
content
Facebook-Specific SEO Strategies
Choose your Facebook page name carefully – think about how people will find you in Facebook’s search function
Create a custom URL – pages with at least 100 fans may create a unique URL – example: www.facebook.com/nike
“About” section gets the most bang for your keyword buck – Make sure you use quality keywords in the “about” section of your profile
Other “info.” Items of importance o Address – important for location-specific companies o Company Overview, Mission, Products – use product/service-specific keywords
Use related keywords in photo descriptions and events
Engage Your Audience
Post frequently
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Start & participate in conversations
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Promote partners
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Respond in a timely manner
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Stephanie Powers, 240‐500‐2490 Social Media & Its Role in Business [email protected] October 12, 2011
Strategies and Best Practices (Cont’d)
Increase Followers
Offer special promotions to your followers, brand champions, and/or best customers o Facebook – contests, landing page offer o Twitter – use hashtags (#) for contests (photo, trivia, etc.) o YouTube – Video contests/promotions o Foursquare – foursquare specials
Generate frequent & relevant content o Blog posts o Webinars o Quora o LinkedIn Answers and Groups o Sharable Email News & Web Content
Censorship, Integrity & Crisis Management
Be careful not to delete negative comments just because they’re negative Set guidelines for deleting posts and reference them when you do so – example:
profanity, slander, etc. Have a plan for dealing with a crisis
Tools to Monitor Networks and Schedule Posts
www.hootsuite.com www.tweetdeck.com
www.ping.fm
Resources for More Information
Mashable – www.mashable.com Hub Spot – www.hubspot.com Facebook Pages Resources Tab – www.facebook.com/facebookpages Recommended LinkedIn Groups
o Social Media Today o Fans of Mashable
o eMarketing Association Network
Recommended YouTube Channels o SocialMedia Today o Social Media Examiner
Industry experts to follow o Mack Collier
www.mackcollier.com o Chris Brogan
www.chrisbrogan.com
o Scott Stratten www.unmarketing.com
Stephanie Powers, 240‐500‐2490 Social Media & Its Role in Business [email protected] September 13, 2011
Want to learn more?
Join us on October 20, 2011, from 8:30 a.m. to 12:30 p.m. for Social Media Marketing.
Designed for small to medium-sized businesses and nonprofits, this course shows you how to leverage platforms like Facebook, Twitter, LinkedIn, foursquare and YouTube to engage your audience and generate leads.
Course Number: PRD 443 D Fee: $30 Date: Thursday, October 20, 2011 Time: 8:30 a.m. to 12:30 p.m. Location: Hagerstown Community College, Career Programs Building 214
Other upcoming classes:
Extraordinary Customer Service Course Number: PRD 445 D Fee: $70 Date: Thursday, October 13, 2011 Time: 8:30 a.m. to 4:30 p.m. Location: Valley Mall Training Center
“Grant Writing-Show Me the Money” © Course Number: PRD 459 D Fee: $265 Date: Tuesday-Thursday, October 18-20, 2011 Time: 8:00 a.m. to 4:30 p.m. Location: HCC, CPB 211
Communication Skills for Managers Course Number: PRD 429 D Fee: $200 Date: Thursday, October 20, 2011 Time: 8:30 a.m. to 4:30 p.m. Location: Valley Mall Training Center
Email Marketing Course Number: PRD 444 D Fee: $30 Date: Thursday, October 27, 2011 Time: 8:30 a.m. to 12:30 p.m. Location: HCC, CPB 214
Leadership Skills for Managers Course Number: PRD 675 E Fee: $200 Date: Thursday, November 11, 2011 Time: 8:30 a.m. to 4:30 p.m. Location: Valley Mall Training Center
Register online at www.hagerstowncc.edu/coned/register,
or call 240-500-2236.