Social Media And Your Business

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P R E S E N T E D B Y M E L O D Y S T R O M Q U I S T S M A L L B U S I N E S S A F F I N I T Y

Social Media and Your Business


Getting Started on Your Social Media Strategy

o This presentation will be available free on LinkedIn. If you add me to your network, you can download it from my profile

o Work sheet to get you startedo Starter Resource listo S.O.S. Card. Help answer SPECIFIC questions for

LinkedIn, FaceBook, and Twitter


Social Media Defined Today

o Social media is basically a conversation.o It’s accessed via internet and mobile tools and used

for sharing information and opening discussiono Social media comes in text (blogs, websites), audio

(pandora.com), pictures (flikr.com), and video (YouTube.com).

o Businesses also refer to social media as UGC (user generated content) and CGC (consumer generated content)


Optimizing While You Network

o Any website that invites you to interact other visitors falls into the definition of a social media, like blogs, forums, bulletin boards, etc.

o Your participation will build your business and your network

o This is your opportunity to position yourself as an expert


eWomenNetwork.com is a social site

Connect with the eWomen Network onlineLearn what other members are doingReceive and offer exclusive specials to membersAdd relevance to your professional position

online


Your eWomen Network Profile

http://www.ewomennetwork.com/profile/view.php?profileId=23806

If you are having trouble getting your profile completed on the site, fill out an “S.O.S” Card




I couldn’t say it better…

“Social media offers new opportunities to activate…brand enthusiasm.” - Stacy DeBroff, founder and CEO of Mom Central

“Email marketing [with nothing else] will lead you down a really bad road.” - Chip Terry, vice president and general manager for Zoominfo

“New marketing is about the relationships, not the medium.” - Ben Grossman, founder and chief strategist for BiGMarK

http://twitter.com/momcentral

http://twitter.com/momcentral

http://www.momcentral.com/

http://www.zoominfo.com/people/Terry_Chip_-481287.aspx

http://www.zoominfo.com/

https://twitter.com/bengrossman

http://www.bigmarkagency.com/


The point is:

o “In the absence of communication among your customers, advertising rules.” - Don Peppers, founding partner of Peppers & Rogers Group and 1to1 Media

o “By creating compelling content, you can become a celebrity.” - Paul Gillin

http://www.peppersandrogers.com/

http://www.1to1media.com/

http://paulgillin.com/

http://paulgillin.com/


Getting the Most out of Networking Today

o Networking is about more than shaking hands and exchanging business cards

o In the world of GOOGLINGo Building a reputation/Positioning your brando Networking online & taking those connections F2Fo Example Tweetup


How does social media impact your business?

Customer Service OpportunitiesDamage Control


How does social media impact your business?

Alternate to traditional marketing ($)Audience can be incredibly focused and large (the

world has shrunk)


Homework: Look at how this companies do it

DellBurgervilleTillamook CheeseDairy QueenComcast (comastcares)


What Dairy Queen Does Specifically:

Reputation monitoringCustomer servicePlatform for promotion for all things Dairy QueenIdentifying and rewarding brand endorsers and

evangelistsRe-tweeting Dairy Queen follower’s tweetsFollows back Dairy Queen customers on Twitter


Let’s see Comcast in action

Go to: search.twitter.comIn search box, type: comcastcares


Tweeters show up!

Austin Blood Drive Tweetup More than Doubles Traffic at Austin Blood and Tissue CenterJuly 4th, 2008 · Social Media for Social Good

http://www.michellesblog.net/category/social-media-for-social-good


Comedian Dave Chapelle Tweetup


The Crowd

A rumor started that Dave Chappelle was going to be at Pioneer Courthouse Square at midnight. The rumor grew. 5000 plus showed up. So did Dave at 1am. WOW

http://www.youtube.com/watch?v=1TnxJvy3x48

http://www.youtube.com/watch?v=1TnxJvy3x48


What does that prove?

Social media is word of mouth on STERIODS


More important aspects

Trends, Alerts, News (share what you know) -Example: Twitter

Relevance, Presence How do your customers find you?

Networking (who you know) Example: FaceBook, LinkedIn


Many ways to interact

Social Bookmarking – sites such as del.icio.us, stumbleupon, searchles, the interaction is through tagging websites and searching through sites other people have tagged

Social News - sites such as digg, reddit, the interaction is by voting for articles and/or commenting on them

Social Networking - sites like Facebook , MySpace, Twitter, interaction takes place by developing a profile, adding friends , adding photos, developing or joining communities, having discussions

Social Video and Photo - Youtube, Flickr, interaction takes place by developing a profile, uploading photos or video, sharing them with other users, comments and discussions around them


Things are changing quickly


Do you Blog?

BloggingLurk-visit other blogs and see what people are

talking about. Search for blogs using Technorati.com.

Comment- Start commenting on blogs. Remember: ALWAYS BE POLITE!

Create-From what you learned by lurking and commenting, layout and create your blog. I

Tip:“If you're new here, you may want to subscribe to my RSS feed.” This will help gain followers.


Statistics

Social media websites account for about 50% of internet traffic

80% of company CEOs believe their sites offer a superior experience, 8% of customers agree

Social media usage growth is over 25% per yearMobile subscribers with access to social networks is

increasing by 30% annually56% of Americans surveyed feel they have a

stronger connection and are better served by brands that they can interact with on social media sites


Social media is still selective

Industry StandardsComplianceGet permissionReview social media policy for your company


So What is Linkedin?

A business-oriented social networking site mainly used for professional networking.

As of February 2009, it had more than 35 million registered users, spanning 170 industries.

To complete your profile 100%, you must include your professional experience and profile, upload an image of yourself, and receive 3 recommendations.

Use tabs from right to left and from top to bottom to maximize LinkedIn’s potential. For example; search questions and answers section, and position yourself as an expert by sharing useful advice and information.

http://en.wikipedia.org/wiki/Professional_network


Let’s go

www.linkedin.com

http://www.linkedin.com/


What to do on LinkedIn

Sign upComplete profileInvite contactsRecommendationsSeek QuestionsComment and Encourage DialogJoin GroupsShareWidgets


Facebook FAN PAGE for BUSINESS

Isn’t FaceBook for kids? More than 250 million active usersMore than 120 million users log on to Facebook at

least once each dayMore than two-thirds of Facebook users are outside

of collegeThe fastest growing demographic is those 35 years

old and olderFB demo= (35+)?! Kids are leaving like in mass

exodus!


FaceBook & LinkedIn = Who you know

……And who knows youFan page=searchable= good for businessFacebook.com (business fan page set up)http://www.facebook.com/burgerville

http://www.facebook.com/burgerville

http://www.facebook.com/burgerville


Twitter?

Twitter is a free micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).

2.5 million users and growing!


http://twitter.com/hellomelody

Senders can restrict delivery to those in their circle of friends or, by default, allow anybody to access them. Users can send and receive tweets via the Twitter website, or external applications (twhirl.org).

Go to www.search.twitter.com. Select keywords to find information. Setting up an account is easy.

Consider adding your Twitter Link to your blog or website so people can follow you

http://www.search.twitter.com/


To Tweet or not to Tweet

According to Mashable, 40% of Twitter content is “pointless babble”

Tip #1: if you want a quality audience, provide quality content

Tip#2, Tough love: if you follow for a specific reason, “unfollow” when content gets off track, or is not valuable to you


Let’s try:

If you already have an account, Follow: rowdenkelly = Carol Kelly,Or search hashtag: #eWN, #eWNPDX


Twitter

Four specific tones to be conscience of when creating content for Twitter:

-Informative

-Humorous

-Personal

-Inspiring


Twitter = What you know

Sign upSearch, hash tagsFollowFollowersShare and connect (Carol Kelly, follow, me, search

your customers, peers and heroes!) Frequency (tweeklater.com)Dialogue


You need to know about:

Wefollow.com (twitter directory)Tweetlater.com (schedule tweets)Use Twitter widgets like Twhirl or Tweetdeck


Twitter Over Capacity, the fail whale


Key words

Pepper relevant key words in your communicationRemember there is a new opportunity to connect

with someone new every entryUse tools like: google adwords, wordtracker, and Ask your best customers, peers and colleagues to

suggest search terms they would use to find your services online


Manage data, create your best personal recipe

Google analytics (embedded code on your site tells you where traffic came from)

Social media buttons on your site and blog


Your web of communication to F2F (face to face)

Matrix


Overwhelmed yet?


Avoiding the “social media time sink”

Budget your time like you would your money

Use the shortcut tools, widgets out there

90 day commitment test


Worksheet

Media Mix Examine Web audiences by site, demographic profile and

behavior.Optimize your online profile using keywords

Evaluate your competitors’ strategies

Understanding Your Customers Follow consumer decisions and media usage


Worksheet

Targeting Identify your target audience, where they go, and what they do online.

Marketing ROI Understand your brand impact across online and offline media (where is your time/money best spent?)

Stay True to Your Message

Performance Tracking & Measurement

Insight Strategy & Development Develop and execute a strategy that works for you


Tweetlater (tweet ahead, posted when you say)Flock (new browser with homepage that keeps all

your activities organized)Ping.fm (manage multiple accounts in one place)Analyze Statistics (learn how folks are finding your

website, manage your strategy) Tweetstats.com, google.com/analytics

Igoogle (organize the blogs you follow)Favorite Bookmarking sites

Tools to help you manage or cope


Starting your own social media strategy

Traditional marketing still has a place in your mixUse the worksheetRefer to the resource listContact an expertHave fun!


In closing

Connect with your customer base - You can start interacting with your customers and develop a solid grasp of their needs and wants.

Manage customer relations – Criticism allows you to respond gracefully to customer’s complaints and suggestions and shows you care about them.

Establish yourself as an industry expert - By publishing articles and opinions on your website you gain more credibility on the site and more visitors

Brand extention - Saturating the internet with useful and viable content about your industry which are rich in keywords brings more visitors to your site

Social Media And Your Business

Business

Transcript of Social Media And Your Business