IHAF Social Media 101

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AJ Gerritson, Founding Partner at 451 Marketing, discusses the basics of social media in this webinar hosted by IHAF.

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IHAF Social Media 101

  1. 1. Part I:Social Media 101
  2. 2. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  3. 3. Agenda• Defining Social Media• Review of Major Tools and Goals • Twitter • Facebook • LinkedIn • Blog• Social Media Best Practices• Q&A
  4. 4. What is Social Media?
  5. 5. Communication is Changing
  6. 6. of people say that they trustpeer recommendations…what has changed is where they gettheir recommendations (Qualmann, Socialnomics, 2010)
  7. 7. of marketers use social media for business (Qualmann, Socialnomics, 2010)
  8. 8. Why Should OurBrand Use Social Media?
  9. 9. Demonstrate Value – Users See Youas Reliable, Responsive, Intelligent
  10. 10. Increase Sales, Loyalty andAwareness
  11. 11. Gauge Your Audience:The New, Digital Focus Group
  12. 12. Today We’ll Cover Four Major Tools
  13. 13. Social Tools Explained… 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 …Using Doughnuts
  14. 14. (I’m eating a #doughnut)
  15. 15. January 15, 2009
  16. 16. > 200 Million Accounts91% of active userspolled follow a brand 7.8 million brand recommendations each month 39% of companies have acquired new customers using Twitter
  17. 17. Goals for Using Twitter: 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Customer Service 4. Marketing/Competitive Research
  18. 18. Anatomy of a Tweet Handle Credit the Source Content @451HeatCheck out our latest blog post by @maxesilver"Not -So-Quiet Riot: Why Boston’s #RubyRiotWas a Success" http://ow.ly/4Zn3D Link #Hashtag ≤ 140 Characters
  19. 19. 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.
  20. 20. Trending Topics(Often comprised of #hashtags)
  21. 21. Twitter Interactions Question @Reply Retweet With Context Content
  22. 22. Opportunity to Extend Your Brand
  23. 23. Proven Ways to Get More Followers1. Show who you are – a complete bio2. Stop talking about yourself – don’t be that guy at the cocktail party3. Identify yourself authoritatively4. Avoid negativity - like sadness, aggression, negative emotions and feelings, and morbid comments (Dan Zarella, HubSpot)
  24. 24. Who Should You Follow? • People you want to engage with: • Customers • Potential customers • People in your industry: • Competitors • Partners • Industry influencers
  25. 25. (I ‘like’ doughnuts and doughnut-eating groups)
  26. 26. Over 800 Million Users (if it were a country, it would be the 3rd most populated)51%of Facebook fans morelikely to buy from a 41%company they of companies using Facebook have acquired new customers from it 40% of users 35 years or older
  27. 27. Goals for Using Facebook: 1. Branding and Loyalty 2. Increase Fans & Awareness 3. Sales (sometimes) 4. Customer Service
  28. 28. Anatomy of a FB PostAuthor Content Link Picture ≤ 250Characters
  29. 29. Opportunity to Extend Your Brand
  30. 30. (I have doughnut-eating skills and expertise)
  31. 31. Over 131 Million Members (a new member joins every second) >880,000 groups 43 years old/ $107,000 annual income Women 42% Men 58%
  32. 32. Goals for Using LinkedIn: 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Brand, Products, Thought Leaders
  33. 33. Optimize Profile
  34. 34. Engage in Community AJ Gerritson
  35. 35. Leverage Groups
  36. 36. Set Alerts
  37. 37. (These are my opinions and expertise on doughnuts)
  38. 38. Companies With a57%have acquired a customerthrough their blog 55% more web traffic 70% more leads
  39. 39. 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
  40. 40. Central place for content creation, establishing voice, and positioning thought leaders
  41. 41. Opportunity to Extend Your Brand
  42. 42. Leverage Thought Leaders
  43. 43. Social Media Best Practice
  44. 44. Listen
  45. 45. WHAT are people saying about your brand or product/services?WHERE are people discussing your brand or products/services?WHO is discussing your brandonline?
  46. 46. Also Listen For…Industry CompetitorsNews #TrendingTopics
  47. 47. Establish Your Voice
  48. 48. Depending on your brand, your voicecan take on different tone… Conversational/Casual News Source/Formal
  49. 49. Show Brand Personality
  50. 50. Ask
  51. 51. Respond
  52. 52. Reward
  53. 53. Champion Your Stakeholders
  54. 54. Use Your Tools
  55. 55. Questions?
  56. 56. – Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011
  57. 57. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  58. 58. Part II:Developing a Social Media Strategy Thursday, March 22nd

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