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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.

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

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  • 1. Part I:Social Media 101
  • 2. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  • 3. Agenda• Defining Social Media• Review of Major Tools and Goals • Twitter • Facebook • LinkedIn • Blog• Social Media Best Practices• Q&A
  • 4. What is Social Media?
  • 5. Communication is Changing
  • 6. of people say that they trustpeer recommendations…what has changed is where they gettheir recommendations (Qualmann, Socialnomics, 2010)
  • 7. of marketers use social media for business (Qualmann, Socialnomics, 2010)
  • 8. Why Should OurBrand Use Social Media?
  • 9. Demonstrate Value – Users See Youas Reliable, Responsive, Intelligent
  • 10. Increase Sales, Loyalty andAwareness
  • 11. Gauge Your Audience:The New, Digital Focus Group
  • 12. Today We’ll Cover Four Major Tools
  • 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. (I’m eating a #doughnut)
  • 15. January 15, 2009
  • 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. Goals for Using Twitter: 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Customer Service 4. Marketing/Competitive Research
  • 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. 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. Trending Topics(Often comprised of #hashtags)
  • 21. Twitter Interactions Question @Reply Retweet With Context Content
  • 22. Opportunity to Extend Your Brand
  • 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. Who Should You Follow? • People you want to engage with: • Customers • Potential customers • People in your industry: • Competitors • Partners • Industry influencers
  • 25. (I ‘like’ doughnuts and doughnut-eating groups)
  • 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. Goals for Using Facebook: 1. Branding and Loyalty 2. Increase Fans & Awareness 3. Sales (sometimes) 4. Customer Service
  • 28. Anatomy of a FB PostAuthor Content Link Picture ≤ 250Characters
  • 29. Opportunity to Extend Your Brand
  • 30. (I have doughnut-eating skills and expertise)
  • 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. Goals for Using LinkedIn: 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Brand, Products, Thought Leaders
  • 33. Optimize Profile
  • 34. Engage in Community AJ Gerritson
  • 35. Leverage Groups
  • 36. Set Alerts
  • 37. (These are my opinions and expertise on doughnuts)
  • 38. Companies With a57%have acquired a customerthrough their blog 55% more web traffic 70% more leads
  • 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. Central place for content creation, establishing voice, and positioning thought leaders
  • 41. Opportunity to Extend Your Brand
  • 42. Leverage Thought Leaders
  • 43. Social Media Best Practice
  • 44. Listen
  • 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. Also Listen For…Industry CompetitorsNews #TrendingTopics
  • 47. Establish Your Voice
  • 48. Depending on your brand, your voicecan take on different tone… Conversational/Casual News Source/Formal
  • 49. Show Brand Personality
  • 50. Ask
  • 51. Respond
  • 52. Reward
  • 53. Champion Your Stakeholders
  • 54. Use Your Tools
  • 55. Questions?
  • 56. – Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011
  • 57. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  • 58. Part II:Developing a Social Media Strategy Thursday, March 22nd

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