Social 101
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  • Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
  • Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
  • Your practices can lead to sales – you demonstrate your business value. Users can see that you are reliable, responsive, intelligent, etc. via social media practices
  • Engage Fans and Increase Awareness– Build a community of followers of the brand who will share with their networks, spreading awareness. Increase Website Traffic– Build a base of inbound links from followers when they share content that is posted.Customer Service – Quickly respond to any feedback from customers including compliments, complaints and suggestions. Market/Competitive Research – Stay up-to-date on what your competitors are doing and general trends among your targeted audience.
  • Trending Topics – Twitter topics that are currently popular rather than topics that have been popular for a while or on a daily basis.
  • 50% of active users login each day (FB)Average user has 130 friends (FB)350 million active users access FB through mobile (FB)
  • Branding – Create a branded experience where fans can interact directly with the company. Increase Fans and Awareness – Build a community of brand ‘fans’ who will share with their networks, spreading awareness. Search Engine Optimization – Increase your base of inbound links from fans when they share posted content. Customer Service – Quickly respond to feedback from customers including compliments, complaints, and suggestions.
  • Optimizing Your LinkedIn Profile-for search-misspellings
  • How you help people?
  • Groups (commercial real estate examples)
  • Listen. Regularly monitor the comments about your company, brand, and products.
  • Establish the right voice. Social mediausers tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you interact online. How do you want your business to appear to the social media community?
  • Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to social sites to get and share the latest, so give it to them!
  • Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
  •  Respond to compliments and feedback in real time
  • Reward. Tweet updates about special offers, discounts and time-sensitive deals.
  • Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
  • Intro to 451 Marketing

Transcript

  • 1. Social Media 101 for Business
  • 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 trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
  • 7. Word of mouth at unprecedented scale Facebook population Friends of fans 60M friends Fan base 500K fans US data
  • 8. $6,000 +314%US$ Spent on Social $5,000 (Millions) $4,000 $3,000 $2,000 $1,000 $0 2011 2012 2013 2014 2015 2016 (Forrester Research, 2011)
  • 9. Why Should OurBrand Use Social Media?
  • 10. Demonstrate Value – Users See Youas Reliable, Responsive, Intelligent
  • 11. Increase Sales, Loyalty andAwareness
  • 12. Gauge Your Audience:The New, Digital Focus Group
  • 13. Today We’ll Cover Four Major Tools
  • 14. 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
  • 15. (I’m eating a #doughnut)
  • 16. January 15, 2009
  • 17. > 500 Million Accounts91% of active userspolled follow a brand 7.8 million brand recommendations each month 39% of companies have acquired new customers using Twitter
  • 18. Goals for Using Twitter: 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Customer Service 4. Marketing/Competitive Research
  • 19. 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
  • 20. 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.
  • 21. Trending Topics(Often comprised of #hashtags)
  • 22. Twitter Interactions Question @Reply Retweet With Context Content
  • 23. Opportunity to Extend Your Brand
  • 24. 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)
  • 25. Who Should You Follow? • People you want to engage with: • Customers • Potential customers • People in your industry: • Competitors • Partners • Industry influencers
  • 26. (I ‘like’ doughnuts and doughnut-eating groups)
  • 27. Over 900 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
  • 28. Goals for Using Facebook: 1. Branding and Loyalty 2. Increase Fans & Awareness 3. Sales (sometimes) 4. Customer Service
  • 29. Anatomy of a FB PostAuthor Content Link Picture ≤ 250Characters
  • 30. Opportunity to Extend Your Brand
  • 31. (I have doughnut-eating skills and expertise)
  • 32. Over 161 Million Members (a new member joins every second) >1,000,000 groups 43 years old/ $107,000 annual income Women 42% Men 58%
  • 33. Goals for Using LinkedIn: 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Brand, Products, Thought Leaders
  • 34. Optimize Profile
  • 35. Engage in Community AJ Gerritson
  • 36. Leverage Groups
  • 37. Set Alerts
  • 38. (These are my opinions and expertise on doughnuts)
  • 39. Companies With a57%have acquired a customerthrough their blog 55% more web traffic 70% more leads
  • 40. 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
  • 41. Central place for content creation, establishing voice, and positioning thought leaders
  • 42. Opportunity to Extend Your Brand
  • 43. Leverage Thought Leaders
  • 44. Social Media Best Practice
  • 45. Listen
  • 46. WHAT are people saying about your brand or product/services?WHERE are people discussing your brand or products/services?WHO is discussing your brandonline?
  • 47. Also Listen For…Industry CompetitorsNews #TrendingTopics
  • 48. Establish Your Voice
  • 49. Depending on your brand, your voicecan take on different tone… Conversational/Casual News Source/Formal
  • 50. Show Brand Personality
  • 51. Ask
  • 52. Respond
  • 53. Reward
  • 54. Champion Your Stakeholders
  • 55. Use Your Tools
  • 56. Questions?
  • 57. – Founded in 2004– 30 Communications Professionals Based in Boston– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011 & 2012
  • 58. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  • 59. Social Media 101 for Business