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Social Media 101  for Business
AJ GerritsonFounding Partner     617.986.0224     aj@451marketing.com     linkedin.com/in/ajgerritson     @ajgerritsonwww....
Agenda• Defining Social Media• Review of Major Tools and Goals   • Twitter   • Facebook   • LinkedIn   • Blog• Social Medi...
What is Social Media?
Communication is Changing
of people trust peer recommendations      Only   14% trust advertisements                                (Qualmann, Social...
Word of mouth at unprecedented scale              Facebook population             Friends of fans             60M friends ...
$6,000                                                    +314%US$ Spent on Social                      $5,000     (Millio...
Why Should OurBrand Use Social    Media?
Demonstrate Value – Users See Youas Reliable, Responsive, Intelligent
Increase Sales, Loyalty andAwareness
Gauge Your Audience:The New, Digital Focus Group
Today We’ll Cover Four Major Tools
Social Tools Explained…              I’m eating a #doughnut              I ‘like’ doughnuts and doughnut-              eat...
(I’m eating a #doughnut)
January 15, 2009
> 500 Million                      Accounts91% of active userspolled follow a brand                                7.8   m...
Goals for Using Twitter: 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Customer Service 4....
Anatomy of a Tweet Handle                               Credit the Source                       Content    @451HeatCheck o...
What is a #Hashtag?    Twitter users use the # symbol,  called a hashtag, to mark keywords          or topics in a tweet.H...
Trending Topics(Often comprised of #hashtags)
Twitter Interactions             Question   @Reply                 Retweet With Context   Content
Opportunity to Extend Your Brand
Proven Ways to Get         More Followers1. Show who you are – a complete bio2. Stop talking about yourself – don’t be tha...
Who Should You Follow? • People you want to engage with:   • Customers   • Potential customers • People in your industry: ...
(I ‘like’ doughnuts and doughnut-eating groups)
Over 900 Million                                             Users       (if it were a country, it would be the 3rd most p...
Goals for Using Facebook: 1. Branding and Loyalty 2. Increase Fans & Awareness 3. Sales (sometimes) 4. Customer Service
Anatomy of a FB PostAuthor      Content                                  Link  Picture                ≤ 250Characters
Opportunity to Extend Your Brand
(I have doughnut-eating skills and expertise)
Over 161 Million                           Members           (a new member joins every second)                            ...
Goals for Using LinkedIn: 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Bran...
Optimize Profile
Engage in Community       AJ Gerritson
Leverage Groups
Set Alerts
(These are my opinions and expertise on doughnuts)
Companies With a57%have acquired a customerthrough their blog                             55%                             ...
Goals for Using a Blog: 1. Increase Brand Awareness 2. Increase Traffic to Website, Online Visibility 3. Establish Brand/C...
Central place for content creation, establishing    voice, and positioning thought leaders
Opportunity to Extend Your Brand
Leverage Thought Leaders
Social Media Best Practice
Listen
WHAT are people saying about your brand or product/services?WHERE are people discussing     your brand or products/service...
Also Listen For…Industry       CompetitorsNews     #TrendingTopics
Establish Your Voice
Depending on your brand, your voicecan take on different tone…  Conversational/Casual   News Source/Formal
Show Brand Personality
Ask
Respond
Reward
Champion Your Stakeholders
Use Your Tools
Questions?
– Founded in 2004– 30 Communications  Professionals Based in Boston– Partners Nicholas Lowe,  AJ Gerritson, and Tom Lee– N...
AJ GerritsonFounding Partner     617.986.0224     aj@451marketing.com     linkedin.com/in/ajgerritson     @ajgerritsonwww....
Social Media 101  for Business
Social 101
Social 101
Social 101
Social 101
Social 101
Social 101
Social 101
Social 101
Social 101
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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 of "Social 101"

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