Social media workshop i


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Social media workshop i

  1. 1. Social Media Workshop Crawling and Walking
  2. 2. Social Media: Revolution or Fad?
  3. 3. Knows how to find the right social network
  4. 4. Knows how to find the right social network
  5. 5. Why social media might be a revolution?
  6. 6. Knows how to find the right social network
  7. 7. We’re in a new era: the Social Economy In the next 3 years, Forrester projects a $6.9 billion Social Economy
  8. 8. Did you know? <ul><li>90% of all purchase decisions begin on the internet </li></ul><ul><li>75% of people shop online before they buy offline </li></ul><ul><li>85% are looking for an independent review </li></ul><ul><li>80% trust the recommendation of another person </li></ul><ul><li>14% of people trust advertising </li></ul>Sources: comScore, Neilsen, Harris Interactive
  9. 9. Interest in social media is growing…
  10. 10. … and so is belief in its effectiveness
  11. 11. Our Process Socio-media-logy
  12. 12. Socio-media-logy Crawl Look Around and Listen Walk Connect and Activate Run Engage and Involve Thrive Fans Help You Do the Lifting <ul><li>Define business strategy and goals </li></ul><ul><li>Make your web site desirable to visit </li></ul><ul><li>Optimize search </li></ul><ul><li>Establish your social networks </li></ul><ul><li>Build database </li></ul><ul><li>Start conversations </li></ul><ul><li>Quantify and qualify audience </li></ul><ul><li>Create relationships </li></ul><ul><li>Increase what works; pull back on what doesn’t </li></ul><ul><li>Keep delivering relevant content </li></ul><ul><li>Make it more </li></ul><ul><li>Interesting </li></ul><ul><li>Video </li></ul><ul><li>Podcasts </li></ul><ul><li>Webinars </li></ul><ul><li>Updates </li></ul><ul><li>Live events </li></ul><ul><li>Rely on your community and their content </li></ul><ul><li>Nurture them </li></ul><ul><li>Forums </li></ul><ul><li>Town halls </li></ul><ul><li>Bulletin boards </li></ul><ul><li>New product ideas </li></ul>
  13. 13. Hub & Spoke Model <ul><li>Have the following ready before you start: </li></ul><ul><li>Your “Money Site” Goals </li></ul><ul><ul><li>Online Sales, Brick & Mortar traffic, newsletter signup </li></ul></ul><ul><li>E-mail list signup </li></ul><ul><li>Web Analytics </li></ul><ul><li>Blog </li></ul><ul><li>Search Plan </li></ul><ul><li>Create a customer persona </li></ul><ul><ul><li>Who – demographics </li></ul></ul><ul><ul><li>What – will they buy </li></ul></ul><ul><ul><li>Where – can they be found </li></ul></ul><ul><ul><li>When –do they buy & how often </li></ul></ul><ul><ul><li>Why – what are the hot buttons </li></ul></ul><ul><ul><li>How –will they buy: online or offline </li></ul></ul>
  14. 14. Let’s start crawling and walking
  15. 15. <ul><li>Free social network and micro-blogging service </li></ul><ul><li>23 million people use Twitter; 72% in first six months </li></ul><ul><li>1+ million people use it per day </li></ul><ul><li>65% of are under 25 </li></ul><ul><li>5% of all users account for 75% of all Tweets </li></ul><ul><li>Tuesday is the most popular day </li></ul><ul><li>11 am to 3 pm is the most popular period </li></ul><ul><li>94% have fewer than 100 followers/following </li></ul><ul><li>21% of users have never written a post </li></ul>
  16. 16. <ul><li>Why Tweet? </li></ul><ul><li>Broaden your reach </li></ul><ul><li>Improve your search ranking </li></ul><ul><li>Connect with people, some not usually possible </li></ul><ul><li>Is an incremental sales channel </li></ul><ul><li>Listen to the pulse of your industry </li></ul><ul><li>Distribute relevant information, articles and events </li></ul><ul><li>Link to your website and social networks, particularly your blog </li></ul>
  17. 17. <ul><li>Best Practices </li></ul><ul><li>Find and develop your personal voice </li></ul><ul><li>Tweet regularly </li></ul><ul><li>Tweet the quality of information you would want in to get in return…because that’s what you’ll get </li></ul><ul><li>Respond regularly </li></ul><ul><li>“ ReTweet (RT)” regularly </li></ul><ul><li>Ask questions </li></ul><ul><li>Practice good manners </li></ul>
  18. 19. <ul><li>The Largest Social Network with 300+ Million active members </li></ul><ul><li>Many commercial options for businesses: ads, Fan Pages, Groups, Video, Custom Facebook Apps </li></ul><ul><li>MySpace is still a popular option for younger generation interesting music, bands, & media, but it has lost its way and is losing ground everyday </li></ul>
  19. 20. <ul><li>Why create a presence? </li></ul><ul><li>Connect with customers through “fan” pages </li></ul><ul><li>Create compelling promotion content to attract new prospects </li></ul><ul><li>Use Facebook Ads to create highly targeted advertising campaigns and drive traffic to your website </li></ul><ul><li>Links to website, blog and Twitter profile </li></ul>
  20. 21. <ul><li>Best practices </li></ul><ul><li>Are your customers on facebook? </li></ul><ul><li>Determine your goals </li></ul><ul><li>How much time and effort can you afford? </li></ul><ul><li>Create a fan page, use existing customers, friends and family to quickly build numbers </li></ul><ul><li>Get your fan page “vanity” URL </li></ul><ul><li>Have a content/engagement plan </li></ul><ul><li>Drive people to your site, measure conversion </li></ul>
  21. 23. <ul><li>Largest social network for business professionals </li></ul><ul><li>60 million members in 200 countries </li></ul><ul><li>21 million in U.S./Over 100,000 are CEO’s </li></ul><ul><li>Visits are growing +20% per year </li></ul><ul><li>Average age: 41 </li></ul><ul><li>Average salary: $139,000 </li></ul><ul><li>Average number of connection: 60 </li></ul><ul><li>Average number of groups per member: 3 </li></ul>
  22. 24. <ul><li>Why become a member? </li></ul><ul><li>Promote professional and personal identity </li></ul><ul><li>Join relevant groups and communities </li></ul><ul><li>Get business help and help others </li></ul><ul><li>Distribute news about you and your company </li></ul><ul><li>Display recent presentations </li></ul><ul><li>Increase search ranking </li></ul><ul><li>Links to website, blog and Twitter profile </li></ul>
  23. 25. <ul><li>Best practices </li></ul><ul><li>Decide what to promote and in what balance </li></ul><ul><ul><li>Personal brand: Experience, expertise </li></ul></ul><ul><ul><li>Professional brand: Capabilities, credentials </li></ul></ul><ul><li>Take advantage of LinkedIn’s many features </li></ul><ul><li>Join groups and professional community </li></ul><ul><li>Build connections wisely </li></ul><ul><li>Participate </li></ul>
  24. 26. <ul><li>Why use it? </li></ul><ul><li>YouTube is the #2 search engine </li></ul><ul><li>Interact with customers who can “reply” via video </li></ul><ul><li>It is a strong element of a content marketing strategy </li></ul><ul><li>Creating Video Content isn’t as hard as you think </li></ul><ul><li>YouTube videos can rank highly in Search Results </li></ul>
  25. 27. <ul><li>Best practices </li></ul><ul><li>Keep it short: 60% of viewers don’t watch beyond 60 seconds </li></ul><ul><li>Great content trumps production quality focus on your message </li></ul><ul><li>Don’t make it a heavy sell, its not a TV commercial, people want to be entertained or informed </li></ul><ul><li>Have a call to action at the end </li></ul><ul><li>Focus on a good keyword rich title </li></ul><ul><li>Always embed it on your blog and other sites to build search visibility </li></ul><ul><li>For maximum viewership, post to other video sharing sites as well. </li></ul>
  26. 28. Blogs <ul><li>Type of website, maintained by an individual with regular entries and commentaries </li></ul><ul><ul><li>133,000,000 blogs </li></ul></ul><ul><ul><li>346,000,000 read blogs </li></ul></ul><ul><ul><li>900,000 new blogs are created every 24 hours </li></ul></ul><ul><ul><li>Positive perception of your company website increase by 36% if it has a blog </li></ul></ul><ul><ul><li>67% of bloggers are male; 70% have college degrees and 50% are 18-34 </li></ul></ul>
  27. 29. Why Blog? <ul><li>Elevate search ranking </li></ul><ul><li>Create positive business perceptions </li></ul><ul><li>Be a thought leader in your industry and get to know other thought leaders </li></ul><ul><li>Generate content for your social networks </li></ul><ul><li>Fix a customer problem personally </li></ul><ul><li>Return on investment potential is $$$$ </li></ul>
  28. 30. Blogging Best Practices <ul><li>Building search traffic will take time. There will be ups and downs. Live with them </li></ul><ul><li>Work out a posting strategy; post continually </li></ul><ul><li>Focus on your area of expertise </li></ul><ul><li>Blog posts compound interest with each one </li></ul><ul><li>Link to other blogs </li></ul><ul><li>Comment of other people’s blog in your industry </li></ul>
  29. 31. Examples
  30. 32. <ul><li>How does it work? </li></ul><ul><li>Consumers “Check-in” at locations, friends are notified directly and you can share your location on social networks </li></ul><ul><li>Consumers can see what is nearby via GPS location </li></ul><ul><li>Businesses can use it by creating offers and “tips” to encourage users to visit </li></ul><ul><li>Apps like Yelp show users what businesses are nearby and provide ratings </li></ul>
  31. 33. <ul><li>Best practices </li></ul><ul><li>Make sure you create a quality listing for your business, you want people nearby to find you </li></ul><ul><li>Stay on top of listings and ratings such as those on Yelp, resolve issues quickly and publicize the solution </li></ul><ul><li>Encourage customers to find you on foursquare, create a review on Yelp and share their experience with friends on social media </li></ul><ul><li>Reinforce your social media presence with tools like foursquare by “friending” your customers who check-in & reward them </li></ul><ul><li>Build social/mobile into your business </li></ul>
  32. 36. Compound Social Interest <ul><li>Produce Content on your site and blog </li></ul><ul><li>Share it via social media, email and digital PR </li></ul><ul><li>Content, Video and Blogging drives Search results </li></ul><ul><li>Interact with customers on Communities and Forums building your online reputation </li></ul><ul><li>Respond to ratings and reviews </li></ul><ul><li>Build mobile & social into your business to increase benefit </li></ul><ul><li>Focus on driving people to your “money site” </li></ul><ul><li>Measure your effectiveness and adjust </li></ul>
  33. 37. Rob Petersen Founding Partner BarnRaisers llc 5 River Road, Suite 205 Wilton, CT 06897 P 203.594.1701 C 203.231.6434 [email_address] Twitter: @robpetersen We welcome your questions and input .