Do I Really Need Social Media? 10-Minute Presentation

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Social media is all the rage right now -- just look at all the national brands advertising their Facebook and Twitter pages. But does it make sense for a small business? Isn’t it another fad that will …

Social media is all the rage right now -- just look at all the national brands advertising their Facebook and Twitter pages. But does it make sense for a small business? Isn’t it another fad that will pass?

It’s not a fad, but it is a shift in how we communicate with our customers, prospects and community. We’ll look at some of the benefits and outcomes you can expect if you use social media tools effectively.

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  • Social media is all the rage right now -- just look at all the national brands advertising their Facebook and Twitter pages. But does it make sense for a small business? Isn’t it another fad that will pass? It’s not a fad, but it is a shift in how we communicate with our customers, prospects and community. We’ll look at some of the benefits and outcomes you can expect if you use social media tools effectively.10 minute presentation to Garner Coffee & Contacts on May 18, 2010.Image - http://www.flickr.com/photos/sepblog/3941048713
  • Social media – shift in how we communicate with our customers, prospects and community.New communication tools to reach your biz goals; different communication style requiring new approaches.Traditionalmedia is a 1 to many message, broadcastingSocialmedia is a 1 to 1 conversation, connecting.Image - http://www.flickr.com/photos/orangeacid/420493902
  • Listening = monitoring your brand/name, keywords.Reputation or brand management– who’s talking about you (or your keywords), where is that conversation, what are they saying.
  • Market research – social media as a never-ending online focus group.Use listening tools like Google Alerts and Twitter Search (there are others too), subscribe to the feed, use Google Reader.Be positioned to listen and respond to conversation about your business, product, industry, issues, what competitors are doing.Google Reader – also a great professional development tool, subscribe to blogs.
  • Customer service – be positioned to respond to compliments, questions, complaints, misperceptions, needs, crises.
  • Connecting – expanding your network (customers, prospects, peers, influencers, thought leaders, community).Building realtionships.Social media is a conversational medium. Bring your whole self to the space. Be authentic. People prefer to connect to a person, not a logo or brand.Image - http://www.flickr.com/photos/waferboard/4413567957/
  • The Pit BBQ listens well – responds when bbq or their name is mentioned. Uses location-based services effectively, like Foursquare and Tri-Out, too.Social media – great way to interact and develop customer relationships  customer retention. All done in public so others see that you are interested in your customers beyond the transaction.
  • Engage with your community. Respond to comments, questions.Facebook page – great place to do that.You have a presence in your customers’ lives, positioned to develop a relationship, more than a transaction.
  • Educating – content marketingProvide content that your audience will find valuable, interesting or entertaining; content they would share.Establish yourself as a content expert, trusted source, not as a promotion machine.Image - http://www.flickr.com/photos/maile/1745480/
  • Blog – most obvious way to establish yourself as a content expert; also a tool for professional branding.
  • Facebook page posts – provide valuable, interesting or entertaining content; don’t just post promotions.This page – meet the manager, rhubarb recipes, breakdown of pose, integratingyoga with running, what to do when you’re sore, green tips – not just posts about class schedule.Twitter – share links to good content, retweet good content of others.
  • Social media – word of mouth on steroids – sharable content, spreads from person to personBrand awarenessLead generationYes, promo too, but keep it limited so it doesn’t outshine your content.Image - http://www.flickr.com/photos/orangeacid/204164003/
  • Your social media outposts (Twitter, LinkedIn, Facebook, blogs, blog comments, other online communities) are indexed by Google. Take over that front page of Google. Increase traffic to your website.
  • Review.Image - http://www.flickr.com/photos/quazie/578252290/
  • Won’t cover today, just know that you need a plan and here are some other considerations.Image - http://www.flickr.com/photos/koalazymonkey/3596829214/
  • Image - http://www.flickr.com/photos/oddsock/100761143

Transcript

  • 1. Do I Really NeedSocial Media?
    Deirdre Reid
    Garner Coffee & Contacts – May 2010
    10-Minute Presentation
  • 2.
  • 3. Listening
    Reputation Management
    Market Research
    Customer Service
  • 4.
  • 5.
  • 6. Connecting
    Prospects
    Customer Retention
    Referrals
  • 7.
  • 8.
  • 9. Value
    Trust
  • 10.
  • 11.
  • 12. Marketing
    Word of Mouse
  • 13.
  • 14. ListeningConnectingEducatingMarketing
  • 15. Checklist
    Use the tools – practice and learn.
    Align social media plan with biz goals; integrate with communication/marketing plan.
    Find your target audience.
    Listen/monitor.
    Optimize website.
    Adopt best practices and “get” the culture.
    Stick to a schedule.
    Be there and ENGAGE.
  • 16. Holler
    Deirdre Reid
    deirdre.reid.nc@gmail.com
    (919) 803-6176
    http://deirdrereid.com
    http://twitter.com/deirdrereid