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Social Media for 
 S i l M di f
  Small Business
  Small Business
September 30, 2010
S     b 30 2010

University of Housto...
Promised Content
P   i dC t t
Make informed decisions.
Make informed decisions
What you should know before diving in.
Shorten the time you spend online....
Agenda
A   d
Social Media Overview
Social Media Overview
  Examples
  Stats
  St t
The Tools
  Blogging
  LinkedIn
  Twitter
  Facebook...
No time to view 
 this today … 
          y
 check it out!!


Social Media Overview,, “Did You Know, Ver.4.0,” created by ...
the world we live in now
Social Media for Business
Social Media for Business
 [the world we live in now]
 [the world we li...
. . . has changed a LOT
                g Business
Social Media for Business
Social Media for
 [the world we live in now]
...
Social Media?  
S i l M di ?
 What is it?
 What is it?
New Ways of Connecting
                    New Ways of Connecting




Concept and design by Schipul, the Web Marketing Com...
Social Media is a conversation . . .
       Social Media is a conversation . . .




Concept and design by Schipul, the We...
. . . between actual humans
. . . between actual humans
Put another way,
      Put another way
it’s a human conversation 
it’s a human conversation
that takes place online . . . ...
. . . and the conversation is global.
        d th          ti i l b l
2/3 of the global internet population
         use social networks
         use social networks
3 out of 4 Americans are
using some form of social media
but WAIT . . .
If it’s so GOOD .. 
                                                                                  If it s so
         ...
Employees Will
  Waste Time
  W      Ti
We’ll lose control of
  ’ll l          l f
        OUR BRAND
        OUR BRAND
Seriously?
S i l ?
Someone
might
steal our
steal our
SECRETS! 


            24
Either way?
It’s GONNA happen . . . 
  with you or without.
91% of professional
                  p
         marketers are using 
         social media for their 
         clients’ p...
The top two cited benefits of social media are 
  85% increased exposure/visibility
  63% more traffic / subscribers
Top 4 preferred social media tools
  Twitter  
  Facebook 
  LinkedIn 
  Blogs
B2B = biz to biz
B2C = biz to consumer
B2C enterprises more focused on Facebook 
B2B concentrate more on LinkedIn
  They also use more blogs
www.martellhomebuilders.com
Let’s Review
L t’ R i
The Community Tapestry Project, Moon Rain Centre, Ottawa BC 
Blogging Basics
Bl i B i
(
http://blog.blinds.com ‐ The Finishing Touch




After running two 
Houston window 
blind stores for more 
than a decade, ...
Best reason to blog: your Blog (or Website) 
                  g y        g(            )
is your BRAND. Not Twitter, FB, ...
LinkedIn
builds professional
builds professional
   connections
LinkedIn Factoids
   A new member joins LinkedIn approximately 
   every second.
   every second.
   There were more than ...
Go after (and offer) recommendations!
Make your own mark
LinkedIn summary
 fill out ALL of your profile!


 ask and answer questions
 participate in groups / discussions
 INVITE F...
Twitter –
Twitter – commo faster
                 faster 
  than you can think
  than you can think
Twitter Things to Know
            g
  Twitter now has 105,779,710 registered 
  users.
  New users are signing up at the ...
Great 
Great
companies 
monitor often 
& RUN to the 
& RUN to the
problem!!
Twitter is a 
great 
“channel” for 
non‐profits!!
When you find 
A great way to 
A     t      t    compatible 
                  compatible
brand yourself    friends, visit...
Don’t use 
Twitter like a 
Billboard; 
ENGAGE, 
converse, RT!!
Facebook = 
   Facebook =
TOTAL transparency
TOTAL transparency
The numbers speak for themselves
             p
  More than 500 million active users
  50% of active users log on to Faceb...
Create Raving Fans – Put ALL of Facebook to Work for You
http://www.facebook.com/blindscom
Use Facebook to Take Your Non‐Profit to the Next Level
http://www.facebook.com/SLGTCommunity
Promote 
Events to 
E t t
Support Your 
  pp
Business or 
Non‐Profit 
N P fi
Goals
You can set 
custom privacy 
settings for 
settings for
individual 
posts.
Best Things to Do with Facebook
         g
  Fan pages
  Custom HTML (FBML)  See BlindsCom Welcome 
  Page, previously. He...
build a 
       build a
social media plan . . . 
social media plan
 that works for you
 that works for you
Fast Company Blog; The Ten Commandments of Social Media BY FC EXPERT BLOGGER LON SAFKO Tue May 5, 2009
’s
                    s
                   ’s
10 Commandments of Social Media
10 Commandments of Social Media
  I.     Th...
’s
                    s
10 Commandments of Social Media
 VI.   Thou Shalt Set Alerts (immediately)
 VII. Thou Shalt Comme...
A simpler approach
Finding the right social media websites
Finding the right social media websites
  Look at what you’re already using (and y...
How to connect with the right people
How to connect with the right people
 Who are your industry’s leaders?
  o Conference...
Make the Most of Your Time
  Focus your presence on one social media channel 
  at a time
  Master it and move on to anoth...
Metrics ??
How Will You
 Know When 
You Get There
Ignore meaningless metrics like 
             i l         i lik
     “number of followers.”
 A successful campaign is more...
General Metrics           Facebook Metrics
‐ Google Analytics
  Google Analytics             ‐ Facebook Insights
         ...
What are you going to measure?
              Fans? Comments? Subscribers? 
              New customers? Engagement levels?...
Things you can start tracking today, for free
  # of Followers, Fans, Subscribers
  # f F ll         F     S b ib
  Traffi...
Google Analytics
http://www.google.com/analytics
http://www google com/analytics
Other great (free) measurement tools
  Alexa (http://www.alexa.com/)
  HootSuite (http://hootsuite.com)
  Feedburner (http...
Thanks for
 Coming!!
Let’s Connect!
  Elaine W Krause
  @ewkrause (on Twitter)
  http://www.linkedin.com/in/ewkrause
  http://www linkedin com/...
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
Social Media for Small Business
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Social Media for Small Business

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Overview of social media: the growth of Web 2.0, and the strong points about the four major social media channels: blogging, LinkedIn, Twitter, Facebook. Includes time management suggestions and tools for affordable measurement.

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Transcript of "Social Media for Small Business"

  1. 1. Social Media for  S i l M di f Small Business Small Business September 30, 2010 S b 30 2010 University of Houston University of Houston SBDC Clear Lake
  2. 2. Promised Content P i dC t t
  3. 3. Make informed decisions. Make informed decisions What you should know before diving in. Shorten the time you spend online. Sh t th ti d li The core social media tools that are best for you and  your business.  your business Keep your customers coming back for more.   Winning content that is most relevant to them. Wi i t t th t i t l t t th Know how you’re doing. A handful of simple tools to help measure the reach  of your efforts.
  4. 4. Agenda A d
  5. 5. Social Media Overview Social Media Overview Examples Stats St t The Tools Blogging LinkedIn Twitter Facebook Time Management Metrics
  6. 6. No time to view  this today …  y check it out!! Social Media Overview,, “Did You Know, Ver.4.0,” created by Xplane, the Visual  thinking company.    http://www.youtube.com/watch?v=6ILQrUrEWe8
  7. 7. the world we live in now Social Media for Business Social Media for Business [the world we live in now] [the world we live in now]
  8. 8. . . . has changed a LOT g Business Social Media for Business Social Media for [the world we live in now] [the world we live in now]
  9. 9. Social Media?   S i l M di ? What is it? What is it?
  10. 10. New Ways of Connecting New Ways of Connecting Concept and design by Schipul, the Web Marketing Company; http://www.schipul.com
  11. 11. Social Media is a conversation . . . Social Media is a conversation . . . Concept and design by Schipul, the Web Marketing Company; http://www.schipul.com
  12. 12. . . . between actual humans . . . between actual humans
  13. 13. Put another way, Put another way it’s a human conversation  it’s a human conversation that takes place online . . .  that takes place online
  14. 14. . . . and the conversation is global. d th ti i l b l
  15. 15. 2/3 of the global internet population use social networks use social networks
  16. 16. 3 out of 4 Americans are using some form of social media
  17. 17. but WAIT . . .
  18. 18. If it’s so GOOD ..  If it s so what are companies  AFRAID OF? Flickr Creative Commons photo by Vitor Bezrukov http://www.flickr.com/photos/s‐t‐r‐a‐n‐g‐e/382031318/sizes/m/
  19. 19. Employees Will Waste Time W Ti
  20. 20. We’ll lose control of ’ll l l f OUR BRAND OUR BRAND
  21. 21. Seriously? S i l ?
  22. 22. Someone might steal our steal our SECRETS!  24
  23. 23. Either way?
  24. 24. It’s GONNA happen . . .  with you or without.
  25. 25. 91% of professional p marketers are using  social media for their  clients’ products Even higher % of small  of small business owners  are doing so are doing so Next 4 slides from: 2010 Social Media Marketing Industry Report,  by Michael A Stelzner, http://www. SocialMediaExaminer.com
  26. 26. The top two cited benefits of social media are  85% increased exposure/visibility 63% more traffic / subscribers
  27. 27. Top 4 preferred social media tools Twitter   Facebook  LinkedIn  Blogs
  28. 28. B2B = biz to biz B2C = biz to consumer
  29. 29. B2C enterprises more focused on Facebook  B2B concentrate more on LinkedIn They also use more blogs
  30. 30. www.martellhomebuilders.com
  31. 31. Let’s Review L t’ R i
  32. 32. The Community Tapestry Project, Moon Rain Centre, Ottawa BC 
  33. 33. Blogging Basics Bl i B i
  34. 34. (
  35. 35. http://blog.blinds.com ‐ The Finishing Touch After running two  Houston window  blind stores for more  than a decade, Jay  Steinfeld and his  wife and business  f partner moved most  of the business to  the Web in 1996,  f founding  g Blinds.com, now a  $50 million business  and the No. 1 seller  of blinds online. 
  36. 36. Best reason to blog: your Blog (or Website)  g y g( ) is your BRAND. Not Twitter, FB, or LinkedIn Best way to start blogging B t t t t bl i Monitor a group of relevant blogs (via  Bloglines.com or Google Reader) such as - Daily Blog Tips http://www.dailyblogtips.com/ h // d il bl i / Post a few comments 7 Blogging Lessons Learned the Hard way 7 Bl i L L d h H d http://www.ewkrausecom.com/theportal/ blogging/7‐blogging‐lessons‐learned‐the‐hard‐way gg g/ gg g y
  37. 37. LinkedIn builds professional builds professional connections
  38. 38. LinkedIn Factoids A new member joins LinkedIn approximately  every second. every second. There were more than a billion people‐ searches through the site last year g y Executives from all Fortune 500 companies  are LinkedIn members 50% of Fortune 100 companies hire through  LinkedIn Over half a million LinkedIn groups exist
  39. 39. Go after (and offer) recommendations!
  40. 40. Make your own mark
  41. 41. LinkedIn summary fill out ALL of your profile! ask and answer questions participate in groups / discussions INVITE FRIENDS
  42. 42. Twitter – Twitter – commo faster faster  than you can think than you can think
  43. 43. Twitter Things to Know g Twitter now has 105,779,710 registered  users. New users are signing up at the rate of  300,000 per day. , p y Twitter's search engine receives around 600  million search queries per day. Of Twitter's active users, 37 percent use their  phone to tweet. Over half of all tweets (60 percent) come  from third party applications.
  44. 44. Great  Great companies  monitor often  & RUN to the  & RUN to the problem!!
  45. 45. Twitter is a  great  “channel” for  non‐profits!!
  46. 46. When you find  A great way to  A t t compatible  compatible brand yourself  friends, visit  on Twitter is  their lists to  with a custom  with a custom find others find others background.
  47. 47. Don’t use  Twitter like a  Billboard;  ENGAGE,  converse, RT!!
  48. 48. Facebook =  Facebook = TOTAL transparency TOTAL transparency
  49. 49. The numbers speak for themselves p More than 500 million active users 50% of active users log on to Facebook in any  50% of active users log on to Facebook in any given day Average user has 130 friends e age use as 30 e ds People spend over 700 billion minutes per  month on Facebook 70% of Facebook users live outside the US There are more than 150 million active users  There are more than 150 million active users currently accessing Facebook through their  mobile devices.
  50. 50. Create Raving Fans – Put ALL of Facebook to Work for You http://www.facebook.com/blindscom
  51. 51. Use Facebook to Take Your Non‐Profit to the Next Level http://www.facebook.com/SLGTCommunity
  52. 52. Promote  Events to  E t t Support Your  pp Business or  Non‐Profit  N P fi Goals
  53. 53. You can set  custom privacy  settings for  settings for individual  posts.
  54. 54. Best Things to Do with Facebook g Fan pages Custom HTML (FBML)  See BlindsCom Welcome  Page, previously. Here’s a how: P i l H ’ h http://www.socialmediaexaminer.com/how‐to‐ customize‐your‐facebook‐page‐using‐static‐fbml/  Special content Events How to Manage Your FB Privacy Settings With Three  S p e sts Simple Lists http://www.engadget.com/2010/07/13/how‐to‐ effectively‐manage‐your‐facebook‐privacy‐settings‐ with‐l/  with‐l/
  55. 55. build a  build a social media plan . . .  social media plan that works for you that works for you
  56. 56. Fast Company Blog; The Ten Commandments of Social Media BY FC EXPERT BLOGGER LON SAFKO Tue May 5, 2009
  57. 57. ’s s ’s 10 Commandments of Social Media 10 Commandments of Social Media I. Thou shalt Blog (like crazy) g( y) II. Thou Shalt Create Profiles (everywhere) III. Thou Shalt Upload Photos (lots of them) IV. Thou Shalt Upload Videos (all you can find) p ( y ) V. Thou Shalt Podcast (often)
  58. 58. ’s s 10 Commandments of Social Media VI. Thou Shalt Set Alerts (immediately) VII. Thou Shalt Comment (on a multitude of blogs) VIII. Thou Shalt Get Connected (with everyone) VIII Thou Shalt Get Connected (with everyone) IX. Thou Shalt Explore Social Media (30 minutes  per week) per week) X. Thou Shalt Be Creative (go forth and create  creatively)!
  59. 59. A simpler approach
  60. 60. Finding the right social media websites Finding the right social media websites Look at what you’re already using (and your  friends are using friends are using Look at what your clients and competition are  using (do some Google searches) using (do some Google searches) Find the industry trendsetters – and copy  their success their success
  61. 61. How to connect with the right people How to connect with the right people Who are your industry’s leaders? o Conference speakers f k o Journal writers o Fortune 500 or 1000 Watch them (as many as you can identify) on  Watch them (as many as you can identify) on LinkedIn  Clients (ditto) Clients (ditto) Colleagues (ditto)
  62. 62. Make the Most of Your Time Focus your presence on one social media channel  at a time Master it and move on to another . . . or not Schedule time (at least an hour) for social media  every day – make it part of your routine Don’t just promote yourself – ENGAGE o A good mix is 80% conversation & promoting others’  content; 15‐20% promoting your own) Go at your own pace G t Enlist the help of trusted friends; interns Attend classes or networking groups d l k
  63. 63. Metrics ?? How Will You Know When  You Get There
  64. 64. Ignore meaningless metrics like  i l i lik “number of followers.” A successful campaign is more  than just a body count. j y
  65. 65. General Metrics Facebook Metrics ‐ Google Analytics Google Analytics ‐ Facebook Insights g Metric  M ti Tools Blog Metrics Blog Metrics Twitter Metrics ‐ Twitalyzer ‐ Google Analytics ‐ HootSuite
  66. 66. What are you going to measure? Fans? Comments? Subscribers?  New customers? Engagement levels? Responses? What are you going to measure against? What are your benchmarks? Where is your starting point? Thanks to Sandra Fernandez, Public Relations Manager, Houston  Public Library for all the Metrics Wisdom!! @sandrasays
  67. 67. Things you can start tracking today, for free # of Followers, Fans, Subscribers # f F ll F S b ib Traffic to your blog (VISITORS not Hits) Conversations/Comments / o On your blog o F b k Li k dI Facebook or LinkedIn page o Responses on Twitter Links to your site or social Links to your site or social media channel Clickthroughs on links you on links you post to your networks Retweets, Trackbacks, Retweets, Trackbacks, Sharing
  68. 68. Google Analytics http://www.google.com/analytics http://www google com/analytics
  69. 69. Other great (free) measurement tools Alexa (http://www.alexa.com/) HootSuite (http://hootsuite.com) Feedburner (http://feedburner.google.com) Three that cost $$s TweetMeme Analytics (http://tweetmeme.com) Radian6 (http://www.radian6) Omniture, by Adobe (http://www.omniture.com) (h // )
  70. 70. Thanks for Coming!!
  71. 71. Let’s Connect! Elaine W Krause @ewkrause (on Twitter) http://www.linkedin.com/in/ewkrause http://www linkedin com/in/ewkrause http://ewkrausecom.com/theportal

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