Southeast Louisiana Small Business Conference: Social Media 101


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  • CHa
  • Be creative while including terms you want people to find you for.
  • Network Statistics. One intro away from 32K professionals
  • Southeast Louisiana Small Business Conference: Social Media 101

    1. 1. Social Media Marketing
    2. 2. FSC Interactive
    3. 3. Andy Kutcher
    4. 4. What is Social Media?
    5. 5. But, What is Social Media?Social Media is anyonline or mobilenetwork that allowspeople tocongregate, share andcommunicate. It’s aparty…. online
    6. 6. Why Should I Use Social Media
    7. 7. Facebook: Social Networking Site that allows for open communication betweenpeople and brands.800+ Million Active Users46% of Facebook users are 25-44 years old81% of Facebook users have some level of higher education Twitter: A Social Networking and Microblogging site that allows for open, public communication in 140 characters or less. Over 200 Million Users 57% of Twitter users are 25-44 years old 37% of Twitter users have a Bachelors Degree, at least YouTube: A video sharing website, owned by Google. The second largest search engine on the web. Over 3 Billion Videos Viewed Daily Average age of YouTube is 27 with 20% being 35+ 78% of YouTube users have some level of higher education
    8. 8. LinkedIn: A Social Networking site for business professionals.More than 120 Million MembersAverage age of LinkedIn is 25-54LinkedIn is used by 69 of the Fortune 100 Companies Yelp: A Social Networking site that allows customers to leave reviews of any business 61% of people rely on user reviews for product information or research before a buying decision is made 41 Million Monthly VisitorsGoogle Places: Allows you to claim your business profile on Google, people canreview your business97% of consumers search for local businesses online
    9. 9. 78% of companies said they use Facebook, Twitter, and other sites to conduct research, improve customer service, push marketing and PR initiatives, andultimately boost sales.(credit:
    10. 10. Let’s Get Started!How to Develop your Social Media Strategy
    11. 11. What are your Goals?
    12. 12. What are your Goals?• Specific I want to increase traffic to my• Measurable website by 10%• Realistic We want a monthly average of 70 interactions on Facebook I want 20 new Followers on Twitter every Month
    13. 13. Who is your Audience?• Age, Race, Gender• How do they talk to you• How do they talk to each other• What is the best way to reach them
    14. 14. What (and who) are your Resources?• In-house vs. Outsourced• Team Size• Available Time• Accountability
    15. 15. What Channels should you use?
    16. 16. The Four “C’s” of Social Media No matter what platforms you choose, these four things will keep your strategy moving in the right direction
    17. 17. ContentCommunityConsistencyCustomization
    18. 18. ContentWe know the digital era requires more content,not less. And it requires content edited andpackaged in ways that help user access and allowfor advertising placement. – Tom Curley, CEO of The Associated Press
    19. 19. What to Post• News About Your Business• Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!
    20. 20. “Be yourself. Above all, let who you are, what youare, what you believe, shine through every sentence youwrite, every piece you finish.” - John Jakes, author
    21. 21. Consistency
    22. 22. Create a Schedule (and stick to it!)
    23. 23. CustomizationYou forgot thefirst rule of massmedia, Elliot!GIVE THE PEOPLEWHAT THEYWANT! - James Bond, Tomorrow Never Dies
    24. 24. Communitycom·mu·ni·ty ɪ /kəˈmyunti/ noun, plural -ties. a social, religious, occupational, or other groupsharing common characteristics or interests andperceived or perceiving itself as distinct in somerespect from the larger society within which itexists
    25. 25. Anyone you interact with, even if only one time, is a part of your community of-online-communities-2.html
    26. 26. What Else Should I Do? Good Question!
    27. 27. It’s Ok toEavesdrop!
    28. 28. Google Alerts
    29. 29. Social Mention
    30. 30. Open Book
    31. 31. “search term” near:zipcode
    32. 32. TweetBeep
    33. 33. Topsy
    34. 34. Let’s Talk Specifics Facebook Twitter LinkedIn Yelp Google Places
    35. 35. The ‘book
    36. 36. FacebooktopsGoogleforweeklytraffic inthe US.
    37. 37. Using Facebook as a Brand Engaging on Facebook as a Page Customizing Your PageGrowing your Community through Targeted Ads Measuring Success with Insights
    38. 38. Being Your Brand on Facebook
    39. 39. Engage With Things You Like
    40. 40. Share Your Favorite Content
    41. 41. Customize Your Page
    42. 42. Page Settings
    43. 43. Cross Promote Your Partners
    44. 44. Facebook Deals
    45. 45. Customized Tab
    46. 46. Reach Your Audience Through Ads
    47. 47. Facebook Ads
    48. 48. For Example…In Louisiana, who like: In Louisiana, who are:- N.O. Saints: 258,360 - Married: 531,200- Cooking: 78,520 - Engaged: 50,400- Shopping: 149,040 - Single: 272,880- Travel: 75,780 - College Graduates: 423,760
    49. 49. Real Life ExamplesSituation: Need to Drive Traffic to the New OrleansSaints Pre-Season Games.Primary Target: Men in LouisianaSecondary Target Demographics: Like New OrleansSaints and Football. Are 21+ Situation: Wedding Shop in New Orleans that specializes in high-end, handmade wedding dresses Primary Target: Women in New Orleans, LA Secondary Target Demographics: Engaged, 25+ and College Graduates.
    50. 50. Measuring Success with Insights
    51. 51. There aremorepeople onTwitter thanthepopulationof Sweden,Israel,Switzerlandor Norway
    52. 52. Using Twitter as a Brand Speaking the Language Why Twitter Matters Using Twitter Lists Measuring Success on Twitter
    53. 53. Cocktail PartyRules of Engagement
    54. 54. Cocktail Party Rules of Engagement– Don’t talk all about yourself– Find the people who interest you– Try to add value to the conversation– Follow up with your new friends
    55. 55. Speaking the languageRT @fscnola hosting a #socialmedia101 training session this morning!
    56. 56. Twitter Translator
    57. 57. Replies@ denotes a tweet sent to another Twitter user.@TiffanyStarnes see youin the park tonight!
    58. 58. RetweetRetweets are similar toforwarding a message ine-mail. They help growcommunities and makespeople feel good.RT @andyknola: Helpraise money for TsunamiRelief:
    59. 59. Direct MessageDM is a private message that you can only sendto those who follow you.D Adeletiblier Here’s mye-mail
    60. 60. Hashtag# makes a term into a keyword that issearchable, also used to imply sarcasm or humor@tiffanystarnes is speaking in tongues at#socialsummit@nolamaven @AmieSaint @glamourstar thismakes me weep for America.#mariahcareybabynames
    61. 61. Why Twitter Matters
    62. 62. Twitter Can be Used For…• PR• Crisis Communication• Customer Feedback• Achieving Goals• Customer Relations• Recruitment• Sales• Driving Traffic
    63. 63. Manage(on your computer)
    64. 64. Manage(on the go)
    65. 65. Beauty in Brevity
    66. 66. Measuring Success on Twitter
    67. 67. Success = ____________?“A leader has to be positive about all things that happento his team. Look at nothing in the past as failure.” - Coach Mike Krzyzewski
    68. 68.
    69. 69. Who.Unfollowed.Me
    70. 70. TweetStats
    71. 71. Measuring Success on TwitterReTweetist- Allows you to discover trends, popular topics and popular people bytracking Retweets (RTs) across Twitter. Twitters most popular measurement solution for business and personalusers, focusing on influence, impact and engagement.http://www.twitalyzer.comBackTweets- Get a comprehensive understanding of how your content is shared onTwitter, including tweet graphs, reach & impressions stats, influencer lists and more! – Allows you to review your friends and follower growth by week,month or 3-month intervals. You can also compare your growth to competitors.http://twittercounter.comOneForty – All of the latest and greatest online and social media tools.
    72. 72. What is Linked In? Who Do You Know? Who Do THEY Know? Who Are You Trying to Reach? How Do You Expand Your Network? How Do You Set Yourself Apart?
    73. 73. Using LinkedIn as a Professional Your Profile Getting Connected Own YOUR Brand Your Company Page
    74. 74. Your Profile
    75. 75. First, Let’s Talk About ME. COMPLETE your Profile… - Add Your Picture - Include ALL job history - Ask For and Make Recommendations - Optimize EVERYTHING - Job Titles - Updates - Summary
    76. 76. Getting Connected
    77. 77. Who Do You Know?
    78. 78. Who Do They Know? - Always personalize requests! - Include an introduction and why you would like to connect - Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST
    79. 79. Expand Your NetworkJoin Groups & Organizations – Some are open and others require invitation – Seek Professional Organizations – Seek with Potential Customers
    80. 80. Updates Keep you Updated
    81. 81. Owning YOUR Brand
    82. 82. Position Yourself as a Pro Questions and Answers - Search open questions - Offer your expert opinion - Don’t know the answer, share it with someone who might
    83. 83. Get Recommendations Recommendations - Give to receive…. recommend former coworkers, employers and employees - Ask them to reciprocate - Not so glowing, you can hide it
    84. 84. Your Company Page
    85. 85. Companies can have a Presence, Too!
    86. 86. Brand Overview, Recruitment and Services
    87. 87. Linking it all Together
    88. 88. Share Whatchya Got
    89. 89. Print Materials
    90. 90. Email Signature
    91. 91. Website (above the fold!)
    92. 92. TV Ads
    93. 93. Media Buys
    94. 94. Anywhere Relevant
    95. 95. Andy Kutcher E-mail: andy@fscinteractive.comLinkedIn: Twitter:
    96. 96. FSC Interactive 1943 Sophie Wright Place New Orleans, LA 70130 (504) 894-8011 Twitter: Get More Slides: