Southeast Louisiana Small Business Conference: Social Media 101
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Southeast Louisiana Small Business Conference: Social Media 101

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Social Media 101 presentation

Social Media 101 presentation

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Southeast Louisiana Small Business Conference: Social Media 101 Southeast Louisiana Small Business Conference: Social Media 101 Presentation Transcript

  • Social Media Marketing
  • FSC Interactive
  • Andy Kutcher
  • What is Social Media?
  • But, What is Social Media?Social Media is anyonline or mobilenetwork that allowspeople tocongregate, share andcommunicate. It’s aparty…. online
  • Why Should I Use Social Media
  • 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
  • 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
  • 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: http://news.cnet.com/8301-1009_3-20016517-83.html)
  • Let’s Get Started!How to Develop your Social Media Strategy
  • What are your Goals?
  • 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
  • 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
  • What (and who) are your Resources?• In-house vs. Outsourced• Team Size• Available Time• Accountability
  • What Channels should you use?
  • 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
  • ContentCommunityConsistencyCustomization
  • 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
  • What to Post• News About Your Business• Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!
  • “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
  • Consistency
  • Create a Schedule (and stick to it!)
  • CustomizationYou forgot thefirst rule of massmedia, Elliot!GIVE THE PEOPLEWHAT THEYWANT! - James Bond, Tomorrow Never Dies
  • 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
  • Anyone you interact with, even if only one time, is a part of your communityhttp://www.coolinfographics.com/blog/2010/10/14/map- of-online-communities-2.html
  • What Else Should I Do? Good Question!
  • It’s Ok toEavesdrop!
  • Google Alerts
  • Social Mention
  • Open Book
  • www.search.twitter.com “search term” near:zipcode
  • TweetBeep
  • Topsy
  • Let’s Talk Specifics Facebook Twitter LinkedIn Yelp Google Places
  • The ‘book
  • FacebooktopsGoogleforweeklytraffic inthe US.
  • Using Facebook as a Brand Engaging on Facebook as a Page Customizing Your PageGrowing your Community through Targeted Ads Measuring Success with Insights
  • Being Your Brand on Facebook
  • Engage With Things You Like
  • Share Your Favorite Content
  • Customize Your Page
  • Page Settings
  • Cross Promote Your Partners
  • Facebook Deals
  • Customized Tab
  • Reach Your Audience Through Ads
  • Facebook Ads
  • 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
  • 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.
  • Measuring Success with Insights
  • There aremorepeople onTwitter thanthepopulationof Sweden,Israel,Switzerlandor Norway
  • Using Twitter as a Brand Speaking the Language Why Twitter Matters Using Twitter Lists Measuring Success on Twitter
  • Cocktail PartyRules of Engagement
  • 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
  • Speaking the languageRT @fscnola hosting a #socialmedia101 training session this morning!
  • Twitter Translator
  • Replies@ denotes a tweet sent to another Twitter user.@TiffanyStarnes see youin the park tonight!
  • RetweetRetweets are similar toforwarding a message ine-mail. They help growcommunities and makespeople feel good.RT @andyknola: Helpraise money for TsunamiRelief:http://bit.ly/awsjah0
  • Direct MessageDM is a private message that you can only sendto those who follow you.D Adeletiblier Here’s mye-mail addressandy@fscinteractive.com
  • 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
  • Why Twitter Matters
  • Twitter Can be Used For…• PR• Crisis Communication• Customer Feedback• Achieving Goals• Customer Relations• Recruitment• Sales• Driving Traffic
  • Manage(on your computer)
  • Manage(on the go)
  • Beauty in Brevity
  • Measuring Success on Twitter
  • 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
  • Bit.ly
  • Who.Unfollowed.Me
  • TweetStats
  • Measuring Success on TwitterReTweetist- Allows you to discover trends, popular topics and popular people bytracking Retweets (RTs) across Twitter.http://retweetist.com/Twitalyzer- 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!http://backtweets.com/TwitterCounter – 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.http://oneforty.com/category/Analytics
  • 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?
  • Using LinkedIn as a Professional Your Profile Getting Connected Own YOUR Brand Your Company Page
  • Your Profile
  • 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
  • Getting Connected
  • Who Do You Know?
  • 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
  • Expand Your NetworkJoin Groups & Organizations – Some are open and others require invitation – Seek Professional Organizations – Seek with Potential Customers
  • Updates Keep you Updated
  • Owning YOUR Brand
  • 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
  • Get Recommendations Recommendations - Give to receive…. recommend former coworkers, employers and employees - Ask them to reciprocate - Not so glowing, you can hide it
  • Your Company Page
  • Companies can have a Presence, Too!
  • Brand Overview, Recruitment and Services
  • Linking it all Together
  • Share Whatchya Got
  • Print Materials
  • Email Signature
  • Website (above the fold!)
  • TV Ads
  • Media Buys
  • Anywhere Relevant
  • Andy Kutcher E-mail: andy@fscinteractive.comLinkedIn: www.linkedin.com/in/andykutcher Twitter: www.twitter.com/andyknolaFacebook: www.facebook.com/andy.kutcher
  • FSC Interactive 1943 Sophie Wright Place New Orleans, LA 70130 (504) 894-8011 E-mail:training@fscinteractive.com Facebook:www.facebook.com/fscinteractive Twitter: www.twitter.com/fscnola Get More Slides:http://www.slideshare.net/fscnola