Using Social Media to Promote Your Business


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Presentation gives business owners insights into how to start using social media, where they should be on the social sphere and introduces them to the Circular Model of SoMe for Social Communication - Share, optimize, Manage, engage.

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Using Social Media to Promote Your Business

  1. 1. Gina Luttrell @ginaluttrell Using Social Media to Promote Your Business
  2. 2. Who am I?  Gina Luttrell, Ph.D., @ginaluttrell,  Professor of Public Relations and Social Media at Eastern Michigan University  15 years as a PR practitioner  Began teaching in 2007  My career has spanned large corporations to Non-profits  Consult, research, present & conduct workshops to keep active and current in PR & SoMe  PRSA-Detroit Member  PRSSA Faculty Advisor, Eleanor Wright Chapter  Upcoming book on Social Media and PR
  3. 3. Overview  What is Social Media & Why is it Important?  Conversation Channels  Blogging  Microblogging  Social Networking Sites  Photo sharing  Video  Analytics & Monitoring  Tips  Thank You & Questions
  4. 4. What is Social Media?  Varied definitions  Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.  Social media consists of various user-driven (inbound marketing) channels (e.g., Facebook, Twitter, blogs, YouTube). These channels represent a stark difference from the advertiser-driven (outbound marketing) push model. As the principal owner of the customer relationship in the firm, typically, the marketing department is responsible for managing these social media channels. Although some may argue that the customer relationship is “everyone’s” responsibility in the firm, the overarching responsibility rests with the marketing department as the champion for the customer. Cheryl Burgess – Blue Focus Marketing  Social media is digital content and interaction that is created by and between people. Sam Decker – Mass Relevance  Here is a link to 30 variations on a definition…
  5. 5. What is Social Media?  Human Network  Think of social media as an invitation to someone’s house  It’s personal, private, and you NEED TO BE INVITED!  SM is the epitome of two-way communication  Communicators have never before been able to connect with consumers on such personal levels
  6. 6. Why should you care?
  7. 7. SoMe is NOT MKTG  In marketing we sell  In SoMe we look to build relationships  That’s why PR and SoMe go hand in hand  PR should lead SoMe strategies  When companies try to apply marketing or advertising principles to SoMe they fail  Not there to promote your products – I know…hard concept
  8. 8. Features of SoMe  Sharing: allows you to send content to your social networks in batches.  Profiles: allow you to position your expertise and qualifications to the social networks. The keywords in your profile(s) are vitally important. They have a strong impact on your search results.  Pages: allow you to create specific content based on interest. This helps when you want to build targeted campaigns.  Groups: allow you to engage with your current & potential clients based on their areas of interest.
  9. 9. Features of SoMe  Search: allows you to find and rank specific keywords. Keywords are indexed by the search engines.  Messages: allows you to privately engage with specific prospects.  Events: allow you to promote events and see attendees to create follow up strategies.  Voting/crowdsourcing: allows you to take the pulse of your marketplace.  Applications: a wide variety exist to customize any aspect of your social strategy.  Source Consumer Solutions, NY
  10. 10. Get on the “Cluetrain”  The Cluetrain Manifest summarized ideals and basis of all interaction via social media  Be authentic to stakeholders: talk like people, eliminate buzz words and overly technical terms;  Have fun and laugh; and above all  Listen  H U M A N Network  People on the other side of your computer, brand, website, podcast, video, blog, microblog, photosharing site…
  11. 11. How SoMe Works  The Circular Model of SoMe for Social Communication promotes listening  S: Share  Connect with users through sharing sites  O: Optimize  Listen & learn from conversations  M: Monitor  Tweetdeck, Hootsuite – allow you to see conversations in real-time  E: Engage  So do it… talk with customers!
  12. 12. Conversation Prism
  13. 13. Where to Begin?  Social Media Audit  Where are your customers? That’s where you need to be!
  14. 14. Tactics  The following section are the tactics you will take to create the social media plan.  You may or may not use all of the following social media tools in your plan.  Remember, not all SM tools are right for every organization. You need to decide which ones are right for your organization.  This will depend on resources – meaning staff, money, and ability.
  15. 15. Blogging
  16. 16. Blogging  Pick the right tool  I like Wordpress  Pick the right URL   Write about subject matter that you know about  Join the conversation  Follow other bloggers, influencers in your field  Create an editorial calendar  Blog 2-3 times per week  Commitment  Don’t sell your products, talk around them
  17. 17. Blogging  Attribute sources – from other articles and photos  If someone comments, comment back!  Check your facts, don’t just repost.  Create social media policy – MUST HAVE!   Blog and for employees  Tells both how to act on SM  Short, more informal writing. 250-600 words  Promote via Twitter  Hashtags & bilty URLs
  18. 18. Blogging  How many hours will be spent on blogging  Break this down either by daily/weekly/monthly  Include how many blogs will be written either daily/weekly/monthly  Remember a good rule of thumb is one blog daily, three weekly  Try to create an editorial calendar for your blog  Short term objectives:  Increase recognition  Insert actions to be taken here (Example: X number of posts)  Blog publication schedule  Add RSS button  Increase engagement  Insert actions to be taken here (Example: Encourage comments, forum pages, etc)  Key Metrics:  Number of posts  Audience growth‐ unique and returns  Conversation rate  Conversions  Subscribers  Inbound links  Technorati, Alltop, and other directory listings  SEO Improvements
  19. 19. Microblogging
  20. 20. Microblogging  Twitter most popular  Choose the right @ name  Follow key players in your industry  140 characters – when sending tweets make sure your are only 55 characters. Want ppl to RT  RT – retweet  # - hashtags – group conversations  @ginaluttrell  DM – direct message  URL shorteners – bitly (my fav)  Analytics- see how many ppl clicked on your link
  21. 21. Microblogging  Microblogging (Twitter)X hours daily/weekly/monthly  Include which tools will be used to help with this activity  Hootsuite, Tweetdeck  Short term objectives:  Compile list of company Twitter users  Promote company blog post through corporate account  Communicate support issues from social media to support team, ensure follow‐up  Build reputation  Promote other social networking activities/sites through Twitter  Key Metrics:  How many Friends/Followers  Velocity‐ avg. of first‐ and second‐order followers attracted per day since the account was established. (Could suggest using to monitor this.)  Social Capital‐ influence of twitter followers  Centralization‐ how much influence (reach) is invested in a small number of followers  Pages ranking on key terms from microblogging sites
  22. 22. Social Networking Sites
  23. 23. Social Networking Sites  LinkedIn  Business minded people  Resume  Connections/referrals  Executive level search  Link company blog  Professional headshot  Join groups  Min 5, be active in at least 1  Get recommendations  Answer questions – become an expert
  24. 24. Social Networking Sites  Facebook  Choose good vanity URL, can’t be changed  Blurred lines btw personal & professional  Post 2-3 times per week  Use photos  For analytics, utilize FB insight tools
  25. 25. Social Networking Sites  Facebook fan page  Insert strategy here  Items like create a group, encourage interaction, create content  Also, participate in others groups. List possible FB groups.  LinkedIn  Insert strategy here  Items like create a group, encourage interaction, create content  Also, participate in Q&A, other groups, etc  Key Metrics:  Referrals from social networks  Building Friends on Social Networks
  26. 26. Video
  27. 27. Video  Youtube – largest video sharing site  When setting up account try to use professional name  Three categories: educate, inform or entertain  Videos should be somewhat professional and somewhat lax  Participate in the community  Analytics  Vimeo  Can be closed and password protected
  28. 28. Video  Online VideoX hours daily/weekly/monthly  Short term objectives:  Update videos on social video sites and link to core site  Youtube  Create video series for Youtube  Create Youtube channel  Vimeo  Facebook  Key Metrics:  Referrals from social video sites  Views of videos on social sites  Pages ranking on key terms from Youtube
  29. 29. Photosharing
  30. 30. Photo Sharing  Pinterest  Instagram  Flickr  When setting up account try to use professional name  Engage customers  Have them post photos  Run contests  Show your product or service to potential customers  Increase traffic to your website, Facebook page, blog or Twitter account
  31. 31. Photo Sharing  Photo sharing hours daily/weekly/monthly  Short term objectives:  Encourage employees to share any interesting and marketing relevant photos from social marketing or sales events  Take pictures of any relevant marketing events  Utilize photo sharing sites to share images with links back to blog and core site  Flickr  Pinterest Boards  marketing/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Masha ble+%28Mashable%29&utm_content=Google+Reader    Facebook Photo Gallery  Our blog  Key Metrics:  Referrals from photo sharing sites  Views of photos on social sites  Pages ranking on key terms from photo sharing sites
  32. 32. Analytics
  33. 33. Monitoring & Analytics    50 analytics tools:  Create your own analytics tool  Provided you with a start within each slide
  34. 34. Tips The Circular Model of SoMe for Social Communication Be real, be you Don’t sell Don’t abuse the “invitation” to the party
  35. 35. Thank You!  Questions?   @ginaluttrell