Demystifying Social Media for Business


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Social Media is huge and any business not tapping into the power of these tools and networks is missing out.

Yet it can be overwhelming and difficult to know where to start and what tools to use.

This presentation was done as a webinar for entrepreneurs wishing to know top tips and tricks to making the most out of their social media efforts. Enjoy

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  • Expectations have risen yet very difficult to make this task “professional”Volunteer treasurers – No one wants to volunteerHandling cash & cheques sucksMost people don’t like asking for money from friendsTime requirement to properly handle transaction records
  • Expectations have risen yet very difficult to make this task “professional”Volunteer treasurers – No one wants to volunteerHandling cash & cheques sucksMost people don’t like asking for money from friendsTime requirement to properly handle transaction records
  • Expectations have risen yet very difficult to make this task “professional”Volunteer treasurers – No one wants to volunteerHandling cash & cheques sucksMost people don’t like asking for money from friendsTime requirement to properly handle transaction records
  • Expectations have risen yet very difficult to make this task “professional”Volunteer treasurers – No one wants to volunteerHandling cash & cheques sucksMost people don’t like asking for money from friendsTime requirement to properly handle transaction records
  • What are the key metrics to follow for measuring ROIHow do I convince stakeholders that investing in social media is time and money well spent?
  • Set goals then track and measure actual reachMeasure your conversation shareUse recommendations and referralsCreate inbound link loveUtilize Social Bookmarking
  • How do I make sure our message is noticed?What are the marketing DOs and DON'TsWhat’s the most effective non ‘spammy’ way to drive businessHow do I make a message go viralHow can I best spend our online marketing budget
  • How long I should spend on social media marketingHow do I avoid overwhelm
  • How do I narrow our social media marketing efforts to our target market?What’s the best use of social media marketing to target small niche markets with a strategy and customized content?How do I use social media to build brand awareness?
  • How do I obtain qualified subscribers to our blog, Youtube channel, newsletter and Twitter feed?How do I reach a large audience, outside of our current contacts and get them to respond?How do I drive more traffic to our website using social media marketing?What are keywords and how can I use them?
  • The average user is connected to 60+ pages, groups and eventsGlobal reach with 70% of users located outside the US100+ million users access Facebook from a mobileA great platform to build your relationshipsIncreases your visibility as people share your contentBusiness pages are a low cost marketing method Acts as a real time search engine
  • Fans (‘Likes’) of your page will see your page posts in their News Feed mixed in with updates from friendsFans can interact with your brand in a number of ways based including commenting on a post, liking it, and sharing itIn addition you can install apps to run contests, polls, quizzes, videos, photos and customized landing tabsYou can link your blog feeds to publish to your page and show your Twitter updates on a tab
  • Vary your content and post article links from you or other sources, ask questions and newsy updatesMix up your media – add photos and ask your clients/ customers to post photos of them using your brand, product or serviceEvents: and link them to your page such as a webinar your holding or an upcoming sale
  • Share their experiences, both good and not so goodProvide feedback on recent events or launchesDiscuss product ideasLearn about exclusive deals or offersGet customer service
  • Twitter lets you write and read messages of up to 140 characters – because less is moreTweets (messages) are public to everyone but you can direct a message to a specific person using their `handle’Twitter can be thought of as a real-time giant search engine where people update by tweeting the latest news, events, thoughts, questions and links You can access Twitter via the Twitter website, your phone or manage your accounts from a plethora of applications
  • Use to find people talking about your publication or print topics - then follow themUse We Follow to follow ‘Tweeters’ by category such as media, lifestyle, health, newsCreate a Twellow account – Twitter Yellow Pages, add an extended publication bio here and follow relevant peopleYou can also choose to interact without following an account, just send them a tweet and get chatting
  • @username is a public message to or about someoneFollow is to subscribe to somebody’s messagesDirect Message (d username) is a private message Retweet (RT @username ) is when you repost a valuable message from someone and give them creditvia @ is another way of sharing a RT but allows you to put the message first and credit them later
  • Build relationships on TwitterListen for comments about youRespond to comments and queriesAsk questions and be genuinely interestedPost links to things people would find interestingRetweet messages you would like to shareUse a friendly, casual toneDon’t spam people!2. Harness the real-time nature of TwitterAsk questions, float ideas, post polls and expect fast feedback as your following growsIf you’ve launched a new issue, new publication or new campaign, search Twitter for commentsRespond to customer service issues quicklyBe sure to quickly engage in discussion on a tricky public issue your company is dealing with
  • Individual asset for you to showcase your brandConnect with professionals in the same field as youBuild trust and relationships in your networkGet recommendations from partners and clientsJoin and participate in group discussionsMeet professionals with related areas of interestGain insights into the latest trends in your area
  • Use your status update to submit latest blog articles, website updates or new business information for people to viewShare and send this to Twitter, Facebook and post to groups you’re members ofGet recommendations
  • In your network and organizationsGain exposure for your publication as professionals within the network gather to answer your questionMake new connections as a result of these conversationsCreate articles for your publication based on answers
  • Get off to a fast start by seeking out others with common interests Service partners or strategic alliancesSelect them based on trusted recommendations from people in your network.
  • Do not be afraid to ask for favours within your network such as a recommendation or introductionPass along information that might be worthy to your first degree network Make introductions on behalf of others in your network as a courtesyAlways remember to give back anything you take out of it
  • Use LinkedIn’s status update to share a valuable note, blog post, article or informationUse this sparingly and not as a ‘Daily About Me’ broadcast or sales pitchPeople do not wish to know what’s going on in your life on a daily basisAvoid the boilerplate text when adding a connection and instead write a personal one
  • Build a community and connect with your readershipCreate a “human” feel behind your business & brandImprove your SEO and generate traffic with fresh contentBuild trust and establish authority in your fieldControl your news and updates to the public with your own PR platform and messaging toolMaximize this low cost form of marketing
  • Search on on Technorati, AllTop & BlogRank
  • Post informative articles related to your businessAllow readers to share your content, comment & engageCreate pages with more information on your publicationAdd plug-ins and widgets to offer even more functionalityDraw traffic to your website or social networks
  • Enticing header with name of blog, tag lineClear call to action buttons to subscribe by email and RSS Search function so you can see how visitors use your siteAbout page with photo and testimonialsUse a variety of media: text, video, audioPlenty of white space to make it easy to readSocial Media links to share your content and connect with you
  • Demystifying Social Media for Business

    1. 1. Demystifying the Business of<br />Social Media<br />
    2. 2. What can you expect to learn today?<br />Why Social Media is so HUGE right now<br />Answers to the Top 5 Social Media questions <br />How to use the Top 5 Social Media sites for business<br />Top tips and tricks to take away and start using today<br />
    3. 3. What you need to do now<br />
    4. 4. Social media is huge<br />It’s important that we understand the huge shifts that are happening right now<br />
    5. 5. If Facebook <br />were a country, <br />it would be <br />the third most <br />populated <br />in the world, <br />ahead of the <br />United States.<br />Only China<br />& India are<br />more populated.<br />
    6. 6. 500 BILLION.<br />The number <br />of minutes spent <br />on Facebook <br />per month. <br />LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION<br />
    7. 7. 25 BILLION.<br />The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. <br />THAT’S MORE THAN 6X LAST YEAR’S VOLUME.<br />
    8. 8. 500<br />BILLION<br />The number of peer influence impressions Americans generate per year via social media.<br />62% of those impressions come from Facebook.<br />
    9. 9. 35 HOURS<br />The amount of video uploaded to YouTube every minute.<br />THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME.<br />
    10. 10. 2 BILLION.<br />The number of YouTube videos viewed per day.<br />THAT’S TWICE AS MANY AS LAST YEAR.<br />
    11. 11. 4 BILLION.<br />The number of images hosted on Flickr. <br />THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. <br />
    12. 12. ONE-THIRD.<br />The proportion of women aged 18-34 who check Facebook when they first wake up<br />Even before going to the bathroom. <br />
    13. 13. NINETY-FIVE.<br />The percentage of companies using LinkedIn <br />to find and attract employees. <br />59% use Facebook and 42% use Twitter.<br />
    14. 14. 27 MILLION<br />The average number of “tweets” per day on Twitter.<br />THAT’S 8X LAST YEAR’S VOLUME. <br />
    15. 15. Years to reach 50 million viewers<br />Radio<br />38 years<br />
    16. 16. Years to reach 50 million viewers<br />Television<br />13 years<br />
    17. 17. Years To reach 50 million viewers<br />Internet<br /> 4 years<br />
    18. 18. Years to reach 50 million viewers<br />iPod<br />3 years<br />
    19. 19. added 100 million users in less than 9 months<br />
    20. 20. What is Social media? <br />
    21. 21. It is A Powerful Business Tool<br />81% Generated exposure for their organization<br />61% Increased subscriber/traffic/opt-ins <br />48% Generated qualified leads<br />45% Reduced marketing costs<br />35% Closed more business  <br />Source: Social Media Examiner 2010 Industry Report<br />
    22. 22. Proof is in the purchase<br />33% visit social media sites to engage in product research before making a purchasing decision<br />47% say social media sites influence their decision to purchase specific companies services & brands<br />26% of respondents changed their minds about purchasing a product after reading about it on a social media site.<br />
    23. 23. Social Media Effects<br />Source:<br />
    24. 24. The most important thing to know<br />Social Media is all about engaging<br />
    25. 25. Real World Story<br />“I used to think Twitter was dumb, and I didn't even<br />have a personal Facebook account until 2009. <br />Now, the social web counts for probably a third of our<br />business.<br />If you have a business, you might want to think about<br />Gettingon the train too.”<br />Chris Guillebeau, Founder has a small army (20K subscribers), <br />several successful online products and now a published book!<br />
    26. 26. Why you need to be social<br />Being social is not just for people it’s for organizations too!<br />You can’t afford to not use Social Media as part of an integrated marketing effort.<br />Social Media is here to stay so learn how to maximize <br /> it for amazing results.<br />
    27. 27. What is Social Media?<br />Social Media is media with a social component<br />that provides a two-way street for communicating. <br />Social media is produced through <br />self-publishing & user-generated<br />content vs traditional media<br />
    28. 28. What is Social Media?<br />Social Media can be broken down as follows<br />Social Networking. (Facebook, LinkedIn, Twitter)<br />Social Photo and Video Sharing. (YouTube, Flickr)<br />Wikis. (Wikipedia, Wikia)<br />Social Bookmarking. (Diigo, Furl)<br />Social News. (Digg, StumbleUpon, Reddit) <br />
    29. 29. Don’t be overwhelmed<br />You don’t need to be on all those sites!<br />
    30. 30. Where do you need to be?<br />Create compelling content and stories to draw people to you.<br />Make a specific ask or establish a specific goal to reach.<br />Make it astonishingly easy for your customers to take action<br />
    31. 31. What are the Top 5 questions asked by organizations today?<br />
    32. 32. Question #1<br />How do I measure social media ROI?<br />
    33. 33. Answer #1<br />How do I measure social media ROI?<br />Set goals and track actual reach<br />Measure your conversation share<br />Use recommendations and referrals<br />Create inbound link love<br />Utilize Social Bookmarking<br />
    34. 34. Question #2<br />What are the best practices?<br />?<br />
    35. 35. Answer #2<br />What are the best practices?<br />Treat Social Media like an offline relationship<br />Be LARGE - Listen, Ask, Respond, Give, Engage<br />Go for AAA – Authoritative + Authentic + Available<br />Be consistent with your brand message<br />Don’t shout out and sell all the time<br />
    36. 36. Question #3<br />How do I best manage my time online?<br />
    37. 37. Answer #3<br />How do I best manage my time online?<br />Spend 30-60 minutes doing the right things daily<br />Check-in 2-3 times per day - scan, engage & maintain<br />Focus on the top 3-5 tools and forget the rest <br />Set a weekly schedule and stick to it<br />Track your results and measure what’s working<br />
    38. 38. Question #4<br />How do I reach my target markets?<br />
    39. 39. Answer #4<br />How do I reach my target markets?<br />Setup Google alerts for your target market keywords<br />Set up Google alerts for your business & competition<br />Then monitor who is talking and where they hang out<br />Start engaging on those blogs, websites and forums <br />Leave intelligent comments, opinions and links back<br />
    40. 40. Question #5<br />How do I generate traffic and leads?<br />
    41. 41. Answer #5<br />How do I generate traffic and leads?<br />State what value you provide & problem you solve<br />Ask people to link back to your site & link to theirs<br />Create a call to action on your website<br />Establish a CRM system to capture leads<br />Create specific content to follow up and convert<br />
    42. 42. Why your business needs to be on Facebook <br />
    43. 43. Why Facebook?<br />Facebook is a huge social network with 600M+users<br />That’s a lot of eyeballs to get your business in front of!<br />
    44. 44. People spend money on Facebook<br />Over 5 million people are `likes’ of Facebook pages<br />The average `like’ spends $71.84 as opposed to non fans<br />41% more likely to recommend your product to their friends<br />
    45. 45. Example of a Great Facebook Page<br />
    46. 46. Add Personality To Your Page <br /><ul><li>Make it rich & engaging
    47. 47. Update 2-3 times daily
    48. 48. Vary your content
    49. 49. Mix up your media
    50. 50. Create events
    51. 51. Write a note and tag your fans</li></li></ul><li>How does a Facebook page work?<br /><ul><li>Fans (‘Likes’) of your page will see your page posts in their News Feed mixed in with updates from friends
    52. 52. Fans can interact with your brand by liking, commenting and sharing your content
    53. 53. You can install apps to run contests, polls, quizzes, videos, photos
    54. 54. You can create a customized landing tab to ensure `Likes’ connect with you further
    55. 55. You can link your blog feeds to publish to your page and show your Twitter updates on a tab</li></li></ul><li>How to grow your fan base<br /><ul><li>Click on `Suggest to Friends’ & invite them
    56. 56. Connect to your other social media sites
    57. 57. Integrate updates to your Twitter Feed
    58. 58. Use Facebook Connect on your website
    59. 59. Get a vanity URL so you can be easily found (
    60. 60. Buy Facebook ads to drive people to your page</li></li></ul><li>Why your business needs to be on Twitter<br />
    61. 61. Why Twitter?<br />Twitter has over 145 million users who are part of a<br />lively 24/7 conversation. <br />
    62. 62. How does Twitter work?<br />
    63. 63. Getting Started With Twitter<br />Follow relevant accounts using these tools<br />
    64. 64. Twitter Terminology<br />Learn the key lingo to stay cool on Twitter:<br />
    65. 65. Twitter Best practices<br />
    66. 66. How do you find business leads?<br /><ul><li>Search on Hashtags(#) that you can help with
    67. 67. Look at trending topics to find potential clients
    68. 68. Credit people with personal #Follow Friday #FF
    69. 69. Connect with people and direct them to your site
    70. 70. In your bio put a direct link to your sales page or site
    71. 71. Create a friendly autoresponder and give away a useful free report</li></li></ul><li>Advanced Twitter Exercises<br />Create a free account to shorten URLs and track <br /><ul><li>Submit your tweets on and get more traffic
    72. 72. Create usefu lists on Twitter for people to follow
    73. 73. Visit to follow an entire list in one go
    74. 74. Use ManageFlitter unfollow people</li></li></ul><li>How do you make money on Twitter?<br />
    75. 75. Why your business needs to be on LinkedIn<br />
    76. 76. Why LinkedIn?<br />Used by over 70 million professionals & gains 1 new member per second and 3M per month<br />
    77. 77. How does LinkedIn work?<br />Create your own online resume<br />Create a company profile to give you more visibility<br /><ul><li>Network with like-minded professionals
    78. 78. Find potential hires or strategic alliances
    79. 79. Create links to your company & generate traffic
    80. 80. Showcase your initiatives to millions</li></li></ul><li>How does LinkedIn work?<br />Gain trust for you and your organization<br />
    81. 81. Examples of great LinkedIn Profiles<br />
    82. 82. Leverage the power of LinkedIn <br />Ask a question on LinkedIn’s discussion forum<br /><ul><li>Get answers from professionals on your topic
    83. 83. Answer questions and be a helpful resource
    84. 84. Make new connections through this activity
    85. 85. Send direct messages to your connections
    86. 86. Join groups and meet people with similar interests
    87. 87. Create events and gain more exposure to new clients</li></li></ul><li>Example of an Answers search <br />
    88. 88. Leverage the power of LinkedIn <br />Look up profiles prior to meeting people<br /><ul><li>Gain insight into their background and more
    89. 89. Search for top influencers and introduce yourself</li></ul>Search for Service Partners <br /><ul><li>Give and receive recommendations</li></li></ul><li>LinkedIn Etiquette<br />Reciprocity is a wonderful thing. Gratitude is key.<br /><ul><li>Don’t be afraid to ask for favours
    90. 90. Pass along information
    91. 91. Make introductions
    92. 92. Give back</li></li></ul><li>LinkedIn Etiquette<br />Do not abuse your network with spam messages<br /><ul><li>Use LinkedIn’s status update to share valuable info
    93. 93. Use this sparingly and not as a ‘Daily About Me’ broadcast or sales pitch
    94. 94. Avoid the boilerplate text when adding a connection and instead write a personal one</li></li></ul><li>LinkedIn Etiquette<br />Value relationships over transactions<br /><ul><li>Use LinkedIn as a professional ground to connect
    95. 95. Great tool to connect with influencers
    96. 96. Play by the rules and don’t SPAM people
    97. 97. Act with integrity and don’t share false information
    98. 98. Engage regularly with your network</li></li></ul><li>Why your business needs to be on YouTube<br />
    99. 99. Why YouTube?<br />YouTube is more than just a place to upload, share<br />and view videos<br /><ul><li>YouTube is the world’s 2nd largest search engine
    100. 100. Every minute 35 hours worth of video is uploaded
    101. 101. Attracts 60 million unique viewers per month
    102. 102. Optimized for 18 different languages
    103. 103. Allows you to market your brand or products</li></li></ul><li>Building A Community<br /><ul><li>Find professionals on YouTube by searching keywords
    104. 104. Add these people as friends to message them
    105. 105. Subscribe to their channel to receive updates
    106. 106. Leave comments on YouTube videos</li></li></ul><li>How to increase your viewership<br /><ul><li>Ask people to `Like’ or share your video
    107. 107. Share the link yourself from under your video
    108. 108. Send your video as a personal message
    109. 109. Add a widget on your website or blog that
    110. 110. Use the embed code under your video to put in a post</li></li></ul><li>Get started very quickly for very little<br /><ul><li>Record directly from YouTube
    111. 111. Record using your iPhone if it has video
    112. 112. Use your digital camera if it has video mode
    113. 113. Buy a $200 Flipcam with easy upload
    114. 114. Invest in a small handheld video camera</li></li></ul><li>Why your business needs to be on WordPress<br />
    115. 115. Why Blog?<br />A blog is a fantastic tool to promote your business<br />Read my Blog<br />
    116. 116. Before You Dive In<br />There are over 200 million blogs worldwide<br /><ul><li>Browse other blogs in your industry
    117. 117. Search for the top blogs using Technorati, AllTop and Blogrank
    118. 118. Emulate the best</li></li></ul><li>How Does it Work?<br />Using a blog platform allows you to set up a site to:<br /><ul><li>Post informative articles
    119. 119. Allow readers to share and engage
    120. 120. Create pages with more information
    121. 121. Add plug-ins and widgets
    122. 122. Draw traffic to your sites</li></li></ul><li>Questions to Ask Yourself<br /><ul><li>What is the business purpose of my blog?
    123. 123. What are the objectives, outcomes and goals?
    124. 124. Who is your ideal reader?
    125. 125. How do you want your readers to feel?
    126. 126. What do you want your readers to do?
    127. 127. How much time can you devote?</li></li></ul><li>Why WordPress?<br />WordPress is an extremely popular blog platform<br /><ul><li>Very easy to get started and free
    128. 128. Choose from hundreds of free themes
    129. 129. ‘What You See Is What You Get’ content editor
    130. 130. Up to the minute statistics on your posts
    131. 131. Numerous widgets & plug-ins</li></li></ul><li>Elements of Great Blog Design<br /><ul><li> Enticing header with name of blog, tag line
    132. 132. Clear call to action buttons to subscribe or signup
    133. 133. Search bar so you can see how visitors use your site
    134. 134. About page with photo and testimonials
    135. 135. Use a variety of media: text, video, audio
    136. 136. Plenty of white space to make it easy to read
    137. 137. Social Media links to share your content and connect with you </li></li></ul><li>Best Case Practices <br />Make it relevant <br />Provide useful information that solves problems<br /><ul><li>Provide unique or new insights into subjects
    138. 138. Have a strong opinion and state it
    139. 139. Write in a way that is clear and concise
    140. 140. Establish a regular posting schedule and stick to it</li></li></ul><li>Creating a Community<br />Treat your relationships online like those you do off<br /><ul><li>Ask questions regularly
    141. 141. Reply to comments in a genuine and friendly way
    142. 142. Follow those who comment on Twitter and engage
    143. 143. Use comments by readers as content for new posts
    144. 144. Thank people for their comments by emailing them
    145. 145. Leave insightful comment on other blogs</li></li></ul><li>Before we finish up<br />Here are some facts that are kind of scary<br />
    146. 146. By 2014, social networking services will<br />replace email as the primary vehicle for<br />Interpersonal communications for 20 percent<br />of business users.<br />Gartner Oct 2010 report<br />
    147. 147. Don’t be a failure<br />Through 2015, only 25 percent of enterprises will<br />routinely utilize social network analysis to improve<br />performance and productivity.<br />
    148. 148. How can you learn to use Social Media to get real results for your business?<br />
    149. 149. Two simple ways<br />Work with me one-on-one for social media personal training and coaching<br />Invest in the Social Media Bootcampe-program complete with 7 workout guides<br />
    150. 150. Plus Step by Step Videos<br />
    151. 151. What does it deliver?<br />
    152. 152. Your Own Personal Trainer<br /><ul><li>Two months of ongoing coaching
    153. 153. Top tips and latest updates
    154. 154. Advanced techniques
    155. 155. Easy workouts to keep you on track</li></ul>Motivation and bite-sized chunks<br />of learning are key to success<br />
    156. 156. All this in one complete product<br /><ul><li>7 downloadable workouts
    157. 157. Step by step video tutorials
    158. 158. 2 months of coaching via email
    159. 159. Latest updates and top tips</li></ul>If you’re interested then definitelycome and visit:<br /><br />Images in this presentation are courtesy of the great folks at Shutterstock<br />
    160. 160. A little bit about me<br />I’m Natalie Sisson. A Kiwi Entrepreneur, Adventurer and<br />Founder of The Suitcase Entrepreneur<br /><ul><li>I’m an integrated marketer
    161. 161. I’m a social media evangelist & personal trainer
    162. 162. I co-founded a company that built a Facebook app
    163. 163. I’m a Regional Bodysculpting Champion
    164. 164. I broke a World Record in Dragon Boating
    165. 165. I’m a gold medal World Beach Ultimate Champion</li></li></ul><li>Who Am I?<br />
    166. 166. How has social media helped me?<br />
    167. 167. I’ve built my business on Social Media<br />Over 1700 fans on Facebook<br />$15K in 1 month running social media bootcamps<br />9,000 + Quality Twitter followers <br />Klout score that ranks me as a Thought Leader<br />800 + connections on LinkedIn for leads<br />Popular on location YouTube videos <br />Thriving Blog and global audience<br />Newsletter list doubling every month<br />Awesome community of entrepreneurs<br />
    168. 168. Thanks for reading and sharing<br />You’ll find me on @womanzworldand @nataliesisson<br />Connect with me on<br />Find me on<br />Visit my channel on<br />Join my community at<br />