Social Media for Business

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This presentation introduces the most popular social media platforms linkedin, facebook, twitter and blog. It's focus is on how businesses can leverage the power of these new media to engage with …

This presentation introduces the most popular social media platforms linkedin, facebook, twitter and blog. It's focus is on how businesses can leverage the power of these new media to engage with their target audience and drive sales and make profits.
(This presentation was part of New Horizons London's Social Media Seminar in March2010: Slides have been created with the help of Chess Media's Jacob Morgan)

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  • 1. Social Media For BusinessMarch 24th 2010Presenting:Peter Ingle Ghamza Jacobs Sandra Giechel Pradeep Choudhry
  • 2. Introductions
    Peter Ingle – General Manager
    Likes LinkedIn
    PradeepChowdry – MCT Trainer
    Best at Blogging
    Sandra Geichel – Marketing Executive
    Tremendous Tweeter
    Ghamza Jacobs – MCT Trainer
    Fantastic at Facebook
  • 3. Introductions
    What are you hoping to gain from today’s Seminar?
  • 4. Agenda
    - What is social media?- Why use social media?- How companies are already using social mediaFacebook Twitter LinkedIn Blogging
  • 5. What is social media?
    Social Media is Communicating
    a communications channel supported by online tools and media
    It allows companies to listen to and converse with their clients where they are
    Like a phone call, e-mail or personal conversation
  • 6. What is social media?
    What avenues does Social Media open up?
    Conversation
    Listening
    Monitoring customer feedback
    New Customer Opportunities
    Business Development
  • 7. ACTIVITY
    Which Social Media platforms do you have the most interest in and why?
    Have any of you opened accounts or participate in
    Twitter
    Facebook
    LinkedIN
    Blogging
  • 8. LinkedIn for Sales and Prospecting
  • 9. About LinkedIn for Sales and Prospecting
    Leverage the power of tapping into other people’s LinkedIn networks
    Utilize to locate prospective clients
    Don’t sell your services
    Drive people to relevant content on your site that adds value
  • 10. Create a Polished Profile
    Clarify what you do and why you are good at it
    Be conversational
    Communicate successes from current/past jobs
    Make sure your profile is completely filled out
    Fill out all current and past positions
    Don’t copy & paste your resume
    Include URLs linking to your blogand company websites
    Include a professional photo
  • 11. Take Your Offline Connections Online
    Make it a habit to send a LinkedIn connection to customers and prospects after every meeting
    Connect with people with similar interests
    Find connections already on LinkedIn
    Invite those not on LinkedIn to join
    Answer Questions Posted on LinkedIn
    Share your expertise & add value to the conversation
  • 12. Get Introduced to ‘Super Connectors’
    Realize the power and degree of connectivity
    Research your 1st, 2nd and 3rd degrees of connection
    Look at people you know in common with a prospective connection and have them introduce you
    If you belong to a common LinkedIn Group, send them a LI message to discuss your common interest
    Regularly Deliver Value to 1st Degree Contacts
    Send them links that they will find useful
    Advertise events tothem that they mayfind benefit in
  • 13. Advanced Search Feature
    Pinpoint potential clients
    ASF allows you to build highly specific searches for people/companies by industry, city and keywords
  • 14. Advanced Search Feature
    How does it work?
    Find exactly right person by entering options in the search fields:
    Keywords: found in member’s profile
    First/Last name: find someone specific
    Location: eg London
    Titles: both current and past titles
    Company: both current and past employment at a particular company
    Industry: you can select more than one at a time
  • 15. Advanced Search Tips
    Refine your results:
    Quoted searches: search for an exact phrase, i.e. “Human Resources Manager”
    ‘NOT’ searches: type NOT Product Manager
    ‘OR’ searches: Human Resources Manager OR Recruitment Manager
    ‘AND’ searches: Human Resources Manager AND Recruitment Manager
    Parenthetical searches: for complex searches, i.e. Human Resources Manager OR ( Training Director)
  • 16. Advanced Search Feature
    Analyzing Search Results
  • 17. Prospecting Tips
    Invite your personal and professional connections to join LinkedIn if they’re not on it
    View your connections’ connections
    Research and identify potential prospects
    Research decision makers
    Know their background and find a common ground to help initiate a conversation with them
    View who has viewed your profile
    The number of times your profile is viewed shows popularity and effectiveness of your profile
  • 18. Integrate LinkedIn Into Your Marketing
    Anytime you do a webinar or present at a conference or tradeshow
    Invite your audience to network with you or join your LinkedIn group
    Sharing your presentation or valuable content
    Include LinkedIn in your email signature
    Cross promote with other social media
    Post your events on LinkedIn
  • 19. Blogging for Beginners
    Presenting:
    PradeepChoudhry
  • 20. What is a Blog?
    The difference between a blog and a website
    – A website:
    • Is a static platform with consistent content
    – A blog:
    • Is a dynamic publishing platform with new content
    • Allows readers to interact/comment/share content easily
    • Opens the organization’s doors to two‐way communication
    • Is low‐cost & high in return within marketing, promotionand opportunities for additional business coverage
  • 21. How to Get Started
    Step 1: Choosing a niche topic for your blog
    Step 2: Choosing a blog platform
    Step 3: Choosing a domain name for your blog
    Step 4: What are readers looking for from your blog?
    Step 5: How to change your blogging mindset from ‘what’s in it for me’
    to ‘what’s in it for my readers?’
  • 22. Blog Challenge
    Blogging requires time and concrete planning to be successful and consistent.
    http://www.newhorizonsuk.blogspot.com/
  • 23. Twitter
  • 24. What is Twitter?
    A free micro-communication service that allows users to send and receive messages known as tweets
    • Tweets are post or updates max140 characters
    • 25. Tweets appear in your followers feed
  • Twitter
    Over 75 million users ranging from students to professionals
    (Almost) All tweets and profiles are public – you don’t have to be connected (visible to anyone)
  • 26. Are you already on Twitter?
  • 27. How to Get Started
    Step 1: Setting Up A Twitter Account
    Username consideration
    Create a short name
    usernames count against the 140 character limit and also makes it easier for followers to type
    Be careful with shortening however as it may create confusion and be less likely to remember
    E.g. @Nhuk (less likely to be remembered)vs. @NewHorizons_uk
  • 28. How to Get Started
    Step 1: Setting Up A Twitter Account
    Username consideration
    Create a short name
    usernames count against the 140 character limit and also makes it easier for followers to type
    Be careful with shortening however as it may create confusion and be less likely to remember
    E.g. @Nhuk (less likely to be remembered)vs. @NewHorizons_uk
  • 29. How to Get Started
    Filling in your profile information
    Include your website URL and a short bio
    Users are reluctant to follow empty profiles so be sure to fully complete it
    Allows users and directories (Twello) to search your bio by keywords
  • 30. How to Get Started
    Twitter Background
    Backgrounds are great for extending the branding strategy
    With space on the left, provide more information about the company and your office:
    Logo of your company, useful links, email addresses and contact information
    Include a photo of yourself
    it puts a face to your company and personalizes your profile
  • 31. How to Get Started
  • 32. Why Should you use Twitter?
    Thousands of companies are utilizing Twitter as a communications tool to help achieve marketing goals to make profit.
  • 33. How do you use Twitter?
    What to do on Twitter
    Share content about your products and services
    Monitor current news & buzz on your industry
    Follow industry leaders and competition
  • 34. What to do on Twitter
    Answer client questions to establish credibility and expertise.
    Be an authority figure for your industry
    Drive traffic to your center’s website and your other SM sites (FB, LinkedIn, etc.)
    Perform marketing and competitive research
    Respond to negative client experiences directly
    How do you use Twitter?
  • 35. How do you use Twitter?
    Frequency
    • SM requires frequent updates and interactions
    • 36. You are only visible when you are active – users search tweets not profiles
    • 37. You are what you tweet
  • How to manage Twitter?
    Managing the 140-character limit
    This is no place to waste words
    URL shortener
    Shorten your URL & Statistics: Several services (cli.gs & bit.ly) offer link analytics that show you how many times your URL was clicked
    Use symbols: & vs. and, #, $, % - all help reduce character use
    Edit ruthlessly: Avoid wordiness, find shorter words (e.g. biz vs. business)
  • 38. How to manage Twitter?
    1) Twitter Replies and DMs
    Don’t miss out on any conversations
  • 39. How to manage Twitter?
    2) Keyword and # Searches
    Search users by their tweets
    Find prospects and industry peers
    Search for ‘Microsoft’ or ‘#Microsoft’
  • 40. How to manage Twitter?
    3) Lists
    • You can create lists and add users to lists
    • 41. Follow Lists instead of individual users
    • 42. Benefits:
    • 43. Users are saved by topics they tweet about
    • 44. Easy information access and management
    • 45. Keep your ‘following’ count low
  • How to manage Twitter?
    Twitter Clients:
    Tweetdeck
    Allows you to create your own Twitter dashboard, helping you track and maintain a large stream of connections
    Main features:
    Segment followers into groups (clients, prospects, friends)
    Create specific search columns (Microsoft, New Horizons)
    Tweet from up to 5 Twitter accounts.
    Translate tweets into another language (Dutch, German)
    Send updates to your Facebook account
    Shorten URLs, share videos and images (Twitpic, 12seconds.tv)
  • 46. How to manage Twitter?
    Monitter
    • Search tweets by keywords AND geographic location
    Tweetlater
    • Schedule tweets
    • 47. Set up tweet automisations e.g. automated welcome DM to new followers
  • Twitter Tips and Examples
    Don’t stalk or harass people on Twitter
    If someone ignores you, verbally attacks you or your company, you should let it go
    Online spats, especially by a company, are always remembered by the community (and Google)
    Don’t spam users with hard sales tweets
    Twitter users quickly notice these actions and will openly call you out and treat you like a spammer
    Example: Habitat
    Damage control Example: Eurostar
    Tip: Check www.twitip.com for more tips
  • 48. Example
    Dell is a sales poster child for Twitter, making over $3 million by promoting special offers and discounts available only on Twitter
    Outlet selling certified refurbished, previously ordered new Dell products
    Provides advice and assistance
    How are companies alreadyusing Social Media?
  • 49. How are companies alreadyusing Social Media?
    Case Study: Southwest Airlines
    implemented a very robust social media program
    numerous social profiles that focused on building awareness for their brand,as well as their internal community of employees
  • 50. How are companies alreadyusing Social Media?
    Dear @SouthwestAir - I know I'm fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated?
    Wanna tell me I'm too wide for the sky? Totally cool. But fair warning, folks: IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM @SOUTHWESTAIR.
    Via @byrneification "save the anger for SModcast" Believe it, Son. @SouthwestAir? You fu@#$ with the wrong sedentary processed-foods eater!
    SouthwestAir did respond
  • 51. Facebook for Business
  • 52. Facebook
    Facebook: a widespread community of almost 500 million users consisting of students and adults. More robust than Twitter, Facebook allows users to share numerous forms of media and messages on each other’s profile pages to communicate and interact
  • 53. New Horizons on Facebook
  • 54. What is Facebook?
    The world’s largest social network
    Over 500 million users
    Founded in February 2004
    Initially a network for just colleges nationwide, slowly opened to everyone with an e-mail address
    A network where friends, family, colleagues and now businesses can connect witheach other and share messages, linksand various forms of media
  • 55. Facebookvs Google
  • 56. Difference Between a Facebook Profile and a Facebook Page
    Facebook Profiles
    For people to communicate with friends & family
    A business or product should NOT open a FB profile
    Add friends and share status updates, pictures and videos
  • 57. Difference Between a Facebook Profile and a Facebook Page
    Facebook Pages
    Built for businesses, brands, products & celebrities
    Users become ‘fans’ of a Facebook Page
    Share status updates, images, videos & discussions
    Able to track specific metrics
    Fans, page views,age, gender, location,language
  • 58. Anatomy of a Facebook Page
    Becoming a fan
  • 59. Anatomy of a Facebook Page
    Top navigation
    Wall | Info | Boxes | Notes| Blog
  • 60. Anatomy of a Facebook Page
    The Wall
    Fans can write on the wall, allowing companies to understand what a fan is thinking via the “Like” and “Comments” features
  • 61. Anatomy of a Facebook Page
    Company Information
  • 62. Anatomy of a Facebook Page
    Left sidebar: Fans, Photos and Links
  • 63. Who’s on Facebook Pages?
    Big-name corporations
  • 64. Who’s on Facebook Pages?
    Big-name corporations
  • 65. Who’s on Facebook Pages?
    Celebrities
  • 66. How Can A Page Help Your Business?
    Attract new prospects
    Popularity of the platform will draw in new people from an untapped community to the your brand
    Communicate business information
    Information usually found on static web pages are now found on growing, dynamic platforms
    Business addresses/contact info
    Event announcements/RSVPs
    Product/news releases
  • 67. How Can A Page Help Your Business?
    Search and SEO benefits
    Pages are public
    Thus indexed by search engines and bettering the chance search results pick up your Company’s website/s
    Links
    Since pages are public, so are links
    included within fan page profiles
  • 68. How Can A Page Help Your Business?
    Choose landing page
    You can set where users go when first clicking to your fan page
    Ability to promote & target a product/feature launch or a specific brand promotion or deal
    Integration
    You can import your blog content, videos & images, and other relevant information
    Help generate website traffic and activity
  • 69. 10 Tips to Get the Most Out of Facebook
    1 – Content: always create fresh, thought-provoking content for your fans - while encouraging them to share thoughts & ideas
    2 – Engage: always interact with and respondto your fans when they reach out to you
    3 – Picture/Bio: add an eye-catching picture and appealing bio that grabs new users attention
  • 70. 10 Tips to Get the Most Out of Facebook
    4 – Connect: and network with prospects that may be interested in your product/service. Find & engage with them in related groups/pages on Facebook
    5 – Landing Page: set your Fan Page to a specific tab that potential fans will see. Customize it to include media and exclusive info just for Facebook users
  • 71. 10 Tips to Get the Most Out of Facebook
    6 – Aggregate: import content (blogs) and media (YouTube, Flickr) to give fans more resources.
    7 – Share-ability: make it easy for fans to share content and media posted.
    8 – Integrate: Facebook isn’t a one stop shop. Make it a part of the business and integrate within the website and other materials. Make it be known to clients & audience of your Page and the benefits of becoming a fan
  • 72. 10 Tips to Get the Most Out of Facebook
    9 – Exclusivity: build content, special drawings & contests, tips, videos, etc – all exclusive to only your Facebook fans
    10 – Be Yourself: be open and inviting to fans, welcoming them, and thinking of them more than just another number
  • 73. How are companies already using Facebook Pages?
    Microsoft: www.facebook.com/windows
    Informational portal open to all fans
  • 74. How are companies already using Facebook Pages?
    Promoting new Windows 7
    Offering student discounts (targeted FB demographic)
  • 75. How are companies already using Facebook Pages?
    Incentive to become a fan
  • 76. How are companies already using Facebook Pages?
    Acknowledges fan base
  • 77. How are companies already using Facebook Pages?
    Offerings, tips and support
  • 78. How are companies already using Facebook Pages?
    Integration
  • 79. Social Media for Business Courses
    Introduction to Social Media for business
    LinkedIn Training
    Twitter
    Blogging
    12th April, 10th May, 14th June, 13th July
    12th April, 10th May, 14th June, 13th July
    13th April, 11th May, 15th June, 14th July
    13th April, 11th May, 15th June, 14th July