Social Media For Your Business

Social Media: For Your Business Sarah Evans Sevans Strategy sarah@sevansstrategy.com Twitter: PRsarahevans Skype: Prsarahevans AIM: Prsarahevans LinkedIn: http://www.linkedin.com/in/prsarahevans

CAUTION: You may feel overwhelmed. (that’s okay)

Online Communities & Social Media • Social networking (i.e. Twitter, Facebook) • Social bookmarking (i.e. Digg, Delicious) • Broadband content • Gaming (i.e. video games, entertainment) • Blogs (i.e. Wordpress, Blogger, TypePad) • Consumer generated media • Mobile content or gaming access • Wikis (i.e. Wikipedia) • Video sharing (i.e. YouTube) • Photo sharing (i.e. Flickr, Photobucket) • Presentation sharing (i.e. Slideshare, Scribd)

Social Media (the social part) • YouTube - More than 100M video uploads, daily • Facebook -200M active users • Twitter -3 million + posts per day • Blogs - 133M indexed by Technorati since 2002 • News bookmarking sites -“regular” people shaping news THEY deem important (e.g. Digg, Delicious) Every major social network has developed a mobile component (original basis for Twitter)

It’s not joining Twitter and Facebook.

Going online means an integrated approach. • Media strategies – Talking to reporters via social networking sites – Reading, commenting and monitoring news articles and blogs • TIP: When posting include your name, email address, Web site, Twitter ID, etc. in your comment • Builds your visibility • Determines prominence of an article • Marketing strategies – Facebook ads – Google Sponsored Links

It’s ANOTHER tool

So, what are they all “doing” out there? (Remember, it’s the social part.) • Instantaneous • Want it now • Conversation • Let’s chat/sharing • Community • I’m a part of something • Transparency • Putting it out there • Listen • Someone heard me • Participatory • Join in/make friends • Monitor • Find others like me • Respond • Follow up

What are you doing out there? making your business or brand more personal. Connecting on a new level.

• Customer support forums • ID E A S T O R M (grew out of negative response) • Blogs • Community driven ratings and reviews

• @ScottMonty • Drilled down to w h e r e their audience is • Easily “shareable”

CDC – Swine Flu • #SwineFlu • Message • Engage • Monitor • Promote

How are you going to use social media?

Your plan s tarts he re . • Who are you/your brand? – Connector: knows lots of people – Maven: trusted expert who seeks to pass knowledge along – Salesman: charismatic people skills with powerful negotiation skills • Who do you want to communicate with? – Clients, like-minded people, friends • What are you looking to gain? – Increased brand visibility, build a large network

W h o is g o in g t o b e “ yo u r” fa c e ? W h a t is g o in g t o b e “ y o u r ” v o ic e ? • Do you have a beloved leader or employee already identified with your brand? • Online name and imagery • Make sure your presence is sustainable – If this person(s) went away tomorrow would your online presence remain? • Likeable and rational • “Gets” social media • Communications/PR background (if appropriate)

Id e n t it y : C o lo n e l T r ib u n e “Humanization of the Tribune and engaging bloggers/readers in their territory on their terms.” Facebook Twitter Tribune.com flickr

What are your C O N V ROERRe turn on Eng ag eN ntgoals? Think E – S A T IO me • Incoming traffic from links • Number of people subscribed to RSS • Track backs or linked conversations • Comments • Increase in anything • Survey

What tools are you going to use?

It’s going to… • Take time (building a following doesn’t happen overnight) • Require you to be “social” (it’s not a one-way street, listening is valued) • Mean integrating traditional with the “new” (social media isn’t a magic pill) • Encourage you to look internally, too (happy employees can share some of the best stories) • Have a learning curve (you may make mistakes, quality not quantity)

New communication cycle

W h o is t a lk in g ?

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Social Media For Your Business

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