Social media basics for the small business
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  • 1. Social Media for the Small Business March 16, 2010 Speaker: Scarlett Rosier
  • 2. Web 2.0
    • A set of economic, social and technology trends that collectively form the basis for the next generation of the Internet - a more mature, distinctive medium.
    • Characterized by user participation, dynamic content, openness, scalability and collective intelligence, metadata, etc.
    Social Media for the Small Business
  • 3. Pros & Cons of Web 2.0
    • Pros
      • Portability
      • Participatory communication
    • Cons
      • Personal space invasion
      • Time consuming
    Social Media for the Small Business
  • 4. Social Networking
    • Social networking is about people connecting with people.
    • Leveraging the power of a bigger sphere of influence and power.
    • Changing the way people connect with other people.
    • Viral effect on the number and quality of people you interact with regularly.
    Social Media for the Small Business
  • 5.  
  • 6. What is a Blog?
    • A blog is a type of website, maintained by an individual, group or company with regular entries of commentary, descriptions or events or other material such as graphics or video.
    Social Media for the Small Business
  • 7. Blog Facts
    • Who’s blogging?
      • Educated and affluent men, ages 18-44
      • Living in California, New York or Florida
    • Why They Blog?
      • Self-expression and sharing expertise
      • 70% say they are better known in their
      • Industry because of their blog
    Social Media for the Small Business
  • 8. Blog Facts
    • Increases SEO.
    • Consistent posting is KEY.
    • Blog traffic is NOT consistent.
    • Inbound links build traffic and credibility.
    Social Media for the Small Business
  • 9. Setting up a blog
    • Choose a blog hosting site, free sites:
      • Blogger
      • Wordpress
      • Typepad
    • Example set up:
      • https:// wordpress .com
    Social Media for the Small Business
  • 10. Before you Blog…
    • Choose a template design.
    • Create a name for your blog.
    • Determine the content of your blog.
    • Provide a description of your blog.
    Social Media for the Small Business
  • 11. Start “Blogging”
    • Write articles or stories.
    • Find news related information, post with your own commentary.
    • Answer FAQs.
    • Write reviews about products/services relating to your industry.
    • Write “how to” posts.
    • Grab bag.
    • Be sure to use keywords and phrases that will appeal to your target audience.
    Social Media for the Small Business
  • 12. Monitor your Blog
    • Comments
      • Email notification.
      • Review comment: post, reply or delete.
    • Statistics
      • # of people viewing the blog, referral sites, top
      • posts and pages, search engine terms, clicks,
      • totals, averages, email subscribers.
    Social Media for the Small Business
  • 13. What is Facebook?
    • A social networking platform founded in 2004 originally developed for students at Harvard.
    • Now embraced by students, grandparents and businesses-alike.
    • Platform provides simple navigation and easy access to site functionality: individual profiles, friends, networks, inboxes, photos, events, etc.
    Social Media for the Small Business
  • 14. Facebook Facts
    • More than 400 million active users.
    • 50% of active users log on to Facebook in any given day.
    • Average user has 130 friends.
    • Average user spends 55 minutes per day.
    • More than 80,000 websites have implemented Facebook Connect since its general availability in December 2008.
    • There are more than 100 million active users currently accessing through a mobile device.
    Social Media for the Small Business
  • 15. Fan Page Facts
    • More than 3 million active Pages.
    • More than 1.5 million local businesses have active Pages.
    • More than 20 million people become fans of Pages each day.
    • Pages have created 5.3 billion fans.
    • Average user becomes a fan of 4 Pages per month.
    Social Media for the Small Business
  • 16. Setting up Accounts
    • Create a personal Facebook account.
    • http://www.facebook.com
    • Create a Facebook Fan Page.
      • http://www.facebook.com/pages/create.php (must be logged into personal account).
    Social Media for the Small Business
  • 17. Start “Facebooking”
    • Blue Pencil = Edit
    • Personal Account
      • Edit your profile: upload profile picture, join
      • networks, customize information, find friends,
      • etc.
    • Fan Page
      • Edit Fan Page: upload company logo, add
      • basic and detailed information, suggest fans, etc.
    • Comment, post, write on walls, invite.
    Social Media for the Small Business
  • 18. Monitor your Fan Page
    • Facebook Insights
      • Measure user exposure, actions and behavior
      • relating to ads and Page.
      • Data is updated 12 hours after the full day.
    • Fan geographic and demographic data
    • Fan interactions
    • Fan acquisition
    • Post Quality
    Social Media for the Small Business
  • 19. What is Twitter?
    • Founded in 2007 as an away-message meets SMS
    • Real-time information network powered by people all around the world that lets you share and discover what’s happening now.
    • 140 characters of information on everything and anything going on in the world.
    Social Media for the Small Business
  • 20. Twitter Facts
    • Twittering is the sound birds make when they communicate with each other.
    • Tuesday is the most popular day for Twitter activity (11am-3pm).
    • 11.5 million Twitter accounts (Jan. 2010).
    • 5% of Twitter users account for 75% of all activity.
    Social Media for the Small Business
  • 21. Twitter Lingo
    • Tweet
      • An individual message
    • @username
      • Public message - links to user’s account
    • DM or Direct Message
      • Private message
    • RT or retweet
      • Repost of a message that has already been
      • tweeted
    • Trending Topics
      • Most mentioned terms
    Social Media for the Small Business
  • 22. Twitter Lingo
    • # or Hashtag
      • Categorizing a topic
    • Tweetup
      • In-person gathering organized via Twitter
    • Shortened URLs
      • Shrink links down to fit within 140 characters
    Social Media for the Small Business
  • 23. Setting up Twitter
    • Sign up for an account:
    • http://twitter.com
    Social Media for the Small Business
  • 24. Start “Tweeting”
    • Use “settings” tab to fill out information:
      • Bio, picture, background design
    • Find people and companies to follow.
    • Listen regularly for comments.
    • Post what your audience would find interesting.
    • Provide real value.
    • Don’t spam - big no-no.
    Social Media for the Small Business
  • 25. Monitor your Tweeting
    • Quality of engagement
      • Real time responses.
    • Quantify experience
      • Tally questions/answers exchanged.
      • Utilize unique codes.
    Social Media for the Small Business
  • 26. What is LinkedIn?
    • Launched in 2003, highly business driven, with an emphasis on professional networking and business connections.
    • Offers a mutually confirmed “gated-access” with minimal interaction requirements but, great value.
    • Leverages existing networks
    Social Media for the Small Business
  • 27. LinkedIn Facts
    • Executives from every Fortune 500 Company have an active profile.
    • One new user registration per second.
    • 35% of survey respondents reported that LinkedIn has directly helped them win new clients.
    • Creates industry thought leaders.
    Social Media for the Small Business
  • 28. Setting up LinkedIn
    • Set up account:
      • http://www.linkedin.com
    Social Media for the Small Business
  • 29. Start “Connecting”
    • Build your profile
      • Preliminary information: picture, resume,
      • current and past employment, connections,
      • education, recommendations, websites,.
    • Applications
      • Blogs, twitter, book lists, etc.
    Social Media for the Small Business
  • 30. Monitor your Profile
    • Utilize available applications
    • Review automatic email updates
    • Develop and grow connections
    • Join and interact with relevant groups
    Social Media for the Small Business
  • 31. Crisis Control
    • Common mistakes
      • Unprofessional profile
      • Lack of customization
      • Omitting important information
      • Neglecting to network
      • Spamming
    Social Media for the Small Business
  • 32. Managing a Crisis
    • Don’t forget about your fans, followers and readers.
    • Break down internal barriers to allow for real time communication.
      • Example: Toyota recalls
    • Acknowledge the problem.
    • Affirm efforts to better the situation.
    • Honest, fast answers.
    Social Media for the Small Business
  • 33. Future of Social Media
    • Incorporation of analytics.
    • TV will become more social.
    • Location targeting.
    • Sophisticated brand monitoring options developed to understand and better market to consumers.
    • Customization of social media to differentiate.
    • Voice of consumer will get louder and stronger.
    Social Media for the Small Business
  • 34. What to do now?
    • Decide on the needs and goals of your business.
    • Listen in on social media platforms.
    • Determine which platform meets your needs and goals.
    • Create a strategy.
    • Start the conversation.
    Social Media for the Small Business
  • 35. Remember…
    • Active participation is Key .
    • You can’t just build it and hope that they will come.
    • Keep it professional.
    • Take it slow .
    • Listen carefully.
    Social Media for the Small Business
  • 36. Thank You
    • Questions, concerns, comments?
    Social Media for the Small Business
  • 37. Resources
    • http://mashable.com
    • http://twitter.com
    • http://facebook.com
    • http://www.socialmediaexaminer.com
    • http://technorati.com
    • http://www.emarketer.com
    • http://about.com
    • http://www.Inc.com
    • http://www.fastcompany.com
    • http://www.ducttapemarketing.com
    • Always On by Naomi S. Baron
    Social Media for the Small Business