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Whitney hoffman Whitney hoffman Presentation Transcript

  • Social Media 101
    • Understanding the Tools and Strategy
    Whitney Hoffman Hoffman Digital Media LLC
  • What We’re Going to Cover
    • What’s going on online- right now, a.k.a why social media is important
    • What Tools Should I Pay Attention To?
    • Strategy tips to get you started
    • Resources and Aggregating Information
  • The Way It Was- Business was Local
  • Business Deals sealed with a Handshake
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  • Reputation Management
    • Web presence means you have access to a Global Marketplace = Global Reputation
    • Need to balance Local and Global (Hint: Being Popular in Hong Kong may not help lunch business in Philly)
  • Sales Funnel
  • Social Media Sales Funnel Marketing Sales Product & Customer Service (Reputation)
  • The New Telephone Connecting with Customers - The New Golf Course
  • Channels are on 24 x 7
  • Your Past can Haunt You in Google.....
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  • Ok, People talk online. How Many People really use this stuff? Who are They and why should I care?
  • The Data
  • This is Not Fringe Anymore This is Mainstream, Main Street
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  • March stats from Compete.com
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  • Number of Users
    • Facebook - Over 400 Million (2/10)
    • Twitter - Over 105 Million (4/30/10)
    • LinkedIn- 50 Million users (5/09)
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  • Mobile
    • Quick Facts from Pew (Pew Internet.org)
    • By 2020, they predict that a mobile device will be the primary connection tool for most people in the world.
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  • Why the Flash Debate is not irrelevant
    • Flash not optimized for many mobile devices
    • As the internet continues to become mobile, flash content will be invisible
    • New standards (HTML5 and H.264) are mobile friendly
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  • Pew Stats
    • More people are accessing the ‘net on a mobile device. One-third of Americans (32%) have used a cell phone or Smartphone to access the internet for emailing, instant-messaging, or information-seeking.
    • This level of mobile internet is up by one-third since December 2007, when 24% of Americans had ever used the internet on a mobile device.
    • On the typical day, nearly one-fifth (19%) of Americans use the internet on a mobile device, up substantially from the 11% level recorded in December 2007. That’s a growth of 73% in the 16 month interval between surveys.
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  • Which social media sites are most important?
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    • Facebook
    • Twitter
    • LinkedIn
    • Blogging, Podcasting
  • Median Age on Popular Social Networks
    • Twitter - 31 yrs.
    • MySpace- 26 yrs. down from 27
    • LinkedIn- 39 yrs. down from 40
    • Facebook- 33 yrs., up from 26 in May, 2008.
    Pew Internet & American Life Project, Oct 21, 2009
  • Facebook
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  • Facebook Advantages
    • HUGE market
    • Ability to highly target the market
    • Interactive Customer Service channel
    • Integrate other efforts (blog, twitter, etc) into Facebook
  • Facebook
    • Facebook updates indexed by Google
    • Recent problems regarding privacy
    • New features like Project Titan (Facebook only email) may change the marketplace
  • The Diaspora Project
    • New network NYU students are creating to keep Google out of your private musings
    • Never forget these sites are not owned by you
    • “We are Facebook’s product, not their customers”
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  • LinkedIn- Rolodex on Steroids
  • LinkedIn- Your Resume and Recommendations Online
  • LinkedIn
    • Building your business network in advance of a need
    • LinkedIn integrating “groups” and status update features
    • More professional than social on the whole
  • Blogging
  • 2009 Blogging Stats
    • Blogging grew by 68% in 2008
    • 346 Million worldwide read blogs
    • 77% of active web users read blogs
    • 184 million report starting blogs
    • http://technorati.com/blogging/article/state-of-the- blogosphere-2009-introduction/
  • Things you’ll need to consider
    • Who will be that public face?
    • Do they have the ability/authority to solve problems?
    • Frequency of Updates
    • The “reason” to blog
  • These Are Your Billboards
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  • Integrating Other Channels
  • Schools of Thought
    • Integration versus “Unique Message”
    • Social face of business
    • Meet your customers where they are
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  • Ok, I get it. How Do I Get Started?
  • Step One
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  • Using Tools to Listen 1. Google Alerts 2. Search.twitter.com 3. Blog Search
  • Create Your Own Morning Newspaper
  • HARO- Help a Reporter Out
    • Be your own Marketing Department
    • Become an expert
    • Become a resource
    • Help out reporters, help out your business
  • Competitive Intelligence
    • SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing?
    • Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content
    • Google Adwords- art into itself. Can be pricey- all competitively based.
  • Next Steps
    • Set up profiles on the major social networking sites (business email)
    • Remember this is a conversation, not broadcasting
  • Relevancy to you, to your customers
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  • Cafe-Shaped Conversations
  • Creating Communities
    • This is a long term versus short term strategy
    • People come to you because of content and added value
    • Grows network, fans, evangelists
    • Must give them something to do- keep it fresh or it dies
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  • So.....
    • Build a group of fans and customers; Make it interactive and fun
    • Stickiness- 10 rabid fans may be better than 50 who don’t really care
    • Ze Frank- Give people something to do
    • Find a way to make a difference- Value Add
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  • Taking Aim at Your Goals
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  • Social Media Laboratory Experiment, Tweek, Try Again
  • Skeptical? Questions?
  • Contact Info: Whitney Hoffman Hoffman Digital Media [email_address] [email_address] Twitter: @whitneyhoffman, @ldpodcast Facebook: Whitney Hoffman Google Voice: (302) 482-4599 Mobile (302) 562-6507 URL: www.whitneyhoffman. com
  • The End