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A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
A crash course in social media
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A crash course in social media

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This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.

This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.

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    • 1. A crash course in Social Media
      Jeff Esposito
    • 2. Agenda
      1/10/2011
      2
      What is Social Media?
      Getting started
      Facebook personal vs. fan page
      What the @#&* is Twitter?
      Hidden gem for storefronts
    • 3. What is Social Media?
      1/10/2011
      3
    • 4. Social Media = Engagement
      1/10/2011
      4
      Social Media is an engagement tool. Participants exchange mutually beneficial information via online conversations to enhance their relationships. Direct engagement from brands has shown increase in trust from consumers.
      14% of consumers trust ads, 78% trust consumer recommendations (Socialnomics)
    • 5. Thoughts on Social Media
      1/10/2011
      5
      • Streamline our presence in social media networks, create meaningful content for customers and continue to increase our connections with them in those places
      • 6. Focus on building a tighter integration between Dell.com, Support.Dell.com, our Dell Community sites with our presence in social networks
      - Dell social media strategy, December 2009
      "It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance.” 
      —Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet
    • 7. Common Myths & Misconceptions
      Social Media requires people time and cannot be automated
      Social Media requires time and effort to engage with customers
      Social Media is another tool for marketers and is not a silver bullet replacing traditional mediums
      There is a conversation going on about your brand with or without your participation
      We have both positive and negative experiences mentioned on the social Web
      Social Media is Free
      Social Media is easy
      Social Media can replace traditional routes
      Companies can control what is being said
      Your customers universally love you
      1/10/2011
      6
      Perception
      Reality
    • 8. Getting Started
      1/10/2011
      7
    • 9. Do your homework
      1/10/2011
      8
      Social media is NOTfor everyone
      Determine if there is an audience for you
      Locate your customer’s top platform
      Listen to what is being said about company/industry
      Evaluate risks vs. rewards
      Set engagement strategy
    • 10. What’s in a name?
      1/10/2011
      9
      You want to be found easily by customers and leads
      Try to select your company name
      If unavailable select something close & easy to remember
      Example – Twitter.com/JeffEsposito was taken so I went with JeffEspo
    • 11. Keys to Success
      Identify key networks
      Don’t try to do it all at once
      Master one network before adding another to the arsenal
      Engage customers to increase brand awareness
      This engagement is with both positive and negative people
      Conversation first, sales second
      Set goals
      1/10/2011
      10
    • 12. Rules of Engagement
      Listen before acting
      Identify who you are
      Always be truthful
      Be professional
      Show sincerity
      Care about the customers
      Clearly state hours page/account is monitored
      Never belittle customers
      Don’t engage the irrational
      Admit if you’ve made a mistake or misspoke
      Take the good with the bad
      Don’t take anything personally
      You are responding as the company not yourself
      1/10/2011
      11
    • 13. Facebook – Personal vs. Business
      1/10/2011
      12
    • 14. Facebook
      1/10/2011
      13
    • 15. Why create a fan page?
      Allows you to market to fans
      You get metrics to see how things are going
      Facebook offers widgets to drive people to page from your site
      1/10/2011
      14
    • 16. So what the @#&* is Twitter?
      1/10/2011
      15
    • 17. Twitter is…
      1/10/2011
      16
      140 character communications
      Real-time information channel
      Portal into consumer consciousness
      Effective conversational tool
      Effective business tool
      95M Tweets per day
    • 18. How does this help me?
      1/10/2011
      17
    • 19. How many of you have a storefront?
      1/10/2011
      18
    • 20. Checking in for rewards
      1/10/2011
      19
      Other Services:
    • 21. 1/10/2011
      20

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