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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A crash course in social media A crash course in social media Presentation Transcript

  • A crash course in Social Media
    Jeff Esposito
  • Agenda
    1/10/2011
    2
    What is Social Media?
    Getting started
    Facebook personal vs. fan page
    What the @#&* is Twitter?
    Hidden gem for storefronts
  • What is Social Media?
    1/10/2011
    3
  • 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)
  • 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
    • 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
  • 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
  • Getting Started
    1/10/2011
    7
  • 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
  • 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
  • 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
  • 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
  • Facebook – Personal vs. Business
    1/10/2011
    12
  • Facebook
    1/10/2011
    13
  • 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
  • So what the @#&* is Twitter?
    1/10/2011
    15
  • 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
  • How does this help me?
    1/10/2011
    17
  • How many of you have a storefront?
    1/10/2011
    18
  • Checking in for rewards
    1/10/2011
    19
    Other Services:
  • 1/10/2011
    20