Connecting With
  Customers
Using The Power of Social Media
   to Enhance Your Business




        Whitney Hoffman
      ...
Changing Marketplace

 Old ways of getting new business may not be
 as effective

 Competition is stronger and not just lo...
Changing Marketplace

NPR/Frontline Story- Re-employment difficult
due to culture shift

People find out about you long befo...
The New PR


Is PR - Public Relations?

Is PR -Personal Record?
It’s Both
Trust
Megaphones Don’t Work




You no longer control the entire message
They’re Shouting Back
Imagine all your friends got phones for
                the first time...


Are you going to sit around all day waiting fo...
The New Telephone




Connecting with Customers - The New Golf Course
Channels are on 24 x 7
Cafe-Shaped Conversations
Tribe Identity
Visualizing the Social Graph
Looking for the Sweet Spot
Relevancy
to you, to your customers
This is Not Fringe
                          Anymore




This is Mainstream,
    Main Street
Mobile

Quick Facts from Pew
(Pew Internet.org)

By 2020, they predict that
a mobile device will be the
primary connection...
Pew Stats
More people are accessing the ‘net on a mobile device. One-
third of Americans (32%) use a cell phone or Smartph...
iPhone introduced 6/07
Within 2 yrs- 25% of marketplace and
               growing
Amanda Lenhart: The Democratization of Online Social Networks
Online social network users circa 2009
Democratization of online social networks
• Urban tilt has disappeared – though rur...
Online social network use circa 2009 (2)
• Skews more female (54% female vs. 46% male)
• In the SNS population – younger a...
Media Age on Popular Social
        Networks


 Twitter - 31 yrs.

 MySpace- 26 yrs. down from 27

 LinkedIn- 39 yrs. down...
Summary
Social media adopters are Urban and Suburban
more than Rural.

80% of participants in social media are 18 to 44
ye...
Step1




    Your Online
     Presence
Google is Everywhere
Optimize Google Local First
Step Two
Using Tools to Listen




      1. Google Alerts
     2. Twitter search
       3. Blog Search
iGoogle can be your Newspaper
Where is Your Community?
Where are Your Customers?




Connecting Where It’s Relevant to Them
Don’t Forget to Ask Them


  Connect in Preferred
       Channels
Don’t Worry About Them All....
LinkedIn-
Rolodex on Steroids
LinkedIn- Your Resume and Recommendations Online
Expanding and Visualizing Your Network
Twitter
Facebook
MySpace
MySpace
These Are Your
  Billboards
Integration of
  Channels
2009 Blogging Stats

• Blogging grew by 68% in 2008
• 346 Million worldwide read blogs
• 77% of active web users read blog...
Demographics of
        Bloggers

• 51% male, 49% female
• 58% 35+ years old, 42% 18-34
• 74% are college educated
• over ...
Own Your Own Domain


• Blog can be added on to existing
  website- ie. www.mydomain.com/blog
  or www.blog.mydomain.com

...
Things you’ll need to
       consider

• Who will be that public face?
• Do they have the ability/authority to
  solve pro...
Why Blog for
 Business?
The Face (and voice)
   of Your Brand




Network Solutions, Shashi Bellamkonda

The Social Media Swami
Widgets, Blogrolls
   and More
You can add badges, widgets and other tools to
your blog (or regular website) to integrate ...
And you can get:
Other Important
     Tools
Social Bookmarking: Develop Your Library
Check Out What Friends are Reading
Google Reader- Manage Subscriptions
HARO- Help a Reporter Out


Be your own Marketing
Department

Become an expert

Become a resource

Help out reporters, hel...
Competitive
             Intelligence
SEOMoz, Alexa.com, Compete.com, Quantcast- How
well are you doing, and how well are ...
Creating
      Communities
This is a long term versus short term strategy

People come to you because of content and
added...
So.....
Build a group of fans and customers; Make it
interactive and fun

Stickiness- 10 rabid fans may be better than 50
...
It’s All About the Connections
Summing It Up
Free Reports from Forrester
Taking Aim at Your Goals
The End
Contact Info:
Whitney Hoffman
Hoffman Digital Media

LDpodcast@gmail.com
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyho...
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
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New Castle County Keynote Slideshare
New Castle County Keynote Slideshare
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Presentation on basic social media channels and use in business

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  • How do we identify who is or is not part of our tribe? In this picture, of a community block party, you can tell who identifies as part of the larger community and who is part of a separate group? Tribes sometimes have their own uniforms or ways of separating themselves out from the pack
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall

    Analysis from April 2009
  • You might need to have some idea of your community and where they hang out; where your potential community lies; (google forms free and efficient)
  • New Castle County Keynote Slideshare

    1. 1. Connecting With Customers Using The Power of Social Media to Enhance Your Business Whitney Hoffman Hoffman Digital Media
    2. 2. Changing Marketplace Old ways of getting new business may not be as effective Competition is stronger and not just local Word Of Mouth carries farther than ever before What can you do to stand out?
    3. 3. Changing Marketplace NPR/Frontline Story- Re-employment difficult due to culture shift People find out about you long before you ever meet....or not. Reputation management is more important than ever
    4. 4. The New PR Is PR - Public Relations? Is PR -Personal Record?
    5. 5. It’s Both
    6. 6. Trust
    7. 7. Megaphones Don’t Work You no longer control the entire message
    8. 8. They’re Shouting Back
    9. 9. Imagine all your friends got phones for the first time... Are you going to sit around all day waiting for a letter? Or are you going to go out and get a phone?
    10. 10. The New Telephone Connecting with Customers - The New Golf Course
    11. 11. Channels are on 24 x 7
    12. 12. Cafe-Shaped Conversations
    13. 13. Tribe Identity
    14. 14. Visualizing the Social Graph
    15. 15. Looking for the Sweet Spot
    16. 16. Relevancy to you, to your customers
    17. 17. This is Not Fringe Anymore This is Mainstream, Main Street
    18. 18. 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.
    19. 19. Pew Stats More people are accessing the ‘net on a mobile device. One- third of Americans (32%) use a cell phone or Smartphone to access the internet for emailing, instant-messaging, or information-seeking. Up by one-third since December 2007 On the typical day, nearly one-fifth (19%) of Americans use the internet on a mobile device, up from 11% in December 2007. That’s a growth of 73% in the 16 months
    20. 20. iPhone introduced 6/07 Within 2 yrs- 25% of marketplace and growing
    21. 21. Amanda Lenhart: The Democratization of Online Social Networks
    22. 22. Online social network users circa 2009 Democratization of online social networks • Urban tilt has disappeared – though rural areas still lag slightly (age) – 29% of SNS users live in urban areas vs. 30% of internet users – 56% of SNS users live in the suburbs, 52% of net users do – 15% of SNS users live in rural areas, 18% of internet users • Still no regional differences • Now no differences in likelihood of full-time employment (54% SNS vs. 53% internet users) • Education levels look like internet using population • SNS users just as likely to have bbd as all net users Amanda Lenhart: The Democratization of Online Social Networks
    23. 23. Online social network use circa 2009 (2) • Skews more female (54% female vs. 46% male) • In the SNS population – younger adults make up a slightly greater proportion of the SNS using population than in 2005. – 18-24 year olds are 28% of the social networking population, but 16% of the internet using population – 25-34 year olds are 29% of SNS using population, but 20% of the online population – 35-44 yos are 22% of the SNS population and 20% of the internet population – 45-54 yos are 13% of the SNS population and 20% of the internet using population – 55-64 yos are 6% of the SNS population and 14% of the internet using population – 65+ make up 3% of the SNS population and 9% of the internet using population Amanda Lenhart: The Democratization of Online Social Networks
    24. 24. Media 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
    25. 25. Summary Social media adopters are Urban and Suburban more than Rural. 80% of participants in social media are 18 to 44 years old. 18-34’s still have highest rate of adoption, but big influx of older people into the SM sphere, esp. on Facebook
    26. 26. Step1 Your Online Presence
    27. 27. Google is Everywhere Optimize Google Local First
    28. 28. Step Two
    29. 29. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
    30. 30. iGoogle can be your Newspaper
    31. 31. Where is Your Community? Where are Your Customers? Connecting Where It’s Relevant to Them
    32. 32. Don’t Forget to Ask Them Connect in Preferred Channels
    33. 33. Don’t Worry About Them All....
    34. 34. LinkedIn- Rolodex on Steroids
    35. 35. LinkedIn- Your Resume and Recommendations Online
    36. 36. Expanding and Visualizing Your Network
    37. 37. Twitter
    38. 38. Facebook
    39. 39. MySpace
    40. 40. MySpace
    41. 41. These Are Your Billboards
    42. 42. Integration of Channels
    43. 43. 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/
    44. 44. Demographics of Bloggers • 51% male, 49% female • 58% 35+ years old, 42% 18-34 • 74% are college educated • over 120,000 new blogs created daily
    45. 45. Own Your Own Domain • Blog can be added on to existing website- ie. www.mydomain.com/blog or www.blog.mydomain.com • Can make any domain a blog/website
    46. 46. 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
    47. 47. Why Blog for Business?
    48. 48. The Face (and voice) of Your Brand Network Solutions, Shashi Bellamkonda The Social Media Swami
    49. 49. Widgets, Blogrolls and More You can add badges, widgets and other tools to your blog (or regular website) to integrate your social media presence online When integrating, keep audiences in mind- do you want twitter posting to Facebook and your blog? Your Blog to Facebook?
    50. 50. And you can get:
    51. 51. Other Important Tools
    52. 52. Social Bookmarking: Develop Your Library
    53. 53. Check Out What Friends are Reading
    54. 54. Google Reader- Manage Subscriptions
    55. 55. HARO- Help a Reporter Out Be your own Marketing Department Become an expert Become a resource Help out reporters, help out your business
    56. 56. 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.
    57. 57. 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
    58. 58. 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- Add Value
    59. 59. It’s All About the Connections
    60. 60. Summing It Up
    61. 61. Free Reports from Forrester
    62. 62. Taking Aim at Your Goals
    63. 63. The End
    64. 64. Contact Info: Whitney Hoffman Hoffman Digital Media LDpodcast@gmail.com Hoffmandigitalmedia@gmail.com Twitter: @whitneyhoffman, @ldpodcast Facebook: Whitney Hoffman Google Voice: (302) 482-4599 Mobile: (302) 562-6507 URL: www.whitneyhoffman.com
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