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Hot or Hype? What Business Owners Need to Know About Social Media (2010)
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Hot or Hype? What Business Owners Need to Know About Social Media (2010)

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Read any publication - online or off - and you're sure to find at least one article on social media. 'Experts' abound, and advice flows from every direction. However, many business owners are still ...

Read any publication - online or off - and you're sure to find at least one article on social media. 'Experts' abound, and advice flows from every direction. However, many business owners are still struggling with the 'why' of social media as it relates to their firms. Join Adrienne Cregar Jandler for a look at Social Media and what you, as business owners, need to know as you determine how you will use social media.

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  • When we think about social media and have to decide if it is of value, we should approach it by first considering the people who impact your business.

Hot or Hype? What Business Owners Need to Know About Social Media (2010) Hot or Hype? What Business Owners Need to Know About Social Media (2010) Presentation Transcript

  • Hot or Hype?What Business Owners Need to Know About Social Media 
    Presented by Adrienne CregarJandler
    President, Atlantic Webworks
  • What we’ll talk about…
    Should we use social media?
    Is there business value? Rethinking the definition
    Two critical first steps:
    The Social Media Plan & The Social Media Policy
    Do It Yourself or Outsource it?
    Choosing an implementation plan that works
    for YOUR business
  • Why should I use social media?
    Should we use social media?
    Can I measure my results, to determine if our efforts are worthwhile?
    Will we be able to control what is said about us?
    Do we have something to say? Or content to share?
    Is it all just a bunch of hype?
    Does it offer value for MY type of company?
    Let’s look at this from the perspective of impact on our stakeholders.
  • Why should I use social media?
    Who are the people that impact your business?
    • prospective clients
    • strategic partners (who refer people to you)
    • your competitors
    • your employees and prospective employees
    • your vendors and suppliers
    • your professional associations (Builders Association, Chamber, etc.)
    • the media (newspapers, TV, radio, etc.)
    How do you currently reach these people?
    What does it cost you in time? Advertising? Sponsorships?
    How do you stay in touch with them, and how often?
  • Why should I use social media?
    A few statistics to frame our thoughts about our ‘stakeholders’ and social media…
    • Only 14% of consumers now trust advertisements.
    78% trust peer recommendations.
    • By the end of 2010, Generation Y* will outnumber Baby Boomers…
    96% of them have joined a social network
    • The fastest growing segment on Facebook is 55-65 year-old females
    • Generation Y* and Z* consider email passe…This year Boston College
    stopped distributing email addresses to incoming freshmen!
    • 25% of Americans in the past month said they watched at least one
    short video…on their phone
    • 1 out of 8 couples married in the U. S. last year met via social networks
    • The % of companies using LinkedIn as a primary tool to find employees?
    80%
    *Generation Y is the generation of people born in the 1980s and 1990s, in the age range of 19 – 29 (i.e. first time home buyers)
    Generation Z is the generation of people born in the mid-1990’s to late 2000’s
    Source: Expeditusmedia
  • Why should I use social media?
    One last statistic about the growth of social media…
    Comparing social media to other media according to how long it took
    To reach 50 million users:
    • Radio – 38 years
    • Television – 13 Years
    • The Internet – 4 years
    • iPods – 3 years
    Facebook added 100 million users in less than 9 months.
  • Think beyond ‘what are you doing right now?’…Examples of Social Media uses for business…
    Competitive Research
    Recruiting
    Customer Feedback
    Grow Client Relationships
    Consumer Research
    Crowdsourcing
    Virtual Advisory Board
    Feedback mechanism to adjust strategies
    Prospecting
    Project Collaboration
    Cost Savings/Meetings, Travel
    Filesharing
    Increase your Reach and Exposure online
    Positioning yourself as an Expert/Industry Leader
    Word-of-mouth customer referrals
    Build Brand Loyalty
  • How does social media fit in with your other marketing efforts?
  • Why should I use social media?
    Let’s think of social media from the perspective of
    what it has to offer…
    Social Media offers you an exponential opportunity to impact
    two key components of your ability to win new business:
    Exposure & Credibility
    What is the value of being represented where your prospective clients gather?
    Social media offers you the opportunity to be represented in
    multiple places at the same time
    Let’s first take a look at exposure…
  • Why should I use social media?
    When someone is searching for the
    type of services you offer,
    where do they look?
    Inevitably, they
    look online.
    Why?
    • It’s convenient & can be done on their schedule
    • They can research without sales pitches or obligation
    • It saves them time
  • Articles
    Blog posts
    Why should I use social media?
    If your name, or your company
    name were searched for,
    what representation would
    you have in the search engines?
    Your Website
    Links from Associations’
    Websites
    Slideshare Presentations
    Links from Assn.
    Websites
    Twitter
    4Square
    Living Social
    CINCH
    Podcasts
    Would this
    make more impact?
  • Why should I use social media?
    How can social media help you build your credibility?
    (as a company AND as a professional?)
    • Showcase recommendations from others who have used your services
    • Promote you as an expert in the field and your company as
    a leader in the industry (many ways to do this, from articles, blog posts,
    YouTube videos, etc.)
    • Showcase your work (Flickr, YouTube, Slideshare, etc.)
    • List your professional awards, associations and involvement in industry
    groups and events
    • Spotlight employees’ areas of expertise, etc.
    • Simply being there – showing that you are ‘in touch’ with your customers
    and other stakeholders who are online
    Social media gives you a platform to speak directly with
    your stakeholders. What do you have to offer them?
  • What channels should I use?
    Unlike traditional advertising,
    Social Media centers around
    Relationships
    This is an important distinction!
    Think of social media as Conversation powered by technology.
  • What channels should I use?
    You’ll want to select your channels based
    on how much time you can
    realistically dedicate to participation.
    Better to be active in a few places, than inactive in many!
  • What channels should I use?
    Time commitment &
    Expected level of participation
    (frequency of posts)
    Flickr, YouTube,
    Slideshare, Articlesbase
  • What channels should I use?
    As business owners, you have two entities
    that can be represented in the social networks:
    yourself, and your company
  • What channels should I use?
    Your participation determines the value you get from networking
    Think about the professional forums where you network…
    What are the characteristics of the most popular professionals you meet?
  • What it is (and what it is not):
    So…are you ready now?
  • Two critical first steps:
    The Social Media Policy & The Social Media Plan
    Social Media Policy
    Details how employees should
    (or should not) use social media
    During company time
    Also discusses use of social media
    outside of company time as it relates
    To impact on the firm
    Social Media Plan
    Delineation of how you will
    use social media – your road
    Map.
  • Elements of a Social Media Plan: 5 W’s
    Start by focusing on the ‘who’….
    Arrive at ‘why’, then
    move to ‘what’, ‘when’,
    ‘where’
    Who are your stakeholders? Where are they active online?
    What are their social behaviors online?
    What social information or people do your customers rely on?
    What is your customers’ social influence? Who trusts them?
    How do your customers use social technologies in the context of your products?
    • What channels
    • Who will participate
    • How & how often
    • How you will measure it
    • Editorial calendar
  • There are 3 elements which affect conversation:
    How relevant
    & connected
    Is your brand?
    How easy is it for people to find your brand online?
    How trustworthy is your brand in delivering on your value proposition?
  • Conversions: How Will You Measure Them?
    Define measures for achieving your goals
    Sales
    Leads
    Views
    Shared content
    Downloads
    Sign-Ups
    Factors to consider:
    • Tell, don’t sell
    • Conversions don’t always happen immediately
    • Previous experience affects future likelihood
    • People don’t navigate in a linear fashion; don’t herd them
  • Elements of a Social Media Policy:
    Communicate the company’s purpose for using social media
    Emphasize the importance of taking responsibility for what you write,
    and using good judgement
    Detail what ‘being authentic’ means with regard to posts – using your
    Name, company name, etc.
    Respecting copyrights and fair use
    Protection of confidential and proprietary information
    Detail which job titles/positions can use social media during company
    time, and in what circumstances/toward what purpose
  • (FREE) Online Social Media
    Policy Generator:
    http://socialmedia.policytool.net/
  • Do It Yourself or Outsource it?
    Choosing an implementation plan that works
    for YOUR business
    Training Coaching Execution
    How much time and money do you want to spend?
  • Questions?
  • Social Media Changes Everything.
    Are you ready?
    27
    Building Business with Social Media - - - ©2008, Atlantic Webworks. All rights reserved.