Social Media Ask the Experts
Social Media  |||   Inbound Marketing <ul><li>Just the Facts </li></ul><ul><li>Audience </li></ul><ul><li>Building a Commu...
Definition <ul><li>Social Media   </li></ul><ul><li>“ is  content created by people  using highly accessible and scalable ...
Doing it Right <ul><li>Determine the audience you want to reach </li></ul><ul><li>Develop a campaign </li></ul><ul><ul><li...
Know Your Audience <ul><li>Determine Where Your Audience Is. </li></ul><ul><li>Median Age </li></ul><ul><li>Twitter user i...
Know Your Audience <ul><li>Facebook –  300 million active users </li></ul><ul><li>Females 58% - Males 42% </li></ul><ul><l...
Know Your Audience <ul><li>Twitter –  6 million users </li></ul><ul><li>Females 53% - Males 47% </li></ul><ul><li>Ages </l...
Know Your Audience <ul><li>Twitter  </li></ul><ul><li>9% live in rural areas </li></ul><ul><li>35% of twitter users live i...
Know Your Audience <ul><li>LinkedIn -  41 million members </li></ul><ul><li>Females 38% - Males 61% </li></ul><ul><li>Aver...
Basics to Social Media Marketing <ul><li>Always listen – before you jump in </li></ul><ul><li>The brand is public </li></u...
Basics to Building a Community <ul><li>Personal Branding – online activities sets expectation about who you are, be an inf...
Small Business Going Social Hierarchy  <ul><li>Blogging/Podcasting </li></ul><ul><ul><li>Read, comment and then start a bl...
Blogs Best Practices <ul><li>Commit to a schedule </li></ul><ul><li>Show personality and stir the pot now and then </li></...
Blogs Tools <ul><li>Wordpress.com – create a blog </li></ul><ul><li>Zemanta.com - enhances your blog with providing relate...
Business Blog Topics  <ul><li>Press release </li></ul><ul><li>Industry news </li></ul><ul><li>Best practices </li></ul><ul...
Blog Marketing Ideas <ul><li>Reward most active commenter </li></ul><ul><li>Sell an experience not a product/service </li>...
Monitor <ul><li>Google Alerts (http://bit.ly/EEGia) – tracks blogs, news articles, videos </li></ul><ul><li>Technorati.com...
Facebook <ul><li>Getting started </li></ul><ul><li>Build a Page not a Fan Page (http://tinyurl.com/kukfcy ) </li></ul><ul>...
Twitter <ul><li>Claim your name now </li></ul><ul><li>Top how to videos: mashable.com/2009/05/31/twitter-tutorial-youtube ...
Finding an Twitter Audience <ul><li>Twitter </li></ul><ul><ul><li>Twitter Search type – near:Cleveland within:25mi </li></...
LinkedIn <ul><li>Increase you personal visibility </li></ul><ul><li>Enhance SEO  </li></ul><ul><li>Check out prospects bef...
SlideShare <ul><li>Connect to LinkedIn and Facebook accounts </li></ul><ul><li>Share presentations, documents and PDF’s </...
Odds and Ends <ul><li>FriendFeed.com – a social aggregator, all your social accounts are pulled into a single feed </li></...
Case Study – Promotion <ul><li>Drive traffic to One Hour Webinar </li></ul><ul><li>Step One | Several Email Blasts List of...
David Consulting Group <ul><li>Podcasts – 3,000 downloads every two weeks </li></ul><ul><ul><li>Promote with Twitter and e...
Always Keep in Mind <ul><li>Organizations who understand how to facilitate conversations online can't help but be more suc...
[email_address] Barb Cagley, president
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SCK Social Media 2009

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This presentation is focused on how small companies can jump into the Social Media world and yield real results for their bottom line.

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SCK Social Media 2009

  1. 1. Social Media Ask the Experts
  2. 2. Social Media ||| Inbound Marketing <ul><li>Just the Facts </li></ul><ul><li>Audience </li></ul><ul><li>Building a Community </li></ul><ul><li>Brand Monitoring </li></ul><ul><li>Blogs </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Odds and Ends </li></ul><ul><li>Case Studies </li></ul>11/13/2009 ©2009 SCK | Social Media
  3. 3. Definition <ul><li>Social Media </li></ul><ul><li>“ is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content . It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers . Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business . Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).” </li></ul><ul><li>Source: Wikipedia </li></ul>11/13/2009 ©2009 SCK | Social Media
  4. 4. Doing it Right <ul><li>Determine the audience you want to reach </li></ul><ul><li>Develop a campaign </li></ul><ul><ul><li>Talking to people where they are </li></ul></ul><ul><ul><li>Use a vessel that you can stick to </li></ul></ul><ul><li>Monitor, measure and adjust </li></ul><ul><li>Stick to it – building quality relationships takes time </li></ul>11/13/2009 ©2009 SCK | Social Media
  5. 5. Know Your Audience <ul><li>Determine Where Your Audience Is. </li></ul><ul><li>Median Age </li></ul><ul><li>Twitter user is 31 </li></ul><ul><li>MySpace user is 27 </li></ul><ul><li>Facebook user is 26 </li></ul><ul><li>LinkedIn user is 40 </li></ul><ul><li>PEW 3/09 Study </li></ul>11/13/2009 ©2009 SCK | Social Media
  6. 6. Know Your Audience <ul><li>Facebook – 300 million active users </li></ul><ul><li>Females 58% - Males 42% </li></ul><ul><li>Ages </li></ul><ul><li>0 to17 14% </li></ul><ul><li>18 to 24 41% </li></ul><ul><li>25 to 34 27% </li></ul><ul><li>35 to 54 17% (up 267%) </li></ul><ul><li>55+ 2% (up 194%) </li></ul><ul><li>Source: Facebook 2009 </li></ul>11/13/2009 ©2009 SCK | Social Media
  7. 7. Know Your Audience <ul><li>Twitter – 6 million users </li></ul><ul><li>Females 53% - Males 47% </li></ul><ul><li>Ages </li></ul><ul><li>18 to 24 19% </li></ul><ul><li>25 to 34 20% </li></ul><ul><li>35 to 44 10% </li></ul><ul><li>45 - 54 5% </li></ul><ul><li>55 - 64 4% </li></ul><ul><li>65+ 2% </li></ul><ul><li>Source: PEW 3/09 </li></ul><ul><li>Source: Facebook 2009 </li></ul>11/13/2009 ©2009 SCK | Social Media
  8. 8. Know Your Audience <ul><li>Twitter </li></ul><ul><li>9% live in rural areas </li></ul><ul><li>35% of twitter users live in urban areas </li></ul><ul><li>online Americans who live in lower income housing are more likely to use twitter </li></ul><ul><li>17% of internet users in households earning less than $30,000 tweet </li></ul><ul><li>10% of internet users in households earning more than $75,000 tweet </li></ul><ul><li>76% of twitter users use the internet wirelessly </li></ul><ul><li>Twitter users are also more mobile in news consumption </li></ul><ul><li>Source: PEW 3/09 </li></ul><ul><li>Source: Facebook 2009 </li></ul>11/13/2009 ©2009 SCK | Social Media
  9. 9. Know Your Audience <ul><li>LinkedIn - 41 million members </li></ul><ul><li>Females 38% - Males 61% </li></ul><ul><li>Average Age 41 </li></ul><ul><li>SlideShare - 23 million monthly visitors </li></ul><ul><li>Source: LinkedIn and SlideShare </li></ul><ul><li>Source: LinkedIn 2009 </li></ul>11/13/2009 ©2009 SCK | Social Media
  10. 10. Basics to Social Media Marketing <ul><li>Always listen – before you jump in </li></ul><ul><li>The brand is public </li></ul><ul><ul><li>Think about a social media company policy </li></ul></ul><ul><li>Don’t forget a personality </li></ul><ul><ul><li>Humanize your company </li></ul></ul><ul><li>Creativity wins </li></ul><ul><li>Think campaign and multi-purpose content </li></ul>11/13/2009 ©2009 SCK | Social Media
  11. 11. Basics to Building a Community <ul><li>Personal Branding – online activities sets expectation about who you are, be an influencer </li></ul><ul><ul><li>Build trust with consistency </li></ul></ul><ul><ul><li>Expertise is a core component </li></ul></ul><ul><li>Measure Influence </li></ul><ul><ul><li>Incoming traffic – page views </li></ul></ul><ul><ul><li>Reader engagement </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Connections </li></ul></ul><ul><ul><li>Track record </li></ul></ul><ul><ul><li>Engagement </li></ul></ul>11/13/2009 ©2009 SCK | Social Media
  12. 12. Small Business Going Social Hierarchy <ul><li>Blogging/Podcasting </li></ul><ul><ul><li>Read, comment and then start a blog </li></ul></ul><ul><li>Social Search </li></ul><ul><ul><li>Listen to what is going on </li></ul></ul><ul><li>Social Bookmarking </li></ul><ul><ul><li>Tagging content and driving search traffic </li></ul></ul><ul><ul><li>Delicious.com and Digg.com – Social bookmarks </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>You need to have much to share to build an interesting business case </li></ul></ul><ul><li>Micro - Twitter </li></ul><ul><ul><li>Need to dedicate the time for real-time communications </li></ul></ul>11/13/2009 ©2009 SCK | Social Media
  13. 13. Blogs Best Practices <ul><li>Commit to a schedule </li></ul><ul><li>Show personality and stir the pot now and then </li></ul><ul><li>Use your search terms or link to your site often </li></ul><ul><li>Make easy to subscribe </li></ul><ul><li>Build Your Audience </li></ul><ul><li>Network with other blogs and link out to them </li></ul><ul><li>Comment on others blog </li></ul><ul><li>Ask questions and opinions to get comments </li></ul><ul><li>Drive Traffic to Your Website </li></ul><ul><li>Develop and use keyword terms – headlines and body copy </li></ul><ul><li>Use Google analytics </li></ul><ul><li>Include a call to action ie: free whitepaper </li></ul>11/13/2009 ©2009 SCK | Social Media
  14. 14. Blogs Tools <ul><li>Wordpress.com – create a blog </li></ul><ul><li>Zemanta.com - enhances your blog with providing related images and related content to link to </li></ul><ul><li>Backtype.com - monitoring and manage your blog comments </li></ul><ul><li>PostRank.com - ranks the importance of blogs </li></ul><ul><li>Technorati.com – Largest blog search </li></ul>11/13/2009 ©2009 SCK | Social Media
  15. 15. Business Blog Topics <ul><li>Press release </li></ul><ul><li>Industry news </li></ul><ul><li>Best practices </li></ul><ul><li>Find an industry video </li></ul><ul><li>Current event </li></ul><ul><li>Holiday party </li></ul><ul><li>Productivity tip </li></ul><ul><li>Email query </li></ul><ul><li>How-to’s </li></ul><ul><li>Corporate culture </li></ul><ul><li>StumbleUpon </li></ul>11/13/2009 ©2009 SCK | Social Media <ul><li>Facebook group </li></ul><ul><li>LinkedIn answers </li></ul><ul><li>Make a list </li></ul><ul><li>Answer a customer question </li></ul><ul><li>Share a problem </li></ul><ul><li>Try a new application and review it </li></ul><ul><li>Start a series </li></ul><ul><li>Take a picture </li></ul><ul><li>Conduct an interview </li></ul><ul><li>Source: Aaron Uhrmacher </li></ul>
  16. 16. Blog Marketing Ideas <ul><li>Reward most active commenter </li></ul><ul><li>Sell an experience not a product/service </li></ul><ul><li>Tell stories – Lure Company </li></ul><ul><li>Interviews – Podcasts </li></ul><ul><li>Focus on SEO and inbound links </li></ul><ul><li>Post weekly at a minimum </li></ul>11/13/2009 ©2009 SCK | Social Media
  17. 17. Monitor <ul><li>Google Alerts (http://bit.ly/EEGia) – tracks blogs, news articles, videos </li></ul><ul><li>Technorati.com – subscribe to RSS alerts to know when someone blogs about you </li></ul><ul><li>Yacktrack.com – Chatter tab allows keyword searches on social media </li></ul><ul><li>Boardtracker.com – monitor and get alerts from discussion board threads using your name </li></ul><ul><li>Twittersearch.com – monitor Twitter for your name or terms </li></ul><ul><li>SocialMention.com – search engine that searches user generated content </li></ul>11/13/2009 ©2009 SCK | Social Media
  18. 18. Facebook <ul><li>Getting started </li></ul><ul><li>Build a Page not a Fan Page (http://tinyurl.com/kukfcy ) </li></ul><ul><li>Good applications for business </li></ul><ul><ul><li>Facebook.com/apps/directory.php </li></ul></ul><ul><li>Facebook Notes </li></ul><ul><ul><li>RSS feed from your blog into Facebook </li></ul></ul><ul><li>Twitter App </li></ul><ul><ul><li>Pulls your tweets into Facebook (can also have Facebook feed Plaxo, ie Twitter to Facebook to Plaxo all with one post) </li></ul></ul><ul><li>Personal URL www.facebook.com/sckdesign </li></ul>11/13/2009 ©2009 SCK | Social Media
  19. 19. Twitter <ul><li>Claim your name now </li></ul><ul><li>Top how to videos: mashable.com/2009/05/31/twitter-tutorial-youtube </li></ul><ul><li>Bitly.com – shorten and track your links </li></ul><ul><li>Tipjoy.com – micro online giving </li></ul><ul><li>TwitterBacks.com – brand your page </li></ul><ul><li>TweetDeck.com - Search.twitter.com </li></ul><ul><li>FriendorFollow.com – who is following you </li></ul><ul><ul><ul><li>Export your Outlook contacts into a Gmail account and then search for them on Twitter to follow </li></ul></ul></ul><ul><ul><ul><li>#Squarespace campaign - hashtags.org (contest) </li></ul></ul></ul><ul><ul><ul><li>Monitor feeds with hashtag </li></ul></ul></ul>11/13/2009 ©2009 SCK | Social Media
  20. 20. Finding an Twitter Audience <ul><li>Twitter </li></ul><ul><ul><li>Twitter Search type – near:Cleveland within:25mi </li></ul></ul><ul><li>Twellowhood.com </li></ul><ul><ul><li>Find people on Twitter by city or by business interest </li></ul></ul><ul><li>WeFollow.com </li></ul><ul><ul><li>Twitter directory by topic </li></ul></ul><ul><li>Listorious.com </li></ul><ul><ul><li>Twitter List - Lists as a way of organizing your followers, 2) Lists as a form of recommendation, and 3) Lists as a way of measuring influence. </li></ul></ul><ul><li>Monitor / Search Tweets </li></ul>11/13/2009 ©2009 SCK | Social Media
  21. 21. LinkedIn <ul><li>Increase you personal visibility </li></ul><ul><li>Enhance SEO </li></ul><ul><li>Check out prospects before you meet </li></ul><ul><li>Search for employees </li></ul><ul><li>Fill out contact settings to “close the deal” </li></ul><ul><li>Events – check out who is going </li></ul><ul><li>Link to your website from “My Website” and “Other” by modifying the name of the link </li></ul><ul><li>Use keywords of the skills you are looking for </li></ul><ul><li>Create an event – invite your network 50 per day </li></ul><ul><li>Send relevant questions to your network </li></ul><ul><li>Connect with your Twitter feed </li></ul>11/13/2009 ©2009 SCK | Social Media
  22. 22. SlideShare <ul><li>Connect to LinkedIn and Facebook accounts </li></ul><ul><li>Share presentations, documents and PDF’s </li></ul><ul><li>Can embed into your website or blog </li></ul><ul><li>Social groups around topics </li></ul>11/13/2009 ©2009 SCK | Social Media
  23. 23. Odds and Ends <ul><li>FriendFeed.com – a social aggregator, all your social accounts are pulled into a single feed </li></ul><ul><li>Social Media Policy - handout </li></ul><ul><li>Ning.com – build your own social media site </li></ul><ul><li>Society for New Communications Research sncr.org – a lot of good case studies </li></ul><ul><li>Mobile Web (mobi) - 2008 late early stage </li></ul><ul><li>Handset detection redirect to specific pages </li></ul><ul><li>Send contact information to your phone via SMS </li></ul><ul><li>Cellfire - promotions on mobile devise </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Digg.com, Delicious.com, StumbleUpon.com, ShareThis.com </li></ul>11/13/2009 ©2009 SCK | Social Media
  24. 24. Case Study – Promotion <ul><li>Drive traffic to One Hour Webinar </li></ul><ul><li>Step One | Several Email Blasts List of 3,000 </li></ul><ul><li>7 Sign-ups </li></ul><ul><li>Step Two | Promote Twitter 1,400 Followers </li></ul><ul><li> Promote LinkedIn 187 Connection </li></ul><ul><li>38 Sign-ups </li></ul><ul><li>Step Three | Twitter #terms </li></ul><ul><li>76 Sign-ups </li></ul><ul><li>Follow up | Twitter </li></ul><ul><li>31 Downloads </li></ul>11/13/2009 ©2009 SCK | Social Media
  25. 25. David Consulting Group <ul><li>Podcasts – 3,000 downloads every two weeks </li></ul><ul><ul><li>Promote with Twitter and email </li></ul></ul><ul><ul><li>Distribute through ITune </li></ul></ul><ul><ul><li>Postcards at tradeshows </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><li>SEO </li></ul><ul><li>Resources on website </li></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Blogs for key consultants </li></ul></ul>11/13/2009 ©2009 SCK | Social Media
  26. 26. Always Keep in Mind <ul><li>Organizations who understand how to facilitate conversations online can't help but be more successful. </li></ul><ul><li>How can you get your customers to participate more? </li></ul><ul><li>With you? </li></ul><ul><li>With each other? </li></ul><ul><li>What can you do to help facilitate conversations? </li></ul>11/13/2009 ©2009 SCK | Social Media
  27. 27. [email_address] Barb Cagley, president

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