Beyond the Hype: How to Use Social Media Tools to Grow Your Business

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Transcript

  • 1. Beyond the Hype: How to Use Social Media Tools to Grow Your Business
  • 2. Introductions
    • Paul Burani President, Clicksharp Marketing www.clicksharpmarketing.com
    • Michelle Riggen-Ransom Co-Founder & Communications Director, Batch Blue Software www.batchblue.com
  • 3. What are Social Media? ” Communities where users can submit content related to a very specific topic of interest. The content is public for community members to interact freely: commenting, voting, sharing, discussing. These media are "social" because people are encouraged to contribute to the dialogue, present their viewpoints, and engage with their communities – the same way as if they took place offline at a coffee shop, dinner party, or board meeting.” Photo credit: Flickr/tomfite. Push vs. Pull Marketing
  • 4. What are Social Media?
    • What do all social media sites have in common?
      • Profile-based environment
      • User-generated content
      • Community interaction
      • Etiquette
  • 5. What are Social Media?
    • How do social media sites differ?
      • “ Open” or “Closed”
      • Type & format of content
      • Scope of relationships
      • Cross-platform integration
  • 6. What are Social Media?
    • What’s behind all the hype?
    • How can social media be a low-risk marketing asset?
    Source: eMarketer, comScore, Facebook.
  • 7.
    • Do’s
      • Be proactive with links and comments.
      • Focus on just a few communities.
      • Engage others for feedback.
      • Maintain regularity in your contributions.
      • Be yourself.
    What are Social Media?
  • 8. What are Social Media?
    • Don’ts
      • Be a pushy salesperson.
      • Recklessly use off-color humor.
      • Expect total privacy.
      • Assume people care about the minutia of you or your business.
      • Overlook the rules of confidentiality.
  • 9.
    • Should my business be using social media?
      • Does selling your product require customer education?
      • Would customer feedback help you develop better products?
      • Do you take an organized approach to customer service?
      • Will showing customers your personality help you sell more?
    Social Media Marketing
  • 10.
    • How to pick the right mix of social media tools
      • Where are you likeliest to find your audience?
      • What kind of content will you publish?
    Social Media Marketing
  • 11.
    • Applying the mindset:
      • "Content is Currency”
      • Chicklets and the multiplier effect
      • Search engines and social media annuities
      • Everyone is ready to listen; what are you going to say?
    Social Media Marketing
  • 12.
    • Economizing marketing efforts across different social media platforms
      • Webmail contacts
      • RSS (Really Simple Syndication)
      • One more reason to start blogging!
    Social Media Marketing
  • 13. Social Media Marketing
    • Measuring Success: the X-factor!
      • When visitors leave, how soon do they come back?
      • What geographic areas attract/engage visitors the most?
      • How deeply do visitors engage with the content?
      • Do IT issues (OS, browsers, connection speeds) affect the site's user experience?
      • Which third party websites send the most traffic?
      • What site content holds attention & keeps visitors coming back?
      • Which promotions and ad campaigns are paying off?
  • 14. Social Media Marketing
      • Are offline marketing efforts contributing to the website's success?
      • Are any particular pages driving people away?
      • What path do visitors take to reach the most important content?
      • Which search engine keywords direct people to the site?
      • Which visitors are just browsing, and which have a meaningful impact on business?
  • 15. Social Media Marketing Photo credit: Flickr/fragwagon. Social media marketing extends on corporate strategy… it does not replace it.
  • 16. BatchBlue Software: Small company, big challenges
    • Crowded market (CRM)
    • No physical product to sell
    • Target audience (small businesses) notoriously difficult to reach
    • No advertising budget
    • … so what’s a young start-up to do?
  • 17. Using Social Media to Win Friends & Influence Customers
    • BatchBlue Blog
    • Forums
    • Twitter
    • Sbbuzz (Twitter chat/blog)
    • YouTube, Facebook, Flickr
  • 18. @batchblue on Twitter
  • 19. @batchblue on Twitter
  • 20. @sbbuzz and sbbuzz.biz
  • 21. @sbbuzz and sbbuzz.biz
  • 22. BatchBlue Forums
  • 23. = Free CS!
  • 24. BatchBlue Blog
  • 25. YouTube, FaceBook, Flickr
  • 26. It’s not the tools…it’s the network
  • 27. Biz dev
    • Twitter => SXSW => Twitter =>
    • Product integration/co-marketing
    • BatchBook & FreshBooks
  • 28. PR & marketing
    • Twitter t-shirts => Blogger’s Lounge at SXSW =>
    • Contact at Mashable
  • 29. Hiring & recruiting
    • Twitter => Local tech meetup =>
    • BatchBlue’s new System Administrator
  • 30. 10 Things YOU can do to grow your biz with social media
    • Listen . Get out there, find your audience.
    • Be ready . Carry a camera everywhere. You never know when that killer video or photo op will present itself.
    • Open Twitter account . Number one way we've found to build network fast.
    • Share . Make posts easy to share and make them compelling enough that people will want to share.
    • Engage . Be responsive. Folks want to know people behind the company.
  • 31. … and the next 5!
    • Syndicate . Leverage the power of RSS. You'll get more bang for your content buck.
    • Provide value . Offer free content, promo codes, give people tools to promote you.
    • Crowdsource . Ask compelling questions, empower people to weigh in. You won't be the only one interested in the answers.
    • Have fun ! If it's not fun, you won't do it.
    • Shine ! Put yourself on the main stage. You may not have a huge social network today, but tomorrow you might.
  • 32. Questions?
  • 33. Contacts
    • Paul Burani
    • twitter:@clicksharp
    • email: [email_address]
    • Ramon Ray
    • twitter: @ramonray
    • email: [email_address]
    • Michelle Riggen-Ransom
    • twitter: @mriggen @batchblue
    • email: [email_address]