Monday, November 2, 2009 Social Media Marketing Business Development Seminar © 2009 Benjamin Tomkins

Agenda Introductions Social Media Basics Social Media Opportunities Social Media Marketing Goals Tools & Tips Measuring Results Questions & Comments

Introductions

Social Media Basics

Social Media Opportunities

Social Media Marketing Goals

Tools & Tips

Measuring Results

Questions & Comments

Introductions Who are you? What is your business? How do you use social media personally? How do you use social media for business? What are your expectations for this seminar?

Who are you?

What is your business?

How do you use social media personally?

How do you use social media for business?

What are your expectations for this seminar?

What Is Social Media? http://www.youtube.com/watch?v=MpIOClX1jPE Video © Common Craft

Who’s Using Social Media? In the last 12 months, have you: Joined a social network? Watched an online video clip? Read a blog? Uploaded a video clip? Started your own blog? Subscribed to an RSS feed?

In the last 12 months, have you:

Joined a social network?

Watched an online video clip?

Read a blog?

Uploaded a video clip?

Started your own blog?

Subscribed to an RSS feed?

There’s Opportunity In Social Media Source: Universal McCann Comparative Study of Social Media Trends Social media traffic has doubled in the last year making it the fastest growing online category Among active online users: 83% have watched video clips 73% have read a blog 57% have joined a social network 55% have upload video clips 45% have started their own blog 39% subscribe to an RSS feed

Social media traffic has doubled in the last year making it the fastest growing online category

Among active online users:

83% have watched video clips

73% have read a blog

57% have joined a social network

55% have upload video clips

45% have started their own blog

39% subscribe to an RSS feed

Traditional v. Social Media Marketing

Goals For Social Media Marketing Source: eMarketer: Marketing Executives Networking Group Survey

Social Media Marketing Results Source: 2009 Social Media Marketing Industry Report

Setting Social Media Marketing Goals Define social media goals for your business Increase customer loyalty Improve customer service Start Twittering Create a Facebook group

Increase customer loyalty

Improve customer service

Start Twittering

Create a Facebook group

Too Much Social Media? Image © Greg Verdino

Making Sense Of Social Media Image © Fred Cavazza

Top 20 Social Networking Sites Source: Experian Hitwise for week ending 09/26/2009

Volume Isn’t Every For Social Networks Dan Schawbel's Top 10 Social Networks for Entrepreneurs : Entrepreneur Connect PartnerUp StartupNation LinkedIn Biznik Perfect Business Go BIG Network Cofoundr The Funded Young Entrepreneur Hitwise's Top 10 Most Popular Social Networks: Facebook MySpace YouTube Tagged Twitter Yahoo! Answers Yahoo! Profiles myYearbook Windows Live Home Classmates

Dan Schawbel's Top 10 Social Networks for Entrepreneurs :

Entrepreneur Connect

PartnerUp

StartupNation

LinkedIn

Biznik

Perfect Business

Go BIG Network

Cofoundr

The Funded

Young Entrepreneur

Hitwise's Top 10 Most Popular Social Networks:

Facebook

MySpace

YouTube

Tagged

Twitter

Yahoo! Answers

Yahoo! Profiles

myYearbook

Windows Live Home

Classmates

Where To Focus Your Efforts High Traffic Social Media Niche Business Social Media Local & Vertical Social Media

What Social Media For You? What social media will you use to market your business?

What Do You Hate About Social Media? In the last 12 months, have you: Gotten a friend request from a stranger? Winced when you read someone’s status update? Unfriended someone? Gotten a request to join a new social network? What else?

In the last 12 months, have you:

Gotten a friend request from a stranger?

Winced when you read someone’s status update?

Unfriended someone?

Gotten a request to join a new social network?

What else?

Good Moves, Bad Moves Develop a strategy Start small and simple Be authentic Be consistent Keep at it Keep learning Explore Experiment Unrealistic expectations Seeing social media as panacea Diving in without a plan Trying too many sites at once Starting and stopping Duplicating efforts Spamming friends or customers Censoring comments Selling hard Being false

Develop a strategy

Start small and simple

Be authentic

Be consistent

Keep at it

Keep learning

Explore

Experiment

Unrealistic expectations

Seeing social media as panacea

Diving in without a plan

Trying too many sites at once

Starting and stopping

Duplicating efforts

Spamming friends or customers

Censoring comments

Selling hard

Being false

Tools For Social Media Easier to send Easier to click Trackable Update all your social media profiles at once Know the hot topic Learn key words Track trends URL Shortener Centralized Updates Trend Tracking

Easier to send

Easier to click

Trackable

Update all your social media profiles at once

Know the hot topic

Learn key words

Track trends

URL

Shortener

Centralized Updates

Trend Tracking

Tips For Marketing With Twitter Opportunities Promote contests and specials Share timely information Drive traffic to your Web site Personalize your brand Build credibility and influence Follow competitors Monitor customer demand and trends Be a person 1st, business 2nd Be friendly Ask and answer questions Make announcements, promos Search Twitter Use a press release style Spam your followers Send only promos, specials

Opportunities

Promote contests and specials

Share timely information

Drive traffic to your Web site

Personalize your brand

Build credibility and influence

Follow competitors

Monitor customer demand and trends

Be a person 1st, business 2nd

Be friendly

Ask and answer questions

Make announcements, promos

Search Twitter

Use a press release style

Spam your followers

Send only promos, specials

Facebook, LinkedIn Marketing Tips Opportunities Create online profiles Share links, photos, video Send messages Learn about people and orgs Join groups Gain fans and friends Create a page or profile Promote your site or blog Encourage discussion Pursue targeted advertising Ignore your page or profile Sell hard or spam Censor comments

Opportunities

Create online profiles

Share links, photos, video

Send messages

Learn about people and orgs

Join groups

Gain fans and friends

Create a page or profile

Promote your site or blog

Encourage discussion

Pursue targeted advertising

Ignore your page or profile

Sell hard or spam

Censor comments

Tips For Marketing With Yelp Opportunities List your business alongside competitors Generate “word-of-mouth” buzz Link to your Web site Enhance your online reputation Present correct, useful and relevant information Communicate directly with customers Offer coupons and specials Improve customer service, product/service offerings Respond to inaccuracies/misunderstanding rack business demand and opportunities Create a profile Monitor reviews for your business Respond respectfully to reviews Promote Yelp reviews /reviewers Monitor Yelp dashboard Start flame wars with reviewers Plant your own reviews Pay for reviews/offer discounts Ignore reviews

Opportunities

List your business alongside competitors

Generate “word-of-mouth” buzz

Link to your Web site

Enhance your online reputation

Present correct, useful and relevant information

Communicate directly with customers

Offer coupons and specials

Improve customer service, product/service offerings

Respond to inaccuracies/misunderstanding

rack business demand and opportunities

Create a profile

Monitor reviews for your business

Respond respectfully to reviews

Promote Yelp reviews /reviewers

Monitor Yelp dashboard

Start flame wars with reviewers

Plant your own reviews

Pay for reviews/offer discounts

Ignore reviews

How To Gauge Effectiveness Define clear goals and benchmarks Embrace metric analysis tools Analyze sentiment in relation to metrics Correlate your data to outcomes and goals

Define clear goals and benchmarks

Embrace metric analysis tools

Analyze sentiment in relation to metrics

Correlate your data to outcomes and goals

Questions And Discussion

Benjamin Tomkins [email_address] www.benjamintomkins.com Thank You

Thank You