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a business briefing
What is Social Media? Social Media  is an umbrella term that defines the various activities that integrate technology, soc...
Think of it like… <ul><li>A 24/7 Business Cocktail Party    You can attend from anywhere! </li></ul><ul><li>Why are you th...
Why Friend or Follow? <ul><li>People come to online communities: </li></ul><ul><ul><ul><li>Looking for  top-rated answers ...
Social Media Landscape
Top Social Networks <ul><ul><ul><li>Facebook:   Users can create a personal profile, add friends, send messages, and join ...
 
Marketing Communications is Shifting <ul><li>Inbound Marketing vs. Outbound Marketing </li></ul><ul><li>The old communicat...
Benefits of Social Media <ul><li>Linking that improves Search Engine Optimizations (Getting found at the top of the Google...
Social Media: Effort = Effect
Where Do YOU Start? <ul><li>Who’s Using Social Media  in your market? </li></ul><ul><li>Monitor </li></ul><ul><li>Who’s ta...
Thank you! <ul><li>Connect with me: </li></ul><ul><ul><li>Email: brandi.heinz@gmail.com </li></ul></ul><ul><ul><li>Twitter...
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Social Media: a business briefing

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This presentation is meant to serve as an introduction to social media. I've used elements of this presentation throughout the year as I've talked with various business units to explain the value.

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  • social media is a group of online technologies and social networks that allow users to create, share and discuss information, and to connect with each other. But more simply, it’s people having conversations online. I think this video has some interesting facts and is a better intro than I could give - Video is 4:22
  • The social norms involved in social media are like a cocktail party. The key to social media in business is to build up this rapport so you can promote your existing content You don’t walk into a business event throwing your business cards around and selling your product right away. So think – why do you go to these business parties and why are you networking in your industry?
  • The answer to that is a lot like why people friend or follow companies in social media. People come to: Get answers, voice opinions, complain, share success, Brag. It’s pretty similar to networking This chart is from a new marketingsherpa study from December, and this shows literally why people say they follow or friend companies. The interesting thing – Entertainment – they want humor and insight.
  • So from that video, you know there are TONS of social networks. I show this overwhelming slide to explain – we’re not going to be everywhere. You need to choose the right networks for your business – usually where your customers already are. The really great part is that as you expand your process, many of these tool are already integrated together so you can streamline that process. Social Bookmarking = Digg and Delicious Photos = Flickr Social networks like Facebook or LinkedIn Online communities – Ning Microblogging - Twitter Presentations - Slideshare
  • Out of that huge diagram on the last slide, these are the top social networks being used today. All of these social media tools are meant to promote useful conversations. And, conversation is two-way communication; you both talk and listen. Here are some examples: A blog about best practices for librarians, book reviews of new release, or the eBook of the day - that invites participation and feedback. A product expert at your company creates a LinkedIn group and networks with users of those products. A company Facebook page that informs fans about your company’s involvement in community projects or organizations. An executive at your company that uses Twitter to help followers stay on top of the latest news and opinions of interest in your industry. A YouTube video that explains how to use or repair a product or offers an interview with a top executive. A customer-only online discussion forum where your customers can interact with each other and internal product managers. All of these are examples of social media. Yet none of these examples are about promoting a specific marketing agenda, or directly converting leads or sales. There are real benefits to social media; you simply need to identify them and understand what they can do for your company.
  • That leads me into the leap to integrating social media into your marketing
  • What social media is doing for business is shifting communication – from what was a monologue – telling customers and prospects who we are and what we do - to customers searching and asking for advice on their needs. It’s a shirt from Outbound Marketing to Inbound Marketing, or pulling people in. Outbound marketing can often be thought of as interruption marketing – include – advertising, telephone marketing, direct mail and email Inbound marketing – permission marketing - social media, blogs, and search engine optimization – people are raising their hands and want the content.
  • Provide links and content that improve SEO rankings and website traffic. Different sites add to your search results. brand awareness and visibility. Measuring: subscribers to your blog or the number of comments on a blog entry, the views of a video, the number of your company’s fans on Facebook, etc. Social media offers your business an opportunity to showcase its personality, rather than just its product or services. And in any business, people prefer to buy from people they like. If you use social media to help foster positive relationships, and your fans and followers begin to like you, they will be more inclined to do business with you. They will like you because you are helpful to them, providing useful and relevant information. They will like you because you can show them a human personality—a face in a video, an opinion in a blog entry, a commitment to a green cause on your Facebook page—that a standard Web site cannot. These softer, social touches can go a long way when potential customers, who have many choices, are deciding which company they want to do business with. Another benefit of social media is that you become a part of the “conversation,” and being a good conversationalist means being a good listener, not just a good talker. You will be able to hear what others are saying about your company—both the good and the bad—and use that feedback to improve your company image, products, policies and more. ENGAGEMENT Costs – budgets are being slashed and employees are being asked to do more with less, in a cost-effective way
  • Circle size indicated level of usage – blogger relations vs. social networks.
  • So, Where can you start? We started our journey researching the opportunity of creating Follett Software or Destiny’s own online community. This study by MDR gives you some starting points to where educators are, but you’d want to find out, high-level from a study like this, where your customers are.
  • If you have questions or want to connect, here is my information. Again, thank you so much for your time!
  • Transcript of "Social Media: a business briefing"

    1. 1. a business briefing
    2. 2. What is Social Media? Social Media is an umbrella term that defines the various activities that integrate technology, social interactions, and the construction of words, pictures, videos and audio. People having conversations online. OR http://www.youtube.com/watch?v=sIFYPQjYhv8 or http://www.youtube.com/watch?v=NhPgUcjGQAw
    3. 3. Think of it like… <ul><li>A 24/7 Business Cocktail Party You can attend from anywhere! </li></ul><ul><li>Why are you there? Your customers are there </li></ul><ul><li> Your competitors are there </li></ul><ul><li> You want to build relationships </li></ul><ul><li>How do you manage yourself? Meet people </li></ul><ul><li> Start conversations </li></ul><ul><li> Answer questions </li></ul><ul><li> Solicit advice </li></ul>
    4. 4. Why Friend or Follow? <ul><li>People come to online communities: </li></ul><ul><ul><ul><li>Looking for top-rated answers (How do I…) </li></ul></ul></ul><ul><ul><ul><li>Voicing their valuable opinions (I think…) </li></ul></ul></ul><ul><ul><ul><li>Complaining, warning (Do not use this because…) </li></ul></ul></ul><ul><ul><ul><li>Starting topics (What if / What do you think… ) </li></ul></ul></ul><ul><ul><ul><li>Creating good debate (What’s right / What’s not) </li></ul></ul></ul><ul><ul><ul><li>Sharing the success stories (Last month, I did …) </li></ul></ul></ul><ul><ul><ul><li>Bragging (Look what I can do…) </li></ul></ul></ul>
    5. 5. Social Media Landscape
    6. 6. Top Social Networks <ul><ul><ul><li>Facebook: Users can create a personal profile, add friends, send messages, and join networks organized in a multitude of ways such as by interest area, school, company, or location. </li></ul></ul></ul><ul><ul><ul><li>Twitter: Users post, read and share the updates and messages of other users. Tweets are text-based posts of up to 140 characters in length. </li></ul></ul></ul><ul><ul><ul><li>Blog: Users create a website that’s updated regularly with articles, commentary, analysis, graphics and video. Readers participate in the conversation by making comments on entries. </li></ul></ul></ul><ul><ul><ul><li>LinkedIn: Users can create a professional individual profile and connect with others to expand your professional network. </li></ul></ul></ul><ul><ul><ul><li>Internal Tools like Yammer: Users answer the question: “What are you working on?” Through the exchange of short frequent answers, co-workers can discuss ideas, post news, ask questions, and share links, making companies more productive. </li></ul></ul></ul>
    7. 8. Marketing Communications is Shifting <ul><li>Inbound Marketing vs. Outbound Marketing </li></ul><ul><li>The old communication model was a monologue </li></ul><ul><li>The new communication model is dialogue </li></ul>
    8. 9. Benefits of Social Media <ul><li>Linking that improves Search Engine Optimizations (Getting found at the top of the Google Search) </li></ul><ul><li>Increased Brand Awareness / Visibility </li></ul><ul><li>Extends Viral Promotion/Reach </li></ul><ul><li>Likeability (personality!) </li></ul><ul><li>Participate in the conversation (listening AND talking) </li></ul><ul><li>Low/Non-existent entry cost </li></ul>
    9. 10. Social Media: Effort = Effect
    10. 11. Where Do YOU Start? <ul><li>Who’s Using Social Media in your market? </li></ul><ul><li>Monitor </li></ul><ul><li>Who’s talking about your company? </li></ul><ul><li>Monitor </li></ul><ul><li>How do you fit into the conversation? </li></ul>
    11. 12. Thank you! <ul><li>Connect with me: </li></ul><ul><ul><li>Email: brandi.heinz@gmail.com </li></ul></ul><ul><ul><li>Twitter: www.Twitter.com/brandiheinz </li></ul></ul><ul><ul><li>LinkedIn: www.LinkedIn.com/in/brandiheinz </li></ul></ul><ul><ul><li>My Blog: www.babblingb.wordpress.com </li></ul></ul>
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