Gravity Summit January 18, 2012 Seminar

Social Media For Business What You Need To Know January 18, 2012 Educate. Inform. Empower.

Agenda
1:00 Social Media for Business
1:30 Blogs for Business
2:00 LinkedIn for Business
2:30 Break
2:45 Twitter for Business
3:15 Facebook for Business
3:45 Wrap Up

What’s Gravity Summit?
Premiere Social Media for Business Conferences
4 th Annual at UCLA February 22, 2012
Social Media for Sports & Entertainment
Executive Education
Social Media for Business Training Seminars
January 18, 2012
Strategic Consulting
Toyota, Disney, Fox, Xerox, Weber Shandwick

Did you Know…
There are more Facebook profiles than US Population 500M +
2/3 Fortune 500 Brands on Twitter
Mommy bloggers make a difference to advertisers and brands
1 Tweet sparked $33M in donations for Haiti Earthquake Relief
Twitter can accurately predict movie box office revenue
Social Media is being called the new Nielsen and CNN
Dell has sold over $20M in used equipment via Social Media

Find and be found

Our Mobile Lifestyle
My Keys…
My Wallet…
My Cell Phone…
60% of U.S. mobile traffic is to social network sites, such as Facebook and Twitter

Adapt or Die
1998
“ Why do we need web pages?”
2011
“ Why do we need real-time social media?”
http:// www.youtube.com/watch?v=fpMZbT1tx2o

Finding Your AUDIENCE
Blogs
Social Networks
Twitter
Message Boards/Forums
Video Sharing Sites
Photo Sharing Sites
Wikis
Mobile

Social Media Listening Plan
What content are your customers creating?
What are they interested in?
What is their motivation?
Is the feedback actionable/valuable?

What Is Social Media?
First off, it’s SOCIAL – about people connecting
NETWORKING
Long form communication to share content
CONTENT COMMUNITIES
Share, comment on, organize, bookmark and collaborate together
MICROBLOGGING
Short form communication to share content
LOCATION BASED
Connect users and brands using geo-locating technology

The Now Lens – Take Away
They way we communicate has changed forever
Design a Social Media Strategy that begins with LISTENING
ROI = Return on Interaction not Return Igonoring
“ Reviews are The New Advertising”
“ Conversation is Currency”
Social Media = Missing Link
Integrate with Radio, TV and Print deliver unprecedented results
Execute Locally. Think Globally.

Social Media Across Industries
Businesses - all sizes & categories
Finance
Non-Profit, Fundraising
Government
Entertainment
Healthcare
Technology
Auto
Sports
Retail
Leisure and tourism
Publishing

Blogs for Business
Is a type of website or part of a website
Are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video
Entries are commonly displayed in reverse-chronological order.
Blog can also be used as a verb, meaning to maintain or add content to a blog .

Purposes of a Blog
Empower constituents and make them brand enthusiasts; encourage them to spread positive word-of-mouth
Establish your organization as an industry thought leader
Demonstrate corporate responsibility, ethics, values
Help drive traffic and followers to your site in highly measurable ways

Should You Blog? Consider……
What’s the goal?
New products? Support customers? Respond to news stories? Give executives a voice? Complain or be a fan?
Develop a Plan
How often will you post? Single/multiple blogs?
Practice Posts
Get a feel for blogging before you go live
Editorial Process
Review process? Company guidelines?
Blog/website?
Separate? Connected?
Marketing plan to drive traffic to the blog
Press release, Twitter
More than writing
It’s a conversation!

Benefits of Corporate Blogs
Problem solving
Community building
Loyalty
New product development and engagement
Thought leadership
Brand awareness
Customer engagement
Use blogs to enhance corporate image and integrate with traditional media
Amplify your SEO strategy
Drive traffic to your website and social sites
http://socialmediatoday.com/markwschaefer/258359/10-best-corporate-blogs-world Bill Marriott , Executive Blogger

Set up a Blog
Blogger, Tumblr, WordPress, and Squarespace
Pick a platform
Create an account
Set up the profile (what it’s about?)
Start writing!

Scott Monty – Ford Motors

Corporate Blog Examples

Video Blogs http://www.youtube.com/watch?v=DaQmtAkF3nM

From Obscurity to Blog Fame
Amanda Congdon, 23 y.o. struggling actress
2004 appears in video blog “Rocketboom”
$20 per episode to produce
Grew to over 300,000 views
Discovered by the networks, TV, film, commercials.

From Tech to Haulers

Blog Ranking Based on the number of incoming or “inbound” links 1)Quality 2) Relevancy 2) Strength 1) Quality – the number, quantity of inbound links to your blog 2) Level of content compatibility 3) Combines 1 & 2

Blog Tracking Resources
Technorati.com
Leading blog search engine and directory
Definitive source for top stories, opinions, photos and videos emerging across news, entertainment, technology, lifestyle, sports, politics and business
Tracks authority and influence of blogs
Most comprehensive and current index of who and what is most popular in the Blogosphere

5 Tips for Blogging in 2012
Create compelling content
Be clear about who you’re writing for and what they’re interested in and need to know
Focus on SEO
Search engine optimization (SEO) refers to optimizing your online content so that it can be easily found by search engines
Grab your reader’s attention
When it comes to blogs, you don’t have much time to get your reader’s attention
Commit to blogging regularly
Develop an editorial calendar
Share your content via social media
This is especially important if you are blogging for business and trying to achieve specific business goals

LinkedIn-Like A Virtual Trade Show
People you already know
People you want to know
People you should know

LinkedIn Demographics
LinkedIn has over 150 million members in over 200 countries
A new member joins LinkedIn approximately every second, and about half of the members are outside the U.S
Executives from all Fortune 500 companies are LinkedIn members

LinkedIn
3 Tips for Using LinkedIn to Generate New Business Leads
Mishel Justesen
Twitter: @morphodesign | @rbzllp
Email: mjustesen@rbz.com

Join LinkedIn Groups 1
Expand Your Reach
Participate
Don’t waste your time

Participate with Answers 2
Show off your expertise
Drive interested targets to your product

LinkedIn is Like Google - Only Friendlier 3
Get your foot in the door
Swoop in on your targets

Are You Searchable?
Your Name
Experience
Specialties

Free Download Make sure your LinkedIn profile is ready to be found! Visit morphoblue.com for a free LinkedIn template.

Twitter for Business
Extend reputation management efforts
Monitor what is being said about customers and/or target audience
Extend the reach of thought leadership and subject matter expertise
Promote products directly to a target audience
Connect with others in your industry/who share your views
Join the conversation about your company/brand
Access steady stream of ideas, content, links, resources, and tips focused on your area of expertise or interest
Early warning, breaking news

Getting Started
Tweet Strategies
Does the ‘brand’ tweet?
Does a person tweet on behalf of the brand? (Scott Monty for Ford)
What will you tweet?
How are you going to tweet? (Your tweet “persona’)
How often will you tweet? (cadence)
How soon will you respond to those who tweet to you?
Follow Strategies
Those who follow you or no one?
Other brands?
Those who tweet about you?

Speaking Twitter
@ is your Twitter “Handle”
@ Reply is directed to the person and visible to all
DM is a Direct Message
Private message between two who follow each other
RT is a ReTweet
# Hashtag is a grouping of tweets around a topic; # is searchable
Tweet chat is a specified time to discuss a topic using a # hashtag
List – Compiled to group handles by topic

Effective Use of Retweets (RT)
Re-sending an existing Tweet from someone else
It’s Public
Gets you in the conversation!
Get your own content retweeted
Organic – word of mouth
Builds awareness exponentially
Increase your following

7 Deadly Twitter Sins
Not Listening
Self-Promoting
Not Adding Value
Not Being Honest
Hard Selling
Corporate Speak
Friend Collecting

5 Tips for Twitter in 2012
Follow Other People’s Lists
Using Twitter lists is a great way to keep up with what's happening in your industry and connect with relevant people in an efficient way (use Listorious)
Follow Keywords and Hashtags
Follow keywords and hashtags to easily find relevant content to share. For example, blogger @unsuckdcmetro follows the hashtag #wmata (Washington Metro Area Transit Authority) to track real-time tweets about the DC Metro
Mine Existing Content
Going back through your blog and pulling out good quotes as tweets with a link back to the article, and then scheduling all those tweets over time
Use Twitter Search for Business Intelligence
Search on relevant topics, competitors, recent news, trends to gain real-time business intelligence
Plan Less, Experiment More
Don't spend ages planning -- just start trying new things

Facebook for Business
Most popular for business, brands, non-profits, public figures, celebrities, brands
First have a personal account
Business Social Hub integrates with your blog, website, video, and other social platforms
Post upcoming events including webinars, conferences and other programs
Develop an engagement strategy
What is your reason for considering Facebook?
What’s your business persona?

Small Business Survey Social Media Gap 2 in 5 reported Word-of-Mouth main way they got business Research: eMarketer.com Hiscox June 2011

Getting Started

Create A Page

Page for an Institution

Example: Page for a Professional

Use FB Search for Business
Discovery: Search on terms that are specific to your business or industry. Look at “posts by friends” and “posts by everyone” to see who is commenting on or asking questions about your search term
Prospecting: If a Facebook user has expressed a need, send them an answer or a link to resource info . This “helpful” gesture could result in an inquiry or a new customer for you
Information Gathering: Search on a term that you would like to know more about. Then look at the Pages and Groups that come up in the search result
Connecting & Building Your Network: Send a message or invite to Facebook users that are posting about your search term

Use FB Search for Business
5. Collaboration: Search on words that pertain to your industry or an industry that complements it. Pursue possible collaboration with people posting about your search term
6. Find Guest Bloggers: Do you have a blog? Are there topics you would like to provide info on but don’t feel qualified? Look for people on Facebook who might be interested in writing a guest post for your blog
7. Competitive Intelligence: Search on the business name or product names of your competitors to see what they are posting or what is being said about them by others
8. Listening: Search your name, the name of your business and products to see what is being said about you. Respond to questions, comments and even complaints to build trust and goodwill

What To Measure and How
Facebook “Insights”
Active Users
Daily User Breakdown
Page views
Likes
Comments
Wall Posts
Demographics – Gender/Age
Countries
Media Consumption –
Video, audio, photos
------------
Facebook “Stats” – free & fee service
Add Google Analytics

Facebook Ads
Setting Up the ad is easy:
Select “Create Ad” from your profile
Upload image to use, ad copy and target URL
Target your audience and demographics by drop down boxes and tics
Choose how long you want the ad to run and campaign pricing
Review the ad and submit
Remember to TURN OFF your ad!

5 Tips for Facebook for Business
Create a page, not a profile
Don’t open a second account on the social network to make a profile for your business
Celebrate Customers
Post status updates with information that’s valuable to your customers and what’s important to them. Acknowledge them when they do the same
Have one-on-one conversations
Send a thank-you message right after someone clicks “like” on your page, and make a point of responding to messages and wall posts within 24 hours
Create coupons and promotions and events
Discounts for first-time customers really work toward generating repeat business
Don’t Be Boring!
With a standard website, it is okay to post relatively dry, informative content. In order to use your Facebook site effectively, you need to update it at least several times a week with content that adds value

5 Steps to Success Educate. Inform. Empower.

1. Listen
Google Alerts
Facebook comments
Twitter @replies, ReTweets and #hashtagged posts (done via TweetDeck)
Comments on outside websites
Social Mention for sentiment

2. Brand Across All Platforms
Consistent branding - whether for person or company, same handles and images
The social voice should reflect brand persona
Provides clarity to the customer and helps with SEO

3. Respond
“ Like” and thank those who comment on Facebook pages
Twitter @reply to those to comment/share via Twitter
Educate employees about social media policy parameters

4. Engage The Community
Post content on all platforms that is relevant to the audience
Use “What do you think?” strategy within content to encourage comments
Ask people to submit photos, videos, stories

5. Supporters/Influencers
“ Like” and “Follow” influencer’s pages on Twitter and Facebook
“ Share” and “ReTweet” content that would be of interest to your community
Host a “tweetchat” each week on a topic important one of your target audience

SPECIAL DISCOUNT FOR GRAVITY SUMMIT
4 th Annual Gravity Summit at UCLA
Social Media for Sports and Entertainment
Speakers from Warner Bros, Sony, Disney, KTLA TV, The Roxy, Facebook, Cisco, SF Giants, San Diego Chargers, Golden Boy Productions, WeeWorld, Moment Feed
Actor’s Panel; Musician’s Panel; Sports Panel
Influencers from entertainment, Fortune 500 Brands, advertising, media, sports marketing and more
DON’T MISS IT!
Use code DELUXVIP for 50% Discount
http://gravsumucla2012.eventbrite.com/

Our Book
We are passionate about educating the business community on the power of social business.
@TeriThompson1
[email_address]
@BeverlyMacy
[email_address]
310-860-4788
Educate. Inform. Empower.

Gravity Summit January 18, 2012 Seminar

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