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  • Welcome to the e-course “Social Media for Small Business” produced by the New Hampshire Small Business Development Center; written and designed by Halvorson New Media, a New Hampshire-based consulting firm offering social media training and strategies for businesses and nonprofits.
  • This course has seven chapters, plus a resource section with links to sites that may help you. You may jump to any chapter at any time by clicking on the titles in this slide, or using the outline feature to the left. If you need to leave the course midway, you may bookmark it and be able to return where you left off.
  • Have me back next year and we’ll talk about mobile P.R.
  • In Chapter 1, you’ll learn the definition of social media and statistics regarding social media use in our culture. We’ll answer some common questions business owners may have about using social media.
  • A social media tool is any online site (called a “platform” officially) that allows for people to connect with each other, hold conversations and build a kind of community. Generally, the articles, stories, comments or other content put onto these sites are characterized by a tone of openness and honesty, and they have various interactive capabilities.
  • Soucre: http://smallbiztrends.com/2011/01/web-2-0-pays-off-for-businesses.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+SmallBusinessTrends+%28Small+Business+Trends%29&utm_content=My+Yahoo http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716?pagenum=2
  • Social media tools such as Facebook, Twitter and YouTube are offered free to the users, so it can cost virtually nothing except time for a business to get started using them. Some blogging platforms are subscription-based, requiring the business to pay a small monthly fee to use the services. Some may charge based on preferred levels of service—number of blogs; type of technical support, etc. Customization of any of these tools is technologically possible and, if a company chooses to go that route, it may require some investment of money and more time for such things as graphic design and web coding. However, the primary cost of using social media is the time it takes to do so. In Chapter 7 of this course, we’ll offer tips on using your time wisely and streamlining some tasks.
  • That video makes it pretty clear that social media have changed the way we communicate with each other and the way we do business. The important message here is that this is a fast-changing landscape. The leading social media tools have seen explosive growth since early 2008—as you can see in this chart about Facebook use in New Hampshire. All indications are that this growth will continue. However, because of constantly evolving technologies and the changing behaviors of the online community, these tools may fail or change dramatically at a moment’s notice—sometimes WITHOUT notice. Businesses using these tools do best if they embrace the idea of constant change. The benefit is that being involved now will better prepare you for whatever lies ahead.
  • According to the Pew Research Center’s Internet and American Life Project, social networking use among Internet users age 65 and older grew by 100 percent from 2009 to 2010. In 2009, 13 percent of this age group used social networks. By December of 2010, 26 percent had signed on—exactly double. Facebook is the third most popular site visited by Americans age 65 and older, according to the Nielsen Company . This growth is understandable. Older Americans want to connect with distant family and friends, too. They’re using today’s technologies to do so.
  • Also according to Nielsen, social networking is now the number one way people spend their online time. Online, adults spend 23 percent of their time using social media. The chart above shows the incidence of types of social media activities among online adults, showing that, in all cases, not less than 20 percent have participated in one form or another. Meanwhile, email is taking up less and less time. This is an important trend for businesses to watch. Will email die away entirely? Experts say it’s possible.
  • People who follow, friend, like or fan certain businesses on social media sites have been shown to be more likely to purchase from those brands, so it’s not just a matter of having an online connection to the business. It’s a matter of turning that connection into sales, those relationships into clients and customers.
  • Meanwhile, we are likely to fan, like or follow a business when we see that our online friends are doing so. In a nutshell, this kind of “word-of-mouth” advertising, which is not really advertising at all, is the whole point for a business to be participating in the social media world.
  • Before taking your very first step into social media for your business, make sure you can answer these questions. Who is the audience you are trying to reach? What key messages do you want those audiences to hear? What are the goals of your communications? Are you trying to increase sales or just increase awareness of your business among a certain population? Social media tools are just that—tools. They offer one more way to get your company’s products, services, areas of expertise and key messages out to the audience you wish to reach. They are not something you should use just because everyone else is using them.
  • Here’s what it all comes down to: The job of every piece of communication—online or off—is to introduce your business to people who do not know it and to reinforce positive impressions among those who do. As you understand more about how social media work, apply this rule to every piece of communication you put up onto your business’s social media sites. Now let’s look at the specific social media tools.
  • Facebook overtook Google as the most popular site on the internet in March of 2010. Pundits like to point out that Facebook users number more than people in the United States and if its users formed a country, it would be the third largest one in the world, just behind China and India. Facebook is fundamentally changing the way we communicate with each other. Data presented in this chapter may help show that.
  • As of December 2010, Facebook reported it had 500 million users worldwide and was rumored to be approaching 550 million. Facebook’s own statistics show that the average person using Facebook will be connected to 130 “friends”, but also to 80 community pages, groups or events. Businesses are included among that last group. Once users become familiar with Facebook, they often use it to share web links, news stories, blog posts and photo albums with those to whom they are connected—in much the same way as we all used to share these things using email.
  • Facebook was invented by college students and first caught on in 2004 on college campuses across the United States. However, that was then and this is now. The average age of today’s Facebook user is 35 and that average is ticking upwards.
  • A business should want to enter Facebook because its messages will be in front of an actual or potential customer while that person checks in on family and friends. That’s the theory anyway. It’s something like the theory behind highway billboards—as long as a potential customer is driving by anyway, your business can be visible to that person. Furthermore, loyal customers really do want to have a connection to the businesses from which they buy, and social media offers them one way to connect easily.
  • Here’s that billboard theory in practice: In Facebook, “Status Updates” posted by the user’s friends are chronologically displayed in a never-ending scroll for the user to read, called the “NewsFeed”. In that feed, the user will see messages from friends alongside messages posted by businesses—in this case The Peterborough Players located in Peterborough, New Hampshire.
  • In a study of 1,605 adults and their social media habits, conducted by Oxygen Media and Lightspeed Research, one-third of women ages 18 to 34 check Facebook when they first wake up, even before they go to the bathroom. Fifty-seven percent said they talk to people via Facebook more than face to face. These kinds of cultural shifts have important implications as these young women grow to be consumers.
  • No one can create a Business Page without first having a Personal Profile. Business Pages are always linked to a personal profile—whether it is a fully operational Profile of an actual person, or if it was created for the sole purpose of ultimately creating the Business Page. The email address used to set up the Personal Profile account is the one that must be used to create the Business Page. It’s cumbersome and annoying, but it’s the way things stand right now in Facebook. Facebook also does not allow more than one Business Page associated with the same email address. These two factors combined means the set-up of a Facebook Business Page should be considered carefully. Undoing it after it has been created and named is difficult. Again, you should consult the Facebook “Help” section, particularly for setting up Business Pages, and read thoroughly before you begin.
  • When you begin using Facebook you are, in a sense, broadcasting in a vacuum. You have no Fans because you haven’t said anything yet and you can’t be found. Once you are using your Page effectively and consistently, however, Fans will come to you organically, by the viral nature of Facebook. When you start out, you need to announce your Page to others using the techniques described here in the upcoming few slides and by giving readers reasons to become your Fan. A good first step is to ask all your “friends” --your Facebook contacts from your personal profile--to “like” your business page. Let’s look at these methods in more detail individually. First…
  • Facebook also has a feature to search for people you know and are already using Facebook themselves, but aren’t yet your Friends. If you choose to use this “Find Friends” feature, you are giving Facebook permission to search through your email address book or other lists of contacts to find any who have a Facebook Page or Profile registered to the same email address as in your contact list. This is another way for you to build Fans of your page when you first start using Facebook. Once you import the contacts, you can send them all a message asking them to Like your page.
  • Once you get comfortable making consistent updates to your Facebook status, it’s time to branch out and use some of Facebook’s other popular tools. These include photo albums and events, along with many others. Today’s internet users love photos. This slide is an example of a an organization using Facebook’s photo album feature to show readers various business activities. A reader can see these photos in his or her own “Newsfeed” when they are first posted by the organization, or can go directly to the organization’s Business Page to view present and past photo albums using the photo tab at the top.
  • A good example of interactive content that will keep readers coming back is the built-in “Events” feature of Facebook. Businesses can use it to advertise actual events at a certain location, or even online sales and promotions. In this example from The Common Man, the “Events” feature was used to promote a dining special. A reader clicking through on the “Events” tab at the top, would be brought to the page you’ll see on the next slide…
  • … where the Event is explained in detail. The reader can then choose to RSVP on this page and it will then show up on that person’s own Newsfeed for others to see—spreading the event virally—and it will also register on the page itself so that others can see who is attending.
  • New Hampshire is full of examples of businesses that have built their Facebook fan base by asking readers to submit their own photos or by holding promotions, contests and online raffles . Asking readers to take action—whether it be posting their own photo, making a comment, clicking through to another web page, or sharing with a friend—is always a good strategy for building up your Fan base and to keep readers coming back. In this slide, Main Street Concord, Inc. will offer a coupon prize to the first fan that answers a question correctly.
  • Others have been successful by offering virtual coupons like the example in this slide from the national coffee chain Caribou Coffee, offering $2 off to its Facebook fans. Trivia contests in which fans are asked to offer answers for prizes are also popular. All these types of promotions offer excellent value-added content for the reader who chooses to “like” your business.
  • Another great use of a Facebook Business Page, one that will keep readers coming back again and again, is to post daily specials or whatever is changing constantly at your business. In this example from Little Roy’s Market in Peterborough, New Hampshire, daily lunch specials are posted early in the day so the locals can plan ahead when lunchtime rolls around.
  • Once you’ve built a fan base, you cannot rest on your laurels. You must regularly ask your Fans to suggest you to their Friends and to comment themselves. (Keep in mind that Facebook features are subject to change by the Facebook company.) Quality content is key at the beginning of your online relationships and remains key for as long as you are participating in Facebook. This rule applies not just to Facebook but to all social media tools. Let’s look at the remaining top three social media tools, keeping this basic principle in mind—always give your readers something of added value, a way to participate, or a call to action…  
  • A Business Page always has an “Info” tab at the top. Clicking on the tab, the user will then see the contact information for that business and, most likely, links to its web pages and various other social media pages such as on Twitter, a blog, or on YouTube. When you set up a Business Page, Facebook will walk you through the process of filling in the appropriate fields for this Info page and in completing the mini-bio that shows to the left, under the business name.
  • easily as they would submit any other type of content (links, wall posts, status updates, or images) on this social networking website Read more at Suite101: Using Facebook Advertising for Internet Marketing Campaigns http://www.suite101.com/content/using- facebook -advertising-for-internet-marketing-campaigns-a223821#ixzz1BWmGNnA3
  • Finally, when you’ve filled your Facebook Business Page with a number of posts, are comfortable with it and feel it is a good as it can be, you’ll want to announce it in all traditional ways such as mentioning it in your newsletters and on the homepage of your website. This slide is an example of an e-newsletter promoting the organization’s existence on Facebook. Facebook also makes it easy to add a Facebook “badge” to your website, alerting your online readers to your Facebook presence, as shown on the website in the next slide…
  • As of April 2009, Twitter had 17 million users in the U.S. and, among those users, people ages 35 to 49 made up the largest share. 65 million posts are made to Twitter each day as of June 2010.
  • If used well, Twitter becomes a great tool for broadcasting your messages to a targeted audience that has already chosen to “Follow” you—without the many distractions that may come along with Facebook. It’s also an efficient way to keep up on the news from mainstream media and within your industry. Often, businesses use Twitter to fulfill a customer service role, responding to Twitter users who have Tweeted about a problem with their product or service.
  • Another way to find relevant people or businesses to follow is to take the suggestions Twitter will offer you. On this PSNH Twitter page, for example, Twitter delivers a group of Twitter users under the heading “Similar to @psnh” and offers four others for you to consider. You could click through any or all of those to see if you have interest in the Tweets those businesses are posting.
  • In Twitter, a reader becomes your “Follower” rather than your “Friend” or “Fan”. On this Twitter page by Public Service of New Hampshire, you can see that 4,724 people have chosen to “Follow” the company’s Twitter messages. The green button to the left, “Following” indicates that this Twitter user is already a follower of the PSNH Twitter feed. PSNH is nationally recognized as a company making excellent use of Twitter as a business tool. It uses Twitter to report power outages and repairs, among other topics. The green arrow in this slide is pointing to @psnh. The at sign becomes part of one’s name in Twitter—called the Twitter handle—and you will see this usage throughout the slides to follow. Where ever it appears in someone else’s Tweet, you’ll be able to click through to that other Twitter user.
  • An excellent first strategy in Twitter is to find people and businesses in your geographic area and follow them. If you offer a product sold locally, this is especially important. But even for big companies with national sales, it’s good to start by following those in your region, in fields related to yours, and businesses you’d like to do business with. This slide offers a few ways for you to find those near year.
  • Like Facebook, when you begin a Twitter account, you might be broadcasting to no one. Other Twitter users don’t yet know you’re there and they essentially can’t find you until you put something there. Never fear. Your base of followers will grow exponentially by virtue of what you write about, by tweeting regularly and by following others. Usually when you follow someone, they will follow you in return. Also, you gain Followers by using key words in your Tweets that relate to your industry or to the key words a person would use to search for your company online using Google, for example. Other means to growing your number of Followers include just word-of-mouth and by promoting your Twitter presence elsewhere—on your website, in your newsletters and in person, for example. The numbers above are the actual number of followers and their growth rate for an actual Twitter account for a very small NH business over the course of not quite two years.
  • In this example from The Common Man Inn, the company has alerted its Twitter readers to a sale, with a link to the specific product.
  • Two New Hampshire organizations in this slide demonstrate excellent uses of Twitter. The first, from the New Hampshire Higher Education Assistance Foundation, alerts readers to a new website coming soon. The second, from The New Hampshire Community Loan Fund, provides a direct link to a new blog post the organization has put up.
  • Another good use of Twitter is to broadcast a business’s needs—in this case, the need to hire a new employee. Here, VolunteerNH announces that it is seeking a manager of its volunteer team.
  • Businesses will often use Twitter as a place to thank employees, partners, or volunteers. Here the national chain Whole Foods is thanking the American Express company for a donor partnership they had throughout the holiday season, in which the organization Share Strength was the recipient. From this Tweet, you could click through to the Twitter feeds from both American Express and Share Strength, even if you were not already following those organizations.
  • Twitter is becoming THE place to find “breaking news”—and that breaking news might be big news in the traditional media sense or announcing a new product or event. Here the Manchester Airport alerts its readers that a winter storm is causing some delays in flights and provides a link to more information. Many police and fire units throughout New Hampshire use Twitter to report fire or accident responses in real time. These types of Tweets bring loyal readers to the business and serve as an efficient way for busy internet users to get the news they need quickly.
  • Searching for Twitter users or topics that people are Tweeting about is best done, for now, using search.Twitter.com, a search engine separate from Twitter. In the example shown above, using the pound sign (or as Twitter users call it, the “hashtag”) before the word “Haiti” will deliver the most recent Tweets where someone has mentioned Haiti, regardless of whether you Follow that Twitter user or not.
  • Blogs are one of the oldest types of social media tools. They grew out of older, similar types of open forums online such as “list serves”, bulletin boards and Internet chat rooms. They’ve been in mainstream use longer than Facebook and Twitter, and they are now considered the “granddaddy” of social media tools.
  • If you choose to set up a blog for your business, you’ll most likely be using one of these tools to do so: Blogger , which is owned by Google and is a free blogging service. WordPress , which is the leading blog platform and has both paid and unpaid versions. And Typepad , another leading blog platform. It is subscription-based with a range of monthly fees. Dozens of other blog services exist. These services are web-based, meaning they live on the Internet and not on your company’s servers. Some companies may choose to purchase and customize blogging systems that use their own servers.
  • Questions to ask yourself and others when considering which blogging platform to use include how easy will it be to use, what kind of technical support will be available, how much will it cost---if anything; do you want or need to customize it, and what unique needs might your business have. Do your research and ask others what they use.
  • A blog allows for continuous updating of web content by people who don’t need advanced web design skills to do so. Updating the text in a blog is easy, requiring skills only as complicated as those you might encounter using Word, for example. A blog can be an open forum or not, as you wish. This example from New Hampshire’s Endowment for Health is used as a micro-site, and a visitor reaches it by clicking through from the organization’s website home page. In this example, a reader may comment on the current topic, but the comment is reviewed by staff first before being allowed to be seen on the blog.
  • Because blogs have been around a long time, they have very robust functionality and add-ons to make them fun and more useful for the reader. For example, a reader can usually subscribe to receive your blog entries via email, instead of visiting the site.
  • A blog has its own web address or URL and can be found through searches online. In fact, the act of adding things frequently to a blog makes the entries there more visible to search engines than static content on a traditional website. Here’s an example of a national brand using blog technology to discuss its latest products and special programs.
  • The popularity of business blogs fluctuated between 2004 and 2008, but when Facebook and Twitter experienced explosive growth beginning in 2008, blogs began to rise again. That’s because Facebook and Twitter are excellent tools to drive traffic to a blog that may otherwise be going unnoticed. This Business Facebook page from the New Hampshire Small Business Development Center, for example, features a “feed” coming from its blog as its status updates. A reader can then click on these short snippets to read the full, longer entry on the blog itself. The slide shows that the Hannah Grimes Center, an organization for entrepreneurs in Keene, NH, decided to share the blog post with its Facebook readers.
  • Twitter users often use their Twitter accounts to alert their Twitter followers to a new post on the organization’s blog.
  • You might ask, as a business, “Why bother with blogging?” The key reason is that a blog can provide you all the benefits previously mentioned for other social media tools, plus a much more advanced array of special features and ways to be noticed. If used to its full capacity, a blog can be as if you--as a business--own your own television station, radio station, newspaper and publishing business all in one — and at a fraction of the cost you would have if you were choosing to advertise in any of those more traditional media. And, these days, traditional media outlets are using blogs (and Facebook and Twitter) as sources of information for their stories.
  • A common fear among business owners considering starting a blog is controlling “bad” or negative comments. (This is also a fear among those using Facebook.) However, as the owner of a blog, you have complete control over whether to receive comments at all, whether to monitor comments before they go onto the page, and you can turn the comment ability on and off at will. Today’s blogging platforms also come with analytics to show you how many readers you’ve had, which websites they came from, which pages within your blog they go on to visit, etc. Over time, these analytics can help you hone your blog content once you understand what resonates with your readers.
  • Uploading photo albums and videos into a blog is easy using Flikr and YouTube. (Many other such tools exist as well.) In this example from the Stonyfield Farm blog, The Bovine Bugle , a Flickr photo album has been brought into the body of a blog entry, but it can also be viewed over in Filkr, the popular photo-sharing site. Because of the ways a blog can connect with all the other social media platforms, some have suggested that a corporate blog can and should be “the hub” around which all your other social media accounts revolve.
  • YouTube, a video sharing site, was founded just in 2005. Hard to believe for a site that now plays host to millions of user-generated videos. Every minute, 24 hours worth of video “footage” is uploaded to YouTube by users. On any given day, videos are watched on YouTube 1.8 billion times.
  • By July 2010, almost 75% of U.S. Internet users had watched videos online, according to ComScore Networks Inc. Monthly time spent watching videos was an average of 181 minutes per viewer. The singer Susan Boyle’s appearance in 2009 on “Britain’s Got Talent” gained 11.2 million viewers of the television show itself, but, to date, more than 54 million viewers on YouTube.
  • YouTube is considered a social media tool because it has features that allow the viewer to comment on the video, share it with others, and to follow or subscribe to a particular business’s collection of online videos. The technology behind this becomes easier and easier each day. Digital cameras capable of producing high quality videos become less and less expensive. Meanwhile, YouTube makes it easy for anyone to upload and share.
  • Conventional wisdom says that online users increasingly expect video of some sort on websites. We are becoming a moving-picture-centric society and we almost demand our pictures to be moving. That demand now extends to the Internet. Bandwidth expansion has made this possible. In this slide is “Will it Blend” a series of extremely popular corporate videos by the company Blendtec, showing its blender grinding up various unconventional products.
  • You may think your business, product or service does not lend itself to video, but think again. Just about anything you have to say about your area of expertise or your product can be turned into video material. Here, a video embedded on the SBA.gov website features its administrator, Karen Mills, explaining a new program. You can make a video that educates your audience, answers their common questions, shows your areas of expertise, gives a case study, debunks a common myth or tells a story. Using contests and promotions, businesses will often ask their customers to produce videos that the business will then some how use on their own sites. Many companies have done “Make our next commercial” type of promotions or asked customers to create videos showing creative uses of the product.  
  • Once you have a digital camera with video capabilities or a digital video camera, you need to open an account for your business at YouTube.com. There you will create a “channel” and you will store each video you upload to that channel. Once it is uploaded to YouTube, it is easy to share via email and your social media networks, and to place the video also into your blog or Facebook page, for example, which we’ll see on the next slide.
  • Within Facebook are many applications that users can add on to their Facebook pages. YouTube is one of them. Adding the YouTube application to your Facebook Business Page will create a separate area where your YouTube videos can be brought in and viewed.
  • As with all social media content you produce, your first task with video is to make a great video with content that is valuable and/or entertaining for your readers. Beyond that, these tips will help your video get noticed once it’s on YouTube. Give it a title that is meaningful and gives a clue to your business. Keep it to 3 minutes or less. Try to display your logo within your video, perhaps as a graphic overlay. When you write the description of your video, include the URL of the video as provided by YouTube. Over in Twitter, you might mention that you’ve just uploaded a new video and, again, provide the direct link to it.
  • Whenever you upload a video to YouTube, it provides you with an “embed code” so that you can drop it into a blog or other web page, and it provides a unique URL for the video, which you can drop into any social media site for sharing.
  • You might find all these social media possibilities to be overwhelming. Despite the dynamic nature of social media tools, your best approach as a business is to do it as you would any project—with lots of planning and forethought.
  • Rather than jumping in all at once, take baby steps. Develop a plan. Choose one social media tool to try and use it to communicate about something in your company that has already proven successful. Perhaps you helped a local charity during the holiday season. You’ve opened a second store in a new location. You added 100 new products. Use these successes as your opening content when you first begin social media.. You might first “practice” in the social media world by opening personal accounts and using them with your family and friends. In this way, you’ll begin to see the possibilities.
  • As we stated at the beginning, know your goals and your key messages.    ext, make sure you’re clear on who has the authority to post to your sites, whether or not there is an internal approval process, and how often you should strive for posts. Decide on a tone for your posts—is it authoritative, informal, chatty, fun, serious? What will you do if you are allowing comments and a bad comment comes in? Your plan does not have to be overly complicated, but it should address some of these basics.
  • A good way to stay on top of content is to have an editorial calendar into which you’ve sketched key points in your business year, key messages that might be seasonal or otherwise timely, and making sure those topics absolutely are covered no matter what. Then, fill in around those must-do’s.
  • Plan who will be in charge of social media, assign it to somebody or get your entire staff involved. Conventional wisdom holds that most everyone in a small company, and most departments in a large company, should be at least involved in suggesting content for that business’s social media presence. And, now that you’ve decided to go this route, you MUST set aside time to get it done—whether that is dedicating one half hour of each day to it, or making it somebody’s full-time job. Time must be set aside or the work will fall by the wayside.
  • Once you have an official business page, you may give administrative access to it to any one you choose. He or she is then called a Page Administrator. You can have more than one Page Administrator for a Business Page. Whomever you choose to be a Page Administrator, however, must first “like” the Page using his or her own Personal Profile. So a Page Administrator must first have his or her own presence on Facebook. The Page Administrator can help with maintaining the Status Updates and other Facebook features and/or take full charge of the business’s presence on Facebook.
  • Just as social media tools are being developed constantly, so too are tools to manage your social media presence. Some will help you to manage your time. You can program your Facebook update to appear as your Tweet, and vice versa, for example. You can bring your blog feed into your Facebook page. You can program posts to be uploaded at a certain point in the future--an effective way to make sure you’re posting consistently and at the appropriate times for timely topics. Listed here, with links, are just some of the leading management tools.
  • If you don’t know what “success” is, how will you know you’ve achieved it? Again, this gets back to your business goals and what you might hope to accomplish. Is it increased awareness? Increased sales? Increased positive feelings toward your company? You might want to measure the number of comments on your blog, the number of friends or followers you gain in Facebook or Twitter, or the number of times your information gets shared—as examples of things to measure. Each of the major social media tools provide analytics for you to review. Once you’ve been using social media for a while, step back to determine if your efforts are meeting your goals. Some one has called social media “improvisational”—and that’s true. Sometimes you can’t know what will work until you do it. When you find something that does work, build on it. Don’t be afraid to fail, however. The cost to try is low.
  • As we noted earlier, you’ll want to mention your social media pages in all the traditional ways-on your business cards, letterhead, website, press releases, e-mail signatures. If you have a relationship with a local reporter, inform him/her that you are using these tools and where he/she can look for your updates.
  • As we said at the beginning—this isn’t really about the technology and the tools—it’s about communicating effectively about your business. And to do that, you must provide your readers and viewers with content that is of value to them. That means you are not just blowing your own horn, but involving those readers. Your goal should be not for you to talk to them and them to talk to each other, but to hold an ongoing conversation with them all.
  • An easy way to measure whether your content may have value to the reader, rather than just to your business, is to ask yourself this before publishing anything: Will this educate, entertain, engage or enrich my reader? If the answer is not any of these, don’t do it.
  • And the way to be sure of your answers to those four test questions is to be absolutely certain to whom you are writing. Know thy reader.
  • As you think about getting started in social media, you might benefit from studying some social media “rock stars” among big business brands. Once you’ve set up your own social media accounts (described later), follow the businesses you see here on Facebook, Twitter, LinkedIn and YouTube. Study what they are doing and how they are doing it. Rest assured nothing you see there has happened by accident. It happens because there’s a strategic plan behind it, even though it may look and feel effortless and informal.
  • Listed here are links to just a few resources you might find helpful as you begin working in social media. Note that New Hampshire has two groups that cater to people who are trying to understand social media or who are already heavily involved in using it. Social Media Club NH and Social Media Breakfast NH each hold monthly meetings at which experts present and people share information informally.
  • To keep up on trends in the ways people use the Internet, one of the best sources of data is the Pew Internet & American Life Project. Data provided by this organization may help you conduct market research and zero in on your target market.
  • We would love to hear your questions and comments about this social media course. Please email or call Educational Program Director Heidi Edwards Dunn using the contact information here.

Transcript

  • 1. Why & How Your Clients Should Use Social Media (or Not) Christine Halvorson Halvorson New Media, LLC HalvorsonNewMedia.com
  • 2.  
  • 3.  
  • 4. Agenda
    • Chapter 1: The Case for Using Social Media in Business
    • Chapter 2: Facebook— advanced tactics
    • Chapter 3: Twitter– best uses
    • Chapter 4: Blogging – an overview
    • Chapter 5: YouTube – some tips
    • Chapter 6: The secret to success
  • 5. Not talking about…
    • Personal privacy issues
    • Internal social media policies—can send handout
    As a business, you do NOT want to be private!
  • 6. “ We are defining a new era in how we communicate with each other, characterized by interaction, authenticity, transparency” Agree or Disagree?
  • 7. The story about where I bought my dance shoes
  • 8. Every major web page seeing fewer page views (Shel Holtz) “… the default is social.” Mobile & Sharing
  • 9. Mobile!
  • 10. Survey says…
    • Let’s look at your responses
  • 11. Your personal use—84% FB We know that 71 % of internet users are on FB
  • 12. Business use 73% FB 63% Twitter
  • 13. Purposes—100% say “awareness” Who said this: Attracting high-level job candidates and executive search clients
  • 14. Difficulties you’re having
    • #1--Engaging content (“I'm having a hard time thinking up brilliant things to post”)
    • Time-consuming
    • Analytics—getting & understanding
    • Time to evaluate all the technical options
    • Getting buy-in
  • 15. Giveaways legal?
    • http://www.facebook.com/help/?search=contests#!/promotions_guidelines.php
    • Definitive answer:
    • I think so.
    • You must use a FB platform
  • 16. Remaining questions
    • Facebook places
    • Let me add: FourSquare, Gowalla
    • Time at end to discuss
    • Who’s doing these?
  • 17. Remaining questions
    • Twitter strategy that is not time consuming
    • Is Twitter declining?
    • Facebook/Twitter— appropriate for business?
    • Measure effectiveness and ROI?
  • 18. Reputation Management Lot’s of blank stares on this one
    • Google Alert
    • Hootsuite
    • Bitly
    • Trackur
    • Backtype
    • Social mention
    • Facebook Insights
    Some of these have added value!
  • 19. Who’s responsibility
    • #1—Marketing
    • Sales
    • Web manager
    • Admin/researcher
    • Sole proprietorship— this is the model to follow
  • 20. Chapter 1: The case for using social media in business
  • 21. What is social media?
    • Online tools and sites to share content & have conversations .
    • Characterized by:
      • Connectedness
      • Openness
      • Conversation
      • Community
  • 22. Web 2.0 Pays off for Businesses 3250 executives: Two-thirds use Web 2.0 tools in their organizations
  • 23. How much will it cost?
  • 24. Phenomenal growth Source: http://www. insidefacebook .com/category/metrics/ 72 % growth in VT
  • 25. Is the older generation here?
    • 100 percent
    • growth 2009-
    • 2010
    • 26% use social
    • networks
    • Facebook is the
    • #3 site visited
    Sources: Per Research Center’s Internet and American Life Project ; Nielsen Company
  • 26. National Wildlife Federation
    • “ Now we’re meeting our current audience and reaching new ones still.”
  • 27. Social media use among online adults Percentage of online adults Source: Universal McCain Comparative Study of Social Trends –March 2008
  • 28. Why social media works
  • 29. We like what our friends like
  • 30. Before you begin, think strategically
    • Who is your audience?
    • What are your
    • messages?
    • What are your
    • communications goals?
    RESOURCE: http:// nhsbdc .org/sites/default/files/Marketing%20Plan. pdf
  • 31. Anybody here not have a marketing plan?
  • 32. #1 rule in corporate communications
  • 33. Chapter 2: Facebook
  • 34. The state of Facebook
    • 500 million users worldwide
    • Average user connects to 80
    • community pages, groups & events
    • More than 30 billion pieces of content shared each month
    Source: Facebook 550 million
  • 35. Just for the college crowd? Not any more Average age of Facebook user Dec. 2010? 38 Source: http://www. nickburcher .com/2009/07/ usa - facebook -usage-statistics-by-state.html
  • 36.  
  • 37.  
  • 38. Why use Facebook? Your business here
  • 39. Drive-by visibility } Newsfeed Friend Friend Business
  • 40. Digital “natives” are fully immersed
    • 1/3 of young
    • women check
    • Facebook as soon
    • as they wake
    • 57 percent said they
    • talk to people via
    • Facebook more than
    • face-to-face
    Sources: http:// mashable .com/2010/, 07/07/oxygen- facebook -study/ Oxygen Media and Lightspeed Research
  • 41. What’s the ROI on this? Northway Bank—Berlin, NH
  • 42. Tactics for gaining Fans
    • Ask your friends to like you
    • Ask your friends to recommend you to their friends
    • Post good content and post regularly
  • 43. Use “Find Friends” Upload databases
  • 44. The birth of a FB Page Success despite ourselves Dec. 28 Jan. 13
  • 45. Grow fans through quality content
    • Interactive
    • Quality –what readers want which is photos, video, promotions
    • Advanced tricks
  • 46. Quality content: Photo Albums
  • 47. Interactive with viral potential: Events
  • 48. Events
  • 49. Interactive: Contests, user-generated content
  • 50. Viral potential: Promotions, coupons
  • 51. Quality content—Timely!
  • 52. Fans require care & attention
    • Ask them to “Like”
    • Encourage them to ask
    • others
    • Give them valuable
    • content
    • Repeat all of the above
  • 53. Get some customization in there
  • 54. Facebook Ads
    • Easy as uploading image
    • Highly targeted
    • Budget-wise
    • Analytics included
  • 55. Highly targeted
    • Nine catagories
    • Location
    • Age
    • Gender
    • Keywords
    • Education
    • Workplace
    • Relationship Status
    • Relationship Interests
    • Languages
  • 56. 4,000 people = $67 132 clicks = $69 CPC or CPM?
  • 57. Promote your post
  • 58. Promoting your Facebook presence
  • 59. The Like Badge
    • [We added the ‘Like’ button]…purely driven by the fact that “wow, everyone who comes to our site shares through Facebook,” and that’s kind of important and we need to make it more accessible .— National Wildlife Federation
  • 60. Chapter 3- Twitter
  • 61. Why use Twitter for business?
    • Efficient way to keep tabs on a lot of businesses
    • Easy to broadcast to highly targeted group
    • Push readers to longer content
    • Serve customers
    • Find and nurture your niches
  • 62.  
  • 63. Get followers by following others
  • 64. Who to follow?
  • 65. More about followers: PSNH
  • 66. Find people near you
    • search.twitter.com for your location
    • At Twellow.com, use “Twellowhood” & search by town
    • Once you find some to follow, see who follows them
    Chris’s rule: Follow 1 new ea day
  • 67. To gain followers 629 April 2010 788 October 2010 809 December 2010
    • Follow others
    • Use key words
    • Tweet often
    114 March 2009 406 July 2009
  • 68. Basic Twitter Use
    • Twitpic
    • Events using hashtags
    • Comment on others’ content
    • ReTweet
    • Use Alltop —then share it (more later)
    • Focus group—ask for help & opinion
  • 69.
    • Be helpful
    • Be real— 1 in 10
    • follow Friday
    • Announce stuff
    • Promote you
    • Share a video
    • Say what book you’re reading
    • Use Groupon, Foursquare
    Basic Twitter Use
  • 70. Effective uses of Twitter: Reader gets a deal
  • 71. Effective uses of Twitter: * Breaking news * Lead to blog
  • 72. Effective uses of Twitter Recruit
  • 73. Effective uses of Twitter: Spread the Love
  • 74. Effective uses of Twitter Fast-breaking news
  • 75. Using search.Twitter.com
  • 76. Hashtag chats
  • 77. Chapter 4: Blogging
  • 78. Blogging Platforms
  • 79.  
  • 80. Choosing a blog platform
    • Ease of use
    • Technical support
    • Cost
    • Customizable
    • Your unique needs
  • 81. A blog is a website or micro-site
  • 82. Robust functionality Graphic of a blog poll here
  • 83. Blog example: Home Depot
  • 84. Facebook & Twitter can lead readers to blogs
  • 85. Twitter helps publicize blog posts
  • 86. Reasons to blog Your Company Here You own the media
  • 87. You’re in control
  • 88. Videos, photo albums
  • 89.  
  • 90. Who’s this?
  • 91. Sharing, commenting, liking
  • 92.  
  • 93. Readers expect video
  • 94. What could you video?
    • Educate
    • Answer common questions
    • Interview experts
    • Record an event
    • Review case studies
    • Debunk a myth
    • Tell a story
  • 95. Steps to creating online video
    • Digital camera or video camera
    • Open a business account at YouTube
    • Create a business channel
    • Shoot video
    • Upload to YouTube
    • Share the link via email & all social networks
  • 96. Facebook’s YouTube application
  • 97. Getting your video noticed
    • Key words in title
    • Less than 3 minutes
    • Logo throughout
    • Use the YouTube application in Facebook;
    • Link to it in Twitter
    • Ask people to share
  • 98. Sharing your video
  • 99. Chapter 7: Getting started
  • 100. Take baby steps
  • 101. Develop a plan…
  • 102. Sketch an editorial calendar
  • 103. Manage your time & team
  • 104. Appoint a Page Administrator
  • 105. Think of sharing the load
    • Empower and train people by project or by campaign, or whatever
  • 106. Use efficiency tools Hootsuite.com Tweetdeck.com Socialoomph.com Nutshellmail.com
  • 107. Decide measures of success
    • Evaluate what works & build further
    • Sweat—it’s your only equity
    • Embrace change—it’s the norm
    • Experiment: You can’t predict audience reaction,
  • 108. Some tools—free and fee
    • HootSuite
    • Postrank.com
    • Smallact’s Thrive
    • RSS feeds
    • SocialMention
    • IceRocket
    • BlogPulse
    • Make a quarterly report--tedious
    A
  • 109.  
  • 110.  
  • 111. I [heart] Facebook Insights
  • 112. Tell everybody
  • 113. Constantly monitor re-evaluate This media is “improvisational” Repeat and repeat
  • 114. The secret to social media success?
  • 115. Don’t always blow your own horn
  • 116. Before you post anything…
      • Ask yourself, will it…
      • Educate?
      • Entertain?
      • Engage?
      • Enrich?
  • 117. In short—be interesting or helpful
  • 118. Know thy reader
  • 119. Social media communication should be a thread running through all of your promotional activities—a P.R. guru said Become a weaver
  • 120. Next: CRANK IT UP Trade shows? Events? conferences
    • Mix up your genres
    • Success at real events
    • Engage bloggers
    • Exhibitors
    • Facebook & Twitter users create buzz around your next event
    • Combine the old and new in creative ways
  • 121. Learn from major brands
  • 122. Social Media Resources
      • Social media tools help pages
      • Twitter glossary
      • Facebook help
      • Websites
      • Mashable
      • Ragan Communications
      • AllTop
      • Articles
      • Fishing Where The Fish Are: Mapping Social Media to the Buying Cycle .
      • Social Media & Technology Use Among Adults 50+
      • Organizations
      • Social Media Business Council
      • Social Media Club NH
      • Social Media Breakfast NH
  • 123.
    • http://www.pewinternet.org
    Finding trend data
  • 124. About Halvorson New Media
    • Christine Halvorson founded
      • Halvorson New Media in 2006 after serving as the first Chief Blogger at Stonyfield Farm, based in Londonderry, New Hampshire. She now consults with businesses and nonprofits of all types on how to use social media strategically. She is also hired by businesses as a writer to create social media content.
    • She currently writes and manages the blog for the New Hampshire Small Business Development Center , as well as continuing to serve Stonyfield Farm, Louis Karno & Company Communications , and the Bond Wellness Center of Monadnock Community Hospital . She is a frequent guest speaker and trainer on social media topics.
    HalvorsonNewMedia.com