Social Media Putting it all togetherCreative Relief
Why Social Media? Build community Attract new customers Increase brand awareness Attract new talent Find new business partners Get more referrals Organically grow web Generate more leads traffic and raise your SEO Increase Brand Loyalty Grow the bottom lineCreative Relief
Primary Benefits Survey Results (HBR The New Conversation: Taking Social Media form Talk to Action)
Social Media – A brief history 1966 – First e-mail … really? Other 2003 – LinkedIn & MySpace stat says 1971 … (Younger Audience / Strong with bands) 1997 – AOL Instant Messenger - Six Degrees – 1st modern social 2004 – Facebook (Harvard) network. Allowed for profiles. - Live Journal – 1st blog site 2005 YouTube 2002 – Friendster (90% of current 2006 Facebook (everyone) & users are in Asia) TwitterCreative Relief
Overview of Social Media Outlets Facebook LinkedIn Twitter Website / BlogCreative Relief
Advantages of a Blog Easy to set up – Wordpress or Blogger – Free and has many templates to choose from … Generate traffic to your website – Raise the online visibility of your company (Search Engine Friendly) Build trust and connect with your clients Increase brand awareness Allows you to show off your expertise. Become an authoritative voice online. Advocate for your industry. Be a RESOUCE FOR YOUR CLIENTS & PROSPECTS.
Company Website with a Blog What to Blog about? Hot topics in the industry. Opinions about a study / news that came out. Share the findings and your analysis. Exciting company news (although you don’t your blog to be just about you …) Educate about a niche you fill. Become a trusted source regarding your industry. Answer FAQ’s When to Blog? Set a schedule … once a week? Twice a week? Tuesdays & Thursdays are the best days to post. Post early in the day.
Facebook Facebook provides an easy way for people to keep in touch and for businesses to have a presence on the Web. It is communal and easy to have group discussions. It pulls people to the site often and shows social proof by highlighting how many people like a page and which of your friends do. 500 Million people already there … chances are some of these are your customers.Creative Relief
Facebook Share company news Encourage online interaction … Ask industry related opinion based questions / create an online survey Become a trusted source for information for your customers. Be the expert / educate you customersCreative Relief
Facebook – Business Page THINGS TO KNOW You need a personal page to start a business page Pages are public All content on your page gets indexed by Google You can have multiple administrators for the pageCreative Relief
LinkedIn The premier social networking site for business professionals Create a Company profile Highlight your talent Use keywords to make your company findable Have your employees link their individual profiles to the company profile Link your twitter feed to your profile Link your blog to your profile
Twitter Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people. Stream of information is very fast You can follow anyone. No friend requests required. Search the stream by topic
Twitter Language 140 Character Limit Hash tag (#) is a way to tag your post to a topic (example #socialmedia) Mention (@) is a way to give credit/visibility to someone. If I post “Great Presentation today! @GPAEE” The twitter feed will appear on my wall and GPAEE’s wall. Link Shortner (bit.ly) – shortens a web link so the address doesn’t take up your whole tweet
Twitter Tools oneforty.com – The Twitter App Store Hootsuite or Tweetdesk – Social Media Desktop … Allows you to organize your Twitter streams into lists, prescheduled content. Twtpoll – engage your customers – ask questions Tweetchat – follow a chat based on a hash tag Tweetbeep – Hourly update for twitter conversations that mention you Twazzup – Real time results for any search on twitter (Your name, company name, industry keywords, competition) Tweetreach – How far did your tweet travel?
Social Media Business Strategy Social Media should compliment your business plan. Know your audience – who are you targeting? Social Media needs a plan. Start simple. Create a calendar. Be consistent and your audience will know when to hear from you. Grow your audience with relevant content and conversation. Follow Industry Leaders & Trade News. Stay current & relevant in your field.
Creating Your Strategy & Buildingyour Audience. Website / Blog Facebook Linked In Twitter Message Boards / Discussion Groups BUILD A MONTHLY SM CALENDAR (Avoid Random Acts of SM)
Social Media Company Policy Develop One. Who will & will not use Social Media as a representative of your company. Set guidelines for how they should engage. What should and shouldn’t be shared. BE CLEAR.Creative Relief
Monitor Your Online Reputation! What’s being said about you online? Google Alerts Social MentionCreative Relief
Sample Strategy U.S. construction materials firm set out to research how their different customer segements found information using social media and devised a four-channel strategy based on that research. Here was the plan: Twitter: used to get news in front of reporters LinkedIn: employees to post scholarly articles to share with each other and their clients Facebook: Focus on the company’s social responsibility efforts Blog: an exchange with customers (HBR The New Conversation: Taking Social Media form Talk to Action)
Sample Strategy U.S. based industrial production management company launched a blog to gain more visibility for its experts who install & optimize products in plants. The program has now expanded to include LinkedIn, Facebook & Twitter. “Right now there is a lot of expertise trapped in mail boxes and folders. It is not visible. Marketing brochures are not the language customers use. Social media lets the experts escape the prim and proper marketing talk.” (HBR The New Conversation: Taking Social Media form Talk to Action)Creative Relief
Other Tools to Know About Flowtown – (Free trial) If you have an e-mail address, this tool will give you name, age, gender, occupation, location & all the social networks the person is on. Allows you to learn about the social habits of your database and the talk to them where they already are! Addict-O-Matic – Let’s you see the “Buzz” on any topic Samepoint – Conversation search engine HowSociable – Measures your online visibility Boardreader – Searches forums & message boards
Other Strategies See what your clients / prospects are talking about See who your clients are talking toCreative Relief
Where to start: Who to follow? GPAEE Your Customers DOE Your Prospects EIA Your Industry Associations PLATTS Industry Thought Leaders PA CHAMBER Government Agencies PJM Industry Publications PHILLY.COM ASHRAE Creative Relief