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Social media putting it all together
1. Social Media
Putting it all together
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2. Why Social Media?
οβ― Build community οβ― Attract new customers
οβ― Increase brand awareness οβ― Attract new talent
οβ― Find new business partners οβ― Get more referrals
οβ― Organically grow web οβ― Generate more leads
traffic and raise your SEO
οβ― Increase Brand Loyalty
οβ― Grow the bottom line
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3. Primary Benefits Survey Results
(HBR The New Conversation: Taking Social Media form Talk to Action)
4. Social Media β A brief history
οβ― 1966 β First e-mail β¦ really? Other οβ― 2003 β LinkedIn & MySpace
stat says 1971 β¦ (Younger Audience / Strong with
bands)
οβ― 1997 β AOL Instant Messenger - Six
Degrees β 1st modern social οβ― 2004 β Facebook (Harvard)
network. Allowed for profiles. -
Live Journal β 1st blog site οβ― 2005 YouTube
οβ― 2002 β Friendster (90% of current οβ― 2006 Facebook (everyone) &
users are in Asia) Twitter
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5. Overview of Social Media Outlets
οβ― Facebook
οβ― LinkedIn
οβ― Twitter
οβ― Website / Blog
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6. Advantages of a Blog
οβ― Easy to set up β Wordpress or Blogger β Free and has
many templates to choose from β¦
οβ― Generate traffic to your website β Raise the online
visibility of your company (Search Engine Friendly)
οβ― Build trust and connect with your clients
οβ― Increase brand awareness
οβ― Allows you to show off your expertise. Become an
authoritative voice online. Advocate for your industry.
Be a RESOUCE FOR YOUR CLIENTS & PROSPECTS.
7. Company Website with a Blog
οβ― What to Blog about?
οβ― Hot topics in the industry.
οβ― Opinions about a study / news that came out. Share the
findings and your analysis.
οβ― Exciting company news (although you donβt your blog to be
just about you β¦)
οβ― Educate about a niche you fill.
οβ― Become a trusted source regarding your industry.
οβ― Answer FAQβs
οβ― When to Blog?
οβ― Set a schedule β¦ once a week? Twice a week?
οβ― Tuesdays & Thursdays are the best days to post.
οβ― Post early in the day.
8. Facebook
οβ― 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.
οβ― 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.
οβ― 500 Million people already there β¦ chances are some of
these are your customers.
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9. Facebook
οβ― Share company news
οβ― Encourage online interaction β¦ Ask industry related
opinion based questions / create an online survey
οβ― Become a trusted source for information for your
customers. Be the expert / educate you customers
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10. Facebook β Business Page
οβ― THINGS TO KNOW
οβ― You need a personal page to start a business page
οβ― Pages are public
οβ― All content on your page gets indexed by Google
οβ― You can have multiple administrators for the page
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11. LinkedIn
οβ― The premier social networking site for business professionals
οβ― Create a Company profile
οβ― Highlight your talent
οβ― Use keywords to make your company findable
οβ― Have your employees link their individual profiles to the
company profile
οβ― Link your twitter feed to your profile
οβ― Link your blog to your profile
12. Twitter
οβ― 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.
οβ― Stream of information is very fast
οβ― You can follow anyone. No friend requests required.
οβ― Search the stream by topic
13. Twitter Language
οβ― 140 Character Limit
οβ― Hash tag (#) is a way to tag your post to a topic
(example #socialmedia)
οβ― Mention (@) is a way to give credit/visibility to
someone. If I post βGreat Presentation today! @GPAEEβ
The twitter feed will appear on my wall and GPAEEβs
wall.
οβ― Link Shortner (bit.ly) β shortens a web link so the
address doesnβt take up your whole tweet
14. Twitter Tools
οβ― oneforty.com β The Twitter App Store
οβ― Hootsuite or Tweetdesk β Social Media Desktop β¦ Allows you to
organize your Twitter streams into lists, prescheduled content.
οβ― Twtpoll β engage your customers β ask questions
οβ― Tweetchat β follow a chat based on a hash tag
οβ― Tweetbeep β Hourly update for twitter conversations that
mention you
οβ― Twazzup β Real time results for any search on twitter (Your name,
company name, industry keywords, competition)
οβ― Tweetreach β How far did your tweet travel?
15. Social Media Business Strategy
οβ― Social Media should compliment your business plan.
οβ― Know your audience β who are you targeting?
οβ― Social Media needs a plan. Start simple. Create a
calendar. Be consistent and your audience will know
when to hear from you.
οβ― Grow your audience with relevant content and
conversation.
οβ― Follow Industry Leaders & Trade News. Stay current &
relevant in your field.
16. Creating Your Strategy & Building
your Audience.
οβ― Website / Blog
οβ― Facebook
οβ― Linked In
οβ― Twitter
οβ― Message Boards / Discussion Groups
οβ― BUILD A MONTHLY SM CALENDAR (Avoid Random Acts of SM)
17. Social Media Company Policy
Develop One.
οβ― Who will & will not use Social Media as a representative
of your company.
οβ― Set guidelines for how they should engage.
οβ― What should and shouldnβt be shared. BE CLEAR.
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18. Monitor Your Online Reputation!
οβ― Whatβs being said about you online?
οβ― Google Alerts
οβ― Social Mention
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19. Sample Strategy
οβ― 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 companyβs social
responsibility efforts
Blog: an exchange with customers
(HBR The New Conversation: Taking Social Media form Talk to Action)
20. Sample Strategy
οβ― 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.
βRight 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.β
(HBR The New Conversation: Taking Social Media form Talk to Action)
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21. Other Tools to Know About
οβ― Flowtown β (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!
οβ― Addict-O-Matic β Letβs you see the βBuzzβ on any topic
οβ― Samepoint β Conversation search engine
οβ― HowSociable β Measures your online visibility
οβ― Boardreader β Searches forums & message boards
22. Other Strategies
οβ― See what your clients / prospects are talking about
οβ― See who your clients are talking to
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23. Where to start: Who to follow?
οβ― GPAEE οβ― Your Customers
οβ― DOE οβ― Your Prospects
οβ― EIA οβ― Your Industry Associations
οβ― PLATTS οβ― Industry Thought Leaders
οβ― PA CHAMBER οβ― Government Agencies
οβ― PJM οβ― Industry Publications
οβ― PHILLY.COM
οβ― ASHRAE Creative
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