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The State of Social Media by Brian Solis

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Get a view of the current and future landscape of social media trends, benefits, and tools. The social media universe is vast and constantly changing. Understanding which platforms are best for you......

Get a view of the current and future landscape of social media trends, benefits, and tools. The social media universe is vast and constantly changing. Understanding which platforms are best for you to connect and engage with customers and prospects is critical. This session will introduce you to some of the most popular social networks and tools in use today and provide insight as to where these tools are moving. What does the landscape of social media look like in the near and long term? How can small businesses and organizations harness the power of these social platforms in a meaningful way to drive real business results? What tools and approaches are going stand the test of time? Learn the answers to these questions and more!

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  • 1. It’s Time To Go Social!
    Presenting Brian Solis
    “The State of Social Media”
  • 2. Welcome!
    Mark SchmulenGeneral Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com
    Blog: http://blogs.constantcontact.com/
  • 3. We’re Making Social Simple
  • 4. Join The Twitter Chat
  • 5. Meet Brian Solis
  • 6. What is Social Media Marketing?
    An introduction to a new “type” of consumer
    A window into the thoughts and experiences of customers
    Insight into new channels and incentives to reach and motivate customers
    A dedicated approach that complements existing marketing practices
    An opportunity to connect with prospects and customers to build meaningful relationships
    The ability to turn social networking into commerce, loyalty, and advocacy
  • 7. Social vs. Traditional Marketing
    Social Marketing
    Traditional Marketing
    Social Reviews/Ratings
    Group couponing
    Web video
    Word of Mouth
    Local directories
    Online guides
    Word of Mouth
  • 8. Social vs. Traditional Marketing
  • 9. Social vs. Traditional Marketing
  • 10. What are the Benefits of SMM?
    A greater community of advocates who engage online and in the real world
    Insight into developing better products and services
    Platforms to communicate value, expertise and differentiation
    Empathy…the ability to feel a consumer experience and to live a “day in the life of”
    Increased social capital online and stature offline
    New customers and commerce
    Goodwill, recognition, reciprocity
  • 11.
  • 12. Social media adoption among U.S. small businesses doubled in the past year from 12% to 24%
  • 13.
  • 14.
  • 15. Facebook
  • 16. Twitter
  • 17. The State of Popular Social Networks
    Twitter has over 160MM registered users with over 100MM tweets a day
    Facebook has over
    500MM users Mobile has over 100MM users
    YouTube is the world’s second largest search engine
    Over 9B streams per month
    Foursquare has 3.5MM users adding 20,000+ every day
  • 18. If a Conversation Takes Place Online & You’re Not There to Hear It, Did It Really Happen?
  • 19. It’s not what you say, it’s what they say that counts.
    Engagement steers perception and experiences, drives word of mouth, and increases sales…
  • 20. Customers Become Your Advertisers
  • 21.
  • 22. 63% of small businesses say word-of-mouth marketing is the most effective way to market their business and find new customers
  • 23. 80% of consumers stated that following a brand on Twitter results in referrals
  • 24.
  • 25. 60% of online shoppers already use social media sites and networks regularly
  • 26. 56% of those online shoppers friend or follow retailers…Hello, are you there?
  • 27. Why do consumers follow businesses online?
    Invitations to special events
    Exclusive offers/promotions
  • 28.
  • 29. Facebook is Your Brand’s New Website in Social Media
  • 30. The Wall is “The Conversation” and a Source of the Social Effect
  • 31. Tabs are the “Web Pages” for Facebook
  • 32. F-Commerce (Generate Revenue)
  • 33. Custom Tabs/Applications Encourage Interaction
  • 34. Photos Bring Your Business to Life
  • 35. Twitter Connects You to the Now Web
  • 36. Search Uncovers Experiences and Opportunities
  • 37. Influencers Drive Activity
  • 38. FourSquare Connects Online + Offline
  • 39. Special Offers Drive
  • 40. Mayors are Your New Ambassadors
  • 41. Tips Help Consumers Enliven Your Business and Everything Around It
  • 42. Customers are Rewarded by You to Encourage Interaction
    Introduce a Click to Action
  • 43. Learn More About Who’s Checking-In
    Most recent visitors
    Most frequent visitors
    Times of day for check-ins
    Number of unique visitors
    Histogram of daily check-ins
    Check-ins also broadcast to Twitter and Facebook
  • 44. Blogs Are Your Place to Shine
    Demonstrates expertise and what makes you special
    Boosts SEO
    Guides decisions
    Helps consumers gain insight and answers
  • 45. Establish Expertise and Leadership
  • 46. Establish Expertise and Leadership
  • 47. Blogging Tips
    Brand the blog as an extension of the site or as a distinct entity
    Demonstrate expertise
    Use posts to help people answer questions or make decisions
    Keep it relevant, not commercial
    Make it a hub for all you share on the social web
    Connect posts to other bloggers
    Pitch your stories!
  • 48. YouTube Brings Your Story to Life
  • 49. Thought Leadership and Expertise
  • 50. Embeds Expand Reach and Your Story
  • 51. Social Video Tips
    Customize a channel on YouTube
    Title, tag, and describe each video with important keywords
    Engage inside and out of the YouTube Network
    Promote your videos in other mediums and networks
    Use the free analytics tools
    Make your videos useful and informative
    Keep a rhythm
    Quality is key
    Feature customers
  • 52.
  • 53. Review Sites: Listen, Learn and Become Part of the Process
  • 54. Reviews Tell Your Story…How Will You Shape them?
  • 55. Reviews are Pervasive…
  • 56. They Also Reveal Opportunities to Improve Experiences
  • 57.
  • 58. Craig Stoll, co-owner of Pizzeria Delfina in San Francisco, outfits his servers in T-shirts emblazoned with quotes from the restaurant's harshest critics. A diner may be greeted by a waitress wearing a shirt proclaiming, "This place sucks."
    Eric Kirsammer, owner of Quimby's Bookstore in Chicago, avoids engaging his critics openly online. Instead, Kirsammer uses negative reviews as a tool to improve customer service.
    Sarah Dunbar, owner of Pretty Penny, a vintage clothing boutique in Oakland, California, makes a point of responding privately to each critical review.
  • 59. Social Commerce Creates a Frenzy
  • 60. Your Keys to Success in Social Media
  • 61. Top 10 Ways to Excel in Social Media
    10. Competitive intelligence
    9. Insight and performance
    8. Development of relationships through engagement
    7. Lead generation6. Customer service
    5. Coupons/Discounts/Promotion4. Acquiring followers and growing communities
    3. eCommerce2. Increasing awareness and demand
    1. Word of mouth
  • 62. Special Offers
    California Tortilla (@caltort), a chain of 39 Mexican restaurants based in Rockville, MD, sends coupon passwords via Twitter
    Customers must say at checkout to redeem the offer
    Chris Manna’s Woodhouse Day Spa tweets special discounts and offers for massages and manicures everyday
    Twitter is a popular source of new customers
  • 63. Sales
    Coffee Groundz (@coffeegroundz) uses the direct message channel on Twitter to receive and prepare orders
    Reports 20 to 30% increased sales and market share
  • 64. Word of Mouth Marketing
    Moonfruit offered 10 Macbook Pros and iPod Touches to celebrate its 10th anniversary
    $15,000 investment
    Contestants were asked to send tweets using the hashtag #moonfruit to enter the competition
    Randomness was encourage
    One month later, site traffic was up 300% and sales increased by 20%
    Landed on the first results page on Google for “free website builder”
  • 65. Customer Service
    MightyLeaf Tea uses Facebook and GetSatisfaction to answer customer questions
    United Linen in Bartlesville, Okla. manages expectations via Twitter
    When a major snowstorm hit the area, UL used Twitter to let customers know deliveries would be delayed
  • 66. Direct Sales
    Brian Simpson (@BSIMI) helped The Roger Smith in New York monitor dialogue related to NY hotel stays and travel
    Offers specials to attract new guests
    Uses Twitter search to identify prospects and offer them a 10 percent discount on the lowest-rate rooms
    Twitter and other forms of social media have netted between $15,000 to $20,000 in additional revenue
  • 67. Mobile and Geo Location Marketing
    Local businesses use social tools to identify customers within the area
    Kogi (LA) and The Crème Brulee Cart (SF)broadcast mobile locations and offers
    Each stop is greeted by lines of customers
    Kogi is now considered the world’s first “viral eatery” and has over 76,000 followers
    @cremebruleecart has over 14,000 followers
  • 68. Advice, Help, Direction
    @homedepot seeks individuals who are tackling home projects to offer tips and instructions
    BestBuy’s @Twelpforce helps consumers with decisions related to consumer electronics
    H&R Block helps people seeking tax and finance advice
    @NAKEDPizza offers advice, answers questions, related and unrelated to pizza
    Twitter made “the cash register ring”
    The Wydler Brothers Realty Team offers insights in the Washington, D.C. market
  • 69. Events
    Coffee Groundz hosts "tweetups”
    Attracts hundreds of customers
    RedWire, an online collaboration provider, uses Twitter to spread the word about Wired Wednesdays
    A weekly gathering of entrepreneurs looking to share ideas
    Milwaukee burger joint AJ Bombers hosts Tweetups and FourSquare events to get customers Tweeting and Checking-in
  • 70. Rewards
    Berry Chill (@YogiJones) uses “Sweet Tweets” to reward its followers with free yogurts
    Monique’s Chocolates in Palo Alto acquired 50 new customers and over 100 redemptions for a special “buy one get one” for truffles via FourSquare
    Redemptions converted into 25% repeat business
    Compared to an ad in a local paper, it earned 1 new customer for the cost of $300
  • 71. Bringing the Experience to Life
    Umi Restaurant in San Francisco tweets about the fresh fish of the night with colorful hunger-inducing descriptions
    Gets five new customers a night from Twitter
    Scott Seaman’s Bed and Breakfast operates in a town of 1,500 residents
    Uses TweetDeck to talk to people who tweet with keywords related to this business
    Shares experiences to lure new customers
  • 72. A 360 Approach to
    Social Media
  • 73. Tom Bihn: A Look at a Complete Approach
    Seattle-based Tom Bihn is a small business that makes and sells travel bags
    Competes against very big companies
    Uses social media and engagement spur word of mouth
    Uses profiles in multiple networks to connect with customers and prospects
    “Anytime a company is given more ways to directly communicate with customers, it’s an opportunity for growth”
  • 74. Tom Bihn: Blogs
    Blog provides a centralized source for information
    Features customer stories
    Spotlights real world use
    Solves problems and answers questions through posts
    Demonstrates expertise
  • 75. Tom Bihn: Flickr
    Not just a catalog
    Showcases products and uses
    Packing techniques and tips
    Involves customers in feedback and design
    Creates products based on insight
    Tagging, describing and titling pictures helps them show up in customer searches
  • 76. Tom Bihn: Facebook
    Invites people to join them on Facebook
    Interacts with the community
    Offers specials/deals
    Shares reviews
    Spotlights customers
    Hosts scheduled chats to answer questions
  • 77. Tom Bihn: YouTube
    Shares videos of products and demonstrates usefulness
    Uses “story telling” to describe products
  • 78. Tom Bihn: Twitter
    Includes a nice mix of
    Customer experiences
    Company mentions
    Thank you messages for customers
    Announcements of new products and updates
    Travel regulation notices from the Transportation Safety Administration
    Links and photos from the company’s blog
  • 79. Everything Starts with Listening and Research
  • 80. Use keywords related to your business (not just company & competitor names
    Local merchants…include location in your search
  • 81. Research
  • 82.
  • 83. Run a search for keywords in Facebook to see what turns up
  • 84.
  • 85.
  • 86. Engage outside of
    your domains
  • 87. Word of Mouth doesn’t work,
    tell everyone you know
  • 88.
  • 89.
  • 90. Reach Out to Bloggers and Tastemakers
    Find bloggers who write about your space or related experiences
    Assess their “angle”
    Create a story that’s special to them
    Package an experience that inspires them to share with their audience
    Create “social objects” that help them tell their story
    Customer story
  • 91. A Word About Your Website
  • 92. Website 2.0
    Social media is only part of the story
    The website is a reflection of your business and quality of service/products
    You only get “one click” to make a first impression
    Complement your social activities with a site that completes the experience
    Make it easy to buy
    Make it easy to contact you
    Include links to social presences
  • 93. Learn from the Source
  • 94. Communications Tools/Dashboards
  • 95. NutshellMail Email Alerts
    Learn from the Source
  • 96. Engagement Dashboards
    Learn from the Source
  • 97. Learn from the Source
  • 98. Learn from the Source
  • 99.
  • 100. Identify ways to provide value…
  • 101.
  • 102. Become the people we want to reach…
  • 103. #ThisisYourTime
  • 104.
  • 105. @briansolis
  • 106. Join Our Live Twitter Chat
    October 15, 2010
    11:00 a.m. ET
  • 107. We’re Making Social Simple