This presentation was given to the Westchester Chapter of the National Professional Association of Women. It covers an overall explanation of what social media and how marketing and business is evolving because of the advent of social media and the internet.

1. SOCIAL MEDIA
FOR
BUSINESS
Cristin Grogan . The Digital Arts Experience
Friday, June 21, 13

2. What is
Social Media?
Officially, social media is an “umbrella term
that defines the various activities that integrate
technology, social interaction, and the
construction of words, pictures, videos and
audio.”
-Wikipedia
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3. How popular
is
Socialmedia?
A few figures from Pew Internet’s December 2012:
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4. How popular
is
Socialmedia?
1
A few figures from Pew Internet’s December 2012:
Friday, June 21, 13

5. How popular
is
Socialmedia?
1
There were 1.43 billion social network users in 2012 (a 19.2 increase
over 2011 figures)
A few figures from Pew Internet’s December 2012:
Friday, June 21, 13

6. How popular
is
Socialmedia?
1
2
There were 1.43 billion social network users in 2012 (a 19.2 increase
over 2011 figures)
A few figures from Pew Internet’s December 2012:
Friday, June 21, 13

7. How popular
is
Socialmedia?
1
2
There were 1.43 billion social network users in 2012 (a 19.2 increase
over 2011 figures)
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social networking sites (a 4%
increase from 2011)
Friday, June 21, 13

8. How popular
is
Socialmedia?
1
2
3
There were 1.43 billion social network users in 2012 (a 19.2 increase
over 2011 figures)
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social networking sites (a 4%
increase from 2011)
Friday, June 21, 13

9. How popular
is
Socialmedia?
1
2
3
There were 1.43 billion social network users in 2012 (a 19.2 increase
over 2011 figures)
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social networking sites (a 4%
increase from 2011)
61% of adults under 30 reported that they used a social networking
site at least once per day
Friday, June 21, 13

10. How popular
is
Socialmedia?
1
2
3
There were 1.43 billion social network users in 2012 (a 19.2 increase
over 2011 figures)
What does this all mean?
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social networking sites (a 4%
increase from 2011)
61% of adults under 30 reported that they used a social networking
site at least once per day
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11. That a significant
amount of our
consumer’s time is being
spent...
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12. On
SOCIAL NETWORKS
That a significant
amount of our
consumer’s time is being
spent...
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13. The way we
disseminate
information is
CHANGING
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14. BROADCAST
Social Media has changed
the way businesses
their message...
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15. And believe it or not...
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16. of consumers
expect a company
to have some sort of
93%
socialmediapresence
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17. Friday, June 21, 13

18. The problem is...
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19. Most businesses are still treating
social media like JUST another
marketing channel...
The problem is...
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20. Most businesses are still treating
social media like JUST another
marketing channel...
The problem is...
place
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21. Friday, June 21, 13

22. But that’s not what they want...
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23. Friday, June 21, 13

24. Consumers want a dialogue...
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25. Consumers want a dialogue...
Two way communication!
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26. of social media users believe that a
company should go further than just
having a presence...
Theyshouldbeinteractingwiththeircustomers
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27. of social media users believe that a
company should go further than just
having a presence...
85%
Theyshouldbeinteractingwiththeircustomers
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28. How social
media has
changed
everything
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29. The old rules of marketing...
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30. 1
The old rules of marketing...
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31. Marketing simply meant advertising (and branding)1
The old rules of marketing...
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32. Marketing simply meant advertising (and branding)1
2
The old rules of marketing...
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33. Marketing simply meant advertising (and branding)1
2 Advertising was one way: company-to-consumer
The old rules of marketing...
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34. Marketing simply meant advertising (and branding)1
2
3
Advertising was one way: company-to-consumer
The old rules of marketing...
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35. Marketing simply meant advertising (and branding)1
2
3
Advertising was one way: company-to-consumer
Advertising was exclusively about selling products
The old rules of marketing...
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36. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
Advertising was exclusively about selling products
The old rules of marketing...
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37. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
You needed to have a huge budget
Advertising was exclusively about selling products
The old rules of marketing...
Friday, June 21, 13

38. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
You needed to have a huge budget
Advertising was exclusively about selling products
The old rules of marketing...
5
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39. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
You needed to have a huge budget
Advertising relied on interrupting people to get them to pay attention to a
message
Advertising was exclusively about selling products
The old rules of marketing...
5
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40. The NEWrules of marketing...
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41. 1
The NEWrules of marketing...
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42. Marketing is now morethanjustadvertising1
The NEWrules of marketing...
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43. Marketing is now morethanjustadvertising1
2
The NEWrules of marketing...
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44. Marketing is now morethanjustadvertising1
2
The NEWrules of marketing...
People want authenticity, not “spin”
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45. Marketing is now morethanjustadvertising1
2
3
The NEWrules of marketing...
People want authenticity, not “spin”
Friday, June 21, 13

46. Marketing is now morethanjustadvertising1
2
3 People want participation, not propaganda
The NEWrules of marketing...
People want authenticity, not “spin”
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47. Marketing is now morethanjustadvertising1
2
3
4
People want participation, not propaganda
The NEWrules of marketing...
People want authenticity, not “spin”
Friday, June 21, 13

48. Marketing is now morethanjustadvertising1
2
3
4 All you really need is an internetconnection
People want participation, not propaganda
The NEWrules of marketing...
People want authenticity, not “spin”
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49. Marketing is now morethanjustadvertising1
2
3
4 All you really need is an internetconnection
People want participation, not propaganda
The NEWrules of marketing...
5
People want authenticity, not “spin”
Friday, June 21, 13

50. Marketing is now morethanjustadvertising1
2
3
4 All you really need is an internetconnection
Instead of causing one-way interruption, marketing is about
havingcontentready for when your audience needs it most
People want participation, not propaganda
The NEWrules of marketing...
5
People want authenticity, not “spin”
Friday, June 21, 13

51. And most importantly...
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52. Friday, June 21, 13

53. you havetheabilityto reachyour buyers directly
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54. MARKETING IS nolongeraboutseeing
yourcompanyonTV...
you havetheabilityto reachyour buyers directly
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55. MARKETING IS nolongeraboutseeing
yourcompanyonTV...
It’saboutyourbuyersseeingyour
companyontheweb
you havetheabilityto reachyour buyers directly
Friday, June 21, 13

56. MARKETING IS nolongeraboutseeing
yourcompanyonTV...
It’saboutyourbuyersseeingyour
companyontheweb
you havetheabilityto reachyour buyers directly
it’saboutusinggreatonlinecontentto
drivepeopleintothepurchasing process
Friday, June 21, 13

57. MARKETING IS nolongeraboutseeing
yourcompanyonTV...
It’saboutyourbuyersseeingyour
companyontheweb
you havetheabilityto reachyour buyers directly
it’saboutusinggreatonlinecontentto
drivepeopleintothepurchasing process
Plus, there are so many opportunities within social for...
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58. PUBLIC
RELATIONS
Customer
Service
collaboration
loyalty
building
Customer
Acquisition
thought
leadership
networking
RECRUITING
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59. Ready to get
started?!
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60. FIRST
STEPS:
And remember...
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61. FIRST
STEPS:
1
And remember...
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62. FIRST
STEPS:
Define your social media strategy1
And remember...
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63. FIRST
STEPS:
Define your social media strategy1
2
And remember...
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64. FIRST
STEPS:
Define your social media strategy1
2 Stop thinking “campaigns”, Start thinking “conversations”
And remember...
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65. FIRST
STEPS:
Define your social media strategy1
2
3
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
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66. FIRST
STEPS:
Define your social media strategy1
2
3 LISTEN + ENGAGE + MEASURE
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Friday, June 21, 13

67. FIRST
STEPS:
Define your social media strategy1
2
3
4
LISTEN + ENGAGE + MEASURE
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Friday, June 21, 13

68. FIRST
STEPS:
Define your social media strategy1
2
3
4
LISTEN + ENGAGE + MEASURE
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Ask for help if you need it
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69. Friday, June 21, 13

70. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
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71. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
It’s not the silver bullet...
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72. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
It’s not the silver bullet...
It’s not your “Hail-Mary” pass...
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73. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
It’s not the silver bullet...
It’s not your “Hail-Mary” pass...
It cannot:
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74. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
It’s not the silver bullet...
It’s not your “Hail-Mary” pass...
Sell a product no one wants
Deliver RESULTS overnight
Guarantee Sales
Be used forshort-term PROJECTS
It cannot:
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75. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
But...
It’s not the silver bullet...
It’s not your “Hail-Mary” pass...
Sell a product no one wants
Deliver RESULTS overnight
Guarantee Sales
Be used forshort-term PROJECTS
It cannot:
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76. socialmediacanhelpwithyourcustomerservice
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77. socialmediacanhelpwithyourcustomerservice
Easier to receive and organize
customer feedback
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78. socialmediacanhelpwithyourcustomerservice
Instant response to questions/
concerns
Easier to receive and organize
customer feedback
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79. socialmediacanhelpwithyourcustomerservice
Instant response to questions/
concerns
Easier to receive and organize
customer feedback
Faster and cost-effective
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80. socialmediacanhelpwithyourcustomerservice
Instant response to questions/
concerns
Easier to receive and organize
customer feedback
Faster and cost-effective
Gather information on
customer-sentiment
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81. socialmediacanhelpwithyourcustomerservice
Instant response to questions/
concerns
Easier to receive and organize
customer feedback
Faster and cost-effective
Gather information on
customer-sentiment
Ability to resolve customer issues
before they spread...
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82. socialmediacanhelp
with REpeatbusiness
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83. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
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84. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
A great first experience means a possible
positive tweet or Facebook reaction
Friday, June 21, 13

85. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
A great first experience means a possible
positive tweet or Facebook reaction
Engage with customers outside of
the physical store
Friday, June 21, 13

86. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
A great first experience means a possible
positive tweet or Facebook reaction
Engage with customers outside of
the physical store
Use social for contests, special
offers or coupons that will encourage repeat
business
Friday, June 21, 13

87. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
A great first experience means a possible
positive tweet or Facebook reaction
Engage with customers outside of
the physical store
Use social for contests, special
offers or coupons that will encourage repeat
business
Customer Follow-Up
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88. socialmediacanhelp
with WORD OF MOUTH
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89. Create buzz around your brand
socialmediacanhelp
with WORD OF MOUTH
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90. Create buzz around your brand
Current customers can spread the word
about your business to their friends
socialmediacanhelp
with WORD OF MOUTH
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91. Create buzz around your brand
Current customers can spread the word
about your business to their friends
Allows new customers to find you on
social platforms & Google
socialmediacanhelp
with WORD OF MOUTH
Friday, June 21, 13

92. Create buzz around your brand
Current customers can spread the word
about your business to their friends
Allows new customers to find you on
social platforms & Google
Demonstrate the type of company you are
(your brand) instead of just plugging products
socialmediacanhelp
with WORD OF MOUTH
Friday, June 21, 13

93. Create buzz around your brand
Current customers can spread the word
about your business to their friends
Allows new customers to find you on
social platforms & Google
Demonstrate the type of company you are
(your brand) instead of just plugging products
socialmediacanhelp
with WORD OF MOUTH Helps to build your SEO
(important for Google!)
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94. And most importantly...
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95. Friday, June 21, 13

96. HAVE FUN!
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97. HAVE FUN!
...and if you need help, don’t hesitate to ask!
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98. Thank you!
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99. Thank you! Cristin Grogan
www.cristingrogan.com
Twitter: @cristin
EMAIL:
cg@cristingrogan.com
Friday, June 21, 13