Social Media for Business

SOCIAL MEDIA
FOR
BUSINESS
Cristin Grogan The Digital Arts Experience
Wednesday, June 26, 13

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

How popular
is
Socialmedia?
A few figures from Pew Internet’s December 2012:

How popular
is
Socialmedia?
1

How popular
is
Socialmedia?
1 There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)

How popular
is
Socialmedia?
1
2
There were 1.43 billion social network users in 2012

How popular
is
Socialmedia?
1
2
65% of Internet users in the US used social
networking sites (a 4% increase from 2011)

How popular
is
Socialmedia?
1
2
3

How popular
is
Socialmedia?
1
2
3
61% of adults under 30 reported that they used a
social networking site at least once per day

How popular
is
Socialmedia?
1
2
3
What does this all mean?
61% of adults under 30 reported that they used a
social networking site at least once per day

That a significant
amount of our
consumer’s time is being
spent...

On
SOCIAL NETWORKS
That a significant
amount of our
consumer’s time is being
spent...

The way we
disseminate
information is
CHANGING

Passive
ACTIVE

Social Media has changed
the way businesses need to
COMMMUNICATE

And believe it or not...

of consumers
expect a company
to have some sort of
93%
socialmediapresence

The problem is...

Most businesses are still treating
social media like JUST another
marketing channel...
The problem is...

Most businesses are still treating
social media like JUST another
marketing channel...
The problem is...
place

But that’s not what they want...

of social media users believe that a
company should go further than just
having a presence...
Theyshouldbeinteractingwiththeircustomers

of social media users believe that a
company should go further than just
having a presence...
85%
Theyshouldbeinteractingwiththeircustomers

Consumers want a dialogue...

Consumers want a dialogue...
Two way communication!

How social
media has
changed
everything

The old rules of marketing...

1

Marketing simply meant advertising (and branding)1

2

2 Advertising was one way: company-to-consumer

2
3
Advertising was one way: company-to-consumer

2
3
Advertising was exclusively about selling products

2
3
4

2
3
4
You needed to have a huge budget

2
3
4
5

2
3
4
Advertising relied on interrupting people to get them to pay attention to a
message
5

The NEWrules of marketing...

1

Marketing is now morethanjustadvertising1

2

2
People want authenticity, not “spin”

2
3

2
3 People want paRTICIPATION, not propaganda

2
3
4
People want paRTICIPATION, not propaganda

2
3
4 The biggest cost is an internetconnection

2
3
5

2
3
Instead of causing one-way interruption, marketing is about
havingcontentready for when your audience needs it most
5

And most importantly...

you havetheabilityto reachyour buyers directly

MARKETING IS nolongeraboutseeing
yourcompanyonTV...

yourcompanyonTV...
It’saboutyourbuyersseeingyour
companyontheweb

yourcompanyonTV...
companyontheweb
it’saboutusinggreatonlinecontentto
drivepeopleintothepurchasing process

yourcompanyonTV...
companyontheweb
it’saboutusinggreatonlinecontentto
drivepeopleintothepurchasing process
Plus, there are so many opportunities within social for...

PUBLIC
RELATIONS
Customer
Service
collaboration
loyalty
building
Customer
Acquisition
thought
leadership
networking
RECRUITING

Ready to get
started?!

FIRST
STEPS:
And remember...

FIRST
STEPS:
1
And remember...

FIRST
STEPS:
Define your social media strategy1
And remember...

FIRST
STEPS:
2
And remember...

FIRST
STEPS:
2 Stop thinking “campaigns”, Start thinking “conversations”
And remember...

FIRST
STEPS:
2
3
Stop thinking “campaigns”, Start thinking “conversations”
And remember...

FIRST
STEPS:
2
3 LISTEN + ENGAGE + MEASURE
And remember...

FIRST
STEPS:
2
3
4
LISTEN + ENGAGE + MEASURE
And remember...

FIRST
STEPS:
2
3
4
LISTEN + ENGAGE + MEASURE
And remember...
Ask for help if you need it

SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...

It’s not the silver bullet...

It’s not your “Hail-Mary” pass...

It cannot:

Sell a product no one wants
Deliver RESULTS overnight
Guarantee Sales
Be used forshort-term PROJECTS
It cannot:

But...
Sell a product no one wants
Deliver RESULTS overnight
Guarantee Sales
Be used forshort-term PROJECTS
It cannot:

socialmediacanhelpwithyourcustomerservice

Easier to receive and organize
customer feedback

Instant response to questions/
concerns
customer feedback

concerns
customer feedback
Faster and cost-eﬀective

concerns
customer feedback
Gather information on
customer-sentiment

concerns
customer feedback
Gather information on
customer-sentiment
Ability to resolve customer issues
before they spread...

socialmediacanhelp
with REpeatbusiness

socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty

socialmediacanhelp
with REpeatbusiness
A great first experience means a possible
positive tweet or Facebook reaction

socialmediacanhelp
with REpeatbusiness
Engage with customers outside of
the physical store

socialmediacanhelp
with REpeatbusiness
the physical store
Use social for contests, special oﬀers or coupons
that will encourage repeat business

socialmediacanhelp
with REpeatbusiness
the physical store
Use social for contests, special oﬀers or coupons
that will encourage repeat business
Customer Follow-Up

socialmediacanhelp
with WORD OF MOUTH

Create buzz around your brand
socialmediacanhelp
with WORD OF MOUTH

Current customers can spread the word
about your business to their friends
socialmediacanhelp
with WORD OF MOUTH

Allows new customers to find you on
social platforms & Google
socialmediacanhelp
with WORD OF MOUTH

Demonstrate the type of company you are
(your brand) instead of just plugging products
socialmediacanhelp
with WORD OF MOUTH

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!)

HAVE FUN

HAVE FUN
...and if you need help, don’t hesitate to ask!

HAVE FUN
SOCIALMEDIAgivesyouthe
opportunityto

HAVE FUN
SOCIALMEDIAgivesyouthe
opportunityto
Withyourclients!

Enjoyed What You Heard? RECOMMEND ME ON LINKEDIN: LINKEDIN.COM/CRISTINGROGAN

Speaking next: June27,2013 MAILING LIST!

Thank you!

Thank you! Cristin Grogan
www.cristingrogan.com
Twitter: @cristin
EMAIL:
cg@cristingrogan.com

Social Media for Business

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