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Social Media for Business Coggno Webinar

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These slides are from the Social Media for Business Webinar presented by acclaimed author and new media expert, Deltina Hay for Coggno. The webinar covers how businesses use social media, an......

These slides are from the Social Media for Business Webinar presented by acclaimed author and new media expert, Deltina Hay for Coggno. The webinar covers how businesses use social media, an overview of social media tools for business (Facebook, Twitter, LinkedIn, WordPress, Google Plus, and YouTube), creating a social media SWOT analysis, creating a social media strategy, creating a social media plan, social media analytics tactics, social media integration and automation tactics, and social media engagement and time management.

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  • 1. Social Media for Business with Deltina Hay (deltina@deltina.com) A Webinar for
  • 2. Social Media for Business Webinar based on the online course: Social Media 101: Business Essentials Only available on Coggno!
  • 3. Social Media for Business In this first section: How businesses use social media ➢ Overview of social media tools ➢ ➢ ➢ (Click on any course image you see to learn more about that course...) (Go to the end of the slides to watch the Webinar)
  • 4. Social Media for Business How Businesses Use Social Media
  • 5. Social Media for Business How Businesses Use Social Media ➢ ➢ ➢ ➢ In Social Media Examiner's fourth annual social media study, more than 3800 marketers reveal where they focus their social media activities, how much time they invest, and what the rewards are The study looked at a wide range of business types, as well as how long the marketers in those business had used social media, and how much time they commit weekly Among other things, this study looked at how marketers thought their social media efforts were paying off http://www.socialmediaexaminer.com/SocialMediaMarketingIndustr yReport2012.pdf
  • 6. Social Media for Business Marketers ➢ Increase Exposure ➢ Increase Traffic ➢ Marketplace Insight ➢ Generate Leads ➢ Search Rankings ➢ Grow Partnerships ➢ Reduce Expenses ➢ Improved Sales
  • 7. Social Media for Business Increased Exposure ➢ ➢ Even with little time investment, 85% of marketers reported increased exposure for their business And 95% of those with 3+ years invested reported increased exposure
  • 8. Social Media for Business Increased Traffic ➢ ➢ Increased traffic occurred for 74% of participants With as little as 6 hours per week invested
  • 9. Social Media and Business Marketplace Insight ➢ ➢ Over half found social media to be helpful in understanding the marketplace More so for B2B versus B2C
  • 10. Social Media for Business Generated Leads ➢ ➢ Most also saw results in lead generation With small businesses benefitting most
  • 11. Social Media for Business Search Rankings ➢ ➢ Most prevalent among those using social media for a year or longer More benefits for those investing more than 6 hours a week
  • 12. Social Media for Business Grow Partnerships ➢ ➢ 74% with 3+ years invested saw the most new partnerships But 44% with at least 6 months invested also gained partnerships
  • 13. Social Media for Business Reduce Expenses ➢ ➢ Nearly half of those who spend at least 11 hours a week saw reduced marketing expenses Self-employed were more likely to save money
  • 14. Social Media for Business Improved Sales ➢ ➢ Most marketers who have used social media for 3 years report an increase in sales Small business owners see the most results
  • 15. Social Media for Business Small Business ➢ ➢ Another study by Intuit Connecting with customers ➢ Visibility ➢ Self-promotion ➢ Getting news out ➢ ➢ Stay ahead of competition http://billingmanager.intuit.co m/websites/small-businesssocial-media-infographic/
  • 16. Social Media for Business Missing the Mark ➢ ➢ ➢ ➢ Sometimes business misses the mark As far as which tactics reach customers Where business think status updates are most effective Consumers say special discounts are
  • 17. Social Media for Business Other Ways Businesses Use Social Media ➢ ➢ ➢ Nonprofits tend to use social media differently than for-profit businesses – raising awareness, fund raising, and outreach Many companies use social media for recruiting new talent And social media is being used more and more for customer service across many industries
  • 18. Social Media for Business Planning ➢ ➢ Regardless of how social media is used Research also shows that having a solid strategy for using social media is paramount to success...
  • 19. Social Media for Business Overview of Social Media Tools
  • 20. Social Media for Business Social Media Tools ➢ Blogs: WordPress, Blogger, Tumblr, Typepad ➢ Microblogs: Twitter, Tumblr ➢ Mobile/Location-Based Tools: Foursquare, QR Codes, Mobile Apps ➢ Social Networks: Facebook, LinkedIn, Google Plus ➢ Video Sharing Sites: YouTube, Vimeo ➢ Image Sharing Sites: Flickr, Instagram, Pinterest ➢ Document Sharing Sites: SlideShare, Scribd, Docstoc
  • 21. Social Media for Business Social Media Tools ➢ Social Bookmarking Sites: StumbleUpon, Delicious ➢ Crowd-Sourced Sites: Reddit, Digg ➢ Q&A Sites: Quora, Yahoo Answers ➢ Social Media Management Tools: HootSuite, Sprout Social ➢ Social Media Analytics Tools: Google Analytics, Raven
  • 22. Social Media for Business Top Social Media Tools for Business ➢ Facebook ➢ Twitter ➢ LinkedIn ➢ Blogs ➢ Google Plus ➢ YouTube
  • 23. Social Media for Business Facebook For Business ● ● ● Facebook is used the most for B2B lead generation 41% of companies who use Facebook report getting leads http://www.insideview.co m/social-selling
  • 24. Social Media for Business Facebook For Business ● ● ● Marketers rely on Facebook To distribute content http://contentmarketingin stitute.com/2011/12/201 2-b2b-contentmarketing-research/
  • 25. Social Media for Business Facebook For Business ● ● ● Facebook outranks other social media sites When it comes to acquiring business for most companies http://blog.hubspot.com/ where-do-marketers-getcustomers
  • 26. Social Media for Business Facebook For Business ● ● For Consumer Goods, Facebook outperforms other social media sites With regard to generating leads for business
  • 27. Social Media for Business LinkedIn For Business ● ● LinkedIn is used for B2B lead generation Generates more leads than Facebook, Twitter, or Blogging for B2B
  • 28. Social Media for Business LinkedIn For Business ● ● Marketers rely on LinkedIn to distribute content Second only to Twitter
  • 29. Social Media for Business LinkedIn For Business ● ● LinkedIn ranks second When it comes to acquiring business for most companies
  • 30. Social Media for Business LinkedIn For Business ● ● LinkedIn outperforms other social media sites in many areas With regard to generating leads for business
  • 31. Social Media for Business Twitter For Business ● ● Next to Facebook, Twitter is used most for B2B lead generation Companies who use Twitter get twice as many leads as those who don't
  • 32. Social Media for Business Twitter For Business ● ● Marketers rely on Twitter to distribute content More than any other social media platform
  • 33. Social Media for Business Twitter For Business ● ● Twitter even outranks Facebook When it comes to acquiring business for large companies
  • 34. Social Media for Business Twitter For Business ● ● Except for Consumer Goods, Twitter is right in line with other social media sites With regard to generating leads for business
  • 35. Social Media for Business Blogging for Business ● ● Next to Google Plus Marketer want to know more about blogging...
  • 36. Social Media for Business Blogging for Business ● ● Company blogs come in at number three With regard to generating leads for business
  • 37. Social Media for Business Blogging for Business ● ● And also comes in number three for most business types As far as acquiring customers
  • 38. Social Media for Business Blogging for Business ● ● Blogs are also used for B2B lead generation 33% of companies use blogging to generate leads
  • 39. Social Media for Business Google Plus ➢ ➢ Though Google Plus is growing as a social networking and a professional networking site Its importance lies in how integrated Google Plus is with Google Search...
  • 40. Social Media for Business Google Authorship ● ● Google Authorship shows “author” information within Google search results Activate this feature by linking the places you author information (like blogs) to your Google Plus profile
  • 41. Social Media for Business Google Page Verification ● ● Improve the look of your website's search listing By linking your website to your Google Plus page
  • 42. Social Media for Business Google Plus ● ● Not surprising, marketers want to know more about Google plus More than any other social media tool
  • 43. Social Media for Business YouTube for Business ● ● From the Social Media Examiner study Most marketers planned on increasing their efforts on YouTube
  • 44. Social Media and Business YouTube ● ● ● Next to Facebook, Twitter is used most for B2B lead generation Companies who use Twitter get twice as many leads as those who don't Source: InsideView.com
  • 45. Social Media for Business Planning ➢ ➢ ➢ Regardless of the tools used Having a solid plan for those tools is also paramount to success That, and optimizing as you go...
  • 46. DeltinaU Courses on Coggno (click any image to learn more) Take the courses on...
  • 47. Social Media for Business In this section: ➢ ➢ ➢ ➢ ➢ Planning for social media Measuring your success Integrating, automating, and streamlining Engaging and managing your time (Click on any course image to learn more.)
  • 48. Social Media for Business Social Media Planning
  • 49. Social Media for Business Tools for planning: ➢ Social media SWOT analysis ➢ Social media strategy ➢ Social media plan ➢ Social media analytics plan ➢ Social media integration plan ➢ Social media optimization and search plan ➢ Social media guidelines and policies ➢ Social media listening and engagement plans
  • 50. Social Media for Business What is a SWOT Analysis? ➢ ➢ SWOT stands for Strengths, Weaknesses, Opportunities, and Threats The SWOT analysis is a tool used for: ➢ Obtaining an overview of business issues ➢ Understanding situations in businesses or organizations ➢ Assessing feasibility of a particular strategy
  • 51. Social Media for Business What is a SWOT Analysis? ➢ ➢ ➢ ➢ A SWOT analysis is a great way to kick off your social media strategy by brainstorming the Strengths, Weaknesses, Opportunities and Threats your business has – or will encounter – when implementing a social media plan The SWOT analysis process is not complicated – just create four sections in a document Use each section to place your Strengths, Weaknesses, Opportunities, and Threats Based on questions specific to your business and social media...
  • 52. Social Media for Business Social Media SWOT Analysis ➢ ➢ ➢ Are your employees familiar with social media tools, and understand how to use the tools to the company’s advantage? Do you currently have employees/business owners who use social media for personal use and understand how to engage on social media platforms? Does your company have the creative people required to develop quality content and communication on a regular basis?
  • 53. Social Media for Business Social Media SWOT Analysis ➢ ➢ Do you have a happy satisfied work force that your company feels comfortable allowing employee/customer interaction using social media? Does your company have a disgruntled work force which could cause detrimental company messages being broadcast to consumers?
  • 54. Social Media for Business Social Media SWOT Analysis ➢ ➢ ➢ How do you perceive your customers and potential customer’s familiarity and comfort zone with new technology? Are your customers currently using and adapting to the various social media tools and networks available? Are your customers using social media for personal or business reasons?
  • 55. Social Media for Business Preparing a Social Media Strategy
  • 56. Social Media for Business Social media strategy: ➢ Define your overall goals ➢ Define your target audience ➢ Define the organization ➢ Determine your resources
  • 57. Social Media for Business Social media strategy: ➢ Analyze existing social media presence ➢ Analyze website for social media optimization ➢ Outline general strategy for website and existing presence ➢ Outline strategy for adding new tools
  • 58. Social Media for Business Define Your Overall Goals ➢ What, specifically, do you want to accomplish with social media? ➢ ➢ Target new customers? ➢ Sell more products? ➢ Establish thought leadership? ➢ Drive more traffic? ➢ ➢ Raise awareness about a brand or cause? Generate leads? Choose only one or two goals to start, this will help keep topics focused.
  • 59. Social Media for Business Strategy for Expanding Existing/New Presence ➢ ➢ ➢ ➢ Choose the tools you believe will most benefit the business based on goals, target audience, and resources Explain and justify why specific tools were selected Include a statement about how the organization might generally leverage each tool But save the details for the social media plan...
  • 60. Social Media for Business Creating a Social Media Analytics Plan
  • 61. Social Media for Business General Strategy ➢ Know your goals ➢ Establish baselines ➢ Use more than one tool ➢ Analyze, evaluate, take action ➢ Don't get overwhelmed by all the “advice” out there ➢ Stay focused: Slow and steady wins the race ➢ That, and optimizing as you go...
  • 62. Social Media for Business Establish Baselines (KPIs) ➢ ➢ Based on the goals from your strategy, establish measurable baselines you can use for comparison later Create a spreadsheet that includes: ➢ ➢ Review counts ➢ Number of hits in Google ➢ Website stats ➢ ➢ Current sales numbers Other baselines specific to your goals More qualitative elements such as thought leadership, influence, or customer satisfaction can be trickier to measure – but not impossible
  • 63. Social Media for Business Analytics Tools ➢ Use more than one tool to get the “big” picture ➢ Different tools give different insights ➢ Analyze and evaluate using tools ➢ And take action when you find issues
  • 64. Social Media for Business Analytics Tools ➢ There are plenty of built-in or “internal” tools you can start with: ➢ Facebook Insights ➢ WordPress Stats ➢ YouTube Analytics ➢ Pinterest Analytics
  • 65. Social Media for Business Analytics Tools ➢ And, there are many “external” tools as well: ➢ ➢ Social Mention ➢ Klout ➢ ➢ HootSuite (especially for Twitter) Google Analytics And plenty of paid tools, too...
  • 66. Social Media for Business Don't Get Overwhelmed With Advice! ➢ ➢ I am not saying you shouldn't keep on top of changes, just find a few reliable sources and stick with them. My recommendations are: ➢ ➢ Tech Crunch ➢ SocialMedia.biz ➢ SocialMediaToday ➢ ➢ Mashable SocialMediaExaminer And trust your own instincts!
  • 67. Social Media for Business Preparing a Social Media Plan
  • 68. Social Media for Business All About the Tools ➢ ➢ ➢ The social media plan is about applying the tools recommended in the strategy And defining tactics and a plan of action for each tool For each tool recommended in your strategy, include an overall strategy for applying it specifically to the organization's needs, and tactics for managing and optimizing
  • 69. Social Media for Business Social Media Plan ➢ ➢ ➢ The plan should include an initial, manageable set of tools in addition to recommendations for a second and third phase of additional tools and strategies The resulting plan should reflect the needs and resources outlined in the social media strategy The plan should also consider any weaknesses or threats discovered in the social media SWOT analysis
  • 70. Social Media for Business Fleshing Out the Plan ➢ ➢ ➢ For each tool in your outline, and for each phase, define specific strategies and tactics to use while implementing the tool Include a general strategy for applying it specifically to the organization's goals and target market Include tactics for managing and optimizing the tool based on the organization's resources
  • 71. Social Media for Business Example: Facebook Page for Service ➢ Create a Facebook page for the organization ➢ Offer informative status updates using links, images, and video ➢ Offer updates that make offers to “fans” or “friends of fans” ➢ Stay engaged with fans – respond to them directly using first name ➢ Import blog posts, Flickr images, YouTube videos, and Pins into news feed ➢ Use HootSuite to make regular status updates ➢ Encourage fans to ask questions and respond promptly ➢ Check out what the competition is doing ➢ Post badges on Website or blog to encouraging visitors to become fans ➢ Add a Facebook Like Box to your website or blog
  • 72. Social Media for Business Content Marketing Plan ➢ ➢ ➢ If applicable, add a content marketing plan once the social media presence has matured Content marketing is the creation, publishing and promotion of value-based content (blog posts, articles, white papers, e-books, infographics, etc.) In such a way as to draw in possible clients who are actively searching for information relevant to your product, service or business proposition
  • 73. Social Media for Business Creating an Integration/Automation Pla
  • 74. Social Media for Business Integration and automation plan: ➢ ➢ ➢ ➢ Goals of the plan: ➢ Maximize the exposure of your content ➢ Get exposure for all your accounts ➢ Streamline the posting/updating process ➢ Automate whatever you can Identify the content to integrate Familiarize yourself with the methods Map your plan...
  • 75. Social Media for Business Methods ➢ ➢ ➢ Widgets, badges, plugins, applications, embed code, etc. Connected accounts (within the tools) Automation tools
  • 76. Social Media for Business Danger! ➢ ➢ ➢ ➢ It can be disastrous connecting social networking accounts like Twitter and Facebook And somewhat senseless Only use the “connection” method for media communities And use automation tools for blanket posts
  • 77. Social Media for Business Mapping your plan... ➢ ➢ ➢ ➢ ➢ ➢ ➢ WordPress website Twitter Account Facebook Page LinkedIn Profile Google Plus Profile YouTube Channel Flickr Account
  • 78. Social Media for Business Approach by content, then by method ➢ ➢ ➢ Break it down by content type, then by method of integration First by type: Video, Images, Pins, Presentations, Status Updates, RSS feeds, etc. Then by method: Widget, Embed, Connection, Automation Tool, etc.
  • 79. (Video) Embed Connect Application Embed Playlist Gallery Connect
  • 80. (Images) Application Widget Connect Connect
  • 81. Social Media for Business Decide on Automation ➢ ➢ ➢ Treat status updates like content Decide whether you will use a tool like HootSuite If so, make sure none of your networks are presently connected!
  • 82. (Status Updates)
  • 83. Social Media for Business Blog Posts and Website Integration ➢ ➢ Create a similar map for how you will feed your blog posts into your other social media accounts And how you will integrate your social media presence with your website...
  • 84. Social Media for Business Engaging and Time Management ➢ ➢ ➢ How you engage on social media channels should also be influenced by your goals You don't want to (necessarily) engage for the sake of engaging – anymore than you want followers for the sake of followers Engage based on what you want to accomplish...
  • 85. Social Media for Business Engaging and Time Management ➢ If you want to establish thought leadership: ➢ ➢ ➢ Share articles on current industry topics, and add commentary to encourage conversation Google Alerts is a great way to find relevant content If you want to sell products: ➢ ➢ ➢ Post coupons or run contests Engagement comes from using the coupon or entering the contest If you want to improve customer relations – post polls that encourage discussion...
  • 86. Social Media for Business Engaging and Time Management ➢ ➢ ➢ ➢ ➢ Here comes the contradiction... One of the issues with Facebook pages is that only a fraction of updates land in any one fan's feed Facebook uses an algorithm that determines which content a user might prefer to get in his or her feed Part of that algorithm is based on how often a fan interacts with a specific page's updates Therefore, it doesn't hurt to add a bit of “fluff” to your pages to encourage “likes” and “shares”
  • 87. Social Media for Business Engaging and Time Management ➢ Amusing images or videos get a lot of likes and shares ➢ As do anecdotes and quirky news ➢ ➢ Choose something that is appropriate for your audience to break up the promotional updates The more your fans share the “lighter” updates, the more chance your important updates will land in their feed...
  • 88. Social Media for Business Light Updates ➢ ➢ My strategy is to post a “nature pic of the day” since I am an amateur nature photographer I also post a weekly “Happy Monday” photo of my stoic 25 lb problem cat, Wolfgang
  • 89. Social Media for Business Engaging and Time Management ➢ ➢ ➢ ➢ ➢ How much time you commit should depend on your goals and what type of engagement you plan Schedule a specific time each day to post updates, write blog posts, and whatever else is in your strategy A management tool like HootSuite allows you to create updates or share articles and have them land when your page is most active Unless you are monitoring a contest or other initiative, schedule specific times during the day to engage, and set a time limit Use mobile apps to help monitor...
  • 90. DeltinaU Courses Coming Soon to Coggno! January 22, 2014: ● YouTube Essentials ● Pinterest Essentials February 1, 2014 ● Introduction to Blogging ● Social Media Analytics Essentials ● Social Media Widget Essentials ● Social Media Integration Essentials February 14, 2014 ● Search and Social Media Optimization Essentials ● Social Media Guidelines, Policies, and Ethics YOUR LOCAL TRAINING PARTNER Click image to learn more...
  • 91. DeltinaU Courses on Coggno (click any image to learn more) Take the courses on...
  • 92. Social Media for Business Q&A with Deltina Hay (deltina@deltina.com) for