Diane K. Danielson CEO, www.DowntownWomensClub.com Social Media: its time has come.

Diane K. Danielson

CEO, www.DowntownWomensClub.com

What is social media? Web 2.0 – Software tools that can be customized and rely on “user-generated content.” Social Media – Sites that use Web 2.0 tools to promote a product or service (as opposed to MSM “mainstream media.”) Social Networking – Using Web 2.0 tools to network.

The big three. The business meeting The reunion/friends’ night out The cocktail party

Social media by the numbers 250,000,000 - number of active Facebook users 133,000,000 - number of blogs indexed by Technorati since 2002 32,000,000 - number of Twitter users 16,000,000 - number of LinkedIn users

Social media flowchart Target market You Blogs Website Blogs Website

Why social media differs from traditional marketing Social interaction = 2-way conversation ROI is difficult to measure: Based on time not $$$ Difficult to track word of mouth But, you can track clicks. Website = costly billboard on your own property Social Media = free billboard on the highway

Social interaction = 2-way conversation

ROI is difficult to measure:

Based on time not $$$

Difficult to track word of mouth

But, you can track clicks.

Website = costly billboard on your own property

Social Media = free billboard on the highway

It’s a portfolio, not just a profile Make public/update URL Include as much info as possible Meet people through: Search by name/keyword Groups – join others or start your own Answers – share your expertise Create a company profile

It’s a portfolio, not just a profile

Make public/update URL

Include as much info as possible

Meet people through:

Search by name/keyword

Groups – join others or start your own

Answers – share your expertise

Create a company profile

LinkedIn Groups

LinkedIn Answers

Profiles, Groups and Pages

Profiles, Groups and Pages

Profiles, Groups and Pages Apps and throwing sheep Status updates (microblogging) The ultimate “warm call” cnn.com/Facebook partnership

Profiles, Groups and Pages

Apps and throwing sheep

Status updates (microblogging)

The ultimate “warm call”

cnn.com/Facebook partnership

Do you have “fans?” Fresh content? Transitive trust v. WOM Ads: hyper targeting v. intentional advertising Smart CRM pages

Do you have “fans?”

Fresh content?

Transitive trust v. WOM

Ads: hyper targeting v. intentional advertising

Smart CRM

pages

Why do people twitter ? Promote brands & products Connect/reconnect with people Monitor online image Company reputation Customer service Market research Trends Competition

Why do people twitter ?

Promote brands & products

Connect/reconnect with people

Monitor online image

Company reputation

Customer service

Market research

Trends

Competition

Search = new google

Your @name & icon What’s your brand? @DowntownWoman v. @DianeDanielson Icon: avatar, logo or you? Be consistent (even across platforms)

What’s your brand?

@DowntownWoman v. @DianeDanielson

Icon:

avatar, logo or you?

Be consistent (even across platforms)

Case study: cleats Go to http://search.twitter.com . Find people tweeting about “soccer cleats” Follow them

Go to http://search.twitter.com .

Find people tweeting about “soccer cleats”

Follow them

What do you learn? Women are a large percentage of purchasers. The international term is “boots.” Guys will buy “boots” just because they want something new. Orange is the hot new color Customization is a new trend. Case study: cleats

What do you learn?

Women are a large percentage of purchasers.

The international term is “boots.”

Guys will buy “boots” just because they want something new.

Orange is the hot new color

Customization is a new trend.

What do you learn? Competitors Bloggers Retailers Case study: cleats

What do you learn?

Competitors

Bloggers

Retailers

30/30/30/10 rule Ways to meet people Follow people RT/DM/@ Live-tweeting events Asking questions “ look for the @stream”

30/30/30/10 rule

Ways to meet people

Follow people

RT/DM/@

Live-tweeting events

Asking questions

“ look for the @stream”

Social Media: time management Create a schedule Sampling of Twitter Tools: www.hootsuite.com times your tweets, tracks links www.twhirl.org auto shortens links www.twitthis.com posts what you read with a click www.twitterfeed.com links your blog to Twitter Facebook Twitter App links Tweets to Facebook

Create a schedule

Sampling of Twitter Tools:

www.hootsuite.com times your tweets, tracks links

www.twhirl.org auto shortens links

www.twitthis.com posts what you read with a click

www.twitterfeed.com links your blog to Twitter

Facebook Twitter App links Tweets to Facebook

Sidebar: a bit about search “ Spiderbot, spiderbot, goes wherever a spiderbot goes ….” Top US websites (Facebook 3, Twitter 13, LinkedIn 28). Why you should write a book review on Amazon (#14).

“ Spiderbot, spiderbot, goes wherever a spiderbot goes ….”

Top US websites (Facebook 3, Twitter 13, LinkedIn 28).

Why you should write a book review on Amazon (#14).

Final Tips Pick one or two to focus on and really learn. Have a consistent photo across mediums. Raise the energy or intellectual level of the conversation. Schedule time for this into your week. Have set days/times Test out a new feature each time Make X number of new connections

Pick one or two to focus on and really learn.

Have a consistent photo across mediums.

Raise the energy or intellectual level of the conversation.

Schedule time for this into your week.

Have set days/times

Test out a new feature each time

Make X number of new connections

What’s next? Companies become more personal & accountable. “ Tribes” become more important. Rise in membership sites, people want to be contributing members/not consumers. Social networking = jet fuel for network marketers/affiliate programs. By 2012: more people working from home than in an office = good for women.

Companies become more personal & accountable.

“ Tribes” become more important.

Rise in membership sites, people want to be contributing members/not consumers.

Social networking = jet fuel for network marketers/affiliate programs.

By 2012: more people working from home than in an office = good for women.

What’s next? Downtown Women’s Club Created a Teleclass and eBook series: The Downtown Women’s Club Beginners Guide to Facebook, Twitter, etc. Developed an affiliate/publishing program. For members For non-profits For future eBook authors For network marketers

Created a Teleclass and eBook series: The Downtown Women’s Club Beginners Guide to Facebook, Twitter, etc.

Developed an affiliate/publishing program.

For members

For non-profits

For future eBook authors

For network marketers

What’s next?

Recommended Reads Here Comes Everybody: The power of organizing without organizations – Clay Shirky Groundswell – Charlene Li and Josh Bernoff Tribes – Seth Godin Me 2.0 – Dan Schawbel The Facebook Era – Clara Shih Don’t Make Me Think – Steve Krug eBootCamp – Corey Perlman Trade-Off: Why some things catch on and others don’t – Kevin Maney

Here Comes Everybody: The power of organizing without organizations – Clay Shirky

Groundswell – Charlene Li and Josh Bernoff

Tribes – Seth Godin

Me 2.0 – Dan Schawbel

The Facebook Era – Clara Shih

Don’t Make Me Think – Steve Krug

eBootCamp – Corey Perlman

Trade-Off: Why some things catch on and others don’t – Kevin Maney

Diane K. Danielson ceo, DowntownWomensClub.com Target market You Blogs Website Blogs Website