Social media for business 2012 Part 1

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  • And realistically we would have lines from just about every one to every other one!

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  • 1. By Elizabeth Sugar Boese SucceedInEveryWay.com March 2012 (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 1
  • 2. Social Networks Media Blogs YOU Reviews Articles Bookmarks (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 2
  • 3.  Elizabeth Sugar Boese  liz@succeedInEveryWay.com  http://www.succeedInEveryWay.com  Twitter: succeedNLP YouTube: seminarsOnSuccess  Also find me on: FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpace      Entrepreneur: 4 businesses Computer Science instructor: 9 years Business Consultant: 6 years Current websites: 8 World traveler – explored over 60 countries (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 3
  • 4.    Top 10 Social Networking Sites & Forums Sept 2011 US Market (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 5
  • 5. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 6
  • 6.  © 2011 (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 7
  • 7. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 8
  • 8. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 9
  • 9. 52% of Social Networking Users Have “Friended” or Become a “Fan” of at least 1 Brand (src: Microsoft)       Reasons For Having Brands As Friends… 29% 28% 23% 23% 11% Notice of events, sales, or exclusive offers Recommended by a friend Want to associate with them Discounts, coupons, free samples Want to support them (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 10
  • 10.   Twitter processed 2.64 billion tweets August 2010, an increase of 33% over May. Facebook accounts for 54% of page views of the top 100 websites on the Internet. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 11
  • 11.  Market research  Customers likes/dislikes  Competition  Business connections  Find employees  Find colleagues  Knowledge sharing  Branding        “yellow pages on steroids” – David Teten, Fast Company Build relationships More accessible to customers/clients Get name out there Rise in search engine rankings Improve traffic People trust other peoples‟ recommendations “Free” (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 12
  • 12.   46% Social networks keep them on top of trends and what‟s new 40% They discover brands and products they really like through social networking “I think the biggest contributing factor to the Social Media success story will be COMPANY CULTURE. Social Media is about building a culture of collaboration, authenticity, tru st, openness and innovation.” - Nitin Gupta Image courtesy of Dimitri Castrique (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 13
  • 13.  24% more radical innovators were executives participating in Social Networking (William Baker, San Diego State University study)  Out of 1,600 executives  Hire right people  Market product better (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 14
  • 14. “ Social networks make viral marketing and word-of-mouth marketing much easier than before. The best use out of social networks is not to make money „directly‟ off them, but to harness their marketing potential and to use them to market your own business.” –theEcommerceSolution.com Image courtesy of Sanja Gjenero (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 15
  • 15.  If you build it… Will they come? Photo by: Gabriella Fabbri (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 16
  • 16.  Yesterday‟s Marketing: 4 P‟s      Product Price Place Promotion Today‟s Marketing: 4 C‟s  Content (education, relevant, user-generated)  Context (aggregated and filtered)  Connections (with people, products, and brands)  Community (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 17
  • 17.  Definition:  Group of people  Share interests/activities  Connected online Photo by: www.rodolfoclix.com.br (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 19
  • 18.           Viral: spreading across the Internet. Instant messaging: sending a text or pic/video to someone else currently online. Chat: open dialog of instant messages between two people currently online. Blogs: short for Web Log – personal or professional articles. Micro-blogging: short blogs (e.g. status updates, Twitter). RSS feeds: Method for receiving new blogs to your reader as soon as they are posted. Atom feed: One form of RSS feed. OpenID: shared user ID and password among various sites that utilize one authentication service. Podcast: Audio blog. SEO: Search engine optimization. Tagging: categorizing for everyone‟s ease of finding (bookmarking sites, photos, notes) (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 20
  • 19.   Social media does not replace your traditional website. People are talking about you in social media  Join the chat, help direct it “Like me – Know me – Trust me – Pay me.” – Joel Comm (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 21
  • 20.  Top 5 for business 1. FaceBook 2. Blogs 3. Twitter 4. LinkedIn 5. YouTube (or SlideShare) (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 22
  • 21.  There are TONS of social networking sites  Networking  Social: FaceBook, MySpace, Hi5, Friendster, Orkut, Bebo, Tribe  Business: LinkedIn, Ryze  Blogging  Twitter  Blogger, WordPress, Xanga  Bookmarking  Del.icio.us, Reddit  Media  Documents: SlideShare, Google Docs  Video: YouTube  Images: Flickr  Reviews  Yelp  Articles  E-zine Articles, Reddit  Others  Internet radio, podcasts (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 23
  • 22.  You‟ll notice a lot of the same benefits across the various categories        Branding Relationship building “Free” advertising Become a recognized expert Monitor your competition Ranked in search engines Direct the conversation (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 24
  • 23.  Non-financial benefits      Visitors to: website, brick & mortar store Blog posts: positive, negative, objective Word of mouth: positive, negative, objective Links: from websites, as “friend”/”follower” Coupons: digitally distributed, shared  Search results: top of list May lead to sales and financial ROI (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 25
  • 24.  Does it work?  Conflicting studies  Long-term gains vs. short-term gains     Time-consuming Extra spam received Non face-to-face communication Handle negative comments (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 26
  • 25.  Establish a baseline % growth annually        $ sales # transactions # unique customers # new customers Customer service satisfaction 6.3% growth 9.5% growth Write plan & goals Compare to growth with social media efforts     Continual time Event-based Quarterly Annually # of friends/followers not necessarily valid – e.g., easy to inflate with fake users. Be careful if you hire an agency that guarantees you X # followers! (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 27
  • 26.  Who is your audience  Where are they?  What do they like?     Reading articles Watching videos Quick updates Keeping abreast of the most current products/services/courses/etc. Photo by: Peter Suneson (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 29
  • 27.  What role will you play?  Listener  Eavesdropper  Market research  Aggregator  Filterer  Writer  Answerer  Connector  Producer (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 30
  • 28. 1. 2. Goals – what do you want to achieve? Audience  Who are they?  Where are they?  What type of interaction do they want from you? Does it match with what you want to offer? 3. Accounts  Set up social media accounts 4. Personality  Have one  Keep it real 5. Update frequently (use automation tools) (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 31
  • 29.  Depends on your product or service (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 32
  • 30. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 33
  • 31. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 34
  • 32.  Have your customers provide your content  Contests  Coupons  Offer incentives – discounts for loyal customers who participate, recognition at events, links to their own sites from your business site It‟s like a cocktail party, where it‟s easier to listen in to any conversation. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 35
  • 33. “I don’t want companies to advertise to me. I want them to be my friend.” — Rob, 27, Los Angeles (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 36
  • 34.  General guidelines for all social media  Follow net etiquette  All upper case letters = yelling  Do not slander/flame others  Go for solutions, not attacks  Keep it real  Be you. Personality is important. Have one.  Don‟t cheat the system – anything you do will be found out.  Be a good role model. Remember, people talk. Guide their conversations.  What you say will live on forever (Way Back Machine at archive.org)  Track your ROI. Google Analytics, track sales/customers. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 37
  • 35.   Post frequently but not too much. Find what‟s right for your field. People can “hide” your posts or un-follow you. Track your ROI. Google Analytics, finances, customers (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 38
  • 36. TwitterFeed feeds blogs to Twitter automatically. FaceBook has options to automatically update from blogs/Twitter . (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 39
  • 37.  Time-block social networking time.  Use tools to schedule posts in advance   Determine your strategy/goals. Play with a bunch, select a few.  You can‟t be on every site – there‟s too many.   Use clients/customers content (and reward them). Turn off email notifications  Avoid excessive emails about views, subscribers (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 40
  • 38. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 41
  • 39.  Mashable.com : Social Media guide with how-to section  Look for Part 2 in this series on Social Networking for businesses  Articles  “The Business of Social Networks” http://www.youtube.com/watch?v=ef98Q623pn8  “List of 50 Social sites for businesses” http://www.insidecrm.com/features/50-social-sites-012808/  “Social Media in Plain English” http://www.youtube.com/watch?v=MpIOClX1jPE  “How Twitter will change the way we live” Time magazine. June 2009. http://www.time.com/time/business/article/0,8599,1902604,00.html  “20 Social Networking Sites for Business Professionals” http://www.sitepoint.com/blogs/2009/07/28/social-networking-sitesfor-business/ (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 42
  • 40.  Contact: Liz Boese      liz@succeedInEveryWay.com http://www.succeedInEveryWay.com Twitter: succeedNLP YouTube: seminarsOnSuccess Also find me on: FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpa ce Available      Seminars Workshops One-on-one instruction Initial setup on social media sites Ongoing content on social media sites (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 12/11/2013 44