TM The Power of Social Media to Market Your Business - "Social Media 101” Ricardo Guerrero Founder & CEO, Stwittergy.com & www.SocialMediaDynamo.com Elizabeth Quintanilla www.eqconsultantsgroup.com http://SlideShare.net/Stwittergy http://SlideShare.net/EQuintanilla
Agenda Introductions Social Media Landscape Twitter Facebook LinkedIn Questions
Stwittergy & Social Media Dynamo Social Media Dynamo: Not a “consultant,” but a Partner for SMBs to develop a measurable, sustainable, and effectivesocial media presence Stwittergy: Helping Businesses use Twitter more effectively by identifying Influencers with whom to build relationships
The Start of @DellOutlet Challenge: No control of inventory, periodic “bubbles” To drive demand, usually dropped price Solution: Offer discountsvia Twitter Launched June 2007
@DellOutlet Results Surveys 1 & 6 months after launch: 25-30% didn’t know D.O. before Twitter!
Other Dell Twitter Accounts Multiple Blogs/Community Sites: @Direct2Dell (1st Twitter acct, several langs), @IdeaStorm, @DellDigitalLife, @Edu4U Dozens of “offers” accounts: @DellHomeUS, @DellSmBizOffers (U.S.)+ Canada, Europe, AP, many Latin America 100s individual employees & growing: Generally folks tweeting for Dell include “atDell” in their acct – like “@RicardoatDell”
What’s the “right” way to use Twitter (& Social Media)?
Quote:“We started using Twitter just because we have zero money for any kind of dvertising or promotion whatsoever. Our customers were asking, ‘How do you keep us up to date on the different flavors?’ Twitter was the perfect answer.”-- Sean Vahey, co-owner
Quote:“The key thing is being interesting. [pique interest and establish himself as a trusted authority] If you’re just selling, it doesn’t work. If somebody starts selling, I stop following them.”-- Tim Berry, president
Allows you to communicate w/ your company’s “fans” who know you & love you
Fans can talk to each other (but you must watch for negative comments!)
Twitter Gives You “Social 6th Sense” Common Craft video: “What happens between blog posts & e-mails.” Hence, I describe it as: The most intimate of Social Media applications Platform for connecting/building relationships Growing like the early days of the internet; not a fad & companies jumping on it A huge, international “cocktail party” “cocktail party effect” = can hear mentions of you
How Market Your Company at Cocktail? DON’T be pushy salesman! DON’T be “card ninja” DO: Find the people who fit your target audience Join the conversation & add something interesting & relevant when appropriate (Be authentic and helpful) Invite most promising new contact to coffee Let them ask YOU what you do (softest sell!)
Social Marketing = Cocktail Marketing! But you’re blind All you can do is listen to find target audience & must approach more carefully Some folks may not understand what they said on Twitter is available publicly Otherwise very similar: Be authentic and helpful Be responsive and not pushy Be interesting & relevantto your audience!
Brand Perception Your brand doesn’t belong to you now People talk about your business This drives perception of your brand! PARTICIPATION can influence perception Non-participation may hurt brand
Relationships & Buzz Twitter drives Buzz (& Rumors) Easy connectivity & sharing drives virality Transparency & engagement can either defuse rumors or help fan the viral growth Establishing rapport with influencers can drive the shift more quickly Friends > likely to help you or defend you Squash rumors before they get big Your message gets to more people faster
Not the Solution to Everything Content is still King Without good content, hard to get buzz Transparency & authenticity are key Participating in social media can help create confidence, but still fragile “Lipstick on a pig” Product must be good & reputable, or social media will hurt not help
Why Twitter? Why NOT?! You can start with a limited amount of time… in fact, start by listening! Search for your keywords in Austin at: search.twitter.com/advanced (see next slide) If you don’t get any results, try broader or different keywords If you still don’t get any results, there may not be many conversations about that topic yet(Setting up automated e-mails when anyone mentions you or your competitors or keywords is 1 of my products - Ricardo)
Using Search.Twitter.com/advanced Put in your keywords and pick a radius around your city
Search.Twitter.com Sample Results Searched for “plumber” around Austin: Results only visible for 12days Updates youif any new tweets appearwhile viewing
So, why use Twitter? It’s free It’s big & growing, and it’s open Open means you can listen to almost everyone (like the “cocktail party effect”) It’s where the influencers are It doesn’t have to take a lot of time & most importantly… Depending on your biz, you can find new / connect with more customers more deeply
People Search / Company Search Brands are not just for companies anymore. We all have our own unique personal brand!
Write a Bio! Short and Sweet….. Elizabeth is not just your average Austin girl. As a Business Detective focused on determining why customers don't buy products or services or finds waste through inefficient operations. She focuses on understanding the customer perspective and bringing that to businesses. Additionally, she founded EQ Consultants Group, LLC. is a City of Austin certified woman minority owned business. Currently, she independently consults on a variety of topics, which include social media, product management, marketing, as well as government procurement. She was the 2010 sponsors lead for ProductCamp and actively volunteers as a Social Media Ambassador for the Greater Austin Hispanic Chamber of Commerce (GAHCC), and attends a variety of other Austin business and tech events. Also, Elizabeth taught herself web development, SEO, and Social Media. In her limited spare time, she also is an avid glider pilot, scuba diver, and competes in local triathlons.