Your SlideShare is downloading. ×
Tri-County Small Business Summit Social Media 101
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Tri-County Small Business Summit Social Media 101

1,081

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,081
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. www.SocialMediaDynamo.com www.EQconsultantsgroup.com 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 TM
  • 2. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Agenda – Introductions – Social Media Landscape – Twitter – Facebook – LinkedIn – Questions
  • 3. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Introduction
  • 4. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Who? Ricardo Guerrero (aka @ggroovin) – Entrepreneur: • SM strategy, implementation, & coaching: Social Media Dynamo • Founder: Stwittergy – At Dell (10 years): • Created most of Dell’s Twitter accounts, incl. @DellOutlet • > $6.5M revenue in 2.5 years • See more at: www.dell.com/twitter
  • 5. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Stwittergy & Social Media Dynamo Social Media Dynamo: Not a “consultant,” but a Partner for SMBs to develop a measurable, sustainable, and effective social media presence Stwittergy: Helping Businesses use Twitter more effectively by identifying Influencers with whom to build relationships
  • 6. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM EQ Who?
  • 7. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Take A Risk – Show some Personality
  • 8. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM “If you don’t know HOW to USE Social Media as a Networking Tool, Then You are probably not very marketable in the first place…..” - anonymous
  • 9. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Be Seen – Don’t expect to be found!!
  • 10. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 11. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Primary social network by country 2009 •Source (June 2009): http://www.vincos.it/world-map-of-social-networks
  • 12. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Most important social networks For professionals & companies: • LinkedIn For consumers: • Facebook • Twitter • Others (regional)
  • 13. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM LinkedIn.com • Social network for biz people/B2B – Smaller than Twitter/Facebook, but good for: • SEO, since Google follows links from LinkedIn • Keep your personal presence separate from biz • Can create groups & answer questions that can bring visibility/leads
  • 14. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Facebook.com • Most popular social network – Generally closed (not accessible outside of Facebook), but pages are open – Pages allow interaction among fans/likes • Examples: Dell Outlet y Coca-Cola * Fuente: http://www.techcrunch.com/2008/06/12/facebook-no-longer- the-second-largest-social-network/
  • 15. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Twitter.com • Fastest growing soc. network (8x last yr) – Open, viral, very “opt-in”, like a cocktail – Simple but confusing, particular syntax/format – More visibility among influencers than FB • Examples: @Dell Outlet & @woot
  • 16. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM My Twitter story
  • 17. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM SXSW Interactive 2007 • Twitter was a TV with quirky little TXTs
  • 18. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM How I Got Started • Created personal account: @ggroovin • Only 2 friends; thought “waste of time”
  • 19. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Reconsidering Twitter • Apr. 2007 NYTimes article made point: Twitter gives you a “social 6th sense” – by the end of the article I wondered… could Twitter be used for marketing?
  • 20. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Dell’s Twitter story
  • 21. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM The Start of @DellOutlet • Challenge: – No control of inventory, periodic “bubbles” – To drive demand, usually dropped price • Solution: – Offer discounts via Twitter – Launched June 2007
  • 22. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM @DellOutlet Results • Surveys 1 & 6 months after launch: – 25-30% didn’t know D.O. before Twitter!
  • 23. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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”
  • 24. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM What’s the “right” way to use Twitter (& Social Media)?
  • 25. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small & Large Biz Approach: MEBE™ • Monitor: – Survey customer satisfaction – “Poach” from competitors – Find potential leads
  • 26. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small & Large Biz Approach: MEBE™ • Engage: – Humanize brand – Build interested audience
  • 27. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small & Large Biz Approach: MEBE™ • Brand: – Satisfy audience wants/needs – Add impressions of your brand
  • 28. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small & Large Biz Approach: MEBE™ • Empower Evangelists: – Identify influencers & foster relationships with them so they will increase your visibility!
  • 29. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small Biz Is ABOUT Relationships • You compete with big brands • Customers know you personally • Close connection to your customers • Your business DEPENDS on that relationship… • Social media is all about relationships… • So, YOU have an advantage in social media!
  • 30. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Examples of Small Biz using Twitter
  • 31. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small Biz Use of Twitter: Case Study 1 • Humphry Slocombe (@humphryslocombe): – Business type: Small Ice Creamery (SF, CA) – Example of: Timely Announcements 100s of flavors; tweet when available – Followers: >300K – 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
  • 32. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small Biz Use of Twitter: Case Study 2 • Palo Alto Software (@Timberry): – Business type: Biz Software (Eugene, OR) – Example: Promote Blog (thought leadership) 100s of flavors; tweet when available – Followers: >6K – 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
  • 33. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small Biz Use of Twitter: Case Study 3 • Kiss My Bundt (@KissMyBundt): – Business type: Bakery (Los Angeles, CA) – Example of: Focus Group Feedback on new recipe ideas & tastings – Followers: >2.5K – Quote: “It’s great for getting input — they become your sounding board. It’s a way to break out of the business owner’s bubble and get an outsider’s perspective.” -- Chrysta Wilson, owner
  • 34. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Small Biz Use of Twitter: Sources • NY Times Small Biz articles: – Article on how Small Biz can use Twitter: http://www.nytimes.com/2010/05/27/business/smallb usiness/27sbiz.html?emc=eta1 – Some businesses using Twitter: http://boss.blogs.nytimes.com/2010/05/26/11- companies-to-follow-on-twitter/?ref=smallbusiness • Radio Ink article: – Twitter still growing & users better educated: http://www.radioink.com/Article.asp?id=1788903&spi d=24698
  • 35. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Twitter or Facebook?
  • 36. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Comparison: Facebook & Twitter • > 500M users • Closed system: – No exporting info – No viewing info w/o creating account & becoming “friends" – Good for direct relationships (friends/family) • > 160M users • Open system: – Can export (RSS) – Info visible to anyone (or private) – Good for getting to know & keeping up with new people/info/news/tr ends
  • 37. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Facebook & Twitter for Business • For your current customers: – Create a FB “page” – 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!) • For attracting new customers: – Can “listen” for people mentioning your brand, competitors, or keywords that identify them as prospects! – Influencers (especially bloggers) are more likely to be on Twitter
  • 38. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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
  • 39. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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!)
  • 40. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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 & relevant to your audience!
  • 41. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Why should your biz use Twitter?
  • 42. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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
  • 43. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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
  • 44. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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
  • 45. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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)
  • 46. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Using Search.Twitter.com/advanced • Put in your keywords and pick a radius around your city
  • 47. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Search.Twitter.com Sample Results • Searched for “plumber” around Austin: – Results only visible for 12 days – Updates you if any new tweets appear while viewing
  • 48. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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
  • 49. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Why should small businesses use Facebook?
  • 50. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Facebook not just popular, sticky • Twitter like the radio, FB = snail mail – Twitter very timely, but fleeting – People connect with fewer people on FB, and review all connections’ updates when log in • Many applications, much time spent – Facebook is most popular photo sharing site – Social gaming, other apps very popular
  • 51. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM How to use Facebook! Questions? Fan Pages!
  • 52. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM How to setup a Facebook Fan Page
  • 53. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM How to setup a Facebook Fan Page
  • 54. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Facebook Fan Page Extras!
  • 55. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Facebook Fan Page Applications
  • 56. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Slideshare within Facebook
  • 57. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Slideshare Continued!
  • 58. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Slideshare in a Fan Page!
  • 59. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Fans
  • 60. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 61. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Don’t have to do this alone!
  • 62. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Google your name and your company!
  • 63. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM People Search / Company Search Brands are not just for companies anymore. We all have our own unique personal brand!
  • 64. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM 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.
  • 65. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM LinkedIn – Overlooked yet Powerful
  • 66. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Powerful Profiles Get Attention
  • 67. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Companies have Profiles also!
  • 68. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Don’t miss opportunities
  • 69. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 70. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 71. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Connect with Colleagues!
  • 72. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Always write a note!
  • 73. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Get Recommended!!
  • 74. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Groups – Participate!!! Can Participate in up to 50 groups!
  • 75. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 76. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Answer Questions!
  • 77. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 78. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 79. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Enhance your profiles with Applications
  • 80. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 81. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 82. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM
  • 83. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Careful: Only accept/send invites from/to people you know
  • 84. www.SocialMediaDynamo.com www.EQconsultantsgroup.com TM Questions?

×