Tri-County Small Business Summit Social Media 101

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

Introduction

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

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

EQ Who?

Take A Risk – Show some Personality

“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

Be Seen – Don’t expect to be found!!

Primary social network by country 2009
Source (June 2009): http://www.vincos.it/world-map-of-social-networks

Most important social networks
For consumers:
Facebook
Twitter
Others (regional)
For professionals & companies:
LinkedIn

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

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/

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

My Twitter story

SXSW Interactive 2007
Twitter was a TV with quirky little TXTs

How I Got Started
Created personal account: @ggroovin
Only 2 friends; thought “waste of time”

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?

Dell’s Twitter story

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)?

Small & Large Biz Approach: MEBE™
Monitor:
Survey customer satisfaction
“Poach” from competitors
Find potential leads

Engage:
Humanize brand
Build interested audience

Brand:
Satisfy audience wants/needs
Add impressions of your brand

Empower Evangelists:
Identify influencers & foster relationships with them so they will increase your visibility!

Small Biz Is ABOUT Relationships
You compete with big brands
Customers know you personally
Close connection to your customers
Your business DEPENDSon that relationship…
Social media is all about relationships…
So, YOU have an advantage in social media!

Examples of Small Bizusing Twitter

Small Biz Use of Twitter: Case Study 1
Humphry Slocombe(@humphryslocombe):
Business type: Small Ice Creamery (SF, CA)
Example of: Timely Announcements100s 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

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

Kiss My Bundt (@KissMyBundt):
Business type: Bakery (Los Angeles, CA)
Example of: Focus GroupFeedback 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

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/smallbusiness/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&spid=24698

Twitter or Facebook?

Comparison: Facebook & Twitter
> 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/trends
> 500M users
Closed system:
No exporting info
No viewing info w/o creating account & becoming “friends"
Good for direct relationships (friends/family)

Facebook & Twitter for Business
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
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!)

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!

Why should your biz use Twitter?

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

Why should small businesses use Facebook?

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

How to use Facebook!
Questions?
Fan Pages!

How to setup a Facebook Fan Page

Facebook Fan Page Extras!

Facebook Fan Page Applications

Slideshare within Facebook

Slideshare Continued!

Slideshare in a Fan Page!

Don’t have to do this alone!

Google your name and your company!

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.

LinkedIn – Overlooked yet Powerful

Powerful Profiles Get Attention

Companies have Profiles also!

Don’t miss opportunities

Connect with Colleagues!

Always write a note!

Get Recommended!!

Groups – Participate!!!
Can Participate in up to 50 groups!

Answer Questions!

Enhance your profiles with Applications

Careful: Only accept/send invites from/to people you know

Questions?

Tri-County Small Business Summit Social Media 101

by Elizabeth Quintanilla on Nov 20, 2010

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Tri-County Small Business Summit Social Media 101 — Presentation Transcript