Social Media for Small Business

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  • Also, don’t forget to put up a photo of yourself. It makes the relationship more personal. People like seeing a face.\n
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  • It’s important to note just how powerful social media has become lately.\n\nEgypt would not be free, SOPA would have passed.\n\nThe ability to exchange and deliver information via social media is its most powerful aspect.\n
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  • Let’s redefine Social Media and how to do it.\n\nThis is how you might word a job advertisement.\n
  • If only two things, remember these.\n\nBecome the Trust Agent in your area of expertise.\n\n#McDStories\n\n#BeBold - characters related to RIM’s renewed marketing effort.\n
  • If only two things, remember these.\n\nBecome the Trust Agent in your area of expertise.\n\n#McDStories\n\n#BeBold - characters related to RIM’s renewed marketing effort.\n
  • If only two things, remember these.\n\nBecome the Trust Agent in your area of expertise.\n\n#McDStories\n\n#BeBold - characters related to RIM’s renewed marketing effort.\n
  • If only two things, remember these.\n\nBecome the Trust Agent in your area of expertise.\n\n#McDStories\n\n#BeBold - characters related to RIM’s renewed marketing effort.\n
  • Why do I know someone? How do we interact?\n\nIdeas, beliefs, experiences will change from country to country.\n
  • Why do I know someone? How do we interact?\n\nIdeas, beliefs, experiences will change from country to country.\n
  • Why do I know someone? How do we interact?\n\nIdeas, beliefs, experiences will change from country to country.\n
  • Why do I know someone? How do we interact?\n\nIdeas, beliefs, experiences will change from country to country.\n
  • Relationships lead to customers.\n\nTraditional marketing is up front about this goal. In social media, this relationships lead to this goal, but not always. Some people will never buy your product/service, but will be comfortable to pass along your contact information.\n\nIt is as much about becoming that Trust Agent as it is about making sales.\n
  • Each has proper audience and context.\n\nBlogCatalog is a blog directory that is great for increasing your visibility.\n
  • I use many of these, but for different purposes. Twitter/Tumblr/WordPress allow me to interact professionally. I use Facebook for personal connections, like friends and family. LinkedIn allows me to maintain former professional connections as well as make new ones.\n\nCan also use them to augment another social media outlet.\n\nYouTube for video and Flickr for Photos.\n
  • Looks like a budding channel partner for retail outlets.\n\nSocial media platform will reach out to companies, e.g. advertising opportunities, contest.\n\nIf you are an apparel (or other) retailer, Pinterest might be a great way to meet new customers.\n
  • Looks like a budding channel partner for retail outlets.\n\nSocial media platform will reach out to companies, e.g. advertising opportunities, contest.\n\nIf you are an apparel (or other) retailer, Pinterest might be a great way to meet new customers.\n
  • Looks like a budding channel partner for retail outlets.\n\nSocial media platform will reach out to companies, e.g. advertising opportunities, contest.\n\nIf you are an apparel (or other) retailer, Pinterest might be a great way to meet new customers.\n
  • Example of personal relationship.\n\nDon’t see her often, maybe once a year. Twitter allows us to maintain a relationship.\n
  • Example of business/non-personal relationship.\n\nGet many responses.\n\nThe worse thing is not getting a response from someone or they are venting because you are absent on social media.\n
  • Example of business/non-personal relationship.\n\nYou can “recommend” someone. Your stamp of approval. Be careful if you do not really know them.\n\nHave an acquaintance introduce you to someone you would like to meet. This makes your request to add them to your professional network easier. They may not know you well enough, but they trust the person introducing you. Great way to make new connections.\n
  • Social media interaction I witnessed online.\n\nTeased major announcement the day before.\n\nGreat use of social media to make announcement. \n\nLined up other parties and knocked it out of the park.\n
  • Social media interaction I witnessed online.\n\nTeased major announcement the day before.\n\nGreat use of social media to make announcement. \n\nLined up other parties and knocked it out of the park.\n
  • Social media interaction I witnessed online.\n\nTeased major announcement the day before.\n\nGreat use of social media to make announcement. \n\nLined up other parties and knocked it out of the park.\n
  • It’s how a seemingly insurmountable feat, becomes a series of small tasks.\n\nPeople ask how I became a programmer. Easy, I took a few classes. How did I learn new languages? I read a book.\n
  • Social media interaction will often leverage more traditional information channels. The impressions may be free, but your entire marketing campaign works together.\n
  • Social media interaction will often leverage more traditional information channels. The impressions may be free, but your entire marketing campaign works together.\n
  • Social media interaction will often leverage more traditional information channels. The impressions may be free, but your entire marketing campaign works together.\n
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Transcript

  • 1. SOCIAL MEDIA for Small Business
  • 2. SOCIAL MEDIA for Small Business
  • 3. WHAT IS SOCIAL MEDIA?
  • 4. WHAT IS SOCIAL MEDIA?Social media takes on many different forms including magazines, Internetforums, weblogs, social blogs, microblogging, wikis, podcasts, photographsor pictures, video, rating and social bookmarking. Wikipedia, January 22,2012 - http://en.wikipedia.org/wiki/Social_media
  • 5. WHAT IS SOCIAL MEDIA?Social media takes on many different forms including magazines, Internetforums, weblogs, social blogs, microblogging, wikis, podcasts, photographsor pictures, video, rating and social bookmarking. Wikipedia, January 22,2012 - http://en.wikipedia.org/wiki/Social_mediaSocial media is content created and shared by individuals on the web usingfreely available websites that allow users to create and post their ownimages, video and text information and then share that with either theentire internet or just a select group of friends. Affilorama.com, January 22,2012 - http://www.affilorama.com/internet101/social-media
  • 6. WHAT IS SOCIAL MEDIA?
  • 7. WHAT IS SOCIAL MEDIA? Whatever definition you choose, it is important to note the audience plays a major/primary role in content creation/curation.
  • 8. W H AT I S S O C I A L M E D I Ahttp://vimeo.com/1083838
  • 9. SOCIALMEDIA
  • 10. SOCIAL MEDIAOnline community of like-minded individuals with the power to share thoughts and ideasthrough social networks.
  • 11. WHAT IS SOCIALMARKETING?
  • 12. WHAT IS SOCIALMARKETING? Using social networks toincrease brand awareness of your product/service.
  • 13. Do you have the audacity to sit here and think this social stuff is not going toimpact your business when this stuff is overthrowing governments that have held regime for 40 years in the Middle East? Gary Vaynerchuk, Co-Founder, VaynerMedia, @GaryVee
  • 14. WHY IS IT IMPORTANT?
  • 15. WHY IS IT IMPORTANT?The conversation is happening with/without you.
  • 16. WHY IS IT IMPORTANT?The conversation is happening with/without you.Total web traffic for social media issignificant.
  • 17. WEB TRAFFIC Source: doubleclick ad planner by Google, December 2011
  • 18. WEB TRAFFICUnique Visitors (Millions) Reach (%) Source: doubleclick ad planner by Google, December 2011
  • 19. WEB TRAFFIC Unique Visitors (Millions) Reach (%)1000 60 750 45 500 30 250 15 0 0 Facebook Twitter LinkedIn Pinterest Source: doubleclick ad planner by Google, December 2011
  • 20. WEB TRAFFIC Unique Visitors (Millions) Reach (%)1000 60 750 45 500 30 250 15 0 0 Facebook Twitter LinkedIn Pinterest Source: doubleclick ad planner by Google, December 2011
  • 21. WEB TRAFFIC Unique Visitors (Millions) Reach (%)1000 60 750 45 500 30 250 15 0 0 Facebook Twitter LinkedIn Pinterest Source: doubleclick ad planner by Google, December 2011
  • 22. Someone performing a "marketing" role within a companymust honestly convince people of their genuine intentions,knowledge, and expertise in a specific area or industrythrough providing valuable and accurate information on anongoing basis without a marketing angle overtly associated.If this can be done, trust with, and of, the recipient of thatinformation – and that message itself – begins to developnaturally. This person or organization becomes a thoughtleader and value provider - setting themselves up as atrusted "advisor" instead of marketer.Wikipedia, January 22, 2012 - http://en.wikipedia.org/wiki/Social_media
  • 23. HOW TO BUILDRELATIONSHIPS
  • 24. HOW TO BUILD RELATIONSHIPSBecome the Trust Agent in your area of expertise.
  • 25. HOW TO BUILD RELATIONSHIPSBecome the Trust Agent in your area of expertise.Be authentic. The Internet hates a scammer orsomeone trying to “game” the system, i.e.#McDStories, #BeBold. Remember, they have a voiceand aren’t afraid to use it.
  • 26. HOW TO BUILD RELATIONSHIPSBecome the Trust Agent in your area of expertise.Be authentic. The Internet hates a scammer orsomeone trying to “game” the system, i.e.#McDStories, #BeBold. Remember, they have a voiceand aren’t afraid to use it.Be yourself. Don’t change your voice to suit the individual.(Playful banter is fine, as long as it fits with the conversation.)
  • 27. HOW TO BUILD RELATIONSHIPSBecome the Trust Agent in your area of expertise.Be authentic. The Internet hates a scammer orsomeone trying to “game” the system, i.e.#McDStories, #BeBold. Remember, they have a voiceand aren’t afraid to use it.Be yourself. Don’t change your voice to suit the individual.(Playful banter is fine, as long as it fits with the conversation.)Remember your goal (why you are interacting).
  • 28. HOW TO BUILDRELATIONSHIPS
  • 29. HOW TO BUILD RELATIONSHIPSRelationships are defined by context.
  • 30. HOW TO BUILD RELATIONSHIPSRelationships are defined by context.Different times of the day and audiences should beconsidered when you communicate.
  • 31. HOW TO BUILD RELATIONSHIPSRelationships are defined by context.Different times of the day and audiences should beconsidered when you communicate.Internet/Social Media is a global audience.
  • 32. HOW TO BUILD RELATIONSHIPSRelationships are defined by context.Different times of the day and audiences should beconsidered when you communicate.Internet/Social Media is a global audience.Work (EmilioS_BC) vs. personal (esilvas)relationships.
  • 33. WHY INVEST IN SOCIAL MEDIA?
  • 34. WHY INVEST IN SOCIAL MEDIA?Don’t lose out on potential relationships!Relationships->Customers
  • 35. WHAT’S AVAILABLE
  • 36. WHAT’S AVAILABLE Service Notes •Requires two-way approval Facebook •So many visitors, you can’t afford to ignore itTwitter/Google+ Make frictionless friends LinkedIn Job/employee search, B2B relationships YouTube/Vimeo Viral video, promotional video hostingTumblr/WordPress Microblogging with rebloggingFourSquare/Yelp Venue discovery/ratings Pinterest The New “Hotness” Color The Old “Hotness” BlogCatalog Blog directory/social networking
  • 37. WHICH ONE IS BEST?
  • 38. WHICH ONE IS BEST?Really comes down toyour audience & social media goals.
  • 39. CASE STUDY:PINTEREST Source: Mashable.com http://mashable.com/2012/01/29/pinterest-retail-infographic/
  • 40. CASE STUDY:PINTERESTWomen account for 58% oftraffic. Source: Mashable.com http://mashable.com/2012/01/29/pinterest-retail-infographic/
  • 41. CASE STUDY:PINTERESTWomen account for 58% oftraffic.7.51 million unique visitorsin December 2011 Source: Mashable.com http://mashable.com/2012/01/29/pinterest-retail-infographic/
  • 42. CASE STUDY:PINTERESTWomen account for 58% oftraffic.7.51 million unique visitorsin December 2011Top 5 Referrer for severalapparel retailers Source: Mashable.com http://mashable.com/2012/01/29/pinterest-retail-infographic/
  • 43. TWITTERMary Kay Cooper, Alumni Director, Trinity University@TUAlumniDir
  • 44. TWITTERGravityForms@rocketgenius
  • 45. LINKEDINWeb Development Opportunities@LinkedIn, @LinkedIn_Jobs
  • 46. CASE STUDY: SEGUIN ECONOMICDEVELOPMENT @SeguinEDC
  • 47. CASE STUDY: SEGUIN ECONOMICDEVELOPMENTAnnouncement of plantexpansion @SeguinEDC
  • 48. CASE STUDY: SEGUIN ECONOMICDEVELOPMENTAnnouncement of plantexpansionUsed Twitter/YouTube @SeguinEDC
  • 49. CASE STUDY: SEGUIN ECONOMICDEVELOPMENTAnnouncement of plantexpansionUsed Twitter/YouTubeInvolved TexasGovernor’s office @SeguinEDC
  • 50. The secret of getting ahead is getting started. The secret of getting started is breaking your complex, overwhelmingtasks into small, manageable tasks, and then starting on that first one. Mark Twain
  • 51. OTHERCONSIDERATIONS
  • 52. OTHER CONSIDERATIONSCan you measure ROI? Not necessarily.
  • 53. OTHER CONSIDERATIONSCan you measure ROI? Not necessarily.Interns may work for your social media campaign.Be careful of their interactions. They representyour organization online.
  • 54. OTHER CONSIDERATIONSCan you measure ROI? Not necessarily.Interns may work for your social media campaign.Be careful of their interactions. They representyour organization online.Who owns the social media account, the employeror employee? Employment guidelines are key.
  • 55. RESOURCES3 Problems Churches Have Engaging People in Social Media (and How to SolveThem) - http://timpeters.org/general/3-problems-churches-have-engaging-people-in-social-media-and-how-to-solve-them/7 Common Social Media Mistakes (and How to Fix Them) - http://smartblogs.com/socialmedia/2012/02/02/7-common-social-media-mistakes-how-to-fix-them/Behavioral Marketing: 4 Huge Myths - http://www.inc.com/erik-sherman/4-myths-about-behavioral-marketing.html8 Ways to Build Customer Loyalty - http://laterboy.com/post/16820103575/8-ways-to-build-customer-loyaltyUsing Facebook & Social Media to Promote Your Business - http://www.slideshare.net/CornerstoneSolutionsofNY/using-facebook-social-media-to-promote-your-business
  • 56. EMILIOSILVAS
  • 57. EMILIO SILVASUniversity of Notre Dame, BS Biology10yrs cancer researchCo-founder Weblings, Inc.Developer at BlogCatalog.comLaterBoy.com@esilvas
  • 58. Katherine Silvas Michelle Burns @KatherineSilvas @ConverseEDC