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202SOCIAL MEDIAA business social marketing reviewKatie Laird | www.schipul.com | @happykatie                              ...
Lots to cover:                            1. Ask questions                     2. Go easy on yourself               3. Fin...
THE WEB IS ABOUT  RELATIONSHIPS
It’s the story,not the technology                     http://www.flickr.com/photos/jfchenier/76721307/
LET’S TALK...•   Your foundation•   Marketing steps for your biz•   A quick Facebook chat•   Twitter voice and tools•   Ge...
Average social network user age    Facebook = 38 years old    LinkedIn = 48 years old    YouTube = 27 years old    Twitter...
A NEWKIND OFPHONETIME
Section 1Your business online marketing basics
The Big Idea:                           www.flickr.com/photos/joshuacraig/3075437046Personal Brands are Profitable for Your ...
4 Brand Types                                      ★ Pure Corporate                                      ★ Corporate w/ a ...
FOURSQUARE                       www.foursquare.com  •   Giant market share  •   Offers analytics to learn about your cust...
GOOGLE PLACES           www.google.com/places      •   Claim and optimize      •   Use rich media and promotions      •   ...
Social Media =Online Public Relations                    www.flickr.com/photos/pilax/38289753
The steps for a successful PR campaign       • Research       • Strategic Planning       • Implementation       • Evaluati...
1. Research              www.flickr.com/photos/lord-jim/3575271834
Nothing happens until you listen                                          www.technorati.com                              ...
2. Strategic Planningwww.flickr.com/photos/lord-jim/3571575685
Plan ahead•   Quarterly planning works great•   Connect sales, marketing and online teams•   Utilize collaborative tools• ...
http://farm4.static.flickr.com/3148/3022781883_c04d9f0077.jpg
3. Implementationwww.flickr.com/photos/lord-jim/3574474673
Life gets busy.That’s what your scheduling       feature is for.
DEDICATED TEAM
4. Evaluationwww.flickr.com/photos/lord-jim/3574452593
What value are you providing with your content?
What do your customers tell you? Do you even ask?www.getsatisfaction.com
Analytics tools exist - but you decide successwww.google.com/analytics + www.scoutlabs.com
BRANDDEVELOPMENT      CYCLE
http://www.flickr.com/photos/emilsjoblom/5135525683  Section 2                    Business marketing in action
HOW DO BUSINESSES USE SOCIAL MEDIA?1. Build relationships2. Promote products or services3. Provide customer service4. Shar...
1. BUILD THOSE   RELATIONSHIPS
Ford Fiesta crowd sources content and fun (with prizes!)www.fiestamovement2.com/hou/team-profile/team-houston
The brand of all brands... http://www.flickr.com/photos/icatus/3300490484
... finding even more diverse audiences on Facebookwww.facebook.com/coca-cola
2. PROMOTE YOURPRODUCTS + SERVICES
A computer company...
... that made $3 million by chatting on Twitter...www.twitter.com/delloutlet
A zoo...
...that skyrocketed memberships because of bloggingwww.houstonzooblogs.com
3. PROVIDECUSTOMER SERVICE
A fashion magazine...
...that partners with a YouTube star for visual how-to’shttp://www.youtube.com/user/MichellePhan
A software company...
Text... that makes an impact being helpful + playful on callhttp://twitter.com/#!/techsmith
4. BE YOUR GENEROUS,  AWESOME SELF
A liquor store...
... that exploded because of a wine tasting online showhttp://tv.winelibrary.com
An office supply company...
... that made pens and markers the coolest thing everhttp://blog.sharpie.com/
http://www.flickr.com/photos/emilsjoblom/5135525683  Section 3                        Some Facebook thoughts
FACEBOOK               SUCCESS•   Know your audience•   Be consistent•   Be interesting       Then go register:•   Vary yo...
Fresh pictures with tags!         Admins!     Profile image                                    Know what works             ...
What tools make your job easier? USE THEM!
http://www.flickr.com/photos/emilsjoblom/5135525683  Section 4             Twitter voice and Tweetin’ tools
BUSINESSTWITTER VOICES •   Customer support voice (@comcastcares) •   CEO voice (@eschipul) •   Product / service voice (@...
My Twitter lifesaver            www.hootsuite.com                    1. Publisher:              Bulk + approved scheduling...
Twitter elements for business•   Solid brand name (no numbers or weird abbreviations, short)•   Hashtags•   Photos (www.tw...
http://www.flickr.com/photos/emilsjoblom/5135525683  Section 5 Business development on the Web
GET YOUR SALES TEAM BUY-IN   •   Give them the tools they need       (they are mobile, make it easy)   •   Train the heck ...
Be master content creators
A new morning coffee routine?
SEARCH THE MATRIX
BUSINESS CARD PARTY                                                 Include your SMM linkswww.moo.com              Go wild...
Quick review:            1. What do the analytics say?       2. Schedule, plan, Schedule, plan                     3. Play...
THANK YOU!Katie Laird | Head Communications Geek | @happykatieSchipul - The Web Marketing Company | www.schipul.com
A look at Social Media for Business
A look at Social Media for Business
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A look at Social Media for Business

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A look at Social Media Marketing strategy and tactics for businesses who have already dipped their toes into the Web world.

Learn more at www.schipul.com

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Transcript of "A look at Social Media for Business"

  1. 1. 202SOCIAL MEDIAA business social marketing reviewKatie Laird | www.schipul.com | @happykatie Thanks @rickharris
  2. 2. Lots to cover: 1. Ask questions 2. Go easy on yourself 3. Find 2 tools / techniqueshttp://www.flickr.com/photos/moranga/91023118 http://www.flickr.com/photos/renolauren/3630510488 GROUND RULES
  3. 3. THE WEB IS ABOUT RELATIONSHIPS
  4. 4. It’s the story,not the technology http://www.flickr.com/photos/jfchenier/76721307/
  5. 5. LET’S TALK...• Your foundation• Marketing steps for your biz• A quick Facebook chat• Twitter voice and tools• Get your sales team on board http://www.flickr.com/photos/tgkw/4858749906
  6. 6. Average social network user age Facebook = 38 years old LinkedIn = 48 years old YouTube = 27 years old Twitter = 30+ years old www.flowtown.com
  7. 7. A NEWKIND OFPHONETIME
  8. 8. Section 1Your business online marketing basics
  9. 9. The Big Idea: www.flickr.com/photos/joshuacraig/3075437046Personal Brands are Profitable for Your Business
  10. 10. 4 Brand Types ★ Pure Corporate ★ Corporate w/ a Persona ★ Employee w/ Corp Ties ★ Pure Personal http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/www.flickr.com/photos/mattcameasarat/3842296392
  11. 11. FOURSQUARE www.foursquare.com • Giant market share • Offers analytics to learn about your customers better • Gaming element (badges) makes it FUN! • Great for large conferences and events too
  12. 12. GOOGLE PLACES www.google.com/places • Claim and optimize • Use rich media and promotions • Encourage participation • Integrate into your website plan
  13. 13. Social Media =Online Public Relations www.flickr.com/photos/pilax/38289753
  14. 14. The steps for a successful PR campaign • Research • Strategic Planning • Implementation • EvaluationSource: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
  15. 15. 1. Research www.flickr.com/photos/lord-jim/3575271834
  16. 16. Nothing happens until you listen www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.comYahoo! alerts you of any occurrences of defined terms and names
  17. 17. 2. Strategic Planningwww.flickr.com/photos/lord-jim/3571575685
  18. 18. Plan ahead• Quarterly planning works great• Connect sales, marketing and online teams• Utilize collaborative tools• Create editorial calendar
  19. 19. http://farm4.static.flickr.com/3148/3022781883_c04d9f0077.jpg
  20. 20. 3. Implementationwww.flickr.com/photos/lord-jim/3574474673
  21. 21. Life gets busy.That’s what your scheduling feature is for.
  22. 22. DEDICATED TEAM
  23. 23. 4. Evaluationwww.flickr.com/photos/lord-jim/3574452593
  24. 24. What value are you providing with your content?
  25. 25. What do your customers tell you? Do you even ask?www.getsatisfaction.com
  26. 26. Analytics tools exist - but you decide successwww.google.com/analytics + www.scoutlabs.com
  27. 27. BRANDDEVELOPMENT CYCLE
  28. 28. http://www.flickr.com/photos/emilsjoblom/5135525683 Section 2 Business marketing in action
  29. 29. HOW DO BUSINESSES USE SOCIAL MEDIA?1. Build relationships2. Promote products or services3. Provide customer service4. Share info, be awesome http://www.flickr.com/photos/tgkw/4858749906
  30. 30. 1. BUILD THOSE RELATIONSHIPS
  31. 31. Ford Fiesta crowd sources content and fun (with prizes!)www.fiestamovement2.com/hou/team-profile/team-houston
  32. 32. The brand of all brands... http://www.flickr.com/photos/icatus/3300490484
  33. 33. ... finding even more diverse audiences on Facebookwww.facebook.com/coca-cola
  34. 34. 2. PROMOTE YOURPRODUCTS + SERVICES
  35. 35. A computer company...
  36. 36. ... that made $3 million by chatting on Twitter...www.twitter.com/delloutlet
  37. 37. A zoo...
  38. 38. ...that skyrocketed memberships because of bloggingwww.houstonzooblogs.com
  39. 39. 3. PROVIDECUSTOMER SERVICE
  40. 40. A fashion magazine...
  41. 41. ...that partners with a YouTube star for visual how-to’shttp://www.youtube.com/user/MichellePhan
  42. 42. A software company...
  43. 43. Text... that makes an impact being helpful + playful on callhttp://twitter.com/#!/techsmith
  44. 44. 4. BE YOUR GENEROUS, AWESOME SELF
  45. 45. A liquor store...
  46. 46. ... that exploded because of a wine tasting online showhttp://tv.winelibrary.com
  47. 47. An office supply company...
  48. 48. ... that made pens and markers the coolest thing everhttp://blog.sharpie.com/
  49. 49. http://www.flickr.com/photos/emilsjoblom/5135525683 Section 3 Some Facebook thoughts
  50. 50. FACEBOOK SUCCESS• Know your audience• Be consistent• Be interesting Then go register:• Vary your content• Watch your stats www.schipul.com/events• Repeat
  51. 51. Fresh pictures with tags! Admins! Profile image Know what works Regular postsUse of tabs for cool content
  52. 52. What tools make your job easier? USE THEM!
  53. 53. http://www.flickr.com/photos/emilsjoblom/5135525683 Section 4 Twitter voice and Tweetin’ tools
  54. 54. BUSINESSTWITTER VOICES • Customer support voice (@comcastcares) • CEO voice (@eschipul) • Product / service voice (@titosvodka) • Playful trickster (@CorpzFlowrLois) • What fits your brand best?
  55. 55. My Twitter lifesaver www.hootsuite.com 1. Publisher: Bulk + approved scheduling 2. Analytics + Reports: Facebook + Twitter 3. Assignments / team work 4. Easy List management 5. Geo-location friendly 6. MOBILE!!!!!
  56. 56. Twitter elements for business• Solid brand name (no numbers or weird abbreviations, short)• Hashtags• Photos (www.twitpic.com // www.yfrog.com)• Videos (www.twitvid.com)• Frequency (2 posts / day - know your peak hours)• Responsiveness (within 24 hours - good or bad)• Sense of humor
  57. 57. http://www.flickr.com/photos/emilsjoblom/5135525683 Section 5 Business development on the Web
  58. 58. GET YOUR SALES TEAM BUY-IN • Give them the tools they need (they are mobile, make it easy) • Train the heck out of them! • Turn them into rock stars online • Provide a clear direction, make it a game
  59. 59. Be master content creators
  60. 60. A new morning coffee routine?
  61. 61. SEARCH THE MATRIX
  62. 62. BUSINESS CARD PARTY Include your SMM linkswww.moo.com Go wild for a conference! www.cardmunch.com/
  63. 63. Quick review: 1. What do the analytics say? 2. Schedule, plan, Schedule, plan 3. Play with your voice 4. Continue to recruit passionhttp://www.flickr.com/photos/moranga/91023118 http://www.flickr.com/photos/renolauren/3630510488 WE MADE IT!
  64. 64. THANK YOU!Katie Laird | Head Communications Geek | @happykatieSchipul - The Web Marketing Company | www.schipul.com
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