Social Media Defined For Entrepreneurs And Executives

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What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media? …

What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media?

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  • 2. SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  • 3. SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
  • 4. SOCIAL MEDIA DEFINED o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  • 5. SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  • 6. SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  • 7. SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 39% subscribe to an RSS feed o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  • 8. SOCIAL MEDIA DEFINED Social media can help you in all stages of your PR campaign: o research o strategic planning o implementation o evaluation
  • 9. SOCIAL MEDIA DEFINED o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a follower
  • 10. SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of o volume of reviews/comments reviews/comments o Brand affinity o Incoming links o Commenter authority/influence Action & Insight o Time spent o Sales inquiries o Favourites / Friends / Fans o New business o Viral forwards o Customer Satisfaction / o Number of downloads loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
  • 12. KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  • 13. KEYS TO SUCCESS o Spend time upfront planning how you will use social media o Think POST: o People o Objectives o Strategy o Technology
  • 14. KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  • 15. KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  • 16. KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  • 17. KEYS TO SUCCESS o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
  • 18. CASE STUDY
  • 19. KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
  • 20. KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
  • 21. KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
  • 22. KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
  • 24. THE TOOLS o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  • 25. THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Facebook and MySpace pages provide a micro site for your business within the social framework.
  • 26. THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o join groups and gain fans
  • 27. THE TOOLS Do Don’t o create a page to promote your o create a page and fail to brand maintain it o point your fans to your o try a hard sell approach company blog or contest o censor comments o encourage a discussion and participate frequently o spam your fans/friends with frequent private messages – o explore targeted advertising you’ll drive them away opportunities o post false information
  • 28. THE TOOLS o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks o Community votes on your submissions so they either rise to the top or drop to the bottom
  • 29. THE TOOLS Do Don’t o link to relevant articles about o spam by consistently news in your field bookmarking your own (not just your own content) material o make friends with other o cheat by tagging your bookmarkers in a legitimate bookmarks with irrelevant way popular keywords o respect the terms of service o open multiple accounts and o (reddit allows self-promotion, vote for yourself – you’ll be digg does not) exposed
  • 30. THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert
  • 31. THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
  • 32. THE TOOLS Do Don’t o post on a regular schedule o write press releases – be real about why something is o encourage conversation by exciting asking questions o let complaints go unanswered o respond to customers' questions and concerns o make users register to comment – they won’t bother o use a few bloggers from your company for more viewpoints o delete fair but critical comments o post product reviews from customers or industry experts
  • 33. THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to follow their friends o Companies use it to market their product or services by giving them a voice/identity.
  • 34. THE TOOLS o promote contests o share timely information o spread useful links o personify your brand o build credibility and influence o follow competitors
  • 35. THE TOOLS Do’s Don'ts o sound like someone who just o sound like a press release happens to work at your company o spam with constant links to your company website, either o put a friendly face on your in tweets or private messages product o pose and answer questions o announce sales, deals, news, updates, and build buzz for big releases or events
  • 36. THE TOOLS o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  • 37. THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  • 38. THE TOOLS Do Don’t o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and find a formula that works. detailed description o pull down other people’s o post video replies to others videos showcasing your product for copyright o allow commenting and infringement participate in the conversation o make your video longer than it o save bandwidth costs on your needs to be – keep it concise website by hosting videos on and entertaining YouTube
  • 39. THE TOOLS o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
  • 40. THE TOOLS o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
  • 41. THE TOOLS Do Don’t o tag your photos with relevant o stuff linked keywords into keywords your photo descriptions or comments o use your web site address or brand name as your Flickr o plaster your URL all over the screen name photos you upload o upload quality photos of your o discourage people from products/services, and things using your photos (as long related to your business as they provide attribution such as a link back to your website) o link prominently from your web site to your Flickr photostream
  • 42. THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
  • 43. THE TOOLS Do Don’t o keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seeding o collect minimal information o forget to moderate - during registration spammers and trolls will drive users away o keep focus and attract users by clearly identifying your o censor or allow militant community purpose and moderators to take too much target audience control over the conversation. You want to encourage open o promote popular discussions discussion, not stifle it. throughout your website
  • 44. THE TOOLS o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They’re a chance to provide build an audience around your brand or message.
  • 45. THE TOOLS Do’s Dont’s o come up with a format (form, o worry about length topic, and duration) o invest in a lot of equipment – o prepare don’t script (or you’ll simple tools and software are sound stiff) all you need to get going o use a good microphone (but o leave too much time no need to over produce) between podcasts – it could prevent you from building an o promote your podcast on audience your website and podcast directories
  • 46. THE TOOLS o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website
  • 47. THE TOOLS
  • 48. THE TOOLS Don’t Don’t o offer RSS feeds for your o spam your subscribers by website’s blog, news, events, including excessive advertising and podcasts in your RSS feed o subscribe to RSS feeds o go overboard – limit RSS feeds relevant to your industry or to content frequently updated interests o freak out when a splogger o include a title and description hijacks your content – this only so subscribers need to could actually help your search visit your site for the full story engine rank o track your subscribers
  • 49. THE TOOLS
  • 51. THE MYTHS “Social media is just a fad – it will go away.”
  • 52. THE MYTHS “Social media is inexpensive.”
  • 53. THE MYTHS “If we put our content online we’re just giving our expertise away for free!”
  • 54. THE MYTHS “Social media might work for certain industries and business models but it won’t work for us.”
  • 55. THE MYTHS “Tell the programmers to set up that social media thing….and get them to make it viral while they’re at it!”
  • 56. THE MYTHS “YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
  • 57. THE MYTHS “I’ve started a Facebook page so I’ve got social media covered!”
  • 58. THE MYTHS “If we just delete all negative comments no one will see them.”
  • 59. THE MYTHS “No seriously, I don’t think anyone will notice if we delete those negative comments.”
  • 60. THE MYTHS “If we build it they will come.”
  • 61. THE MYTHS “Social media is for kids.”
  • 62. THE MYTHS “We can’t measure social media results.”
  • 63. THE MYTHS “We have to figure this all out before we start using social media.”
  • 64. THE MYTHS “Social Media is hard.”
  • 65. THE MYTHS “Social Media is easy.”
  • 66. GET STARTED NOW Get HELP (Professionally) with Your SOCIAL MEDIA MARKETING
  • 67. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals Get started NOW to begin capitalizing on Social Media Marketing JAYMUNDA has 3 Customized Programs to help BUSY Professionals
  • 68. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals 3 PROGRAMS 1. Social Media Marketer + exposure/presence 2. Social Media Pro + exposure/presence + strategic interactivity 3. Social Media Business EXPERT + exposure/presence + strategic interactivity + market dominance
  • 69. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals Contact JAYMUNDA 678-389-6929 828-254-0892