Social Media Defined For Entrepreneurs And Executives

INTRODUCTION

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.

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.

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

SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.

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

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

SOCIAL MEDIA DEFINED Social media can help you in all stages of your PR campaign: o research o strategic planning o implementation o evaluation

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

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

KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS

KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share

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

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

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

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

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.

CASE STUDY

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

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

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

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

THE TOOLS SOCIAL MEDIA TOOLS

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

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.

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

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

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

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

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

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

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

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.

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

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

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.

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

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

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.

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

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

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

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

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.

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

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

THE TOOLS

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

THE TOOLS

THE MYTHS SOCIAL MEDIA MYTHS

THE MYTHS “Social media is just a fad – it will go away.”

THE MYTHS “Social media is inexpensive.”

THE MYTHS “If we put our content online we’re just giving our expertise away for free!”

THE MYTHS “Social media might work for certain industries and business models but it won’t work for us.”

THE MYTHS “Tell the programmers to set up that social media thing….and get them to make it viral while they’re at it!”

THE MYTHS “YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”

THE MYTHS “I’ve started a Facebook page so I’ve got social media covered!”

THE MYTHS “If we just delete all negative comments no one will see them.”

THE MYTHS “No seriously, I don’t think anyone will notice if we delete those negative comments.”

THE MYTHS “If we build it they will come.”

THE MYTHS “Social media is for kids.”

THE MYTHS “We can’t measure social media results.”

THE MYTHS “We have to figure this all out before we start using social media.”

THE MYTHS “Social Media is hard.”

THE MYTHS “Social Media is easy.”

GET STARTED NOW Get HELP (Professionally) with Your SOCIAL MEDIA MARKETING

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

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

GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals Contact JAYMUNDA www.Jaymunda.com Info@Jaymunda.com 678-389-6929 828-254-0892

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Social Media Defined For Entrepreneurs And Executives

by Jaymunda, Inc. on Oct 13, 2009

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Social Media Defined For Entrepreneurs And Executives — Presentation Transcript