PLY10 SocialMedia

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Presentation given on 4/20/10 by Katy Halter at PowerLunch York 2010 in York, PA. All materials copyright Katy Halter.

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  • I will do my best to stop and answer these every so often as they come in. I can’t guarantee I can answer everyone, and it’s my first time trying this, so bear with me. Also, if I don’t get to your question and you’d really like to discuss it – please save it for the end or come find me afterwards and we can talk more. Lastly – when you text in, it will assign a random screenname to your comment – like a color and animal. Don’t worry, your phone number is not sold or spammed by this service and your comment is anonymous!
  • Excuse my french, but JFGI. Just Effin’ Google It!
  • YOU HAVE THE POWER TO CONTROL your Google search results.
  • Begin taking control – hop on board the Social Media Bandwagon
  • WHY – why use it at all?HOW – POST approach to make the most of itROI – What’s in it for me? Both personal and business approachesWHAT – The top sitesWHO – Not the band… we’re talking demographicsBEST – Case studiesWHERE TO LEARN MORE
  • THE WHYPowerful new ways to communicate and share information, ideas, movements and brandsExponential networkingMillions of people online everydayShaping the social, political and corporate landscapeGoogle factorIt’s FREE**
  • THE HOWPOST – Like any other marketing effort or career development process – you need a well-planned approach to maximize your investment. POST is an acronym created by Forrester Research in their book Groundswell that helps you to focus your social media efforts on your objectives.PEOPLE: Take a moment to define your target. Is he a customer? Is she at the company you’d like to work with? Describe him or her in detail. Imagine how she interacts socially and online. Where does he shop? What or with whom is he already interacting with? What is she entertained by? What is he passionate about?OBJECTIVE – Listening? (research) Talking? (spread mktgmsg) Energizing? (rally for a cause/encourage action) Supporting? (enable audience to connect w/ each other) Embracing? (sourcing ideas)STRATEGY – How will social media change your relationship with your target? Who will be involved (internal/external)? What resources are needed? What are your competitors doing (locally/nationally)? What does success look like and how will you measure it? (measuring ROI)TECH – Which best fits your needs? What core functions will you use? What skills/resources do you need? What are the risks or costs? How long will it take to develop? Who is the caretaker? When and how will content be created?
  • THE ROI
  • THE ROI
  • THE WHAT
  • The WHO#1 most visited site in the U.S.
  • Not just for college kids anymore.Evolution of Facebook since 2003.
  • Higher % of minorities on Facebook in comparison to the US Population
  • Note the increased usage by FEMALES over age 25. (esp 45-54)Facebook is the #3 most visited site by those over 65.
  • VANITY ADDRESSES: www.Facebook.com/flyHIA – MDT Airport is doing a great job!GOALS:more customers finding you, brand awareness, recruitment, customer support forumPERSONALITY – Humorous? Pet loving? Highly professional? Elite?EXTREME - Value of promotions/ads – wedding photographer example (plenty of guys use facebook like a dating site – trolling for girls, but a wedding photographer used this to his advantage to search out engaged women. By targeting engaged women with his facebook ads, he spent $300 to generate $60,000 in business. – NYT articleCONVERSATIONS – Talk “with” your target, not “at” themPATIENCE
  • Business-oriented siteConnecting for jobs, shared ideas, and business opportunitiesAbility to recommend coworkers and friends
  • DEGREES OF SEPARATION: connect with 2nd and 3rd degree people through LinkedInKnow who that is??? Kevin Bacon – 6 degrees of separation (which is now the name of his charityGROUPS – join for professional development, alumni networks, or create one related to your industryALERTS – setup search criteria to constantly search for relevant job openings, potential hiring candidates, or people that work in your industry/geographic regionAPPLICATIONS – TripIt app exampleRECOMMENDATIONS – refer praiseworthy colleagues and gather up-to-date accolades for yourself before you need them in a crunchShow LINKEDIN Homepage
  • WHO CARES? Friends/family/colleaguesIndustry watchers/customersNews sources/educationalLOCATION FEATURE;meetups in your area (York Tweetup Group)REAL TIME (breaking news, live events, like iming)SEARCH – keep a finger on the conversation pulse
  • MOBILE DEVICES – over 1/3 of the US has a web-enabled phone. Can your Web site be easily seen on them? Did you know you can create a mobile verison of your site for easy access?GEO-LOCATING – the ability to include location info in your interactionsCAUSE-RELATED – great way to generate authentic content and obtain buy-in from users; helps them to rally behind the cause and your brand; makes them more willing to share it with others because it’s for a causeINTERNET TV & RADIO – the new DVR, catching up on GLEE episodes, discovering new music – think about your ability to advertise on these platforms (even locally)PRESENTATION – how can you use social media to educate your company/colleagues? How can live commenting enhance a presentation or the user experience? This presentation is available on SlideShare – link on the last slide
  • An example of a new google feature – Google Profiles. It allows you to TELL google what you want people to find about you including sites, pictures, information, links, etc. You can choose what is shared and whether people can contact you or not.
  • Say hi!Don’t spamPersonal vs. professionalPoliteness countsDon’t let trolls get your goatTake responsibility and admit mistakesListen
  • Serve a need; make life easier or more excitingThink like a reader/user“What’s in it for me?”Freshness factorKeep it realSocial networks can see right through a FAKEAuthenticity is king
  • The BEST
  • WHERE TO LEARN MORE
  • The BEST
  • PLY10 SocialMedia

    1. 1. PowerLunch York 2010<br />Making Social Media Work for YOU<br />
    2. 2. SPEAK UP!Text @wif23122 + your message to 87884Or tweet with #PLY10<br />
    3. 3. How do people find you or your business?<br />
    4. 4. Googling yourself…<br />
    5. 5. What do the search results say about you or your business?<br />
    6. 6. Can you control your Google search results?<br />
    7. 7. YOU CAN!<br />
    8. 8. What do you want to find?<br />Positive, career/business building results<br />
    9. 9.
    10. 10. What we’ll cover<br />The Why<br />The How<br />The ROI<br />The What<br />The Who<br />The BEST<br />Where to learn more<br />
    11. 11. Why?<br />Powerful new ways to communicate and share information, ideas, movements and brands<br />Exponential networking<br />Millions of people online everyday<br />Shaping the social, political and corporate landscape<br />Google factor<br />It’s FREE**<br /> **Time investment required<br />
    12. 12. Examples<br />Blogs (and RSS)<br />Boards/forums<br />Online communities<br />Consumer reviews<br />Photo/video sharing<br />Wikis<br />Virtual worlds<br />Online gaming<br />
    13. 13. POST<br />
    14. 14. Measuring ROI<br />Not everything that can be counted counts, and not everything that counts can be counted.<br /> - Albert Einstein<br />
    15. 15. Measuring ROI<br />Qualitative measurement<br />Share of conversation<br />Brand perception<br />Engagement<br />Tone of digital dialogue<br />Relationships<br /><ul><li>Quantitative measurement
    16. 16. Downloads/installs
    17. 17. Memberships
    18. 18. Real market share
    19. 19. Sales
    20. 20. Site ranking</li></li></ul><li>What’s the point?<br />Not just for college kids<br />Privacy Settings<br />Companies on Facebook<br />Communicating, not advertising<br />Big and small brands<br />1.5 million local businesses have Facebook pages<br />
    21. 21. Graphics by Muhammad Saleem<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25. Facebook Fan Pages<br />Vanity addresses<br />What is your goal?<br />Replicate the personality of your business<br />Extreme target marketing<br />Conversations and content, not advertising<br />Slow and steady wins the race<br />
    26. 26.
    27. 27. What you may not know:<br />Degrees of separation<br />Groups<br />Alerts<br />Applications<br />Recommendations<br />
    28. 28. Blogs: News or Diary?<br />Can be both!<br />Reverse chronological order<br />Comments, links<br />RSS – Real Simple Syndication<br />How to use it, Google Reader<br />The Blogosphere<br />WordPress, LiveJournal, Blogspot, Blogger, TypePad<br />A great way to learn something new<br />www.Mashable.com<br />www.Alltop.com<br />
    29. 29. What are you doing? <br />140 characters or less<br />Who cares?<br />Location based<br />Real time<br />Searching/Listening<br />
    30. 30. First majorly popular social networking site<br />Differs strongly in profile customization<br />Stereotypes<br />Scantily clad pictures<br />Music on every profile<br />Search lends itself to dating/solicitation<br />
    31. 31. Mobile devices & apps<br />Geo-locating<br />FourSquare, Gowalla, Yelp<br />Cause-related social efforts<br />Pepsi Refresh<br />Internet TV & Radio<br />Hulu, Fancast, Pandora, Last.fm<br />Presentation software<br />Slideshare, Webinars + live tweeting<br />Latest Trends<br />
    32. 32. Your Personal Brand<br />http://www.google.com/profiles<br />
    33. 33. Etiquette Lessons<br />Say hi!<br />Don’t spam<br />Personal vs. professional<br />Politeness counts<br />Don’t let trolls get your goat<br />Take responsibility and admit mistakes<br />Listen<br />
    34. 34. A few last thoughts<br />Serve a need; make life easier or more exciting<br />Think like a reader/user<br />“What’s in it for me?”<br />Freshness factor<br />Keep it real<br />Social networks can see right through a FAKE<br />Authenticity is king<br />
    35. 35. Case Studies<br />www.Pepsi.com<br />www.WhiteHouse.gov<br />www.blogs.zappos.com<br />www.Southwest.com<br />http://www.facebook.com/Southwest?int=GFOOTER-TOP-FACEBOOK<br />
    36. 36. More Learning<br />www.awarenessnetworks.com<br />Great FREE webinars, articles<br />www.ChrisBrogan.com<br />Author and major thought leader in Social Media<br />Check out his “Best Of” section<br />www.Mashable.com<br />Like CNN for all things social media<br />www.Problogger.net<br />Tips on starting a blog and generating constant content<br />Google<br />
    37. 37. Stay in Touch!<br />www.diousa.com<br />Contact us! We can help with seminars, <br />consulting and more.<br />Khalter@diousa.com<br />www.twitter.com/KatyHaltertop<br />http://www.linkedin.com/in/KatyHalter<br />

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