Social Media: Making it Work for you and your Business


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  • Have a facebook account? I would expect almost everyone would since FB will hit 1 biliion users sometime around June of this year…1 billion!
  • Do you tweet? A report in May 2011 found that about 13% of online adults are on twitter…
  • Do you have a LinkedIn profile?LinkedIn has 147 million users worldwide (which is 45% growth since January 2011) , with almost 60 million of those in the United States.The average LinkedIn user is a male, aged 24-54
  • Anyoneactive on Google+?Google+ was introduced in July of last year, and has grown very quickly, predictions are that it will hit 400 million users by the end of 2012Google+ is 63% male and dominated by the 25-34 age group.Google+ is going to be a major, major player going forward because of it’s integration with google search, and all the other google products. Growth has increased recently as brand pages have now been introduced.
  • Do you check-in on foursquare?Foursquare is a location-based social network. It’s a mobile application that allows you to check in wherever you are, share that information with your friends (on 4sq, fb, twitter), upload pictures of the place you’re checked into, leave comments on your own and other’s checkins, leave tips on places you’ve been to and create lists. Foursquare was co-founded by SU grad Dennis Crowley and it currently has 15 million users worldwide who have checked-in more than 1.5 BILLION times.Foursquareusers are about 60% male, but getting closer to 50=50. The average age of a foursquare user is 32.
  • How many of you blog? This is the WordPress logo, Wordpress being one of the most popular blogging platforms (and easiest to use).There are more than 200 Million blogs worldwide, 49% of those are in the US and 40% of all bloggers use WordPress as their platform.New York State is the #1 State for bloggers, with 8% of all US bloggers located here.2/3 of bloggers are Male and 57% are ages 25-44. Do the demographics of any of these platforms sound like your customers? Your young golf course superintendents?Do you know which ones they use? Part of what you’ll want to do going forward is find out what platforms are important to your customers.
  • Here are some additional popular social networks that you may or may not have heard of or recognize.Do you recognize any of these?Tumblr is a micro-blogging platform, which means that it’s somewhere between a blog and twitter…it’s very visually-oriented and very popular with fashion, design, photographers. It skews very young demograhically. If you have teenagers, they are likely ‘tumbling’.Pinterest is something really new, but extremely popular. Instagram is another photo sharing app – only available on Mobile, and only for iPhone currently.Flickr is a more traditional web-based photosharing app, owned by Yahoo, and home to billions of photos.Path is a new social network that limits your connections to 150 of your closes friends and family. Haha Path has a beautiful interface and is growing in popularity, kind of the anti-facebook at this point.So, as you can see there are lots of choices on social media and it can be very confusing, especially when you’re just getting started, to know where you want to spend your time.I spend my time on all of these – and probably a few more. It’s unlikely you’re going to do the same. I’m going to help you decide where you can find the most value for your particular goals.To get started, I’d like to show you a brief video that will give us a kind of ‘state of the state’ for Social Media.
  • To get started, I’d like to show you a brief video that will give us a kind of ‘state of the state’ for Social Media.Anything you found particularly surprising or eye-opening in that video?Well, let’s just say that social media is here to stay.
  • Clearly, based on what we just saw, social media is no longer a fad, it’s a fundamental change in the way we communicate with each other, both personally and professionallyIs this the end of business as we know it? Not necessarily. But there is a shift happening. Businesses are learning that they have to be responsive to their customer’s needs, and that means listening on channels where their customers are talkingBusiness people are learning the ins and outs of social networks and finding ways to use those networks to build and maintain relationshipsUltimately, social media is about building relationships – which makes it a perfect fit for sales people who are used to building relationships with their customers. As we all know ~ we buy from people we know, like and trust.Social media can help you become known, liked and trusted.
  • When I was first contacted by your company, I was told that some of you have been struggling with the fact that your emails and phone calls go unanswered.Let’s look at that for a moment, and consider why…Here’s a chart showing how many emails we send and receive daily. Back in 2000, email was a novelty and people were excited about it. Remember the movie You’ve got Mail? Things have changed a lot since then.The line steadily increases until 2008 when we reach an average of 140 emails per user per day. That’s a bit overwhelming, don’t you agree. People started getting sick of email overload just about the same time that smartphones started gaining traction.As you can see, we’re on a downward trend from here with email, but it’ not going away entirely.
  • Here we see the growth in text messaging…just from 2009-2010As you will notice, text messaging grew in every age groupTexting generally replaces voice calls
  • This is a chart from September 2011 showing the mean and median number of text messages sent by age group per dayWhat this really shows is that EVERYONE is texting, and the younger the population, the more texting they are doing. Again, if you have a teenager, you will notice that they don’t do much talking on the phone…they text. The younger generations are ‘digital natives’ and consider this a perfectly normal way to communicate, and actually prefer it. The thing about text messages is they are harder to ignore. But you have to be careful that you make sure it’s OK to text someone first. Not everyone has unlimited messaging, so it helps to check.Text messaging is also more personal than a facebook status or a tweet, because it is between two people. You may find texting to be a good way to communicate with your younger customers, assuminmg you already have a good relationship with them.
  • The next thing we need to talk about is the Rise of Smartphones.This year we will reach 106.7 million smarphone users in the US. Half of all mobile phone users have a smartphone, and again this number will continue increasing.These smartphone users have the ability to do a lot more than text message.
  • So people are using their smartphone is all sorts of ways that don’t involve the making calls…in fact I don’t even see that on this list.Go down list and give examples of what they might be doing.----- Meeting Notes (1/23/12 20:39) -----So this little device we carry around in our pocket allows us to do all of these thing....none of which require us to be sitting at a desk. So if you're a young golf course superintendent, and you have one of these devices in your pocket (which you most likely do), this is your most normal way of communicating ~ but remember, they're not really using it for phone calls. So how are you going to break through to that phone in their hand or in their pocket. Social media is one way of doing that.
  • So what does this all mean?Expectations are changing.We want NEWS AND INFORMATION quickly and easily accessible, whenver and wherever we are.We expect the people we do business with to be responsive to our needs and to be accessible by the same means that we areThe access and creation of information are no longer ‘activities’ How many have a set time to ‘check your email’? It’s just part of your life, it’s happening whenever and wherever you are. We’re acessing and creating and sharing bits of information all day long.We have moved from a ‘push’ model of marketing for business. There is more of an expectation of a two-way street when delivering messages, and an expectation that business will put customers first – making it as easy as possible for them to communicate with you.So if your old methods of connect with customers are no longer working, this is why. Becoming familiar with social networks and comfortable sharing information is a great first step.Look at adding into the mix for communication with your customers Facebook, twitter, linkedIn, Google+, foursquare, and texting (which isn’t social media, but another communication tool)
  • These tips on getting started will apply to any social network you are currently in or plan to join.Listen First – This should be a no-brainer for business people. What do I mean by listen? Listening is like ‘lurking’…you’re taking in information but not participating. You’re doig this to learn the ropes. Every social network has a different tone, a different ‘language’ of sorts (especially twitter because it is so abbreviatedI personally ‘listened’ on twitter for about six months before I ‘got it”. Twitter has become much more mainstream since then, so I don’t expect that any of you would need that long to figure it out.Knowing your customers is key. What do they care about? What are they talking about? What are they upset about? Whether or not you know it, if they have a problem with your product, they’re more than likely to be talking about it on their social networks. By listeing you can find out what’s going on, and help resolve the situation. People love to complain about companies on social networks, and these conversations are happening whether or not you are listening.Find out where your customers Hang Out online – check their email signatures, they may have links to the social networks your customers are using. Go to the golf-course websites and see what networks they are on. Do they have a facebook page? A twitter account? Like theiir page, follow them on twitter, conect with them on LinkedIn.Google your customer’s names and see what you come up with.
  • I want to quickly show you what can happen when companies aren’t listening on social media, or maybe listening, but not paying attention.These are what is known in social media as EPIC FAILS ` some of them you will have heard of because they made the news, others are more obscure, but still good examples of what NOT to do on social media.
  • Before we wrap up and move to the hands-on part of this session, I want to just go over some basics of what makes a social network, a blog, and a location-based mobile app.Show what makes a blog – short posts, first person voice (story telling), ability to comment and share out to other networks. Can contribute to a multi-person blog or start your own. ‘Home Base’Social Networks LinkedIn – professional networking, more formal, lots of potential, great for doing research, finding out what people are interested in. Here you send and receive invitations from people who want to connect with you. LinkedIn has a great mobile app, lots of functionality.(Search for Artificial Turf) and come up with Ken P Show all the different into you can find just on his profile.FACEBOOK – Don’t worry about friending everyone, you can subscribe – then you will only see their public posts. Again, this is relationship based, so if you find out it’s their birthday, or you see they just had a baby or moved or got married, do your salesman thing and make them feel good about you.FACEBOOK pages. Search for your golf courses…like their pages, if you take pictures while you’re at the course, share those pictures on FB and tag the golf course, post them on their wall if they allow that. Like their statuses, comment on them. Become a frequent visitor.Twitter - Twitter is a network where anyone can follow you and you can follow anyone else, no permission needed. Twitter is where you share news and information in 140-character messages. Lots of that information shared is by way of a link somewhere else.It’s also about conversations. Twitter requires you to be responsive, It’s simple if you set up notifications on your phone with an app like Boxcar, or a twitter client like tweetbot or hootsuite.LOCATION-BASED AND MOBILE FOURSQUARE allows you to ‘check-in’ at venues, ie the golf courses you visit and announce that you are there. You can also post photos with your checkin, leave comments on other people’s check-ins, etc. This is a social network where people have to accept your invitation to connect. People cannot follow your check-ins unless you have accepted them as a friend. Check-ins can also be posted to FB and twitter, but you probably want to do that sparingly.INSTAGRAM – Hugely popular photo-sharing app that allows you to put different filters on your photos. Golf courses are great places to take photos, only available for iPhone right now. You can search for FB and twitter friends to follow. This is just something more fun, but it is becoming more and more like a real social network, where I have had people I only know from Instagram reach out and connect with me on LinkedIn.
  • Things to keep in mind as we go get our hands dirty by creating some profiles.Content Creation = blogging, taking photographs, making videos ~ anything that can be shared onlineCuration is about finding and sharing great bits of news and information with your followers and friends. A couple ways to do this Set up a Google Reader acount. Feed into it all the blogs you read online and the latest will always be there for you instead of having to go search them all out if you have an iPad, or an iPhone ~ download Zite or Flipboard, or both. Zite is my favorite and I’ll show you how it works.Before we let you get in there and start creating or improving your profiles, we’ll go over what a complete profile looks like, and give you some tips on where to go after you create your profile.I will let you decide what profile you want to create, but I’m going to suggest that you start with LinkedIn. I’ll be here to answer questions and navigate you through the process.
  • I’m going to focus on the 3 profiles that I think everyone should have going forward ~ LinkedIn, Twitter and Google+. We’ll talk a bit about Facebook at the end, as this is becoming increasingly important as a business platform.LinkedIn is expected…and with over 100 million users, is an amazing resource for networking.Make sure your profile is complete with photo, headline, summary, links to your business, etc. The profile will tell you when it is complete.In your summary, make sure you write it in 1st person, and you use keywords for which you want to be found.Join Groups: Industry based groups, alumni groups, groups for sales professionals.Post relevant links in the group, along with a question to start discussion. Comment on other people’s posts. After interacting with people, send them an invitation to join your network.Whenever you get someone’s business card, look them up on LinkdIn and invite them to your network.Download the ‘CardMunch’ app and have all your business cards converted to contacts on your phone, and LinkedIn contacts. (iPhone)
  • Here we have an example of a complete twitter bio and an incomplete bio.Necessary:PhotoLocationLink to either your company website or your LinkedIn profile.Include in your bio what you do (your job) and who you are (what you do/enjoy outside your job). Peruse other people’s bios for examples. There is no WRONG way to do your bio. Just make sure it reflects your personality.
  • Social Media: Making it Work for you and your Business

    1. 1. SOCIAL MEDIAMaking it Work for YouAnd Your BusinessPresented by Kelly LuxJanuary 25, 2012Matrix Turf Solutions
    2. 2. DO YOU?
    3. 3. DO YOU?
    4. 4. DO YOU?
    5. 5. DO YOU?
    6. 6. DO YOU?
    7. 7. DO YOU?
    8. 8. DO YOU?
    10. 10. A PARADIGM SHIFT Social Media is no longer a fad Fundamental change in the way we commuicate The end of business as we know it? Social Media is about building relationships
    11. 11. Whatever happened to email and phonecalls?
    12. 12. Whatever happened to email and phonecalls?
    13. 13. Whatever happened to email and phonecalls?
    15. 15. What else are peopledoing besides texting ontheir phones?
    16. 16. SO WHAT DOES ALL THIS MEAN TO MEAND HOW I DO BUSINESS?• Expectations have changed• Accessibility is key• Social Media is just another communications tool
    17. 17. SOCIAL MEDIA STRATEGY Listen First Know Your Customers Find out Where Your Customers „Hang Out‟
    18. 18. WHO DOES SOCIAL MEDIA RIGHT? @Wegmans
    19. 19. COMPONENTS OF SOCIAL MEDIA Blogs  Golf Course Industry Social Networks  LinkedIn  Facebook  Twitter Location-Based and Mobile  Foursquare  Instagram
    20. 20. GETTING STARTED WITH SOCIALMEDIA „Personal Branding‟  Three C‟s  Complete  Consistent  Content Creation OR Curation
    21. 21. LINKEDIN Complete Profile Incomplete Profile
    22. 22. TWITTERComplete Profile Incomplete Profile
    23. 23. DO‟S AND DON‟TS Do not link your twitter and Facebook accounts Do not link your twitter and LinkedIn accounts Don‟t just push out information, engage in conversations Sharing other people‟s updates is like giving them a „thumbs up‟ 
    24. 24. SUGGESTED READING Trust Agents ~ Chris Brogan and Julien Smith  Our goal is to help you build influence, improve reputation, and earn trust.  “How to be human at a distance” The Thank You Economy ~ Gary Vaynerchuck  If this were 1923, this book would have been called "Why Radio Is Going to Change the Game." If it were 1995, it would be "Why Amazon Is Going to Take Over the Retailing World." Unmarketing ~ Scott Stratten  UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. Youll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. The End of Business as Usual ~ Brian Solis  explores the rise of the connected consumer, their effect on the bottom line, and how organizations can adapt to effectively compete for their attention, their business or contribution, and most importantly, their loyalty
    25. 25. CONNECT WITH ME I‟m happy to answer any specific questions you may on how to use various social media platforms. Here‟s how you can reach you and good luck getting started with social media!