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2010 Grow Nebraska Social Media Updated Version N

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GROW Nebraska Lincoln Workshop

GROW Nebraska Lincoln Workshop

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  • Don't forget there is a video here.  If you want me to try to put this on slide share again I can and get you a new link for the link below. I don't think it automatically updates. Though I don't think many people have been viewing it afterwards.    This presentation is available for you to download at http://slideshare.net  which is another example of the use of social media.  Search for 'GROW Nebraska Social Media   http://www.slideshare.net/dkahl00/grow-nebraska-social-media-ppt2 From slideshare.net I am able to add this presentation to facebook and twitter and other media very easily.  It is also possible to make your presentation into a video with sound from here. - identifying UNL Extension as a partner in helping GROW Nebraska continue the learning curve necessary for successful entrepreneurs in the future. Play YouTube Video, 'Did You Know'
  • Pretty self-explanatory.  This is just where I emphasize that they cannot do without a web site. All of these things are to increase their web presence, but FB, Twitter etc are changing all the time. That's the places where the new content is feeding into your web site. But your web site is the foundation and everything should link back to it. It is more structured and doesn't change as quickly.  Most people have some presence online even if they themselves have not posted it. Do you want others online to be in control of your main web presence or you?  Even though technology does take time, it will help you save time and money in the long run. As long as you stay focused (no mafia wars or farmville) and get a social networking plan. 
  • All of the features of web 2.0 allow you to now communicate with a group in a two-way communication form. They can give feedback, unlike tv, magazine or even newspaper ads or articles. Allows you to create a community. 
  • Might also mention CoTweet here, but it is really just a different way to Twitter. There are others like it, HootSuite. Just a matter of preference. They can check them out if they want, but we've found CoTweet to work best for us. 
  • Dewey 79%American adults used tnternet in 2009, up from 67% Feb. 2005 46% of online American adults use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005 65% of teens 12-17 use online social networks as of Feb 2008, up from 58% in 2007 As of August 2009, Facebook was the most popular online social network for American adults
  • Before you jump into social media ask yourself if your target market is really going to be on this site. FB is going to middle aged and older females - other people are on, but just keep these things in mind. Younger target market is facebook. Artists may want to check out myspace.  I usually just go in here to show them what an ad looks like and then quickly run them through how to make one a bit later.  (Dennis) Facebook allows users to set up a poll for $25 based on a fee of 25 cents per respondent up to 100 respondents Entrepreneurs can find expertise and connections to build business This network can become a resource they can tap for ideas, for help solving business challenging and to market products and services Social media is like the wild west – people are trying to figure out what works for them.
  • This is actually a group, but this can also be beneficial for them. They probably want to find other groups and pages of things similar to them. ie. if your product is chocolate, join some of the "i love chocolate" groups and become an active member of it. Once people recognize you as a chocolate expert and their online friend, they will be more apt to buy from you.  Narrow market by researching demographics Learn to use tools and applications to market business Include detailed information in your profile A place to educate Find people you already know – quick way to build network and develop clients Facebook tools and applications - such as video and business cards NOTE:  Stop here and demonstrate how to create a business site on Facebook. (Dennis) Help those who don't have a facebook acct get one and ask them to all join the GROW Marketing Group on Facebook.
  • This is where I step them through how to make a page. It is easiest to do so by having everyone log out. They don't have to have a personal profile yet this way. If everyone is logged out, then from underneath the green sign up box it says create a page. That will allow those who are already on to type in their account information later or those who aren't signed up to sign up along the way.  Make sure they do not mark the box that says "Do not publish"...it is too easy for them to lose their page. Then the next step is for them to make sure they become a fan of their own page.  Only do "local" business for a bricks and mortar store.
  • I always tell them the Neal Ely story. I did an ad for him and we used key words of pickles, asparagus and peppers and the add showed up on my page b/c of the random information I voluntarily put in their for my friends....that I like pickles and cottage cheese.  They will want to do a pay per click ad and not a pay per view ad if they are interested in advertising on fb.
  • Or if using CoTweet it has a place right there for you to shorted a url.  This gives you a nice transition into CoTweet. 
  • Allows us to schedule our Twitter updates weeks and months in advance. Gives you the freedom to be anywhere even like on Presidents day when we posted a new question every hour or so. I wasn't by my computer the whole time and the ones late that night, I was already in bed.  All of our staff can tweet through GROW Nebraska without having to all have the login information or even log in to grow's page.  I can update my personal account, GROW's account, and any other account up to 4 or 5 accounts. Great for people like Michele Johnson who have multiple clients she's helping with these. 
  • Upload it to wordpress once and it automatically goes everywhere else. 
  • The UNL reps always talk about Flickr. I figure Erin knows more about it than I do.  go to Flickr and demonstrate how to use ... with examples how to set up an account upload photos
  • Dewey  show how to do this
  • Erin may even want to show them that we are on iTunes now and how podcasts are actually supposed to work as an actual pod cast, not just a video. Yeah Erin for getting us on there!!! How many have uploaded a video to youtube? User/viewer created video Huge market reach Demonstrate products, services, destinations Doesn’t have to be ‘professional Easy to create and upload Ability to embed to web site Dennis will do the podcasting part
  • Dennis will do podcasting Examples: Tourism CNN News podcasts iTunes
  • (Dewey) It's easiest to think of it as a stairway, and the diagram is laid out as such. If you learn anything from this column, it's that you need to take that first step. It's also the most important one. As showcased in the diagram, the four steps are: Listen to your customer and conversations around your brand. Interact -- join the conversation. React -- Adjust your product or service based on feedback. Sell. Companies often enter the social media fray and jump straight to step four, selling. This is the worst thing you can do, and it won't be effective. You need to start with step one, which is listening . Without listening, the other three steps won't achieve any degree of success. As many have said before me (including Li Evans ), there's a reason we have two ears and one mouth. Notice in the diagram that the steps for the customer than happen in the reverse order of the company. This is huge . It's these steps that the customer takes within social media that give an exponential return (good or bad). If it makes it easier to grasp, you can consider these steps 5, 6, 7, 8. This is where the magic can really happen. Listen: The customer buys the product service from the selling company. The customer's first step is to listen for what to expect from the product or service (important expectation setting here). What is the value that will be delivered? This also may involve reading instructions or a manual. Interact : The customer will then interact with their new product or service. React: During or after this interaction, the customer will react according to their experience (good/neutral/bad). Sell: The consumer's reaction to the product or service will determine if they sell for or against (the company/product). Keep in mind if it's a negative reaction you still have a chance to correct the situation by interacting and reacting . That's the beauty of social media. As a company, if you appropriately engage in the four steps, then the stairs in the diagram act more like an escalator (pun intended) rather than a traditional stairway. It will create a positively circular motion, which, with the appropriate greasing (effort), will continue to take your product or service to the top. And that is the true beauty of Socialnomics . Some of the best strategies in social media are often the simplest.
  • (Dennis) Reaching a variety of audiences in the way they prefer or actually do receive their information. I usually don't go into the stuff that's actually on this slide. It just allows them to write one thing. ie...our press release for product eval. It will be in traditional media (newspaper), in new media (FB and Twitter and blog and web site) and all 3 of those will have the same information, but the little caption itself will appeal to that audience. Therefore, you can hit at lease 5  different groups of people with the same information - hence where the time shortcuts come in. 5 birds with one press release...not to bad. 
  • ! I usually just give a brief thing about the google algorithm here and how it's like pac man. You know all about that though. 
  • Find out what works best for you AND your target demographics.  DON'T BE AFRAID TO THINK OUTSIDE OF THE BOX. Since content on SNS change all the time and there are so many people who put what they are having for dinner or all these other weird things, making a mistake 99% of the time won't be that costly on FB or Twitter. If you have something on your page that you want to get rid of, try not to delete it. If you posted it and no one has seen it or commented on it yet, you probably can, but don't delete a problem. Address it and show good public relations or customer service. If it has obscene language I would delete the message and write them a personal note that says we do not allow that kind of language and they can post a complaint or whatever they want as long as it is classroom appropriate. Then deal with it how you would deal face-to-face. Apologize or offer discount or whatever.  This show everyone else that you are personable and that you care about your customers. 
  • You will obviously want to put in your contact info too depending on who all is there at that time. Liz, you erin etc.  Or, you can just skip over this slide and be done at 30. 
  • Transcript

    • 1. GROW Nebraska Marketing Workshops 2010 Social Media Solutions Did You Know 4.0
    • 2. About GROW Nebraska
      • • Started in 1998 as a marketing cooperative to assist small businesses throughout Nebraska
      • • Goal is to create promotion and awareness of Nebraska products and services regionally and nationally
      •  
    • 3. GROW Nebraska Strategies-Create value services
      • Goal – Put $$$ in the pockets of Entrepreneurs/Businesses and create enterprise income for GROW Nebraska through the use of free or discounted services.
    • 4. Services
        • Product Evaluation
        • Page listing and web site link on the GROW web site
        • The GROW Book Listing
        • Web site critique
        • GROW Retail Store Opportunities (Kearney, Grand Island, State Fair and Holiday Stores)
        • Flavors of Nebraska
        • Technical Assistance
        • GROW Workshops
    • 5. Things to Accept
        • Your Website is one of the MOST important marketing tools.
        • Your audience is active online.
        • Technology can make your life easier!
    • 6. Features of Web 2.0
        • Enhanced retail opportunities
        • Real-time web updates
        • Community support and loyalty
        • Dynamic web features increase market
        • Increased workforce and worker connectivity
        • Social and Professional Networking
    • 7. How many of you have?
        • Have a business Facebook account
        • Created a Flickr account
        • Uploaded a Youtube video
        • Created a Blog
        • Created Podcast
        • Have a Twitter Account
    • 8. SNS Demographics
        • 79% American adults used Internet
        • 46% of online American adults use a social networking site
        • 65% of teens 12-17 use online social networks
        • As of August 2009, Facebook was the most popular online social network
      Pew Internet - http://pewinternet.org/topics/Social-Networking.aspx
    • 9. Facebook
      • Tips for Facebook Business Pages
        • Practice with a personal account first
        • Create a business page from your personal user account
        • Maintain administrative rights to your business page
      •  
      •  
        • Market Research
          • Through polling application
        • Direct Target Marketing
          • http://www.facebook.com/advertising/?src=fbj9
        • Upload photos/video
    • 10. Facebook
    • 11. Facebook
    • 12. Targeted Advertising
      • Facebook Ads
        • Pay Per Click
        • Set daily budget and time frame
        • Reach a large, but targeted audience at a low cost
        • GROW will help you create ads and find niche target
    • 13. Twitter
        • Microblogging
          • Chris Brogan ’ s Blog
            • 50 Ideas for using Twitter for business
          • GROW Nebraska - grownebraska
    • 14. Twitter Symbols and Meanings 
        • # = hashtag - used before a word
          • #growne
        • @ - direct message - used before a name
          • @connieh
    • 15. URL Too Long?
      • Twitter - 140 characters
        • http://bit.ly/
        • www.tiny.cc
    • 16. CoTweet
      • CoTweet - an application that links to Twitter. 
        • Schedule updates in advance
        • More than one user
        • More than one account
        • Tracks response messages
    • 17. Blogs
        • Almost essential for small or niche business
        • Provides constant updates to customers
        • Drives traffic to your site
        • Creates “enthusiasts”
        • Easy to manage and setup
      •                                           
      •                                            http://www.growneb.com/blog/    
      http://blog.thefruitcompany.com/
    • 18. How to Import
      • Blogs to Facebook
        • Click on "edit page" (under the picture)
        • Scroll down, find "notes" and click on "edit notes"
        • Top/right hand side "Edit Import Settings"
        • Put Blog URL information to start feeding
    • 19. Import Blogs = Increase Blog Effects  
    • 20. Flickr.com
        • Upload Photos
          • Utilize tags
          • Join Groups
        • Embed photography into website
        • GROW Nebraska photostream
          • http://www.flickr.com/photos/grownebraska/
        • The Fruit Company
          • http://flickr.com/photos/24575426@N07/
    • 21. Link Flickr & Facebook
        • Flickr
          • Notify Facebook with a post to your newsfeed when new photos uploaded
        • Facebook
          • Share Flickr photos with Facebook friends
    • 22. Video
        • Create video
          • Upload to youtube.com
          • Upload to podcast
          • Link file to website
    • 23. youtube.com
        • YouTube
          • Create a Profile
          • Upload Videos
        • Embed in website
        • How to grow your youtube audience - http://holykaw.alltop.com/how-to-grow-your-youtube-audience
    • 24. Podcasting
        • Audio casts
        • Video casts
    • 25. Four Steps for Social Marketing Success http://searchenginewatch.com/3635372
    • 26. One Piece Many Deliverables
        • Written content
          • Make a press release
            • http://www.prweb.com/
            • http://www.businesswire.com/
            • http://digg.com/
          • Create an eNewsletter
          • Add to Blog
          • Article for website
          • Convert to audio/video
        • It’s all about the customer!
    • 27. Content is the number one reason people come to our Web sites
    • 28. There is more to the "Social" story
      • http://www.go2web20.net/
      • Other social media to consider:
        • Friendfeed
        • MySpace
        • Digg
        • Delicious
        • Toodledo
    • 29. GROW Nebraska Marketing Workshops It’s all about the customer!
    • 30. Learn More About GROW Nebraska  
      • • Learn more about GROW Nebraska online at www.grownebraska.org or visit our booth.
      • • Send any questions to info@grownebraska.org or call us toll-free at 888.GROW.NEB.
    • 31. Contact Information
        • Janell Anderson Ehrke - janell@grownebraska.org
        • Erin Malzer - erin@grownebraska.org
        •   Liz Martin - liz@grownebraska.org
        • Ashley Blickenstaff - ashley@grownebraska.org
      •  
      • http://go.unl.edu/growmarketing2010
      • Analyze This
      • http://connect.extension.iastate.edu/ecop