Demystifying Social Media 6

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What exactly are Facebook, Twitter, LinkedIn and how could they help me grow my business?

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  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts Discussion groups Top three sources Write on whiteboard/flipchart
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • You need to care because its happening whether you want it to or not, at the very least you need to know what people are saying, at the very best you need to capitalize on these opportunities and use them to grow your business Building Buzz and Brand Workshop — Slide Handouts
  • We are only touching a tiny bit of the landscape today Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts Actually, you are reading more blogs than you think you are: Searches Popular content, around business, celebrity, life A blog is just a webpage authored by an individual (think bi-lines in newspapers) with words, and sometimes video and/or audio Sometimes blogs are attached to websites, sometimes they are the website. Unlike typical webpages, blogs usually have a place for readers to add their comments to the page, making it more interactive and more social.
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • The power of a network to influence – tied to reputation – if it comes from Fred, I should listen/read/act. Building Buzz and Brand Workshop — Slide Handouts
  • It’s entertaining, like following a soap opera It’s a clipping service, someone finds all the interesting articles for me It’s someone to talk to, a never ending cocktail party To tap into a great number of minds to solve problems It’s a microphone (complain, compliment, just talk) To sell stuff (more on that later) To meet new people, to find people to help them out To raise money for good causes Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts What is it? Search: What people are talking about, right now (as long as they are talking about it on twitter) Very powerful. V. Google, for that real time “attitude” search
  • Building Buzz and Brand Workshop — Slide Handouts As a search tool
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts Twitter as directory
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • = free, indexable, fee video hosting, product catalogues, events, presentations, surveys, blogs A marketing channel – awareness and advertising – direct and indirect, free email marketing Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts Since opening more than two years ago, the owners of the Coffee Groundz had tried several methods to get new customers and increase sales. They tried print ads in local community magazines and newspapers, radio spots, and even working with local nonprofit groups. Little in sustained results. Sept 2008 Followed local twitterati,soon had more than 1000 local followers himself Be natural, curious, generous Started with a simple exchange one month later… Clientele was on twitter, loved the story, made it go viral “First take out order on Twitter” Other smart stuff Orders in store, to your table, by DM Tweet-ups Special events…Obama inauguration – 250 people buying coffee Became a hang-out for tweeters… says he doubled clientele, and boosted revenue by hosting events that would have been out of reach.
  • Building Buzz and Brand Workshop — Slide Handouts LinkedIn – ideal for event marketing, especially professional development events If you have people in your network likely to go, or already signed up, encouraging them to RSVP on LinkedIn is a built in endorsement, credibility. Networks on LI built around common professional interests. By default, you see the events members of your network plan to attend when you logon to your LI homepage….
  • OCRI Zone5ive used a multi-pronged social media strategy to market an event it did last year on using social media for business. LinkedIn Facebook Twitter Blogs In addition to regular marketing – print (OBJ and Citizen) ads and email lists. It starts by creating an event page on LinkedIn (easy) and getting a few people in your network likely to go to RSVP.
  • If someone sees several people in his or her network sign up, the event starts to look pretty compelling.
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts Early to blogging Started in 2002 Blogged about technologies he was passionate about, related to his business Became a huge blog, with insider access to influencers in his business
  • Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts Inbound links to brands Mitel – 450 Bell 1530 Coke 2610 # 1 result on a whole range of subjects, even those he does not specialize in Facebook marketing secrets
  • Building Buzz and Brand Workshop — Slide Handouts
  • Ask, Listen & Learn from your audience Ask them what they want, where they get their news, where they live and play online Start by listening Add value, don’t just sell – Don’t be a douchebag! Match your communications strategy to your audience’s needs Younger audience = mobile, social media Older Boomers = traditional web Get the right tools Tools are easy to set up, key is using them effectively Be prepared to invest time Your staff and you personally Measure success, be prepared to be flexible Track stats, keep asking for feedback Building Buzz and Brand Workshop — Slide Handouts
  • Building Buzz and Brand Workshop — Slide Handouts
  • Demystifying Social Media 6

    1. 1. Demystifying Social Media How Twitter, Blogging and LinkedIn Can Help Grow Your Business Lynda Partner Gillian Brouse
    2. 2. Agenda <ul><li>What exactly is social media, why should you care? </li></ul><ul><li>Blogs, Twitter, Facebook, LinkedIn in action </li></ul><ul><li>Break </li></ul><ul><li>Using Social Media to grow your business </li></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Your own Case Study </li></ul></ul><ul><li>Getting Started – Do’s and Don’ts </li></ul>
    3. 3. A bit about us <ul><li>Lynda Partner, Partners Inc </li></ul><ul><li>www.partnersinc.biz </li></ul><ul><li>Gillian Brouse </li></ul><ul><li>www.gilliebee.com </li></ul>
    4. 4. Where does your business come from? <ul><li>Discuss </li></ul>
    5. 5. What these channels have in common <ul><li>Broadcast – you to them </li></ul><ul><li>If they wanted to talk to you or about you, choices were limited: </li></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>Email </li></ul></ul>
    6. 6. Web 2.0 – social media <ul><li>Internet tools and applications that: </li></ul><ul><ul><li>Made it easy for people to talk to each other on-line in groups </li></ul></ul><ul><ul><li>Made it easy for people to share information on-line with lots of people simultaneously </li></ul></ul><ul><ul><li>Made it easy for people to talk to companies on-line </li></ul></ul>
    7. 7. Power is shifting to the People <ul><li>People are talking to each other about you more often then you are talking to them about you </li></ul><ul><ul><li>Opportunity – join in the conversation, it’s another channel for your message and another way to build relationships </li></ul></ul><ul><li>People are expecting you to create more ways for them to talk to you </li></ul><ul><ul><li>Opportunity – invite them in, its easier to sell if you can create a relationship with people and relationships require conversation </li></ul></ul>
    8. 8. It’s a busy place
    9. 9. What all social networks have in common <ul><li>Communities of interest </li></ul><ul><ul><li>engaged “readers” and content creators </li></ul></ul><ul><ul><li>around common issues </li></ul></ul><ul><li>Decentralized content creation. </li></ul><ul><ul><li>Decentralized power. Decentralized voice. </li></ul></ul><ul><li>Speed with which information can travel </li></ul><ul><ul><li>Accurate or not </li></ul></ul>
    10. 10. Blogs
    11. 11. Blogs <ul><li>Good for writers, thought leaders </li></ul><ul><li>And also for the rest of us </li></ul><ul><ul><li>Easy way to build and maintain a website and keep the content fresh and changing </li></ul></ul><ul><ul><li>Helps you get found on the internet - Search Engine Optimization </li></ul></ul><ul><ul><li>A way to demonstrate your personality, and in the case of a services business – show how you think, a sample of your wares “people buy from people” </li></ul></ul>
    12. 12. Twitter
    13. 13. Twitter
    14. 15. Why people tweet TO BUY TO SELL TO FIND LINKS TO PUBLISH CONTENT TO STAY CURRENT TO LISTEN TO TALK TO COMPLAIN TO HELP SOLVE PROBLEMS BUSINESSES: how can you leverage that?
    15. 16. 8 Business Uses for Twitter <ul><li>Market intelligence </li></ul><ul><ul><li>Customer sentiment </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><li>Influence/Creating Awareness </li></ul><ul><li>Prospecting </li></ul><ul><li>Selling </li></ul><ul><li>Building community (partners, customers, others) </li></ul><ul><li>Customer service </li></ul><ul><li>Recruiting talent </li></ul>
    16. 17. Twitter
    17. 18. Twitter
    18. 19. Twitter
    19. 20. Twitter
    20. 21. Twitter
    21. 22. Exercise
    22. 23. LinkedIn <ul><li>Directory </li></ul><ul><li>Way to be found. Must be in there. </li></ul><ul><li>Build from there, if appropriate </li></ul><ul><ul><li>where are your customers? </li></ul></ul>
    23. 24. Facebook <ul><li>81% of Canadians age 18-34 have a Facebook profile </li></ul><ul><li>The average Facebook user has 130 friends </li></ul><ul><li>Fastest growing segment is the group aged 35-44 </li></ul><ul><li>50% of Facebook users log in every day </li></ul>
    24. 25. Facebook <ul><li>A parallel universe on the internet </li></ul><ul><li>A free company website – Fan Pages </li></ul><ul><li>A market research engine </li></ul><ul><li>A marketing channel – awareness and advertising – direct and indirect, free email marketing </li></ul>
    25. 27. Case Studies
    26. 32. Case study # 2 – Twitter for local retail <ul><li>@coffeegroundz </li></ul><ul><li>Think globally, follow locally </li></ul><ul><li>Be yourself, natural, generous </li></ul>
    27. 33. Results <ul><li>Owner credited it with doubling clientele in first several months </li></ul><ul><li>Earned name as a cool place to go among urban hipsters. (PS they buy lots of coffee.) </li></ul><ul><li>Twitter followers at more than 5000 </li></ul><ul><li>Business has increased 20-30% from October levels. </li></ul>
    28. 34. Case studies # 3 – LinkedIn <ul><li>Event marketing </li></ul><ul><li>“ If she is going, maybe I should too.” </li></ul>
    29. 35. LinkedIn – for SM marketing event
    30. 36. LinkedIn – for SM marketing event
    31. 37. Results <ul><li>Event sold out </li></ul><ul><li>5-fold increase in event page traffic </li></ul><ul><ul><li>Topic AND campaign </li></ul></ul><ul><li>Of tracked results, 22 percent from social media sites: </li></ul><ul><ul><li>Linkedin: over 10 percent of total </li></ul></ul><ul><ul><li>Twitter: 7 percent </li></ul></ul><ul><ul><li>Blog of presenter: 4 percent (higher bounce rate) </li></ul></ul><ul><ul><li>Facebook: 2 </li></ul></ul><ul><li>Earlier registrations from SM links versus regular list </li></ul><ul><ul><li>More apt to act on impulse? More committed because endorsement built in? </li></ul></ul>
    32. 38. Some Added LinkedIn Uses <ul><li>Research your customers - warm your cold call </li></ul><ul><li>See (and post) blog and twitter feed </li></ul><ul><li>Find suppliers and partners </li></ul><ul><li>Start a group, your own marketing database </li></ul><ul><li>Improve your SEO rankings </li></ul><ul><li>Join the conversation - meet new prospects </li></ul><ul><li>Advertise </li></ul>
    33. 39. Case study # 4 – local blogger
    34. 40. Crazy successful <ul><li>2006 </li></ul><ul><ul><li>184,950 monthly visitors </li></ul></ul><ul><ul><li>65,000 unique </li></ul></ul><ul><li>2007 </li></ul><ul><ul><li>293,198 monthly visitors </li></ul></ul><ul><ul><li>86,000 unique </li></ul></ul><ul><li>Comparative </li></ul><ul><ul><li>Biggest magazines in the space have circulation of 25000- 60000/month </li></ul></ul>
    35. 41. Crazy successful
    36. 42. Brainstorming your business needs
    37. 43. Getting Started <ul><li>Ask, Listen & Learn from your audience </li></ul><ul><li>Match your communications strategy to your audience’s needs </li></ul><ul><li>Get the right tools </li></ul><ul><li>Be prepared to invest time </li></ul><ul><li>Measure success, be prepared to be flexible & patient </li></ul>
    38. 44. Questions? <ul><li>@gilliebee, [email_address] </li></ul><ul><li>@lpartner, [email_address] </li></ul>

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