Social Media Marketing
       Workshop
Leveraging Social Media for Business

            -Jeff Fajans
           214-766-3...
Social Media Marketing

Interaction & Conversation Between

   • Your Company
   • Your Brand
   • Your Customers/Prospect...
Social Media Marketing

Sounds Awesome!

But Can I Make Money With It?


If someone can Sell Tampons with Social Media, Yo...
Social Media = Online Reputation


   How you Interact is How you are perceived.
If you Can’t Interact, Don’t Act!


Doing Social Media wrong can hurt your Reputation.
Add Value = Positive Reputation


Positive Reputation=Building Relationships


BR= More Referrals, Leads, and Sales!
Social Media Marketing
Social Media Marketing
Why do you need to be using Social Media?

•       Brand Awareness

•       Building Trust & Credib...
Reputation Management

Why do you need it?

• Customers and Competitors can get online and write anything
  they want, whe...
Reputation Management
Reputation Management
Reputation Management
What does it Involve?
 • Protecting the Brand


 • Tracking the Brand


 • Handling comments (good/b...
Protecting the Brand

Protect and Promote Positive Rankings


   • Social Media Profile Creation


   • Press Release Stra...
Protecting the Brand
Tracking the Brand

Tracking & Monitoring


• Using tools and alerts to find any mention of
your company, industry, produc...
Tracking the Brand

Tracking & Monitoring: RSS


•Video
• Pictures (Flickr)
•Technorati (Blogosphere)
• Premium Tracking S...
Handling Comments

Handling Comments (good/bad)
  • Making sure to handle situation properly with regards
  to SEO
  • In ...
Blogging

Why Blog?

• Interact with your customers and prospects
directly

• Keep Clients up to Date

• You Control the C...
Blogging
Some of My Favorite Blogs
•   Copyblogger.com
•   ZenHabits.net
•   NewMusicStrategies.com
•   GuitarPlayerZen.com
•   Set...
What Makes a Good Blog?
• Personality
• Niche
  – Is it Unique?
• Transparency
• Frequency
• Content
Setting Up a Blog
•   Wordpress
•   Blogger
•   Tumblr
•   Custom
Setting Up a Free Blog

• Wordpress

• Blogger

• Tumblr
Disadvantages of a Free Blog
• Sub-domain of the free host
  – YourBlogName.wordpress.com
  – YourBlogName.blogspot.com
• ...
Benefits of Own Blog
• Wordpress.Org


• See Handout ―WordPress.com (Free Hosting)
  vs. WordPress.org (Self-Hosted)”
• Example: GoDaddy Setup
Features and Cool Things About
                Blogs
•   Linking
•   Link Bait
•   Comments
•   RSS & Subscribe
•   List B...
Great, I‘m All Set Up and Ready
              to Go!

           Now…..
What the Heck Do I Write…..?
How to Gain Followers



   Write Great Content!

Have Great Headlines!
How to Gain Followers


Interact with other Bloggers in Related
                 Fields
How to Gain Followers

Leave Comments on other blog articles
          that you like
How to Gain Followers

          Use Plugins!

For Popular Posts, Twitter, Photos,
  Videos, SEO, Spam Filter, Event
     ...
How to Gain Followers

•   Twitter
•   E-Mail
•   Facebook
•   Social Media, Duh!
Social Media Marketing


•       Meet your peers.
    –      Facebook is not just for college kids anymore. Members are
  ...
Social Media Marketing


•       Build relationships.
    –      By engaging in conversations with your prospects and
    ...
Social Media Marketing


• Develop your personal brand.
   – The lines between business and personal have become blurred.
...
Social Media Marketing


• Get rapid top Google placement.
    – Create a ―Fan Page‖ for your business and share informati...
Social Media Marketing




• http://www.facebook.com/pages/?browse#/pages/CocaCola/291
  91256855?ref=pdb
Social Media Marketing



• Getting Started

• Creating a Fan Page for Your Business
  – Tracking Success
Social Media Marketing



• Social Advertising
  – Highly Targeted
  – Find Your Demographic
  – Tracking Analytics
Social Media Marketing



Sharing
– Notes
– Photos
– Videos
– Links
Social Media Marketing


   Integrating Your Blog & Status w/
     Facebook
1. Go to your profile, and click on More under...
Social Media Marketing



Going Viral!
– Facebook Applications (Apps)
– Design your own apps!
– Have them spread like wild...
Social Media Marketing

• Control your Professional brand
  Your LinkedIn profile is discoverable through the millions of ...
Social Media Marketing

• Share your Knowledge and Expertise

  LinkedIn is the best place to share and exchange business ...
Social Media Marketing
Social Media Marketing

Generating Business
•Find Companies
  •Search or Browse by Industries
•Find Executives
•Ask Questi...
Social Media Marketing


• Fastest growing Social Network

• 1200+% growth rate (Feb ‗08-Feb ‗09)

• Brief & to the Point
...
Social Media Marketing



• Twitter Frenzy – The Daily Show

• http://twitter.com/home
• Notable Twitter Users:

•   Channel 8 Weather-Pete Delkus
    •       Twitter.com/wfaaweather
•   Woot!
        –   Twit...
Social Media Marketing

Why Use Twitter?

•   Would you like a way to connect with others in your industry or others
    w...
Social Media Marketing

Twhat Should I Tweet and Retweet about?

•   Ask questions
•   Re-Tweet Interesting or Useful Twee...
Social Media Marketing

Twitter as a Monitoring Tool

• Monitor Your Brand and Reputation
• Track Industry Hot Topics
• Tr...
Social Media Marketing


TweetDeck
http://tweetdeck.com/beta/features

Twellow (Twitter Yellow Pages)
http://twellow.com

...
Social Media Marketing


Other Twitter Tools
Tweetlater
HootSuite
Bit.ly
EasyTweets

Tracking Influence and Traffic
Bit.ly
Social Media Marketing


Syncing With Facebook & Your Blog

• Under ―Applications‖ in Facebook, search for ―Twitter‖

To A...
Using Video

Case Study: Will It Blend

http://willitblend.com

•   Low Cost, In-House Production
•   Increase in Sales
• ...
Using Video

Case Study: Will It Blend
• 186 videos later, Blendtec‘s retail sales are
  up a reported 700 percent, its Yo...
Using Video

Effective Video:

• “Edu-tainment”

• Something worth spreading/sharing
• A Message
  – About your company or...
Using Video

Video Sites to Use:
• YouTube
• http://www.youtube.com/my_videos_insight


• Viddler
http://www.viddler.com/l...
Using Video

Benefits of Video & Video Channels:

•   Subscribers
•   Visual Marketing
•   Insights
•   Communities
•   Ab...
Social Media Marketing


Putting It All Together

• Ping.fm

• Using Analytics

http://analytics.blogspot.com/2009/06/back...
Social Media Marketing

Putting It All Together

•   Have a vision
•   Start Small
•   Try things Out
•   Track Your Resul...
Social Media Marketing

Thing to Remember:

  There is probably some sort of niche
  networking site related to your indus...
How I Can Help

• In-House Training (Come to Your Office and Give Workshops)
     •Customized to Your Issues

• Hourly Con...
Upcoming SlideShare
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Social Media Workshop

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Published on

Jeff's 3 hour workshop on leveraging Social Media for Business

Published in: Business, Technology

Social Media Workshop

  1. 1. Social Media Marketing Workshop Leveraging Social Media for Business -Jeff Fajans 214-766-3908
  2. 2. Social Media Marketing Interaction & Conversation Between • Your Company • Your Brand • Your Customers/Prospects • Your Community User Generated Content People are talking about you. It’s time to join the conversation.
  3. 3. Social Media Marketing Sounds Awesome! But Can I Make Money With It? If someone can Sell Tampons with Social Media, You Can Sell Just About Anything! BeingGirl.com
  4. 4. Social Media = Online Reputation How you Interact is How you are perceived.
  5. 5. If you Can’t Interact, Don’t Act! Doing Social Media wrong can hurt your Reputation.
  6. 6. Add Value = Positive Reputation Positive Reputation=Building Relationships BR= More Referrals, Leads, and Sales!
  7. 7. Social Media Marketing
  8. 8. Social Media Marketing Why do you need to be using Social Media? • Brand Awareness • Building Trust & Credibility • We live in a TiVO nation • People don‘t want to be shouted out. • They like ―discovering‖ information and having things recommended to them. • Word of Mouth • Like to see the ―Real‖ People and Philosophy behind the company
  9. 9. Reputation Management Why do you need it? • Customers and Competitors can get online and write anything they want, whenever they want. • These rants and articles get indexed in the Search Engines and can taint your Image and Reputation – Yelp – Epinions – Blog Writing – YouTube Video Rant – YourCompanySucks.com
  10. 10. Reputation Management
  11. 11. Reputation Management
  12. 12. Reputation Management What does it Involve? • Protecting the Brand • Tracking the Brand • Handling comments (good/bad)
  13. 13. Protecting the Brand Protect and Promote Positive Rankings • Social Media Profile Creation • Press Release Strategy • Using Organic SEO to protect your brand
  14. 14. Protecting the Brand
  15. 15. Tracking the Brand Tracking & Monitoring • Using tools and alerts to find any mention of your company, industry, products, services, terms, buzz words, etc. •http://www.google.com/alerts • See what people are saying • Great Customer Service Tool • Immediate Feedback of What is Being Said
  16. 16. Tracking the Brand Tracking & Monitoring: RSS •Video • Pictures (Flickr) •Technorati (Blogosphere) • Premium Tracking Services
  17. 17. Handling Comments Handling Comments (good/bad) • Making sure to handle situation properly with regards to SEO • In a way not to promote Negative reputation in Search Engines •Ask to take down negative •Respond in professional, calm manner, but do not use your company keywords too much
  18. 18. Blogging Why Blog? • Interact with your customers and prospects directly • Keep Clients up to Date • You Control the Content • Great Public Relations Tool • Lead Generation • People do business with who they Trust & Like
  19. 19. Blogging
  20. 20. Some of My Favorite Blogs • Copyblogger.com • ZenHabits.net • NewMusicStrategies.com • GuitarPlayerZen.com • Sethgodin.typepad.com • ChrisBrogan.com • Garyvaynerchuk.com
  21. 21. What Makes a Good Blog? • Personality • Niche – Is it Unique? • Transparency • Frequency • Content
  22. 22. Setting Up a Blog • Wordpress • Blogger • Tumblr • Custom
  23. 23. Setting Up a Free Blog • Wordpress • Blogger • Tumblr
  24. 24. Disadvantages of a Free Blog • Sub-domain of the free host – YourBlogName.wordpress.com – YourBlogName.blogspot.com • Your blog is not your property – Blog Host owns your content • Risk of being Deleted by the host – TOS violation or Spam
  25. 25. Benefits of Own Blog • Wordpress.Org • See Handout ―WordPress.com (Free Hosting) vs. WordPress.org (Self-Hosted)”
  26. 26. • Example: GoDaddy Setup
  27. 27. Features and Cool Things About Blogs • Linking • Link Bait • Comments • RSS & Subscribe • List Building • Social Share buttons • SEO Benefits
  28. 28. Great, I‘m All Set Up and Ready to Go! Now…..
  29. 29. What the Heck Do I Write…..?
  30. 30. How to Gain Followers Write Great Content! Have Great Headlines!
  31. 31. How to Gain Followers Interact with other Bloggers in Related Fields
  32. 32. How to Gain Followers Leave Comments on other blog articles that you like
  33. 33. How to Gain Followers Use Plugins! For Popular Posts, Twitter, Photos, Videos, SEO, Spam Filter, Event Planning Anything!
  34. 34. How to Gain Followers • Twitter • E-Mail • Facebook • Social Media, Duh!
  35. 35. Social Media Marketing • Meet your peers. – Facebook is not just for college kids anymore. Members are typically older and more mature than on other sites, and there are more affluent and more educated white collar users. • Find business contacts. – With about 200 million active users, and predicted to be 500+ million by 2011, not only are your friends on Facebook, so are your prospects, your customers, your JV partners… and, of course, your competitors. You need to be on too. • Instant gate opener. – Facebook members are open to connecting. You can easily begin a dialog with highly successful—even famous—people who were previously otherwise unreachable.
  36. 36. Social Media Marketing • Build relationships. – By engaging in conversations with your prospects and customers, you can better adapt your marketing and business services to meet their needs. • Raise visibility. – By consistently and congruently showing up, posting relevant information, and being a thought leader, you can increase visibility and credibility as the expert in your area.
  37. 37. Social Media Marketing • Develop your personal brand. – The lines between business and personal have become blurred. You can reveal as much or as little about yourself as you wish, allowing you to personalize your brand. • Target your niche. – Users volunteer vast amounts of information about themselves that you can readily access. These kinds of demographics, psychographics, and technographics would previously have cost fortunes to access.
  38. 38. Social Media Marketing • Get rapid top Google placement. – Create a ―Fan Page‖ for your business and share information with your ―fans‖. Pages (for business) and Profiles (for personal) are indexed for optimal search engine positioning. • Place Targeted Ads. – With Facebook Social Ads , you can test out extremely targeted advertising for minimal cost. • No cost marketing. – Aside from paid ads, Facebook is totally free to use and with regular activity you'll end up with more traffic, more subscribers, and more paying clients.
  39. 39. Social Media Marketing • http://www.facebook.com/pages/?browse#/pages/CocaCola/291 91256855?ref=pdb
  40. 40. Social Media Marketing • Getting Started • Creating a Fan Page for Your Business – Tracking Success
  41. 41. Social Media Marketing • Social Advertising – Highly Targeted – Find Your Demographic – Tracking Analytics
  42. 42. Social Media Marketing Sharing – Notes – Photos – Videos – Links
  43. 43. Social Media Marketing Integrating Your Blog & Status w/ Facebook 1. Go to your profile, and click on More under Applications. 2. Click on Notes. Under My Notes, on the right-hand side, there is a link that says Edit settings. Click on that. 3. Add your blog RSS feed to your settings.
  44. 44. Social Media Marketing Going Viral! – Facebook Applications (Apps) – Design your own apps! – Have them spread like wild fire!
  45. 45. Social Media Marketing • Control your Professional brand Your LinkedIn profile is discoverable through the millions of searches on search engines and on LinkedIn. You're in control over what others see on your profile, so leverage this to showcase your skills and talents so the right opportunities and people find you. • Network and reconnect With more than 30 million members, LinkedIn is the world's largest professional network. In addition to reconnecting with past colleagues, business partners, and classmates, you can tap into the knowledge, experience, and connections of your network.
  46. 46. Social Media Marketing • Share your Knowledge and Expertise LinkedIn is the best place to share and exchange business information online. Ask a question and get fast, accurate answers from your network and experts worldwide. You can also build your professional credibility by showcasing your knowledge, expertise, and interests by answering questions. • Receive Opportunities Whether it's for a consulting gig or job offer, having a presence on LinkedIn means that those who are looking for someone with your experience, knowledge and skills will be able to find you. Likewise, when you're looking for that special hard-to-find talent, LinkedIn will help you locate and contact them.
  47. 47. Social Media Marketing
  48. 48. Social Media Marketing Generating Business •Find Companies •Search or Browse by Industries •Find Executives •Ask Questions •Find Answers •Post Jobs •Join Groups •Join Discussions
  49. 49. Social Media Marketing • Fastest growing Social Network • 1200+% growth rate (Feb ‗08-Feb ‗09) • Brief & to the Point – 140 characters • Interactive – Find out what people are talking about related to your industry – Build Relationships • Warning: Addictive
  50. 50. Social Media Marketing • Twitter Frenzy – The Daily Show • http://twitter.com/home
  51. 51. • Notable Twitter Users: • Channel 8 Weather-Pete Delkus • Twitter.com/wfaaweather • Woot! – Twitter.com/woot • CNN Breaking News – Twitter.com/cnnbrk • ESPN – Twitter.com/espn • Southwest Airlines – Twitter.com/espn • **Comcast – Twitter.com/comcastcares • The Real Shaq – twitter.com/the_real_shaq
  52. 52. Social Media Marketing Why Use Twitter? • Would you like a way to connect with others in your industry or others who share your views? • Would you like a way to get instant access to what‘s being said, this minute, about your organization, people, products, or brand? • Would you like a steady stream of ideas, content, links, resources, and tips focused on your area of expertise or interest? • Would you like to extend the reach of your thought leadership, blog posts, and other content? • Would you like to promote your products and services directly to a target audience?
  53. 53. Social Media Marketing Twhat Should I Tweet and Retweet about? • Ask questions • Re-Tweet Interesting or Useful Tweets • Post Answers • Add Content about Events • Random Thoughts • Link to Relevant and Valuable Content – Like your Blog, Facebook page, Videos, etc!
  54. 54. Social Media Marketing Twitter as a Monitoring Tool • Monitor Your Brand and Reputation • Track Industry Hot Topics • Track Competitors Twitter Search http://search.twitter.com Setting Up RSS feeds To Save Time!
  55. 55. Social Media Marketing TweetDeck http://tweetdeck.com/beta/features Twellow (Twitter Yellow Pages) http://twellow.com WeFollow (Twitter Directory) http://Wefollow.com
  56. 56. Social Media Marketing Other Twitter Tools Tweetlater HootSuite Bit.ly EasyTweets Tracking Influence and Traffic Bit.ly
  57. 57. Social Media Marketing Syncing With Facebook & Your Blog • Under ―Applications‖ in Facebook, search for ―Twitter‖ To Automatically Sync your Blog Posts, visit: http://twitterfeed.com/
  58. 58. Using Video Case Study: Will It Blend http://willitblend.com • Low Cost, In-House Production • Increase in Sales • Increase in Brand Awareness • High Level Interaction with Fans
  59. 59. Using Video Case Study: Will It Blend • 186 videos later, Blendtec‘s retail sales are up a reported 700 percent, its YouTube site has 200,000+ subscribers, millions of views, and it has been featured on major mainstream media outlets like The Today Show, The Tonight Show, The History Channel, The Wall Street Journal and others.
  60. 60. Using Video Effective Video: • “Edu-tainment” • Something worth spreading/sharing • A Message – About your company or product
  61. 61. Using Video Video Sites to Use: • YouTube • http://www.youtube.com/my_videos_insight • Viddler http://www.viddler.com/learn-more/#overview • Vimeo http://www.vimeo.com
  62. 62. Using Video Benefits of Video & Video Channels: • Subscribers • Visual Marketing • Insights • Communities • Ability to go Viral • Fun
  63. 63. Social Media Marketing Putting It All Together • Ping.fm • Using Analytics http://analytics.blogspot.com/2009/06/back-to-basics- setting-up-google.html
  64. 64. Social Media Marketing Putting It All Together • Have a vision • Start Small • Try things Out • Track Your Results • Be Consistent and Persistent!
  65. 65. Social Media Marketing Thing to Remember: There is probably some sort of niche networking site related to your industry out there! If not, you can always create one! Ning.com
  66. 66. How I Can Help • In-House Training (Come to Your Office and Give Workshops) •Customized to Your Issues • Hourly Consulting •Outsourced Marketing Strategy and Implementation •Blog writing •E-mail marketing •List building •SEO •Analytics tracking Jeff Fajans 214-766-3908 Jeff.fajans@gmail.com
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