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  • This is the last session and covers sources of financing and getting to your “go-no go” decision. Our Thanks to: THE SMALL BUSINESS RESOURCE COUNCIL for their co-hosting of this event which includes
  • Blogger: Technorati is an Internet search engine for searching blogs . By June 2008, Technorati was indexing 112.8 million blogs and over 250 million pieces of tagged social media. [2] The name Technorati is a blend of the words technology and literati , which invokes the notion of technological intelligence or intellectualism. Technorati was founded by Dave Sifry and its headquarters are in San Francisco , California , USA . Tantek Çelik was the site's Chief Technologist. Facebook (stylized facebook ) is a social network service and website launched in February 2004 that is operated and privately owned by Facebook, Inc. [1] As of January 2011 [update] , Facebook has more than 600 million active users. [5] [6] Users may create a personal profile, add other users as friends and exchange messages, including automatic notifications when they update their profile. Additionally, users may join common interest user groups, organized by workplace, school, or college, or other characteristics. The name of the service stems from the colloquial name for the book given to students at the start of the academic year by university administrations in the US with the intention of helping students to get to know each other better. Facebook allows anyone who declares themselves to be at least 13 years old to become a registered user of the website.
  • Let’s talk about best practices with social networking marketing Social networking and Social marketing One social site or many site (how much time do you have) bad profile or weak profile Look and observe who is already talking about your topic Prepare your site before you start promote it ( bad impression ) site under construction Invite your supporter to review your first site ( your friends might start supporting your site ) Post your most viral content ( not what your dog is doing or that your Ant loves peanut Test the waters first ( get a feel of the market ) Direct your users to your website
  • Blogger: Technorati is an Internet search engine for searching blogs . By June 2008, Technorati was indexing 112.8 million blogs and over 250 million pieces of tagged social media. [2] The name Technorati is a blend of the words technology and literati , which invokes the notion of technological intelligence or intellectualism. Technorati was founded by Dave Sifry and its headquarters are in San Francisco , California , USA . Tantek Çelik was the site's Chief Technologist. Facebook (stylized facebook ) is a social network service and website launched in February 2004 that is operated and privately owned by Facebook, Inc. [1] As of January 2011 [update] , Facebook has more than 600 million active users. [5] [6] Users may create a personal profile, add other users as friends and exchange messages, including automatic notifications when they update their profile. Additionally, users may join common interest user groups, organized by workplace, school, or college, or other characteristics. The name of the service stems from the colloquial name for the book given to students at the start of the academic year by university administrations in the US with the intention of helping students to get to know each other better. Facebook allows anyone who declares themselves to be at least 13 years old to become a registered user of the website.
  • People creating: blogs, user-generated content, and podcasts Self-expression used to be either private you made paintings, wrote poems, or composed songs for yourself or difficult you struggled to sell, publish, or perform those creations. Not anymore. First, the tools to create and edit text, audio, and video on a PC are cheap and easy for nearly anyone to use. And second, the groundswell provides ample ways to show off your work so that other people can easily find and consume it.
  • People connecting: social networks and virtual worlds If you want to see the seething, connected variety of the groundswell, join a social networking site (SNS) like MySpace or Facebook, which have tens of millions of members already. There’s a social network for every audience: Linkedln targets working professionals, Piczo is popular with young girls, Brazilians join Google’s orkut, while hi5 and Bebo dominate in Europe.

Social Media For Small Business Presentation Transcript

  • 1. Internet Marketing 303: Social Media for Small Business Harnessing the Groundswell March 24, 2011
  • 2. The Small Business Resource Council For their Co-hosting of this workshop Our Thanks to:
  • 3. Social Media Presenters
    • Dominic Orsini, SCORE Volunteer
    • www.scoregainesville.org
    • 352-375-8278
    • [email_address]
    • Dominic Orsini, Director
    • SEEgrowth™ Business Development Corporation
    • Eunice Coughlin, CEO
    • Simple Internet Strategies
    • Online Marketing Specialist
    • www.simple-internet-strategies.com
    • 352-665-3655
    • [email_address]
    • Joseph R. Grutta, President
    • NAUTIC Studios
    • Web Design and Development
    • Social Media Consulting
    • www.NauticStudios.com
    • 352-397-2800
    • [email_address]
    • Joni M. Kilgour, Staff Designer
    • Graphic & Web Designer
    • Center for Innovation & Economic Development (CIED)
    • www.cied.sfcollege.edu
    • 352-395-5892
    • [email_address]
    Rev. 08/2008
  • 4. What do I do with this? Rev. 08/2008
  • 5. A Changing Relationship …
  • 6. July 31, 2009
  • 7. People Buy From Companies They Trust …
    • 91% of 25 to 64-year-olds indicated they bought a product or service from a company they trusted.
  • 8. Tools to Connect to the Groundswell …
  • 9. Ubiquitous Social Media …
    • 67% over age 65 use search engines.
    • 80% of the 34-64 year olds read online reviews.
    • 90% said they would avoid a hotel with a bad review.
    • People spend more time on social networks and blogs than ever.
    • Twitter was the fastest-growing Web brand in May 2009.
    • Facebook has grown from 100 million to 200 million users in less than eight months.
    • In March, YouTube reached 100 million monthly viewers in the U.S.
    Sources: Nielson, Mashable
  • 10. Shhh! Listen …
  • 11.
    • Listening – seeking customer insights for use in marketing and development.
    • Talking – expanding your efforts to more interactive channels.
    • Energizing – finding your most enthusiastic customers and supercharging their word of mouth.
    • Supporting – helping your customers support each other.
    • Embracing – integrating your customers’ feedback.
    How Can You Work With The Groundswell? Source: Groundswell: Winning in a World Transformed by Social Technologies
  • 12.
    • Does the opportunity meet your brand ’ s goals/objectives?
    • Does the opportunity leverage your brand ’ s assets?
    • Does it abide by the social media rules of the road?
    • Does it provide significant value exchange?
    • What is my brand message?
    • How will I measure success?
    Get Strategic …
  • 13.
    • Listen to your customers.
    • Provide direct customer service.
    • Build relationships.
    • Improve search engine rankings.
    • Establish your business as a resource.
    • Build your brand/show its personality.
    • Direct people to your Web site/blog, etc.
    • Provide creative advantage over your competition.
    Pros: Advantages of Social Media
  • 14.
    • Time.
    • The cold hard truth can
    • hurt.
    • The end of privacy.
    • Your competitors will
    • be watching … and you
    • should be watching them.
    Cons: Know What You Are Getting Into Can you roll with the punches?
  • 15. Tools to Connect to the Groundswell …
  • 16. Rev. 08/2008
  • 17. The Technologies Social Media for Small Business A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
  • 18.
    • Why Blog?
    • To share information quickly with customers, prospects and employees.
    • To demonstrate passion and authority.
    • To humanize your brand.
    • To offer quick responses to issues or crisis management.
    • To improve search engine optimization (SEO).
    • The Tough Questions
    • Who will blog?
    • What will they blog?
    • Can he or she take the heat?
    Blogs
  • 19.
    • Blogging Best Practices
    • Link from your company Web site.
    • Develop relevant content.
    • Post at least two times per week.
    • Use multimedia.
    • Link generously.
    • Allow comments – positive and negative.
    • To Get Started
    • www.blogger.com
    • www.wordpress.com
    Blogs
  • 20. Small Farm Blogs About Bovines … Stonyfield.com/weblog
  • 21.
    • Why Facebook?
    • To outreach to 67.5 million unique U.S. visitors (ComScore, April 2009)
    • To outreach to 135.4 million unique us visitors
    • (ComScore, February 2010)
    • To send updates to fans and update your page status.
    • To create polls.
    • To post events.
    • To develop interactive applications.
    • To encourage fan participation.
    • To advertise the page.
    • The Tough Question
    • Are you fan worthy?
    Facebook
  • 22.
    • Facebook Best Practices
    • Respond to a wall post within 24 hours.
    • Keep content dynamic and fresh.
    • Join and create groups.
    • Create a custom Facebook URL.
    • To Get Started
    • www.facebook.com
    Facebook
  • 23. CIED | Santa Fe College Rev. 08/2008
  • 24. Facebook
    • Profiles are for people, pages are for brands
    • Groups or members of groups to connect, share and even collaborate on a given topic or idea.
    • Pages allow entities such as public figures and organizations to broadcast information to their fans.
    Rev. 08/2008
  • 25. Facebook News Feed Rev. 08/2008
  • 26. Getting Started
    • Facebook leverages existing relationships
      • Register an account for yourself
      • Find people you know and friend them
      • Create a page for your business http://www.facebook.com/pages/create.php
      • Invite your friends to your new page
    • Maintain natural social behaviors
    Rev. 08/2008
  • 27. www.facebook.com/nauticstudios Rev. 08/2008
  • 28. Independent Theater Builds a Fan Base … facebook.com/pages/Springfield-MO/Moxie-Cinema/18988261890
  • 29. Hippodrome Theatre Builds a Fan Base … http://www.facebook.com/photos.php?id=26727718756
  • 30.
    • Why Twitter?
    • To engage in real-time conversations.
    • To gain immediate feedback.
    • To promote offers or discounts.
    • To seek out customers tweeting about good and bad experiences with your brand.
    • To establish your brand as an industry resource.
    • To humanize the brand and give it a personal presence.
    • To proactively respond to consumer questions and problems.
    Twitter
  • 31.
    • The Tough Questions
    • Can you be responsive?
    • Are you ready to accept quality over quantity in followers and in your Tweets?
    • Can you resist the urge to link spam?
    • Are you committed to the program?
    Twitter
  • 32.
    • Twitter Best Practices
    • Do research before engaging consumers.
    • Let fellow Twitterers know who they are talking to.
    • Build your Twitter equity and credibility.
    • Empower your Twitter representative to make a difference.
    • To Get Started
    • www.twitter.com
    Twitter
  • 33. Entrepreneur Uses Twitter to Develop Cult Following … Twitter.com/kogiBBQ
  • 34.
    • Why Yelp!?
    • To outreach to 21 million unique visitors
    • monthly.
    • To contact those who posted a negative review.
    • To respond to factually incorrect information.
    • To recommend other businesses.
    • To post special offers and event announcements.
    • The Tough Questions
    • Are you committed to using the tool ethically?
    • How will you handle negative reviews?
    • Are you ready to make changes to your business based on customer feedback?
    Yelp!
  • 35.
    • Yelp! Best Practices
    • Seek reviews organically.
    • Don ’ t plant reviews.
    • Don ’ t review competitors.
    • Ensure your profile is correct.
    • Ask for a review … delicately.
    • Don ’ t argue with those who have had a negative experience.
    • Remember to thank your biggest fans.
    • Don ’ t overestimate the impact of a single negative review.
    • To Get Started
    • www.biz.yelp.com
    Yelp!
  • 36. Splitends Owner Reaps the Yelp Rewards … yelp.com/biz/splitends-salon-costa-mesa
  • 37.
    • Why YouTube
    • To use simple camcorders and
    • consumer equipment.
    • To keep costs of video production down.
    • To provide entertainment, educational
    • or informational value.
    • To build links and take advantage of search engine optimization.
    • To create a brand channel.
    • The Tough Questions
    • Does your video have what it takes to “ go viral? ”
    • Is there a clear purpose or “ c all to action? ”
    YouTube
  • 38.
    • YouTube Best Practices
    • Keep it short.
    • Focus on something fun that people want to share.
    • Experiment.
    • Consider a series.
    • Make your description clear and specific; properly optimize your video.
    • To Get Started
    • www.youtube.com
    YouTube
  • 39. Blendtec becomes a YouTube Sensation …. youtube.com/blendtec
  • 40.
    • Transparency and candor.
    • Be ethical – see the Word of Mouth Marketing Association ’ s Practical Ethics Toolkit (womma.org/ethics).
    • Provide relevant information – add to the dialogue and be interesting.
    • Address negative and positive comments – dealing with a negative comment directly can have a positive impact and change opinions. And remember, happy customers can be your evangelists.
    • Have a little fun – show your brand personality, and leave the corporate speak behind.
    The Rules of Engagement: The Dos
  • 41.
    • Jump in without listening.
    • Be deceitful in your content.
    • Delete negative comments.
    • Be a spammer.
    • Let your accounts go stagnant.
    The Rules of Engagement: The Don’ts
  • 42.
    • Commitment
    • Time.
    • Resources.
    • Thick skin.
    • Strong ethics.
    • Reward
    • Dynamic, two-way relationships.
    • Customer trust and loyalty.
    • Improved search engine rankings.
    • Show your personality.
    • Build credibility.
    Recap - Commitment and Rewards ….
  • 43. Free Listening Tools
    • Google News Alerts (google.com/alerts)
    • Bloglines (bloglines.com)
    • Twitter Search (search.twitter.com)
    • Tweetdeck (tweetdeck.com)
    • Technorati (technorati.com)
    • Google blog search (blogsearch.google.com)
  • 44. Reference Slides
    • How to start your blog
    • Blogger - Go to blogger.com.
      • Under “Learn More,” click on “T ake a Quick Tour” to become familiar with the software.
      • When you’re ready, click on “C reate a Blog.”
      • Follow the prompts, and you’re on your way.
    • WordPress
      • Go to wordpress.com.
      • Click on “Sign Up Now.”
      • Follow the prompts to create your own blog.
    • How to create a Facebook page
      • Go to facebook.com.
      • Fill out the initial information on the home page and click “ S ign up. ”
      • Follow the prompts to create your page.
  • 45. Reference Slides
    • How to join Twitter
    • Go to twitter.com.
    • Click on “ G et Started – Join! ”
    • Fill out the initial information, and click “ C reate my account. ”
    • Follow the prompts and start tweeting.
    • How to get on Yelp!
    • Go to biz.yelp.com – a special sign-in portal, just for business owners.
    • Click on “ Get Business Owner Account. ”
    • Follow the prompts to finish the account set up.
    • How to post videos on YouTube
    • Go to youtube.com.
    • Create an account by clicking “ S ign Up. ”
    • Fill out the information, read the terms and conditions, then click “ I accept. ”
    • Continue to follow the prompts to finalize your account.
  • 46. Reference Slides
    • Free Listening Tools
    • Google News Alerts (google.com/alerts) – This service will e-mail updates on the latest Google results (Web, news, etc.) for a specific search topic.
    • Google Blog Search (blogsearch.google.com) – Searches only blogs for mentions on your topic in the same format as a regular Google search.
    • Keotag (keotag.com) – Enter the tag you are interested in and it will search all major social media tools and display the results.
    • Technorati Search & Technorati Advanced (technorati.com/search) – The search function allows you to get details about blogs, including authority and background information. The advanced feature lets you define the search with specific tags or URLs.
    • Addictomatic (addictomatic.com) – Searches the best live sites on the Web for the latest news, blog posts, videos and images.
    • Twitter Search (search.twitter.com) – Enter a search topic, and it will pull all the current tweets that have mentioned that topic.
    • How Sociable? (howsociable.com) – A way for you to begin measuring your brand ’ s visibility on the Web.
  • 47. Social Media Presenters
    • Dominic Orsini, SCORE Volunteer
    • www.scoregainesville.org
    • 352-375-8278
    • [email_address]
    • Dominic Orsini, Director
    • SEEgrowth™ Business Development Corporation
    • Eunice Coughlin, CEO
    • Simple Internet Strategies
    • Online Marketing Specialist
    • www.simple-internet-strategies.com
    • 352-665-3655
    • [email_address]
    • Joseph R. Grutta, President
    • NAUTIC Studios
    • Web Design and Development
    • Social Media Consulting
    • www.NauticStudios.com
    • 352-397-2800
    • [email_address]
    • Joni M. Kilgour, Staff Designer
    • Graphic & Web Designer
    • Center for Innovation & Economic Development (CIED)
    • www.cied.sfcollege.edu
    • 352-395-5892
    • [email_address]
    Rev. 08/2008