SOCIAL MEDIA         STRATEGY FOR          Social Media                               101   GROWING BUSINESSES@ramonraywww...
SOCIAL MEDIA IS NO REPLACEMENT FOR   GOOD BUSINESS        PRACTICES                     2
WHY IS SOCIAL MEDIA     SO IMPORTANT?                      3
PEOPLE LIKE TOCONNECT TO OTHER          PEOPLE                    4
THREE CORE TENETSListen ToCustomersCommunicateWith CustomersEngageCustomers                            5
LISTENYour competitors     Your customers,Your market (laws,    press, market news, trends)         speaking about your...
COMMUNICATEDaily dealsNewsProduct informationTidbitsProduct, service, market insight                           7
ENGAGEContestsSurveysCustomer to customer supportDiscussion                        8
―OLD‖ COMMUNICATION              TOOLS                      9
ONE WAY COMMUNICATION TO       CUSTOMERS             Blogs                        EmailWeb Sites                       Mar...
SOCIAL MEDIA IS A MULTI-PART Y       CONVERSATIONS                                 11
CONTENT IS KING                  12
CONTENT IS DIGITAL FOOD                          13
WHAT CONTENT DOYOUR CUSTOMERS         WANT?                  14
15
16
WHY IS CONTENT KINGPeople Want To Be EntertainedPeople Want to LearnPeople Have Specific Needs                         ...
CONTENT IS KING - ENTERTAIN                              18
CONTENT IS KING - LEARN                          19
CONTENT IS KING – PRODUCT      INFORMATION                            20
WHY CONTENT SHOULD BE YOUR KINGMakes You An AuthorityHelps You Develop A Following (pre-sale)Develops Loyal Customers (...
CONTENT BUILDSKNOW + LIKE + TRUST                      22
WHAT CONTENT?Request for IdeasJob VacanciesNewsCustomer StoriesThoughtsTips                             23
WHAT T YPE OF CONTENTVideoPodcastsBlogsInfographicWhite papereBook                                24
7 POWERFUL SOCIAL   MEDIA CONCEPTS                    25
7 POWERFUL SOCIAL MEDIA CONCEPTSConversationGiving (not selfish)MeasureHave great contentAwesome headlinesListenRes...
5 MORE THINGS TO KEEP IN MINDBe yourself (authentic)Don’t sellIncentivesReasonable frequencyThink then click/write   ...
CONVERSATION Don’t SELL to Your  Customers Enter Their  Discussions Foster Discussions Encourage Customer  to Customer...
SUCCESSFUL SOCIAL  MEDIA ATTITUDE =            GIVING                     29
GIVE, GIVE, GIVE, TAKEBe   informativeBe   indispensableBe   helpfulBe   funBe   sharing                             ...
MEASUREKnow What Social Media Networks Work BestKnow What Content Is Most DesiredKnow What Conversations Are Hottest   ...
GREAT CONTENT                32
GREAT - HEADLINES         Short         Sweet         To The Point         Descriptive         Search Engine         ...
LISTEN         34
RESPOND          35
ALWAYS REMEMBER….Word Of Mouth On SteroidsEveryone Is A PublisherDon’t Vomit On Your CustomersIt’s Not Just Another Market...
12 STARTING THOUGHTS                       37
12 STARTING THOUGHTS   What are your goals   Is social media the best option? Should you do it?   Do you know your cust...
OVERVIEW OF TWITTER,       FACEBOOK AND            LINKEDIN                       39
TWITTER 101Create your profile (good photo)Create Searches On KeywordsFollow peopleCreate ListsJoin the conversation ...
TWITTER PROFILES                   41
RAMON’S TWITTER PROFILE                          42
@SHASHIB TWITTER PROFILE                           43
TWITTER USESShort PostsLinks To Other Sources―Status Updates‖                            44
FACEBOOK 101 Create Your Own  Personal Page Create Your Company’s  Page Nurture A Community  Of Customers Encourage TH...
CANDLES OFF MAIN                   46
BLACKBERRY ON FACEBOOK                         47
FACEBOOKUSESVideosP h o to sC o nv e r s a t i o n sa n d D i s c us s i o nC o m m un i t y            48
LINKEDIN 101 Find Out More About  Clients, Companies  and Competitors Get Access To  Connections In Your  Networks’ Netw...
SOCIAL MEDIA NETWORK DIFFERENCES   • Twitter - Sharing & Personal     Brand Building   • Facebook - Building Community    ...
SOCIAL MEDIA TOOLS                     51
TOOLSTweetDeck, HootsuiteNutShell MailRSS ReaderKloutBrightcove, Blip.tv, Ustream, Tube Mogule, Viddler,Bit.ly      ...
TWEETDECK            53
GOOGLE.COM/READER                    54
KLOUT (INFLUENCE)                    55
THE POWER OF VIDEO                     56
POWER OF VIDEO                 57
PLEASE READ THE NEXT      SLIDE OUT LOUD                       58
―RAMON, I DON’T HAVE   TIME TO DO ALL OF               THIS!‖                        59
NO TIMEStart slow. A little at a time.Hire an ―intern‖ to help – but BE CAREFULHire an expert to help – but are you rea...
T Y KIISEL, AT TASK BLOGGER                             step outside of your comfort zone a n d D o n  t b e a f r a i d ...
T Y KIISEL, AT TASK BLOGGER Be patient        as you find your voice. Theres an old Russian  saying that says, "The first...
T Y KIISEL, AT TASK BLOGGERRead . Writers read. Read about what interests you. Read about  your industr y. The more you r...
T Y KIISEL, AT TASK BLOGGER If you cant or wont write it yourself, appoint someone in your  organization to write and be ...
T Y KIISEL, AT TASK BLOGGERBe yourself . Dont pretend to be something youre not. I ride motorcycles, drive a Jeep, fly -f...
T Y KIISEL, AT TASK BLOGGERRead what others in your space are writing about and comment on it.Link to your sources .    ...
T Y KIISEL, AT TASK BLOGGER Be generous           in your praise of those you admire and source. Par ticipate in the com...
We’re almost done                    68
I ALMOST FORGOT… Create a blog Drive traffic to your  web site or blog Have an email  newsletter Owning contact info i...
IN SUMMARYListenConverse & EngageMeasureUse ToolsThink / CreativityBe YourselfTell A Story                         ...
This presentation atwww.smallbiztechnology.com/kentucky   THANK YOU FOR YOUR                 TIME!                  @ramon...
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Social Media 101 and Deep Dive for Small Businesses (Kentucky SBDC)

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Ramon Ray (http://www.smallbiztechnology.com) presentation to the Kentucky Small Business Development Center (October 2011)

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Social Media 101 and Deep Dive for Small Businesses (Kentucky SBDC)

  1. 1. SOCIAL MEDIA STRATEGY FOR Social Media 101 GROWING BUSINESSES@ramonraywww.Smallbiztechnology.comramon@smallbiztechnology.com 1
  2. 2. SOCIAL MEDIA IS NO REPLACEMENT FOR GOOD BUSINESS PRACTICES 2
  3. 3. WHY IS SOCIAL MEDIA SO IMPORTANT? 3
  4. 4. PEOPLE LIKE TOCONNECT TO OTHER PEOPLE 4
  5. 5. THREE CORE TENETSListen ToCustomersCommunicateWith CustomersEngageCustomers 5
  6. 6. LISTENYour competitors Your customers,Your market (laws, press, market news, trends) speaking about your product 6
  7. 7. COMMUNICATEDaily dealsNewsProduct informationTidbitsProduct, service, market insight 7
  8. 8. ENGAGEContestsSurveysCustomer to customer supportDiscussion 8
  9. 9. ―OLD‖ COMMUNICATION TOOLS 9
  10. 10. ONE WAY COMMUNICATION TO CUSTOMERS Blogs EmailWeb Sites Marketing Talk To The Customer 10
  11. 11. SOCIAL MEDIA IS A MULTI-PART Y CONVERSATIONS 11
  12. 12. CONTENT IS KING 12
  13. 13. CONTENT IS DIGITAL FOOD 13
  14. 14. WHAT CONTENT DOYOUR CUSTOMERS WANT? 14
  15. 15. 15
  16. 16. 16
  17. 17. WHY IS CONTENT KINGPeople Want To Be EntertainedPeople Want to LearnPeople Have Specific Needs 17
  18. 18. CONTENT IS KING - ENTERTAIN 18
  19. 19. CONTENT IS KING - LEARN 19
  20. 20. CONTENT IS KING – PRODUCT INFORMATION 20
  21. 21. WHY CONTENT SHOULD BE YOUR KINGMakes You An AuthorityHelps You Develop A Following (pre-sale)Develops Loyal Customers (post- sale)Search Engines Feed On Relevant Content 21
  22. 22. CONTENT BUILDSKNOW + LIKE + TRUST 22
  23. 23. WHAT CONTENT?Request for IdeasJob VacanciesNewsCustomer StoriesThoughtsTips 23
  24. 24. WHAT T YPE OF CONTENTVideoPodcastsBlogsInfographicWhite papereBook 24
  25. 25. 7 POWERFUL SOCIAL MEDIA CONCEPTS 25
  26. 26. 7 POWERFUL SOCIAL MEDIA CONCEPTSConversationGiving (not selfish)MeasureHave great contentAwesome headlinesListenRespond thoughtfully (not long, necessarily) 26
  27. 27. 5 MORE THINGS TO KEEP IN MINDBe yourself (authentic)Don’t sellIncentivesReasonable frequencyThink then click/write 27
  28. 28. CONVERSATION Don’t SELL to Your Customers Enter Their Discussions Foster Discussions Encourage Customer to Customer Discussion Learn from Customers – Ask Questions 28
  29. 29. SUCCESSFUL SOCIAL MEDIA ATTITUDE = GIVING 29
  30. 30. GIVE, GIVE, GIVE, TAKEBe informativeBe indispensableBe helpfulBe funBe sharing 30
  31. 31. MEASUREKnow What Social Media Networks Work BestKnow What Content Is Most DesiredKnow What Conversations Are Hottest 31
  32. 32. GREAT CONTENT 32
  33. 33. GREAT - HEADLINES Short Sweet To The Point Descriptive Search Engine Friendly 33
  34. 34. LISTEN 34
  35. 35. RESPOND 35
  36. 36. ALWAYS REMEMBER….Word Of Mouth On SteroidsEveryone Is A PublisherDon’t Vomit On Your CustomersIt’s Not Just Another Marketing Channel 36
  37. 37. 12 STARTING THOUGHTS 37
  38. 38. 12 STARTING THOUGHTS What are your goals Is social media the best option? Should you do it? Do you know your customers Who will lead / coordinate Which social media network will you focus on Think about your persona Create your profile Create listening stations Creating content feeding stations (you need to be fed to feed) Think about what you will post Discipline yourself to post regularly Consider creating an editorial calendar 38
  39. 39. OVERVIEW OF TWITTER, FACEBOOK AND LINKEDIN 39
  40. 40. TWITTER 101Create your profile (good photo)Create Searches On KeywordsFollow peopleCreate ListsJoin the conversation 40
  41. 41. TWITTER PROFILES 41
  42. 42. RAMON’S TWITTER PROFILE 42
  43. 43. @SHASHIB TWITTER PROFILE 43
  44. 44. TWITTER USESShort PostsLinks To Other Sources―Status Updates‖ 44
  45. 45. FACEBOOK 101 Create Your Own Personal Page Create Your Company’s Page Nurture A Community Of Customers Encourage THEM To Share And Post Share Content (in Context) Content About Your Biz, Your Customers, etc 45
  46. 46. CANDLES OFF MAIN 46
  47. 47. BLACKBERRY ON FACEBOOK 47
  48. 48. FACEBOOKUSESVideosP h o to sC o nv e r s a t i o n sa n d D i s c us s i o nC o m m un i t y 48
  49. 49. LINKEDIN 101 Find Out More About Clients, Companies and Competitors Get Access To Connections In Your Networks’ Network Complete Your Profile Join, Start and Participate in Groups 49
  50. 50. SOCIAL MEDIA NETWORK DIFFERENCES • Twitter - Sharing & Personal Brand Building • Facebook - Building Community and Communication • LinkedIn – One to One Connecting, Corporate Groups 50
  51. 51. SOCIAL MEDIA TOOLS 51
  52. 52. TOOLSTweetDeck, HootsuiteNutShell MailRSS ReaderKloutBrightcove, Blip.tv, Ustream, Tube Mogule, Viddler,Bit.ly 52
  53. 53. TWEETDECK 53
  54. 54. GOOGLE.COM/READER 54
  55. 55. KLOUT (INFLUENCE) 55
  56. 56. THE POWER OF VIDEO 56
  57. 57. POWER OF VIDEO 57
  58. 58. PLEASE READ THE NEXT SLIDE OUT LOUD 58
  59. 59. ―RAMON, I DON’T HAVE TIME TO DO ALL OF THIS!‖ 59
  60. 60. NO TIMEStart slow. A little at a time.Hire an ―intern‖ to help – but BE CAREFULHire an expert to help – but are you rea$yMake the time 60
  61. 61. T Y KIISEL, AT TASK BLOGGER step outside of your comfort zone a n d D o n t b e a f r a i d to w r i te a b o u t w h a t yo u k n o w.You have information p e o p l e w a n t . S h a r e i t . D o n t b e s t i n g y. Dont sell. 61
  62. 62. T Y KIISEL, AT TASK BLOGGER Be patient as you find your voice. Theres an old Russian saying that says, "The first pancake always fails." It will take you a while to find your voice and you will make your biggest mistakes when your audience is the smallest. It took me about two or three months of writing 5x a week before I felt like I was comfortable with it. For some it might take more — for others, less. 62
  63. 63. T Y KIISEL, AT TASK BLOGGERRead . Writers read. Read about what interests you. Read about your industr y. The more you read the more comfor table you will become with your writing. Unless you have tried it and absolutely cant do it, write it yourself . A hired gun will never be you. There is no shor tcut to being a thought leader. You have to spend the time on the battlefield as Teddy Roosevelt said. 63
  64. 64. T Y KIISEL, AT TASK BLOGGER If you cant or wont write it yourself, appoint someone in your organization to write and be willing to promote their personal brand. Individual voices resonate with the audience, not corporate voices. I write as Ty Kiisel, not AtTask . I wouldnt have been as successful if it had been the other way around.Good content will make you a thought leader . Sales content will get you ignored. 64
  65. 65. T Y KIISEL, AT TASK BLOGGERBe yourself . Dont pretend to be something youre not. I ride motorcycles, drive a Jeep, fly -fish and go camping. I relate those themes to project management to keep it interesting for me. If Im interested in what Im writing about, there will be people in the audience who are too. Besides, who doesnt like Harleys? Be consistent . Every day or every week or once a month isnt as important as being consistent and predictable. Set goals and follow them. Dont make excuses not to write. There are too many excuses to number. 65
  66. 66. T Y KIISEL, AT TASK BLOGGERRead what others in your space are writing about and comment on it.Link to your sources . 66
  67. 67. T Y KIISEL, AT TASK BLOGGER Be generous in your praise of those you admire and source. Par ticipate in the community.Listen before you speak . Follow what else is being said and find the niche that your information will fill. 67
  68. 68. We’re almost done 68
  69. 69. I ALMOST FORGOT… Create a blog Drive traffic to your web site or blog Have an email newsletter Owning contact info is important 69
  70. 70. IN SUMMARYListenConverse & EngageMeasureUse ToolsThink / CreativityBe YourselfTell A Story 70
  71. 71. This presentation atwww.smallbiztechnology.com/kentucky THANK YOU FOR YOUR TIME! @ramonray www.Smallbiztechnology.com 71
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