Social media training for Otago Southland Employers Association


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Businesses need to understand both WHAT and WHY social media may help or hinder their business marketing. This deck explains the basics so you can make up your own mind.

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Social media training for Otago Southland Employers Association

  1. 1. Social Media Training for OSEA Invercargill
  2. 2. What are social media?1. What are social media?2. The main social media tools3. How to use the tools for business (and pleasure)4. Integrating Social Media into your marketing, sales, business development and customer care teams
  3. 3. What are social media?• Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to turn communication into interactive, sharable dialogue.• A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.• Businesses also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.
  4. 4. Which means…People who know people talk about things to each other and share interestinggossip.What’s new is..• The overlapping circles• Expanding networks of networks• Discovering niches• Easy access from web, email, phone• It’s [mostly] free
  5. 5. OMG..
  6. 6. The main social media sitesFor business you need to consider:• Linked In• Twitter• Facebook• Niche sites for your industryNot all are suitable or appropriate
  7. 7. Quick TestVisit one of the major sites and search for:• Your company• Your top two competitors’• The most famous person in your industryDiscuss
  8. 8. Key engagement conceptsSocial Actions Business Actions• Like • Click• Follow • Visit• Retweet • Subscribe• Blog post • Join• Post a comment • Register• Rate this • Take a survey• Bookmark • Qualify a lead• Recommend • Purchase
  9. 9. What to use Social Media For• Business development — Lead generation, Webinars,• Public Relations and Brand Awareness — Webinars, virals, product launch• Product Development — Ideas for new products, research• Talent Acquisition — reduced agency fees, advertising, pre-selection of candidates, references• Employee Communications — Fewer emails, group discussions, disaster/recovery planning• Shareholder Communications
  10. 10. Social Media MUST support business goals• Listen• Participate• Share Story• Generate Buzz• Build a community and social network
  11. 11. Now What?Discussion• What should I say• How should I say it• Rules for ‘engaging’ online• Pushy users• Trolls
  12. 12. Let’s set up a company page• Directory information• Personnel• Services• Recommendations• Advanced tools — Audiences — Ad campaigns / offers — Analytics
  13. 13. Let’s set up a page• Info (directory)• Wall• Fans• Status updates• RSS feeds• Link back to your website• Syndicate
  14. 14. Let’s set up an account• Choose a name• Info (directory)• Followers• Following• Status updates• RSS feeds• Widget on your website
  15. 15. Things to rememberThe social media platforms you choose to use must• be used by your business’ target audience• be a meaningful place for your brand to connect• Remember slide 10
  16. 16. Inflexion sensitiveI never said she stole my money – Someone else said itI never said she stole my money – I didn’t ever say itI never said she stole my money – I might have implied itI never said she stole my money – I said someone took itI never said she stole my money – She may have borrowed itI never said she stole my money – It was someone else’s moneyI never said she stole my money – she didn’t steal moneyJim Sterne, Target Marketing
  17. 17. Implementing Social MediaSome areas to consider before roll-out• How will social media impact corporate communications? Sales?• What software installations will IT allow?• Who will monitor activity? How?• Set standards and procedures – what can be said, by whom, when• How will you educate / recruit colleagues?
  18. 18. Tools for MonitoringEverything• Postling• SyncApse• Hubspot www.hubspot.comTwitter• Hootsuite• TweetDeck• CoTweet• Seesmic http://seesmic.comMobile• Hootsuite app• Tweetfire app• Tweetdeck app• Facebook app• Linked In app
  19. 19. Other things you can do• Measure engagement• Advertise using social rules• Complaints handling• Ask advice• Apologise• Publish your annual results• #b2bchat Thursdays
  20. 20. Sources of ‘stories’• Social news / aggregators: Friendfeed, Digg, diigo• Social Networks: Facebook, Linked In, Twitter• User-generated content: Flickr, YouTube, slideshare, blogs• RSS = really simple syndication- Feedblitz• Learn how to use an RSS reader
  21. 21. Questions• Feedback• Poll• Meetup• What next?