Social Media 101 Boost Your Business


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A presentation on Social Media 101 for business.

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  • Social Media 101 Boost Your Business

    1. 1. Social Media 101- Boost Your Business
    2. 2. Agenda <ul><li>Introduction. </li></ul><ul><li>The Recap. Small Business Week. </li></ul><ul><li>Social Media and Small Business. </li></ul><ul><li>Social Media ROI - Video – Erik Qualman. </li></ul><ul><li>Have a Strategy - P.O.S.T. </li></ul><ul><li>Listen , Engage , React, Persuade, Measure. </li></ul><ul><li>Conclusion. </li></ul><ul><li>Q&A. </li></ul>
    3. 3. Introduction <ul><li>Richard Bolton </li></ul><ul><li>Chair – Marketing and Communication Committee -Milton Chamber of Commerce. </li></ul><ul><li>Microsoft Certified Software Advisor. 15 years experience in software consulting. </li></ul><ul><li>Centricity360 Software Consulting. </li></ul><ul><li>Customer Relationship Management – Sales, Marketing and Customer Support. </li></ul><ul><li>Social Media – Consulting, Monitoring, Strategies, and Software Application Implementation. </li></ul>
    4. 4. The Recap What is social media? Definition. <ul><li>Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives. </li></ul><ul><li>Social media can take many different forms, including text, images, audio, and video. </li></ul>
    5. 5. The Recap Social Media is used for: <ul><li>Public Relations. </li></ul><ul><li>Customer Service. </li></ul><ul><li>Loyalty-Building. </li></ul><ul><li>Collaboration. </li></ul><ul><li>Networking. </li></ul><ul><li>Thought-Leadership. </li></ul><ul><li>and yes, Customer Acquisition. </li></ul>
    6. 6. The Recap Social Media Tools: What are the benefits <ul><li>Blog – free, able to customize, great for centralized thought leadership, no competition, can syndicate. </li></ul><ul><li>Ezines/News articles – great for search engine and link building, syndication, external RSS. </li></ul><ul><li>Micro Blogging – link building, create following, interactive, found on most social networks, quick updates. </li></ul><ul><li>Bookmarking – link building, reach wider audiences, syndicating, not good for SEO, developing a wider following. </li></ul><ul><li>Video/Audio Casting – your commercial, creates credibility, easiest on user, great viral potential. </li></ul><ul><li>Forums – simplified version of blogging, encourages simple and more frequent audience participation. </li></ul><ul><li>E-Newsletters – an enabler: brings people to your social media, reinforces the brand, builds potential loyalty. </li></ul><ul><li>RSS Feed – losing popularity in N. America, good for syndication of content </li></ul><ul><li>Wikis – like a forum except significantly more diverse, great for creating an interactive and focused network. </li></ul><ul><li>Open Networks – encourages a loyal following to grow, becomes self perpetuating. </li></ul><ul><li>Closed Networks – exclusivity, privacy, confidentiality, encourages exchange of thinking, targets audience. </li></ul>
    7. 7. Why Social Media for Small Business? What are the benefits? <ul><li>Why? </li></ul><ul><li>Very cost effective way of marketing your business. Referrals. </li></ul><ul><li>Competition monitoring. </li></ul><ul><li>Crowdsourcing. </li></ul><ul><li>Listening to what’s being said about your product or service. </li></ul><ul><li>Becoming more accessible, more personable, and maintain long term connections. </li></ul><ul><li>Monitor experts in your field and what your potential customers are saying. </li></ul><ul><li>Benefits </li></ul><ul><li>Increases Awareness. </li></ul><ul><li>Better Communication. </li></ul><ul><li>Builds Relationships. </li></ul><ul><li>Evokes Trust.  </li></ul><ul><li>Increases Sales. </li></ul>
    8. 8. Social Media ROI Video – Erik Qualman.
    9. 9. A Four Step Planning Process P.O.S.T. <ul><li>P eople </li></ul><ul><ul><li>Customer Profile, Target Audience. </li></ul></ul><ul><ul><li>Assess your customer social activity. </li></ul></ul><ul><li>O bjective </li></ul><ul><ul><li>Decide what you want to accomplish. </li></ul></ul><ul><ul><li>Listening, talking, marketing, generating sales. </li></ul></ul><ul><li>S trategy </li></ul><ul><ul><li>Plan for how relationships with customers will change. </li></ul></ul><ul><ul><li>Do you want your customers to be more engaged? </li></ul></ul><ul><ul><li>Blog Centric. </li></ul></ul><ul><li>T echnology </li></ul><ul><ul><li>Decide which technologies to use. </li></ul></ul><ul><ul><li>Once you know your people, objectives, and strategy, then you can decide with confidence which technology to use. </li></ul></ul><ul><li>Ref. Groundswell </li></ul>
    10. 11. The Phases of Social Media: <ul><li>Listen. </li></ul><ul><ul><li>Use social media for research and to better understand your customers and competition. </li></ul></ul><ul><li>Engage. </li></ul><ul><ul><li>Using social media to spread messages about your company. Build a following with customers. Cultivate relationships. </li></ul></ul><ul><li>Respond. </li></ul><ul><ul><li>Respond to both negative and positive discussion. Energize word of mouth. </li></ul></ul><ul><li>Persuade. </li></ul><ul><ul><li>Influence prospects and customers by providing value and engaging them with your products or services. </li></ul></ul><ul><li>Measure. </li></ul><ul><ul><li>Have a conversion process. Track and Monitor. </li></ul></ul>Listen , Engage , Respond, Persuade, Measure.
    11. 12. Why Listen? <ul><li>People are talking and they are using the social web - blogs, social networks, wikis, forums, and video - as their mouthpiece. </li></ul>What are we listening for? <ul><li>Customers and Prospects. Need! </li></ul><ul><li>Our Brand. Compliments/Complaints. </li></ul><ul><li>Competitors. Strategies and Customer Views. </li></ul><ul><li>Our Company name or personal name. </li></ul><ul><li>Key Industry Terms and Experts. </li></ul>
    12. 13. How to Listen? <ul><li>Keywords </li></ul><ul><ul><li>Google Alerts: </li></ul></ul><ul><ul><li>Social Mention: </li></ul></ul><ul><li>RSS Feeds (Really Simple Syndication ) </li></ul><ul><ul><li>Netvibes: </li></ul></ul><ul><ul><li>Google Reader: </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>BlogTalkRadio: </li></ul></ul><ul><ul><li>Google Blog Search: </li></ul></ul><ul><ul><li>Technorati: </li></ul></ul>
    13. 14. How to Listen? <ul><li>Bookmarks </li></ul><ul><ul><li>Delicious: </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Questions and Answers. </li></ul></ul><ul><ul><li>Advanced Search for clients. </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Tweet Deck: </li></ul></ul><ul><ul><li>Twitter Search: </li></ul></ul><ul><li>Advanced: </li></ul><ul><li>Radian 6 </li></ul>
    14. 15. Engaging <ul><ul><li>Using social media to spread messages about your company. Build a following with customers. Cultivate relationships. </li></ul></ul><ul><li>Blogs </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
    15. 16. Blog <ul><li>What is it? </li></ul><ul><ul><li>A blog is a website maintained regularly by an individual for the purpose of commentary and opinion on matters that are relevant to followers. </li></ul></ul><ul><ul><li>Wordpress and Blogger. </li></ul></ul><ul><li>Culture. </li></ul><ul><ul><li>B2B, B2C, C2C any audience. </li></ul></ul><ul><li>Benefits. </li></ul><ul><ul><li>Brand Building. </li></ul></ul><ul><ul><li>Direct Communication with followers. </li></ul></ul><ul><ul><li>Low cost relational marketing. </li></ul></ul><ul><ul><li>Positions you as an expert. </li></ul></ul><ul><ul><li>Did you know: Google gives ranking preference to Blogs! </li></ul></ul><ul><li>Example </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    16. 17. LinkedIn <ul><li>What is it? </li></ul><ul><ul><li>LinkedIn is a business-oriented social networking site . </li></ul></ul><ul><ul><li>Exchange knowledge, ideas, and opportunities with a broader network of professionals. </li></ul></ul><ul><li>Culture. </li></ul><ul><ul><li>B2B, Professional. </li></ul></ul><ul><li>Benefits. </li></ul><ul><ul><li>Grow your network, grow your business. </li></ul></ul><ul><ul><li>Incredible research tool. </li></ul></ul><ul><ul><li>Increase your visibility and connectability. </li></ul></ul><ul><ul><li>Ask for advice, 50 million professionals. </li></ul></ul><ul><ul><li>Position yourself as an expert. </li></ul></ul>
    17. 18. Facebook <ul><li>What is it? </li></ul><ul><ul><li>Facebook helps you connect and share with the people in your life. </li></ul></ul><ul><ul><li>Mission is to give people the power to share and make the world more open and connected. </li></ul></ul><ul><ul><li>Users can add friends and send them messages, and update their personal profiles to notify friends about themselves. </li></ul></ul><ul><li>Culture </li></ul><ul><ul><li>C2C, B2C </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Social Capital. Fans. </li></ul></ul><ul><ul><li>Branding. </li></ul></ul><ul><ul><li>Drive web traffic. </li></ul></ul><ul><ul><li>Customer Engagement, Acquisition and Lead Generation. Revenue. </li></ul></ul><ul><li>Example </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    18. 19. Twitter <ul><li>What is it? </li></ul><ul><ul><li>Twitter is a social networking and micro-blogging service. </li></ul></ul><ul><ul><li>Users send and read other users' updates known as tweets. </li></ul></ul><ul><li>Culture </li></ul><ul><ul><li>B2B, B2C </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Branding. </li></ul></ul><ul><ul><li>Research tool. </li></ul></ul><ul><ul><li>Collaboration and networking. </li></ul></ul><ul><ul><li>Build Blog audience or Website traffic. Direct traffic. </li></ul></ul><ul><ul><li>Online water cooler. </li></ul></ul><ul><li>Example </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    19. 20. Final Phases Respond, Persuade, Measure. <ul><li>Respond </li></ul><ul><ul><li>Positive discussions should be used as testimonials and pushed across your network. </li></ul></ul><ul><ul><li>Negative mentions, have a plan on how to address. Take offline. Remember your network will support. </li></ul></ul><ul><li>Persuade </li></ul><ul><ul><li>Building relationships with customers by gaining their insight in product or service development to win over. </li></ul></ul><ul><li>Measure </li></ul><ul><ul><li>Webtrends </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Radian 6 - Advanced Reporting </li></ul></ul><ul><ul><li>Social CRM - Conversion Process </li></ul></ul>
    20. 21. Conclusion <ul><li>Have a Strategy – People, Objective, Strategy, and Technology. </li></ul><ul><li>Phases: Listen , Engage , Respond, Persuade, Measure. </li></ul><ul><li>Do your homework: Start listening, read Groundswell. </li></ul><ul><li>Social Media is fun, So have fun! </li></ul>
    21. 22. Share your Stories <ul><li>Since Social Media is about sharing knowledge and content, why not share your experiences……. </li></ul><ul><li>Step up! </li></ul>
    22. 23. Q & A
    23. 24. <ul><li>Richard Bolton </li></ul><ul><li>905-691-0652 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    24. 25. Thank you!