0
SOCIAL MEDIA For Small Business @rjdavila    LinkedIn.com/in/ralphdavila
<ul><li>WHAT IS SOCIAL MEDIA? </li></ul>
<ul><li>How would you define social media in your own words? </li></ul>
<ul><li>According to Brian Solis, Social Media is: </li></ul><ul><li>“ The  DEMOCRATIZATION OF INFORMATION , transforming ...
<ul><li>In the past, you pushed your message to a specific audience (i.e. – Advertising, Direct Mail) </li></ul>Super Bowl...
<ul><li>Not much room for two-way communication </li></ul><ul><ul><li>Word-of-Mouth was sought out most (Water-cooler talk...
<ul><li>Transparency was tougher to identify </li></ul><ul><ul><li>Example:  Car dealerships always say they’re largest or...
<ul><li>The one-way model has morphed into a  two-way model </li></ul><ul><li>The Company>Customer relationship has become...
Courtesy of Socialnomics
<ul><li>The digitized version of in-person, word-of-mouth communication </li></ul><ul><li>In real-time and immediate  </li...
<ul><li>WHAT ARE THE MAIN SOCIAL MEDIA NETWORKS IN USE? </li></ul>
1 2 3
<ul><li>There are 750 million + “active” users </li></ul><ul><li>Roughly 206.2 million people in the U.S. are on Facebook ...
<ul><li>Business/Organizational Fan pages are perfect for building online communities/engagement/interaction  </li></ul>
<ul><li>The first social network to go public with an Initial Public Offering (IPO)  </li></ul><ul><li>Has more than 100 m...
<ul><li>Group/Business pages allow for sharing of information and help connect professionals </li></ul>
<ul><li>More than 106 million accounts </li></ul><ul><li>Is based on 140 character posts </li></ul><ul><li>There more than...
<ul><li>Great tool for customer service dept., during a crisis and other real-time comm. uses </li></ul>
<ul><li>WHAT IS ITS PURPOSE IN BUSINESS APPLICATIONS? </li></ul>
<ul><li>Facebook </li></ul><ul><ul><li>The 35+ demographic accounts for more than 30% of the FB user-base </li></ul></ul><...
<ul><li>Your audience uses these social networks everyday. So how are you reaching them? </li></ul><ul><li>You’re not… </l...
 
<ul><li>DON’T just create a social presence because everyone else is! </li></ul><ul><li>Just because you have a page doesn...
<ul><li>Keep it simple when developing strategy </li></ul><ul><li>Be  realistic . Start  small . Go after the lowest hangi...
<ul><li>Types of goals and objectives: </li></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Change perceptions...
 
<ul><li>Set your goals and make them your guiding light! </li></ul><ul><li>If not, you’ll end up like this guy! </li></ul>
<ul><li>Social media allows precision audience targeting (demo info, user data, etc.) </li></ul><ul><li>Once you know your...
<ul><li>Friday, August 12, Facebook began allowing businesses to  target  by ZIP Code. </li></ul>
 
Graphic courtesy of Technorati If you’re brave, take a stab at trying them all! By the way, this is only just a few of the...
<ul><li>Begin by researching where your audience resides online </li></ul><ul><li>If you have a direct competitor, review ...
<ul><li>How to begin using these social media sites </li></ul>
<ul><ul><li>Create a social media policy guide, including:  </li></ul></ul><ul><ul><ul><li>How to respond to positive and ...
<ul><li>Create a basic messaging platform </li></ul><ul><li>What is the essence of our business or organization? </li></ul...
<ul><li>Make your entire team part of the messaging discussion </li></ul><ul><ul><li>That brings them in on the ground flo...
<ul><li>Facebook, Twitter and LinkedIn make it extremely easy and intuitive to create accounts. </li></ul>
<ul><li>When setting up pages, use your business identity (name, logo, other key info) </li></ul><ul><ul><li>Don’t use a p...
 
 
<ul><li>Top line information  </li></ul><ul><ul><li>Logo and tagline if you have one </li></ul></ul><ul><ul><li>Business b...
<ul><li>What do I do next after these social networks have been created? </li></ul>
<ul><li>Now that you have a page or pages, you are in charge of the content </li></ul><ul><li>Keep a calendar of when and ...
<ul><li>Just because you created it, doesn’t mean your customers will flock to your page </li></ul><ul><li>It takes a litt...
<ul><li>Send a message to your friends to check out your new business page and “Like” it </li></ul><ul><ul><li>A great way...
 
 
 
<ul><li>So, you’ve found some people, you’re: </li></ul><ul><ul><li>Promoting yourself to local people on Facebook </li></...
<ul><li>Whether you’re using just one or three social networks, you must begin by adding some rich content </li></ul><ul><...
Ask a tough or compelling question Share a link to recent media coverage on your business
<ul><li>Share content between social networks </li></ul><ul><li>Cross-linking creates great search engine optimization – I...
<ul><li>Tom Duke will moderate questions… </li></ul>
<ul><li>Ralph  J. Davila, APR </li></ul>@rjdavila    LinkedIn.com/in/ralphdavila
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SCORE social media_workshop(08202011)v2

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  • About 70% of Web users are using FB in US
  • Conservancy page change and how interaction went up…
  • Post updates on LinkedIn which keeps people following the page… What other info on LinkedIn can you gather??????
  • 1) Many businesses and orgs create a page quickly and make a few posts just to say “Hey, I have a Facebook or Twitter page!” 2) That Doesn’t mean it will work.
  • DOMINO’S EXAMPLE….
  • I look at who they’re following, see that they only follow about 10% of the people who follow them and recognize that the program puts the top people on the front page. So by researching them, I can find people they follow that would fit within my audience best. Plus, these people are respected and listened to by their peers online, so connecting with them can be a catalyst for growth.
  • Transcript of "SCORE social media_workshop(08202011)v2"

    1. 1. SOCIAL MEDIA For Small Business @rjdavila LinkedIn.com/in/ralphdavila
    2. 2. <ul><li>WHAT IS SOCIAL MEDIA? </li></ul>
    3. 3. <ul><li>How would you define social media in your own words? </li></ul>
    4. 4. <ul><li>According to Brian Solis, Social Media is: </li></ul><ul><li>“ The DEMOCRATIZATION OF INFORMATION , transforming people from content readers into PUBLISHERS . It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in CONVERSATIONS between authors, people, and peers&quot; </li></ul>
    5. 5. <ul><li>In the past, you pushed your message to a specific audience (i.e. – Advertising, Direct Mail) </li></ul>Super Bowl Ad Introducing Macintosh - 1984 Super Bowl Ad Featuring E-Trade - 2010 Sources: Mac Ad. Entertainment Weekly. http://www.ew.com/ew/gallery/0,,20254513_20009920,00.html E-Trade Ad. http://www.esquire.com/the-side/feature/new-etrade-commercials-2010
    6. 6. <ul><li>Not much room for two-way communication </li></ul><ul><ul><li>Word-of-Mouth was sought out most (Water-cooler talk after a funny ad last night during Super Bowl) </li></ul></ul><ul><ul><li>Contact through phone (Customer service) or in-person (In line at the store) </li></ul></ul>Brenda, did you see that hilarious ad last night? WOW! I’ve been telling everyone!
    7. 7. <ul><li>Transparency was tougher to identify </li></ul><ul><ul><li>Example: Car dealerships always say they’re largest or have most sales… </li></ul></ul>Source: http://blog.hemmings.com/index.php/2009/12/07/lost-locations-roundup-flying-a-service-station-king-midget-factory-custom-car-dealership/
    8. 8. <ul><li>The one-way model has morphed into a two-way model </li></ul><ul><li>The Company>Customer relationship has become a cyclical, web-like model </li></ul>Source : http://www.vedainformatics.com/blogs/5-things-about-social-media-marketing/ Reaches Customer , trickles down to friends and friends of friends Business Message
    9. 9. Courtesy of Socialnomics
    10. 10. <ul><li>The digitized version of in-person, word-of-mouth communication </li></ul><ul><li>In real-time and immediate </li></ul><ul><li>A digital medium allowing your audience full access to support, critique and bash you to others </li></ul><ul><li>ALL about content! The phrase “Content is King” was never more important </li></ul><ul><li>Most importantly - TRANSPARENT </li></ul>
    11. 11. <ul><li>WHAT ARE THE MAIN SOCIAL MEDIA NETWORKS IN USE? </li></ul>
    12. 12. 1 2 3
    13. 13. <ul><li>There are 750 million + “active” users </li></ul><ul><li>Roughly 206.2 million people in the U.S. are on Facebook </li></ul>Sources: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ SocialTRAK, Value of A Facebook Fan. June 2010. Independent Study.
    14. 14. <ul><li>Business/Organizational Fan pages are perfect for building online communities/engagement/interaction </li></ul>
    15. 15. <ul><li>The first social network to go public with an Initial Public Offering (IPO) </li></ul><ul><li>Has more than 100 million users worldwide </li></ul><ul><li>2 billion + people searches in 2010 </li></ul><ul><li>Executives from every Fortune 500 company could be found in 2010 </li></ul>Source: onlinemba.com infographic.
    16. 16. <ul><li>Group/Business pages allow for sharing of information and help connect professionals </li></ul>
    17. 17. <ul><li>More than 106 million accounts </li></ul><ul><li>Is based on 140 character posts </li></ul><ul><li>There more than 55 million tweets each day </li></ul><ul><li>45% of users are between 18-34 </li></ul>Source: http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html
    18. 18. <ul><li>Great tool for customer service dept., during a crisis and other real-time comm. uses </li></ul>
    19. 19. <ul><li>WHAT IS ITS PURPOSE IN BUSINESS APPLICATIONS? </li></ul>
    20. 20. <ul><li>Facebook </li></ul><ul><ul><li>The 35+ demographic accounts for more than 30% of the FB user-base </li></ul></ul><ul><ul><li>On average, fans spend an additional $71.84 on products compared to non-fans </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>68% of the users are over the age of 35 </li></ul></ul><ul><ul><li>69% of all users make more than $60K/year </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>30% of users have annual household income of $100K + </li></ul></ul>
    21. 21. <ul><li>Your audience uses these social networks everyday. So how are you reaching them? </li></ul><ul><li>You’re not… </li></ul><ul><li>Let me show you what you’re missing </li></ul>
    22. 23. <ul><li>DON’T just create a social presence because everyone else is! </li></ul><ul><li>Just because you have a page doesn’t mean you’ll succeed </li></ul><ul><li>QUESTION: How many of you have stumbled across a Facebook Fan page that hasn’t been updated in more than 6 months? </li></ul><ul><li>Social Media is Strategic… and it shows </li></ul>
    23. 24. <ul><li>Keep it simple when developing strategy </li></ul><ul><li>Be realistic . Start small . Go after the lowest hanging fruit and build from there… </li></ul><ul><li>Three key questions that will drive strategy: </li></ul><ul><ul><li>1) What are you trying to achieve? </li></ul></ul><ul><ul><li>2) Who are you trying to reach? </li></ul></ul><ul><ul><li>3) How will social media tools help facilitate this? </li></ul></ul>
    24. 25. <ul><li>Types of goals and objectives: </li></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Change perceptions </li></ul></ul><ul><ul><li>Reach new audiences, new geographic areas </li></ul></ul><ul><ul><li>Communicate during a crisis </li></ul></ul><ul><ul><li>Gain feedback on a product or service </li></ul></ul><ul><ul><li>Use it to see what your competitors are doing </li></ul></ul><ul><ul><li>And on and on… </li></ul></ul>
    25. 27. <ul><li>Set your goals and make them your guiding light! </li></ul><ul><li>If not, you’ll end up like this guy! </li></ul>
    26. 28. <ul><li>Social media allows precision audience targeting (demo info, user data, etc.) </li></ul><ul><li>Once you know your target audience, social media allows you to build a community </li></ul><ul><ul><li>This community allows the online conversation to become offline (real world) </li></ul></ul><ul><li>Gain some basic insight into your audiences’ habits, likes and dislikes </li></ul><ul><ul><li>Can help target better </li></ul></ul>
    27. 29. <ul><li>Friday, August 12, Facebook began allowing businesses to target by ZIP Code. </li></ul>
    28. 31. Graphic courtesy of Technorati If you’re brave, take a stab at trying them all! By the way, this is only just a few of the thousands out there!
    29. 32. <ul><li>Begin by researching where your audience resides online </li></ul><ul><li>If you have a direct competitor, review their social networks and take notes </li></ul><ul><li>You don’t have to use every available social media network! </li></ul><ul><li>Start slow… if your customers use Twitter the most, start with Twitter </li></ul>
    30. 33. <ul><li>How to begin using these social media sites </li></ul>
    31. 34. <ul><ul><li>Create a social media policy guide, including: </li></ul></ul><ul><ul><ul><li>How to respond to positive and negative posts or comments </li></ul></ul></ul><ul><ul><ul><li>Who should be responsible for posting and responding </li></ul></ul></ul><ul><ul><ul><li>Rules for use for employees with their own personal accounts </li></ul></ul></ul>
    32. 35. <ul><li>Create a basic messaging platform </li></ul><ul><li>What is the essence of our business or organization? </li></ul><ul><li>Capture that essence with key words and phrases </li></ul><ul><li>Develop a tone, a context to your posts and responses… what’s your business’s PERSONALITY ? </li></ul><ul><li>DO NOT post sales pitches. Create a conversation that engages them to talk about your business. </li></ul>
    33. 36. <ul><li>Make your entire team part of the messaging discussion </li></ul><ul><ul><li>That brings them in on the ground floor </li></ul></ul><ul><li>Give them ownership, claim to this “voice” you’re creating for your business </li></ul><ul><li>Ensure the person/s who are the “content creators” keep continuity in that voice </li></ul><ul><li>Give access to your SM accounts sparingly, to those you trust most – they will be the digital voice of your business! </li></ul>
    34. 37. <ul><li>Facebook, Twitter and LinkedIn make it extremely easy and intuitive to create accounts. </li></ul>
    35. 38. <ul><li>When setting up pages, use your business identity (name, logo, other key info) </li></ul><ul><ul><li>Don’t use a person or mascot for your page </li></ul></ul><ul><ul><li>It creates confusion unless you are a prominent brand that rests its brand ID on this person/mascot </li></ul></ul>
    36. 41. <ul><li>Top line information </li></ul><ul><ul><li>Logo and tagline if you have one </li></ul></ul><ul><ul><li>Business background (Facts and stats) </li></ul></ul><ul><ul><li>Location and hours of operation </li></ul></ul><ul><ul><li>Contact information (Website, email, phone, etc.) </li></ul></ul>
    37. 42. <ul><li>What do I do next after these social networks have been created? </li></ul>
    38. 43. <ul><li>Now that you have a page or pages, you are in charge of the content </li></ul><ul><li>Keep a calendar of when and what to post </li></ul><ul><li>Your personal account is now connected to the fan page as an administrator </li></ul><ul><ul><li>DON’T accidentally post something thinking your fan page was your personal page </li></ul></ul>
    39. 44. <ul><li>Just because you created it, doesn’t mean your customers will flock to your page </li></ul><ul><li>It takes a little leg work… some manual labor </li></ul><ul><li>Do research. Find where your audience hangs out. What they like. </li></ul><ul><ul><li>Again, look at your competitors pages, or similarly aligned fan pages </li></ul></ul>
    40. 45. <ul><li>Send a message to your friends to check out your new business page and “Like” it </li></ul><ul><ul><li>A great way to get a small base of fans </li></ul></ul><ul><ul><li>Friends are more prone to share with their friends </li></ul></ul><ul><li>Targeted advertising with small budget </li></ul><ul><ul><li>Can target by geography, zip code, etc. </li></ul></ul><ul><ul><li>Create an incentive when advertising (Coupons) </li></ul></ul><ul><li>Run a contest or giveaway to compel people to “Like” page </li></ul>
    41. 49. <ul><li>So, you’ve found some people, you’re: </li></ul><ul><ul><li>Promoting yourself to local people on Facebook </li></ul></ul><ul><ul><li>Requesting folks on LinkedIn for your business page </li></ul></ul><ul><ul><li>Following influencers and their friends on Twitter </li></ul></ul><ul><li>What do I do next? </li></ul>
    42. 50. <ul><li>Whether you’re using just one or three social networks, you must begin by adding some rich content </li></ul><ul><li>Begin by posting messages that introduce your business to the world and welcome everyone to join in on the conversation </li></ul><ul><li>Add a few more… ensure there’s substance! </li></ul><ul><li>Keep the message consistent across networks </li></ul>
    43. 51. Ask a tough or compelling question Share a link to recent media coverage on your business
    44. 52. <ul><li>Share content between social networks </li></ul><ul><li>Cross-linking creates great search engine optimization – It makes your business get found easier! </li></ul><ul><li>Always try and tie your links back to your website for best increase in search results </li></ul>
    45. 53. <ul><li>Tom Duke will moderate questions… </li></ul>
    46. 54. <ul><li>Ralph J. Davila, APR </li></ul>@rjdavila LinkedIn.com/in/ralphdavila
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