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.

SCORE social media_workshop(08202011)v2 SCORE social media_workshop(08202011)v2 Presentation Transcript

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