Social Media for Small Business TrainingPresentation Transcript
Robin Frank [email_address] @greenrobeen Social Media: Integrated Engagement Blue Sky Skincare 2/14/2011
The Reason We’re Here Today
Social Media Overview
Linkedin - maybe
Streamlining your presence
Great Social Media: Examples
Every Word Online is an Opportunity for Branding and Promotion
Twitter/Facebook - the cocktail conversation/dinner party
Facebook : maintaining relationships with friends and family
Twitter: creating new relationships - then move to LI/ FB
Intersection between social and professional lives
Valuable business tools AND stay in touch
Keep it professional but a bit more playful
Linkedin - the business meeting
Interactive resume and rolodex
Keep it professional
5,000,000,000 The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook
50,000,000 The number of Tweets per day on Twitter.com
Social Media Influences People
91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
Who is talking about your company?
your competition ....
anyone who has internet access and an opinion .
Small Markets are the New Mass Market
“ It is about putting the ‘ public ’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”
Brian Solis, The Social Media Manifesto
Step 1: Listen
Find where your audience is participating and indentify the influencers
Read industry blogs (including comments)
Google your company name & your competition
Find tools that can help you listen
Step 1: Listen
Step 2: Learn What do your customers need?
What customer types exist?
What are they looking for?
Where do they go?
How do they like to interact?
How much time do they have?
How willing are they to share openly?
Do they want exposure?
Do they want to shape the industry or influence the next generation?
Step 3: Create Your Social Media Launch Plan
Boil it down to one sentence that gets to the core
Increase Brand Awareness , Personalize Your Brand
Collaborate with Customers , Gain Insight , Co-create Products
Decrease Cost of Customer Service
Optimize Site, Better Search Results, More Traffic
Establish Yourself as a Thought Leader, Educate Customers
What will you publish?
Where will you publish?
How often will you publish?
Balance (content, events, 1:1, outreach)
Integrate with traditional channels
Share your content
Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
Make your content easy to share
Incorporate tools that promote sharing:
Share This, RSS feeds, Email a friend
Contribute in a meaningful way
Think like a contributor , not a marketer
Consider what is relevant to the community before contributing
Don’t promote your product on every post
Win friends by promoting other people’s content if it interests you
Be personal and act like a person
Don't shout . Don't broadcast . Don’t brag .
Speak like yourself – not a corporate marketing shill or press secretary
Personify your brand – give people something they can relate to.
Don’t be a social media schizo – have a consistent presence online
Measure Your Success
# fans, # followers, # friends
# of comments
# of retweets
# links clicked
Traffic increase to site
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
Leveraging Social Media
Learn what people are saying about you
Create buzz for events & campaigns
Increase brand exposure
Identify and recruit influencers to spread your message
Find new opportunities and customers
Support your products and services
Improve your search engine visibility
Gain competitive intelligence
Get your message out fast
Retain clients by establishing a personal relationship
Be an industry leader – not a follower
Get to know me…
Facebook Now Commands 41% of Social Media Traffic Source: comScore
Fastest growing social network in the world (400 million active members)
56% of site in US is women!
Powerful tools to engage and understand your audience:
Why Create a Facebook Page
People spend a lot of time on FB daily
They are in a relaxed frame of mind when they are there
The average time users spend in FB monthly is almost 3x higher than the runner up
FB is an amazing tool for sharing stories, videos, and pictures.
FB updates show up conveniently in their stream (they don't have to go to other sites to find them)
Gets around the challenge of getting them to your website/blog
Items can be shared very quickly with others.
FB has become one of the most popular ways, if not the most popular, to invite people to events.
Easy to remind people of events, share events with friends, synch with calendar
Some Compelling FB Data
People spend over 700 billion minutes per month on Facebook
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
Average user is connected to 80 community pages, groups and events
There are more than 150 million active users currently accessing Facebook through their mobile devices
People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users.
Trendsetters: The average “liker” has 2.4x the amount of friends than that of a typical Facebook user
Active Explorers: Facebookers click 5.3x more links to external sites
Your brand’s homepage on Facebook.
Allow you to post photos, videos, events and other messages.
Users interact with you by
Commenting on your posts
Participating in discussions
Post photos to your page
Fans see your page updates in their newsfeed
Some Thoughts on Facebook Strategy
Set a clear objective – know why you’re on FB
Create new awareness
Who is your audience?
Several of them?
What do we want them to do?
Know, share, attend, visit blog, buy
Decide on a scoreboard
How will we know/measure it is working?
Creating a Facebook Fan Base
Offer your customers consistent value that they are not already getting through other means.
Promotional offers can be a good source of material once you have an established fan page, posting only true content for the first 30 days.
Get People Talking/Liking
Encourage comments by asking yes/no questions
Require very little effort to answer
Comment and “like” your own posts
Leverage the promotional power of your own network (as an administrator) to help get the ball rolling. Thus, having multiple administrators and moderators can be to your page’s benefit
Ask fans to “like” your update
Make Posts Shareable/Add Value
Keep your updates short and to the point
Focus on creating headlines that grab attention
Ask fans to post their favorite link, tip, etc.
Expert Friday or Happy Hour Tips?
Ask your audience questions, start conversations and reach out directly to them. This is about building a social community, not a marketing channel.
Post third-party articles
Share relevant content without simply promoting your own material.
Ask for feedback and comments
Keep the content fresh
Offer different kinds of content — using different sources and alternating administrator voices and multimedia features.
Make it ready to cut and paste!
Copywrite your FB updates as Headlines
FB Strategy Logistics
Create a team who will post content
Decide when and how often
Use a scheduling tool - Hootsuite
Create a few admins to respond to questions and comments
Distribute tasks – divide and conquer
Write easy to follow guidelines
Adapt to your audience
Adapt as FB and Social Media evolve
Success Metrics: Suggestions
Increased attendance at events
Increased visits to website
Increased sharing of events/updates
Monthly/Daily Active Users
Daily Page activity
Daily blog post feedback
Use FB data to improve your content – get blog post recommendations, process recommendations, etc.
Plan for Negative Feedback
Always support feedback
Always address negative comments
Take them offline if necessary
Provide a discussion outlet
If you delete say so, and explain why
Set hours of operation – where you will respond
If you post videos, use the FB video uploader – you get a like button inside the video
Send different messages to different segments of your audience
IKEA: photo tagging genius
Sacrifice a Friend
Adobe: Real or Fake?
Guess whether an image was real or manipulated in Photoshop.
10% of page visitors played the game
Of those who played, 6% clicked the “Share” button
Facebook Updates Comment Plugin with Votes and More
The voting system gives users the ability to rate a comment positively or negatively, similar to Digg’s voting system.
This feature will transform Facebook’s commenting platform for third-party websites into something far more advanced.
FB Instant Search App – Great Tool
Create instant private or public spaces for your friends, co-workers, fellow hobbyists, you name it
Designating smaller circles of friends within your overall list of Facebook friends makes sharing easier
Some things to think about
All messages sent to a group are e-mailed to the address stored in your Facebook account. You can disable these in Account Settings
Group memberships can spiral out of control. Any of your friends can add you to any group, without your permission. Facebook won’t prompt you for your permission. If you’re not interested, you have to leave.
Groups can grow unwieldy as friends you added to a group you create start adding friends of theirs who aren’t friends of yours.
Admins can edit the group’s membership to remove people they don’t want which can be awkward
Proven Tips for Loyalty & Engagement
Activate fans, don’t collect them
Create more content, more often
Allocate resources you have, decide on a schedule
Know when you want to post
ie, evenings, weekends for example are popular times
Schedule in advance (Hootsuite)
Make it worth your fan’s while to look out for your updates! Here some ideas to brainstorm how they could apply to CB
Razorfish published a study that asked consumers why they fan and follow brands. The greatest percentage of people, by far, responded ‘for the exclusive deals & offers’
If you want fans to watch out for and look forward to your updates, reward them from time to time with special offers
For many businesses, this can be coupons, giveaways, contests and even special info and access.
Regular deals (e.g. Friday specials or Tuesday giveaways) have also been shown to build highly engaged fan bases
You think social media will solve all your problems
You don’t have a clear/focused strategy
You lack storytelling
You don’t listen first
You start then stop
#smfail: Facebook News Feed 2006
The History: Facebook launched one of the most revolutionary features in social media during September 2006: the Facebook News Feed.
Within a week, 750,000 users were protesting the feature. After several days, Facebook added privacy controls and created a Facebook group to discuss privacy and news feed issues.
The Lesson: Prepare users for major changes and be proactive in responding to criticism. Now Facebook rolls out new features gradually.
#smfail: Motrin Moms
The celebration of International Baby Wearing Week also serves as a platform for the Motrin brand’s launch of their new ads touting the tagline “we feel your pain”
Moms were not pleased with babies being made into fashion statements
The Lesson: Understand your audience before engaging with it. People don’t mess around when you talk about their kids.
#smfail: Pepsi AMP UP
Pepsi apologizes for iPhone app to promote their AMP energy drink that helps guys score with pickup lines for 24 types of women – to help guys “get the job done”
Following the outpouring of criticism, Pepsi and AMP offered an apology over Twitter to irate consumers
#smfail: Gap Logo Redesign
Gap puts forth a logo redesign - met with severe backlash from passionate fans, critics, and media.
Thousands of comments, logo redesign websites, Twitter spoof accounts and even Facebook accounts setup to lead this branding revolt.
Clearly consumers take just as much ownership in the logo as the brand.
Social Media ROI Rule #1
Define a clear Social Media Strategy and customize your analytics to measure your success
Include hard numbers
Include softer numbers
Tie your activity to something and measure that:
registrations, referrals, links, votes, reduced customer service issues, reduced costs and processes, lead generation, conversion, reduced sales cycles, inbound activity, customer insight, etc.
Social Media ROI
Return on engagement – the duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement.
Return on participation – measuring and valuing the time spent participating in social media through conversations or the creation of, social objects.
Return on involvement – touchpoints for documenting states of interaction and tying metrics and potential return of each.
Return on attention - assess the means to seize attention, hold it and as such measure the responses activities that we engender.
Return on trust – A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business..
Facebook ads give you the ability to advertise directly to specific demographic groups
This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
Consensus says that clickthrough rates for Facebook ads remain at 0.1% compared to search (which hovers around 12%)
Facebook will argue that these are good rates for undirected search
Facebook Advertising - Targeting
Keywords (appear in your users profile)
Friends of friends
Facebook Advertising - Placement
Facebook Advertising – Design
What you need:
Ad message (title and body)
Image (make it compelling)
Destination URL (where you want the ad to take people – keep it within Facebook!)
Social actions (optional)
Facebook Advertising – Social Actions
Social actions show related stories about a user’s friends alongside your ad.
People can vote whether they like or dislike your ad.
Facebook Advertising – Pricing
Very affordable and easy to control your budget
You can specify a daily budget
Schedule specific dates for your ad to run
Pay for clicks (CPC) or impressions (CPM)
Facebook Advertising – Analytics
Facebook Insights :
Track ad performance with real-time reporting
Gain demographic and psychographic insights about people that view or take action on your ad
Use this information to identify how you can improve your campaign to maximize your results
Facebook Ads – What to Expect
Consensus says that clickthrough rates for Facebook ads remain at 0.1% compared to search (which hovers around 12%)
Facebook will argue that these are good rates for undirected search
Facebook Advertising – Recommendations
Identify clear goals for your ad
Know who you’re trying to reach
Ensure ad headline, copy and image is relevant
Experiment to get it right
Monitor your campaign and adjust
Know when to quit
Applications are entertainment and productivity tools that run within Facebook
Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page
When fans use your applications social stories are created that appear in their friends news feed and link back to your page
Add social capabilities to your website by integrating with Facebook:
Users log in to your website with their Facebook identity
You can access their profile information to learn more about them and deliver targeted content
Publish information back to their friends’ streams on Facebook to bring their friend to your website
LinkedIn – Professional Social Network
Contains profiles of Fortune 500 executives and leading entrepreneurs
average individual salary on LinkedIn is $109,000
60 million users in 200 countries
On LinkedIn your can:
Post a profile and resume
Connect with colleagues
Share professional recommendations
Forums to demonstrate expertise and find answers
Similar to Facebook pages
Search for relevant groups based on keywords
professional interest, alumni, professional, etc.
Invitation and approval: can pre-approve
Admins can email the entire group
Reach members even if they don’t login to Linkedin
Learn, contribute, build relationships and credibility
Answer questions that relate to your expertise
Ask questions and start discussions to find out what prospects care about and to become more visible
Link blog posts to your group on LI
Import RSS to news area, can do multiple feeds
Buff up your account
Upgrade your account - send inmails
Post to discussions - get yourself known
Links to blogs, websites, articles, books, etc
Update your status - engage your network - goes to email
Connect - paid, intro, or outside Linkedin
Job posting and job search
Send out a monthly “tip sheet” in your area just for your contacts.
Figure out which social media platforms give you the most value
Let go of the need to read everything. Learn to scan
Form close relationships with people who give you the most value, not everyone
Defeating Social Clutter reaching the limit of the attention span
More than 80% of US online users are on social media
Just a tiny handful of Mass Connectors will create 256 billion influence impressions in the US this year.
The majority of your messages won’t get through!
Here’s what to do:
Go through the clutter – a trusted source (hint: this may not be you)
Peer influence will grow as social networking does
Give them something interesting to talk about
Look hard for new experiences and new content to offer
Look for open spaces – audiences where clutter isn’t a problem yet
Find secondary audiences for your brand
Disaspora has the most buzz by a country mile. it’s an open-source social network that allows users total control over their information. Diaspora is set to officially launch on Sept. 15 . Privacy is obviously the big hook here, but it will be interesting to see if the site’s feature set is robust enough to provide a compelling Facebook alternative.
I confess, I do not love the name, but I love the idea — a social network that makes it easy to partition your personal and professional lives. A lot of people (myself included) neglect either Facebook or LinkedIn because we just don’t have the bandwidth to fit in another network. The ability to separate my professional life (journalism, content aggregation, e-mail newsletters) from my after-hours pursuits (running, video games, homemade pickles) without a lot of fuss makes a lot of sense to me. Sadly, it’s still in closed beta.
Whenever I hear someone object to location-aware social networks, the word “creepy” invariably comes up. And lets face it, there are certain risks that come with choosing to broadcast your location. But I like the possibility of serendipity that comes with location-based networks. Everyone likes to unexpectedly bump into a friend — at a party, in an airport, on the street — and Face2Face makes that more likely by telling you when someone you know is nearby, without actually telling you exactly where they are. That way, if you’d like to make plans to meet, you’ve got avenue for doing so — and if not, you can always pretend you didn’t get the message in time.
Like Diaspora, part of Pip.io’s pitch is that it’s easy to control your privacy settings. But what I like about the network is the way it focuses content around actual conversations
I totally understand why Ning got rid of its free option — it was the right move for that company. But not all Ning users could afford to keep their own specialized social networks going under the new pay system. For those people, there is Grouply. I’m not sure Grouply competes with Ning’s feature set, but the price is definitely right.
Remember when Facebook was “thefacebook” and you had be in college to joinWell a new generation of studious youngsters is set to get their exclusive network, in the form of Scoop. What sets Scoop apart from old-school Facebook is the new network’s mobile angle. With investment dollars coming from Google CEO Eric Schmidt’s TomorrowVentures, Scoop is showing a lot of promise, though, it’s still not open to the public.
Delicious - Bookmarking
A Few Thoughts
Social Media is a Toolset not a Checklist
As they say..
It’s not what you know, it’s who you know
Automate as much as possible
Increase exposure not workload
You don’t need to respond to everything
Blog, tweet, wall post, etc.
Make people feel loved and listened to in a larger way without it being a direct one-to-one dialogue
Inspiration and Credits
Social media Is.... slideshare.net/leewhite/social-media-is
What the F**K is social media slideshare.net/mzkagan/what-the-fk-social-media
The Social Media Manifesto briansolis.com/2007/06/future-of-communications-manifesto-for.html
Groundswell Blog blogs.forrester.com/groundswell/2007/12/the-post-method.html
Tactica Interactive Communications tactica.ca
SmartBrief on Social Media smartbrief.com/socialmedia/
Inside Facebook insidefacebook.com
Great Social Media
Blendtec – Will it Blend?
Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
Launched the website WillitBlend.com and a YouTube channel
Blendtec – ROI
Videos went viral generating “ millions of dollars in brand recognition ”
Channel Views: 3,469,098
Online Blendtec blender sales increased 500%
The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
Charity: Water – From Twitter to Africa
September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia.
Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well
The " social media birthday " was born; asking for donations from online friends to celebrate your birthday
Charity: Water - $250,000 raised
January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
202 real-life meetups across the globe, hosted by volunteers
$250,000 USD raised at these events
55 wells are planned across Africa & India
Charity: Water – Breakthrough Exposure
April 09: The first "well that Twitter built" is dug
April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
Charity: Water – Phase 2
Social media campaign expands:
Staff post Twitter updates delivering the results of donations
Website hosts videos of drilling progress made in Africa
A driller tweets live from Central African Republic
Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
Facebook Causes page with over $61,000 donated
IKEA: photo tagging genius
Engaging with People: Starbucks asks for ideas My Starbucks Idea
The best ideas are implemented
The T-Mobile Dance T-Mobile: An emotional connection
18.5M views to date
Instead of a 2010 Super Bowl ad… Pepsi decided to give money away Doing good: Pepsi Refresh Project
$1.3M every month Pepsi Refresh Project
Based on community voting
GAP: Extending the brand Interactive Facebook page GAP Facebook Page
Facebook refers more traffic to calacademy.org than any site but search engines. ~6000 visits monthly. Building the web audience: California Academy of Sciences
NightLife at the California Academy of Sciences
1300onFillmore Local businesses: Getting people in the door
Budweiser asks consumers to help select which commercial to show during the big game
What is Twitter
Twitter is like public instant messaging with a timeline.
Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.
Tweets can be sent from the Twitter website, other platforms, and your mobile phone.
By “following” another Twitter user, their messages appear in your Twitter view so you can see the conversations that are taking place in real time.
Twitter Feed Links to websites, photos, videos, etc. People I am following, and what they are saying Search box My messages Me ! Trending topics
Twitter Profile Me ! My stats My lists People I follow Links to websites, photos, videos, etc.
Twitter is now mainstream
Ranked 15 th most popular website in the world.
So far in 2010, Twitter’s usage has continued to show significant growth. Currently: 70 million users.
The number of tweets per day has soared 30% in the past four months to about 53 million in late-March, compared with 40 million in early-December 2009.
Free to set up and get started.
Can be linked to your Facebook account.
How Do I Get Started?
Create a user-friendly Twitter ID
Search for people to follow
Learn the lingo
Know who @ replies to you
Read the bio of those who follow you
Reach out and say something
Promote others and share your best information
Learn the etiquette
Add your Twitter ID to all of your signatures
Direct Message (DM) private conversations
#hashtags: great ways to tag your Twitter update on a specific subject. This way, followers and non-followers can find your update using the Twitter search box on the Twitter homepage, or using one of the Trending Topics.
#followfriday: Probably one of the most popular #hashtags is #followfriday. Follow Friday is the day when you recommend users to all of your followers, and anyone watching the #followfriday trend , by including @username and #followfriday in the same tweet.
URL shorteners: tinyurl.com/ , bit.ly/ ow.ly – these will show a history of your recent shortened URL’s, as well as the number of clicks this shortened URL has received, and also additional Bit.ly links that have been created for the article.
REI - Updates and Promos
Sephora - Brand Per sonality
Gather Customer Feedback
ZAPPOS: Extending the brand
Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”
Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)
Use Twitter to promote their brand
Website displays any public tweets mentioning of their brand
CEO has over 400,000 followers
430 employees on Twitter
$1billion in sales last year and their expanding into new product categories
Emergency: CDC Issues Swine Flu Alerts
Not all Followers are Equal
Are your followers active? Active users share your links, they give you feedback, they talk to you.
Do the people who follow you have influence? Would you rather get 50 retweets from users with 10 to 100 random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers?
Twitter for (Local) Businesses
Track your sales, promotions, coupons
Twitter is not Facebook
Real-time communication (if they don’t check for an hour might miss your deal)
Create a conversation
Don’t blast promotions non-stop, intersperse them with news, stories, industry, fun
Sell last-minute inventory
Pump up business during lulls, discount last-minute unsold goods
Twitter search, Tweepsearch
Photo sharing sites give you a place to upload and organize your photos
You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos.
detail the launch of a new product , from initial sketches to the launch party
promote special events , charitable campaigns , and awards ceremonies
provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative
tag your photos with relevant keywords
use your web site address or brand name as your Flickr screen name
upload quality photos of your products/services , and things related to your business
link prominently from your web site to your Flickr photostream
stuff linked keywords into your photo descriptions or comments
plaster your URL all over the photos you upload
discourage people from using your photos (as long as they provide attribution such as a link back to your website)
helps you gain exposure and direct traffic back to your website
sparks interest without a hard-sell
videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
videos can be a place to showcase your leadership in a field, and spread customer testimonials
be informative , useful , or entertaining
create a summary and detailed description
post video replies to others
allow commenting and participate in the conversation
save bandwidth costs on your website by hosting videos on YouTube
just upload infomercials
be afraid to experiment until you find a formula that works.
pull down other people’s videos showcasing your product for copyright infringement
make your video longer than it needs to be – keep it concise and entertaining