The "Social" in Social Media: A Primer for Small Businesses


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Class given at Winchester Recreation and Adult Education, 10/28/10

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The "Social" in Social Media: A Primer for Small Businesses

  1. 1. HOW TO BE “SOCIAL” IN SOCIAL MEDIA A PRIMER FOR SMALL BUSINESSES Lisa Kalner Williams / Sierra Tierra Marketing
  2. 2. Outline of Class <ul><li>Class introduction </li></ul><ul><li>What is social? What is anti-social? </li></ul><ul><li>How does being social apply to traditional and new media marketing tools? </li></ul><ul><li>Small business case studies </li></ul><ul><li>Q&A </li></ul><ul><li>Connecting after class </li></ul>
  3. 3. Class Introduction <ul><li>Your name </li></ul><ul><li>Business: name, description, location </li></ul><ul><li>What have you done (if anything) with social media marketing? </li></ul><ul><li>What (or who) motivated you to take this class? </li></ul>
  4. 4. The Word “Social” <ul><li>What does it mean to you? </li></ul>
  5. 5. Anti-Social (or “not so social”) <ul><li>What comes to mind when you think of </li></ul><ul><li>anti-social people or actions? </li></ul>
  6. 6. Traditional Media Marketing <ul><li>Is traditional media marketing social? </li></ul><ul><li>Why or why not? </li></ul>
  7. 7. Folks are social here. Are you?
  8. 8. How are people social here? <ul><li>By and large, they follow traditional social graces. </li></ul><ul><li>They use good social etiquette with their fans and followers. </li></ul><ul><li>Fans and followers are treated like friends and family. </li></ul>
  9. 9. Social Etiquette in Social Media <ul><li>Listen to your fans </li></ul><ul><li>Ask your fans for their opinions </li></ul><ul><li>Promptly answer your fans’ concerns/questions </li></ul><ul><li>Let fans into your day-to-day world </li></ul><ul><li>Give thanks </li></ul><ul><li>Give praise </li></ul><ul><li>Share ideas </li></ul>
  10. 10. Being nice is fine, but… <ul><li>Do I have to be social *all* the time? </li></ul><ul><li>How long do I have to be social before I see some gains? </li></ul>
  11. 11. Three Case Studies <ul><li>Small, New England B2C businesses </li></ul><ul><li>Focus on Facebook & Twitter </li></ul>
  12. 12. Example: Caron Electric <ul><li>Electrical contractor in Burlington, MA </li></ul><ul><li> </li></ul><ul><li>caronelectric </li></ul>
  13. 13. Caron Electric: Being Social
  14. 14. Caron Electric: Being Social
  15. 15. <ul><li>Is being social </li></ul><ul><li>worth it </li></ul><ul><li>for Caron Electric? </li></ul>
  16. 16. Example: Beachmere Inn <ul><li>Inn in Ogunquit, ME </li></ul><ul><li> </li></ul><ul><li>beachmereinn </li></ul>
  17. 17. Beachmere Inn: Being Social
  18. 18. Beachmere Inn: Being Social
  19. 19. Beachmere Inn: Being Social
  20. 20. <ul><li>Is being social </li></ul><ul><li>worth it </li></ul><ul><li>for Beachmere Inn? </li></ul>
  21. 21. Example: The Barefoot Dragonfly <ul><li>Reflexology wellness center in Stoneham, MA </li></ul><ul><li> </li></ul><ul><li>reflexologyma </li></ul>
  22. 22. The Barefoot Dragonfly: Being Social
  23. 23. The Barefoot Dragonfly: Being Social
  24. 24. <ul><li>Is being social </li></ul><ul><li>worth it for </li></ul><ul><li>The Barefoot Dragonfly? </li></ul>
  25. 25. Another Reason To Stay Social <ul><li>Facebook’s News Feed Algorithm </li></ul>
  26. 26. Sample of a Facebook News Feed
  27. 27. The Algorithm behind the News Feed
  28. 28. NFO in Simpler Terms <ul><li>High news feed visibility </li></ul><ul><li>Engaged fans </li></ul><ul><li>Social content </li></ul>
  29. 29. <ul><li>Let’s review… </li></ul>
  30. 30. Why is being social important? <ul><li>Customer engagement </li></ul><ul><li>Customers feel vested </li></ul><ul><li>Customers keep you in mind </li></ul><ul><li>Encourages word of mouth (ie. free advertising) </li></ul><ul><li>Drives traffic </li></ul><ul><li>Builds relationships for future opportunities or upsells </li></ul><ul><li>Optimized place in Facebook newsfeed </li></ul>
  31. 31. Q&A <ul><li>Don’t be shy … be social! </li></ul>
  32. 32. Staying Social after Class Platform Contact [email_address] sierratierra