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Engage Your Audience with Social Media Engage Your Audience with Social Media Presentation Transcript

  • Social Media
    #mhscnsm
    10/11/2011
    1
    rvtechsolutions.com/social-media
  • Social Media Webinar#mhscnsm
    Sarah Kuglin
    Redwood Valley Technical Solutions
    Web Design and Social Media
    www.rvtechsolutions.com
    Facebook.com/rvtechsolutions
    Twitter.com/sarahkuglin
    LinkedIn.com/in/sarahkuglin
    Gplus.to/sarahkuglin
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    2
  • What do you think of when you hear…
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    Social Media
    View slide
  • Social Media is a conversation…
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    supported by online tools.
    View slide
  • What is Social Media?
    Wikipedia: “Social media is an umbrella term that defines
    the various activities that integrate technology, social interaction, and the construction of words and pictures.”
    “It’s media (content that is published) with a social (anyone can add to it) component.”
    - Mike Volpe
    It’s all about building community and relationships with people who want to interact with you using online tools.
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    9 out of 10 Internet Users visited a social networking site each month in 2010.
    SOURCE: COMSCORE, FEBRUARY 2011
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    US Internet users spend 3x more minutes on blogs & social networks than on email
    SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
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    Inbound marketing costs 62% less per lead than traditional, outbound marketing.
    SOURCE: HUBSPOT, 2011
  • Social Media & Business
    Make a plan, carry out your strategy
    Tools to use
    Social Media Marketing
    Engage & Share
    Measuring your efforts
    Monitoring and tracking
    Expect Change
    Main Benefits for business
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  • Social Media & Business
    Every Business or Organization Uses Social Media Differently Before you begin, make a plan.
    What are your goals for social media and how will you use the tools to meet those goals?
    Are you looking to generate sales leads, create awareness, loyalty, build a community?
    Offer your customers a place to interact with you?
    What kind of relationship do you want to have with your customers?
    Are you ready to answer your customers in public?
    Are you ready to take negative feedback?
    Social Media Website/Tools are Free – the cost is your time and effort put into building your community.
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  • Make a Plan
    Not every Social Media Tool is right for your business!
    Think about your ideal customer, what social media platforms are they using?
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    Use tools like Facebook, Twitter and LinkedIn and YouTube to:
    • Building Brand Awareness
    • Increase Traffic To Your Website
    • Improve Search Results
    • Generate Leads
    • Engage With Customers
    • Educate Your Customers
    • Share Ideas and Knowledge
    • Listen to your Followers
    • Providing Customer Service
    • Testimonials and Feedback
  • Your Strategy
    Know what your customers wants to hear from you, then engage.
    Know where your audience is – what sites they frequent online.
    Measure the results of your strategy and determine what works best for your company.
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  • Your Strategy
    Your strategy should achieve the goals of the organization as a whole, and require participation by all areas of the business.
    Designate your team of administrators, content providers and resources. It needs to be done professionally and consistently.
    Use a Social Media Policy in-house if necessary. Everyone one should be on the same page!
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  • Your Strategy
    Will you use a personal approach while maintaining the voice of the company?
    Don’t always market or sell - engage and have a conversation too.
    “Forget B2B. Think B2H(uman).” -Dharmesh Shah
    Think of ways to be creative and enticing.
    How can you share ways to use your brand - Add Value!
    Take a look at your competitors, how are they using social media?
    Make an calendar for your content. Content is Key!!
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  • Your Strategy
    While making your plan, think of the different scenarios that may occur and develop a plan for each scenario.
    Define the plan in advance to avoid confusion or slow response time.
    Engaging and responding to comments creates a relationship. Who will reply?
    Who will reply when a response is needed outside of business hours?
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  • Your Strategy
    How will you handle negative feedback?
    Treat negative feedback like any other customer service issue.
    Do your best to move a negative conversation off-line. Suggest a resolve and a way to contact you offline.
    Social Media gives you a way to respond and resolve negative experiences.
    Respond immediately! Others will see your promptness to resolve.
    Don’t remove negative posts (with exceptions).
    Defining all of this will help you create a sharing strategy!
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  • Which Tools are for You?
    There are thousands of tools, find a few of the right tools for you.
    Where are your clients and potential customers at?
    Identify the goals of the business, project or brand.
    Research your competitors and your customers, where are they at?
    Explore options like LinkedIn for Business Recruitment, Twitter for sharing and conversations, YouTube for videos on how to use your products, Facebook for interactions like photos, videos and questions.
    Research Social Media Demographics
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  • Which Tools are for You?
    Source: Flowtown
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  • Just a Few of the Tools
    Blogging
    Facebook
    Twitter
    YouTube
    LinkedIn
    Google +
    FourSquare
    Flickr
    RSS Feeds
    MySpace
    And Many More…
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  • Video
    Create videos on how to use your products, about yourself or anything you want to share.
    Sites available to host videos for low or no cost like YouTube, Vimeo and many more.
    Share and embed your videos on your website, Blog, Facebook and other Social Media Tools.
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    • Set up your own YouTube Channel
    • Others share and use your videos.
    www.youtube.com
  • What is Blogging?
    Blogs offer a Social Media add on to an existing web presence
    A micro publishing platform. Anyone can publish content on the web!
    Software that is used like a Content Management System.
    Hosted and Self Hosted Options (use your own domain name and web host).
    Can be a business, information or personal blog.
    Allows your visitors to interact with questions or comments.
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  • Examples
    Start by writing a blog article on your site.
    Include knowledgeable and relevant information, photos and videos.
    Share that blog post with a link via other marketing tools:
    Email Marketing
    Facebook
    Twitter
    LinkedIn
    An easy way to direct traffic back to your website, you show your knowledge and expertise, and in turn gains trust and builds a relationship with visitors.
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  • LinkedIn
    Contact people based on their experience and field of work.
    Create your profile on LinkedIn and:
    find your friends and acquaintances
    professional network
    join interest groups
    participate in discussions
    find employees and employers
    Post Questions and Participate in Discussions
    Join Groups – Get Emails on Updates.
    Create and Browse company profiles
    You can pay a monthly fee for a more advanced account with access to more information.
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  • Join the Group
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  • www.twitter.com Twitter
    Use 140 Characters to share your message - Tweet.
    Retweet messages by others to share news and information.
    @ symbol refers to accounts on twitter. You can refer to others by using their name with the @ symbol. - @sarahkuglin is my profile name.
    Send and receive message that are not public.
    Use Hash Tags to search or create topics related to the interests, discussions, events, etc. Our event hash tag is #mhscnsm.
    Add photos to your updates too!
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    Twitter’s active user base generates 90 Million tweets per day
    79% of Twitter followers are more likely to recommend the brands they follow
    SOURCE: RJMETRICS, JANUARY 2010 / CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
  • Ways to use Twitter
    Watch for mentions and retweets, follow others and interact with your followers.
    Search, join and contribute in conversations and topics relevant to your brand to gain followers.
    Share links to articles and information on your website to increase traffic and awareness.
    Search for people, interests, your brand and what’s being said, etc.
    Twitter Analytics to analyze your sharing and interactions
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    1 out of every 8 minutes online is spent on Facebook
    40% of Facebook’s user base is age 35+
    SOURCE: COMSCORE, FEBRUARY 2011 / ISTRATEGY LABS, JANUARY 2010
  • Facebook
    Facebook Statistics:
    750 Million active users on Facebook
    Average user has 130 friends
    People spend over 700 billion minutes per month on Facebook
    Facebook users share over 25 billon things a month
    1 Million Branded Pages on Facebook
    2.5 Million Minnesotans on Facebook
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  • Facebook Pages
    Pages are for businesses and organizations.
    Anyone with a Facebook profile can create a Facebook Page.
    People or Fans can “Like” your Facebook Business Page to see your content in their news feed and receive updates.
    When someone Likes your page it shows up on their wall with a link to your page - Viral
    Fans who like your page can interact, leave comments, add photos, etc. on your page too.
    Only page admins can see fans of the page.
    Many more marketing things you can do…
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  • Facebook
    Commenting may be turned off, but it’s not suggested.
    Administrators of the Facebook Site can be anyone with a personal Facebook account.
    When an Administrator posts on the wall, it can or cannot show their personal profile.
    Administrators can be removed at any time.
    Option to allow followers to post comments, photos and videos on the wall or tag your business in their photos.
    Profanity can be blocked. People can be reported and banned from your Page.
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  • Cool Things You Can Do with Facebook
    Share information, photos and videos on your page.
    Share links to your website to increase traffic and awareness.
    Brand your page, using tabs and a Fan Gate
    Change your Facebook URL
    www.facebook.com/rvtechsolutions
    Facebook Targeted Ads
    Create Events or send private messages to fans.
    Facebook Aps – Promotions, Games and more
    Facebook Insights: Track your Facebook comments, fans, interactions and more.
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  • Branding your page
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  • 35
  • Social Media Marketing
    Social Media gives us an avenue to target individuals with marketing that is unique and valuable to them.-Inbound Marketing
    Your followers want to receive your information.
    Ability to target unique communities and demographics.
    Allows peers to share your information – viral.
    The viral nature of social sharing helps spread news and ideas FAST.
    Augments traditional marketing efforts by scaling down rather than up.
    Allows brands to be more responsive and interactive.
    Ability to answer direct questions on a personal level.
    We now have the same platform that very large, global companies use.
    78% of people trust peers, only 14% of people trust ads. -socialnomics
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  • Social Media Marketing
    Your website and blog is your hub!
    Providing valuable content will help create and maintain community and relationships around your brand.
    Integrate your Social Media Sites with links to them on your website and blog.
    Make sure you allow readers to easily share your content via their social networks too.
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  • Engage with Followers
    Social networks require content, participation and engagement to grow. Engagement builds trust.
    Interacting builds community and relationship.
    Share content that has value to your target audience
    Ask questions
    Share facts and relevant information - Resource
    Share Stories – Bring your brand to life!
    Offer special “insider info”
    Participate and monitor conversations (not just your own)
    Provide value (offer discounts or giveaways, free Items like whitepapers, webinars, how to and tips)
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  • Engage with Followers
    Ask questions and listen to your audience. Researching and gathering information is one of the greatest avenues of social media for business.
    If your followers they leave a comment or ask a question, be sure to respond to them, they are expecting to hear from you!
    Get instant feedback! Ask for opinions! Ask for ideas on new product design (Kia seats), how to market better and what topics are trending with your audience.
    There is no right or wrong – every business may choose to take a different approach to sharing and engaging with fans.
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  • Engage in Social Media
    The best way to engage in meaningful conversations is to participate!
    Reply or Comment on Tweets and Facebook posts.
    Answer questions on LinkedIn.
    Leave comments on blogs that you read.
    Occasionally provide links to relevant information on your website or blog for others to read.
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    Helpful Is The New Viral
    -Hubspot
  • Some Ideas on Sharing
    Partner with local organizations to create co-promotions and encourage viral sharing with incentives.
    Share photos and videos of your employees doing their jobs.
    Do interviews with patients and visitors on their experiences.
    Share content that has value to your target audience
    Be a resource! People will look to you for info and to answer their questions.
    Start thinking of creative ideas!
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  • Some Ideas on Sharing
    Some suggestions for blog posts to share with Social Media:
    Industry-specific tips
    New product or services - features
    Recruitment / employment
    Tutorials and how-to’s
    Interviews with employees, customers, or partners
    Giveaways, contests, surveys
    How To Videos
    Planning Tools
    Events and Activities
    Answers to common questions and customer service needs.
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  • Some Ideas on Sharing
    Here are a few ideas for lead-generation pieces that you could offer:
    • Free pricing quote
    • Coupons
    • Contest
    • Drawings
    • Free webinar (use a site like www.gotomeeting.com to host a great webinar)
    • Free trial
    • Special discounts
    Chat with the doctor – allow fans to ask questions.
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  • Some Ideas on Sharing
    When should you share?
    How often should you share?
    Test, test, and test again!
    Watch your analytics - Do posts in the morning get more interaction than posts at night or vice versa?
    Do people comment or share the links you share? Maybe the videos and photos get more interaction?
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  • In for the Long Haul
    Social Media is here to stay – look at the long term.
    It takes time to build a community!
    Don’t expect immediate success, continue to work at your plan.
    Promote your social media sites:
    • Invite Friends to Follow You
    • Viral Effect – Tell Everyone Online and Off.
    • Use targeted Facebook Ads.
    • Integrate Social Media Applications on your website.
    • Integrate Social Media in your Email Marketing and Text Messaging.
    • Add links to your social media sites in email signatures
    • Add to all of your marketing efforts.
    • Use your personal accounts to interact as well!
    • QR Codes
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  • Measure
    Measure based on the goals you set in your plan.
    Use tracking tools like Google Analytics, Facebook Insights and Twitter Analytics.
    Does your increase in website visits from your social media sites lead to higher sales?
    Tools like HootSuite offers reports you can customize based off what you want to track.
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  • Facebook Insights
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  • Monitoring and Tracking
    Metrics you can measure and track:
    Leads and customers
    Subscribers
    Fans, followers and unique users
    Page views
    Mentions
    Posts that are getting the most interaction
    Shares and retweets
    Links
    Conversions and clicks
    Retention and loyalty
    and many other metrics
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  • Monitoring and Tracking
    What’s being said about you or your brand?
    Search for your brand, your name, your competitors using the tools available.
    Respond and Manage your Reputation through Social Media – Provide Customer Service
    Listen for people looking for help, share with them how you can help them!
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  • Using Monitoring Tools
    Google Alerts: www.google.com/alerts
    Social Mention: www.socialmention.com
    Twilert: www.twilert.com
    TweetDeck: www.tweetdeck.com
    HootSuite: www.hootsuite.com
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  • Always Expect Change
    Social Media is here to stay but the tools and how they work are always changing.
    Remember, the social networks own your content and your followers. Use your website as your hub!
    Keep and open mind, embrace the technological changes.
    Remember, the concept of conversation and interaction will stay the same.
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  • Benefits for Business
    By a long shot, Facebook, Twitter, LinkedIn and blogs were the top four social media tools used by marketers, with Facebook leading the pack.
    45% of people who've only invested 12 months or less in social media marketing report new partnerships were gained.
    By spending as little as 6 hours per week, 52% of marketers see lead generation benefits with social media.
    Nearly two-thirds of marketers indicated a rise in search engine rankings was a benefit of social media marketing
    Slightly more than half of marketers found social media generated qualified leads.
    -Social Media Examiner 2011 Report
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  • Benefits for Business
    Social Media = Exposure
    Increased Search Engine Rankings
    Use Social Media to drive traffic to your website, convert to leads.
    Get in front of people who are searching for your products or services.
    Encourages people to subscribe to your lists.
    Monitor your brand – Reputation Management
    Use Social Media tools to make human connections more efficient!
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  • Q & A
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    Tweet questions and comments about the webinar using the has tag #mhscnsm
    save the date MHSCN's day-long fall conference Thursday, November 3 at St. Anthony Main Event Center in downtown Minneapolis.
    Look for registration information soon at MHSCN.com