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Social Media Defined For Entrepreneurs and Executives
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Social Media Defined For Entrepreneurs and Executives

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What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media? …

What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media?

All your questions (and more) are answered here for you...

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  • 1. INTRODUCTION
  • 2. SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  • 3. SOCIAL MEDIA DEFINED The conversation is not: controlled o organized o “on message” o The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
  • 4. SOCIAL MEDIA DEFINED Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release o
  • 5. SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  • 6. SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  • 7. SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 39% subscribe to an RSS feed o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  • 8. SOCIAL MEDIA DEFINED Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a follower o
  • 9. SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of reviews/comments o volume of reviews/comments o Brand affinity o Incoming links o Commenter authority/influence o Time spent Action & Insight o Favourites / Friends / Fans o Sales inquiries o Viral forwards o New business o Number of downloads o Customer Satisfaction / loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
  • 10. SOCIAL MEDIA DEFINED WHAT DOES THIS MEAN FOR YOU? Build an actionable game plan for your Social Media Marketing o Who are your Best Buyers? o How can you educate them? o What’s their reason to engage with you? Go where your buyers are o Start and build Groups o Give buyers ways to interact and engage with you o Provide a channel to communicate with them
  • 11. KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS
  • 12. KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  • 13. KEYS TO SUCCESS o Spend time upfront planning how you will use social media o Think POST: People o Objectives o Strategy o Technology o
  • 14. KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  • 15. KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  • 16. KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  • 17. KEYS TO SUCCESS o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
  • 18. CASE STUDY
  • 19. KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
  • 20. KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
  • 21. KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
  • 22. KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
  • 23. SOCIAL MEDIA DEFINED WHAT DOES THIS MEAN FOR YOU? Build your Social Media presence NOW (your competition is too) o Get involved in Linked-In groups o Create a following with a Facebook Business Page o Develop your Twitter following Reset your market’s ‘buying criteria’ with education o Send regular info articles o Be a viral resource
  • 24. THE TOOLS SOCIAL MEDIA TOOLS
  • 25. THE TOOLS Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release o
  • 26. THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Facebook and MySpace pages provide a micro site for your business within the social framework.
  • 27. THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o join groups and gain fans
  • 28. THE TOOLS Do Don’t o create a page to promote your o create a page and fail to brand maintain it o point your fans to your o try a hard sell approach company blog or contest o censor comments o encourage a discussion and participate frequently o spam your fans/friends with frequent private messages – o explore targeted advertising you’ll drive them away opportunities o post false information
  • 29. THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert
  • 30. THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
  • 31. THE TOOLS Do Don’t o post on a regular schedule o write press releases – be real about why something is exciting o encourage conversation by asking questions o let complaints go unanswered o respond to customers' questions and concerns o make users register to comment – they won’t bother o use a few bloggers from your company for more viewpoints o delete fair but critical comments o post product reviews from customers or industry experts
  • 32. THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to follow their friends o Companies use it to market their product or services by giving them a voice/identity.
  • 33. THE TOOLS o promote contests o share timely information o spread useful links o personify your brand o build credibility and influence o follow competitors
  • 34. THE TOOLS Do’s Don'ts o sound like someone who just o sound like a press release happens to work at your company o spam with constant links to your company website, either o put a friendly face on your in tweets or private messages product o pose and answer questions o announce sales, deals, news, updates, and build buzz for big releases or events
  • 35. THE TOOLS o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  • 36. THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  • 37. THE TOOLS Do Don’t o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and find a formula that works. detailed description o pull down other people’s o post video replies to others videos showcasing your product for copyright infringement o allow commenting and participate in the conversation o make your video longer than it needs to be – keep it concise o save bandwidth costs on your and entertaining website by hosting videos on YouTube
  • 38. THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
  • 39. THE TOOLS Do Don’t o keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seeding o collect minimal information o forget to moderate - during registration spammers and trolls will drive users away o keep focus and attract users by clearly identifying your o censor or allow militant community purpose and moderators to take too much target audience control over the conversation. You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website
  • 40. SOCIAL MEDIA DEFINED 6 Steps to Social Media Marketing Success 1. Follow a proven successful game plan o Trial and error on your own o Utilize a proven plan 2. Determine the strategy best for your business o Understand your buyers o Establish your time vs. the investment 3. Set up your profiles and group pages o Optimize your bio o Strategically create groups of interest to your buyers
  • 41. SOCIAL MEDIA DEFINED 6 Steps to Social Media Marketing Success 4. Reset the ‘buying criteria’ with education o Systematize your info o Provide regular content that’s resourceful 5. Engage in conversation o Provide ‘viral’ info that encourages conversation o Allow an open platform 6. Monitor and measure o Have systems in place to track results o Only utilize practices that are profitable in revenue
  • 42. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals Get started NOW to begin capitalizing on Social Media Marketing GROWTH STRATEGIES has 5 Customized Programs to help BUSY Professionals
  • 43. SOCIAL MEDIA DEFINED A Due Diligence Cost ROI AVERAGE COST AND TIME ANALYSIS o Troubleshooting an Ongoing and Successful Social Media Marketing Strategy: TIME: 8 hours / INVESTMENT: $800.00 o Creating, Optimizing and Updating Multiple Profile Pages, Groups and Bios: TIME: 5 hours / INVESTMENT: $500.00 o Researching and Creating Monthly Resourceful Educational Articles: TIME: 7 hours / INVESTMENT: $700.00 continued >
  • 44. SOCIAL MEDIA DEFINED A Due Diligence Cost ROI AVERAGE COST AND TIME ANALYSIS o Strategizing, Creating, Engaging In and Writing Communications via Discussion Board Posts, Wall Posts, Feedback Responses, etc.: TIME: 6 hours / INVESTMENT: $600.00 o Managing Multiple Strategic Group Interactions and Discussions: TIME: 6 hours / INVESTMENT: $600.00 o TOTAL TIME: 32 hours / TOTAL INVESTMENT: $3,200.00
  • 45. SOCIAL MEDIA DEFINED A Due Diligence Cost ROI AVERAGE COST AND TIME ANALYSIS o TOTAL TIME: 32 hours / TOTAL INVESTMENT: $3,200.00 o As an Entrepreneur or Executive, if your worth PER HOUR is $100.00 or GREATER, contact Growth Strategies to have this done for you for $295. o ACT NOW to exponentially EXPAND your exposure, build a GROWING loyal following and INCREASE your sales revenue.
  • 46. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals 3 Multi-Site Programs 1. Social Media Marketer + exposure/presence 2. Social Media Pro + exposure/presence + strategic interactivity 3. Social Media Business EXPERT + exposure/presence + strategic interactivity + market dominance
  • 47. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals 2 Site-Specific Programs 1. Linked-In Marketing + Strategic Group Exposure + Loyal Following + Educational Branding + Professional Connections 2. Facebook Marketing + Business Exposure + Viral Campaigning + Network Development + Intimate Association
  • 48. GET STARTED NOW For Busy Entrepreneurs, Executives & Sales Professionals Build your exposure… Develop your following… Educate your network… Spread your message before your competition gains MORE market share... Contact Growth Strategies NOW! www.GrowthStrategies.us Info@GrowthStrategies.us 800.261.5034 · 770.601.0949