Competitive Advantage - Social Media

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    What we will focus on today.

    Unique is that Brian writes a story about every photo session. He write about the shoot, where they went, his thoughts, humor that happened along the way, what it was like working with the person and their unique style and ideas. He puts all his photos on his blog and wants people to share and generate traffic/buzz.

    Blogs updates from letters sent by people who’ve gotten puppies from them. The blog posts tell great stories, while features appealing photos and testimonials from happy clients.

    Small business called “Solutions by Scott” who focuses on professional organizing and installation of systems. He blogs about all kinds of related topics, but uses video blogging and “how to” videos to actually show people how it is done. If he recommends a specific product, then he demonstrates it.

    Fantastic real estate agent example. He writes his take on news articles, 10 ten reasons to relocate to “his” selling area, and incorporates traditional web applications like home estimate calculators, featured homes, etc. he also uses a Facebook fan page and networked blog application to reach more people.

    Tool Supply company sells their tools to mechanics and repair shops. They blog about products related to the season, etc., they uses, how to be ready for specific situations and service calls, how to save money using their products, etc.

    90 students, one teacher, limited class participation until the teacher implemented Twitter as a class discussion tool to receive questions in real time from students. Now over 30 are actively engaged in discussion and have notes and can go back and look through fellow students questions/notes later.

    Baker tweets what is fresh/hot out of the oven from breads and cakes to cookies and treats. Some customers like to stop in and buy what is very fresh or still warm. Plus they know what is being baked that day.

    Bakery treats that come to you. They tweet where they are going, so customers can meet the truck.

    How one local coffee shop used Twitter to double their clientele. The strategy was to start following all the local people he could: people who were or could be customers. Within a short time, he had 1000 followers in his target market. The owner started tweeting and receive a tweet from a hungry customer asking if he could tweet a breakfast wrap and drive thru to get it. He had limited time. The coffee shop owner tweeted back “what do you want on it”. The tweet exchange got lots of attention from the Twitter community. The coffee shop hosted a TweetUp party for 100 twitter enthusiasts, sold tons of food/coffee and became the first and largest Houston Texas Tweetup to date!

    Sumbit your packages to the Direct Message feature of twitter to be able to track any packages using any shipping service, going anywhere.

    Are you Personal Trainer helping someone be accountable changing lifestyle eating habits or keeping a food journal? Maybe you are a teacher helping children do a food unit or a dietician looking for a fun exercise with clients. Maybe you have a computer/desk job and guilty of eating at your desk? Now use Twitter to track what you eat, calories, and weight loss. What a unique use of Twitter!

    Instead of models nobody knows, Dawn features her customers in before/after shots, makeovers and other events. With frequent status updates and information flowing, she is quickly establishing an online presence. She used Facebook to chronicle a Training trip to New York this year, sending pictures, new fashion tips and trends, and other interesting tidbits back to MN. Her fans were waiting to hear about the trip when she got back.

    TGIF Restaurant using “Woody”’s fan page to give free burgers and get 1 million fans before the end of September. They are cleverly using Woody to travel around and make guest appearances at TGIF’s and use the EVENTS section of Facebook to let people know where he is going AND gather confirmed guests. In essence they are pre-selling and with the estimated numbers be prepared with staff/food and of course, plenty of publicity. People come to get their picture taken with Woody and then go back to post it on Facebook for a FULL CYCLE!

    Selligcd’s via Facebook fans, demo music on Facebook music feature, networked blogs, and fan photos/events related to CD release

    Local small business; professional cleaning and organizing updates facebook frequently with money saving tips, clutter tips, cleaning ideas. Engages fans in conversation; new business/new customers via Facebook “word of mouth” and referrals. High participation from fans. Photos, links, coupons and more.

    A flight attendant by trade, she tweets and blogs (actually won an award for best flight blog 2009) with her sole business purpose to be your liaison to a more enjoyable inflight experience.

    Librarian who blogs about all things related to and highlighting the positives of using the library. Interesting videos and article topics, engaging site, yet clean and simple.

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    Competitive Advantage - Social Media - Presentation Transcript

    1. Improving Your Competitive Advantage
      Using Social Media
    2. Today’s Agenda
      Reality Check
      Competitive Advantages/Strategies
      Blogging
      Facebook
      Twitter
      Next Steps
    3. The Future is HereIt’s just not evenly distributed yet
    4. 4 Ways Social Media is Changing Business
      • From “Trying to Sell” to “Making Connections”
      • From “Large Campaigns” to “Small Acts”
      • From “Controlling Our Image” to “Being Ourselves”
      • From “Hard to Reach” to “Available Everywhere”
      http://mashable.com/2009/09/22/social-media-business/
    5. Only 14% of People TRUST ADVERTISEMENTS
      78% TRUST the Recommendations of OTHER CONSUMERS
    6. 6
      How we communicate has changed.
      Traditional – You get it from us
      Social – You get it from your network
      6
    7. Social Media Competitive Advantages
      • Educate your Customers
      • Engage in Conversations
      • Product Service Innovation
      • Listen
      • Reputation Management
      • Direct Marketing to people interested rather than mass market to all
      • Closer Relationships - make competition invisible
      • Give people something to talk about
    8. 8
      1
      3
      RSS & Social
      Bookmarking
      2
      Resilient Leaders--Resilient Organizations
      8
    9. BLOGS
      Competitive Advantage
    10. How Blogs Help
      Achieve Expert Status in your field
      Promote Your Name, Brand, Product/Service
      Deliver Traffic to your Website
      Increase Your SEO Rankings
      Creating a real dialogue with those who matter
      Lead Generation
      Education is the new marketing
      Differentiating your business, products and services
      Develop marketing materials by repurposing your posts
      • Educate your Customers
      • Engage in Conversations
      • Product Service Innovation
      • Listen
      • Reputation Management
      • Direct Marketing to people interested rather than mass market to all
      • Closer Relationships - make competition invisible
      • Give people something to talk about
    11. Tells personal stories to share experience. Encourages photo sharing!
    12. Stories from owners of puppies!
    13. Video blogging of ‘how tos’ to show people how it is actually done. Recommends specific products and then demonstrates!
    14. More about human interest than selling…really ‘sells’ his community!
    15. They blog about products related to the season, the uses, how to be ready for specific situations and service calls, how to save money using their products, etc.
    16. Blogging Strategy
      One Post Per Week
      Brainstorm
      What can you educate your clients on
      What are new trends happening in your industry
      What are all of the things that make your company unique
      What are all of the things that you care about outside of work; things that make you more than just work
      Steve’s Plan
      M – Inspirational posts for Small Businesses; Encourage steps
      T - Tools Tuesday
      W - Case Study on business or tool
      T - Publicly answer a question that came up from a client, employee, or friend
      F - Best of the week – what I am reading, fascinated by
    17. Twitter
      Competitive Advantage
    18. How Twitter Helps
      • Customer service
      • Reputation management
      • Constant stream of new ideas and links
      • Instant access to what is being said ‘right now’
      • Network with others in your industry
      • Extend your reach – become a thought leader
      • Educate your Customers
      • Engage in Conversations
      • Product Service Innovation
      • Listen
      • Reputation Management
      • Direct Marketing to people interested rather than mass market to all
      • Closer Relationships - make competition invisible
      • Give people something to talk about
    20. What is fresh/hot out of the oven from breads and cakes to cookies and treats. Share photos in the tweet.
    21. Bakery treats that come to you. They tweet where they are going, so customers can meet the truck.
      • Customer tweeted an order – gained attention
      • Host Tweet-ups that is still the largest “Tweet-up” gathering in Houston
      • Doing more ‘tech’ parties
    23. Submit your packages to the Direct Message feature of twitter to be able to track any packages using any shipping service, going anywhere.
    24. What business could use this?
      How could you use this?
    25. Twitter Strategy
      Decide: Who do you want to follow you?
      Find 10 people each day for 10 days whom you want to follow you, and follow them first- watch your followers grow!
      Beth’s 30 day plan
      Commit 15 minutes every day to Twitter.
      Day One: Listen
      Day Two: RT
      Day Three: Follow back.
      Day Four: Check your DM and @ messages
      Day Five: Choose one person you are following, who has a large number of following/followers. Go through who they are following and follow people to build your own list.
      Day Six: Strike up a conversation, answer someone’s question or offer assistance
      Day Seven: In the search bar, type in some keywords with and without a #hashtag and see all the current twitter chatter on a topic you care about. You may find more people to follow and/or conversations to join.
    26. Facebook
      Competitive Advantage
    27. How Facebook Helps
      Target advertising
      Inner-circle
      • Educate your Customers
      • Engage in Conversations
      • Product Service Innovation
      • Listen
      • Reputation Management
      • Direct Marketing to people interested rather than mass market to all
      • Closer Relationships - make competition invisible
      • Give people something to talk about
    28. Features customers before/after shots
      Frequent status updates
      Chronicle a Training trip to New York this year, sending pictures, new fashion tips and trends, and other interesting tidbits back to MN
    30. Selling CD’s via Facebook fans
      Demo music
      Networked blogs
      Fan photos/events related to CD release
    33. Facebook Strategy
      #1 Competitive Advantage you can have in Facebook is “Presence”. 80% of Fan Pages are stagnant for months! Engage your fans daily with something; status updates, photos, links, and ongoing comments in threads.
      Beth’s Strategy
      1 update every day
      Integrate with other tools (YouTube, etc)
      Add photos
    34. Social Networking at its FinestNovember 2008
      John McCain
      Facebook Fans: 620,359
      Twitter Followers: 4,603
      YouTube Views: 2,032,993
      MySpace Friends: 217,811
      Barack Obama
      • Facebook Fans: 2,379,102
      • Twitter Followers: 112,474
      • YouTube Views: 18,413,110
      • MySpace Friends: 833,161
    35. The System
      Assessment
      Strategy
      Small Steps
      Measurement
      Celebrate Successes
    36. Measurement
      NCP
    37. Resources
      Blogging - Give Me 15 Minutes and I Will Give You The Formula To Blogging Success
      Is There A Quick Way to Secure Your Identity On Social Websites
      Is Twitter For You?
    38. 4 Ways Social Media is Changing Business
      • From “Trying to Sell” to “Making Connections”
      • From “Large Campaigns” to “Small Acts”
      • From “Controlling Our Image” to “Being Ourselves”
      • From “Hard to Reach” to “Available Everywhere”
      http://mashable.com/2009/09/22/social-media-business/
    39. Social Media Competitive Advantages
      • Educate your Customers
      • Engage in Conversations
      • Product Service Innovation
      • Listen
      • Reputation Management
      • Direct Marketing to people interested rather than mass market to all
      • Closer Relationships - make competition invisible
      • Give people something to talk about
    40. Blog: www.stevegasser.com
      Twitter: www.twitter.com/stevegasser
      LinkedIn: www.linkedin.com/in/STEPHENGASSER
      Facebook: www.facebook.com/stephen.gasser
      YouTube: www.youtube.com/VIVIDINSIGHT
      Flickr: www.flickr.com/photos/vividinsight
      De.lici.us: www.delicious.com/stevegasser
    41. Unused Slides
    SlideShare Zeitgeist 2009

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