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Getting Started With Social Networking   Jan 2010
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Getting Started With Social Networking Jan 2010


You’ve heard about social media applications like LinkedIn, Facebook, and Twitter, but you haven’t figured out how to harness these channels to grow your business or how to incorporate them into your …

You’ve heard about social media applications like LinkedIn, Facebook, and Twitter, but you haven’t figured out how to harness these channels to grow your business or how to incorporate them into your customers’ campaigns. This is your chance to learn the ins and outs of social media. Attend this hands-on demonstration of key social media technologies to get started

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  • By what does the FTC Say?that “material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed.


  • 1. Social Media 101for BusinessJanuary 25, 2010
  • 2. Agenda
    What social media network is right for you?
    Getting started
    Next steps
  • 3. Agenda
    What social media network is right for you?
    Getting started
    Next steps
  • 4. What is Social Media?
    Social media refers to activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversational media. They transmit content in the form of words, pictures, videos, and audio.
  • 5. It’s All About Engagement
    The litmus test for social media in business is simple:
    Does it allow you to engage with customers, prospects, employees, and other stakeholders by facilitating one or more of the following:
    Source: The Social Media Bible
  • 6. The ROI of Social Media
    50% of US online adults are content creators
    Over 75% are participating in social media in some form
    Approximately 56M adults visit social media sites monthly
    Close to 70% of the social media site users are outside the US
    1.2M blog posts are created daily
    83% of adults trust opinions of friends and acquaintances
    1 in 3 internet users say purchase decisions have been influenced by social media content
    Source: The Aberdeen Group, The ROI of Social Media Marketing, 2009
  • 7. Branding
    Over 40% of people have "friended" a brand on Facebook or MySpace.
    Source: 20.decibels
  • 8. Influence
    46% of Facebook users say they would talk about or recommend a product on Facebook.
    44% of Twitter users have recommended a product.
    Source: 20.decibels
  • 9. Communications
    58% of people said if they had tweeted about a bad experience, they would like the company to respond to their comment.
    Source: 20.decibels
  • 10. Benefits of Social Media Marketing
    81% Generated awareness for my business
    61% Increased traffic/subscriptions/opt-ins
    56% Resulted in new business partnerships
    52% Increased search rankings
    48% Generated qualified leads
    45% Reduced overall market expenses
    35% Helped me close business
    Source: Social Media Marketing Industry Report: How Marketers are using Social Media to grow their busines, Michael Stelzner, March 2009
  • 11. Pepsi
    Pepsi dropped TV advertising for the 2010 Super Bowl.
    Instead, they're investing in a $20M Social Media campaign – after 23 years of Super Bowl ads.
    Source: 20.decibels
  • 12. Best Buy
    Best Buy has over 2,500 employees helping customers on Twitter as part of the Twelpforce initiative.
    In fact, Best Buy purchased TV ads to drive awareness for their Twitter initiative.
    Source: 20.decibels
  • 13. Comcast
    Comcast has at least 11 full-time employees dedicated to customer service via Social Media.
    Source: 20.decibels
  • 14. Dell
    Dell has attributed over $6.5M in revenue directly to Twitter
    Source: 20.decibels
  • 15. Fortune 500
    53% of the Fortune 500 have at least one active Twitter account
    Source: 20.decibels
  • 16. Social Media Spending
    Expected to increase from $716M in 2008 to $3.1B in 2014 – a 34% CAGR
    Social media spending is growing faster than any other interactive marketing category
    86% of marketers plan to increase social media budgets in 2010
    99% of online retailers plan to have a Facebook page by 2011 and 91% plan to have a Twitter page
  • 17. CMO’s and Social Media
    83% of CMOs are tracking their number of fans in Social Media
    Source: 20.decibels
  • 18. Social Media Inside Your Organization
    Would people in your organization be more effective if they could communicate more quickly and precisely with one another?
    Would people in your organization be more productive if they were about to work in a more collaborative environment?
    Could employee training and development be improved?
  • 19. Social Media Directed Outside Your Organization
    Do you have a strong relationship with your customers, investors, or vendors?
    Do you know their names, preferences, and needs as they relate to your company’s products or services?
    Have you ever asked them to help you improve your company’s product or service?
    Would they welcome an opportunity to help you improve your company’s product or service?
  • 20. Experimenting with Social Media
    If you answered yes to any of the previous questions, you need to learn more about and experiment with social media.
    To be effective, you need to consider methods to communicate, collaborate, educate, and entertain within your organization.
    To maximize your impact with customers and prospects, you need to understand how to employ specific social media strategies in an effort to influence the conversation about your company.
  • 21. Agenda
    What social media network is right for you?
    Getting started
    Next steps
  • 22. What Social Network is Right for Your Business?
    What do you want out of a social network?
    Social networking should:
    Reflect your business/marketing objectives
    Integrate with your existing marketing plans and campaigns
    Many reasons to use social networking for your business:
    Branding, contacts, conversations, influence, research, events, news, and the list goes on…
  • 23. Blogs
    Social Networking
    Social Media Landscape
    User-Generated Content (UGC)
    Social News
    Source: Omniture Inc, 2009
  • 24. Top 3 Social Media Questions Marketers Want Answered
    What are the best tactics to use?
    How do I measure the effectiveness of social media?
    Where do I start?
    Source: Social Media Marketing Industry Report: How Marketers are using Social Media to grow their busines, Michael Stelzner, March 2009
  • 25. Aggregators
    Tools in this category help in gathering, updating, and storing market intelligence. Users contribute ratings and reviews of businesses and products.
    Digg, iGoogle, My Yahoo!, Newstex, Reddit, Yelp
    New form of content syndication
    Replaces traditional newswire services.
    Seed the clouds with information so they can be discussed in a social media form.
    Include links for more detailed information.
    Become a content expert based on your contributions.
    Action Plan:
  • 26. Blogging or Publishing
    Publishing and blogging is a fairly large category that includes tools that facilitate email campaigns, blogging, and wikis, and tools to help you manage your online content.
    Companies:, SlideShare, TypePad, Wikipedia, WordPress
    There are 133M blogs with 120K new ones added daily
    Blogging is the fastest form of online publishing: 0 in 1999 to 78M unique visitors in the US in 2009
    Increase site traffic.
    Create content for other social media activities.
    Action Plan:
    Add a blog to an established website adding updated content often.
    Establish yourself as an expert in your field.
    Communicate with your customers/clients.
  • 27. Micro-blogging
    Tools in this category allow users to communicate and share information in short form, similar to text messaging. Users participate in small, intimate communities centered on topics of interest
    Time investment in micro-blogging in minimal.
    Responding daily is desirable to be successful and credible.
    Get followers.
    Get retweeted.
    Increase site traffic.
    Drive traffic to other social media sites.
    Action Plan:
    Create corporate buzz through PR, communications, and customer service approaches to your posts.
    Include links to posts, videos, product pages, and more.
    Use this tool for Business/Industry networking.
    Raise awareness for your company and product brands.
  • 28. Photo Sharing
    The tools in this category help you manage photos.
    Flickr, Photobucket, Picasa, Shutterfly, SmugMug, Snapfish, Webshots, Zoomr
    The top 3 photo-sharing sites are:
    Facebook (10B+ photos), Photobucket (6.2B+ photos), and Flickr (2B+ photos)
    69% of Facebook users look at or upload photos
    Create reusable content.
    Drive traffic to your store.
    Helps with universal search.
    Action Plan:
    Put images of your products and services online.
    Boost ways for viewers/clients/customers to find you.
    Source: Tech Crunchies website, October 2008 and February 2009)
  • 29. Social Networking
    Tools include creation of online communities that converse about and/or share a common interest. It is now a core element of business internet strategies.
    Jobs, Professional – LinkedIn, The Ladders, Monster, Facebook, Kickstart, Bebo, Friendster, MySpace
    Tips, Answers, Suggestions – Yahoo! Answers
    Traffic – Digg, Mixx, Reddit
    Best known for businesses to build brand awareness, recruiting, online reputation management tool, to learn about new technologies and competitors, and as a lead generation tool.
    Drive brand awareness.
    Conduct research and polls.
    Drive traffic to your store, your events, and opt-in’s.
    Action Plan:
    Get fans.
    Integrate with your blog or store.
    Drive traffic to your store.
    Source: Marketing Jive, Jody Nimetz, November 2007
  • 30. Video Sharing
    The tools in this category allow users to manage, share, and watch videos.
    Google Video, Hulu, Metacafe, YouTube
    YouTube served 75B video streams to 375M unique visitors in 2009
    Every minute, 10-hours of video is uploaded to YouTube
    51% of users go to YouTube weekly or more often
    Create resusable content.
    Drive traffic to your store.
    Action Plan:
    Great way to let other people know about your business & what you have to offer.
    Post videos of your events, industry presentations, or introduction to your company.
    Show off your products or services.
    Help with Universal Search.
  • 31. Getting Started: 7 Key Questions
    Why are you considering social media marketing?
    What do you know about integrating social media with your marketing mix?
    How do you measure this?
    Who is your target audience and what forms of social media re they using?
    Does your company have a blog?
    Do you know the top 20 social media sites relevant to your business?
    Do you know what impact person-to-person recommendations and referrals have?
  • 32. Agenda
    What social media network is right for you?
    Getting started
    Next steps
  • 33. Getting Started
  • 34. Facebook
    Facebook is the dominant social networking site, and has the most features useful to the social media marketer.
    Facebook facts:
    Facebook has more than 250M users
    More than 120M users log in at least once daily
    More than 2/3 of users are outside of college
    Approximately 70% users are outside the US
    Facebook allows businesses to create public profiles – similar to a user’s profile.
    Users can connect with a page and become fans.
    Pages can have public messaging walls, events, photos, and more.
  • 35. Getting Started
    Open an Account on
    Populate the Info tab with company information
    Use Fan Pages to post PR, Editorial, and Events
    Use Groups to segment content or private/public information; post text, photos, and videos; and hold discussions
    Use Events to publicize your marketing events, sponsored gatherings, company milestones, product launches, discount sale days, and more
    Use “What’s on Your Mind” to communicate:
    Thought leadership topics of interest, ideas, opinion
    Events you may be attending, hosting, speaking at
    Other ideas:
    Add an RSS feed from your blog or store
    Connect your Facebook account with Twitter
    Spend 15-20 minutes/day posting and reading
  • 36. LinkedIn
    LinkedIn has many business offerings:
    Answers. Allows you to ask a question to the entire community to help solve complex problems and find answers.
    Groups. Searchable groups on a variety of topics, create a group on a specific topic. Members join as they have a common interest. Similar to a forum.
    Other. Members can conduct polls which are free to your network; $50 per response outside your network.
  • 37. Getting Started
    Open an Account on
    Populate your profile
    Add your company website
    Create Groups based on News and Events that are important to your company
    Use “What Are You Working On” to post:
    Ideas, opinions, and input on your company’s Thought Leadership topics
    Other ideas:
    Add an RSS feed to your blog or store
    Connect your LinkedIn page to your Twitter account
    Post and read for 15-20 minutes daily
  • 38. Twitter
    Microblogging is a form of blogging that limits the size of each post.
    Twitter updates can contain only 140 characters. This limitation has spawned a set of features, protocols, and behavior that are entirely unique to the medium.
    Companies find Twitter is easy to use, requires very little investment of time, and can quickly prove worthwhile in increased buzz, sales, and customer insight.
    Twitter facts:
    72.5% of 44M users opened Twitter accounts in Jan-May 2009
    93.6% users have less than 100 followers
    More than 50% of updates are published using mobile and web-based tools
    Twitter can be used to announce offers or events, promote new blog posts, or keep your readers in the know with links to important news stories.
  • 39. Getting Started
    Open an Account on
    Develop a company persona and complete your Profile
    Create a content plan and editorial calendar so you can organize your thoughts and understand where you and your company are thought-leaders. Topics may include:
    Company value-proposition
    Company areas of expertise used as thought-leadership topics
    Promotions and specials you might be offering
    Events you may be hosting, attending, speaking at, etc.
    Customer success stories you may wish to share
    Press releases
    Other ideas:
    Follow everyone who follows you
    User Twitterfeed or Facebook to post for you
    Read 10 tweets daily
    Retweet and respond for 5 minutes each day
  • 40. 10 Social Media Tips
    Know what you’re talking about
    Always be transparent
    Be yourself
    Post frequently
    Add value
    Learn from your mistakes
    Be external
    Have fun
    Source: Social Media Tips, Kodak, September 2009
  • 41. Agenda
    What social media network is right for you?
    Getting started
    Next steps
  • 42. Next Steps
    Create profiles and groups.
    Create profiles and groups before someone else takes your names.
    Start by reading comments on a few selected sites and listen to where the conversation is headed. Once you have an idea about how to respond, participate.
    Build your own network.
    Build a following with your blog and conversations. Consider building a Group.
    Develop and communicate a social media plan for your company.
    Define content areas of focus, employee training, etc.
    A corporate social media plan will help you manage, monitor, and control activity.
    Get Ready for Social-Mobile
  • 43. Wrap Up and Questions
    Social networking is just another communication medium --- one which initiates conversations you can participate
    Integration with your existing business and marketing plans is mandatory to maximize the true benefits
  • 44. Resources
    Facebook Marketing: Leverage Social Media to Grow your Business, Steven Holzner, 2009
    Marketing Jive, Jody Nimetz, November 2007
    Printing Industries of America, “Making Sense of Social Networking” presentation, by Julie Shaffer, October 2009
    Printing Industries of America: The Magazine, “How to Survive Web2.0 and Beyond” article, Chuck Gehman, October/November 2009
    “7 Key Questions to Ask Before Venturing Into Social Media Marketing” white paper,, May 2009
    “Social Media for Business: 31 Stats & Anecdotes” presentation, 20.decibels, January 2010
    “Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses” white paper, Michael Stelzner, March 2009
    “Social Media 201: How To Use Social Media Sites To Increase Traffic” webinar, Armando Roggio and Jeanne Hopkins, January 010
    The Social Media Bible: Tactics, Tools & Strategies for Business Success, Lon Safko and David Brake, 2009
    The Social Media Marketing Book, Dan Zarella, 2010
    Twitter Power: How to Dominate Your market one Tweet at a Time, Joel Comm, 2009
  • 45. Contact Us
    Jeffrey Stewart
    Phone: 815-262-7252
    Robin Tobin
    VP, Key Accounts
    Phone: 617.460.2619