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Social media ecosystem talk for Grand Rapids
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Social media ecosystem talk for Grand Rapids

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  • 1. SOCIAL MEDIA: IT’S EVERYWHERE Susan Mernit, October 2010 CCT.org talk
  • 2. Twitter: World’s latest breaking news source
  • 3. Local video reaches across the world We don’t need foreign correspondents
  • 4. News happens in real time Flickr: February 27, Saturday am: Chilean earthquake 8.8, 4:34 am
  • 5. Via search & reputation, news is both grass- roots & filtered—almost instantaneously
  • 6. Implications to think about • Peers are our experts • Social media is our ecosystem • Mobile means access everywhere EVERYONE USES SOCIAL MEDIA It’s the drumbeat. And powerful for clients.
  • 7. Welcome to the social media ecosystem   200 Million Americans are on Facebook   Roughly 44 million people use Twitter   There are over 4 Billion photos on photo-sharing community Flickr You are now connected to everyone on the planet via search & Facebook
  • 8. This means: The game Has changed • Even  beyond  Google,  everyone  is  inter-­‐ connected   • We’ve  gone  beyond  centralized  authori:es  that   creden:al  us—newspapers,  universi:es,  affiliate   groups   • To  crowd-­‐sourcing,  networks,  and  the  wisdom   of  crowds   -­‐-­‐Are  you  a  part  of  the  stream?  
  • 9. How do you show up on the Net?  Who are you connected to? What do you stand for?  You  cannot  hide  in  a  world  of   referral,  recommenda:on  and   reputa:on    And  you  have  to  connect  
  • 10. Social media has an amplifying power. Do you know how to use it?
  • 11. Oakland Local: Case study in community engagement & social media marketing
  • 12. Social media & OL   Facebook: 4,300 friends; 950 active posters (Facebook Insite)   Twitter: 2,500 + followers, 5-10 retweets daily   Flickr: Active flickr site & tags   Scribd: Over 5,000 downloads   YouTube, Vimeo, etc: Active video channels   Who posts? Team of 5 rotate responsibilities
  • 13. What does this get us?   Facebook & Twitter as top referrers   Powerful community connections: Facebook the AOL of today; people hang out   Ability to engage, discuss, interact   Genuine connections with wide, diverse community   Ability to serve and empower
  • 14. Uses for social media for small business people   Make your brand more discoverable   Create and manage your own online presence on the web, Facebook, Yelp, Linked In and other sites   Market your brand to customers to increase awareness & sales 14
  • 15. What is your social media—and online 15 —presence? •  Do you know how your clients show up on the web? Are you discoverable through search? If someone hears of you—can they find you? •  Let’s look at three East Bay retail businesses and see how they show up.
  • 16. Scream Sorbet HFp://screamsorbet.com,  Sells  at  Farmer’s  Markets   &  will  have  retail  store  Temescal.   Makes  fresh  sorbet  &  gelato.   16
  • 17. Scream Sorbet •  Google links: 4,700 •  Blogger links- 274 see •  Social media tools: http://bit.ly/8YPTZS •  Facebook (528 friends): http://on.fb.me/bYJ48i •  Twitter (456 friends): http://twitter.com/ screamsorbet •  Blogger links- 274-- see •  Yelp (80 reviews): http://bit.ly/8YPTZS http://www.yelp.com/biz/ scream-sorbet-emeryville •  TOTAL Social media connections=1,064 17
  • 18. Scream Sorbet 18
  • 19. Tara’s organic ice cream 19  (www.tarasorganic.com)  :  regional  chain,  3  stores   East  Bay  area  
  • 20. Tara’s   Google links: 2,280   TOTAL Social media Social media tools: Twitter (6   followers): connections=1, 569 http://twitter.com/tarasorganic   Blogger links- 78 see Facebook (1,211 friends),   http://www.facebook.com/ http://bit.ly/cF7uXp pages/Taras-Organic-Ice- Cream/46169884276   Yelp:-Temescal,( 34 reviews): http://www.yelp.com/biz/taras- organic-ice-cream-oakland)   Yelp-Claremont, Berkeley, (324 reviews): http://www.yelp.com/biz/taras- organic-ice-cream-berkeley 20
  • 21. Tara’s 21
  • 22. Lush Gelato 22 2  stories,  no  real  web  site,  lushgelato.com/comingsoon  
  • 23. Lush Gelato •  Google links: 1,960 •  Blogger links- 75—see •  Social media tools: http://bit.ly/bI53kT •  Blog ( •  TOTAL Social media http:// connections=436 lushgelato.blogspot.com/), •  Facebook, (269 fans): http://www.facebook.com/ lushgelato •  Twitter, (93 followers): http://twitter.com/lushgelato •  Yelp (74 reviews): http://www.yelp.com/biz/ lush-gelato-oakland 23
  • 24. 24
  • 25. Observations 25 •  The smallest and most independent ice cream business —Scream Sorbet-- has the largest social media reach and links on Google and the most mentions by bloggers. •  They use Twitter and Facebook to promote their weekly flavors and have very active and engaged followers who LOVE their product and like to talk about it. •  Customers are sales people and brand advocates. •  There is a personal feel because people are encouraged to fixate on specific flavors.
  • 26. Lessons to learn 26 •  The cost of customer acquisition is LOWER with social media than with direct mail or most advertising •  The online activity supports the OFFLINE activities •  Feeling of fun and passion fits love of great sorbet/ gelato/ice cream •  Social media drives interest in the product, which results in leads and sales
  • 27. How did these owners do it? 27 •  Applied resources and time to managing online marketing: Facebook, Twitter, blogging, Yelp •  Monitored results and checked impact on both web site traffic and real-world customers (How did you hear about us? “On Twitter.) •  Had clear messaging around specific actions and opportunities (Come in today for chocolate caramel ice cream; Take part in our ice-cream giveaway at our store.) •  Made a plan, set goals and tried it. •   
  • 28. We MEASURE like crazy!   Google analytics   Google search (reach, impact)   Facebook insites   Tweetreach   On-going analysis & course corrections
  • 29. Action steps you can take now 29 •  Check out what people are saying about you on Google, Yelp, Facebook, and Twitter. •  google.com •  search.twitter.com •  http://www.facebook.com/srch.php •  Yelp http://www.yelp.com (search box) or name of your business in quotes + Yelp (Example: "Scream Sorbet" + Yelp, http://bit.ly/c8x64c •  Set up a Google alert for you, your business and your competitors (see google.com/alerts). Have it come to you as a daily email or RSS feed.
  • 30. Useful resources 30 •   Facebook Business Account FAQ: http://www.facebook.com/help/?page=721 •  Twitter account creation: http://twitter.com/account/create •  Great article on social media and small business: http://techcrunch.com/2010/07/17/how-social- media-drives-new-business-six-case-studies/ •    •  Don’t forget about follow-up classes from Oakland Local Academy—and the social media support our consulting group can provide you with along with advertising services.
  • 31. Oakland Local loves to share community strategies Keep in touch Twitter: @Susanmernit, @oaklandlocal Email: susan@oaklandlocal.com Site: oaklandlocal.com Follow us on Facebook !