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Social Media for Business Presentation for APLD: Are You Connected?

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Social Media Marketing presentation for the Association of Professional Landscape Designers in San Francisco.

Social Media Marketing presentation for the Association of Professional Landscape Designers in San Francisco.

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  • 1. with Suse Barnes of Susby August 21, 2012 1
  • 2. Introduc)ons  •  Who  is  Susby?  •  Who  are  you?   –  Solopreneurs   –  Consultants   –  Landscape  Architects   –  Landscape  Designers   –  Community  Managers   –  Using  Social  Media?   –  New  to  Social  Media?   Social Media for Business with Suse Barnes
  • 3. Introduc)on  to  Social  Media   Social Media for Business 3 with Suse Barnes
  • 4. Social Media for Business 4 with Suse Barnes
  • 5. Let’s  do  some  marke)ng  •  Television  •  Radio  •  Print    •  Billboards  •  Public  Rela)ons  •  Adver)sing  •  Trade  Shows   Social Media for Business 5 with Suse Barnes
  • 6. Social Media for Business 6 with Suse Barnes
  • 7. Social Media for Business 7 with Suse Barnes
  • 8. Who  wants  control?   Social Media for Business 8 with Suse Barnes
  • 9. YOU   Social Media for Business 9 with Suse Barnes
  • 10. What  is  the  web  today?   Social Media for Business 10 with Suse Barnes
  • 11. Social Media for Business 11 with Suse Barnes
  • 12. What  is  marke)ng  today?   Experience Influence Value Social Media for Business with Suse Barnes 12
  • 13. AKA   InteractionMarketing Money Social Media for Business with Suse Barnes 13
  • 14. Social Media for Business 14 with Suse Barnes
  • 15. Social Media for Business 15 with Suse Barnes
  • 16. Social Media for Business 16 with Suse Barnes
  • 17. Social Media for Business 17 with Suse Barnes
  • 18. Social Media for Business 18 with Suse Barnes
  • 19. The  Funnel  has  Reversed  We  (consumers)  have  a  voice.  I.e.  Your  customers  have  something  to  say  and  people  are  listening  to  each  other   Social Media for Business 19 with Suse Barnes
  • 20. New  Media  Marke)ng?  Tradi)onal  Marke)ng      Social  Media  Marke)ng   –  Broadcast   –  Personal  Conversa)ons   –  Big  Budget   –  Smaller  Budget   –  Mass  Media,     –  One  to  One,  One  to   One  to  Many   Many,  Many  to  Many   –  Brand  Equity   –  Brand  Ambassadors   –  ROInvestment   –  ROInfluence   Social Media for Business with Suse Barnes
  • 21. LinkedIn   Social Media for Business 21 with Suse Barnes
  • 22. LinkedIn   Social Media for Business 22 with Suse Barnes
  • 23. Is  content  s)ll  king?  Communica)on?    Entertainment?   Social Media for Business 23 with Suse Barnes Source: Hubspot
  • 24. Social  +  Media  =  We  are  the  media  •  Listening  •  Sharing  •  Par)cipa)ng  •  Vo)ng  •  Communica)ng  •  Connec)ng  •  Collabora)ng  •  PINNING!!!!  •  Pos)ng   Social Media for Business with Suse Barnes 24
  • 25. Pinterest   Social Media for Business 25 with Suse Barnes
  • 26. The  4  P-­‐Shi  P   P   RODUCT RICE LACE ROMOTION EOPLE ROXIMITY ROMISES ARTNERSHIPS Social Media for Business 26 with Suse Barnes
  • 27. The  5th  P  in  Marke)ng   Social Media for Business 27 with Suse Barnes
  • 28. “Par)cipa)on  is  Marke)ng.”  –  Brian  Solis                 h^p://www.youtube.com/watch?v=3SuNx0UrnEo     Social Media for Business with Suse Barnes
  • 29. “The  People  in  your  life   make  your  world   be^er.  People  are   literally  the  best   thing  in  the  world.”                              –  Gary  Vaynerchuck                 h^p://www.youtube.com/watch?v=5p2BZg94Eb0     Social Media for Business with Suse Barnes
  • 30. The  Conversa)on  Prism  Source: By Brian Solis of PR 2.0.http://www.briansolis.com/2009/09/the-conversation-prism-the-landscape-for-international-social-networking Social Media for Business 30 with Suse Barnes
  • 31. What  do  you  have  with     you  at  all  )mes?  Source: @rumford at Gravity Summit Stanford Social Media for Business with Suse Barnes
  • 32. Mobile  Local  Social   Social Media for Business 32 with Suse Barnes
  • 33. So   Mo   Lo  Mo   Lo   So  Lo   So   Mo   So  Mo  Lo   Mo  Lo  So   Lo  So  Mo   Social Media for Business 33 with Suse Barnes
  • 34. So  Mo  Lo  Mo  Lo  So  Lo  So  Mo   Social Media for Business 34 with Suse Barnes
  • 35. So  Mo  Lo  Mo  Lo  So  Lo  So  Mo   Social Media for Business 35 with Suse Barnes
  • 36. 26%  of  US  Media  Consump)on  is  Mobile   This in itself may not be shocking, but wait… Social Media for Business 36 with Suse Barnes
  • 37. 26%  of  US  Media  Consump5on  is  Mobile!   43%  of  US  Media  Consump)on  is  TV   #tworthy Social Media for Business 37 with Suse Barnes
  • 38. Social  Media  for  Promo)ng     Your  Business   Social Media for Business 38 with Suse Barnes
  • 39. It is not a sprint… Social Media for Business with Suse Barnes
  • 40. …it is a marathon. Social Media for Business with Suse Barnes
  • 41. “Failing to plan is planning to fail.” - Winston Churchill   Social Media for Business with Suse Barnes
  • 42. How  to  develop  a  winning  social  media   strategy:  •  What  is  your  goal?   –  Finishing,  winning,  bea)ng  your  PR?  •  Who  are  you?   –  Fit,  fast,  slow,  strong,  weak,  injured,  confident?  •  How  do  you  plan  to  accomplish  the  goal?   –  Strategy?  Pre-­‐race,  in-­‐race,  post-­‐race  •  Are  you  ready?   –  Resources:  Shoes,  food,  training   Social Media for Business with Suse Barnes
  • 43. How  to  win  (your  marathon):  1.  Iden)fy  a  clear  and  realis)c  goal.  2.  Know  yourself,  SWOT.  3.  Create  a  plan.  4.  Implement  the  plan  and  be  flexible.  5.  Reflect  and  refine  for  next  )me.     Social Media for Business with Suse Barnes
  • 44. Social Media for Business with Suse Barnes
  • 45. 1.  Define  the  goal  •  Is  it  a^ainable?  •  When  will  you  achieve  it?  •  How  long  will  it  take  to  accomplish?  •  What  will  success  look  like?  •  How  will  you  measure  that  success?   Social Media for Business with Suse Barnes
  • 46. What  are  rela)onships  made  of?   Social Media for Business 46 with Suse Barnes
  • 47. 2.  SWOT  •  What  are  your  Strengths,  Weaknesses,   Opportuni)es  and  Threats?  •  Who  is  your  compe))on?    •  What  is  the  compe))on  doing  to   accomplish  their  goals?  •  Remember:  There  are  no  compe)tors  •  Hint:  Are  you  doing  lots  of  LISTENING?   Social Media for Business with Suse Barnes
  • 48. So  Mo  Lo  Mo  Lo  So  Lo  So  Mo   Social Media for Business 48 with Suse Barnes
  • 49. What  are  rela)onships  made  of?   Social Media for Business 49 with Suse Barnes
  • 50. Your  Social  Media  Plan  LOVEL - ListenO - OfferV - VisitE - Engage Social Media for Business 50 with Suse Barnes
  • 51. 3.  Create  a  plan  1.  Think  LOVE  2.  Ask  yourself  the  ABCD  ques)ons:   A.  Audience.  Who  is  your  Audience?   B.  Benefit.  What  is  the  Business  Benefit  of  the   rela)onship?   C.  Content.  What  is  your  Content  plan?   D.  Distribu)on.  What  Distribu)on  channels  will   you  use?   Social Media for Business with Suse Barnes
  • 52. So  Mo  Lo  Mo  Lo  So  Lo  So  Mo   Social Media for Business 52 with Suse Barnes
  • 53. Think  first,  then  plan  •  What  are  you  marke)ng?  •  Which  social  networks  will  you  par)cipate  on?  •  Why?  •  How  will  you  engage  with  your  community?  •  What  is  your  strategy  including   –  Frequency   –  Voice   –  Measurement?   Social Media for Business 53 with Suse Barnes
  • 54. Your  Social  Media  Plan  LISTEN  (You’ll  need  some  listening  tools:  SocialMen)on.com,  Google  Alerts,  Radian6?)   to  everything  that  is  being  said  about  your  product/service  and  industry  -­‐>   RESEARCH  (who  is  your  friend?)   Your  market,  Your  Compe))on,  Poten)al  Partners,  Current  Trends,     Customers  (Exis)ng  and  Poten)al)    Par)cipate  in  conversa)on  with  ques)ons,  comments,  likes,  follows  etc.   (Par)cipa)on  is  marke)ng)  OFFER   Share  what  interests  your  community  (Content,  Content,  Content)    Create  good  content,  content  worth  sharing  (Content,  Content,  Content)    Value  and  ENTERTAINMENT  (Content,  Content,  Content)  VISIT   Build  your  network  so  you  have  people  to  talk  with  and  connect  with      Grow  through  learning  about  others  and  understanding  what  they  like  ENGAGE      Nurture  your  community  members,  show  that  you  care,  because  you  do    You  want  the  answer  to  be  “YES!”  What  would  that  take?  (Content  and  Frequency)   Social Media for Business 54 with Suse Barnes
  • 55. Tools  •  Where  will  you  par)cipate?    •  What  are  your  resources?  •  What  networks/tools  are  best?  •  Why?  •  How  do  you  know?   Social Media for Business with Suse Barnes
  • 56. Be  Human  http://www.youtube.com/watch?v=OAlyHUWjNjE Social Media for Business with Suse Barnes
  • 57. Ideas  for  Campaigns  •  How  will  you  implement  the  strategy?  •  What  campaigns  will  facilitate  it?  •  Strategy  =  Simple  •  Tac)cs  =  more  complex   Social Media for Business with Suse Barnes
  • 58. Social Media for Business with Suse Barnes
  • 59. 4.  Implement  the  plan  and  be  flexible  Real-­‐)me  A(B)CD:  Be  Authen)c  Be  Human  Focus  on  your  Community  Be  Dedicated  to  your  customers   Social Media for Business with Suse Barnes
  • 60. Be  Human   Social Media for Business with Suse Barnes
  • 61. Success?  •  Were  you  successful?  •  What  does  the  picture  of  success  look  like?  •  How  do  you  measure  your  success?  •  What  will  you  learn  in  the  process  of   crea)ng  your  strategy,  implemen)ng  it  and   measuring  the  results?   Social Media for Business with Suse Barnes
  • 62. Fans  and  Followers   Social Media for Business 62 with Suse Barnes
  • 63. Social Media for Business 63 with Suse Barnes
  • 64. Social Media for Business 64 with Suse Barnes
  • 65. Social Media for Business 65 with Suse Barnes
  • 66. Social Media for Business 66 with Suse Barnes
  • 67. “Don’t report crap.” “Stop pimping.” “There’s a reason doesn’t work for you.It’s not Facebook it’s you.” - Avinash Kaushik, Google Digital Marketing Evangelist Social Media for Business 67 with Suse Barnes
  • 68. Social Media for Business 68 with Suse Barnes
  • 69. Social Media for Business 69 with Suse Barnes
  • 70. Social Media for Business 70 with Suse Barnes
  • 71. Social Media for Business 71 with Suse Barnes
  • 72. How  clients  are  searching   Social Media for Business 72 with Suse Barnes
  • 73. How  clients  are  searching   Social Media for Business 73 with Suse Barnes
  • 74. How  clients  are  searching   Social Media for Business 74 with Suse Barnes
  • 75. How  clients  are  searching   Social Media for Business 75 with Suse Barnes
  • 76. Scheduling  content  delivery    and  other  ways  to  have  more  )me.   Social Media for Business 76 with Suse Barnes
  • 77. But what about my precious time? Social Media for Business with Suse Barnes
  • 78. But Isn t it going to take up all of my precious time? Social Media for Business with Suse Barnes
  • 79. Twitter Clients Twitter Platform Social Media for Business with Suse Barnes
  • 80. Scheduling and Automation Tools: 1.  http://www.Hootsuite.com 2.  http://www.Bufferapp.com 3.  http://www.SocialOomph.com 4.  http://www.Twitterfeed.com 5.  http://www.TwitCleaner.com 6.  http://www.ManageTwitter.com 7.  http://www.Tweriod.com Social Media for Business with Suse Barnes
  • 81. Hootsuite Social Media for Business with Suse Barnes
  • 82. Hootsuite Social Media for Business with Suse Barnes
  • 83. Hootsuite – URL Shortening Social Media for Business with Suse Barnes
  • 84. Scheduling Tweets with HootSuite Social Media for Business with Suse Barnes
  • 85. First Think•  What is the goal?•  How will the tool help us?•  What is our strategy? Social Media for Business with Suse Barnes
  • 86. What NOT to post•  What you had for lunch•  Stories about your dog•  Negative commentsRemember: Twitter is public and real-time. Do Think: Cocktail party. Start conversations. Ask and answer questions. Grow your network. Social Media for Business with Suse Barnes
  • 87. What  is  the  right  marke)ng  mix  for  you?   Social Media for Business 87 with Suse Barnes
  • 88. Fish  where  the  fish  are  Fish where the fish are Social Media for Business 88 with Suse Barnes
  • 89. Think  Three  R’s   Reach     Relevance         Return                     Social Media for Business with Suse Barnes
  • 90. Social Media for Business 90 with Suse Barnes
  • 91. Think  Three  R’s   Return     Relevance         Reach                     Social Media for Business with Suse Barnes
  • 92. How  are  you  improving  my  life?   Social Media for Business 92 with Suse Barnes
  • 93. Social Media for Business 93 with Suse Barnes
  • 94. Social Media for Business 94 with Suse Barnes
  • 95. Social Media for Business 95 with Suse Barnes
  • 96. Social Media for Business 96 with Suse Barnes
  • 97. Be  Different,  Be  Remarkable   Social Media for Business 97 with Suse Barnes
  • 98. Social Media for Business 98 with Suse Barnes
  • 99. Social Media for Business 99 with Suse Barnes
  • 100. Who  Are  You  Talking  To   Who  Are  You  Talking  With?  1.  Where  does  your  audience  spend  most  of  their   )me  online?  2.  Why  do  they  spend  their  )me  there?  3.  Who  are  they?  4.  Who  are  your  fans?  5.  Who  are  your  enemies?  6.  How  do  you  start  conversa)ons  with  both  of   these  groups?   Social Media for Business 100 with Suse Barnes
  • 101. Distribu)on  •  There  is  a  lot  of  noise  out  there  •  It’s  ok  to  repeat  (or  retweet)    •  Sharing  is  good  •  Content  is  always  king,  frequency  is  queen   and  entertainment  is  the  jack  of  all  parades  •  Create  an  editorial  (social  media)  calendar   and  ALWAYS  offer  VALUE!   Social Media for Business 101 with Suse Barnes
  • 102. Don’t  •  Write  or  say  anything  you  wouldn’t  do  or  say     in  front  of  your  mother  •  Broadcast  •  SHOUT  •  Copy  •  Forget  about  the  elephant!   Social Media for Business 102 with Suse Barnes
  • 103. Social Media for Business 103 with Suse Barnes
  • 104. Social Media for Business 104 with Suse Barnes
  • 105. Social Media for Business 105 with Suse Barnes
  • 106. Are  you  offering  Value?  •  Free  Webinars  •  Infographics,  Videos,  Photos,  Advice  •  Events  •  Free  informa)on  •  Fun    •  Quotes   Social Media for Business 106 with Suse Barnes
  • 107. Measuring  Marke)ng  Campaigns   Web  =  Digital   Digital  =  Trackable   Trackable  =  Analy)cs   Analy)cs  makes  it  super  easy  to  measure   performance  of  marke)ng  campaigns     Social Media for Business 107 with Suse Barnes
  • 108. Measuring  Marke)ng  Campaigns  Types  of  campaigns  and  tools   –  Measuring  and  Analysing  Visits  to  your  Website   •  Google  Analy)cs  [FREE]   –  Facebook  Fan  Page/Adver)sing   •  Facebook  Insights  [FREE]   –  Twi^er  (and  Facebook)  Engagement   •  h^p://bit.ly  [Free]   •  h^p://www.hootsuite.com  [Free]   –  Social  Media  Marke)ng  Performance  Tracking  and  LISTENING  tools   •  h^p://socialmen)on.com  [Free]   •  h^p://alerts.google.com   •  YOUR  FAVORITE  BLOGS,  tweet  streams,  Pinterest  boards  and   Facebook  Subscrip)ons  etc.       Social Media for Business 108 with Suse Barnes
  • 109. Q&A Social Media for Business with Suse Barnes
  • 110. Remember  the  Secret?   It’s not about marketing,it’s about relationships and trust.Build sustainable relationships. Social Media for Business 110 with Suse Barnes
  • 111. Thank  You    ALPD  San  Francisco!    Connect  with  Suse  (Susan)  Barnes:  Susan@susby.com  h^p://www.susby.com    h^p://twi^er.com/susby  h^p://www.facebook.com/susby    h^p://www.linkedin.com/in/susanbarnes  h^p://www.pinterest.com/susby  h^p://gplus.to/susby     Social Media for BusinessPhone/SMS:  (415)  305-­‐6403   111 with Suse Barnes
  • 112. Social Media for Business 112 with Suse Barnes