Social Media Best Practices:
Getting Started


 Susan Murphy
 Email: sue@jestercreative.com
 Company: www.jestercreative.c...
√
By the end of todayʼs lecture you will:
√
By the end of todayʼs lecture you will:

Understand the importance of creating great content.
√
By the end of todayʼs lecture you will:

Understand the importance of creating great content.

Feel more comfortable wit...
√
By the end of todayʼs lecture you will:

Understand the importance of creating great content.

Feel more comfortable wit...
√
By the end of todayʼs lecture you will:

Understand the importance of creating great content.

Feel more comfortable wit...
?
Agenda
?
Agenda



• Whatʼs this social media stuff about, anyway?
?
Agenda



• Whatʼs this social media stuff about, anyway?
• The best place to start with an online presence
?
Agenda



• Whatʼs this social media stuff about, anyway?
• The best place to start with an online presence
• How Facebo...
?
Agenda



• Whatʼs this social media stuff about, anyway?
• The best place to start with an online presence
• How Facebo...
?
Agenda



• Whatʼs this social media stuff about, anyway?
• The best place to start with an online presence
• How Facebo...
?
Agenda



• Whatʼs this social media stuff about, anyway?
• The best place to start with an online presence
• How Facebo...
The Social Media Revolution

Years to reach 50 million users:
The Social Media Revolution

Years to reach 50 million users:
        Radio: 38 years
The Social Media Revolution

Years to reach 50 million users:
        Radio: 38 years
          TV: 13 years
The Social Media Revolution

Years to reach 50 million users:
        Radio: 38 years
          TV: 13 years
     The Inte...
The Social Media Revolution

Years to reach 50 million users:
        Radio: 38 years
          TV: 13 years
     The Inte...
The Social Media Revolution

Years to reach 50 million users:
        Radio: 38 years
          TV: 13 years
     The Inte...
The Social Media Revolution

 Years to reach 50 million users:
         Radio: 38 years
           TV: 13 years
      The ...
The Social Media Revolution


         Over 200,000,000 blogs

         77% of active Internet
         users read blogs

...
The Social Media Revolution

        25% of search results for the
        worldʼs top 20 brands are to
        user-gener...
The Social Media Revolution

        25% of search results for the
        worldʼs top 20 brands are to
        user-gener...
People are ONLINE.

They are talking about
     BUSINESS.
Who is Roger Smith?
Who is Roger Smith?
In-person experience
  had to measure up
In-person experience
  had to measure up

  Spacious rooms
In-person experience
  had to measure up

  Spacious rooms
    Low Prices
In-person experience
  had to measure up

  Spacious rooms
    Low Prices
   Great Service
In-person experience
   had to measure up

   Spacious rooms
      Low Prices
     Great Service
Special deals for Twitter...
In-person experience
   had to measure up

   Spacious rooms
      Low Prices
     Great Service
Special deals for Twitter...
In-person experience
      had to measure up

      Spacious rooms
         Low Prices
        Great Service
   Special de...
"I listen and try to
contribute where it
matters most - I never
sell. It's about people
and stories."
- Brian Simpson, Dir...
Social media = personal connections
Social media = personal connections

     Social media = awareness
Social media = personal connections

     Social media = awareness

   Social media = more business
If you want to compete with the
           big guys, you canʼt wait for
           business to come to you.



Social medi...
Your web site is a
  reflection of
     YOU.
www = Information Linked Together
Your Website



Home Base
Your Website



    Home Base




Your Neighbourhood
Your Website
                  Your content lives here


Home Base




           Your Neighbourhood
Your Website
                  Your content lives here
                  You need to give people a
                  reaso...
Your Website
               Your content lives here
               You need to give people a
               reason to go t...
How do we build our home base?
How do we build our home base?



Itʼs all about CONTENT.
How do we build our home base?



Itʼs all about CONTENT.

         Blogging
          Video
         Webinars
Why should people/companies
have blogs?
Why should people/companies
have blogs?

• To build awareness of brand
Why should people/companies
have blogs?

• To build awareness of brand
• To boost search engine rankings
Why should people/companies
have blogs?

• To build awareness of brand
• To boost search engine rankings
• To improve cust...
Why should people/companies
have blogs?

• To build awareness of brand
• To boost search engine rankings
• To improve cust...
Why should people/companies
have blogs?

• To build awareness of brand
• To boost search engine rankings
• To improve cust...
Results:
Results:


• Branded mentions of Fiskars have risen 600% per
week since the program began.
Results:


• Branded mentions of Fiskars have risen 600% per
week since the program began.

• There are more than 5000+ me...
Results:


• Branded mentions of Fiskars have risen 600% per
week since the program began.

• There are more than 5000+ me...
Results:


• Branded mentions of Fiskars have risen 600% per
week since the program began.

• There are more than 5000+ me...
Easy ways to include
 video in a web site
Show a product
   in action
Share expertise through
educational videos, a newscast
   or interviews with team
          members.
Search Engines love Video!
Promote a special event, new
product release, or special offer
Customer Testimonials
Have a
community post
their own videos
Create a video podcast that
 people can subscribe to.
Stand out from
competitors. Be the
   first in your
    community
   to try video!
Results:
Results:



• Through the podcast, Gary grew Wine Library from $4
million to $50 million business in 18 months.
Results:



• Through the podcast, Gary grew Wine Library from $4
million to $50 million business in 18 months.

• He’s do...
Results:



• Through the podcast, Gary grew Wine Library from $4
million to $50 million business in 18 months.

• He’s do...
Whatʼs a
Webinar?
Whatʼs a
Webinar?
Whatʼs a
                         Webinar?
• It's more than just promoting a product
Whatʼs a
                         Webinar?
• It's more than just promoting a product
• Share knowledge, bring in industry ...
Whatʼs a
                         Webinar?
• It's more than just promoting a product
• Share knowledge, bring in industry ...
Whatʼs a
                         Webinar?
• It's more than just promoting a product
• Share knowledge, bring in industry ...
Whatʼs a
                         Webinar?
• It's more than just promoting a product
• Share knowledge, bring in industry ...
Whatʼs a
                         Webinar?
• It's more than just promoting a product
• Share knowledge, bring in industry ...
Whatʼs a
                          Webinar?
• It's more than just promoting a product
• Share knowledge, bring in industry...
$4,000 per session
• Training and customer demos
• Training and customer demos
•  Involve decision makers regardless of geographic location
• Training and customer demos
•  Involve decision makers regardless of geographic location
• Webinars are recorded and can...
• Training and customer demos
•  Involve decision makers regardless of geographic location
• Webinars are recorded and can...
Your Home Base
Your Home Base


           Give people a
         reason to drop by
Your Home Base


                      Give people a
                    reason to drop by




They will come back if you ...
Your Neighbourhoods
Twitter is your coffee shop
@littlerandy
Silly   !
Randy uses ONLY
Twitter to market
  his business.
@littlerandy

Results:
@littlerandy

Results:


• Gained several new clients, grew his business, and
survived last year’s downturn.
@littlerandy

Results:


• Gained several new clients, grew his business, and
survived last year’s downturn.

Randy’s Twit...
@littlerandy

Results:


• Gained several new clients, grew his business, and
survived last year’s downturn.

Randy’s Twit...
@littlerandy

Results:


• Gained several new clients, grew his business, and
survived last year’s downturn.

Randy’s Twit...
@littlerandy

Results:


• Gained several new clients, grew his business, and
survived last year’s downturn.

Randy’s Twit...
Twitter is your coffee shop
Twitter is your coffee shop


• Twitter is a worldwide, 24/7 conversation.
Twitter is your coffee shop


• Twitter is a worldwide, 24/7 conversation.
• Itʼs a meeting place.
Twitter is your coffee shop


• Twitter is a worldwide, 24/7 conversation.
• Itʼs a meeting place.
• You can listen in, le...
Twitter is your coffee shop


• Twitter is a worldwide, 24/7 conversation.
• Itʼs a meeting place.
• You can listen in, le...
Twitter is your coffee shop


• Twitter is a worldwide, 24/7 conversation.
• Itʼs a meeting place.
• You can listen in, le...
Facebook is your
community centre
Danny Brown
Social Sensei
The Challenge
The Challenge



• 12 months, different charity each month
The Challenge



• 12 months, different charity each month
• 1200 people @ $10 per month
The Challenge



• 12 months, different charity each month
• 1200 people @ $10 per month
• Done entirely through social ne...
Results
Results


• Over 4,000 supporters worldwide
Results


• Over 4,000 supporters worldwide
• Twitter marathon, live streaming concerts
Results


• Over 4,000 supporters worldwide
• Twitter marathon, live streaming concerts
• In 2009, 12for12k raised over $1...
Results


• Over 4,000 supporters worldwide
• Twitter marathon, live streaming concerts
• In 2009, 12for12k raised over $1...
Facebook is your community centre
Facebook is your community centre


• Facebook can be the central hub of your community.
where people can find and share in...
Facebook is your community centre


• Facebook can be the central hub of your community.
where people can find and share in...
Facebook is your community centre


• Facebook can be the central hub of your community.
where people can find and share in...
Facebook is your community centre


• Facebook can be the central hub of your community.
where people can find and share in...
Facebook is your community centre


• Facebook can be the central hub of your community.
where people can find and share in...
Re-Cap
Re-Cap

• Social media can be used successfully for
all types of businesses - B2C, B2B, and
across industries and sectors.
Re-Cap

• Social media can be used successfully for
all types of businesses - B2C, B2B, and
across industries and sectors....
Re-Cap

• Social media can be used successfully for
all types of businesses - B2C, B2B, and
across industries and sectors....
Bringing it All Together:
    How to develop a social media
strategy that works for your business
The New Kid
Get your house in order
       FIRST
Step 1: Clean up your Home Base
Step 1: Clean up your Home Base


  • Set specific and measurable goals
Step 1: Clean up your Home Base


  • Set specific and measurable goals
  • Give your blog a home or revisit your blog
Step 1: Clean up your Home Base


  • Set specific and measurable goals
  • Give your blog a home or revisit your blog
  • ...
Step 1: Clean up your Home Base


  • Set specific and measurable goals
  • Give your blog a home or revisit your blog
  • ...
Step 1: Clean up your Home Base
        Suggested Toolkit
Step 1: Clean up your Home Base
        Suggested Toolkit


 • Blogging tool: Wordpress.com or .org
Step 1: Clean up your Home Base
        Suggested Toolkit


 • Blogging tool: Wordpress.com or .org
 • Webinar tools - Dim...
Step 1: Clean up your Home Base
        Suggested Toolkit


 • Blogging tool: Wordpress.com or .org
 • Webinar tools - Dim...
Step 1: Clean up your Home Base
        Suggested Toolkit


 • Blogging tool: Wordpress.com or .org
 • Webinar tools - Dim...
Step 2: Go out Exploring
Step 2: Go out Exploring


• Check out the neighbourhood
Step 2: Go out Exploring


• Check out the neighbourhood
• Set up listening posts
Step 2: Go out Exploring


• Check out the neighbourhood
• Set up listening posts
• Find your customers, and listen to wha...
Step 2: Go out Exploring


• Check out the neighbourhood
• Set up listening posts
• Find your customers, and listen to wha...
Step 2: Go out Exploring


• Check out the neighbourhood
• Set up listening posts
• Find your customers, and listen to wha...
Step 2: Go out Exploring
   Suggested Toolkit
Step 2: Go out Exploring
   Suggested Toolkit


• Twitter Search (use #hashtags), Twitter Chats
to find conversations
Step 2: Go out Exploring
   Suggested Toolkit


• Twitter Search (use #hashtags), Twitter Chats
to find conversations

• Se...
Step 2: Go out Exploring
   Suggested Toolkit


• Twitter Search (use #hashtags), Twitter Chats
to find conversations

• Se...
Step 3: Build A Team
Step 3: Build A Team


• Define the roles of your team up front.
Who will contribute to the blog? Monitor
comments? Manage ...
Step 3: Build A Team


• Define the roles of your team up front.
Who will contribute to the blog? Monitor
comments? Manage ...
Step 3: Build A Team


• Define the roles of your team up front.
Who will contribute to the blog? Monitor
comments? Manage ...
Step 3: Build Your Team
   Suggested Toolkit
Step 3: Build Your Team
   Suggested Toolkit




• Google Docs for collaboration
Step 3: Build Your Team
   Suggested Toolkit




• Google Docs for collaboration
• DropBox for file sharing
Step 3: Build Your Team
   Suggested Toolkit




• Google Docs for collaboration
• DropBox for file sharing
• Google Calend...
Step 4: Just hit Publish
Step 4: Just hit Publish




• Work on your content first - start to build blog
posts, videos, content for webinars.
Step 4: Just hit Publish




• Work on your content first - start to build blog
posts, videos, content for webinars.

• Get...
Step 4: Just hit Publish
  Suggested Toolkit
Step 4: Just hit Publish
   Suggested Toolkit



• Google Docs for team collaboration, Evernote
for “anywhere” ideas
Step 4: Just hit Publish
   Suggested Toolkit



• Google Docs for team collaboration, Evernote
for “anywhere” ideas

• In...
Step 4: Just hit Publish
   Suggested Toolkit



• Google Docs for team collaboration, Evernote
for “anywhere” ideas

• In...
Step 5: Engage!
Step 5: Engage!

• Create your neighbourhoods.
Step 5: Engage!

• Create your neighbourhoods.
• Facebook is a great place to start. Create your
fan page, load up links, ...
Step 5: Engage!

• Create your neighbourhoods.
• Facebook is a great place to start. Create your
fan page, load up links, ...
Step 5: Engage!

• Create your neighbourhoods.
• Facebook is a great place to start. Create your
fan page, load up links, ...
Step 5: Engage!
Step 5: Engage!


• Post links on Twitter to things you find
interesting. Re-Tweet othersʼ interesting content.
Step 5: Engage!


• Post links on Twitter to things you find
interesting. Re-Tweet othersʼ interesting content.

• Particip...
Step 5: Engage!


• Post links on Twitter to things you find
interesting. Re-Tweet othersʼ interesting content.

• Particip...
Step 5: Engage!


• Post links on Twitter to things you find
interesting. Re-Tweet othersʼ interesting content.

• Particip...
Step 5: Engage!
Step 5: Engage!




• Beef up your profile on LinkedIN, and link your
blog feed to your profile.
Step 5: Engage!




• Beef up your profile on LinkedIN, and link your
blog feed to your profile.

• Post photos to your Flic...
Step 6: Manage and Maintain
Step 6: Manage and Maintain




 • Donʼt stop now! If you disappear for days youʼll
 lose momentum.
Step 6: Manage and Maintain




 • Donʼt stop now! If you disappear for days youʼll
 lose momentum.

 • Find some time eve...
Yah, BUT....
Top 5 reasons why businesses
  are afraid of social media
Top 5 reasons why businesses
  are afraid of social media
Top 5 reasons why businesses
  are afraid of social media



 We don't have time for social media.
Top 5 reasons why businesses
  are afraid of social media



 We don't have time for social media.

 Social media is a was...
Top 5 reasons why businesses
  are afraid of social media



 We don't have time for social media.

 Social media is a was...
Top 5 reasons why businesses
  are afraid of social media



 We don't have time for social media.

 Social media is a was...
Top 5 reasons why businesses
  are afraid of social media



 We don't have time for social media.

 Social media is a was...
We donʼt have time for social media.
We donʼt have time for social media.



         Make it a team effort.
We donʼt have time for social media.



         Make it a team effort.

            Make it a habit.
We donʼt have time for social media.



         Make it a team effort.

            Make it a habit.

  Make it part of y...
We donʼt have time for social media.



         Make it a team effort.

            Make it a habit.

  Make it part of y...
Social media is a waste of time and resources
Social media is a waste of time and resources

           Itʼs one of the fastest ways
            to build brand recognit...
Social media is a waste of time and resources

            Itʼs one of the fastest ways
             to build brand recogn...
Social media is a waste of time and resources

            Itʼs one of the fastest ways
             to build brand recogn...
Social media is a waste of time and resources

            Itʼs one of the fastest ways
             to build brand recogn...
“Haters” will damage my brand.
“Haters” will damage my brand.




If youʼre already listening, youʼll be able to hear
         immediately if there is an...
“Haters” will damage my brand.




If youʼre already listening, youʼll be able to hear
         immediately if there is an...
If our employees are allowed to Tweet, they
     might give away company secrets.
If our employees are allowed to Tweet, they
     might give away company secrets.


 Set up guidelines for your staff abou...
If our employees are allowed to Tweet, they
     might give away company secrets.


 Set up guidelines for your staff abou...
Itʼs impossible to track ROI.
Itʼs impossible to track ROI.

Social media tools are very trackable.
Itʼs impossible to track ROI.

    Social media tools are very trackable.

Analytics are available across most platforms.
Itʼs impossible to track ROI.

    Social media tools are very trackable.

Analytics are available across most platforms.
...
Itʼs impossible to track ROI.

    Social media tools are very trackable.

Analytics are available across most platforms.
...
Social Media in Less than 1 Hour a Day
Social Media in Less than 1 Hour a Day

• Google Reader: 10 minutes with your morning
coffee
Social Media in Less than 1 Hour a Day

• Google Reader: 10 minutes with your morning
coffee

• Neighbourhood Check-In: 10...
Social Media in Less than 1 Hour a Day

• Google Reader: 10 minutes with your morning
coffee

• Neighbourhood Check-In: 10...
Social Media in Less than 1 Hour a Day

• Google Reader: 10 minutes with your morning
coffee

• Neighbourhood Check-In: 10...
Some final words of wisdom
Some final words of wisdom


• In the old days, it was mass all about mass media
Some final words of wisdom


• In the old days, it was mass all about mass media
• You don't have to control the message, y...
Some final words of wisdom


• In the old days, it was mass all about mass media
• You don't have to control the message, y...
Some final words of wisdom


• In the old days, it was mass all about mass media
• You don't have to control the message, y...
Some final words of wisdom


• In the old days, it was mass all about mass media
• You don't have to control the message, y...
Some final words of wisdom


• In the old days, it was mass all about mass media
• You don't have to control the message, y...
Content is King.
Content is King.
Content is King.
Conversation is King.
Conversation is King.
Are you ready to start?
Best practices in social media
Best practices in social media
Best practices in social media
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Best practices in social media
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Best practices in social media
Best practices in social media
Best practices in social media
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Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
Best practices in social media
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Best practices in social media

  1. 1. Social Media Best Practices: Getting Started Susan Murphy Email: sue@jestercreative.com Company: www.jestercreative.com Blog: www.suzemuse.com Twitter: @suzemuse Facebook: www.facebook.com/suzemuse LinkedIN: www.linkedin.com/in/suzemuse
  2. 2. √ By the end of todayʼs lecture you will:
  3. 3. √ By the end of todayʼs lecture you will: Understand the importance of creating great content.
  4. 4. √ By the end of todayʼs lecture you will: Understand the importance of creating great content. Feel more comfortable with social media tools.
  5. 5. √ By the end of todayʼs lecture you will: Understand the importance of creating great content. Feel more comfortable with social media tools. Be able to find an audience online and interact with them more effectively.
  6. 6. √ By the end of todayʼs lecture you will: Understand the importance of creating great content. Feel more comfortable with social media tools. Be able to find an audience online and interact with them more effectively. Feel less fearful about engaging with others online.
  7. 7. ? Agenda
  8. 8. ? Agenda • Whatʼs this social media stuff about, anyway?
  9. 9. ? Agenda • Whatʼs this social media stuff about, anyway? • The best place to start with an online presence
  10. 10. ? Agenda • Whatʼs this social media stuff about, anyway? • The best place to start with an online presence • How Facebook and Twitter can be useful for any type of business or individual in any type of industry
  11. 11. ? Agenda • Whatʼs this social media stuff about, anyway? • The best place to start with an online presence • How Facebook and Twitter can be useful for any type of business or individual in any type of industry • 6 steps to get an online presence off the ground
  12. 12. ? Agenda • Whatʼs this social media stuff about, anyway? • The best place to start with an online presence • How Facebook and Twitter can be useful for any type of business or individual in any type of industry • 6 steps to get an online presence off the ground • Common fears and misconceptions about social media
  13. 13. ? Agenda • Whatʼs this social media stuff about, anyway? • The best place to start with an online presence • How Facebook and Twitter can be useful for any type of business or individual in any type of industry • 6 steps to get an online presence off the ground • Common fears and misconceptions about social media • Social media in less than an hour a day
  14. 14. The Social Media Revolution Years to reach 50 million users:
  15. 15. The Social Media Revolution Years to reach 50 million users: Radio: 38 years
  16. 16. The Social Media Revolution Years to reach 50 million users: Radio: 38 years TV: 13 years
  17. 17. The Social Media Revolution Years to reach 50 million users: Radio: 38 years TV: 13 years The Internet: 4 years
  18. 18. The Social Media Revolution Years to reach 50 million users: Radio: 38 years TV: 13 years The Internet: 4 years iPods: 3 years
  19. 19. The Social Media Revolution Years to reach 50 million users: Radio: 38 years TV: 13 years The Internet: 4 years iPods: 3 years Facebook: less than 1 year
  20. 20. The Social Media Revolution Years to reach 50 million users: Radio: 38 years TV: 13 years The Internet: 4 years iPods: 3 years Facebook: less than 1 year Facebook now has more than half a BILLION active users
  21. 21. The Social Media Revolution Over 200,000,000 blogs 77% of active Internet users read blogs Twitter has over 150,000,000 users
  22. 22. The Social Media Revolution 25% of search results for the worldʼs top 20 brands are to user-generated content.
  23. 23. The Social Media Revolution 25% of search results for the worldʼs top 20 brands are to user-generated content. People care more about how their social graph ranks products and services than how Google ranks them.
  24. 24. People are ONLINE. They are talking about BUSINESS.
  25. 25. Who is Roger Smith?
  26. 26. Who is Roger Smith?
  27. 27. In-person experience had to measure up
  28. 28. In-person experience had to measure up Spacious rooms
  29. 29. In-person experience had to measure up Spacious rooms Low Prices
  30. 30. In-person experience had to measure up Spacious rooms Low Prices Great Service
  31. 31. In-person experience had to measure up Spacious rooms Low Prices Great Service Special deals for Twitter followers
  32. 32. In-person experience had to measure up Spacious rooms Low Prices Great Service Special deals for Twitter followers THE best bacon
  33. 33. In-person experience had to measure up Spacious rooms Low Prices Great Service Special deals for Twitter followers THE best bacon The WOM network works
  34. 34. "I listen and try to contribute where it matters most - I never sell. It's about people and stories." - Brian Simpson, Director of Social Hospitality, Roger Smith Hotel
  35. 35. Social media = personal connections
  36. 36. Social media = personal connections Social media = awareness
  37. 37. Social media = personal connections Social media = awareness Social media = more business
  38. 38. If you want to compete with the big guys, you canʼt wait for business to come to you. Social media is an opportunity you to make personal connections with others. Word of mouth = World of mouth
  39. 39. Your web site is a reflection of YOU.
  40. 40. www = Information Linked Together
  41. 41. Your Website Home Base
  42. 42. Your Website Home Base Your Neighbourhood
  43. 43. Your Website Your content lives here Home Base Your Neighbourhood
  44. 44. Your Website Your content lives here You need to give people a reason to go to your site Home Base Your Neighbourhood
  45. 45. Your Website Your content lives here You need to give people a reason to go to your site Home Base How do we do that?
  46. 46. How do we build our home base?
  47. 47. How do we build our home base? Itʼs all about CONTENT.
  48. 48. How do we build our home base? Itʼs all about CONTENT. Blogging Video Webinars
  49. 49. Why should people/companies have blogs?
  50. 50. Why should people/companies have blogs? • To build awareness of brand
  51. 51. Why should people/companies have blogs? • To build awareness of brand • To boost search engine rankings
  52. 52. Why should people/companies have blogs? • To build awareness of brand • To boost search engine rankings • To improve customer relations
  53. 53. Why should people/companies have blogs? • To build awareness of brand • To boost search engine rankings • To improve customer relations • To show knowledge & earn credibility
  54. 54. Why should people/companies have blogs? • To build awareness of brand • To boost search engine rankings • To improve customer relations • To show knowledge & earn credibility • To get new clients/make sales
  55. 55. Results:
  56. 56. Results: • Branded mentions of Fiskars have risen 600% per week since the program began.
  57. 57. Results: • Branded mentions of Fiskars have risen 600% per week since the program began. • There are more than 5000+ members of the Fiskateers community.
  58. 58. Results: • Branded mentions of Fiskars have risen 600% per week since the program began. • There are more than 5000+ members of the Fiskateers community. • Each community member is a "brand ambassador" who spreads the message to other crafters.
  59. 59. Results: • Branded mentions of Fiskars have risen 600% per week since the program began. • There are more than 5000+ members of the Fiskateers community. • Each community member is a "brand ambassador" who spreads the message to other crafters. • The program successfully de-commoditized Fiskars and made crafters value their products beyond price.
  60. 60. Easy ways to include video in a web site
  61. 61. Show a product in action
  62. 62. Share expertise through educational videos, a newscast or interviews with team members.
  63. 63. Search Engines love Video!
  64. 64. Promote a special event, new product release, or special offer
  65. 65. Customer Testimonials
  66. 66. Have a community post their own videos
  67. 67. Create a video podcast that people can subscribe to.
  68. 68. Stand out from competitors. Be the first in your community to try video!
  69. 69. Results:
  70. 70. Results: • Through the podcast, Gary grew Wine Library from $4 million to $50 million business in 18 months.
  71. 71. Results: • Through the podcast, Gary grew Wine Library from $4 million to $50 million business in 18 months. • He’s done over 900 episodes, the show gets 100,000 viewers per day.
  72. 72. Results: • Through the podcast, Gary grew Wine Library from $4 million to $50 million business in 18 months. • He’s done over 900 episodes, the show gets 100,000 viewers per day. • Gary is a bestselling author of business books and has his own show on Sirus Satellite Radio called Wine and Web
  73. 73. Whatʼs a Webinar?
  74. 74. Whatʼs a Webinar?
  75. 75. Whatʼs a Webinar? • It's more than just promoting a product
  76. 76. Whatʼs a Webinar? • It's more than just promoting a product • Share knowledge, bring in industry experts, educate your customers
  77. 77. Whatʼs a Webinar? • It's more than just promoting a product • Share knowledge, bring in industry experts, educate your customers • Value-add "insider" knowledge for existing customers
  78. 78. Whatʼs a Webinar? • It's more than just promoting a product • Share knowledge, bring in industry experts, educate your customers • Value-add "insider" knowledge for existing customers • A way to interact with customers
  79. 79. Whatʼs a Webinar? • It's more than just promoting a product • Share knowledge, bring in industry experts, educate your customers • Value-add "insider" knowledge for existing customers • A way to interact with customers • Can be "free" or "premium" content
  80. 80. Whatʼs a Webinar? • It's more than just promoting a product • Share knowledge, bring in industry experts, educate your customers • Value-add "insider" knowledge for existing customers • A way to interact with customers • Can be "free" or "premium" content • Content can be made "on-demand" and linked on a site
  81. 81. Whatʼs a Webinar? • It's more than just promoting a product • Share knowledge, bring in industry experts, educate your customers • Value-add "insider" knowledge for existing customers • A way to interact with customers • Can be "free" or "premium" content • Content can be made "on-demand" and linked on a site • A variety of tools available
  82. 82. $4,000 per session
  83. 83. • Training and customer demos
  84. 84. • Training and customer demos •  Involve decision makers regardless of geographic location
  85. 85. • Training and customer demos •  Involve decision makers regardless of geographic location • Webinars are recorded and can be shared any time
  86. 86. • Training and customer demos •  Involve decision makers regardless of geographic location • Webinars are recorded and can be shared any time • BusinessFitness reports cost savings of $100,000 and significantly reduced sales cycles
  87. 87. Your Home Base
  88. 88. Your Home Base Give people a reason to drop by
  89. 89. Your Home Base Give people a reason to drop by They will come back if you provide relevant, updated content that is interesting to the community.
  90. 90. Your Neighbourhoods
  91. 91. Twitter is your coffee shop
  92. 92. @littlerandy
  93. 93. Silly !
  94. 94. Randy uses ONLY Twitter to market his business.
  95. 95. @littlerandy Results:
  96. 96. @littlerandy Results: • Gained several new clients, grew his business, and survived last year’s downturn.
  97. 97. @littlerandy Results: • Gained several new clients, grew his business, and survived last year’s downturn. Randy’s Twitter Advice:
  98. 98. @littlerandy Results: • Gained several new clients, grew his business, and survived last year’s downturn. Randy’s Twitter Advice: • Devote your time to making meaningful connections, not marketing.
  99. 99. @littlerandy Results: • Gained several new clients, grew his business, and survived last year’s downturn. Randy’s Twitter Advice: • Devote your time to making meaningful connections, not marketing. • Try to meet as many people as you can in person - offline meetings trump online meetings every time.
  100. 100. @littlerandy Results: • Gained several new clients, grew his business, and survived last year’s downturn. Randy’s Twitter Advice: • Devote your time to making meaningful connections, not marketing. • Try to meet as many people as you can in person - offline meetings trump online meetings every time. • Find networking and social events to go to (Tweetups) to further expand your online network in the offline world.
  101. 101. Twitter is your coffee shop
  102. 102. Twitter is your coffee shop • Twitter is a worldwide, 24/7 conversation.
  103. 103. Twitter is your coffee shop • Twitter is a worldwide, 24/7 conversation. • Itʼs a meeting place.
  104. 104. Twitter is your coffee shop • Twitter is a worldwide, 24/7 conversation. • Itʼs a meeting place. • You can listen in, learn something new, and share what you know.
  105. 105. Twitter is your coffee shop • Twitter is a worldwide, 24/7 conversation. • Itʼs a meeting place. • You can listen in, learn something new, and share what you know. • Itʼs not a broadcast channel. The loud people get weeded out.
  106. 106. Twitter is your coffee shop • Twitter is a worldwide, 24/7 conversation. • Itʼs a meeting place. • You can listen in, learn something new, and share what you know. • Itʼs not a broadcast channel. The loud people get weeded out. • Itʼs a way to get to know people before you invite them to your home base.
  107. 107. Facebook is your community centre
  108. 108. Danny Brown Social Sensei
  109. 109. The Challenge
  110. 110. The Challenge • 12 months, different charity each month
  111. 111. The Challenge • 12 months, different charity each month • 1200 people @ $10 per month
  112. 112. The Challenge • 12 months, different charity each month • 1200 people @ $10 per month • Done entirely through social networks
  113. 113. Results
  114. 114. Results • Over 4,000 supporters worldwide
  115. 115. Results • Over 4,000 supporters worldwide • Twitter marathon, live streaming concerts
  116. 116. Results • Over 4,000 supporters worldwide • Twitter marathon, live streaming concerts • In 2009, 12for12k raised over $100,000 that was shared with 9 different charities
  117. 117. Results • Over 4,000 supporters worldwide • Twitter marathon, live streaming concerts • In 2009, 12for12k raised over $100,000 that was shared with 9 different charities • Awareness of each of the charities grew as a result of the campaign
  118. 118. Facebook is your community centre
  119. 119. Facebook is your community centre • Facebook can be the central hub of your community. where people can find and share information about your business.
  120. 120. Facebook is your community centre • Facebook can be the central hub of your community. where people can find and share information about your business. • Like a community centre bulletin board. Tell your story and provide calls to action.
  121. 121. Facebook is your community centre • Facebook can be the central hub of your community. where people can find and share information about your business. • Like a community centre bulletin board. Tell your story and provide calls to action. • Your community can share their stories too.
  122. 122. Facebook is your community centre • Facebook can be the central hub of your community. where people can find and share information about your business. • Like a community centre bulletin board. Tell your story and provide calls to action. • Your community can share their stories too. • It links people back to your home base.
  123. 123. Facebook is your community centre • Facebook can be the central hub of your community. where people can find and share information about your business. • Like a community centre bulletin board. Tell your story and provide calls to action. • Your community can share their stories too. • It links people back to your home base. • Itʼs opt-in.
  124. 124. Re-Cap
  125. 125. Re-Cap • Social media can be used successfully for all types of businesses - B2C, B2B, and across industries and sectors.
  126. 126. Re-Cap • Social media can be used successfully for all types of businesses - B2C, B2B, and across industries and sectors. • Social media is about leveraging technology to create new connections with customers.
  127. 127. Re-Cap • Social media can be used successfully for all types of businesses - B2C, B2B, and across industries and sectors. • Social media is about leveraging technology to create new connections with customers. • Social media is less about the sales pitch, and more about the conversation.
  128. 128. Bringing it All Together: How to develop a social media strategy that works for your business
  129. 129. The New Kid
  130. 130. Get your house in order FIRST
  131. 131. Step 1: Clean up your Home Base
  132. 132. Step 1: Clean up your Home Base • Set specific and measurable goals
  133. 133. Step 1: Clean up your Home Base • Set specific and measurable goals • Give your blog a home or revisit your blog
  134. 134. Step 1: Clean up your Home Base • Set specific and measurable goals • Give your blog a home or revisit your blog • Consider where video, webinars, or other fresh content could be added
  135. 135. Step 1: Clean up your Home Base • Set specific and measurable goals • Give your blog a home or revisit your blog • Consider where video, webinars, or other fresh content could be added • Create your profiles on social networks (as placeholders)
  136. 136. Step 1: Clean up your Home Base Suggested Toolkit
  137. 137. Step 1: Clean up your Home Base Suggested Toolkit • Blogging tool: Wordpress.com or .org
  138. 138. Step 1: Clean up your Home Base Suggested Toolkit • Blogging tool: Wordpress.com or .org • Webinar tools - DimDim or GoToMeeting
  139. 139. Step 1: Clean up your Home Base Suggested Toolkit • Blogging tool: Wordpress.com or .org • Webinar tools - DimDim or GoToMeeting • Video Tools - FlipCam, YouTube
  140. 140. Step 1: Clean up your Home Base Suggested Toolkit • Blogging tool: Wordpress.com or .org • Webinar tools - DimDim or GoToMeeting • Video Tools - FlipCam, YouTube • Twitter, Facebook, LinkedIN
  141. 141. Step 2: Go out Exploring
  142. 142. Step 2: Go out Exploring • Check out the neighbourhood
  143. 143. Step 2: Go out Exploring • Check out the neighbourhood • Set up listening posts
  144. 144. Step 2: Go out Exploring • Check out the neighbourhood • Set up listening posts • Find your customers, and listen to what they are talking about
  145. 145. Step 2: Go out Exploring • Check out the neighbourhood • Set up listening posts • Find your customers, and listen to what they are talking about • Share this info with your colleagues
  146. 146. Step 2: Go out Exploring • Check out the neighbourhood • Set up listening posts • Find your customers, and listen to what they are talking about • Share this info with your colleagues • Collaborate/brainstorm on content ideas
  147. 147. Step 2: Go out Exploring Suggested Toolkit
  148. 148. Step 2: Go out Exploring Suggested Toolkit • Twitter Search (use #hashtags), Twitter Chats to find conversations
  149. 149. Step 2: Go out Exploring Suggested Toolkit • Twitter Search (use #hashtags), Twitter Chats to find conversations • Search Facebook Groups to find communities with shared interests
  150. 150. Step 2: Go out Exploring Suggested Toolkit • Twitter Search (use #hashtags), Twitter Chats to find conversations • Search Facebook Groups to find communities with shared interests • Use Google Alerts, Google Reader to have information delivered to you.
  151. 151. Step 3: Build A Team
  152. 152. Step 3: Build A Team • Define the roles of your team up front. Who will contribute to the blog? Monitor comments? Manage Facebook, Twitter, and photos? Create videos?
  153. 153. Step 3: Build A Team • Define the roles of your team up front. Who will contribute to the blog? Monitor comments? Manage Facebook, Twitter, and photos? Create videos? • Build an editorial calendar, and set deadlines, and deliverables.
  154. 154. Step 3: Build A Team • Define the roles of your team up front. Who will contribute to the blog? Monitor comments? Manage Facebook, Twitter, and photos? Create videos? • Build an editorial calendar, and set deadlines, and deliverables. • Decide what content will be posted when. Make sure itʼs manageable and ties back to your goals.
  155. 155. Step 3: Build Your Team Suggested Toolkit
  156. 156. Step 3: Build Your Team Suggested Toolkit • Google Docs for collaboration
  157. 157. Step 3: Build Your Team Suggested Toolkit • Google Docs for collaboration • DropBox for file sharing
  158. 158. Step 3: Build Your Team Suggested Toolkit • Google Docs for collaboration • DropBox for file sharing • Google Calendar for editorial calendar
  159. 159. Step 4: Just hit Publish
  160. 160. Step 4: Just hit Publish • Work on your content first - start to build blog posts, videos, content for webinars.
  161. 161. Step 4: Just hit Publish • Work on your content first - start to build blog posts, videos, content for webinars. • Get some stuff “in the can”.
  162. 162. Step 4: Just hit Publish Suggested Toolkit
  163. 163. Step 4: Just hit Publish Suggested Toolkit • Google Docs for team collaboration, Evernote for “anywhere” ideas
  164. 164. Step 4: Just hit Publish Suggested Toolkit • Google Docs for team collaboration, Evernote for “anywhere” ideas • Invest in an audio recorder or FlipCam
  165. 165. Step 4: Just hit Publish Suggested Toolkit • Google Docs for team collaboration, Evernote for “anywhere” ideas • Invest in an audio recorder or FlipCam • Create spaces - YouTube Channel, Wordpress Blog, Flickr Page
  166. 166. Step 5: Engage!
  167. 167. Step 5: Engage! • Create your neighbourhoods.
  168. 168. Step 5: Engage! • Create your neighbourhoods. • Facebook is a great place to start. Create your fan page, load up links, photos, videos, start discussions.
  169. 169. Step 5: Engage! • Create your neighbourhoods. • Facebook is a great place to start. Create your fan page, load up links, photos, videos, start discussions. • Invite people to “Like” your page. Link your Facebook page off your web site/blog
  170. 170. Step 5: Engage! • Create your neighbourhoods. • Facebook is a great place to start. Create your fan page, load up links, photos, videos, start discussions. • Invite people to “Like” your page. Link your Facebook page off your web site/blog • Donʼt just post links to your own stuff. Posts links to things you find in your Google Reader that are interesting.
  171. 171. Step 5: Engage!
  172. 172. Step 5: Engage! • Post links on Twitter to things you find interesting. Re-Tweet othersʼ interesting content.
  173. 173. Step 5: Engage! • Post links on Twitter to things you find interesting. Re-Tweet othersʼ interesting content. • Participate in Twitter Chats. Share your knowledge.
  174. 174. Step 5: Engage! • Post links on Twitter to things you find interesting. Re-Tweet othersʼ interesting content. • Participate in Twitter Chats. Share your knowledge. • Following other people is like a handshake. Say hello!
  175. 175. Step 5: Engage! • Post links on Twitter to things you find interesting. Re-Tweet othersʼ interesting content. • Participate in Twitter Chats. Share your knowledge. • Following other people is like a handshake. Say hello! • Build a YouTube channel and post your videos. Point people to that content too.
  176. 176. Step 5: Engage!
  177. 177. Step 5: Engage! • Beef up your profile on LinkedIN, and link your blog feed to your profile.
  178. 178. Step 5: Engage! • Beef up your profile on LinkedIN, and link your blog feed to your profile. • Post photos to your Flickr page of events and interesting things that happen in your day.
  179. 179. Step 6: Manage and Maintain
  180. 180. Step 6: Manage and Maintain • Donʼt stop now! If you disappear for days youʼll lose momentum.
  181. 181. Step 6: Manage and Maintain • Donʼt stop now! If you disappear for days youʼll lose momentum. • Find some time every day to interact - make it a habit, like checking your email or voicemail.
  182. 182. Yah, BUT....
  183. 183. Top 5 reasons why businesses are afraid of social media
  184. 184. Top 5 reasons why businesses are afraid of social media
  185. 185. Top 5 reasons why businesses are afraid of social media We don't have time for social media.
  186. 186. Top 5 reasons why businesses are afraid of social media We don't have time for social media. Social media is a waste of time and resources.
  187. 187. Top 5 reasons why businesses are afraid of social media We don't have time for social media. Social media is a waste of time and resources. "Haters" will damage our brand.
  188. 188. Top 5 reasons why businesses are afraid of social media We don't have time for social media. Social media is a waste of time and resources. "Haters" will damage our brand. If our employees are allowed to Tweet, they might give away company secrets.
  189. 189. Top 5 reasons why businesses are afraid of social media We don't have time for social media. Social media is a waste of time and resources. "Haters" will damage our brand. If our employees are allowed to Tweet, they might give away company secrets. It's impossible to track ROI.
  190. 190. We donʼt have time for social media.
  191. 191. We donʼt have time for social media. Make it a team effort.
  192. 192. We donʼt have time for social media. Make it a team effort. Make it a habit.
  193. 193. We donʼt have time for social media. Make it a team effort. Make it a habit. Make it part of your marketing plan.
  194. 194. We donʼt have time for social media. Make it a team effort. Make it a habit. Make it part of your marketing plan. Make it a priority.
  195. 195. Social media is a waste of time and resources
  196. 196. Social media is a waste of time and resources Itʼs one of the fastest ways to build brand recognition
  197. 197. Social media is a waste of time and resources Itʼs one of the fastest ways to build brand recognition Itʼs not just “playing”, but it is fun!
  198. 198. Social media is a waste of time and resources Itʼs one of the fastest ways to build brand recognition Itʼs not just “playing”, but it is fun! 80% of my companyʼs new business in the past 2 years has from social media channels.
  199. 199. Social media is a waste of time and resources Itʼs one of the fastest ways to build brand recognition Itʼs not just “playing”, but it is fun! 80% of my companyʼs new business in the past 2 years has from social media channels. My company would not have survived the downturn if not for social media.
  200. 200. “Haters” will damage my brand.
  201. 201. “Haters” will damage my brand. If youʼre already listening, youʼll be able to hear immediately if there is an issue.
  202. 202. “Haters” will damage my brand. If youʼre already listening, youʼll be able to hear immediately if there is an issue. You can address problems directly, quickly, and personally.
  203. 203. If our employees are allowed to Tweet, they might give away company secrets.
  204. 204. If our employees are allowed to Tweet, they might give away company secrets. Set up guidelines for your staff about what they can and canʼt say online about the company.
  205. 205. If our employees are allowed to Tweet, they might give away company secrets. Set up guidelines for your staff about what they can and canʼt say online about the company. Your employees are the human face of your company. Encourage their personalities to shine through.
  206. 206. Itʼs impossible to track ROI.
  207. 207. Itʼs impossible to track ROI. Social media tools are very trackable.
  208. 208. Itʼs impossible to track ROI. Social media tools are very trackable. Analytics are available across most platforms.
  209. 209. Itʼs impossible to track ROI. Social media tools are very trackable. Analytics are available across most platforms. Tools like Radian6 help with monitoring and tracking ROI.
  210. 210. Itʼs impossible to track ROI. Social media tools are very trackable. Analytics are available across most platforms. Tools like Radian6 help with monitoring and tracking ROI. If you focus on your goals up front, youʼll know when youʼve been successful.
  211. 211. Social Media in Less than 1 Hour a Day
  212. 212. Social Media in Less than 1 Hour a Day • Google Reader: 10 minutes with your morning coffee
  213. 213. Social Media in Less than 1 Hour a Day • Google Reader: 10 minutes with your morning coffee • Neighbourhood Check-In: 10 minutes morning, lunch and end of day (Hootsuite helps!)
  214. 214. Social Media in Less than 1 Hour a Day • Google Reader: 10 minutes with your morning coffee • Neighbourhood Check-In: 10 minutes morning, lunch and end of day (Hootsuite helps!) • Community Search: 10 minutes a week to seek out new people and build your network
  215. 215. Social Media in Less than 1 Hour a Day • Google Reader: 10 minutes with your morning coffee • Neighbourhood Check-In: 10 minutes morning, lunch and end of day (Hootsuite helps!) • Community Search: 10 minutes a week to seek out new people and build your network • Spread it around: Share the tasks with your team.
  216. 216. Some final words of wisdom
  217. 217. Some final words of wisdom • In the old days, it was mass all about mass media
  218. 218. Some final words of wisdom • In the old days, it was mass all about mass media • You don't have to control the message, you are part of the conversation
  219. 219. Some final words of wisdom • In the old days, it was mass all about mass media • You don't have to control the message, you are part of the conversation • Customers are your best source of information. Understand what they really want, desire, dream about
  220. 220. Some final words of wisdom • In the old days, it was mass all about mass media • You don't have to control the message, you are part of the conversation • Customers are your best source of information. Understand what they really want, desire, dream about • Create an experience that matches their dreams
  221. 221. Some final words of wisdom • In the old days, it was mass all about mass media • You don't have to control the message, you are part of the conversation • Customers are your best source of information. Understand what they really want, desire, dream about • Create an experience that matches their dreams •Transparency builds trust
  222. 222. Some final words of wisdom • In the old days, it was mass all about mass media • You don't have to control the message, you are part of the conversation • Customers are your best source of information. Understand what they really want, desire, dream about • Create an experience that matches their dreams •Transparency builds trust • Encouraging your staff to interact with people creates a human company.
  223. 223. Content is King.
  224. 224. Content is King.
  225. 225. Content is King. Conversation is King.
  226. 226. Conversation is King. Are you ready to start?

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