2. Doing Business in the
Conversation Age
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
Sunday, March 20, 2011
3. Who Am I?
Writer, TV producer, entrepreneur, web
site maker, content creator, professional
speaker, teacher, singer, wizard, pet
mom... and a complete and utter
computer nerd.
Sunday, March 20, 2011
4. Today’s Agenda
9:00am-10:15am: Doing Business in the Conversation Age
10:15am-10:30am: Break
10:30am-12:00pm: It’s Not About the Tools
(but here are the ones you need to know about)
12:00pm – 1:00pm: Lunch
1:00pm – 1:30pm: Paul and Kelly from Brooks Farms
1:30pm – 2:30pm: Building Your Online Strategy (Hands-on)
2:30pm – 2:45pm: Break
2:45pm-4:00pm: Building Your Online Strategy continued (Hands-on)
4:00pm-4:30pm: – Q and A/Discussion and Wrap Up
Sunday, March 20, 2011
5. √
By the end of today you will:
Understand the importance of creating great content.
Feel more comfortable with social media tools.
Be able to find your audience online and interact with them
more effectively.
Feel less fearful about engaging with your customers online.
Sunday, March 20, 2011
6. ?
What We’ll Learn
• What’s this social media stuff about, anyway?
• The best place to start with your online presence
• How Facebook and Twitter can be useful for any type of
business in any type of industry
• 6 steps to get your online presence off the ground
• Common fears and misconceptions about social media
• Social media in less than an hour a day
• PDF Handbook/Slideshow
Sunday, March 20, 2011
8. 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
Sunday, March 20, 2011
9. The Social Media Revolution
Over 200,000,000 blogs
77% of active Internet
users read blogs
Twitter has over
150,000,000 users
Sunday, March 20, 2011
10. The Social Media Revolution
25% of search results for the
world’s 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.
Sunday, March 20, 2011
11. People are ONLINE.
They are talking about
YOUR BUSINESS.
Sunday, March 20, 2011
14. First Contact
• Chris searched online and found a huge
network of foodies – food lovers, critics,
and suppliers
• He discovered the hot topics and began
to reach out and make contact.
• He sent out food samples and people
started posting reviews on their blogs.
Sunday, March 20, 2011
19. “...social media
marketing is something
any small business could
get into. We have a very
tiny marketing budget,
but this is about
spending time rather
than money.”
– Chris Wildman
Sunday, March 20, 2011
20. Social media = personal connections
Social media = awareness
Social media = more business
Sunday, March 20, 2011
21. If you want to compete, you
can’t wait for business to come
to you.
Social media is an opportunity you to
make personal connections with your
customers.
Word of mouth = World of mouth
Sunday, March 20, 2011
31. Facebook is your community centre
Facebook can be the
central hub
of your community,
where people
can find and share
information
about the things
they care about.
Sunday, March 20, 2011
32. Facebook is your community centre
Like a community
centre bulletin board.
Tell your story and
provide calls to action.
Sunday, March 20, 2011
33. Facebook is your community centre
Your community can
share their stories too.
Sunday, March 20, 2011
34. Facebook is your community centre
Your community can
share their stories too.
Sunday, March 20, 2011
35. Facebook is your community centre
It links people back to
your home base.
Sunday, March 20, 2011
41. Results
• “Field of Screams” – over 8,300 views
• Other videos – 2 to 3,000 views
• Plenty of buzz
• Cross promotion through web site
• Blogger outreach (free passes)
Sunday, March 20, 2011
44. Results:
• Through the podcast, Gary grew Wine Library
from $4 million to $50 million business in 18
months.
• He’s done 1000 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
Sunday, March 20, 2011
53. @HerrlesMarket
Results:
• He’s made invaluable connections with his customers
• His customers are “ambassadors” – they promote his business
for him.
Trevor’s Twitter Advice:
• Engaged followers are more valuable than volume of
followers.
• Start by following people in your industry, other farms and
say hello!
• Be yourself
• Use Twitter as an opportunity to educate people about
farming.
Sunday, March 20, 2011
54. Home Base
Community Centre Coffee Shop
Town Square
Sunday, March 20, 2011
55. How do we build our home base?
It’s all about CONTENT.
Blogging
Video
Photos
Sunday, March 20, 2011
56. Blogs – why should you have one?
• To build awareness of your brand
• To boost your search engine rankings
• To improve customer relations
• To show knowledge & earn credibility
• To get new clients/make sales
Sunday, March 20, 2011
59. 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.
Sunday, March 20, 2011
60. Re-Cap
• Social media can be used successfully for all
types of businesses – including YOURS!
• Social media is about leveraging technology to
create new connections with your customers.
• Social media is less about the sales pitch, and
more about the conversation.
Sunday, March 20, 2011
62. Top 5 reasons why businesses
are afraid of social media
Sunday, March 20, 2011
63. 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.
Sunday, March 20, 2011
64. We don’t 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.
Sunday, March 20, 2011
65. Social media is a waste of time and resources
It’s one of the fastest ways
to build brand recognition
It’s not just “playing”, but it is fun!
80% of my company’s 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.
Sunday, March 20, 2011
66. “Haters” will damage my brand.
If you’re already listening, you’ll be able to
hear immediately if there is an issue.
You can address problems directly,
quickly, and personally.
Sunday, March 20, 2011
67. If our employees are allowed to Tweet, they
might give away company secrets.
Set up guidelines for your staff about what
they can and can’t say online about the
company.
Your employees are the human face
of your company. Encourage their
personalities to shine through.
Sunday, March 20, 2011
68. It’s impossible to track ROI.
Social media tools are very trackable.
Analytics are available across most platforms.
If you focus on your goals up front, you’ll know
when you’ve been successful.
Sunday, March 20, 2011
